Daily Mail Aims to Resolve ‘Madison Avenue Challenge’

Right now, the U.S. Daily Mail home page resides at dailymail.co.uk/ushome and the paper’s Internet presence as a whole is universally referred to as MailOnline. But not for much longer.


As newly appointed North American CEO Jon Steinberg explained to Ad Age‘s Michael Sebastian, by Thanksgiving, the UK paper should have a new stateside (and overall) shingle:

One year from now, he hopes to have solved MailOnline’s “Madison Avenue challenge,” which he blamed partly on brand confusion around the Daily Mail‘s digital presence being MailOnline. By the middle of the fourth quarter, MailOnline will migrate to DailyMail.com, according to Mr. Steinberg. “I want confusion around the brand fixed,” he said.

Another interesting tidbit shared in the piece is Steinberg’s efforts to start attracting more U.S.-side advertising. Sebastian mentions a BBC America campaign; at press time, Mike’s Lemonade is prominently splashed across the U.S. home page. Read the rest of the article here.

Earlier this year, The Guardian estimated that the price tag for obtaining that URL, dailymail.com, was seven figures. The previous owner was West Virginia newspaper the Charleston Daily Mail, which can now be found at charlestondailymail.com.

Addendum (1:00 p.m.):
The MailOnline lingo is not going to be entirely lost. According to a rep for the paper, although dailymail.com will be the new default URL for all portions of the paper and the current UK Web address will automatically redirect, the London masthead will still say MailOnline.

Previously on FishbowlNY:
Roy Greenslade’s Take on the Daily Mail
Departed BuzzFeed COO Joins MailOnline