On DMG’s website, Mi9 CEO Mark Britt said the goal is to create the largest digital news team in Australia. He also said the site would offer Australians a better variety of news, lifestyle, and entertainment in the MailOnline style.
Martin Clarke, publisher of MailOnline, offered: “This partnership with Mi9 makes complete sense to us. Two trusted brands with a commitment to journalism will offer stories that will set the agenda in Australia. We’ve had Australian readers for many years now, being able to provide them with the latest local news alongside the stories that matter from the Daily Mail’s reporters from around the globe, is extremely important to us.”
The Daily Mail is the world’s most visited English-language newspaper site, with an average of 57.3 million visitors per month. The new Australian website (dailymail.com.au) will provide original Australian content as well as using the sources of DMG Media, Nine Entertainment, and Mi9. The site will hire some 50 journalists to report on the country’s events.
Britt continued: “At Mi9 we’re committed to the future of digital media in Australia. While many of the industry’s players have been cutting back their editorial resources, we’re excited to be increasing our editorial footprint online.”
The launch follows The Guardian’s successful creation of an Australian news site in early 2013. As with DMG, The Guardian’s site was initially focused on capitalizing on strong pre-existing Australian readership. Guardian News and Media Editor-in-Chief Alan Rusbridger also said the goal was not only to expand into Australia, but to use the country as a springboard to becoming established in Asia as well.