The UK’s most visited online publisher is pursuing mass-market audiences – the opposite of what News International is attempting with its paid-for content strategy for The Times and Sunday Times.

News International’s paywall, implemented last week and requiring users to register payment and demographic data, is expected to reduce its share of UK traffic by more than half. Internet monitor Hitwise reported a drop in its UK online newspaper market share from 4.37% to 2.67% during May when registrations were first being invited.

In contrast, Mail Online – which has had seven journalists and an in-house ad sales team working from Los Angeles for around a month – is preparing to expand its US editorial and ad sales capabilities around its showbiz offering. Over the coming weeks, the website will ramp up US showbiz content. It’s the first time it will have created content tailored to an overseas audience.

This development marks the latest in Mail Online’s efforts to monetise its US audience since rolling out behavioural targeting across US inventory last year and publisher Martin Clarke went public with US commercial intentions in 2007.

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