campaignlive.co.uk, Friday, 05 December 2003 12:00AM
The websites, dailymail. co.uk and mailonsunday. co.uk, will launch next year and will offer content from the print versions combined with interactive content developed by a dedicated editorial team.
Associated said it expects the profile of the online readership to be similar to that of the print versions, but claims that it will be biased towards "slightly younger and more affluent users".
Compared with rivals such as Telegraph Group and Guardian Newspapers, Associated has been slow to launch full online versions of its titles. However, it believes that the time is right to launch, with more than half of the Daily Mail's readership online. Associated is creating a package of advertising and sponsorship options across the websites.
Associated already operates a range of sites including ThisisLondon, femail.co.uk and loot.com.
Andrew Hart, the managing director of Associated New Media, said: "We wanted to wait until we were confident that an online product would be profitable, in order to extend our brand's reach to the benefit of our commercial partners and advertisers."
Murdoch MacLennan, managing director of Associated Newspapers, said: "The increasing editorial and commercial success of our existing online brands such as thisismoney.co.uk and thisistravel.co.uk demonstrates that the time is now right to launch."
This article was first published on campaignlive.co.uk