A view from Sue Unerman

The new business models emerging from newspapers

Commenting on the latest figures documenting the rise of Mail Online, Simon Duke writes in The Sunday Times Business: "The Mail was late to the...

With 154 million readers a month, Mail Online is the most popular news website in the world.

We are all looking for new business models for news brands. The analyst Ian Whittaker says: "Daily Mail and Trust has been adept at transforming itself from a traditional newspaper publisher." Different approaches are essential to transform this heritage industry.

The People was even later to join the races. This month, it launched people.co.uk and it doesn't look anything like Mail Online or guardian.co.uk. It's nothing like the once popular newspaper either. MediaCom's head of print brands, Adam Crow, thinks the bold, quirky, different design has huge potential to create a positive turnaround for the once powerhouse brand, saying "its bold, simple, pictorially led design strangely works" and adds that it is "no doubt targeting a much younger demographic than the newspaper".

I find that I've revised my thinking about the brand after only a few, rather enticing, visits. Trinity Mirror has had some success with digital innovation through Us Vs Th3m, where most of us checked to see how much the Daily Mail hates us (yes, of course, in my case). People.co.uk is more than games and quizzes. Its creator, Trinity Mirror's publishing director of Sunday brands, Sue Douglas, calls the seven-day site "news without the boring bits". Not just news (without the boring bits) but entertainment and reviews too. It's a newspaper/BuzzFeed mash-up. Douglas describes herself as a maverick; she's more than this – with a pedigree of leading change in newspapers, she's something of a catalyst.

Not competing for the title of the world's biggest newspaper yet, but perhaps the dawn of a new model of giving people the stories they love.

Sue Unerman is the chief strategy officer at MediaCom
@sueu