The Daily Mail is challenging the perception that consumers will
not pay for content on the Internet with its new Royal Family Website,
which is aimed at non-UK English-speaking territories.
Associated Electronic Publishing, the new-media division of the Daily
Mail’s publisher, Associated Newspapers, is targeting Canada, Australia
and the US in particular with its new site, at www.RoyalUK.com.
Paul Zwillenberg, the managing director of AEP, said: ’We will be taking
advertising and sponsorship on the site, but we will focus on generating
subscriptions during the initial stages.’
He continued: ’It is an opportunity for us to learn how a subscription
service might work on the Internet. Our analysis suggests that there is
a market for this (abroad) as it is information that would not normally
be available in this much detail.’
The venture follows a number of highly publicised failures to establish
successful subscription Websites. However, Zwillenberg said: ’We are not
predicting millions of subscribers. We are conservative in our
expectations and in our investment.’
Advertising is more likely to follow a sponsorship rather than a display
or ’banner’ model, Zwillenberg added.
Its launch came in the same week as the official Royal Website, which
was designed and implemented by an in-house new-media team at the
Central Office of Information.
The site will draw on the ongoing coverage of the Royal Family by
Associated’s Newspapers, as well as 100 years of archive material.
Basic information is free to any visitor, with more detail only
available to those willing to pay a monthly fee of USdollars 8.95 (about