Daily Mail charges for users to access new Royal Website

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.

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

pounds 5.45).



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