GLOBAL BRIEF: Will expats pay for royal fix? - Can the Daily Mail’s Royal Website win business from rivals, Stovin Hayter asks

Royal watchers in the US, Australia and other former colonies can get a daily dose of the world’s most public family via the Internet. Fergie’s flings, Di’s dresses, the latest skiing holiday - they’re all on the Daily Mail’s new Website, www.royaltyuk.com (Campaign, last week).

Royal watchers in the US, Australia and other former colonies can

get a daily dose of the world’s most public family via the Internet.

Fergie’s flings, Di’s dresses, the latest skiing holiday - they’re all

on the Daily Mail’s new Website, www.royaltyuk.com (Campaign, last

week).



Associated Electronic Publishing, the new-media division of Associated

Newspapers, publisher of the Daily Mail, has a number of Websites,

including the Evening Standard’s Business Day Interactive. But the

royalty site, which includes news, fashion and lifestyle sections, is

its first attempt at seeking an international audience.



Paul Zwillenberg, the managing director of AEP, says: ’Our analysis

suggests there is a market for this kind of information in places like

Canada, the States and Australia.’ People living abroad are unlikely to

have access to daily news and other information about the royal family

in the level of detail that a British newspaper like the Mail could

provide, he adds.



Zwillenberg is hoping there are enough foreign royalty watchers on the

Internet who feel deprived enough of their information fix to pay for

it. It is impossible to get very far beyond the opening page before

being met with a message saying that the requested information is

available only to subscribers. Subscription to www.royaltyuk.com costs

USdollars 8.95 (about pounds 5.45) a month. The site will be promoted

online, through Internet service providers, ads on other Websites and

online PR.



Yet successful consumer subscription services on the Internet are few

and far between. And the Daily Mail site will face competition. The

official British monarchy Website (www.royal.gov.uk) was also launched

this month by the Queen.



A cursory search for ’British Royal Family’ on the Web revealed several

dozen other sites, put together by enthusiasts or tourism-related

organisations.



What most of those lack, however, is up-to-date news and the Daily

Mail’s latest paparazzi pics.



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content