Why Mail Online's 'terracotta army' is winning the digital war

the mail onlines following is huge and succesfull

"They certainly appear to be winning the digital war in terms of traffic volume, and by a considerable margin. Unfortunately, as with all armies, maintaining discipline is often problematic."

One eye-popping statistic is that the staffing has increased from 300 in September last year to 460 now (of which 100 are based in the US)

there is also controversy over the nature of the site's content which attracts the most hits - the so-called "sidebar of shame".

It is replete with under-dressed celebrities not doing much of interest and not saying anything worthwhile. But it is undeniably popular. Gossip and glamour sell.

So there is an obvious disconnect between the Mail print titles and Mail Online's most-read content. It is a bold strategy and, thus far, it has been very successful.

I believe that the mail online has been able to adapt to the change in platforms very swiftly and successfully and with more ease than any other paper, this is why they are more successful than any others.