Mail Online rebrands to Daily Mail Australia to gain more reader recognition

June 3, 2014 1:06

The Mail Online has changed its Australian masthead with the publication choosing to launch under a rebranded masthead of the Daily Mail Australia.

The joint venture between Nine’s digital arm Mi9 and the Daily Mail Trust in London was announced in November recruiting more than 40 journalists in the last six months.

While the news website rolled out largely Australian content three weeks ago, a spokesman confirmed to Mumbrella that the formal launch occurred yesterday: “We can confirm that the Daily Mail Australia masthead has gone live.”

The decision to go with the name Daily Mail Australia instead of the Mail Online, which is used in the UK and US, is understood to have been taken due to perception of greater brand recognition for the Daily Mail among the Australian audience.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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