The Daily Mail, much sniffed at by its critics as the housewives’ favourite, certainly seems to be making in-roads with its online content.

New figures out show that the Mail is growing its digital readership faster than any other UK paper for the third month running.

So why is the Mail getting it so right? Is is translating its penchant for fearful news stories to the Internet age? Or is it being smart about how the content people want online is different, and it is doing a very good job of meeting that need? Probably the latter.

Plus its use of images, even oddities like this, has come on in leaps and bounds, making it a highly readable and engaging site.

Any brand owners who thought the Mail’s appeal was rather narrow, with the red-tops and broadsheets doing onlien better, had better think again.