In tabloid-land the Daily Mail is the only newspaper with a clear strategy for generating revenue online for its MailOnline property. Its approach is focussed on generating potent content to drive traffic and bait advertisers.

And its easy to see how it done. The right-hand side of the homepage is packed with high impact SEO-led news stories more typical of the red top tabloids or weekly gossip magazines. But for the MailOnline it’s an approach that clearly works.

According to the ABC data published last week MailOnline is the most successful online newspaper site in the UK by a significant margin. Year-on-year traffic is up almost 70 per cent to 2.23 million visitors per day or 36.2 million visitors per month.