Mail Online has completed the acquisition of the dailymail.com domain, allowing it to migrate from .co.uk as part of moves to grow international traffic in light of recent growth which has seen 70 per cent of all web traffic originate from outwith the UK – predominantly from the US.
The switch follows lengthy negotiations with a US paper which held the dailymail.com address and led to the Mail stumping up in excess of £1m for the rights and clears the way for a full transfer of the 161m monthly unique visitors to the new address.
It will also allow the Mail to command a premium price amongst advertisers in the States.
In anticipation of this the Mail has recently doubled its US-based staff to 80, fuelled by website revenues of £41m in the year to September and a target of reaching £60m through 2014.
Mail Online experienced has enjoyed 33% growth in monthly web traffic since last July to reach 161 million, outpacing rival news sites such as Independent.co.uk which leaped 28% to hit 30 million and Telegraph.co.uk which rose 13% from to 61 million.