MailOnline aiming to charge £65,000 per native ad

MailOnline head of US operations Jon Steinberg has said he is hoping brands will pay £65,000 per native advertisement thanks to a guarantee of 450,000+ page views.

The native advertising will be clearly identified, however, unlike some publications who ensure that editorial staff don't take on writing commercial pieces, MailOnline will use the same journalists for both leading to the possibility of "blurred lines" between both sets of content.

In an interview with the Financial Times, MailOnline head Martin Clark added that his aspiration is for the website to be “as profitable as the newspaper”, which brings in a surplus of £70m to £80m per year for the newspaper group.

Clark also predicted that only four or five global brands would come to dominate online news, naming the BBC, CNN, Yahoo and The New York Times. Clark continued: We need to be one of them, we’re going to be one of them.”

Figures released in September showed digital advertising at the DMGT group revenue had grown by £17m, an increase of 49 per cent, to £53m. In contrast, the publisher’s print advertising revenue fell by £10m, a fall of five per cent, to £172m.

Despite the rise however, digital advertising revenue growth failed to prevent a decline in overall ad revenue, which fell by two per cent. Circulation revenue dropped by five per cent, while overall revenue for DMG Media operations fell by four per cent.

The mix of hard news and celebrity gossip available on MailOnline has led it to be the world’s most popular English-language newspaper website, attracting over 11 million users a day.

Earlier this year, MailOnline topped the IPA’s Online Media Owner Survey, beating AOL Advertising, Dennis Publishing, and Say Media.