Dive Brief:
- Jon Steinberg, MailOnline's CEO of North America, has a message to advertisers: "I'm willing to be cheap."
- MailOnline, a U.K-based tabloid, is the most-visited newspaper site in the English-speaking world— and the second most visited in the U.S. after the New York Times.
- Despite it's success, advertising from North America hasn't matched MailOnline's traffic, so Steinberg is hoping to lure advertisers in with low starting points and renegotiate terms later once advertisers have a chance to see the value.
Dive Insight:
Advertisers could be weary about investing in a foreign site, or just not aware of how much North American traffic MailOnline really gets. Either way, Steinberg's push should attract at least a few advertisers looking for a cheap entry—but it remains to be seen how successful the approach will be.
