There is something compellingly simple about MailOnline. No fancy site navigation, picture carousels or slideshows – just a front page with stories and pictures. Thousands of them.
The New York Times claims it is still the world’s most popular newspaper websites, because the Mail figures include visits to sister sites.
But let that not detract from the British newspaper’s achievement in going from nowhere to 45.3 million unique visitors a month in just five years. What is its secret?