How on earth has the Daily Mail's website, Mail Online, become the most popular newspaper website in the UK (http://www.brandrepublic.com/News/821653/Mail-Online-bumps-Telegraphcouk-top-spot/)?
It's less surprising that the Daily Telegraph previously held the number one spot - its sports coverage is second to none - but the Daily Mail? It's not as if its demographic profile seems to fit what you'd assume is the typical web surfer while the content itself is hardly a must-read.
But I've got a theory. Perhaps the paper has been so successful in its apparent aim of frightening middle-aged women that it's no longer safe to leave the house that they have barricaded themselves into their panic rooms with just their computer for company and the Mail Online to tell them what a terrible and dangerous world we live in.
