Irish Daily Mirror website aims for 0.5m monthly readers

The editor of the Irish Daily Mirror has said he wants the title’s first stand-alone Republic of Ireland website to attract half a million monthly unique users before the end of the year.

The website and new e-edition of the seven-day title were launched this week, marking the first time the online version of the Irish Daily Mirror had a distinct presence separate from its UK sister paper.

Editor John Kierans said the paper’s newly bolstered digital presence put it “ahead of the game” when it came to attracting Irish readers.

The Mirror has made what Kierans said was a “six-figure investment” in the project, including setting up its new .ie domain name, increasing the size of the network and giving extra training to journalists.

Kierans also told Press Gazette the paper would be taking on three additional reporters at its Dublin HQ, adding that “there could be more as the business develops”.

The site will provide original news and sport content from Ireland while also hosting syndicated UK and worldwide content from Mirror.co.uk.

“It will be fantastic for breaking news in this country,” Kierans continued. He said the print edition will be used increasingly “for backgrounders and analysis pieces”, while reporters are being trained to record and upload video content for the website.

“It will be like the iPhone newsroom,” said Kierans. “It’s still the same game as it’s always been – and what we’ve always done is get stories and pictures. That’s what we’re still doing, but in an e-edition rather than in print. What’s changed is how we go out and get the audience.

“While everyone is talking about the death of newspapers, this is hugely significant.”

Kierans said he wants the website to reach 500,000 unique users by the end of the year, while he has set a target of “at least” 5,000 e-edition subscribers over the same timeframe.

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