America: Fleet Street new land option

The New York Times ' Arthur Sulzberger, Jr. has a defensive note sounded over the enlargement of the UK media American outlets. Photo: Mark Lennihan/AP

The title really writes itself: "the British are coming". It is an Oscars night boast translated into a multimedia world. This means that BBC World News America is now available on public television stations throughout the United States (with more cash will drive up BBC.com's monthly online visitor numbers exceeding 15 m). This means that the guardian has dispatched a high-powered binoculars editorial and finance team to New York to build digital consciousness, news coverage and liquidity on a comScore 10.75 m estimated monthly u.s. visitors to guardian.co.uk.

And this means that Martin Clarke, Mail Online publisher, already using half of his time in the States, which he watches newly recruited journalists gather tape, American stories to the home page, U.S.. How long since dared to come – the FT and Economist scored 850,000 or so subscribers – other British attackers pouring.

Perspectives? Uncertain, of course: as with everything else in internet a realm where statistics contort and confuse. But let us, in a qualified guess, mails monthly unique browser figures as recorded ABCeby, at nearly 66 m in all markets – and its unique visitor numbers in the States, as assessed by the comScore about 16.5 m, these are big numbers., expand quickly. Not as large as the Huffington Post or the New York Times. But if the times paywall Chokes from famous traffic, so Mail Online could well overtake the very soon.

Both the Mail and guardian are Apostles of free news on the net, reporting without walls; and they are UK leaders in the game's numbers. Perhaps the guardian with 23.7 m unique browsers outside the United Kingdom and almost 40 m in total keep completely not with Mail growth – but it also increases healthy (up 27% of the total unique browsers in one year) and it also has a walled New York Times in its sights.

"I am not suggesting that the guardian is not a good paper. It is a very good newspaper … but it does not speak to the American experience, ' says a defensive Arthur Sulzberger Jr., the top leader of the times, the second day. He has seen a threat building. He knows that the US market with net growth slower in the United Kingdom, still have the juice left to pressure. He can feel the possibility for banks to British attackers, who have grown, of course, in the United States in recent years-flourishing, in the Mail drop almost accidentally to begin with, to find a market for celebrity news, that works on both sides of the Atlantic and make swift numbers.

But here, perhaps, it is crucial rub. BBC America winner garlands, if not large wads of cash benefits, because (as one industry blogger says) it is seen as "more truthful, honest and less biased than any of our domestic news sources". Clarke's Mail Online, with low costs and tight Manning, majors on the hard drive news and celebrity gossip. It is not an integrated version of the Daily Mail (except, perhaps, in the spirit). Yes, "it is not a newspaper at all", as one of its top notes. It is what it is, and no it is not in Print washer back the product.

Printed and digital guardian is different, because it is much more integrated and complex. It will have to decide whether America wants extra American news – or something more single international keeps its UK flavour. And, of course, there is a danger to print and online editions will catch home an alien "experience" is another way. How many stories about Glenn Beck or Charlie Sheen for UK readers, equal to one case of fuzzy focus?

But hey! This is a adventure and something new, based on audience numbers increased from natural demand. Of course there are problems, challenges, doubt, sorrows. And, of course, potential advertising riches is not enormous, because NET ad is low. But who wants to play Cassandra as the future click in? The ambition is a two-way street.

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