The Daily Mail has overtaken the New York Times to become the world's most visited newspaper website, according to online tracking service Comscore. The biggest increase in readers has been in the US - so how did this very British institution do it?
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 website, 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?