Mail Online overtakes BBC

So, it's finally happened! The Mail online has finally smashed the monthly traffic record for a UK website and has overtaken BBC online.

The Mail has been gunning for the Beeb for many years but this is a moment for anyone interested in online communications to sit back and applaud the strategy.

In reaching for an international audience, as pointed out by Asda's Dom Burch in a CIPR North West summer social event yesterday, the Mail has become the gossip and celebrity site of choice for web users on both sides of the Atlantic.

The publication clearly aims for a wider audience than its sister print channel and in PR circles, it is becoming widely seen as the place to launch a consumer or celebrity story; especially as many newspapers and news sites now unashamedly take the Mail online's content as their own.

While the Mail isn't a popular newspaper among the left, this web achievement is certainly something paying dividends for them and Mr Murdoch will no doubt be looking to address this soon.