Spin off MailOnline to liberate the Daily Mail

Rothermere initially created MailOnline as a digital insurance policy for the Daily Mail, setting it up as a separate operation to avoid distracting the newspaper that has bankrolled his family's media dynasty. MailOnline has thrived by sharing the Daily Mail brand and some of its content, yet these businesses' interests are now unmistakably at odds. Analysts now estimate MailOnline is worth more than DMGT's entire stable of print titles, which includes the Daily Mail, the Mail on Sunday, the i and Metro. MailOnline still pays £10m or so to license Daily Mail content every year. How can DMGT expect readers to understand that DailyMail.co.uk is not run by the Daily Mail newspaper, or that a Mail+ online subscription has nothing to do with MailOnline?

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