A few months ago, we discussed how the cast of thousands that populates the Daily Mail’s UK website was quietly expanding to include US stars with little or no profile in Britain (and vice versa in the US) as DMGT expanded in America. Now, both the Guardian and the Mail are opening up a third front, in Australia – and another group of new faces are starting to find their way to a bigger audience.
Ms Bingle is fairly well known in Australia, it appears, as a reality star and model. But this teaser is taken from the British homepage, and offers no explanation to the northern hemisphere as to who she might be. Elsewhere on both the US and UK sidebars, there’s what I imagine might be the Mail’s first ever story on the Sydney Mardi Gras, as viewed through the filmy prism of Sophie Monk’s corset – although this time it is explained that she is an “Australian model and radio personality”.
When this first started happening, there seemed to be two possibilities. One was that it was by mistake – that the pressure of keeping two busy country front pages up to date meant that things were getting put in the wrong place. But as those little who’s-who explainers beneath the headlines start to become more frequent, the other explanation seems more likely: that this is deliberate.
Also now starring on the US site are two staples of the UK tabloid scene, “British reality stars” Kym Marsh and Sam Faiers:
Their appeal so far has been entirely domestic; certainly in Sam’s case, readers in Wisconsin are going to have to guess at how much weight she might have lost, as this is likely to be the first picture they’ve ever seen of her. But the point is clear: this is an introduction. This is a debut. Rather than sit in the silos of their home markets, every anglophone celebrity on the Mail’s radar, from Billericay to Cronulla, is about to go global.