Guardian thinks global with new domain name theguardian.com

The Guardian is set to change its numerous domain names including guardian.co.uk to theguardian.com as part of a shift to a global digital newsbrand and ongoing expansion in the US and Asia-Pacific.

Guardian thinks global with new domain name theguardian.com
Guardian thinks global with new domain name theguardian.com

The UK site (guardian.co.uk), the US homepage (guardiannews.com), and the mobile site (m.guardian.co.uk) will be streamlined and all accessed via the new URL.

The move comes as the publisher continues to invest in expanding its global footprint, having launched editorial teams in the US and, since the start of the year, Australia.

Tanya Cordrey, chief digital officer of Guardian News and Media, said in a blog post today: "Our audience is no longer primarily in the UK. Every month, our online content is accessed from almost every country around the world. In fact, UK users now represent just a third of our total audience."

The newsbrand has come a long when in five years, when Guardian Unlimited was relaunched as guardian.co.uk, and it became the first UK newspaper website to break 20m unique browsers per month.

Yesterday, Guardian’s online traffic hit another record high when it recorded more than 81 million unique browsers were accessing the site a month, generating over 470 million page views, according to the latest Audit Bureau of Circulations. Already, the bulk of the Guardian's audience, more than 50 million unique browsers, is generated outside the UK.

In the post Cordrey adds: "This may be a small URL change but it marks a big step for the Guardian and reflects our evolution from a much-respected national print newspaper based only in the UK – reaching hundreds of thousands of people once a day – to a leading global news and media brand, with offices around the world, and an ever-growing worldwide audience accessing Guardian journalism every minute of every day."

The move to theguardian.com comes as DMGT’s English-language news rival Mail Online continues its push overseas. In official audit figures yesterday, the website which includes content from the Daily Mail, recorded its biggest day for global daily unique browsers with 9,558,256 from its site and apps on 16 April.This was followed with 9,226,255 global daily unique browsers on 22 April.

Lord Rothermere, controlling owner of DMGT, told Campaign magazine the publisher is considering launching a Spanish-language version of the site followed by launches in Australia and India.

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