Media Forum: Has Associated missed the online bus?

Is ANM behind the times launching an internet version of the Daily Mail and The Mail on Sunday?

It's odd to think that at one stage almost a decade ago, Associated Newspapers was shaping up to achieve major 'early adopter' status Associated New Media launched in 1995. Unfortunately, it was soon getting its fingers burned. Or slightly singed, at least.

It had high hopes for its women's portal, Charlotte Street, which eventually mutated into the less ambitious femail.co.uk; and a recruitment site, Big Blue Dog, which mutated into a completely closed-down operation.

But recently, Associated New Media has been building momentum once more.

Its Evening Standard spin-off, thisislondon.com, has weathered the lean years and now it has been joined by an online (albeit limited) presence for Metro, plus thisistravel.co.uk and loot.com. Associated has even returned to the recruitment business, paying pounds 35 million for jobsite.com.

And at last the company is returning to the true nub of the matter. Plans for the launch of both dailymail.co.uk and mailonsunday.co.uk are at an advanced stage and last week two agencies, Delaney Lund Knox Warren and Wieden & Kennedy, were appointed to work on the imminent launch of these sites.

No-one doubts the strength of Associated Newspapers' properties as media brands - but aren't they more than a little late to this particular party?