The UK’s most popular online satirical newspaper, The Daily Mash, has appointed independent online advertising and creative sales house w00t!media to bring targeted advertising to its website.

The site is often referred to as the British version of hugely successful US news operation The Onion, and is the invention of journalists Neil Rafferty and Paul Stokes. It’s updated daily with at least three new stories inspired by that day’s news agenda. The Daily Mash currently boasts around 175,000 unique visitors a month, between them reading 1.2 million pages.

“We wanted to work with a company that understood and appreciated our content. The site is edgy and has an intelligent, loyal demographic that really take notice of advertising and editorial featured on the site, and how it ties in,” explains co-founder Stokes, who previously worked for Scottish broadsheets Scotland on Sunday and The Scotsman. “w00t!media deals with specialist ideas and niche markets, so we knew they’d provide a creative approach.” is frequently linked to by publications including the Daily Telegraph, the Times and the Spectator. The site is popular with social networking sites and regularly referenced by top bloggers.

“The Daily Mash has a particular brand of humour that we immediately enjoyed,” said Austen Kay, Director at w00t!media. “The adult audience it attracts is similar to that of national broadsheet newspapers. A targeted approach is required in order to make campaigns successful for advertisers.”

About w00t!media
w00t!media is an independent online advertising sales house. We provide premium representation for digital entertainment and lifestyle publishers, offering an alternative media-buy to the large ad-networks. In particular, we specialise in sponsorship & promotion across niche websites. In 2007, w00t!productions and w00t!viral launched; focused on the creation and guaranteed exposure of engaging, ad-funded content. Current viral seeding clients include Unilever, ghd, Nokia, O2 and adidas. Productions clients include Cadbury, T-Mobile and Fanta. w00t!media was founded in 2005 by Austen Kay and Dan McDevitt.

For further information please contact:
Claire Armitt
020 7754 5507 / 07985 297842

Published on: 12:00AM on 6th June 2008