DON'T we feel popular.
The Swan Hill Guardian's website has seen an unprecedented spike in web traffic, marking the highest visitation in the history of the newspaper's online presence.
Coincidentally, the Guardian UK's Australian digital edition went live at 6am yesterday.
As of 3.29pm yesterday, this domain name had recorded 5703 visitors, compared to a normal average of 900 per day.
While the generic nature of The Guardian's domain name seems to have caused some confusion amongst the masses, rest assured the extra visitation has been welcomed by the residents of Swan Hill, a thriving regional town situated on the banks of the Murray River in Victoria.
The Swan Hill Guardian's general manager Rob Duffield welcomed all visitors, both accidental and otherwise.
"It's fabulous to have such incredible visitation to the site, we are very grateful for the chance to showcase what our region has to offer," he said.
Visitation numbers are expected to further increase tomorrow, with Mr Duffield set to appear on ABC News 24's breakfast show on Tuesday morning.
For the record, the UK Guardian's Australian website can be found at http://www.guardian.co.uk/australia.
The company announced last week that they would be moving all of their global online properties to a new domain name later this year.