Daily Mail
The Daily Mail is a British tabloid newspaper. It began as a broadsheet newspaper, first published in 1896 by Lord Northcliffe and his brother Lord Rothermere. Costing only a halfpenny when it first began, it was an immediate success. The planned issue was 100,000 copies but the print run on the first day was 397,000 so additional printing facilities had to be acquired to sustain a circulation which rose to 500,000 in 1899. In 1900 the Daily Mail began printing simultaneously in Manchester and London, being the first national newspaper to do so. By 1902 the circulation was over a million making it the largest in the world.
From the beginning the Mail set out to entertain its readers with human interest stories, serials, features and competitions. In 1971, the paper’s 75th anniversary of its founding, it became a tabloid newspaper. It is now the UK’s second biggest-selling daily newspaper after The Sun.
The daily mail contains a range of articles from politics, finance, health, sport, travel, lifestyle and celebrity. Its main audience is the older generation and it also has a lot of readership from women. It successfully targets its female audience through its many articles on the education system, and motherhood and family life by editor-in-chief of Elle magazine, Lorraine Candy. Lorraine has very strong opinions on motherhood and her weekly Femail column ‘I Don’t Know How I Do It’, which most women will generally relate to, reveals what life is really like juggling kids and a high-powered job.
The recent education worry is the Sharia law punishments lessons, being given to Muslim pupils aged six to eighteen at so called ‘weekend schools’. The Daily Mail featured the following headline: ‘SHARIA LESSONS FOR PUPILS, SIX’. The paper featured this story on its front cover using bold, sharp phrases such as: ‘CHILDREN being taught brutal Sharia law punishments’ and ‘including how to hack off a criminal’s hand or foot’. This is to emphasise on the shocking details to make the story interesting and for the paper to share its disgust with its readers, particularly the parents that read it in order to keep their support, especially from mothers. The Daily Telegraph also featured the story on its front cover but in smaller print with the headline: ‘Pupils learn to cut off hands of thieves’. The Daily Telegraph is much more descriptive in its article, excluding any strong adjectives and instead explaining the details more formally. On the same day, the sun’s cover story was the lottery winner who had to pay his ex wife and exclusive x factor concert tickets to be won, along with the recent x factor results which supports its entertainment and TV status compared to the Daily Mail and The Daily Telegraph for example.
The daily mail is most likely to feature articles based on government topics more so than celebrity news and scandals. Although it features stories involving the entertainment industry, such as the most current popular TV shows: I'm a celebrity get me out of here, x factor and strictly come dancing, it doesn’t rely on these stories as heavily as, for example, The Sun which features columns such as Bizarre (pop music stories and gossip) and TV Biz (television stories, concentrating on soaps and reality TV).
The Daily mail features its entertainment column ‘Its Friday’ each Friday to get its readers in the mood to enjoy an entertaining weekend. Much like The Sun’s ‘Something for the weekend’, it covers a wide variety of news and reviews across the arts and entertainment spectrum including music, film and television programmes.
In comparison to The daily telegraph, the Daily Mail is not Business and finance orientated, although it does feature some main stories in this category. The daily telegraph focuses mainly on money, the government and businesses rather than celeb scandals and TV gossip.
The Daily Mail’s City & Finance column is the paper’s business part. It contains advice and information designed to make its readers financially aware and to enhance their financial well-being and gives the latest news on leading business companies. It also has its own website, www.thisismoney.co.uk.
The Daily Mail’s audience is mainly the older population (65+), women, and people of middle and working social class background (ABC1C2).
The Daily Mail is in touch with the hearts and minds of ‘Middle England’ or it reflects their concerns, hopes and lifestyles. In his article ‘Why Middle England gets the Mail’, Peter Cole describes the views of the Daily Mail and its audience as:
• for Britain and against Europe,
• against welfare (and what it describes as welfare scroungers),
• for standing on your own feet
• it’s more concerned with punishment than the causes of crime,
• against public ownership and for the private sector,
• against liberal values and for traditional values particularly marriage and family life, which explains why it has kept hold of its older audience.
He also says it puts achievement above equality of opportunity and self-reliance above dependence.
Daily Mail was the first to realise how much newspapers could learn from magazines, particularly the technique of applying a current news story about a celebrity, fashion or fad to ‘ordinary’ mail readers. This explains why it also has the highest proportion of women readers of any national newspaper. The Life & Style section on Mondays contain a mix of fashion, beauty, and home. They describe it as a magnet for pioneering women. Regular feature contributors include editor of Vogue, Alexandra Shulman, former editor of Cosmo and She, Linda Kelsey and journalist and author, Lucy Cavendish, who all bring real charisma and style and connect with their female audience. MailConnected reveal that 45% of Life & Style’s female readers spend more than 15minutes with the section every week.
The daily mail connects strongly with its readers, reflecting their opinions and concerns. They say the relationship of trust they have built with over 9 million people works very effectively for their advertisers. They say ‘their audience can count on them to keep them well briefed on current events; their roster of star writers command respect and readers rely on their knowledge, advice and ideas across the spectrum – finance, travel, health, sport – all the important things in life are covered in their ‘signature entertaining and informative style.’
A newspaper’s circulation is the number of copies it distributes on an average day. For the Daily Mail between January 2010 – June 2010, the Total Average Net Circulation per issue was 2,098,175. It was second from The Sun which had a Total Net Circulation of just under three million. Between October 4th 2010 – October 31st 2010 the Total Average Net Circulation was 2,129,328 per issue.
The Daily Mail describe their audience as the economic backbone of the UK and is hugely influential, with the power to make or break brands. Advertisers who wish to publish their advertisements in the Daily Mail or any newspaper, are influenced by the paper’s audience.
The Daily Mail’s audience are mostly women, ABC1C2, and the over 65 generation so the ads found in the Daily Mail are aimed in particular at this group of people.
These are mostly home furniture and food brands usually promoting their offers, aimed at middle/working class women with families/children to provide for and mobility and cruise advertisements for older couples.
The ads likely to be found include the following brands:
· Dfs
· BT
· Tesco
· Asda
· Morrisons
· Lidl
· Argos
· Mobility ads (everyday in Mail Classified)
· Holiday Inn
The advertisements found in The Daily Telegraph, for example, are different to those in The Daily Mail or The Sun as they’re aimed more at middle class businessmen. It’s more likely to include jewellery brands, bank advertisements and computers such as the following:
· Tiffany & Co.
· Cartier
· Sainsbury’s
· Prezzo
· Barclays
· Santander
· Brewin Dolphin
· Dell
· Canon
Advertising rate cards helps the retailer understand what types of ad sizes, discounts and other advertising the publication has to offer.
For the Daily Mail, advertising rates vary from £129 to £183 per single column centimetre Monday – Wednesday and from £134 to £196 Thursday – Friday.
WAVE 105
Wave 105 is a UK regional commercial radio station currently known as the ‘South’s biggest radio station’ owned by Bauer Radio. It began broadcasting on 14th June 1998 across Dorset, Hampshire, Isle of Wight and parts of West Sussex. It was instantly competing with long established local stations Ocean FM and 2CR FM (both now Heart), Power FM (now Galaxy) and BBC Radio Solent.
They play a variety of hits, old and new. It combines presenter-led shows with local news bulletins and information, entertainment guides and competitions. News is provided by Wave 105’s local news team in conjunction with Independent News Radio.
Wave 105 describe their news bulletins as ‘fresh’ and ‘comprehensive’. Their news bulletins occur every hour, keeping their listeners up to date on all the latest headlines and ‘stories that matter in the south’. Their local news bulletins include all the latest news happening in the South, updating every hour. The bulletins include a brief, straight to the point description of the news story followed by interviews from people concerned usually MP’s or local councillors and interviews with local residents. An example of this was the local resident’s thoughts on the engagement of Kate Middleton and Prince William, the radio was able to involve their listeners and engage them with the latest big headline.
They also feature global news stories usually 30 minutes after the local news. They include headlines and the papers main stories to keep their listeners up to date. Followed by this is the latest local and global sports news. After the bulletins they often refer their listeners to the radio’s online website for more details and pictures related to their news stories.
The radio news presenters also engage their listeners more than a newspaper is able to. They often give their listeners a contact number to call in and express their views on air about any of the news stories. Travel and weather news is also important for their listeners. Majority of their listeners are driving and so travel updates are essential. Although travel news does appear in the papers, it’s very limited and not frequently updated so radio stations are much more useful for that particular information.
Entertainment news occurs less often than local and global news, mainly because celebrities and entertainment is often mentioned by the radio DJ’s. Latest news on musicians is usually told between playing their music and recently on Wave 105, news from the TV programme, I’m a celebrity get me out of here, was discussed by the Radio DJ who encouraged listeners to call in and have their say on the programme’s contestants, particularly when Gillian Mckeith fainted.
The station’s entertainment news is very brief and for more details, listeners are referred to their website which includes much more detail and videos for listeners to enjoy. Radio is able to connect with their audience and involve them more by speaking to their audience directly and keeping them entertained which explains its great success.
Since Wave 105 is a radio station in the South’s region, it mainly reaches people within that area specifically in Dorset, Hampshire, Isle of Wight and West Sussex.
In October 2010, Wave 105 revealed its highest listening figures ever.
Audience research from RAJAR showed:
• its weekly adult reach - 369,000
• Its weekly average adult hours - 11.6
• Weekly adult total hours – 4,286,000
Wave 105 reaches more 25-54 year olds within the Meridian TV region than any other commercial radio.
Wave 105’s advertisers aim to target the radio’s main audience. The station describes their target listener profile as a: “41 year old married with children who enjoys life with their family but also taking time out to watch films, read and eat out but not forgetting those all important holidays.” Therefore, adverts on air set out to target that particular audience. These adverts are generally popular consumer brands but also local consumer adverts including local stores and restaurants:
· Toby Carvery
· The Range
· Peugeot
· Boots
· Fiat
· EDF Energy
· TomTom
· Olay
Client testimonial's from brands such as Audi and Bathroom Warehouse Winchester, revealed that:
‘Wave 105’s audience profile exactly matches the type of person they are looking to attract. They have always been delighted with the response they received from their campaigns and the service Wave 105 provided’.
‘Wave 105 has helped Bathroom Warehouse to strengthen its brand across a larger region. The success of the advertising is apparent when looking at how their client profile has changed since they have been advertising as they have drawn customers from further afield’.
News Online
The rise in the internet has given newspapers the opportunity to reach more audiences through their online news websites. Readers now have more access to the news, from their home and workplace through their computers. However, newspapers are now competing with a rapidly increasing variety of websites, such as other online newspapers, wire services, search engine news links, citizen journalism websites, blogs, online commentary and podcasts. This to an extent does affect the daily circulation of newspapers.
The Mail Online users spend an average of 9.8 minutes on the site per month and it receives a higher percentage of UK visits than any other national newspaper’s online news site. This does help advertisers as advertising creativity is at its highest online. The Mail Online offers brand the opportunity of targeting audiences through display advertisements, integrated creative solutions and inserts to make ads noticed and entertaining to benefit both the advertiser and their audience.
BBC News
The BBC News is a huge disadvantage for newspapers and their online websites. With television, radio and a website, it’s the world’s largest broadcasting news organisation. The average weekly reach across all BBC services in 2009/10 was 97%. Their website is the most popular news website in the UK. The site records around 14 million unique users a week and newspapers see the BBC as ‘unfair’ competition. This means they feel pressure to be first online and feel pressure to be free, whilst looking for ways to hide their content behind a pay-wall.
The BBC has to serve all audiences, which means meeting a diverse and competing range of needs and interests and therefore attract a wider audience than any national newspaper.
Amazingly thorough work Zoe - thanks for all the care and effort in this. Very useful for one and all.
ReplyDelete