The Daily Mail Flashcards
Origins
Launched in 1896 by Lord Northcliffe the DM aims to deliver the latest headlines and compelling content.
Demographics
960k copies per issue
2 million reader daily
Majority readers are female
63% ABC1
Average age is 56
Psychographics
‘In touch with the hearts and minds of Middle England’ - A socio-political term for the m/c.
It engages with the ‘concerns, hopes and lifestyles of this powerful audience’.
Succeeders - core need for control , the typical reader has a strong spending power.
Uses and Gratifications
Personal identification, weekly sections like the ‘inspire supplement’ to make the audience ‘feel good about themselves’
Entertainment and Diversion, features crosswords, sudoku, and cartoon strips - Garfield.
Social interaction, readers can then post their own ideas in the comments section. The level of engagement is very impressive and demonstrates how the newspaper satisfies our need for relationships.
Identity - Gauntlett
The audience are able to construct their own identity through the media, following the inspirational stories and expert advice in these sections, we can improve our mental and physical health, enhance our finances, and keep our style up to date with their “fabulous fashion and beauty ideas”.
Soft and Hard news
The DM is a middle-market, black top, tabloid, that occupies the space between broadsheets and sensationalist press.
Incentives and Promotions
The Daily Mail provided free insurance schemes to attract more readers.
legal judgment banned the use of competitions and lotteries , so newspapers began to use free gifts. Consumers were offered cameras, wristwatches, and teakettles for taking out a newspaper subscription.
The best examples come from the TravelMail section which gives readers the chance to win incredible holidays to exotic locations, but there are always coupons and discounts available for well-known brands.
Decoding - Hall
Preferred - Appreciate the right-wing stance
Negotiated - Accept some stories
Oppositional - Reject due to politics.
Impact on audience
Gerbner/cultivation, depictions of murder and hyperbolizing immigration - mean world syndrome.
The MailOnline
24.9m unique monthly visitors, one of the largest newspaper websites.
It uploads content for free but makes money from ads. E.g. the travel section reports on holiday destinations around the world. it is also an effective marketplace because travel companies are able to promote their opportunities to an eager audience.
