The Daily Mirror: Product Context

Question 1

What kind of publication is The Daily Mirror and who is the intended reciever?

Answer 1

• The Daily Mirror is a British daily national ‘Red Top’ tabloid newspaper.
• Established in 1903, it is targeted at a predominantly working-class readership and adopts a traditional left-wing political stance.

Question 2

Who owns the Daily Mirror?

Answer 2

• The Daily Mirror is owned by Reach PLC (formerly the Trinity Mirror Group) - a British conglomerate which publishes 240 regional newspapers in addition to such national publications as the Daily Express, Daily Star, Sunday People, etc.

Question 3

What does The Mirror support?

Answer 3

• The Daily Mirror strongly support unionised rights for workers, are anti austerity and pro public funded service systems (such as the National Health Service, etc.)

Question 4

The Slogan of The Daily Mirror

Answer 4

• The newspaper’s current slogan / tagline of ‘The Heart of Britain’ suggests that the newspaper stands up for the ordinary person and is a key part of the social and cultural life of the UK.
• Other slogans which have been adapted over the years include ‘Fighting for You’ and ‘Fighting for all our Futures’ - again, providing a sense of solidarity which it’s working to middle class readers can get behind and support.

Question 5

How does The Daily Mirror market itself in recent years?

Answer 5

• The Daily Mirror now markets itself as the ‘intelligent tabloid’ claiming to offer thought provoking exclusive stories for the masses, supported by the branded twitter hashtag ‘#madeuthink’.