The Daily Mail

Total Brand Reach (Adults): 34.23M

Print: 6.54M | Desktop: 4.17M | Phone/Tablet: 29.14M | All: 0.22M

By Social Grade:

ABC1: 21.27M (Print 4.12M | Desktop 3.24M | Phone/Tablet 17.88M)

C2DE: 21.27M (Print 4.12M | Desktop 3.24M | Phone/Tablet 17.88M | All 0.17M)

By Gender:

Men: 14.75M (Print 2.94M | Desktop 2.21M | Phone/Tablet 12.10M | All 0.10M)

Women: 19.46M (Print 3.60M | Desktop 1.96M | Phone/Tablet 17.02M | All 0.12M)

By Age:

15–34: 10.63M (Print 1.03M | Desktop 0.87M | Phone/Tablet 9.99M | All 0.04M)

35+: 23.60M (Print 5.51M | Desktop 3.30M | Phone/Tablet 19.15M | All 0.19M; 80% readers)

Age: 55–65+, average 58

Mostly female (52.2%), male (47.5%)

ABC1 middle-class readership (65%) with £500–£999 disposable income

Pro-Brexit, Conservative, right-wing ideology

High use of phones/tablets (85%) – commuters, on-the-go readers

Largest proportion of over-65s among newspapers

Only paper with more female than male readers

Demographic: Tory, Baby Boomer, middle England

Male readers: hard news; female readers: lifestyle/soft news

Creates community through shared ideologies and preferred readings

2018:

- Demetia: Tragets the 35+ audeince (a significantly large proportion of their audience at 23.6million) Mentions of illness used as a scare tactic - scares into buying it! Plays on the older generations insecurities and fears.

- Actress from ‘The Crown’ targets the older generation (a periodic show) and older people tend to have more interest in the royal family

- ‘A mystery divorce’ Talking about Clair Foy. Older people wold be interested in divorce as they may have experienced it or be concerned about it.

2020:

-“NEW CARE HOMES TESTING DISGRACE’ Targets an older audience who may be concerned for their parents

- ‘CUT YOUR RISK OF CANCER’ Mentions of illness used as a scare tactic - scares into buying it! Plays on the older generations insecurities and fears. Targets a 35+ audience who are more likely to be concern with health - offering a solution to their concern

- ‘Sophie’s praise for great mail litter pick’ Royal family (Sophie) on the front page. Readers have a value for the royal family.

Stance:
- Conservative, right wing but WILL criticise the government.
- Supports middle England - abc1
- Opposes the EU (aggressive)
- Subtle opposition of same sex marriage and abortion
- Favours the monarchy
- Favours tough punishment for criminals
- Opposes migration
- ANTI BBC
- Critical of NHS
- Accused of fear mongering

- ‘4 IN 5 NEW NURSES ON NHS WARDS ARE FOREIGN’ : Critical of NHS and opposition of migration. Huge bold title creates the idea that this is shocking and therefore negative!

- ‘SECRET DIARIES OF THE QUEENS FIRST CONFIDANTE’ : Favours the monarchy. Old photo to create nostalgia and innocence when framing the royal family.

- ‘PLEASE DON’T PRETEND TWO DADS IS THE NEW NORMAL’ : Opposes same sex marriage Clear and aggressive. But wasn’t on the front page so was hidden!!!

- ‘THE REAL WORLD VS PLANET BBC’ : Anti BBC. The bbc opposes the daily mails conservative views.

- ‘£1,200 TAX SHOCK FOR MIDDLE ENGLAND’ : Supports middle England .Majority of readers ARE middle England due to high abc1 readership.

- Daily Mail readers will find their own values and interests in the newspapers = more likely to return as they'll feel included, people dislike their views being challenged or contradicted
- Loyalty to newspapers generates an identity and becomes important within peer groups. Peer gourds with other readers allow a sense of belonging to be created. This peer group will hold a high level of cultural capital as being part of it can offer high status and cultural capital. (Bordieu defined cultural capital as 'familiarly with the legitimate culture within a society, what we might call high culture)
- Some people may be drawn to the Daily Mail online due to negative reasons such as finding a headline offensive. They may visit the mailonline to create an oppositional reading. These readers may see their identity and gain cultural capital through criticising the publications perspective.
- Prints publications are more likely to be bought by those who identify with the papers core values.
- Newspapers offer entertainment alongside information to attracted readers giving the audience something to identify with which may become part of their everyday social interactions by giving them access to cultural conversations.
- British newspapers are political and promote specific ideas/values in the way they tell stories. The values can be shown to effect the interests of the owners rather than the readers.

-Loyalty to newspapers generates an identity and becomes important within peer groups. Peer gourds with other readers allow a sense of belonging to be created. This peer group will hold a high level of cultural capital as being part of it can offer high status and cultural capital. (Bordieu defined cultural capital as 'familiarly with the legitimate culture within a society, what we might call high culture)
-Audience use newspaper to actively enhance cultural capital by reading articles that give knowledge about society and politics and the audience actively chose their newspaper knowing the level of cultural capital and social class it's aimed for
- Knowledge and skills about the environment ("end tide on plastic")
-Audience read the newspaper that talk about the royals to enhance their cultural capital and feel like they are a part of that world

- 'FAREWELL DAME DIANA' - Films from the past (James Bond 1969) this will give the readers a reality check ' shock as their childhood hero's pass away. May make them realise that they're getting older! Will also spark conversation with those who grew up watching her
- "SAVE OUR CHILDREN" Use of 'our' creates a sense of community because the target audience likely has children/grandchildren due to their age - makes the target audience clear
- "TAX SHOCK FOR MIDDLE ENGLAND" Targets their ABC1 audience (the majority at 65%) and will spark conversations of anger creating a common identity amongst the audience
- "RAVISHING RIVER CRUISES" Only appeals to people with higher amount of disposable income
-'LETS TURN THIS TIDE ON PLASTIC' Can influence lifestyles by reporting real world issues, however the specific changes can only apply to people in a good financial position
- 'END MOBILE MADNESS' An opinion that reflects the 55+ audience values. Regressive.
Can newspapers influence identity?
-Creates identity because the news that is reported is likely what the audience will talk about.
-Influencing through reflecting traditional values.

- Hard news: Factual, serious, widespread report, politics ,economic, disasters

- Soft news: world events, human interest, entertainment

Daily mail is a MID MARKET TABLOID so will offer hard and soft news. They are a ‘black top’. Similar to the Daily Express.

Newspapers are businesses focused on profit and power (Hesmondhalgh).

Profits come from sales and advertising space.

Value depends on the number of copies sold and ad reach.

Papers profile audiences by class, age, and gender to attract advertisers.

Advertisers use this to target specific audiences effectively.

Digital media has reduced traditional newspaper income.

Print sales and ad revenue have declined sharply since 2000.

Google and Facebook take about 85% of online ad revenue.

Newspapers compete for the remaining 15%, making profit difficult.

The free market press sets its own prices, and online ads track user behaviour.

- The independent closed print versions of their brand and are now only available online
- Reduction of staff
- Buying other newspaper titles - being a large publisher brings attraction to more advertisers who want ads to reach big audiences
- To access The Financial times you must either subscribe OR provide info on your shopping preferences (then sold to advertisers)
- Offering online trials
- Subscriptions / Paywall strategies

Owned by DMGT, which also owns Mail on Sunday, Metro, and Mail Online.

Editorial stance: Supports the Conservative Party, opposes Labour, and shows sympathy for UKIP.

Uses emotive and confrontational reporting, though denies bias.

Mail Online is one of the most visited news sites globally (record users in 2016).

Chairman: Jonathan Harmsworth | Editor: Paul Dacre (replaced by Geordie Greig in 2018).

Relies on digital convergence to offset declining print sales.

Focus on expanding online audiences and new demographics.

Maintains strong brand identity through consistent ideology.

Revenue: £1,337m | Operating profit: £67m | Pre-tax profit: £134m.

Earnings per share: 30.7p, showing stable financial performance.

Made immigration a key issue, using emotive headlines like “The Swarm on Our Streets.”

The UN criticized the Mail for hostility toward migrants.

Strongly pro-Brexit, influencing public opinion and political debate.

David Cameron even urged DMGT to remove him over his stance.

Promoted women’s lifestyle and health content, appealing to female readers.

Supported Theresa May, aligning with conservative values.

Opposed Leveson’s press regulation, favouring self-regulation for a free press.

Led powerful campaigns, including freeing Sgt. Alexander Blackman.

Encouraged readers to donate £810,000 to support the appeal.

Known for bold headlines like “MURDERERS: IF WE’RE WRONG, LET THEM SUE US.”

- Used to edit the Mail on Sunday
- Pro-remain, he believes the pro-brexit stance is becoming too relentless and is increasingly problematic/confrontational
- Made slight changes - Realignment but remains a Tory newspaper: Can't stray too far room right wing ideas as they don't want to lose readers
- Transition to mid-market tabloid:
- Advertises became worried about the Mail after a Twitter campaign calling out companies who advertise the the Mail - led to many companies stopping advertising in the Mail.

MailOnline continues to grow through new ad formats and partnerships with Snapchat, Google, and Facebook.

DailyMail TV (US) revenue rose 61% to £13 million, with 1.1 million daily viewers.

The Mail brand reaches 25 million UK adults monthly across print and digital.

Combined with Metro, it reaches 61% of UK adults each month.

Brand revenue grew 1% to £559 million, with £140 million from MailOnline.

Print ad revenue fell 8% to £108 million but was balanced by online growth.

Circulation revenue dropped 3% to £284 million despite a cover price rise.

The ‘i’ newspaper was acquired for £50 million in 2019.

Expansion into Australia and the US increased global reach.

DMGT shows strong horizontal integration across media platforms and markets.

Daily Mail
ABC1 - 21, 272, 000
C2DE - 12, 959, 000
The Star
ABC1 - 7,137,000
C2DE - 5, 766, 000
The Sun
ABC1 - 21,465, 000
C2DE - 15, 037, 000
The Times
ABC1 - 10, 329, 000
C2DE - 4, 647, 000

- Mass media constructs identities in the representations it offers us, we then assimilate various aspects of these when building our own identity.

-Gauntlett is interested in the way gender identities are constructed in media texts that target one gender. These constructed gender identities in newspapers (Daily mail often targets women), may have a subtle influence through repetition on people's sense of self and the way they express their identity.

-The Daily Mail often targets women on their front page, the repetition of gender they display may influence their female readership. It often reinforces stereotypes about vanity, shopping, weight loss etc. Have a whole section online called 'Femail'

- Print version is the secondly most widely circulated newspapers (second to the sun) but print sales are declining which has reduced income and the amount it can charge advertisers
- Rise of free online news damaged print papers with the rise of mobile technology - appeals to an ABC1 audience as it can be accessed on the go (commuters). Immediacy!
- Rush to put out online news leads to errors and inaccuracy e.g in 2017 a rumour circulated about a London terror attack but the incident turned out to not be related to terrorism. Audiences cultural capital means they don't have patience to wait for news, its needed immediately.
- News rooms under pressure as economic downturns lead to staff cuts which adds difficulty to fact checking
- The Daily Mails ideology often makes it the subject of a news story as they a divisive and fuel hate. Brands stopped advertising with them due to twitter backlash. (Paul Dacre = Controversial nature)
-£100 million in advert
revenue (down by 8%)

MailOnline uses controversial opinion columns (e.g. Katie Hopkins) to spark emotion and debate.

Focuses on celebrity gossip and human-interest clickbait to attract readers.

Uses social media like Snapchat for marketing and youth engagement (diversification).

Encourages readers to stay longer with endless scrolling, images, and videos.

Longer engagement increases ad value and revenue.

Operates cross-platform through media convergence for wider reach.

Raised print price by 5p to offset declining sales.

Horizontal integration: DMGT bought The i for £50 million to expand market share.

Online ad revenue reached £140 million, up 13%.

Appeals mainly to women (56%) and millennials (55%) with image-heavy, emotional stories.

Curran & Seaton: DMGT’s horizontal integration concentrates ownership, limiting media diversity and reinforcing profit-driven control.

The ‘i’ acquisition shows how few companies dominate UK media.

Hesmondhalgh: The Mail uses horizontal integration to minimise risk and maximise profit.

Editorial ideology remains consistent despite leadership changes, maintaining safety and stability.

Gauntlett: Repeated representation of women reinforces stereotypes about beauty, shopping, and weight loss.

The Femail section targets and shapes female identity through media portrayal.

The Mail’s gender focus can influence audience self-perception.

Bourdieu: Newspaper loyalty builds identity and belonging among readers.

These peer groups gain cultural capital and social status through shared values.

Theories highlight how the Mail balances profit, ideology, and audience influence.