| QUESTIONS | THE I | THE DAILY MAIL |
| First introduced? | October 26th 2010 | May 4th 1896 |
| Independent? | Sister paper (the independent) | Yes (bought the I)(£49.6m) 2019 |
| Political stance? | Left wing | Right wing |
| Type of journalism/USP? | inequality, social and political issues | gossip and hot topics about news and celebs |
| Type of people running the paper? | majority shareholders -Evgeny Lebedev (russian, owns Lebedev Holdings Ltd and russia today) businessman owns 41% -Sultan muhammed ( Abujadayel owns 30% -Justin Byam shaw owns 26% -minor shareholders 3% | -viscount Rothermere (chairman) (high power) -Paul Zwillenberg (CEO) |
| Readership reach? | -2019: 221, 083 circulation | monday-saturday: 1,158,192 circulation -2.2m readership |
| Target audience? | -All ages -limited time | lower-middle class British women |
| Sales revenue? | 2008-2018 – decreased by 62% ($37.8b -$14.3b) | 2019 – grew by 15% (to £140m), increasing |
| Embrace new media technologies? | stopped selling hard copies became online (tabloid) | physical papers and online |
| Layout and design? | compact format | Tabloid |
