| Question | The I | The Daily Mail |
| When they were first introduced? | 26 October 2010 | 4th May 1896 |
| Are they part of a bigger organisational structure? | The owner of the daily mail bought it from JPI media | The Daily Mail and Gerneal Trust |
| Are they known for a particular political perspective? | Does not openly support a particular party – Liberal | Conservatives |
| What kind of journalism do they produce? | Broadsheet – Hard News – Factual – ‘Free Press’ | Tabloid – Entertainment – Gossip – Celebrates – Elements of broadsheet |
| What kind of people run the paper? | ‘Free Press’ | Viscount Rothermere family |
| Do they have a similar readership reach? | 221,083 (October 2019) | 2.2 million (daily) |
| Do they have a similar readership profile / target audience? | All ages, class, gender, politics | Low Middle class British women |
| How are they currently doing? | 38% decrease from June 2019 – June 2020 | 15% decrease from June 2019 – June 2020 |
| How are they looking to embrace new media technologies? | Have online, free newspaper | Have an online, free newspaper |
| Do they have a similar layout and design? | Broadsheet | Tabloid |
