| The i | The daily mail |
| Founded on October 26th 2010, The i is the sister paper to the independent. | Founded in 1896, The daily mail is the highest circulated daily paper in the UK |
| Both papers are owned by the ‘daily mail and general trust’ | Both papers are owned by the ‘daily mail and general trust’ |
| The i attempts to be unbiased but does lean left. | The daily mail is a right wing paper |
| Both papers specialize in news journalism however the i also focuses on opinion, culture and lifestyle journalism. | Both papers specialize in news journalism however the daily mail also focuses on investigative and culture journalism. |
| Oliver Duff is a British journalist who has been the editor of the i newspaper since June 2013. He is currently the youngest editor (37 years old) of a UK national newspaper. Having a young editor encourages new and healthy ideas being published in the paper. | Geordie Greig (59 years old) is an English journalist and editor of the Daily Mail. He was editor in 2020 when it eclipsed The Sun to become the best-selling newspaper in the UK. having an older editor could encourage old fashioned ideas being published in the paper. |
6. Do they have a similar readership reach
The daily mail has a readership of 2.2 million people compare to 500,000 viewers for the I.
7. Do they have a similar readership profile / target audience?
Around 60 percent of the consumers are male and 40% female read the I compared to 54% female and 46% male for the daily mail
The I has 400,000 people a week over 35 in 2014 reading the paper and 100,000 below 35.
For the daily Mail 29% are AB Adults 629,000 (29%)
ABC1 Adults 1,405,000 (64%)
The image above shows that the Daily mail is aimed more towards the middle class
8. How are they currently doing? Increasing or decreasing sales and revenue?
Daily Mail down 16.5% due to the coronavirus meaning high-street stores where shut reducing the circulation of the papers. The decline of circulation of the i was exacerbated by the cessation of the distribution of bulks, free copies, to locations including airports, gyms and railway stations.
9. How are they looking to embrace new media technologies?
Both newspapers have online services and embraced new technology to distribute the news
10. Do they have a similar layout and design?
