The i	The Daily Mail
When was it first introduced?	26th October 2010	4th May 1986
Are they part of a bigger organisation?	No – The i is an independent newspaper	Yes -The Daily General Trust owns the Daily Mail and many others
Are they known for a particular political perspective?	The do not lean to what side, they are more neutral	The Daily mail support the conservatives
What kind of journalism do they produce?	Politics and	Geordie Greig is the journalist and editor. They report stories about celebrities and politics
What readership do they have?		Their readership is currently 2.2 million
What is their target audience?	specifically targeted at readers and lapsed readers of quality newspapers and those of all ages	The Daily Mail’s main target audience is lower-middle-class British women.
How are they currently doing?	The i has dropped in viewer ship over the last year	Their viewership has dropped majorly in the last year due to new technologies
What kind of people run the paper?		Jonathon Harmsworth is the aristocratic owner of the Daily Mail
How are they looking to embrace new media?		The Daily Mail has opened a new website with all their news on to appeal to a wide online viewership
Do they have a similar layout and design?	The i has a more colorful look	The Daily Mail uses larger text

questions	the daily mail	the ‘i’
When they were first introduced – ie do they have a tradition?	first issue released in 1896, traditionally a middle-market newspaper	October 2010, introduced as a sister paper to ‘the independent’ newspaper. doesn’t really have traditions as it is still a fairly new newspaper
Are they part of a bigger organisational structure?	part of the daily mail and general trust and published by DMG media	was bought by the daily mail and general trust in 2019
Are they known for a particular political perspective?	known for being right-wing/ conservative supporters	known for being centrism/more liberal and attempt to be non-biased towards a specific political party
What kind of journalism do they produce? What is their USP? What stories do they specialise in?	the daily mail has be criticized for its lack of reliability and accusations of homophobic and racist news stories.	the ‘i’ is considered to be very highly regarded by journalists. stories they specialise in focus on social issues and inequality, their unique selling point is that they publish stories in the point of view of both left wing and right wing supporters
What kind of people run the paper? Produce the stories?	the current owner of the daily mail is a great grandson of one of the original founders of the newspaper and he is a viscount. the current editor is Geordie Greig.
Do they have a similar readership reach?	the daily mail has a circulation of 1,134,184 and has a majority female readership with 52-55% of its readers being female
Do they have a similar readership profile / target audience?	aimed at middle/upper class readers and right-wing political party supporters
How are they currently doing? Increasing or decreasing sales and revenue?
How are they looking to embrace new media technologies?
Do they have a similar layout and design?	was originally a broadsheet but switched to a tabloid style newspaper in 1971	tabloid styled newspaper

Questions	The Daily Mail	The I
First introduced?	May 4th 1896	October 26th 2010
Are they part of a bigger organisational structure	Daily Mail and General Trust	The I was bought by The Daily Mail, but they still have editorial independence. Stories often presented more factually but is still entertaining. Published by Daily Mail and General Trust
Known for any particular political perspective?	Right wing, editorial stance	Central, point of view from left and right wing perspective
What kind of journalism do they produce? What is their USP? What stories do they specialise in?	Media & Entertainment, United Kingdom’s second biggest selling newspaper	Oliver Duff is the editor for the i since 2013, formally a reporter, gossip columnist and news editor
What kind of people run the paper? Produce the stories?	Rich people who want to make a profit (Viscount Rothermere, Paul Zwillenberg). Had an imperialist perspective. Geordie Greig is an editor for Daily Mail	Similar approach to Daily Mail but presented as liberal democrats
Do they have a similar readership reach?	2.2 million	221,083
Do they have a similar readership profile / target audience?	Lower-middle-class British women	All age ranges, readers and lapsed readers of quality newspapers
How are they currently doing? Increasing or decreasing sales and revenue?	in 2016 the revenue was £1.91 billion	in 2018 the i made £6 million in the first half of the year, and operating profit from £34 million revenue
How are they looking to embrace new media technologies?	Now has a website, making it accessible to all	More online now rather than physical
Do they have a similar layout and design?	Yes, but The Daily Mail uses more eye catching fonts and sizing is bigger, wants to stand out	Yes, but the i is more simplistic, more about getting the point across

	Daily Mail	The I Newspaper
When were they first introduced?	First introduced on the 4th of May 1896	First introduced on the 26th of October 2010
Are they part of a bigger organisational structure?	Daily Mail and the I are owned by DMG Media	Daily Mail and the I are owned by DMG Media
Are they known for a particular political perspective?	The Daily Mail is known to be a right winged newspaper	The I is known for being a liberalist and centralist newspaper
What kind of journalism do they produced?	The Daily Mail seem to focus on politics and sports	The I seems to focus more on celebrities, business, news and sport
What kind of people run the paper? Produce the stories?
Do they have a similar readership reach?	The Daily Mail is aimed at an older audience in society as they are normally the people most interested in politics. But also aimed at adults who are interested in sports.	The I is aimed at readers of all ages, this is because there are many sections that people in their late teens and late 30’s would be interested in.
Do they have a similar readership profile / target audience?	The daily mail have more of a political audience who want to listen to what is going on around the world and in their country.	The I’s audience are more concentrated on global news such as (Corona etc) and can also focus partially focus on sports and other subjects.
How are they currently doing? Increasing or decreasing sales and revenue?	It had a daily average circulation of 1,134,184 copies in February 2020	The I newspapers had a daily circulation of 302,757 in March 2013
How are they looking to embrace new media technologies?
Do they have a similar layout and design?

	The I	The Daily Mail
Date	Created on 26 October 2010, bought Feb 2019 (£49.6 million)	Created on May 4 1896
Political Stance	Central (can be right and left)	Quite right
Information	The i focuses on politics and inequality	Focuses on celebrity gossip
Readership	233,869 by February 2019	Daily readership of 2.2 million
Audience	Commuters of all ages	Middle-class British women, average age of 58
Readership Decrease	38% decrease from June 2019 to June 2020	15% decrease from June 2019 to June 2020
Owner	Owned by Daily Mail trust	Owned by Daily Mail trust
Platforms	Internet and newspaper	Internet and newspaper
Editor	Oliver Duff (37) is a British journalist	George Carron Greig (59), is an English journalist and editor of the Daily Mail. Worked for the i (views changed from left to right)

Question	Daily Mail	the i
When first introduced	4 may 1896	19 october 2010
part of a bigger organisational structure?	Daily mail and general trust	Daily mail and general trust
Political compass?	center-right	center-left
What kind of journalism do they produce? What is their USP? What stories do they specialise in?	shock based stories and scandals	stories presented in a more factual way but still draw attention
What kind of people run the paper? Produce the stories?	The daily mail has always had an imperialist perspective, as well as historically supporting fascism	Presented as liberal democrats but in reality the same people as the Daily Mail
Do they have a similar readership reach?	More reach	Less Reach
Do they have a similar readership profile / target audience?	average age is 58	aimed at all ages
How are they currently doing? Increasing or decreasing sales and revenue?	head of the newspaper markets, with a massive increase in readers in 2020	9th most popular in uk
How are they looking to embrace new media technologies?	has a website now	more accessed online
Do they have a similar layout and design?	larger broadsheet with more room for articles	smaller and more compact

Similarities	Differences
Both Newspapers are printed Daily	First Issue of Daily Mail was in 1896 and First Issue of The I was in 2010
Both papers are printed copies and available digitally	Net worth of Daily Mail is 2 Billion and The I is worth less
The I was bought by the daily mail for £49 Million	Daily Mail produce 980,000 copies per day and the I produces 233,869 per day
Both papers offer subscriptions	Daily Mail produces a different paper on a Sunday (Mail on Sunday) but the I doesn’t

– The I is published by The Daily Mail.

– Aimed at “readers and lapsed readers”.

– The Daily Mail recently bought The I on the 29th November, costing £49.6 million.

– The I was named British National Newspaper of the Year in 2015.

SIMILARITIES…

– Both published by The Daily Mail and General Trust.

– Both newspapers have online services.

– Both are published daily.

– Both are middle-market newspapers.

DIFFERENCES…

The Daily Mail is increasing in revenue and the I is decreasing.

– The I only began publishing in the last 10 years, The Daily Mail has been around since 1896.

– The Daily Mail is more right wing whereas as The I is more left.

– The Daily Mail is a tabloid whereas The I is a broadsheet.

– The I is aimed at all ages, classes and genders, The Daily Mail is aimed at low/middle class British Women.

	The I	The Daily Mail
When they were first introduced?	26th October 2010	4th May 1896
Are they part of a bigger organisational structure?	Was a sister paper to The Independent but were bought by the Daily Mail on 29 November 2019, for £49.6 million.	Started by Viscount Rothermere and Viscount Northcliffe and ownership has been handed down over time down the Rothermere family and is now owned by the 4th Viscount Rothermere today.
Are they known for a particular political perspective?	The i tries to have a centralist view but tends to mainly lean towards liberal views.	The Daily mail is a right-wing newspaper.
What kind of journalism do they produce? What is their USP? What stories do they specialise in?	News and information focused articles.	Entertainment and news focused articles.
What kind of people run the paper? Produce the stories?	The editor is Oliver Duff who is a 38 year-old British Journalist educated at Cambridge.	The editor is Geordie Greig, a 59 year-old British Journalist educated at Eton and Oxford.
Do they have a similar readership reach?	The i circulation: 221,083 (as of October 2019)	Daily Mail circulation: 1,134,184 (as of February 2020)
Do they have a similar readership profile / target audience?	The i’s target audience is middle class people.	The Daily Mail’s target audience is lower middle class people.
How are they currently doing? Increasing or decreasing sales and revenue?	Circulation decreased from 233,869 in February 2019 to 221,083 in October 2019.	The Daily Mail overtook The Sun as the UK’s best-selling newspaper in June 2020.
How are they looking to embrace new media technologies?	The i has a website where articles are published via blog posts but they actually focus on the production of print products rather than promoting digital.	The Daily Mail has a popular app and different social media pages where they post their most entertaining articles. Online they go by MailOnline. But they too, still product print products.
Do they have a similar layout and design?	Broadsheet format.	Tabloid format.

	The I	The Daily Mail
First introduced	07/10/1986	1896 (Alfred Harmsworth)
Owned by a larger company	Evgeny Lebedev (41%) Sultan Muhammad Abuljadayel (30%) Justin Byam Shaw (26%) Minor shareholders (3%)	With in DMGT. Owned by Rothermere Continuation Limited
Political Bias	Neutral/slightly left	Right Wing
Style of Journalism	Hard news	Soft news
Who runs the paper (chief editor)	Christian Broughton	Geordie Greig
Readership reach	33.7 million (digitally) from April 2019 to March 2020	70.4 million (Analog) from April 2019 to March 2020
Readership Profile	Middle class and adults over 35	Male over 34
Sales amount
How do they use new media	Online predominantly	Newspaper
Layout and Design	Tabloid provocative	was Broadsheet now tabloid (2003)