| 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. |
