| 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 |
