| Question: | The Daily Mail | ‘The i’ Newspaper |
| When they were first introduced? | 1896 | 2010 |
| Are they part of a bigger organisational structure? | Owned by ‘Daily Mail and General Trust’, a media company chaired by Viscount Rothermere | Owner – Daily Mail (as of late November 2019) |
| Are they known for a particular political perspective? | Right wing – Conservative | Liberal – non biased and don’t take a specific political stance |
| What kind of journalism do they produce? | Gossip, inaccurate scare stories of medical and scientific research, right wing politics, entertainment | Factual stories, Broadsheet |
| What kind of people run the paper? | Viscount Rothermere Family Editor – Geordie Grieg (2018) | Free Press |
| Do they have a similar readership reach? | Circulation – 1,134,184 (February 2020) Readership – 2.2 Million (daily) | Circulation – 221, 083 (October 2019) |
| Do they have a similar readership profile / target audience? | Women make up 52-55% of readers, Middle Class women, Right wing, average age of 58 | General public, any age, all political views |
| How are they currently doing? Increasing or decreasing sales and revenue? | -During lockdown the circulation went down to 945,000 from 1.13 Million in March. -DMGT recorded a revenue of £1.41 Billion – Pretax profit £145 million | 15% decrease of sales from June 2019 – June 2020 |
| How are they looking to embrace new media technologies? | Daily Mail Online = 2003. (11.34 million visitors daily) | Online paper free to the reader |
| Do they have a similar layout and design? | Tabloid format (compact page size) | Broadsheet Layout |
