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)

Divide the table up into similarities and differences. Think conceptually and answer the following 10 questions.

1.      When they were first introduced – ie do they have a tradition?

2.      Are they part of a bigger organisational structure?

3.      Are they known for a particular political perspective?

4.      What kind of journalism do they produce? What is their USP? What stories do they specialise in?

5.      What kind of people run the paper? Produce the stories?

6.      Do they have a similar readership reach?

7.      Do they have a similar readership profile / target audience?

8.      How are they currently doing? Increasing or decreasing sales and revenue?

9.      How are they looking to embrace new media technologies?

10.  Do they have a similar layout and design?

The daily mail	The i
Daily mail has been around a lot longer: 17 January 1967 and	The i: June 29, 2007
Daily mail has a right-wing, conservative political view.	The i is liberal.
DMG Media (daily mail and general trust) owns both the i and daily mail newspaper.	DMG Media (daily mail and general trust) owns both the i and daily mail newspaper.
Daily Mail circulation: 1,134,184 (as of February 2020)	The i circulation: 221,083 (as of October 2019)
Both have embraced new media technologies through online websites and apps. MailOnline is the most visited English-language newspaper website.	Both have embraced new media technologies through online websites and apps. MailOnline is the most visited English-language newspaper website.
Daily mail is more of a middle market paper. Meaning it covers entertainment stories as well as news.	Free press factual news.
The Daily Mail’s main target audience is lower-middle-class British women.	Whereas the i is described as for everyone of all ages, genders and class.
Tabloid	Broadsheet

• the United Kingdom’s highest-circulated daily newspaper
• According to a December 2004 survey, 53% of Daily Mail readers voted for the Conservative Party, compared to 21% for Labour and 17% for the Liberal Democrats
• Following the November 2015 Paris attacks, a cartoon in the Daily Mail by Stanley McMurtry (“Mac”) linked the European migrant crisis (with a focus on Syria in particular) to the terrorist attacks, and criticised the European Union immigration laws for allowing Islamist radicals to gain easy access into the United Kingdom. Despite being compared to Nazi propaganda by The New York Times, and criticised as “reckless xenophobia,” and racist, the cartoon received praise on the Mail Online website
• Most of the the readers are female, with women 52-55% being women
• Had an average circulation of 1,134,184 copies in February 2020, but between April 2019 and March 2020 it had an average daily readership of around 2.180 million
• The website has more than 218 million visitors per month
• When the newspaper was first released it cost half a penny where other newspapers cost one penny, and it was more populist in tone and more concise in its coverage than its rivals

Pastiche – Is a work of visual art, literature, theatre or music that imitates the style or character of the work of one or more other artists. Unlike parody, pastiche celebrates rather than mocks the work it imitates.

Parody – Is a joke or a play on work which is created to imitate or make fun of an originals work, the subject, artist, style or other targets are imitated ironically to create a humorous or satirical effect.

Bricolage – Is a collection or collage of different media texts which form into one text.

Intersexuality – Is a person whos reproductive or sexual anatomy doesn’t fit the boxes of “Male” or “Female”

Metanarrative – Is a narratives about narratives of historical meaning, experience or knowledge which offers a society legitimation through the anticipated completion of a master idea.

Hyperreality – Is the inability to distinguish reality from a simulation of reality, in Media a story can be presented that does not entirely reflect actual reality.

Simulacrum – Are copies of things that no longer have an original, Abstraction today is no longer that of the map, the double, the mirror or the concept. Simulation is no longer that of a territory, a referential being or a substance.

Consumerist Society – Is a societym in which people devote a great deal of time, energy, rescources and thought to consuming. The general view of life in a consumerist society is that consumption is good, and the more consumption the better.

Fragmentary identities – Refers to the loss of relatedness of ego parts, and a loss of aspects of ones identity.

Cultural appropriation – The unacknowledged or inappropriate adoption of the practices, customs, or aesthetics of one social or ethnic group by members of another (typically dominant) community or society.

Reflexivity – generally refers to the examination of one’s own beliefs, judgments and practices during the research process and how these may have influenced the research.

Similarities 

-Both newspapers are owned by The Daily mail and general trust 

Differences 

-The Daily mail was launched in 1896 where as the I was launched in 2010

-The two newspapers have different political alignments, the I is centralist and liberalist whereas the daily mail is right winged

-The I used to be owned by a company called JPImedia but was bought by The Daily mail and general trust in 2019 where as the Daily mail has alway been owned by The Daily mail and general trust

1.      When they were first introduced – ie do they have a tradition?

The I: Launched in 2010

The daily mail: Launched in 1896

2.      Are they part of a bigger organisational structure?

The I: The I is owned by the daily mail and general trust. The I used to be owned by JPI media however was bought by the daily mail in 2019 

The daily mail: The daily mail is owned by The daily mail and general trust who own the daily mail and several other newspapers

3.      Are they known for a particular political perspective?

The I: The I is known to be a liberalist and centralist newspaper 

Daily Mail: The daily mail is known to be a right winged newspaper

4.      What kind of journalism do they produce? What is their USP? What stories do they specialise in?

The I: The I focusses on business, news and sport 

Daily mail: 

5.      What kind of people run the paper? Produce the stories?

6.      Do they have a similar readership reach?

The i:

Daily mail: March 2020 it had an average daily readership of approximately 2.180 million, of whom approximately 1.407 million were in the ABC1 demographic and .773 million in the C2DE demographic.

7.      Do they have a similar readership profile / target audience?

The I: The I is aimed at readers and lapsed readers of all ages and commuters with limited time 

8.      How are they currently doing? Increasing or decreasing sales and revenue?

The I: The paper had an average daily circulation of 302,757 in March 2013

Daily mail: It had an average daily circulation of 1,134,184 copies in February 2020

9.      How are they looking to embrace new media technologies?

the i: is not

The daily mail: The mailonine is the most visited online newspaper website in the world. it was launched in 2011

10.  Do they have a similar layout and design?

The I: The i is tabloid-size and stapled, and the first issue contained 56 pages. The i prides itself on having no supplements

the daily mail	the i
the daily mail began in 1896 on the 4th of May	the I stated in 2010 26th October
Daily Mail and General Trust plc	Daily Mail and General Trust plc
rightwing/ mixed	left wing and right wing
soft news very little hard news. daily mail focuses on celebrity gossip as a tabloid	hard news.I focuses on politics & social inequalities.
Oliver Duff (37) is a British journalist who has been the editor of the i newspaper since June 2013. As a younger journalist he provides new content which makes the I more interesting	George Carron Greig (59), is an English journalist and editor of the Daily Mail. because the editor of the daily mail is older it may explain why their content is targeted at an older audience
middle class women	aimed at “readers and lapsed readers” of all ages and commuters with limited time
15% decrease in sales from June 2019 to June 2020	38% decrease in sales from June 2019 to June 2020
the daily mail is shown on different platforms such as snapchat in their story section	the I also shows its self on different online platform
the daily mail uses more bold titles to fill their front covers. to pull in the readers with catching and somewhat odd titles or ie click bait	the I has more pictures used for their front covers than the daily mail. this could be a reflection on their readers liking less writing and more visual aids

When they were first introduced – ie do they have a tradition?

2.      Are they part of a bigger organisational structure?

3.      Are they known for a particular political perspective?

4.      What kind of journalism do they produce? What is their USP? What stories do they specialise in?

5.      What kind of people run the paper? Produce the stories?

6.      Do they have a similar readership reach?

7.      Do they have a similar readership profile / target audience?

8.      How are they currently doing? Increasing or decreasing sales and revenue?

9.      How are they looking to embrace new media technologies?

10.  Do they have a similar layout and design?

	The I	The Daily Mail
When they were first introduced?	26th October 2010	4th May 1896
Are they part of a bigger organisational structure?	Originally set up as a sister paper to the Liberal newspaper the independent. Eventually the paper and its website were bought by the Daily Mail and General Trust (DMGT) on 29 November 2019, for £49.6 million.	Started by Viscount Rothermere and Viscount Northcliffe (Harold and Alfred Harmsworth respectively) and the newspaper ownership has been handed down over generations to Jonathan Harmsworth, 4th Viscount Rothermere today. Published by the Daily Mail and General Trust Media company.
Are they known for a particular political perspective?	The Viewpoints that the I expresses usually align with Centrist or liberal (left wing) political views.	The Daily mail is traditionally a right-wing newspaper.
What kind of journalism do they produce? What is their USP? What stories do they specialise in?	News and information are focused on in the I newspaper with broadsheet style articles.	The Daily mail is a middle-market newspaper so entertainment and news are both focused on.
What kind of people run the paper? Produce the stories?	The Daily Mail and General Trust, the Company that owns the Daily Mail newspaper, bought the I newspaper in 2019. The editor is Oliver Duff, a 38 year-old British Journalist educated at Cambridge. With the youngest editor of a UK national newspaper, Duff is likely to bring less conservative views to the newspaper based on how younger people generally think.	Jonathan Harmsworth, the great-grandson of one of the founders, owns the Daily mail, but the editor is Geordie Greig, a 59 year-old British Journalist educated at Eton and Oxford. With an older editor and a powerful owner supervising the newspaper, the views are more likely to be conservative as that ideology provides the upper classes the preservation of their social and economic positions.
Do they have a similar readership reach?	As of October 2019, the Daily circulation of the I was 221,083. The main target audience is mostly middle class people since the newspaper focuses on brevity with depth.	The Daily Mail circulates 1,158,192 copies, currently the most successful UK newspaper in terms of circulation. The daily mail’s main target audience is the lower middle class (C1).
Do they have a similar readership profile / target audience?	The I’s target audience is mostly middle class people.	The main target audience of the Daily Mail is lower middle class people, mainly with conservative views.
How are they currently doing? Increasing or decreasing sales and revenue?	The circulation dropped from 233,869 by February 2019 to 221,083 by October 2019.	The Daily Mail surpassed the sun as the UK’s best-selling newspaper in June 2020.
How are they looking to embrace new media technologies?	The I has it’s own website where articles are published digitally, but the I mainly focuses on the production of physical newspapers.	The Daily mail was one of the first newspapers to pioneer the use of radio in the 1920s and 1930s. The Daily mail also made use of the internet to market itself early on compared to other newspapers.
Do they have a similar layout and design?	The I is presented in a compact format. It is mainly targeted to well-educated readers since it presents broadsheet-quality articles in a tabloid-like compact layout.	The Daily Mail is a tabloid middle-market newspaper, meaning it covers a mix of news and entertainment.

the i	the daily mail
first introduced: 26th of October 2010	first introduced: 1896
owned by daily mail and general trust – sister paper – “The i Sunday”	owned by daily mail trust
balanced political view	aims more towards the right wing of the political stance
focuses on inequality, social and political views	focuses on the news on celebrities (produces gossip and hot topics)
owner:  Sultan Muhammad Abuljadayel editor: christian Broughton	founder: Alfred Harmsworth + Harold Harmsoworth publisher: DMG Media editor: Georgie Greig

do they have a similar readership reach?

daily mail – 2.2m, the i – target audience

do they have a similar readership profile / target audience?

the i – 60% male, 40% female, the daily mail- 54% female, 46% male

How are they currently doing? Increasing or decreasing sales and revenue?

due to corona virus, the daily mail has gone down 16.5%

The I- 400,000 people a week over 35 in 2014, 100,000 below 35.

daily Mail – 29% are AB Adults 629,000

How are they looking to embrace new media technologies?

both have online editions of the newspaper

Do they have a similar layout and design?