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.
