| The i | The Daily Mail | |
| When was it first introduced? | 26th October 2010 | 4th May 1986 |
| Are they part of a bigger organisation? | No – The i is an independent newspaper | Yes -The Daily General Trust owns the Daily Mail and many others |
| Are they known for a particular political perspective? | The do not lean to what side, they are more neutral | The Daily mail support the conservatives |
| What kind of journalism do they produce? | Politics and | Geordie Greig is the journalist and editor. They report stories about celebrities and politics |
| What readership do they have? | Their readership is currently 2.2 million | |
| What is their target audience? | specifically targeted at readers and lapsed readers of quality newspapers and those of all ages | The Daily Mail’s main target audience is lower-middle-class British women. |
| How are they currently doing? | The i has dropped in viewer ship over the last year | Their viewership has dropped majorly in the last year due to new technologies |
| What kind of people run the paper? | Jonathon Harmsworth is the aristocratic owner of the Daily Mail | |
| How are they looking to embrace new media? | The Daily Mail has opened a new website with all their news on to appeal to a wide online viewership | |
| Do they have a similar layout and design? | The i has a more colorful look | The Daily Mail uses larger text |
