| Question | Daily Mail | the i |
| When first introduced | 4 may 1896 | 19 october 2010 |
| part of a bigger organisational structure? | Daily mail and general trust | Daily mail and general trust
|
| Political compass? | center-right | center-left |
What kind of journalism do they produce? What is their USP? What stories do they specialise in?
| shock based stories and scandals | stories presented in a more factual way but still draw attention |
| What kind of people run the paper? Produce the stories? | The daily mail has always had an imperialist perspective, as well as historically supporting fascism | Presented as liberal democrats but in reality the same people as the Daily Mail |
| Do they have a similar readership reach? | More reach | Less Reach |
| Do they have a similar readership profile / target audience? | average age is 58 | aimed at all ages |
| How are they currently doing? Increasing or decreasing sales and revenue? | head of the newspaper markets, with a massive increase in readers in 2020 | 9th most popular in uk |
| How are they looking to embrace new media technologies? | has a website now | more accessed online |
| Do they have a similar layout and design? | larger broadsheet with more room for articles | smaller and more compact |
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