Daily Mail: Circulation 1.9m, Readership 4.3m
Source: ABCs: National daily newspaper circulation March 2012 Circulation figures for UK national daily newspapers for March 2012
has the lowest % in the circulation fall (4.28%)
biggest drop in circulation with a 7.21% decline, whilst the
circulation fell by 6.23%.
circulation declined by 44.67%, whilst circulation fell by 16.82%.
Source: ABCs: National daily newspaper circulation March 2012 Circulation figures for UK national daily newspapers for March 2012
ABC National Newspaper Round-Up: August 2012
Owned by Rupert Murdoch- News Corporation Price: 40p
Owned by Trinity Mirror PLC daily newspaper Daily Mirror is a ‘newspaper written by women, for women. ‘ Price: 45p
Owned by Richard Desmond and published by Northern & Shell, who also own the Daily Star Price: 45p
Online newspaper reading is rising, with 14 million people in the UK visiting a UK national newspaper website each month.
MailOnline: Unique browsers, 6.5m/day, 105m/month
MailOnline’s unique browsers up 7% July to August 2012. Its total is now up to almost 6.6 million. Guardian.co.uk is 2nd most popular newspaper with 3.8 million daily unique browsers.
Thinking broader of the online competition‌
Source: Kantar Media quantitative research study (Feb/March 2012)
Overall conclusion: The Daily Mail is performing WELL in a tough market. The Sun still leads the market, despite its circulation falling The Mail Online is the MARKET LEADER for online news
How do the print and online strategies complement each other ‘Commercial strategy concerns the overall scope of an organization an how value is added to the business of the organization as a whole’
Publishers Statement: ‘The Daily Mail is in touch with the hearts and minds of Middle England.....This audience forms the economic backbone of the UK and is hugely influential, with the power to make or break brands’
Newspapers marketplace Readership profiles
QA-Who here buys the Daily Mail?
QA-Who here visits the Mail Online?
Is the mail online using misogyny to draw in young female readers, a new demographic who would usually read the gossip papers?
This business model, like a drug, creates a need and then provides the hit to counter it. It’s a self-sustaining loop so powerful it means we are literally becoming addicted to misogyny.’ (Ruth Whippman, Independent)
QA- Is the Mail full proofing it’s future by establishing a young online readership?
Criticism and Recommendations
ReRec
1. Page 3 2. Expresses a certain point of view and present it as a fact. 3. Sensationalist features 4. Monosyllabic words, short paragraphs, high use of images. 5. Price- lowest price compare to the competitors.
The new concise quality newspaper from The Independent
We would recommend introducing a mini gossip magazine in the Gossip pull out with the Friday edition, attracting YOUNGER audience. Launched through social media and in-store promotions.
Discussion
Is Print going to die?
Do you think Mail Online should start charging online? What do you think of the Times starting to charge online‌
Would it be feasible for Daily Mail to adopt this strategy??
Any questions?