The Daily Mirror: Categories of Audiences

Question 1

Who is the target demographic for the Daily Mirror?

Answer 1

• The Daily Mirror’s target audience, according to NRS and ABC data are predominantly C2DE, over 35 and are working class Labour supporters.

Question 2

What kind of reading age do readers of the Daily Mirror have?

Answer 2

• Readers of the Daily Mirror have a relatively low reading age

Question 3

Target gender demographic

Answer 3

• Slightly more female orientated newspaper (perhaps a reflection of the target readership of the Mirror when it was first released in 1903?) as reflected by the ‘female friendly’ content of many stories (celebrity gossip, fashion, reality TV, etc.)

Question 4

Location of The Daily Mirror Readership

Answer 4

• A larger readership in the north of the UK, reflected in its left wing, Labour supporting, working class politics.

Question 5

General readership age of the Daily Mirror?

Answer 5

• A middle aged readership is typical of the media format (print based newspapers).
• If the audience for the Mirror Online where to be analysed no doubt the age range would fall significantly, as younger audiences tend to rely on social media and online news as a stronger source of their daily current affairs consumption

Answer 6

• A readership whose professions include working in the consumer goods, home & garden and entertainment industries, would match expectations of largely blue (menial factory based) and white (office based) collar workers within the working to
  lower middle classes - the newspapers primary target audience as reflected by the social and political allegiances of the newspaper

Answer 7

• Secondary / tertiary audiences for the Daily Mirror could include; males who may be more attracted by the extensive working class (mostly football) sports coverage; younger readers, especially drawn to the vibrant and excitingly packaged online version of the newspaper; those of a higher social class who may become fatigued
  with the highbrow written style of the broadsheets or the polemic (often staid right-wing) ideologies of the middle market dailies