Daily Mail

Question 1

when was Daily Mail launched?

Answer 1

1896

Question 2

what is the DM’s daily circulation?

Answer 2

2 million (Saturday issue is the #1 selling newspaper in the UK)

Question 3

what is the demographic of the Daily Mail?

Answer 3

• majority of readers are women (53%)
• average age of 56
• ABC1

Question 4

what is the psychographic of the Daily Mail?

Answer 4

• strong spending power
• consider themselves adventurous
• succeeders (Young and Rubicam)
• traditionalists (royalists)

Question 5

Apply uses and gratification theory to DM (surveillance)

Answer 5

reports news and celebrity gossip as well as business reports and sports, providing the audience with a depth of current affairs.

Question 6

Apply uses and gratification theory to DM (personal identity)

Answer 6

loyal following identifying themselves as ‘daily mail readers’. weekly sections help readers build an identity eg, inspire, good health, ‘femail style and beauty’.

Question 7

Apply uses and gratification theory to DM (personal relationships)

Answer 7

reader enjoy the writings of specific columnists from the paper and can share their own thoughts and opinions through commenting on the website.

Question 8

Apply uses and gratification theory to DM (escapism)

Answer 8

comics on the Coffee Break Page and games such as Sudoku and crosswords

Question 9

what kind of newspaper is the daily mail?

Answer 9

middle-market tabloid

Question 10

give an example of the daily mail using sensationalism

Answer 10

1998 link between MMR vaccine and autism had prominent coverage and led to a rise in measles cases in England and Wales as people lost faith in the vaccine. the article is now discredited but its effects are ongoing.

Question 11

How does the daily mail entice reader into buying there paper?

Answer 11

• sensationalised headlines with ‘shock factor’
• incentives such as chance to win holidays and money off certain brands

Question 12

apply Stuart Halls theory to the daily mail

Answer 12

preferred - agree with right wing views
negotiated - agree with the journalist but believe there may be more to the story
Oppositional - believe the reporters are inappropriately biased.

Question 13

apply cultivation theory to the daily mail

Answer 13

the paper repeatedly voices strong views on topics that may eventually impact the audience, for example “Zero-refugee policy sees Denmark cut asylum figures to a record low of 860 - compared to Britain’s 68,000” build resentment toward immigrants.

Question 14

how popular is the MailOnline?

Answer 14

25 million unique visitors daily, one of the world’s largest English speaking websites

Question 15

how does mail online make money?

Answer 15

does not use pay walls so relies on advertising - there is also a premium subscription for ad free news (Mail+)

Question 16

who owns the Daily Mail?

Answer 16

Daily Mail and General Trust (DMGT) chaired by 4th Viscount Rothermere who inherited the empire through his family