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Is The Daily Mail Really Just The Daily Boomer?

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do give it a rest - the boomer bashing - especially from those who do not justify their 'bashing' is tedious and 'ageist ' in the extreme. :angry:

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do give it a rest - the boomer bashing - especially from those who do not justify their 'bashing' is tedious and 'ageist ' in the extreme. :angry:

It's not ageist because it's not unfounded discrimination

Do keep up

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More like the Daily UKIP.

Poorly educated, hateful, mostly white, right wing nutjobs.

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Readers of the Daily Mail have a reputation for being judgmental and reactionary. Robert Gray describes how the latest research paints a picture of the Mail reader that is in stark contrast to the common stereotype.

For a media product that has been a raging mass-market success story, the Daily Mail and its Mail on Sunday sister title have long had to contend with a narrow view of their core audience taken by non-readers. The typical Mail buyer, so some rival national newspapers would have us believe anyway, is the quintessential Little Englander – replete with prejudices, suspicious of foreigners, aghast at government meddling and rather old-fashioned in some of their values and opinions. The stereotype is flawed. A reader base as large as that of the Daily Mail – its ABC-audited circulation is over 2.3 million – can never be distilled into such a simplistic caricature. But – arguably encouraged by the papers’ often uncompromising editorial line on some issues – the perception has proved difficult to shift.

In an attempt to reveal the true character of its mid-market heartland, the Mail has undertaken research into what it terms ‘Modern MidBritain’, a demographic that includes 47 per cent of the UK population and is responsible for 51 per cent of all consumer spending. According to the research, 61 per cent of the titles’ readers are drawn from this group, which comprises 6.4 million individuals nationwide.

The right audience

The denizens of Modern MidBritain are, according to the research, diverse, open-minded, well-educated, caring, brand-aware, powerful, proactive and influential. They spent £257bn last year – £63bn on groceries alone. By the sound of it, they are exactly the sort of audience that marketers and communications professionals want to reach.

The Mail sales team has started presenting the research findings to advertisers but has also lined up meetings with several PR agencies to push advertorial. Nelson Bostock, Talk PR, Kazoo, Freud Communications, Fishburn Hedges and Attenborough Saffron have all been contacted. Daily Mail weekend sales manager Michael Sharman says ‘the research will be used on an ongoing basis to provide effective solutions’ for clients. So do the findings show Mail readers in a different light to the one in which they are perceived by PROs?

The research shows Modern MidBritain to be at ease with technology and new media. The group owns over half of the UK’s most expensive MP3 players, represents 62 per cent of all GPS owners and has been instrumental in driving Sky+ adoption.

‘I’m not at all surprised by the findings relating to consumer technology,’ says Nelson Bostock joint managing director Martin Bostock. ‘The Mail has always been way up high on our list of targets for technology clients as they move from early adopter to mass market, lifestyle status.

For instance, in getting the message across over the last few years that digital TV is for everyone, not just for blokes who like football, the Mail was the bull’s-eye in our Freeview PR programme.’

Bostock says the Mail’s current marketing push will not tempt his agency to target the paper more than it already does, because it confirms what it already knew. He feels that the research highlights a ‘web-savvy readership’, and it would be a positive step if the brands were to use the internet more strategically and creatively. To build the picture of its core audience, the Mail combined CACI desktop research with qualitative research in the form of a dozen focus groups and video ethnographic research into the home lives of seven families. TGI and Acorn data provided further analysis.

Some of the conclusions directly challenge the popular myths of Mail readers. 64 per cent of the core audience agree that it is important for companies to act ethically and 72 per cent believe that it is important not to judge how others live their lives. Linda Grant, group marketing services director at Mail owner Associated Newspapers, says misconceptions about the Mail’s audience – for example as being judgmental and reactionary – are based on a caricature of an outdated mindset.

Daily Mail managing director Guy Zitter concedes that clients’ and agencies’ understanding of what was labelled ‘Middle England’ had become confused with ‘Little England’ and to an extent pejorative. ‘Extensive research highlighted characteristics that dismiss these preconceptions. To many it is a shock that this group of Modern MidBritains are open-minded and technologically literate, as well as having huge social and economic power,’ he says.

Perception problems

Nevertheless, the apparent disparity between the sometimes stridently critical tone to be found on the Mail’s editorial pages and the supposedly non-judgmental nature of the majority of its target audience strikes a jarring note. Addressing these perception issues will require a great deal of effort and will necessarily involve editors as well as sales staff and researchers.‘I think most PROs are aware of how high value and upmarket the Daily Mail readership is and that it’s top of their mid-market list for reaching an ABC1 audience,’ says Taylor Herring Communications joint managing director James Herring.

‘However, words like "non judgemental", "open minded" and "liberal" are not values that are easily associated with the brand. I wonder if this new reader insight is going to drive a complementary turnaround in editorial policy more akin to that of The Independent. I can just see the relaunch front page now: "Asylum seekers: great for UK economy".’

Fishburn Hedges group chief executive Neil Hedges says the preliminary research findings certainly offer some surprises. Yet he thinks that people have such ingrained perceptions of the Mail’s readership that the full research will need to be ‘pretty hard-hitting’ to change that. ‘I think the research has made us think again about the Mail as a target, but I’m not convinced we’ll be rushing to them with stories and clients’ money,’ he says.

Moreover, the Wail claim that online, their main readership is aged between 15-44.


I personally despise it, with their bigoted claptrap...and especially as they employ the odious Peter Hitchens and that narrow-minded twerp Richard Littlejohn...

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Don't mind the Daily Mail but prefer the Times.

The one paper I can't stand is the left-wing, sanctimonious, Daily Mirror. The paper specially written for thick-as-mince Labour supporters.

I personally wouldn't wipe my **** with it.

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"If you take a whole lettuce right from the store and rinse it and dry it—and then if you rip it into bite-sized pieces before you store it—you're going to increase the antioxidant activity…fourfold."

* Seeds are planted in UK farms or, out of the normal growing season, in intensive farms in Spain, Portugal and, to a lesser extent, Africa, clocking up hundreds of food miles by the time they reach your table.

* The leaves take a couple of weeks to grow. During the colder months, they are grown in polytunnels, which blight the landscape and contribute to global warming.

* The intensive-farming environment, and the supermarket consumer's expectations of "perfect" leaves mean that multiple pesticides need to be liberally used.

* The salad is (usually) washed in chlorinated water to take away traces of earth and any bacteria or contaminants.

* The leaves are cut, sorted and packed, often by cheap, casual (largely migrant) labour, and often in harsh conditions.

* The salad is bagged in modified-atmosphere packaging, using altered levels of carbon dioxide and oxygen. This can keep it looking fresh for up to 10 days.

* It is then freighted to British supermarkets and sold.

The salad in British bags is still grown predominantly in the UK, but that from October to May, production shifts to Spain, Portugal and Africa. "I've been impressed with the environmental management there," he says. "The standard of production is very high and overseen by our producers to the standards we'd demand here." If salad was grown in the UK to satisfy year-round demand, then eco-unfriendly greenhouses would have to be used.

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These days, most of the stories just seem to be about the clothes the various reality tv women are wearing. Kardashians, TOWIE, Made in Chelsea with additional stories about Kate Middleton's dresses thrown in.

Stories about Asylum seekers in million pound houses are in the extreme minority compared to important details about Kim Kardashian's post baby body.

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