Daily Mirror - Audience and Industries

 Audience

  1. What is the Daily Mirror's audience? List the key statistics here.

The Daily Mirror primarily targets a working-class readership. As of 2023, its daily circulation is around 250,000 copies. Approximately 619,000 readers are aged over 55, and 770,000 are main shoppers. The average reader is about 60 years old.

  1. Why do the Mirror stories on the CSP pages appeal to the Daily Mirror audience?

The Mirror's stories often focus on topics like the royal family, which resonate with its working-class audience. These stories use informal language and cover issues relatable to readers' daily lives, fostering a sense of personal connection.

  1. Why might a reader enjoy the Daily Mirror? Use Blumler & Katz Uses and Gratifications theory to add detail to your answer.

According to Blumler and Katz's theory, readers turn to the Daily Mirror for:

  • Personal Identity: Relating to stories about familiar figures like the royal family, reflecting their own experiences.

  • Personal Relationships: Feeling connected to public figures through regular coverage.

  • Surveillance: Staying informed about current events and societal issues.

This engagement fulfils readers' needs for connection, information, and entertainment.

  1. Why are print newspapers generally read by older audiences?

Older audiences grew up with print media and often prefer its traditional format. They may be less inclined to use digital platforms, finding comfort and familiarity in physical newspapers. Additionally, habits formed over decades contribute to their continued preference for print.

  1. How are the CSP pages constructed to appeal to Daily Mirror readers? Think about text and selection of images.

The CSP pages use bold headlines and informal language to grab attention. Images often feature well-known public figures or relatable scenes, making the content engaging and accessible. This approach aligns with the interests and preferences of the Mirror's working-class readership.

Industries

1) What company owns the Daily Mirror and why are they struggling? 

The Daily Mirror is owned by Reach plc. The company has faced financial challenges due to declining print advertising revenue and weaker-than-expected digital ad income. In early 2023, Reach announced it would cut around 200 jobs after warning that annual operating profit would miss market expectations.

2) Who was the Daily Mirror editor between 2018 and 2024 and what was the Partygate scandal that the Daily Mirror exposed?  

Alison Phillips served as the editor of the Daily Mirror from 2018 until her departure in 2024. The Partygate scandal involved revelations that government officials held gatherings and parties during COVID-19 lockdowns, in violation of their own restrictions. The Daily Mirror played a significant role in exposing these events, leading to widespread public outcry and political repercussions.

3) What is the Daily Mirror's circulation? How many papers did the Daily Mirror used to sell back in the 1990s?

As of February 2024, the Daily Mirror's circulation was approximately 237,233 copies.
In the 1990s, the Daily Mirror had a significantly higher circulation, with millions of copies sold daily. While exact figures vary, the newspaper's readership has seen a substantial decline over the past few decades.

4) How has the Daily Mirror reacted to the decline in print sales and the growth of the internet?

In response to declining print sales and the rise of digital media, the Daily Mirror has implemented several strategies:

  • Digital Expansion: Investing in its online presence to reach a broader audience.

  • Content Integration: Merging staff from the Daily Mirror and OK! magazine to streamline operations and enhance entertainment coverage.

  • Cost-Cutting Measures: Reducing staff and restructuring to manage financial challenges.


5) List five of Galtung & Ruge's News Values and explain how they link to the stories in our CSP edition of the Daily Mirror.

Galtung and Ruge's news values help determine the prominence of news stories. Five key values include:

  • Frequency: Events that unfold quickly fit well with news cycles. The Daily Mirror often covers rapidly developing stories, such as political scandals or celebrity news, providing timely updates to its readers.

  • Threshold: The significance of an event. Major incidents, like national crises or significant political events, receive extensive coverage due to their impact.

  • Unambiguity: Clear, straightforward events are preferred. The newspaper selects stories that are easy to understand, ensuring readers can quickly grasp the news without confusion.

  • Personalization: Focus on individuals, especially prominent figures. Profiles of celebrities or politicians make the news more relatable and engaging for readers.

  • Negativity: Bad news often attracts attention. Reports on controversies, scandals, or disasters are prominently featured, as they tend to draw reader interest.

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