Daily Mirror - Audience and Industries

Daily Mirror - Audience and Industries

Audience

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

The British national daily tabloid newspaper The Daily Mirror is well-known for its sensational news, celebrity rumours, and human-interest pieces, as well as its left-leaning political viewpoint. Here are some important audience statistics:

Important Audience Data
Daily circulation: between 300,000 and 400,000 copies.
Readership: An estimated 3.5 million people read it every day.
Online Reach: Every month, more than 100 million unique people visit the Mirror Online website.
Populations:
Age: Mostly over 35, with a significant presence in the 45–64 age range.
Gender: About 55% of the population is male.
Social Class: Working-class people (C1, C2, D, and E) make up the majority.
Political Alignment: Historically backs left-wing policies and the Labour Party.
Geographic Reach: Read mostly in the UK, but it also has a large online following worldwide.


2) Why do the Mirror stories on the CSP pages appeal to the Daily Mirror audience?

The audience is drawn to the Daily Mirror stories on the CSP (Computer Screen Page) pages for a number of important reasons:

Similar to what CSP pages frequently highlight, The Mirror focusses on sensational, celebrity, human-interest, and political stories.

The Mirror's working-class readership responds well to breaking news, scandals, and entertainment.

The Mirror's working-class readership responds well to breaking news, scandals, and entertainment.

The Mirror's working-class, Labour-supporting views are reflected in many CSP stories, which serve to further the opinions of its readers.

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

According to Blumler & Katz's Uses and Gratifications Theory, which explains why people consume media based on the advantages it offers them personally, a reader may find the Daily Mirror enjoyable because it satisfies important needs. Through dramatic headlines, celebrity rumours, and sensational stories, the newspaper provides entertainment (diversion) and a convenient way to escape from everyday life. By covering politics, social issues, and current events, it also satisfies the need for information and surveillance, which appeals especially to its working-class, left-leaning audience. Furthermore, because its content reinforces readers' beliefs by reflecting their struggles, opinions, and values, the Daily Mirror aids readers in connecting with their own identities. By offering news about politics, sports, and celebrities that provoke conversations among friends, family, and the online community, it also promotes social interaction (personal relationships). 

4) Why are print newspapers generally read by older audiences?

Because of media preferences, habit, accessibility, and trust, older audiences are more likely to read print newspapers. Many people continue to rely on newspapers for news because they are accustomed to it. Because older readers may find digital devices difficult to use and prefer the larger text and physical format, print is also more accessible. Another important consideration is trust; print newspapers are frequently regarded as more trustworthy and legitimate than internet sources, which frequently contain false information. Furthermore, older readers have distinct consumption patterns and favour print news's organised, in-depth format over digital news's fragmented, fast-paced format. Older readers prefer uninterrupted, high-quality journalism over younger generations, who are more dependent on social media. These elements help to explain why older readers continue to be drawn to print newspapers.

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

Bold text, emotive language, and eye-catching images are what draw readers to the CSP pages in the Daily Mirror. Sensational and dramatic, headlines frequently use rhetorical questions or puns to draw readers in. The Daily Mirror's working-class readership finds the stories easy to read and captivating because they are written in brief paragraphs using straightforward, emotive language. The paper's left-leaning viewpoint is reflected in the framing of political and social issues, which strengthens reader opinions. Large, striking photos that highlight drama and emotion are important. Action shots give excitement to stories about celebrities and sports, while close-ups draw attention to facial expressions. CSP pages are guaranteed to be captivating, instantaneous, and visually arresting thanks to the combination of dramatic storytelling, captivating images, and approachable writing.


Industries

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

Reach plc, the biggest news publisher in the UK, owns The Daily Mirror, but the business has many difficulties. Newspaper sales have dropped 17%, and declining print revenues have caused a 6% decline to £406 million. By 2031, print titles will no longer be profitable, according to CEO Jim Mullen. Reach also has a five-year pension deficit due to previous financial mismanagement that it must pay £25.5 million to. The business is also facing 101 lawsuits related to phone hacking, which is putting additional financial and legal strain on it. Reach combined employees from OK! magazine and the Daily Mirror in order to save money. Despite these difficulties, a robust 2024 fourth quarter indicates that it might surpass profit projections; however, given the decline in print media, its long-term viability is still uncertain.
 
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 Daily Mirror's editor from 2018 to 2024, becoming the first female editor since 1903. Under her direction, the newspaper was instrumental in bringing the Partygate scandal to light, exposing how Prime Minister Boris Johnson and other government officials violated regulations by hosting parties in Downing Street during COVID-19 lockdowns. The Daily Mirror revealed on November 30, 2021, that while London was subject to stringent tier 3 restrictions, Downing Street employees attended three events in late 2020, including a Christmas party. Political Editor Pippa Crerar uncovered the revelations, which sparked widespread indignation, prompted numerous investigations, and eroded public confidence in the government. Calls for accountability regarding the government's implementation of lockdown regulations grew more intense as a result of the scandal.

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

By February 2025, the Daily Mirror's print circulation had dropped to 196,150, a 16.4% decrease from February 2024 and a 4.5% decrease from the previous month. The Daily Mirror's circulation drastically decreased in the 1990s. Its circulation dropped from 3.5 million copies in the mid-1980s to just over 2.3 million copies by 1998. Over time, this decline has persisted; as of February 2025, the Daily Mirror's print circulation had fallen below 200,000.

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

The Daily Mirror has prioritised digital transformation in response to the internet's growth and the decline in print sales. By prioritising digital, it has seen a 2.1% increase in digital revenue (£130 million), which now accounts for one-third of its total revenue. Staff from OK! magazine and the Daily Mirror have been combined in order to save money. Furthermore, journalists are now held to online page-view targets, which boosts website traffic but raises questions about the calibre of their work. Additionally, the paper is investing in brand revitalisation to give digital readers a more engaging and interactive experience. In an evolving media landscape where print circulation continues to decline, the Daily Mirror hopes to maintain its readership by prioritising digital growth while controlling costs.

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.

The Daily Mirror engages its audience by utilising Galtung & Ruge's News Values. Since government scandals impact the entire country, Threshold makes sure that high-profile stories, like Partygate, are covered. Readers are drawn to negativity, and the paper frequently focusses on public outrage, economic hardships, or political failures. By emphasising important characters, like Boris Johnson's involvement in Partygate, personalisation makes stories more relatable and transforms abstract topics into stories with a human voice. Stories about topics like social concerns and governmental policies are guaranteed to be pertinent to UK readers due to proximity. Because Partygate is frequently covered by the Daily Mirror, continuity ensures that significant stories remain in the news and that public discussion continues. For its audience, the Daily Mirror produces journalism that is impactful, relatable, and captivating thanks to these news values.

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