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I don't have the figures to hand, but it's interesting to also note that while their print readership is as you described, their online readers are even more he

by ljf 14y ago

I don't have the figures to hand, but it's interesting to also note that while their print readership is as you described, their online readers are even more heavily female, and also much younger (average 25 to 35). I had their media pack not long ago, I'll see if I can dig it out.

EliRivers 14y ago
This I did not know, but it doesn't surprise me. If you can tell me which sections these young females gravitate towards, that would be very helpful; do they go for the bitchy celebrity gossip (which is frequently noticeably harsher towards female celebrities)?
- dagw 14y ago
  The Daily Mail is one of the few newspapers that treat their online and paper offerings as essentially two different products. The paper edition is aimed at an older market, as described, while the online edition is aimed at a younger market with a much heavier focus on lifestyle, celebrity and gossip stories and, I get the feeling, doesn't take itself as seriously.
- ljf 14y ago
  As I remember it, it was to the 'Femail' section of the site primarily, but that also the who site had a female skew across all sections and age ranges - I wonder if the 'traditional' male reader is more likely to be a technophobe that his female counterpart? I don't remember what the younger section did for the average earnings of the readership - but I remember that as a whole the household earnings of their readers is above the UK average. Media Packs here: http://www.mailconnected.com/audience http://www.mailconnected.com/audience and http://www.mailconnected.co.uk/stats/media-packs http://www.mailconnected.co.uk/stats/media-packs
adrianhoward 14y ago
I wonder how much of that audience actually aligns with the Mail's political values. My partner goes there every day for laughs, but is so far to the left the stereotypical Mail reader would probably want her arrested for treason and deported ;-)

by ljf 14y ago

EliRivers 14y ago

This I did not know, but it doesn't surprise me. If you can tell me which sections these young females gravitate towards, that would be very helpful; do they go for the bitchy celebrity gossip (which is frequently noticeably harsher towards female celebrities)?

dagw 14y ago
The Daily Mail is one of the few newspapers that treat their online and paper offerings as essentially two different products. The paper edition is aimed at an older market, as described, while the online edition is aimed at a younger market with a much heavier focus on lifestyle, celebrity and gossip stories and, I get the feeling, doesn't take itself as seriously.
ljf 14y ago
As I remember it, it was to the 'Femail' section of the site primarily, but that also the who site had a female skew across all sections and age ranges - I wonder if the 'traditional' male reader is more likely to be a technophobe that his female counterpart? I don't remember what the younger section did for the average earnings of the readership - but I remember that as a whole the household earnings of their readers is above the UK average. Media Packs here: http://www.mailconnected.com/audience http://www.mailconnected.com/audience and http://www.mailconnected.co.uk/stats/media-packs http://www.mailconnected.co.uk/stats/media-packs

adrianhoward 14y ago

I wonder how much of that audience actually aligns with the Mail's political values. My partner goes there every day for laughs, but is so far to the left the stereotypical Mail reader would probably want her arrested for treason and deported ;-)