Media Studies – Newspaper

Case Study : The Daily Express

By Harry Appleyard

History and Growth Founded in early 1900s by Arthur Pearson. In 1916, the ownership rights were given to Lord Beaverbrook. Pearson’s term of ownership ended when

he felt unsure about the future of the paper’s success. Two years later, the Sunday Express was created, a paper still connected to the Daily Express, but given

another name. Despite being founded in 1916, printing of the paper did not begin until 1927. Became the first newspaper to feature articles relating to sports and gossip. Currently a tabloid newspaper, but had previously been a broadsheet newspaper until fifty years after

the first printing began. Renamed “The Express” in the later 1990s, but the name was reverted back to “The Daily Express” in

time for the millennium. Still a successful paper, despite being named “bloody awful” by the Duke of Edinburgh in the 1960s. Currently available in many supermarkets and newsagents around the UK. Currently priced at 45p, 5p cheaper than the competitor The Daily Mirror.

More than just a newspaperLike many other newspaper titles, The Daily Express also has a website, providing further reading and access for current

customers as well as infrequent or new readers.

Social network links – To appeal to modern readers and possibly younger audiences.

Gossip headlines to appeal to female audiences, sports to appeal to males audiences

Some features of layout similar to front covers of papers, but with headlines featuring more words, so info can be delivered faster to “on the go” readers.

Search bar and category list help users to find content easily.

Target AudienceWho could it be? Middle-aged men and women (Employed with jobs relating to politics, healthcare, education and

shopping). Married and possibly parents. Older people also, around the retirement age.

What suggests this? The newspaper’s frequent references to current political actions in the UK. Many articles regarding employment and education which may be of interest to teens and young adults. Generally formal language used, which makes the paper seem quite serious and aimed for a mature

audience. Articles that often refer to current events in the medical world – Cures for arthritis, dementia etc. Both gossip and sports articles, appealing to men and women.

A Daily Success?In the past, the Daily Express has undergone many changes and has not had the best of reputations, but has

sold in high numbers over the past few years, with over 1 million copies purchased in January of 2000.Why not the best of reputations? During the paper’s earlier years, Lord Beaverbrook, one of the newspaper’s owners was attacked the Duke

of Edinburgh, who believed the newspaper’s writers were frequently creating and spreading false information and claims.

Has published many articles that have created concern in the general public – A recent example referred to the views of a British celebrity who believed that telling her children they were a disappointment was acceptable.

What contributes to its current circulation? Newspaper often seen in news programmes such as Daybreak and BBC News. Wide range of articles. “Crusades” – Campaigns by the writers for or against current laws, rules, regulations and actions made by

politicians in the UK.

Daily Express and Daily Mirror ComparisonDespite both being tabloid newspapers, The Daily Express and The Daily Mirror have many differences.

Similar headlines relating to the big freeze – Both use wordplay. More text about the snow in the Mirror’s front page – Writers may see the snow as a more important issue.

More space for main headline, giving room to text which is continued on a later page.

Various font types to appeal to various target audience members.

Less font types for the Express, which seem to appeal more to male audiences, being in bold capitals.

Daily Mirror uses far more space for images – Possibly aiming to another target audience (Possibly younger?)

Less celebrity news on the cover of The Express.