MM 57 Case Study
1) What was the New Day trying to achieve?
The New Day aimed to reach a different audience, they didn't want to take readers from other news businesses, but to establish a new audience; a new market. They wanted to create a newspaper that would tap in to peoples modern lifestyles, which was something that other newspapers were't doing. They have stated that the decline of readers over the last two years can begin to slow down, as the 'right' product will be given to them. The New Day will use no political line which the other newspapers are very much known for. As well as, giving news on any given day.
2) List the key statistics on the first page: how many people buy newspapers in the UK? How has this declined in the last year?
The New Day were aiming to attract a 35-55 age demographic, however the majority of the stories they published carried connotations and tones of a much different audience. It didn't keep the promise of a male and female split, rather having stories for one particular gender compared to the other.
5) Why do you think the New Day failed so spectacularly? There are several possible reasons listed in the article but do develop your own opinion here as well.
The New Day wasn't a newspaper. It carried too much visual and internal elements from a magazine. For example, the paper had a bright blue colour on the cover, giving it more of a stylistic approach which is what magazines tend to have in order to attract their audience. In addition, the majority of the stories they covered were not even to do, or in relation to, their target market. The planned to target ages 35-55, however the stories they were printing were more to do with youth culture or young mom's, making its demographic fall out of place. Finally, the stores seemed to attract more of a female audience as there was no mention of sports or any male content that fitted their target of having an equal gender audience base,
The Guardian
1) List the key statistics on page 10: How many unique digital browsers used the Guardian website in June 2016? What are The Guardian's latest print sales figures? How does this compare to the Telegraph? In terms of finances, how much did the Guardian lose in 2015?
2) What has been The Guardian's strategy for reversing this decline?
They had cutbacks of over 20% as well as shelving plans for The Midland Goods Shed. Therefore, it relies on the investment of Scott Trust to keep it running. The Guardian didn't apply the cut backs for Australia and the USA because it had a 'backbone' of the ability for the Guardian to bid news for a global audience.
3) What global event did The Guardian's digital coverage win awards for?
The Paris attacks was the reasoning for The Guardian winning the award because it helped survivors and editors to keep track of the event. People who were caught up in the middle of the attacks, used the Guardian's online site as a way of safety and followed the updates put on their site.
4) In your opinion, will the global website strategy be enough to save The Guardian?
The New Day aimed to reach a different audience, they didn't want to take readers from other news businesses, but to establish a new audience; a new market. They wanted to create a newspaper that would tap in to peoples modern lifestyles, which was something that other newspapers were't doing. They have stated that the decline of readers over the last two years can begin to slow down, as the 'right' product will be given to them. The New Day will use no political line which the other newspapers are very much known for. As well as, giving news on any given day.
2) List the key statistics on the first page: how many people buy newspapers in the UK? How has this declined in the last year?
- Figures for newspapers have been declining over the 2 years with a loss of 1 million readers
- The newspaper was to be targeted at men and women
- Their core age demographic was 35-55, people who want a modern approach to news
- Some paragraphs had a total of 50 words which opened up speculation to their remit
- The editor wanted the reader to digest the information within 30 minutes which is why its content was concise
The New Day were aiming to attract a 35-55 age demographic, however the majority of the stories they published carried connotations and tones of a much different audience. It didn't keep the promise of a male and female split, rather having stories for one particular gender compared to the other.
5) Why do you think the New Day failed so spectacularly? There are several possible reasons listed in the article but do develop your own opinion here as well.
The New Day wasn't a newspaper. It carried too much visual and internal elements from a magazine. For example, the paper had a bright blue colour on the cover, giving it more of a stylistic approach which is what magazines tend to have in order to attract their audience. In addition, the majority of the stories they covered were not even to do, or in relation to, their target market. The planned to target ages 35-55, however the stories they were printing were more to do with youth culture or young mom's, making its demographic fall out of place. Finally, the stores seemed to attract more of a female audience as there was no mention of sports or any male content that fitted their target of having an equal gender audience base,
The Guardian
1) List the key statistics on page 10: How many unique digital browsers used the Guardian website in June 2016? What are The Guardian's latest print sales figures? How does this compare to the Telegraph? In terms of finances, how much did the Guardian lose in 2015?
- In 1960's McLuhan described the world as a 'global village'
- 1990's brought the birth of the internet, and the steady decline of the newspaper industry
- The Guardian online is the third most read paper on the internet, with over 120 million monthly unique browsers
- In June 2016, they received over 9 million daily browsers during that period
- The Mail online has 14 million 'average' daily readers
- Telegraph gets 4 million daily readers
- The Guardians print circulation was about 161,000
- The Guardians print circulation is way behind that of the Daily Telegraph with over 472,000 circulation of printed paper
2) What has been The Guardian's strategy for reversing this decline?
They had cutbacks of over 20% as well as shelving plans for The Midland Goods Shed. Therefore, it relies on the investment of Scott Trust to keep it running. The Guardian didn't apply the cut backs for Australia and the USA because it had a 'backbone' of the ability for the Guardian to bid news for a global audience.
3) What global event did The Guardian's digital coverage win awards for?
The Paris attacks was the reasoning for The Guardian winning the award because it helped survivors and editors to keep track of the event. People who were caught up in the middle of the attacks, used the Guardian's online site as a way of safety and followed the updates put on their site.
4) In your opinion, will the global website strategy be enough to save The Guardian?
I believe so. This is because since the Paris attacks it has delivered a powerful message to consumers of the significance for news. People were using a platform that they never quote actually use on a daily basis, and after the attacks, they see truly how powerful and important the newspaper industry is. Therefore, people would have built some loyalty towards The Guardian due to all it has done tin terms of providing intel on the Paris attacks.
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