Daily Mail readers ‘misunderstood’
The Daily Mail is so fed up with people poking fun at its readers, it’s touring the UK’s public relations agencies in the hope they’ll put more advertorials (that is paid ‘editorial’ that proper PR people don’t dirty their hands with*) their way. The problem is that the advertising industry is beginning to question the quality of the Daily Mail’s readership, concerned that those who take its editorial seriously aren’t really the kind of people on whom a marketing budget should be spent.
But maybe media buyers should be less quick to rush to judgement. The Daily Mail’s sometimes hysterical promotion of conservative values can place it at odds with the mainstream, but advertisers would be foolish to think that all Daily Mail readers are as outrageous as the newspaper’s leader writers and columnists.
A newspaper is a collage and while the front page may rage about young women binge drinking, those young women are most likely turning straight to Femail for some top fashion tips and the Daily Mail’s not afraid to move a few copies off the shelves with paparazzi shots of posh totty. That is to say that the Daily Mail’s readership is diverse and certainly not restricted to a dying breed of elderly ladies with blue rinses and a rather stern manner.
(*In truth if anyone feels like throwing some copywriting my way, I’m more than happy to discuss rates even if it is advertorial destined for the Daily Mail.)
Comments (3 comments)
I find it pretty outrageous that advertisers are willing to disregard a whole section of society. Isn’t it a pretty big section too? The Daily Mail is the second daily behind the Sun for circulation. You are correct in pointing out also that advertisers shouldn’t make the mistake of assuming The Daily Mail’s readers ascribe entirely to its politics. In the Internet age, many would argue that the relevance of press political allegiance is decreasing. Even if they are as radical as what they read, does that really mean they are not worth marketing to? They are still consumers like the rest of us, after all. Tough job, though, whoever ends up bearing the burden
Nicola Geraghty / May 6th, 2007, 6:07 pm / #
Thanks for the comment Nicola. You kind of imply that advertisers should feel obliged to pitch their wares to everyone. Of course that isn’t true and advertising needs to be carefully targeted to be effective. And if advertisers have a poor impression of Daily Mail readers, that’s the Daily Mail’s fault and their problem to deal with.
Stephen Newton / May 8th, 2007, 11:47 am / #
Loladins read the papers.
Loladin / November 5th, 2007, 4:23 pm / #
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