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    Post Who reads which newspaper in Britain?

    Britain is one of the world's most class-conscious societies. Contrarily to many other countries though, social classes have little to do with income or jobs. It's a mindset, a way of being and living, something inherited from one's parents and influenced by one's peers. It has more to do with one's tastes, manners, hobbies, pets, and the vocabulary one uses, than about money. British people hate to talk about money, but one's social class is immediately apparent from their appearance and behaviour.

    Unsurprisingly, the paper you read also reflects your social class. The main division is the type of newspaper one reads. Higher social classes read one of the four broadsheets (The Daily Telegraph, The Financial Times, The Guardian, The Independent, The Times), which are regarded as more intelligent and respectable publications. Then comes the Mid-market tabloids (The Daily Express, The Daily Mail, The Mail on Sunday, The London Evening Standard), which blend serious reporting and gossips. At the bottom of the social scale are the Red-tops tabloids (The Communists, The Daily Mirror, The Daily Sport, The Daily Star, The Sun, The Sunday People), which are often completely ridiculous or hysterical.

    Apart from social classes, each publication has its own political leaning or affiliation. Among the broadsheets, The Daily Telegraph is strongly pro-Conservative. The Times is more moderately conservative. The Independent is centre-left but tries to be politically neutral as its name indicate. The Guardian is liberal, progressive and center-left leaning, and seems to be increasingly read by the new establishment. Its readers were traditionally supporters of the Labour Party, but are now shifting toward the Liberal Democrats. The Financial Times advocates free-market, it is is pro-globalisation and pro-EU, and supports both the Conservatives and the Liberal Democrats.

    The Mid-market tabloids are generally more extremist and alarmist in their tone. Quoting from this page, The Daily Mail is "ultra right-wing, populist, nationalistic, xenophobic, isolationist, often hysterical, and notoriously obsessed with the immigrants, house prices, same-sex marriage, and claimants of state benefits". The Daily Express is provincial, has a liking for conspiracy theories, is known for scare-mongering articles about immigration and is a supporter of UK Independence Party (UKIP). The Evening Standard is right-wing and more focused on local London news.

    Red-top tabloids are known for their sensationalism and for deliberately igniting controversy. The Sun is the the best-selling paper in the UK. It is populist and working-class, known for its collection of topless women and its obsession about the price of beer. It is infamous for its xenophobic and anti-gay stance and also claimed that video games are evil. The Daily Mirror is a populist, left-wing tabloid supporting the Labour Party. The Daily Star is racist and homophobic far-right publication often described as having lots of gossip and tits but little news. The Sunday People is essentially pornographic in character and concerned about scantily clad celebrities.

    Red-tops are read mostly by the working classes. Mid-range tabloids pander to the less-educated (lower to middle) middle classes. Broadsheets appeal mostly to upper, upper-middle and some middle-middle classes.

    Readership varies by age groups, gender and social class, as shown by this MORI survey.

    The 65+ are much more likely to read the Daily Telegraph, Daily Mail, Daily Express and Daily Mirror. Young people (15-24) favour The Daily Star and The Sun. The Times, The Guardian and The Independent are read more or less equally by all age groups, but especially by those between 25 and 54 years old.

    Men read more newspapers than women (55% vs 45%). Those most likely to appeal to a male audience are the Financial Times (72%) and the Daily Star (70%).

    About half of the readers of the Financial Times, The Times, The Daily Telegraph, The Guardian and The Independent belong to the upper-middle or middle-middle classes (A and B in the NRS classification), and 30% to the lower-middle class (C1). The Daily Mail and the Daily Express get 75% of their readership from the lower-middle and working classes (C1, C2, D and E), while the share rises to over 90% for The Daily Mirror, The Sun and The Daily Star, among which 40% of the readers belong to the unskilled working class (D) and those at those at lowest level of subsistence (E).

    YouGov, an international internet-based market research firm, did a detailed profiling of each newspaper's audience, including their favourite foods, hobbies, sports, general interests, niche interests and pets. You can check the different profiles here.


    In summary:

    Publication Circulation (2016) Type Political stance Typical reader
    The Sun 1.78 million Red-top tabloid Far-right & conservative Unemployed chav who spends his days watching TV or at the pub playing darts and talking football.
    Daily Mail 1.59 million Mid-market tabloid Conservative Conscientious female office worker who likes gardening and eats cheese-and-tomato sandwiches
    Evening Standard 900.000 Mid-market tabloid Conservative
    Daily Mirror 810.000 Red-top tabloid Labour Older manual worker who eats ham, eggs and chips, likes football, boxing, TV, DIY and owns a bird
    Daily Telegraph 472.000 Broadsheet Very conservative Older businessman with traditional views, who enjoys good food, likes cricket and supports the monarchy
    Daily Star 470.000 Red-top tabloid Labour & Far-right Working class man who likes boxing, football, darts, naked celebrities, and spends a lot of time eating chips and ice cream in front of the TV
    Daily Express 408.000 Mid-market tabloid UKIP Retired manual worker who likes meat pies, gardening and walking his dog
    The Times 404.000 Broadsheet Centre-right Educated professional who likes trekking and rugby
    Financial Times 198.000 Broadsheet Free-market liberalism Young trader, analyst or entrepreneur who enjoys sailing and seafood.
    The Guardian 164.000 Broadsheet Liberal, centre-left (Lib Dems) Well-travelled foodie who cares about the arts and modern technologies
    The Independent 55.000 Broadsheet Neutral, centrist (Lib Dems) Cosmopolitan and liberal young man who cycles to work and likes cultural activities


    NB: the circulation figures do not necessarily reflect the market share of readers as younger and wealthier people are far more likely to read online than to buy the paper version. For example, The Guardian has 243,000 online visitors daily and is the second mostly read paper online, after the Daily Mail. In contrast, red-top tabloids have very little online traffic.
    Last edited by Maciamo; 09-09-16 at 15:19.
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