The I case study
1) What are the front page stories on the 21 September edition of the i?
The i covers its as a 'disaster' as did most of the British press except the Daily Mail. But at the same time they are maintaining a neutral stance with the story. They say that the EU 'ambushed' her, they called her 'vulnerable' other countries want the UK to 'suffer'.
Page 3
Pages 5
Tigers, chimps and rhinos receiving aid from UK taxpayer
Have I Got News For You a more trusted news source than official news bulletins.
Page 6-7
Westminster terrorist mother apologises for attack.
Pages 11
Meshan Markle coverage with her mum
Students warned about about misleading university marketing campaigns
Page 15
Amazon device lets you switch off the lights
Vodaphone demonstration of how 5G allows us to make potential holographic phone calls
Wolf Alice wins Mercury Prize
Page 16
Voices section featuring:
Opinion Matrix of other newspapers
Life in Brief: paying homage to a translator of more than 100 books has died.
Page 18
Featuring audience views on stories - used by social media and email
Page 45*
Review of former Guardian editor Alan Rusbridger's book on the change of news and journalism in the last 20 years.
3) Media language: Write an analysis of the construction of the i front page: Page design, font, text, images, conventions, hard news/soft news, news values etc.
The majority of the newspaper features soft news with animals, celebrity, fashion and sport.
There are only two hard stories which was the Salzburg meeting and an update on the Iraq warfare.
Texts is minimal and images are used to represent most of the stories.
An ad on the bottom is unlike a newspaper such as the Daily Mail.
4) Narrative: How is narrative used in this edition of the i? Look at the selection of news: is there an ongoing narrative? How is narrative created by the paper to engage an audience?
There is no outright political bias, there is a balance with some of the stories featuring a rhetorical question such as 'what happens' and 'how'.
5) Representations: Are any stereotypes reinforced? Is the audience positioned to respond to the stories in a certain way? What contrasts can you find with the Daily Mail here?
The Meghan Markle story wasn't features as top news but is still in the paper elsewhere. The audiences are positioned to have a neutral look into Brexit but the Daily Mail wants readers to fully back it.
The i launch campaign and success
Read this Marketing Society case study on the launch of the i newspaper:
1) What was the research that led to the launch of the i newspaper?
The i turns five
Read this collection of quotes and messages in the Independent to celebrate the i newspaper's fifth birthday.
1) Read Nick Clegg's message ("thoughtful, independent-minded and liberal (with a small 'l')...") What does this tell us about the values and ideologies behind the i newspaper?
The newspaper is trying to target a younger liberal audience, matching the demographic of the Lib Dems at the time which was around 30pc 18-24 in the 2010 election.
2) Why might one of the readers suggest that switching from the Daily Mail to the i has meant their "blood pressure has returned to normal"?
Maybe the values of the 'i' to be unbiased has led less to newspapers reinforcing their ideologies. The Daily Mail has been apart of main controversies compared to the 'i'.
3) Choose three other messages from readers. What do they suggest about the audience pleasures provided by the i newspaper - why do readers love it?
GERRY PIMM, NORTHWOOD, MIDDLESEX
Only just started reading i. Love it. Proper news, no junk like other papers.
THEA THOMPSON, LONDON
Why i? Well, it’s informative, unbiased, well-written, concise without being too brief (apart from the News Matrix, which we like!), is not London-centric, has many brilliant regular journalists and also occasional ones from all sides of the political spectrum.
It doesn’t treat readers like fools and responds to readers’ letters, suggestions and queries with enthusiasm. Long may you continue.
PAULA AND JOHN SAUNDERS, ST ALBANS
Happy 5th birthday! I’m 15 and my parents bought me a subscription last Christmas because I have been reading i daily for a couple of years now. It is definitely the best newspaper on the shelves and as a subscriber, 18p is ridiculously good value for money. Long may it continue!
Johnston Press background and research
Read this history of Johnston Press and the news of its impending break-up from veteran Guardian media correspondent Roy Greenslade.
1) How did the company begin?
The Falkirk Herald was acquired by local printing business run by Archibald Johnston, his two sons followed him. The papers status and profitability was increasing. Then after falling circulation expansion of other titles began with 24 weekly titles.
2) What did Johnston Press do in the 1980s and 1990s?
It went on the Stockmarket in '88 with an initial value of 22mn. It started to expand by getting other titles.
3) List some of the regional newspapers owned by Johnston Press in its history (you may need to research this separately beyond Greenslade's article).
Blackpool Gazette, Edinburgh Evening News, Scotland on Sunday, Yorkshire Post.
4) What happened to Johnston Press in the 2000s to the present day?
The profit margin achieved was over 35pc when Tim Bowdler began to acquire titles. But they couldn't pay off the big debt and proits wew falling. The company will now be broken up.
5) How does Greenslade see the future of Johnston Press - and what might happen to the i newspaper?
Johnston Press buys the i
Read this article from the website Hold The Front Page on the announcement of the Johnston Press purchase of the i newspaper - and the closure of the Independent.
1) How much did regional published Johnston Press buy the i for?
£24mn
2) Who did Johnston Press buy the i from?
ESI Media from Evgeny Lebedev.
3) What did the sale signal for the Independent newspaper?
The website for the i was not purchased and remained to stand with the Independent.
4) What reasons were provided by Johnston Press CEO Ashley Highfield for buying the i?
It has a clear market position as an established brand with a loyal readership. It has 9pc of the current market and has opportunity for growth. It helps the volatile circulation revenues of the company.
5) The comments below the article are overwhelmingly negative. Choose three comments and explain how they criticise Johnston Press and the purchase of the i newspaper.
What does another £24m. extra debt matter anyway? So, you’ve run a company into the ground, ruined thousands of lives, thrown away tons of experience and knowledge, and here you are, doing it all again.
The company isn't trusted with the brand, especially with the redundancies and its newspapers that have had to shut down.
So JP have bought something and at the same time killed something off. Wunderbar.
He has chosen his words carefully as he carefully doesn’t mention print publications.
The issues around the closure of the independent print editions are exactly the same as those stifling the regional press, primarily collapsed readership/copy sales and high cost overheads so this has come as no surprise to anyone with many more regional weekly and daily titles to follow suit in the coming months.
These titles aren't cost effective and readership is declining, digital is taking over regional news.
inews.co.uk - the i newspaper website
Go to inews.co.uk and analyse the stories currently featured:
1) What are the top five stories? Are they examples of soft news or hard news?
Pittsburgh Synagogue shooting
The i covers its as a 'disaster' as did most of the British press except the Daily Mail. But at the same time they are maintaining a neutral stance with the story. They say that the EU 'ambushed' her, they called her 'vulnerable' other countries want the UK to 'suffer'.
Other stories include the Iraq war, many animal stories such as an octopus taking ecstasy, the Croydon Cat killer revealed and the UK plan to save species. More stories are mainly fashion, diets, Friday picks of art and culture, sport and Netflix.
2) From your analysis in class, what other stories and topics are covered in this edition of the i? You should address the following pages:
Page 2
2) From your analysis in class, what other stories and topics are covered in this edition of the i? You should address the following pages:
Page 2
The News Matrix: A short summary of many news stories of many different topics, famous birthdays and an index, the main story is a focus on the maintenance costs of a car for a 17-24 year old's first car which is probably very relatable for many of their readers.
Page 3
Newsnight presenter Evan Davis will take over the Radio 4 PM programme (a highly listened to radio podcast for politics). Other stories highlight the ongoing narrative of feminism with the first women being cast at Harvard Theatre.
Pages 5
Tigers, chimps and rhinos receiving aid from UK taxpayer
Have I Got News For You a more trusted news source than official news bulletins.
Page 6-7
Westminster terrorist mother apologises for attack.
Pages 11
Meshan Markle coverage with her mum
Students warned about about misleading university marketing campaigns
Page 15
Amazon device lets you switch off the lights
Vodaphone demonstration of how 5G allows us to make potential holographic phone calls
Wolf Alice wins Mercury Prize
Page 16
Voices section featuring:
Opinion Matrix of other newspapers
Life in Brief: paying homage to a translator of more than 100 books has died.
Page 18
Featuring audience views on stories - used by social media and email
Page 45*
Review of former Guardian editor Alan Rusbridger's book on the change of news and journalism in the last 20 years.
3) Media language: Write an analysis of the construction of the i front page: Page design, font, text, images, conventions, hard news/soft news, news values etc.
The majority of the newspaper features soft news with animals, celebrity, fashion and sport.
There are only two hard stories which was the Salzburg meeting and an update on the Iraq warfare.
Texts is minimal and images are used to represent most of the stories.
An ad on the bottom is unlike a newspaper such as the Daily Mail.
4) Narrative: How is narrative used in this edition of the i? Look at the selection of news: is there an ongoing narrative? How is narrative created by the paper to engage an audience?
There is no outright political bias, there is a balance with some of the stories featuring a rhetorical question such as 'what happens' and 'how'.
5) Representations: Are any stereotypes reinforced? Is the audience positioned to respond to the stories in a certain way? What contrasts can you find with the Daily Mail here?
The Meghan Markle story wasn't features as top news but is still in the paper elsewhere. The audiences are positioned to have a neutral look into Brexit but the Daily Mail wants readers to fully back it.
The i launch campaign and success
Read this Marketing Society case study on the launch of the i newspaper:
1) What was the research that led to the launch of the i newspaper?
Readers wanted quality information but were time poor. The price was also right. The newspaper combined this with opinion in a manageable size.
2) How did i target readers and lapsed readers of quality newspapers?
2) How did i target readers and lapsed readers of quality newspapers?
There were two phases of the launch. The first featured rolling coverage of all major news outlets and visited 12,000 retail stores. The second was huge marketing involving TV, print and digital.
3) What was the target audience and why was this attractive to advertisers?
3) What was the target audience and why was this attractive to advertisers?
ABC1, it was designed to grow the market than take reader from it and the marketing mix was key to the successful launch.
4) What were the statistics that proved the i newspaper was a success - and that it hadn't 'cannibalised' (taken readers from) other newspapers?
4) What were the statistics that proved the i newspaper was a success - and that it hadn't 'cannibalised' (taken readers from) other newspapers?
End of 2011 it was the fastest growing daily with a circulation of 170,436 and no other national newspaper reported a significant decline - showing it was actually growing the market.
5) What was the background to the i newspaper's launch?
5) What was the background to the i newspaper's launch?
Readers wanted quality print news and wanted to give readers this by creating a new newspaper.
Also, the market slumped by 1pc from '07 to '09 and freesheets were increasing such as the Metro. The Lebedevs acquired the Evening Standard and turned it into a freesheet as well - they turned it into a huge success and reviewed their options for the Independent.
6) What were the objectives for the i newspaper launch?
6) What were the objectives for the i newspaper launch?
Reach a circulation figure of 150,000, avoid cannibalisation of the Independent, reach a combined circulation figure of the Independent and the i of 340,000, increase ad revenue and achieve a majority as volume in the quality marketplace.
7) The Independent saw an opportunity in the print newspaper market. How did potential i readers view other newspapers and what product did they want?
The readers viewed the Metro as too celebrity focused but was the perfect size for a 45 minute commute. They also wanted a cheaper product but also some wanted more quality for their newspapers.
8) What were the five key principles of the i?
High quality content
7) The Independent saw an opportunity in the print newspaper market. How did potential i readers view other newspapers and what product did they want?
The readers viewed the Metro as too celebrity focused but was the perfect size for a 45 minute commute. They also wanted a cheaper product but also some wanted more quality for their newspapers.
8) What were the five key principles of the i?
High quality content
Aesthetically pleasing design
Balanced comment/opinion
Manageable pagination
Affordable price
9) How was the newspaper launched?
Phase one was to market the newspaper, they went to 12,000 retail outlets and used their sister paper The Evening Standard to help as well,they used radio campaign on LBC. They generated 48 hour news coverage.
9) How was the newspaper launched?
Phase one was to market the newspaper, they went to 12,000 retail outlets and used their sister paper The Evening Standard to help as well,they used radio campaign on LBC. They generated 48 hour news coverage.
Phase two was to tell readers what exactly the newspaper was and what it would offer - a campaign on TV, print and online with celebrity endorsement representing the demographic of the newspaper.
10) List three statistics quoted in the final section 'Achievements' to demonstrate the success of the i newspaper's launch.
10) List three statistics quoted in the final section 'Achievements' to demonstrate the success of the i newspaper's launch.
Outperformed its rivals in the shrinking market with -3.3pc (180,814) from the Independent; -11.76 (447,059) from The Times. - Not taking away a lot of market share from competitors but to expand the market.
It helped drive the market share of the Independent Print from 11pc in Dec 2010 to 22pc Dec 2011.
It stocked 37,000 retailers nationally, growing to 44,000 (equal to the Daily Mail) with 7,000 independent retailers. - Shows its expanding market.
Read this collection of quotes and messages in the Independent to celebrate the i newspaper's fifth birthday.
1) Read Nick Clegg's message ("thoughtful, independent-minded and liberal (with a small 'l')...") What does this tell us about the values and ideologies behind the i newspaper?
The newspaper is trying to target a younger liberal audience, matching the demographic of the Lib Dems at the time which was around 30pc 18-24 in the 2010 election.
2) Why might one of the readers suggest that switching from the Daily Mail to the i has meant their "blood pressure has returned to normal"?
Maybe the values of the 'i' to be unbiased has led less to newspapers reinforcing their ideologies. The Daily Mail has been apart of main controversies compared to the 'i'.
3) Choose three other messages from readers. What do they suggest about the audience pleasures provided by the i newspaper - why do readers love it?
GERRY PIMM, NORTHWOOD, MIDDLESEX
Only just started reading i. Love it. Proper news, no junk like other papers.
The high quality content appeals as well as the manageable layout - it isn't cluttered with ads.
Why i? Well, it’s informative, unbiased, well-written, concise without being too brief (apart from the News Matrix, which we like!), is not London-centric, has many brilliant regular journalists and also occasional ones from all sides of the political spectrum.
It doesn’t treat readers like fools and responds to readers’ letters, suggestions and queries with enthusiasm. Long may you continue.
They give their readers the benefit of the doubt to be educated about more serious news - our edition had a focus on the Iraq war which is a complicated story to talk about which is generally ignored by other outlets on the front page. The design as well as the high quality content..
PAULA AND JOHN SAUNDERS, ST ALBANS
Happy 5th birthday! I’m 15 and my parents bought me a subscription last Christmas because I have been reading i daily for a couple of years now. It is definitely the best newspaper on the shelves and as a subscriber, 18p is ridiculously good value for money. Long may it continue!
The affordable price is the attraction.
4) Scroll down towards the bottom of the article. What are the campaigns that i have run since their launch in 2010?
A lot of charity appeals such as Child Soldiers, Homeless Veterans Appeal, Elephant Appeal, iVote(encourages mass voter registration, youth movement), Back to School(people to return to old State schools to inspire and advise on careers).
5) What do these campaigns tell you about the values and ideologies behind the i newspaper? Do they also tell you something about the readership of the i?
The readership tends to be diverse, they appeal to school causes and animal poaching crisis, iVote appealing to young people. But they also Veterans Appeal which may cater to a more older audience. It shows that they are willing to inform on everything.
6) What did the critics say when the paper was first launched? Why did many think the paper would fail?
The paper can't be funded, it won't appeal to young people when consumption in online.
7) Choose three quotes from the critics' reviews and discuss whether these viewpoints remain valid today.Will it secure new advertising?
A lot of charity appeals such as Child Soldiers, Homeless Veterans Appeal, Elephant Appeal, iVote(encourages mass voter registration, youth movement), Back to School(people to return to old State schools to inspire and advise on careers).
5) What do these campaigns tell you about the values and ideologies behind the i newspaper? Do they also tell you something about the readership of the i?
The readership tends to be diverse, they appeal to school causes and animal poaching crisis, iVote appealing to young people. But they also Veterans Appeal which may cater to a more older audience. It shows that they are willing to inform on everything.
6) What did the critics say when the paper was first launched? Why did many think the paper would fail?
The paper can't be funded, it won't appeal to young people when consumption in online.
7) Choose three quotes from the critics' reviews and discuss whether these viewpoints remain valid today.Will it secure new advertising?
Current outlets maintain this problem with the market still declining from online news.
Can any paper supplant the enthusiasm among young people to consume their news and opinion online?
More and more young people look for free online instantaneous news.
The Independent is that it cannot afford to actually create and deliver a distinct product for this segment.
Newspapers are losing more and more revenue and profit.
8) Look at the bestselling front page stories from 2011-2015. What do these tell us about the i's values and ideologies - and what do we learn about i readers?
8) Look at the bestselling front page stories from 2011-2015. What do these tell us about the i's values and ideologies - and what do we learn about i readers?
There are mainly political stories domestically but also internationally, which does decrease as time increases. The readers are educated and care about the current climate - quality journalism is what they look for.
Read this history of Johnston Press and the news of its impending break-up from veteran Guardian media correspondent Roy Greenslade.
1) How did the company begin?
The Falkirk Herald was acquired by local printing business run by Archibald Johnston, his two sons followed him. The papers status and profitability was increasing. Then after falling circulation expansion of other titles began with 24 weekly titles.
2) What did Johnston Press do in the 1980s and 1990s?
It went on the Stockmarket in '88 with an initial value of 22mn. It started to expand by getting other titles.
3) List some of the regional newspapers owned by Johnston Press in its history (you may need to research this separately beyond Greenslade's article).
Blackpool Gazette, Edinburgh Evening News, Scotland on Sunday, Yorkshire Post.
4) What happened to Johnston Press in the 2000s to the present day?
The profit margin achieved was over 35pc when Tim Bowdler began to acquire titles. But they couldn't pay off the big debt and proits wew falling. The company will now be broken up.
5) How does Greenslade see the future of Johnston Press - and what might happen to the i newspaper?
It's likely some newspapers will vanish as they can't pay off the 220mn bond due next year.
Read this article from the website Hold The Front Page on the announcement of the Johnston Press purchase of the i newspaper - and the closure of the Independent.
1) How much did regional published Johnston Press buy the i for?
£24mn
2) Who did Johnston Press buy the i from?
ESI Media from Evgeny Lebedev.
3) What did the sale signal for the Independent newspaper?
The website for the i was not purchased and remained to stand with the Independent.
4) What reasons were provided by Johnston Press CEO Ashley Highfield for buying the i?
It has a clear market position as an established brand with a loyal readership. It has 9pc of the current market and has opportunity for growth. It helps the volatile circulation revenues of the company.
5) The comments below the article are overwhelmingly negative. Choose three comments and explain how they criticise Johnston Press and the purchase of the i newspaper.
What does another £24m. extra debt matter anyway? So, you’ve run a company into the ground, ruined thousands of lives, thrown away tons of experience and knowledge, and here you are, doing it all again.
The company isn't trusted with the brand, especially with the redundancies and its newspapers that have had to shut down.
So JP have bought something and at the same time killed something off. Wunderbar.
The company has had failed newspapers and is replacing it, most likely unsuccessfully this time as well with implications from the reader.
The issues around the closure of the independent print editions are exactly the same as those stifling the regional press, primarily collapsed readership/copy sales and high cost overheads so this has come as no surprise to anyone with many more regional weekly and daily titles to follow suit in the coming months.
These titles aren't cost effective and readership is declining, digital is taking over regional news.
inews.co.uk - the i newspaper website
Go to inews.co.uk and analyse the stories currently featured:
1) What are the top five stories? Are they examples of soft news or hard news?
Pittsburgh Synagogue shooting
Philip Green harassment claims untrue
Strictly Come Dancing has thee times ratings of X Factor
MPs want Universal Credit roll out halted
Jamie Oliver says he has no more money to bail out his restaurants
2) How is the homepage designed? Do you see similarities with the print edition?
The homepage is manageable, pictures are used to represent stories and the headlines tell the story as well.
3) Are there examples of ‘clickbait’? What are they?
'Simpsons Ap may be written out'
2) How is the homepage designed? Do you see similarities with the print edition?
The homepage is manageable, pictures are used to represent stories and the headlines tell the story as well.
3) Are there examples of ‘clickbait’? What are they?
'Simpsons Ap may be written out'
Jamie Oliver businesses shutting down
Worlds richest people made more money than ever last year
Beyonce urged to withdraw business partnership with Philip Green
4) To what extent do the stories you have found on inews.co.uk reflect the values and ideologies of the i newspaper?
There is a lot of celebrity news here which takes away from the ideologies - there are some political hard news stories. The most popular tab however is mostly soft news.
5) What similarities and differences are there between MailOnline and the i newspaper website?
The website does go on for a small bit but nowhere near as much as MailOnline.
4) To what extent do the stories you have found on inews.co.uk reflect the values and ideologies of the i newspaper?
There is a lot of celebrity news here which takes away from the ideologies - there are some political hard news stories. The most popular tab however is mostly soft news.
5) What similarities and differences are there between MailOnline and the i newspaper website?
The website does go on for a small bit but nowhere near as much as MailOnline.
It isn't cluttered with news, it's evenly spaced out with four on a line with little text - just the headline.
It does have the top bar of news topics e.g. lifestyle, sport.
Now read this Business Insider feature on the launch of the i newspaper website (which coincided with the purchase of the newspaper by Johnston Press). Answer the following questions:
1) The interview with Johnston Press CEO Ashley Highfield features the claim there will be "no clickbait". Does your analysis of inews.co.uk support this claim?
No, it does feature quite a bit of clickbait at the start.
2) He states the website will "stick very closely to the brand values of the i". What are these?
High quality content
Now read this Business Insider feature on the launch of the i newspaper website (which coincided with the purchase of the newspaper by Johnston Press). Answer the following questions:
1) The interview with Johnston Press CEO Ashley Highfield features the claim there will be "no clickbait". Does your analysis of inews.co.uk support this claim?
No, it does feature quite a bit of clickbait at the start.
2) He states the website will "stick very closely to the brand values of the i". What are these?
High quality content
Pleasing design
Balanced comment/opinion
Manageable layout
Affordable price
3) How does he claim inews.co.uk will differ from online rival Buzzfeed?
It won't chase traffic for the site, it will maintain its political independence.
4) What audience does Highfield want the website to target?
An "older and more affluent audience.".
5) Why is the millennial audience less attractive?
3) How does he claim inews.co.uk will differ from online rival Buzzfeed?
It won't chase traffic for the site, it will maintain its political independence.
4) What audience does Highfield want the website to target?
An "older and more affluent audience.".
5) Why is the millennial audience less attractive?
Students haven't got any money to buy papers as they have student loans and also tend to use ad block which decreases revenue.
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