Colonel Arthur B. Sleigh founded The Daily Telegraph in June 1855. The first edition was published on June 18th 1855 at the cost of 2d. The initial printing of the newspaper was carried out by Joseph Moses Levy, the owner of The Sunday Times, however the paper was not an initial success and was taken over by Levy.
Levy's aim was to produce The Daily Telegraph at a cheaper rate than its rival competitors in London, such as The Morning Post and The Daily News. This would increase the readership figures for newspapers in London and led to The Daily Telegraph absorbing The Morning Post in 1937 to become one of the biggest newspapers in Great Britain.
The Daily Telegraph has become the biggest seller of all the "quality" newspapers with an daily average of 669,445 copies sold in September 2010, compared to its nearest rival The Times, which sold a daily average of 486,868 copies in September. This shows that The Telegraph is still the leading seller within the "quality" newspapers. This may have happened, due to the paper staying in the same traditional broadsheet size format compared to their rivals who have all moved into the smaller Berliner, tabloid size format.
The Daily Telegraph's online rate card describes their audience in four words: Affluent, loyal, influential and elusive. I feel they are trying to suggest that the readership of their newspaper are some of the highest earning people in the country, who will stay loyal to the newspaper, be influential in their social groupings and be some of the hardest people to find anywhere in the country.
The is backed up in the readership survey carried out by The Daily Telegraph where it shows that the average Telegraph reader will earn upwards of £100,000, compared to their nearest "quality" newspaper rival The Guardian whose audience will earn on average £65,000 a year. It also shows that 81% of Telegraph readers will not read any other "quality" newspaper.
The is backed up in the readership survey carried out by The Daily Telegraph where it shows that the average Telegraph reader will earn upwards of £100,000, compared to their nearest "quality" newspaper rival The Guardian whose audience will earn on average £65,000 a year. It also shows that 81% of Telegraph readers will not read any other "quality" newspaper.
The National readership survey from June 2010 shows that the majority of Daily Telegraph readers will come from the ABC1 social grouping with 87% of it's readership coming from this social grouping and 60% coming from the AB category. This shows that the target demographic for The Telegraph will be from the upper-middle social classes in Great Britain, with interests in politics and current affairs. The political alliance this demographic will support is generally Conservative, which led to the labelling of The Daily Telegraph nickname: "The Daily Torygraph".
Within the advertising used in The Daily Telegraph, I have some advertisements that I did not personally think would be included in the newspaper. In one edition, I found on one page an advertisement for Dior watches, an item that would cost a student a year's tuition fees to buy. On the next page, I found a complete contrast with an advertisement from the supermarket Morrison’s, advertising half price shampoo.
The was the general theme for almost every edition I purchased. I think that this reflects upon the tough economic climate the country has faced over the last 18 months. I feel that the "quality" newspapers like The Daily Telegraph have reacted upon this situation and have started to include advertisements from different companies. However at the same time they are advertising the types of "bargains" that the readership of The Telegraph would buy.
The Daily telegraph are very selective in the types of advertisements they use. This is reflected in the advertising rates with a full page colour advertisement costing £68,000. The rates will change for the supplements and smaller parts of the newspaper with a full page advertisement in the business section of The Telegraph costing £46,000 and an advertisement in The Sunday Telegraph costing £34,000. I feel this reflects the importance of advertising as the companies who advertise in The Daily Telegraph are the companies who are likely the sell the luxury items suited towards the "affluent" Telegraph readership.
This advertisement for the Audi A1 has featured in every edition of The Daily Telegraph for the first two weeks of November. If a full page advertisement costs £68,000, then Audi have spent almost £1 million on an advertisement for a car costing £13,000. I feel this expresses the hard advertising some companies will present in order to target the correct cliental for their products.
The Irish government bail-out has been the main news topics of the last month. Bruno Waterfield has been the main reporter covering the story and has been on a constant tirade of the Irish, constantly referring them as being "humiliated". Waterfield also points the blame at the former Labour government and explains that the last few movements made by the Labour government has left a burden over the taxpayer and Great Britain as a whole.
In comparison, political columnist Andrew Gimson in his column Sketch reviews his own views and opinions over the main political stories of the day. He has made a firm stance over his hatred of former Prime Minister, Gordon Brown. He refers to "the G20 without Gordon Brown" like "Hamlet without the prince. Meaning gone, but easily forgotten as "the grass is always browner on the other side of the fence"
Overall I feel that The Daily Telegraph is a very respected, "quality newspapers with a very loyal readership mainly in the ABC1 social demographic.
Quick thing mate:
ReplyDeletecheaper rate than it's rival compet
compared to it's nearest rival The T
they need to be 'its' not 'it's'
Just to let you know!