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Reflections on my Daily Mail diet

Regular readers of this blog will know that over the last week I’ve been on a Daily Mail diet.

After realising that I’m living in a bit of ‘media bubble’ getting my news and opinion from very different places from most of my supporters, I’ve been focusing on getting my news from the one most read newspapers amongst the supporters of my organisation. I wrote more about why I thought this was important to do.

So for the last week I’ve been buying the Daily Mail alongside my regular paper of choice (The Guardian) and in the process trying to better understand how the paper approaches issues and stories, and think how I might be able to get my campaigning into the Daily Mail, and in front of thousands of my organisations supporters who read it every day.

1 – Daily Mail readers need to be treated with respect – The response of others to my diet has almost been as interesting as reading the paper itself. A number of people have in effect said ‘why are you bothering with the Daily Mail readers they’re never going to be convinced‘ and while most of the editorial positions that the Daily Mail take aren’t the same as mine with 4 million daily readers its lots of people to write off as being closed to my campaign message. We need to respect those who read the paper even if we reject the papers views.

2 – It’s all about people – Most of the main stories this week have focused have had a strong focus on the individuals at the heart of them. Most of the stories go into considerable depth, so any organisation that’s looking to get it issues in the Daily Mail will need to ensure it’s got some really strong and compelling case studies to go alongside any campaign recommendations.

3 – The Mail loves polls, surveys and putting money back in the pocket of its readers – Alongside the focus on people, I was struck at how many stories were based on the results of polls, surveys and research that had some strong and compelling empirical evidence behind it. A large number of the stories cite academic research as the basis for their stories, so perhaps this presents an opportunity for campaigners to ensure their research has compelling and accessible headline numbers to accompany it.

4 – The consumer is always right – Interesting the one campaigning organisation that seems to get regular mentions is Which?, the consumer charity, perhaps it’s because it’s able to speak to the Mail’s concern about getting good value for its readers. I was struck by how few other campaigning organisations got mentioned during the week.

5 – It’s got lots of pages dedicated to comment – This surprised me but the average weekly edition seems to have around 8 pages dedicated to coverage. You get a number of pages of columnists and editorial pieces, along with a number of commentary pieces by the papers staff. That’s lots of writers looking for stories to write about what’s happening, and I’m sure presents an opportunity for campaigns.

6 – I need to do this more often – This whole exercise of thinking about where I get my media from has been really interesting and challenging. I’ve come away convinced that I need to step outside my media bubble more often.

As a colleague pointed out to me this week, the algorithms being Google, Facebook and Twitter are all designed to expose me to more people who think share similar views/contacts/opinions to me, so I need to become more active at stepping outside the bubble (this book looks interesting on this topic).  It’s a challenge I’d encourage other campaigning colleagues to take up.

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