How advertising links to reader content.

Listen to the today programme. 3million listeners, 3 times more than the biggest broadsheet.

'Journalism in my view is the business of turning information into money'.-Chris 'We find information and we sell it to people, to do that you have to know what people want to buy. Nobody knows what people want, it's a mystery.'

'Don't believe market research, it's voodoo, it's bollocks.'

Nobody knows what their readers want but they can take a good guess by their activity.

The Daily Mail is the biggest selling newspaper.

Tabloids are headline driven.

compare the news agenda of the paper to its target audience.

the key to advertising is 'product diferentiation' they have to persuade you to buy something that's the same as everything else.

point of sale- very swaying of people--fmcg, branded, heavily marketed, impulse buy.

Fast Moving Consumer Goods-Chocolate, beer, things you don't need...

the news agenda is the order in which the stories are running.

'advertisers try to keep you in this perpetual world of being a child' when you just want everything.

broadsheets are more dependent on advertising revenue than tabloids.

headline dependency--people think of themselves as a 'daily telegraph reader' family people who aren't stupid. peoples perceptions of themselves are better than the reality. Theres more brand loyalty to the newspapers the higher up you go. The downmarket stuff has to compete much more in the newsagents. price elasticity in this range of the market. Flexible market. Tabloids think far more about headlines so that they can appeal to the mass market.

Journalists on tabloid are more talented than broadsheet journalists. It's harder to be liked in the mass market.

the times used to be the journal of record so has a lot of status.

aspirational-the tabloid word for greed.

broadsheets more dependent on advertising because they have lower sales.
Of the 30p the sun costs almost none of that will go back to the sun it will stay with the retailer. The space where the paper is kept is rented out to the paper.

broadsheets have a low circulation and a high cover price. Newsagents are not interested in the FT, and of the money spent on it some goes back to the FT.

yuppies - young urban professionals--single people with high income.

The daily mail is the only newspaper with the majority of women readers.
Buying newspapers is heavily related to behaviour--going to work. Women are more incorporated in the work force and so now buy newspapers.