Macro analysis of two newspapers for my A2 Media Coursework.

1. Newspaper Macro Analysis
Daniel Gripton

2. Express & Star
The newspaper is owned by the Midland News Association,
which is an independent local media business that also has
products in radio broadcasting. The Express & Star is an
evening broadsheet newspaper that is published and
distributed in the West Midlands from Monday to Saturday. The
editor of the newspaper is currently Adrian Faber. Circulation
figures under Adrian Faber have been considerably good, as
during the second half of 2009 the newspaper had a circulation
of 124, 480. The newspaper is seen as being moderately right
wing, meaning that it moves more towards Conservative Party
politic, notably having the current Mayor of London, Boris
Johnson, for a work placement.
Target Audience
Due to the amounts of text and guardian-like look of the paper
the target audience would be middle class. However the length
of the paragraphs indicate that it still appeals to a working
class audience as they are tabloid length. The paper widens its
audience to the whole of the West Midlands, resulting in a
higher circulation. It neither isolates out a high brow audience
nor a working class audience. This is because the paper is
based in a working class city. The paper also appeals to the
local area, with articles about local events and the local football
team Wolverhampton Wanderers. The age group of the
readership would be around 30+ due to the lack of interest
from a younger audience who are more interested in gossip.

3. The noun phrase ‘hip Express & Star Ads
replacements’
conveys age, which The company is local
relates to the which targets a local
generically older audience
target audience
The advertisements show that the target
audience is obviously going to be older
There is an due to the ‘hip replacement’ advertisement.
emphasis on The newspaper also includes local and
price, which national advertisements, both for profit and
targets a working also for the audiences interest. The
class audience. emphasis on price on the two other adverts
indicates that the newspaper doesn’t
isolate out its working class audience.

4. Birmingham Mail
The newspaper is owned by Trinity Mirror, which is
Britain's biggest newspaper group publishing over 240
regional newspapers. The owners also publish recognised
national papers like the Daily Mirror and The People. The
Birmingham Mail is a tabloid newspaper that is published
and distributed around the West Midlands. The editor of
the newspaper is David Brookes whose influence has
garnered a circulation of 47, 217 in the first half of 2011.
The newspaper is neutral when it comes to politics and is
populist, meaning that it moves with the general
consensus of the public.
Target Audience
Due to the paper being a tabloid it appeals more to a
working class audience, who are not as well educated and
so are generally less skilled labourers. The paper also
appeals to the local area in and around Birmingham, and
the articles within reflect it. The news stories are not
strictly entertainment based and they aren’t as
sensationalist compared to a newspaper like the Sun, but
the newspaper does pride itself on looking like a generic
tabloid. Therefore the newspaper is primarily targeted at
the working class. The audience would also be a bit
younger than the Express & Star as it is more gossipy.

5. Birmingham Mail Ads
The brand also indicates There is also an
that the newspaper is emphasis on price,
aimed at people on the The use of which appeals more
lower socioeconomic alcohol indicates to the working
scale. an audience classes.
older than 18.
The styling of the
The advertisement,
advertisements conveys youth which
are local, thus obviously applies to a
The emphasis on price appealing to the younger audience.
indicates that the newspaper local audience.
is for a working class
audience.