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Economic context effects on the Mirror
Curran and Seaton
The overriding economic factor affecting the Daily Mirror revolves around its declining newspaper readership as affected by new media technologies.
To partially combat declining the resulting profit drain from that declining readership, the Daily Mirror has engaged in a program of brand diversification. As a trusted popular press brand, the Mirror has used its product visibility to push a variety of non-media related products in the clothing, homeware and gardening sectors all of which are heavily advertised in the paper via prominently placed print advertorials.
To further arrest declining profits, the Daily Mirror affects, much like other newspapers, an ever softer editorial mix, leveraging mainstream audience appeal through extended coverage of the royal family, sports news and a celebrity oriented features.
In the edition that we explored these softer news stories accounted for more than 65% of the content, with harder political analysis pushed to pages 5 and 6. Curran and Seaton would suggest that this approach enables newspapers to maintain mass readerships within a highly competitive National news market.
Multiple revenue stream
A media brand that produces income from a number of different sources. Film products for instance often generate revenue from merchandising (toys/clothing/video games) as well as cinema ticket sales.
Media terminology used
Those processes that make audiences aware of a product's existence. Also describes the level of awareness that audiences have of a marketed product.
Print or web based editorial content that is really an advert for a product. Advertorials are often offered as an incentive by media producers to lure potential advertisers to buy ad space. They are are also viewed as a more effective advertising form in that readers are more likely to engage with them than conventional ads.