Daily Mail CSP

Daily Mail CSP

Key issues:

• The history of the brand – what readers have come to ‘see’ it stand for
• The core values of the newspaper; readers seek confirmation of opinions; assurance
• The content – both the actual features as well as the tone
• The layout – readers like consistency, knowing where to find their favourite features such as the sport traditionally being at the back, although many quality papers now have separate sections
• Trust – belief in the validity of what they read, though we know that all such content is mediated
• Identity…