Friday, 27 November 2009

The Daily Telegraph/BBC Radio One - News Agenda

The Daily Telegraph is the ‘UK’s best selling quality daily newspaper, outselling its nearest competitor by a massive 255,840 copies a day’. Out of all of these readers 87.4%, on average, read it every day and 72% read no other papers.

The Daily Telegraph is mainly aimed at people who fall under the ABC1 bracket, 1.2 million of which are AB. It can also be said that it is more aimed at the male population, as recent figures show around 56% of all readers are male. In recent times The Telegraph has been nick-named ‘The Torygraph’, and from this we can see that it has right wing beliefs and reaches out to a Conservative audience.

Close analysis of ‘The Telegraph’ supports the fact that it is aimed at the ABC1 audience; advertisements used range from eco friendly cars, to business flights. One major comparison you can make between The Telegraph and a general tabloid newspaper is the use of car advertising: in The Telegraph you will find a Saab automobile being advertised for its ‘eco power engine’, whereas in a tabloid you will find a Volkswagen being advertised for its sleek design and high performance. The reason for this is that you will find a lot more ABC1’s who will have a high drive for saving the planet and the ‘Act on CO2’ policy. On the other hand C2DE’s, who are lower down the social spectrum will not be influenced to buy a car for these such reasons; they are more likely to be persuaded by an advert that promotes the cars attributes in speed, power and sex appeal.

The stories in The Telegraph are always consistent in content. Front page news is usually made up of political activities or War efforts: ‘Back pedalling on MP’s expenses’, this being an example of a recent headline. The ABC1 audience will be much more inclined to read about this type of story as oppose to a headline found in The Sun: ‘Katie’s not rushing home to kids’, which would appeal to the C2DE audience as it is about television, something that ABC1’s generally have little time to enjoy. In The Telegraph the stories have a lot more text and fewer photographs, on the contrary tabloid newspapers tend to have little text, but huge headlines and photographs. Having much larger size pages, The Telegraph has an advantage for appealing to advertisers in that it gives the adverts more exposure as readers tend to take longer on the page.

BBC Radio One is one of the most popular radio stations in the whole of the UK. It plays all the current popular music and chart hits, and after 7pm it also plays alternative music, such as dance. This makes the station extremely popular to the younger audience and the more C2DE social classes. It is broadcasted via different methods such as internet, TV and radio itself.

This music is reflected in the news bulletins that are broadcasted: One of the main stories this week for example has been about the cannabis health risk not rising, and police tackling internet knife crime. These types of stories would appeal a lot more to a younger audience and therefore mirrors the music played. Other stories would also appeal to many young people, especially those at school: one of the main ones that have stood out to me was ‘bulimia was my escape from bullying’, this not only would help young school children with the same problem, but also offers great advice and support lines.

On the other hand, a radio station such as BBC Radio Four which is the second most popular domestic radio station in the UK which deals with news, drama, science and history. One of the more recent programmes is called ‘farming today’, and this gives an example of what is likely to be broadcasted. Unlike BBC Radio One, the news is directed more at the ABC1 audience, news concerning trades unions and banks are more commonplace.

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