Cole discusses two mid-market papers: The Daily Express and the Daily Mail. From what I understand a mid-market paper is not too much of a serious paper (broadsheet) nor is it a red-top (tabloid) but it is in-between the two. Cole mentions a few statistics of which I will not go into detail, but it is important I think that we recognise the Express sells less than a quarter of what it did in 1955 than what it does today. Cole explains that the Express seems to like its controversy and conspiracy stories, for instance he talks about it's obsession with Princess Diana, and Madeleine McCan. It seems to find advancements and 'new evidence' all the time where as none of the other papers do. The Daily Mail is the other mid-market newspaper, and it's stories are evidence for this. A lot of it's stories are aimed negatively towards the welfare state and criticise it for draining tax payers money, the tax payers being the main bulk of it's readers. They often do free giveaways such as CD's and DVD's and are almost always directed at a family audience.
Tabloid newspapers are often called 'red-tops' , because they always have a red top. They are associated with the working class, and The Sun, is Britain's number one selling newspaper. They re famous for their quick read stories and they offer a lot in the form of crime, sex, sport and stars. The main target audience is that of C2DE and a more younger audience, with red-tops dominating under 35 year old readers. On the other hand, we have broadsheet newspapers which are seen as the complete opposite to the tabloids. They used to be printed on large paper, but other than The Telegraph, they have all averted to the smaller easier to manage, smaller papers. They have a lot more text and reading in them, as oppose to the red-tops. This is because the readers of the broadsheets are generally more educated and more affluent. They are often doctors, teachers or lawyers who do not have a lot of time to watch television so they get their information maybe on the train on the way to work in the morning, or on the way home. Broadsheets, like the mid-markets do adopt the scheme of giveaways, consisting of CD's, DVD's and posters. The majority of the broadsheets appeal to an older audience, however papers such as the Guardian have introduced the G2 which attracts a younger demographic.