Newspapers' web and print audiences

Associated New Media, the online publishing arm of Associated Newspapers, is to create a new centralised market research team.

One of the first projects is the recruitment a panel of the Daily Mail (UK newspaper) web site users, to gauge UK consumer habits, views and opinions. The panel will be representative of the site's audience and will be surveyed at least once a month on issues as varied as advertiser awareness, internet usage and political and cultural opinions.

This interests me for two reasons. Firstly, 65 % of the Daily Mail’s readership is 45+ and I would be fascinated to know what the age distribution is of visitors to the Web site. I am sure it will have a younger audience but not by a great deal. Secondly, the Daily Mail has a reputation in the UK for its particular stance/coverage. It would be interesting to know if that is carried through to the online audience. I wonder indeed if Associated New Media know what the age profile is of the Web site. Dick Stroud www.20plus30.com