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					Table 1 Partisanship and circulation of national daily newspapers

Name of paper                   Circulation (1)             Readership (2)                      % of readers in social grade (3)
Ownership group               (2001 in brackets)           (2001 in brackets)                          (2001 in brackets)
(Chairman)                          (000s)                      (000s)
Editor
Preferred result                                                                    ABC1                     C2DE
Mirror                               1602                        4657                           38                           61
Trinity Mirror                      (2056)                      (5733)                         (34)                         (67)
(Sir Victor Blank)
Richard Wallace
Labour victory
Express                               884                        2132                           60                           40
Northern and Shell                   (929)                      (2168)                         (64)                         (37)
(Richard Desmond)
Peter Hill
Conservative
victory
Sun                                  3098                        8825                           37                           63
News International                  (3288)                      (9591)                         (33)                         (67)
(Rupert Murdoch)
Rebekah Wade
Labour victory

Daily Mail                           2278                        5740                           66                           34
Daily Mail and General              (2337)                      (5564)                         (64)                         (36)
Trust
(Viscount Rothermere)
Paul Dacre
Not a Labour victory
Daily Star                            735                        1965                           33                           67
Northern and Shell                   (585)                      (1460)                         (27)                         (72)
(Richard Desmond)
Dawn Neesom
No preference declared
Daily Telegraph                       868                        2181                           87                           13
Telegraph Group (& The               (989)                      (2235)                         (86)                         (14)
Business)
(Barclay brothers)
Martin Newland
Conservative victory
Guardian                              327                        1068                           89                           11
Scott Trust                          (362)                      (1024)                         (88)                         (12)
(Paul Myners)
Alan Rusbridger
Labour victory (4)
The Times                             654                        1655                           87                           13
News International                   (667)                      (1575)                         (88)                         (13)
(Rupert Murdoch)
Robert Thomson
Labour victory (5)
Independent                           226                         643                           87                           13
Independent Newspapers               (197)                       (571)                         (89)                         (12)
(Tony O’Reilly)
Simon Kelner
More Liberal Democrats
Financial Times                       132                         453                           92                           8
Pearson                              (176)                       (598)                         (92)                         (7)
(Lord Stevenson)
Andrew Gowers
Labour victory

 Average net total circulation in the United Kingdom. Source: Audit Bureau of Circulation (April 2005).
2
  Source: National Readership Survey (January 2004-December 2004).
3
  Calculated from National Readership Survey (January 2004-December 2004 ), which classifies the population 15 or
over as follows:
     ABC1 (professional, administrative, managerial and other non-manual) - 54% (2001: 50%)
     C2DE (skilled manual, semi-skilled or unskilled, and residual) - 46% (2001: 49%).
4
  Also increased number of Liberal Democrats.
5
  Also a larger Conservative opposition.

Table 2 Partisanship and circulation of national Sunday newspapers
                     Preferred             Winner                Circulation (1)         Readership (2)
                     2005                  (2001)                (000s)                  (000s)
News of the          Lab                   (Lab)                 3417                    9490
World
Sunday Mirror        Lab                   (Lab)                 1441                    4851
The People           Lab                   (Lab)                 870                     2217
Mail on Sunday       Not Lab               (Con)                 2336                    6329
Sunday Express       Con                   (Lab)                 866                     2214
Sunday Times         Con                   (Lab)                 1197                    3272
Observer             Lab                   (Lab)                 405                     1163
Sunday               Con                   (Con)                 660                     2045
Telegraph
Independent on       Lib Dem (3)           (Lab)                 176                     666
Sunday


1. Source: Audit Bureau of Circulation (April 2005).
2. Source: National Readership Survey (January-December 2004).
3. But ‘where the realistic choice is between Labour and Conservative, we prefer
Labour’ (Independent on Sunday, 1 May 2005).




Table 3 Profile of press content
          Mean number of pages        Front page lead stories     Editorials on election
                                          on election           (per cent of all editorials)
                  2005             2001           2005            2001             2005            2001
Mirror             70               59              7              12                62             54

Express            76               76              11              2               50               45

Sun                58               56              7               9               57               70

Daily Mail         83               84              12              9               84               84

Daily Star         67               53              2               4               47               31

Daily              50               53              16             15               42               66
Telegraph

Guardian           101             121              18             15               44               53

The Times          108              79              16             18               37               39

Independent        110              49              15             17               53               33

Financial          58               63              18             17               20               23
Times


Note: Front page leads and editorials analysis cover the 21 issues between 12 April – 5 May (2001: 21
issues). Page count is based on Monday to Friday issues only; the increased pagination for the
Independent and The Times reflects their move to a tabloid format.

Table 4 Front-page lead stories and editorial about the election, by topic

                     Front-page lead stories                               Editorials
                     2005              (2001)                     2005                    (2001)
                Number        %             (%)                 Number              %              (%)
Party             22          17            (14)                  27                11              (7)
strategies/
prospects
Iraq             15            12           (-)           22            9             (-)
war/Iraq
Immigratio       14            11           (4)           20            8             (8)
n/asylum
Blair            14            11           (-)           17            7             (-)
Rover             9             7           (-)            4            2             (-)
Taxation/p        8             6           (6)           14            6             (5)
ublic
spending
Postal            7            6            (-)             6           2             (-)
voting/vote
r
registration
Opinion           6            5            (9)              -          -             (1)
polls
Exhortatio        4            3            (3)           16            7             (6)
n to
vote/advic
e on voting
Law and           4            3            (-)           16            7             (-)
order
Health            4            3            (2)           12            5             (7)
Other             3            2            (2)           16            7             (6)
leaders
Pensions          3            2             (-)           8             3             (-)
Terrorism         3            2             (-)           3             1             (-)
Education         2            2             (-)          10             4             (-)
Economy           2            2             (-)           9             4             (-)
Manifestos        -                          (2)          21             8             (5)
Other             7            6            (58)          24            10            (55)
Total            127          100          (100)         245           101            100



Table 5
Election coverage of political parties in front-page lead stories and editorials (daily
newspapers)


                                        2005                                (2001)
                       Number                           %                       (%)
Front-page lead
stories
Conservative                    12                      19                       22
Labour                          47                      73                       54
Liberal Democrat                 -                       -                        -
Other                            -                       -                        2
More than one party              5                       8                       22
Total                           64                     100                      100

Editorials
Conservative                     30                     14                      17
Labour                          121                     56                      52
Liberal Democrat                 14                      6                       3
Other                             2                      1                       2
More than one party              50                     23                      26
                                          217                            100                             100
Total


Table 6
Front page lead stories, 12 April-5 May 2005

Date    Mirror          Express     Sun         Daily       Daily        Daily         Guardia      The         Indepen      Financial
                                                Mail        Star         Telegrap      n            Times       dent         Times
                                                                         h
April   (I knew I       (Camiilla   (Crazed     Illegal     (Dyer in     Labour        Labour       Parties     Iraq: is     MG
12      was             groomed     Rooney      immigra     new          ‘lie’         plea to      warned      the tide     Rover
        innocent –      to be       thumps      nts         roast        [about        anti-war     against     turning?     directors
        freed           Queen)      Coleen)     given 48    shock)       Tory          voters       inflamin                 offer
        mother)                                 hours to                 spendin                    g race                   £49m
                                                vanish                   g plans]                   tension
                                                                         goes up
                                                                         in
                                                                         flames
13      (Coleen         Migrant     (Rooney     (The        (Rooney      A taxing      New          Doctors     (Tesco’s     Blair
        flees after     madnes      goes        aspirin     : I didn’t   day for       fears        desert      profits)     risks
        Rooney          s           with        lifesaver   hit          Labour        over         Labour                   fight
        bust-up)                    hookers)    )           Coleen)                    postal                                over
                                                                                       votes                                 juries
14      The toxic       Shame:      Terrorist   Murdere     (Celebrit    Asylum        17 years     Al-         The big      Blair
        terrorist       patient     : he        d           y            crisis left   for          Qaeda       choice       guarded
                        kicked      wanted      because     wrestling    al-           poison       plot to     [party       on
                        out of      you         we don’t    )            Qaeda         plot         poison      policies]    business
                        NHS         dead        control                  free to                    Britain                  tax
                        hospital                our                      plot
                                                borders
15      (Prince         Killer      (Coleen:    Labour:     (Big Bro:    Labour:       Rover’s      Fraud       (Britons     Blair
        Harry           MRSA is     Wayne’s     blame       three        we’re         £400m        fear as     throw        went
        flunks          out of      the love    us for      more         sorry for     accounti     postal      away         against
        army tests)     control     of my       PC’s        years)       murder        ng           voting      food)        advice
                                    life)       murder                   of Dc         puzzle       soars                    on
                                                                         Oake                       500% in                  Rover
                                                                                                    marginal                 loan
                                                                                                    s
16      Rover’s         Rover:      5,000 on    Hero PC     (Rooney      (Bird flu     5,000        End of      Michael      £150m
        bitter end      it’s all    the         ‘to get     told to      outbreak      jobs go      the road    Howard       aid for
                        over        scrap       George      take         threat)       in Rover     as          meets        Rover
                                    heap at     Cross’      piano                      collapse     Rover       his          workers
                                    Rover                   lessons)                                rescue      match
                                                                                                    collapse
                                                                                                    s
18      (Rio            (Queen      Britain     (Murder     (Knives      Howard        Blair        Tory tax    The          (State
        Ferdinand       to save     needs       at          out in       pledges       retreats     boost for   green        set to
        and             nervy       your        McDonal     Hell’s       £1.7bn        from EU      pension     issue        outsourc
        Chelsea         Camilla)    vote        d’s)        Kitchen)     pension       vote         s                        e
        meet                                                             boost                                               services)
        again)
19      (Psychopat      Labour      (Why        (A          (Rotted      Blair         Top          Howard      (The         Setback
        h knifeman      threat to   was he      million     brain of     won’t         Tories in    faces       woman        for
        freed to        state       out?)       children    psychop      rule out      pleas to     flak as     who          Howard
        kill)           pension                 have a      ath          pension       Howard       Labour      fought       on tax
                                                mobile)     killer)      s means                    streches    George
                                                                         testing                    lead        Bush)
20      (God’s          (The        (From       Tory        (£1,000      (‘God’s       (Vatican     (Pope       (The boy     (German
        rottweiler:     £750,00     Hitler      curb on     fine to      rottweile     insider is   Benedict    who          conserv
        Pope            0 speed     Youth to    council     fly the      r’ is new     new          XVI)        became       ative is
        Benedict        trap)       Papa        tax         flag)        Pope)         Pope)                    Pope)        Pope)
        XVI)                        Ratzi)
21      Blair: I will   Petition    The Sun     No Idea!    Muslim       How           Tory         Secret      I will not   CBI
        reclaim the     on          says:       Blair on    loonies      Prescott      letter       loans       take         warns
        streets         hospital    one last    illegal     hijack       put £1bn      exposes      bolster     election     Labour
                        ward        chance      immigrat    election     on            party        Tory        win as       on
                        dumped                  ion                      council       fears        campaig     vindicati    raising
                        in skip                 number                   tax                        n           on of        taxes
                                                                                                                Iraq –
                                                                                                                Blair
22      (Left for       (Toddler    (Boy, 2,    (Horror     (Gazza:      (Victims      Row          (A          Tory         (Cadbur
        dead)           sees        sees        in          my life      of a          over         mother,     candidat     y chief
                      mum         mum          England’     on coke)    violent     £11bn        a victim,    es ignite    slams
                      knifed      butchere     s safest                 Britain)    tax black    another      race row     investor
                      by          d)           corner)                              hole         statistic)                groups)
                      maniac)

23    (First          (Stab       (Dad         (Boy         (Grapple    Boardin     Blair hits   Tory’s       Nuclear      Brown
      picture of      mum:        Pitt)        who saw      girl’s      g           back         two-         power?       faces
      Abigail and     couple                   his          secrets)    schools     over         faced        Yes          blow on
      mummy)          arrested                 mummy                    for state   migrants     migrant      please,      growth
                      )                        stabbed)                 pupils                   campaig      says
                                                                                                 n            Blair
25    (Posh and       (Tormen     (Black       (15,000      (Becks      Poorest     Oppositi     (Taxman      A            Industry
      Becks: we       t of        Cats:        a month      deals       pay for     on goes      grabs        governm      leaders
      will            knifed      we’re        hit by       Posh        state       on Iraq      charity      ent at       back
      survive)        Abigail’s   back)        phone        killer      school      offensiv     cash)        bay:         Labour
                      husband                  scam)        blow)       failures    e                         fears
                      )                                                                                       over
                                                                                                              legality
                                                                                                              of Iraq
                                                                                                              war
26    Crime           Presiden    Is this      Liar         (High       Brown       (Judges      Fraud        Labour       Brown is
      victims to      t Blair:    election     taunts       noon for    claims      fear         inquiry      MP           firm on
      get lawyers     insult to   boring or    haunt        Becks)      Thatcher    curbs on     as           defects      Euro
      and legal       Queen       what?        Blair                    ’s legacy   power)       millions     to Lib       entry
      aid                                                                                        vote by      Dems
                                                                                                 post         over Iraq
27    (Rio in         (Road       (I love      (My          (£100m      (He held    Private      Tories       (Hollow      Howard
      street          camera      you,         beautiful    macho       a knife     poll         taunt        victory:     galvanis
      brawl)          fines       mummy)       brave        the day)    to my       reveals      ‘liar’       Syria        es the
                      soaring)                 mummy)                   baby’s      Labour       Blair        leaves       Tory
                                                                        throat)     fears                     Lebanon      vote
                                                                                                              )
28    Blair’s air     The big     (24-hour     Blair lied   (Muslim     I never     Govern       Blair        The          Blow to
      scare           lie         guard on     and lied     loonies     lie, says   ment’s       ditches      legal        Blair
                                  Abi)         again        bribe       Blair, as   secret       the Euro     advice       over Iraq
                                                            terror      doubt       legal                     we           war
                                                            kids)       cast on     advice                    weren’t
                                                                        war         on Iraq                   allowed
                                                                                    war                       to see
29    (Britain’s      Our         (Tom’s       Blair’s      (Telly      Blair       Blair’s      Blair        Did Blair    Brown
      sickest         sons        new girl     betrayal     cooks       haunted     dark day     anoints      mislead      comes
      paedophile      died for    is a         of our       like        by          as Iraq      Brown        us?          to Blair’s
      )               Iraq lies   virgin)      soldiers     footie      spectre     row          as next                   rescue
                                                            yobs)       of Iraq     erupts       premier
30    (Jessie jilts   Too         (Abi         The          (Soap       Brown       Hunt         Post         Lib Dem      Labour
      lover)          many        suspect      doctor       deal        would       lobby        vote         vote will    fears for
                      migrants    in court)    won’t        eases       gives       bids to      hotline      not let in   its
                      , say                    see you      love        MPs last    oust         signals      Tories       majority
                      Asians                   now          split)      word on     Labour       action
                                                                        war         MPs          on fraud
May   (Rooney:        (Why        (Huntley     Blair’s      (Rooney     Blair       Battle       (Gang        Blair to     Labour
2     hero to         70% of      beaten       insult to    too rude    battles     for the      held in      upgrade      targets
      zero)           children    by           our dead     for kids)   to shore    middle       hunt for     Britain’s    key
                      are         prison       troops                   up          classes      killers of   nuclear      marginal
                      badly       attacker)                             Labour                   British      weapon       s
                      behaved                                           vote in                  hostage)     s
                      )                                                 marginal
                                                                        s
3     My daddy        British     (Naz         My           (Orlando    Kennedy     Poll         (Cancer      Iraq: the    Labour
      is a hero       soldier     held on      daddy        set for     pulls rug   reveals      checks       issue        extends
                      dies a      ‘hit-run’)   dies a       Corrie      on pact     fragile      on all       that         its poll
                      hero                     hero         part)       with        Labour       spices)      won’t go     lead
                                                                        Labour      lead                      away
4     (Mourinho’      (Teache     Why          (Why         ‘Mythical   Teacher     Blair        Fraud        The final    Blair
      s Mersey        r raped     size         was          ’           raped by    banks        arrest as    reckonin     rejects
      misery)         in class    matters:     rape boy     Muslims     boy with    on           postal       g            NI rise
                      by boy      Tony         at           out to      violent     econom       voting                    for NHS
                      of 15)      needs a      school?)     hijack      history     y in final   brings
                                  big                       the                     push         chaos
                                  majority                  election
5     Vote            (Teache     Come         (Vaccine     (Brad ‘n    Blair       Polls        Blair set    The          Labour
      Labour:         r who       on, you      could        Angelina    heads       say          for third    campaig      hopes
      there’s too     tackled     reds         end          ’s love     for         Labour       term as      n is         high as
      much at         yobs                     cervical     romps)      historic    will win     Lib          over.        fight
          stake      freed)                cancer)              third        historic   Dems           Now       ends
                                                                term         third      advance        Britain
                                                                             term                      decides


Table 7
Election advertising in national daily and Sunday newspapers
                           Number of insertions      Number of pages
Political parties
Conservative                         4                    4.0
Labour                              22                   22.0
Liberal Democrat                    13                    8.9

Pressure groups
GMB                                  3                          3.0
Other trade unions                   3                          3.0
Christian Aid                        4                          3.5
Other                                10                         3.9

Public agencies
Electoral Commission                 28                        28.0
              1
Eight agencies                       28                        16.1

Total                                115                       92.4


Table 8 Party supported by daily newspaper readers, 2004
____________________________________________________________________
Newspaper                                         Party supported by readers
                                   Con            Lab             LibDem
                                    %               %                 %

Daily Telegraph               2004                   61                 15                        17
                              2001                   65                 16                        14
Daily Mail                    2004                   53                 21                        17
                              2001                   55                 24                        17
Financial Times               2004                   45                 23                        24
                              2001                   48                 30                        21
Express                       2004                   41                 29                        19
                              2001                   43                 33                        19
The Times                     2004                   40                 26                        29
                              2001                   40                 28                        26
Sun                           2004                   31                 41                        13
                              2001                   29                 52                        11
Daily Star                    2004                   17                 53                        16
                              2001                   21                 56                        17
Independent                   2004                   12                 36                        39
                              2001                   12                 38                        44
Mirror                        2004                   15                 60                        18
                              2001                   11                 71                        13
Guardian                      2004                    5                 44                        37
                              2001                    6                 52                        34

Note: Whole sample: Con 31%, Lab 35%, LibDem 23%, Other 11%.

Source for 2004: MORI Voting Intention Aggregate (‘certainty of voting, 10/10’). Base: 21,727 adults
interviewed July-December 2004, of whom 16,337 gave a voting intention.




1
         Information campaign on postal voting procedures by eight agencies and departments,
including the Scotland Office, the Home Office and the Department for Constitutional Affairs.

				
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