By Kevin Kelly

Are the tabloids helping or hindering our progress? By Kevin Kelly (i) Executive Summary The aim of this study was to highlight the impact positive/ negative of the tabloid media in this country. The findings were pretty conclusive – the overwhelming message is negative. In terms of space allocated, twice as much space is allocated to negative headlines as opposed to positive one. Please note that for the purposes of this study; I didn’t include subheadlines and associated pictures which without doubt would have made the statistics even more negative. Negative headlines aren’t just allocated more space – they have more impact in terms of design ie font size/underlining/reverse etc. Collage without Independent Independent review: (Note we wanted to show both graphics considering that the Irish Independent isn’t considered a tabloid in the true sense of the word.) In terms of the number of positive to negative headlines; here are the stats: Positive Negative Neutral Total: 348 462 115 Totals without Irish Independent: 253 396 92 Daily Sun 58 85 30 Daily Star 79 110 25 Daily Mirror 62 92 18 Daily Mail 54 109 19 Irish Independent 95 66 23 This over emphasis on negative stories in the authors opinion has a negative knock on effect on consumer confidence – if peoples mind’s are continually filled with negativity, it is hard to expect them to be filled with confidence and want to go out and spend. Ironically their spending goes hand and hand with Advertising spend. Thus one could argue that the current editorial policy is damaging both the consumer and the newspaper. Other interesting findings included: - Out of a total of 925 headlines reviewed, very few were of the “this is what you can do now variety”. In the current challenging times, this is the type of news can be of enormous benefit The only headline I found in this category was “Shopping around on life insurance deals could save €10,000” in the Irish Independent. It is the author’s view that the focus should be on helping your target audience at this time. - In one of the papers the Editorial column suggested that there aren’t many good news stories around – I think it is incumbent on the media to look around a little harder. Even in some of their paper stories like The kid who is going to get the opportunity to design the google homepage got a minimal of coverage – the fact that over 3400 new businesses were set up in Ireland last year by people aged between 50 and 64 got sidebar attention in one of the papers. The bottom line is there are numerous stories of ordinary people doing extraordinary things in ever community in Ireland – it is time to give them a voice. (ii) Table of Contents Methodology 1 Limitations 2 Findings 3 The Sun 4 Daily Star 5 Irish Mirror 6 Daily Mail 7 Irish Independent 8 Appendix - all the headlines 9 Methodology The following papers were reviewed over two randomly selected time periods – Monday 12th to Friday 16th March and Thursday 22nd to Wed 28 th March (Saturday and Sunday excluded): Daily Sun Daily Star Daily Mirror Daily Mail Irish Independent The first eleven pages were analysed and all the major headlines were recorded, analysed and subsequently rated as positive, negative or neutral. In all 925 headlines were reviewed. After review all headlines were pinned to board to get a visual understanding of their impact. Only headlines were pinned and reviewed – subheadings and associated pictures were removed. In doing this, we obviously reduced their space and impact dramatically. Two people carried out the review: Kevin Kelly, B Comm who in the past had conducted opinion polls on the in the General Election and in the local Elections. In addition, Kevin has conducted many research reports in the early 90’s as Director of his company Advanced Marketing. Kevin currently is a Speaker and Author. Eileen Bennett former editor of Galway Now magazine is an experienced writer, editor and teacher. Her career spans over 25 years in media with an eclectic focus on business and lifestyle in a number of private and public sector organisations. Limitations Like any study, the ideal scenario would be to review all headlines in the paper. However it is the author’s contention that selecting the first 11 pages gives us more than a fair representation of the general direction of the paper. All of the three journalists we consulted on what would represent the fairest analysis of the paper suggested that eleven pages was more than sufficient. Furthermore of course there is a minor degree of subjectivity in the rating of headlines - however it would be fair to say that the majority of headlines speak for themselves and on this basis the author is confident the results are very accurate. Findings 1. Daily Sun Positive Negative Neutral Period – Week 1 27 43 13 Period – Week 2 31 42 17 Totals 58 85 30 Ratio 1:1.5 2. Daily Star Positive Negative Neutral Period – Week 1 45 54 4 Period – Week 2 33 57 20 Totals 78 111 24 Ratio 1:1.4 3. Daily Mirror Positive Negative Neutral Period – Week 1 32 46 10 Period – Week 2 30 45 9 Totals 62 91 19 Ratio 1:1.5 4. Daily Mail Positive Negative Neutral Period – Week 1 23 60 7 Period – Week 2 31 50 11 Totals 55 108 18 Ratio 1:2 5. Irish Independent Positive Negative Neutral Period – Week 1 53 32 14 Period – Week 2 44 35 6 Totals 97 67 20 Appendix Irish Daily Mirror Week 1 Positives: Mick was offended….and I do regret that Shane raises his Up! Train Girls Miracle escape Kian finds his Voice Una’s Baby Joy New bank debt deal Margaret is a good vintage 1.5bn to build 157 new schools National Studs reins in visit by Princess Green Barmy One al of a bet Come on you bikes in green €20m winning bet Car bonnet air bags for pedestrians Some mothers do av em! A biel-ly good catch And hair comes another strike Nearly Dan and dusted A fashion front runner Andrea’s bride and joy Nesbitt’s theatre of dreams Wags to riches Celebs come out in force In the black Miracle of train fall girl, nine Noonan; Debt deal still on €1.2m for worker Gwyn, a star in stripes €1.2m stable guy Willies horses tipped to fly past the post Pundit Colm is still in tip top form. 500,000 dope bust Negatives: Zara’s ex Fall Horror Hotel fury at royalties Scare force one Nally is free but forever a prisioner Women tuned out Miriam: Morale at Montrose is at an all time low Signs of struggle tough to miss Darren driven to his death Class of Heartache Amy: I don’t want to be a piece of meat Burglars target TV’s Nell’s house Device explodes in bomb expert’s face Richie paid four times more than Kenny On me bed Son Despot Housewifes I don’t know why fighter was afraid Art of a killer Killer on the run Blundering cabinet backs household charges Jumping Jack clashes What the El Crash cop fined Why wont you face us Taoiseach Body in Bog Horror New schools for our kids is our right Nama must keep public informed €831k the reward for ruining bank Government wins fight to keep us poor Girl 9 hit by train at junction Siobhan voices her fury at judges Frank Maloney will destroy you and your family for the rest of your life Crack plot I’m on the edge all the time in the panic you are looking over your shoulder at all times Hurricane Cry What a witch hunt Houston calling from beyond the grave He went to sell a car and never came back He thought suicide was the only way out Elderly depression spike 3.1bn Anglo deal rejected Why did American soldiers kill our sleeping children Quinn truck is torched Tusk force Whitney’s mum shocked at Bobby’s incest romance Angry Gallagher demands RTE probe Why did Daz Kill himself? Neutral: Ender of Heather…Who did it? Banker Loses Glory Hope Jailed for 6060 years Remarkable Rihanna has had another wardrobe malfunction Tweet nothing First it was Edna now it is Enda Kelly Jessie Jitters Ravers return I’ve slept with 1000 women Sun chief and husband held in Dawn raid Week 2 Positives Barack O Bama TH Byrne-ing Love TH Pinky and Perky – its cherry nice TH Muamba died for 78 minutes his recovery is miraculous TH Batman nicked TU Fortune is shining on Candice TU Enda gets down to business in China TU New Supervalu stores will create 400 Posts TU Hot in the Shades TU Vans the man at Dublin Show TU The deep End TU Sup the Irish TU I’m Seo proud of Sile F Man jailed after knocking down pal for kissing lover F Spoke the truth F Breather is only the beginning F FF set to expel betrayers F My father deserves credit for exposing Ireland’s corrupt politicians M Matts Ice King M Jocky was double Top of the pops M Helen specs appeal M Kennys China Trade Mission M Berties 4 th Grandchild M Its El Papa M Lifes a beach for Kian W Estate Escape W Its flippin Hot W She looks good enough to eat W He Enda Far East W The award for best activist W Negatives Dead for 78 mins – battle to get Muambas heart beating again TH A slap in the face for AIB Customers TH I want to Kill more TH Hellafornia TH New charges for 90,000 AIB accounts TH Who says romance is dead? Well try this lot for a start TH Stalemate TH Leaflet is where it all went wrong TU Berties in the money again TU Shameless TU Georgias Naked fury TU Houses 62% cheaper than five years ago TU Off your knockers TU Cowen defends bank guarantee TU Gang killed for the Buzz TU Look who’s stalking TU Public cant handle any more taxes TU Where is the Justice F FF off Bertie F Its not unusual to be loathed by anyone F Attacker driven by Jealous rage F Bertie has tarnished office of Taoiseach F You Liar F Findings Biased and unfair F Mahon lifts lid on dark and dirty deals F Vodafone moves 300 jobs F Mums sad journey to freeze death son M Ahern quit letter still not with FF chiefs M Kian fury as he has to send one of best home M Dartbroken M Post Office Row as tax Deadline Looms M Cowell’s Terror at Bedroom intruder M This is one tax too far for people M It was terrifying seeing this woman in my house, like a horror movie, she could have had a gun M “I was being threatened,” says Burton M Resignation is a global headline M Burke dirt out in 1974 M Household Farce W Bad call by Bieber W Party’s over for shamed FF W Two jumped before they’re pushed W Depression made me feel worthless and ugly.

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