Mail fights for readers' image

The Daily Mail and the Mail on Sunday are touring the UK's PR agencies in an attempt to change the industry's perception of its readers and ­attract more advertorials.

Marketing chiefs at both papers want to move away from the association with ‘Middle England' and instead promote their readers as ‘Modern Mid Britain'.

Brian Scott, group communications manager at the titles' owner Associated Newspapers, said: ‘Definitions of Middle England are often based on caricatures and we want to dispel these misconceptions.

‘Our research has allowed us to get under the skin of our readers and we want to share this information with the market.'

The research was initially presented to ­media agencies and clients. 

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