The Daily Mail repositions Middle England - Marketing Week
The Daily Mail is hoping to shake off the stigma of its "Middle England" positioning, by renaming its readers "MidBritons". It hopes the changes will create a more contemporary and aspirational image of its core readership.
The Associated Newspapers-owned title has coined the new term in a new report, "The MidBritain Report", carried out by research compnay BMRB. It points out that the perception of Middle England as individuals who are old fashioned, narrow minded and conservative is outdated and offensive.
The new report has found that MidBritons are brand promoters who are the "ultimate consumers with the power to make or break almost any brand".
They are also a financially savvy group, with eight out of ten saying they believe they are in control of their finances in spite of the current uncertainty over the economy.
The group also have the power to “make or break the Government in the next election” as nine out of ten MidBritons plan to vore in the next General election.
Marketing Week, 28th April 2008
