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Technology savvy news junkies don't like Murdoch's The Daily

Female fans are its best hope
Thu Mar 31 2011, 15:14

IPAD FANBOIS are not the avid readers of Rupert Murdoch's online newspaper The Daily that the News Corporation media mogul had hoped for, according to a study.

Murdoch launched his paywall hidden The Daily online title exclusively with Apple and its Ipad on 2 February. Choosing to go with the Ipad would suggest that Murdoch's target market is technology savvy lads and lasses.

But consumer research company Know Digital's study found that The Daily performed better with people who are less smitten with technology and have a lower interest in gathering news content. It is true that The Daily has a lot of pictures.

"Consumers who are deeply engaged in serious news and are comfortable piecing together sources from various searches, RSS feeds and aggregation sites...react negatively to the content offerings of The Daily," said Know Digital.

Perhaps fanbois can see through dodgy journalism when it's not declaring its love for Steve Jobs? At its launch The Daily's staff said they "love America", suggesting a Fox News style output for the publication. If you want the neo-conservative propaganda that passes for 'news' at Fox to be spoon fed to you, then The Daily might be just the thing for you.

Fortunately for Murdoch the readers have been very forgiving about The Daily's technical problems. These have include crashing, pages hanging and the crossword not working as it should.

The Daily's video content and its 360 degree picture feature had a lot of positive reaction from women, suggesting they actually worked. Women also fell into the pro-The Daily camp because they were found by the researchers to be less technology savvy and not news gatherers.

This might seem like good news but the study also found that there was little commitment to buying The Daily by either the technology savvy Ipad owners or the less technology aware people.

But there is hope. Women readers would like The Daily to come with discount vouchers, or coupons as the Americans call them. Alas, The INQUIRER suspects that any coupon scheme with the Ipad will be strictly limited to Apple products.

Know Digital's study involved 25 to 54 year old Ipad owners who consumed electronic news multiple times each week. These consumers participated in one-on-one, 30 minute interviews with Know Digital personnel after two weeks of regularly reading The Daily. µ


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