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The Irish Daily Mail is a newspaper published in the Republic of Irelandmarker by Associated Newspapers. The paper was launched in February 2006 with a launch strategy that included giving away free copies on the first day of circulation and low pricing subsequently. (The 2009 price is one euro). The aim of this strategy was to attract readers away from the Irish Independent.

Despite initially promising sales, some commentators had claimed that the newspaper's circulation has fallen by 2006, a charge denied by the newspaper's editor-in-chief. In the first half of 2008 weekly sales of 53,000 were claimed, with 131,000 readers. "The Irish Mail on Sunday" claimed average weekend sales in the same period of 123,000.

British media analyst Roy Greenslade argued that this is because whereas the UK version of the Daily Mail acutely understands its readership, "None of that understanding of the culture, politics and genuine interests of the Irish people is evident in the pages of the Irish Daily Mail". By 2009 this policy had changed as it was offering Irish language wallcharts for schoolchildren, and most of its coverage was about Irish subjects, though it is frequently scathing about politicians.

Irish columnists are contributing to the paper, with Ronan Mullen's column, for example, in the Irish Daily Mail since May 2006. Ronan Mullen was previously a columnist with the Irish Examiner. Mary Ellen Synon, a former Sunday Independent columnist who had controversial views on travellers, asylum seekers and the Paralympics is a regular contributor to the paper.

On 24 September 2006, Ireland on Sunday, which had been purchased by Associated Newspapers in 2001, was rebranded as the Irish Mail on Sunday, replacing the British edition of the Mail on Sunday in the Irish market.

In February 2007 Fine Gael leader Enda Kenny cited the Irish Daily Mail in the Dáil regarding a front page which depicted a CT scanner that lay idle in a laundry room.

Controversies

The paper has faced criticism for attempting to transfer its traditional campaigns on topics such as the EU and immigration and asylum from the UK market to Ireland. In Ireland, the EU and immigration are considered building blocks of Ireland's booming economy and as such do not apply to Ireland in the same way as they do in the UK. It regularly covered the Lisbon Treaty debate, opposing acceptance of the treaty leading up to the referendum in June 2008 as employees worked on behalf of Libertas .

The parent company Daily Mail in London has also faced allegations back in 1997 of anti-Irish prejudice, and has been reported to the Press Complaints Commission on these grounds by non-governmental organisation from Northern Irelandmarker with an Irish nationalist ethos, the Pat Finucane Centre.

In April 2009, it was pointed out by popular British science blog The Lay Scientist that while the Irish Daily Mail were campaigning for the reintroduction of the HPV vaccine in Ireland, The Daily Mail in London were printing stories overwhelmingly attacking the vaccine . While some might see this as a sign of the Irish paper's independence from the British Daily Mail, the apparent contradiction was condemned by many, including comedy writer Graham Linehan

References

  1. Irish Daily Mail launched today RTE News
  2. Dan Milmo Daily Mail's new edition targets O'Reilly's Irish Independent, The Guardian, 7 February 2006, accessed 5 September 2006
  3. Cristina Odone Has Dacre lost his Midas touch in Ireland?, The Guardian, 28 August 2006, accessed 5 September 2006
  4. Ted Verity Newspaper rise, The Guardian, 31 August, 2006, accessed 4 October 2007
  5. Mediapack website accessed Feb 2009
  6. Mail on Sunday homepage accessed Feb 2009
  7. Roy Greenslade Why the Daily Mail is doing badly in Ireland, The Guardian, 22 July 2006, accessed 5 September 2006
  8. Irish Daily Mail 2 February 2009, front page
  9. http://209.85.229.132/search?q=cache:vqytcwcEgYAJ:www.irishtimes.com/newspaper/ireland/2008/1113/1226408582790.html], The Irish Times, November 2008,
  10. The Daily Mail: Campaigning both For AND Against the HPV Vaccine in Different Countries Simultaneously, The Lay Scientist, 13 April 2009, accessed 16 April 2009
  11. Graham Linehan Jaw-dropping behaviour from The Daily Mail, 14 April 2009, accessed 16 April 2009.



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