"The Daily Star has boldly established itself as a distinctive brand with an irreverent editorial stance"
Sales of the Daily Star, which has found its niche market of young, high-spending male and female readers, are soaring. Readership is expanding even faster among women than men due to the unrivalled excellence of the newspaper's showbusiness coverage: currently about 30 per cent of the readers are female.
The Daily Star has the youngest readership of any national daily newspaper (the readers have an average age of 38) and seven out of 10 work full time.
The Daily Star has boldly established itself as a distinctive brand with an irreverent editorial stance. The hottest news of the day is delivered in a characteristically outspoken style, highly visual, yet with the insight and perception of British journalism at its best. It knows and understands exactly what its readers want and gives it to them with a humour, directness and panache unparalleled in any other paper.
Celebrity gossip, showbusiness and sport, particularly football and racing, are major strengths of the paper, which gives readers 32 pages of colour every day. Its Saturday edition contains the Starform racing guide, which is highly respected throughout the racing world. Its seven-day listings magazine StarMag, with its emphasis on television soaps, music and film, perfectly reflects its readers' interests.
A Sunday edition launched in September 2002 extended the successful Daily Star formula to seven days a week. Accompanied by its own magazine, Take5, it offers a Sunday package in keeping with the distinctive Daily Star format. The average age of a Daily Star Sunday reader is 34 and a third are women.
Produced as a joint venture with Independent News and Media Plc, the Irish Daily Star dominates its market sector. It shares most of its editorial with the UK edition as well as its upbeat feel and innovative format but it is also distinctively Irish in character. A new Irish Daily Star Sunday was launched on October 5 2003 and has already secured a significant foothold in the hugely competitive Irish Sunday newspaper market. Like the daily paper, the new title is characterised by its coverage of hard news, local and international showbiz, sport, and soaps with the emphasis on youthfulness and fun.