To being with, the Hampshire Chronicle has been publishing newspapers since August 24th 1772. When first introduced, the newspaper reported national and international news, with headlines such as, ‘It would seem as if Bonaparte can never mention England without losing his temper’, ‘English Literature printed in Paris’, and ‘Arming the Country in case of Invasion’. This was until the London newspapers started to circulate around the country. Nowadays it focuses on local news within Winchester, but also publishes a newspaper, which deals with the current news in Southampton. It is owned by ‘Newsquest’ which is the second largest publisher of local and regional newspapers in the UK. The Hampshire Chronicle targets people over 65 who are within the ABC1 social class. The male and female demographic for this newspaper is 52 percent women and 48 percent men. It has become clear that the people targeted are likely to have a family and be homeowners due to the advertisements placed within the newspaper. Advertisements for oakwood flooring, funeral directors and hospitals are all included in this newspaper to appeal to the reader, as they will feel as though the adverts are being hand picked for them. The Hampshire Chronicle covers local stories, which occur within Winchester, such as ‘City Parking Charges up to Boost Park & Ride’. They have covered this story because it is an issue, which will directly affect the citizens of Winchester. Relating to the audience who have families are the stories covering local schools. Parents with children in the schools being challenged by the local government need to be kept informed of the progress the schools are making and the Hampshire Chronicle ensures this is achieved. The Hampshire Chronicle’s news agenda is less concerned with national matters and more focussed on local news within Hampshire County Council. They target the citizens of this county and report on matters which, will be of use to them.
The Coast 106 was previously Original 106 to which the previous license holders were CanWest and put Original 106 up for sale. After being put up for sale Original 106 was bought by Paul Smith. This then lead to the radio station becoming the Coast 106, which began broadcasting in October 2008 to the Southern region.
The target audience for the Coast 106 is both male and females over 44. The demographic for this is 50:50. The audience is also said to be of the ABC1 social class. A way in which this local radio station appeals to its audience is through its music choice as it plays adult classic and contemporary music. Another way the Coast 106 attracts its audience is through the advertisement used in between songs. These adverts are aimed at parents and householders as the products are, ‘Civ-active-fizz’, ‘Persil’ and ‘confused.com’. The motto of the Coast 106 is ‘More tracks, less chat’. People over 40 are less likely to be interested in contacting the radio station for competitions for example and are more interested in listening to the song choice of the station.
The Ofcom regulations for local radio stations states, ‘each station should have direct and accountable editorial responsibility for covering its licensed area’. Like the Hampshire Chronicle, the Coast is more concerned with local news rather than national news due to the nature of the station. A typical news bulletin during a weekday includes news regarding individuals within the broadcasting area, such as their achievements or traumas. It also includes events happening in the area, or news concerning local businesses etc. Although the Coast 106 is a local radio station, their website provides a table illustrating at what points within the day it covers local or national news. National news is covered between 7pm and 5am on weekdays, to which local news is covered during peak-times of the day. However, on weekends national news is covered more often than local news due to the decrease in audience at that time. After reading and listening to the Hampshire Chronicle and the Coast 106 I have noticed that they have very similar news agendas and audiences and I feel they both achieve their aims successfully.
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