Saturday, 28 November 2009

News Agenda presentation - Hampshire Chronicle


The Hampshire Chronicle was created in 1772; hence it is one of the oldest local newspapers in the United Kingdom. In the early years, the Chronicle would deal with national and international news; nowadays it is a weekly local broadsheet newspaper published every Thursday. Two different editions are produced simultaneously: the Winchester district edition and the South edition. However the two editions are very similar; in most cases the only difference is the front page. According to its marketing department, 14830 copies are printed every week and sold in the Winchester and Southampton area.


The Chronicle targets an audience of people over the age of 65 living in the Winchester and Southampton area and is biased towards a female readership. The Hampshire Chronicle claims to target the ABC1 audience categories. People who read the Hampshire Chronicle are very likely to have been living in the area for a very long time, probably since their birth. The Chronicle’s readers know many people in the area; they want to keep track of the local news in case friends, relatives or family members are involved. They also want to be aware of the different events taking place in their area. Let’s not forget that most Hampshire Chronicle readers are retired and therefore have time to spare. These readers are also interested in politics and they’re keen to see what is done for the community on a reduced scale.

Stories/ News Agenda

The Hampshire Chronicle news agenda is essentially about local news. The main headlines are mostly about human interest stories happening in the area. The newspaper also deals with local political news, court reports, charity events, features, sport and broadly speaking people contributing to the community. The Chronicle does not usually cover national news unless it has a link with Winchester, Southampton or anywhere in the area. The rest of the newspaper is filled with announcements, adverts, public notices – for sale, services, jobs, dating etc.


The Hampshire Chronicle covers the local news from a fairly objective point of view – mostly because most stories are simply reported and there is no column for comments and opinions. However, it is possible to define on which political wing the newspaper is if we take a closer look to the articles’ topics. The articles appear to have a conservative bias which seems to be aimed at the wealthier and more educated part of Southampton and Winchester. However, there are a number of articles with a broader interest that might appeal to “new” labour voters – stories about education or health for example.


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