While elections can be defining moments for newspapers, for their readers they tend to be an absolute turn-off. No newspaper editor supposes that his readers are desperate to follow every twist and turn of an election in the pages of their paper. But the dilemma for editors is that elections can be a newspaper s, and their own, chance to shine - while messing it up will severely damage a paper s reputation and may fatally damage an editor s career. The tabloids are especially vulnerable because, compared with broadsheets, fewer of their readers have their papers delivered. Tabloid editors must thus construct a front page each day to tempt readers jaded eyes for a split second on the news-stand.
Broadsheets also have more space to play with.
The Times, for instance, could last week put a huge picture of photogenic Olympic gold medal winner Denise Lewis on its front page and still have room for an election splash, a political second lead and three other stories including a light-hearted piece about chin implants. Clearly, it was a case of anything to provide its readers, who are mostly men, with light relief. The Mirror, for instance, featured the cosmetic surgery of film star Catherine Zeta-Jones last Wednesday, while the election was no where to be seen. The Sun has led on a story about a woman with eight children from various fathers, the death of comedian Bob Monkhouse s son, and the England football manager s bonus. But the Daily Mail s coverage has been the most intriguing so far.