The first press release that I have found that I thought was very interesting was a press release from the actually Crufts official website which was written by the
Crufts official press team. I think this article is aimed at exhibitors who will be attending the event and potential customers who are looking into buying a specific breed of dog. Also it is aimed at specific dog breeders with problems that might occur to a specific breed of dog.
This specific article has created a negative and positive image towards readers. The main objectives of this article are to creative awareness to readers that native vulnerable breeds are at a risk of extinction because their registration numbers are low such as the Irish Red and White Setter and the Water Spaniel.
Also this press release is informing readers that there has been a significant drop within the gamekeeper’s dog breed class for 2010. With a 17% drop since 2009. This is due to the change of law that dog’s with legally docked tails are not allowed to compete and be shown at events where the public pay an entry fee. All these dogs are from the working class for which tail docking is legal but now face restrictions on entering Crufts.
The positive feedback that the article promotes to readers and dog owners are that Crufts are trying their hardest to encourage responsible breeders about what Crufts is really about. The Crufts article is also advertising to readers who might be potential puppy buyers to gain the opportunity of attending Crufts to learn more about dogs in a fun and interesting way through the Discover a Dog section where they can meet all different dogs and their owners before they purchase the right puppy.
Lastly another positive objective from the article that Crufts are trying to promote is the additional money donated by exhibitors entering the event, which will go to a good cause (the Kennel Club Charitable Trust) which funds research into dog diseases and supports the work of dog welfare charities.
http://www.telegraph.co.uk/health/petshealth/7440512/Crufts-seven-dogs-battle-for-top-prize.html
The second article that I found was published at 8.24am on the final day of Crufts on the 14th March 2010 by the Daily Telegraph. The Daily Telegraph is a daily broadsheet paper which is distributed throughout the U.K and internationally.
I found this article through Telegraph- epaper which are article’s by the Telegraph which have then been transferred onto the internet for internet visitors to read.
I think this article is advertised to anyone that reads the Telegraph paper but is main key target audience is the older generation of 65+. Also the article could be aimed at exhibitors who are attending the Crufts exhibition. Also dog lovers and potential customers for next year’s Crufts to advise them on what issues exhibitors might come face to face with next year.
This article promotes a negative review to the readers as the journalist objectives are to create a negative aspect on the Crufts Exhibition talking about how major big sponsorships and a well known television channel have pulled out in past years due to related Crufts issues in the past.
The first part of the article discusses how More4 have taken over the slot from BBC who were the main advertises for Crufts since 1966 and announced they were dropping its coverage in 2008. This was due to the BBC making a documentary claiming that Crufts allowed damaging breeding practices which caused deformities and disease in dogs.
Also this article informs readers about how the biggest animal charity in the U.K (RSPCA) withdrew it’s support in 2008 because of welfare concerns.
As well as promoting a negative aspect to the reader the journalist is also trying to create a positive aspect as well to inform readers that the Kennel Club is trying their hardest to improve and tackle inbreeding in pedigrees, puppy farming and other welfare issues by teaming up with a charity called Dogs Trust.
Lastly the article is also advising readers of where to find coverage of the Crufts Exhibition 2010 through coverage on More4 and online on the Crufts official website.
Comparison between the two articles
Crufts Official Article
• Paper from which the article was found: Crufts official online article
• Pictures: None
• Heading: “Healthy entries to DFS Crufts 2010”
• Text: Formal
• Sentence: 49 Words: Long and promoted
• Paragraph: 10 Paragraphs with 49-103 Words
Facts
As for facts it wasn’t possible to gain any information on readership, age group etc as Crufts have made their press releases all confidential, so no facts could be obtained.
The Telegraph Article
• Paper from which the article was found: The Telegraph e-paper
• Pictures: 1 picture at very top of article
• Heading: “Crufts: seven dogs battle for top prize”
• Text: Formal
• Sentence: 23 Words: short and to the point
• Paragraph: 11 paragraphs with 23- 33 words
Facts
• Readership: Men ( 1,010) Women (8,88)
• Age Group: 65+
• Social Class: ABC1C2 Adults
• Region: London
• Newspaper cost: Monday to Friday: £ 1.00 and Saturday: £1.60
• Link: http://www.nmauk.co.uk/nma/do/live/factsAndFigures?newspaperID=11
So in conclusion after finding out a few facts it shows that both exhibitions have press releases whether negative or positive about the event. I do believe that both articles are aimed for the ABC classed audiences especially the older generation and readers who are keen on dogs and the competition of Crufts.
Both articles do have positive and negative coverage on each article but the Telegraph seems to advertise the issues more that Crufts have suffered and gone through in the past years. I believe that the structure of the articles are written in formal manner as the press releases are aimed at the older, mature target audience who may have a keen interest in the Crufts Exhibition.
excellent coverage - great research
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