ABSTRACT
This chapter introduces both the news and the non-news elements of today's newspapers and shows how to take advantage of them. The UK is one of the newspaper capitals of the world. There are 11 national daily newspapers, 14 national Sunday papers, 19 regional morning papers, 70 regional evenings and about 500 local weekly newspapers - a choice unrivalled anywhere in the world. The life of a national newspaper journalist can be summed up in four lines: deadline, headline, good line and bottom line. All the regional, local and trade press can play a role in establishing or enhancing the corporate image. The Internet is changing many aspects of media relations, though most of the changes are still in process. As an example of non-news at its most dominant, look at the Daily Mail, the UK's most successful newspaper in terms of constantly rising circulation.
