MidBritain - Insight into the UK's Superconsumers

Britain's middle classes are taking a bleak view of the state of the economy, with the vast majority believing things will take a turn for the worse over the next six months.

The Daily Mail is hoping to shake off the stigma of its "Middle England" positioning, by renaming its readers "MidBritons". It hopes the changes will create a more contemporary and aspirational image of its core readership.

Middle England is dead, long live MidBritain. The publisher of the Daily Mail, long considered the house journal for middle England, has coined the term in order to rebrand the "offensive" and "outdated" stereotypes associated with its core readership.

AN Marketing Services, a division of Associated Newspapers, has an 8,000 strong panel available from middle Britain, made up in part of Daily Mail readers, which accounts for 51% of all consumer spending.