The right wing press still sways the opinion of the Boomer generation, imo, as it’s the last generation to be raised with a heavy dependence on the daily newspaper for the news.Doing a bit of googling I came across this making the point that Keir Starmer will get an easier ride from the media than Neil Kinnock did in 1992 when the UK’s top-selling newspaper claimed on its front page: “It was The Sun what won it.”
From https://pressgazette.co.uk/media-audience-and-business-data/media_metrics/uk-media-bias-2024/
"John Major’s Conservative Party achieved an unlikely and narrow 21-seat majority helped by an election day front page from The Sun intended to panic voters away from voting Labour after 13 years of Tory rule. It said: “If Kinnock wins today will the last person in Britain please turn out the lights?”
"Conservative peer Lord McAlpine said at the time that editors Sir David English (of the Daily Mail), Sir Nicholas Lloyd (of the Daily Express) and Kelvin MacKenzie of The Sun were the “heroes of this campaign” for their strong support of the Conservatives and comprehensive attacks on Labour."
"Going into the next general election Labour leader Keir Starmer will still have to contend with a largely right-wing printed press, but one that is far less influential today than it was in 1992."
My children’s generation grew up to embrace the internet and, if my sons and their friends are any indication, newspapers weren’t/aren’t part of their daily lives.
The voting tendency of the majority of the boomers is to vote for the Tory party and if polled on whether or not they still read a newspaper, hard copy or online, my guess is that the majority would still be getting their daily fix and for most of them it would be the Mail, Express, Telegraph or Sun.
I won’t be around but it will be interesting to see how the country votes when the boomers are gone, or down to very small numbers.