The i was eventually sold in 2019 to DMG Media for £49.6m who were “committed to preserving its distinctive, high-quality and politically independent editorial style”. According to PAMCo, this powerful media conglomerate can reach 63% of the adult population every month through its portfolio of national newspapers, magazines and digital content, such as the Daily Mail, Metro, and New Scientist. Curran and Seaton (2009) noted the concentration of press ownership was a well-established trend in the industry to spread the risk and maximise profits.