In July 2006 British media-analyst Roy Greenslade explained falling sales of the Irish Daily Mail: whereas the British version of the Daily Mail acutely understands its readership, "None of that understanding of the culture, politics and genuine interests of the Irish people is evident in the pages of the Irish Daily Mail".[4] By 2009 this policy had changed - the paper offered Irish-language wallcharts for schoolchildren, and most of its coverage was about Irish subjects, though it is frequently scathing about politicians[which?].[5]