meet our target audience: the progressives. open journalism

Meet our target audience:The Progressives

Open journalism

Open delivers Progressives

ProgressiveAudience

‘Open’Journalism

What do we mean by Progressive?

Forward-looking individuals who are curious about the world and embrace change

and technology

What do we mean by Progressive?

Defining ProgressivesThey agree with five out of these six statements:

6 million unique

browsers

11 minutesaverage

session time

• I am interested in other cultures

• It is important to be well informed about things

• I like to be surrounded by different people, cultures, ideas and lifestyles

• I am interested in international events

• I think that we should strive for equality for all

• When I need information, the first place I look is the internet

ProgressivesHighly up–market and affluent

70% ABC1vs. 50% (rest of GB popn.)

57% workingvs. 42% (rest of GB popn.)

Average age 42vs. 48

£49k averagehousehold

incomevs. £33k average

Progressives vs rest of GB popn.

Progressives Adventurous, socially conscious and digitally savvy

“I prefer surfing the internet to watching TV”

Progressive audience profile (%)

Progressives Adventurous, socially conscious and digitally savvy

“It is important that a company acts ethically”

Progressive audience profile (%)

ProgressivesHighly active consumers

“I buy new products before most of my

friends”

“I love to buy new gadgets and appliances”

“I tend to go for premium rather than standard goods and

services”

149

83

Ind

ex

10

0 =

ave

rag

e G

B

ad

ult

137

87

134

88

Source: TGI Net 2011 Q3 Index vs average British adult (index 100)

122

121

126

174

148

154

183

ProgressivesMore likely to use a range of brands and products

232

137

146

GNM delivers progressives…… like nobody else

GNM reaches more progressives across all media than any other quality news provider

Source: GNM Total Audience Research Wave 1 2011.

Pro

gre

ssiv

es

qu

ality

new

s to

tal au

die

nce

weekly

GB

re

ach

(m

illion

s)

GNM Times

TelegraphIndependent

2.93

2.85

1.89

1.39