Meet our target audience: The Progressives. Open journalism.
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Transcript of 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