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Meet our target audience: The Progressives

Meet our target audience: The Progressives. Open journalism. Open delivers Progressives. Progressive Audience. ‘Open’ Journalism. What do we mean by Progressive?. What do we mean by Progressive?.

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Meet our target audience: The Progressives

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  1. Meet our target audience: The Progressives

  2. Open journalism

  3. Open delivers Progressives Progressive Audience ‘Open’ Journalism

  4. What do we mean by Progressive? What do we mean by Progressive? Forward-looking individuals who are curious about the world and embrace change and technology

  5. Defining Progressives They agree with five out of these six statements: • 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 6 million unique browsers 11 minutes average session time

  6. Progressives Highly up–market and affluent £49k average household income vs. £33k average 70% ABC1 vs. 50% (rest of GB popn.) Average age 42 vs. 48 57% working vs. 42% (rest of GB popn.) Progressives vs rest of GB popn.

  7. Progressives Adventurous, socially conscious and digitally savvy “I prefer surfing the internet to watching TV” Progressive audience profile (%)

  8. Progressives Adventurous, socially conscious and digitally savvy “It is important that a company acts ethically” Progressive audience profile (%)

  9. Progressives Highly active consumers 149 137 134 87 88 83 Index 100 = average GB adult “I tend to go for premium rather than standard goods and services” “I love to buy new gadgets and appliances” “I buy new products before most of my friends”

  10. Progressives 148 174 183 More likely to use a range of brands and products 154 146 232 122 121 126 137 Source: TGI Net 2011 Q3 Index vs average British adult (index 100)

  11. GNM delivers progressives… … like nobody else 2.93 2.85 1.89 Progressives quality news total audience weekly GB reach (millions) GNM reaches more progressives across all media than any other quality news provider 1.39 Times Telegraph Independent GNM Source: GNM Total Audience Research Wave 1 2011.

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