Meet our target audience The Progressives Open

Meet our target audience: The Progressives

Open journalism

Open delivers Progressives ‘Open’ Journalism Progressive Audience

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

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 6 million unique browsers • 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 11 minutes average • When I need information, the first place I look is the internet session time

Progressives Highly up–market and affluent 70% ABC 1 vs. 50% (rest of GB popn. ) £ 49 k average household income vs. £ 33 k average 57% working Average 42 vs. 42% (rest of GB popn. ) vs. 48 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 (%)

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

Progressives More likely to use a range of brands and products 146 232 183 154 122 174 121 148 126 137 Source: TGI Net 2011 Q 3 Index vs average British adult (index 100)

GNM delivers progressives… … like nobody else 2. 93 Progressives quality news total audience weekly GB reach (millions) 2. 85 1. 89 1. 39 GNM Times Telegr Source: GNM Total Audience Research Wave 1 2011. aph Indepe ndent GNM reaches more progressives across all media than any other quality news provider