Meet our target audience:
The Progressives
Open journalism
Open delivers Progressives
‘Open’
Journalism
Progressive
Audience
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
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
• Whensession
I needtime
information, the first place I look is the internet
Progressives
Highly up–market and affluent
70% ABC1
vs. 50% (rest of GB popn.)
£49k average
household income
vs. £33k average
57% working
Average age 42
vs. 42% (rest of GB popn.)
vs. 48
Progressives vs rest of GB popn.
39%
Progressives
39
75%
Adventurous, socially conscious and digitally savvy
75%
“I prefer surfing the internet
18%
to watching
TV”
23%
18%
23%
36%
42%
36
42%
Progressive audience profile (%)
Progressives
Rest of GB popn.
Non-Progressives
Progressives
Non-Progressiv
39%
Progressives
75%
Adventurous, socially conscious and digitally savvy
“It is important that
a company acts18%
ethically”
23%
20
48%
36%
42%
39
75%
Progressive audience profile (%)
Progressives
Rest of GB popn.
23%
Non-Progressives
Progressives
Non-Progressiv
18%
39%
Progressives
75%
Highly active consumers
149
137
Index 100 = average GB
adult
23%
87
83
88
36%
42%
“I buy new products before
most of my friends”
Progressives
18%
134
Rest of GB popn.
“I love to buy new gadgets and
appliances”
Non-Progressives
“I tend to go for premium
rather than standard goods
and services”
Progressives
Non-Progressiv
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 Q3 Index vs average British adult (index
100)
GNM delivers progressives…
… like nobody else
Progressives quality news total
audience weekly GB reach
(millions)
2.93
2.85
Source: GNM Total Audience Research Wave 1 2011.
1.89
1.39
GNM reaches more
progressives across all
media than any other
quality news provider