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

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

6. Progressives Highly up–market and affluent 70% ABC1 vs. 50% (rest of GB popn.) 57% working vs. 42% (rest of GB popn.) Average age 42 vs. 48 £49k average household income vs. £33k average 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 “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 Index 100 = average GB adult 137 87 134 88

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

11. 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. Progressives quality news total audience weekly GB reach (millions) GNM Times Telegraph Independent 2.93 2.85 1.89 1.39