Influentials Presentation
Choosing the Evening Standard: Choosing Quality
So why do Influentials pay 50p for the Evening Standard when they could pick up a free alternative?
Making a Quality Choice
The Evening Standard underpins their lives keeping them informed with the latest news at the optimum time of the day.
Influences are educated, sophisticated consumers of news. The Evening Standard supplies the knowledge that they crave and keeps them abreast of current affairs
- 86% agree that the Evening Standard provides in-depth news analysis.
Influentials are also cultured and sociable and cultured and they enjoy the entertainments, reviews and features that the Evening Standard has to offer.
- 82% agree that the Evening Standard is superb/good for entertainments
Influentials are opinion formers and leaders and the Evening Standard feeds their opinions and promotes debate.
- 69% agree that the Evening Standard provides interesting topics of conversation
- 63% agree that it gives them information that helps them form their own opinions.
The Evening Standard and London
The Evening Standard is a London icon, an institution. It is deeply seated in the the fabric of London with focused editorial and campaigning initiatives directly targeted at the capital. Influentials believe that it is written with Londoners in mind and makes London an even better place to live.
- 91% see the Evening Standard as London-centric with superb coverage of London news
- 36% agree that the Evening Standard is a London institution
- 91% believe that the Evening Standard makes London a better place to live in with its high profile campaigning such as the Safer Stations initiative
- 64% think that the Evening Standard is written with Londoners in mind
Because of this they a have deep and engaged bond. They are focused and already in the mood for an in depth read.
On average the Evening Standard is read for 27 minutes - this is twice as much as the time spent reading a free-sheet.
251,000 solus influential readers are not reached by any other paper each day, and over half do not read the quality titles either.
In the city of choice, where expectations are high and Influentials can get anything they want, they still choose to part with 50p for the Evening Standard instead of a free read. Why? Because they attach a much higher value to it, because more thought has gone in to it, because it gives a measured and informed political view, because it has greater depth of news coverage, because of the quality of the editorial. Simply, because they know it is a quality product worth paying for.
The full presentation also analyses key data within this marketplace.
