3. …to ‘audience’
OUR BRANDS
OUR
PLATFORMS
National Regional Local
Desktop
Tablet
Print
Mobile
A provocative perspective on society
The audience that we represent
From commercial to editorial
From advertising to native content
All of Trinity Mirror
4. The modern mass market…
We are for mass
market Britain.
We are enormously
proud that they
allow us to help
shape and reflect
their views
…that we call ‘Modal Britain’
7. We keep close to our audience
Editorial workshop
Qualitative focus groups
Audience panel
8. “If the very wealthy and the very poor are excluded,
Britain is becoming noticeably homogenous in many of
its attitudes and behaviours”*
*Source: Future Foundation
10. The changing shape of Britain
mass market
mid-market
upmarket
wealthy elite
mass market
breadline
11. Three forces of change
Graduate
expectations
Democratisation
of digital
Recession: the
social leveller
Sources: Ofcom, ONS
12. : the new normal
Defined by household income, not demographics
The mass market mainstream
The 50% in the middle of the income spectrum
Source: CrowdDNA, IPA Touchpoints
13. 0%
2%
4%
6%
8%
10%
12%
14%
16%
Under 5K 5-10K 10-15K 15-20K 20-25K 25-35K 35-45K 45-55K 55-75K 75-99K 100,000+
: the new normal
Sources: Touchpoints 5, 2014;
25% 50% 25%
Media Week Salary Survey, 2014
14. :life is happy & worthwhile
6.8
7
7.2
7.4
7.6
7.8
8
8.2
NS-SEC Class 1 NS-SEC Class 2 NS-SEC Class 3 NS-SEC Class 4 NS-SEC Class 5 NS-SEC Class 6 NS-SEC Class 7
Worthwhile Happy
Source: Office of National Statistics, Measures of National Wellbeing
NS-SEC = National Statistics Socio-Economic Classification
‘Overall, how happy did you feel yesterday?’
‘Overall, to what extent do you feel that the things you do in your life are worthwhile?’
Highest social groups Lowest social groups
15. : different value equation for life
1. Personal
2. Social
3. Societal
16. 1. Personal Busy but not rushed
More time, more headspace
Joyaholics not workaholics
Seeking activities that represent
achievable aspiration
70% say ‘having a settled life is important’
17. 2. Social Confident & knowledgeable
A smaller circle of trust
Influenced by & influential within their
own circle
Actively referring to their tight networks
for ideas, information and opinions
76% would advocate good brands and services, rather than keep things to themselves
70% would seek advice from networks before buying a phone contract, TV or car
18. 3. Societal ‘Social conscience’ more than ‘status
conscious’
There’s more to life than
competing and winning
Happiness is seeing people do well
A modern life with inherited values
Most Modal Britons want to keep traditional values
68% of Modal Britons say society is not constrained by traditional values
19. : the new normal
Three characteristics set Modal Britain apart
Source: CrowdDNA, IPA Touchpoints
20. : the mass market
Modal Britain is the group
that spends the most in
every advertising category
And they spend more than
their fair share in nearly
every category
Source: TGI
21. Trinity Mirror’s
More of them than any other newsbrand
More ad responsive
More trusting of our newsbrands
More likely to be asked their opinion
Source: CROWDDNA, TGI
