Little White Lies is a £3.95 magazine that targets 18-30 year old professionals and students interested in independent and art house films, music, art and design. It contains reviews of cult and art house films as well as interviews with creative professionals. The target audience enjoys discussing films as an art form rather than just entertainment. They are likely to live in urban areas like London and have disposable income and free time to spend on cerebral leisure activities. Psychographically, they value authenticity over commercialism and are open to new ideas. The magazine's design appeals to this audience by feeling high quality and focusing on interesting films rather than blockbusters.