Audiences

readership - the total number of people who read a publication (newspaper)

circulation - the number of newspaper copies that are distributed to newsagents and news stands on an average day 

Who reads the Guardian/The Observer 

-people in well paid jobs who have more disposable income
-socio economic group ABC1
-interested in hard news (politics, national and international news) 
-enjoy the magazine inside the newspaper = which features on sport/cooking/fashion/reviews 
-ages 15-35 and 35+



  •  A progressive audience - a 60% chunk of The Guardian and Observers audiences, they except changes in society and are quite affluent as well as socially conscious 
  • Active fashion and tech consumers - stylish and spend a lot on the latest products first 
  • Well travelled - spend more than the average amount on travel compared to the rest of the UK, with a lot of holidays involving exploring foreign cultures 
  • finance savvy - audience who earn a higher than average wage and are interested in financial services advertising. They are 24% more likely to have a premium current account, a mortgage and 32% more likely to ave stocks and shares 
  • Highly affluent and well educated - They have varied interests and their high disposable incomes give them the means to keep up with their sports, hobbies and travel
  • Art and culture lovers - they are passionate about performing arts and go frequency to the theatre, opera and ballet 


The Guardian/The observer readership




Uses and Gratifications for The Guardian and The Observer

personal identity - customisable - you can follow whichever sections of the Guardian appeal to you most on twitter

social interaction - 'comment is free' section,  facebook profile for guardian opinion & use of speech bubble on website 

information - news, fact based. Mixture of hard news and soft news to appeal to a wide audience 

entertainment - the entertainment function of newspapers take various forms in The Guardian and The Observer including humour. For example, punning headlines or comedic opinion pieces. There is 'entertainment' news, lifestyle, people may read to 'pass the time' 

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