1. Total Audience: Measuring newspaper audiences across media

2. Industry research still measures in silos Whereas Total Audience gives unduplicated cross media reach

3. Increased appetite for quality news content SourceNRS Jan-Dec 1994, Total Audience 2011 Wave 2

4. Total Audience research methodology – Nationally representative telephone survey – 2,000 respondents, rolling 4 waves per annum, merged to give 8,000 sample – Measures weekly readership of all national press titles and their online content – Gives weekly, unduplicated reach – Use of other digital content – Data available across all TGI variables (demographics, brand and media consumption, attitudinal)

5. Almost 6 million readers each week SourceTotal Audience 2011 wave 2

6. A growing weekly total audience GNM total weekly audience growth over time SourceTotal Audience 2011 Wave 2

7. Distribution of total audience by brand SourceTotal Audience 2011 Wave 2 The Observer 2,529,000 1,114,000 555,000 117,000 881,000344,000 317,000 The Guardian guardian.co.uk

8. Distribution of total audience by brand SourceTotal Audience 2011 Wave 2 43% 19% 9% 2% 15%6% The Observer The Guardian guardian.co.uk

9. The highest crossover between print and web SourceTotal Audience 2011 wave 2

10. Offering disproportionate value GNM Total Audience – penetration (%) SourceTotal Audience 2011 Wave 2

11. An attractive print & web audience SourceTotal Audience 2011 Wave 2

12. Weighting campaigns based on audience SourceTotal Audience 2011 Wave 2

13. Accessing digital content SourceTotal Audience 2011 Wave 2

14. Accessing content via mobile or alerts, or by downloading it elsewhere SourceTotal Audience 2011 wave 2. Caution: small sample sizes

15. Distribution of total audience by platform 4% 35% 34% 2% 4%16% 5% Print Fixed internet Mobile GNM weekly audience, by platform % Source: GNM Total Audience, Wave 2 2011