The Times: Categories of Audiences

Question 1

Target age audience of The Times

Answer 1

• The Times target audience is older with over half the audience aged 55+

Answer 2

• In terms of social class, they are overwhelmingly in the ABC1 social classes - and largely the A or B groups within that group.
• This means Times readers are likely to be professionals,
  managers, in consulting, government & civil service industries or company
  owners.

Answer 3

• They are likely to be in the Succeeder psychographic group.
• Audiences tend to have a liberal (central - neutral) / slightly right wing political stance.

Question 4

What is the reading age of The Times readers and how does this influence the content?

Answer 4

• Readers of the Times have a relatively sophisticated reading age (typical of ‘quality’ broadsheets readerships), hence the inclusion of multiple opinions and in depth analytical language / news report structure, indicating they are well-educated.

Question 5

Who is the intended audience in terms for gender?

Answer 5

• Slightly more of a male orientated newspaper readership, relating to the content of real ‘serious’ news and current affairs coverage with a lack of celebrity gossip, etc.

Answer 6

• A larger readership in the south of the UK (especially in the London area), reflected in its slightly more right wing / politically neutral (at best), Conservative supporting, higher middle / upper class politics.

Answer 7

• Secondary / Tertiary audiences includes a rising young readership (18-35) which bucks the trend regarding typical readers of print based newspapers - younger audiences who consume news tend to do it more online - but not for these young readers here.