⇒76% of Guardian Select UK Audience are Progressives, who are affluent forward-looking individuals, curious about the world and embrace change and technology
More people are reading The guardian News more than ever; with a 16% increase in page views and 14% increase in browsers from 2016-2017.
According to The Guardians' statistics, they reach 24.1 million views monthly, where as The Telegraph reach 23.1 million, The Independent 17.3 and The Times 8. The Guardian also influences 13.6 million views weekly and 4.8 million daily.
Additionally, their personal readers completed a survey about their journalism; 87% trust what they read, 84% feels a close connection, 82% believes that it offers them an aspect they can't get anywhere else, and finally 98% states reading their news is time well spent. They typically target a well-educated, relatively young, predominantly male and liberal audience centred around London. 52% of Guardian readers are male, and the average reader is 44.
⇒The Guardian is very subjective with their views rather than objective.
'Three Little Pigs' advert-
・Looking from everyones point of view/ both sides of argument
・Wolf= government--- Pigs = Public, not affording a mortgage
・Water boiling over= financial symbolism
・ Worldwide problems presented - search for the truth
・Binary of Individual VS Institution
It highlights the Guardians struggle to remain relevant in the evolution is of technology, hence why they use the twitter and hashtag formats as the primary form of how people are following and commenting on the story, as well as tablet applications.
The campaigns use of the three little pigs could be seen as an extended metaphor, the pigs being the guardian, taking new measures (boiling the wolf/evolving/modernising) to stop their houses (company) collapsing.
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