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WANDSWORTH COMMON

YOUR COMPLETE A TO Z OF


LONDON 21st CENTURY London in the second decade of the twenty-first century. Sprawling, massive, vibrant, multi-cultural, world-class, aspirational, inspirational, inclusive, forward-looking. And divided. Two cities within one. Two contrasting halves that make the whole. To truly understand London, to effectively cover the capital city, a media schedule needs to reflect this. There is a need to get under the skin of London, see the people and the geography in the cold light of day, in order to make an effective commercial judgement that meets the objectives of the advertiser. We understand London, and we believe London@Home delivers a very specific audience, in a very specific manner, with maximum cut-through and minimal wastage. The two halves are outer and inner. It is a simple divide, that reveals two world’s, poles apart. The key to effectively delivering a London audience for an advertiser, lies in recognising that there isn’t one London audience.....


OUTER LONDON Is where London lives – 60% of 7.6m population Scores strongly on most statistical indicators of life and environmental quality More open space per capita than any inner London borough A mass-market audience, consuming mainstream media 49% more consumer spending on retail goods than in inner London


RICHMOND PARK


SUBURBAN MINDSETS Maturing families on mid-range incomes living a moderate lifestyle in a suburban semis Manual & White Collar Married Middle Age Children Leafy Suburbs Comfortable Affordable Housing Family Life Home Improvements Industrious Mainstream Brands

HOUSE MAINSTREAM TYPICALLY COMMUTE COMFORTABLE ADVANTAGE

WORKING INCOMES COMMUNITIES SEMI BELONG RESPONSIVE

INDEX 189 vs UK AVERAGE


NEW HOMEMAKERS Young singles and couples in small modern starter homes Young People Single Professionals Some Couples with Children Setting Up Home New Starter Homes Secure Jobs Takeaways and Ready Meals Car Ownership Pubs and Clubs Private Rental

LOCAL FLATS RENT APPOINTED MEANS SUITABLE

INTERNET MANAGING AFFORDABLE CONVENIENT HOME MAKERS POPULAR

INDEX 164 vs UK AVERAGE


ELEPHANT & CASTLE


INNER LONDON An area of extremes – wealth and poverty, outside reach of normal channels An under class alongside the upper class Where outer London comes to work – 60% of capital’s jobs are here


UPPER FLOOR LIVING Young, mostly single people on limited incomes renting small flats from local councils Young Singles Low Income Renting Small Public Flats High Unemployment Sickness Low Qualifications Urban Low Car Ownership High Rise Buildings High Ethnic Diversity

CREDIT YOUNG SMALL CRIME USED LESS

SECONDHAND LIMITED SINGLE COMMON DIFFICULTY ASSOCIATIONS

INDEX 702 vs UK AVERAGE


ALPHA TERRITORY People with substantial wealth who live in the most sought after neighbourhoods Successful Rewarding Careers Substantial Wealth Influential Wealthy Foreign Nationals Fashionable Areas of London Luxury Items Specialist Advice Professional Well Educated

FINANCIAL NICHE INFLUENTIAL TERRITORY BESPOKE GROUP A

INVESTMENT BUSINESS SERVANT PERSONAL PRIVATE MARKET

INDEX 214 vs UK AVERAGE


SUMMARY

mass market (outer) / niche market (inner)

Poor

<

Mass M

London@Home delivers outer Londoners. A mass-market that most ad campaigns will seek to reach. Suburbanites, home-makers, people with roots in their local communities, that care about where they live because for them, life is lived locally. The seemingly universal target market â&#x20AC;&#x201C; ABC1s. Inner London represents two extremes. The rich and the poor. Think Chelsea, Kensington, and then think Newham and Tower Hamlets. Social grade A and social grades DE in abundance. It may not be quite as black and white as this, nothing ever is. But the evidence, whether you favour census data, Mosaic profiling or something else, is clear and compelling.


Rich

<

Market


INNER LONDON

COMMUTER NEWSPAPERS MOBILE

RADIO

SOCIAL MEDIA

HIGH CONSUMPTION

TUBE

ONLINE TV

LOCAL NEWSPAPERS

OUTER LONDON


STREET VENDORS

BUSES/TAXIS OUTDOOR

LOW CONSUMPTION

The London media landscape is bustling, highly-populated, and noisy. Different media play different roles and have different impacts on the London population. How highly we consume the media that confronts us, depends on where we consume it, and the nature of the media in question. This is our perception of media consumption in London, we think local media’s USP is clear. Consumed in the home, not easily discarded or ignored, with unique local content that the reader cannot get elsewhere. It’s why it proudly sits away from the pack. What’s your view?


INNER LONDON

COMMUTER NEWSPAPERS MOBILE SOCIAL MEDIA

HIGH ENGAGEMENT

TUBE

ONLINE TV

LOCAL NEWSPAPERS

OUTER LONDON


STREET VENDORS

S BUSES/TAXIS

RADIO

OUTDOOR

LOW ENGAGEMENT

Londoners are bombarded with ad images, messages, offers, brands and loads more besides on a daily basis. We are constantly consuming advertising to one degree or another, consciously, sub-consciously, and for varying time scales. The brain processes whether or not an ad is relevant or of interest to us in around 0.3 seconds. How highly we actually engage with the media we consume depends on various factors, but key among them are whether we have chosen to consume that media, or are simply confronted by it, and the environment in which we consume. Do we have time to digest, and act upon what we see? Again, this is our take on the engagement landscape, whatâ&#x20AC;&#x2122;s your take on it?


EPPING FOREST

L@H delivers outer London. 27 titles, 15 websites and over 1.5 million readers. Living beyond tube zone 2, in clean, green communities. Maximum targeted cut-through and engagement, minimum wastage. People that may well consume commuter media in inner London on cramped tubes and buses, but who then go home. Thatâ&#x20AC;&#x2122;s where L@H comes into its own. For more information please click the contact us button and weâ&#x20AC;&#x2122;ll happily tell you more, and make it happen for you.


RIVER LEA


OUR TITLES Bexley News Shopper Series Brentwood Weekly News Bromley News Shopper Series Croydon Guardian Dartford & Gravesend News Shopper Series Enfield Independent Epping Forest Guardian Haringey Independent Harrow Times Group Hendon Times Group Kingston & Elmbridge Guardian Series Lewisham News Shopper Series Redhill, Reigate & Horley Life Richmond & Twickenham Times Series St Albans & District Review Surrey Comet Series Sutton Guardian Series Watford Free Observer Thurrock Gazette Waltham Forest Guardian Epping & Waltham Forest Independent Series Wandsworth Guardian Wanstead & Woodford Guardian Watford Observer Welwyn & Hatfield Review Wimbledon Guardian Series


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