British Newspaper Readers Report

A report called ‘The Personality of the British Newspaper Reader’ has been produced by Saville and Holdsworth, a firm of occupational psychologists, and the British Market Research Bureau. The survey, of over 2,500 people,found that Independent and Guardian readers have many similarities, one being that they both view their ideas as radical and innovative. While Times and Telegraph readers are not ideas people. Mirror and Sun readers do not like to take charge and organise, while Today readers were found to be very competitive and completely immodest. Full results of the report will be shown on C4’s Hard News tonight. Copies are available from Saville & Holdsworth (081-398 4170).