For the curious mind. Be part of it. ProsPect – good writing about the things that matter Prospect breaks the mould of modern-day journalism. it covers a broad range of topics from current affairs to culture and business to science and technology. every month Prospect combines elegant design with a strikingly original mix of essays, opinion, debate and reviews. What sets it apart is its intellectual depth. Each issue brings together the sharpest minds to unravel the complexities of events and ideas that define the modern world. Politically, Prospect is neither left nor right. Its views are those of its opinionated mix of editors and contributors who write for an audience keen to participate in the debate, but who will ultimately make up their own mind. The result is an entertaining, informative and open minded magazine that mixes compelling argument and clear headed analysis with an international style. ❝Prospect offers intellectual discovery when everything else is going in the opposite direction.❞ david goodhart, editor, prospect. our editorial Prospect is britain’s foremost monthly commentary on current affairs, epitomising long-form journalism at its best. Features Nothing is off limits to our feature writers. What is certain is that this section combines breadth of coverage with thoughtful, unpredictable and eclectic comment. This is in-depth reading at its best – probing to awaken the curious mind. opinions Thought provoking, often intellectual, always surprising, these articles are written by leading thinkers and opinion formers. science and technology things to do this month The story behind the headlines, across a Our pick of what to see and do this month – mix of subjects, from hard sciences through from the popular to the obscure, this new section consumer technology and media. In this section recommends everything from fiction to film and readers discover how people use technology, art to music. how they think about it, and how developments in science change our view of ourselves. culture Prospect offers something that goes deeper into current trends and ideas – and that also has the capacity to surprise and delight those readers who are used to finding a narrower, more formulaic approach elsewhere. Our arts and books pages make our readers think again and take a fresh look at culture. ❝at Prospect the only agenda is quality: you’ll always find something that simply wouldn’t appear elsewhere. and we never pull our intellectual punches.❞ tom chatfield, arts and books editor. why do our readers choose in the market For ProsPect? personal Finance Our readers are passionate about Prospect. They Prospect readers are high earners with an average read it because they love its variety and range and age of 53. This means they are at the optimum they get a buzz from the eclectic mix of intelligent time in their lives for making significant and challenging writing which stimulates and investment decisions entertains in equal measure. Above all they choose Prospect because it is a good read. £121,830 is the average household income £82,230 is the average personal income ProsPect’s key values 40% have private banking facilities l Informed 72% have two or more different investments l Intelligent 51% have stocks and shares l Freethinking l Eclectic l Respects readers’ intelligence philanthropic beneFits to readers For many of our readers life is about more than l Invigorating just salting away their earnings: it’s also about l Informative helping others. With this in mind, almost all our l Satisfying readers (97%) have donated to charity over the last l Thought-provoking year. 71% have donated over £100, while 17% have demographics given over £1,000. 80% male 20% female Average age 53 travelling the world 88% have a degree or higher qualification Travel feeds the curious mind. So it is no surprise that our readers love exploring distant places: ❝in Prospect you can get caught 81% of Prospect readers have taken international up in a piece that you wouldn’t air trips in the last year necessarily have expected to Of those who have flown internationally in the find interesting. Prospect makes past year: difficult subjects palatable and 62% have taken three or more international trips approachable, but without 52% have taken international business air trips dumbing down. our writers 96% have taken international air trips for pleasure are some of the cleverest 23% have travelled first or business class people in their field.❞ david goodhart, editor, prospect. the beneFits oF advertising in ProsPect l Reach an affluent, upscale and discerning audience. l Associate your brand with an environment that is challenging, intelligent and stimulating. l Our readers engage with Prospect because it is different from other magazines. Communicate with them while they are absorbed and they will remember your advertising, just as they remember our thought-provoking writing. the value oF ProsPect ❝Prospect is for the discerning reader who is looking for breadth of coverage – someone who probably already reads a broadsheet, a sunday and other publications that are high on information content. in Prospect they get a one stop shop.❞ david goodhart, editor, prospect. positioning oF ProsPect Depth LRB New Statesman Prospec Standpoint New Yorker Multiple Single perspectives The viewpoint Economist The Week The Spectator Source: Stingray research Summary Prospect. For the curious mind. Be part of it. thinking For themselves Prospect readers are independent, free thinkers who like to have their opinions challenged. They are never afraid to be vocal or enter a debate. 42% have contacted their local MP or councillor 34% have taken an active role in a local or international campaign or issue 33% have written to the editor of a magazine or newspaper 30% have had an article or book published time spent reading Our readers set aside time from their busy lives – on average three hours every month – to read variety is the spice oF liFe Prospect, picking it up over five times. So, your advertising has many opportunities to have an Prospect readers lead busy and impact on this valuable audience. interesting lives. One in three readers regularly goes to the gym. you won’t Find our readers elsewhere 26% have contributed to a blog 60% have purchased original works of art Low duplication with other magazines means that or sculpture Prospect delivers incremental coverage of 26% are into rock music or jazz influential and upscale target audiences. Prospect readers also read: 25% the economist drink 18% the week Three quarters of Prospect readers say 15% private eye they are prepared to pay more for quality, so, 13% the london review of books as with many aspects of their life, when it comes 11% the spectator to choosing what they drink, they buy the best. 10% new scientist Increasingly, many are using the internet to help with their selection. 7% new statesman 6% times literary supplement Prospect readers regularly drink: 5% national geographic 4% the oldie 94% wine 3% standpoint 1% monocle 78% champagne Source: Prospect Reader Survey 2009. Data based on respondents who answered each question. 74% premium beer or lager 65% cognac, sherry or port 58% malt whisky “Prospect has the knack of “In the sound-bite world of broadcasting “Prospect plugs an essential gap addressing the crucial subjects just we need something to put it all in in the national debate. It has before they explode into general perspective. Prospect does that brilliantly. established itself as a serious forum consciousness. Never predictable, The added bonus is it’s amusing too” for interesting and important thinking.” it’s depth, breadth and energy are John humphrys, BBC radio 4 alan rusbridger, editor, the guardian admirable” polly toynbee, the guardian “A lively magazine that challenges “Prospect succeeds because it its readers to think for themselves.” neither talks down to its readership “Erudite, enjoyable and thoughtprovoking, chris patten, lord patten oF barnes nor treats us like a pampered elite; (conservative), Former EU commissioner Prospect is journalism at its best” For external relations because it both stretches and rt hon david cameron, conservative, tickles the mind.” leader oF the opposition ed pilkington, new york correspondent, the guardian “More readable than the Economist, more “Occasionally, when I’m flipping through relevant than the Spectator, more romantic it and I say ****, ****, damn, than the New Statesman” “For a dry fresh perspective on sir Jeremy isaacs, TV producer, that’s a brilliant article!” broadcaster & impresario what’s really happening in the boris Johnson, mayor oF london, United States and in Europe, you Former editor oF the spectator can’t do better than Prospect” robert b reich, social economist, “Prospect is always on the beat Former US secretary oF labor under “Prospect is simply the best of its but its the offbeat, edgy pieces on president clinton kind: provocative yet detached; cultural politics that are the best.” thoughtful, and elegantly written. suzanne moore, mail on sunday An important read without being “Prospect triumphantly shows that self-important.” in an age of dumbing down, it is Jonathan dimbleby, broadcast Journalist “Political writing for grown-ups, possible to be high brow without well beyond the party political being boring” playpen . Europe’s outstanding times higher education supplement “Fantastic combination of quality political and cultural monthly” andrew marr, BBC presenter and writing and relevance of topics. I political commentator love it – really look forward to it “Prospect is a veritable powerhouse coming every month” of opinions and ideas.” david Quarmby, chair ETIP, Julia peyton-Jones, director, serpentine Former chair british tourist authority “An always stimulating voice in our gallery and hon Fellow oF the RIBA and english tourist board national conversation, the depth of Prospect is matched only by its range.” andrew rawnsley, political columnist “I absolutely love it, I really do.