What is a ‘Met Set’ audience?

Yesterday, Ruth made a trip to London for latest Gorkana media briefing morning, this time with ShortList Media.

ShortList Media’s CEO Ella Dolphin and Editorial Director, Phil Hilton, were the guest speakers at this event and outlined the development of their two main publications, ShortList and Stylist, the challenge of getting commuters to pick up a free title, and why PRs should think about content for their ‘Met Set’ readers.

It was interesting to learn that after conducting a study to find out what’s different about a person who picks up a copy of ShortList or Stylist, it was revealed that their readers tend to be happier, earn more than average, and half of men who participated in the study see themselves as feminists. Described as the ‘Met Set’, they are people who engage, like to talk and influence their friends, and ShortList Media believe it’s their job to fuel this.

As always, this breakfast briefing was fascinating, and we can’t wait for the next one already!

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