Interesting The Economist advertisement (YT), evidently based on a thought leader study for the UK demographic: "Through research, they determined that because of the rise in the number of people going on to university, there are now over 3 million people in the UK whose interest in world affairs, travel, news and politics suggests an unconscious affinity with what The Economist reports on every week. The Economist describes these people as the 'intellectually curious.'" - Latitude