HYPER DISTILLHYPER DISTILLHyper Distill Audience Intelligence
Progressive, culturally curious news grazers who pair activism with creative hobbies, indie taste, and socially conscious spending.
They treat the news feed as a daily organizing tool - bouncing from 92 Percent News and Democrats.com to Indivisible circles, then unwinding with tarot, fanfiction, and plant-based recipes.
Ranked by audience overlap - what makes this audience distinctive
92 Percent News attracts a civically charged, culturally literate audience that treats media as both daily briefing and identity practice - the kind of people who move easily from Democrats.com and Indivisible CA27 into artist-led and values-forward spaces like Indigenous Proud, The Black Boss Brand, and Racial Equity Insights. This behavior is perfectly illustrated by their simultaneous consumption of The Liberal Aggregator, On Offense With Kris Goldsmith, Cory Powers, and John Pavlovitz, which suggests an audience that wants politics translated through personality, moral clarity, and shareable storytelling rather than institutional voice alone. What is especially revealing is the blend of activist news habits with mystical, creative, and lifestyle niches - from Stina Wollter and Javier Salazar Rojas to fanfiction, tarot, plant-based cooking, and vinyl culture - pointing to consumers who do not separate justice from aesthetics, and who reward brands that feel personal, principled, and culturally fluent.
This is based on 953 total affinities - including:
At the core of this consumer base is a distinct contradiction: they live in the velocity of swipeable, audio-friendly headline culture through 92 Percent News, In The Know, The Liberal Aggregator, and Democratic Wins Media, yet their deeper instincts pull toward slow, handmade, almost devotional worlds like fanfiction, book clubs, vinyl collecting, gardening, crafting, and even woodworking. They want politics and culture delivered at social speed, but they process identity like archivists and makers - part resistance-feed loyalist, part neighborhood mystic with a record shelf, seed packets, and a half-finished manuscript.
Estimated demographics - inferred using mixture of experts on media affinities
The distinct micro-tribes driving this brand
A surface-level analysis misses the true driver here. Instead of just buying a product, they are building a moral and cultural ecosystem where news is only one entry point - moving fluidly from 92 Percent News, The Liberal Aggregator, Democrats.com, Indivisible CA27, and Encinitas & North Coast Democratic Club into identity-rich brands like Indigenous Proud, The Black Boss Brand, and Racial Equity Insights that let them wear, furnish, and narrate their politics in daily life. What most people miss is that this is not a young outrage crowd but a mostly female, urban, affluent, middle-aged audience whose activism is fused with inner life and taste - fanfiction, book clubs, astrology, plant-based cooking, gardening, comedy, and creators like The Public Defender and Cory Powers reveal people who want civic participation to feel personal, emotionally sustaining, and culturally expressive.
Showing 10 of 953 affinities - unlock the full breakdown
Non-obvious, high-leverage moves for this audience
Build a recurring co-branded 'Actionable Headlines' audio carousel with The Public Defender, On Offense With Kris Goldsmith, and Racial Equity Insights, then distribute it first through 92 Percent News, The Liberal Aggregator, NOTICE News, and In The Know as swipeable social clips optimized for save-and-share behavior.
This audience does not just consume progressive news - they gravitate toward expert interpreters, legal framing, and civic response ecosystems, so packaging headlines with immediate context and moral clarity turns passive scrolling into identity reinforcement and repeat habit.
Sponsor offline-to-online community nights with Encinitas & North Coast Democratic Club, Indivisible CA27, Indivisible Alexandria Area, and Millennial Democrats where 92 Percent News records live short-form headline rundowns beside plant-based food partners like The Orange Crumble and Little Blue Cart, then recuts attendee reactions into creator-style reels with Cory Powers and Whitney Graves.
What looks like a digital news audience is actually a movement-adjacent social tribe that blends activism, lifestyle signaling, and community ritual, so embedding the brand inside local political gatherings with food and creator documentation makes the outlet feel like the house media arm of their real-world identity.
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