DN readers are among the most purchasing power in the country, with higher income and consumption than the average. Not unexpectedly, those who read Dagens Næringsliv are more than usual interested in business and economics, shares, politics and tax issues. But they also differ from the rest of the population by being very interested in reading literature, listening to music, trying new and exotic dishes and outdoor life in general. DN readers are also above average interested in cars and boats, travel, new technology, clothes and fashion.