Countifs matching rows and column values

Hi,

I have a datatable of people who signed up to attend a show. My data includes the attendence type and the newspapers they have been reading.
I am trying to count the True values per newspaper and attendence status using countifs individually. But I was wondering if I can use offset formula maybe.

My data table looks like this

Atts type Ny times Financial times Daily Metro Sun
Attendee True True
Non-atts True True
Non-atts True True
Attendee True True
Non-atts True
Attendee True True
Attendee True True


I am trying to count how many of those reading each newspaper attended or non-attended the exhibition.

Non-attendee % Non attendee % conversion%
Ny times
Financial times
Daily
Metro
Sun

Thanks

1. First remove the spaces after Attendee and Non-atts in column A so things match.
(This created a long delay with zeroes appearing which didnt make sense, I could have had this done twenty minutes earlier).

2. in A11
=IFERROR(INDEX($B$1:$E$1, MATCH(0, COUNTIF($A$10:A10, $B$1:$E$1), 0)),"")
Array formula, use Ctrl-Shift-Enter
copy down the column a few rows

3. in B10 put Attendee (dont put any spaces in)
4. in C10 put Non-atts (don't put any spaces in)

5. in B11
=SUMPRODUCT(($A$2:$A$8=B$10)*(B$1:E$1=$A11)*(B$2:E$8))

Thank you John. this has worked. But confused how the second criteria works
Apologies, attached was just a sample file, missed out on removing leading and trailing spaces.
I was wondering if you could explain the second criteria used in the countifs formula if possible
=COUNTIFS($A$2:$A$8,H$1,INDEX($B$2:$E$8,,MATCH($G2,$B$1:$E$1,0)),TRUE)


Thanks again

Who are you talking to John or myself?
If me then you'll need to describe "second criteria"?