10. OPTION 2: segment wider population
UK population:
6 consumer types
Telegraph audience:
6 segments
11. OPTION 2: segment wider population
UK population:
6 consumer types
Telegraph audience:
6 segments
12. The 6 cross-platform Telegraph segments
Platinum
Work Hard
Spenders
Play Hard Living The Established
26% of TMG
11% of TMG Dream Elite
22% of TMG 25% of TMG
Family
Focused
9% of TMG
Discerning
Indulgers
7% of TMG
‘TMG AUDIENCE’ defined here as ‘AIR’ for papers or ‘in last week’ for TCUK
13. Work Hard Play Hard Family Focused Living The Dream
Young and driven Busy adults settling down Switched-on and savvy
individuals living life at a into a life of routine and professionals with diverse
fast pace –ambitious, family responsibility – interests and a broad
active, career-minded family focused, ‘nest outlook – enterprising, up-
building’ market, educated
Established Elite Platinum Spenders Discerning Indulgers
Upstanding citizens, typically Older affluent individuals – Middle-aged and older
married, middle-aged and many are retired. Time-rich individuals, modest and
with a successful career. and enjoying the good frugal. They tend to be
Self-assured, well-informed, things in life cautious in their purchase
patriotic, conservative habits and outlook on life
15. Editorial workshops
Who? …What? …How? …When?
• Encouraging a working knowledge of who you are writing for
• Guiding strategy for content delivery
• Identifying opportunities in current platform offerings
16. Business content delivery
Platinum Established Living The Work Hard
Spenders Elite Dream Play Hard
Older, Self-assured, Savvy, Young,
affluent conservative enterprising ambitious
Deliver required Cross-reference to Deliver unique Can be captured
content in paper – drive them online content by strategies used
market watch, for Living The
investment tips, Deliver business
Dream
comment & opinion news you can use
Target for new
platforms
17. Identifying opportunities
…Delivering content of appeal across segments, in a
way that will pull in occasional reader segments
19. Theorising success
World War I in Colour
DVD Collection
National Geographic
DVD Collection
Food & Drink
promotions (various)
20. Who should we be targeting?
Who are likely to respond to
promotions?
26%
25% 25%
= over ¾ of occasional readers
21. What do they like?
Military History content High High High
Nature & Wildlife content High High High
Food & Drink content Medium High High
Eating Out High
25. Ad sales insight: audience compatibility
Busy & up-market
1. Advertiser’s audience: Look for convenience & quality
Spend on formal clothing
UK
Department Traditional & patriotic
Favour British brands
store
Spend on homeware
Retired & wealthy
Willing to pay for quality
Spend on food & wine
2. audience:
Source: TGI.Net wave 14
26. Ad sales insight: audience value
2. Advertiser’s audience
1. Advertiser’s audience: who are readers:
Busy & up-market g
Annual spend on suit £215 £285
Traditional & patriotic
Annual spend on bed linen £68 £74
Retired & Wealthy G
Average spend on a quality bottle of wine £9 £10
Source: TGI.Net wave 14
