1. Looking to users of Ego Magazine...
-Even male/female users: mostly 25-34 age category: educated
-explained by the political/cultural slant of website content

2. ...and Jabberwock as our guide:
-More male users and interestingly enough, a bigger hit with the 18-24 year olds
- the blog provides insightful analyses of Indian film and key players in the industry
-Very cultural and critical

3. Why?
-We used these websites as audience research guides because of their approach to
our subject matter and writing style.
-The cultural/political angle
-Suave and somewhat charming
-Atypical take on Bollywood issues: rounded perspectives about more than just
celebrity news and movie reviews.
-What interested us:
-The sites are not the most popular in the world (most users are in India and
Pakistan); but have an independent streak
-The difference in their age demographics – similar critical take on cultural
issues, but topical focuses are very different.