Audience Profiling Audience Profiling is a task all media institutions need to perform when creating a new product to launch onto the market be it a magazine, film, album, website etc. When defining an audience, factors that must be considered include: Age, Gender, Race and Sexuality Education Occupation Annual Income Disposable Income Current Lifestyle/ Aspirational or Desired Lifestyle Culture Media Interests Buying Habits Loyalty to Brands WHY DO YOU THINK MEDIA COMPANIES NEED TO KNOW THIS INFORMATION?
Demographics A common and traditional method of audience profiling is known as demographics. This defines the adult population largely by the work that they do . It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.
Psychographics This is a way of describing an audience by looking at their behaviour and personality traits. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits. The advertising agency Young and Rubican invented a successful psychographic profile known as their 4C’s Marketing Model stand Cross Cultural Consumer Characterisation. They put the audience into groups with labels that suggest their position in society. WHO ARE YOU?
NME Consumer Profile Here is a reader profile for NME. This document is updated every quarter following market audience research, and is produced for advertisers in order for them to appropriately place their brand in a magazine that is going to align itself with their target audience. Look at this profile – what statistics/info would be of interest to potential advertisers?
You are going to produce your own Target Audience Profile. You need to consider demographics and Psychographics, lifestyle and the brands your audience will identify with (potential advertisers). Here’s one Mrs Moore made earlier! IT’S NOW YOUR TURN!
Here is a reader profile written by Mrs Moore. She has documented lots of brands that she aligns herself with and then written a personal profile using Socio-economics and Psychographics. You are now going to produce your own personal Reader profile. You need to consider lifestyle brands but also your media tastes, media consumption habits, c technology you buy into, radio stations you listen to etc.