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1. Audiences
Audience Profiling isatask all mediainstitutionsneedtoperformwhencreatinganew producttolaunchonto the
marketbe it a magazine,film,album, website etc.
Whendefininganaudience,factorsthatmustbe consideredinclude:
 Age, Gender,Race and Sexuality
 Education
 Occupation
 Annual Income
 Disposable Income
 CurrentLifestyle/Aspirational orDesired Lifestyle
 Culture
 MediaInterests
 BuyingHabits
 Loyaltyto Brands
Demographics
A commonand traditional methodof audience profilingisknownasdemographics.Thisdefinesthe adultpopulation
largelybythe workthat theydo. Itbreaksthe populationdowninto6groups,andlabelsthembyusinga lettercode
to describe the income andstatusof the membersof eachgroup.

2. Psychographics
Thisis a way of describinganaudience bylookingattheirbehaviourandpersonalitytraits.Psychographicslabelsa
particulartype of personand makesan assessmentabouttheirviewingandspendinghabits.
The advertisingagencyYoungandRubicaninventedasuccessful psychographicprofileknownastheir4C’s
MarketingModel standCross Cultural ConsumerCharacterisation.
Theyput the audience intogroupswithlabelsthatsuggesttheirpositioninsociety.
A fewmore groups:
 Traditionalists:people whodon’tlike change andare verysetintheirways
 Hedonists:people whojustwanttohave a goodtime
 Individualists:peoplewhowanttostand outfrom the crowdand like tothinkfor themselves
 Rebels:people whodon’twanttoconformbutchallenge the traditional wayof doingthings.