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
Age, Gender, Race and Sexuality
Current Lifestyle/ Aspirational or Desired Lifestyle
Loyalty to Brands
WHY DO YOU THINK MEDIA COMPANIES NEED
TO KNOW THIS INFORMATION?
A common and
traditional method of
audience profiling is
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
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?
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
Look at this profile –
what statistics/info would
be of interest to potential
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-
You are now going to
produce your own
personal Reader profile.
You need to consider
lifestyle brands but also
your media tastes,
habits, c technology you
buy into, radio stations
you listen to etc.