Audience profiling involves considering factors like age, gender, income, interests, and behaviors to categorize audiences for media products. Demographics categorizes audiences based on their occupation and income using letter codes. Psychographics examines personality traits and behaviors to group audiences based on their position in society, such as traditionalists who dislike change, hedonists who seek enjoyment, individualists who want to stand out, and rebels who challenge traditions. Proper audience profiling is important for creating successful media products.

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.