This document discusses how media companies classify audiences using demographic profiling. It explains that demographic profiling involves segmenting audiences according to characteristics like gender, age, race, location, class, and interests. The document then provides examples of demographic profiles for different magazines based on criteria like those mentioned above. It emphasizes that understanding audience demographics helps media companies target their products at specific audience groups.

2. By the end of this lesson:
 You must be able to explain one way media
companies classify people.
 You should be able to analyse the target
audience of a magazine cover according to
the demographic audience profiling model.

3.  What is the target audience of a media product?
 What is mass audience?
 What is niche audience?
 What BBC channel is aimed to a mass audience?
 What BBC channel is aimed to a niche audience?

4.  Audience profiling (classification)
 Demographic profiling model

5. Audience profiling consists in
segmenting the audience according to the
particular characteristics of the targeted
audience.

6.  What does the word demographic mean?
 Search for the meaning of this word in the
dictionary.

7. Demographic:
A particular sector of a population
according to certain common
characteristics.

8. What demographic group are you included in?
 Think of your gender, age, race, the country you live
in (geo-demographics), your parents occupation,
your religion or beliefs and personal interests.
 Write the answer in your exercise book in bullet
points.

9.  Race:
 Gender:
 Age:
 Geo-demographics:
 Class/ Income:
 Interests/ Attitudes & Beliefs:
White (Latin/Mediterranean)
Male
48
U.K./Spain
Working class
Humanism, philosophy, literature, art,
history, films, music, pedagogy and
didactics.
According to this model, Mr Perez belongs to the following group:

10. Demographic profiling
Gender:
Race:
Age:
Geo-demographics:
Class/Incomes:
Interests/Attitudes
Beliefs:
Female
Black
16-45
UK/USA/English
speaking countries
All
Beauty/Fashion
N/A

11. Demographic profiling
Gender:
Race:
Age:
Geo-demographics:
Class/Incomes:
Interests/Attitudes
Beliefs:
Female
White
16-45
UK/USA/English
speaking countries
All
Beauty/Fashion
N/A

12. The demographic profiling model:
 Gender
 Age
 Race
 Geo-demographics (where do they live: U.S.A.,
China, Nigeria, U.K., Spain,...)
 Class/ Income
 Interests/ Attitudes & Beliefs (including
religion/ideals)

13.  Pick three different magazine covers.
 Who is the product aimed at? Think of specific
audiences in terms of demographic profiling–
do not generalise.
 How do you know? Explain it referring to the
image and text of the magazine cover.

14. Gender: Mostly aimed at males.
Age: 12-23 years old.
Race: Most likely white British/American.
Geodemographic profile: Poorer areas (e.g. Hackney,
Peckham, etc.)
Income/Class: Working class/Lower class.
Interests: Films,TV shows.
Gender: Males.
Age: 18-30 years old.
Race: Most likely white British/American.
Geodemographic profile: Rich areas of main
cities.
Income/Class: Middle class.
Interests: Cars.
Gender: Females.
Age: 15-25 years old.
Race: Most likely white British/American.
Geodemographic profile: e.g.West End.
Income/Class: Lower class/Middle class.
Interests: Beauty, makeup, fashion.

15. Gender: Mostly male
Age: Teenage-late 20s
Race: Any
Income/class: Working class
Geo-demographic profiling: English speaking countries
(UK/USA mainly)
Interests: Films,TV shows.
Gender: Male
Age: 30s-50s
Race: White (mostly)
Geo-demographic profiling: English speaking countries
(UK/USA mainly)
Income/class: Middle-Higher class
Interests: Cars.
Gender: Unisex
Age: 30s-50s
Race: Any
Income/class: Middle class
Geo-demographic profiling: English speaking countries
(UK/USA mainly)
Interests: Politics, economics, news.

16.  What is the target audience of a media product?
 What is audience profiling?
 What is the purpose of profiling an audience?
 What is demographic profiling model?
 What are the main six criteria in the demographic
profiling model?

17. Progress Bar:
Circle your effort level for today’s lesson.
1 2 3 4 5
WWW EBI

18. Effort Level: Description:
1 Excellent – all work completed, with great detail, description.
2 Good – most work completed but more detail required.
3 Satisfactory – some work completed.
4 Unsatisfactory – some work incomplete.
5 Poor – most work incomplete.