Focus on your target readership March 20, 2009Posted by Jonathan Hewett in : delicious links , trackback
Focusing on your target reader — here, morning free paper Metro:
"We used the term 'urbanite' to describe our readers – between the ages of 18 and 44, in the ABC1 bracket, white-collar workers," says Steve Auckland, managing director of Associated Newspapers' free newspapers division.
"It's a demographic which has been on the rise in the last 10 years, these young affluent workers who really like to live in the city and enjoy the city. We came up with the term first and it's been used primarily by advertising agencies and clients."
Each year Metro recruits 4,000 readers to a panel and conducts seven major surveys with them, plus mini-polls, to find out in detail about their attitudes, opinions and lifestyles.