Audience effect theories

Young and Rubicam’s four consumers

• Young and Rubicam came up with one of the best ways to target audiences in different ways…

• Mainstreamers – They make up 40% of the population, they like security and like belonging in a group

• Aspirers – Want status and esteem, from others like designers labels, live off cash and credit

• Succeeders – People who have already got status and control

• Reformers – Define themselves by their self esteem and self fulfillment

LifeMatrix • The LifeMatrix tool developed by MRI and RoperASW defines ten audience

categories, centered around values, attitudes and beliefs and more fundamental, demographic audience categories.

• Tribe wired – Digital, free spirited, creative young singles• Fun/Atics – Aspirational, fun seeking, active young people • Dynamic Duos – Hard driving, high involvement couples • Priority parents – family values, activities, media strongly dominate • Hole soldiers – Home centric, family orientated, materially ambitious• Renaissance Women – Active, caring, affluent, influential mums • Rugged Traditionalists – Traditional male values, love of outdoors • Struggling singles – High aspirations, low economic status • Settled elders – Devout, older, sedentary lifestyles • Free birds – Vital, active, altruistic seniors

My target audience

• From looking at two theories I have decided that I want to target my audience in which the LifeMatrix theory suggests, I would target the Fun/Atics category and perhaps the free birds.

• The reason for this is because I think these are the type of people who perhaps be interested in a music magazine as these will be the ones who attend gigs and festivals. Fun/Atics category is also aimed primarily at young people which Is who I want to aim my music magazine towards.