MIGRAIN: Audience classification

 

1) How is audience defined in the Factsheet?

The audience is the general term for all the individual people

who consume a media product.

2) What does the infographic for Gen Z in the age of Covid-19 suggest about the media Gen Z consumes? 

Gen z consume  mostly online videos(51%). They rarely consume physical press (9%)

3) How do media companies target and measure their audience in the digital age?

Many media companies rely on the services of another organisation to tell them who consumes their

products, and the companies that collect this data may be the host service in the case of a web or digital text, sales analytics, or a specialist company who collect data about who is purchasing print media or watching specific television programmes.

4) What did the NRS used to do and what does PAMCO do now? 

The National Readership Survey was operational from 1956 to 2018 and was used to collect demographic information about the audiences of newspapers. In 2018, the NRS was absorbed into PAMCO, which collates information on traditional newspapers and magazines in print form but also their digital presence, producing some complex data about who consumes them.

5) How are demographics and psychographics defined in the factsheet?

Demographics at its simplest involves collecting relatively impersonal data about individuals and what they are consuming. This can then be used to predict wider trends in consumption.

Psychographics, sometimes called lifestyle profiling, is sometimes considered to be a more subtle way of categorising media audiences.

6) Now read the rest of the factsheet - we'll be studying these theories over the next few lessons. Choose one audience theory you think is interesting and explain why. 

I think Rubicams theory is very interesting as it defines qualities of consumers which may be

separate from raw demographics and more subtle. These are referred to as consumer categories and are based more on people’s approach to life and the way they think as consumers.

2) Psychographics presentation and reflection

1) Post the details from your psychographics presentation (details in the blogpost above) to your blog with all details of the couple you created and their media consumption (it needs to be on your blog individually but can be a duplicate of your partner's post).

Who you are working with: Olivia

The psychographic group you are researching: Succeeder

Introduce your example couple that represents your group: 
1) Make up their names: Elspeth and Edward

2) Where do they work/study? Edward is a CEO of a bank. Elspeth owns a small business selling overpriced handmade jewellery.

3) What do they do in their spare time? Visit the opera and go for brunch.

Print: What newspapers/magazines does your group read (if any)? Is this on paper or tablet? 

They read the times. Edward has a Financial Times subscription and Elspeth has a vogue subscription. Elspeth has a kindle and she reads romance novels.

Broadcast: What TV programmes/channels do your group watch? Radio stations? TV package – Freeview or Sky? Films?

They subscribe to apple tv and pay extra to buy films on amazon prime. They have sky and all the sky channels including sky cinema and sky sports.

Online: What technology do they own? What websites do they visit (if any)? What social media do they use?

Richard and Elspeth own PCs, Iphones, Ipads and laptops and a smart watch. They play wordle. They play sudoku. They visit dailymail.com.

2) Reflect on what you have learned about psychographics. Which psychographic groups do you feel best fit YOUR lifestyle and personality? Explain how and why you made your decision and provide evidence justifying this.

I think i'm a mainstreamer as i consume the media that most people my age do. To an extent i consider my self an aspirer as i do sometimes buy things for the way that they look. Ive learnt that there are different categories to classify people as and media industries use this to find a target audience and demographic to sell their products to.