News and Online Media Audience

Market Segments

Audiences can be divided up by statistical data such as age, gender (socio-economic) or by beahviour (uses and gratification) and experiences such attitudes to social issues.  Segmenting audiences in such a way ins such a way helps newspapers understand audiences better.

Audiences can be segmented:

•Demographically

•psychrometrically

Demographics:

This groups a population into specific categories such as

Age

Gender

Social class

Ethnicity

Religion income level

Geographical location and so on…

Demographic profiling focusses mostly on age, gender, income and occupation

Men are more likely to read newspapers than women, but by a small margin- 51% are males 49% women.

Those aged 55+ are more likely to read a newspaper

57% of millenials are also likely to read a newspaper. That two in five people every week.

Psychrometrics

Psychrometrics is another way of categorizing audiences.  One way is to use VAL’s  typology which consists of

•Values

•Attitudes

•Lifestyle or behavior

Young And Rubican in the news:

The Struggler- Presley Kids in Care

Explorer and the aspirer or the struggler who cant get their own tickets - Tickets to chessington

Mainstreamer

Succeeder- The Queen

Resigned- The saving on the NHS

The Aspirer- Beauty tips

  Audience types

•Target Audience:  a specific group of people targeted by the newspaper made of different demographics and psychometrics

•Mass Audience: a very large audience including a large a wide range of people made of different demographics and psychometrics.  Print traditionally attracts a mass audience

•Niche audience: a small select group who have a unique interest.

The content and appeal of paper.

Newspapers must appeal to audiences and advertisers to stay profitable.  They do his through the content they offer to their audiences.

News Stories selected .

The stories featured in a paper reflect the viewpoint of the owner and editor of the  paper, they must also reinforce the values and interest of the target audience.

Harcup’s news values (2001) address the importance and appeal of sensationalism and attracting audiences

How do Newspapers target and reach their audiences?

1. Price.

Set to appeal to the audiences socio demographic profile

A redtop tabloid costs between 40 p and75p, a broadsheet newspaper ranges from £1.60 - £2.70

2.Cross platform advertising

Newspapers will market their print news version across a range of converged media

3.Promotional offers

Offers such as free give away’s, posters, discounts on holidays shopping vouchers appeal to and reach the target audience

4.Subscriptions

Audiences are invited to show their loyalty to the paper by committing to monthly and annual subscriptions.

5.Sponsorship

Newspaper will sponsor event that reflect the values of the paper

6.Partnership marketing

Synergy deals with other companies that help to proomte both products to similar audiences with the aim of widening the market share both products can access.

Eg. the Sun has a patnership marketing deal with GoCompare.

How Audiences use and interpret media

Audience and the Daily Mail

59% per cent are women

the average age is 59

62% fall into the ABC1 socio-economic groups (with the largest group falling into C1)

The majority of readers live in the south east

They have average savings of £39,000

They spend 52 minutes reading the paper

Audience and the Guardian

44.2% aged 55+

50% male and female

approxiamtely 75% ABC social demographic

Good News- Kate Middleton helps nursery
Bad News- Manchester United Chief house fire
Surprise-  Chris Huges Fight
Entertainment- Fight, adwards show, Phil and Holly drunk
follow up- Coronavirus news
Relevance- Social Media Platforms
Celebrity- Phil, Holly, Kate, Chris, Jesy, David
Magnitude- Mention of Kate Middleton

Blumler and Katz Uses and gratification-
Information and education- the news of the virus
social interaction- social media pages