MEDIAST 10 Lecture Notes - Lecture 15: Tennis Channel, The Real Housewives, Psychographic
Document Summary
But: certain audience more desirable to certain advertisers. Content is crafted to appeal to those audiences. Audience segmentation = media products targeted to reach different groups of people. Targeted segments = desire segment products want to reach. Valued because they spend money and time in similar ways. Geographic (not that useful in age of nat"i brands) Demographic (social categories like gender, age, education) Goal: create interest in primary media communities . Produce content for a niche, then sell access to that niche to advertiser. Logic = foster divisions useful to marketers. Desire for big and means appeal to lowest common denominator. People can share universal and nat"l culture. No exposure to content / people outside niche. Marketers exacerbate / pro t from social differences. But: corps own b-cast and narrowcast outlets. Decentralization distribution = corps want audiences + small audiences. So: niche and broadcasting complement each other. Pro: more diversity of targeted audience and content.
