MAAT 301 Database Publishing: Audience Research

Last Updated: Jun 5, 2019 4:57 PM


  • Demographic Segmentation: Information on the personal characteristics of your target audience such as age, income, education, gender, occupation, or religion
  • Geographic Segmentation: Information on the physical location of your target consumer such as weather patterns or cultural norms
  • Psychographic Segmentation: Information on the lifestyle traits of your target consumer such as activities, personality, or interests
  • Behavioral Segmentation: Information on the shopping and buying behavior of your target audience

Unique Populations & Resources

Not every type of audience demographic is tracked by premium market research tools. Robust data tends to revolve around cohorts of demographics  who spend massive amounts of dollars on products. For other types of demographics try locating associations, agencies or government statistics that may try to estimate counts. Statistical Abstract of the United States is a great starting source for government data as are government agencies at the federal and state levels. Free access is available through the library using the link below.

For data about specific college or university populations visit the school websites. Public schools share more data about number of students attending than private schools and most schools will not release specific characteristics fo the student body. For example RIT makes some available here and here Note that the second source has some data restricted.

What Are Media Kits?

All magazines and newspapers want to attract advertisers. Many periodicals create Media Kits to help potential advertisers understand who the readership is. These kits can be a great source of demographic information for the readership. But not all Media Kits are equal. Some are easy to access while others have to be requested. Some media kits are full of data and others just have basic demographic data. Here's and example from Travel & Leisure. Example of a newspaper, the Seattle Times, media kit.
To find a Media Kit go to the publication site and look for a link, usually on the bottom of the page, called Advertise or Advertising. You may have to hunt for it or use a Google site search as shown below. Not all magazines have Media Kits.
Use this construction for a Google Site Search:
Google Search Screenshot / Jennifer Freer / CC BY-SA

Demographic and Geographic

Psychographic and Behavioral

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