High Demographic And Geographic Selectivity

Last Updated on Wed, 08 Nov 2023 | Marketing Communications

women.

In addition to providing selectivity based on interests, magazines can provide advertisers with high demographic and geographic selectivity. Demographic selectivity, or the ability to reach specific demographic groups, is available in two ways. First, most magazines are, as a result of editorial content, aimed at fairly well defined demographic segments. Ladies' Home Journal, Ms., Self, and Cosmopolitan are read predominantly by women; Esquire, Playboy, and Sports Illustrated are read mostly by men. Older consumers can be reached through publications like Modern Maturity. IMC Perspective 12-1 discusses how publishers have been introducing new magazines targeted at teens in an effort to reach this elusive, but important, market segment.

A second way magazines offer demographic selectivity is through special editions. Even magazines that appeal to broader audiences, such as Reader's Digest, Time, or Newsweek, can provide a high degree of demographic selectivity through their special demographic editions. Most of the top consumer magazines publish different editions targeted at different demographic markets.

Geographic selectivity lets an advertiser focus ads in certain cities or regions. One way to achieve geographic selectivity is by using a magazine that is targeted toward a particular area. Magazines devoted to regional interests include Yankee (New England), Southern Living (South), Sunset (West), and Texas Monthly (guess where?), among many others. One of the more successful media developments of recent years has been the growth of city magazines in most major American cities. Los Angeles Magazine, Philadelphia, and Boston, to name a few, provide residents of these areas with articles concerning lifestyle, events, and the like, in these cities and their surrounding metropolitan areas (Exhibit 12-5). City and regional magazines make it possible for advertisers to focus on specific local markets that may be of interest to them. These publications also have a readership profile that appeals to marketers of upscale brands: high income, college educated, loyal, and influential in their communities.

Another way to achieve geographic selectivity in magazines is through purchasing ad space in specific geographic editions of national or regional magazines. A number of publications divide their circulation into groupings based on regions or major metropolitan areas and offer advertisers the option of concentrating their ads in these editions. For example, Newsweek breaks the United States into 11 geographic areas and

Exhibit 12-5 City magazines offer advertisers high geographic selectivity

Continue reading here: Magazines Seek the Most Elusive Readers of All Young Males

Was this article helpful?

+1 -1

Recommended Books

Related Posts

Readers' Questions

  • aila
    What are the differences between regional and demographic editions?
    3 months ago
    • Regional and demographic editions differ in terms of their target audience and content focus. Here are some key differences:
    1. Target Audience: Regional editions primarily target people living in specific geographic regions, such as a particular city, state, or country. Demographic editions, on the other hand, target individuals who share specific characteristics or traits, such as age, gender, occupation, income level, or interests.
    2. Geographic Scope: Regional editions are designed to cover news, features, events, and information relevant to a specific region. They provide localized content that caters to the interests and needs of the residents in that area. Demographic editions, however, may have a wider geographic scope as they focus on a specific group of people who are spread across different regions.
    3. Content Relevance: Regional editions cover topics and issues that are pertinent to the local community, such as local politics, economy, culture, events, and sports. They often include stories about local businesses, schools, and organizations to keep residents informed about happenings in their area. Demographic editions, on the other hand, focus on content and stories that are relevant to the specific group of people they target, which could include articles on lifestyle, health, fashion, career, or hobbies.
    4. Advertisements: Regional editions frequently contain advertisements from local businesses and services, as they are more likely to appeal to people living in the corresponding region. These ads are tailored to the specific audience and can help local businesses reach their target market. Demographic editions may feature advertisements that align with the interests and needs of the specific demographic group they target, which could include ads for products or services related to their shared characteristics or interests.
    5. Circulation and Distribution: Regional editions are typically distributed within the specified region and may have a higher circulation among local residents. They may be available in physical formats like newspapers or magazines, as well as in digital formats. Demographic editions may have a wider distribution that extends beyond a specific region, targeting their demographic group through various channels like print publications, online platforms, social media, or specialized magazines for a specific interest or lifestyle.
      6. While regional and demographic editions differ in their target audience and content focus, they both serve the purpose of providing tailored information and connecting with specific groups of readers.
    • nancy
      What form of advertising has high geographic and demographic selectivity?
      8 months ago
      • Digital marketing, such as through social media and search engine optimization, provides high geographic and demographic selectivity. Digital marketing platforms, such as Google Ads or Facebook Ads, allow marketers to target their messaging specifically to the types of customers they are looking for, such as by location, age, gender, and more. Using this marketing technique, businesses are able to pinpoint their target market and ensure that their messages are being seen by the right customers.
      • NANCY
        What is meant by magazines have high geographic and demographic selectivity?
        10 months ago
        • Magazines have high geographic and demographic selectivity means that the content of a magazine is tailored to the specific interests of a particular geographic area or demographic. This could involve tailoring content to a specific age group, gender, income level, or region. For example, a magazine for people living in the United States may contain articles about local politics and culture, while a magazine for people living in the United Kingdom may have articles about national politics and culture.
        • Vitale
          What is demographic selectivity?
          1 year ago
          • Demographic selectivity is the process of selecting specific individuals from a population using their age, gender, race, or other characteristics. It is often used in marketing research when targeting a specific segment of the population for a product or service.
          • awet
            What is geographical selectivity in marketing?
            1 year ago
            • Geographical selectivity in marketing is the practice of targeting sales and marketing efforts according to the geographic location of potential customers. This means that marketing decisions are made based on the area in which a product or service may be most successful. This strategy allows marketers to focus their efforts on regions and cities that have the highest potential for sales and growth. It also enables companies to tailor their marketing message to the specific needs and preferences of their audience.