No more “Average American” to reach

On the October 12 edition of American Public Media’s Marketplace, host Kai Ryssdal spoke with Ogilvy & Mather demographer Peter Francese about the continuing segmentation of our audiences. With web pages forming communities around all kinds of affinities, interests and personal identities, we no longer aim at mass markets, but slice and dice our message to orient toward smaller, more focused audiences. It’s an interesting conversation, and if you missed it, you can listen to it on the Marketplace web page. For additional details, and a link to purchase Francese’s white paper, go to this article on Ad Age.

esd and associates has excellent ideas about reformulating your message to reach the various segments of your audience with clarity and verve. Marketplace is heard in San Antonio at 6:30 p.m. weekdays on Texas Public Radio’s KSTX, 89.1 FM.

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