Journalism is all about publishing.
Publishing is all about knowing your audience.
Rate card is something all advertisers do to analyse newspapers to know where to put there adverts.
It will include answers to all kinds of vital questions;
How many people buy the newspaper?
Where do they live?
How much money do they earn?
Tesco is the company that is recognised to have the best rate card. it has the best database of who you are, what you buy and what you want. For instance, a person could go to Tesco and ask what do most 32 year old women want to buy in January and Tesco would have the answer. It is no coincidence that slimming items would be on sale just after Christmas when some women may have indulged a little too much in the Christmas pudding.
Although Tesco might have the leading rate card, Facebook have is absolutely gold dust - they know who you are, but they also know who are you trying to be. We often buy above our means - we want to portray ourselves as a little bit better than we are. Facebook can tap in to your aspirations. Google also knows about you - gmail, blogger, search engines - every search you've ever typed in, Google knows. It is important because it means people can sell crap to you, it knows exactly what you want.
Adverts define the audience of the publication - whether is a website, a television or a newspaper. I decided to grab a few newspapers and from the adverts, define who the audience is. Here's the results:
METRO - People looking for low-rate fixed mortgages and are on Tesco mobile. They've got Britain's best value TV box from TalkTalk and like to watch things like 2 Broke Girls and Grimm.
THE DAILY TORYGRAPH - Whoops, I mean Telegraph. These people like to wear their Rolex watches whilst flying to a Lloyds TSB to take out a business loan. They like to go to the theatre and watch musicals after giving about a fiver to charity through Vodafone to make them feel better about themselves after just paying for a skiing holiday in the Alps.
I - People with leather sofas from Harvey's that fancy having a weekend away to Holland for the low price of £22. They quite into technology and would happily spend £269.95 on headphones. A high chance they're into photography and quite possibly have a young child or children. They're looking for low-rate mortgages and a nice Picaso so their kids have room in the back.
DAILY MAIL - The audience is a mix between the people of i and the people of the Telegraph. It appears they're always looking for bargains, whether it's half price furniture or the price cut items from ASDA and Morrisons. They'll more than likely be wearing nice glasses and be wearing a nice suit after they've scrubbed up from painting their house.
None of the above is to be taken to literally, statistically, you're as likely to see a doctor with The Sun as you are to see him with the Telegraph.
Publishing is all about knowing your audience.
Rate card is something all advertisers do to analyse newspapers to know where to put there adverts.
It will include answers to all kinds of vital questions;
How many people buy the newspaper?
Where do they live?
How much money do they earn?
Tesco is the company that is recognised to have the best rate card. it has the best database of who you are, what you buy and what you want. For instance, a person could go to Tesco and ask what do most 32 year old women want to buy in January and Tesco would have the answer. It is no coincidence that slimming items would be on sale just after Christmas when some women may have indulged a little too much in the Christmas pudding.
Although Tesco might have the leading rate card, Facebook have is absolutely gold dust - they know who you are, but they also know who are you trying to be. We often buy above our means - we want to portray ourselves as a little bit better than we are. Facebook can tap in to your aspirations. Google also knows about you - gmail, blogger, search engines - every search you've ever typed in, Google knows. It is important because it means people can sell crap to you, it knows exactly what you want.
Adverts define the audience of the publication - whether is a website, a television or a newspaper. I decided to grab a few newspapers and from the adverts, define who the audience is. Here's the results:
METRO - People looking for low-rate fixed mortgages and are on Tesco mobile. They've got Britain's best value TV box from TalkTalk and like to watch things like 2 Broke Girls and Grimm.
THE DAILY TORYGRAPH - Whoops, I mean Telegraph. These people like to wear their Rolex watches whilst flying to a Lloyds TSB to take out a business loan. They like to go to the theatre and watch musicals after giving about a fiver to charity through Vodafone to make them feel better about themselves after just paying for a skiing holiday in the Alps.
I - People with leather sofas from Harvey's that fancy having a weekend away to Holland for the low price of £22. They quite into technology and would happily spend £269.95 on headphones. A high chance they're into photography and quite possibly have a young child or children. They're looking for low-rate mortgages and a nice Picaso so their kids have room in the back.
DAILY MAIL - The audience is a mix between the people of i and the people of the Telegraph. It appears they're always looking for bargains, whether it's half price furniture or the price cut items from ASDA and Morrisons. They'll more than likely be wearing nice glasses and be wearing a nice suit after they've scrubbed up from painting their house.
None of the above is to be taken to literally, statistically, you're as likely to see a doctor with The Sun as you are to see him with the Telegraph.
All newspapers invest a lot of money to know more about the readers. Sometimes , a media company will have two o three newspapers to reach different audience in the same city or country. Example is London Times, The Sun, and other one who recently closed
ReplyDeleteYeah, like Trinity Mirror own a load of different newspapers. It's the same in all different industires though, one business owner which have different sections to reach different audiences in different ways but all with the same outcome - income.
DeleteKnowing your audience is key to any endevour involving writing. Such a great way to break down the audience, using the adverts, and I love the descriptions you did breaking them down. Quite humorous.
ReplyDeleteThanks, I quite enjoyed writing it! It's good when you can lighten journalism up a bit as it's quite a heavy subject.
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