Case: Matching Geodemographic segments and

magazines audiences

Answer 1:
The objective of this case is to provide students with an understanding of how

magazines’ audience profiles can be used in segmenting markets. The

magazines’ data listed in Table 3.1 was generated from the MRI depository and

the students should be able to match this data with the PRIZM NE segments that

they chose quite easily.

Answer 2:
The MRI online depository includes key statistics of the audiences of American

magazines and newspapers and the PRIZM profiles often list publications that

members of particular clusters read. When answering this question, students

will be gaining a better understanding of how magazines can be used in

targeting consumers.