Ethnic/Income Segmentation:
Ethnic Income Segmentation Report
The sweeping changes in the composition and growth of particular communities within our markets, driven in part by ethnicity, income level, education and household size, pose challenges to newspaper companies. Of course, as part of our editorial mandate, we would like to be able to serve everyone in the community. Unfortunately, we lack the infinite resources necessary to do that. This means we must be able to identify particular segments of the market to receive more attention and targeted products and services. Identifying key market segments, understanding their needs, and being first in proactively meeting those needs can lead to successful strategies in circulation, advertising, marketing, and product development.