Life-Stage Segmentation:
Life-Stage Segmentation: An Effective Tool for Audience Growth Strategies
In a rapidly changing media environment, where choice, convenience and control are now defi ning consumer behavior, newspapers must adopt new strategies and build new products to successfully expand their audience.
Why should newspapers change how audience development is conducted? Past approaches focused on improving existing products or creating new products based on broad demographic segments have not produced much innovation. Few new, profi table products have been introduced into the market, nor have most newspapers been successful in attracting new and under-served customers.
Th e NAA/ASNE Audience Development Initiative, in partnership with Kannon Consulting of Chicago, has been focused on life-stage segmentation as a framework for developing new audience-building strategies. The material presented in this report serves as a follow-up to Using Life-stage segmentation to Drive Strategies, a white paper published by the NAA’s Audience Development Initiative in 2006. For more information on the Initiative, visit www.growingaudience.com.