As a media company it’s one thing to know who your target audience is. But it’s another entirely to understand what mood she’s likely to be in at a certain time of the day, how that will impact which platform she consumes your content and her sentiment towards advertiser messaging around it.
Comprehensive and consistent research from Bauer Media has yielded such rich insights about the audiences of its household name women’s brands.
Marina Go, the general manager of Hearst Brands Australia - the Bauer JV that has three of those brands in its stable: ELLE, Harper’s BAZAAR and Cosmo - says understanding how audiences feel think and behave is key to serving them the best content.
“The customer approach enables you to know exactly who your customer is. We now look at where audiences utilise content, what environment, how they access and through what device.”
Click below to view Go and her fellow Bauer publishers and editors shed light on how they go about developing such an intrinsic understanding of what makes their audiences tick. Pick up the 18 September issue of AdNews in print to read more. You can subscribe here or get it now on iPad.
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