September 18 , 2007
How to Hyper-target the affluent.
More often than the rest of the world, the affluent become connoisseurs of the products they use. They are not amateurs at their sports and hobbies. They are or seek to become pros.
So a great way to reach them is through highly customized media.
Particularly in the leisure sector, dozens of magazines and TV channels are popping up that target affluent consumers who enjoy very specific hobbies and leisure activities. The Tennis Channel has created a buzz about its new Ski Channel, expected to launch in early 2008. The target audience? Not just the affluent traveler, but families seeking mountain vacations. Dish Network recently added The Water Channel, which features shows about yacht racing, scuba diving and extreme sailing among others.
Because these channels are highly targeted, they end up reaching an audience with a higher HHI and more willingness to spend in that specific industry. Girlfriend Getaways Magazine, which targets women who leave their significant others at home when they travel, has a female readership with an average HHI $30,000 above the national average.
Is there a customized media opportunity that fits well with your company? It might be worth checking out.