Demographics classifications Social class definitions and geodemographics are mainly used by marketing professionals, statistical researchers and

social and lifestyle commentators, but the study and theory of demographics, and the systems within it, are very helpful for anyone who has an interest in people and behaviour, social science, lifestyle, relationships, management and business generally. Terms like 'ABC ' ! as a definition of consumer types ! are often used to describe a profile of users or target customers. "emographical and social grade definitions enable the classification and measurement of people of different social grade and income and earnings levels, for market research, targeting, social commentary, lifestyle statistics, and statistical research and analysis. What does ABC1 mean? "emographic classifications in the #$ refer to the social grade definitions, which are used to describe, measure and classify people of different social grade and income and earnings levels, for market research, social commentary, lifestyle statistics, and statistical research and analysis. The %ational &eadership Survey '%&S( is a non!profit but commercial British survey concerned with monitoring, analy)ing and providing estimates on the number and nature of people who read Britain*s newspapers and consumer maga)ines. +t is funded by the #$ +nstitute of ,ractitioners in Advertising '+,A(, %ewspaper ,ublishers Association '%,A(, and ,eriodical ,ublishers Association ',,A(. The social grade definitions by the %&S are widely used as a generic reference series for classifying and describing social classes, especially for consumer targeting and consumer market research by the advertising #$ media and publishing sectors. National Readership Survey (NRS demographic categories Social -rade A Social Status upper middle class .ccupation higher managerial, administrative or professional intermediate managerial, administrative or professional supervisory or clerical, /unior managerial, administrative or professional skilled manual workers semi and unskilled

middle class

lower middle class

C0 "

skilled working class working class

manual workers 1 those at lowest level of subsistence state pensioners or widows 'no other earner(, casual or lowest grade workers

ABC1 categories and their spending patterns in the current economic recession Statistics reveal that the past few years have seen a steady increase in the number of adults who fall in the A, B and C socio!economic group. This can be attributed to various factors such as the changes in the economic conditions, rise in educational opportunities and changing employment patterns across the globe. All these factors have resulted in a shift of focus from the traditional 2blue collar* /obs to those in the 2knowledge professions.* The rise in the ABC social grade, and the subse3uent increase in spending power, has had a strong impact across industries and markets in the #$. AC!RN is a geodemographic 'combining geographical and demographics analysis( classification of British social classes and is used by marketing professionals, entrepreneurs and researchers, to measure and target consumers and characteristics. The AC.&% acronym meaning is 'A Classification .f &esidential %eighbourhoods'. AC.&% is a population profiling 'segmentation tool' which categorises the #$'s population into demographic types. Acorn segments households, postcodes and neighbourhoods into 4 categories, 5 groups and 40 types. This compares with and supersedes the previous Acorn 06 6 system, which comprised 7 categories, 8 groups and 74 types. As #$ society has changed in recent years, so has the AC.&% profile, in its classifications structure, and in its percentage figures across the different classifications. 9ere is a concise overview of Acorn's 06 : #$ population profile of demographics percentages Acorn "roup Description . Affluent Achievers .A ! ;avish ;ifestyles .B ! 1>ecutive ?ealth .C ! @ature @oney 0. &ising ,rosperity 0." ! City Sophisticates 0.1 ! Career Climbers 0,60=,80 :,78<,8 4 :.0 7.4 506,<=8 8,855,<80 7,44:,<:< .: 0. 5.5 #opulatio n $

:. Comfortable Communities :.A ! Countryside Communities :.- ! Successful Suburbs :.9 ! Steady %eighbourhoods :.+ ! Comfortable Seniors :.B ! Starting .ut =. Ainancially Stretched =.$ ! Student ;ife =.; ! @odest @eans =.@ ! Striving Aamilies =.% ! ,oorer ,ensioners 7. #rban Adversity 7.. ! Coung 9ardship 7., ! Struggling 1states 7.D ! "ifficult Circumstances 4. %ot ,rivate 9ouseholds 4.& ! %ot ,rivate 9ouseholds %otal 776,=54 6.< :,000,548 =,8:6,844 0,<40,:87 7.6 8.= =.4 ,776, 0 0.= 8.< 5.8 =.< =, 46,4 7 :,5==,660 7,:84,<75 ,4=7,445 0,74<,5 : 4.7 4.6 5.= 0.4 =.6

7,685,80< 7,74=,46 :, 05,7 0

&'()&*(+, 1-,

The &hythmi> target audience would be in the C"1 category. .n the AC.&% scale the target audience will be in groups A!;. ?ith knowledge of the social class structure the maga)ine &hythmi> must remember to 3uestion ?ho are the target customersE ?ho will buy the maga)ineE &emembering that people purchase products or maga)ines etc for three basic reasonsF

To satisfy basic needs. To solve problems. To make themselves feel good.

To be successful &hythmi> will understand that only a limited number of people will buy the product so it is really important to determine as closely as possible

e>actly who those people are, and 'targeting' the maga)ines marketing efforts and finances toward them. The most important thing is that &hythmi> needs to be refined so that it does not try to be 'all things to all people' and that it establishes itself as a specialist indie music maga)ineG Arom research on the readership demographics and profile articles will need to be adapted to meet the needs, interests, and background of the readers in the target audience. The writers and editors will need to provide the kind and amount of information in a way that is engaging and accessible. 1ditors need to be aware of reader*s own background knowledge as this will influence the level of information or details to be given. The editors need to be aware of the needs and interests of the readership and be mindful that these will be ever changing. +ndie readers want informative information in an easily readable format. They want to be able to 3uickly gra)e the maga)ine and then return to articles of interest later. They are interested in the unconventional. They seek a bargain. They want to be different. They like to be environmentally friendly and recycle etc. Articles and features need to consider age groups, type of housingH area of residence, gender, political preferences etc. +ndie fans will not be e>actly the same in their needs some may be more interested in downloads others may be more interested in gigs and festivals. Ticket sales and adverts needs to be financially achievable by the target audience. Articles must find the right level to achieve readability and appeal. This may result in the minority been e>cluded. Articles need to feature a range of indie music i.e. rock, pop, hip!hop, folk, electronic and dance. Additional information can be inserted into articles via 3uotes, images etc. The layout should be uncluttered and none fussy to avoid frustrating readers. +n interviews e>amples are helpful to ensure understanding of characters and artistes. -enerally however indie readers do not purchase maga)ines for gossip and relationship information so this should be kept to a minimum. The images and use of strong introductions will allow the readers to read with more confidence and understanding regarding content and purpose of the article. Duotes are useful for mini!introductions to subtopics to be covered in that section. The writer needs to engage with the reader and therefore consideration needs to be given on how articles are written. Aor e>ample, using IyouI phrases making the writing understandable, accessible and personalised therefore making the maga)ine more rela>ed and informal. The target audience are non!specialist and they will benefit from more graphics. The graphics are to engage and can be classed as IdecorativeI graphics as they can serve no strict informative or persuasive purpose. The target audience benefit from shorter paragraphs. &eaders can be intimidated by long wordy paragraphs. .ther writing techni3ues would be making the lines shorter 'bringing in the margins(, using larger type si)es, and other such tactics. Certain type styles are believed to be friendlier and more readable than others! see earlier research. ReferenceF httpFHHwww.abc demographic.co.uk Accessed :H H = httpFHHwww.businessballs.comHdemographicsclassifications.htm Accessed :H H = httpFHHwww.prismnet.comHJhce>resHte>tbookHaud.html Accessed :H H =