media
Individual segments of the audience are becoming more narrowly defined, which means that the media targets a smaller audience. Some media are no longer able to compete on a mass scale. So they are targeted to a smaller audience to gain viewers and marketing. For instance, before the advent of television, radio and magazines were national media. The emergence of cable television has made a vast number of television programs, as well as can, focuses on preference and the location of the viewers. However, to survive, radio and magazines were forces to find new functions. These media targets to a smaller audience with essential characteristics and, therefore, more attractive to specific advertisers.
For example, Gempak Starz, a magazine dedicated to showcasing local comic artists from Malaysia to wider audiences that have interests in comics. As they are unable to compete on a mass scale, they target readers interested in manga and even provide translated Japanese comics to gain more readers. This phenomenon is known as narrowcasting, niche marketing, or targeting.
One of the advantages of audience fragmentation is business or brand can increase their profits. As the company already know their audience, they can advertise media that will attract their customers which also improve brand awareness and loyalty. For instance, by fragmenting the audience, there will be many toy commercials on children’s television programs such as Disney, Cartoon Networks, and Astro Ceria to attract children to buy the toys. These television programs can gain interest by allowing toy commercials to advertise on it.
Besides, audience fragmentation enhances audience reach. The media can have more meaningful connections with the target audiences. The messaging can be targeted to specific audiences and provide relevant content that will begin foster a sense of loyalty toward the viewers. As the media can build trust with their targeted audience members, the number of consumers with the same interests will increase.
By fragmenting the audience, a business can develop a product or service that provides consumers with what they seek. For example, Spotify, a music application, targets audiences who love to listen to music. The app offers various plans to subscribe to Spotify as it has a student plan, family plan, and individual plan at affordable prices. We can see that there is a development in the product as Spotify provides different programs to meet its audiences’ desires and informs them about their product development.