How is it that, in a time where total marketing and economies of scale are all the rage, you can still find Good Housekeeping, Women's Day and Family Circle magazines targeting… mothers? Aren't all mothers the same? Why not just one magazine targeting them all?
Because publishers, like marketers, know that in segmentation exists a kind of magic. We can talk to consumers generally, but with messages that can make individuals feel as if the material were crafted just for them. "OMG," they'll say, "that's so me!"
Total-market approaches are less effective in some segments than others, and "mothers" is one of those segments. READ MORE
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