READYMADE-FOCUS AND SEGMENTATION

ReadyMade markets itself as a magazine catering to GenNest, the group of consumers ages 25 to 35 who are just settling down after college. The young couples that make up this group are buying their first houses and taking on domestic and decorating roles for the first time. They are interested in being stylish, while at the same time maintaining their own unique personalities.

But ReadyMade appeals to a wider variety of readers than just GenNest. The magazine has subscribers in all age groups, from teens looking to spruce up their rooms to retirees looking for projects to enliven their homes. This diversity offers a unique challenge to ReadyMade as it tries to promote itself to advertisers who need to know what sort of people will be reached through advertisements appearing in the publication.

Questions

1. How does ReadyMade communicate the demographics of its reader base to advertisers who want to see specific statistics that do not easily represent ReadyMade's target market?

2. What sort of segmentation does ReadyMade use when it markets to businesses and investors?

3. What ideas do you have that would help ReadyMade reach out to new subscribers without alienating its loyal base?