True Earth Case Essay Sample
1. Wheeler’s primary picks were between aiming the general audience of all work forces and adult females over the age of 34. and specifically aiming the high value 18-34 twelvemonth old adult females. The top of taking a Renaissance man attack is that it would be safe. There was already grounds that the 1. 0 neilson evaluation was coming from an audience of adult females 34 and up. However. there are many downsides to this scheme. The primary downside is that work forces merely made up 39 % of the viewership. yet by aiming selling at work forces every bit with adult females. financess are being wasted. This premise is based on the theory that the 39 % male viewership would stay integral if selling was shifted distinctively off from them. The other scheme is to switch the channel’s focal point onto adult females in the 18-34 demographic at the hazard of giving the current audience. This would be good. because the value of advertisement clip on the Fashion channel would increase as the audience would go a more valuable consumer demographic. This positive mentality must be tempered with the consideration that it is a hazard. and there is no warrant that the hazard of losing the current audience will be offset by the addition in grosss generated through a higher per capita audience value.
My sentiment is that it is worth the hazard of advertisement to the premium demographic. because the channel is a niche merchandise. and the premium demographic of 18-34 adult females is already interested in the capable affair the Fashion Channel is showing. The channel already has more of this demographic than CNN. and if targeted. the channel could probably poach some of the viewing audiences from life-time. as the manner channel is a niche locale for the capable affair. and life-time is a general channel that merely happens to hold a niche manner show. The benefit of stableness posed by a generalist attack is offset by the diminishing advertisement gross under the current theoretical account. 2. I would urge that Wheeler non merely aim adult females between the ages of 18-34. but besides concentrate on the families with over $ 100k in one-year income. The manner channel already attracts this audience merely through the built-in nature of the capable affair. The 18 % portion of the audience with household income over $ 100k is 2 % higher than the national norm. and merely 1 % lower than Lifetime.
This is a high value demographic. and a little addition in viewership would increase the channel’s advertisement gross significantly. Specifically. the demographic referred to as “fashonista” appears to be the ideal mark audience for the channel. This recommendation besides takes into history that manner is a luxury afforded chiefly to consumers with expendable income. It would merely take a little displacement in programing to set from a general manner channel to a high terminal manner channel. and pull an audience advertizers would pay a premium for. Alternatively. a displacement toward an increased focal point on work forces would hold an opposite consequence. it would drive away the high value 100k+ adult females 18-34 demographic. by switching programing off from luxury women’s manner to men’s scheduling. The luxury women’s manner industry is really dependent on the niche thought in line with the current manner channel scheduling. However. shows that attract male viewing audiences would take away from the niche informed insider facade that is of import to the premium 18-34 demographic.
