Audience Profiling and Reader Profiles

Social Grade A

Social Status

Profession

Upper Middle Class

Higher managerial or professional.

Doctors and lawyers.

B

Middle Class

Intermediate managerial. Managers and teachers

C1

Lower Middle Class

Non­manual workers. Office workers

C2

Skilled Working Class

Skilled manual workers. Plumbers and electricians

D

Working Class

Semi­skilled and unskilled manual workers. Shop assistants, farm and building site labourers

E

Unemployed/receiving benefits

Casual workers. Pensioners and others who depend on the state for their income.

ABC1 women aged 16­35 who are obsessed with celebrity gossip.

Typical heat readers are in their mid twenties – social butterflies with a career that’s on the up.

They are incredibly entertainment literate: avid cinema­goers, DVD­renters, internet­users, music­lovers, TV­addicts.

They are smart and prolific shoppers especially when it comes to beauty & fashion products.

In fact, shopping is one of their key precious leisure activities and high street fashion, in particular, is supremely important to them.

Individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty.

The ZOO consumer is a young (16­24), single male, who sees himself as a bit of a Player.

His life is dedicated to being the ultimate lad. He lives for the next party and the next girl. He certainly isn’t worried about the future and debts can definitely wait until later. He is a young man relatively unencumbered by thoughts of credit crunches or falling house prices.