Sami Udell Magazine Overview: Wired Wired is a magazine that uncovers technology that is transforming the world. This magazine provides readers with information regarding technological advancements as they relate to business, entertainment, culture, etc. The publication is a trendsetter for young, sophisticated intellectuals who crave connection with the innovations that will shape our future. It truly allows readers to be “wired” into innovation about technology, business, entertainment, and science. Wired magazine was founded in 1993 and its original introduction was at a Macworld conference held on January 2, 1993. This magazine was successful from the get go earning two National Magazine Awards during its primary years. Since 2001, Chris Anderson has maintained a successful position as Editor-in-Chief. Just a few years later, Chris Anderson was listed in the Time100. Under Anderson’s lead, the magazine has been nominated for many awards and has won eight National Magazine Awards. It is famous for its Design, earning honors in this area the past few years. Wired earned quite a momentous title in 2010 when Adweek named this publication “Magazine of the Decade”. Howard Mittman was the Vice President and Publisher of Wired, until very recently when Scott Dadich, former creative director, took his position. Prior to being promoted in February of 2009, Mittman was Wired’s Associate Publisher. Mittman’s lead brought great success to the publication. Mitmann headed the integration of Wired.com and created the magazine’s first tablet application, which proved to be quite a well renowned app. Mitmann also branded properties beyond the paper edition such as the Wired Business Conference and the launch of the Wired Café at Comic-Con. Wired launched an extension known as Hotwired soon after the introduction of the magazine. Wired Ventures owned this commercial online magazine. Conde Nast acquired Wired in June of 1999. This acquisition allowed Wired.com and Wired magazine to be owner together after being separated for eight years. The publication sold for $25 million. The assets of Wired News included the website, news content and domain, yet Lycos, a search engine, maintained rights to Wired Digital properties including Hotbot, Hotwired, and Webmonkey. This award-winning magazine editorials endeavor new platforms, such as the new tablet editions presented for the iPad. The overlying goal of Wired is to balance editorial control with innovation and the groundbreaking discoveries that these technologies provide.
Sami Udell Brief Description of Wired Reader The typical Wired reader is a young male between the ages of 18 and 49. He earns over $50,000 and works a white collared job, most likely in a high tech or computer field. The Wired reader is naturally an intellectual and enjoys all things technology, business, and science related. Urban and suburban areas on the coast are common places for the reader to live as these locations support their successful, exciting lifestyle. The Wired reader is absolutely obsessed with all things technology and can be found on the Internet at all hours of the day, whether searching for news, information, or a source of entertainment. The reader enjoys a cultural lifestyle and can be considered sophisticated beyond his years. He particularly enjoys learning and engaging in intellectually stimulating activities. The Wired reader is smart, he knows it, and can usually be found in a leadership position. His inner geek has led him to a Wall Street King lifestyle.
Sami Udell Autobiographical Statement: Wired My name is Billy Cribbs. I grew up in San Francisco and left home to attend Massachusetts Institute of Technology. From there, I moved back to San Fransisco to work for Uber, which is a unique car service that has expanded across the country. Cars are pretty cool. I developed the software for the Uber iPhone app, which allows our customers to request a ride from a professional driver who will show up in a sleek, black vehicle within minutes. I had never developed an app before but the challenge was exhilarating. While creating the app, I was working fulltime even on the weekends, but it was worth every minute. Now that the app is developed I have time to surf the web, play World of Warcraft with my roommate, and perhaps I will even travel to Morocco for an upcoming art fair. That’s not to say that I don’t still work fulltime at Uber. I am looking forward to my upcoming promotion. I’ve been trying not to brag, but I just got the Wandant, which is a fitness tracker for my dog, Oscar. You’re probably wondering how I got this because it is only available in Japan, but I did lots and lots of research. I read the reviews online before I bought it and I’m excited to try it out right after I cook dinner. I’ll let you know how it goes. Bye for now.
Sami Udell
User group: Wired
Demographics and Psychographics
Media Relationships
Key Point: They are smart, young leaders and live in areas that best suit their successful, upbeat lifestyle.
Key Point: Wired readers use media to learn and stay updated with news and other intellectual matters that they find interesting. Their media usage is very much consistent with their hobbies and attitudes.
Three supporting points from worksheets I and II: -They are primarily young men. - Wired readers have graduated college and many have gone even further with their education. -They are full time employees working in a white-collar profession, which allows them to have incomes greater than $50,000. -Urban and suburban areas on the coast are a common place for them to live. -They enjoy taking the lead -Maintaining a life full of excitement is a primary desire. -They live to work.
Three supporting points from worksheets I and II
Activities Key Point: They enjoy cultural and intellectual activities.
Brand Relationship (how does the brand fit into target life? Key Point: Wired reports on emerging technology and affects it has on culture, business, and science/nature.
Three supporting points from worksheets I and II
Three supporting points from worksheets I and II -They are “wired” into technology. -They are focused on culture, economy, the outdoors, and politics. -Technology shapes business, and they are successful business leaders. -They are in constant need of fueling their brain.
-They spend time learning, reading, and sharing their knowledge. -They are gamers. -They enjoy the outdoors. -They live a cultural lifestyle. -Their lives revolve around technology.
-Much of their media usage is consistent with their “Wall Street King” lifestyle. -They read intellectual magazines especially ones that are focused on science. -The media is their primary source of news -The Internet is the center of their universe and without it they would be lost.
Worksheet one: Basic demographics Use the MRI information to fill out the following Demographic Characteristic Adults with emphasis on Men Men
US Population %
Users of _____ % (vertical)
Index versus US pop
48.38
80.06
165
27.29
43.97
161
30.70 58.18
50.26 79.33
164 136
47.83 22.66
63.39 47.97
133 212
21.27 38.33 45.11
37.55 59.80 53.18
177 156 118
20.09 22.91
29.20 33.70
145 147
31.14 71.68
68.43 81.35
220 114
31.66
49.35
156
76.12 4.29
76.87 10.25
101 239
Educated College + Younger 18-34 18-49 Working Employment: Full Time White Collar Jobs Higher Income IEI $50,000 + HHI 75,000 + Net Worth $250,000 + Coastal Pacific Census Region: West Large Cities Mediamarkets: Top 10 Urban/Suburban Marital Status Never Married or Engaged Predominantly White White American Indian/Alaska Native/Asian
Sami Udell Worksheet– advanced targeting analysis: Consumer group: Wired What they do: Key point: They enjoy learning about and discussing technology with/from all sources Support MRI statement 1 Technology Attitudes: I often take the opportunity to discuss my knowledge of technology or electronic products with others. Agree somewhat or Agree completely 2 Technology Attitudes: I give others advice when they are looking to buy technology or electronics products. Agree somewhat or Agree completely 3 Technology Attitudes: I enjoy reading about new technology products. Agree somewhat or Agree completely 4 Technology Attitudes: I enjoy learning about technology or electronic products from others. Agree somewhat or Agree completely 5 Technology Attitudes: When I find a technology or electronics product I like, I typically recommend it to people I know. Agree somewhat or Agree completely What they do: Key point: They are gamers Support MRI statement 1 Leisure Activities - How Often Engaged In: Word games Once a month 2 Leisure Activities - How Often Engaged In: PC/computer games (play online
Vertical % 52.16
Index 151
59.40
173
72.36
143
72.72
131
70.39
124
Vertical % 1.41
Index 242
1.42
327
3
4 5 6 7 8 9 10 11 12 13 15
without software) Once a month Leisure Activities - How Often Engaged In: PC/computer games (play offline with software) Once a month Leisure Activities - How Often Engaged In: Video/electronic games (console) Once a month Leisure Activities - How Often Engaged In: Video/electronic games (portable) Once a month Internet - Activities done: Played games online Internet - Activities done: Downloaded a video game Magazine: Future Games Group [net] Magazine: Game Informer Magazine: PC Gamer Leisure Activities - How Often Engaged In: Fantasy sports league Once a month Web Sites visited in last 30 days: ESPN.com Official Xbox Magazine Magazine: PC World Magazine: PC Gamer
What they do: Key point: They enjoy outdoor activities Support MRI statement 1 Magazine: Golf Digest 2 Mag: Game & Fish/ Sportsman 3 Mag: Bicycling 4 Mag: Boating 5 Mag: Bonnier Outdoor Group [net] 6 Magazine Fitness 7 National Wildlife 8 Mag: Outdoor Life
1.53
299
2.12
180
2.19
802
44.04
182
25.56
419
22.74 18.74 12.96 1.21
494 483 1291 807
27.52
213
16.49 23.32 12.96
601 1473 1291
Vertical % 3.44 2.20 4.93 1.59 6.92 4.08 4.85 4.65
Index 127 121 546 167 144 123 223 210
9 10 11 12 13 14
Mag: Outside Mag: Runners World Mag: Ski Gfk Roper Values Activities: Exercising Number of Hours typically spend: Heavy Leisure Activities: How Often Engaged In: Birdwatching Once A Month Leisure Activities: How Often Engage In: Zoo Attendance Once a Month
What they do: Key point: They live a cultural lifestyle. Support MRI statement 1 General Attitudes: I am very interested in the fine arts Agree somewhat or Agree completely 2 General Attitudes: I like to learn about foreign cultures Agree somewhat or Agree completely 3 General Attitudes: I consider myself sophisticated Agree somewhat or Agree completely 4 VALS Statements: I like to learn about art, culture, and history. Agree 5 VALS Statements: I like trying new things. Agree 6 VALS Statements: I would like to spend a year or more in a foreign country. Agree 7 Leisure Activities – How Often Engaged In: Attend art galleries or shows Once a month 8 Leisure Activities – How Often Engaged In: Attend rock music performances Once a month 9 Leisure Activities – How Often Engaged In: Attend classical music/opera
4.65 2.70 3.50 27.30
210 220 590 125
0.87
241
1.14
164
Vertical % 51.91
Index 112
78.68
126
59.57
120
45.79
120
46.06
121
47.93
161
3.22
418
2.09
331
2.09
331
10 11 12
performances Once a month Leisure Activities – How Often Engaged In: Attend other music performances Once a month Magazine: Spin Vanity Fair
1.62
168
8.34 7.02
1462 246
What they do: Key point: They spend time learning Support MRI statement 1 VALS Statements: I like to learn about things that may never be of any use to me. Agree
Vertical % 42.74
Index 118
2t
GfK Roper Values Activities: Learning new things or expanding your knowledge Number of hours typically spend: Heavy
32.76
17-
3
GfK Roper Values Activities: Reading Number of hours typically spend: Heavy
29.50
111
4
GfK Roper Values Activities: Learning new things or expanding your knowledge Number of hours typically spend: Heavy
32.76
170
5
Leisure Activities – How Often Engaged In: Adult education courses Once a month’
1.59
316
What they do: Key point: They enjoy intellectual leisure activities Support MRI statement 1 Leisure Activities – How Often Engaged In: Backgammon Once a month
Vertical % 0.64
Index 359
2 3 4 5 6 7
Leisure Activities – How Often Engaged In: Billiards/pool Once a month Leisure Activities – How Often Engaged In: Birdwatching Once a month Leisure Activities – How Often Engaged In: Book clubs Once a month Leisure Activities – How Often Engaged In: Chess Once a month Leisure Activities – How Often Engaged In: Go to museums Once a month Leisure Activities – How Often Engaged In: Sudoku Puzzles Once a month
What they do: Key point: They live to work Support MRI statement 1 General Attitudes: I must admit, I work most weekends Agree somewhat or Agree completely 2 General Attitudes: My goal is to make it to the top of my profession Agree somewhat or Agree completely 3 General Attitudes: I would continue working even if I won the lottery. Agree somewhat or Agree completely 4 GfK Roper Values Activities: Commuting to and and from work Number of hours typically spend: Heavy 5 GfK Roper Values Activities: Working at a paid job outside of home Number of hours typically spend: Heavy 6 GfK Roper Values Activities: Working at a paid job at home Number of hours typically spend: Heavy 7 Employment: working full time
1.22
140
0.87
241
2.02
245
.77
271
3.58
282
2.17
188
Vertical % 43
Index 114
55.98
125
67.98
119
20.68
115
16.65
128
6.84
182
63.39
133
What they think: Key point: They are smart, they know it and they enjoy taking lead Support MRI statement 1 VALS Statements: I consider myself an intellectual. Agree
Vertical % 43.81
Index 138
VALS Statements: I like being in charge of a group. Agree VALS Statements: I have more ability than most people. Agree
32.76
125
39.60
130
4
VALS Statements: I like to lead others. Agree
35.57
125
5
General Attitudes: I often find myself 70.63 in a leadership position Agree somewhat or Agree completely
115
2 3
What they think: Key point: Their brain is “wired� to find out how things work. Support MRI statement 1 VALS Statements: I like making things from wood, metal, or other such material. Agree 2
VALS Statements: I am very interested in how mechanical things such as engines work. Agree
Vertical % 24.93
Index 116
34.79
134
3
VALS Statements: I am often interested in theories. Agree VALS Statements: I love to make things I can use everyday. Agree VALS Statements: I like to look through hardware or automotive stores. Agree
40.10
133
34.23
110
29.92
125
6
VALS Statements: I would like to understand more about how the universe works. Agree
45.72
140
7
GfK Roper Values Activities: Working on your automobile Number of hours typically spend: Heavy
7.61
137
4 5
What they Think: Key point: Maintaining a life full of excitement is a primary desire. Support 1
Vertical % 35.37
Index 124
42.67
119
29.40
155
34.70
133
5
VALS Statements: I like the challenge of 46.01 doing something I have never done before. Agree
118
6
VALS Statements: I am always looking for a new thrill. Agree
126
2 3 4
MRI statement VALS Statements: I often crave excitement. Agree VALS Statements: I like a lot of variety in my life. Agree VALS Statements: I like outrageous people and things. Agree VALS Statements: I like a lot of excitement in my life. Agree
23.43
7
VALS Statements: I like doing things that are new and different. Agree
43.21
119
8
General Attitudes: Risk-taking is exciting to me Agree somewhat or Agree completely GfK Roper Values Activities: Doing fun and exciting things Number of hours typically spend: Heavy
54
132
128
31.01
9
What they think: Key point: They want to make an impression Support MRI statement 1 General Attitudes: I like to live a lifestyle that impresses others Agree somewhat or Agree completely
Vertical % 36.01
Index 119
2
General Attitudes: I strive to achieve a high social status Agree somewhat or Agree completely
34.34
107
3
General Attitudes: I am typically willing to pay more for high-quality items Agree somewhat or Agree completely
67.75
111
4
Fashion & Style Attitudes: I consider my fashion style to be trendy. Agree somewhat or Agree completely
41.26
118
5
Technology Attitudes: I want 36.26 others to say “wow” when they see my electronics. Agree somewhat or Agree completely
What they think: Key point: Technology is the center of their universe Support MRI statement 1 Technology Attitudes: I am among the first of my friends and colleagues to try new technology products. Agree somewhat or Agree completely 2 Technology Attitudes: I’m fascinated by new technology. Agree somewhat or Agree completely 3 Buying Styles: I prefer products that offer the latest in new technology. Agree somewhat or Agree mostly 4 Technology Attitudes: I’m willing to pay more for top quality electronics. Agree somewhat or Agree completely 5 Bonnier Technology Group
What they think: Key point: They trust, value, and feel connected with the internet Support MRI statement 1 Internet/Online Attitudes: The Internet is a
144
Vertical % 38.77
Index 145
79.84
136
62.44
120
71.99
135
30.27
926
Vertical % 88.67
Index 107
2 3
4
great way to gather information on products/services I’m considering purchasing. Agree somewhat or Agree completely Internet/Online Attitudes: The Internet is a great way to actually buy products. Agree somewhat or Agree completely Internet/Online Attitudes: The Internet has allowed me to learn things I probably wouldn’t have learned otherwise. Agree somewhat or Agree completely Internet/Onnline Attitudes: The Internet is a main source of entertainment for me. Agree somewhat or Agree completely
84.30
116
91.96
112
62.17
140
5
Internet/Online Attitudes: I like to keep my personal Internet pages updated with information about my life Agree somewhat or Agree completely
40.53
127
6
Internet/Online Attitudes: I would feel disconnected without the Internet. Agree somewhat or Agree completely
58.59
118
7
Internet/Online Attitudes: Going online is one of my favorite things to do with my free time. Agree somewhat or Agree completely
57.58
114
8
Internet: Activities done: Used email
92.05
134
9
Internet – Activities done: Paid bills on-line
69.43
173
10
Internet – Activities done: Wrote an online blog 14.59
How/why they buy: Key point: The Overall Look is their priority Support MRI statement 1 Buying Styles: I would pay extra for a product that is consistent with the image I want to convey. Agree somewhat or Agree mostly 2 Buying Styles: If a product is made by a company I trust, I’ll buy it even if it is slightly more expensive. Agree somewhat or Agree mostly 3 Buying Styles: Generic or store brand products are as effective as brand-name products Agree somewhat or Agree mostly 4 Fashion & Style Attitudes: When buying fashion products, the overall look is more important than the brand. Agree somewhat or Agree completely How/why they buy: Key point: They enjoy being trendsetters (not necessarily in terms of fashion, but products) Support MRI statement 1 Buying Styles: I’m always one of the first of my friends to try new products or services Agree somewhat or Agree mostly
440
Vertical % 43.90
Index 111
78.33
107
82.09
109
75.53
105
Vertical % 37.98
Index 125
2 3
4 5
Buying Styles: People often come to me for advice before making a purchase. Agree somewhat or Agree mostly Fashion & Style Attitudes: You can tell a lot about a person by the clothes they wear. Agree somewhat or Agree completely Buying Styles: I prefer to buy things my friends or neighbors would approve of. Agree somewhat or Agree mostly Magazine: Details
Key point: They are confident and secure in their buying behaviors. Support MRI statement 1 Buying Styles: I use the Internet to buy hard-to-find products Agree somewhat or Agree mostly 2 Buying Styles: I don’t make purchase decisions based on advertising. Agree somewhat or Agree mostly 3 Fashion & Style Attitudes: Being able to customize an item makes me more willing to purchase it. Agree somewhat or Agree completely 4 Buying Styles: I prefer to shop at stores that specialize in a specific type or style of product. Agree somewhat or Agree mostly 5 Buying Styles: I prefer purchasing things online for a fixed price, as opposed to bidding in online auctions Agree How/why they buy: Key point: They are wise spenders
46.12
119
58.22
114
27.09
108
3.27
389
Vertical % 74.25
Index 132
70.67
112
52.70
109
53.47
110
66.56
125
Support 1
MRI statement Fashion & Style Attitudes: I only spend what I budget on fashion items. Agree somewhat or Agree completely Buying Styles: I like to compare prices across different sites before purchasing something online Agree somewhat or Agree mostly Buying Styles: Before purchasing a product online, I typically read online reviews submitted by others Agree somewhat or Agree mostly Buying Styles: I often save money by buying previously used items online Agree somewhat or Agree mostly Buying Styles: Price is more important to me than brand names. Agree somewhat or Agree mostly Technology Attitudes: Before buying electronics, I do as much research as possible. Agree somewhat or Agree completely Technology Attitudes: I like to read reviews before buying technology or electronics. Agree somewhat or Agree completely Web Sites visited in last 30 days: Amazon.com
Vertical % 59.12
Index 110
78.34
123
74.24
130
37.81
130
76.28
107
79.96
124
77.17
124
57.32
279
9
Web Sites visited in last 30 days: Ebay.com
36.25
223
10
Web Sites visited in last 30 days: Groupon.com
17.26
300
11
Arthur Frommer’s Budget Travel
3.43
342
2
3
4 5 6
7
8
Media usage Key point They read magazines about cars and the science behind how things work. Support MRI statement 1 Architectural Digest 2 Magazine: Automobile 3 Magazine: Car and Driver 4 Magazine: Car Craft 5 Cycle World 6 Hot Rod 7 Popular Mechanics 8 Popular Science 9 Road & Track 10 Scientific American
Vertical % 5.82 2.05 16.25 1.89 2.90 10.07 21.32 26.07 11.75 11.63
Media usage/attitudes Key point: Media is a primary source of news Support MRI statement Vertical % 1 Web Sites visited in last 30 days: ABCNews.com 2 Web Sites visited in last 30 days: foxnews.com 3 Web Sites visited in last 30 days: Yahoo! News 4 Web Sites visited in last 30 days: CNET.com 5 Internet/Online Attitudes: I would feel disconnected without the Internet. Agree somewhat or Agree completely 6 Consumer Reports 7 Magazine: Discover 8 Los Angeles Times (Sunday) [Newspaper]
Index 306 317 384 194 240 371 606 916 570 944
5.80
Index 175
15.03
196
26.70
198
26.13 58.59
857 118
19.29 11.61 2.33
272 404 246
9 10 11 12
Websited visited in the last 30 days: cbs.com Newsweek Time Us Weekly
Media usage/attitudes Key point: Much of their media usage is consistent with their “wall street king” lifestyle Support MRI statement 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 20 21
Web Sites visited in last 30 days: bankrate.com Internet – Activities done: Tracked investments/Traded stocks, bonds or mutual funds Internet – Activities done: Obtained financial information American way The Atlantic Bloomberg Businessweek Bonnier Magazine Network Cigar Aficionado The Economist Entrepreneur Fast Company [G,grs,PE] Forbes Fortune Inc. Kiplinger’s Personal Finance New York Magazine Penthouse The Week TIME Business Wall Street Journal
7.12 16.10 21.89 14.66
239 297 274 249
Vertical Index % 4.97 441 23.66
211
57.67
207
1.55 2.73 13.63 42.33 5.05 5.88 6.27 10.38 11.86 11.51 5.81 2.89 3.84 2.20 3.74 13.40 5.55
275 605 838 272 588 512 476 827 535 680 974 311 577 265 462 353 349
Media Usage: Key point: Most of their media is consumed through the Internet. They are watching videos, but not on TV. Support MRI statement 1 Internet – Activities done: Obtained the latest news/current events 2 Internet – Activities done: Obtained sports news/information 3 Internet – Activities done: Downloaded Music 4 Internet – Activities done: Downloaded podcasts/podcasting 5 Internet – Activities done: Visited a TV network or TV show’s website 6 Internet – Activities done: Looked at TV listings on-line 7 Internet – Activities done: Listened to Radio on the Internet 8 Internet – Activities done: Downloaded a TV program 9 Internet – Activities done: Watched a TV program online 10 Internet – Activities done: Downloaded a movie 11 Internet – Activities done: Watched a movie online 12 Internet - Activities done: Watched other online video 13 Web Sites visited in last 30 days: Hulu.com 14 Web Sites visited in last 30 days: IMDb.com 15 Web Sites visited in last 30 days: Yahoo! Movies
Vertical % 80.26
Index 186
51.55
190
54.50
254
23.86
716
39.91
213
25.40
304
41.71
251
19.81
581
36.42
313
22.98
404
34.12
329
34.72
307
28.75
494
24.30
570
8.47
291
Media Usage: Key point: If they do flip on their TV, they sit back, relax, and watch some mindless and foul “guy� shows and comedies. Support MRI statement 1 30 Rock (television)
Vertical % 6.28
Index 279
2
American Dad
6.20
158
3
Cleveland Show {television}
4.27
199
4
Cougar Town (Television)
3.80
179
5
Family Guy (Television)
17.86
172
6
How I Met ur Mo-Wkd {television}
5.30
215
7
Modern Family {television}
9.87
150
8
My Name is Earl- Wkd (television)
6.61
311
9
Office (television)
16.28
258
10
Simpsons
12.30
186
11
Sat Night Live Spec (television)
12.12
136
12
Curb Your Enthusias (television)
1.43
165
There is nothing magical about the number of points. This is the minimum but adding key insights beyond this will help your insight and perhaps grade.