Audience

Target Audience

The specific group of people that a text, speech, advertisement, or other form of communication is intended to reach and influence. To analyze target audience, examine the following attributes:

• Demographics: Age, gender, income, education level, occupation, geographic location.

• Psychographics: Interests, passions, values, attitudes, lifestyle, personality traits, preconceived notions & fears

• Behavioral Factors: Purchasing habits, media consumption, brand loyalty, online activity.

• Needs & Pain Points: Specific problems or desires that the content, product, or service addresses.

Examples of Target Audiences

• Young professionals (ages 25–35) looking for career growth → A business magazine.

• Parents of toddlers → A parenting blog or children’s product advertisement.

• Tech-savvy gamers → A new gaming console launch.

• Retirees interested in travel → A senior-focused travel agency.

Analysis (Target Audience)

To evaluate the effectiveness of a communicator's persuasion, analyze the target audience and determine how effective the communicator's rhetorical techniques, appeals, and delivery are for the specific audience targeted. For published works, analyze the specific readers, viewers, or listeners of the publication in which the article, segment, speech, or podcast episode originally appeared. 

• • • Series, Programs, & Sections: If the communication first appeared in a show, series, section, program, or podcast contained within a larger publication, research the smaller more precise publisher first. Then, find any audience attributes absent or unavailable for the smaller publishing body by analyzing the parent organization.  

Analyze the target audience of a publication by evaluating its content, readership, genre, and market positioning. Follow the steps below to analyze target audience:

1. Check Readership Data

   1. • Media Kits: Search the web for the publisher's Press Kit or Media Kit. Search Google for "[name of publication] Press Kit." 

        1. • Example: "Fast Company Media Kit" - (PDF)

      • Website: Reference the"About Us" or "Advertise" page on the publisher's website.

      • Media Bias Rating: Search AllSides Media Bias Ratings, Media Bias Chart , or Bias Checker

        1. • Example: The Austin Chronicle

      • Media Bias Chart: Consult ad fontes media Interactive Media Bias Chart

      • Third-Party Sources: Use databases like Statista, Pew Research, Nielsen, or Comscore for audience attributes.

2. Review Advertisers & Sponsors

   1. • Types of Advertisers: The businesses that advertise in the publication reveal the audience’s buying power and interests.

      • Product Categories: High-end brands suggest a wealthier audience; budget-conscious ads indicate a different segment.

3. Analyze the Publication Itself

   1. • Content & Themes: Examine the topics, writing style, and tone. A scholarly journal differs from a lifestyle magazine.

      • Sections & Features: Look at recurring columns, special reports, or guest contributors.

      • Imagery & Design: The visual style can indicate audience preferences (e.g., minimalistic for professionals, bold for younger audiences).

4. Examine Online Presence

   1. • Website Traffic & Analytics: Use tools like SimilarWeb, SEMrush, or Ahrefs to check audience demographics, geography, and interests.

      • Social Media Engagement: Look at follower demographics, comments, and interactions on platforms like Twitter, LinkedIn, Instagram, and Facebook.

      • Newsletter Subscriptions: Analyze signup pages and promotional language to understand target readers.

Audience Types

Hostile Audience

This audience is skeptical or disagrees with the speaker's or writer's viewpoint. Effective communication with a hostile audience involves acknowledging their views, finding common ground, and presenting arguments respectfully and persuasively. For hostile audiences, the most persuasive argument structure is the Rogerian.

• Audiences can also be Friendly, Skeptical, Indifferent, Undecided, Passive, & Uninformed concerning a communicator's purpose and message.

Expert Audience

Comprising individuals with advanced knowledge or expertise on the topic, communicating with an expert audience requires the speaker or writer to demonstrate a high level of understanding and use specialized language appropriately.

Public Audience

A public audience refers to a broad and diverse group of people who have access to and can engage with a particular message, content, or medium. Unlike a niche or specialized audience, a public audience is not limited to a specific demographic, profession, or interest group.

Difference Between Target Audience & Public Audience:

• A public audience is broad and includes anyone who may encounter the message.

• A target audience is more defined and segmented based on specific traits that make them likely to engage with the content or product.

Media Analysis Tools