Posted on: August 14, 2008

Traditional media buyers are obsessed with categorizing and rating people.

Demos. Indexes. Market Segments. Blah blah blah.

Who is more likely to buy this? Read this paper? Watch that show? Listen to the radio? Visit that website?

Sometimes it’s easy to get lost in the categories we try to define people in. That is until you try to define yourself.

Based on my zip code I’m a Boomtown Single who is a young single, young professional or “techie” who likes music and outdoor activities and I am more likely to:

  • Bank Online;
  • Own a Sailboat;
  • Drink Tequila;
  • Buy Adidas athletic shoes;
  • Listen to rock radio;
  • and read Rolling Stone.

Or maybe Money & Brains and Young Digerati mixed with a Up-and-Comers/Young Influentials.

Can’t we do better than 67 categoires to catergorize millions of people?


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