ARE YOU A SKIMMER

NEW MARKETING DEMOGRAPHICS

In a bid to shift advertisers and agencies away from what it
claims is an archaic way of defining TV and video news
audiences -- the demographic -- NBC News Digital this week
will begin pitching a new audience targeting scheme based not
on the classic age, sex and income descriptors that have been
used for the past half century, but on the behaviors and
"personas" of news consumers.

 Focusing on behavior vs. demographics, they are clustering
news consumers into four main groups based on actual
behaviors: "Always On" consumers who are constantly connected
to electronic news feeds; "Reporters," a segment of "digital
natives" who consume news and consider themselves news
disseminators; "Skimmers," who are not passionately connected
to news; and Veterans," who primarily rely on traditional
media as a trusted source for news.