First published in Scroll.in on 9 December 2014.
Some years ago, I was a reporter in the founding team of a new news magazine. When the magazine launched, the marketing team sent journalists an email saying that we could gift four free subscriptions to anyone we liked, but could we please make sure the four recipients fell within the magazine’s TG?
I wondered what TG meant. The only TG I knew was transgendered. The marketing team explained that the TG they were referring to was Target Group. Our Target Group wasn’t merely SEC A++ as with most English language media. (SEC? Ah, socio-economic category.) There was more to the definition of our TG. The magazine’s ideal reader was someone whose monthly household income was Rs 2 lakh. Some months later they felt that was too ambitious, so reduced it to Rs 1.5 lakh. Wait, there was yet more. There was a category called bull’s eye. We’d hit bull’s eye if we could capture the attention of the reader who lived in one of the big metros, spent weekends in places such as malls where disposable income is spent, had a smart phone (which wasn’t yet ubiquitous), took at least one foreign holiday a year and had a “Segment C” car (which cost above Rs 5.5 lakh in those days). Continue reading “The reader is not interested in the story”