Part 3: Planning messages
3.8 Audience geographics
We all understand geographically defined political jurisdictions such as cities, provinces, and territories. You can also geographically segment audiences into rural, urban, suburban, and edge communities (the office parks that have sprung up on the outskirts of many urban communities). These geographic categories help define rifts between regions on issues such as transportation, education, taxes, housing, land use, and more. These are important geographic audience categories for politicians, marketers, and businesses. For example, local retail advertisers want to reach audiences who are in the reading or listening range of the local newspaper or radio station and within traveling distance of their stores. Therefore, it’s important to consider the geographic characteristics of your audience when crafting business messages.
This chapter is an adaptation of Chapter 4.6 “Audience segments: Geographics” in Information Strategies for Communicators by K. Hansen and N. Paul and is used under CC-BY 4.0 International license.