Life after demos

This article predicts that 2008 may be the year when the advertising and media industries finally challenge targeting by demographics.

Life after demos

Joe Mandese

It has been a couple of years since I have made any New Year predictions in this column, and I would like to break that tradition this month by making one – just one. And, no, it is not about Google. Well, not specifically. My prediction is that 2008 will be a year in which the advertising and media industries finally challenge the role of demographics as the primary method of targeting consumers with media. It is a challenge that is long overdue. Demographics are crude surrogates at best for who a brand's consumers actually...

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