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How to discover exactly what media your customers consume

How to discover exactly what media your customers consume – so you can stop wasting time pitching to anyone else

what media audience consumingIf you’re going to shout about something, you might as well shout about in the place where most people are likely to listen. Take a market trader for example. They have a stall in the market place, rather than say – the park – because they know that people come to the market to shop. In the same way, if you want to reach an audience that’s going to respond to your message via the media, it’s really important to know what media they consume and target getting mentions and coverage in those media newspapers, magazines, blogs, tv shows, and radio stations.

As an expert in your niche you may already know journalists’ names who write for the audience you’ve got in mind, or at least know publications, blogs and broadcast shows that appeal to them. But you’re never really going to be 100% accurate, and you could end up wasting a lot of time going after your preconceived media outlets when in reality your audience is elsewhere. Thankfully there’s a two free and very useful tools that we’ve identified that you can use to find out what publications (and in fact almost anything else) that your target audience is into.

The first is Facebook audience insights.


Audience insights is a tool designed to help people who advertise on facebook to better tailor their ads to their desired audience. But the information it reveals is incredibly useful for businesses trying to promote themselves through the media too. Facebook collects data on everything that every registered user clicks on, talks about or likes – which is quite creepy, but is also why advertisers love it. This tool allows you to access that data easily.

All you need do is head to facebook and on the left hand side of the homepage near the top (so long as you have an advertising account – also free to set up) is a button called ‘ads manager’. If you click on that, you’ll then get another page with a different column on the left hand side, including an option called ‘audience insights’. Give that a click. You’ll get a pop up screen asking you which audience you want to start with. Unless you have a facebook fan page with over 1000 members you’re going to want to hit the top option – ‘everyone on facebook’.

everyone on facebook

Now you’ll see a screen where in the option boxes on the left hand side you’re going to want to put in as much information as you possibly can about the audience you’re chasing. There’s a very large range of categories including age, precise location, interests, whether they ‘like’ a certain page on facebook, what language they speak, and how much they earn. I could, and it does, go on and on.

facebook insights categories

After narrowing your audience down as much as you can, what you’re left with is a snapshot of all the things they have liked, or talked about on facebook. You’ll see how old your audience is, what sex they are, how well educated they are, even what jobs they have. From this you can start to guess the type of media they are going to consume. But the good thing is you don’t have to guess, because facebook can tell you exactly. If you go ahead and click the ‘page likes’ tab at the top of the audience insights page it’s going to give you a list of any common threads of things on facebook or facebook pages that your chosen demographic has ‘liked’ or discussed.

audience insights screenshot 3

Make sure you reveal all possible results by clicking see all (underneath the 10th result).

What you’ll then see is a list of ‘likes’ on facebook that a lot of your chosen demographic have in common. In other words this is a list of your demographic’s favourite stuff. What you’re looking for is anything in categories like ‘News/Media’, ‘TV Channel’, ‘Website’, ‘Magazine’ etc. If you get featured in any of those media outlets, you’ve got an excellent chance of reaching your chosen demographic.

audience insight snapshot 1

audience insight snapshot 2

From that initial list you can extrapolate out. Armed with the information you’ve discovered, you can search for similar blogs, podcasts and publications on google, have a flick through your tv or radio listings and have a browse at your nearest newsagent or newsstand. You’ll quickly build a list of media outlets (and hopefully a few names of journalists) to contact.


The second resource you can try is the yougov profiler. This is another free source of information based on YouGov’s polling database. It’s a smaller sample than Facebook – but it’s been conducted by professional pollsters – so can be relatively well trusted.

yougov profiler screenshot

You put in the person, brand or thing you are interested in/appeals to your audience and the yougov profiler reveals a load of useful information, including some info about relevant media. The site is well presented with lots of graphical breakdowns of the data. It’s well worth a look.

If you found this article useful, you’ll love our free 4 part video series training that shows you how to get the media’s attention and build your brand. To get that click here.


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