Reading into readership

I was told that the average reader of The Telegraph has approximately 100,000 pounds in their savings accounts therefore, from a marketeers point of view, they are a fairly wealthy readership to target. 

It is often the case that the people with money are tight and don’t like to spend it. So in this case are the marketeers assuming that the  readership have so much money that they can afford to stockpile 100,000 pounds in a savings account? How many rainy days would that amount cover? It could be read that these are the people you want to avoid, from a marketing point of view, as they clearly don’t like to spend their money.

In an earlier post, I mentioned a colleague of mine joking that a person living in the local council estate is not going to be the average reader of the Financial Times. I pointed out that my uncle lives in said council estate and is an avid reader of the FT (He isn’t but I just wanted to watch my colleague squirm for his bad taste comment).

I have just read the latest edition of Tatler as I happened upon the title by default. In other words I didn’t pay 4 pounds 20 for it. I have concluded that If I had spent that money, it would have been far better for my health if I had purchased a few books for my Kindle. Or even, taking up smoking again and bought the vilest packet of 20s out there. If you are a member of the cast of that documentary soap about posh Londoners (the posh version of TOWIE…I forget its name) you are highly likely to delve into Tatler. It consists of adverts and not much substance (the editorial doesn’t start until page 20). It seems to be a bible for anyone who is either an ‘it’ girl in the aristocracy or a wannabe ‘it’ girl.

A couple of years ago I had the pleasure of looking after the child of a Tatler reader. While little Johnny was in hand-me-down clothes, Mum was dressed up to the nines in the latest Jimmy Choos and whatever designer was flavour of the season at the races. She used to insist that I fed her baby the bottle on the most bizarre arrangement of pillows (so that baby was as far away from me as possible – not just because it was me either, she fed him the same way herself). As soon as her manicured feet clad in peeptoe shoes stepped out for yet another day at the races in a ostrich feathered hat, I cuddled the baby in my arms and fed him the normal way, without pillow scaffolding. Her mother-in-law, who also stayed at home with me at the day, nodded in approval. The lady had no common sense, had to do everything according to the night nanny’s ‘routine’ and was about as maternal as a great white shark. But that’s beside the point in her world, because what mattered in her social circle was to look good, send Johnny to the right schools and care about little else in the world than numero uno plus possessions. 

I think Tatler and other publications of a similar ilk (Daily Mail) should come with a health warning – for the health of the nation and humanity – because, quite frankly, they appeal to a person whose outlook is at odds with the evolution of society. Anyone who pays 15,000 pounds for a handbag advertised in Tatler clearly makes the purchase with complete disregard for how that money could be better spent. Yet they expect to be respected because of their posh accent, education and social standing. I can feel a Plan B song coming on……

I am blogging every day to raise money for Unicef. If you spend lots of money on handbags then please spare a pound or two for this campaign. If you use carrier bags instead, no doubt you will donate even more.

Thanks for reading. 


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