Audience Segments
WE’VE DEFINED FIVE BROAD CATEGORIES OF OUR REGION’S HOUSEHOLDS
Through a detailed analysis of audience demographics and propensities, we’ve identified five broad segments in our region. By precisely targeting your desired audiences, we can drive better retention and growth. Using the correct media channels, products, and creatives we can maximize your budget and boost returns.
Cottagers
Highly educated, high-income families and empty nesters. Includes some second homeowners, as well as full-time residents. Most are active investors, and very business-minded. Interested in family-focused activities, culture, and sports.
$100-125k
Average income
47.7
Average age
20%
of households in market
Highest engagement on these channels:
Daily Print
- The Berkshire Eagle
Digital Marketing
- Targeted display ads
- Directory listings
- SEO optimization
- Email Marketing
- Newsletters
- Specialty news
- Paid email marketing
Good Lifers
Affluent, community-minded retirees or near-retirees who are comfortable spending on travel and luxuries. Includes both second homeowners and full-time residents. Engaged in community groups and interested in gardening, food, and live performances.
$60-80k
Average income
68.8
Average age
24%
of households in market
Highest engagement on these channels:
Daily Print
- The Berkshire Eagle
Specialty Publications
- Special Sections (ie Berkshires Week, The Herbalist, etc)
Digital Marketing
- Inserts
- Total Market Coverage
- Direct Mail
Penny Savers
Low-income, working-class and fixed-income retirees and near-retirees. A price-sensitive group who enjoys the outdoors and activities around the home, as well as bars/nightlife and movies.
$20-40k
Average income
66.3
Average age
25%
of households in market
Highest engagement on these channels:
Specialty Publications
- Special Sections (ie Berkshires Week, The Herbalist, etc)
In Home
- Inserts
- The Berkshire Shopper
- Total Market Coverage
- Direct Mail
Digital Marketing
- Targeted display ads
- Directory listings
- SEO optimization
- Email Marketing
- Newsletters
- Specialty news
- Paid email marketing
True Blues
The backbone of the area population, nearly 1-in-4 people in the county fit in this group. They’re a diverse group, interested in nightlife, cultural and outdoor activities, as well as entertaining family and friends at home.
$40-60k
Average income
43.7
Average age
20%
of households in market
Highest engagement on these channels:
Social Media
- Paid and organic social media ads and content
Digital Marketing
- Targeted display ads
- Directory listings
- SEO optimization
- Email Marketing
- Newsletters
- Specialty news
- Paid email marketing
Active Youths
This youthful group spans a wide range of incomes but is largely aligned in interests by generation. They are interested in health, fitness, travel, and entertainment.
$60-80k
Average income
30.1
Average age
20%
of households in market
Highest engagement on these channels:
Social Media
- Paid and organic social media ads and content
Digital Marketing
- Targeted display ads
- Directory listings
- SEO optimization
- Email Marketing
- Newsletters
- Specialty news
Which services are best for my business?
Our team will work with you to design and distribute your message through the right channels to the right audience.
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