A piece in today's Times: Radio 3 has been consulting focus groups, and come up with a category of people it's seeking to woo. The organisation I worked for did a similar focus group exercise, but applying the same diligence right across its membership/supporters, and unlike R3 remembering that it had to retain its existing ones. Radio 3's new target audience is given the moniker of "Passionate Minds".
I'm puzzled by the "extrovert" bit. Why target extroverts? Are they less likely to listen to classical music already? Half the population, possibly, is introvert - lots of creative people are introvert. Do they all listen to R3 already? What does "open" mean, in this context? What has sexuality to do with it? They seem to be defining a hip metropolitan audience here, of people who like doing things in groups.
Passionate minds”, as these potential listeners are known, are central to the network’s strategy of reaching beyond its core audience of classical music devotees. The demographic group was invented by the BBC’s internal research team, and its members are defined as “culturally engaged” 35 to 54-year-olds.
They tend to read broadsheet newspapers, see themselves as “creative, extrovert and open” and are more likely than the average Briton to use Instagram.
Crucially, their interests extend beyond classical to jazz and world music, in addition to film, theatre, literature, art and architecture. They are also more diverse, racially and sexually, than the established Radio 3 audience and engaged with their communities.
© The Times
They tend to read broadsheet newspapers, see themselves as “creative, extrovert and open” and are more likely than the average Briton to use Instagram.
Crucially, their interests extend beyond classical to jazz and world music, in addition to film, theatre, literature, art and architecture. They are also more diverse, racially and sexually, than the established Radio 3 audience and engaged with their communities.
© The Times
I'm puzzled by the "extrovert" bit. Why target extroverts? Are they less likely to listen to classical music already? Half the population, possibly, is introvert - lots of creative people are introvert. Do they all listen to R3 already? What does "open" mean, in this context? What has sexuality to do with it? They seem to be defining a hip metropolitan audience here, of people who like doing things in groups.
I didn't want to show myself up completely by asking that. I believe it's a place where you post photographs of your dinner.
Comment