Archive for April 9th, 2009

As I discussed on Tuesday, my best tip for effective writing is knowing your target audience.  While this may be relatively easy to identify in some well-established publications, it can be difficult in newer publications.

One of the best ways to figure out a target audience of a publication is to check out the publication’s writer’s guidelines.  Many publications post these on their Web sites these days.  You can also find abbreviated versions of them in “Writer’s Market.”  Looking at a publication’s press or media kit (also usually available online) can help determine target audience as well.  Many times the writer’s guidelines, “Writer’s Market” blurb and press kit will say specifically who the publication is targeting.  Some publications are very specific giving an age range, gender, typical life experiences, etc.  Others are a little more vague, but still give you an idea of target audience.

And, sometimes, writer’s guidelines are vague and press kits are nowhere to be found.  In this instance, read through the writer’s guidelines to deduce who would read what the publication is looking for.  For example, if they are looking for time-saving articles for families, you might deduce that the target audience is maybe 20 to 45 and perhaps primarily women.

No matter what you find — specific or vague writer’s guidelines — the best way to really understand what a publication wants for its target readers is by looking over the publication.

• Read the articles.  Who would be interested in them?  What sort of tone is used?  What sort of information is presented?
• Pay attention to the layout.  What sort of demographic would most like this type of layout?  Who would like the photos that have been used?
• Especially pay attention to the ads.  Who buys the products advertised?  How are the ads designed to appeal to a specific demographic?  For example, a women’s magazine might advertise a car showing a mom with her kids happily driving along.  A men’s magazine might advertise the same car going fast with perhaps a beautiful woman somewhere in the photo.  Ads are great at giving indications for target audience.
• Read any writer biographies.  Who is writing for the publication?  Knowing which “experts” readers relate to most will help you identify them.  For example, a Christian publication might refer to Dave Ramsey’s “Financial Peace University” program in discussing finances.  A general interest, secular publication might appeal to readers with another expert like Suze Orman.
• Read the letter from the editor or publisher.  What is he or she focusing on?  Who is he or she addressing?  Take note of what the letter highlights to find out what is important to the publication’s readers and then think about who those subjects would be important to.

Following these tips can lead to more effective writing for publications — meaning writing that will be published, read and enjoyed.  Knowing your target audience is important.  Check back next Tuesday for tips on how to identify a target market for a company.