Our Audience

Team WolverineJanelle KelseyRachel 

StephanieStephen

Dani

Chicago

• 3rd largest city• Among fastest growing cities in world • Ranked 2nd in nationwide publishing & printing

o Specialized trade magazines• Over 600 newspapers • Broadcast media center for Midwest region• Chi-town, The Windy City, City by the Lake

Problem

• Information Overloado computerso phoneso variety of online new siteso TVo variety of social media 

• Hectic lifestyleso Limited spare time to look for sites

   

Why we matter

• Our future• Need guidance

o Unaware of sites to utilizeo Turning from social media to professional media

• Provide the missing linko Information gatheringo Networkingo Career information

Audience

• Young professionalo Establishing career

• Living & working in Chicago• College Graduates

o Bachelor's Degree or higher: 25.5%o Graduate or professional degree: 10%

• Age: 20-34o Basic tech knowledge

Characteristics

• In transistion stageo Moving up

• Proficient online capabilieso With room for improvement

• Informed on current eventso Occasionally read magazineso Visit major news websiteso Watch news 

Demographics 

• More than 1/2 of state's population lives in the metro area

• 27.6% of the population between age of 18-34 years 

• Average commute: 30 minutes • Multi-ethnic

o Irish, Polish, Italian, German, Hispanics, African-American

o Catholic, Protestant, Jewish...• Cost of living is higher than the national average

Market Research

survey of 15 young professionals in Chicago

Phone Usage

Most Used:  • texting• phone calls• internet• email • business

 Least used:• apps• social networking

Internet Usage

Most Used:• email• social networking• entertainment• news

Least Used:• information about career• videos• other (blogging)

Diversity of Online News Sites

• Chicago Tribune• cnn.com• Chicago Sun Times• MSNBC.com• twitter• facebook• New York Times 

Print Newspaper Usage

• Most make time to read an actual newspaper• Average: weekly• Preferred:

o Chicago Sun-Timeso Chicago Tribuneo Redeye (subsidiary of Tribune)

 

Case Study 1: Light Media User

Name: Claire ShanahanProfession: Receptionist/recently a teacherCompany: Golub & CompanyCommute: Yes, 30 minutes (listens to iPod, reads, texts, checks email)Phone: LG cellComputer: Mac4-6 hrs/week on her phone 7 hrs/week on her laptopUses facebook, doesn't use linkedin

Gets her news from CNN, Chicago Tribune, and mostly through television or online

Case Study 2: AverageMedia User  

Name: StevenProfession: AccountantCompany: The Mosaic Financial GroupCommute: yes, 15 minutes (i-pod, internet on blackberry)phone: blackberry storm 2computer: 2010 Toshiba Satellite 10-15 hrs/week on phone20-25 hrs/week on computerLinkedin, Facebook, G-mail, Twitter

watches good amount of television; www.espn.com 

News consumption: Online Newspapers (chicagotribune.com, detnews.com, freep.com) and twitter 

Case Study 3: Heavy Media Usage

• Ani • Age: 26• Marketing Director, Prime Time Marketing• Blackberry Curve & Macbook laptop• 35 min commute• 40+ hrs./week on computer• 3-4 hrs./week on phone•  News consumption:

o WGN Morning Showo Redeye o cnn.com, Facebook, crains.como chicagotribune.com