We use CACI's Acorn demographics to determine who receives a copy of GEM Magazine through their letterbox.

"GEM Media's business depends upon targeting the correct locations for our magazines. The Acorn segmentation supplied by CACI has enabled us to better understand the local community, develop a focused marketing strategy and ensure we don't waste the advertisers' budget or our resources targeting locations which have the wrong demographic." Evelyn Armstrong – Managing Editor

Using the ACORN segmentation model and ACORN coding, GEM's target market is middle aged or older people, the 'baby-boomer' generation, predominate with many empty nesters and wealthy retired, living in Harborne, Edgbaston, Moseley, Solihull, Sutton and Birmingham City Centre. With household incomes in excess of £60, 000 - £100,000+ per annum.

Lavish Lifestyles Acorn demographics targeted by GEM Magazine:

  • Large house luxury - These families are living in large detached houses that are usually expensive both in terms of the local area and nationally. A significant proportion will have paid off their mortgage. A high proportion will own a second property, either abroad or in the UK. The family may have a number of luxury cars and can afford frequent and expensive holidays. They have the money to spend freely and frequently on their credit cards. A high proportion will be earning six figure salaries. Most own their house and many have significant savings and investments. The proportion of families investing in shares will be three times the national average.

"Detached cars... expensive holidays... focused online activity... significant savings and, culture, wine...antiques"

Social media does not hold great influence with most of these people. Similarly their online activity avoids entertainment and socialising. Music, video, games, gambling, blogging and discussion forums are unlikely to be for them. It is more likely that they will use their phones and iPads for focussed online activity.

For more information on Acorn visit CACI/Acorn website.

Chamberlains has advertised in the GEM magazine since the magazine's relaunch in the new format and it really does work for us. As the magazine is local we do get lots of customers and other businesses coming to Chamberlains on the strength of what has appeared in GEM Magazine. We have tried other forms of advertising, but we have stuck with GEM as every month it brings in new people to the business. In addition the team are very professional and easy to work with and don't just operate your normal 9-5pm hours, so given the nature of the restaurant industry, this makes communication much more flexible for me. In a nutshell GEM has been brilliant to work with and has a refreshing approach to their advertising and I am happy to recommend them.

— Simon Shaw, Co-owner
Chamberlains Quality Fish & Chips Restaurant