Readership

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 houses...luxury cars... expensive holidays... focused online activity... significant savings and investments...golf, 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.

Dear Carole (GEM Editor)

I just wanted to let you know that I was at a meeting last night planning the launch meeting of our Campaign for Regional Broadcasting Midlands.

Anyway one of my committee colleagues works in Five Ways and your magazine is delivered to the reception of where he works, so we ended up discussing your magazine and saying how fabulous it is with such upbeat articles about Birmingham.

Plus fabulous articles about the creative people who live and work here such as Natasha.

Thanks for making such a positive publication for Birmingham.

Keep up the good work.
Lots of love
TRACEY

— Tracey Briggs