Most companies have what they perceive to be a target audience.
With most conventional media it is difficult to achieve the level of market segmentation most companies require. When you buy air time or place a print ad or design and mail a direct mail piece, you are trying to reach an audience made up of that target market. Ideally, you are trying to target those people or companies who fit your target profile, and who are seeking you. If I'm Bob's Boat Anchors, and someone is looking for a boat anchor, they flip open their telephone book, and look under Anchors - Retail. But I'm not the only boat anchor vendor there.