Today, a segment is not a segment unless its members behave differently than those in another segment. Just breaking people up based on their external characteristics or where they live is not enough unless their behavior differs. Demographics and psychographics are interesting descriptors but cease to be good predictors in today's media environment. Furthermore, Urban and other researchers point out, people who live on the same block no longer bear the similarities they once did, so segmentation systems based solely on geography have lost some efficiency. In Urban's studies of U.S. newspaper markets, segmentation generally begins with readers and nonreaders.
Studies often show how they buy the paper or measure the frequency of their purchases.
Of all the demographics, Urban says, age and working status are the most powerful predictors of newspaper reading, followed by socioeconomic status. Recently, Internet use became an additional factor. Urban divides people into three groups regarding their use of time and newspapers. But you have to build efficiency into the content and marketing messages. Recognizing that efficiency is most important is a very different strategic approach than targeting people in the relaxed segment who want to be in the know.