Another aspect of identifying your target market is finding the most appropriate sources in which to advertise. In the following search, we will try to determine the best magazines to reach US Females (our base/filter) who consumed these brands of yogurt (Breyers, Chobani, Dannon, and Yoplait). It works the same as product/brand search. You're just going to add them to the rows box. To do this, click the crosstab editor. You may at this point delete the ages out of the rows by clicking on the X in the corner.
In the far left column find the print media section. Open MAGAZINES. You'll see the variable MAGAZINES - READ/LOOK INTO LAST 6 MOS. You'll see a large list of magazine titles.
You could search or results on all the magazines, but that would be a lot of results! The best thing to do is to guess the best magazine for your target market. So let's look at Better Homes & Gardens, Bon Appetit, Cooking Light, and Everyday Food. Locate these titles and drag to the Rows box in the far right column
Run the analysis by clicking on the big blue Run Crosstab button. You'll now have a new crosstab with the magazines' data. If you have a lot of journals, you may have to scroll to see all the boxes.
As you can see from the index numbers, adult females who eat Chobani yogurt are 24% (124) more likely to read Better Homes and Gardens. Women that read Cooking Light are 40% (60) less likely to eat Breyers. Note that in some of our results the sample size is small and projections may be unstable.
