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This paper will focus on Option #4 respecting the news magazines Newsweek and Time. A target audience is the portion of the population that the advertiser and the medium want to reach, or its niche. Target audiences can be broken down by sex, age, marital status, etc. Since mass media can now cater to these smaller, less heterogeneous audiences, target marketing has been increased by advertisers. To find out what a target audience is, we must look at the content of this advertising, as well as what types of stories are presented in the medium.
     Advertising seemed to be a good means of aiding to decide what a target audience is for a medium. Newsweek was almost half advertising . Out of ninety-eight total pages, including two full-page inserts. Three ads dealt with charity, but two of the three were big corporations patting themselves on the back.  
     All of the advertising, including a luggage ad, would be considered luxury items to most people. The exceptions were ads for Chunky soup, a toe-nail fungus killer, and the United Way. The target audience would appear to be white males over thirty with a college education or at least a job that pays well. A lack of food and health ads seems to say that women are not as much of a target audience. Also, a definite lack of any minority representation in the advertising would indicate lack of a minority target audience.
     Whether the advertising dictates what stories are covered, or the stories that get covered dictate who advertises, is irrelevant. They both target the same audience in the end.  Newsweek covered stories that would be considered newsworthy by roughly the same people who would relate to the advertising. In its Periscope section, Newsweek ran stories about politicians, Bosnia, hippies, and the ballet, all of which mostly concern white folks. All of the players in the Conventional Wisdom Watch section were white, with Di the only woman.  Powell and Noriega were also mentioned here, but neither really represents his background very well. The Cyberscope section simply had five articles that dealt with computers, expensive items. One article talks about skiing and the other about playing a video game, two things the elderly may not appreciate, especially since they probably don't have the computers anyway.
     The articles continue with a consistent theme. Perspectives lets us hear quotes from the white men   who run things. A white woman relates her story about becoming her mother. There are articles about the troops to Bosnia, Newt and Bob, and the CIA. Poland and Israel stories tell where much of the target audience's foreign concern lies. An eight page article about Princess Diana tops off the Eurocentrism idea.       
          Advertising makes up a little over fifty percent of Time's content in pages. Out of ninety-six total pages, fifty were  pages of advertising. According to which advertisers grace the pages of Time, the target audience seems to be similar, but not exactly the same as Newsweek. Electronics are once again tops, with nine ads. These were not always the high-end devices used to keep up with the information age. Three of the ads were for a night-light, an electric shaver, and Black and Decker tools. A night-light sounds like something out of Good Housekeeping. Men also don't buy their own electric shavers.
     Automobiles ranked second in number of ads. The front pages were for Escorts instead of the twice as pricey Explorers of Newsweek, but a new car is still expensive. There was little difference here. Ads concerning health, though, jumped quite a bit. These ads included anti-depression pills, tylenol, a yeast infection cure, and a Jenny Craig cookbook. This would apparently qualify as targeting women. More real charity ads existed in Time, possibly appealing to women, too.
     As with Newsweek, Time had the same number of investment ads as liquor and tobacco ads, but at a lower percentage of the total. The investing still meant wealthy readers, and hard liquor ads denote the same. The two travel ads were for Holiday Inn and  Northwest Airlines, pretty expensive ways to travel, though not the Concord and the Windsor. There was a huge drop in the number of luxury items advertised in Time as compared to Newsweek. This would seem to indicate that Time has a target audience with a slightly smaller income than Newsweek.
      The articles in Time were similar to those in Newsweek, mostly about white people for white people. The Nation page was all about politicians. Winners and Losers are all white guys. One story in the Chronicles section dealt with illegal aliens, the rest were more politics, an issue that, once again, eludes most minorities. The World part of Chronicles affirms Time's dedication to Eurocentrism with six stories about Europe and one for each of Asia, South America, and the Middle East. None were from Africa. This would also point toward a white audience of European descent. The Business section dealt with large sums of money like the Dow Jones, 2.6 million dollars of retirement plans, and $1.4 billion in white-collar crime. This is money on a scale that an average welfare recipient would not be able to fathom.
     Other stories in Time went from Europe to Europe to Israel to Europe. An article about charity and how it helps those who may lose welfare, but not enough. This article was ironically cut in half by a six page ad for a Volvo 850, a $30,000 car. Three more articles about all the white men running for President came next. A story about a terrible murder of a pregnant woman. Stories about Whitney Houston, Princess Di, and the loving Russian skaters may also have appealed to the female population. The cover story about life on Earth and the last story in defense of talk shows were definitely not for the very religious sector of our community.  In all, Time seemed to appeal to fairly well educated white population, mixed male and female. These people would be at least middle class.
     Newsweek and Time both targeted the same general type of people. These people have at least some disposable income, more in Newsweek. These people are at least high-school graduates. The target audience must have some political power and interest, or else there wouldn't be so many stories about politics. The impression from these two issues is that Newsweek seems a bit more conservative than Time. Women's issues and concerns were more present in Time, as were advertisers of women's products. Neither magazine delved too far into the concerns of the elderly or of the student. Minorities were also not mentioned or targeted in advertising.
     Both Time and Newsweek ran stories on the pending resolution to the crisis in Bosnia. Newsweek's  article discussed the military aspect in detail with quite a bit of emotion. The author talked about how nobody wants another Vietnam. Newsweek's story also mentioned the political debate we will have here about the use of our troops. A little background that dealt with the signing of the treaty was also used.  The Time article about Bosnia dealt a great deal with the peace treaty and the major players in that peace. Time also informed us about the views of a number of the citizens in Bosnia. The work ends with a talk about the American role in the execution of the peace.
     The Newsweek article seemed to have more opinion of the writer, whereas Time wrote more facts and left opinions to the role players and people interviewed. The Newsweek provided more of an ethnocentric view of America as the policeman of the world. Time dealt more with the people who would be affected by these policing actions. A person who read Newsweek may not know the feelings of the common Bosnian or the tribulations of finishing the treaty. The reader of Time, however, would be less informed about our boys' roll over there and their feelings about it. Both stories gave details on who got what, with maps to help the reader. Both stories were also optimistic compared to what was going on, with Time looking on the brightest side.
     Newsweek and Time also had stories about the Russian skater who died of a heart-attack. Newsweek provided the facts of  Sergei Grinkov's death. The author did not dwell on the death of the medalist, however. We learned about the similarities to the deaths of other sports stars, none of which died of the same thing as Grinkov. Newsweek went over other issues about athletes who perform with heart conditions, with the last two paragraphs giving us a little more about the life of Grinkov. The Time article was a love story loaded with quotes from friends. The middle two or three paragraphs discussed the technicalities of the death. The rest of the story dealt with the life of Grinkov and his wife Ekatrina Gordeeva, especially their love for one another.
     We learn the cause of death of a star in both articles, but from there they really differ. The Time article fails to give any information about other athletes with heart conditions. The Newsweek article fails to tell a story of life, and a love, cut short and the future of the widow. The Time point of view shows compassion, possibly appealing to its female audience, while Newsweek's shows facts. Newsweek uses two pages to show two pictures of the couple and four pictures of other dead athletes. Time used one page and placed a picture of the couple right in the center. The reader of Newsweek received a refresher course on heart conditions in sports, while the reader of Time received a story of one couple who were involved in sports.
    Newsweek is the magazine for wealthy white men over thirty who want to know about their country and world. Time is for men from a similar age group and tax bracket, but with a reach toward women of similar age and status. I felt that both magazines were a bit narrow in world coverage, but stories covered in-depth provided ample information. We can't expect every magazine to be everything to everybody, but I would like to see a little wider target audiences. The target audiences were chosen because they would provide the best profit for magazines with these kinds of stories. The advertisers are interested in white men, and the white men are interested in the stories.

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