Are you concerned about the world we are leaving behind for the next generation? Let's talk about it over a vegetarian bitterball. Do you have a creative mind? Feminist and anti-racist? Join us! Like me, do you have an unhealthy fondness for Harry Potter and the magical world even though you have long since fallen out of the target audience? Be welcome to join the club!
In short; I find myself in a certain bubble. Throw into the mix the fact that I am a Randstad millennial who works in media and likes to eat a smashed avocado sandwich at that far too hip and expensive coffee shop on the corner and the picture is complete.
I am not the only one living in such’a bubble. It's something we all do; surround ourselves with like-minded people. Add to that the filters and algorithms of social media all adjust to our preferences and the bubble is complete. This need not be a bad thing, but unconsciously we take that tunnel vision into the workplace as well. So media managers, marketers and brand managers also make choices in their work that are based on those preferences, that bubble. We unconsciously make certain choices for advertisers, and so while that's not crazy, it's something that we have to be aware of and pierce through.
Suppose you want to reach a broad target group within the Netherlands. If you yourself are an NRC or Volkskrant reader, for example, you are more inclined to include this title in your media mix and you might be less inclined to use De Telegraaf. But in this way, you unconsciously exclude part of your advertiser's target audience.
This is because De Telegraaf represents the voice of society and reaches millions of Dutch people every day. The Telegraaf journalists dare to speak their minds and go to great lengths every day to get to the truth. Major social issues are covered without fuss and embellishment. Recognizable, straightforward and stimulating.
And even if, like me, you no longer have a physical newspaper on your kitchen table, De Telegraaf is still present in your living room. After all, our journalists sit at the table of various talk shows every day. Crime reporter John van den Heuvel can regularly be seen on RTL Boulevard, Saskia Belleman often sits at the table with Jinek to comment on legal cases and political reporter Wouter de Winther regularly appears on Goedemorgen Nederland.
De Telegraaf is thus that voice of society and offers brands access to the Dutchman. We do this not only with the printed newspaper, but also through various online channels. For example, De Telegraaf has several successful podcasts and social media channels. And by investing in these ‘new’ media, the title also reaches a young audience: 43% of all GenZ’ers in the Netherlands and even 50% of all millennials. The Telegraaf journalists create content that the target audience reads and actually understands and adapt the tone of voice to the relevant channel.
In short: even if a medium like The Telegraph is not jóyour medium, it can still be a golden means to reach exactly your target group. An opportunity you may not want to miss, especially if you are always looking for the ideal media mix.
Wondering to what extent you use media that mainly fit your own bubble and how you can possibly break through that? My colleagues and I would be happy to discuss this with you!
