Young and Rubicam's 4Cs Audience Theory

• Definition: Audiences fit into different personality types
• 4 Different personality types:

  Mainstreamers - like familiarity and security

  Aspirers - seek status, luxury

  Explorers - love new experiences

  Referomers - value social justice and independence
• Vogue (Malala) : Appeals to Reformers (socially conscious readers)
• The Sun : Appeals to Mainstreamers who want quick, engaging news