After completing this chapter you should be able to:

• Define an audience based on several characteristics, including demographic information, psychographic information and geography
• Understand what readers want from you as a media professional, how you should deliver it to them and ways in which audiences change over time
• Discuss the key interest elements that attract most readers, including fame, oddity, conflict, immediacy and impact
• Identify key needs audience members possess and explain how to meet those needs through your writing