join this group in another 10 to 15 years. This group includes a number of young blacks who are highly successful managers and well-educated professionals. They are the same age as the Young, Bored, and Blue. Winter Affluents were formerly Achievers but in different communities and reside in Palm Beach only in the winter months. Their median age is 64 and they are solidly behind the work ethic. The Mid-Life Optimists are the largest group among the womenAs the lifestyle market segmentation has become more popular in investigating of market opportunities this article will view its main ideas and focuses. Psychographics includes social class, lifestyle, and personality variables. The end result of using these variables is a psychological profile of each market segment. Lifestyle describes how individuals spend their time, what they consider important about their immediate surroundings, their opinions on various issues, and their interests. Psychographics and lifestyle can be related to newspaper readership and the selling of space to potential advertisers. Since many newspapers are confronted with competition not only from television, many are concentrating on lifestyle research in order to comprehend how their readers allocate leisure time and how to gain a larger share of that time. Lifestyle research is most useful when it also measures demographics and the use of products or services. Lifestyle research by advertisers can help potential advertisers to envision their market better than when demographic variables are used alone. The lifestyle groups are presented in the order of median age ranging from the youngest on top to the oldest on the bottom. The largest group of men are called Mr. Middle, which aptly describes their characteristics: middle aged, middle income, middle educated, and fairly well satisfied with their lives. The next group in size - Young, Bored, and Blue -are less attached to the work ethic, hold blue-collar jobs, and enjoy rock music.

Members of this group are disproportionately single and divorced. Senior Solid Conservatives are over age 55 and half are retired. Many had come to Palm Beach to retire rather than to work. The Achievers are business managers and professionals with a median age of 47. Tomorrow's Leaders would join this group in another 10 to 15 years. This group includes a number of young blacks who are highly successful managers and well-educated professionals. They are the same age as the Young, Bored, and Blue. Winter Affluents were formerly Achievers but in different communities and reside in Palm Beach only in the winter months. Their median age is 64 and they are solidly behind the work ethic. The Mid-Life Optimists are the largest group among the women

arious issues, and their interests. Psychographics and lifestyle can be related to newspaper readership and the selling of space to potential advertisers. Since many newspapers are confronted with competition not only from television, many are concentrating on lifestyle research in order to comprehend how their readers allocate leisure time and how to gain a larger share of that time. Lifestyle research is most useful when it also measures demographics and the use of products or services. Lifestyle research by advertisers can help potential advertisers to envision their market better than when demographic variables are used alone. The lifestyle groups are presented in the order of median age ranging from the youngest on top to the oldest on the bottom. The largest group of men are called Mr. Middle, which aptly describes their characteristics: middle aged, middle income, middle educated, and fairly well satisfied with their lives. The next group in size - Young, Bored, and Blue -are less attached to the work ethic, hold blue-collar jobs, and enjoy rock music.

Members of this group are disproportionately single and divorced. Senior Solid Conservatives are over age 55 and half are retired. Many had come to Palm Beach to retire rather than to work. The Achievers are business managers and professionals with a median age of 47. Tomorrow's Leaders would join this group in another 10 to 15 years. This group includes a number of young blacks who are highly successful managers and well-educated professionals. They are the same age as the Young, Bored, and Blue. Winter Affluents were formerly Achievers but in different communities and reside in Palm Beach only in the winter months. Their median age is 64 and they are solidly behind the work ethic. The Mid-Life Optimists are the largest group among the women

d the use of products or services. Lifestyle research by advertisers can help potential advertisers to envision their market better than when demographic variables are used alone. The lifestyle groups are presented in the order of median age ranging from the youngest on top to the oldest on the bottom. The largest group of men are called Mr. Middle, which aptly describes their characteristics: middle aged, middle income, middle educated, and fairly well satisfied with their lives. The next group in size - Young, Bored, and Blue -are less attached to the work ethic, hold blue-collar jobs, and enjoy rock music.

Members of this group are disproportionately single and divorced. Senior Solid Conservatives are over age 55 and half are retired. Many had come to Palm Beach to retire rather than to work. The Achievers are business managers and professionals with a median age of 47. Tomorrow's Leaders would join this group in another 10 to 15 years. This group includes a number of young blacks who are highly successful managers and well-educated professionals. They are the same age as the Young, Bored, and Blue. Winter Affluents were formerly Achievers but in different communities and reside in Palm Beach only in the winter months. Their median age is 64 and they are solidly behind the work ethic. The Mid-Life Optimists are the largest group among the women

satisfied with their lives. The next group in size - Young, Bored, and Blue -are less attached to the work ethic, hold blue-collar jobs, and enjoy rock music.

Members of this group are disproportionately single and divorced. Senior Solid Conservatives are over age 55 and half are retired. Many had come to Palm Beach to retire rather than to work. The Achievers are business managers and professionals with a median age of 47. Tomorrow's Leaders would join this group in another 10 to 15 years. This group includes a number of young blacks who are highly successful managers and well-educated professionals. They are the same age as the Young, Bored, and Blue. Winter Affluents were formerly Achievers but in different communities and reside in Palm Beach only in the winter months. Their median age is 64 and they are solidly behind the work ethic. The Mid-Life Optimists are the largest group among the women

join this group in another 10 to 15 years. This group includes a number of young blacks who are highly successful managers and well-educated professionals. They are the same age as the Young, Bored, and Blue. Winter Affluents were formerly Achievers but in different communities and reside in Palm Beach only in the winter months. Their median age is 64 and they are solidly behind the work ethic. The Mid-Life Optimists are the largest group among the women in the Palm Beach area. Their median age is 47 and eating out in restaurants, bowling, bridge, tennis, and keeping up with fashion trends occupies their time. The second largest group is called Mrs. Senior Traditionalist. Their median age is about 62 and they are conservative in outlook, believing that women should remain at home and take care of the family, thus opposing many new trends concerning the change of women's status in society. The Domestic Inactives are lower-income, poorly educated females with low participation in leisure pursuits. Most of this group either were or are employed as maids working in hotels or private homes. About one-third are members of an ethnic minority group. The Nostalgics are more apt to be widows and are better educated than Mrs. Senior Traditionalist. This group manages their own investments and are likely to read the business section of the newspaper. The Nostalgics lead lonely lives in contrast to Mrs. Senior Traditionalists, who find their lives full and interesting. The two youngest groups believe that women should participate equally with men in business, home, and community activities.

Both groups have preschool children. The Ms. Restless group includes many singles or divorcees and many have recently come to Palm Beach in an effort to change their lives. The Expanded Outlooks are active in civic and volunteer organizations and are living together with their husbands. This group intends to return to the work force once their children are older.

Newspapers conduct lifestyle research with the hope that potential advertisers can better target the market, improve the product, or develop new products to satisfy their customers. Lifestyle research is most useful for those marketers who offer highly differentiated products or services. When groups of consu