Psychographic Targeting Unhinged: Publications


Online & Offline Travel Publications Personalities
Search is a friend to the social psychographic research artist. Since we don’t know every travel mag’, let’s use Google for discovery by searching for “list of travel magazines.” We’ll check Facebook and other channels to see if the communities surrounding these online and offline publications are represented.

Wikipedia is also a very useful research aid. We’re using it in this case to find travel- and tourist-related magazines.

Now let’s see if those publications are represented in Facebook. Yep, there’s quite a bit of inventory there. Some of the publications suggest the financial status of our targets. Condé Nast might attract a more expensive crowd. Ask yourself what interest in, a site sporting 500 travel guides covering 195 countries, might infer about users as pertains to the traveler persona. Fascinating. (Again, we’ve provided some segments as text, for easy import into Facebook. Enjoy!)

#Condé Nast Traveler, #Condé Nast Traveller, #Condé Nast Publications, condé nast publications, condé nast, condé nast traveller uk, conde nast, conde nast traveler magazine, #Frommer’s, frommers, #Lonely Planet, enroute magazine, #Escapism Travel Magazine, #National Geographic Traveler, national geographic traveler, #Travel + Leisure, #Travel Weekly, #Travelgirl magazine, travelgirl magazine, #Travel Trade Gazette, #Merian (magazine), #Hana Hou!, #Get Lost Magazine

Great! Now let’s map the travel magazine inventory to YouTube.



Use LinkedIn to target employees of those companies. One would assume they are potential reviewers or in a position to help. Segment these employees by writing, blogging, reviewers and other job titles to hyper-target media influencers; we’ll go into PR segments later in the post. Often times you can find employees in Facebook as well.

Travel Forums & Blogs Personalities

Hard-core travelers participate in forums and blogs for a variety of reasons. is a great example. This targeting node is highly scalable. Use a PR database like Vocus, or even Google, to locate other travel blogs, forums and magazines.

With every discovery, there are new ideas to follow. does not have many FB fans, but does have sections broken out into various airline and hotel loyalty programs. Great idea and inspiring to the intuitive psychographic marketer.  These are terrific clues for persona elements.

Check Facebook to see if these communities are represented. With the massive land rush to FB these days, most publishers are somehow pushing their followers to FB. That’s like serving their customers up to persona modelers like Sunday dinner! We know their customers are mostly travelers. Loyalty club interests fit the traveler persona model. Grab em’ and bag em’.

Here are FlyerTalk employees in LinkedIn. They may be influential. Let’s note this personality.

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  • re targeting

    Retargeting is awesome, and just like you said the strategy can and is used for email. Now, what’s recently evolving is Search Retargeting. Where you can target based off of search query, which means users don’t even need to land on your site/page!

  • Barry Tubwell

    Over the top, outstanding post Marty. Posts like this on aimclear is the reason I follow your twitter, facebook page and the blog its self. Thanks a ton.

  • Kath Dawson

    Marty this is fascinating stuff! I have thoroughly enjoyed digging into this and repeating some of your searches to test that I am doing the right thing. My Facebook Adcreator give me “audience” rather than “estimated reach” and while some of the numbers I get are very similar to your others are way less. Am I doing something wrong or could there be a different explanation as to the discrepancy?

    Now I want to see how I can use your process for persona research on other sectors that are not nearly as interesting as the one you have described, wish me luck!!

  • Liang Chen

    Saw your post SEOmoz, and followed through to here. This one is gonna take me weeks to digest, so I will be coming back as often as possible in the next few weeks.

  • Brian Jensen

    Marty, huge kudos to you for this beyond comprehensive resource on psychographic targeting, personas and for exposing the sheer power from utilizing multiple platforms to mine this data. The number and combined reach of the various persona possibilities that you uncovered was staggering to say the least. Innovative, exciting, brilliant, thanks.

    • Marty Weintraub

      Thanks Brian, We’re glad the post resonated.

  • Warren Whitlock

    Finally, a good way to target all the SEO experts who lost there way with the newest Panda update 🙂

    • Marty Weintraub

      Warren, TOTALLY 🙂

  • stephen

    Great post and information pointing us all the correct direction. Loved you book by the way ‘killer facebook ads’ 🙂

  • Eric Scism

    Absolutely incredible. I came here to check some demographic targeting info for a retargeting campaign that I was setting up. Now, I’m having to completely re-structure/re-think the campaign. Thanks Marty this was absolutely incredible.

  • Maryan Pelland

    When I read, and I read a LOT each day, I tend to skim. An 8 page post usually sends me clicking off to somewhere else. THIS piece had so much useable, understandable, and current info that I read each page, each word, and bookmarked it. I’ve been doing a lot of these things intuitively, but you drew me a road map. Right on.

  • Laura

    You should consider a print this article button. There is no good way to print this out and for longer content it’s so much easier for me to absorb when I get away from my computer….

    • Marty Weintraub

      Thanks for the feedback Laura.