Doc Searl asserts that today there is 'no market for messages', for monologue has given way to dialogue. The rise in the number of people involved in social media gives testimony to this. In a recent book titled 'Engage' Brian Solis believes it's psychographics over demographics and 'the only way to learn about and motivate people is to see and connect with those who band together through tastes, preferences, interests, and passions, regardless of age, location and gender.' He describes psychographics as any attribute relating to personality, values, attitudes, interests or lifestyles and demographics as the physical characteristics of a population, such as age, gender, marital status, family size, education, geographic location and occupation.
John McMahon