ReadyMade markets itself as a magazine catering to GenNesters, the group of consumers ages 25 to 35 who are just settling down after college. These young consumers are buying their first houses and taking on domestic and decorating roles for the first time. They are interested in being stylish, while at the same time maintaining their own unique personalities. 

    

But the magazine appeals to a wide variety of readers other than just GenNesters. ReadyMade has subscribers in all age groups—from teens looking to update their rooms to retirees looking for projects to enliven their homes. This diversity offers a unique challenge to ReadyMade as it tries to promote itself to advertisers who need to know what sort of people will be reached through advertisements appearing in the publication.

    

ReadyMade is named after the term that Marcel Duchamp coined in 1915 for a series of sculptures that playfully rethought the relationship between people and mass-produced objects, everyday items, and art. Ready- Made magazine is about people who make things and the culture of making, so it consists mostly of do-it-yourself projects and both short and long articles. Subscribers are invited to submit projects, recipes, and story ideas relating to the culture of making, inventive practices and people, of-the-moment cultural trends and products, and food trends. 

    

Before answering the questions below, reread Chapter 7 and watch the ReadyMade video for this chapter.

    

Q. What sort of segmentation does ReadyMade use when it markets to businesses and investors?