Use Microscope to find the Top 5 Magazines read by your Target Groups

How to create your target group:

1. In your cross tab options box, go to Axes
2. Hit Add.

3. Hit New.
4. Find the axes you want. To create “Females with household incomes of $60k+,” find the Gender axis. Highlight Female in the Axis Elements column.

   

5. Use the arrow  to move Female into the Definition Details column on the right.
6. Click on  to add the second element of the target group (HHI $60k+).

• Use “And” to join elements when you want to create a target group that meet both/all of your conditions. i.e. Female And HHI$60k+ = target group is females living in households earning HHI$60k+
• Use “Or” to join elements when you want to create a group that meet either/any one of your conditions. i.e. Top 3 Occupations = Business Proprietor Or Business Manager Or Professional…

7. Add Household Income $60k+ in the same way as you took Gender across.
8. Rename your Target Title to something you’ll remember.
9. Hit OK.
10. To make your second element (your second target group), hit New and repeat the process.
11. In the Define New Axis dialogue box, rename your Axis to something you’ll remember.

How to run your cross tab:

12. To run “My target groups” against All Magazines: Select Top Axes and highlight My target groups (customised axes sit at the bottom of the available axes list).
13. Select Side Axes; find All Magazines (Ctrl ¯ to search).
14. Hit OK in the cross tab axes box.
15. Hit OK in the cross tab options box.

How to rank your cross tab on the Top 3 Occupations:

16. In your cross tab, double click on the column heading Top 3 Occupations to open the dialogue box below.

17. Type 6 in Side under Display how many items.
18. Hit OK in the Cross Tab Sorting and Filtering Options box.
19. Hit OK in the cross tab options box.
20. The report is now ranked on the Top 3 Occupations. To rank by a different target group, double click on their heading and repeat the process.

Source: Nielsen Media National Readership Survey July 2005 – June 2006.