I believe ReadyMade magazine initially was too focus on the investors and advertisers. Even though they were trying to seek advertisers with the same vision and trend setting culture as the magazine, seems like they were not given priority to their target market. The magazine targeted consumers who were DIYs (do-it-yourselfers) and who were interested in creativity and design. At later time, they may have shifted to demographic segmentation strategy, which segments markets by age, gender, income, ethnic background and family life cycle. (Lamb, Hair, McDaniel, 2013, pp. 275). According to our book, the magazine had subscribers in all age groups, which presented a challenge when they were trying to promote to advertisers. (Lamb, Hair, McDaniel,
