Your audience is a mixture of traits.
Yesterday I received a solicitation in the mail to become a member of the National Rifle Association. My initial response was clear… the person responsible for managing the NRA lead database had it all wrong. And I definitely wasn't one of their prospects. But then a friend of mine was quick to point out that I'm a big NASCAR fan, and don't many who follow NASCAR also promote the right to bear arms? Yes, I had to agree. Which brings me to this point. Your customers may have varying interests. The editors and writers you deal with on a daily (especially in this economy) may cover a variety of beats. Don't rule out a lead just because it "looks conservative" or because the reporter "only covers professional sports." Talk to your leads, your customers, your media contacts. Find out exactly what they want and then give it to them. Because just because someone isn't into the NRA doesn't mean that they don't love fast cars and Americana.
