Lee, Shelley A.
November 2003
Journal of Financial Planning;Nov2003, Vol. 16 Issue 11, p12
Academic Journal
The article presents an interview with Peter Francese, co-founder of the National Planning Data Corp. and publisher of the American Demographics magazine, regarding the early days and early adopters of demographics, and its trends and importance. The readers of the American Demographics are an eclectic group. The magazine started with a steep subscription fee for 1979, $30 for ten issues, but the universal reaction from those who read it was that it was cheap at twice the price. Readers range from presidents of corporations to presidents of colleges and universities and a lot of people in between. Data, information, knowledge and insight make up the whole spectrum and the magazine tried to move along that spectrum so that it can go closer to give true insight into what was going on with consumers. The magazine also looks into consumption data. For Francese, the participation of women in the workplace is the most significant seminal event that have profoundly changed business and society. Second is the intense fragmentation of society. Financial services and financial planning can use demographics and insight on trends. There are three kinds of information that they need. The first is demographics and geography. Second is that they have to understand their psychographics. Third, they have to understand their media preferences.


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