Evolving niche’ market: PANKS
Posted: January 22, 2013 | Contents: Chapter 2, Chapter 3 | Tags: digital women influencers study, nadine godwin, pank, travel journalism, travel journalist, travel weekly, travel writer, travel writing, weber shandwick Leave a comment »Chapter 2 points out that the audiences for travel journalism aren’t static; they change. Likewise, Nadine Godwin of Travel Weekly introduces a new niche’ audience for travel writers: the PANKs. According to Digital Women Influencers Study, researched by Weber Shandwick, PANK is defined as an acronym for:
professional aunt, no kids.
However, Godwin and the research includes all single career women who enjoy sharing travel experiences with young relatives or acquaintances in the PANK category. In the Digital Women article, research shows women are having less children than only several decades ago and these PANKs make up 1 in 5 of the US population. As the article appeals to marketers with a new angle to approach single career women so it should appeal to travel journalists.
