Selling to the Middle - WSJ (post Trump)

Selling to the Middle 
Advertisers are grappling with a stark realization: After spending years courting U.S. consumers with aspirational images of upscale urban living, they may have misjudged the yearnings of much of their audience. In the wake of Mr. Trump’s victory with a wave of support from middle American voters, advertisers are reflecting on whether they are out of touch with the same people—rural, economically frustrated, elite-distrusting, anti-globalization voters—who propelled the businessman into the White House. Mr. Trump’s rise has them rethinking the way they collect data about consumers, recruit staff and pitch products. Some ad agencies are looking to hire more people from rural areas. The surprising outcome to the election also is likely to hamper advertising spending next year, as marketers try to figure out what implications the new administration’s decisions will have on businesses.

21 Nov. 2016 Top News of the Day email