Erase your demo maps and start over

So many ways to cut demo data, but we love this one. Back in 1981 Joel Garreau sliced North America into the politics of place. Seems he thought people should be segmented by commonalities of culture, politics, local industry, and geographic features such as watersheds. In the U.S., it means media planners should consider that consumers in New England are very different from Dixie vs. "the breadbasket" and "MexAmerica." Might explain those strange election results every few years.

Still doesn't explain why the creatives next door wear funny sneakers.