When digging deeper into your core demographics, often you find surprises of ways that connect them outside of “male/24-34/tech spirited/golfer, father, entrepreneur.” Taking the time to study the individuals, say through an ethnography, may reveal other threads that tie your audience. Perhaps they are also all Trekkies? CNET gives the top 7 sites where you will find this audience primed for new information.

Did you know constant zoo-goers are also green thumbs? Gardening/nurseries creates another interesting avenue for mindset and media opportunities.

Perhaps potential Zuners are into sudoku.
Or adult Wii users pair playing with a fine chardonnay.

Stop segmenting targets and uncover the hidden ways they group themselves.