Download this issue of JAM and find out how marketing segmentation has changed over the last ten years.

Inside you will find: a rough guide to the segmentation toolkit by Heather Maitland (page 4); Katy Raines makes segmentation seem easy on page 6 and presents a new segmentation project she’s developing with Joanna Sigsworth at Town Hall Symphony Hall (page 9); and Andrew McIntyre writes about a new, universal segmentation system for the cultural sector (page 14).

On page 18 Millicent Jones illustrates how to target and personalise digital marketing communications; Penny Mills and Bryony Duncan examine five steps to put your segmentation into action (page 20); and on page 22 we give 10 top tips for segmenting successfully.

Jane Donald is our spotlightee this month, Tracey-Anne Gill tells us more about marketing a carnival arts organisation (page 11) and finally Katherine Dimsdale gives us a preview of this year’s museums and galleries marketing day (page 12).

Any thoughts, comments or suggestions for JAM? Please email the Editor.