The
website is a non commercial website specialising in news from the Shetland isles.
The Shetland news is updated daily with the latest headlines stemming from the
small island. The website states that it is funded privately which is readily
identifiable by the extensive advertising seen on the site which generates such
funding.
The website is available at only one domain and in only one language limiting its international use. The Shetland news however boasts that it is "read in over 55 countries". With such a statement this site is obviously known on an international level at least to the minority interested in current events in Shetland. The content of this site however is not international as being solely interested in news that would affect people on the island the site therefore is targeted at these potential users.
Taking a look at the website demographically it is probable that users of this site will be adults. A typical user could generally be a middle aged adult of either gender however users will most probably be predominately male. Users will most likely be parents with young to teenage children and will have a reasonable level of higher education.
Using psychographic segmentation to classify the Shetland news audience one could assume that users are of the working class. Taking into account the rural nature of the Shetland isles it is logical to assume that these users will be interested in local affairs and will be involved in the leadership of their local community.
Shetland news employs several ways to try and hold users and have them return to and support the site. The Website encourages members to bookmark the page for easier access to the site and even offer headlines sent via email to users. These emails will undoubtedly simply contain links bringing users back to the site.
As previously mentioned this website is updated regularly which encourages user to return frequently. All these efforts are implemented to encourage those who enjoy the service to offer their support by contributing to the website financially.