Tumblr has not yet made public how it plans to make money, though it has toyed with some ideas, like sales of virtual gifts and premium themes (http://venturebeat.com/2010/09/07/tumblr-growing-pains/)
Demographics: Are changing population demographics affecting this industry? What demographic trends will affect the acceptance or rejection of the client’s product/service? If you recommend your client target a specific demographic group, determine if there will be population shifts into or out of that market. Also, are there any other demographic groups growing in size or market attractiveness that might represent promising future markets for the product? For example, the growing size of the Latino population has created opportunities for many industries, as has the general aging of America.
f. Key publics: Are there other publics that have power or impact in this industry? Examples include financial (investors), media, government, and special interest groups. --