I was reading an article and could not make sense of what author means by the following:
So let's see. Right now, when people think of Malaysia Airlines, what do they think about? Probably the fact that they're missing an airplane full of human beings and nobody knows what happened. OK, great. So how can we use that to our advantage?
Malaysia Airlines could target the huge market and untapped demo of missing persons, and also get bonus wordplay points, with the addition of “International” to its company name.
What does the author mean by "untapped demo of missing persons" in this context ?