4. Who would be the audience for your media product?

Before beginning construction on my magazine, I had decided that my target audience was going to be females aged 13-16 who liked rock music. I had chosen that demographic as my audience because I knew many people who fit that demographic that feel like there isn’t a magazine on the market for them. I then constructed my survey and put it on the online questionnaire website questionpro.com. Here are my survey results: 

http://www.slideshare.net/JakeDuggan/audienceprofileupdated. 

After looking at the data and compiling the power-point I made an audience profile. An audience profile is a sheet of data and images that tell you exactly who your target market is in a glance, these are often sent to advertisers so they can see if your magazine has a similar target market and is worth advertising in. Here is my audience profile:

My audience profile contains the information from my survey alongside images relating to this (for example, my audiences favourite film was ‘Nick and Norah’s infinite playlist’ so I added an image of the DVD cover). My audience profile showed me who exactly my target audience is and what they liked. After the construction of my audience profile I decided to change my target audience to males aged 13-17 who like hardcore/pop-punk music and all of its sub genres. The audience profile also suggested that I should target my magazine at people who actively go to live shows and concerts as my survey data showed that 42 out of 50 people go to shows at least once a month with 29 out of 50 going twice a month or more. It is because of this that I have included images of gigs on my audience profile, this lets me know that I should include information about upcoming gigs. On my audience profile I made sure I added lots of green and blue as those were the two colours my target audience like the best, closely followed by black. Green and blue are colours that both have connotations of nature (grass and water) so this would suggest that my audience like the outdoors, so I should make sure I include information about upcoming outdoor festivals and shows in my magazine. My target market are almost all still in high school, this suggests something about their income, they probably do not have jobs, if they do, they are low paid part time jobs. This means the disposable income my target audience have is probably pocket money from their parent/carers. I should, as a result, make my magazine fairly cheap and affordable. This also links in with the “ABC1” demographic. The “ABC1” demographic is a market of people, from upper middle class to lower middle class. The theory behind the "ABC1" demograph suggests that most companys market their media products at this demographic of people in the higher classes, with more money.

 

The ABC1 demographic is often the one that media products/products in general are marketed towards as they are the group of people with the most disposable income. I should target my magazine at this demographic because they have the most money to spare and will make my magazine the most profit.

Another marketing theory linked to this that I should bear in mind when constructing my magazine is “marketing segmentation.” Marketing segmentation is the splitting of the public into eight “classes”; actualizers, fulfilleds, believers, achievers, strivers, experiencers, makers and strugglers. This effects how I should market my magazine as each of these consumer personality types has a bearing on who will buy my magazine and why. It would be wisest to market my magazine to experiencers as they are the people who go out travelling to experience “crazy adventures.” It would be wisest for me to market my magazine to this group because they have the youthful energy that my magazine caters for and they are very frivolous with money, meaning they would spend more on my magazine.