Secondary Research FMP

1. Secondary Research
Daniel Thompson

2. The average reader of the magazine series Practical Photography is 48 years old. This is a
rather large difference to my own magazine and research of which my audience is
dominantly teens (16-19). I think that catering to this younger audience will be a good
idea as it is a niche in the market. I could present my product to be more colourful, fun
and interesting to my age range. My audience’s dominant gender is female with an
exactly opposite to the photography magazine’s audience with a 86% - 14% split. Due to
this I will be featuring more female friendly and related topics for appeal. There is not
much else I could really change to appeal to a female dominant audience as
photography is the same for both genders therefore the content I use will be the same.

3. It is reported that the Practical Photography magazine’s readers have
been interested in photography and digital photography for many years
and would most likely be interested in tutorials and guides about the
subject. My audience would will not have been interested for nearly as
long as they are considerably younger than the rest of the photography
enthusiasts, however they would still be very interested in learning at
least the basic premises of the subject.

4. Through research of the magazine: Frame, I have managed to gather the amount of
readers or viewers for each respective media. The most popular way to reach people
is clearly through social media with adverts in the style of both still image and video.
For this reason I will creating at least one example of a social media advert for my
company and will screenshot it as evidence. The next most popular way of reaching
readers is through the traditional magazine. This is going to be my main focus of my
project as it is considerably bigger than the rest of the products I will be creating. I
will also be able to link my social media presence to my magazine and vice versa
which will render both products more accessible and link them better as a project. I
will not be capitalising on event visitors or newsletter subscribers as I they are a
lesser audience as proven above and also due to the amount of products I am giving
myself to create in the time given. The website idea will be my biggest product after
my magazine design as I will be able to feature a photography portfolio and display
more written work to show off my knowledge of the subject and the things I am
offering with this project.

5. The gender gap in the audience is not too vast but still favours men. Although this is the
case, I will be catering for both genders equally, using an neutral colour pallet and
featuring photography most enjoyed by both genders. This will ensure I hit a good target
with the largest audience. The average age of readers for the magazine mentioned above
is 37 meaning they will most likely be able to read more things rather than getting bored
easily and complaining at the lack of images. Only due to the nature of my magazine will I
be featuring the amount of imagery I do. The average age will also allow me to use more
complex language and use more mature themes. This could also make production easier
the majority of products I have looked at on the market are all using the same successful
themes and subjects.

6. This piece of brief research has shown me that the popular magazine: practical
photography, has an audience that has been into photography for around 18years and
digital photography for 4years. Should this mean the same for my audience, I will focus
more on the side of digital photography due to the audience not having anywhere near
the same amount of experience as traditional photography. I will focus on more editing
software and digital cameras (not excluding the rest of photography of course) as this is
also the side of media production I enjoy the most. With the photography magazine
audience being so experienced for the most part, there could be a potential niche in the
market for newcomers who are just getting into photography. This would mean I could
start from the basics and move my way up as the magazine dps' continue. This would
prove helpful for myself as I am trying to learn more about photography as a whole too.

7. References
1. (2018). Circulation Figures/The Reader. Available:
http://www.bauermediapacks.com/Leisure-and-
Technology/29/235/practical-photography/circulation-figuresthe-
reader/. Last accessed 4th February
2. (2018). The Scotts magazine Demographics. Available:
https://www.scotsmagazine.com/wp-
content/uploads/sites/7/2018/02/Scots-Mag-Media-Pack-2018-1.pdf.
Last accessed 6th Feb 2019.
3. (2018). Frame Media Kit 2018. Available:
https://www.frameweb.com/media/files/rtf/Frame_Media_Kit_2018_Ful
l.pdf. Last accessed 1st May 2019.