2. Purpose and Aim
• The purpose of this research is to gain potential ideas for my
magazine for my new folk music magazine. I need to find out
what my target audience wants in a magazine. Therefore, I
would need to ask them using questionnaires and other
primary and secondary research techniques.
• The different ways in which I got my information was by asking
the public questions to see what they personally prefer. Also,
another thing I did was a focus group between a couple of
people in my target audience, I did this to see how what is
preferred.
3. Audience profile
• The results of the questionnaire suggests that my target audience is mostly
male between the ages of 31-50 this is because I want to attract the
attention of more mature reader, however I would still like to have mature
younger adults buying my magazine. The research also tells me that the
majority are in full time work which would mean they have a disposable
income that they could use to buy magazines.
Age
3.5
3 3 Gender Employment status
3
2.5
2 full time
36% male 29%
1.5 36%
1 1 1 1 1 part time
1
female unemployed
0.5 64%
14%
student
0
21%
16-20 21-25 26-30 31-35 36-40 41-45 46-50
4. Audience profile
• The results for this suggests that the majority of people I had
asked lived in Harlow. . Another thing was that my target
groups favourite pass times are watching sports such as
football and rugby and going to the pub, this information will
help me when I need to decide what I should advertise in my
magazine because it would have to be things that the reader
would want to buy for example sports clothing/merchandise or
beer.
Hobbies and Interests
Town of Residence 7
6
0% 5
9% harlow 4
sawbrigdeworth 3
18% 2
bishop stortford 1
0
55% eppig
18% brentwood
london
0%
5. Media purchasing habits
• I learnt that my target audience bought their magazines from
supermarkets, this is good because I now know where to start
my advertising and also where I would first sell the magazines.
I also learnt that the average amount of people I asked would
buy 1 magazine a month and spend about £3.50-£4 on the
magazine, this gives me the information about how much I
should price mine at and how often I should release a
magazine
Amount of magazine bought Places of purchase Monthly, how much is
monthly spent on magazines
0% 0%
0% 0%
18% 18%
18% 1 £2.50-£3
supermarket
36%
2 46% newsagents
£3.50-£4
3 petrol station
55%
27% £4.50-£5
4 36% internet
46%
5+
£5.50+
6. Personal preferences
• My questionnaire showed me that my target audience would most like
either a poster, ITunes vouchers or tickets to see an artist as a gift or
offer with my magazine, this is good because it has given me a range to
choose from so I can ick the cheapest but I would still know that my
target audience would like it. The main features that the people who I
asked chose was ‘what happened to...?’ this would be a good because
my target audience is older so bringing an older artist that they may
have listened to when they were younger could bring a lot more buyers.
Also I learnt that ‘Mumford and sons’ would be a good group to use in
my magazine because a lot of my target audience like them.
Artists
Gifts and Offers Main feature 6
3.5 4.5 5
4
3 3.5 4
3
2.5 2.5 3
2 2
2 1.5
1.5 1 1
0.5
1 0 0
0.5
0
£5 Itunes CD of poster free free
voucher best ticket to guitar
songs see artist picks
7. Personal preferences
• I showed my target audience pictures of other folk music magazines and asked
them which one they preferred and the majority said D (Image to the side) this
gives me ideas on how to layout my magazine. I also asked them why they liked
this one the best and the most of them said that its because of the colours and
how they fit well with the style ad genre of the magazine. I also asked the public
what colours they think would suit a folk music magazine the best and they
think that natural colours such as brown, blues and greens would suit the
magazine best because folk is thought of as very natural.
Which front cover was Why was this the best?
What colours for the magazines
prefered? 7
6
5 18%
A 4
27% naturals
3
46% B 2 18% brights
64%
C 1 pastels
18%
0
9% D colours layout image asthead designfont
m
8. Focus group
• I did a focus group with 4 males and 1 female between the ages of
40-65.
Age Gender Employment status
0%
36-40 full time work
20% 20%
40% 41-45 male 40% 40% part time work
40% 46-50 female unemployed
80%
50+ 20% student
0%
Town of Residance
All of the males said that they only buy one magazine a
month. Dad- “I don’t get time to read so I only buy one
40% harlow a month”. However my nan said “I buy about 2 a month
60% epping because t takes me a while to read the whole
magazine”. The majority of the group said that they buy
their magazines in supermarkets or petrol station whilst
Hobbies and Interests they are doing other chores. They all agreed that they
dvds
would sped about £2.50-£4 on a magazine monthly.
33%
16% With the gifts and offers their was split between what
reading
17% everyone wanted because my uncle J liked both ideas of
17% 17% travelling going to see and artist perform and a CD of the best
song.
9. Conclusion
• I have come to the conclusion that people who listen to folk
music are mostly male of an older age such as 25-50 years
old, they have a full time job and disposable income. They like
going to the pub and watching sports. They usually buy one
magazine a month and would spend roughly about £3.50-£4
on a magazine monthly.
