2. Primary Data
What gender are you?
Male
Female
• In my primary research, over 75% of them
are men, comparing this result to the
other result of “What genre of music do
you like?”, over 50% of them love rock
music, which means this can show that the
genre of my target audience will be male
and their favourite genre of music will be
rock music as well.
What genre of music
do you like?
Rock
R&B
Classic
Others
3. Primary Data
What is your age?
14-17
22+
• By analysing this two result, I have one
more target audience, the students who
are studying in the secondary schools.
Are you having education or
working?
education
working
What is your level of education?
A-level
GCSE
4. Primary Data
What type of social media do
you use?
Facebook
Twitter
MySpace
Instagram
Google+
Others
• In here, as the result come out, it
can tell me that a promotion in the
Facebook platform will be very
important for my magazine because
over 40% of them use Facebook as
well.
5. Primary Data
• Overall for my primary research, I can say that I
already have a very clear target audience, this will
be:
1. men or boys
2. with favourite genre of music is rock
3. using the Facebook
4. Student(better if he is in the secondary schools)
6. Secondary Data
• In my secondary data, I will use the monthly
circulation of NME and comparing it to Q as an
example because NME and Q are also music
magazines, by researching the monthly
circulation of NME and Q, I will be able to
know the circulation of two very famous music
magazines nowadays and learn from it.
7. Secondary Data
Month Total Circulation Home Circulation Export Circulation
Jan 13 20,061 17,914 2,147
Feb13 21,375 19,176 2,199
Mar 13 19,389 17,221 2,168
Apr 13 18,734 16,534 2,200
May 13 20,018 17,863 2,155
Jun 13 20,975 18,816 2,159
• As the circulation of NME is quite low compare to the others such as Q, which
circulation in 2013 is 58,980 (Jan-Jun 13), but the NME can still survival is because
they have a very good website to keep their audiences under the high pressure of
pop and R&B music magazines.
8. Secondary Data
• Although the Q magazine is also one of the most famous
music magazine, their circulation is keep falling from year to
year: 2010 circulation 94,811--2011 circulation 80,418--2012
circulation 64,596
• Comparing to the NME, it is much more lower than the Q:
2010 circulation 38,486--2011 circulation 32,166--2012
circulation below 30,000
9. Secondary Data
• Compare these data back to 2007:
Magazine Publisher Genre Circulation
Q Emap/Bauer Rock 131,330
Mojo Bauer Rock 106,218
Top of the Pops BBC Magazines Pop 105,025
Uncut IPC Media Rock 91,028
Kerrang! Emap/Bauer Rock 76,937
Classic Rock Future Publishing Rock 67,399
New Musical Express (NME) IPC Media Rock 64,033
Total Guitar Future Publishing Practical/playing 48,673
BBC Music Magazine Bristol Magazines Classical 47,104
Metal Hammer Future Publishing Rock 45,809
10. Secondary Data
• By this we can see that, in 6 years ago, not just music
magazines, but the circulation of some of the
magazines can still reach above a 100,000, but
nowadays, it is more unlikely to reach 100,000 again as
the way to read a magazine has been changed, more
and more people read magazines on computers,
tablets and phones.
11. Overall
• I have provided a reader profile by using my
data, my ABC1 social grade will be E as most
of my readers will be student, and my
consumer categories will be explorers
because they are full of energy and they are
the first to try new brand, which means they
will try to read my magazine.
