The document provides research on the target audience for a punk fanzine. The primary audience is identified as male, aged 16-25, with a general education and working class background. Research found punk audiences in the past skewed slightly male but were generally 50/50 male to female. A secondary audience of older males who were original punks is also identified. Content for the fanzine should focus on punk subculture topics and accept all gender identities and sexualities. Primary research was conducted through an online survey to learn about readers' demographics, interests and location. The key findings were that alternative audiences generally live in urban areas and the fanzine content should remain inclusive and avoid overly formal education.

1. Audience Research
Your Name

2. Audience - AGE
The average age of punks is 16-25(1) which I found on a poll
taken by punks, because this is the only subculture I can find
information on I will base it off this.
Since my fanzine will be about alternative subgenres I will just
use these to base my target audience on rather than looking
at the age, gender etc, of people who read punkzines, it is
much easier to just assume it will be punks and other
alternative people reading it.
I will target my fanzine at this age group but also include some
things for the older generation as a lo of 70s and 80s punks
are still there, they may just be underrepresented because
most of these statistics will be based on consumption of punk
things like going to concerts, something older people wont do
as much

3. Age 2
There isn't many figures on people who
read fanzines so I found a graph on
print and digital magazines, it shows a
lot about who is reading them and who
isnt. The people that are buying and
reading printed magazines is primarily
25-39 year olds, this was quite
surprising to me as I thought it would
be primarily older people that still read
print, I thought digital magazines would
be more popular, but when I look at
digital it appears to be primarily 16-24
year olds reading this isnt a surprise but
I thought 25-39 would be the highest.
The majority of people who don’t read
magazines at all are also 16-24, this was
to be expected because of many
reasons, primarily cost and content.

4. Audience - GENDER
I cannot find any hard stats on what gender most punks where, most websites either
say that it was primarily male or that It was about 50/50 but women where highly
underrepresented. On the same pole that I referenced on my age slide I found that
56% of the people that took it where male and 43% female. This also supports that it
was about 50/50 but probably slightly more male.
“For all the films and programmes about women's role in punk, their recognition has
been a problem since the 1970s and it looks like very little has changed. Women were
a part of punk from the beginning – as musicians, promoters, venue heads, artists,
provocateurs, community organisers, documenting their local scenes in zines, films,
books and photographs. As LA punk veteran Alice Bag has pointed out, punk started
out as an inclusive and diverse movement, but was quickly annexed by white dudes.
Women have had to fight for space and recognition in punk ever since.” (2)

5. Audience – Gender 2
While reading about punk culture I found that gender identity was very different to
punks and a lot would complete go against all unspoken rules of gender, fashion and
stereotypes, this meant that punk men would often wear makeup, skirts and other
stereotypically feminine things while women could wear stereotypically male clothing
and would be completely respected by other punks. This means that I don’t really
have to gender my fanzine that much, although there is a slightly bigger male
audience it doesn't’t mean I have to make the magazine look stereotypically masculine
I basically have free reign.
“The idea was to make others outside of the subculture question their own views,
which made gender, gender presentation and gender identity a popular factor to be
played with. Men could look like women, women could look like men, or one could
look like both or neither. In some ways, punk helped to tear apart the normalized view
of gender as a dichotomy. There was a notable amount of cross-dressing in the punk
scene; it was not unusual to see men wearing ripped-up skirts, fishnet tights and
excessive makeup, or to see women with shaved heads wearing oversized plaid shirts
and jean jackets and heavy combat boots. (3) Punk created a new cultural space for
androgyny and all kinds of gender expression.” (4)

6. Sexuality
Sexuality is not a very important factor when looking into who I want to
market to, this is because my fanzine will be made for left wing punks, people
that are very accepting of sexuality and how people express themselves. I will
be breaking social norms throughout this fanzine anyway, using a
collaboration of masculine and feminine colors and showing both male and
female models. Since my product will be LGBT friendly I wont have to do
anything specific extra for any of my audience that may be LGBT, I will make
something that can be enjoyed by anyone regardless of their sexuality. I may
however add a small amount of information on punks and the LGBT because
there is a lot of information on both cultures from the 70s onward.
“Right from the beginning, Punk and LGBT subculture were inseparable from
one another. That crossover took a variety of forms. One of these was fashion
and self-presentation. In London, a year or so before the ‘Pistols emergence
proper, Punk as a subculture borrowed from the sartorial extravagance of the
‘Soul boys and girls’. [Their] look sometimes crossed over into the gay clubs.
These gay clubs were often prime locations for the black dance music and the
soul and disco influenced mid- 70’s output of David Bowie and Roxy Music.”
Soul boys and girls

7. Education
My fanzine will be informal and not contain any terminology that you
need an education to understand, this means that a general education is
more than enough for my target audience, I don’t want to make the
fanzine too formal and hard to read as my target audience would be
turned away by this, but keeping it extremely informal and sing lots of
pictures, made up words, bad describing words wont actually turn anyone
away. The people that would be turned away by this is more intellectual
people, for example a businessman would want to be reading something
that fuels his ego and makes him think he is smart, so would feel almost
offended if someone said my fanzine was targeted at him, but someone
uneducated who just wants to read good stuff in the way people talk in
real life would really enjoy this. To make my fanzine more accessible to
people with lower education standards I will stay away from making it too
boring and overly educational, make it relatable, and not use words that
only 10% of people understand, it would be more beneficial to use swear
words in my fanzine than long complicated words

8. Occupation
The social grades and class I will target are C2
Skilled working class, D Working class, E Those at
the lowest levels of subsistence. This array of
social grades and classes contains students from
high school al the way to university and also the
majority of people who have just left education.
These are m primary audience, but this also
contains a lot of people that could fit into my
secondary audience, older people who used to
be alternative in some way.

9. Audience – PSYCHOGRAPHIC
The closest psychographics I could find to alternative cultures are the struggler and
the reformer. The struggler because most punks felt alienated and different from
the majority, where quite disorganized and didn’t want to achieve the stereotypical
things regular people want to achieve in life, a lot where and are heavy consumers
of alcohol and drugs and the brands they tend to buy are any as long as they are
cheap like thrift shops etc. The Reformer because a lot of punks hated how
mainstream people acted so much they would focus on developing themselves
into someone they liked, creating their own views rather than following others and
definitely where intolerant of bad taste whether that be I n music or politics

10. Audience – GEODEMOGRAPHIC
The easiest way to gather geodemographic information was via my survey, so I decided to
ask 2 questions, if people live in urban or rural areas, and if they live in an area with a lot of
alternative people, if so, where?
These questions helped me a lot as I also had a question asking if you would consider
yourself alt. I looked at how many of the people would consider themselves alt and all that
did also lived in urban areas. This tells me that for a start alternative people tend to live in
towns and cities, this was something I suspected anyway as most concert venues, groups of
people, and shops are in towns and cities, in a rural area it would be hard to find alternative
clothes or friends or do anything or entertainment. Out of the people that lived in areas
with a lot of alternative people, all of these also lived in urban areas.

11. Audience – PRIMARY RESEARCH
I made a survey on survey monkey to gather primary research, I sent the link
to a friend who had a big following and she spread the link around so I could
get responses from people from all over. My results where quite varied and
showed lots of different answers. My questions asked for very basic
quantitative data on age, gender, if they are alternative and a lot of questions
on fanzines. This data helped me a lot especially with the geographic data
talked about on my last slide

12. Primary audience
My overall primary audience will be
• Male
• Aged 16-25
• Any sexuality
• General education
• The social grades and class I will target are C2
Skilled working class, D Working class, E Those
at the lowest levels of subsistence.
• Lower income, around 30,000 a year
maximum

13. Secondary audience
From what I have found in my survey and online a possible
secondary audience would be people from an older age group,
specifically males who have a general education and are working
class. This is because people this age and born in these times are
the most likely to be original punks, this would mean they have
bought punk magazines when they where originally a thing sold
outside concerts and handmade. Since my magazine will be a
modern take on this, primarily it will be aimed at modern day
alternative people but a secondary audience could definitely be
older people reading it for nostalgic reasons, as a reminder of
what they used to read when they where this age

14. Content research
Alternative culture is a type of culture that exists outside or on the fringes of
mainstream or popular culture, usually under the domain of one or more
subcultures.
Punk
Punk is not about a certain hair colour, style, or music, although music does
take a large part in most punks lives.
Punk is about liking what you like, being yourself, saying what you think and
FUCK ALL THE REST.
You don't need a two foot high red mohawk to be a punk, although that is
wicked cool.
You don't need sleeves, a backpiece, or any tattoos at all to be punk.
You don't need a Misfits, Casualties, Sex Pistols or any band like that jacket to
be punk.
You don't need anything to be punk except for awareness, self respect,
respect for others and an open mind. (urban dictionary description of punk
with the most upvotes)

15. Content research 2
Goth
Politics
the goth subculture has no pronounced political messages or cries for social
activism.
Stereotypes
Goths only wear black
Goths only listen to post-punk bands like Bauhaus and Joy Division
Goths hate everyone
Goth is just a phase
Goths do drugs
Goths are loners
Goths are depressed
Goths worship Satan
Religion
For example, the Visigoths, like most Gothic tribes, gradually converted from German paganism
to Christianity over the course of the fifth and sixth centuries. However, they initially adopted the
Arianist form of the religion, as opposed to the Nicean, or Catholic, form practiced by most of
Rome.

16. Content research 3
Emo top 10
1. MCR 5,273,117 followers o spotify
2. Panik! 9,982,884
3. Fall out boy 8,226,330
4. Paramore 5,438,354
5. Jimmy eat world 1,069,688
6. All time low 2,385,214
7. PTV 1,537,153
8. SWS 1,730,947
9. Taking back Sunday 664,110
10. Brand new 582,797

17. Bibliography

18. Bibliography
1. https://nymag.com/news/features/punk-poll-2013-4/ (1)
2. https://www.theguardian.com/music/musicblog/2014/jul/03/punk-has-
a-problem-with-women-why (2)
3. Suterwalla, Shehnaz (2013). "Cut, Layer, Break, Fold: Fashioning
Gendered Difference, 1970s to the Present". WSQ: Women's Studies
Quarterly. 41 (1–2): 267–284. (3)
4. Young, Tricia Henry (1998). Break All Rules! Punk Rock and the Making of
a Style. UMI Research Press. ISBN 978-0-8357-1980-3. (4)
5. Dr David Wilkinson (University of Reading), Manchester Metropolitan
University, 4th March 2014 (5)