Target Audience and Demographics Research

1. Target Audience and Magazine
Demographics
NME, Billboard, Kerrang, CLASH

2. My Target Audience
To decide on my target audience I thought it would be a good idea to
research the existing audiences of the magazines I’ve studied
I found that the exact types of people reading these magazines are shown
in the readership profiles of the magazines, I found profiles for my
magazines and have written up about each typical reader

3. NME
• Male – 69%
• Female – 31%
• Average Age – 24
• Students – 29%
• Part Time Workers – 7%
• Full Time Workers – 52%
On average an NME reader will
spend in a year:
• £532 on clothing
• £1229 on musical equipment
• £66 on DVDs
The average NME reader spends
19 hours a week online, 94%
have access to the internet and
84% receive TV/ satellite
signals.
From this I can see that NME
readers are largely among
younger people either in school/
education or just out of it. They
are interested in fashion and
music tech and make use of the
internet (seen through their
spending figures) I think
because of their online

4. Billboard
• Male – 77%
• Female – 23%
• Average Age – 47
• Student – 25%
• College Graduate – 68%
• Median Household income –
£169,227
Online Audience
• Male – 43%
• Female – 57%
• Average Age – 37
• Median Household income -
Social Media Audience
• Facebook – 8.4 million likes
• Twitter – 4.63 million
followers
• Instagram – 2.7 million
followers
Billboard’s statistics show a
phenomenal social media
following. Their online success
is something I would want to
achieve with my magazine an so
is another reason to create social
media platforms available to
them and advertise them in the
Although I did not study
Billboard I felt their
magazine would be similar
to mine and so researched
their audience:

5. KERRANG
• Devoted audience of rock
music fans
• 60% Male
• 40% Female
• Aimed at younger audiences
aged 16 -24
• Largely white British
readership
• Middle/Lower class
Kerrang works to appeal more
to it’s male audiences by using
hardcore metal iconic artists on
it’s covers with angry and
violent expressions. They target
their female readers with images
of male groups or artists and
posters of them.
The magazine is British and
circulated only in Britain. The
genres of music I want to
include in my magazine are
largely British artists and I feel
perhaps I could have my
magazine as a British exclusive.
The magazine’s
psychographic is defined as
“people who aspire to be
respected among other
people”

6. CLASH
• Male – 56%
• Female – 44%
• Under 21 – 12%
• 21-25 – 37%
• 26-30 – 34%
• 31-35 – 11%
• 36+ - 6%
• Middle class
A CLASH reader is typically in employment
and is interested in music, films, technology
and fashion. Their middle class status means
when they chose to spend limited disposable
income it is an informed decision based on
recommendation
CLASH’s audience seems very similar to the
sort of audience I am considering. Their
young audience has similar interests as most
people interested in the genre of music my
magazine will be based on meaning I could
sometimes incorporate other elements into it.

7. My Target Audience
From my research I have decided my target audience
will be:
• Young Adults between the ages 15-30
• Appealing to both genders but slightly more geared
towards a male audience as they appear to be the
gender that purchase and read print media the most
• Interested in the “indie” “rock” and “alternative”
genres
• Middle Class with some disposable income
• Able and eager to use online outlets such as a website