Katy Wrighting conducted primary research on her target audience of females aged 17-25 through face-to-face interviews with 21 women. Her research found that the target audience prefers monthly magazines, is attracted to magazines based on cover images, and enjoys mainstream music. They see themselves as stylish and aspire to be successful like Victoria Beckham. The research also revealed that the target audience spends their disposable income of £20-40 mostly on clothing and likes to go shopping in their spare time.

1. Audience Analysis
By Katy Wrighting

2. My Target Audience
• The Demographic for my audience is Females
in the age range of 17 to 25; they will be A B
C1 in their occupation type.
• The psychographic for my target audience is
that they are high achieving or high aspiring
women who have interests in fashion and
music.

3. What I Wanted To Find Out
• I wanted to find out what magazines are already in my target audiences market and what it is
about a magazine that attracts them. I wanted to know this because I would then be able to
take the aspects of the magazines that they found desirable and be able to create one that
appealed to them more than there current ones.
• I also wanted to see what type of music that appeals to my target audience so I could have a
genre to my magazine that they would find interesting and desirable.
• I wanted to find out what my target audiences ideals where and what they spend there
money on and therefore what would be attractive to them. I wanted to find this out because
I could then cover aspects of there ideals and interests in the magazine to keep it current and
appealing to them.
• I wanted also to find out how my target audience view themselves because I would then be
able to use this to make the magazine appeal to them because it would echo the way that
they view themselves to the masses around them.
• I wanted to find out exactly what my target audience was looking for from
my proposed magazine idea.

4. How I Researched My Audience
I carried out some primary research on my target audience via the means of a quick
face to face interview, collecting predominantly quantitative data from a set of 12
closed questions.
• I interviewed 21 lady's that I chose by them visually looking like they fitted into my
Target audience. The majority of my respondents I already knew via friends or
family but some I just chose at random in the city centre.
• I chose the format for my research to be a face to face interview because I could
get the answers that I needed quickly as the majority were closed questions or if
the respondent wanted to elaborate on a question I could get the extra
information when I deemed it fit.
• I chose closed questions because I wanted to collect quantitative data because this
would be easier to find patterns within it and to analyse for my magazine.

5. My Interview Questions
How old are you? How much would you be willing to pay for a magazine? What do you spend most of your spendable income on?
16-18 £1-£2 Clothes
19-24 £2-£3 Makeup
25-29 £3-£4 Music
30+ £4-£5 Fitness
£5+ Other………………………………
How often do you buy a magazine?
Weekly What is your favourite genre of music? What do you like to do in your spare time?
Monthly Mainstream Go shopping
Sporadically R&B Party
Never Jazz Read
Pop Other………………………….
Out of these which is your favourite magazine? Rap
Heat Other …………. Which of these describe you best?
Hello Stylish
Elle What ideology appeals to you most? Glamorous
Closer Power and reputation Achiever
Glamour Fashion and identity Aspirer
Performer
What attracts you to pick up a magazine? How much spendable income do you get a month? Intelligent
Cover image Under £20
Interviews £20-£40 Out of these who inspires you most?
Cover lines £40-£60 Victoria Beckham
Incentives/freebies £60-£100 Beyoncé
Something new £100 + Fashion
Other ……………………….. Rihanna
Money

6. My Results
From the data collected I
12 could see that my Target
10 audience is dominated by
8 people in the age range of
6 19 to 24, this means that I
know the age range of
4
people to interview for my
2 16-18 magazine so that my
0 19-24 Target audience can
25-29 identify with them. This is
what I expected to find as
this Age range of women
are the ones to tend to be
developing themselves
before they settle down
for family life so they are
outgoing and successful.

7. What attracts my audience to a new
magazine.
Series 1 When asked what attracted
them to a new magazine the
9 most common response from
8
7 my target audience was the
6 cover image being the most
5 important aspect of a
4 magazine cover that
3 encourages them to pick it
2 Series 1 up, this tells me that I need a
1
really strong cover image
0
which personifies all of their
values such as fashion and
power but also a musician. I
would most likely go for a very
attractive lady to appeal to my
target audience.

8. How often to publish my magazine
When asked how often my target audience buy a magazine the most popular result was monthly by a huge 11 out of 21 results, this made it
very obvious to me that to get the biggest circulation of my magazine I should publish it monthly as this would be when my target audience
would be happiest buying it.
What other magazines my Target audience like.
When asked which magazines my audience currently enjoy reading the majority vote was ‘Heat’ magazine which looks in depth at the shallow
life of celebrity. I think that this appeals to my audience because it has in depth interviews and lots of information about the celebrity life that
interests them, the ones who have succeeded in life. I will take from this result that I need to look at having in depth interviews and an
emphasis on the lifestyle of the celebrities I interview.
How much my audience would be willing to pay for my magazine.
When asked how much they would be willing to pay for a high end music magazine the most popular result was £3-£4 with a once again large
majority of 11 out of 21 respondents choosing this. Because they have decided that quite a high price is acceptable It shows me that they
expect high quality magazines and therefore I think that price I have decided will cater for there needs best is £3.90 as it is high enough to
allow a high quality magazine but low enough for them to be able to buy it regally.
What music my target audience enjoys.
When asked what music my target audience listens to most the most popular response was mainstream music without a particular genre.
This came back as the majority vote from respondents with an incredible 17 out of 21 responses. This shows me that my audience is
interested with what is on trend and therefore I know that I should only use current artists in my magazine that are big at the moment in the
charts, I might want to include something like the current top ten or something to cater for this music preference too.
The amount of spendable income my audience has.
When asked the amount of spendable income my audience has the most common response was £20-£40 with 13 out of 21 responses, second
most popular was £40-£60 with 6 respondents vote, this shows me that weekly my target audience has not got endless supplies of money
however they have enough to buy select luxuries in life, they are probably living independently and working which is why there spendable
income is low.
What they like to do in there spare time
When asked what my target audience prefers to do in there spare time the most common response was ‘to go shopping’ with 10 out 21
responses, this shows me that the type of subjects that I should cover within my magazine should revolve around or be linked to shopping or
social areas of life as the second highest response was’ spending time with friends’ with 9 out of 21 responses.
How they would describe themselves
when asked how my target audience would describe themselves in one word the most common answer was ‘stylish’ with 14 out 21 responses
, this shows me that my target audience is dominated by women who care about how they look and this shows me that my magazine has to
be something that goes with there look as almost an accessory therefore I will have to go for the super glossy fashion magazine style with my
music magazine.
Who they aspire to be like
When asked which celebrity my target audience aspires to be like the most common response was to be like the entrepreneur in the fashion
business Victoria Beckham with 6 out of 21 responses this shows me that typically my target audience wants to be successful and respected
and the up and coming one in there field. Therefore I know that my magazine will have to cater for this desire by doing articles on successful
artists and people in the music industry like the best producers.

9. The Ideals that belong to my target
audience
When asked to choose between
Ideals two sets of ideals that I felt
applied to my target audience
the majority of the respondents
chose the option of ‘fashion
and identity’ with 15 responses.
This shows me that my
Power and magazine has to have the most
reputation on trend artists and music
fashion and genres so that it is broadcasting
identity what is fashionable at that time
but also that it has to be well
presented and something that
people will be proud to carry
around so I have to make it look
attractive and stylish to fit with
there ideals.

10. What my target audience spends
disposable income on.
disposable income buy's
When asked what my target
audience is most likely to
4.5
spend there disposable
4
income on the most common
3.5
response was that they spent
3
there money on clothing with
2.5
11 responses, this tells me
2 disposable that they most successful
1.5 income buy's adverts that I should place
1 inside my magazine would be
0.5 fashion and clothing adverts
0 because this is what my target
audience spends there money
on.

11. If I were to do it again
If I were to gather my data again for my audience research I would once again use
primary data as I feel that this is the most successful, I think that I would expreiment
with things like focus groups as well as interviews carried out in the street because
then I could gather more qualitative data about why my target audience acts the way
they do. I would also want to have a larger sample size so I had more respondents so
that my results were a more valid representation of my target audience . I think that
although the closed questions I used worked for there purpose to collect quantitative
data that would be easy for me to gather patterns and trend within my target
audience from. To get a better idea of how to develop my magazine I should have
asked some open questions.