This document provides an overview of research conducted for Mixmag magazine. It discusses Mixmag's target audience including demographics (ages 16-25, C2DE socioeconomic class), psychographics (interests in dance/club music and festivals), and uses and gratifications basis. Primary research findings through surveys showed that the target audience is majority male, ages 18-24, and most value the magazine cover image. Secondary research of reviews showed positive feedback on Mixmag's relevant content but also some complaints about the mobile app version's advertisements and page loading speeds.

2. Content
• Target Audience (Slide 3)
• Katz’ Uses and Gratification – (Slide 4)
• Psychographics – (Slide 5)
• Maslow’s Hierarchy Of needs – (Slide 6)
• Demographics – (Slide 7)
• Primary research – (Slide 8- 15)
• Secondary research – (Slide 16-18)

3. Target Audience
Spending Power - ?

4. Katz’ Uses and Gratification
Based on Katz theory Mixmag is a type of magazine which includes ;
informative, personal identification and personal relationship. The magazines
audience being under the personal identification of uses means that they are
able to relate to the interview and articles inside the magazine. This is why they
will buy the magazine as they like to relate to the people.
Also Mixmags audience are under the Personal relationship profile as their
customers will want to know new information about artists and be up to date
with the dance and clubbing scene. They will want to be involved in the debates
and conversations.

5. Psychographics
• Mixmag’s target audience has an age range between 16 –
25 years old. This is because of Mixmag’s content is mostly
about upcoming festivals which is usually what younger
adults are interested in as they will aim to go to these
events .
• Mixmag aim their magazine at the ethnicity of young white
males and females but they don’t restrict themselves to
one country as they aim to be a worldwide bestselling
dance and clubbing music magazine. Although the
magazine I have analysed focuses on UK festivals as well as
some foreign festivals.

6. Maslow’s Hierarchy of needs
• According to this hierarchy Mixmag’s target audience
are explorers and social climbers. An explorer would be
people who are influenced by social change. This is
Mixmag’s target audience as their magazine covers
popular festivals and see if they were good or not.
• Maslow’s Hierarchy also tells us that the target
audience are social climbers who want too see what
new things people have and they are materialistically
driven in their values. What they will want in the
magazine is what festivals were good and new
products or technology

7. Demographics
The class of people who go into
Mixmag's target audience according to
the Demographics are; C2, D, E. These
are: students, unskilled and skilled
workers. Considering Mixmag's genre
of music is Dance and clubbing music
the music that they cover will be for
people who want to go to festivals.
More sophisticated people higher up
on the socio-economic chart will not fit
this category as the higher up you are
the chart you are the more senior you
tend to be thus not being interested in
Mixmag’s music genre.

8. Primary research
This graphs shows that Q magazine is the
most popular Music magazine in the
market. Q magazine is a very popular
magazine in the market as they produce
content about popular music so will have a
very large audience. Although Q might not
be the most popular magazine in the future
as pop music may not be the most popular.
Other music such as rock might become
the most popular so that will mean that
‘Kerrang’ might become the most popular.

9. The majority of the participants who completed the survey where male. I think
that this will continue to be the same case in years to come as the music genre is
very male orientated thus the magazine about clubbing and dance music
magazine will also have a majority of male audiences.

10. The majority of the age is 18 – 24 year
olds. This is the same as Mixmags target
audience’s age. This is the most popular
age because people of this age will want
to know about new festivals and clubs
which will include reviews as these
people also want to go. They will want to
know which is the best place to go
whereas elder people won’t want to go
to these places so won’t read about
them.

11. As the cover image is the what the
participants from the survey value most.
This means Mixmag need to take the
most time and consideration in making
the cover image. That means they need
to carefully consider who the person is
going to be, what the position the photo
is going to be taken, what they are
wearing, what facial expression they will
have and what is in the background. The
headline and colour scheme are also
important but the image is what people
care about the most.

12. From my primary research most people
want a magazine to be cheap. That
means Mixmag magazine should be sold
at a lower price than competitors as this
should interest more readers to buy the
magazine as they save more money.

13. The majority of the people who took my survey would want to read about an
interview with an artist. That means Mixmag need to make my double page
spread interview very good as that is what the reader want the most and that is
also what should get more repeated customers to buy the magazine again.
However, I do also need to include good information about festivals and what
the top of the charts as the other half of people who took the survey also
wanted in a magazine. I think this will continue in their magazine as the target
audience won’t want a change and they will continue to want information about
celebrities.

14. Everyone would took the survey be
more interested in a magazine if their
was some type of free product.
Mixmag in every edition of their
magazine release a free CD so they
will continue to get some readers who
just want the free products or they
will get other readers from
competitors as they include
something free.

15. There is a equal divide of people
who would rather have their
magazine issued on a weekly basis or
a monthly basis. For Mixmag
magazine they issue it monthly and
so do their so hopefully they will be
able to compete with them.

16. Secondary research
http://www.reviewcentre.com/review242456.html
This review tells us that the reader likes
the magazine as is up to date with current
affairs in the genre of clubbing and dance
music. The review also says the ‘Mixmag’
hasn’t turned too mainstream so that
means that the magazine is still unique.
This person has also brought the rated the
value for money 5 stars out of 5. This
means that the price which Mixmag are
offering for their magazine this the right
price for the amount of content which
they provide. According to the social
demographics of the magazine the readers
are in the E,D and C2 sections. This does
mean that they won't earn or have a lot of
money so as this person has rated it 5 stars
it must be the right price for the
readership.

17. Secondary Research
https://www.apptweak.com/mixmag-magazine/iphone-ipad/united-states/app-marketing-app-store-optimization-aso/reviews-
ratings/latest/all-versions/476565551
This persons review tell me that the content inside Mixmag is relevant to the dance music
genre and doesn’t just focus of other part of this genre but it has a wide variety of content
which is of a high quality. This person has also used technological convergences as they
have got the app for the magazine which means the technological copy is just as good as
the physical copy. Also this support that Mixmag’s using technological convergences has
been used and it is also rated 5 stars out of 5 which the other review rated it when they
were reviewing the paper copy. This person has also brought the years subscription which
means that the magazine is good enough for the person to want to buy them for the rest
of the year and they now have a repeated customer.

18. Secondary Research
The person who has downloaded the Mixmag app isn’t pleased with the amount of
advertisement which is on the downloadable issue of the magazine. The review also
states that it takes too long for the next page to load which can be an issue as most
people won’t want to wait for the next page to load, they just want to keep reading like
paper magazine. Also the online version of the magazine is just a scanned version of
the paper copy of the magazine and the online magazine should be a downloaded copy
which would improve the visual quality of the magazine.
http://www.badappreviews.com/iosapps/34553/mixmag-magazine