2. PURPOSE, AIM AND METHODOLOGY
In order to find out what my primary target audience expected
from a new Hip-Hop magazine I created a
questionnaire, which I then undertook on the general public. I
did this via random samples and focus groups. This
presentation shows the results of my findings.
I chose to do a questionnaire as it is a good form of Primary
research which is done quickly and ef fectively, however social
desirability may have occurred which may have made my
results invalid to stop this occurring I tried to not give -away
signs for favourtised answers and I ensured that there was no
violating personal questions involved.
The results which are shown on this presentation are the
opinion of my target audience (as well as some above and
below my age range) therefore produce an accurate message
as to what my magazine should involve.
3. AUDIENCE PROFILE (PART 0NE)
Here you are able to see a Gender
majority of the people which I
asked are between 15 and 20
therefore perfect for the age
range of my targeted Female
50% 50%
audience. This means a Male
majority of my audience will
still be relying on their
parents, and will not have
mortgages, marriages or other
forms of big payments that Age
they have to pay for. 7
6
Number of People 5
The results show that I have a 4
3
2
50/50 split in gender 1
0
therefore can be aimed at Under 15-17 18-20 21-23 24-26 27-29 Over
15 Years Years Years Years Years 29
both genders therefore can be Years Years
successfully aimed at both Age of Person
males and females.
4. AUDIENCE PROFILE (PART TWO)
• These results show that a majority of my audience live in
Harlow therefore when advertising my magazine I would 14
Regular Hobbies
12
ensure a large majority of the advertisement was centered 10
8
in Harlow and Stortford to satisfy the audience.
Nmber of People
6
4
2
• Results also show that 78% of my audience theoretically 0
have free-time as they are students, unemployed or in part-
time employment therefore they would not have a lot of
disposable income therefore my magazine would need to
be a suitable price range. Also due to the free time the
hobbies may be very important to them. Hobby
• The hobbies table shows listening to music is the main
hobby therefore I need to make sure that that is
incorporated into my magazine somehow. Town of Residence
Number of people who live 8
Chart Title 6
4
Student 2
13% 0
there
Part-Time
Employment
35%
22% Full-Time
Employment
Unemployed Town
30%
5. MEDIA PURCHASING HABITS (PART ONE)
T h e r e s u l t s f ro m my q u e s t i o n n a i re s h ow
t h a t a m a j o r i ty o f t h e p e o p l e a s ke d b u y
Alternative Magazines Regularly
V i b e m a g a z i n e t h e r e fo re I n e e d to u s e t h i s Purchased
m a g a z i n e a s a s t y l e m o d e l a n d t r y to 10
Number of People
8
m i m i c t h e s t y l e a n d l ayo u t o f t h e 6
m a g a z i n e , h oweve r i t ’ s i m p o r ta n t to 4
2
r e m e m b e r n ot eve r yo n e b o u g h t V i b e 0
t h e r e fore I n e e d to l o o k a t ot h e r Vibe Hip Hop XXL On the go NME None
m a g a z i n e s to o s u c h a s H i p H o p We e k l y fo r Weekley
i n s pi ra ti on . Magazine
T h e r e s u l t s a l s o i n d i ca te t h a t a m a j o r i ty
o f my a u d i e n c e b u y o n e - t wo m a g a z i n e s Amount of Monthly Magazine
r e g u l a rl y eve r y m o n t h , t h e r e fo re I n e e d to Purchases
m a ke s u r e my m a g a z i n e s t a n d s o u t f ro m 8
Number of People
ot h e r s s o t h a t i t i s p u rc h a s e d r e g u l a r l y. 7
6
T h e r e i s a l s o a h i g h p e rc e n t a g e o f my 5
4
a u d i e n c e w h o s ay t h ey d o n ’ t r e g u l a rl y b u y 3
2
a ny fo r m o f m u s i c m a g a z i n e m o n t h l y 1
0
t h e r e fore I n e e d to e n s u r e my m a g a z i n e
None One-Two Three-Four Five-Six More Than
e n t i c e s my a u d i e n c e to b u y i t v i a t h e Six
fe a t u r e s i n vol ve d a n d g i ve - away s et c . Number of Magazines
6. MEDIA PURCHASING HABITS (PART TWO)
These results show a high
percentage of the audience buy
their magazines from a
Supermarket therefore I would Place of Magazine Purchases
need to ensure my magazine 9
8
was on sale at all major
Number of People
7
supermarkets in the selected 6
5
town (Harlow) to ensure it was 4
3
easily accessible to the 2
1
audience, with added bonus 0
that if most people get their
magazines from a Supermarket
and my magazine is on sale in
the same place then the Place
customer may pick -up my
magazine as well if it stands
out from other s on sale.
7. PERSONAL PREFERENCES
This chart clearly shows Main Magazine Feature
that there are two main Preference
features which were 16
14
favored. Therefore I need 12
Number of People
to decide which one will 10
be my double-page 8
6
spread, however I will 4
make sure the other one is 2
involved/listed on my front 0
cover as a cover line so
that it will still meet the
audiences preferences and
needs.
Type of Feature
8. PERSONAL PREFERENCES 2
Offers Which Would Attract
I will ensure that there
Purchases
is free headphones 12
available with the
Number of People
10
8
magazine as this is the 6
most frequently 4
2
liked, however as 0
iTunes is the next most
liked of fer I may have a
competition advertised
to win iTunes vouchers.
However this may prove Offer
dif ficult as a majority of Suggested Price
people said they would
only pay between £2- 15% £2.00-£2.50
£2.50 for the magazine. 30% 55%
£2.50-£3.00
£3.00-£3.50
9. PERSONAL PREFERENCE: FRONT COVER
Front Cover
The most favoured magazine
Preference
front cover here is VIBE with 10%
Nikki Minaj on the XXL
cover, therefore this will be the 30%
VIBE(Nikki
graph I follow the most. 60%
Minaj)
VIBE(T.I)
It is clear to see the main
reason people liked the cover
VIBE(Nikki Minaj) Magazine
id due to the mid-
Favoured Features
shot, therefore I will ensure I 4.5
4
use a mid-shot, and I may have Number of People
3.5
3
2.5
a white background as this is 2
1.5
1
also another liked feature. 0.5
0
Feature
10. PERSONAL PREFERENCE: FRONT COVER
2
The most favoured screen shot is XXL Magazine Favoured Features
the three shot, closely followed by 6
the mid-shot, therefore I will use
Numbr of People
5
4
one of these for my ar tist shot. It is 3
clear that a white, clean back ground 2
is preferred therefore I will use a 1
smooth back ground image to ensure 0
my audiences needs are met.
VIBE(T.I) Magazine Favoured
Features
Feature
2.5
VIBE(Nikki Minaj) Magazine
Number of People
2
1.5 Favoured Features
1
4.5
0.5 4
Number of People
3.5
0 3
2.5
2
1.5
1
0.5
0
Feature
Feature
11. CONCLUSION & PROPOSALS
For my magazine product I believe that my magazine will be
aimed for people aged between 15 -20, with plain backgrounds
and dif ferent features mentioned.
I propose to have my magazine at a price of around
£2.50, this is because a majority of people said they would
pay between £2-£2.50 however they wish for headphones to
be given out therefore I would need the funding to allow this
to happen.
