Market Research Findings
The following results were taken are forms of primary research, created to find out
about the magazine industry and to recognize what the identified target audience wants,
along with their wants and needs. Following the results taken from the questionaire the
magazine was created in order to fill a gap within the market and appeal to a target
audience. The following graphs are based on a sample made up of teenagers.
q. What is your preferred genre of music?
The two graphs undeniable show that the favored choice of music for teenagers who are
16-18 is Indie, while pop came second. Due to the demand of this audience for a
magazine that focused mainly upon these two genres of music, this magazine decided to
focus mainly upon these two types of music. However the magazine also noticed from
these statistics that teenagers appreciated a variety of different types of music. For this
reason although they chose to specialize in pop and indie music mainly, they also
decided to incorporate other types of music into the magazine such as Hip Hope,
Alternative along with Drum and Bass (D&B).
What gender are you?
Although these graphs show little relevance, it does explain the reasoning in part behind
why the results are as they are. The graph shows that more boys answered the question
than girls However although the majority of the people who partook in the
questionnaire were male; it was not by a dramatic difference. For this reason, the
magazine did not believe it should be based at one specific sex but instead should
appeal to both of them. For this reason the magazine is molded the way it is.
q. How much would you realistically be willing to pay for a monthly music magazine?
The graph is a direct result of the findings which represented responses from the
questionnaire. Following the statistics revealed magazine representatives felt that it
was in the company’s best interest to aim to be reasonable with the customers.
Although ideally teenagers would prefer to pay £1.50 for the magazine, “Upcoming”
simply can’t afford to do that because they are dependent on the monthly issue
generating enough profit for the magazine to continue running. For this reason they
will price “Upcoming” at a reasonable £1.90 because “Upcoming” representatives
believe that the statistics do not actually represent what people would be willing to pay
in reality, instead what they would ideally pay. “Upcoming” also believe that teenagers
are in the position to afford a miserly £1.90 for “Upcoming” magazine.
The result of this question ultimately decided what “UPCOMING” believed was the
most important aspect of the magazine. For example, the graphs show that the readers
believed that the content of the magazine was by far the most important part of the
magazine. This gave “UPCOMING” magazine an insight into what should be the main
focus of the magazine. It also gave “UPCOMING” an idea of what the target market is
like. It informed the magazine that the average potential reader is interested in his
music rather than visual images although “Walk For You” still viewed this as being
important because of the urban youthful feel of the magazine. They believe they would
appreciate quality pictures. This meant that “UPCOMING” had to hire good writers
who hold a good understanding of the music industry.
The statistics also revealed that the teenage target market appreciated interviews
because they gave them an insider’s knowledge that they could only gain through
interviews. This further informs “UPCOMING” of the type of target market that they
are dealing with. It again shows that they are an audience who are into music and are
not the lazy stereotypical teenager that exists in abundance today. This could show
that the typical type of teenager that the magazine is primarily looking to attract a
sophisticated intellectual type of person.
This piece of information quite literally determined what the magazine would focus
upon. For example the name of the magazine was called “UPCOMING” based on the
fact that the audience said that they would prefer to be informed of up and coming acts
rather than established mainstream acts. This figure was not surprising as teenagers are
often keen to be different and to stand out from the crowd. “UPCOMING” magazine
does just that by informing teenagers of all the best new young bands on the scene.
Although all of these graphs were helpful in determining the target market and learning
about them, various questions were left out of the research. For example those who
answered the questionnaire could determine the magazines name because they represent
those who may purchase the magazine thus they know what name would attract them.