Now Then Audience Vs Time OutAudience and Distribution
Now Then Target AudienceAn Audience Readership Survey carried outby Now Then revealed that 88% of readerswere aged 16-35 showing that they are clearlyattracting their target audience of “older-teens”. This also gave a real insight into thelifestyle habits of their readers; it is said that• 64% of readers eat out at least once a month• 77% of readers buy from independent shops over chains• 48% of readers attend music events weeklyThis will vastly help in terms of targettingadvertisements towards their target market ashaving an in depth knowledge of who isreading your magazine will give you a directlink to connecting with your audience. Thisfactor is especially important and Now Thenis a free magazine and relies solely on revenuegenerated through advertisement sales.
Time Out Target AudienceSimilar to this, an Audience ReadershipSurvey carried out by Time Out magazinepresented that 58% of all readers arebetween 15 and 44 years old which givestheir magazine a wide range of ages totarget successfully and to make unbiasedcontent. This survey also conveyed that:• 48% are male and 52% are female• 78% are ABC1 ClassificationThis shows that the content of a magazineto appeal to an unspecified target audienceclearly needs to draw readers in. As 22%are not of the ABC1 classification it couldbe said that the Uses and Gratification’stheory of Escapism could be applied. Thiswould now be easier to attain as Time OutLondon became a free opposed to a paidfor magazine in September 2012 whichindicates towards a dying medium anddemand.
Now Then DistributionDespite being of a free status Now Thenmagazine does not compromise on quality;being committed to using the highest possiblestandard of print quality they put themselves attop standard for attracting new readers. Theircurrent distribution comprises upon 500 pick uplocations throughout the City with an averageof 3 distributions per month to ensure theirlatest issue is always available. With an averagereadership of 40,000 city-wide it is animportant aspect of the magazine to keep to itsjournalistic roots rather than an advertisementand thus puts a cap at 1/3rd of its content toadvertising space.Overall this way of connecting and interactingwith the wants of the readers creates a strongand tightknit community of readers.
Time Out DistributionAs a paid for title the magazine sawits lowest ever readership figures in2012 with 49,000 readers, almosthalf of its peak in the 90s.Although, after becoming a freetitle it saw its audited figures risedramatically to 305,348 in just itsfirst month.