The document analyzes MixMag magazine to understand its target audience. From the types of advertisements, which mainly promote products, events, albums, concerts and festivals, the target audience can be assumed to be younger adults aged 18-30 who are very social and interested in going out. The magazine targets a wide audience without focusing on race or religion. It seems to target people who do not necessarily have full-time jobs and can afford to spend money on the events and products advertised.

1. Content Analysis: MixMag Magazine
Target audience theory and the music press.
Maddison Bunny Allin

2. Magazine content
magazine content
advertisement features listing

3. Space of adverts
How much space advertising took up:
1/4 page
1/2 page
1 pages
2 pages
7 pages

4. Type of advert
what type of advert?
events
album
concert
festival
product

5. What demographics of the readership can be assumed based on the data you
have produced?
• Demographics are the statistical characteristics of human
populations. From my data which I have collected, I can suggest
that ‘mix mag’ is mainly aimed at a much younger age group of
about 18-30 due to the types of adverts which are in the magazine.
The most common advert is product which includes things such as
mobile phones and DJ equipment. This suggests that the target
audience is young adults who are very social and are interested in
going out to clubs and parties. The magazine does not target a
particular audience however. This is shown through the types of
adverts as they have chosen unisex clothing brands which are
spread across at most, 7 pages. There is no specific race or religion
put across except most of the adverts included pictures of
white, British people. The magazines tend to use their adverts to
focus the magazine to an audience who don’t necessarily work as it
is mainly about going out to clubs.

6. What comments can you make about the potential spending bracket of the
target audience?
• You can tell from the adverts used in the
magazine that the target audience is very
wealthy and is probably middle class. This is
due to the amount of events and products
which are advertised, encouraging the
audience to spend money if they want to go to
the events and buy the products being
advertised which they will because the
magazine has been targeted at those types of
people.

7. What uses and gratifications are being fulfilled through the features and
articles?
• The audience are able to find out what is
going on in their area so they can potentially
go and are also able to look at the adverts to
know whether they want to buy the thing
which is being advertised or not by looking at
the magazine such as a new mobile phone.
The articles in the magazine are all linked with
the adverts such as articles about different
clubs and raves.

8. What types of people can be assumed to be reading this publication?
• You can figure out what type of person is reading this
particular magazine partially through the use of
adverts. You can tell that the ideal target audience are
people whose psychographics are similar to ‘the
mainstream.’ This is because the use of products which
are advertised include mobile phone adverts such as
blackberry which is a quite a big established brand
along with other things advertised such as corona and
Samsung. They are a much more social type of person
and their life choices are ‘we’ rather than ‘me’ which is
why the adverts also include many social events such
as clubs and festivals.