The document discusses the target audience for a proposed pop music magazine. The primary target audience would be 18-24 year old heterosexual males and females. Secondary audiences could include LGBT individuals. The magazine aims to reflect the dominance of white artists in the pop genre. Several audience segmentation models (VAL, Young and Rubicam) are examined that classify audiences as Experiencers, Strivers, Mainstreamers or Explorers. Key attributes of Millennials (born early 1980s to 2000s) are outlined. Competitor publications like NME and Billboard are reviewed for inspiration regarding style and attracting a young audience to a pop music magazine.

1. Tom Ngai

2. My target audience
 C- C-E
 R- All (However the genre of pop is dominant by white artists,
so that my magazine will reflect this element)
 A- 18-24
 G- Young male and female teenagers
 S- All sexualities (As most of the pop narrative are based on
finding a partner with the traditional ideologies of
heterosexual romance, therefore I will have the primary
audience of heterosexual with the secondary audience of
gay audience for pop as there is example with pop music
which links with gay marriage – Some Love by Macklemore
and Ryan Lewis)

3. VAL group
 Experiencer
The experiencer audiences are mostly young but have high
income. This is because they are just graduated from university
and they might get a well paid job.
 Striver
As they are young and might just got a new job after university
so that they have slightly low income than the elder age group.
Also they haven’t got too much work experience so that they
have a lower position and they try to be like people that they
admire.

4. Young and Rubicam
 The Mainstreamer:
These are people who live in the world of domestic and the
everyday. A daily routine is fundamental to the way they live their
lives. Their life choices are ‘we’ rather than ‘me’, which mean
they would like to hang out as a group rather than going on their
own. Mainstreamer are also more likely to produce social
interaction as they can find a topics and talk to each other.
 The Explorer
These people are driven by a need for discovery, challenge and
new frontiers. Explorer are often the first to try out new ideas
and experiences, which my target audience will tend to discover
the newest album or songs from the magazine.

5. Millennials
 Millennials also known as ‘Generation Y’
 Millennials’s birth year ranging from the early 1980s to the
early 2000s
 Millennials are born in the beginning of the Internet world
 There are around 83.1 million millennials in the US
 There are no define date when the millennials generation
start or end
 Stereotype the ‘Generation X’ (People who born between
1960s to 1980s) is more traditional than the Generation Y as
Generation X is slightly older
 People think that the Generation was more ‘open-mined than
their parents on controversial topics’

6. Similar Product…..
 Although the genre of NME is different to my magazine as it is
about the genre of indie, but the age of the target audience of The
NME is similar to my magazine. Also the Billboard magazine is
also very similar to my magazine as I am going to produce a pop
magazine which aiming at 18-24 years old audiences, even
though the average age of the Billboard magazine is 47 years old,
which I have found a gap in the pop magazine market. From both
magazine that I have looked, I will be look at the billboard
magazine and see what kind of style of a pop magazine should
be, on the other hand I will look at the NME magazine and see
how the layout can attract their target audiences

8. What have I found out
 Millennials people are mainly digital natives and the social
media and the web2.0 plays a huge role in the market as
these media platform are free and very easy to access
 They can be influences by the magazine in the way they
discover new music.
 People nowadays will download music illegally from the
Internet, which is killing the music industry. However people
will also use legal app such as Spotify to listen to music as it
is very easy to access by using the converging devices