Lara conducted primary research through surveys and interviews to understand her target audience. Her survey results showed that most respondents listen to rock, pop, and rap/hip hop music and prefer magazines like Kerrang and Rock Sound. She interviewed an 18-year-old male Kerrang reader who enjoys rock, pop, punk, and metal music and attends friends' gigs. Secondary research showed that Kerrang readers tend to be younger males while classic rock readers are mostly older males who are loyal to the genre. Metal Hammer and NME also skew male but with younger audiences, and MOJO appeals to both younger and middle-aged readers.