Ego Magazine and Jabberwock were used as guides for audience research due to their approach to subject matter and writing style. Ego has a mostly 25-34 aged, educated readership with both male and female users explained by its political and cultural content. Jabberwock has more male users and particularly appeals to 18-24 year olds, providing insightful film analyses and profiles of industry figures. While not the most popular sites, they have an independent take on Bollywood issues beyond just celebrity news and reviews, with different age demographics but a similar critical perspective.