1. Joshua Millington Wednesday 29th February 2012
Collating Primary Research Results
In this primary research, my intentions were to create a database on music magazines,
and their influence on contemporary culture. Despite only having a small sample, plenty
of diversity was represented by the recipients. I will use these results to carefully plan
how to construct a music magazine that pleases the demographics and meets the codes
and conventions of music magazines of the same/similar genre. I asked quantitative
questions because it would be easier and less time consuming to collate the results.
Age
15-20
20-30
30-40
40+
Firstly I asked of age, because this is the one of the most crucial concepts of developing
a target audience. My intention was to ask younger people, because in general, it is
stereotypically more associated with younger demographics. Also I am most likely going
to aim my magazine at a younger audience, because that is the convention of many
popular music magazines such as NME, Kerrang and Metal Hammer. However I also
involved older audiences to have a result to compare to and it possible to see how
demographics may be more prominent in the purchase of music magazines: buying them
for their children, the youner generations are born into web .20 technology therefore it
may be seen as old fashioned to purchase a hard copy of magazines, and it is still
popular in culture through magazines such as Q, Total Guitar and Uncut.
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2. Joshua Millington Wednesday 29th February 2012
Collating Primary Research Results
Gender
Male
Female
Other
Traditionally people see the two major music genres: rock and pop as dominated by specific
genders. Rock is seen as patriarchal and pop is perceived as matriarchal. Therefore as I plan for my
magazine to be a mix of genres, I have took in almost a fair result, I plan to make my magazine
predominately of the pop genre. This is because I can feature a mainstream act on the front cover
and attract a larger demographic.
Employment
Part-time
Full-time
Uneployed
Benefits
The majority of participants in this questionnaire were unemployed. This means I will have to make
my magazine reasonably cheap, because they come into the bottom category of the JIGNAR/Social &
Economic Scale.
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3. Joshua Millington Wednesday 29th February 2012
Collating Primary Research Results
Do you read music magazines:
Daily
Weekly
Monthly
Occasionally
Never
Music magazines are an aspect of modern culture, however they are not dominant. They are not at
all read daily, which suggests they are unpopular, however they are still bought 25% of the time
weekly, 25% occasionally and almost 75% of the time monthly. This represents them to till exist
among popular culture, yet are lacking a certain quality. The reason for this is most likely to be the
unbeatable competition of the internet. Audiences can access their music news faster, cheaper and
to a high extent on-line, so why part with the money? I think people still enjoy having a hard copy; it
is like a social norm to some audiences, something that is special to them like a hobby. It also
reflects how people carry on the tradition of buying/collecting vinyl records.
How do you obtain your music news?
Internet
Music Magazines
Internet and Music
Magaiznes
Other Publications
These results represent the decline of music magazines and the rise of the internet, magazines
biggest competitor. This prepares for me to target a more web 2.0 audience, this is because I will
reach a larger demographic. I could include a secret code or a neo code, consumers could use, this
method would persuade audiences possibly to purchase the magazine.
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4. Joshua Millington Wednesday 29th February 2012
Collating Primary Research Results
What genre of music do you prefer?
Pop
Rock
Soul
Electronic
In this question by research helps me when constructing my magazine in terms of content and how I
can make my magazine appeal to wide diverse demographic. My magazine covers a range of genres,
therefore I need to know which ones are the most popular, for example if my magazine
predominately covered soul music, it wouldn’t sell very well.
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