The document discusses research conducted to define the target audience for a new independent/alternative music magazine. The target audience is identified as being between 16-24 years old, including both males and females. This age range is more open to discovering new music genres rather than mainstream styles. The magazine will focus on independent and alternative music, targeting individuals who want to be different from the mainstream in their fashion, hairstyles, and personalities. Two potential customers are profiled who fit the target audience and indicate their interest in a new magazine priced around £3 that features both established and new independent artists.

2. From my research in my target audience for my
Indie/Alternative music magazine I came to the conclusion
that my target audience would be aged between 16 – 24
and both gender male & female. I feel this age range is
appropriate to target as this is when people are most likely to
be mining and experiencing new types of music rather than
following the mainstream crowd. I have also based my target
audience on the liveliness and outgoing of people, such as I
have researched and noticed that most concerts/gigs only
allow people to enter their events alone without a
parent/guide over the age of 18 when they are 16, I am also
aware that most of my audience will have an interest in
seeing their favourite bands live so this has a strong opinion
when choosing my target audience. I have chosen the age
24 to stop at in my audience ad this is when most people are
completing their University courses or College courses, this
when the audience may start settling down and be less
outgoing which could affect their interest/following of the
music scene. The sales to each gender type could differ
each month, this will differ due to the artist I feature within my
magazine, such as male artists may gain more male
attention, however female bands may attract more female
customers.

3. The genre of my magazine and music fits within is
Indie/Alternative, this means the magazine will focus on
the characters within the crowd which like to be
different to others in any way, the clothing they wear,
hair styles they choose or just the way they choose to
act. I see there is a gap within the market for my genre
of magazine as there is the only particularly well-known
ones „NME & Loud and Quiet‟ available. So from this I
am aware I have had to offer a larger range of artists
and information within my magazine and still price it at
a reasonable price, the price I chose was £3.50 whereas
NME is £2.50 & Loud and Quiet is free, but I did market
research and the largest percentage said they would
be willing to spend this price on an Indie/Alternative
magazine.

4. When designing and producing my magazine I had to
keep this research in mind and ensure that everything I
was doing fitted the style and met the interest of my target
audience. I ensured that my music artist „Alex Nelson‟ was
modelled appropriately to fit the clothing styles of my
genre so that the audience can be related to the
magazine, the hair style of my artist is also very messy and
has an unusual, different sway to it which makes him look
different to the basic hair styled crowd. I also styled and
designed my magazine so it was very basic and simplistic
to meet the differences of my indie/alternative genre. I
didn‟t include much on the pages; they are all simply laid
out.

5. The following two audience profiles, which have a large indie,
different appearance to them and fit a lot of my target
audience research and are both potential consumers of my
new resonate, Indie/Alternative music magazine. I also asked
the two individuals a few questions regarding my new magazine
which may be entering the indie/alternative music magazine
market:
“Would you be
willing to purchase a
new magazine which
enters the Music
Magazine market?”
“How much would
you be willing to pay
for a music
magazine?”
“What artists would
you be interesting to
be featured within
the magazine?”

6. Name: Matt Jones
Age: 18
Interests: Golf, Music Festivals/Gigs, Clothing Shopping &
Alternative/Indie Music.
Favourite Brands/shops: Vintage Brands, Clarks Original, Topman
Collectives, Ralph Lauren, Carhartt, Wellgosh, charity shops & Dc.
Martens
Magazines Followed: Loud and Quiet & Clash Magazine
Favourite Artists/Bands: The 1975, Peace, Jake Bugg, Palma Violets,
Alex Nelson & The Saints
Profession/Occupation: Matt is at his final year of Golf College, aiming
to become a professional golf coach. He currently works part time at
his golf club, training 8 – 12 year old golf participants.
Would you be willing to purchase a new magazine which enters the
Music Magazine market? “Yes, I would certainly give it a try if it‟s
different and includes artists I may be interested in.”
How much would you be willing to pay for a music magazine?
“Well, at the moment I don‟t pay for Loud and Quiet as it‟s free from
the HMV store in a local city, but I pay £3.99 for the Clash magazine. I
would be willing to pay £2.50 - £3.00 for a new magazine, as it is up
coming and I‟m not sure how interesting it‟s going to be.”
What artists would you like to be featured within the magazine?
“I haven‟t seen Alex Nelson in any music magazines recently, so I
would certainly be interested in that, but mainly a new crowd of
artists.”

7. Name: Chloe Rhodes (Left in image)
Age: 16
Interests: Participating in her music group, Music Festivals/Gigs,
Clothing Shopping & Alternative/Indie Music & producing websites.
Favourite Brands: Levi, Native Youth, band merchandise & charity
shops
Magazines Followed: Loud and Quiet & Dazed and Confused.
Favourite Artists/Bands: Tom Odell, The Foals, Kodaline, Reservoir
Dogs Peace & SKATERS
Profession/Occupation: Chloe is at a City College attending a
media and graphic course with a future career in the Graphical
Design market. Chloe also has a part time job building websites for
small, local businesses.
Would you be willing to purchase a new magazine which enters the
Music Magazine market? “I would purchase a new magazine if it
featured interesting topics and artists which I like.”
How much would you be willing to pay for a music magazine? “I
don‟t pay for Loud and Quiet as it‟s a free magazine from Rough
Trade in my local City, however I do pay for Dazed and Confused
magazine, which costs £4.50; so I would be willing to pay around
£3.00 as it is a new magazine in the market.”
What artists would you like to be featured within the magazine? “Well
my favourite artists are already listed but I would love to read and
see some new and upcoming artists which are similar.