The document discusses the target demographic for a House music magazine called Novation. It notes that the typical reader discovered House and garage music as a teenager in the late 1990s during their clubbing days. Many of these readers went on to produce House music themselves. The majority of readers are male, between the ages of 16 and 25, and consider music to be a dominant part of their lives. Many are already producing House music or are otherwise closely connected to the genre. The readers particularly enjoy reading about both current and up-and-coming House artists in an online format.

1. “ We have confidence theywill continue to produce top class House mags”
My readersare more likelytobe the outgoing,clubbingtype,whoare froma fairly working-class
backgroundand have fantasticmemoriesof theirlate 90s clubbingdays.Theywill mostlikelyhave
discoveredHouse andgarage intheirteensyearsbefore goingclubbing,eitherenjoyingthe musicor
actuallylearntomix themselvesingaragesandback streets,hence wherethe name ‘garage ‘comes
from.Once goingintothe laterteenyearstheywouldhave startedclubbingasintothe 20th
century
House musicdevelopeddrastically.Intermsof life style the mostobviousconventionwouldbe a
huge musicfan,alongwithbeinga confident,outgoingandgenerallysportyperson.
Male 71%
Female 28%
Other 1%
House artists 38%
Music producers 12%
General readers(fans,followers) 50%
1) 65% of Novation readers take a further interest in the deeper
sub-genresof House.
2) 79% of Novation House readers have quoted that ‘musicis a
dominant part of their lives’
3) A huge 38% of 2016 readers so far are already producing
House music or were already very closely connected.

2. 10-15 10%
16-25 57%
26-40 25%
41 ONWARDS 8%
1) 75% of House fanssay that House musicis
theirfavourite genre
2) Of those 46% do notlistentoany othermusic
genre as theylove the musicvariety
3) For the firstedition,myfanssaidtheylove to
readabout a current artist,butwill always
make room fornewfaces
4) 68% of my fansread aboutmusicno matter
whatgenre in an online format
5) A quote fromHouse artistJamesLeatham
“I was alreadydeeplyinterestedinHouse
music,therefore Iwouldexplore online,on
decks,everywhere.Howeverthere wasnever
a magazine like Novationwhichfluctuated
betweenthe oldandnewof house,reading
the contentallowsme toremindmyself of
where Istartedin the music,ratherthan the
modernisation.VerysuitableforanyHouse
fan oldor new”.