The focus group provided feedback on their preferences for a regional magazine. They preferred a consistent color scheme over a broad range of colors. They also preferred an informal tone without pretentious language. Regarding pricing, most felt £2.49 was affordable but some argued it could be cheaper. When shown examples, they preferred the bold, simple designs of TimeOut over the complex wordy covers of KentLife. They did not want messy, unstructured layouts and felt TimeOut lacked regional identity. The conclusions were that the magazine should appeal to ages 25-50 with relevant content, consistent styling, reasonable pricing, and avoidance of pretentious text.

1. My focus group consists of 10 individuals aged 25-50
50% Male + 50% Female
Every member permanently lives in Kent

2. What would you ideally look for in a regional
magazine?
 Every member agreed that style over substance was key in the process of attracting potential
buyers. When asked whether they would prefer a broad range of colours, or a consistent colour
scheme in their magazine, the majority responded positively to the prospect of a definitive colour
scheme.
 When questioned about the general tone employed by the magazine’s creator, almost all of the
members agreed that the language used should be relatively informal and avoid pompous and
confusing text. This would only deter individuals. Pretentiousness was not favoured at all.
 The majority of individuals implied that the magazine should be affordable hence why I intend to
price it at £2.49 (Just below the market range average of £2.99). Some argued that it should be even
cheaper in order to broaden the potential market to people with less disposable income such as
students. However, students do not fall within my target audience and therefore other characteristics
must be prioritised.
 When showed a series of existing regional magazines, my focus group collectively agreed that the
more simple and bold designs used by companies such as TimeOut were more attractive than the
complex word heavy covers used by companies such as KentLife.

3. What would you not like to see in a regional
magazine?
 80% of my focus group decided that messy unstructured layouts were the worst
characteristic in any magazine whether it were regional or national. The other 20%
argued that it was in fact other features such as extortionate pricing or poor photography.
Both of these highlighted points will be scrutinised throughout the production process in
order for me to meet the ideologies of the potential market.
 When showed the most recent edition of TimeOut magazine, my focus group pointed out
that despite it’s attractive design, it lacked any regional identity and failed to address the
true interests of the people of London at first glance.
 In addition to this negative feedback given regarding TimeOut, the majority also implied
that Kent Life’s 2014 Autumn edition only appealed to a very narrow market (Middle Class
and aged between 50-80). This information correlates well with my market research. This
has allowed me to conclude that certain brackets are enforced by the magazines
content and this is most consistent in the ‘Life’ magazine range from region to region.

4. CONCLUSION:
 My magazine must focus on reaching out to my intended age range by incorporating relevant
features such as event listings. These will include music, fashion and entertainment articles. The
content will ideally appeal to a typical family via the many suggestions for activities it provides.
 The styling must be consistent and avoid sporadic colouration and poor arrangement on the
page. I must value a dominant colour scheme that will help me to establish the brand
throughout the magazine, not just on the front cover.
 The pricing should be reasonable and not extortionate. The focus group have however implied
that the suggested cost is suitable and making the product free isn’t at all necessary with
regards to target buyer.
 It should feature only relevant information and news whilst avoiding pretentious text that would
only deter the average individual. The advertisements should also reach out and appeal to my
intended market otherwise they too will be irrelevant and wasteful.