Daniella Johnston conducted market research through a questionnaire to determine the target audience for a new music magazine. She asked questions about gender, age, music preferences, desired magazine content and pricing. Based on the results, she found that males preferred rock music more than females, and those aged 17-30 were the largest respondents. Most respondents in this age group were students or unemployed, preferring a price under £3. Therefore, Daniella decided to target her magazine at 17-30 year olds and price it under £3, focusing on rock music with interviews and photos, published fortnightly.

1. Daniella Johnston
Audience Research Analysis
Gender? Which age category do
you fit into?
Females 16 or under
Males 17 - 30
30 and above
For my market research I conducted a questionnaire to get the general public’s opinions on music
magazines. I asked them several questions including their preferred genre, price etc. to see what different
genders and ages would expect. All the results from this questionnaire will help me decide on the type of
magazine I want to create, and also make sure that it is most appealing to the target audience I choose to
aim my magazine at. I asked the same number of females and males to get a fair amount of results from
both genders. Half the people that I surveyed fell into the age category of 17 – 30 years, with the
remaining half consisting of people of ages 16 or under, and 30 and above. Because more 17 – 30 year olds
have answered my questionnaire, it is likely that my results will reflect more on what this age category
prefers in music magazines.
Male favourite genres Female favourite genres
Pop Pop
RnB RnB
Rock Rock
Metal Metal
Indie Indie
Other Other
After gathering the results from the favourite genres of the people I asked, I split them into the genres
males chose and the genres females chose so I could compare the two and see if there was any noticeable
difference between them. The pie charts above show that the most popular genre for males was rock,
followed by metal, indie and RnB. This could be because these genres of music tend to be aimed more at
males than females and are more masculine. However, pop was the most popular genre chosen for
females followed by RnB and other, showing that females tend to prefer mainstream music which is more
feminine.

2. Daniella Johnston
What attracts you most to What would you like to
a magazine? see most in a magazine?
Masthead
Live reviews
Coverline
Discounts/offers
Freebies
Interviews
Colours
Photographs
Images
The pie charts above show the results from the questions on my questionnaire that focus on the content of
the magazine. Firstly, I asked what audiences would like to see most in a magazine and the most popular
answers were photographs and interviews showing that they will both be equally as important when it
comes to creating my magazine. In total 80% chose one of these two leaving the remaining 20% answering
either live reviews or discounts. Because there are still some people who preferred these the most, I will
consider this when making my magazine as it will help it appeal to a wider audience. As for what feature on
the cover attracts the audience the most, images was the answer chosen by the majority. Cover line was
the second most popular answer therefore both of them need to be professional and eye catching to
entice the readers into buying the magazine. Although colours, freebies and the masthead received the
least results, they will still be considered carefully to make my magazine the most appealing can be to its
target audience.
Preferred prices for those Preferred price for those
who are who are employed
students/unemployed
Under £3
Under £3
£3 - £5
£3 - £5
Over £5
Over £5
In total, 60% of the people I surveyed were either unemployed or currently a student/in education. The
remaining 40% were all employed. I also asked the prices that they would prefer to pay for a music
magazine and then combined both employment status and price to create the pie charts below. There is an
obvious relationship between them as those who are either students of unemployed chose the lowest
prices for what they would be willing to pay for a magazine whereas those I asked who are employed
chose a range of the prices, but the most popular answer was over £5. None of the students/unemployed
people chose this as it was the highest price, suggesting that they wouldn’t be able to afford it. This is
important when choosing the price of my magazine as it shows that price is one of the things that will
affect who buys the magazine.

3. Daniella Johnston
The final question I asked on my questionnaire
How often would you was how often you would prefer a magazine to be
prefer a magazine to be published. The most popular answers were
fortnightly and monthly therefore depending on
published?
the audience I decide to target and the price I
choose, I will choose one of these for my magazine
Weekly to be published.
Fortnightly
Monthly
After considering all of the above results from my questionnaire, I have decided to create a magazine
aimed at 17 – 30 year olds because I asked more people that fell into this age category and therefore most
of my questionnaire is based on what they would want. Because most people who fall between the ages 17
– 30 would most likely be unemployed/students, under £3 will be a reasonable price for my magazine
especially if it is published fortnightly. In terms of genre, my magazine will focus on rock music and as this
was the favourite genre for males, it will appeal to males more than females although some females may
still buy the magazine. Finally, my magazine will have an interesting cover line and main image on the
cover and then some form of interview with photographs beside inside because these were the favourite
features chosen in my questionnaire.