The target audience for the magazine is 15-17 year olds who enjoy indie rock music. The magazine aims to fill a gap by targeting this narrow demographic, which is particularly price-conscious. It was designed to be affordable and released monthly to accommodate its target audience's spending habits and potential lack of steady income. Females responded more to an initial questionnaire, but the magazine aims to appeal to both male and female teens equally through its music coverage in order to achieve a wider readership.