The author conducted market research to determine their target audience was 16-20 year old females. They addressed this audience by featuring a 17 year old female on the front cover making direct eye contact with the camera. The masthead was designed to resemble popular magazines Q and NME. Research also informed the use of the readable yet formal Californian FB font. Pictures of females wearing headphones and a guitar were used to attract the music-interested target audience, as suggested by the market research findings.