The document discusses research conducted to identify the target audience for a magazine called "Dirt" focused on 90s rock music. Initial research found that the target audience was 16-20 years old, evenly split between males and females. Most were students with part-time jobs. Their interests included sports, video games, and photography. A focus group confirmed this audience and that they were interested in the artists featured in Dirt. The magazine aims to appeal to both males and females aged 16-40 by combining informal and formal elements. It is priced affordably and released fortnightly to cater to its primarily student readership.

1. WHO WOULD BE
THE AUDIENCE
FOR YOUR MEDIA
PRODUCT?
ALICE SOPHIE TURRELL

2. INITIAL QUESTIONNAIRE
Due to the research I done previous to the creation of my magazine, I found out
that the average reader for my would be around 16 – 20, and the female to male
ratio is about 50/50. The results from this questionnaire influenced the creation
process of my magazine, as to make it appeal to the target audience as much as
possible it needed to look how they think best and contain content that they find
interesting. The other important information that came from this is the target
audiences employment status information and hobbies. The results showed that
they were mainly students with a part time job. This showed me about pricing and
availability for my magazine. In terms of hobbies sport, video games and
photography were the most popular. This gave me more information on who the
target audience would be.

3. FOCUS GROUP
Once the magazine was completed, I undertook a focus group to see if the target
audience had changed at all after the magazine was created and to see who it
appealed to more. The people who undertook the focus group were all interested
in the rock genre so that they would understand the contents and theme of the
magazine.

4. MUSIC TASTE
This is the most important and obvious factor into who the target audience is. They obviously have to be interested in
the rock genre to pick up the magazine, for instance someone interested in Dance music and not interested in rock
music would not pick it up. Although the magazine is in the rock genre, it focuses more on the sub genre of 90’s rock,
meaning the target audience is predominantly those interested on rock artists from the 90’s and those artists
influenced and similar to those in the 90’s. Although the genre is 90’s rock, there is no focus in on other sub genres –
such as punk or metal – so it will be suitable for most rock fans.
When looking at existing magazines for inspiration when it came to the features for 90’s rock, I looked to both Classic
Rock magazine and Kerrang! combining the two. I combined these rather than focus on one more than the other as
Classic Rock is aimed at older people (20 – 40) and does not include as many new artists, and Kerrang! Is aimed more
at teenagers and shows a wide range of music in the rock genre and a lot of new artists. Both of these alone did not
match my genre, but taking inspiration from both magazine did relate.
Throughout the magazine it is clear that the focus of the magazine is 90s rock music and the coverlines on the front
show that boldly, as they show artists who are from the 90’s and influenced by that time in rock music.
When I asked the focus group about their favourite artists in the genre, they included Green Day and
Guns N Roses which are artists featured in the magazine. Then when I showed them the cover and the
contents page (in terms of artists featured) they said that they were ones that interested them, and
therefore appealed to them and they would pick up the magazine if it was on sale in relation to the
featured artists. Although the target audience are fans of 90’s rock, they have an open mind and
will look at new artists as well that conform to similar ideas and styles of 90’s rock.

5. GENDER AND AGE
From my first questionnaire, the target audience was 52% female and 48% male,
so the magazine had to appeal to both males and females. In terms of age, the
average was 16 – 20. This did not change much when undertaking the focus group
either, there was 3 females and 2 males and the age range was 16 – 18.
The magazine is aimed at both males and females equally, but due to the colour
scheme (red, black and white) more males that females may pick up the magazine
potentially. Although this is the case, the features and language used appeal to
both males and females equally.
For the target age group, the magazine is aimed at a young audience – late
teens to young adults. But due to the focus of the magazine being music
from the 90’s, the magazine is also aimed at those up to 40 years. To
attract the broad age range, I have designed my magazine with a mix of
informal and formal elements. For instance the text style is more formal, and the
logo is quite edgy and informal.

6. EMPLOYMENT STATUS/EDUCATION
Due to the average age being 16 – 20 years old, the majority of my target audience
are a student of some kind at sixth form or college. Some also have a part time
job. This information has helped with the pricing and how often the magazine
should come out in relation to how often the potential readers can buy the
magazine.
Due to the target audience being mainly students with a part time job, the price of
the magazine is relatively cheap and comes out fortnightly. I have also included a
“win” feature in the magazine, giving the readers the chance to go to a festival as
they may not be able to afford it.

7. HOBBIES AND INTERESTS
From the first questionnaire the results for peoples hobbies and interests ranged
from video games, to photography and playing instruments. This was such a
broad variety due to the amount of people who participated in the questionnaire.
The results from the focus group were not as broad with hobbies being
socializing, going to concerts and sports. This shows the average Dirt reader to be
someone who is quite sociable and outgoing.
To attract the readers from this point of view, I have included some game
reviews in the magazine (included on flat plan) and quite a few images
to appeal to those more interested in photography and visual aspects.
Knowing the hobbies and interests of the reader is also helpful in
choosing what adverts to include in the magazine. For instance there
would be no point in advertising a high street clothing brand as it would
not make an impact on the reader.

8. A TYPICAL DIRT READER
Ashleigh is a 17 year old media student with a part time job. Her love for 90’s rock
and the rock genre in general is her main passion and her goal is to work at a
magazine similar to Dirt. She is always listening to a mixture of legendary 90’s
bands such as Nirvana and Green Day, but she also likes finding new artists as
well. She spends the majority of her free time seeing her friends and sharing
information on new artists as well as going to concerts. Her unique and outgoing
personality is clear through her style that goes against mainstream fashion as she
opts for a grungy, 90’s inspired look.