The document describes the target audience and design choices for a magazine aimed at indie/rock music fans aged 16-25. The target audience is predominantly white British individuals from lower-middle and working class backgrounds who are interested in sub-cultures like hipsters, indies, rockers and skaters. Design elements like the yellow and black color scheme, images of musicians and venues, and casual clothing styles are meant to appeal to this audience and convey the indie rock genre. Article topics, a reasonable price point, and "exclusive" content are intended to attract and engage readers.