This document analyzes research conducted through a questionnaire to understand the demographics and preferences of the target audience for a proposed soul music magazine. Key findings include that the target age range is 16-35, most frequent social media use is Tumblr, Snapchat and Pinterest, and favorite artists include Earth, Wind & Fire, Pharrell and Whitney Houston. Circulation figures for similar magazines like Mojo are declining as more people access music online through apps like Spotify. The proposed magazine, Soul Catcher, aims to appeal to a diverse audience that uses various social media platforms and radio stations and has a preference for dogs and affordable pricing of £1.

1. By Emma-Jane Bernstein
Audience Research

2. This first question would give me an insight into who could possibly be reading
my magazine and how many people could I potentially get reading it in one
household. This helped me construct my magazine because I needed to make
it for my demographic but make it have a visual appearance that would make
other people look at it and maybe read it.

3. Which types of social media do you use?
Tumblr
Snap chat
Pinterest
OTHER:
The reason I asked this question was for my advertising. Depending on
what type of social media was most preferable, I would add the links on
my double page spread, to make the magazine more accessible on many
multi-media platforms.

4. How often do you go to musical concerts?
OTHER:
Every Two,
three years
This question would help the construction of my contents page and what
information I would put on it. From this information I have learnt my
demographic do go to concerts often, which helped with adding some
contents onto the front cover and contents page.

5. What type of education are you in?
This question helps me decide what type of audience my magazine is aimed
at. For my target audience I chose the age range of 16-35 because that is the
starting age for sixth form and sixth form was a popular result and the other
popular result was full-time work, so I stopped at 35 because the artists I got
back in my response are most likely not from people above the age of 40.

6. What radio stations do you listen to?
Kerrang, BBC radio 2,
Kiss 100, Classic
FM, BBC Radio 3,
Xfm, Capital, Absolute
Radio, Asian network,
Nova, 5Live, Radio 4,
Radio 6 music
OTHER:
This graph is explaining what radio stations my target demographic listen to.
From the graph I can see that my demographic have a wide range radio
stations they listen to, which means any soul artists that have their songs
played on these radio stations, means I can have a range of artists featuring
on my magazine.

7. What's your favourite animal?
Monkey, Lion,
Dragon, Wolf,
Monkey, Monkey,
Lizards, Goat
OTHER:
This question may seem irrelevant for a music magazine but it isn’t
By finding out the preferred animal, I can find out the personalities of my target
demographic and can link the construction of my magazine to the most popular
animal. From this graph I can see that dogs and monkeys are the most popular
animal, which means when I am constructing my magazine I need to make it
appealing on the eye but

8. How much would you pay for a soul music magazine?
On this graph I can see that £1.00 is the most popular response which
means pricing my magazine at £1.00 will be the best option for my target
market to buy it. This helps to construct my magazine because I can tell
by the pricing if I need to add a special offer to the magazine or not. This
pricing suggest that I don’t need to add an offer.

9. Who is your favourite soul artist?
Earth, Wind and Fire,
Pharrell, Corinne Bailey
Rae, Whitney Houston,
Marvin Gaye, Diana
Ross, Alicia Keys
OTHER:
By asking this question, I was able to get an idea into what artists my target audience
preferred and which artists would attract my audience by being on the front page. The
type of artists that I got back surprised me because of which social media sites I put my
questionnaire on. Some other options I got back were Earth, Wind and fire, Whitney
Houston and Alicia Keys, along with others which are on the graph. Also, with the idea
of which artists my demographic prefer I am able to get a sense of what my feature
artists have to be like to get my audience engaged to buy the magazine.

10. Research
Mojo sells over 84,560 copies every half a year. It is estimated that Mojo is read by over
248,000 people per year. Mojo uses lot of video links on their websites and magazines and 1
billion people are estimated to use YouTube every month. This still doesn’t bring more people
to come and see music magazines because music can now be downloaded from a website
called spotify. Over 24 million people use spotify but only 6 million people pay and subscribe
to spotify. One thing which I found quite fascinating for my magazine is that in the last 9
years, the number of adults who used the internet has increased by a massive 71% which
helps my demographic a lot. One piece of information that I found out surprised me because
circulation figures for the magazine Mojo in 2011 were 4.8% for a whole year and 2012 was
exactly the same with 4.8%. Lastly, I found out that if I was to advertise some sort of
concert/gig in my magazine, I would need to advertise it in a small pub or small venue as my
specific demographic aren’t into massive crowds and not much participation.

11. Music magazine circulation figures for
the first half of 2013
Mojo The Fly Q Uncut Kerrang NME
79,345 70,866 58,980 56,894 37,603 20,011
Down 6.8% Down 34.9% Down 8.7% Down 9.7% Down 6.5% Down 16.4%
Circulation figures are dropping because more people can look on the
internet instead of buying the magazines in the shops. More and more
adults are starting to learn how to use the internet which also leads to
less magazines being bought.

12. Circulation figures for 2011
music magazines

13. Reader Profile
Key Stats:
•Age range: 16-35
•Gender: mixed
•Work: part time jobs
•ABC-1 Demographic: B/C1
•Use of social network and new technologies: The
readers of Soul Catcher are with the times as they
have all the new technology and they converse
through the use of exchange on YouTube and
Facebook.
•The readers can trust Soul Catcher as they have
created a special bond with the magazine and
artist that appear in the magazine.
‘‘Different every week’Different every week’
‘‘Lets me experience more of the music’Lets me experience more of the music’
•Any radio station will have these artists on as
readers are diverse but loyal.
•The animal which most of the respondents liked
was a dog which means my magazine needs to
attract to people who are fun-loving and love the
outdoors, but also attract people who like the
quiet and being peaceful.