The target audience for electronic dance music (EDM) magazines is typically people ages 16-25. Specifically, readers of the UK dance magazine Mixmag tend to be 24 years old, mostly male (72%), and have a high disposable income that they spend on nights out, clothes, music, and technology. These readers are early adopters of new music and trends, constantly seeking out the newest music and clubs before they become mainstream. To attract this audience, the author plans to conduct surveys and interviews of EDM fans in this demographic to learn what draws them to magazines, and will apply a casual, informative style with bright colors and short text.

1. Target audience research
BY BRIGIT GUNTON

2. Summary of Target audience
 With the genre ‘electronic dance music’ it is hard to
pinpoint exactly the target audience as you would do
for another genre such as metal music.
 Although the one main characteristic is the age, the
genre is focused at the younger generation and most
popular with people between the ages of 16 – 25.

3. Mixmag reader profile:
 The typical reader for the UK’s biggest dance magazine, Mixmag, is some one of the
age of 24.
 72% being boys and 28% being girls.
 They have a high disposable income and high propensity to spend their money on:
Nights out, clothes, tunes and the latest phone/MP3 player.
 They are always the first to hear a new tune, have the latest clothing and be at the
hottest club and move on quickly before it gets old.
 The reader profile spans across a major area and has no real specific popular area, it
ranges from small bedroom DJ’s to big established artists.
 Nearly 80% of readers do not read another music magazine and they spend little
time they are not out watching TV, especially at weekends.
 They are the biggest downloader of music in the UK!

4. Pictures of the typical reader:

5. What I can do to aim my magazine at this
audience...
 I am going to create a questionnaire and an interview, one
with closed answer questions and one with open.
 I will direct these at the target audience I have found and then
I will be able to see what attracts them to buy a magazine.
 Before doing this I can see what existing magazines who
target this age or style of audience do to attract their audience.
 Being part of this target audience I can also use my existing
knowledge to attract this audience. I will do things such as
keeping the text as short as possible, making the colours
bright and having a casual and informative writing style.