The document discusses research conducted on the target audience for a proposed dance music magazine called "Turntable". An online survey of 33 people aged 16-19 was used to gather both quantitative and qualitative data. Key findings included that the majority of respondents were female, enjoyed at least one of the music genres featured, and were willing to pay between £1.01-£2 for the magazine. Non-music spending centered around food/clothes and popular spare time activities included listening to music and going to concerts. Most preferred a higher quality magazine even at a higher price point. Additional content of interest beyond music centered on film reviews and fashion.

1. TARGET AUDIENCE RESEARCH
AND EVALUATION

2. I’ve have decided to call my magazine ‘turntable’ for several reasons. The first being that it
relates to the content of my magazine. It will contain the latest information and news on
House, Drum and Bass, Dubstep and other Dance music genres. So this name seemed
appropriate.
With this as my style of music magazine, I then needed to find and collect data on my
target audience to find out key details for things such as advertising and whether the main
bulk of my audience would be a certain gender or whether it would be a even-ish split.
The original demographic classification for my magazine (before research took place) was
people of any age with maybe a fairly high income being middle to higher class. I have
chosen this class over lower class as it would allow for my magazine to be a higher quality
and more flexibility for advertising as they would most likely have a higher disposable
income.
The original psychographic classifications were mainly DJs as it would be the latest news
on the industry they work and operate in on a day-to-day basis. However, the magazine
would also be a fit to other interested in the genres of music included, such as ravers or
more surprisingly gamers.
I then decided to perform my audience research in the form of a survey that would be
emailed to people in the college. I used a website known as Survey Monkey to do this.

3. Survey
The questions were as follows;
1) Are you male or female?
2) Do you like any of the following music genres? Dupsetep, Drum and
Bass, Dance, House, No
3) Do you currently buy any music magazines?
4) Would you be interested in a music magazine covering the genres
previously mentioned?
5) What price would be willing to pay for a new music magazine? 1p-
£1, £1.01-£2, £2.01-£3, £3.01-£4, £4+
6) What do you spend your money on?
7) What do you do in your spare time?
8) Are you, or have you previously subscribed to a music magazine?
9) Would you prefer a glossy upmarket magazine with a higher price
or a lower quality with lower price?
10) What other topics would you be interested in aside from music?

4. Important Information
- Sample size is 33, and surveys were sent out via email.
- It’s primary data as I’m carrying out the research
- I have a mixture of both open and closed questions to
range results and answers.
- The survey is more quantitative data as it isn’t rich with
information I was really after lots of answers than quality
ones.
- All people doing the survey were in the age range of 16-
19 as this is my main age range although it’s not a huge
factor.

5. Question 1
My first question was ‘Are you male or female?’. I asked this as it would give me a idea of
who my survey went out too and to which audience I should sway my magazine too.
The results show that %77.4 of the people who responded were female, leaving the other
%22.6 to be male. Despite previously saying it would affect my magazine in some way, I
have chosen to keep my magazine somewhat genderless, this means it will allow me to
target both male and females. I have done this as the content of my magazine isn’t
favoured by either gender and would appeal to people who are interested in the music
rather than them being a bot or a girl.

6. Question 2
Question 2 was asking whether the audience liked any of the music genres listed as they
were the genres of music I have chosen to base my magazine’s content on. This result
would show what percentage of the people who answered my survey liked the music im
targeting.
The graph clear
shows that more than
half of the answers
like at least one the
genres I’m targeting,
this helps me and
supports my choice. I
knew before hand
that this type of music
is on the up due to the
clubbing and raving
scene.

7. Question 3
My next question was ‘what music magazine do you currently buy?’. This question was
largely skipped when filled in. However, it wasn’t a complete failure, along with results
that didn’t answer the question for example ‘OK’ magazine being classed as ‘music’. I did
get some data relating to how music magazines are still brought and are not totally
neglected for other sources of media such as the internet.
A popular answer on this question was Kerrang! magazine. It shows came up in 3 answers
out of 7, however it wasn’t relative to me as it’s totally different compared to my
magazine and aims itself at a different audience.
Number of people
30
20
10
0 Number of people

8. Question 4
Question 4 was asking whether the person would like a
magazine released to cover the genres of music stated in
Question 2. between the 2 answers of yes or no, one person
has skipped it and the results were as follows; 28.1% (9
people) said yes and the remaining said no. This wasn’t a
total shock to me as I knew that these genres aren’t the
most popular and more than a quarter is a good amount
and these are the people I’m targeting.

9. Question 5
This question asked what price people would prefer the
magazine to be. The answers were: 1p-£1, £1.01-£2, £2.01-
£3, £3.01-£4 and £4+.
Here is a graph to show the results:
Quantity
20 This shows me that
15 most people would
be willing to pay
10 between £1.01-
5 £2, so logically, I’ll
Quantity choose this as my
0 magazine price.

10. Question 6
Question 6 was a general question to get and insight into possible advertising
for my magazine. It asked what they spend their money on. It was a open
question and provided useful results. The majority spend a large portion of their
money on food/drink, meaning restaurants and fast food maybe a possible
advertising choice.
A lot of people also answered saying they spend money on clothes, this again is
useful to get an idea to what my audience are interested in, and further
research could be done into brands for advertisement.
These were the main answers gathered and the rest were a mixture of
responses that weren’t really supported by other people answers making them
a minority.

11. Question 7
Again on the optic of advertisement, question 7 asked what the person
does in their spare time.
A vast number of people (22 to be exact) said they listen to music, which
is obviously a help to my magazine meaning the advertising could also
be music related like promoting albums and so on.
Along with listening to music, going to gigs got 9 responses which
would support the persons love for music and how album promotion
and maybe even reviews would be a great idea.
Watching films/TV was also a popular response so advertisement of
new films would be a clever thing to do maybe along side the odd film
review as content within the magazine to please my audience.

12. Question 8
This question was simple closed answer question asking whether the
person is or has been previously subscribed to a music magazine. This
question would be more of a reflection of the market at the minute and
how there are more easier sources of media to consume, the internet
for example. My results definitely support this:
People
4
Yes
No
28

13. Question 9
People
This question was related to what
quality of magazine the person
wanted to have. The answers were
either a higher quality magazine 10
that cost more or lower quality
that cost less. The results were Yes
more in favour of the higher price No
with a higher quality, it got 69.7%
(23 people) of the vote compared
to the lower quality receiving only 23
30.3% (10 people). Taking this into
account, I would make the best
quality magazine I could at the
previously decided price of round
£2.

14. Question 10
My final question was about the content of my magazine apart from the music. I
listed 4 other types of media and left a box for people to write their own
responses. People were also able to select more than one option. Here is a chart
to show results:
Amount of People
The results
2 Film reviews showed me that
10 my audience
20 Gaming
would be most
Fashion interested In film
reviews of newly
18 Sport released films
11
closely followed
Health and Beauty
by fashion.