This document provides an analysis of Q Magazine and research on its target audience. It includes demographics on Q's readership as professionals aged A, B, C1. Psychographics classify readers as aspirers and succeeders seeking status. Research methods examined include Maslow's hierarchy of needs, uses and gratifications theory, and the Hartley classification. Primary research through surveys found the target audience for the author's proposed magazine is ages 16-19, with a preference for indie, pop, and rap music genres. Secondary research reviewed mixed reactions to changes in Q Magazine and criticism of Bauer Media Company's leadership.

2. Contents
Product analysis
Demographics
Psychographics
Maslow’s hierarchy of needs
Uses and Gratifications
The Hartley Classification
Survey monkey analysis
Product Target Audience – Primary Research
Customer questionnaires
Survey responses
Q Magazine Reviews
Bauer media reviews
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3. Product Analysis
Purpose = Q’s strapline is “discover great music” this connotes
that inside Q’s magazine, is articles on music that is considered
to be better than others. Of course this music taste is all
personal opinion but as a reader, this strapline would catch your
eye and you could be curious as to what ‘great music’ is.
Genre = the subgenre of Q is pop and rock music, by having
these two genres, it opens up Q’s audience to a wider range of
people. Who are it’s competitors? Q’s masthead is quite eye
catching as it is a large red box with a white Q in it, although it is
not the most exciting masthead, it is simple and that’s what
makes it eye-catching to the reader.
Form = Q is a non-fiction monthly music magazine. They tend to
use the same, if not similar, colours on the front covers of their
magazines. This helps the reader to identify them. It also shows
repetition and routine which could make the readers feel more
comfortable with the magazine leading to repeat purchase.
Q is also the 2nd most sold music magazine, MOJO being 1st.

4. Demographics
Demographics is statistical data relating to the population and particular groups
within it. The demographic of Q’s magazine is A, B, C1, this is because it is aimed at
professionals and people in management. The demographic of my own magazine
will be B, C1, C2 as it will be more aimed at students, workers and a small
proportion of management.

5. Psychographic is the study and classification of people according to their attitudes, aspirations, and other
psychological criteria, especially in market research. The psychographic of Q is aspirers and succeeders. This is
because they seek status and control. By reading Q it keeps them up to date with what’s going on therefore letting
them know more than a person who does not read Q magazine.
The psychographic of my magazine will mainly be mainstreamers and explorers. This is primarily because my
magazine will include all the latest news keeping everyone up to date, therefore by being an explorer, the readers
want to look more into a topic, therefore I will include lots of detail. They will be mainstreamers as my magazine will
be quite conventional and so readers wont really drift from that as conventional is a safe way to be and
mainstreamers seek that security.
Psychographics

6. Maslow’s hierarchy of needs
What is wanted
What is needed
You cannot
have self
actualization
if you do not
have the basic
physiological
needs.

7. Its what people do with the media. Consumer is taking an active part in the
communication process and are goal oriented in their media use. Power is
considered to lie with the consumer to gratify their needs or interests.
5 main reasons audiences consume media:
 To be informed
 In order to identify with the characters and situation
 To be entertained
 To enable themselves to socially interact with others
 To escape from their daily troubles
Uses and Gratifications
(Blumler and Katz’s theory)
Sources: https://www.google.co.uk/search?biw=1034&bih=871&tbm=isch&sa=1&ei=2kQVWr_eBInPa7Xig9AJ&q=katz+media+theorist&oq=katz+media+theorist&gs_l=psy-
ab.3...27184.38977.0.39423.17.15.1.1.1.0.91.670.15.15.0....0...1c.1.64.psy- ab..0.7.334...0j0i67k1j0i5i30k1j0i8i30k1j0i24k1j0i30k1.0.1NdtEYTwM20&safe=active&ssui=on#imgrc=zGZE968_Ii4EgM:
https://www.google.co.uk/search?biw=1034&bih=871&tbm=isch&sa=1&ei=nEQVWpmVIcWzaf3cmvgL&q=Blumler+&oq=Blumler+&gs_l=psy-ab.3..0i67k1j0j0i5i30k1j0i24k1l3.7059.7059.0.7153.1.1.0.0.0.0.74.74.1.1.0....0...1c.1.64.psy-
ab..0.1.72....0.WCm9jCRE9hE&safe=active&ssui=on#imgrc=BStf3z7NuSfcHM:

8. • Self- ambitions or interests of the audience
• Gender
• Age
• Class – different social classes e.g. working, upper
• Ethnicity
• Family
• Nation
The focus and control is on the producer
“institutions are obliged not only to speak about an audience, but –
crucially, for them – to talk to one as well; they need not only to
represent audiences but to enter into relation with them.”
The Hartley Classification
Source: https://www.google.co.uk/search?biw=1034&bih=871&tbm=isch&sa=1&ei=hEYVWs2IOMn3aIaWsqgM&q=john+hartley+&oq=john+hartley+&gs_l=psy-
ab.3...8246.8246.0.8441.1.1.0.0.0.0.0.0..0.0....0...1c.1.64.psy-ab..1.0.0....0.fmiEEINqE4U&safe=active&ssui=on#imgrc=Ub8VExHNFuxCjM:

9. Question 1
The graph shows that the
target audience for ages
16-19 is 80% making it my
highest percent. This shows
me that I should aim my
magazine at this age range

10. Question 2
The graph shows
that 48% were
females and 28%
were males. This
suggests that my
magazine should
be more aimed at
females.

11. Question 3
This graph shows that 48%
were unemployed, meaning
my magazine would have to
be a lower price so it is
affordable and is open to
being bought by people who
don’t earn as much as others.

12. Question 4
This graph shows that
66.67% has an annual
income of £0-£10,000. this
meaning there is some
income for a audience to
purchase my magazine.

13. Question 5
This graph shows that
there is a real mix of
what genres are liked
the mains ones
however are Indie, pop
and rap. This suggests
that I should aim to
cover at least 2 of
these genres to
interest an audience
into my magazine.

14. Question 6
This graph shows that
not many people
tend to buy music
magazines. This now
highlights that into
my magazine I need
to do something
different to create an
incentive for an
audience. I could add
in a free music
voucher or
competitions for
meet and greats with
artists.

15. Question 7
This graph shows
that the majority
of people would
only spend £2-£3
on a music
magazine. This
figure helps me to
identify the price
at which I should
charge.

16. Question 8
The main content that
people like in a
magazine are pictures,
interviews and
freebees. This helps
me identify that my
magazine should
contain these things as
this will entice and
interest audiences.

17. Question 9
It is evident here
that people prefer
to have a hard copy
of a magazine. This
could be so they can
collect them or just
so they can turn the
page themselves.
This result helps me
to identify that my
magazine will be a
hard copy.

18. Question 10
40% of people
prefer to buy the
magazine
themselves and
32% prefer to get
it sent in the
post. Therefore I
will offer both of
these services to
suit my
customers needs.

19. Product Target Audience – Primary Research

20. Customer questionnaires
Here shows a member of the public filling out
my questionnaire.

21. Survey response
The majority of the age range was 16-19 and was balanced between males and
females. There was a mix of jobs with most being retail and office/admin. Most of the
people who I gave the questionnaire to had an annual income of £10,001 to £25,000.
overall there was a total mix of music taste, none of the genres outshone any others. I
did however find out that not many people tend to buy music magazines anymore
however this could be because most of the people asked bought them inline with a
digital copy. The content wanted was also mixed however pictures, interviews and
freebies were highly popular.

22. Secondary research and Q
Magazine Reviews
There are mixed
reviews on Q
magazine. People do
not like the way they
have changed the
focus of the magazine,
however some people
do like the new focus
and feel it is more
relatable.
Secondary research is when you conduct research
using already existing data

23. Bauer Media Reviews
This suggests Bauer
Media Company as a
place to work are not
very good and people
do not rate Yvonne as
CEO. It also shows that
Bauer are a misleading
company who are not
very honest.