1. WHO WOULD BE THE
AUDIENCE FOR YOUR
MEDIA PRODUCT?
Evaluation Question 4
2. CLASS
One of the most popular ways to classify an audience would be
by their class. My target audience is young adults, as many of
the artists I have included in my magazine are contemporary,
with many new rising artists. Also, the younger generation are
more interested in social media, which would be useful when
marketing the magazine.
With this in mind, I felt like my audience would be part of the
working class and people at the lowest level of income. This is
because as my audience are young adults, many will have part
time jobs with low incomes as they will be still be in education.
D Working Class
Semi-skilled and unskilled manual workers
E People at the lowest level of income
Unemployed, students, pensioners, casual workers
3. 4C’S MARKETING MODEL
The 4C’s marketing model is a way of classifying an audience
from what they are interested in, invented by Young and
Rubican. The 4C’s stand for Cross Cultural Consumer
Characterisation. From this, I decided that my audience would
fit in with the explorers category.
The ‘Explorers’ are described as being ‘individual’, which links
well with my music genre as ‘indie’ could be seen as another
way of saying this. Also, my magazine incorporates new and
upcoming artists, which fits in well with the description of
‘explorers’ being ‘the first to try new brands’.
Finally, the ‘explorers’ category specifies a ‘younger
demographic’, which fits perfectly with my young target
audience.EXPLORERS SEEKS DISCOVERY. Energy, individualism and experience.
Values difference and adventure. Brand choices highlights
satisfaction, and instant effect. The first to try new brands.
Younger demographic – students.
4. LIFE MATRIX
The Life Matrix tool defines ten audience categories, centred
around both values, attitudes and beliefs, and more
fundamental demographic audience categories. When looking
at this, I decided the audience for my media product would be
tribe wired and fun/atics. This is because this category
generally associates with the younger demographic, who are
the target audience for my magazine. Also, they are described
as ‘digital’, and a marketing technique of mine was using social
media, meaning my audience would fit into this too.
Furthermore, this category describes an audience as ‘free-
spirited’ and ‘fun-seeking’, meaning they will want to find
music that isn’t classed as mainstream, which alternative music
tends to be.
Tribe wired Digital, free spirited, creative young singles
Fun/atics Aspirational, fun-seeking, active young people
5. AUDIENCE PROFILE
During the research and planning stage, I created an audience
profile in order to portray my target audience. I decided on the
idea of a 17 year old female student studying her A-Levels. She
was interested in alternative music, which I feel links well to my
magazine as it revolves largely around alternative rock music.
She is also enjoys live music, which is included in my magazine
as advertisement. She has a part time job, which links well to
the lower/working class demographic which my magazine is
aimed at.
