1. Music magazine:
Audience research
THERESA KUHN AS MEDIA

2. Collecting my research
When finding out information for a Indie music
magazine, I created a survey on
Surveymonkey.com that would help me gather the
information I need to understand the interest and
preferences of my target audience. I created 2
surveys, one asking about the demographic about
my audience, and the other listing a selection of
things that they like that will help me with what
would feature in magazine, both in articles and
advertising. I posted the link on Facebook to
collect my data, with a good response of over 30
people replying. This way I had a wider range of
data that would give me the information I need.

3. My Results- Questionnaire analysis
What is your age?
This chart shows the age group of my data
to mainly be 11 to 20, which was the
preferred audience I wanted to aim my
magazine at.
6%
What is your
gender?
94%
0 to 10
11 to 20
21 to 30
41 to 50
51 to 60
61+
31 to 40
My survey showed a higher number of
females reading it, which again is something
I wanted as many music magazines that exist
already , such as NME, are aimed at 20+
men, so this means mine will fit in the gap in
the market.
33%
67%
Male
Female

4. Do you read Magazines?
13%
16%
6%
Unfortunately most of the people I asked said they didn’t read
magazines. However I feel if I make this magazine that is
targeted more at a younger audience, they will then want to
read it so I will not only entertain them, but convert them to
read more that will interest them and relate to current trends.
7%
What magazines do you listen to?
58%
Yes
No
Sometimes
Occasionally
Never
When asking them what music magazines they currently
read, they mainly listed the most popular rock magazines
around. This way my magazine will fit in because if it just
indie there is a gap in the market for it. Also someone
commented saying they would buy the magazine depending
on the people in it. As this is the case I would make sure I
should include the bands the most wanted to read
about, which lead me to ask the question of what
bands/artists they liked.
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NME
Rolling Stones
Q
Kerrang!
Classic rock
Rocksound
“Ones with certain bands in
them(Muse, My Chemical
Romance, Paramore, Fall Out Boy etc.) “

5. This question
clearly
showed the
most
favoured
music genre
to be
Indie, closely
followed by
Rock and
Alternative
music.
What genres of music do you listen to?
5%
12%
13%
3%
3%
5%
3%
4%
9%
9%
4%
4%
5%
14%
7%
Alternative music
Blues
Classical
Country
Dance
Electro
Folk
Hip-hop/Rap
Indie
Jazz
Pop
R&B
Reggae
Rock
Metal
This had
made me
think I should
breach out
further and
have a
magazine that
covers these
three genres
of music.

6. How often do you go to gigs or
concerts?
0% 10%
27%
For this question, people most voted occasionally. This may be
to availability of seeing the people they like, or the cost of
tickets to see them. This lead me to think that a weekly feature
of my magazine should be a free ticket giveaway to featured
bands for a gig in their area. This will then give those who
would prefer to go see more gigs the opportunity.
20%
How do you listen to music?
10%
0%
15%
33%
All the time
When I can
Sometimes
Occasionally
Never
15%
I don’t like gigs/concerts
20%
It was quite an even divide on ways of listening to music.
Most people voted to listen on their phones, followed by
on the radio and itunes.
27%
23%
On your MP3
On your phone
On the radio
On itunes
on Spotify
on Deezer

7. How do you buy music?
23%
33%
7%
People most voted saying they didn’t buy music. This
suggests they possibly download illegally instead which
is something that should be discouraged. The second
most popular was on iTunes which showed this was
the most popular method to buy.
How much money do you spend
on music?
10%
17%
27%
In shops
Online
On itunes
Other
0%
I don’t buy music
13%
This question showed that over half of the vote wouldn’t
spend anything over £4.99 on music. This way, if we
included vouchers for money of music maybe they would
be willing to spend more.
57%
13%
£0 to £4.99
£5 to £9.99
£10 to £14.99
£15 to £19.99
£20 +

8. Interviews with
musicians
Updates on the
latest
bands/artists
13%
7%
13% 7%7%
2
3
17%
4
5
6
7
1(most wanted)
3
5
7(least wanted)
List of upcoming
gigs
0%
17% 10%
6%
23%
12% 19%
3%
9%
22%
19%
16%
13%10%
3%
14%
23%
20%
36%
17%
1 (most wanted)
Free downloads or
vouchers
1(most wanted)
3
5
7(least wanted)
2
4
6
17%
27%
1(most wanted)
3
5
7(least wanted)
2
4
6
2
4
6
Interviews with musicians are the most popular thing people wanted, followed with upcoming gigs. The least wanted thing was
posters, showing we should still involve these but pay less attention to them and focus more on the context of the magazine.
Posters
Conpetitions to meet and
greet
7%
23%
10%
4%
24%
10%
7% 13%
21%
23%
3
4
5
6
7(least wanted)
1(most wanted)
2
17%
10%
13%
14%
31%
7%
2
20%
3%
3%
20%
1(most wanted)
New album and single
releases
20%
3
4
5
6
7(least wanted)
1(most wanted)
What would you most prefer to read about in a music magazine?
2
3
4
5
6
7(leat wanted)

9. Which social websites do
you use most often?
19%
Facebook was voted the most popular social media site. To
improve publicity of my magazines, I could spread it over
multi platforms and give my magazine a Facebook page.
What highstreet shops do you tend to shop in?
10%
71%
7%
2%
8%
8%
Facebook
Twitter
Tumblr
Google+
1%
0%
6%
7%
10%
3%
4%
8%
2%
When asking about their interests I
asked about what shops they liked to
purchase from so I could get an idea of
what trends and things they liked, that
would help me collect ideas for
advertising that would relate with
their interests. The top two were H&M
and HMV.
9%
3%
Topshop
Primark
Mango
River Island
HMV
French Connection
5%
4%
5%
3% 3%
1% 1%
Topman
Next
Oasis
Miss Selfridge
Apple Store
Forever 21
2%
0%
1%
New Look
Fatface
Bank
JD Sports
Acsessorize
Game
H&M
Zara
Select
Sports Direct
Holister
Boots

10. What do you like to do in your spare
time
2%
3%
People voted that their favourite thing to do in their
spare time was listen to music, go on the internet
and watch films.
2%
7%
18%
What restaurants/ cafes do you tend
to eat/drink at?
7%
10%
19%
2%
8%
5%
1%
17%
3%
3%
Watch TV/Films
Listen to music
Go on the internet
Gaming
Art
Photography
Reading
Going for walks outside
Sports
Dance
14%
Go to the gym
Craft
3%
9%
3%
13%
10%
7%
5%
1%
Another way of finding the interests of my audience were to
ask about their favourite food places. McDonalds was the
most popular, showing that cheap and convenient food was
most preferred.
Mcdonalds
Starbucks
Wimpy
Ask Italian
Chiquitos
12%
4%
12%
KFC
Costa
Nandos
Pizza Express
Yo Sushi
Pizza Hut
Café Nero
Bella Italia
Wetherspoons
Gorme Burger Kitchen

11. Apple
Samsung
5%
0%
11% 17%
Nokia
Sony
11%5%
16%
47%
21%
67%
Most Definate
Likely
Neither likely or unlikely
unlikely
definatly not
Most definate
neither likely or unlikely
definatly not
5%
17%
17%
22%
39%
16%15%
16% 16%
37%
Most definate
likely
most definate
likely
neither likely or unlikely
likely
unlikely
unlikely
neither like;y or unlikely
unlikely
definatly not
definatly not
This question showed the most preferred brand to buy was Apple, followed by Microsoft and Samsung. By identifying
these to be the most popular, its easier to get and idea of the other technology they like to use.
Microsoft
0%17%
11%5%
6%
22%
HTC
Blackberry
22%
33%
0%
11%
28%
56%
39%
50%
most likely
likely
most definate
likely
most definate
likely
neither likely or unlikely
unlikely
neither likely or unlikely
unlikely
neither likely or unlikely
unlikely
definatly not
definatly not
definatly not
What brands of technology are you most likely to purchase?

12. What bands are you into?
By asking each person to list a few bands/ artists they were into I could get an idea of the most popular artists at
the moment. After looking through them, I selected the bands that fit with the wanted genre of my magazine
(highlighted in blue) that I would then consider to feature in my magazine, both in articles, posters and give
away.
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Muse
My Chemical Romance
Paramore
Imagine Dragons
Fall Out Boy
Eminem
Ellie Goulding
Jessie J
Pink
Passenger
Jake Bugg
Local Natives
Take that
James Arthur
Little Mix
Fleet Foxes
Coldplay
Artic Monkeys
The Smiths
Lorde
•
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Pierce The Veil
One Direction
Drake
Peace
Palmer Violets
1975
Haim
One Republic
Mcfly
The Beatles
Olly Murs
Bon Jovi
Avrill Lavigne
Twin Atlantic
Young Guns
The Wombats
Vampire Weekend
Jack Johnson
Mumford & sons
The Kooks
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Alex Turner
Queen
Tenatcious D
Guns n Roses
Deep Purple
John Newman
Radiohead
The Cure
Blur
Nirvana

13. How much are you willing to
spend on a music Magazine?
0%
5%
28%
This question gave me an idea of the price people
are willing to pay for as music magazine. 67%
voted that £0.01 to £2.00 was the most they
would want to pay, which has given me an idea of
the price bracket I should put my magazine in.
67%
£0.01 to £2.00
£2.01 to£4.00
£6.01 to £8.00
£4.01 to £6.00
£8.01 +
If you like gaming, which main game
console do you use?
17%
Again to get an idea of the the interests of
my audience, I asked their most preferred
game console, as this relates me to know
the product that is most preferred by a
certain age group. PlayStation was proven
most popular.
28%
22%
33%
Xbox
Playstation
Nintendo Wii
Other

14. Is there anything you would specifically like to see in a
magazine, including possible features or anything that you
think would make my magazine something you would want
to read?
“Interviews with artists, reviews of albums and
freebees/competitions/giveaways”
“Articles on famous celebs –maybe posters”
“Info on new releases”
“Agony aunt section”
“A quiz”
“More art gallery reviews”
“Competitions, posters”
“I don’t know! Sounds good!”
“Quizzes and pretty pictures”
“Posters and interviews”
“Interviews with artists bands”
“Interviews with new artists , maybe some unsigned
musicians?”
“Articles based on older artists”
By using a text box answer on my survey I
could then include a voice of the people
who will read the magazine, and see what
they would most prefer to see in my
magazine. They listed a few extra things
that I didn’t think of before, that will help
me create a music magazine that will
appeal to my target audience.