Audience

Research

I’ve called my magazine ‘rewind’ because my magazine is all about 80’s music and has a retro theme.

My magazine will include music reviews from 80’s bands who have released new records, but it concentrates on new music that sounds like 80’s music. From the research I carried out I found that my target audience would like to see band reviews and gig reviews the most so this is what I will concentrate on in my magazine. I will also include reviews and pictures sent in by fans.

The demographic for my magazine is mixed

gender with a wide variety of ages from 16

all the way up to 50+.

Research shows that my demographic would be willing to pay between £1 and £2

for my magazine so this is why I decided to

price my magazine at £2.80

Most of the information I will use will be from

primary research I have obtained using

questionnaires and a interviews with certain

people. I will also use secondary research to find out people’s interests etc.

Audience Profile

Questionnaire Age?

Gender?

Are you a fan of retro music?

Do you like 80’s music?

Favourite artists/bands from 80’s?

How many hours do you listen to 80’s music per week?

Do you buy music magazines regularly?

How much disposable income do you have a month?

Would you buy a magazine costing £1-£2 every month?

What is your favourite shop?

Would you pay to see an 80’s artist live?

Would you like to read about gig reviews?

Circle the one that most interests you

A magazine exclusively devoted to 80s

music, guiding you to the best decade.

A magazine devoted to music from previous

decades, from 60s to 90s, guiding you to the

best retro music from the past.

A magazine devoted to new music that

sounds like 80s music and original 80s music.

A magazine with current music and a bit of

80s music.

A magazine exclusively devoted to new

music.

For my primary magazine research I asked a

mixture of open and closed ended

questions to collect both quantative and

qualative data. I later turned the qualative

data into quantative so it was easier to

analyse my results. I did this so I could see

whether an 80’s music magazine was a

good idea, what to charge and what

content I should include. I also did

secondary research to find out what

people spent their money on in shops to see

what advertisements would best suit my

magazine. E.g. topshop or topman?

50 people completed my survey of ages

between 16-60. 25 males and 25 females.

To get a wider demographic, I used

opportunity sampling by giving random

people in the street my questionnaire.

I also asked some open-ended questions to

find out whether to find out what peoples

favourite 80’s genre is.

Nearly all of the data I collected was

qualitative data so I used different graphs and

charts to represent this data.

These show the ages of

people who answered

my survey. The most

common ages are 16-20

and 31-40.

10% of people are not a fan of

retro music and 90% are fans of

retro music.

The most common amount

of disposable income is

between £36-45 which

shows me that £1.80 is a

suitable amount to price my

magazine as most people

can afford it. Most of the

results come from people

who have their own jobs

such as waiters and sales

assistants. But the higher

results come from people

with better jobs such as

teachers or managers.

I can categorise my target audience into 6 different

categories:

A- Lawyers/Doctors

B- Managers/Teachers

C1- Nurses/Office Workers

C2- Carpenters/Electricians

D- Postmen/Labourers

E- Unemployed/Benefit Claimers

I can further categorise this into two groups; ABC1 and

C2DE. ABC1 is upper class and C2DE is working class.

People in the upper class group were the people who had

more than £45 of disposable income a month, showing

that they are the wealthier people of my target audience.

The working class group had less than £45 of disposable

income a month but this is mainly because most of them

were students and only had a part time job or no job at all.

Although I didn’t include it in my questionnaire, I

also asked the majority of my target audience

how they got their music whether it was illegally

downloading it or if they purchased the music.

Surprisingly both categories said that they illegally

downloaded music which shows that although

they both have different levels of disposable

income, they may not be able to afford buying

music which raises the question: will they be able

to afford to buy my music magazine? I did ask in

my questionnaire if they already bought music

magazines and 30% in both categories said yes so

this contradicts my first point and actually they

can afford to buy music magazines.

The majority of

people have said

they would like to

read about gig

reviews the most

so I am going to

make my double

page spread

mainly about gig

reviews with an

interview as well.

These are good

numbers to work with

as it shows that nearly

everyone listens to 80s

music on a regular

basis meaning that the

idea for an 80s music

magazine is a good

one.

I received a lot of different answers as for what

peoples favourite shop is. It really depended

on the age of the person. For example, people

over the age of 40 often chose shops like

‘matalan’ and ‘B&Q’ where as people

between the ages of 16 and 30 chose shops

like ‘Topshop’, ‘River Island’ and Record Stores.

Therefore I don’t think there is a clear interest

when it comes to my target audience so

choosing advertisements will be very hard. The

easiest option would be to advertise

gigs, concerts and new albums and EPs.

Most of the people

said they would pay

to see an 80s artist

live which also backs

up the point that gig

reviews would be a

good thing to write

about in my

magazine as people

will be able to read

up on whether it is

worth paying money

to see a band live.

The End.