Audience Research

Audience Research

In order to construct my own target audience for my final product. I am going to research the reader profiles of two well known magazines: Kerrang and NME. When constructing audience research, analysing the reader profile allows the creator of the magazine to segment their audience. Segmenting your audience allows you to create a product which is fit for a suitable audience. This means that the product will sell better as it appeals towards the target audience. Therefore when conducting research on target audience for my final product, I aim to create my own reader profile, then i aim to hold a focus group with a representative sample of my target audience, in order to gain knowledge about their preferences and what they look for in a magazine. This research will therefore, influence my ideas for my final product.

Reader Profile: Kerrang Magazine

The Reader Profile states that the readers of Kerrang Magazine are:

• Aged 15 - 24
• 60% Male 40% Female
• Their personality traits are: Sharp, intelligent and appreciate their individuality
• The readers are representative of modern day youth
• They are "Media Savvy"
• They are active consumers of: computer games, media and fashion
• They are also active consumers of Music as they on average purchase 31 Albums a year
• The Median Age of the audience is aged 19

The age range of the consumers of Kerrang Magazine is "Aged 15 - 24" whilst the median age is 19. There is generally an even split of the gender of the people who purchase this magazine (60% Male 40% Female), however the reader profile suggests that this magazine is therefore aimed more towards males than females. The personality traits of the consumers is believed to represent modern day youth "They rejoice in their individuality" this infers that the magazine is aimed towards the rock/indie/scene kid genre. This analysis of the reader profile implies that if my final product was to challenge the forms and conventions of Kerrang Magazine; I should use a female model on the front cover who falls into the category a "Rock/Indie/Scene stereotype who is around the age of 19. She needs to have an aspect of sex appeal to attract the male readers, but at the same time make the female readers feel proud to be a female.

Reader Profile: NME Magazine

The Reader Profile of NME Magazine states that:

• Average age of readers is 24
• 69% Male 31% Female
• 52% Work Full Time 7% Work Part Time  29% Are still studying 
• The readers are "Internet Savvy" With 94% having an internet connection (76% use BroadBand)
• The readers are also "Media Savvy" spending a readership total of £45mil on consoles and games. Also 84% receive digital TV or Satellite Channels 

The Reader Profile also shows the social standards of their audience, the magazine states that:

• 45% Spend a lot of money on clothes 
• 92% Agree that it's important to be well informed about things
• 71% Agree that they believe it's worth paying for extra quality goods

The images surrounding the reader profile also reinforce the traditional traits the NME audience follow such as the "TopShop and TopMan" logos connote that the readers are up to date with the latest fashion trends. Furthermore the "Xbox controller and Mobile phone" connote that the readers are up to date with the latest media products. The Hair Products suggest that NME readers take care/pride in their appearance. The Pepsi, Snickers bar and Jack Daniels connote that the readers lead an unhealthy lifestyle and like to party and get drunk. But it also suggests that they are rebellious by not following the stereotypical healthy lifestyle. 

After analysing the reader profile of NME. I have concluded that there is less of an even split of gender who read this magazine when compared to Kerrang with 69% of Males reading the magazine and 31% of females, with an average age of 24. The personality traits of the reader profile are very similar to Kerrang's. NME readers are also "Media Savvy" They use up to date technologies  and are aware of the world around them. The magazine infers that it is aimed towards the Rock/Indie Kid stereotype. The overall analysis of NME magazine implies that if i was to challenge the forms and conventions of this magazine in my final product: I should use a male model who falls into the rock/indie stereotype who the male readers can look up and aspire to yet at the same time keep the female's interest. As the readers of NME are older (Average Age 24) the model should be of a similar age in order to keep interest. 

Target Audience

As my final product is going to challenge the traditional conventions of a Rock Magazine, i need make sure it's aimed towards an audience who fall under the rock/indie kid "Tribe".  In order to be aware of who my target audience are, i must create my own reader profile.   Below is a collage I have created on PhotoShop which shows the typical: brands and media which they follow.

Age: Average age 19 

Gender: 65% Male 45% Female

Sexuality: Heterosexual

Educational Status: Student

Tribes: Rocker and Indie

Socioeconomic Status: Working - Lower middle class

Behaviours: Media Savvy; Up to date with the world around them; Appreciate their individuality, active consumers of fashion and they are aware of the fashion industry. 

I also conducted an interview to gain findings about what people want to see in a magazine.

The research has influenced me in the following ways:

• I should use a house style of: Black White and Red as it is appealing
• I should split my contents page up into sections, mentioning everything that will be in the magazine to ensure the consumer is getting value for money
• I should have more image than text in my double page spread