TARGET AUDIENCE DEMOGRAPHIC
For my entertainment magazine, I would have a primary target
audience of fun-loving 16-25 year olds from a mass market demographic. As I aim
to attract a mass market audience, it is important that for my magazine, I
strive to include all socio-economic groups, genders and those from different
UK locations. In terms of the adjective ‘fun-loving’, I would aim to make my
magazine reflect and interest those who are consuming the magazine to enjoy
themselves rather than focusing on predominantly serious issues. However I
would aim to have some coverage of important issues that are facing my target audience
at the moment to increase the relevancy of my magazine and to interest a mass
market demographic, but this coverage will be light as to not make my magazine
predominantly negative reflecting hard news. In terms of Blumler and Katz’ Uses
and Gratifications theory, I would use my magazine to predominantly fulfil the
entertainment category, otherwise known as escapism, so that I can provide a
sense of enjoyment to my carefree and fun-loving target audience and creating a
way for them to temporarily forget their worries. I would also aim for my
magazine and website to be used to fulfil the other categories of educating,
creating a sense of identity and encouraging social interaction among my mass
market target audience.
TARGET AUDIENCE’S INTERESTS
From my research into defining this target audience, I
discovered that this audience’s, which has a large proportion of students,
spending contributes to approximately £20 billion to the UK economy each year,
according to PMYB. I also discovered that in campaign’s Freshers Marketing
Report in 2018 which revealed that 87% of 18-24 year olds want their brands to
inform, inspire and entertain them, which is relevant to how my chosen brief is
for an entertainment magazine. This report also found out that 33% of students
claim to spend more than 20 hours online every week whilst at University. I
think that this is important to remember because it shows that a large
proportion of my target audience are heavy internet users because of recent
technological developments within the last decade. Therefore, I will take into
account the online aspect of my magazine through the use of an easily
accessible website and in terms of the distribution methods that I use. Finally,
this report helped brands to understand that this particular generation expects
services ‘on demand’, which is reflect through the use of online streaming
services such as Netflix, and that they want choice. It was also stated that
these audiences are beginning to develop as independent consumers and audiences
are now defining themselves through the brands that they chose and the
development of online platforms provides a great platform for audiences to do
this.
At the moment, many brands are struggling to target 16-25
year old consumers because recent technological developments have changed the
way that audiences consume media products. Younger target audiences, like mine,
are arguably tired of traditional ad forms and sometimes even avoid these ads
altogether, which makes them far less successful for brands but in particular
when they are trying to engage this particular target audience. This target
audience are also represented as valuing their peers opinion and that they are
a lot more likely to research and go on to consume a product if it has been
recommended to them by someone of a similar target audience demographic. This
research reflects how brands are increasingly utilising social media and its
influencers to help to market their products to their target audience to
maximise sales and revenue.
Furthermore, in terms of audience research into my target
audience, I read the Youth Trends Report that was published in 2016. Although
this report is slightly outdated, a lot of the information is still relevant in
creating a clear and detailed audience demographic. From this report, I was
informed that only 24% of 16-24 year olds believe that Tinder dating culture
has a place in society and that the new youth consumer prefers many
‘old-school’ approaches to life, especially when it comes to different ways to
fall in love, even though they are now more connected and have access to
different digital platforms that can help them find a date. Additionally, 49%
of 18-24 year olds defined themselves as something other than completely
heterosexual as they have a more extensive view on gender than any previous
generation.
In terms of what my target audience demographic generally
engage with, in 2017, there was a large increase in the usage of student
discount apps and sites, such as Unidays. 18 year olds used this app the most
at 91% but it was less popular with the higher end of my target audience
demographic. Similarly, the popularity of social media sites such as Snapchat
and Instagram has remained constant over recent years, with 73% of students
from my target audience using both of these sites. As of 2018, Netflix was the
most popular entertainment service, with 72% of students using it in 2018.
Also, in 2018, for the first time, the amount spent on music, video and games
[£7.2bn] was higher than the amount spent on books, magazines and newspapers
[£7.1bn]. This development in what my target audience are engaging with will be
helpful when thinking about the production and distribution of my magazine
because this trend reflects how my target audience engage with a lot of online
and digital media services and products.
- ELLE
Front covers;
Contents pages;
- ENTERTAINMENT
Front covers;
Contents pages;
- BILLBOARD
Front covers;
Contents pages;
- COSMOPOLITAN
Front covers;
Contents pages;
- PEOPLE
Front covers;
- US WEEKLY
Front pages;
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