So far, we have been learning about the media concept of target audience (using demographics and psychographics) and the uses and gratifications theory. By analysing the content of Top Of The Pops and NME, I will comment on who the target audience is and why they read these publications, linking this to my research.
Top Of The Pops
The publication is aimed at girls aged 10-15. This is evident through the type of features and advertisements throughout the magazine. For example, adverts for toiletries have been placed to appeal to pubescent readers, with the regular item "Boys Revealed" also included to engage the audience. Moreover, it is appropriately priced at £2.35 monthly with the promise of posters and other free gifts, luring in readers with only pocket money to spend. The covers generally feature photos of artists and actors familiar to the readership, using bright colours (pink, white, blue, yellow) and stylised typography. Pull quotes from the featured articles are utilised to grab the reader's attention, also. Top Of The Pops is acessible to its audience largely because of the informal style and colloquialisms used in the magazine's writing.
The ratio of advertisements to articles and features, however, is low as the magazine is produced by the BBC Worldwide, the commercial division of the BBC.
The readers of Top Of The Pops:
- are in the age group between 11 and 15, mainly preadolescent
- are largely white and female, arguably as this group has the greatest representation in the publication other than white males whose presence is to serve as a 'pin-up' for the readers
- are in mainstream education (attends school, the problem page mostly deals with issues readers face in school)
- have a small potential spending bracket (to spend on high street clothes, cheaper brands of makeup, cinema tickets, albums, video games etc. Spending pocket or earned money on these commdities may be seen as a hobby as it is done socially)
BBC data for the publication demonstrates that it has a large readership of mostly girls in the 11-15 age bracket.
In terms of psychographics, they are chiefly apolitical, still in the process of forming their ideals and values. They use the magazine and other media such as television, music, computer games, films and radio as a source of entertainment as a diversion from the stresses of school life. They also have high aspirations, demanding the latest fashions and mobile phones, wishing to emulate the celebrities featued in the magazine. People of the targeted age group are usually being given some form of career advice at school, although celebrity culture may have an impact on their career choices.
Top Of The Pops readers read the magazine for the following purposes:
Surveillance: the magazine puts an emphasis on the celebrities it imparts information about. For example, the cover shown claims the issue has the latest entertainment gossip. It also has advice columns, horoscopes, fashion and beauty tips, entertainment listings and a 'Real Life' story in every edition.
Diversion/entertainment: other than the articles, the magazine contains games and quizzes.
Personal identitiy: in the magazine, celebrity interviews are conducted in a way to relate to the issues readers may have faced growing up, for example facing bullies at school. In addition to this, readers are encouraged to send in letters to the editors and the problem page.
Personal relationships: this is fostered by the idea that the magazine's content may be discussed among readers or perhaps they may share the free gifts and posters Top Of The Pops offers.
This magazine is aimed at no specific gender, with the age range of the audience between 16 and 30. Its full name 'New Music Express' suggests an emphasis on covering upcoming acts, although in an attempt to attract older readers, they often feature artists more familiar with music fans in the 25-30 age bracket. An example would be the 6th October 2010 edition with a cover photo of Marcus Mumford, a contemporary folk rock musician, while it offers 'free classic' posters of Bob Dylan, an artist whose peak in popularity was during the 1960s. While the inclusion of the latter in the magazine may seem incongruous, some artists with 'classic' status in the music industry are perceived as having universal appeal- in this case to 20-somethings.
The 25-30 demographic is percieved to have a much higher potential spending bracket rather than the teenage demographic, yet the magazine is still cheaper at £2.30. NME occasionally includes a covermount CD as an attractive offer, but relies on an established readership who read it for its authoritative stance on pop music. Furthermore, the publication's recent redesign (April 2010) has been seen as an attempt to portray the magazine as "much more mature and aspirational", with " content which focuses on being in-depth, opinionated and above all knowledgeable".
NME's 'new' covers contain a variety of slick studio photography and shots taken 'on the road'. The more informal photos affirm NME's status, showing that they are an elite publication that has good relationships with the musicians featured. The font style varies, conveying the magazine's tone. It alters between a capitalised bold sans serif which has a contemporary feel, a 'personal' handwritten font and a traditional serif type which has connotations of authority.
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| Examples of text from NME showing the variety of fonts used in the magazine. |
The casual language present in NME's articles suggests it caters to a young audience despite other inconsistencies.
The readership of NME:
- are in the age group between 15 and 25 largely white and male, due to the fact that this group has the greatest representation in the publication.
- are in secondary or teritary education, living in urban areas (the gig guide focuses on concert dates in cities).
- have a small potential spending bracket as they are mainly students, but they may have an income from part-time work or pocket money from parents. The readers spend their money mostly on entertainment: on records, gig and festival tickets, video games, films. Some, as musicians themselves, may spend money on equipment and instruments, suggested by the band adverts towards the back of the magazine.
NME readers read the magazine for the following purposes:
Surveillance: News stories are reported in the first few pages of NME. There is an emphasis on 'new' music, allowing readers to have all of the latest news on upcoming acts. Furthermore, finding out information about album releases and tour dates is imperative for the passionate music fan.
Diversion/entertainment: Readers use NME as a source of entertainment as well as information. The articles are written in a humourus tone and the publication features quizzes and rants on the last page.
Personal identitiy: The use of colloquial language allows readers to relate to the journalists and even the artists who give interviews. Like Top Of The Pops, readers can send in letters to the editing team.
Personal relationships: NME features a listings guide and concerts are a social function as well as giving fans an opportunity to enjoy live music. Readers can share opinions about the features in the magazine in its online forums.
