Who would be the audience for your music magazine?
This mood board gives some information about the target audience such as age, race, gender, location and interests
The magazine focuses largely on new music in the indie genre and other similar types of music. The style in articles would be quite informal without using colloquialisms to avoid being inaccessible for some readers, although it is largely aimed at people aged 16 to 24. The gender of readers would not be overwhelmingly male although this is a trend present throughout the music press. For instance, NME’s readership is 69% male and only 31% female.
The lifestyle of the readership would vary, from the younger readers attending school or college perhaps working part-time to slightly older readers in university or at work. The readership is informed on global matters and takes interest in issues more local to them like politics. They would have a low income due to working part time, relying on an allowance or working in low-level jobs as graduates. The audience access music in a range of ways; using the internet or music streaming programmes, listening to radio shows and television music channels, attending music festivals and gigs and downloading MP3s or buying CDs. They spend most of their disposable income on entertainment: music, video games, gigs and live events and films with the latter as social activities requiring them to spend money on clothes, food and transport. After entertainment, the audience spend most of their money on clothes. Other hobbies and interests may be performing in their own bands, volunteering, using social networking websites and playing sports. The type of advertising featured would mainly be promotions for albums and singles, films, video games and activist organisations as they are relevant to the readership’s interests. Inexpensive audio equipment such as headphones would be advertised due to their universality and relevance in a music magazine.
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| NME reader profile January - June 2009 |
The lifestyle of the readership would vary, from the younger readers attending school or college perhaps working part-time to slightly older readers in university or at work. The readership is informed on global matters and takes interest in issues more local to them like politics. They would have a low income due to working part time, relying on an allowance or working in low-level jobs as graduates. The audience access music in a range of ways; using the internet or music streaming programmes, listening to radio shows and television music channels, attending music festivals and gigs and downloading MP3s or buying CDs. They spend most of their disposable income on entertainment: music, video games, gigs and live events and films with the latter as social activities requiring them to spend money on clothes, food and transport. After entertainment, the audience spend most of their money on clothes. Other hobbies and interests may be performing in their own bands, volunteering, using social networking websites and playing sports. The type of advertising featured would mainly be promotions for albums and singles, films, video games and activist organisations as they are relevant to the readership’s interests. Inexpensive audio equipment such as headphones would be advertised due to their universality and relevance in a music magazine.
The uses and gratifications theory demonstrates how the content would fulfil the audience’s needs:
- Diversion: The publication provides entertainment through its light-hearted articles and features. Also, it encourages its readership to enjoy music whether at concerts and festivals or in the comfort of their own homes.
- Surveillance: Information about the music scene is offered in every issue’s news section and the gig guide is a listings page of events taking place every month.
- Personal Identity: Interviews published in the magazine may affirm the identity of the reader, for example, an artist based in London (where the publication is solely distributed) may mention areas in it which a reader would be familiar with.
- Personal Relationships: Media such as magazines can be used within existing relationships, for instance, friends may discuss the content of ‘Sound’ with each other.
How did you attract/address the audience for your music publication?
In my article I attracted readers familiar with the type of artists featured in existing publications, such as NME and similar magazines that cover the same genre of music. I made it more relevant, satisfying the audience’s need for personal identity, to my audience through representation: the featured band is from London (the magazine will be based in and circulated throughout the city) and young. Descriptive terms such as 'eagerly anticipated' and 'innovative' are critical in captivating the reader, encouraging them to read on. The mode of address to an extent mirrors the style in which the audience communicate with each other, allowing them to relate to the publication better. The layout of the cover in comparison to very genre specific magazines such as Top Of The Pops or Kerrang! is rather minimal, making it appeal to a slightly older readership while the use of bright colours still will attract teenage readers. The typography used does not appeal to a niche market, but still reflects the style of music as exclusive and contemporary.
The use of capitalised text on the cover demands the attention of the audience, with language such as ‘exclusive’ appealing to music fans in search of new music. Moreover, the competition sticker is a lure to appeal to music fans, regardless of age. The magazine would promote itself to the intended audience in advertising space on websites. It would also have a presence on social networking websites in order to relate to the audience.
The low cover price of £2.00 attracts readers from the target audience and widens the publication's appeal. I decided to price it slightly cheaper than established magazines (Kerrang!'s cover price is £2.20 while NME is priced similarly, both are published weekly) to persuade potential readers into buying it. My magazine is published on a monthly basis, priced lower than others published every week. This would appeal to teenagers who receive a small allowance from their parents or students working part-time jobs.
The use of capitalised text on the cover demands the attention of the audience, with language such as ‘exclusive’ appealing to music fans in search of new music. Moreover, the competition sticker is a lure to appeal to music fans, regardless of age. The magazine would promote itself to the intended audience in advertising space on websites. It would also have a presence on social networking websites in order to relate to the audience.
The low cover price of £2.00 attracts readers from the target audience and widens the publication's appeal. I decided to price it slightly cheaper than established magazines (Kerrang!'s cover price is £2.20 while NME is priced similarly, both are published weekly) to persuade potential readers into buying it. My magazine is published on a monthly basis, priced lower than others published every week. This would appeal to teenagers who receive a small allowance from their parents or students working part-time jobs.
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