Looking at psychographics I believe my target audience will be 'The Explorer'. This is because my magazine will be new in the market and as my target audience don't normally have a lifestyle regional magazine to read, 'The Explorer' will try the magazine and then I will hope for word of mouth about the magazine to increase sales. Furthermore I also believe my target audience will be the 'Trendies' for the same reason as before. My product is new in this market for this target audience and because of this it will appeal to the 'Trendies' who always have the latest product to get admiration from others.
My secondary audience will be the older generation of 45+. This is the conventional target audience for a regional magazine so I will facing a lot of competition. Again I will want to appeal to both genders and because its till located in Cornwall I will also still be using themes to appeal to a White British target audience.
In terms of the psychographics I believe 'The Mainstream' & 'The Traditionalists'. I think this because this age group has had a regional magazine for a long time and the traditionalists don't like change so they'll still buy the regional magazine based in their area. The mainstream means that there is loads of people buying regional magazines at the moment and I believe because I'm suing a popular genre it will still be popular.
Furthermore I decided to create a survey to answer some question on what my target audience is and what they their interests are.
The first question I asked was 'What is your age?'. Earlier on I said that I want my main target audience to be youths and you can clearly see that the under 18 section had almost 50% of the responses. This means that most of the answers I will receive later on in my survey should all relate towards my primary target audience. Furthermore 25% of the responses also make up my secondary audience which is good because a lot of the information I found out in this survey will relate to at least one of my targeted audiences and I will have to try and apply themes to relate to the correct target audience and incorporated stories and articles associated in the correct age bracket.
My second question asked, 'What is your gender?'. From my responses I cans see that the responses are pretty similar with the male selection slightly edging it as I posted my survey on FaceBook and I have slightly more male friends. Taking this into consideration my magazine will be aimed at both genders. In my audience profile I said that I would like to appeal to both genders for my both my primary and secondary audience so this supports my theory.
From my results is this question its very one sided which is probably because of the lack of diversity in my region. I will have to adapt my themes that will appeal to this audience and this is an important factor to consider when marketing my product.
Following on from the last question this one is also very one sided purely because of the lack of diversity in my area. So my audience will be white British males and females. I will include images and stories that relate to this target audience.
Looking at these results it tells me that my my audiences social grade is C2-E. I will trying to incorporated content that appeals to this social bracket as my primary target audience. This will mean that I need to incorporate stories that are not commonly linked to common regional magazines.
My next question asked my audience what there hobbies were. This was an important question from my point of view as I believe the best of attracting your target audience is including content that they have a high interest in and then your product defiantly will sell. In this case Music, Sports and TV will be top of priority to be included in my magazine. These could just be stories that are included in the magazine of images but either will defiantly attract my target audience. These are also unique stories as they're not currently commonly seen in a lifestyle regional magazine. This gives my product an advantage in the market as its niche and has unique features.
A colour scheme is important to any regional magazine especially when trying to relate to their target audience so I need to find this information out. From my results you can see that black and white are two most popular colours. This is a good thing to see and black and white contrast so well against each other and because of this reason alone they would prove incredible effective on any magazine because it allows text to be easily seen and to add emphasis on images or other features in the magazine. Furthermore blue was also a colour in demand. Yet again this works well as I'm doing a lifestyle magazine and blue relates to the sea and the sky. Ranked joint third highest was red and gold. Red could work in my magazine as its a strong colour and will contrast against blue well. Gold I was slightly concerned about as it normally connotes a high social bracket which my magazine is not aimed at. I will take all this information into account when creating my product so I can effectively apply to themes that will appeal to the audience.
From here I started to look at some of the psychographics, from this first question you can see that the most popular answer was 'The Explorer'. This means that my audience is driven for discovery and a challenge. My magazine could relate to them as its new and a potential discovery for them.
From this pie chart you can see that I got a complete mix of results on this question. The two highest though was the 'Utopians' and the 'Innovators'. This means that my audience want to leave their mark on the world while making it a better place. So inside my magazine i'm going to apply themes that relate to this.
My final question followed the last two in terms of psychographics. I also got a mix of results but again two popular answers too. These were the 'Self-Actualisers' and again 'The Innovators'. This again means this will be audience for my magazine and I will apply themes and content that relate to these answers.
After spending much time analysing these results I found out a lot of information about my primary audience. I found common ages, genders and class etc... who are likely to read my magazine and went on to find out some of their interests. Even though all this information is crucial and is very useful to me I realised that I missed out a few questions that will be more helpful in terms of content when creating my actual products. Because of this I created a brief survey which covers area in which I have missed and now I'm going to collect those results.
This first question asked 'What would you prefer to read about in a regional magazine?'. The idea for this question was to get a variety which would then end up appearing on my front cover as cover lines but not the main one. The main cover line I will cover later in this survey but I wanted to find out what interests my audience. As there will be more than one cover line I wanted a variety of answers and luckily this is exactly what I got. From my results Local Events and Music was the most popular so this will defiantly make the cover lines on my magazine. While Sports Events and Places to Visit may still feature on my front cover but maybe as something to fill dead space.
The second question I asked was 'What do you think would make a good name for a regional lifestyle magazine?'. Evidently down to previous research that this magazine would be located in Cornwall and as the high majority of my FaceBook friends (where I posted this survey) are from Cornwall this question would relate to them. I had three choices on this question and the most popular one would be the title for my magazine. From my answers you can see that 'OurCornwall' dominated the results. From this its a clear decision that this will be the title of my magazine as my potential see this as a good fit and attractive.
The final I asked on this brief survey was 'What topic would you like to see as a double page spread inside a regional magazine?' this question was designed to give me my main cover line like I mention earlier. From my results I can see that 'Events that are happening in the area' was the favourite. From here I will write a double page spread relate to this topic and capture appropriate images that relate to this subject. If worst comes to worst and this story couldn't been done I would turn to my second choice which is 'Places to Visit'. I like that I have an alternative option as well.
From here I started to look at some of the psychographics, from this first question you can see that the most popular answer was 'The Explorer'. This means that my audience is driven for discovery and a challenge. My magazine could relate to them as its new and a potential discovery for them.
After spending much time analysing these results I found out a lot of information about my primary audience. I found common ages, genders and class etc... who are likely to read my magazine and went on to find out some of their interests. Even though all this information is crucial and is very useful to me I realised that I missed out a few questions that will be more helpful in terms of content when creating my actual products. Because of this I created a brief survey which covers area in which I have missed and now I'm going to collect those results.
Excellent research and analysis of potential audience
ReplyDelete