Target Audience

To work out what target audience to aim my magazine at, i visited mixmag's website (http://www.mixmag.net/) for some advice through their media pack. Mixmag is a British dance music and clubbing magazine. It styles itself as "the world's biggest selling dance music magazine". I have pasted an image of the media pack into this blog, however it is difficult to read so I will type up the results found.

Mixmag readers are the opinion formers and leaders in clubbing. They are the ones who make the happening music happen and the cool products cool within their peer group. They are the first to recommend a new tune and the first on a new fashion trend. They're at that new cool club very early and they move on before it starts to go cold . They're the best informed about top DJs and upcoming tunes, and they just have to have the latest mobile (even if their current one is less than six months old). They're the biggest downloaders of music in the UK.

The median age of a Mixmag reader is 26 - 72% male, 28% female - and they tend to be urban and single. They have a high disposable income and a high propensity to spend it on, Nearly 80% do not read another music magazine and they spend little time watching TV, especially at weekends.

1. Nights out

2. Clothes
3. Tunes
4. The latest mobile and MP3 player

Knowing the target audience is very important when producing a magazine as it is always good to know what area of the public your magazine will be aiming at. When finding this out you could do what i have done and conduct research into it or it could be done in other ways such as questionaires. When looking at psychographics of my magazine readers it is quite difficult to distinguish between which group they belong to. I believe that they most belong into groups such as aspirers and Individualists. Aspirers are people who want to have more money or status and will often buy “flashy” products to try to send out messages about status. An individualist is someone who wants to show the world they are different.

Another magazine from the same music genre is a magazine called DJ MAG.It bases itself on similar factors as mixmag. Its target audience is the same as mixmags and come from similar backgrounds. The graph on the left is showing the target audience in clearer detail. The demographics of the magazine are,it has a youthful audience with an average age of around 26, it is male dominated making up 94% of the target audience and 67% of these males are single with money. 70% are employed as well as 18% being students. The second graph is showing the statistics from how often the consumers go clubbing. Due to the fact the magazine is a dance/clubbing magazine I would have expected these statistics to be of high order, which they are. This gives me a bit of psychographic background into the reader, i would believe them to be succeeders which means they have more money to spend than aspirers but won’t feel the need to show it as much. They choose to spend there money on clubbing.