The core buyer for my magazine is going to be younger females interested in indie music, therefore I’m targeting quite a niche market. As the magazine is targeting females, a very large percentage of people buying the magazine. I think about 98% of buyers will be female, leaving 2% of buyers being male, who might just buy the magazine to read an article they’re interested in or for the freebies and special offers (e.g. poster especial). Their ethnicity would most likely be British or American, as Britain and America are the places it would be largely distributed, but some may also be European. The age of my target audience would be 14 – 18, as the context of the magazine would appeal to a young audience, but not too young due to some of language and images used (e.g. it may have a few swear words).
When carrying out my audience research I found out that my target audience (young people) chose indie music as one of their favourite genres, therefore basing my magazine around the indie genre would make it more appealing to a younger audience. When asking the audience about their favourite magazine, a majority chose NME magazine, which is a mainstream magazine that features a lot about indie music. And when asking my audience about their favourite bands/artists, the majority chose Mumford & Sons and Kasabian, two bands associated with the indie genre. Also, when I completed the FindYourTribe questionnaire, it came back with the result ‘indie kid’, giving me a good idea of what appeals to ‘indie kids’ due to the questions that came up.
As my target audience is made up of young females interested in indie music, they would spend a lot of their time with their friends, doing various activities such as shopping at the trendiest shops (Topshop, Miss Selfridge, River Island), going to live gigs (big bands and local bands), going to the cinema and having sleepovers. Their lives are revolved around having a good time and their appearance(lacy tops, vintage dresses, patterned tights, natural-looking make-up, big hair etc) is heavily influenced by the indie style (quirky, fashionable). As they are young, they will be into the latest technology, preferring big brands such as Apple. They mainly spend their disposable income on music related products (CD’s, posters, band t-shirts, headphones). But when they’re not spending their money on music, something that they’re incredibly passionate about, they’re splashing out on clothes, accessories, make-up, entertainment (cinema, gigs) and gadgets. It’s incredibly important that they are the first to know about the hottest new bands, singles, albums and gossip (usually music related), as they constantly need something to stimulate them and something to talk about with their friends. They also need to know about the latest fashions and trends.
The socio-economic group that they would fall into is E, as they would be either unemployed or be casual labourers. In terms of psychographic profiling, my audience would be a mixture of explorers (someone desiring discovery, challenges and new experiences), as they would always be craving something new, mainly in terms of new bands and songs, which is why I have included pages in my magazine dedicated to upcoming bands and artists, music news and views, and recent films (review). They would also consist of aspires (a materialistic seeker of status), as their appearance, status and their material possessions mean a lot to them, which is why I thought it would be a good idea to insert adverts in my magazines for Topshop (very fashionable clothing company) and Schuh (popular, trendy shoe company).
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