Blog 2 - Target audience.

Magazines exist to make a profit. They create the magazine, aimed to appeal for specific target audiences. The sales of the magazine create revenue as well as advertising. I want research what specific audiences KERRANG and NME are aimed at. This will give me more insight whom my target audience, as the magazine i am going to create is based on indie/rock music. Websites have been created to research in depth, their target audiences. They launch surveys and focus groups to accomplish the research needed, so the magazine possesses all the assets the intended buyer wants. This will create bigger revenue for the brand.

NME - READER PROFILE.

Key statistics of an NME reader:

• Student: 34%
• Circulation: 40,948
  
• Readership: 388,000
• ABC1: 250,000
• C2DE: 137,000
• Age range between 15 - 44: 339,000
• Age range from 45+ : 49,000
• Men readers: 296,000
• Women readers: 91,000

In conclusion, the statistics show that the predominant buyers of NME are male. Therefor NME will focus on presenting the magazine to attract male buyers, they do this by not featuring girl bands, which would not interest the intended buyer. Because males mostly buy this magazine the adverts, the cost of the magazine and the advertisements will focus on, what an average male would want. For example a fashion collection advertisement featured in the magazine will either be a unisex range or for males. I was shocked that only 34% of students bought NME. I presumed the main buyers of NME would be students. However, the median age proves that the readers are in their twenties, left college and either studying at university or pursuing a full time job. Therefore i gather from the fans of NME, that the readers start buying the music magazine as a student and keep to being a weekly loyal reader as they grow older. Amongst the weekly readers of NME, the magazine is known to be 'Honest no- holds barred reviews'. Furthermore the readers feel they can trust the brand knowing that they can be relied upon to deliver what they are expecting every week. Quotes that back this up are 'It's full of facts that we should all know but don't. But we do now thanks to NME'. The lifestyle and personality of an average NME reader will be an Individualists, meaning they want to show the world they are different.The weekly readers of NME are obsessed on having the most knowledge on their favoured genre. On average the readership per copy of the magazine is eight readers per publication. This shows that a wide array of people have a strong interest in music however one in eight people are committed buyers. An NME reader on average has a higher social status than a KERRANG reader. Predominant buyers of NME are in the ABC1 category. This means that they are either fit into the upper middle class status, middle class and lower class. The occupation of the reader whom fit into the ABC1 statistics are thought to be above a skilled manual worker. The C2DE category have a different income, lifestyle and spending pattern than the ABC1's. This is valuable information as the brand can make a decisions upon the price of the magazine and what adverts are appropriate to include in the magazine.

General information on the average reader of NME.

• NME readers are twice as likely to be well informed about the latest gadgets and software.
  
• Reader of NME are music obsessed and read the magazine to have a higher awareness of music.
• NME readers on average buy a new DVD every month. This is higher than national average. This is my NME include Film reviews in the magazine.

KERRANG! - READER PROFILE.

Key statistics of an KERRANG! reader:

• Readership: 417,000
• ABC1: 239,000
• C2DE: 178,000
• Age range between 15-44: 378,000
• Age range from 45 + : 39,000
• Men readers: 290,000
• Women readers: 127,000

KERRANG! has 163,000 more male readers than females, from the total readership data. This insight, the statistics from a survey given out by the NRS, gives the brand knowledge and understanding to whom are their target audience. Because most of the KERRANG buyers are male, the brand will focus on the design, layout, advertisements and fonts to capture a male audience and draw them to the magazine. The intended buyers are in the age range between 15 to 44 yrs. The data shows that KERRANG weekly buyers are below the age 44 yrs of age. The social status of the KERRANG buyers are in the category of ABC1, there is 61,000 people more in this category than in the C2DE. KERRANG has a higher readership than NME as more people my the magazine. Both NME and KERRANG's intended buyers are; in the ABC1 category, are below the age of 44 yrs and bought mostly by males. However the two successful magazines still exist and thrive, as they attract different audiences. NME buyers have a different music taste as those whom by KERRANG. The brand specializes in heavy metal and rock music, NME features indie and rock. The two magazines are distinctive, KERRANG looks 'hard core' supposed to NME, which looks more factual and informative than KERRANG. The fonts and the layout make this distinction.

General information on the average reader of KERRANG!

• KERRANG! attitudes is what makes it the number one selling weekly magazine.
• There is always a generation which want to rebel against their parents through aggressive loud music. There for the magazine becomes a statement of attitude or a symbol of going against conventional music which stereotypical parents listen to.
• KERRANG fans have built up a connection with the magazine, as it has been around from 19yrs. Therefor the fans have witness the consistent standard of the magazine which serves a great purpose to the heavy rock community. This brings trust between the readers and the brand.
• Furthermore, because KERRANG is based on heavy metal, it is a particular music genre which will only attract a certain audience. This makes it clear to KERRANG whom their intended buyers are and concentrate on their requirements.

LIMITED - READER PROFILE.

based on the statistics of the buyers of KERRANG and NME, I am going to create a reader profile from LIMITED to see who my intended buyers are and what kind of lifestyles they lead. This is available information as I can make the magazine suite a niche of people; this will give me a higher revenue, the readers are more likely to be loyal to the magazine and became a weekly buyer.

My estimate is that if my magazine was on the NRS website, i would find out the following results:

• Student readers: 39%
• ABC1: 60%
• C2DE: 30%
• Age range between 15 - 44: 90%
• Age range from 45+ : 10%
• Men readers: 80%
• Women readers: 20%

General information on the average reader of LIMITED.

Buyers of LIMITED are individualists meaning they have no inhibitions, and feel the need to express their individuality to the world. The buyers of LIMITED are well read in the lastest gadget and know when a new product is on the market. They take pride in informing their peers on general information and are likely to give advice on what hardware to buy to their family and friends. LIMITED readers have a great knowledge on 'the next big thing' however the readers are not in the category of the Aspires. Aspires tend to buy products to show of their wealth or status.

Because the intended buyers are almost entirely male, the advertisements will feature a unisex/male clothing range and inbox games. However most of the adverts will promote festivals, gigs and upcoming albums. Because the readers are mostly from the high category of social status the language will have to be easy to read but informative. The median age of the readers of LIMITED is 23 yrs of age, this meaning the layout of the magazine can be of a mature style. Comparing to a music magazine aimed for young teenagers such as Top of the pops.