Choosing a target audience is tricky, due to many different factors that must be considered. Different target audiences will have preferred mediums for articles to be displayed on, varying amount of time to read magazines which can influence article length, different interests and writing styles. This can cause each genre have a very niche style, meaning design is often similar for magazines that appeal to the same genre.

To avoid blending into the common style seen on the newsstand I’ve chosen a genre that is unusual and somewhat different to magazines commonly sold in large chain shops as the style is so restricted. My magazines specific genre is classical pop. This means catchy, pop/electronic songs, with parts played on typically classical musical instruments, or origins from classical music. An example of this is popular music at the moment is Clean Bandit. They are a band that are increasing in popularity, and therefore increasing the following of the genre and showing a positive relation to the classical influences that are coming into music. This allows a large portion of the magazine to be on new music and it keeps a family like atmosphere. This will also form a very specific look and type of content to the magazine, meaning that immediate identification and unique branding is a given.

Whilst this may seem like the genre of this magazine is too specific to provide a stable audience, I think the fast pace of new music and rapid explosion of following in the genre will keep it going. The magazine also may have a niche genre, but does not have an overly restricted amount of people who could read it. I plan for the magazine to be written in somewhat formal (in the lack of taboo language) style, but with snippets of informalities in the form of humour and personal (but not gossip-y) exclusives from interviewees. Good journalism can be recognised and enjoyed by the majority of people, with the genre sometimes taking a backseat. Not only is this why my magazine would be able to be picked up and enjoyed by the majority of people, but the classical influences open so many doors for new readers. Young people learning to play instruments or people in orchestras may enjoy reading the magazine to find out about new opportunities for people who play and to realise the classical music can be cool. This magazine reinforces that you can break the mould when it comes to classical and begin to lose its stigma. Older musicians may also show interest in this magazine as it can educate them to the lack of restraints and freedom that can attract a whole new generation of classical instrument players, and the sudden boom of classical in popular culture can be inspirational and fulfilling for them.

Audience Profiling

Audience profiling is a way to find out key information about your target audience so you are able to tailor parts of your publication to their preferences. Refining the audience through this allows for better marketing not only to the audience, but to the companies looking advertise in the magazine.

The factors considered are

The answers to these categories often allow for a decision to be made on the person’s socio-economic status. This can then be broadened so the publisher can decide to market the magazine to a certain socio-economic group through writing style, chosen headlines and other factors key to magazines.

For example, typically magazines aimed at the C2DE group (closer, heat) often have bright, crowded covers, with cliff-hanger style, gossip orientated headlines. In contrast to this, magazines aimed at the ABC1 group (ELLE, Essentials, Delicious) have more refined covers that feature complimentary colour schemes and cover lines that are sophisticated and appealing without being overbearing.

Psychographics deal with the audience’s behaviour and personality rather than their job and financial status. For example, 2 people could have the same job and therefore the same income but one might be an introvert while the other is an extrovert, in which case they would have the same socio-economic demographic, but a different psychographic. Psychographics are more detailed and personal than demographics, meaning the publisher is able to personalise the magazine after they’ve dealt with financial boundaries of the magazines demographic.

Even though my magazine could be read by many people, the main demographic would be ABC1, and the main psychographics would be succeeders and reformers with a hint of aspirers. This is because the reader will value the look of the magazine but not make it the overriding reason as to why they bought the magazine. They will also like the fact the magazine is unusual and quirky yet still reputable and organised.