Research Into a Potential Target Audience - Secondary

This image is from http://www.slideshare.net/belair1981/kerrang-readre-profile accessed on 21st January 2012 describing the audience profile for Kerrang! magazine.

On http://www.bauermedia.co.uk/Brands/Kerrang/, accessed on 21st January 2012 it describes Kerrang!‘s audience profile as ‘Young, individually minded and passionate consumers, an audience defined by attitude, passion and loyalty.’ This shows that the target audience for this magazine is for people with an interest in niche music rather than mainstream music as they are passionate to one genre (rock).

On http://www.bauermedia.co.uk/Brands/Q/, accessed on 21st January 2012 it describes Q's audience profile as 'composed of passionate, engaged and open minded music fans driven to continually discover new music - and to use this lust for discovery to influence their friends. The audience is split 75% male to 25% female and is affluent (with 68% ABC1).' This shows that Q’s audience is different to Kerrang’s. It is targeted at an audience with an interest in mainstream music rather than niche music as they are passionate towards a range of genres. This is also aimed at an older working class audience rather than a young one.

My target audience will be ‘young, passionate and individually minded consumers thriving to discover new and upcoming artists.’ I am targeting this group of people as it is similar to Kerrang!’s target audience however the content will be slightly different as it will feature new and upcoming artists so the target audience must be thriving to discover these new and upcoming artists. The target audience will be, like Kerrang!’s, a young audience as they tend to have more passion towards the genre of music. 

My target audience will generally have these following characteristics:

• Age: 15 to 28
• Gender: Both male and female, however mostly male.
• Hobbies and Interests: Attending music gigs of rock/indie bands, reading rock music magazines like Kerrang! and Rock Sound; watching teenage TV dramas like The Inbetweeners and Skins; accessing social networking sites like Facebook and Twitter; shopping at alternative clothing shops like Drop Dead and Urban Outfitters.
• Media Influences: Internet, Technology, Social networking sites, TV dramas, rock music magazines and rock artists.