Primary Target Audience Profile

The demographic of my audience:

Demographic profiling of an audience is the combination of information used in media to classify an audience in categories such as; age, gender, ethnicity, sexuality, social grade alongside other data. Once these figures are determined individuals are grouped then broken down into different bands. This will then determine the stereotypical wants and needs of an audience. 

Demographic profiling of an audience is the combination of information used in media to classify an audience in categories such as; age, gender, ethnicity, sexuality, social grade alongside other data. Once these figures are determined individuals are grouped then broken down into different bands. This will then determine the stereotypical wants and needs of an audience. 


Primary Audience

Age: 17-24
Nationality: British
Living Location: South West regoin
Ethnicity: White British
Sexuality: Straight/Bi/Gay
Social Grade: C1/2
Income: Medium
Gender:male and female
My primary audience will fill the social grades of C1/2 (possibly to top end of grade D), I have based this target audience on the majority that don't specifically get catered for. Social Grades are often categorised as ABC1 and C2DE, brands and businesses will market their product to fit with the uses and gratifications (Blumer and Katz, 1974) associated with either of the two sub categories. Considering this, I intend on pin pointing the group in the middle; often forgotten about. This will be young individuals, possibly in higher education, potential to be  A/B individuals in the future, young parents or aspiring professionals. Looking at the statistics of the social grade data, it becomes apparent that my target audience C1/2 would be the largest possible target audience in terms of the percentage of the population. My intention for my magazine is to hit a mass market, fitting with my initial concept to create a magazine worthy of the mass market. The definitions stated by social grades implies that my audience will be a mix of superior and skilled workers, higher education students (university), earning money however not considerable amounts, they will also have high ambitions in life.

Secondary Audience:
Age: 40- 46
Nationality: British
Living Location: West region
Ethnicity: White British
Sexuality: Straight
Social Grade: B
Income: Medium- high/ high
Gender: Female
My Secondary target Audience will lie within the social grade B. Mostly respected professionals, in a high paid job, someone that seeks enjoyment from the regional area my magazine is about. This audience will be a group that desire something a little less intense; often a common factor when marketing for this audience. I believe that this audience will appreciate my magazine as it will be a more modern and contemporary text, submerging the conventions they are used to. A cheaper product will be more susceptible to those who fit this social grade but do not like to embellish on expensive products. These individuals will already be settled and most probably have a stable life. I want my magazine to bring them excitement and a difference to their normal routine.

Audience Appeal:
My magazine will hold huge audience appeal, fulfilling the required aspects expected and desired of this genre. The uses and gratifications theory, stated by Blumer and Katz in 1975, proposes the concept that audiences are not passive but they take an active role in interpreting and interacting media into their own lives; through different platforms. They said that an audience uses media to fulfil different needs that they have. This theory implies that varying mediums have to compete in order to climb the market they fall under.

• Entertainment and diversion: the idea that audience consume media texts to escape form their everyday lives. A text that is deemed entertaining will allow the audience to divert from their own lives as well as their attention to the real world. This is often carried out in the form of magazines, films or books. This is the main purpose of my magazine concept. Granting a product that ensures my audience is entertained, visually and contextually. 
• Information and education: this implies that audiences only seek information when they want it, in the form they want it. The idea that you cannot force a market to consume something they do not feel they need. This is often found in aspects such as newspapers, news programmes and documentaries. These are all forms of medium that intend to educate and inform, sometimes not to the knowledge of the consumer. Despite my design being a magazine, I still aspire to educate the audience but on a low key prospectus. I want my audience to feel like they have taken something from the content of my text, yet not feel overwhelmed by information. I feel I could do this within my double page spread article.  
• Social interaction: the boom of social media has created a platform that allows interaction between audiences, encouraging them to share opinions and reactions. Online websites now source the immediate thoughts behind an audience. I will include several web links and social media references as I understand this is of key importance when targeting the audience I am. Social media is relevant to this age group, therefore I will work around this, heightening the interest of my medium. The diversity of my skills will be show through this element, therefore making my audience feel more appreciated when consuming my product. 
• Personal identity: some audiences like to watch or read media texts because they can compare their life experiences with the ones they are presented within the forum. Audience pleasure generally form the empathy and identification of characters or content. This concept specifically applies to my target audience as they are still young and somewhat impressionable by the media.

Diversional purposes: 
These are the aspects that my product will include that have an effect on my audience. The idea that a medium can impact a consumers lives in many way. Bases on the audience, these needs and requirements will vary, however I have come up with a list that i feel my magazine should fulfil;
filling spare time, emotional release, escaping everyday dilemmas, fulfilling visual needs, finding role models, gaining a personal identity, personal values, achieving a sense of security through knowledge of a popular subject, self-educating within an enjoyable topic, seeking advice and tips, understanding the basis of conversation, advancing social skills or knowledge.

The psychographic of my audience:

Psychographic sedimentation divides the market into groups based on social class, lifestyle and personality characteristics. In the assumption that the types of products, brands and separate purchases will reflect that persons characteristics and ways of living. 

Young and Rubicm:

This theory, also known as the 4C's (cross cultural consumer characterisation) divides people into seven different groups, based on their 'core motivation'. These theorists believed that this model of categorisation was more useful than that of social grades. To pin point what the requirements of an audience is an easier process with aid of this theoretical approach. 

Primary audience:

• Aspirer 
• Explorer
• Potential Mainsteamer 

Secondary audience:

• Succeeder 
• Aspirer 

VALs Theory:

This theory is the study of values and lifestyles that is associated with a certain audiences. The vertical dimension segments people based on the degree to which they are innovative and have resources such as income, education, self-confidence, intelligence, leadership skills, and energy. The VAL theory can enable the distinct division an individual should be associated with, this is done by simply using psychological traits and demographic data that determines a characters behaviour.

This theory refers to these concepts:

Consumers driven by knowledge and principles are motivated primarily by ideals. These consumers include groups called Thinkers and Believers.

Consumers driven by demonstrating success to their peers are motivated primarily by achievement. These consumers include groups referred to as Achievers and Strivers.

Consumers driven by a desire for social or physical activity, variety, and risk taking are motivated primarily by self-expression. These consumers include the groups known as Experiencers and Makers.

Primary Audience:

• Esteem Seekers 
• Strivers 
• Contented conformers

Secondary Audience:

• Traditionalists
• Self actualisers 

Maslow's Hierarchy of needs:

Maslow's hierarchy of needs is a motivation theory, which involves a five tier model go human needs, based on research done through psychology. This theorist wanted to gain an understanding of audiences, meaning how products have an effect. He proposed the idea that people possess a set of motivation systems unrelates to rewarding and unconscious desires. In 1943 Maslow stated that people are driven to achieve certain needs they require as part of an audience.  

Primary Audience:

My product will aim to motivate the needs belongingness and love as well as esteem of my target audience. I feel that my audience will already have executed the need of their physiological needs and safety needs, based on their prior life experiences. 

Secondary Audience:

 This groups will have already established where they belong, who their friends are and where their relationships lie. Taking this on board, i know I won't be catering for this psychological need in terms of this audience. So, I am going to priorities esteem needs rather than those needs that are already being met.