Audience Profiling

In order to create an audience profile, I need to assess my

primary audience and trends.

Primary Audience: 35-55 year old males and females Secondary Audience: their partners

Niche audience...

Class: A/B income bracket Race: (Primarily) White Age: 35-55 years olds Gender: Female and Male Sexuality: Heterosexual Females and Males Nationality: British

My Target Audience...Gender:• I believe the female audience

are more likely to buy my magazine product (as females are known to buy magazines more than men; older males are more likely to buy newspapers than magazines – and if this is the case, they’ll only read a regional magazine usually to receive some information & surveillance).

• However, I will still be appealing the male audience with my potential magazine containing advertisements based on homing properties, building tools or gardening.

• There will be adverts/articles based on fashion, jewellery or cooking also to appeal the female readers.

Older,Sophisticated/Refined,Affluent,Therefore, my target audience will be high in the

income bracket, which is A/B income bracket – Upper Middle and Middle Class.

Have a lot of free time to spare learning new things; enjoying the outdoors.

Fully aware of their surroundings and society.Most likely to relax and read a sophisticated

magazine, once back from their long walk to the house.

A/B Income Bracket...

VAL/Lifestyle Types:Materialists –- Like stuff, own things and want high brands.Achievers –- They are a high-resource group.- In order to feel motivated, they want something that reflects their own achievement.- No need to buy expensive stuff.- They are successful, work-oriented people who receive their fulfilment from their

families and jobs.- Politically conservative, respect authority and the status quo.- They prefer established products and services that show off their success to their

peers. The achievers are the particular VAL Type my regional magazine will be targeting as

they are high in the income bracket, therefore, have a successful and well-paid job; they will be able to portray their peers what they can achieve with their lifestyle by reading my magazine product – have a reasonably high amount of money (may be inherited but worked hard for disposable income) = are motivated by achievement.

Segmenting Audience...

(They are hedgehog thinkers: they are older, sophisticated and like to thoroughly read heavy text; they’re not like fox thinkers who quickly scan over the text and miss sections out)

As my target audience are high in the income bracket, the higher the need for my product.

- Self-Actualization: fulfilment.

Maslow’s Hierarchy of Needs...

LifeMatrix...Home Soldiers: home-centric, family-orientated,

materially ambitiousRenaissance Women: active, caring, affluent,

influential mumsThese sort of audiences match the type of target audience I am reaching out at – key words include affluent, active (will be beneficial reading my regional magazine; topics based on walking, hiking in countryside etc.; receive some escapism – entertainment & diversion), family-orientated.

Succeeders:- People who have already got status and

control.- Therefore, as the target audience are high

in the income bracket and are 35-55 ear olds, they’ll most likely have a busy/well-paid job (so have some form of status and control) – they may like to read my regional magazine to receive some escapism (entertainment & diversion) as well as information & surveillance.

Young & Rubicam’s 4Cs Model...

I don’t think my primary audience are reformers because I believe this is too ‘edgy’ for my rather settled and suburban audience.

Recent figures show that an increasing amount of adults (the older generation) are using social media networks – they’re becoming digital natives themselves (e.g. 45% of 65 years or older currently use ‘Facebook’).

They even use other popular sites such as ‘LinkedIn’, ‘Snapchat’ and ‘Pinterest’).

This indicates that my regional magazine product should contain pages based on some social media network comments/feedback, such as ‘Twitter’ or ‘Facebook’ comments, as the older generation maybe interested and want to scan over this – e.g. there could be a ‘Top Tweets’ page based on the target audiences’ feedback about their life in South Yorkshire.

THE DEMOGRAPHICS:- men tend to use ‘LinkedIn’ more than women, however, women use all

other social media sites more than the men.- ‘LinkedIn’: used more by older/educated/wealthy audience.- ‘Pinterest’: (normally affluent) women outnumber men more than 4-

to-1.

Social Media

Moreover, I am aiming at affluent suburbia, and focusing on a specific aspect of the white working class history – therefore, I would suggest the race of my target audience is white.

Furthermore, I think this is important as rural Yorkshire is VERY distinct from urban multicultural Yorkshire cities; e.g. Bradford, Sheffield and the media stereotype of this area.

To understand these details a little more, I’ve had a look at Yorkshire’s demographic as a whole– the image of the article, containing useful statistics, is shown below, which particularly distinguishes the area from other locations of Yorkshire.

Researching an Audience Type... (I wanted to improve my knowledge a little more on the varied audience types. This research will help me relate to and understand my own target audience, and how every audience member is different and what they each want from a regional magazine.)

‘LIVING NORTH’

They have successfully established themselves as the leading quality monthly magazine for the North East over the last decade.

Their bi-monthly Yorkshire title, launched three years ago, has a rapidly growing circulation.

Print niche publications each month on a particular topic: fashion, food & drink, interiors, weddings, health and beauty, short breaks, gardening, gallery guides (etc.), permitting advertisers a unique opportunity to locate themselves within must-read publications with carefully researched editorial.

Most effective way to reach and influence your target audience through print, online and effective social media.

Living North publish positive news, articles and features in a prominently contemporary design.

Target market: ABC1, 25 plus, affluent male and female, living in, or originating from, the North East and Yorkshire.

Print run: 15,500 copies per title, anticipated readership 100,000+ per edition.

Copies are sold via the major wholesalers to newsagents, supermarkets including Marks & Spencer, Tesco, Waitrose, Morrisons, Asda, Sainsbury’s, and WHSmith, selected independent retail outlets, service stations, tourist information centres, farmshops, museums and galleries.

Living North is the first independent local magazine in the UK to be available for sale at Marks & Spencer outlets.

Each advertiser are offered one free copy and may purchase additional copies at a special price.

‘LIVING NORTH’ Facts... 20% of the print run is given away free

for reading in carefully selected hotels, businesses and other selected points of distribution.

Areas Covered: - North East Edition: Borders,

Carlisle and North Cumbria, Northumberland, Newcastle upon Tyne and Gateshead, North Tyneside, South Tyneside, Sunderland, Durham, Darlington, Redcar & Cleveland, Stockton on Tees, Middlesbrough, and the Tees Valley.

- Yorkshire Edition: North Yorkshire, the Dales, Harrogate, Leeds, York, West Yorkshire, East and South Yorkshire.

Through their website and e-letter they offer their subscribers and VIPs special offers and give their advertisers privileged access to promote selected goods, services and events to an audience of over 40,000.

Living North has a very active and ever growing social media presence via Twitter, Facebook, their blog and Instagram.

The website contains details about ‘Living North’ such as the price of particular magazine pages, contacts, social media networks (like ‘Facebook’ and ‘Twitter’) and present a wide variety of their work.

The reason I did some research on ‘Living North’ is because it’s ‘the magazine for Yorkshire’, therefore, appeal the same target audience.

Researching their content/facts has given me a clear idea on the type of audience I am attracting, and the conventions that need to be found within my magazine in order to appeal the correct audience.