Questionnaire planning

James McClements6949 | 64770

My magazine My main production work will take the form of an Indie/Alternative music magazine. It will be comparable to the leading institutions in this genre: ‘NME’ and ‘DIY’. NME, representing what is now a ‘mass-media’ magazine; being available for free at public places, used to be the leader in alternative music publication in the UK for over 20 years. DIY is now the leading Indie music magazine, and still caters for the niche market. I will feature instances of ‘repetition’ (Neale) in the design of my magazine with DIY, and enough ‘differences’ to avoid plagiarising, and being unique enough to attract an audience.

Target Audience My target audience will be, as mentioned before, stereotypical ‘Indie kids’, or counter-culture ‘hipsters’. I will cover both ‘genders’ (Hartley) and an age range from ‘16-24’. The majority of my audience will be ‘middle class’ creatives who conform to socioeconomic class ‘B’, otherwise for the younger readers who are students, their class is ‘E’. Ethnicity is not an important feature for my magazine, however stereotypically Indie music appeals to ‘white’ people. Lastly, my magazine will appeal to people from the ‘UK’ rather than an international audience.

Questionnaire form My questionnaire will take form of a written page where contributors will tick boxes to answer questions. It will be distributed to a focus group collective of my target audience. 16-24 year olds who enjoy indie music. I decided against using an electronic survey from a site like ‘Survey Monkey’ as the results often are represented inaccurately, and I will produce far more useful and concise results If I produce evaluative graphs myself.

I am confident in expecting accurate results thanks to my specific sample, and reliance on the knowledge of my target audience, who being the potential buyers of the publication, should know what to look for in a magazine.

Questionnaire design My first question discovers what the most significant convention is to my target audience. This is usual to discovering what ‘jumps out’ to my target audience, either ‘star appeal’ (Dyer), the design or layout of the front cover, or the actual content – i.e. main headline.My second question identifies what kind of image representation matches the genre of magazine, and appeals to the audience. Either a mid or long shot of my feature, or an image taken in a studio, or a location shoot.The third identifies what kind of masthead could attract an audience. As most magazines in the genre, (‘Q’ ‘NME’ and ‘DIY’) are fairly short, I am discovering if that is essential to the genre, and audience appeal. Question 4 simply tries to identify what artist/band will be most popular to interview for the first issue in my target audience.The fifth question is used to discover what codes and conventions in my magazine to prioritise, particularly in my contents page in terms of font size, or even for my front cover.The sixth highlights what the audience will be attracted to visually, and identifies the influence from competing magazines (‘NME’, ‘Q’), as they both features reds in their design – a colour synonymous to the genre. I need this to discover the importance of colour, and whether because of a magazine like ‘DIY’ that does not use red, could still be attractive to my target audience if I don’t use synonymous colours.Question seven displays the importance of the contents page in my target audience.Eight seeks to discover the importance of puff promotion in my magazine.Nine discovers the importance of double-page spreads.And lastly ten seeks to find out how much my target audience would pay for a magazine. (I included free as an option because both ‘DIY’ and ‘NME’ are free magazines). It will be interesting to see the results for this question, as if my target audience are used to not paying for music magazines, then it might be essential to also release a free magazine to compete with others.

Questionnaire results

•  After distributing 10 questionnaires out to members of my intended target audience, results were collated and graphed.

1)  What  is  the  most  important  feature  in  a  magazine  front  cover?    

A  catchy  main  headline/coverline  (1)  

Inci6ng  puff  promo6on  (0)  

An  exci6ng  main  image  with  ‘Star  appeal’  (7)  

A  good  colour  scheme  (2)  

1) Result Analysis •  ‘Star Appeal’ is therefore essential to the

success of my front cover. •  Deciding how to present my star appeal

and who to include as my star are addressed in later questions.

2)  What  would  you  prefer  to  see  in  a  main  image?    

A  mid  shot  of  an  ar6st  or  band  (6)  

A  full  body  shot  of  an  ar6st  or  band  (4)   A  photo-­‐shoot  

style  quality  image  with  props  (7)  

An  image  shot  in  a  natural  background  with  a  clear  loca6on  (3)  

2) Result Analysis •  From this result, I have decided to have a

studio picture mid shot of my talent.•  EDIT (9/12/2015)- I have now changed the

design of my front cover. Instead, I now have a front cover main image taken on location and with a guitar as prop.

3)  What  is  most  important  about  a  magazine’s  masthead?    

A  short  name/  abbrevia6on  (e.g.  ‘NME’  or  ‘DIY’)  (4)  

A  reference  to  a  song  or  art  piece  (e.g.  ‘505’  –  Arc6c  Monkeys)  (3)  

It’s  rela6on  to  a  genre  (e.g.  ‘Alterna6ve’)  (3)  

3) Result Analysis •  The reception to my masthead

suggestion – 505 was favourable, and conforms to the three letter mastheads like DIY and NME.

4)  Who  would  you  like  to  see  interviewed?  

The  Liber6nes  (0)  

Tame  Impala  (4)  

Django  Django  (1)  

Mac  Demarco  (5)  

Wolf  Alice  (0)  

4) Result Analysis •  Mac Demarco seems to be the best

person for my double page spread and front cover image, as it yields the strongest ‘star appeal’ from my target audience sample which I interviewed.

•  I will also have Django Django and Tame Impala on other features I my magazine, like my front cover and contents page.

5)  What  feature  would  be  most  important  to  you?  

Gig  and  Concert  reviews  (3)  

New  Album  reviews  (2)  

New  bands  (1)  

Ar6st  interviews  (4)  

5) Result Analysis •  This result shows that artist interviews are

still the most popular feature, and one most suitable for my double page spread.

•  I will also include live gig and album reviews as features, and present them clearly in my contents page, as they are almost just as popular.

6)  What  colour  scheme  best  suits  a  music  magazine?    

Reds  and  whites  (5)  

Blacks  and  whites  (3)  

Yellows  and  oranges  (2)  

Blues  and  greens  (0)  

6) Result Analysis •  These results reveal the already

established look of music magazines, the expected red and white colours of Q and NME.

•  I will although decide not to conform to this layout, as I want to distinguish my publication as something new and that represents the new, free, music magazine.

7)  What  category  suits  you  most  below?  

I  always  look  at  the  contents  page  and  view  features  before  reading  (7)  

I  browse  through  the  magazine  and  ignore  contents  pages  (3)  

7) Result Analysis •  These results display the importance of my

contents page layout, and ensuring that features are clear with page numbers, so that readers can find any one of them at their own leisure.

8)  What  category  suits  you  most  below?  

I  always  look  at  promo6ons  and  freebies  in  magazines  

I  do  a  quick  browser  search  a]er  seeing  album  promo6ons  

I  ignore  promo6onal  items  in  magazines  

8) Result Analysis •  This question’s results reveals the

significance of puff promotion, and the effect it has on an audience.

•  I will endeavor to include a compelling promotional feature in my publication, on my front cover and contents page. Possibly in the form of a free album or gig tickets, especially as it helps give exposure to new artists.

9)  Do  you  always  look  at  the  main  feature  (double-­‐paged  interview)?  

Yes  (9)  

No  (1)  

9) Result Analysis •  These results highlight the significance of

the double page spread, and the importance if it being easy for the audience to find. I.e. clearly presented with the page number on my contents page.

•  I will therefore ensure that my double page spread feature is the largest and clearest feature on my contents page.

10)  How  much  would  you  pay  for  a  monthly  Indie  music  magazine?  

Nothing  (free)  (7)  

99p  (0)  

1.99  (2)  

2.39  (1)  

4.39  (0)  

10) Result Analysis •  Using this information I have decided that my

target audience are looking to pay nothing for a music publication, as two examples of my magazine’s direct competition offer free publications on a weekly or monthly basis: NME, and DIY.

•  In this case, I will seek to provide other forms of income through my magazine like paid product placements, sponsorships/ exclusivities like where my magazine can be purchased from, (similar to DIY’s exclusivity to record stores and Doc Martens shops).