Target Audience Demographics and Psychographics

TARGET AUDIENCE Demographics and Psychographics

Who would be the audience for your media product? How did you attract/address your audience?

Who are the audience for your magazine? When we first started this project we made an Audience Profile for an existing Magazine’s target audience. We chose a magazine with the same genre to ours. Mine is Musical Theatre.

I noticed that within musical theatre genre, there are several different audiences. The primary audience is predominantly females aged 18-30. The musical theatre magazine is for people in the industry as some articles are like “training your voice”, etc. but there's nothing about drama school below university or am- dram for youth groups so nothing that would appeal to anyone under 18. This is also apparent through the balance of text to images. There is more text than there is images. The people reading it would either be in education or possible in or interested in the industry. This links back to their psychographics as all people who would buy these magazines would have an interest in musical theatre. The secondary audience therefore could be males, as there are males who are interested in musical theatre although there a fewer males than females and a secondary audience could be older such as middle aged, 30-50 who enjoy watching musicals but may be aren’t interested in a career in the industry. Either way the audience for Musical Theatre magazines is niche and therefore need to be targeted very specifically.

Who are the audience for your magazine? My target audience are similar to Musical Theatre Magazines however mine also targets younger people as well. There demographics of my PRIMARY AUDIENCE are… •  GENDER: Female There are predominantly more females interested in the industry ( I noticed this from looking at classes and looking in the theatre at the balance of the sexes). •  AGE: 15-30 (Teens/young adults/adults) this is because I have articles about drama school and auditions but an older audience who may already be studying, or just people who have an interest in Musicals and musical theatre music. •  SOCIAL CLASS: E (In Education) As they are more than likely still in education or have just finished and have a part time or full time job but nothing that needs a degree or masters to work in. The younger audience however may have an upbringing from parents and family in a class such as B or C or even A. And to afford drama school ( which is very expensive) you are more likely to be in a higher class to be able to afford drama school. And theatre tickets and trips to London or to the theatre do not always come cheap. •  OCCUPATION: Part time workers •  NATIONALITY: British Although secondary audience would be any ethnicity as it doesn't’t have to be specific however there are more white British people interested in musical theatre. •  LIFESTYLE: YAKS (Young Adventurous Keen and Single) The adventurous part of YAK’s is definitely the people I am targeting. They need to be open to this type of music and keen and passionate for the genre.

Who are the audience for your magazine?

My secondary audience however could be anyone who has an interest in musicals (psychographics) but more for an entertainment value rather than looking into it as a profession. There are no other musical theatre magazines that are big/ well known in the UK. I made sure my content would appeal to my primary target audience but also anyone with an interest in Musicals would enjoy it. With such a niche audience as it is, I need to appeal more to people that fit within the psychographics and an interest and passion for musicals rather than their demographics and have thought about this when deciding on content, images and stories within the magazine.

I know a lot about my primary target audience, as I fit into the category also, and, I know and have many friends with the same demographics and psychographics that my target audience have.

How did you attract your target audience?

DISTRIBUTION OF QUESTIONNAIRE I knew that I would be able to specifically target my audience as when I distributed my questionnaire, I only gave it to people in my primary and secondary target audience. By doing this I knew I wouldn’t have many anomalous results and I could act on what people responded to the questionnaire. For example, I asked questions such as what type of stories would you like to see? Are you or do you wish to be training in Musical Theatre? What is your favourite musical? How much would you pay for a musical theatre magazine?. This was for my first questionnaire and it meant I could filter results for those suiting my target audience. From asking these questions and filtering the results I included what I knew my target audience wanted in terms of content, stories, images, colour schemes etc. Once I had made my first draft and got responses from people in my target audience (I did this by asking people who are studying musical theatre and also asked people in theatre foyer's as well as looking at peoples profiles online and asking people who have an interest in musicals). This meant the results of what type of thing they would want included in the magazine, what they liked about my magazine and what they would change in my magazine were conclusive and I could work on what they wanted changed and identify what they liked. However as I knew already that they would like the majority of what I did as I only asked people with an interest or filtered results to people with an interest, it meant I didn’t have many improvements as I had made a magazine that appealed to them as part of my target audience.

CONTENT AND STORIES

How did you attract your target audience?

CONTENT AND STORIES •  My DPS is on Jukebox Musicals- by doing this I know that lots of audiences with all

different demographics will know some of the artists classic songs and have seen the films (if there are films) and the older audience will know the stars albums and songs such as Carole King, Burt Bacharach, ABBA. Jukebox musicals have now became more mainstream, by talking about them in my magazine, I am widening my target audience.

•  I haven’t used any direct address as I feel it appeals more to a younger audience and I don’t want to put a bracket in what type of audiences I can target. I tend to refer to people as “We” as the niche audience of people interested in Musical Theatre like the idea of us being a group/ family. Instead of using first address, I’ve used lots of Enigma’s and Alliteration and hooks such as “Find Out” “WE look at”, “ We look in to” –By doing this It means people are intrigued to read the articles.

How did you attract your audience? AGE

DEMOGRAPHICS- primary target audience - AGE: 15-30 (Teens/young adults/adults)

To target my niche audience in terms of AGE, I made sure that the content was appealing to their age group. I did this by… •  Using a model of a similar age who was positive and smiley and had the same Psychographics as my audience. My target

audience probably are aspiring to be a performer like my model is on the front cover. I ensured she looked positive and her costume was a dance/ rehearsal/ audition attire that you would wear in the industry.

•  I used articles that would fit their age and psychographics such as “ A Day in the Life of an Art’s Ed Student”, “Audition Tips

for Drama School”. This would appeal to 15-25 year olds who are either aspiring to go to drama school or are at drama school. You could argue that this subverts the stereotype of a younger audience as they prefer to be entertained however I am educating them as it is something my target audience wish to be educated on. Also chosen stars who aren’t loads of years older like “Alexandra Burke” Beverley Knight”. I also included articles about new musicals that would appeal to them – Finding Neverland, Hamilton, Kinky Boots, Aladdin, In The Heights.

•  I’ve used a vibrant colour scheme but still allowed it to be sophisticated and not childish. It is aesthetically pleasing and

eye catching but not childish with the vibrant colours. The colours connote the happiness and feelings of something you enjoy. I didn’t want it to be dark or quite plain with only a few colours. The colour scheme I believe could appeal to any age, I used it to make sure my magazine was eye catching and fun like musical theatre. If I’d have done an indie/ rock magazine I would have used dark reds and blacks to fit the stereotype and connotations.

How did you attract your audience? AGE

To target secondary target audience in terms of AGE. I made sure that the content was appealing to all different age groups too. For example, I used some articles with people of different ages, I used some old. Legit musicals and musical performers as well as some new musicals. The jukebox musicals, the younger audience may know a few of the artist’s singles but the older audience will know more of the songs and more about the artists. Although I have appealed to all ages, my main target and people I am attracting are my primary audience of 15-25 year olds. This reflects and shows as I used a model of a similar age on the front cover and the front cover is the first thing people see so I want it to appeal to my primary target audience.

How did you attract your audience?

gender DEMOGRAPHICS- PRIMARY AUDIENCE- GENDER: Female To appeal to my primary target audience of females I have…. •  Chosen a female model that my target audience may feel empowered by or aspire

to be like. •  Chosen artists in the stories and content that they may aspire to be like- for example:

“Louise Dearman”, “Beverley Knight”, “Alexandra Burke” and male stars they may feel attached to or have an interest in- “Josh Groban and “Lin Manuel Miranda”.

•  To appeal to my secondary audience of males I’ve done the same with the artists

and included articles on “Josh Groban”, “Lin Manuel Miranda” and females they may be attracted to for example- “Louise Dearman, “Beverley Knight” and “Alexandra Burke” however males interested in musical theatre are stereotypically Homosexual or show acceptance to homosexual lifestyles.


Social CLASS DEMOGRAPHICS- PRIMARY AUDIENCE- social class: E (In Education) To appeal to my primary target audience of a social class of E I have…. •  Spoken about the next stage in education which they will more than likely want to move foreward to or are

already in this stage and interested in what other students at different drama schools are doing. •  I’ve used a young model of a similar age who would be / would’ve been part of the same social class as

my target audience. This obviously gives them hope that they can still get into the industry and their social class group is not a barrier.

•  I’ve used Jukebox musicals as my DPS. In the majority of jukebox musicals, you see the main characters in the piece do not always have money and may be of a low social class at the start.

Another secondary audience I can target is parents of children with an interest or my older audience with an interest in musicals. They may be of a higher social class and have money as, it costs a lot of money to see musicals and to have seen musicals you will need to have brought tickets therefore the older audience who may have a higher social class would read the magazine also as they would be the ones that can afford to go to the theatre.


ETHNICITY The musical theatre industry mainly consists of White British people therefore they are my primary target audience. My primary target audience is White British. I have appealed to them by using… •  A white British model on the front cover and contents that they may appeal to be

like. •  Used stories about musicals that have a white British cast and stories of White British

artists. I have also included articles about Black Musical Theatre stars such as Alexandra Burke and Beverley Knight to appeal to more audiences and, with such a niche audience as it is, I need to appeal to all different ages, ethnicities and genders. The industry also now has a lot of musicals that consist of all/mainly black cast such as Sister Act, Lion King, Book of Mormon, Memphis and Mowtown- the industry is becoming a lot more diverse and opening doors for people of all ethnicities.


Model and photoshoot Like I said previously, my model is of a similar age of my primary target audience. I did not “Photoshop” my models imperfections (there weren’t many anyway). She conforms the stereotype of people within the industry due to her slim figure, costume (dance kit) and her neutral and natural looking make up. When taking the photo’s I tried to use the fill light as a spotlight to add to the iconography of the musical theatre genre. Her pose and the camera shot- ( midshot ) is stereotypically used in musical theatre magazines. Although close ups are also very popular, the midshot allows you to see my model’s figure and costume. The black and white effect is also very popular in musical theatre iconography such as headshots and this worked well with my magazine to contrast with my rainbow colours. The pictures are also in black and white which also link to the iconography of Headshots in musical theatre.


Model and photoshoot


Marketing campaign As I have a younger audience, who are regularly seen to be using social media, I plan to promote my magazine on a Facebook Page, Twitter and instagram newsfeed. I will also have a sign up for a newsletter email that would send out alerts to releases of the magazine. By using Twitter, Instagram and Twitter- I can target my primary target audience but the newsletter would be appealing for an older audience. I would use Facebook to my advantage and you can specifically target people with an interest in musicals and the theatre. I also plan to have adverts and leaflets in theatres as this would be where my target audience would be as well as at events such as West End Live, Olivier's and on television adverts and adverts on musical theatre videos that are on Facebook.