AUDIENCEDemographics, segmentation, psychographics, lifestyles.

Demographics

Demographics are the main way that the government define the population, this is based on a persons profession and income

Demographics

• A – Successful upper professionals (e.g. surgeons and barristers) these are a tiny % of the population, so not many things will be targeted towards this group.

• B- These are below the top, yet still well educated. (e.g. doctors , dentists and teachers)

• C1- The lower middle class, this makes up ¼ of the population (e.g. traders, skilled white collar workers, nurses)

Demographics

• C2- Skilled manual workers (e.g. lorry drivers, builders)

• D- Unskilled manual workers (e.g. labourers , traffic wardens, factory staff, cleaners)

• E- People receiving welfare (e.g. unemployed or retired pensioners)

Target demographic?

• The audiences of Metal Hammer magazine , as I found on yougov.com, was A, B and C1, whereas for Kerrang! Magazine the main demographic is C2, D and E. This shows that this type of magazine does appeal to everyone. Kerrangs demographics may be C2 and lower as it is aimed at a younger audience than Metal Hammer.

• This means I can target my magazine to any demographic I choose. I want to target it towards C1 and C2, possibly also D. I want this as although they are not the richest they will still have some disposable income to spend on the magazine and even the things advertised in it.

Segmentation

• Mainstreamers- Make up 40% of the population making them the largest segment of the market. They find security in conformity and buy from well established brands

• Aspirers- They are image orientated , they spend their money on branded items

• Resigned- They are rigid and strict, they are orientated to the past, their brand choice suggests safety in familiarity. These are usually white middle class people.

Segmentation

• Explorer- They are very energetic, spend money on experiences and adventure. Their brand choice reflects indulgence, could often be gap year students with well off parents.

• Succeeders- These people climbed the social ladder and want to keep control of what they have earned. An example of an add that appeals to them are car ads that emphasise power and control

• Reformers- Want to make the world a better place, such as doctors, teachers. They buy eco friendly products and healthy foods, they are only a small group but have an influential voice.

Target segment?

• The mainstreamers segment is the largest segment of society however my magazine will not appeal to them, my magazine is from a more niche genre and isn’t an already established brand. My magazine also wouldn’t appeal to the resigned due to the nature of some metal music being highly controversial and the perceived image of the metal fan base.

• One segment that I will be targeting are aspirers , they spend money on branded items this may link to ads for musical instruments in the magazine as many of the readers play instruments. The main segment that I am targeting Is explorers, this is due to their focus on experience, music and live music are both under this category so a metal music magazine is perfect for this segment.

Psychographics

• Psychographics are more concerned with what money goes out of a household due to spending rather than their income.

Psychographics

• Succeeders- Have a lot of money, they will spend it on expensive items (e.g. cars, property, technology)

• Aspirers- They are image orientated , they will spend their money on branded items.(e.g. Apple IPhone, Branded clothing, watches)

• Carers- They are low paid, spend money on magazines. • Achievers- Have a stable income, can afford holidays and nice

cars

Psychographics

• Radicals- They are concerned with the environment , much like reformers, will buy healthy foods and fair trade items.

• Traditionalists- They stick to British brands due to their focus on tradition and national pride, wont stray from their normal routines.

• Materialists- They prioritise objects and will buy basically anything , they attempt to ‘keep up with the jonses’ to impress people

• Hedonists- They have money but tend to spend it on experiences, for example live music.

Psychographics

• The main psychographic group that I will target is carers as they tend to spend their small disposable income on things like magazines. Another group I will target is hedonists as they tend to spend money on experiences like live music but due to the focus of my magazine they may be drawn to it in order to find out about gigs and new music.

Lifestyles

• This is the main way ad agencies talk about the population, there are many different lifestyle groups but there are 6 main ones.

Lifestyles

• OPALS- Old people with energetic lifestyle• YUPPIES- Young , urban , fresh, professionals • WOOPIES- Well off older people• DINKYS- Double income no kids• LOMBARDS- Lots of money but a dickhead• TWEENAGERS- Kids with pocket money

• The main lifestyles I can target are double income no kids , lombards and tweenagers. All of these lifestyles will be dependant on a persons specific interests but they all have the possibility of being interested in my magazine. Tweenagers may spend their pocket money on magazines, Lombards may be attracted to the magazine due to their disposable income and the perceived stereotypical image of the metal genre being typically mean and angry, which appeals to their own personality. A double income household with no children means they will have a large amount of disposable income to spend on things like magazines, and live music.