Lara Dobson Media

Market Research Report: Music Magazine

When creating a new magazine, you need to understand the target audience. This report will help give me an understanding of what the target audience expects from my magazine. I have collected a range of results from a questionnaire I made on ‘Surveymonkey’. This questionnaire has been sent out to 10 people to try and understand what they would like to see in a magazine. I have also collected qualitative (horizontal bar chart – excluding question 8) and quantitive (pie chart) data which I have identified.

The first question is seen on most questionnaires as it gives an idea on the age of the target audience that will be reading my magazine. On average, 80% of the people who answered my questionnaire were between the ages of 15 and 24. The other 20% are in the categories 25 to 34 and under 15. This suggests that the target audience for my type of magazine will be inbetween the ages of 15 and 24. I need to make my magazine appeal to this target audience using the house style. This result is a quantitive result as the majority of the paricipants of the questionnaire are inbetween the ages of 15 – 24.The age of the participants suggests the magazine may have a juvenile appearance as the majority who answered are between the ages of 15 and 24. Using a ‘fun’ typeface may appeal to this demographic.

The second question is also seen on most questionnaires. On average, 60% of the people who answered my questionnaire are male while 40% are female. This means that the target audience of my magazines are males aged between 15 and 24. This also means that I will have to try and appeal to a male audience using masculine colours for my house style to try and attract the male audience. This result is a quantitive result as the

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majority of the participants are males. The magazine may have some aspects that are feminine to try and make the audience larger.

This question is usually seen in this type of questionnaire. On average, 40% of the participants listen to music 21- 25 hours in a week. This suggests that my magazine will have to provide a variety of new and niche artists. There seems to be an array of other answers as this question is quite general and isn’t accurate. No- one seems to listen to music between 16 and 20 hours and everyone listens to music sometime in the week. I could include deals and offers in my magazine to get more people to listen to music. This could include codes for newly released singles or a free album when people buy the magazine. This result is a quantitive result as the majority of the vote is 40%.

This question had the option for the participant to answer with more than one option. The majority of the participants listen to rock music or other types of music that I have not mentioned. This means that the main focus of my music magazine will be rock music as it is the favoured genre of music. The majority vote was 60% however this may be one of many votes that the participant answered with. There were also 3 options that were picked by the same amount of participants. This could suggest that this genre of music is also popular and could be mentioned briefly in the

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magazine. This question is qualitative as the answers have all been chosen personally with an array of answers.

This question is also a common question to find on a music magazine questionnaire. Again, this question gave the participants the choice of answering with more than one answer. Every participant answered with YouTube as it has 100% of the choice. This means that my target demographic streams information from YouTube rather than any other music player. This means that my magazine may have to include YouTube links and I may have a YouTube Channel for my magazine. The second favoured choice is the use of television which means that I can advertise my magazine on television mainly. This question has qualitative results as the participants personally chose how they obtain information on the music industry.

This question is a common question that can be found on this type of questionnaire. The majority of participants voted for YouTube as their main way to stream music. This is shown by the 90% of people. The second popular option is Spotify. Again, this suggests that I should add YouTube links into my magazine so readers can find the videos. Also, I could offer reductions on Premium Memberships at Spotify. This may also appeal to my target consumer as the age group I am aiming for are mostly teenagers and students who may not be able to pay for a full premium. This result is a qualitative result as the participants chose the answers

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specifically even though there was an array of answers.

This is a common question for a music magazine questionnaire. The majority of participants said they don’t read music magazines at all which suggests that my magazine would have to appeal to something that everyone could enjoy. Those who do say they read music magazines, the majority of them do not read music magazines very often which suggest that my magazine should try and appeal to a wider audience range. Another way to attract audiences is by offering ‘freebies’ out to those who buy the magazine or giving out alternative offers. This question is a quantitive result as all participants have answered with only one answer.

The majority answer of this question is £1.01 to £2.00 and the second highest result is £2.01 - £3.00 which suggest that my magazine should be between these price ranges, possibly £2.00. The amounts people would less likely pay for a magazine are £0 - £1.00 and £4.01 and over. This suggests that the price range that 60% of the participants chose is the average I should be aiming for. This type of result is a quantitive result as the participants all voted for the one price they believed would be respectable.

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The majority result of this question is 70% which was the answer ‘no’. This means that my magazine may not need to be sold online however, as a small amount said they may want to read their magazine online, I could set up a website where the magazine can be purchased or a subscription can be offered. Some of the specified reasons as to why people would rather read magazines online is because it is easier and can be read on a phone or tablet. This is a quantitive result as the participants have only answered with one answer.

This question is a common question on this type of questionnaire. The majority percentage of the result is 80%. This means that the majority of participants would enjoy a free gift with the magazine. The second majority vote is a tie between The Main Image and the content. These were both 60%. This must mean that I should include an eye catching main image to draw the readers in as well as a free gift with some of the editions of the magazine. Also, the content of the magazine should be enticing for people who are reading the magazine already. The house style didn’t seem to matter to any of the participants as they were more interested in ‘freebies’.

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Looking at my results, I have gathered enough information to understand what the target audience would like in my magazine. I believe my magazine should have the following information:

Be aimed at an audience between the ages of 15 and 24 as this is my target demographic however use elements that may appeal to an older audience.

Be aimed at more primarily at a male audience however use aspects that females would enjoy.

Include deals and offers for those who listen to music regularly as they may read the magazine more.

Include content mainly focused on the different genres of rock music. Include YouTube links to music videos and interviews as well as barcodes for people to scan

with their phones. Have a price range between £1.00 and £3.00 Have a main image that will attract to readers. Also the use of freebies is a good way to earn

the attention of readers/