First question was a question that assigned a name to the results - which will make it easier to interpret the results later. Here's the full list of people who took my survey.
P26: Anna
P25: Emma
P24: Brittany
P23: Sam Williamson
P22: Matthew
P21: Tyler
P20: George
P19: Eve
P18: Charlotte
P17: Graham
P16: Jake D.
P15: Roger
P14: Emma
P13: Rebecca smith
P12: Adam
P11: Tichael Muck
P10: Nina Rogers
P9: Kieron
P8: Richard
P7: Sarah
P6: Liam
P5: Courteney
P4: Beth
P3: Leah
P2: Leona
P1: Chris
Upon first completing this survey I was left with an uneven split between gender - with 13 males and 10 females. I felt as if this skewed my results so that my T.A would be appear to male even if everyone said they enjoyed indie music. I need to have an even amount of people to see my real demographic.
Unfortunately, I couldn't do the same with my age groups as the group I had the most access to were around my age and fell into the 16 - 20 range. I did try my best to survey people from outside of this age rang but it was incredibly difficult.
EDIT: I realized afterwards my mistake of not including an option for 26-30 (a mistake made when I had to recreate my survey the second time) however this has not skewed results as no one asked was in that age range.
And because my main age group is 16-20, I had a lot of college students.
Again, the majority are students. However, the adults that I questioned are from a range of employments. I did not get any results from anyone who was part of a semi or unskilled manual occupation. Originally, this question was the preceded by a question asking about social status, to get the best possible idea about who my target audience is. This question was taken out because I decided that it was too invasive.
However, this question gives me an idea of social status. AB profiles have higher & intermediate managerial, administrative, professional occupations. C1 profiles have supervisory, clerical & junior managerial, administrative, professional occupations. C2 have skilled manual occupations. DE profiles are semi-unskilled or unemployed. This does not give us full insight into social status but it helps us guess.
This gives us more specific view into peoples jobs.
The reason that I asked these questions was to compare my target audience to the target audience of Under The Radar. Just to recap, their advertising page tells us these statistics:
65% enjoy alcoholic beverages
100% own computers
80% spend at least 3.5 hours per day online
95% have at least one video game system
82% own cell phones
Every one of my respondents reported that they regularly listen to music. The majority enjoy indie music. Only four report that they do not. Two of those are the construction workers. One was an older woman and one was one of the younger girl.
That means that I have 12 males who enjoy indie music and 10 females.
That makes my male vs female percentages into 55% male VS 45% female.
A further 12 said that it's one of their favorite genres. There is still more males than females in this category.
12 people enjoy indie pop. I have a specific target audience consisting of 8 people. Anna, George, Jake, Kieron, Nina, Beth, and Richard. 5 men, 3 women. One of these people was between the ages of 21-25, one was between the age of 31-35. The rest were within the 16 - 20 group.
This question let me look at what other genres people were interested in. The one that people liked the most was rock, secondary was pop, and the third was rap. I could take influences from these types of music to boost sales however only pop really plays into my genre - so this may be difficult.
This was interesting because it told me that 8 people find out about new music through magazines but only 3 use it as a primary source of new music. The most common is, as expected, online is the most common. That's because a lot of young people spend a great deal of time online.
These are artists that I was thinking of mentioning on my front cover and I wanted to see how well they were known. It's clearly worth mentioning 21P and Vampire Weekend and to run a big story on The 1975.
This tells me that most people only buy magazines rarely, which shows how I really need to make this magazine stand out if I want young people to be attracted to my magazine. It also tells me that no one buys magazines frequently - so the only people who frequently receive and read magazines are the five who are subscribed to magazines. This tells me that if I want to build up a reader-base then I need to push for subscribers.
This was to see if people had heard of my competitors or similar magazines. Most people had heard Kerrang! and Q. This tells me that they are magazines I need to learn from as they have heavy brand recognition with the people around me.
Most people would prefer a monthly magazine. This is frequent enough for sustained interest and guarantees that people won't forget about your product however this is easier to afford. There is a clear preference for this among potential readers.
Gifts importance is exaggerated in magazines. People prefer exciting content to free gifts. This should clearly be prioritized.
People seem to be most interested in articles about the music as opposed to the personal lives of the stars. This will translate into what I write about in my double page spread.
People seem to like wristbands and posters the very most. I will advertise posters on my front covers and maybe some wristbands. Other mentions within the 'Other' box included:
- Free samples (e.g aftershave)
- Those little side magazines that have extra interviews etc.
- Vouchers
- Event tickets
- Demo CD's
- Makeup
