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Music Magazine Audience ResearchI conducted a survey to find out some information about my target audience. Iwanted to find out how often they listen to music, how much disposableincome they have, what they spend their money on, what magazines they buyor are subscribed to, what they would like to read about and how much theywould spend on a magazine.To collect this data I created a survey using survey monkey and posted it ontosocial networking sites for people to answer. I received 50 responses to mysurvey.
Questionnaire• Are you male or female?• Male-48%, Female-52%• Do you currently buy any music magazines? If so, please state in the comments section.• Yes-20%, No-80%• Comments• NME x5, Total Guitar, Q, Kerrang x5, Rocksound x2, Metal Hammer x2• How old are you?• 17 x22, 16 x21, 18 x2, 19 x2, 20, 56• What is your favourite genre/s of music?• Indie-50%, Rock-48%, Pop-42%, Rap-12%, Soul-12%, Hip-hop-26%, Classic-8%• Other• Metal-8%, Folk-4%, Japanese-2%, Western-2%, Industrial-2%, Alternative Rock-4%, Jazz-2%, Grime-2%, R&B-2%, Drum and Bass-2%, Dubstep-2%, House-2%, Ambient-2%, 8-bit-2%, Jungle-2%, Dance-4%, Country-2%, Emo-2%, Techno-2%, Ragga Tech-2%, Hardtrance- 2%, Progressive-2%, Post-Hardcore-2%.• How much would you be willing to spend on a music magazine?• 50p-£1 – 18%, £1-£2 – 50%, £2-£3 –22%, £3-£4 – 8%, More than £4 – 2%• How much disposable income do you have a week?• £0-10 – 36.0%, £10-20 – 26.0%, £20-30 – 14.0%, £30-40 – 2.0%, £40-50 – 2.0%, £50-60 – 4.0%, £60-70 – 6.0%, £80+ – 10%• Are you currently subscribed to any music magazines?• Yes-6%, No-94%• Magazines: Rocksound-4%, Kerrang-2%• Other than music, what would you like to see in a music magazine?• Sport-28%, Fashion-54%, Technology-34%, News-26%, Gossip-32%, Nothing-16%• What sort of things do you spend your money on?• Technology-38%, Games-32%, Clothes-86%, Music-52%, Films-42%• Other: Food-6%, Transport Costs-4%• How much time do you spend listening to music a day?• N/A-2%, Up to 1 Hour-8%, 1-2 Hours-24%, 2-3 Hours-26%, 4-5 Hours-16%, 5+ Hours-24%
Other than music, what would you like to see in a music magazine? Sport Fashion Technology News Gossip NothingThe qualitative data I have collected shows me that the majority of peopledon’t currently buy or subscribe to any music magazines, only 1/5 of mysample buy music magazines. I also found out that the top three mostpopular subjects to talk about other than music are fashion, technologyand gossip and the vast majority of people spend their money on clothes,with music and films the 2nd and 3rd most popular.
Strengths• There are both strengths and weaknesses with my research methods. One strength is that I have a fairly strong sample size and all the responses were serious and not people messing around.• Another strength is that I asked a variety of questions providing me with good quantitative data about psychographics and demographics.
Weaknesses• One weakness of my research methods is that not all of my data applies to just my target audience as indie music isn’t one of everyone who answered my survey’s favourite music genres.• Furthermore, the people who answered my survey are just people that I have as friends on social networking sites and people studying at the same college as me, so they will generally be around the same age as me. Although this fits into the age range of my target audience, it doesn’t provide information from a range of different ages among my target group.• To improve my sample I could have hand-picked people to complete my survey after finding out if they listen to indie music. This would mean that all the data I collect would be to do with my target audience and would, therefore, be more reliable.• Because I used a volunteer sample, only people who have the time to do the survey or are my friends and I have personally asked them do it, will complete it, therefore, I’m not getting the best range of people that I could get by using other methods such as interviews. Interviews would have also given me more qualitative data.
How This Will Influence My Planning• My questionnaire has told me that the maximum amount that people would spend on a magazine on average is £2, therefore I will not base my magazine at a price higher than this.• I have also learnt that the majority of people have a disposable income lower than £30 but 10% of my sample have £80+. This will help when considering the advertising pull of my magazine.• My audience research also tells me that the majority of people listen to music for more than 2 hours a day so they would happily look at new bands and new music covered by my magazine.