Research & Planning: Web-based Report into Target Audience

I looked first at the target audience of Kerrang and NME music magazines, I used these in order to help me decide what age, gender, class, etc. to aim my own magazine at. Using two of the UK's most popular magazine's gives me indications of what works well for my own magazine and which factors I want to use in order to attract my target audience.

•  This issue of Kerrang uses a popular female artists to appeal to the 16-24 age demographic of mainly males (Laura Mulvey's male gaze) and some females. Her cheeky facial expression is highlighted to indicate her role as an entertainer in this magazine's music genre. As the front of the band, Hayley Williams is the face of Paramore, where over her medium shot we see a ripped paper effect tearing over her body. The string of images indicate it's for a working class audience from the focus on mostly imagery and hardly any text.
• The text shown is all to entice the audience and attract them with block capitals and catchy slogan style. There's only one subheading to act as description which is under the small Marilyn Manson puff above the barcode; another indication of a working class audience from the lack of focus on text.
• The colour scheme is built around contrasting colours, black and white and red and yellow. All of which are apart on a colour spectrum which means when put together they all clash and form this aggressive looking front cover. 
• The fonts all co-ordinate in a dirty grunge look. They all have an effect which makes them stand out against standard font choices. This indicates the genre and gives it rock feel. The choice of musicians are all rock bands which signify this is for mostly males from the choice of genre. The genre dominates the gender, the thing that blurs the genders slightly is featuring Hayley Williams as the cover star. This is because she can be seen as an idol or role model to females because of her gutsy attitude to life and singing voice. Choosing someone who's seen as an object of desire or attraction expands the target audience out to those who may not read Kerrang usually but may be persuaded to buy it because they like Paramore/Hayley Williams. By doing this they can try and attract those who might like other rock bands that aren't on the cover but are shown inside the issue and try to gather a larger readership.
• The yellow and black give a connotation to police tape which links to crime. This ideology of youth rebellion and the influence of 'heavy' music and rock songs gives the impression of working class youths who may be subject to causing trouble with the law. The link to crime and youths is something the rock genre is stereotyped by.
• The puffs and plugs try to appear like a lot of issue content, which would fool those who are of a younger age. Older audiences might go for the weight/thickness of the magazine to be able to see that it contains a large amount of content because they are supposedly more free for time to stroll and browse in shops. In comparison to youths who are stereotyped as on-the-go, busy and need something to grab them in order to make them focus their attention to buy it. 

From looking at this magazine I have discovered that in order to appeal to a middle class demographic I should try not to focus on puffs and plugs and include more of a textual base to my front cover. I will try to stay away from clashing colours on the most part (I will use black and white) to give my cover a classy appeal. I think a female cover artist will appeal to both male and females and making sure they are young brings in the age group that I want to target.

• This issue of NME features less imagery than Kerrang more text, however like Kerrang the text is not descriptive it is mostly names of bands and artists. This gives the impression it's aimed slightly more at a working-middle class or of a marginally higher age group (17-27). This age demographic is aided by the choice of bands which feature middle-aged men. Something that would attract a slightly older or more mature minded audience.
• The genre is slightly more blurred as it features the names of indie, rock and alternative (or mixes of these genre) artists. This broadens the attraction to readers as it features more choice and variety.
• The colour scheme is more co-ordinated then Kerrang's (what seems random) layout colour pattern. The text is predominately in yellow and some white, including the title.
• The image is bright against the grey background and bright sans serif font which makes the Foo Fighters stand out. The Foo Fighters have more of a male following, however their music can appeal to a female audience. This gives it more of a male target demographic, backed up by other choices of male membered bands.
• The layout still seems busy even though there is just as much going on as Kerrangs, which gives the impression it isn't aimed at an older middle class, it's more in-between. The barcode is smaller which suggests it's higher in price, another indication it's more for working-middle class. Overall the layout looks more professional and selective in how it was composed which backs up the hint of which class it's aimed at.
• There's less focus on puffs and plugs, but the one's that appear show to be more planned in where to be placed. This hints the genre isn't as strong as Kerrang's puffs which looked slapped down and connotate to violence.
• The use of yellow and dark colour gives the impression of crime again but with a different meaning. Because the bands are older and have been around longer it connotates that their crimes are in the past (grey connotates past tense) and it's something to learn and reflect from. It's more mature style gives the impression we should learn from their mistakes and not involve ourselves with mindless crimes and focus more on music and bands.
• The facial expressions on the Foo Fighters looks thoughtful and deep as though they are figures of admiration. It's not lead by sexual connotations which sell to a young audience, unlike Kerrang's which is feeding the mindset of adolescent teenage boys.

From looking at this it has shown me less is more and sticking to three colours for cover lines sends more messages and signifiers to an audience. I will use this technique when constructing my own design work. I like the pattern of colours used for the cover lines interchanging between two, I think this would work well for my cover design. This size of barcode I think is more appropriate for an indie magazine as it doesn't make it appear as tacky and working class.

 

Kerrang has a casual sound and when said it appears like words being slurred together. It gives the idea of being drunk and enforces the idea of rockstars out of control and drinking or fans drinking at gigs. The title of the magazine sounds like an electric guitar strum, an instrument used in rock music (bands specifically). This twang connotation matches the style of font used for the logo. The crack across the font gives a rebellious feel against the contrasting black and white. This reinforces the violence and youthful rage that is suggested throughout the magazine covers using genre conventions of rock music. It appears very masculine and from the block capital font and exclamation mark looks like a male shouting. This shouting enhances the attitude of not caring and being a rebel. 

New Music Express has a more formal sound to it. The acronym seems like a smarter approach to a title which hints to it's history starting out as a music journalism publication in 1952, where it was in newspaper format. The name has kept it's newspaper sound which shows it's established in the media industry. At the time of the 50's Theodore Smythson created a title that would appear professional. His name himself doesn't sound common, it generates the feeling of importance and success. The plain sans serif font leaves little connotation, this is something I hope to contrast when producing my title.