Research - Audience

Random Audience profile research

- 75% reach of women 25+

- 84% reach of young 18-24

- Elle - male to female = 27:73

- Esquire - male to female = 59:41

- Seventeen - male to female = 29:71

- Bazaar - male to female = 29:71

- Cosmopolitan = 30:70

The UK relies more on newsagent sales than subscriptions - http://www.magforum.com/ukmagazines.htm

Chris Hughes, publisher of Easy Living, says "women such as Sophie grew up with Cosmopolitan and Marie Claire, but now want something more mature but still stylish" - https://www.campaignlive.co.uk/article/seven-ages-magazine-readers/849870?src_site=mediaweek

• If i want to target that older, mature audience, I will have to ensure my product is chic and high-end looking, with no tacky teen magazine conventions

Mobile marketing = important. For an older millenial, not snapchat - https://www.inc.com/john-lincoln/looking-to-target-millennials-here-is-where-they-spend-time-online.html

• 30 - 34 year olds don't tend to use apps like snapchat as much as they use facebook, so it may be ideal to utilise that platform.

Theory

elle & bazaar - aspirer psychographic because of the sophistication and high end products

cosmopolitan & seventeen - mainstreamer psychographic due to trendy bright colour style with cool products anyone can buy

Stuart Hall:

Readers are unlikely to form oppositional readings as they actively seek out this aspirational magazine, however they may feel a sense of resentment to women who have these successful careers and lives as they are ultimately finding ways to build the lives that these people have.

Negotiated readings may come in the form of a lack of representation. Readers may enjoy the content but ultimately feel like their identity is not represented, feeling a sense of disattachment.

Dominated readings are likely to be audiences who see the lifestyle as the pinnacle of success and do not see the lack of realism and rarity of the lifestyle portrayed.

Uses and gratifications:

Information and education - audiences are ultimately looking for all the tips and tricks to acquire that lifestyle. Magazines also offer some articles regarding current events in the media - acting as a news bearer.

Personal identity - allows audiences to relate and take inspiration from their aspiration to construct their personal identity.

Entertainment - passes time and allows audiences to enjoy relaxation whilst reading a magazine

Social interaction - promoting social media and audience interaction.

Economic Context (for aspirers)

18-25 - more likely to be C1C2D as they aim to be that successful - want tips and tricks to build their life.

26-34 - more likely to be in a comfortable family position - want little things to enhance/better their life