The best way to understand an audience is to question them, so in order to understand how best to market to an audience who want to buy music magazines, and what would appeal to them. This will all be done in service of understanding how best to start a new independent music magazine, which can attract the broadest possible range of readers.
To complete this I will ask questions to ten people, each in an interview-style situation. These will be the same set of questions for each person as to see where similarities lie or differences instead. The ten interviewees will be people aging from 16-25 to get the widest set of results. Since if we wish to set up a new music magazine for ages between 16 to 25 it would be a grave mistake to only ask 25 year-olds questions as otherwise it will essentially just be a music magazine for 25 year-olds. The same for gender, the interviewees will need to be both male and female. Since only targeting one gender significantly cuts off a wide part of a potential market. So, for both age and gender, the skill will be, being able to find a middle ground which can bring in both genders and a large percentage of each of the age brackets we will want to bring in.
The Questions:
These are the questions I intent to ask to the ten people involved in the interviews.
1) Age: What is your age?
2) Gender: What is your gender?
The reasons why an interviewees age and gender will be important, have already been explained so I do not see the need to repeat that explanation.
3) How many genres of music can you name?
4) What is your favourite genre of music?
Based off if there are a repetition of answers, will be clearer to see which genre to focus in on as the goal will be to get the largest number of readers. Or if the same genre is not answered then will know it will have to be a variety of genres put into one.
5) Favourite artist? Do you have one, if so who are they?
Help to indicate whether people are that interest in music and if they are interested in a genre but did not know what it was called.
6) Do they buy music magazines? If so, which and why? If not, why not?
Gives a context to whether people have a strong enjoyment in music or not. And may explain why other methods of digesting the same content has taken over.
7) Do they visit music websites? If so, which and why? If not. why not?
Will help to explain why people feel the need to use music websites. And for both the music website and magazine I want to set up, will help explain what has to be different to encourage those who would not normally use either to actually buy a music magazine or visit a music website.
8) If a new music magazine was being published, what would make them want to buy it, or go to its website?
9) How much would you be willing to pay for a music magazine?
10) Is there anything which would encourage them to buy the first edition of a new magazine?
These three questions in particular will be necessary for the understanding of our target audience. For instance with the range a person would be willing to pay, help in telling what the target audiences thinking is. Helpful in determining what has to be done in order to stand out from the already existing music websites and magazines.
Peoples answers: Peoples names have been changed to protect their identities.
1) B. Castle.
Age- 19. Female.
How many genres of music can you name? 11.
Rock, pop, RnB, drill, hiphop, electronic dance, indie, country, k-pop, jazz, classical.
What is your favourite genre of music?
Pop.
Who is your favourite artist?
Future.
Do you buy music magazines?
No, did not knew they even existed.
Do you visit music websites?
Yes, though only one's that focus on individual artists.
If a new magazine was being published, what would make you want to buy it or visit the website?
Cheap and if it had interesting topics.
How much would would you be willing to pay for a music magazine?
£2.
Is there anything else which would encourage you to buy the first edition of a new magazine?
Giveaways.
2) H. Wilson.
Age- 20. Male.
How many genres of music can you name? 5.
Hip-hop, RnB, classical, drum and base, techno.
What is your favourite genre of music?
Hip-hop.
Who is your favourite artist?
Kanye West.
Do you buy music magazines?
No. Uses alternative methods such as social media.
Do you visit music websites?
No. Not that interested in music.
If a new magazine was being published, what would make you want to buy it or visit the website?
Talk about new/upcoming music.
How much would would you be willing to pay for a music magazine?
£2.
Is there anything else which would encourage you to buy the first edition of a new magazine?
N/A.
3. M. Beckett.
Age- 18. Female.
How many genres of music can you name? 7.
Pop, rock, alternative, RnB, Classical, metal, EDM.
What is your favourite genre of music?
Rock.
Who is your favourite artist?
Ethel Cain.
Do you buy music magazines?
Yes. But not frequently.
Do you visit music websites?
Yes, if there was a focus on artists.
If a new magazine was being published, what would make you want to buy it or visit the website?
If it looked appealing.
How much would would you be willing to pay for a music magazine?
£5.
Is there anything else which would encourage you to buy the first edition of a new magazine?
Had likeable genres in them.
4) H. Harmon.
Age- 25. Female.
How many genres of music can you name? 7.
Pop, rock, disco, rap, RnB, opera, jazz.
What is your favourite genre of music?
Pop.
Who is your favourite artist?
Michael Jackson
Do you buy music magazines?
Not seen any that are eye-catching.
Do you visit music websites?
Yes.
If a new magazine was being published, what would make you want to buy it or visit the website?
Had recognisable people.
How much would would you be willing to pay for a music magazine?
£2.50.
Is there anything else which would encourage you to buy the first edition of a new magazine?
Vouchers or giveaways.
5) M. Williams.
Age- 18. Female.
How many genres of music can you name? 8.
Pop, rap, hiphop, rock, classic, house music, DnB, K-pop.
What is your favourite genre of music?
Rap.
Who is your favourite artist?
Pop smoke.
Do you buy music magazines?
No, uses social media instead.
Do you visit music websites?
No, only thing online related to music is Spotify and YouTube.
If a new magazine was being published, what would make you want to buy it or visit the website?
Cash rewards.
How much would would you be willing to pay for a music magazine?
50p.
Is there anything else which would encourage you to buy the first edition of a new magazine?
If it came with music.
6) T. Blair.
Age- 17. Male.
How many genres of music can you name? 6.
Rock, pop, electronic, indie, J-pop, hiphop.
What is your favourite genre of music?
Pop.
Who is your favourite artist?
Eminem.
Do you buy music magazines?
No. Too expensive for little it gives back.
Do you visit music websites?
No.
If a new magazine was being published, what would make you want to buy it or visit the website?
Free poster.
How much would would you be willing to pay for a music magazine?
£4.
Is there anything else which would encourage you to buy the first edition of a new magazine?
There was topics that were interesting as well as a cheap magazine.
7) J. Callaghan.
Age- 17. Male.
How many genres of music can you name? 7.
Hiphop. Dance. EDM. Rock. Metal. RnB. Drum and base.
What is your favourite genre of music?
Hiphop.
Who is your favourite artist?
Bexfield.
Do you buy music magazines?
No. Not interested in them.
Do you visit music websites?
No. Not interested.
If a new magazine was being published, what would make you want to buy it or visit the website?
About a topic or artist they listened too.
How much would would you be willing to pay for a music magazine?
£5.
Is there anything else which would encourage you to buy the first edition of a new magazine?
N/A.
8) D. Abbott.
Age- 17. Female.
How many genres of music can you name? 7.
Pop. Jazz. Drum and base. Breakcore. Extra tone. Rock. Metal.
What is your favourite genre of music?
Phonk.
Who is your favourite artist?
Macswolrd.
Do you buy music magazines?
No, cannot afford them.
Do you visit music websites?
No.
If a new magazine was being published, what would make you want to buy it or visit the website?
Being about music they already listen to.
How much would would you be willing to pay for a music magazine?
£4.
Is there anything else which would encourage you to buy the first edition of a new magazine?
N/A.
9) J. Smith.
Age- 20. Male
How many genres of music can you name? 32.
Rock, jazz, metal, heavy metal, death metal, nu metal, thrash metal, punk rock. funk, funk rock. glam rock, funk metal, drum and bass, dubstep, EDM, brostep, indie rock, pop, disco, country, alt rock, pop rock, latin, bossa nova rock ballads, lofi, hifi, house, trap, rap, drill, grime, electro house.
What is your favourite genre of music?
Electro house.
Who is your favourite artist?
Pendulum.
Do you buy music magazines?
No, does not need to, just listens to music and if interested in something would look it up.
Do you visit music websites?
Only listens to music but uses websites to buy specific artists merch.
If a new magazine was being published, what would make you want to buy it or visit the website?
If it came with cool posters.
How much would you be willing to pay for a magazine?
£30.
Is there anything else which would encourage you to buy the first edition of a new magazine?
If it included tips for aspiring music artists.
10) C. Attlee.
Age- 16
How many genres of music can you name? 7.
Rock, pop. classical, jazz, house, drum and bass, rap.
What is your favourite genre of music?
Pop.
Who is your favourite artist?
Dave.
Do you buy music magazines?
No, do not really read.
Do you visit music websites?
No, not really into music.
What would make you want to buy a music magazine?
If it was online and free because they would not go out of their way to by one.
How much would you be willing to pay for a music magazine?
Would not really want to buy one.
Is there anything else which would encourage you to buy the first edition of a new magazine?
N/A.
This has been both useful and important, collecting information from questioning people who would fit into the 16 to 24 year old target audience. From the answers given to the repeated questions, it demonstrates far ranging differences in peoples interests and habits. And the problem comes in that the mission will be to produce a product which appeals to widest number of people within the target we want to reach, in spite of the fact the range of these people varies so substantially. For example, the data demonstrates the mixture of genres of music people consume, as well as, gives us an indicator for the average price that realistically people would accept paying for a music magazine.
From the data collected given that the most commonly answered genre was pop, and if that is what the largest amount of the target audience favour, then that should be the genre focused on based off questioning the customers, importantly remembering to have a relatively low price range otherwise lose a large amount of the target audience. Another way the survey has been useful is that it shows that many people do not see music magazines as a necessary method to get information, so will need to justify this new music magazine existing for it to be successful.
Particularly when in modern times, people digest what only a matter of decades ago what they got from the magazines by the means of other avenues. E.g., social media.
