Chelsey

Compton

QUESTIONNAIRE

RESULTS

In order to find out what my primary target audience expected from a new Hip-Hop magazine I created a questionnaire, which I then undertook on the general public. I did this via random samples and focus groups. This presentation shows the results of my findings.

I chose to do a questionnaire as it is a good form of Primary research which is done quickly and effectively, however social desirability may have occurred which may have made my results invalid to stop this occurring I tried to not give -away signs for favourtised answers and I ensured that there was no violating personal questions involved.

The results which are shown on this presentation are the opinion of my target audience (as well as some above and below my age range) therefore produce an accurate message as to what my magazine should involve.

PURPOSE, AIM AND METHODOLOGY

Here you are able to see a majority of the people which I asked are between 15 and 20 therefore perfect for the age range of my targeted audience. This means a majority of my audience will sti l l be relying on their parents, and will not have mortgages, marriages or other forms of big payments that they have to pay for.

The results show that I have a 50/50 split in gender therefore can be aimed at both genders therefore can be successfully aimed at both males and females.

AUDIENCE PROFILE (PART 0NE)

50%50%

Gender

Female

Male

01234567

Under

15

Years

15-17

Years

18-20

Years

21-23

Years

24-26

Years

27-29

Years

Over

29

Years

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Age of Person

Age

AUDIENCE PROFILE (PART TWO)

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the

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Town

Town of Residence

• These results show that a majority of my audience live in

Harlow therefore when advertising my magazine I would

ensure a large majority of the advertisement was centered

in Harlow and Stortford to satisfy the audience.

• Results also show that 78% of my audience theoretically

have free-time as they are students, unemployed or in part-

time employment therefore they would not have a lot of

disposable income therefore my magazine would need to

be a suitable price range. Also due to the free time the

hobbies may be very important to them.

• The hobbies table shows listening to music is the main

hobby therefore I need to make sure that that is

incorporated into my magazine somehow.

35%

30%

22%

13%

Chart TitleStudent

Part-Time

Employment

Full-Time

Employment

Unemployed

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Nm

be

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eo

ple

Hobby

Regular Hobbies

The resul ts f rom my quest ionnaire show

that a major i ty of the people asked buy

Vibe magaz ine therefore I need to use th is

magazine as a sty le model and t r y to

mimic the sty le and layout of the

magazine, however i t ’s impor tant to

remember not ever yone bought V ibe

therefore I need to look at other

magaz ines too such as Hip Hop Weekly for

inspirat ion.

The resul ts a lso indicate that a major i ty

of my audience buy one - two magaz ines

regular ly ever y month , therefore I need to

make sure my magaz ine stands out f rom

others so that i t i s purchased regular ly.

There is a lso a h igh percentage of my

audience who say they don ’ t regular ly buy

any form of music magaz ine monthly

therefore I need to ensure my magaz ine

ent ices my audience to buy i t v ia the

features involved and g ive -aways etc .

MEDIA PURCHASING HABITS (PART ONE)

0

2

4

6

8

10

Vibe Hip Hop

Weekley

XXL On the go NME None Nu

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Magazine

Alternative Magazines Regularly

Purchased

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None One-Two Three-Four Five-Six More Than

Six

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Number of Magazines

Amount of Monthly Magazine

Purchases

These results show a high percentage of the audience buy their magazines from a Supermarket therefore I would need to ensure my magazine was on sale at al l major supermarkets in the selected town (Harlow) to ensure it was easily accessible to the audience, with added bonus that i f most people get their magazines from a Supermarket and my magazine is on sale in the same place then the customer may pick -up my magazine as well i f i t stands out from others on sale.

MEDIA PURCHASING HABITS (PART TWO)

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Place

Place of Magazine Purchases

This chart clearly shows

that there are two main

features which were

favored. Therefore I need

to decide which one will

be my double-page

spread, however I will

make sure the other one is

involved/listed on my front

cover as a cover line so

that it will still meet the

audiences preferences and

needs.

PERSONAL PREFERENCES

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Type of Feature

Main Magazine Feature

Preference

I will ensure that there

is free headphones

available with the

magazine as this is the

most frequently

liked, however as

iTunes is the next most

liked offer I may have a

competition advertised

to win iTunes vouchers.

However this may prove

dif ficult as a majority of

people said they would

only pay between £2-

£2.50 for the magazine.

PERSONAL PREFERENCES 2

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Offer

Offers Which Would Attract

Purchases

55%30%

15%

Suggested Price

£2.00-£2.50

£2.50-£3.00

£3.00-£3.50

The most favoured magazine

front cover here is VIBE with

Nikki Minaj on the

cover, therefore this will be the

graph I follow the most.

It is clear to see the main

reason people liked the cover

id due to the mid-

shot, therefore I will ensure I

use a mid-shot, and I may have

a white background as this is

also another liked feature.

PERSONAL PREFERENCE: FRONT COVER

30%

60%

10%

Front Cover

Preference

XXL

VIBE(Nikki

Minaj)

VIBE(T.I)

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Feature

VIBE(Nikki Minaj) Magazine

Favoured Features

The most favoured screen shot is the three shot, closely fol lowed by the mid-shot, therefore I wi l l use one of these for my ar t ist shot. It is clear that a white, clean background is preferred therefore I wi l l use a smooth background image to ensure my audiences needs are met.

PERSONAL PREFERENCE: FRONT COVER

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6

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Feature

XXL Magazine Favoured Features

0

0.5

1

1.5

2

2.5

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Feature

VIBE(T.I) Magazine Favoured

Features

00.5

11.5

22.5

33.5

44.5

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Feature

VIBE(Nikki Minaj) Magazine

Favoured Features

For my magazine product I believe that my magazine will be aimed for people aged between 15-20, who mainly l isten to music and like playing sports. For my design I wil l have plain backgrounds and use VIBE as a style model as this is what the audience regularly read. I wil l have different features mentioned including new collaborations and a look back on an artists career.

I propose to have my magazine at a price of around £2.50, this is because a majority of people said they would pay between £2 -£2.50 however they wish for headphones to be given out therefore I would need the funding to allow this to happen, yet need to keep the cost low as many of the audience are students or in part-time employment. I also propose to release my magazine fortnightly as this was the preferred choice and I believe there is enough change in the Hip -Hop world to allow this to occur, however I wil l ensure most advertising is done in Harlow or Stortford and placed in suermarkets as this is where a majority of the audience live and buy their magazines.

CONCLUSION & PROPOSALS

http://www.google.co.uk/search?hl=en&q=vibe+magazin+e&b

av=on.2,or.r_gc.r_pw.r_qf.&bvm=bv.41867550,d.d2k&biw=12

80&bih=541&wrapid=tlif135971336246210&um=1&ie=UTF -

8&tbm=isch&source=og&sa=N&tab=wi&ei=WZQLUdOcKuOV0Q

XeioC4BA

BIBLIOGRAPHY