Content

• Target Audience (Slide 3)• Katz’ Uses and Gratification – (Slide 4)• Psychographics – (Slide 5)• Maslow’s Hierarchy Of needs – (Slide 6)• Demographics – (Slide 7)• Primary research – (Slide 8- 15)• Secondary research – (Slide 16-18)

Target Audience

Spending Power: As most of Mixmags readers are students their magazine isn’t too expensive at £4.95 although it isn’t cheap as the quality of the magazine is very high. However, the magazine only has monthly issues it isn’t that expensive overall compared to weekly magazine.

Katz’ Uses and Gratification

Based on Katz theory Mixmag is a type of magazine which includes ; informative, personal identification and personal relationship. The magazines audience being under the personal identification of uses means that they are able to relate to the interview and articles inside the magazine. This is why they will buy the magazine as they like to relate to the people. Also Mixmags audience are under the Personal relationship profile as their customers will want to know new information about artists and be up to date with the dance and clubbing scene. They will want to be involved in the debates and conversations.

Psychographics

• Mixmag’s target audience has an age range between 16 – 25 years old. This is because of Mixmag’s content is mostly about upcoming festivals which is usually what younger adults are interested in as they will aim to go to these events .

• Mixmag aim their magazine at the ethnicity of young white males and females but they don’t restrict themselves to one country as they aim to be a worldwide bestselling dance and clubbing music magazine. Although the magazine I have analysed focuses on UK festivals as well as some foreign festivals.

Maslow’s Hierarchy of needs

• According to this hierarchy Mixmag’s target audience are explorers and social climbers. An explorer would be people who are influenced by social change. This is Mixmag’s target audience as their magazine covers popular festivals and see if they were good or not.

• Maslow’s Hierarchy also tells us that the target audience are social climbers who want too see what new things people have and they are materialistically driven in their values. What they will want in the magazine is what festivals were good and new products or technology

Demographics The class of people who go into Mixmag's target audience according to the Demographics are; C2, D, E. These are: students, unskilled and skilled workers. Considering Mixmag's genre of music is Dance and clubbing music the music that they cover will be for people who want to go to festivals. More sophisticated people higher up on the socio-economic chart will not fit this category as the higher up you are the chart you are the more senior you tend to be thus not being interested in Mixmag’s music genre.

Primary researchThis graphs shows that Q magazine is the most popular Music magazine in the market. Q magazine is a very popular magazine in the market as they produce content about popular music so will have a very large audience. Although Q might not be the most popular magazine in the future as pop music may not be the most popular. Other music such as rock might become the most popular so that will mean that ‘Kerrang’ might become the most popular.

The majority of the participants who completed the survey where male. I think that this will continue to be the same case in years to come as the music genre is very male orientated thus the magazine about clubbing and dance music magazine will also have a majority of male audiences.

The majority of the age is 18 – 24 year olds. This is the same as Mixmags target audience’s age. This is the most popular age because people of this age will want to know about new festivals and clubs which will include reviews as these people also want to go. They will want to know which is the best place to go whereas elder people won’t want to go to these places so won’t read about them.

As the cover image is the what the participants from the survey value most. This means Mixmag need to take the most time and consideration in making the cover image. That means they need to carefully consider who the person is going to be, what the position the photo is going to be taken, what they are wearing, what facial expression they will have and what is in the background. The headline and colour scheme are also important but the image is what people care about the most.

From my primary research most people want a magazine to be cheap. That means Mixmag magazine should be sold at a lower price than competitors as this should interest more readers to buy the magazine as they save more money.

The majority of the people who took my survey would want to read about an interview with an artist. That means Mixmag need to make my double page spread interview very good as that is what the reader want the most and that is also what should get more repeated customers to buy the magazine again. However, I do also need to include good information about festivals and what the top of the charts as the other half of people who took the survey also wanted in a magazine. I think this will continue in their magazine as the target audience won’t want a change and they will continue to want information about celebrities.

Everyone would took the survey be more interested in a magazine if their was some type of free product. Mixmag in every edition of their magazine release a free CD so they will continue to get some readers who just want the free products or they will get other readers from competitors as they include something free.

There is a equal divide of people who would rather have their magazine issued on a weekly basis or a monthly basis. For Mixmag magazine they issue it monthly and so do their so hopefully they will be able to compete with them.

Secondary research

http://www.reviewcentre.com/review242456.html

This review tells us that the reader likes the magazine as is up to date with current affairs in the genre of clubbing and dance music. The review also says the ‘Mixmag’ hasn’t turned too mainstream so that means that the magazine is still unique. This person has also brought the rated the value for money 5 stars out of 5. This means that the price which Mixmag are offering for their magazine this the right price for the amount of content which they provide. According to the social demographics of the magazine the readers are in the E,D and C2 sections. This does mean that they won't earn or have a lot of money so as this person has rated it 5 stars it must be the right price for the readership.

Secondary Research

https://www.apptweak.com/mixmag-magazine/iphone-ipad/united-states/app-marketing-app-store-optimization-aso/reviews-ratings/latest/all-versions/476565551

This persons review tell me that the content inside Mixmag is relevant to the dance music genre and doesn’t just focus of other part of this genre but it has a wide variety of content which is of a high quality. This person has also used technological convergences as they have got the app for the magazine which means the technological copy is just as good as the physical copy. Also this support that Mixmag’s using technological convergences has been used and it is also rated 5 stars out of 5 which the other review rated it when they were reviewing the paper copy. This person has also brought the years subscription which means that the magazine is good enough for the person to want to buy them for the rest of the year and they now have a repeated customer.

Secondary Research

The person who has downloaded the Mixmag app isn’t pleased with the amount of advertisement which is on the downloadable issue of the magazine. The review also states that it takes too long for the next page to load which can be an issue as most people won’t want to wait for the next page to load, they just want to keep reading like paper magazine. Also the online version of the magazine is just a scanned version of the paper copy of the magazine and the online magazine should be a downloaded copy which would improve the visual quality of the magazine.

http://www.badappreviews.com/iosapps/34553/mixmag-magazine