By Emma-Jane Bernstein Audience Research

Audience research primary and secondary

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This is survey is about my audience research for my as media studies coursework.

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Page 1: Audience research primary and secondary

By Emma-Jane Bernstein

Audience Research

Page 2: Audience research primary and secondary

This first question would give me an insight into who could possibly be reading my magazine and how many people could I potentially get reading it in one household. This helped me construct my magazine because I needed to make it for my demographic but make it have a visual appearance that would make other people look at it and maybe read it.

Page 3: Audience research primary and secondary

Which types of social media do you use?

TumblrSnap chatPinterest


The reason I asked this question was for my advertising. Depending on what type of social media was most preferable, I would add the links on my double page spread, to make the magazine more accessible on many multi-media platforms.

Page 4: Audience research primary and secondary

How often do you go to musical concerts?


Every Two, three years

This question would help the construction of my contents page and what information I would put on it. From this information I have learnt my demographic do go to concerts often, which helped with adding some contents onto the front cover and contents page.

Page 5: Audience research primary and secondary

What type of education are you in?

This question helps me decide what type of audience my magazine is aimed at. For my target audience I chose the age range of 16-35 because that is the starting age for sixth form and sixth form was a popular result and the other popular result was full-time work, so I stopped at 35 because the artists I got back in my response are most likely not from people above the age of 40.

Page 6: Audience research primary and secondary

What radio stations do you listen to?

Kerrang, BBC radio 2, Kiss 100, Classic FM, BBC Radio 3, Xfm, Capital, Absolute Radio, Asian network, Nova, 5Live, Radio 4, Radio 6 music


This graph is explaining what radio stations my target demographic listen to. From the graph I can see that my demographic have a wide range radio stations they listen to, which means any soul artists that have their songs played on these radio stations, means I can have a range of artists featuring on my magazine.

Page 7: Audience research primary and secondary

What's your favourite animal?

Monkey, Lion, Dragon, Wolf, Monkey, Monkey, Lizards, Goat


This question may seem irrelevant for a music magazine but it isn’tBy finding out the preferred animal, I can find out the personalities of my target demographic and can link the construction of my magazine to the most popular animal. From this graph I can see that dogs and monkeys are the most popular animal, which means when I am constructing my magazine I need to make it appealing on the eye but

Page 8: Audience research primary and secondary

How much would you pay for a soul music magazine?

On this graph I can see that £1.00 is the most popular response which means pricing my magazine at £1.00 will be the best option for my target market to buy it. This helps to construct my magazine because I can tell by the pricing if I need to add a special offer to the magazine or not. This pricing suggest that I don’t need to add an offer.

Page 9: Audience research primary and secondary

Who is your favourite soul artist?

Earth, Wind and Fire, Pharrell, Corinne Bailey Rae, Whitney Houston, Marvin Gaye, Diana Ross, Alicia Keys


By asking this question, I was able to get an idea into what artists my target audience preferred and which artists would attract my audience by being on the front page. The type of artists that I got back surprised me because of which social media sites I put my questionnaire on. Some other options I got back were Earth, Wind and fire, Whitney Houston and Alicia Keys, along with others which are on the graph. Also, with the idea of which artists my demographic prefer I am able to get a sense of what my feature artists have to be like to get my audience engaged to buy the magazine.

Page 10: Audience research primary and secondary


Mojo sells over 84,560 copies every half a year. It is estimated that Mojo is read by over 248,000 people per year. Mojo uses lot of video links on their websites and magazines and 1 billion people are estimated to use YouTube every month. This still doesn’t bring more people to come and see music magazines because music can now be downloaded from a website called spotify. Over 24 million people use spotify but only 6 million people pay and subscribe to spotify. One thing which I found quite fascinating for my magazine is that in the last 9 years, the number of adults who used the internet has increased by a massive 71% which helps my demographic a lot. One piece of information that I found out surprised me because circulation figures for the magazine Mojo in 2011 were 4.8% for a whole year and 2012 was exactly the same with 4.8%. Lastly, I found out that if I was to advertise some sort of concert/gig in my magazine, I would need to advertise it in a small pub or small venue as my specific demographic aren’t into massive crowds and not much participation.

Page 11: Audience research primary and secondary

Music magazine circulation figures for the first half of 2013

Mojo The Fly Q Uncut Kerrang NME

79,345 70,866 58,980 56,894 37,603 20,011

Down 6.8% Down 34.9% Down 8.7% Down 9.7% Down 6.5% Down 16.4%

Circulation figures are dropping because more people can look on the internet instead of buying the magazines in the shops. More and more adults are starting to learn how to use the internet which also leads to less magazines being bought.

Page 12: Audience research primary and secondary

Circulation figures for 2011 music magazines

Page 13: Audience research primary and secondary

Reader Profile Key Stats:•Age range: 16-35•Gender: mixed•Work: part time jobs •ABC-1 Demographic: B/C1•Use of social network and new technologies: The readers of Soul Catcher are with the times as they have all the new technology and they converse through the use of exchange on YouTube and Facebook.•The readers can trust Soul Catcher as they have created a special bond with the magazine and artist that appear in the magazine.‘‘Different every week’Different every week’‘‘Lets me experience more of the music’Lets me experience more of the music’•Any radio station will have these artists on as readers are diverse but loyal.•The animal which most of the respondents liked was a dog which means my magazine needs to attract to people who are fun-loving and love the outdoors, but also attract people who like the quiet and being peaceful.