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The Magazine Industry

The Magazine Industry. Audience. Media – What is audience?. Take a moment to consider what you think the term ‘audience’ means in relation to media. What media texts do you act as an audience for?. Media – What is audience? . Any group of people who receive a media text. Newspaper – Reader

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The Magazine Industry

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  1. The Magazine Industry Audience

  2. Media – What is audience? • Take a moment to consider what you think the term ‘audience’ means in relation to media. • What media texts do you act as an audience for?

  3. Media – What is audience? • Any group of people who receive a media text. • Newspaper – Reader • TV – Viewer • iPod – listener • Alll media texts are produced with an audience in mind.

  4. Audience • We can break our study of audience into two areas

  5. Audience Research • When a new magazine is produced a target audience will be identified. The publisher can use one or all of three possible research methods.

  6. Audience Demographics • A Higher management, bankers, lawyers, doctors and other professionals • B Middle management, teachers, creative and media people eg graphic designers etc • C1 Office supervisors, junior managers, nurses, specialist clerical staff - white collar • C2 Skilled manual workers, plumbers, builders -blue collar • D Semi-skilled and unskilled manual workers • E Unemployed, students, pensioners, casual workers

  7. Audience Demographics • Task 1: Choose 3 magazines which fit into three different demographic bands. • Task 2: Where does your magazine fit?

  8. Audience - Psychographics • 4Cs Marketing Model • Cross • Cultural • Consumer • Characterisation • 7 psychographic groups.

  9. The 4Cs Model • The 7 psychographic groups are:- • Mainstreamers • Aspirers • Succeeders • Resigned • Struggler • Explorer • Reformer

  10. The 4Cs Model • MAINSTREAMERS SEEK SECURITY. Tend to be domestic, conformist, conventional, sentimental – favour value for money family brands. Nearly always the largest group. • ASPIRERS SEEK STATUS. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents. Typically younger people, clerical and sales jobs.

  11. The 4Cs Model • SUCCEEDERS SEEK CONTROL. Strong goals, confidence, work ethic, and organisation. Supports stability. Brand choice based on self-reward, and quality. Typically higher management and professionals. • RESIGNED SEEKS SURVIVAL. Rigid and authoritarian values. Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people.

  12. The 4Cs Model • EXPLORERS SEEKS DISCOVERY. Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction, and instant effect. The first to try new brands. Younger demographic – students. • STRUGGLERS SEEKS ESCAPE. Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets. D and E demographic. • REFORMERS SEEKS ENLIGHTENMENT. Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste. Has attended higher education and selects products for quality.

  13. The 4Cs Model • Where do you fit in? • Who is your magazine aimed at?

  14. Audience Research Maslow • Maslow’s Hierachy of Needs

  15. Maslow • Can you identify a Media Text which would fit into each of the categories? • How does your magazine fit into these categories?

  16. Audience Theory

  17. Audience Theory - Hypodermic • 1950s model. • Audience are passive recipients – media can persuade them to do whatever is necessary – to buy or to listen • 1930s Propoganda example.

  18. Audience Theory – Two Step Flow Model • Audience in slightly more active • Individuals are opinion leaders • These leaders pass on media content with their own interpretation added • Audience mediated media content and opinion to form own opinion • Two step flow process

  19. Audience Theory – Active Audience • individuals who are active • interact with the communication process and use media texts for their own purposes. • now generally considered to be a better and more realistic way to talk about audiences.

  20. Audience Theory • Using Heat magazine as an example, how does this media text fit in with the three audience theories explored so far?

  21. Your Magazine • TASK: You must now become totally familiar with the audience demographic and psychographic for your magazine and decide where it fits into Maslow. • How does it fit into the audience theories we have explored?

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