In order to find out my target audience's opinions about style magazines, I sent a questionnaire to people from the target age group of 16-25 including questions regarding if and what magazines are popular as well as what encourages people within the age group to buy style magazines.
This is the age range of which my questionnaire was answered. Most of the answers were from people from 16-17, with a few responses from ages 20-21 and 24-25.
What magazines, if any, do my respondents read and why?
Out of 11 responses, only one said that they actively buy magazines. This respondent (24-25) said that the magazines they read include Vogue, Cosmopolitan and Elle, which are fashion/beauty magazines aimed at women. This shows the importance of marketing to women as this market appears more interested in magazines than male audiences. Another response stated that they were interested in Cosmopolitan which hightens this point.
On the other hand, most of the responses said that they do not actively buy or read magazines. Many reponses stated that this was because most of what a magazine offers can be found for free nowadays on social media therefore negating the need to buy magazines. This means a new magazine must offer something interesting enough to warrant buying the magazine rather than staying online.
"I find them to be too expensive, especially seeing as though social media is becoming the modern equivalent of magazines"
When asked if my respondents read magazine websites, slightly more said yes although the majority still said no. Those who said yes said that they read magazines on websites because they are more accessible and if they find a story or interview advertised online that interests them, it is easier to follow a link and read it than to purchase the physical magazine just for the one article.
Those who answered no mostly said that once again there is no incentive to visit the website itself as posts on social media can fill the same role as well as that the topics covered in magazines don't appeal to them in general, therefore there is no reason to visit the websites as nothing will draw their attention. This shows that while reading magazines through online websites is more popular than physical copies, there is still a lack of interest in magazines in general for young people.
| "If an article relevant to my interests showed up on my social media timeline, I'd probably read it. I wouldn't go directly to a website to keep up with the latest articles though" |
What would encourage my target age group to buy a new style magazine?
When asked about what topics my age group would want to see covered in a new style magazine, most stated that they wanted to see coverage of various aspects of fashion such as worldwide fashions as well as everyday and street fashions. Some others said they wanted to see style related to accessories like watches as well as celebrity/musician fashion coverage.
Responses stated that aspects that are more likely to make them read the magazine either physically or online included an active social media presence and regular updates, a well made and appealing design with captivating graphic elements and diverse coverage of different styles, as well as exclusive coverage of celebrity fashion.
Most respondents said that the most they would pay for a magazine is around £4-5, with some saying less and some saying slightly more.
The most interesting aspects of style according to my questionnaire include mostly fashion which regards clothing, brands, and new outfit styles; specifically some stated that they would be interested in diverse body types and what fashions would fit different kinds of people. Other options that were stated include beauty which mainly relates to women, however this can be somewhat extended to male grooming products to appeal to both genders, as well as full outfit breakdowns that include coverage of all of these different types of style in singular outfits.
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