Intro Slide As you are about to launch your magazine, I just want to draw your attention to these audience

research techniques and features that we have reviewed for you, which you could think about to make the best product you possibly can. SLIDE 1 Quantitative This type of research is all about numerical figures, this involves identifying how many people purchased a product. losed questions are used to generate quantitative data, which

will be !yes" or !no" answers, which in turn, gives limited feedback. #ne company that collects readership and circulation figures and then make assumptions from this are the $ational readership survey %$&'(. )rom these figures they can create socio*economic breakdowns of audiences. Audit bureau of circulation %A+ (. They produce audience figures for not only the print industry, but the digital media platform also. %A+ ,I-I A' ./00(

It helps companies identify if their products are successful in the markets where they are advertised. Increase the numbers produced, decrease the numbers or a1e the product if it is making the company a loss in sales figures.

SLIDE 2&3 Qualitative This type of research is all about opinions and views of the consumer.

#pen questions been used so the reviewer2consumer can let you know their feedback in great detail.

an tell you things like3 who they are, what they like, what they don"t, where they live and how much they earn.

This research can find out most things from an individual, dependant on the method used. ompanies can identify people"s income, which will identify whether they have money for lu1uries such as magazines, or whether they just have enough money for necessities,

4 4 4

5uestionnaires )ocus group )ace*to*face interview

Questionnaire a company produce a number of questions to ask their audiences to get a better understanding on things like spending habits, likes and how they discovered the product. Focus group An observer will get a group of people together to discuss a certain topic, in this case, a certain product. The person observing will then get a better understanding of what they"ve done well and what they need to improve on to appeal to a wider demographic. Face-to-face interview An interviewer will ask a person2a group of people about a certain topic, in this case, like the focus group, a product. This will give an interviewer a chance to ask specific questions, instead of sitting and observing, while maybe not finding out the information they require, like in focus groups.

SLIDE 4 S !I -E! " #I! alculates an individual or family"s economic and social position in comparison to others. These figures are based on income, education and occupation.

This could help the media producers select a target audience because they identify incomes and how much each individual has available to spend on things such as media products

If this information is held by a company, it can help it amend it"s products to fit a certain demographic or to appeal to a completely new audience

All media companies look at these figures, but the actual categories that help differentiate individuals social position is supplied by the $ational &eadership 'urvey %$&'(. This media body identifies si1 categories within the social class -# T6&#7-6 'I8 AT/-#&I/'

SLIDE $ 9sychographics is the study of values, interests, personality, attitudes and lifestyle. 5uestionnaire is the main type of finding this.

It can tell a media producer what individuals tend to spend their money on

This can assist the company in making their product more appealing to a certain group. )or e1ample a company may want to concentrate on targeting an aspirer demographic. As it states on the picture, the aesthetic features of a product is more important than the content, %&vantage 4 4 It can identify different groups that could be targeted by the media producers The questionnaires that find out this information are easy to produce and also cheap to produce Disa&vantage 4 It goes into specific detail, but doesn"t give percentages of society, like socio* economic findings. This will make it more difficult for the company to find the most popular psychographic category and therefore the best group to target. 4 5uestionnaires could be unreliable, people could be untruthful with their answers and the reliability could be compromised.

SLIDE ' This idea of -eodemographics states that people in the same neighbourhood may have similar lifestyles, suggesting they have the same spending tendencies -/$/&AT/, )&#: $ATI#$A0 /$'7'

This includes age, education and income, as well as others, which tell a company which areas maybe best to advertise their product. )or e1ample a teen magazine will not sell well in an area that is mainly populated with pensioners.

It enables media producers and their advertising teams to market their product in the correct places2areas. %&vantage 4 An easy way to find information about peoples spending patterns, education

and income. This will help media producers identify their target audience easily. 4 'aves time and money investigating each individual from every household using a questionnaire. Disa&vantage 4 This is an average, this research and theory e1ists with a lot of assumptions of people. This could backfire on companies if they are misinformed.

SLIDE 7 TALK THROUGH TABLE OF GEODEMOGR AHI!S SLIDE ( ompanies make assumptions about people of a similar age having similar likes and dislikes in terms of products, in this case, print products.

5 :agazine will send out a questionnaire and review the certain age groups likes and dislikes within the magazine, including3 articles, layout and design. This review will then allow them to make a better product for the majority of their demographic. %9icture on the 5ualitative research page states the average age for a 5 :agazine is ;<(. .hile it won"t apply to all the demographic, the majority will hopefully be enticed by the product, therefore making the company a profit.

%&vantage It tells a media producer about different age demographics likes and dislikes, therefore enabling them to make a more suitable product. It gives the company a better understanding of the audience they are trying to appeal to.

Disa&vantage .hile establishing different groups likes and dislikes, this goes on an average and doesn"t apply to all of the demographic. If the questionnaires are not filled in correctly by the consumer, the feedback will be incorrect and the product will instead be changed for the worse. This is also a disadvantage to qualitative research methods.

SLIDE ) *en&er A company will investigate the gender that reads a particular product most. $ot only this, they also investigate how different genders are appealed to by media products and how they read their products.

It can tell you about the percentages of gender readership per product. This can be found out using both quantitative and qualitative research methods, which include3 face*to*face interviews, questionnaires and surveys.

This enables companies to make their product more gender specific, make it appeal to one gender while pushing the other one away. )or e1ample 5 magazines male2female ratio of readers is mainly male dominated %pictured right(. These statistics will then tell them it would be beneficial to appeal to a male audience because it"s the majority of viewer ship

. %&vantage an find out very specific details on gender specific media products and techniques that could be used to appeal to both or one gender.

Disa&vantage 'imilar to age demographic, it is an average and the reliability of the research maybe compromised. Also like age research, questionnaires that are used to find this information maybe filled in untruthfully, affecting the results and the media producers changes to products.

SLIDE +, - #ainstreaA product to capture a large audience2majority of the audience. :ost people will be aware of it or consuming this certain product, like a blockbuster film or chart music. :any magazines tend to be mainstream because media companies want to make a profit on their products.

It can tell you three things3 whether a product is mainstream, the percentage of mainstream compared to niche audience and the techniques of mainstream product, how do they draw the audience in=

It not only helps a media producer2company decide if to make a niche or mainstream product, it also helps to identify what sort of thing they should be putting in their magazine to make it mainstream.

Advantage an give very clear percentages of mainstream audience types as well as identifying the techniques to choose if you were to produce a mainstream magazine.

,isadvantage 'ome techniques that work for one magazine won"t always work for another so the mainstream techniques that are suggested to a company may do more harm than good in terms of finance.

SLIDE +2 - "ic.e A product to capture a much smaller audience than mainstream, but are meant for specific groups for their interests. 6owever, a niche market magazine will aim to capture a large portion of that small demographic. $ot many magazines are niche market because it doesn"t make a great profit, but if the product is successful, it will make a reasonable amount of revenue for the company.

&esearching niche market, and in particular e1isting products, can help media companies identify the techniques they need to make their magazine2newspaper successful, while looking at the features they need to avoid.

%&vantage If you want to produce a niche market magazine, this research will help you produce a magazine that interest an audience, while enticing them to buy it.

Disa&vantage 0ike the mainstream slide, one niche market magazines techniques won"t work for them all. 6owever, if the techniques don"t work they will then know what features to avoid in the future.