AS Media Coursework Main Task - Target Audience

As I have chosen the genre of my magazine to be Rock/Pop, I have decided to look at other magazines of the same genre to help me achieve my target audience information. As NME is the same genre that my magazine will be, I am going to research it to see what their audience is.
From looking at the National Readership Survey website (www.nrs.co.uk), by looking at the average weekly readership information for NME between the period of July 2008 to June 2009, I can see that the average weekly readership is of 388,000 and that 250,000 of these are in the social grades ABC1 and 137,000 of these are in the social grades of C2DE.
I can see that from the average 388,000 audience members, 339,000 are in the age group of 15 - 44 years old and 49,000 are aged 45+.
The average weekly amount of male readers is 296,000 and the average weekly amount of female readers is 91,000.

Although the National Readership Survey provides me with alot of information of NME's target audience, to get more specific information, I have decided to research their audience further by looking at the information they provide on their website to potential avertisers (http://microsites.nme.com/php/mediapack/).
From this information I can see that NME's readers are:
- 65% male
- 50% are in the age range of 16 - 24
- 23% are in the age range of 25 - 34
- 79% are in the social groups of ABC1.

Another magazine in which I feel would help me in developing my target audience is Mojo Magazine. Looking at the National Readership Survey website (www.nrs.co.uk), I can see that the average weekly readership for Mojo between the period of July 2008 and June 2009 is 286,000 and of this readersip, 212,000 are in social groups ABC1, and 74,000 are in social groups C2DE. Out of the average weekly readership, 217,000 are aged between 15 - 44 and 69,000 are aged 45+.
The average weekly male readership of Mojo magazine is of 227,000 and the average female readership is of 59,000.

Looking at this information, I can see that the majority of NME and Mojo magazine readers are male, aged between 16-30 and are in social groups ABC1.
As my magazine is the same genre as NME and Mojo, I feel that the target audience would be the same. After looking at NME and Mojo's readers I feel that I have conducted enough research to create a profile for a typical reader:

A young male adult, who is probably studying at ALevel/University level, who enjoys going to music events/festivals/gigs and who is in a middle class social group (ABC1).

I have conducted some further research for my target audience by looking at NME's media pack (http://www.ipcadvertising.com/):



(http://www.ipcadvertising.com/resource/fd4e20nlh1xefkowjxdha4xu.pdf).


From this media pack, I can see that:

- 94% of NME's readers have the internet and spend an average of 2.4hours a day online.
- 45% agree that they spend a lot of money on clothes.
- 92% agree that it is important to be well informed about things.
- 84% recieve digital TV.
- Buys an average of 5 DVDs a year.
- 52% own a digital camera.
- Spends £152 on footware a year.

From this research, I can see what things my target audience are interested in, meaning that I can develop this information into my magazine, for example, I could write an article on digital downloading, as, 94% of readers have the internet and spend an average of 2.4hours a day online.