LO2 - Target

Audience
Edge magazine - Whole thing
Age: 16-25. This is because gaming is usually something that the younger part of the public does. However, some
older people will also play it. This is because it can be made into a living.

Gender: 60% male, 40% Female. I have found out that although girls gaming is becoming more popular, it is still
mainly prominently males that play this. This is because over history women were not usually allowed to play there
games as they were too “boisterous”. This has lead to this hobby being mainly men.

Social Class: D to B. This means that they might have more spending power and can afford more of the expensive
games. There is not really the E class because a lot of video games are very expensive. This can then link to

Lifestyle: They are most likely going to enjoy playing video games. This means that this could also be their hobby.

Spending Power: the spending power will roughly be £50 spare a month. I think this because video games can be
quite expensive and the readers are reading the magazine to get information on which games to buy and not to buy.
Edge - review section
Age: 16 - 25. I have found this out during my research. This is because a lot of young people like to play video games
and are wanting to know what to buy next. They could also read this section because they might want to buy the
game for a friend so they know what to get.

Gender: 55% male 45% female. This is because video games are a male dominated hobbie. However, the percentages
are so close because women are becoming more a part of the main target audience.

Social class: C2 to B. This is because video games are expensive so if they are buying for themselves or a friend they
will need a bit of money for that.

Lifestyle: enjoys reading about new things, also could be interested in buying new games. They could also be buying a
game for a friend so they want to make a good and well informed decision. This could also apply to somebody buying
the game for themselves.

Spending Power: £100 + a month spare. Again, like the social class they will need this spare a month as they will need
to save money to buy it.
Edge - Specific Console games
Age: There is different ages for different consoles. For example for the Xbox it it 18 to 24. Where as for the Playstation
it is 25 to 39. The Xbox has a younger audience because it is a newer brand/company than the Playstation. Therefore,
the older part of the audience will want to stick to the original game console that they played as a child.

Gender: The gender for Xbox is 71.6% male and 28.4%. However, the gender split for the Playstation is 56.5% male
and 43.5% female. For both consoles males dominate the population that have them. Again this is because it is a
more popular hobby for men. However, the split of the playstation is very close this is because more women are
getting involved and will want to read about the new games for that console.

Social class: C2DE for Xbox and Playstation are the same. This could be because they are roughly the same price and
games for each console are simulare prices as well. Hence the TA will have a similar amount of money to spend. This
then links with there spending power. This is how much they will have left on an average month. Again for both
consoles TA is £100.

Lifestyle: Being with friends/entertainment will be on of the lifestyle aspects that they will use to appeal to the Xbox
TA. On the other hand technology based activities is another topic that they will use to appeal to the Playstation TA.
On the other hand, either of the lifestyle aspects could be used to appeal to either TA.
The Sun - whole thing
Age: During my research I found out that the TA age group is 40-49 years old. The stories on a whole are
aiming to get the middle of the population reading the news.

Gender: Mainly female as it is 51.9% and then 48.1% male. There is more gossip stories that breaking news
or a stereotypical favourite for males sport. Therefore females are more appealed to reading it.

Social class/Spending Power: C2ED, it is not an expensive newspaper leading to the not as well of part of the
Population willing to buy the paper. There spending power will most likely be less that £125 a month. This
can link to the social class. It is he lower part of the social class ranking system

Lifestyle: the TA will most likely have right wing political views, with a job in either retail, entertainment or in
the sports industry. This could mean they will want to read the Sun for the Sport and gossip sections or for
entertainment.
The Sun - fashion and gossip
Age: 30-35 this part of the magazine attracts the younger part of the readership. This is because younger
people tend to be interested in more “trivial” news such as “What is best for you hair?” or “Are they
engaged?”.

Gender: 60% female 40% male. Again it is higher for females are similar to age, stereotypically females are
more interested in reality gossip and fashion. Therefore this section appeals to females more than male.

Lifestyle: For lifestyle the TA will most likely enjoys the gossip and knowing all of the newest of the fashion
trends. So by the The Sun having stories in to do with gossip and fashion it will attract the TA.

Spending Power: £50-£75 a month is roughly what the readers of this section will have spare a month. I
found this out on YouGov.Lite. This is because they will most likely be in the social class C2DE. Meaning that
they won't have a lot spare a month so will be looking for a means of entertainment and cheap but good
fashion looks.
The Sun - sport and football
Age: 40-50

Gender: 65% male. Stereotypically sport and football in a male dominated interese and all of the top teams and
athletes that get publicity consists of men. This then attracts other males to read about the recent sporting events
and how the athletes that they support are doing. However, 45% of the TA is female. This is because females are
becoming more and more interested in female and male sports teams. And opening up the TA.

Social class:C1C2, this is because they could be buying the newspaper to look at the sport section and are interested
in that subject. Where as, usually people who are not interested in sport of football are not really bothered about this
subject. Therefore they might be buying it for that reason and the sun are attracting a whole new audience with just
one section.

Lifestyle: Active and enjoys spending time doing or watching sport with family and friends. I think this because a lot of
sport is a team game (including football). Meaning it can be very social. This will then lead them to buying the Sun to
read and then talk about the recent sport with friends.

Spending Power: £70 to £100 a month.

The Sun - cars and houses
Age: Possible 25+ as they could be first time house buyers or looking for a new car.

Gender: 50/50 split. The sun’s car and house section includes different cars that can appeal to both
genders and have cars that are of one or the other gender. This makes the reader which ever gender
they have feel included.

Social class: C2+ this is because if they are looking to buy a new house or car they will need a bit of
money saved up to get a mortgage of loan. Or just pay it all. So they are doing some research.

Lifestyle: they will most likely be work oriented and concentrated on a successful career. Therefore
helping them buy the car or house that the wany. They could also be interested in the economy and
what is going on with the government. With far right wing political views.

Spending Power: linking to the social class again, they will most likely have money in savings of a
good income so that they can get the can, house or mortgage.
My survey.
To help with my research I made a survey to help get some primary evidence.
I asked questions like the following;

- What is your age and gender?

- Do you read the Sun or Edge magazine?
- How often to you read newspapers or magazines?
- What genres of magazine do you like?
- Do you prefer to have a physical paper or on an electronic device?
The Results
How old are you? = 16 to 18 years old. 55.6% are 17 years old.

What is your Gender? = 55.6% female and 44.4% Male.

Do you read the sun? = 22.2% do read the sun. suggesting that the readership is mainly older.

Do you read Edge magazine? = 100% of the people I asked said no. This could mean that it is a niche
magazine and for a small TA.

How often do read any newspaper or magazine? = there was a wide range of responses. 44% said
the don’t, 11% said that they read one once a week, 11% said that they read one a day, 11% said that
they read one once a month, 11% said 2-3 times a week and 11% said 3-4 times a month.
The results Pt.2
77.8% said that they would rather read it on an electronic device. Suggesting that they younger generation are more
interested in technology. This can link with the next question, do you think that magazines and newspapers are a
dying industry. 88.9% said yes and 11.1% said maybe. Suggesting that if you want a young target audience you will
potentially have to be an online based paper.

There was also a wide response for what genre of magazine people liked to read. The leaders were Sport and music.
With 27.75% of people liking sport and 27.75% liking music. Close second was Fashion with 22.2% of people liking it.
Other genres mentioned were, Gossip and gaming. However some people like reading anything. Suggesting that this
is why the Sun has such a variety of settings so it can appeal to everybody.

The next question was what would you like to see in magazines. A lot of od them said more culture based stories and
good interviews. Another response was that they wasted free stuff inside.

Finally, the last question was would you like to see more niche magazines. For this question there was a lot of
negative responses such as “No because if there is to many then they won’t sell enough” and “There are already
everything out there”. On the other hand some were positive for example “yes it will be more interesting’ and “More
genres means that more people would be able to read a magazine based off at least one of their interests”.
YouGov Profiles.
This website was very useful as well. This is because it has lots of data from
different people from all over the UK. it also gave me very useful statistics.
This was my secondary data source.