Audience Profile

Description of the audience

In relation to the brief, the intended audience is primarily a 16–25-year-old middle market aspirational audience. The target demographic’s news and info is predominantly sourced from social media platforms like TikTok, Instagram, Twitter and Snapchat. Typically, they consume lots of small pieces of info through things like reels, pop ups and short articles. This is because of the fast-paced nature of social media making it crucial for headlines and click-bait images to grab their attention. In contemporary society amongst the 16–25-year-old demographic, there is a trend in more realism in magazines with more hard news, controversial issues, and taboo topics like racism, FGM due to the more socially aware “Gen Z”. They are often more accepting of other cultures and types of people due to the diverse pool of people on social media. Another feature is that they are often socially and politically engaged with issues and protests in society such as the 'BLM' movement and typically of the mainstreamer, aspirer, or reformer psychometric group. The aspirational audience seek status and magazines also rely on this to use role models like influencers and celebrities the audience look up to for celebrity endorsement to sell products and attract more readers. Magazine covers often have famous actors and influencers relevant to their target audience's lives. This audience would look to TikTok stars and Instagram influencers whose content they consume daily as opposed to an older more intellectual audience who would look up to Oscar/Emmy winning actors and authors etc. The aspirational audience have a materialistic nature due to their psychometric and indulge in designer items from popular brands like Louis Vuitton, Chanel, Prada, Dior etc. Magazines targeting the aspirational audience often feature designer items in their issues which designate with the target audience.