Using Demographics and Psychographics, I have specified my choice of audience. Demographics are used to group using quantative data about their age, gender and Socio-Economic Group. The age groups included in Demographics are:
· 15 and under
· 15-24
· 24-35
· 35-55
· 55 and over
As the majority of college students are aged between 16 and 18, none of these groups are specific enough to target, yet the closed group is 15-24 year olds. Because the students will be either male or female at the college, my magazine will be non-gender specific, appealing to both males and females.
In terms of Socio-Economic Groups (SEG), as the majority of college student will either be unemployed, part-time workers or receive EMA, they will fall into the E Socio-Economic Group E, where casual labourers, unemployed and state pensioners fall. As there will be a lack of finance for the students, I will price the magazine for free.
Psychographics are more about people’s views and personalities. This system will collect data called Interests, Attitudes and Opinions (IAO) variables. The VALS system (Values And Life Styles) can categorize in terms of physiological characteristics. There are 4 main categories:
· Group driven by needs: Survivors, Sustainers
· Group who are outer-directed: Belongers, emulators, achievers
· Groups who are inner-directed: I-am-me, experientals, societally conscious
· Groups who are outer & inner-directed: Intergrated
Overall, I have decided that my target audience will be those falling in the the E Socio-Economic Group (unemployed, possible part time jobs), refined the age group to specifically college students (16-18) and in terms of VALS, I will be aiming at interesting those both outer-directed and inner-directed. This gives a variety of audience, therefore could have articles discovering and explaining things such as different cultures and lifestyles to interest those who are inner-directed, also articles about students achievements and advice pages.
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