Target Audience Research
Persona 1. Millennial
Target audience:
The age range is 25-35 and a home owner that carefully spend income on magazines that reflect their lifestyle of choice the future. Professionals who are well educated and working towards their dream. Likely to be active and fit choosing holidays in cities across Europe that may be short breaks but are meet their ideal stylised life.
Generation Y
Also known as Millennials, born between about 1980 and 2000.The phrase Generation Y was first used in a 1993 Ad Age article, while Millennials was coined by sociologists Neil Howe and William Strauss. As well as being comfortable sharing their entire life online, this is a selfish, self-regarding generation - this is a group who were brought up and pampered by their Gen X parents.
Gender - male of female
Nationality likely to be European city dwellers
Persona 2. Generation z
Target audience
The age range is around 20 years old with an interest in design concepts choosing publications that reflect their personal possibly niche interest in design or life style. At this time the concepts may not reflect the reality of student life but are seen to support ideas and seek out publications in all formats that reflect their interests.
Gen Z are the group born since just before the start of the Millennium (Gen Y) A significant aspect of this generation is the widespread usage of the Internet from a young age. Members of Generation Z are typically thought of as being comfortable with technology, and interacting on social media websites for a significant portion of their socialising
Gender - male of female
Nationality likely to be European city dwellers
Persona 3. The privileged
The age range is 25-60 and enjoy magazines that reflect the lifestyle they chose to live with excess money to enjoy a privileged life
Generation Y and baby boomers who are well-educated, well-travelled, very influential and very affluent. Baby boomers who are idealistic and uncynical, this was the generation that fought the cold war and smashed down the Berlin War. But just as many sold out the moment they were able to buy a house and a car. They were the first generation able to go abroad not to fight a war -but to sit on a beach.
Gender - male of female
Nationality likely to be European city dwellers who actively seek experiences in other cities
Summary
Each of these groups can be summarise by Emma Duncan, former deputy editor of The Economist, who told Newsline she wasn't worried about falling victim to general trends in circulation declines.
"Obviously the media market has had a lot of problems over the last 15 years but [The Economist] has done pretty well, even in these difficult times," Duncan said.
"Even though, in some ways the internet is damaging magazine and newspaper business models, there is an appetite for paying for good content. A lot of advertising has gone - some bits of the advertising market remain good, some bits don't - but through all this confusion you can see people are prepared to pay for the sort of content The Economist offers."
Visual Research
It’s nice that’s magazine, printed pages shows how a primarily digital outlet can create a physical publication that has grown in popularity since starting. It’s development is partly down to its target audience. The design conscious reader will have an appreciation for print. This leads to highly anticipated issue which regularly sell out.
This magazine started out publishing the best content submitted to its online blog. It’s nice that found that this to be less popular than they had hoped as the audience could find the content for free online. Because of this, the magazine decided to start printing its own independent content. This brought the magazine more readers and it became more sought after. It has kept growing into the successful independent publication it is today.
Penguin books have a number of editorials published in app form. Interactivity is again a key feature within the majority of these apps which range from cookbooks and children’s books to novels.
National Geographic magazine is an example of a printed publication that has successfully transferred into a digital format. Interactivity is a key element in the publications success. This is used across several media. They have apps for different age ranges which broadens their audience.
Some series such as ‘Mars’ (seen below) are critically claimed and award winning because of their interactive elements. This is added to a highly detailed design which is appropriate for all users. It is also available on a number of different platforms adding to its effectiveness.
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