Consumer Analysis

Target Audience

After examining my competitor’s target reader’s I thought it wise to consider my own. Although I know my magazine will be aimed at graduates and young professionals I want to consider what kind of graduate I specifically want the magazine to appeal to.

One of the first groups I thought of was graduates who had been active members of societies when at university as they would be used to having busy social lives, making new friends and organising or participating in regular nights out.

Fashion and art graduates would hopefully be interested in the fashion section as well as those graduates who are less sure of how to dress for the workplace.

Graduates from cultural and art degrees would be a good target for the areas of the magazine which cover exhibitions and places to visit within each city and hopefully they would also be interested in attending the events as subscribers to the magazine.

Hopefully the content of the magazine will be wide enough to appeal to everyone and with the use of social media to promote events and provide up to date articles, the magazine’s readership should quickly grow.

Dress to Impress as a Graduate

Something which is frequently on my mind is the pressure which graduates come under to immediately turn from students into the perfect young professional. Suddenly long lie-ins and scruffy jeans are no longer acceptable and we are thrust into a world of 6am starts and suits and ties.

I recently read an article in The Metro which highlighted the importance of how we dress at work and the effect it can have on our careers. Apparently a startling 8 out of 10 managers said that their employees choice of clothing affected their chance of promotion and 1 in 4 women have changed the way they dress to fit in with colleagues at work.

(Metro, 2013)

There seems to be little out there to help graduates understand what kind of dress code is expected of them in the work place. According to the statistics it would appear that women especially are expected to dress in a way which will increase their chances of promotion whilst being fashionable enough to keep up with and fit in with their new colleagues.

I also conducted my own research into this and discovered that 86% of students felt very or somewhat concerned about how to dress when they first enter the workplace.

This is something which I think needs to be addressed and a magazine for graduates would be the perfect place to provide trend based professional work wear advice which is practical for a graduates budget as well as their career and desire to be well received in the workplace.

McGuinness, RM, 2013. Dress down to impress? If it suits you. Metro, 05 December. 12.

Do People Still Buy Magazines?

I’ve been researching into whether or not people still buy print magazines and what their opinions are regarding them. Due to technological advances such as smartphones and tablets people are now able to read news articles on the go and in a format which they will almost always be carrying with them. Magazines now post daily articles on their websites for smartphone and tablet users to read and many of these articles are more up to date than what is featured in the magazines due to the instantaneous nature of the internet. The rise of social media also means that magazines are writing and sharing articles quicker than ever, all available to view for free. This however is less true of more high end fashion magazines which tend to avoid posting exclusive articles and although social media is key in all of their marketing strategies the main focus still remains on the print magazine; which for fashion magazines tends to be monthly.

I have been browsing the internet for different opinions on the pros and cons of printed magazines and I have found several quotes of interest:

‘’We can’t depend on electronics always, sometimes people want to read a paper instead of monitor and so on. It’s essential to have magazines and newspapers’’

VenyoZ. 2011. Why do people still buy magazines and newspapers?. [ONLINE] Available at: http://lockergnome.net/questions/128380/why-do-people-still-buy-magazines-and-newspapers. [Accessed 26 November 13].

‘’At newsstand prices, no idea. Through the mail, sure, get a years worth of any given magazine for cheap.’’

Xiro. 2011. Why do people still buy magazines and newspapers?. [ONLINE] Available at: http://lockergnome.net/questions/128380/why-do-people-still-buy-magazines-and-newspapers. [Accessed 26 November 13].

Magazine subscriptions often come with incentive gifts to encourage people to subscribe so this is a particularly good point as they also tend to be much better value than buying the magazine every week or every month.

‘’Because it is a nice way of reading things. Not everyone can sit down at their computer all day. Also subscribing to things via paper is usually much cheaper than subscribing to a news site on the web.

Newspapers and magazines I find a lot easier and more comfortable to read when it is physically in my hand. They are also nice to have if we are away from our gadgets.’’

geekytechguy. 2011. Why do people still buy magazines and newspapers?. [ONLINE] Available at: http://lockergnome.net/questions/128380/why-do-people-still-buy-magazines-and-newspapers. [Accessed 26 November 13].

I agree with the fact that printed magazines and newspapers make a nice alternative to recreational activities which involve technology. People who spend all day in front of a computer may well want a change when relaxing in an evening so would prefer to read the news or entertainment in a printer format.

There are definitely pros and cons to both digital and printed magazines however the most successful in the business today combine a mixture of the two.

The Worries of a Modern Day Graduate

I have looked into the percentages of graduates and students moving away from home and their concerns regarding this through surveys and focus groups.

I have discovered that 53% of students are either very or slightly concerned about how to dress for a graduate job and 86% of these people will probably be moving away from home.

Although moving away and starting a new job is stressful as it is I found that one of the biggest worries for students leaving home is being lonely and struggling to know where to socialise. In fact two thirds of people I asked confirmed that they were very concerned about this and unsure of how to make new friends.

I proposed the idea of going to events in their local area organized by a magazine aimed at graduates and the response by many was positive – and only 2% of the people that I surveyed said that they probably wouldn’t be interested in going with just under half admitting that they would go just to make friends regardless of the event.

Survey conducted via survey monkey – 28 responses

Focus group conducted with 5 students aged between 20 and 25 all looking to leave home when they graduate.



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