Audience Research Summation

From the research I conducted into audiences and the magazine industry, I have concluded that magazines need to be much more interactive and engaging to compete the new, modern technologies of social media. 

My focus group seemed very uninterested in the magazines that are currently on the market. These answers led me to decide that there is a need for a more engaging text which encapsulates the ideology and interests of the 'socially-conscious, 16-25, middle to upmarket demographic' that the brief requires. The focus group appeared to be disempowered by the texts and brands they had seen advertised, therefore I would like to change this and make the target audience feel empowered by what they are consuming. By focusing on an important issue, this may cause the consumers to be more likely to be active in their views and beliefs relating to the environment.

I must create a strong sense of cross platform convergence within my production in order to compete with other magazines on the market, including print, online and digital platforms. My research into audience behaviour showed that print magazines are becoming increasingly unpopular, since consumers have a preference for online and digital platforms. This is a strong indication of the lack of ease and accessibilty of print magazines compared to other platforms.

My production should incorporate language similar to the magazines I have analysed, since these magazines are very popular and successful among consumers. My focus group had mixed interests and views on what should be included in the magazine. Although this is not entirely representative of the whole demographic, it gives a good indication that although this is a genre of magazine that is rarely seen, it needs to be executed carefully, since it is not regularly seen on the market.