We have learnt about different types of audiences and how important audience is in the media industry. This is my presentation on the magazine we researched, and the questionnaire we made to collect information, my presentation includes the data we gathered from the questionnaires we made,IMG_0015 data gathered from the NRS website about our magazine, and a textual analysis and conclusion from our research.

Picture1An audience is an individual or collective group of people who read or consume any media of text. e.g.. radio listener, television viewer, newspaper or magazine reader etc.

Audiences are very important in the media because without an audience there would be no media. Media organisations produce media text to make profit, so without a audience means there would be no profit. The mass media is becoming more competitive than ever before to attract more audience in different ways and stay profitable.

TYPES OF AUDIENCE

  • Mass audiences – those who consume mainstream or popular text such as soaps or sitcoms. Media and communication that target a very large group of people (woman, men, children, adults etc.) some examples would include; x-factor and the big bang theory.
  • Niche audience- this is much smaller but very influential. A niche audience is a small, select group of people with a very unique audience e.g. bird magazines, the telegraph.

AUDIENCE SEGMENTATION

Audience can be divided in to segments or categories based on demographic and psychographic profiling. Audience segmentation and profiling is crucial to media producers so that they have a clear idea of who they are targeting; who is there “typical” reader/viewer. They gather information on their audience by using a range of research methods.

DEMOGRAPHIC PROFILLING: a description of target audiences

  • Age: are they ages 9-12 or 18-24 etc.
  • Gender: male/female/both
  • Ethnicity: racial background/religion
  • Socio-economic status- income/occupation
  • geographical location: local, nation, global etc.

Demographics:

  • Or socio-economic status can be described using the JICNARS scale.

A- UPPER CLASS TOP OF THERE JOB (lawyers, doctors)

B-MIDDLE CLASS NOT AT THE TOP

C1- WHITE COLLAR LOWER MIDDLE CLASS

C2-BLUE COLLAR WORKING CLASS

D- SEMISKILD- MANUAL LABOUR

E- UNIMPLOYED

PROS of demographic profile:

  • Straight to the point
  • easy to retrieve
  • applies to everyone
  • cheaper

CONS:

  • you have to be a stereotype to retrieve the results
  • more expensive

PSYCHOGRAPHIC PROFILE-

A description of the target audiences lifestyle, interest and attitudes.

This is an audience segmentation by lifestyle, interest and attitude rather than age and gender.

To “know” you audience really well its best to know their demographic as well as their psychographic profiling.

THE 4 C’S – CROSS-CULTURAL CONSUMER CHARATERISTIC.

MAINSTREAMERS – the large group, they are concerned with sustainability mainly buying well recognised items

ASPIERS- people who are seeking to improving them self’s, they would buy high end items to feel better about them self’s.

SUCCEDERS – there are on top of their game, they would buy products that are of the highest quality to show them self’s off.

REFORMERS – these people are idealist who is eco-friendly products.

INDIVEUAL- they buy high end produces for the image and not what it does.

PROS of psychographic profile:

  • more personal
  • you can find out about there opinions

CONS:

  • takes longer retrieve
  • sometimes too personal
  • more expensive
  • no as straight forward

MEDIA PACKS

All media producers need to define their audience.

Media produces create media packs:

  • Media packs provide information for potential advertisers on who the consumers of specific text are.

QUANTATIVE RESEARCH

What is it?- Quantitative research is a more logical and data-led approach which provides a measure of what people think from a statistical and numerical point of view.

Quantitative research largely uses methods such as questionnaires and surveys with set questions and answers that respondents tick from a predefined selection. Answers can be measured in strengths of feeling such as ‘strongly agree’ ‘disagree’ or numbers such as scales out of 10.

PROS:

  • Useful for obtaining data that allow quantitative predictions to be made
  • Provides precise, quantitative, numerical data
  • Data analysis is relatively less time consuming (using statistical software)
  • It is useful for studying large numbers of people

CONS:

  • The researcher’s categories that are used might not reflect local constituencies’ understandings

  • Quantitative research does not study things in a natural setting or discuss the meaning things have for different people

  •  Large sample of the population must be studied; the larger the sample of people researched, the more statistically accurate the results will be.

QUALITATIVE RESEARCH

What is it?- Unlike quantitative research which relies on numbers and data, qualitative research is more focused on how people feel, what they think and why they make certain choices.

Qualitative research is largely led with discussion around certain concepts or ideas with open questioning. Attendees are encouraged to explain or describe their reasons for having certain responses which can reveal underlying motivations, associations and behavioural triggers.

The most common forms of qualitative research consist of focus groups relevant to the target market or one to one interviews, conducted face to face or over the telephone.

PROS:

  • useful during the early stages of a study when the researcher may be unsure of exactly what will be studied or what to focus on.
  • This type of research does not need a strict design plan before it begins.
  • the researcher gains more detailed and rich data in the form of comprehensive written descriptions or visual evidence, such as photographs.

CONS:

  • The researcher of a study using qualitative research is heavily involved in the process, which gives the researcher a subjective view of the study and its participants.
  • The researcher interprets the research according to his or her own biased view, which skews the data gathered.
  • this research method is very time consuming and can last for months or even years.

When doing research for our magazine, we used primary quantitative research and quantitative secondary research. For our primary quantitative research we made a questionnaire, and for our quantitative secondary research we looked on the NRS website to find out the amount of viewers for different categories. After finding this in formation,  we did a textual analysis.

After getting research from our questionnaire, Iv realised it was effective because iv found out that what age range reads the magazine and what they like about it etc. However, I  have noticed that some improvements can be made to make the data more accurate:

  • tell the people to only circle one answer rather than several
  • if stated other, ask them what
  • given more option

I also think that doing using primary qualitative research would be useful to find out further and more detailed information to find out more specifically about the person and what their opinions are.

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