Pre-production survey analysis
1.Which music genres do you like?Rock-30.77% Hip-hop-23.08% Electro-7.69% Jazz-0% Metal-7.69% Classical-0% Other-30.77%
I decided to make a rock magazine and I want to use there a specific subgenre, which will be an indie rock.
My research shows that almost 31% voted for a rock as their favorite music style, it means that target audience (people which took a part in voting was about 16/17 years old) likes the genre on which my magazine will be focused on.
Column ‘other’ had same percentage as rock style, however it has much more styles in it like house and R’N’B. If they would be represented separately they won’t have such a big percentage. It is why I decided to ignore it.
Hip-hop was on the second place, it is why I decided to change conventions of indie rock style and present it a bit more in expensive way.2.What are your hobbies and things you like? Festivals and gigs-15.15% Art-12.12% Clubs-12.12% Fashion-21.21% TV-9.09% Music-24.24% Computer games-3.03% Sport-3.03%
This question helped me to understand needs of my TA and what they will be happy and interested to find in my magazine.
We can clearly see that things like sport or computer games won’t attract a lot of readers to my magazine and it will be better to focus on most popular things, which are music (25%) and fashion (21%).
Fashion is female hobby and male probably won’t read anything about that. It is why I decided that it would be better to make my magazine mostly for females.
However, main theme of this magazine will be indie rock music. Things like reviews on gigs and stories about bands will be in regulars.
Also I wanted to make this magazine creative, it is why I also want to use art theme in it. Questionnaire showed that 12% would be interested in which is 4 out of 10 people, which is quite good percentage.3.Which social networks you like to use? Facebook-66.67% Twitter- 20% MySpace- 0% Other-13.33% Facebook was voted the most. It means that it will be a right place for placing an advertisement of the magazine and it have to benefit from that, because right TA will be aware of my magazine.
Also it would be a good idea to create a page on Facebook and then all the readers of my magazine can keep up to date with all the latest news.
Also we can make some special offers and competitions, which would be connected right with our Facebook page.4.Where are you watching music videos? YouTube-70% TV-20% Google Search-0% Other-10% This question was quite close to the previous one and as far as I can see majority voted for YouTube. It means that it will be a good place for some kind of advertisement and video promotions. It has to make very positive effect on popularity of the magazine.
Also we can make our magazine more creative by finding some unknown groups and promote them. It will be very interesting for readers to watch how new bands and artists are developing.5.Radio? Yes-50% No-50% My research shows that 50 percent of my target audience likes radio and listen to it and 50 percent doesn’t.
Radio might be useful just in one way, which is advertising. However there are better ways of promoting it is why I think it will be better to leave radio for now.6.Which music magazines do you like? ArtRocker-12.5% Indie-18.75% RollingStone-25% Pop-18.75% Blender-6.25% Kerrang-18.75% Most voted for RollingStone
Rolling Stone is a US-based magazine published every two weeks, which is devoted to music, liberal politics, and popular culture.
Rolling Stone might be the main competitor of my magazine, because of its popularity and similarity of magazines targets.
However Rolling Stone doesn’t have only one music genre on which it is focused on. They may write there about rap stars or punk ones, when my magazine will be focused on rock style, mostly indie rock.
Kerrang, Pop and Indie got similar percentage, which is almost 19%.
I don’t think that POP will be a competitor, because of the completely different genre of the magazine.
However I will consider some features of POP magazine and probably use them.
Kerrang stands quite close to my magazine because of its genre. However I will make my magazine more expensive and female it is why I won’t consider its as big competitor.
Indie magazine is very similar to mine. It might be a problem, because readers, which already used to Indie magazine, will probably stay with it, because my magazine can’t offer anything new.
It is why we have to get good advertisement and get some different themes like art. Then we will attract new audience to it and magazine will stay very unconventional.7.How are you downloading/ buying music? Internet (illegally)-80% CDs-0% iTunes-20% Internet shops-0% Results showed that it will be useless to make for example a CD promotion, where readers will get free CD when they buying a magazine. It won’t bring any positive effect because my TA is not interested in listening to music.
However 20% are buying music from iTunes. It means that people probably will be interested in voucher for free music on iTunes.8.Do you like finding new bands and artists? Yes-100% No-0% 100 percent answered YES on this question. That means that people don’t like to sit on one place, they like finding out something new (bands, artist, places etc.)
It is why my magazine will be quite interesting for young people. It will find, promote and help to the new unknown bands. Some research on unknown bands as I already said will be held in YOUTUBE.9.How much would you spend on a magazine? £1/3-20% £3/4-40% £4/6-40%
This question helps to decide on magazine price and design. Should it be expensive or cheap, monthly or weekly?
Results show that my TA is more likely to buy magazines that are quite expensive. It is probably because of the design or quality, which promise almost every magazine with a high price.
It means that the best price for my magazine will be around £4/5, because then I will represent it as an expensive, luxury magazine, which will provide readers with interesting, well-written stories.
The biggest problem will be to make this price reasonable, so I will stop at £4.50 for now.10.Do you like watching TV? Yes-70% No-30% This question shows that TV is quite good place for advertising of my magazine.
Also we can find out favorite TV shows of TA and make some references about them in my magazine, because then readers will feel connection with my magazine and it will be entertaining and interesting for them.11.When is your favorite time for TV? Morning-0% Afternoon-20% Evening-80%
This question helped me with decision about TV advertising time. We can clearly see that 80% of my TA watches TV at evening time, so if we want our advert to spread quicker we have to translate it in evening time.12.Is it important to have the artist on the front cover playing on instrument? Yes-10% No-10% Depends on the style of magazine-80%
After posting this question I understood my mistake. It is why I decided to make some interviews, to find out is it important for INDIE ROCK magazine to have an artist on the cover page playing on instrument.
People were giving different opinions and my decision is what it is not important as long as you have alternative, interesting picture.
It has to be colorful to attract reader eye and unconventional to support the style.13.Are you more likely to buy a magazine if it has free promotion in it? Yes-70% No-30% 70 percent voted for YES. It means that people are more likely to buy a magazine if it has some ‘EXTRA’ in it. Things like free posters, CDs, vouchers or even cosmetic testers sometimes might be a main reason when person is making a decision.
It is why I think it will be a good idea to have something like that in my magazine, because it will be a benefit when reader is choosing between my and competitors magazines.
However, there might be some backwards. Main backward could be deterioration in magazine value. It can make our magazine look cheap.14.Which promotion will interest you? Free CD-0% Poster-30% Voucher-70%
70% answered that they will be interested in free vouchers. Also I think this kind of promotion will not be a cheap one.15.Did you ever take a part in magazine competitions or will you? Yes-30% No-70%
70% says that they never took a part in magazine competitions and they won’t do it in future. Its mean that it will be useless to make them in mine, because there is not enough people which will be interested in magazine competitions.16.Would you buy magazine where artist is posing in the studio or performing? Performing-20% Studio-80% We can say that photo which was shoot while artist was performing matches the INDIE ROCK style better. However audience prefer studio photos more. Also studio photos are one of the main characteristics in HIP-HOP magazines and as we know this genre took 2nd place in most popular music styles of my TA. That’s mean that by choosing photo were artist is posing in studio we will kill two birds with one stone. First of all we will show INDIE ROCK mixed with some conventions of HIP-HOP. It will bring unconventions to the ROCK magazine. It will be interesting to make conventional ROCK style a bit different. It might be interesting for INDIE fans.
Also we will satisfy 80% of my TA, which prefer studio posing to performing photos.17.Do you like to read reviews? Yes-60% No-40%
60% voted for YES. That’s mean that they like reading reviews it is why I think that we should make reviews column as a main one. If we will make review column interesting we can increase percentage of people interested in reviews. Also as we already know 100% of my TA like finding out new bands and artists that’s mean that they will like to read reviews on new albums of different artists18.What kind of reviews will you expect to see in indie rock magazine? Gigs and festivals-35.29% Clubs-23.53% Songs-41.18% Computer games-0% Restaurants-0% A bit more than 40% would expect too see reviews on songs in my magazine, which is quite conventional. Also they expecting too see reviews on gigs and festivals.
Reviews on clubs are a bit unconventional for INDIE magazine, however I think that 23% is reasonable enough to put also some clubs reviews into my magazine.19.Which kind of articles you expect to see in indie rock magazine? Interviews-16.67% Reviews-20% Gossip-6.67% Music news-13.33% Fashion-13.33% Stories about music bands-23.33% Best songs-6.67% Stories about music bands got the biggest percentage in this question. That’s mean that people are expecting to see this topic the most. Second place took reviews and then interviews. I think that I will make these 3 topics as my regulars. Also despite the fact that fashion took just 13% I will also put them in my regulars, because this magazine has to be different and look expensive and our main audience are females.
Things like BEST SONGS and MUSIC NEWS might be in my magazine time to time, but not as a regular.
However gossip is not for my magazine. It doesn’t feet my magazine style and status. My magazine is different from yellow pages. It is more luxury and people have to trust it. Also by not including it in my magazine I wont loose anything as just 6.67% or 2 people voted for gossip as for a thing, which they are expected to see in INDIE ROCK magazine.