ASPECTS OF THEORY TO DO WITH THE AUDIENCE

A target audience profile (TAP) is a detailed, written appraisal of your customers' characteristics, attitudes and behaviours. TAP information typically falls into 2 categories: demographics and psychographics. Target audience profiles (TAPs) can be used to appraise your customers' characteristics, attitudes, and behaviors. A TAP helps you evaluate both demographics (who your customers are) and psychographics (what motivates them). 

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AUDIENCE DEMOGRAPHICS

Demographics are the statistical characteristics of human populations, such as age and income, that are used by businesses to identify markets for their goods and services. Demographics are used to identify who your customers are (now and in the future), where they live, and how likely they are to purchase the product you are selling. By studying your customers and potential customers through demographics, one can identify changing needs in the market and adjust to them.

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AUDIENCE PSYCHOGRAPHICS

A term that describes consumers or audience members on the basis of psychological characteristics initially determined by standardized tests.

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Uses and Gratifications Theory is a popular approach to understanding mass communication. The theory places more focus on the consumer, or audience, instead of the actual message itself by asking “what people do with media” rather than “what media does to people” (Katz, 1959) . It assumes members of the audience are not passive but take an active role in interpreting and integrating media into their own lives. The theory also holds audiences responsible for choosing media to meet its needs. The approach suggests that people use the media to fulfill specific gratifications. This theory would then imply that the media compete against other information sources for the viewer’s gratification. (Katz, E., Blumler, J. G., & Gurevitch, M. 1974)

There are three main paradigms in media effects: hypodermic needle (i.e., direct, or strong effects), limited effects, and the powerful to limited effects. "Uses and Gratifications" falls under the second paradigm which reached its apex around 1940-1960, when studies helped realize that the first paradigm was inaccurate. (from wikipedia)

This is Tom and he is an example of my target audience. He is 18 years old and lives in the centre of London. He is currently working a part-time job in Topman and attends college where he is studying music journalism. He aspires to be a music journalist as he has a passion for indie music. He thinks he would make a good writer due to his interesting personality and different take on life. Tom dresses casually, wearing mainly skinny jeans and tees as shown in his picture. When going out he will dress smart but unique as he likes to look different from his group of friends. His favourite shops are All Saints, ASOS but occasionally River Island and Topman. Tom's has a big passion for indie music and attends gigs and festivals whenever he can. Tom is a fairly quiet person and often shows little expression but he likes to be occupied as he gets bored easily. He enjoys watching TV in is spare time. His favourite programmes are Skins, Simpsons, 8 out of 10 cats and mock the week. He often watches comedy stand up on Comedy Central. His favourite stand up comedians are Lee Evans, Russell Howard and Michael McIntyre. Tom is a trademark example of my target audience as although he is quiet he is very intelligent and has a big passion for music. My magazine will provide a release for teenagers feeling down or just looking for 5 minutes entertainment.