Magazine Audiences Becky Williamson Mojo Magazine MOJOs mission

Magazine Audiences Becky Williamson

Mojo Magazine MOJO’s mission statement: “ At MOJO, we cover the good stuff. Our award-winning editorial team prides itself in delivering a magazine that is packed with insight, passion, and revelatory encounters with the greatest musicians of all time, be they established or emerging musicians. The magazine is loved by it’s readers and artists alike because it engages them on the subject they love the most: music itself. Every month MOJO brings you a definitive cover feature on an iconic act; a bespoke CD (especially compiled by the editorial team or a major musician in MOJO’s world); and our famous review section, the filter, which brings you 30 plus pages of the best of that months music, both classic and contemporary. MOJO’s previous guest editors range from David Bowie to tom Waits via noel Gallagher and The Red Hot Chili Peppers, showcasing the magazines breadth and iconic status among musicians. From The Beatles to The Black Keys, from Led Zeppelin to Laura Marling, from Fleetwood Mac to Flying lotus. MOJO is not only Britain's biggest selling music magazine, it is an immersive experience. At MOJO we invite you to lose yourself in music every month”- Phil Alexander, Editor-in- Chief and Associate Publisher

MOJO was first published in 1993, and featured ‘well-known’ rock starts on the front cover, to attract a wide audience from the start. The institution are based in London, and unlike many other magazines, it is released monthly.

Target Audience The average of the MOJO reader is 45 -54 years old, and I believe that this is due to the fact that the artists featured on the cover are older, and better known amongst this age range. The gender for the target audience is extremely unbalanced, appealing predominantly to a male audience (73. 1%), although it does also appeal to females as well (26. 9%). This is not unusual within the rock music genre, as the industry is primarily associated with males, and females are somewhat considered a ‘minority’ although this is changing.

The ‘typical’ MOJO reader Steven is a 47 year old office worker who has read MOJO for several years. He has a love for classic rock and metal music, as he was brought up with this genre playing his entire life. Steven enjoys reading MOJO monthly due to it’s articles and features which keep him in touch with the growing music industry. When he is not working at his office in Birmingham, he is spending time at home with his wife and children. Unfortunately, he struggles to find the time to attend live gigs no he has a family settled in at home, but he informs us that MOJO keeps him in sync with all his favourite music artists and bands from ‘back in the day’.

The typical MOJO reader

Identifying their target audience Although MOJO definitely target a specific audience, it does not mean they are excluding people who don’t fit their criteria. Instead, targeting their audience head on allows them to focus on a specific group that is more likely to read their magazine than others. For them, this is a much more affordable, efficient and effective way to reach potential consumers.

One of the easiest and most effective ways for MOJO to find out what their target audience look for in a magazine is to send out questionnaires or conduct focus groups. When conducting a focus group, they would gather a group of people within their ideal age range (45 -54 year olds), and ask them a range of questions that would help them understand what these people are looking for in a music magazine. By conducting their own primary research, they get straightforward answers instantly, rather than having to spend time searching online.

Bauer media also probably choose specific demographics to target. This means that they would not only find out who has a need for their product, but also who is most likely to buy it. They would think about factors such as: age, location, gender, income level, occupation and ethnic background adjust their product depending on the answers. They will more than likely also consider psychographics of their audience and consider personal characteristic such as: personality, attitude, values, hobbies and interests lifestyle and behavior.

When looking at psychographics, they would consider points such as: how and when will your target use your product? , what features are most appealing to your target? , what media does your target turn to for information? , and does your target read the newspaper, search online, or attend particular events? .

The purpose of research into target audiences It is essential that H. Bauer have a defined target audience. Identifying their targert helps them to develop effective marketing strategies, and ensures people of the correct audience will buy their product.

Selecting a target market allows them to craft adverts that appeal specifically to them. For example, there wouldn’t be an advert for MAC lipstick in MOJO magazine, as their target audience do not typically wear makeup. By knowing exactly who their audience are, MOJO are able to include adverts that they know will appeal to their readers, who may buy the product featured, and this means the company whose product is advertised are able to make more income, so it works out well for everyone.