Market Research Evaluation

When conducting my market research I used a stratified random sampling, I new I wanted 13-25 year olds with the majority around the 16-21 mark, I selected this age range as it was clear from some secondary research that this age range had the largest amount of listeners and more importantly biggest consumers of UK grime music. 60% of my respondents were female and 40% male. With many showing a great deal of interest and the key positive influence of female artist to the genre of music it is apparent that there is a niche market opportunity. The market segment target population would be males as they already display a keen interest for UK grime music, but the USP would be that the magazine predominantly feature females artist to attract the exponentially growing female fans. I know that featuring mainly female artist will attract the female fans as majority of female respondents said that the rise in female artist ‘greatly’ influenced their interest in this genre. The UK grime scene isn't the most capitalizing genre as many consumer are young adults going through college and university so pricing is a key factor, half of respondents said that they would pay between £2-3 and 70% said that they would buy a music magazine once a month, this indicates that the magazine would have to be quite detailed and extensive as it would be a weekly issue, and the price point would have to be low but this should be a problem as most artist in the UK grime scene just want to get themselves and there music out there so are therefore not too interested in fees.

Market Research Summary

Currently how interested are you in UK grime artist? (5 being the highest)

Has the rise of female artist such as Nicki Minaj, Eve

 Shystie ect influenced your interest in grime music?

Half of all respondents said they were a ‘4’ this shows a key interest in the genre, and no respondent gave the answer ‘1’, therefore the whole sample had some intereset in the UK? grime scene, so are therefore possible consumers.

The graph above clearly indicates that rise in female artists on the grime scene has a positive affect. All respondents said that the female artist have influenced their interest in UK grime, and the respondents that didn't say that claimed that they were already ‘keen’ on the genre of music. Which clearly highlights a possible market for a UK grime music magazine that features/specializes female artist.

How often would you purchase a music magazine?

From this data it is clear that the issue would need to be release monthly as 70% of my sample said that they would buy a music magazine monthly, none said weekly, which is a clear warning to stay a way from weekly issues. How often a magazine is published is a clear indication to how extensive each issue needs to be.

What price range would you be willing to buy a magazine for?

The price is a indication to the age of the audience and how extensive they expect the magazine to be. 50% of respondents said they would be willing to pay £2-3.

Market Research Questionnaire (part2)

Market Research Questionnaire (part2)

Market Research Questionnaire (part1)

Kerrang! Evaluation

From my research i found that all of the Kerrang! front covers followed the same conventions. This included a consistant style, size and colour of the masthead, with a cut out layered image of the artist in the for front. The consistancy of the masthead gives Kerrang! magazine a clear, recognisable image almost like its ID. Having the image displayed in the centre of the front cover, cut out and layered allows it to capture in the target populations attention. The repetition of words such as 'exclusive', 'win' and 'plus', which boost status and also draw the reader in. All contents pages have the same characteristics and follow the same colour schemes of black, yellow and white. The double page spreads always featured a large image of the artist with the text around it and a colour scheme that clearly reflected the artist.

Bauer Media Group

The pulisher of Kerrang! is Bauer Media Group, which is the UK's biggest publisher. Bauer Media group is an independent company that is based in 15 different countries, with 282 magazines as well a TV and Radio. Baurer Media group is a true synergy and is able to take advantage of the benefits of a synergy. Kerrang! magazine can take advantage of belonging to such a large publication, some of these advantages are having a weekly issue at reasonable price of £2.20, the majority of revenue is made from volume sales, in December 2009 they had a circulation of 52'272, which although its lower than previous years the circulation is still higher than other competitors.


Below is a link to a video about Bauer Media Group
http://www.bauermedia.co.uk/