Social Class & Demographics

Demographics refer to statistical data relating to the population and particular types of people within a certain field, such as age, gender, race, education and income level. Any market industry will have a target demographic that they will aim their products or services at. Social grades are used in media and advertising and all institutions rely on this social grading system in order to base their intended product to the public appropriately.

My magazine shall be predominantly aimed at the lower middle class. The reason being, many of the lower middle class are primarily liberal which fits the lyrical content of folk music. Most songs are to protest against issues created by the leading classes, therefore middle class and upper middle class are immediately ruled out. Additionally, this is an appropriate social group, as they would be prepared to pay a reasonable amount for the magazine. I will provide the requirements for my target demographic by conducting various forms of research in order to grasp their desires. This will result in success as my audience will be more interested in the content of my magazine. Furthermore, I intend on aiming my magazine at an audience of 18+ as those under this particular age margin favour other music genres, such as Indie and pop. 

Members of  my chosen categories are those who work full time, therefore they have little spare time. I intend on publishing my magazine monthly as opposed to weekly because my audience will have more time to read each issue without being overdue.

Those belonging to the lower middle class are more likely to  purchase this magazine as they have more spare change than the working compared to the skilled working class. Considering this information, my magazine shall cost £2.00. Magazines targeted at the working class, such as 'Love it', average around 50p, whereas chiefly middle class magazines, such as Vogue, can cost up to £5.00. I believe that this occupies the middle ground between the prices of popular magazines and will be affordable for my target consumer on a monthly basis. The price of my magazine also roughly matches leading music magazines, such as NME, costing £2.20. 

In regard to meeting the needs of my target audience, I will include expensive prizes as they're unlikely to afford luxuries. These prizes will include festival and concert tickets and guitars. I plan on putting little emphasis on technological items as it defies the authentic and natural values of folk music. 

My magazine will include features such as information about relevant folk artists, concert reviews, interviews, guides etc. However, I will also include information that serves the practical needs for acoustic guitar players.