Target Audience for ‘Motion’ magazine:

The following information on Britain’s leading film magazine will help our group when
compiling our target audience.

Source: Roy Morgan Researching

Empire - Readership Profiles

Readership Profile
Profile %
000's Mag. Pop.
Mostly a Readership Breakdown
male All People 159 100.0% 100.0%
readership. Men 120 75.5% 49.4%
Women 39 24.5% 50.6%

All People
Profile %
000's Mag. Pop.
Age
Age group
14-17 18 11.4% 6.5%
which
18-24 56 35.3% 11.7%
reads
Empire 25-34 41 26.0% 16.7%
the most. 35-49 31 19.3% 26.6%
50+ 13 7.9% 38.5%
Socio-Economic
Mostly AB 38 24.0% 20.0%
Middle C 42 26.4% 20.0%
class,
D 37 23.6% 20.0%
skilled
E 24 15.1% 20.0%
professio
-nals FG 17 10.9% 20.0%
Work Status
Full - time 68 42.7% 40.9%
Part - time 50 31.4% 19.2%
Not Employed 41 25.9% 39.9%

All People Full-Time Workers

Profile %
000'
s Mag. Pop.
Personal Occupation
Professional/Manager 30 44.3% 40.8%
White Collar Workers 20 29.0% 22.8%
Skilled Workers 7 11.0% 16.3%
Semi/Unskilled 11 15.5% 17.7%
Personal Income
Under $20000 3 4.1% 4.2%
$20000- $29999 4 6.4% 6.9%
$30000- $39999 13 18.6% 14.0%
$40000- $49999 14 21.3% 16.7%
$50000- $59999 9 12.6% 13.2%
$60000 + 25 37.0% 45.0%
 Additional Information:

THE MAGAZINE

Empire magazine is the definitive read for people who love the movies. Its an internationally respected brand and
the world’s best movie magazine with over 1 million readers worldwide every month.

The strength of the Empire brand ensures we have access to all areas, gaining the behind-the-scenes news or
exclusive interviews with the stars. The magazine has three main sections: New films, Movie news and Home
Entertainment which provides readers with the inside knowledge on a monthly basis.

‘Empire is a reviews-based magazine, and our depth of knowledge ensures we deliver the most comprehensive
reviews on - new films, DVDs, games, books and the latest film soundtracks. Empire also has extensive reviews
on technology and hardware.’

THE READER

Empire readers are film enthusiasts, predominantly men aged 18 to 39 years; over 85% are generation X or Y.
They are opinion leaders who love to know everything about movies, entertainment and the ever changing world
of technology. They are knowledgeable about the film classics through to the latest behind the scenes news and
scoops from Hollywood. These core entertainment enthusiasts will influence the decisions of their peers not only
on film and home entertainment, but also on subjects like music, books and the latest technology. Research
shows our readers devour their copy of Empire from cover to cover, using it as their number one source for
information and entertainment news, over 90% of Empire readers will keep their magazine for future reference.
This audience can not be effectively reached via any other men’s magazine as 84% of Empire readers do not
read any other title.

Empire readers are early adopters and are three times more likely than the population to invest in new
technology; if they don’t already own it, they plan to buy it in the next 12 months. Over 75% are big or medium
spenders, investing time and money on their own entertainment. On average, Empire readers will spend 50%
more on IT products

These movie enthusiasts can afford to spend up big, the largest socio-economic sector is the AB demographics
and over half have or are currently studying for a degree or diploma. The majority of Empire readers have white
collar, professional or managerial roles, earning significantly higher than the average wage with over 60% being
either Young Optimists, or Socially Aware hence knowing about and having the latest is key for this audience.

As a group, we realise that the target audience for our film magazine, ‘Motion’, may
differ from the target audience for our teaser trailer and film. According to the
readership profile compiled by Roy Morgan researching, the age group that reads
the most of the film magazine Empire is very similar to the target audience for our
horror teaser trailer, 18 – 24 year olds = 35.3% of Empire’s readership. Additionally,
most readers have a full time job and fall into the ABC socio-economic group. Lastly,
the research shows that male readers read the magazine more than female readers,
which is unsurprising when you use gender stereotypes to understand the findings.
For example, many generalize by assuming that women’s interests lie with fashion
more than popular entertainment subsequently making magazines like Vogue more
desirable for them. What is also beneficial about this research is that it doesn’t solely
deal with quantitative data but also includes qualitative data which can help when
trying to understand film magazine consumers.

The research carried out by Roy Morgan researching has been helpful for us when
deciding the audience our film magazine will be targeting. However, it is equally as
important for us to understand our audience through our brand and what our brand is
going to be offering consumers. Our film magazine ‘Motion’ will, like Empire, bring
consumers contemporary film features/topics but every issue will pay more attention
to specific type of filmmaking/film genre. Empire’s magazine looks at a whole range
of filmmaking from experimental cinema to world cinema, but it tends to pay the most
attention to mainstream cinema which is largely populated by Hollywood
blockbusters. As a group, we looked at the current market and tried to fit ourselves
into it. To compete with established popular film magazines, such as Empire and
Total Films, we wanted to offer consumers something different and unique by giving
‘Motion’ a USP. According to the findings found by Roy Morgon researching, film
magazine readers “love to know everything about movies”, and the aim of our
magazine is to bring them this wide knowledge by focusing on different types of
filmmaking/film genres in every issue i.e. horror. This doesn’t mean the magazine will
not review/preview any other types of films, just pay specific attention to one type of
filmmaking/genre every edition. This means that over a year a reader will have a
number of in-depth previews and reviews of certain film genres/types of filmmaking
giving them in-depth film knowledge. Just like Empire, ‘Motion’ would have faithful
readers and one-time readers depending on whether the edition’s topic appeals to
them.

The cover that we will be producing for an edition of ‘Motion’ magazine will be a
horror special, which is why it will be featuring our film ‘Vacancy on Violet Hill’ on the
cover. This means that we will be trying to target the magazine’s target audience
whilst also targeting a similar audience to the ‘Vacancy on Violet Hill’ target
audience.

Outline of our target audience:

We would hope that if ‘Motion’ became an actual film magazine, it would not be
limited to one type of individual because, like film itself, it is universal and it can be
accessed regardless of one’s age, gender, ethnicity or class. However, it is proven
that certain types of audiences read film magazines more than others so we need to
identify that audience and try to target them. Here is a description of the audience we
will be targeting for our cover of ‘Motion’:

 Mostly males
 Predominantly aged between 16 - 30 years
 Individuals who are well-informed, film obsessed and knowledgeable who have a
keen interest (in terms of this edition) in horror films
 This issue will appeal to the ABC1 category but also other lower categories, such
as students, since horror films also appeal to young audiences