Distribution Research

Posted byftomasinoblogPosted inUncategorized

[Post Number 10]

Identifying Target Audience

Determining who will buy the magazine and where is critical to creating a magazine. In order to determine this, market research and consumer behavior should be used. Being common in general business, when considering the consumption of a product, these methods could prove to be useful in the print industry. The genre and look of the magazine builds the target audience.

Maslow’s Pyramid of human needs can be useful in segmenting your market. A magazine may fall under the self-actualization level of the pyramid. People who buy a magazine may be wanting to expand their knowledge. Esteem could be another reason, for example wanting to be well-versed in current events from a news magazine or desiring make-up advice from a beauty magazine. It is important to note that magazines do not fall under basic human needs, so they would need to be more advertised and distributed appropriately to appeal to people.

Once you have segmented your market, by identifying which human need or want the product fills, which people that are being targeted must be selected. The wider the range, including multiple market segments, would need to be more widely distributed. While this can have benefits in terms of revenue, it could be more costly and require more effort. It is important to stick to core customers that are loyal, which yield the most profits. Expanding beyond this market segment can be difficult and could even cause core customers to discontinue buying the product, which should be kept in mind.

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