Certain publications attract certain consumers; the readers the magazines were aiming for and those who actually buy it and aspire to be the one its aimed for. Two magazines that sparked the look into their consumers were
Glamour and
American Vogue.
Glamour
The age range for Glamour
magazine seems to be the ages, 18-49; Glamour is the next step from teen
magazines such as Sugar and Seventeen. In terms of education, it ranges from
college level, to university and potentially at an entry level job. The target
market is undoubtedly gender specific, aiming at women with the celebrities
they interview, the articles they write and especially the style described.
Though it isn’t specifically stated to be aimed at only heterosexual women, the
articles and content such as ‘The Dream Machine’ which is an article with
Patrick Dempsey, the newest love interest in Bridget Jones unquestionably state
it. I would originally state that the ethnicity of Glamour would have been
White British/American, but going forward with interviews of multicultural
women and models of colour advertising the newest styles. There is no set
location because Glamour is a very popular publication which is sold in high
street stores such as WHSmith, and a range of supermarkets around the country. Due
to the publication being available online and being sold in stores for only
£1.00, the target audience wouldn’t need a large income, but with the target
audience mainly being working women, the income would possibly be from £12,000-£25,000
with leeway on either side. Though it can appeal to both married and single
women, I believe that it would lean more to single women, because it aims itself
at younger women, those who aren’t married, and still focusing on their
education and career. Glamour is a handbag size magazine that sells the idea of
living a glamorous lifestyle without the expensive price tag, unlike other
publications. Women who read this believe that everything its selling is
attainable. They probably have an interest in popular culture, drawn in by the
many celebrity covers. A slight interest in fashion is also likely, especially
high street brands, though probably not as intense as those buying other
publications. The life they dream of is one of empowerment and success as
Glamour is a magazine that appears to promote women, for example the Glamour
Woman of the Year Awards that focuses on academic success, community service
and career goals.
American Vogue
Once typically read
by middle class white American women; different cultures and ethnicities being
incorporated throughout time, the magazine has changed demographic. Vogue is
predominantly aimed at heterosexual women between the ages of 18-50, setting
the demographic to a younger and more fluid in style. Though Vogue is aiming to
make their fashion more accessible and cheaper to a different generation, I
still believe it’s associated with those of a higher income, from £21,000 to
£44,000. Unlike other publications, I
believe this is equally aimed at both single and married women, because of the
type of income involved. The readership is definitely of those with a higher
education, who’ve gone to university/college. The readers of Vogue are
definitely lovers of fashion and learning about the newest trends, they also
share an interest on how fashion integrates within the economical, social and
cultural aspects of the world. Vogue readers hope to be successful and trendy
women, who know about style, fashion and what it means to the world. Though interested in style and the most recent fashion trends, most Vogue readers don’t live the life of the high society
fashion world, they do however aspire to be, and use this publication as a look
in to that world. They dream to be the women who are in the know, to obtain the
lifestyle that is advertised, of this glamorous and beautiful world they
glimpse at through the publication. Vogue is a way to do so, which is why it
has millions of readers and has become a revolution.
