Regional Magazine Audience Demographics

To gain a better understanding of the audience that the regional magazine is marketed towards I researched the demographics of several of the titles I felt were most like the product I intend to create:

Mayfair Magazine

Circulation - 50,000

Readership - 214,280

Female - 53%

Male - 47%

Income Profiles

• £250k+ - 8%
• £100-249k - 18%
• £50-99k - 35%
• 32% of readers preferred not to say

Property Profiles

• Owns Outright - 37%
• Mortgage - 28%
• Rented - 35%
• Average House Price - 2,780,000

Age

• 18-24 - 10%
• 25-34 - 35%
• 35-44 - 24%
• 45-54 - 16%

Evidently the statistics for the up-market London publication suggest that the magazines readership is very much reflective of its residents. With the typical home priced at almost £3 million and at least a quarter of the demographic earning upwards of £100,000 a year it is clear that this audience have a fair amount of disposable income and living in the high end area would indicate a luxury taste that the magazine clearly looks to appeal to. Having a slightly older audience would also play into the tasteful appearance of the magazine as it has a somewhat timeless and classy appeal.

Mayfair magazine is also distributed in Arabic and Mandarin to fit the growing upper class Arabic/Mandarin speaking audiences that inhabit the Mayfair area. 

Kensington and Chelsea Magazine

Circulation - 31,500

Readership - 189,150

Female - 58%

Male - 42%

Income Profiles 

• £250k + - 4%
• £100- 249k - 19%
• £50-99k - 35%
• 27% of readers preferred not to say

Property Profiles

• Owns Outright - 42%
• Mortgage - 21%
• Rented - 37%
• Average House Price - £3,540,000

Age

• 18-24 - 11%
• 25-34 - 34%
• 35-44 - 27%
• 45-54 - 20%

Again, as with Mayfair the statistics for a similar upscale London borough demonstrate vast wealth among its residents with average house prices almost hitting the £4 million mark. The age of the audience seems to be a little lower and this is somewhat reflected in the publication as there are more trendy and forward articles and stylistic elements of the magazine

Canary Wharf Magazine

Circulation - 75,000

Readership - 259,650

Female - 44%

Male - 56%

Income Profiles

• £250k+ - 9%
• £100-249k - 11%
• £50-99k - 41%
• 29% of readers preferred not to say

Property Profiles

• Owns Outright - 23%
• Mortgage - 39%
• Rented - 38%
• Average House Price - £969,610

Age

• 18-24 - 8%
• 25-34 - 34%
• 35-44 - 27%
• 45-54 - 20%

Canary Wharf magazine is clearly targeted towards a similar audience as the previous two, however there is a clearer divide between the mega rich and the very rich meaning that the publication looks to appeal to both. The audience range seems to be fairly equal and so again the magazine needs to be incredible versatile, rather like its readers. However the luxury element is still heavily prominent because when the average house is almost worth £1,000,000 and 9% of the audience are earning upwards of £250k it seems clear that the people of the popular London area would have a taste for luxury

These magazines have all been from the Luxury London Portfolio from Run Wild Media group, they distribute a range of similar magazines in and around upscale London boroughs and districts and seem to represent the type of publication I want to product as they all incorporate local elements with high fashion, culture and lifestyle. 

Statistics sourced from: 

http://rwmg.co.uk/website/advertising/mediapacks/2017%20Luxury%20London%20Magazine%20Portfolio%20Media%20Kit%20WEBSITE.pdf

Cheshire Magazine

Circulation - 19,000

Readership - 66,625

Female - 74%

Male - 26%

Average income - £88,460

Property Profiles

• Owns Outright - 72%
• Mortgage - 29%
• Rented - 28%
• Average House Price - £940,000

Age

• 18-24 - 4%
• 25-34 - 25%
• 35-44 - 30%
• 45-54 - 34%

Cheshire Magazine is another product of Run Wild Media group but is outside of the Luxury London Portfolio. The publication clearly shares similar features and audiences and it is easy to see that this magazine belongs to the same group as the previous three. However it is with this publication for the North-Western county that we see a clear division between gender as was not present in the more metropolitan magazines, the publication has clearly taken on a more feminine approach and focuses significantly more on the fashion and gossip elements.

Statistics sourced from: http://www.thecheshiremagazine.co.uk/download/CHESHIRE%20MEDIA%20PACK%202016.pdf