Profiling Your Audience

Profiling the audience.

THE SOURCE.
RATE BASE 2008: 300,000
READERS PER COPY: 5
READERSHIP: 1,500,000
MEN: 58%
WOMEN: 42%
MEDIAN AGE: 24.9
MEDIAN HHI: $41,384
AGE 18 – 44: 84.7%
MEN AGE 18 – 44: 50.3%
AFRICAN-AMERICAN: 50.2%
WHITE: 26.9%
ASIAN, AMERICAN INDIAN, OTHER: 17.3%
LATINO: 24%
*Note: Total may equal more than 100%
As respondents were allowed to select more than one
HHI: $30,000+: 60.1%
HHI: $40,000+: 47.4%
HHI: $50,000+: 39.8%
ANY COLLEGE: 50.3%
CURRENTLY IN COLLEGE: 19.8%
EMPLOYED: 73.9%
SINGLE: 75%

The Source provides a uniquely diverse audience that cuts across all
lines. Regardless of sex and race, The Source captures the attention of
Hip-Hop fans period. This includes:
• Aspirational readers from urban inner cities
• Readers in the suburbs seeking relevance
• International readers that enjoy the freedom of expression showcased and
covered on a monthly basis.

Our multi-generational (primarily 18 –44 year
olds) audience has consistently proven to be:
Our readership is full of leaders in their respective professions and
motivated self-starters that are being groomed for future success.
• Style Makers
• Forward-Thinking
• Technologically Savy
• Upwardly Mobile
• Entertainment Junkies
• Highly Social
• Road Warriors/Traveler
• Prime Time TV Viewers
• Highly Social
• Fully Accessorized
• Rabid Gamers
• Restaurant Connoisseurs


The SOURCE is a magazine that states it captures the attention of all Hip-Hop fans regardless of race. Although over 50% of the readers African-American. This suggests that the magazine is not specifically aimed at an African-American audience, the magazine just captures more African-American readers then any other race.
This relates more to my audience as my audience is more African/Caribbean. Although I am not targeting my audience to just one specific race its just the majority of the people where my magazine would go out to is part of this race.
The SOURCE magazine is fairly equal where the gender is concerned as it is 58% male and 42% female which it more male, but it is almost equal in the gender. The age range of readers that mostly purchase the magazine is in the range of 18-44.


The Source readers are at least three times more likely than the
average consumer to spend money on:
• Fashion Accessories
• Snack Foods
• Movies, Video Games
• Automobiles
• Tailored Clothing
• Athletic Shoes
• Grooming Products
• Pay-Per-View (WWE, Boxing)

This means that the sources audience are more likely to be interested in the latest products that either be used to look after them selves or for entertainment purposes. This will be good for me when I am doing my contents page as I will be to include little luxuries that my readers may be interested in purchasing.
Although the SOURCE may be similar to what and how I would like my magazine to appeal to my audience, there audience differs in two ways to how I have based my audience. Only around 20% of their audience attends college, whereas most of my audience is still in full time education even though they are above the age where full time education is compulsory. Also the majority of the SOURCE’s audience are aged at 18-44 years old, where my audience are mainly 16-19. Another factor of the SOURCE’s audience and mine is, is nearly ¾ of their audience are unemployed, whereas with my magazine employment is not an issue. It also states the SOURCE’s relationship status in their audience and 75% are single, that also is not an issue were my music magazine cover is concerned.
http://www.thesource.com/media/2008/12/2009-source-media-kit2.pdf