When creating a magazine, the focus should be on the target audience. So, this post is going to talk about the data on target audiences for a food magazine. So let's look into data found.
The first data I found was from April 2019 to March 2020 in Great Britain. This data tracked the monthly reach of "BBC Good Food Magazine" by thousands. In this data we can see that the highest reach was adults 15 and up with 13.9 million. Specifically, adults 35 and up reached about 9 million. This shows that it focuses on an older demographic. As well, women reached around 10 million. This can show that the focus for this food magazine is women since they are typically known to cook in a household. It also says that households that have children were also a target for it, reaching 5 million. This shows that this magazine also focuses on families. Overall, the demographic for food magazines seems to be people over the age of 15 and up and targets more towards women or families. Based on the topic of the magazine, it can affect the audience but typically it seems focused on older people.
Another factor when discussing target audiences is the food being marketed. For example, a content analysis on children and teens in New Zealand talks about how food is marketed in magazines for this audience. This analysis was found in over 5 magazines that had the highest reading from ages 10-17 and 3 magazines that are targeted to that age range. This pie chart below shows an overview of this analysis.
In this data, it further details about the types of food marketed in magazines for this age demographic. The largest category on this chart is snack items at 36%. This shows that unhealthy food is marketed more to the younger demographic. While snacks are the largest, vegetables and fruits are the lowest at 3%. This category seems to be less marketed than the others, which can be negative as it is healthy and what is needed for adolescences and children as they need these nutrients to grow.
In this analysis, 43% of branded foods were unhealthy while 25% were healthy. They also stated that “magazines targeted at children and adolescents contained the highest proportions of unhealthy food marketing”. This can show that to attract a younger audience it focuses on more unhealthy foods as they are more appealing to this age range. As for the 25% that was healthy, it featured health and nutrition claims. This data overall can show that younger audiences are influenced by the food marketed and, in this case, unhealthy foods are what is more common in magazines for these audiences.
Overall, these data show two different points. The first data talks about the audience's demographic for food magazines and how it is typically young adult to middle-aged people as well as focusing on females and families. The second data talks about food that is marketed, specifically between children and adolescents. Both pieces of data have different points, but they relate to the understanding of the target audience, and it is important for me to understand this for my planning process.
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