Posted tagged ‘demographic’

Change the audience or change for the audience?

November 30, 2007

So maybe I already mentioned… wait, checking… no I didn’t.. Ok, I art direct a high-end audio publication, whose demographic in a nutshell is an older male, kids (if any) have split for the big city, lots of time on his hands which he doesn’t remember having a few years ago, and some disposable income to blow on some high-end audio equipment. The magazine has a very established readership, and a very highly regarded (in its own field) editorial staff. I mean, they really don’t come much better than this bunch in the world of audio equipment. (The challenge I face with this particular magazine is working around enormous amounts of copy, and an incredibly small art budget. We basically have to rely on manufacturer supplied photography for almost all our products. I use the entire art budget each issue on photography for the cover and feature well, which I think we do a good job of considering our financial and reader expectations.)  What worries me however is the age of our readership. I’m not trying to be rude or funny here – we target a very specific age bracket, and they’re not getting any younger. So how do we start planning now for ten years or more down the road when our readership may literally be dying off? How do we gradually introduce new concepts to such a narrow and expectant readership? (more…)