Oh Comely - Audience
Oh Comely website page on advertising and audience
1) Oh Comely introduces itself as a stylish and elegant magazine. This way it comes across as niche and has many loyal readers. Oh Comely claim that they provide unique, yet inspiring, content.
2) The print circulation/readership statistics for Oh Comely is:
Social Media Reach: 100,000
Readers Per Issue: 25,000
Average Age of reader: 27
Sold through independents, WHSmith and international outlets
When comparing with Men's Health it is evident that they have a much smaller circulation/readership, however, this is purely based on the fact that it is a niche magazine, therefore a smaller/loyal target audience, whereas MH is a mainstream audience with a much larger target audience.
3) Oh Comely is distributed to the audience by signing up to annual copies and then get them delivered. They could also buy them from small shops and places like WHSmith's.
4) Based on their content, In think that the target audience demographic for Oh Comely would be young, middle class women, between the age of 23-35. This is because they have stated that their average reader is 27 years of age. Also, the content they provide is very inspiring and mostly young women would be able to understand their messages and be inspired. They are the ages that are driven to make change and can make an impact to make a change.
5) The psychographic groups that I think might be attracted to Oh Comely would be Reformers and Explorers. This is because in their magazines they talk a lot about adventure and change and how to make change, which is inspiring for these groups. The magazine provides reformers with quotes and stories which would drive them to make a change. Oh Comely claims that their magazine " is a breath of fresh air for a creative audience desperate to find something that speaks to them directly in an accessible, intelligent and interesting voice.", which links to the Explorers.
6) The social class classification that I would expect Oh Comely readers to be are largely middle class, so ABC1. This is because they are a niche audience, therefore talk about topics which would be considered as high-brow/ up market. Examples of these are the advertisements of unique products, expensive clothing and making a change article (women's rights).
7) The level of education I would expect for most Oh Comely readers would be high, so most likely graduates. This is because the magazine is invested in issues like politics and feminism, which a more qualified or professional person may understand and be interested in.
8) The audience pleasures which are offered by Oh Comely are:
9) It has been suggested Oh Comely is a “magazine about people, their quirks and creativity rather than money and what it can buy”. The design and advertising content of Oh Comely supports this view because they place most of an emphasis on the style and colour scheme for the magazine. The paper they have used is different compared to other magazines, they have used a soft, matte and glossy surface, which an audience may find attractive. Also, the light colour scheme compliments this. Oh Comely says that they have "High production values – heavyweight paper stock that feels amazing, and the design ethos of the magazine is extremely strong – your copy will look great on the pages of the magazine.".
10) I think that Oh Comely has able to build a loyal audience of subscribers in the eight years it has been launched because they are a unique magazine, which goes against the stereotypical conventions of a magazine. They also indulge in issues you wouldn't see in a usual magazine, they have content which is specific for a niche audience. Oh Comely say that "Lots of love for relevant brands – readers care about what they buy, where it comes from, what they do, where they go, and the things that are in their life. Flexibility around mechanics and options – the Oh Comely team can work with relevant brands and products in different and interesting ways that resonate with the audience and that look great. Large, loyal digital & social media audience – lots of reach and room for the brand to grow." Therefore, they focus on a particular type of audience and make it accordingly. Also, each magazine is of a different theme, therefore the audiences don't get bored with repetition.
1) Oh Comely introduces itself as a stylish and elegant magazine. This way it comes across as niche and has many loyal readers. Oh Comely claim that they provide unique, yet inspiring, content.
2) The print circulation/readership statistics for Oh Comely is:
When comparing with Men's Health it is evident that they have a much smaller circulation/readership, however, this is purely based on the fact that it is a niche magazine, therefore a smaller/loyal target audience, whereas MH is a mainstream audience with a much larger target audience.
3) Oh Comely is distributed to the audience by signing up to annual copies and then get them delivered. They could also buy them from small shops and places like WHSmith's.
4) Based on their content, In think that the target audience demographic for Oh Comely would be young, middle class women, between the age of 23-35. This is because they have stated that their average reader is 27 years of age. Also, the content they provide is very inspiring and mostly young women would be able to understand their messages and be inspired. They are the ages that are driven to make change and can make an impact to make a change.
5) The psychographic groups that I think might be attracted to Oh Comely would be Reformers and Explorers. This is because in their magazines they talk a lot about adventure and change and how to make change, which is inspiring for these groups. The magazine provides reformers with quotes and stories which would drive them to make a change. Oh Comely claims that their magazine " is a breath of fresh air for a creative audience desperate to find something that speaks to them directly in an accessible, intelligent and interesting voice.", which links to the Explorers.
6) The social class classification that I would expect Oh Comely readers to be are largely middle class, so ABC1. This is because they are a niche audience, therefore talk about topics which would be considered as high-brow/ up market. Examples of these are the advertisements of unique products, expensive clothing and making a change article (women's rights).
7) The level of education I would expect for most Oh Comely readers would be high, so most likely graduates. This is because the magazine is invested in issues like politics and feminism, which a more qualified or professional person may understand and be interested in.
8) The audience pleasures which are offered by Oh Comely are:
- Personal identity: Readers enjoy having their quirky, creative lifestyle and feminist viewpoint endorsed and reflected by the magazine.
- Personal relationships: Oh Comely is presented in a particularly personal way. It is the creation of three university friends, the magazine offers background on the contributors and readers are encouraged to ‘get to know’ the editorial team.
- Surveillance: Oh Comely deliberately looks to inform its readers about niche stories, events and people.
9) It has been suggested Oh Comely is a “magazine about people, their quirks and creativity rather than money and what it can buy”. The design and advertising content of Oh Comely supports this view because they place most of an emphasis on the style and colour scheme for the magazine. The paper they have used is different compared to other magazines, they have used a soft, matte and glossy surface, which an audience may find attractive. Also, the light colour scheme compliments this. Oh Comely says that they have "High production values – heavyweight paper stock that feels amazing, and the design ethos of the magazine is extremely strong – your copy will look great on the pages of the magazine.".
10) I think that Oh Comely has able to build a loyal audience of subscribers in the eight years it has been launched because they are a unique magazine, which goes against the stereotypical conventions of a magazine. They also indulge in issues you wouldn't see in a usual magazine, they have content which is specific for a niche audience. Oh Comely say that "Lots of love for relevant brands – readers care about what they buy, where it comes from, what they do, where they go, and the things that are in their life. Flexibility around mechanics and options – the Oh Comely team can work with relevant brands and products in different and interesting ways that resonate with the audience and that look great. Large, loyal digital & social media audience – lots of reach and room for the brand to grow." Therefore, they focus on a particular type of audience and make it accordingly. Also, each magazine is of a different theme, therefore the audiences don't get bored with repetition.
Comments
Post a Comment