The target audience of a magazine is of essential importance, and something that needs to be thought about and decided upon in the early stages of making a magazine. To help me decide upon the target audience of my own magazine, I have done research into IPC media, a publishing company which produces over 60 iconic magazine brands, reaching two thirds of UK women and 42% of UK men, while its websites collectively reach over 14 million users every month. It is divided into five divisions;
IPC Advertising, its online magazine portfolio,
Marketforce, the
UK's leading newstrade sales and distributing company which successfully markets 23% of the total magazine category,
IPC Inspire, the men's division,
IPC Connect, the mass market women's division, and
IPC Southbank, the upmarket women's division. The company focuses on three core target audiences:
- IPC Inspire, the men's division, which comprises of leisure brands such as Country Life, Horse and Hound and Rugby World, as well as lifestyle brands such as NME and Mousebreaker. It has an overall portfolio of 38 brands which cover a huge spectrum of interests.
- IPC Connect, the mass market women's division, which comprises of iconic women's weekly magazines such as Look, Chat and Now, as well as TV entertainment brands such as What's On TV and TVTimes. Its magazines are read by 53% of women.
- IPC Southbank, the upmarket women's division, which focuses on the two key markets of women's fashion and lifestyle, and women's home interest. It comprises of luxury fashion brands such as Marie Claire and InStyle, lifestyle brands such as Women&Home and Essentials, and home interest brands such as Housetohome and Ideal Home. It is home to some of the most iconic brands in publishing.
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