Task 2-3Lydia Harding

TASK 2 – AUDIENCE

Q’s Audience:• Circulation - 88,420• Readership - 473,000• Abc1 profile - 68%• Median Age - 29• Male/female - 75%/25%• Q’s audience is YOUNGER and more AFFLUENT than any other music

monthly. 97% of readers rate Q as a QUALITY magazine. In research it outperforms competitors on measures such as best interviews, writing and AWARD WINNING photography.

Example of a Q Reader

Mark is 29 and lives in Leeds. He is a passionate music fan, as a lad he got into ‘proper music’ in the mid-’90s, inspired by the rock ‘n’ roll swagger of Liam and Noel, Blur and the Britpop scene. He’s in full-time employment but revelling in life without any dependents or family responsibilities. Mark has high disposable income to spend on himself alone, being a heavy consumer of music, buying up to 6 albums per month. He loves reading Q to discover new music, as well as filling in the gaps in his back catalogue. New music forms part of his social currency, so Mark is keen to know the new Mumford & Sons before they go mainstream and uses this knowledge as influence within his friendship circle.

Mark is highly savvy to digital technology, a keen social networker and uses online services to enhance his social life. He’ll regularly welcome his mates round to his for some Spotify DJ-ing and a few beers as a warm-up for a big night out.

An open-minded experience seeker, Mark loves the live music experience, opting to go for a mixture of gigs, especially huge arena shows for the likes of Kings of Leon and Kasabian. He attends Leeds festival religiously annually and this year he’s off to Benicassim in Spain for his mate’s stag weekend. Though a hugely passionate music fan, this is not to the detriment of his other interests – film, gaming, sport, TV and comedy

Why Advertise In Q?• Q’s solus readership is an impressive 69%* – this

means you can only reach these 378,000 people through using Q.

• Q readers are affluent – 68% are ABC1 and have high disposable income.

• Q is a truly multi-media platform with no less than 10 brand extensions for advertisers to engage with Q’s many audiences.

• 25 years of heritage – this offers advertisers the opportunity to associate themselves with a credible and trusted brand.

• Q has an extremely high brand influence score of 73%, greater than both GQ and Esquire**. This means that Q influences the people that have strongest influence in their social groups – a real multiplier effect for advertisers to cash in on.

• Only Q can gain you exclusive magazine advertising access to Europe’s biggest music event – Glastonbury.

TASK 3 - LANGUAGEFeature from the magazine:

Arcade Fire on their next record: ‘It will be stripped back… or feature an orchestra.’ Arcade Fire have told Q they’re not sure where they’re heading next – but it won’t be long before they start working on a record.Speaking in the cover story of our new issue, the band tell Tom Doyle they intend to take a break having brought the Reflektor world tour to a close headlining Glastonbury and playing their own giant Hyde Park gig, but frontman Win Butler expects the creative itch to kick in quickly.“You sleep in and you have crazy dreams and you start to miss your friends,” he says of time off, “so you go off on another adventure.”In terms of what that adventure might be his brother, multi-instrumentalist Will, admits the band have no plan as such yet… save that they tend to do the opposite of what they plan.“Whatever happens happens,” he muses. “I mean, we’ve often aimed to strip stuff back. So I bet we’ll try that and then we’ll end-up going off with a 40-piece orchestra!”

Language of Q Magazine

• The style of the language is informal but has a youthful and energetic style• The text is very informative as it includes lots of knowledge about the artists but

does it in a way where the audience would not get bored; the magazine uses short snappy sentences to gain attention from the audience• The tone of the text is quite vigorous and lively• They ask their audience questions which engages them and forces them to think

about their product• Q involve their audience as if they’re talking to a friend or as an artist talks to the

crowds• An example of their language used to convey enthusiasm includes: “but frontman

Win Butler expects the creative itch to kick in quickly”. The use of slang in this sentence represents how they want their audience to be involved as they are suggesting the audience knows what they are talking about.