According to http://www.slideshare.net/CharlesGorra/hypebeast-media-kit-2015 75% of HYPEBEAST magazine’s readers are males and 25% are women. This could be because most of the content is aimed more towards men. By doing this, HYPEBEAST could be losing a lot of potential female readers who could also be interested in urban street clothing. However, there are not many fashion magazines that are aimed more towards men where as there are many fashion magazines that have content aimed more towards female fashion. For example, Vogue magazine and Elle magazine.
The average age for HYPEBEAST is 18-35. This could be because the magazine started off as an online blog then turned into a magazine. Also, the content of the magazine is full of things that people who are with in the age bracket 18-35 would be interested in. For example, the magazine is full of adverts of brands that people who are within that would know, want to buy and can afford e.g. Adidas and Levis.
3,000,000 people are subscribed to HYPEBEAST via Desktop and 500,000 people are subscribed to via mobile. This could be because of the age bracket that read HYPEBEAT. This age group is known to be part of the digital age so they would be reading the magazine more on computer devices than on paper. The reason for having more subscribers who subscribed on the desktop than on a mobile could be because people tend to stay more on a website when they are on the desktop than when they are on their mobile devices. Additionally, around the world more people tend to subscribe to things when they are on their desktop than when they are on the mobile devices.
On the HYPEBEAST media pack, it doesn’t, mention what their audience’s social economic scale is. So I will state what I think their readership’s social economic scale would be based on the content of the magazine. For example, the images, the adverts and the vocabulary used in the magazine.
By looking at the brands that the magazine advertises, for example; Apple, Adidas, Emporio Arman, Dior, Levi, Guess, and Ralph Lauren etc. I would say that the readership would fall under class B-C1 (Middle class – Lower middle class). This is because the people who are in these classes could afford to buy the items that these brands sell. I won’t say that the A (upper class) class wouldn’t be interested in HYPEBEAST because they would be more into buying more expensive items from more valuable designer brands, also designer brands that they can wear to work like Channel, Gucci, D&G, and Burberry. The items that brands like Adidas and Levi sell aren’t appropriate for work for people who are in the upper class.
Business of Fashion (BoF) Magazine:
Unlike HYPEBEAST Magazine, there hasn’t been any official research for BoF magazine’s readership. So I will be conducting a break down of their target audience from reading a number of their articles, seeing what type of content they provide, the images they use, the type of versions of the magazine has, and the layout of their articles.
Looking at the type of content they provide, I would say that the target audience would be from 18- 65– Primary audience: 35-65 and secondary audience: 18-34. This is because, from reading their articles the content they have is more aimed at people who are in the fashion business industry with more established job titles, like CEO’s, Vice Presidents, Directors, and Senior Managers etc. Hence why the primary audience ages is 35-65. I chose 65 to be the ending age bracket because the forced UK ‘s retirement age (forced where they have to step down and retire, the UK no longer has a default retirement age) is 65. But looking at the magazine as a whole (what sections they have), they also provide information that is more aimed at a younger generation. For example, the education section. This is where the magazine mentions the top universities for fashion and basic information about them. It also mentions where people can apply for educational (fashion related subjects) courses. This information would be more aimed at people who are entering university and people who want to do master courses as well as bachelor courses.
I believe that their audiences fall under the A and B. This is because the magazine’s primary audience consists of people who have jobs in higher ranks and earn over £50,000. Occasionally, their audience would fall on the E class as they do have content aimed at students.
Geographically, I would say their target audience would be worldwide but primarily Great Britain because this is where the magazine started and where the BoF Head Quarters of is (their address: Moray House, 23-31 Great Titchfield Street – 6th Floor, London W1W 7PA United Kingdom). Also, the main currency they use is in British pounds (£) “Burberry Group Plc reported a second straight drop in annual earnings and announced plans to save £100 million ($144 million) a year as demand for the UK company’s luxury attire slows from New York to Nanjing” this quotes was taken from their website – http://www.businessoffashion.com/articles/news-analysis/burberry-lays-out-savings-plan-as-annual-earnings-fall-again.