Read the Oh Comely website page on advertising and audience to get a good idea of the demographics and psychographics for the Oh Comely target audience then answer the following questions:
1) How does Oh Comely introduce itself?
It identifies itself as targeting a creative audience, and providing intellectual voices and articles to appeal to their audience. 'A mix of powerful words and pictures, stylishly presented and much loved by its readers'.
2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?
Men's Health has 180,000 in circulation a month and a readership close to 1mn. h Comely has a readership of 27.
3) How is Oh Comely distributed to the audience?
It is sold through independents like WHSmith and international outlets. They also sell them on their website.
4) What do you think the target audience demographics for Oh Comely might be? Some details are provided by the magazine (e.g. average age 27) but make an educated guess on further demographic details.
I think the audience are white middle class graduates ages 24 to 34. They will be educated and of an ABC1 group as they can afford the high price of the magazine at £5. This will tend to attract those who are in London more.
5) What psychographic groups might be attracted to Oh Comely?
Reformers: they seek change, not only in their own mindset but in general to the world.
Explorers: reach out of your comfort zone, adventurous.
Aspirers - maybe: appear like people in magazine and have valued of feminism, to be successful you have to subscribe to these values.
There is an emphasis on creativity, self discovery and rejection of consumerism and commercialism - that's why the magazine has few to none adverts.
6) What social class classification would you expect most Oh Comely readers to be? Why?
ABC1 - they would have to afford the £5 price of the magazine. And they would have to be successful in the modern world, so they have to subscribe to these values.
7) What level of education would you expect for most Oh Comely readers? Why?
Education level would be graduates, this magazine provides and intellectual conversation on controversial topics which graduates may have studied in their respective creative field.
8) What audience pleasures are offered by Oh Comely?
Surveillance: how to be successful, info on that to do to reach career highs. Also contains information on events and people.
Personal Identity: learn about other people and have their own values reflected. Have lifestyle reflected and endorsed.
Personal relationships: presented in a personal way, get to know the editorial teams with the topics they pick.
9) It has been suggested Oh Comely is a “magazine about people, their quirks and creativity rather than money and what it can buy”. How does the design and advertising content of Oh Comely support this view?
The magazine is very minimalist, there are many pages just filled with mostly blank spaces like the 'Speaking Out' column. Their magazine also has no adverts, creativity and thought is focused on conversations. A few pages in the magazine have just pictures of roads where the siblings spent to talk. It rejects consumerism in traditional magazines.
10) Why do you think Oh Comely has been able to build a loyal audience of subscribers in the eight years since it launched? Think about audience demand, rival magazines and the overall media landscape in the digital age.
It provides an 'alternative' like how they put it. It gives audiences a sense of something personal and new. It doesn't try to advertise products with many strap lines on the front cover. It's this neat and tidy, minimalist look that attracts audiences as it is new. Rival magazines would be on social media but because it is limiting the articles to print only it allows them to compete as they don't give out their content for free. Established brands like Men's Health have enough influence to drive audiences online to the print product, Oh Comely don't have this advantage.
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