This paper focuses on demographic, psychographic, behavioristic, and geographic variables of the target audience of the public announcement for Partnership for Drug Free America in the InStyle Magazine. Demographic Variables Since InStyle magazine covers such topics as beauty, fashion, and celebrity stories, its target audience is predominantly female. While there is a growing interest in women’s magazines among male population (and vice versa), the fact that InStyle does not cover the issue of relationship between sexes makes it less appealing to male population as compared with other magazines marketed to female population.An InStyle’s reader’s age is likely to vary from 15 to 35, as this age group is most interested in the subject matters the magazine is preoccupied with. Race and ethnicity are not among the primary factors that influence the readership of InStyle magazine, the number of white readers might be slightly higher as some minorities deny the Western standard of beauty as imposed by fashion magazines. As for marital status, more unmarried females are likely to be found among the readers of InStyle, since married women are less interested in fashion and more keen on publications on homemaking and childrearing issues.Yet since InStyle publishes celebrity stories, a certain percentage of marriage women read it, as housewives are interested in this type of stories. In terms of income and educational level, InStyle is read by lower-middle and middle class population with high school or college degree.
Psychographic Variables As for values and attitudes of an InStyle reader, such a person should possess Western consumerist values and attitudes, since the obsession with fashion and beauty is a part of such a mindset.As for interests and lifestyles, an InStyle reader is likely to be into going out, partying, shopping, watching mainstream media, and intersex relations. PSA advertisement is likely to be noticed by the two psychological types: the first one encompasses aware and conscious females, usually from the older category of readers, or drug-users themselves, as they are interested public attention to their lifestyle. Behavioristic VariablesThis variable determines whether the consumers of the product are heavy, moderate, or light users. Light users are more likely to notice PSA advertisement, since they look though entire magazine contents rather than read favorite sections or articles by selected authors. Geographic Variables InStyle magazine is sold in a number of countries including the U. S.
, U. K. , Australia, Brazil, Germany, Greece, Korea, Russia, and Spain (TimeWarner, 2007).However, it is unlikely that PSA advertisement might appear in an InStyle magazine that circulates outside the U. S.
However, American circulation is large enough to reach both urban and rural population: ‘By 2005, with a strong subscriber base and strong newsstand sales, In Style’s circulation rate base rose to more than 1. 7 million, with a readership greatly exceeding that figure’ (MagsDirect. com, 2006,’ Lifestyles of the gorgeous and glamorous,’ para.
4). Urban population is more likely to pay attention to the advertisement for the reason that drug usage is higher in metropolitan areas. References MagsDirect. com. (March 12, 2006).
‘In Style. ’ Retrieved October 16, 2007, from http://www. magsdirect. com/instyle-magazine.
html TimeWarner. (May 18, 2007). ‘Time, Inc. Overview. ’ Retrieved October 16, 2007, from http://www.
timewarner. com/corp/businesses/detail/time_inc/index. html