I am going to analyse a well-known publishing house called IPC publishing which produces over sixty media brands. They specialise in doing advertisements for a variety of different audiences.
The company's target audiences are: men and women from middle class backgrounds this informs me that a 58% are both upmarket women and mass market women. An example of their target audience would be men, as the percentage of IPC publishing's audience are men, appealing to only 42% of the audience. IPC's products are aimed at all men focusing on their specific interests (appealing an audience of young men).
When analyzing the statistics that were presented on IPC publishing's website I found the fact that two thirds of IPC's audience were women a very interesting as for most well-known advertising companies focus on the interests of the male consumers. They are able to print enough products and have enough online content to reach at least two thirds of IPC's audience. IPC's website is visited by more than 26 million adults and has an average of 14 million visitors on the website every month.
The mass market audience are women that are housewives and who spend their time taking care of the children. This publishing house aims at this audience because they are women that may want to escape their everyday lives with something they can read to relax, be entertained with inspirational information, which is available on both the website (must-do) and just celebrity gossip in the weekly magazine.
The IPC's company has produced an interview from November 2010, interviewing men from an age range of 19-29 year olds and finding out what was were the things that attracts this audience (that do not have any commitments such as a family). When they researched five films that attracted their target audience they found that they were mostly appealed by films that contained entertaining situations, high-tech technology, and influential role models.
When 1,000 men were surveyed the found that these men did not want to have any stereotype put on them, they mentioned that their friends and family were very influential to them not just in a social aspect, as this audience do not want to be stereotypes as carefree lads.
An advantage of when a publishing house like IPC, targets different audiences is that by doing this they can gain a wider range of different audiences that will be attracted to buying the product (for example a magazine). This means that they will gross a higher amount of money increasing their revenue double fold in contrast to the independent publishing companies that can only appeal to one or several audiences.
Analysing an article that was on the IPC publishing house's website informs the public of the problems that occurred within the British economy that gives an insight into the opinions of women (the majority of their target audience). How the bankers salaries have effected the British economy (as they have used part of the public taxes to pay for their holiday homes), how the benefit cheats and on how the budget cuts are able to beat the system. A reasonable 40% of the women surveyed said that they were worried and only 27% of women felt anxious of the future all this information was from a recent article (from December 2010).
To conclude I have chosen to IPC publishing house as I found that they had appealed a huge range of different audiences of which a few I found were not the typical genres I would have chosen myself. By choosing them I gave myself a personal challenge to not be biased and give a fair yet critical review on the publishing houses content.
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