Research - Bauer Website

Research -  Bauer Website

On the Bauer website, there are only 6 companies which are appealed to an age range between 18-24, within these there are 4 different music companies, a gossip outlet and a film outlet. This shows that there is a big demand for modern music within my target age group, however due to these 4 big influencers there is not much of a gap in the market.

In these magazines, most of them include sports such as fishing and golf, as well as many surrounding different cars. Although the car genre can apply to all age groups, most o the magazines are most likely targeted to appeal to an older age group. This is supported by only 2 magazines here linking to the "audience age range finder" between 18-24. This implies that there isn't many people around my target age group that purchase magazines. Linking to Bauer's previous research on millennial's, 11% of millennial's are influencers, and these spend the most time online. Due to them being influencers, trends that are set are mostly started by them, which are also seen from things they see online. This implies that there is a greater focus on online advertising towards this target audience rather than on magazines. This would link to websites being an influential set on trends instead of creating different magazines to appeal to them.

The Millennial Chapter is the study done to find these results. This is where qualitative and quantitative research took place in order to split the genre of millennial's into 5 distinct segments, influencers, adopters, apprentices, entertained, and contented. This information gives a lot of information to agencies, advertisers and Bauer to let them learn how to both approach and sell to this target audience.