1. Secondary research for newspaper idea
Unit 2 A04
Amber Gardiner

2. Target Audience
Target audience is the justification for what you are marketing your
product/brand at e.g. When identifying your demographic audience it is
important to identify your psychographic as this will helps you market
your product to your target audience due to their interests, beliefs and
lifestyle. For my news paper I will search to see if there is a demand
within what age group. As my idea for my newspaper will be published
within the school my primary demographic audience will be people in
the school aged between 11-19 years old. By identify my potential target
market this will help me know how to brand/ and what will be contained.
When thinking about targeting my product I will have to a secondary
demographic which will be teachers. Target audience is split into
audience groups, such as class, gender, ethnicity etc. For example the
BBC have different channels such as BBC one is a mainstream channel
with news that will appeal to a wide demographic and other
programmes where as BBC for example is more appealing to a youthful
demographic. When considering my newspaper I will have to consider
these factors and think of the visual and content appeal in order to
reflect my psychographic interests and overall appeal.

3. When conducting my primary research I will have to consider the geographical
factors will appeal to the news contained, furthermore if more people live in the
Banstead area I would have to imply Banstead news to appeal to a more local
news base topic, however more regional news such as surrey area news/
broaden news may appeal to the rest of my potential demographic audience as
this may appeal to them according to there geographical location area and the
news itself.
Also expanding on my psychographic point this helps advertise and knowing
what news to contain furthermore, my potential target audience will be
teenagers which may reflect a active, youthful demographic which they may be
interested in sports and local events, furthermore which will response to the
news being published in my newspaper.

4. Product comparison
Product comparison is apart of market research. Product comparison is when you look at
other products which are supplying the same needs and purpose as other similar
products. Product comparisons is used to understand the market and the gaps and
trends. For my newspaper I will look at exiting newspaper materials online and printed
copies to help me identify the structure, the content, the visual appeal and what makes
it appealing the demographic audience. As my idea of appealing and providing news
with in the school I will look at local papers such as The Guardian and as my potential
market are interested in more broaden news such as celebrity gossip I will look at a
more national newspaper such as The Sun.

5. Talent and Actors
Talent and actors are use to represent the product, in my newspaper there will be a team
involved within producing the content, such as a writer, photographer, the editor etc.
These key skilled people involved in the process will help each other produce the product
to appeal to the demographic audience. Talent and actors may be ask for certain skills and
abilities, within my newspaper I will allocate people within the job role according to there
skill and knowledge, furthermore if a photography student know more technical
knowledge and can apply there skills in order to produce key image that will appeal to my
demographic I will apply them to the job title in order to make my newspaper work
efficiently. Where as a English student may be more useful in the grammar checking and
become the editor or the writer of the paper to make sure that the newspaper is
produced to a standard of appropriate language and understanding.

6. Stimulus for ideas
Stimulus for ideas is the starting point to get ideas in order to create your product. This
screen shot is of the Sutton Guardian online as this is a local newspaper which shows local
events and news topics. This will give me inspiration when writing about the school as I can
include local news to appeal to my demographic audience. From the screen shot this also
helps me with ideas when creating my own newspaper website.
The links shown on the
website has a broad
selection however not as
diverse as a broadsheet
such as the telegraph.
However this newspaper
website has separate
sections such as sport,
competitions, events which
is based around locally
which will effect a
geographic demographic
and appeals to a niche
audience, due to local
news topic, in terms/
comparison to a more
wider paper like The Sun.

7. This screen shot is of The Sun which is a more national paper, this shows the online
readership of the demographic audience by the visual appeal. This online screen shot of The
Sun will give me inspiration in terms of the more national news/ celebrity/ gossip news
provided and the language that will be contained within my newspaper. Reflecting on my
demographic audience of 11-19 years old I am going to have to consider simple language
due to the broaden intellectual minded and the more simplicity minded and the age range
gap, furthermore to create a greater readership and in order for them to understand.

8. This content in The Sun newspaper, of celebrity gossip and other media relevant
such as films is normally published in the middle section of the paper, however in
my newspaper I may apply the audience interest such as celebrity gossip at the
front of my newspaper to engage my consumers attention, and make them carry
on reading throughout the rest on my content in my newspaper. Also my contain
there interest straight away this may also effect there visual appeal and make them
want to keep flicking through to see if any more content will appeal to them and
their interests.

9. Overall by looking at other existing newspaper
materials to get stimulus for ideas this will help me
consider and apply the following things appropriately :
•The language/ text
•The colours
•The content
•The visual aspects such as imagery and iconography
•Page layout
•The psychographic interest and overall appeal to attract my primary
demographic audience
•Page structure, and visual structure (such as where are things place on
the page/ website, image to support article and become more appealing
etc.)