Bauer Media has an older target audience than Hearst Magazine.Bauer's magazines for 18-25 year olds only consists of 3 magazines: Empire, Heat and Kerrang. Their "Milennial's Chapter" is mainly based online and through other media platforms rather than a printed magazine- therefore leaving a gap in the market.
"Twelve months in the making, The Millennials Chapter is our first major audience led study and the first major release from Bauer Knowledge, our research and insight division. Using both qualitative and quantitative research, we have unearthed powerful findings about the pressures, passions and motivations that both unite and differentiate one of our strongest audiences, digitally native 16-34 year olds." - Bauer Media
Empire:
- 75% male
- Age 18-40 (Average age 36)
- Employed
- Usually in a relationship (although not necessarily married)
- University educated
- Poor (little disposable income)
Heat:
- 89% Female
- Age 15-35 (Average age 35)
- 47% are marred or are living with their partner
Kerrang!:
- Age 16-35
- 41% Female 59% Male
- Mostly rock music based
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