Week 2
During the second week, we looked at the overall demographic of the magazine and what we think would represent a typical Yorkie reader profile. The population of York as a city will provide a strong indication of this. The census I have gathered information and statistics from is dated 2011, however, it can still provide us with a good understanding of York’s demographic.
• The total population of York as of the 2011 census is: 198,051 – a large potential readership, aiming at the city of York.
• 51.4% of the population is female and 48.6% is male, showing an almost 50% split. This could be looked at as an opportunity for us to produce a variety of content in the magazine rather than focussing on one gender.
• The top social grades for York were AB (16,000 people) and C1 (19,000 people) – this indicates that a high percentage of residents in York receive a high income, reflecting York’s high living prices overall.
• There are roughly 20,000 students studying in York at York St John and University of York. This means we need to ensure the content is appealing to a younger audience, as well as the 25+ bracket due to students making up a huge proportion of the residency in York.
• The median age in York is 38 – taking into consideration the students and the median age of York, we decided to aim The Yorkie to ages 18-30; this allows us to provide a mix of stories which could appeal to young, old and/or both.
<a href="http://worldpopulationreview.com/world-cities/york-
University of York statistics
York St John statistics
What we have decided on putting in the magazine –
We looked at what would go best in the magazine and which topics to include, ensuring that we have a wide range of topics available which suit each audience:
People:
• Inspiring/interesting people
• Mental health
• Sport people
• Significant people
• Locals
Fashion:
• York’s vintage scene
• Street style
• Fur (ethics)
• Fast fashion
Politics
• Trains
• New houses
• First time buyers
• City developments
Arts/culture
• Music venues in York
• What’s going on in York
• Hidden gems of York
• Food/drink
Research and inspiration for The Yorkie layout and pages:
Which roles I am interested and why –
When we produce the magazine I aim to put my best efforts forward and use my skills to my best ability possible. In order to do this, I would like a role which I am comfortable doing but one which will also push my skills further. Therefore, for an editorial role I am keen to look into ‘editorial assistant’, this will include – researching and proof reading, along with some writing for the magazine. This is a productive role and will allow me to have an input in what goes in the magazine, it also allows me to put across my style of writing for any features/stories needed.
A production role I am interested in is the ‘picture editor’, this includes – editing pictures, placing them with stories and booking any photo-shoots needed for the photographers. I like the sound of this as it includes some need for creativity which I believe I have, I enjoy the design of magazines which is why I’m keen to try this role because I can reflect my own ideas through this.
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