The Three C's: Culture, Creativity, and Consumerism

I have been thinking a lot lately about garnering a target audience, and who is it exactly I would want to open our magazine. To think our magazine would intrigue everyone is too broad, and too naive of me to think our tastes would be so universal. So, as to narrow down our niche, I did some research and came across Sarah Jacob's "The 5 Steps to Figuring Out Your Target Audience". While her steps were more directed towards an audience of photographers rather than magazine creators, I figured the steps were applicable in both circumstances. Her most striking question follows:

"Who is your ideal client?" 

I believe our magazine would want to embody an easy-going spirit, with more of a youthful undertone. We wouldn't be afraid to explore color and be experimental, and would hope our audience would feel the same. Therefore, I think our audience should target the older bracket of Generation Z (16-21 year old). 

Looking more into Generation Z, I wanted to see what kind of tactics and character traits could influence the direction of our magazine. Matt Kleinschmit's infographics on Generation Z characteristics provided lots of marketing information to cater to such an audience.

Vision Critical, 2015

• Technology, to nobody's surprise, comprises a lot of Gen Z's consumerism. Interacting with social media and trends in reference to art can be attractive.
• Activism is a big part of the culture, and so is counterculture; integrating our magazine with political background or social commentary can prove to be beneficial.
• "75% of teens want to convert hobbies to full-time jobs" -- showcasing young artistic photographers can inspire and bring attention to the go-getter spirit that should be embraced, not diminished, by society.
• "Generation Z has an attention span of 8 seconds" -- our cover should be eye-catching, minimalistic, yet bold. 
• "Edgy, and should be progressive..." -- providing atypical magazine production should be key to standing out. Conformity and blending in with the rest is the opposite of what we should go for.
• "Provide visual depth" -- along with the movement against conformity, "Generation Z likes storytelling", and providing information and inspiration behind art, along with personal encounters may add to our product.
• "Go global, in terms of both locales and backgrounds" -- our content should embrace people and subjects all around the world. There should be an inclusive feel towards our work where Generation Z should be wholly accepted and represented (with the majority no longer being Caucasian, Gen Z comprises a mixed set of backgrounds).
• "Promote an uplifting and positive message" -- Gen Z doesn't seem to be as cynical as the previous Millennials and Gen X. Leaving a hopeful tone, rather than a dreary look, should be one of the main goals. We want to promote the "60% [who] want to change the world".

Lastly, in Adweek's infographic, one point was stressed that impressed me as the most important aspect to incorporate to our product:

"They don't simply consume it. 

They make it.

They create it."

AdWeek, 2015

With my group all being part of our target audience, as fellow Gen Z-ers, we can create the most authentic content for others to enjoy. We can integrate our friends who fit into our magazine's paradigm and truly emulate the culture we want the world to adopt. It may seem like an ambitious task, and it is, but, after all, entrepreneurial instincts are part of the Generation Z dogma. 

Until then,

SLS

Jacobs, Sarah. "The 5 Steps to Figuring Out Your Target Audience." 

     Photoshelter Blog, 30 Oct. 2013, blog.photoshelter.com/2013/10/ 

     steps-to-figure-out-target-audience/. Accessed 12 Mar. 2017.

Kleinschmit, Matt. "Generation Z characteristics: 5 infographics on the Gen Z 

     lifestyle." Vision Critical, 4 Dec. 2015, www.visioncritical.com/ 

     generation-z-infographics/. Accessed 12 Mar. 2017.

Morrison, Kimberlee. "How Should You Be Marketing to Generation Z Through 
     Social? (Infographic)." AdWeek, 8 Oct. 2015, www.adweek.com/digital/ 
     how-should-you-be-marketing-to-generation-z-through-social-infographic/. 
     Accessed 12 Mar. 2017.