The Big Issue Magazine - Target Audience

When dealing with the target audience for The Big Issue it is hard to assess due to the unique distribution, this is hard as it is unclear why a person may be purchasing the magazine to begin with. For example people could just buy the magazine to do good for the homeless and less fortunate, or could have built a relationship with the vendor who sells the magazine so continue to but it to help that one person even if they do not read it.

When applied to the lifestyle categories it is clear that The Big Issue appeals to the Puritans as they want to feel like they have done their bit for the world, so by buying the magazine they feel as if they have given to those less fortunate. In addition it also appeal to both the Utopians as they want to make the world a better place and the Innovators as they want to make their make on the world. The magazine gives the audience this and allows them to fulfil their wants and desires through the distribution of the magazine.

However the magazine itself is better when applied to the 4C’s model. From this it is evident that the audience of The Big Issue can be the Explorer as their core need for discovery is fulfilled. This is shown as throughout articles the magazine relates back to real life events in the news, for example an article from the 2017 Feb issue titles Lessons From History discusses the play Fiddler on the Roof and how the play relates to the news now about asylum seekers and refuges as well as giving the Explorer the chance to go see the play.

Aside from the Explorer the main audience type for The Big Issue is the Reformer. Their core need is enlightenment, they are intellectual, socially aware and value their own independent judgement. An example that highlights The Big Issue appealing to the Reformer would be a story titled Vendor Spotlight, the story is about the story of a homeless person who sells the magazine as a job showing that the reader is one who breaks down walls and stereotypes between people and homeless people. They understand the struggle and work to help, they accept all members of society and shows their tolerance and acceptance of others. This article also portrays the Reformer as socially aware as reading about the vendor allows them to be aware of their situation and the things people ignore and are blind to within society. They gain information about the situation and how they can help and provide. The Reformer is anti-materialistic and value their own judgement which is reinforced by the article as they get insight into the life of a person who has nothing as well as embracing and understanding their life.

The magazine also appeals to the Explorer and Reformer as it provides them with information, they are given knowledge on a range of subjects which enable them to interact and have intellectual conversations. The magazine also gives a voice to the voiceless, to the underrepresented groups in society which is an appeal in itself as it attracts the audience type who want to know more about everything. In addition it allows them to socially interact as the magazine is about current affairs which people are talking about and encourages conversation and debate. The magazine encourages the audience to express their views and opinions which is what these two audience types aren’t afraid to do.

Overall The Big Issue can be seen to attract almost all audience types as every person wants to give to those less fortunate and give the homeless money. However the physical magazine is more for the Explorer and more importantly the Reformer as the magazine provides them with information as well as entertainment from the uses and gratifications model. Plus the magazine fulfils their core need of discovery and enlightenment.