Introduction - Heat Media pack

Magazines: Tatler CSP

Introduction - Tatler Media pack

1) Look at the Tatler Media Pack. Go to page 2: how does the editor introduce the magazine?

Kate Reardon, the editor, introduces the magazine as a "rifle shot" to the "very richest readers in the country", suggesting that Tatler knows its target audience as the upper / upper-middle class, and aims for it consistently. She implies that the lives of these people influence what the magazine chooses to represent.

2) Now go to page 4 of the Media Pack. Focus on the print magazine (NOT tatler.com - the website). List the key demographic details: age, gender %, ABC1 % (social class), HHI (Household Income), % of those living in London and the South East. What do these demographic details suggest about the average Tatler reader?

Demographic details:

Circulation: 80,035

Readership: 163,000

Average HHI (Household Income): £261,572

Female: 73%

ABC1: 83%, AB: 51%

Average Age: 41

London/SE: 70%

3) Look at page 6. What do Tatler readers think about fashion? How much do they spend?

Tatler readers spend extreme amounts of their disposable income on fashion, with around £843 million spent on fashion in the past year. 96% of readers of the print magazine own designer fashion, and 81% own designer shoes and accessories. 62% agree that they often buy fashion products after seeing them in magazines.

4) Go to page 10. What are the special editions of Tatler that run throughout the year? What does this suggest about the Tatler audience? What about the psychographic audience group that best fits Tatler?

Special editions of Tatler include:

January: Travel Guide

March: Weddings Guide

April: Beauty and Cosmetic Surgery Guide

June: Spa Guide

July: Watches and Jewellery Guide

October: Schools Guide (including Totler - a guide to toddler etiquette) 

This suggests that the Tatler audience has a wide variety of hobbies and enough disposable income to be able to support all of them financially - this best fits the psychographic groups of the aspirer and the succeeder, who are both motivated by status, luxury, etc.

Media Language