Target Audience Research- Shape

With around 5 million subscribers in total, Shape is able to transform the beauty and lifestyle genre of magazines. Directed towards a younger to middle age demographic, Shape aims their magazines and digital media posts toward college graduates, married, and employed women. Whereas our issues are more directed towards both genders in a similar social group; specifically people who are involved in their community and have a healthy and active lifestyle. Shape magazine has a target audience of women ages 25 to 39.  As for their marketing plan, Shape magazine utilizes print, social media, and online blog posts. In 2016, Shape converted to a digital platform and ceased their print media style; this was due to shift in popular demand by attracting a wider array of viewers and has enabled them to expand their audience. Because their younger viewers tends to prefer a more digital form of media, Shape posts photos on Instagram as a way of branding certain issues of their magazine by including a small description and personal statement from the specific model that is being featured.  The target audience for our magazine will be gender neutral with ages ranging from teenagers (14) to middle aged readers (40). 'Sota Wellness has more of a local appeal, so anyone who lives in Sarasota or on the western coast of Florida will have access to the issues. We also plan to target our issues to anyone who wants to stay in shape but are also interested in healthcare, food, wellness, beauty, and fitness in general. Through the following social media platforms, Shape uses a variety of techniques to engage their audience and attract more followers.
In May of 2018, Shape introduced a "redesign" of their original cover style and decided to lean towards a health and happiness philosophy to reflect women's main ideals. Including new sections such as BE Waterproof, BE the Style, BE Food Curious, and BE Health Wise are some of the few that are influencing women to take action. The publisher of Shape magazine said that this updated version of the cover has created a more "modern and fresh look" while also revolutionizing what it means to live a "healthy and balanced life".
After the issue was dispersed, Kate Mara posted on her Instagram, which has around 300,000 followers, as a way of marketing that months magazine. With use of hashtags, username tags, and website URL's, Mara was able to use branding methods to attract her fans to read her issue. 

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