Market segmentation : a profile of the aviation magazine reader in Malta

Abstract

Aviation has become a very popular hobby in Malta with many enthusiasts practicing many different activities. Part of the hobby includes keeping up to date and learning more about different aspects of aviation through magazines available on the shelves of newsagents. However, there are no locally produced aviation magazine titles available for purchase. Therefore locals have to rely on the small amount of news content produced by the foreign magazines or the local media. By researching past aviation magazines, interviewing key members of previous local productions as well as interviewing people who read aviation magazines, I have conducted the initial research in order to produce a magazine on Maltese aviation targeted at local aviation enthusiasts. A profile has been developed by applying market segmentation theory. As well research was conducted regarding some of the costs involved in magazine production. This dissertation is an invaluable guideline for anyone who intends on producing a magazine for local magazine readers.