The Big Issue Audience

Who is the primary audience for The Big Issue?

Socially aware people in the ABC1 socio-economic group (higher class) with a broad age-range. Likely 25+ due to the serious topics and political content.

What psychographic group is targeted by The Big Issue?

Reformers are targeted as they are socially-aware and intellectual. This is evidenced by stories of homeless vendors that raise awareness, offering opportunities for the affluent audience to help them and make a change.

How does The Big Issue target a diverse audience?

They represent both men and women, though arguably placing men as more important/significant.

They represent many races & LGBTQ+ identities as equal and celebrated e.g. Grayson Perry and Marvina Newton.

How does The Big Issue appeal to homeless people?

The magazine represents the homeless as powerful and sympathetic, giving a voice to the voiceless.

Men are represented as powerful throughout the magazine, and more men are likely to be homeless in the UK.

What is a preferred reading of The Big Issue?

The target audience will overall enjoy the magazine for representing under-represented groups (niche content) and raising social awareness. The audience may achieve a sense of saviourism by gaining awareness and supporting TBI.

What is an oppositional reading of The Big Issue?

Some people may dislike the 'vulnerable' representations of Vendors (Donato - old man) to achieve a sympathetic response, guilt tripping the audience.

Feminists may dislike the representations of male dominance e.g. referring to male celebrities as "Legend", "Star" and referring to women simply as "Actress"

eg of demograph

• Letter from Editor – mentions new drive on literacy to dismantle poverty

• Advertisements – Sky Atlantic (Disposable Income) ​

• I, Daniel Blake poster – Socially, culturally aware readers with left-wing ideology ​

• ‘Classic 80’s DVD’ – Targets 30–50-year-old audiences