Back in December I glanced through the “free – take some” magazine box at the public library and saw something new. New to me, that is, and it seemed interesting, so I took both issues of it home. The quarterly focuses on creativity and mental comfort. Since I was stressed, the combination had a great deal of appeal, and over the next few weeks, I nibbled on the two issues. I learned some things, had a nice mini brain break, and observed that I am not the publication’s target market.

The target market reader is active on social media, especially Instagram. She is in her late 20s-50 or so, is in the economic middle class or aspires to be middle class, has some disposable income, wants to be “a creative” or thinks of herself as creative, and might keep a journal. She is familiar with cafe culture, believes in self-care and occasional pampering, and might or might not have a family (but is probably not a full-time homemaker*). She is probably very visual, but I might be wrong there, and inclines toward the romantic and Romantic.

I’m not that demographic, exactly. I’m the correct age, below the income bracket, not on social media, and don’t consider myself to be a “creative” in the current sense of the term. I get coffee and fancy tea on occasion, and take it elsewhere, usually because there are no seats free in my favorite coffee shop. Long-form reading and articles appeal to me more than do little essays (500 words or so) and quotations, and lists of things.

The magazine obviously knows its readers, and caters to them well enough that it has been in business for half a decade or so. Readers can buy branded swag, journals, participate in an on-line community of like-minded people, and follow the publication’s Instagram and other feeds. The magazine is for readers who dip in and out of media, reading a little and then doing other things, returning for more at a later time.

So what? Well, consider how you determine your readership for advertising purposes, if you market, or are considering marketing. If you are aiming at romance readers, what will catch their eyes and interest? Craft mystery writers might consider advertising on web-sites for knitters, stitchers, those who do quilling**, or other things related to your craft mystery. Cedar has tried various visual media to build interest in her work, with mixed success. If you hand sell books, where does your demographic hang out? A regional writers’ group is taking advantage of the centenary of Route 66 and publishing an anthology of Route 66 stories, with plans to sell it at events related to the Mother Road.

Who are my readers? It varies with the series. Some like historical fantasy with a lot of history and technical detail. Others read for the relationships and humor in the Familiars stories. A few are military sci-fi, or started with my mil-sci-fi and stayed for other things. I suspect the WIP, a Celtic-flavored fantasy, will have more cross over from the historical fantasy than from the Familiars, but I’m not sure. I suspect most of my readers are older than 30, with good educations (technical, self-educated, or otherwise), but I’m not willing to put money on that.

I’ve tried hand selling at a local con. The con is focused on younger people, and is pop-culture heavy but not a comics-con per se. My work doesn’t really fit there, based on my sales, although that might change with the new work, and a few other projects I’m playing with. I’m pretty niche.

Knowing that is part of the key to marketing. Going back to the magazine I read through, they are niche, but it is a niche that is very willing and able to spend on a quarterly publication that encourages creativity and comfort. It works for the publisher, and my hat is off to them. Would I spend that money on the publication? No, because the cost is the same as what I spend on a bi-monthly European history magazine I subscribe to. I’m a different market.

Who are your readers, if you can tell? How can you find more people like them? Cedar’s written about using Amazon’s tools, and other things, to find eyes for your books. Facebook™ used to have some advantages, but those faded away several years ago, according to several people I know with recent experience there. What about gun shows, or a little ad at a local craft supply store, or putting cards in your favorite small coffee shop, if they allow such?

*I say that, but I could be wrong. It would be good escapist reading while kids nap or are at school, since the pieces are short and self-contained within the theme of the issue.

**Using thin strips of paper to make raised patterns on a larger page. Quill work is beautiful, requires a steady hand, and my cat would have far too much fun helping me.