IDEA

The genre of a magazine is important for establishing its demographic. For example, a pop magazine with fashion and gossip features (like Smash Hits) would most likely be marketed at a pre-teen girl, whereas a rock magazine featuring a band from the 80's (such as Q or Rolling Stones) would be targeted at middle-aged, middle-class men.

Indie and Alternative is one of the fastest growing and most popular genre's in the charts today, thus meaning the demand for journalism in this field is high. Other magazines such as NME and Q draw in this type of readership, however I believe there is still an opening in the market for a magazine that brings elements of music and fashion together to mkae one ultimate publication.
Indie and Alternative is also my favoured genre of music. I believe it will be far easier to create a magazine that I have knowledge in, rather than choosing one where the writing style and look would be completely lost on me.

My target audience: 18 - 30 year olds, male and female, living in London, middle class, interested in music, fashion and the London/New York party scene, like to travel to and fro London and New York.