Who are our readers?

Time Off readers are divided equally between male and female.

Time Off readers are predominantly aged between 17– 30 but the nature of the industry and the refusal of bands such as Rose Tattoo to call it a day suggest readers will more often than not continue to pick up SPA publications well into their 40’s.

Time Off readers are avid consumers of music, entertainment and technological devices and products. They own iPods, Blackberrys, video game consoles, Macs, Laptops, Wiis, records, record players, Mobile Phones,
DVDs and MP3s. Their need to have the latest model/product available coupled with the urge to spend rather than save sees readers replacing said items as frequently as once every 6 months.

Time Off readers have access to the internet both at work and at home, on which most time is spent accessing websites of bands and performers, shopping online, watching video clips on You Tube and blogging about how the band they saw play last night changed their life…. or destroyed it.

Time Off readers go to shows, get their hair cut, buy new jeans, are addicted to coffee, see fi lms, occasionally turn up to Uni and party hard. And wherever they are doing these things, SPA publications are within reach.

Time Off readers are a product of a consumer driven age where brand awareness has taken place of literacy and social etiquette. They were born in the ‘80s when greed was good and they know what they want and when they want it, which is sooner rather than later. This puts them and their peers ahead of their game.

Time Off readers have one best friend that never lies – the mirror. They preen, puff, spray, squeeze, flash and luck all in the name of fashion. They buy what they don’t need and are willing to try anything once if it’s considered hip, regardless of cost.

Time Off readers are educated and informed. They value substance over transparency and integrity over wit. The wool is not often pulled over their eyes.