What is Little White Lies? Who Reads It?

Little White Lies is an independent British film magazine. The company is renowned for its attention to aesthetic detail and artistic flare. The company was established in 2005, with the goal to create a magazine that converged the informality of a discussion with friends, and the formality of an editorial perspective that you might read in 'Film' Magazine, a more commercially orientated and mainstream read for its audience. Another distinction amongst its competitors is pricing and release dates, although it has varied over recent years the current price for one individual copy of Little White Lies is £6. However they primarily base their sales strategy around subscriptions, this constructs a higher sense of worth and value for the product and to support the sense of worth further, new articles are only released every two months, building anticipation and suspense for its consumers.

The publishing company, The Church Of London published a survey in 2008. A sample was gathered from 250 UK readers, revealing a number of different and invaluable pieces of information for the company, here is what they discovered:

• The number of readers who visit the cinema to watch their films

        0-4 times per month (72%) 

        5-10 times per month (22%)
        11+ times per month (6%)

• The various range of demographics  

        Aged under 18 (3%)               Male (63%)

                                                                            Aged 18-24 (34%)                  Female (37%)

                                                                            Aged 25-35 (51%)

                                                                            Aged 36+ (12%)

From analysing their data there are some clear discoveries to take into account. One is 63% of the 250 readers questioned are male and 37% are female. This reveals that the magazine attracts a male audience, one possible explanation for this could be the genre of design and their tendency to centre their articles around films that are predominately viewed by a male demographic. For example the two pictures above denote two hugely successful dramas based on male characters who play masculine roles. Another discovery is 128 of the 250 UK readers fall in to the age band of 25-35 years old. This information could be of use to LWL as it highlights what kind of audience their visual arts and style of language is attracting.