What is Little White Lies and Who Reads It?

What is Little White Lies?

Little White Lies is an independent British film magazine which includes reviews, adverts and interviews. It is released every two months, the first issue was released in 2005, and it features writing, illustration and photography related to cinema. It is published by London-based creative agency The Church of London and the editor is Matt Bochenski. Little White Lies currently retails at £6 an issue, although subscriptions can be set up. It is unique as each issue is inspired by its feature film, represented on the cover by an illustration of its lead actor. The content is split into six chapters: the lead review, an editorial introduction, a series of articles inspired by the feature film, theoretical reviews, the back section and future releases. It uses a tripartite ranking system where it rates the films on the categories: Anticipation, Enjoyment, and In Retrospect - they are ranked out of five and accompanied by explanatory text.

Who Reads It? - Target Audience 

The Church of London conducted a survey in late 2008, where a sample was taken from 250 UK readers. This allows us to have an idea of who reads Little White Lies and who its trying to target. They did this by asking the readers some questions, relating to their interests and other aspects. They found that:

Their readers visit the cinema:

• 0-4 times a month (72%)
• 5-10 times a month (22%)
• 11+ times a month (6%)

Demographics:

• Aged under 18 (3%)
• Aged 18-24 (34%)
• Aged 25-35 (51%)
• Aged 36+ (12%)
• Male (63%)
• Female (37%)

Employment:

• Earn £0-20k (50%)
• Earn £20-40k (42%)
• Earn over £40k (8%)
• Work in Media - Film, TV, Radio, Print (22%)
• Work in Creative - IT, Advertising, Graphics (20%)
• Student (12%)

From this, we can see that they are targeting mainly 25-35 year olds, males, people who earn less than 20k, and work in either Creative or Media. Their occupation, and the fact that they are regular cinema go-ers shows that you need a keen interest in films to enjoy the magazines as it is aimed for people with a passion for the film industry. They also discovered that just over half their readers play video games and buy DVD's  regularly, and 93% read almost all of the magazine and keep their copies.