When considering mastheads you have to think about:
- position: along the top (think about newsagents and how they're displayed)
- size: usually the largest text on the cover (again, think about how they're stacked on shelves)
- colour: brighter colours work well for younger audiences, darker or duller colours are more likely to appeal to an adult, mature (older) audience. Gender can be a factor too (pink...)
- font style: handwriting styles typically target a female audience; serif fonts (like this one) may signify or connote an older, sophisticated audience; bubble fonts (thick lettering) work well for younger audiences, though might be necessary for older audience if the title is a short word!
- case: upper case (capitals) typically indicates older, though Sentence Case can be seen as elegant and suiting a sophisticated, wealthy audience. Using ALL lower case can be seen as informal; this and MiXiNg CaSe is unlikely to appeal to an older audience, lead us to the point below...
- breaking rules of grammar: intentional mis-spelling, slang, shortened words ... all will help appeal to a younger audience: eg Old Skool; Lux (for Luxembourg)
- graphic element within the word/s: the dot of the i is often targeted for a graphic element (eg KiCK! I'd use a football for the dots)
- length of the name: you wouldn't use a long name for a youth magazine; if you do, you're limited in the size of your font