You have done the research and have collected the results. It is now time to publish your manuscript in an academic journal. There are many factors to consider when choosing the target journal. First, you need to identify the target audience. Here are some important questions to consider when trying to identify your target audience.

Who will benefit the most from the results you intend to publish?

Are the results and conclusions of general interest?

Would the results be of more interest to researchers in a particular field?

Where are researchers in your field publishing their work?

One of the biggest mistakes that authors make is to choose a journal based on its reputation or impact factor without considering other factors such as the audience, scope, costs, copyright options, and publishing time. There is nothing wrong with aiming high, but you need to consider the consequences. Submitting a manuscript to the wrong journal could waste valuable time for both you and the editor, and it might also have a negative impact on your reputation at the particular journal. If you constantly submit papers that are out of the scope of the journal, the editors will not take you seriously when you do submit a paper that is relevant. Yes, the journal’s impact factor or prestige may still be an important consideration, but the availability and increased acceptance of article-level metrics means that you can still get recognition for your work even in a journal with a lower impact factor. Presenting great results to an audience that is not interested will not be of benefit. Presenting your results to an audience that will engage with your work and cite your work is far more valuable and should be the primary consideration when choosing your target journal.