The current magazine industry is dominated by the two media conglomerates Bauer and IPC. Bauer of which is of German origin, but has now landed publishers in all of Europe including countries such as France, Spain, Portugal and the United Kingdom. IPC on the other hand is a media conglomerate based in the UK, being a leading UK consumer magazine. Bauer has ownership in many leading music magazines such as Mojo, Q, and Kerrang!
Bauer is the largest privately owned publisher in Europe; its success is acknowledged by the public due to its high circulation figures. For example Kerrang! remains the market leading music weekly magazine with a devoted audience of rock fans driving sales of 60,289 plus a week. Whereas Q on the other hand retains its pre-eminent position as the number one music monthly brand in the UK and across Europe of 112,532, alongside an ever-increasing digital reach via Q4music.com.
IPC owns over 80 magazines of all genre categories, ranging from music magazines to sport and leisure. IPC is owned by times incorporated and owns music magazines such as NME which is the longest published and most respected music weekly in the world. NME’s circulation figure of 2005 is as follows, as 76,792 copies were sold per week.
The 2008 circulation figures and readership figures for popular music magazines such as Mojo, Q, and NME are as follows. The sales figures were issued by auditing body ABC who revealed that Q had lost 21% of its readership in the second half of 2008 when compared to the same figures for 2007. The current circulation for Q stands at 103,017 readers per month, a marginally higher figure than Mojo. Of the music magazines owned by Bauer, I would say Kerrang! Has a particular niche audience, whereas Q is seen as a more broadstream magazine. I think Kerrang! Is niche because it targets a specific audience, such as heavy metal and rock fans.
Bauer Main Three Music Magazines:
Bauer is the largest privately owned publisher in Europe; its success is acknowledged by the public due to its high circulation figures. For example Kerrang! remains the market leading music weekly magazine with a devoted audience of rock fans driving sales of 60,289 plus a week. Whereas Q on the other hand retains its pre-eminent position as the number one music monthly brand in the UK and across Europe of 112,532, alongside an ever-increasing digital reach via Q4music.com.
IPC owns over 80 magazines of all genre categories, ranging from music magazines to sport and leisure. IPC is owned by times incorporated and owns music magazines such as NME which is the longest published and most respected music weekly in the world. NME’s circulation figure of 2005 is as follows, as 76,792 copies were sold per week.
The 2008 circulation figures and readership figures for popular music magazines such as Mojo, Q, and NME are as follows. The sales figures were issued by auditing body ABC who revealed that Q had lost 21% of its readership in the second half of 2008 when compared to the same figures for 2007. The current circulation for Q stands at 103,017 readers per month, a marginally higher figure than Mojo. Of the music magazines owned by Bauer, I would say Kerrang! Has a particular niche audience, whereas Q is seen as a more broadstream magazine. I think Kerrang! Is niche because it targets a specific audience, such as heavy metal and rock fans.
Bauer Main Three Music Magazines:
Q
Mojo
Kerrang!
IPC Main Three Music Magazines:
Mojo
Kerrang!
IPC Main Three Music Magazines:
NME
Guitar & Bass
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Bauer has a wide range of music magazines, so as expected, prices will vary depending on the amount of advertising space allocated in the magazine, the thickness of the magazine, and the relevance to the audience will all affect the price of the music magazine. For example, Q is a music magazine owned by Bauer, it has a price of
Bauer caters for both niche and mainstream music magazines; an example of a niche music magazine is Kerrang! This is renowned as niche because its audience profile is individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty. This as you can see is very specific and as a result a niche music magazine. Kerrang! Has an issue price of £2.20.
Whereas on the other hand Q is aimed at a wider target audience and a mainstream music magazine. This is because advertisements within Q are aimed at related products. I think Q caters for a mainstream audience because its remit is more generalized than say Kerrang! Q has an issue price of £3.90.
Mojo can be categorized as niche; this is because its imaginary entity is reflected as being a young target audience, with a high percentage of male readers and viewers. I think Mojo targets this audience because it will receive vast amounts of money from companies wanting to advertise similar products of interest. This will benefit both Mojo and the company advertising in the magazine. Mojo has an issue price of £4.20.
IPC also caters for both niche and mainstream music magazines; an example of a mainstream music magazine owned by IPC is NME. NME has an issue price of £2.20
IPC’s Guitar & Bass is niche as its name suggests. Its target audience is predominantly male and middle aged. This means that related items and products. Posters are exempt from this kind of magazine as it is a sign that it is aimed at a more mature older audience. It has an issue price of a little over £2.00.
For the next part of the essay, I will explain and interpret the demographic readership of three magazines either from Bauer or IPC. The magazines I have chosen to research further into are Kerrang!, NME and Q. Kerrang! Has a specific demographic readership which consists of the target audience being individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty. Kerrang! Has ABC figures of 52,272. Along with demographic readerships, Kerrang! Interprets its target audience image by using synergy, cross media, and other advertisements associated with that magazine. For example Kerrang! Is a teenage magazine, this is well known by the fact that it has ‘free posters’ on this cover below, this identifies it as teenage aimed as teenagers are expected to have band and idol posters upon their walls, which is sort of like a social convention. It will also use advertisements as pat of cross media to produce profits in exchange. For example in an issue of Kerrang! I found an advert for ‘my bloody valentine’ this is aimed at teenagers and young adults, which fits the demographic readership target audience of the magazine.
NME on the other hand is owned by IPC, its target audience is fairly mainstream, which means its demographic readership viewers appear to be drawn from the 25-34 age bracket, while the magazine’s readership continues to appeal to 15-24-year-olds. NME’s total circulation figures are 56,284. This is unsurprisingly more than Kerrang! NME uses advertisements directed at the younger age bracket to maximise exchange, products like upcoming gigs, tours and festivals. This is known as synergy.
Guitar & Bass
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Bauer has a wide range of music magazines, so as expected, prices will vary depending on the amount of advertising space allocated in the magazine, the thickness of the magazine, and the relevance to the audience will all affect the price of the music magazine. For example, Q is a music magazine owned by Bauer, it has a price of
Bauer caters for both niche and mainstream music magazines; an example of a niche music magazine is Kerrang! This is renowned as niche because its audience profile is individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty. This as you can see is very specific and as a result a niche music magazine. Kerrang! Has an issue price of £2.20.
Whereas on the other hand Q is aimed at a wider target audience and a mainstream music magazine. This is because advertisements within Q are aimed at related products. I think Q caters for a mainstream audience because its remit is more generalized than say Kerrang! Q has an issue price of £3.90.
Mojo can be categorized as niche; this is because its imaginary entity is reflected as being a young target audience, with a high percentage of male readers and viewers. I think Mojo targets this audience because it will receive vast amounts of money from companies wanting to advertise similar products of interest. This will benefit both Mojo and the company advertising in the magazine. Mojo has an issue price of £4.20.
IPC also caters for both niche and mainstream music magazines; an example of a mainstream music magazine owned by IPC is NME. NME has an issue price of £2.20
IPC’s Guitar & Bass is niche as its name suggests. Its target audience is predominantly male and middle aged. This means that related items and products. Posters are exempt from this kind of magazine as it is a sign that it is aimed at a more mature older audience. It has an issue price of a little over £2.00.
For the next part of the essay, I will explain and interpret the demographic readership of three magazines either from Bauer or IPC. The magazines I have chosen to research further into are Kerrang!, NME and Q. Kerrang! Has a specific demographic readership which consists of the target audience being individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty. Kerrang! Has ABC figures of 52,272. Along with demographic readerships, Kerrang! Interprets its target audience image by using synergy, cross media, and other advertisements associated with that magazine. For example Kerrang! Is a teenage magazine, this is well known by the fact that it has ‘free posters’ on this cover below, this identifies it as teenage aimed as teenagers are expected to have band and idol posters upon their walls, which is sort of like a social convention. It will also use advertisements as pat of cross media to produce profits in exchange. For example in an issue of Kerrang! I found an advert for ‘my bloody valentine’ this is aimed at teenagers and young adults, which fits the demographic readership target audience of the magazine.
NME on the other hand is owned by IPC, its target audience is fairly mainstream, which means its demographic readership viewers appear to be drawn from the 25-34 age bracket, while the magazine’s readership continues to appeal to 15-24-year-olds. NME’s total circulation figures are 56,284. This is unsurprisingly more than Kerrang! NME uses advertisements directed at the younger age bracket to maximise exchange, products like upcoming gigs, tours and festivals. This is known as synergy.
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