Magazine PresentationKerrang! Magazine Case Study
Kerrang! MagazineThis is the cover of the latest issue ofKerrang! Magazine .Kerrang! is published by Bauer Publishing.It was first published in 1981
AudienceBauer Media states that the audience profile fro Kerrang! is: ‘Individually minded,independent of thought and musically experienced, an audience defined byattitude, passion and loyalty.’This chart shows both the circulation and readership of Kerrang! 800 125 700 Readership (000s) Circulation (000s) 100 600 500 75 400 300 50 200 25 100 0 0 Jan - Dec 01 Jan - Dec 02 Jan - Dec 03 Jan - Dec 04 Jan - Dec 05 Jan - Dec 06 Jan - Dec 07 Jan - Dec 08 Readership (000s) Circulation (000s)
Here is the official Kerrang! Readershipprofile.
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PublisherBauer Media is a division of the Bauer Media Group, Europe’s largest privatelyowned publishing Group. The Group is a worldwide media empire offering over 300magazines in 15 countries, as well as online, TV and radio stations.Bauer further expanded in the UK with the purchase of Emap Consumer Media andEmap Radio in 2008 to become the UKs biggest publishing group.It was founded in 1875 and is now one of the biggest publishing companies aroundwith it’s large international span. It’s based in the following countries:•Germany •Czech Republic•USA •Mexico•Spain •China•France •Russia•Austria •Slovakia•Poland •United Kingdom•Portugal •Nigeria•Romania•Hungary
Magazine ContentThe graphics have moved on with the years as technology has progressed, however,the conventions of both issues have stayed the same. They both have anchorage andmenu bars and the logo. The logo has changed dramatically as better technology hascome along. The logo has gone from being cartoon and comic like to a more edgy lookof simple black and white with a look of smashed glass. The type of artists and coloursthat are used change as the audience changes as they need to keep their audienceinterested in their magazine. 26/01/11 8 May 1993 issue No. 442
Advertising/SponsorshipKerrang! Magazine uses it’s radio station to advertise the latest issue. Kerrang! Aresponsored by Relentless Energy Drink on some occasions. Together they create a yearlytour which takes in around 13 UK cities.Convergence has enhanced Kerrang!’s popularity as it’s many different medias willbring in different audiences and all of them will be connected up to social networkingsites such as Facebook which their radio uses everyday to get the audience more intouch in a way that will not cost them and they advertise this more than they do withtexting and calling in.One example of synergy that they use is when they embed videos in to their website.They use these videos to show interviews and also the latest music videos of thehottest bands.
Web 2.0 and NMTKerrang!’s website is similar to an internet magazine in the way that it has interviews with bandsand competitions on there too. However, to add to that there are different sections of the websitefor different products that they produce, for example, they have a section specifically for themagazine. In this section you get to see the front cover of the magazine and the two main articlesin photo form and then it gives you a brief outline of what to expect in the latest issue. They alsohave a Twitter, Facebook and MySpace account which helps their audience get in touch with them.To make it more digital than just articles they have video interviews and also they post latest musicvideos and the latest tracks from the biggest bands.The physical magazine will have the best articles will be published and all the others will be postedon their website. The website has the use of videos which no paper format magazines have whichis an added bonus. This is them synergising with other types of media. Kerrang! is now a brandname that has many different publications. They have Kerrang! Magazine, Kerrang! Radio andKerrang! TV and their website backs all of this media up.
The futureIf I was the editor of Kerrang! I would not change the type of magazine it is and I wouldstill focus on type of music it caters for. I would only add similar music genres to the list ifone became very popular with our target audience. Kerrang! has changed over the timesas it has moved from a metal and punk magazine to a more softer emo and pop punkmagazine. By doing this it has gained a larger female audience than it once had. In thepast it has been a more of a male audience.In the next five years I think Kerrang! is just going to keep on growing and growing until itreaches its high. I don’t think it will die out for a while as it has converged and synergisedso well with various media’s and collaborating with other companies.
Has the audience undergone any significant changes? Why? How? What are they? Does it change how audience’s use, benefit from or enjoy the magazine (uses and gratifications theory)?The audience has not really changed, only grown in a sense. Over the years Kerrang!has changed the genre of music it focuses on by adding to the genres they already focuson. By doing this they have reached a new audience; females are now more interestedin Kerrang! They have managed this by having the emo stereotype as one of theirfocuses as a audience member. I don’t think this has changed how people use orbenefit from the magazine. They may have lost some audience members from whenthey focused more on metal music but in the long run they have gained new membersby introducing pop/punk.
Is there anything that has or could affect interest in your subject area?The music scene has been facing tragedy since illegal downloading became possible.Singers aren’t making as much money as they used to even if they are at the top of thecharts. The charts used to go on how many CD’s had been bought but now as hardlyanyone is willing to go out and buy a CD they rely on downloads to create the chartsnow. At one point Radiohead allowed their album to be legally downloaded and didn’tspecify what price they wanted their customers to pay. This is a sign that the musicindustry is becoming desperate. They will do anything to get they money they need tosurvive, like Radiohead have shown. Another singer who has took the fall is Lily Allen;she has left the industry out of her own free will as she sees it as a dead end for her.She won’t have been getting what she wanted out of it so in most peoples eyes she isdoing the right thing and is now getting money out of TV programmes and creating herown clothes line. I don’t think that CD’s will come back into the picture; it is alwaysgoing to be downloads whether it is legal or illegally done.
Has the magazine changed (or adapted) its style or content? You might take a look at a range of covers to detect what type of photograph is dominant.These are a few issues of Kerrang! One from it’s early years and two from its more recentyears. The photographs used are all the same style: the artists of the main feature article.They also use all the conventional techniques of using a mid shot. Even one of the latestissues that has seven different artists on the cover still uses mid shots. 8 May 1993 issue No. 442 03/01/2007 26/01/11
Does it have a central purpose i.e. passing itself off as a definitive guide, creating a social space for a particular social group, offering you a lifestyle choice etc.?Kerrang! gives the emo scene social space as it focuses on them as one of the targetaudiences. It offers them a lifestyle by showing them the way into the emo scene. Itgives people something to follow, trends to follow, music to follow. It focuses on themusic they will like as the emo scene is focused around music. In most cases music istheir life and Kerrang! touches on this element. The stereotypical emo world
Have sales and web traffic increased or decreased over the years?In an article on Media Guardian it compared all music magazines and told us who wasfalling year-by-year and who was growing. It said: ‘Bauers Kerrang! leapfrogged MetalHammer to take fifth spot with a respectable 4.5% uplift in year-on-year circulation to42,967. The title fell 2.4% period on period.’ However, beforehand it said: ‘IPC MediasNME, which was the only title in the sector to report a double-digit year-on-year fall,had a circulation of 32,166 in the second half of last year, a 5% fall on the previous sixmonths.’ This just shows how well Kerrang! is doing compared to it’s major rival NME.The graph below shows how Kerrang!’s web traffic has increased over the past year.The website had its peak time in the summer of 2010 which is understandable as morepeople will be off work and off schoolor college. But what the graph doesshow us is that overall Kerrang! hasincreased their web traffic as inFebruary 2010 they only had 10,018visitors and now in February 2011they have 22,285 visitors.