12. Bauer is a massive producer of magazines; it publishes 282
magazines in 15 different countries. Its is the leading
distributor with a turnover is £1.79 billion. It publishes major
magazines such as Q, Mojo and Kerrang.
Due to major influence of Kerrang magazine on my own
magazine Reckless, I believe Bauer would be the best
producer for my magazine.
13. Key Facts About KERRANG!:
• Price- £2.20
• Frequency- Weekly
• Circulation- 43,000
• Readership- 369,000
• First Issue- 6th June 1981
• Hardware/software they use? Adobe Photoshop Elements 2.0
• Target Market- 15-24
• Male/ Female- 60% male, 40% Feale
• Average Age- 22
14. Although magazines make some money from the cover price of the
magazines, the main income is achieved though continuous advertisement .
Therefore the advertisement techniques must be audience specific.
15. Magazines make money in three ways
1. Single copy sales: This is when someone goes to a shop and buys a magazine.
This makes very little money and costs the most money. The costs include; magazine
production, transport of the magazine to the shop and commission to the shop.
2. Subscription: This involves the delivery of a magazine to a person every issue.
Meaning profit is made every month and the magazine distributors have a persons
home address so advertising is easier to people they know are already a target
audience.
3. Advertising: Magazines turn over a huge amount of money, obviously depending on
the magazine and marketing techniques used but it can reach the multi- thousands in
sales turnover.
The advertiser's need to be persuaded into displaying there product in your magazine
and your target audience must be specified so that they know whether their advert is
reaching the right people.
16. KERRANG Marketing techniques?
• Radio station advertising the magazine
• Online advertising (Kerrang website)
• Word of mouth
• Posters
• Kerrang TV channel
• Kerrang Tour
• Kerrang Awards
17. Because of this, magazines have a very clear audience as
to who they are trying to sell. This is done
demographically and also psycho-graphically.
18. Psycho-graphically
Market research tries to divide people into 'types' in a wide range of ways. A typical set of
categorisation is as follows:
Mainstreamers- They go with the flow and don't want to stand out.
Aspirers- They want to have more money or status and will often buy 'flashy' products to
try send out messages about status.
Succeeders- They have more money to spend than aspirers but won't feel the need to
show it as much.
Individualists- They want to show the world they are different.
Carers- They want to save the world.
19. Audience Demographics
Magazine companies, like all media producers, need to know who they are targeting. They
need this information for two reasons:
To make sure their product is attractive to their buyers.
To provide accurate data about their buyers to potential advertisers.
Demographics means putting people in categories by their human characteristics.. things like
age, race, gender, class....
CLASS A - high ranking professionals, like doctors and lawyers
CLASS B -middle ranking professionals, like middle managers and teachers
CLASS C1 -'white collar workers' like junior managers and nurses!
CLASS C2 - skilled manual workers, like plumbers and carpenters
CLASS D - semi unskilled/ no skill workers like truck divers or ASDA employees
CLASS E - people living on benefits and on the dole, like the unemployed and elderly.
