Magazine Market Research

1. Market Research

2. Music Market Research
For my research I started by looking at look on-line stores
to find out what music magazines are available in the UK.
Tesco:
• Kerrang, NME, Mixmag, Rock Sound and Classic Rock
Sainsbury's:
• Classic Rock, Mojo, Kerrang, Top Of The Pops
ASDA:
• Kerrang, NME

3. This picture was taken in the
music magazine section in
Tesco. I have found that there is
a bigger variety in store
compared to the ones online
which are not shown if they are
out of stock. The music
magazines are easy to find
because they are all in one
section and Kerrang, NME and
mojo are placed in front of the
other, less recognisable
magazines, suggesting that
these are the most popular
magazines that are sold in
Tesco. Based on this research I
want to look further into these
magazines.

4. Published by- TimeInc.uk
Readership- 325,000
Circulation- 33,875
Median age- 23
Male- 74%
Female- 26%
Student- 42%

5. Mission Statement- To provide up to date and new information,
reviews and listings of the best music
NME reader- Not surprisingly NME readers are completely obsessed
by music. Reader research has demonstrated that they rely on the
editorial and the ads to keep them up to date with new music. This
knowledge then makes them the authority in music in their peer group.
• Readers have a strong
relationship with NME and
completely trust the brand:
- “I can trust it”
- “Its full of facts that we should all
know but don’t BUT we do now
thanks to NME”
- “Honest no-holds barred reviews”.

6. Published by- Bauer Media Group
Circulation- 44, 013
Readership- 421,000
80%of K! readers buy every issue
Profile- 52%
Mean age-22
Prize- £2.90

7. Mission Statement- Kerrang! will ensure that we are constantly
appealing to our spectrum of readers. From the younger teenage
readers who are more open to different genres of rock music – from
emo to thrash etc, to the readers who respect Kerrang! as an authority
when it comes to our scene’s heritage bands. Each issue will include a
balance of bands and scenes to guarantee that we’re providing for our
readers’ need for variety and their passionate appetite for their
favourite bands as well as their desire to be introduced to NEW
MUSIC within our world. We will focus on the BIGGEST things that are
going on in our world each week, as well as guaranteeing that we are
giving our main base of younger readers everything they need to get
into, on top of this the interest in older, harder bands, cementing our
role as an educator
Nichola Browne – Editor

8. Kerrang! Reader- Jim, 22, lives and breathes rock music: it informs
his choice of friends, his hobbies, leisure time, attitudes, fashion
sense and lifestyle. Above all he is fanatical about THEIR music. He
engages with music 24/7, from the minute he wakes up ‘til the minute
he falls asleep: when he is not listening to music or watching music
TV, he is talking to his friends about music, attending gigs or playing
instruments and dreaming about rock stardom. He is plugged in,
sharp, has a strong moral code and rejoices in his individuality. He is
a fashion trend setter in his peer group but he is heavily influenced by
musical icons and scenes. Like the bands he supports he is extremely
loyal to the brands he trusts. The way he looks and the clothes he
wears is integral to communicating ‘his identity’ to the world.

9. More information about Kerrang! Magazine- Kerrang! has 29
years of heritage and is the biggest music weekly in the world. A
really young audience of mean age 22 is a big advantage as
traditionally this age group is elusive (and expensive) to reach. As
well as music releases this makes Kerrang! perfect for film and
games, and also mobile technology and government messages. It is
the original multimedia platform boasting magazine, online, radio,
TV, K! Awards, K! Tour, and K! podcasts. Kerrang! loves music,
especially rock. It is considered by its readers to be an integral part
of the scene rather than just a commentator. It’s readers are the
heaviest music consumers purchasing over 6 albums per month on
average (53% more than the national average) and 8 times more
likely to spend over £200 a year on albums. The readers are also 5.5
times more likely to attend a rock gig.

10. Published By- Bauer Media Group
Circulation- 91,678
Readership- 218,000
abC1 profile- 66%
Mean age- 37

11. Mission statement- Mojo is an educator, a living archive and a trusted
source of musical excellence. Mojo provides its audience with an
authentic, independent, and emotional connection to the music. Its also
the last word on what's good, for music that is timeless, and where to go
next. Mojo is loved by its readers, the music industry, and by musicians
alike, because it engages them on the subject they love the most. Its basic
editorial proposition every month consists of:
A definitive, book-like cover feature (i.e. you don’t need to read a book on
the subject, you can just read Mojo to know everything). An editorially
themed cover mounted CD. A 30 page plus reviews section known as
Filter, which brings you the best in music that month. Mojo goes in deeper
than any other magazine and creates an experience that is immersive,
and that the readers can luxuriate in. From The Beatles to Battles, and
The Ramones to Radiohead. Classic, sitting comfortably with cutting edge,
and quality being the one constant

12. MOJO is the world’s largest UK music magazine, delivering a monthly
dose of world class journalism and iconic photography to an audience
of extremely passionate music consumers. If you’re featured in MOJO,
you matter. MOJO is the brand for those truly OBSESSED with music.
MOJO is THE MUSIC EXPERT – a magazine of high brand values and
integrity. A carefully crafted musical archive covering the very best of
music across genres. From classic and modern rock, folk, soul, country
to reggae, electronic and experimental. It prefers to celebrate quality
over popularity – music that will stand the test of time. MOJO provides
a “hand-made” experience in a mass market environment, and as a
result is a valued and trusted brand.

13. The MOJO reader- John is 37, a passionate and discerning music fan, long-
time musician himself and dedicated record collector. With his high
disposable income, John loves nothing more than sneaking off to the local
independent record store to see what’s in. John proudly invests in an
extensive mixture of vinyl (classics and rarities), CD’s, and carries a well
stocked iPod that covers everything from prog to nu-folk, MO town to 60’s
garage, blues and psychedelia.
John’s heroes are Bowie and Jimmy Page, he has played the guitar since his
school days and gets together now and again for a jam with his muso pals. A
heavy gig goer, he also likes the more ‘boutique’ festival experience, having
begun to outgrow Glastonbury, he is now just as likely to head to a smaller
scale shindig such as Latitude or Green Man Festival. John and his partner
occasionally like to unwind at the weekend by packing the toddlers off to their
grandparents and inviting their friends around for dinner, whiskey and a rifle
through his record collection to unearth some hidden gems. Well read and
media-savvy, they chat into the small hours about music, books and films

14. Published By- Bauer Media Group
Circulation- 89,450
Readership- 550,000
abc1 profile - 72%
Median Age- 29
Male- 68%
Female- 32%

15. The Q Reader- Mark is 29 and lives in Leeds. He is a
passionate music fan, as a lad he got into ‘proper music’ in
the mid-’90s, inspired by the rock ‘n’ roll swagger of Liam
and Noel, Blur and the Britpop scene. He’s in full-time
employment but revelling in life without any dependents or
family responsibilities. Mark has high disposable income to
spend on himself alone, being a heavy consumer of music,
buying up to 6 albums per month. He loves reading Q to
discover new music, as well as filling in the gaps in his back
catalogue. New music forms part of his social currency, so
Mark is keen to know the new Mumford & Sons before they
go mainstream and uses this knowledge as influence within
his friendship circle.
Mark is highly savvy to digital technology, a keen social networker and uses
online services to enhance his social life. He’ll regularly welcome his mates
round to his for some Spotify DJ-ing and a few beers as a warm-up for a big
night out. An open-minded experience seeker, Mark loves the live music
experience, opting to go for a mixture of gigs, especially huge arena shows for
the likes of Kings Of Leon and Kasabian. He attends Leeds festival religiously
annually and this year he’s off to Benicassim in Spain for his mate’s stag
weekend. Though a hugely passionate music fan, this is not to the detriment of
his other interests – film, gaming, sport, TV and comedy.

16. Mission Statement- Q is a Bastian for music of
substance – guiding its readers through just the good
stuff in all forms of music each month via its
unparalleled access and Q Review, the world’s biggest
and best music guide.’
Paul Rees – Editor-in-Chief
Q is the uk’s biggest music magazine. It is the ARBITER OF TASTE,
standing for music of substance across all platforms. Q’s INFLUENCE
is unquestioned and its opinions are so Trusted that they shape the
views of artists and readers alike. Its access is remarkable and
unrivalled- Paul Rees was granted exclusive access to a week’s life
on he road with The Boss - Bruce Springsteen. Q’s audience is
younger and more affluent than any other music monthlyl 97% of
readers rate Q as a quality magazine. In research it outperforms
competitors on measures such as best interviews, writing and
AWARD WINNING photography