Kerrang! reaches more young readers aged 15-24 than any other music magazine. 87% of readers buy every issue. This younger demographic is valuable but difficult for advertisers to access. In addition to music, Kerrang! is well-suited to promote films, games, technology and government messages to its passionate, trend-setting readers who spend heavily on related media.

1. Audience Research:
Kerrang! reaches more young readers than any other music magazine. 87% of Kerrang! readers buy
every single issue. Having a younger profile 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.
The biggest age range is 15-24 which shows that Kerrang! readers are mainly teens and
young adults.
The ideal Kerrang! reader
would be someone who is
passionate about rock music,
listening to it 24/7, and this
influences their hobbies,
lifestyle, choice of friends and
attitudes.
They are individuals who are
fashion trend setters, yet
influenced by musical icons.

2. Kerrang! readers lifestyle
Kerrang!’s 15-24 year old readers are sharp, intelligent, and rejoice in their
individuality.
They are active consumers of computer games, media and fashion.
On average they buy 31 albums a year
SPIN magazine readers:
Gender ratio – 61% males
39% females
Median age – 22- 29 (40%)
25-34 (39%)
Price - £4.50 in UK
Reader profile: This information was not available but I think that SPIN readers love the
music culture and are passionate about finding new artists and bands to listen to and like to
go to music festivals. The cover which I analysed seems to fit into the punk rock genre but
looking at other magazine covers suggests that the magazine can focus on a wide range of
genres.
NME reader figures:
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Male – 69%
Female – 31%
Average age – 24
Working full time – 52%
Working part time – 7%
Still studying – 29%
ABC1 – 65%
Circulation – 40, 948
Readership – 369, 000
ABCe unique users – 4,454,983

3. NME Reader profile:
NME readers go to gigs and live events
94% use the internet – 76% have Broadband
They spend an average of 2.4 hours a day – almost 19 hours per week
They are entertainment enthusiasts:
80% of NME readers feel that music is an important part of their lives
79% of NME readers like to listen to new bands
63% specially choose to listen to indie/guitar bands
49% specially choose to listen to live bands in studio
52% are interested in taking a musical course/qualification
77% of NME readers have been to at least one pop/rock concert in 2007
NME readers spend –
£152 on footwear per year – total readership spends £46m
£532 on clothes per year – total readership £189m
£1229 on audio equipment per year – total readership £326m
52% own a digital camera
£170 on digital cameras per year – total readership £4.6m
They buy an average of 5 DVDs per year – total readership buys 1.3 DVDs per year
Spend £66 on DVDs per year – total readership £18m
£179 spent on consoles in the past year – total readership £45m
£108 spent on games – total readership £18m
84% receive digital TV or satellite channels