The document summarizes key details about the magazines NME and Mojo. NME targets a younger audience interested in indie and alternative music. It focuses on both established artists and new up-and-coming bands. Mojo appeals to an older demographic and covers a wide range of music from the 1960s to present day, including profiles of both legendary and current musicians. Both magazines have online and mobile presences to engage readers beyond the print issues.

1. Inside NME and MOJO

2. • Contents pages will
maintain the colour
scheme established by
the cover.
• Some magazines
change their colour
scheme regularly;
others, like Q, tend to
stick to the same one
over a long period of
time.
• Red, black and white
are popular, sometimes
with another colour
thrown in – NME and Q
frequently add yellow

3. • The cover of this issue
of Mojo largely takes
its colour scheme
(and choice of font)
from the classic
album it features and
the relevant section
inside does the same.
• However, the rest of
the magazine follows
its house style of red,
black and white, the
fourth colour being a
blue/grey

4. • NME – weekly magazine -
retains the Indie values with
Peace as cover artist, but
there are story lines on Blur,
Noel Gallagher, Kasabian and
Arctic Monkeys – all NME
favourites from the last two
decades.
• Published by IPC.
• Inside NME – ‘News’ section
featuring old favourites, like
Morrissey, and new, like Milk
Music.
• Round up of events this
week in music – but those
events appealing to its target
audience (Gallagher and
Albarn); festival news –
SXSW – and indie festival.
• Use of colloquial language to
help readers relate to the
contents

5. • NME features heavily
Illustrated articles, as do all
magazines, some new,
some with a historic
perspective about bands
who have been important
to NME in the past – like
The Smiths - and who have
influenced current bands,
thereby targeting younger
AND older readers.
• As with some other
magazines, like Rock
Sound, the readers’ love of
live music is reflected in
the heavy use of images
taken at concerts
• Review section – Up to
date and rated - doesn’t
just concentrate on major
artists and because NME is
weekly, it is considerably
more up to date than most
of its rivals.

6. • ‘Radar’ section – heavily illustrated short features on ‘Future Stars,
Breaking Scenes, New Sounds.”
• Still has the NME Chart
• Uses occasional pun for a headline – “Water Disaster.”
• In 1996 the NME started its award-winning website NME.com
• In 2007 NME.COM was launched in the USA with additional staff
• March 2011 - new focus on video content and user engagement,
bringing comments to the fore and introducing user ratings on
reviews. In 2011, NME.com had over 7 million monthly unique
users.
• May 2011 launched a sister site - NMEVideo.com; released NME
Festivals smartphone app. Sponsored by BlackBerry, it featured line-
ups, stage times, photo galleries and backstage video interviews,
and was downloaded 30,000 times. The following month, NME
launched its first iPad app, dedicated to Jack White.
• September 2011, NME.COM organised and live-blogged a real-time
Nirvana, 'Nevermind' Twitter listening party to mark the twentieth
anniversary of the album. The site also launched a new series of
self-produced band documentary films, entitled The Ultimate Guide.

7. • NME Awards - held annually to celebrate
the best new music of the past year.
Nominations and winners voted by the
readers.
• NME Tours - NME sponsors a tour of the
UK by up-and-coming bands each year.
• NME Originals - In 2002 NME started
publishing a series of themed magazines
reprinting articles etc from the NME
archives. Some featured articles from other
music titles owned by IPC, like Uncut.
Notable issues so far have featured
Radiohead, The Beatles, Punk rock and
Britpop.
• NME India - March 2012, IPC announced it
had entered into a partnership with Pilot
Ventures LLC to launch of NME in India.
Local Indian website NME.IN launched in
March 2012 - potential market in India is
huge and Hollywood film companies are
also targeting the country.

8. • Reader profiles are used by
magazines like NME to
convince companies that its
worth placing advertisements
in their magazine.
• It’s the advertising, after all,
that effectively pays for the
magazine, but companies
have to be convinced that it’s
worth it.
• Knowing the type of reader
allows companies to target
products advertising.

9. READER PROFILE
• The target audience of the magazine is 66% males and 34%
female. The median age for the core buyer of NME is 23
years old. The social class of the core buyer is upper middle
class (A), middle class (B) and lower middle class (C1). 35%
of the readers of this magazine are students. There is a
readership of 239,000
• The target audience of this magazine are obsessed with
music and are strong users of their mobile phones – and
there’s now an NME app to get all the latest news; they have
spending power and enjoy live and recorded music, like to
buy audio-visual equipment (including games) and they use
the internet for approximately 19 hours a week.
• NME readers enjoy watching films both at home and at the
cinema. The average reader of NME buys a new DVD every
month, which is higher that the average national.

10. • Ads – tours and releases; ads for IPC stable
mate Uncut; Farah, who sponsor the NME
awards, so they are promotional partners;
Phones 4U – target audience obsessed with
new technology.
• Gig guide – city by city – readers are invited to
submit notice of gigs to the website three
weeks in advance.
• Crossword and fan mail section
• Use of colloquial language and taboo words to
relate to target audience

11. • Fan mail page has twitter and Facebook links and a link to
the website which is further promoted by having
highlights from the website section, including some
responses from readers. Letters also include reader-
submitted photos of readers with artists, humorously
entitled ‘Stalkers’.
• Self-promotion – subscription ads with offers; ad for IPC
stable mate Uncut; Uncut Special featuring the Smiths, a
band that appeals to the older members of the NME
target audience; double-page ad for NME Showcase,
highlighting appearance of NME-promoted artists at
H&M stores, offering chance to win tickets to the events
and H&M gift cards – promotional partnership. Both
companies will benefit. To find out more and win tickets
readers have to go to NME.com. Why H&M? Fashionable
store with stock affordable for young NME readers.

12. • Mojo – Beach Boys cover artist, but
story lines refer to older and newer
artists talking about the band e.g.
Flaming Lips; plus story lines referring
to new bands that musically allude to
bands that Mojo readers will know –
Beach House. This issue has stories
about bands across the decades –
Beach Boys (60s and 70s), Rush (70s),
Public Image (80s), David Bowie (70s-
now); features on classic albums,
classic artists and newer artists
whose style alludes to the classic
artists that appeal to Mojo readers.
• News section, What Goes On, often
refers to older artists e.g. Stone Roses
and My Bloody Valentine.
• Review section – new and re-
released music, categorised in places
(Urban, Americana etc); Live Reviews
and Book reviews on the work or lives
of artists appealing to the Mojo
reader.

13. • Mission Statement
• At MOJO we cover the good stuff. Our award-winning editorial team
prides itself in delivering a magazine that is packed with insight,
passion, and revelatory encounters with the greatest musicians of all-
time, be they established or emerging musicians. The magazine is
loved by its readers and artists alike because it engages them on the
subject they love the most: music itself.
• Every month MOJO brings you a definitive cover feature on an iconic
act; a bespoke CD (especially compiled by the editorial team or a
major musician in MOJO’s world); and our famous reviews section,
the Filter, which brings you 30 pages-plus of the best of that month’s
music, both classic and contemporary.
• MOJO’s previous guest editors range from David Bowie to Tom Waits
via Noel Gallagher and the Red Hot Chili Peppers, showcasing the
magazine’s breadth and iconic status among musicians. From The
Beatles to The Black Keys, from Led Zeppelin to Laura Marling, from
Fleetwood Mac to Flying Lotus.
• MOJO is not only Britain’s biggest selling music magazine, it is an
immersive experience. At MOJO we invite you to lose yourself in
music every month. Join us at www.mojo4music.com for a daily
download of what’s going on or to simply find out more about our
magazine.

15. • Adverts for tours and concerts – older and newer bands
relevant to the target audience – Springsteen, Tom Petty,
Squeeze and Laura Marling. Hi-fi equipment; albums from
older artists like Bob Marley and newer artists whose music
appeals to Mojo’s demographic, like Beach House. Full page ad
for Q – promoting another Bauer product.
• In-depth articles from respected writers and from artists
themselves. Respectful tone – towards the artists and the
readers.
• Subscription ads with cheap deals and gifts to encourage the
readers; crossword with musical prize relevant to the month’s
issue (box set etc); letters page.
• Two full page ads for website mojomagazine.tumblr.com –
promising exclusive streams and review; stories and music
related to this month’s featured artists – updated constantly; a
link to the website, www.mojo4music.com where you can sign
up for a weekly newsletters which will feature ‘all the essential
links’. Page also features Facebook and twitter links.

16. MOJO4MUSIC WEBSITE
• 209,000 unique users
• 460,000 page impressions
• 18,000 email subscribers
• 49,600 Twitter followers
• 32,000 Facebook fans