The target audience for the magazine is mainly males aged 40-55 who enjoy heavy metal music such as Motörhead and Slayer. They have interests in brands like Doc Martins, Bring Me The Horizon apparel, and Jack Daniels shirts. Most fall within socio-economic groups C2-E as casual laborers, unemployed, semi-skilled or skilled manual workers. The re-drafted magazine layout aims to appeal to this audience by providing a more sophisticated publication that caters to their musical interests and middle-aged demographic.