1. THE KERRANG! READER
Jim, 22, lives and breathes rock music: it
informs his choice of friends, his hobbies,
leisure time, attitudes, fashion sense and
‘Kerrang! is actually really young with a lifestyle.
median age of 22. Having Above all he is fanatical about THEIR music. He
a younger profile is a big advantage as engages with music 24/7, from
traditionally this age group is the minute he wakes up ‘til the minute he falls
elusive (and expensive) to reach. As well asleep: when he is not listening
as music releases this makes to music or watching music TV, he is talking to
Kerrang! perfect for film and games, and his friends about music, attending
also mobile technology gigs or playing instruments and dreaming
and government messages.’ about rock stardom.
‘Kerrang! readers are the heaviest He is plugged in, sharp, has a strong moral
music consumers purchasing code and rejoices in his individuality.
over 6 albums per month on average He is a fashion trend setter in his peer group
(53% more than the national but he is heavily influenced by
average) and 8 times more likely to musical icons and scenes. Like the bands he
spend over £200 a year on albums. supports he is extremely loyal to
The readers are also 5.5 times more the brands he trusts. The way he looks and the
likely to attend a rock gig.’ clothes he wears is integral to
abc1 profile communicating ‘his identity’ to the world.
52%**

2. WHO IS THE METAL HAMMER READER ?
Young male (85%) music influentials, average age 22,
41% in employment, 51% are studying
•Engaged: Readers are spending on average 3 hours reading Key Facts
each issue and 85% are keeping it for reference Circulation: 41,777
•Responsive: 41% of readers have made a purchase as a Readership*: 91,909
result of reading Metal Hammer, 61% have visited a company’s Launched: 1994
website and 2/3 have consulted a the classified section Frequency: 13 pa
•Readers ARE the music scene: Half see live music at least Price: £4.25
*ABC
once a month, 79% will be attending a festival in the next 12
months WHAT OUR READERS
•Creators as well as consumers: 2/3 of readers play the guitar SAY:
and 1/3 are in a band “Keep it heavy, other
•Informed and Influential: 76% feel they are the first to know magazines
about new music with 93% giving advice to peers and family have sold their souls to
•Spreading the word about Metal and your products: 93% of the
readers are talking about music with their friends and family adding mainstream. I rely on
valuable Word of Mouth marketing to your campaign Metal
Readers spend an average of £112 a month on music and gigs Hammer for all things
Metallic”

3. Things I will keep in mind while
creating my magazine:
• Both magazines have a medium readers age of 22
• Both magazines are aimed at a younger male audience
• Both reader profiles suggest that the audience for their magazines
play and instrument
• Just over half of Metal Hammer readers are students
• Both media packs say that the readers attend rock gigs or watch live
music often, Kerrang! says readers are ‘8 times more likely to spend
over £200 a year on albums’ and Metal Hammer says ‘Readers
spend an average of £112 a month on music and gigs’ which
suggests that the readers are upper middle class as they can afford
to do this. Both standard occupational classifications are in the ABC
category, although only 52% of Kerrang! readers fit into this.