Aim: to apply knowledge to print publication
Kerrang magazine
Ownership
- As of April 2017 Kerrang magazine, website and music awards was sold to Bauer Media Group to wasted talent, formerly Mixmag media (publishers of dance magazine, Mixmag).
- Wasted talent also bought style magazine, the face with the intention of bringing it back into publication.
- Wasted talent own Kerrang magazine, Kerrang website and K! music awards.
The company Bauer media will retain the rights in the UK and Europe 'to continue broadcasting Kerrang radio and Kerrang TV.
It is important to keep Kerrang in print 'as the soul of the brand'.
Moving Kerrang from a weekly to monthly issue made sense as it was a better use of editorial resource, it can be argued that it does not need to be weekly due to the fact the news within this area has gone digital.
Kerrang has been suffering by putting a lot of its resources in a relatively low production, weekly print magazine in the UK.
Bauer media retained ownership of Kerrang radio, while Box plus network owns Kerrang.
History of ownership
- 1981- Published as a one off supplement in sounds newspapers
- Initially it was launched monthly before being published every fortnight, in 1987 it got published weekly and was originally owned by United newspapers.
- 2008- Sold to Bauer Media
- 2017- Sold to Wasted Talent
Implications
Still have synergy as when one product is advertised
Advertising
Theory: David Gauntlet's Web 2.0- Where consumers of media become prosumers through interactive involvement with the internet.
Magazines
Social media
Poster
Leaflets
Radio
Other magazines advertising the magazine
As a title, Mixmag itself has found success by focusing on Youtube. The magazine, which started life as a dance-music newsletter in the 80s, now claims to reach over 20 million fans per month across its various Youtube channels. This is undoubtedly an attractive proposition for brands, like Smirnoff, which have worked with the platform to garner the attention from the hard-to-reach millennial audience.
Refocuses Kerrang's resources on both editorial and advertiser-funded video content.
Digital Advertising
Kerrang YouTube:
- subscribers - 120K
- content - concert videos, interviews
- links - website, social media, magazine subscriptions, to the k pit
- - they do not post on it often, updated every few months
Kerrang Facebook:
- followers/likes - 1.3 likes
- links - website
- encourages people to be prosumers and share content
- 'interested' button comes up on event calendar
- promotions within Facebook community based on friends interests (below the line, personalised advertising)
Kerrang Twitter:
- followers - 683K
- hyperlink to Newsstand website enabling you to buy the magazine online
- hyperlink to their website
- allows you to follow their Twitter feed
- pinned Tweet at the top of their feed with the weekly issue
Kerrang instagram:
- followers - 449K
- link to buy their magazine
- enables you to be a prosumer (like, share, message, comment)
- users can connect with Kerrang
- contemporary news story linked to Twitter, expands the potential readership of the magazine
Kerrang app
- You can read it online
Explain 3 ways that online technologies can be used to enhance traditional advertising methods. You must use real media products/examples to support each of your answers (6)
Advertising through magazines is a traditional advertising method that can be enhanced by an online app. For example, rather than just a print magazine, Kerrang! magazine produced an online app in which the same content is accessible online. One thing they advertise is K! pop tour, and as it provides links on the online copy, consumers can easily access it and it is quick to do. It will also reach a mass audience, as while the online version will appeal to a younger demographic, the print version will appeal to a more old, traditional demographic.
By creating an Instagram account for Kerrang! magazine, they are able to interact with consumers and attract consumers each time they post. This supports traditional advertising such as billboards, as they have the ability to become accessible to a wider audience if it is shared across different platforms of social media.
By creating a Youtube account, one is more likely to reach hard-to-reach millennial audiences. Kerrang did this and now has reached over 20 million fans across its various youtube channels. As it publishes online trailers, it supports traditional trailers that in the past could only be accessed through TV advertisements.
Traditional Advertising
Above the line
TV advert
Print advertisement - for the Kerrang tour
- the K tour advertised in the magazine itself- cross media promotion/synergy
- The target age of Kerrang! is 15-24, giving a mean age of 19.5 years old.
- 41% of the audience are female
- 59% of the audience are men
- The audience rages from around 15-65+, which is a very broad audience of over 50 years.
- Readership of Kerrang! magazine is slightly higher than among indivudals from the A, B and C1 social class.
- This pie chart shows that MOJO magazine is the most popular.
- Q magazine is the second most popular.
- Kerrang! magazine is the least popular.
- This could be because Kerrang is more specific to few artists, and so does not appeal to such a wide audience, unlike MOJO and Q.
- This pie chart illustrates that Bauer Media has the highest total net profit, dominating the magazine market.
- The ABC1 profile of Kerrang is 49.8%, meaning the other 50.2% fall into the C2, D and E category.
- This is because most of the audience is between 15-24, meaning the majority of Kerrang's audience are students.
- Kerrang targets the C2, D and E profiles, this could be seen as to have negative effects.
- Targeting C2, D and E profiles means the audience will have less disposable income, meaning that their unlikely to spend £5.00 , which is how much A, B and C1 profile audience magazine may be retailed at, such as MOJO magazine.
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