KERRANG MAGAZINE CASE STUDY

Presentation Template

Magazine

This is the front cover of our case study magazine

It is published by(Emap). Owned by the Bauer consumer

mediaIt first started in (June 7 1981)

Audience

It is aimed at the new wave of British heavy metal/Rock

Circulation (15,44 readership, 29,000 over 15 read it. People read kerrang no matter what their social class. )

Readership Profile

Publisher

Other Titles Published by this company are QTV, Kiss TV, 4 music, the box (pics)

Publisher

The Publishing company is owned Independently

These are some of the other companies owned by the same publisher………………

If independent, who is the owner when did the company begin etc(Brief Explanation)

Rupert Murdoch

The times The Sunday times His son is apparently in competition with each other, this is to create

drama and make the readers believe that it is a fair competition. This creates the sense of fairness and draws the sense of them controlling everything away from the media.

Robert Maxwell Daily mirror British printing corporation Google takeover model – Google earth, getting the peoples information

without consent. Knowing the location of everyone on earth. Owning Allot of the internet. Gaining money from millions of websites.

The long tail theory – niche audiences. Websites gaining money, music(specific audiences). The mainstream media Is not gaining all the revenue.

Prosumer – Someone who consumes the media and also produce it.

Some info

I see the way in which we do things and take control of things in terms of exploding fragments there is allot of content out there but in order to benefit. Our stamp must to be on it and then people recognise the source

Internet - Kerrang, NME, Readership profile, Viewed stats, website visits. , TV, Billboards, Smaller forms Compilation As Apps Forums/Message board Feeds/alerts Key words: Convergence – Two or more different types of media coming together (companies are able to pass on

different magazine material to other medias, i.e. phones) Synergy – Working together Proliferation – how many things (creates competition between companies) Globalisation - describes the process by which regional economies, societies, and cultures have become

integrated through a global network of political ideas through communication, transportation, and trade.

Advantages of globalisation (these aren’t really advantages) – Brand recognition, Wider audience, more revenue, increased networking, Applying the brand to the culture

Disadvantages – Potential Bias, The long tail theory - The fact that anyone can sell means that there are more niche markets. Using the

long tail theory we can assume that they are worth as much as the mainstream products. Businesses could have more power than nations.

Sales + History

In the past decade the music industry has been loosing many millions in sales due to piracy.

This is because of the advances in technology and computing. As the sales are depleting so are the companies that own

them Over the past 20 years the Grunge and eventually Emo scene

has brought a larger female audience into this music scene Kerrang tend to stick to a particular scene, unlike Q who act

like a music ‘bible’ that cover a very broad range of genres. The battle for sales with Metal Hammer separated the

audience in the 90’s, overall this brought more attention to the two magazines.

How interactive is Kerrang

Other media Kerrang! radio 105.2 Kerrang! Awards Kerrang! TV Kerrang! Tour A series ran from 1994 until 1996: Kerrang! The Album (1994) Kerrang! The Album Volume 2: The Cutting Edge (1995) Kerrang! The Album Volume 3 (1996) Twitter Blogs and twitter help to keep intouch with people

Magazine Content

Insert picture of first issue or earliest issue and most recent issue available. How has the magazine changed in style and content? = The once niche market has blown up in the

past 30+ years. There are many bands and fans that cerate their own styles. Originally the magazine was associated with pure metal or the new wave with bands like; Iron Maiden and Metallica, as more groups have joined the band wagon the magazine has to broaden to please the not so niche audience. The magazine just answers to the peoples requests. So the magazine has modernized with time, it has kept relatively faithful to it’s dedicated audience.

Why do you think that is? = I think as the audience changes the magazine does accordingly. The consumers know best. That’s the way big businesses are run.

Which changes are due to changing audiences? = Things like the bands on the front, if the majority don’t like the band they will not be as successful. More content based articles (the main article for example) may be requests by many fans. The audience also control sales so anything sales based must be compatible with the audience.

Which changes are due to new technology? The logo and main title are definitely a decision based on new technologies. You can see from the two pictures the more technologically advanced we are the more ‘modern’ our products look. More graphics are used as a result of the short attention span our youth has developed.

Biggest Rival

The main rival of our case study magazine is Future PLC

It is Published byIts circulation is (NRS)Its readership profile isThe publisher is/is not part of a larger company The other magazine titles published by the company include

Advertising/Sponsorship

Examples of advertising, sponsorship and promotions in case study title include……..

Convergence has or could enhance this in the following ways. To help more unexposed bands get the exposure to help them expand into the musical world.

An example of synergy is helping bands get exposure through their outlets.

Kerrang sponsors are: Volvic, MVC, my rock city (kerrang awards 2009) Kerrang relentless tour 2008 Proliferation – Growth, expanding, Flash mob – use to interest musically, organising a festival

through texting.

Web 2.0 and NMT

Describe the magazine website – very organised. the colour code is very similar to that of the magazine, as are the bands on the front page

In what ways has the magazine become more than just a magazine? – It is now a music TV show. They have expanded their franchise to many different outlets. They sponsor many music events. They own their own music event. Many bands are associated with them.

The magazine has become a brand and offers the following services…. Tickets to gigs, website promotions and TV advertising through their own channel.

Web 2.0

In 1993 web 1.0 was the initial www for the general public.

Since 2004 web 2.0 has come into play (information sharing/social media dialogue

Web 3.0 How do the websites of case study and its rival

compare?Which title do you see becoming more

successful and why?What other services/ functions could case study

title provide

The future

If you were the editor of the magazine what would you do to ensure survival and success of the title?

- Make sure they always stick with their loyal fan base and put sales in front of minority needs.

How do you see the title developing in the next 5 years?

- creating a sub genre TV show/ expanding to mobile devices.

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