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NME Case Study

WHAT IS NME?

NME is a popular music magazine which gets published weekly in UK since 1952. The New Musical express was bought by Maurice Kinn. At the beginning NME was competing against other magazines like Melody Maker, as NME were selling 200,000 issues a week it became Britain’s most popular music magazine in the 1970’s.

Males 65%

16-24 50%

25-34 23%

ABC1 79%

Target Audience Stats

1960’SAs the NME wanted be different they took the idea of using the US Billboard magazine and adapted in the 1960’s. They first featured bands like the Beatles and The Rolling Stones on the front cover of magazine. To make NME more known they then created their own poll winners features bands within the magazines. They then won in the concert and their awards were filmed on British Television and this was their first of many cross broadcasting.

1970’S

In the beginning of 70’s NME started to loos its public interest therefore to bring their readers back they changed the faces on their magazine, only for the reader’s suitability. Also they started to advertise for “hip young gunslingers” which drew new reader’s attention. Now that they had the biggest circulation every brand wanted to be noticed by NME.

1980’S

Gradually in the 80’s readers could gain cassette tapes by mail order at low prices through NME magazine.

1990’S

In the 90’s NME launched their first virtual vision for music, their webpage. However this wasn’t very successful so it was redeveloped in 2005.

2000

In 2002 they released original magazines reviewing artist/bands, which related to many different genres of music.NME were also catering to the many music trends, e.g: 70’s punk and 80’s Goth.

SECRET SUCCESS!

NME currently has an impressive 1.8 million unique user (ABCe), up eight per cent year on year. According to NME Publishing Director, Paul Cheal;“Unlike many other IPC online properties we’ve survived,” he explained. “Simplicity in navigation has been key in making us a survivor and a commercial success. Most users still come for news and that’s a good thing but we’re trying to drive them to other content areas. The website compliments the magazine perfectly by bringing it to a wider audience.”