Audience Research:

Kerrang! reaches more young readers than any other music magazine. 87% of Kerrang! readers buy

every single issue. Having a younger profile is a big advantage as traditionally this age group is

elusive (and expensive) to reach. As well as music releases this makes Kerrang! perfect for film and

games, and also mobile technology and government messages.

The biggest age range is 15-24 which shows that Kerrang! readers are mainly teens and

young adults.

The ideal Kerrang! reader

would be someone who is

passionate about rock music,

listening to it 24/7, and this

influences their hobbies,

lifestyle, choice of friends and

attitudes.

They are individuals who are

fashion trend setters, yet

influenced by musical icons.

Kerrang! readers lifestyle

Kerrang!’s 15-24 year old readers are sharp, intelligent, and rejoice in their

individuality.

They are active consumers of computer games, media and fashion.

On average they buy 31 albums a year

SPIN magazine readers:

Gender ratio – 61% males

39% females

Median age – 22- 29 (40%)

25-34 (39%)

Price - £4.50 in UK

Reader profile: This information was not available but I think that SPIN readers love the

music culture and are passionate about finding new artists and bands to listen to and like to

go to music festivals. The cover which I analysed seems to fit into the punk rock genre but

looking at other magazine covers suggests that the magazine can focus on a wide range of

genres.

NME reader figures:

Male – 69%

Female – 31%

Average age – 24

Working full time – 52%

Working part time – 7%

Still studying – 29%

ABC1 – 65%

Circulation – 40, 948

Readership – 369, 000

ABCe unique users – 4,454,983

NME Reader profile:

NME readers go to gigs and live events

94% use the internet – 76% have Broadband

They spend an average of 2.4 hours a day – almost 19 hours per week

They are entertainment enthusiasts:

80% of NME readers feel that music is an important part of their lives

79% of NME readers like to listen to new bands

63% specially choose to listen to indie/guitar bands

49% specially choose to listen to live bands in studio

52% are interested in taking a musical course/qualification

77% of NME readers have been to at least one pop/rock concert in 2007

NME readers spend –

£152 on footwear per year – total readership spends £46m

£532 on clothes per year – total readership £189m

£1229 on audio equipment per year – total readership £326m

52% own a digital camera

£170 on digital cameras per year – total readership £4.6m

They buy an average of 5 DVDs per year – total readership buys 1.3 DVDs per year

Spend £66 on DVDs per year – total readership £18m

£179 spent on consoles in the past year – total readership £45m

£108 spent on games – total readership £18m

84% receive digital TV or satellite channels