A case study

• It was first published on the 7th of March 1952• It started as a music newspaper but in the late

80’s developed into a magazine.• It is a genre specific magazine associated with

gonzo journalism (self involved reporting) and indie rock music.

• It features alternative rock artists such as the rolling stones and Oasis.

Background information

NME was initially a newspaper however from the issue of 21st of March 1998, the paper was no longer printed on newsprint, it has shifted to a tabloid size with full glossy colored covers.

2013 Edition The color scheme is similar throughout the copies printed from the early version of the newspaper to the latest version of the magazine. They all feature strong block colors of red, white, back and blue.

The main image presents the typical indie-rock genre and features all the conventions.

The music artists and bands listed are all alternative rock artists.

• The name of the magazine is an acronym for ‘New Musical Express’.

• It’s an alternative rock publication• Known for supporting new British and American

bands• It has adapted to the new sounds in the indie

rock scene which has helped to increase readership and sales in rough patches. It has received negative speculation

Background Details

• Issued weekly• Costs £2.50 per issue• Consists of 70 pages focusing on mainly guitar

and alternative rock music.• It currently has a circulation of 40,948• It has a readership of 369,000• The layout trademark is similar to one of a

newspaper due to the dominant use of the colors black, white and red along with the bold headlines and articles written in columns.

• Has a website ‘www.NME.com’

NME today

The Website and music channel

It provides an opportunity to increase readership figures by enticing those from other untraditional media platforms.

NME effectively uses multimedia synergy to it’s advantage. This introduces a greater overall effect to what the publication is already successfully producing.

The addition of a music channel also adds to the multimedia synergy aspect of the publication. This music channel provides an essential platform for the readership to take part and listen to the indie rock bands and musicians that are featured in the magazine. It also advertises the magazine as one may not necessarily know about it, but bought it due to listening to their music channel.

Inside NME…

The content is often articles or interviews on the artists featured regarding the recent happenings in the music world. They are full color articles that combine the image with text to create different visual dimensions. Images are usually of the artists performing or in natural environments.

NME’s style

• NME has a understated style in terms of color use, the magazine features simple block colors such as black, white, yellow, dark blue and red. This could be interpreted as being done deliberately to ensure that the content (sell-lines) is more prominent and eye catching as the publication celebrates music alone. It also has an underlying promotion of the British culture.

• It has been established as a content based publication, usually there is no room on the front cover left blank, many young people may believe that due to this the magazine is boring, however it reflects the age of the target audience as being older. Older people tend to prefer content to the overuse of pointless photographs. With this in mind it is important to state that the publication both uses images and text effectively alongside each other to create the perfect visual that interests and entertains the reader.

• The masthead is extremely simple, due to it’s simplicity it stands out from the rest of the magazine publications trying to compete with one another with elaborate overcomplicated masthead designs. People are more inclined to pick up the magazine that stands out from the rest.

• Articles include use of images however are mainly content heavy. Reviews and features on Indie Rock artists .

• The overall look to the magazine is glossy, there is no use of cover mount or free gifts as the publication are confident in the fact that their readership is loyal and will buy the magazine regardless of whether they receive a free gift or not, Free gifts are not of the target audiences interest.

• Mainly male between the ages of 17-30• 52% are working full-time and 29% are still

studying.• Fast-moving music fan who lives for the cutting

edge music culture.• Enjoys going to gigs and other live events,

spending on average 20 hours + on the internet.• Sees NME as a high level alternative rock

magazine and also an educator.

Target Audience

• There is a section dedicated to gig and album reviews, most of the content is related to music as it is a music publication.

• Bands that commonly feature are:

The arctic monkeys, The Foals, Oasis, Bombay Bicycle Club, Little Comets, Modest Mouse and Blur.• The magazine offers free posters and the

opportunity to win gig tickets.

Content

Red, white, blue and black feature strongly as well as a slight addition of yellow.

Content is related to independent rock music and bands

The magazine is visual and has heavy content.

• The language used is sophisticated and can sometimes be seen as ironic, suggesting that the target audience is educated and intelligent.

• Profanity also features showing that there is a raw intensity to the magazine and it isn’t afraid to be different, this may suggest that the audience is older or more mature.

• The tone of expression used by a follower of indie rock music is used, only an ardent fan of indie rock would understand the terms. This makes the target audience feel like part of a special club or proud of their ability to understand.

• There is a down to earth vibe as they are honest in their opinions this honest suggests a good friend-to-friend relationship between the magazine and the reader.

Mode of address

Casual conversational tone, added rhetorical question

Friendly informal mode of address

Professional vocabulary used to increase the reliability of the magazines content

• ‘Are you ready for us then?’• ‘I’ve been emailing the other smiths!’• ‘Best new dance acts on the planet’• ‘The next big comebacks’• ‘SICKO!’ ‘POTTY MOUTH!’ ‘DRAMA QUEEN!’

Examples of mode of address

Institution

• is the institution that makes and distributes NME.

• IPC media is the Uk’s leading consumer magazine and digital publisher. With more than 60 iconic media brands, IPC creates content for multiple platforms, across print, online, mobile, tablets and events. They engage with over 40% of men in the UK. NME is part of the brands that IPC distribute.

IPC’s History

• The International Publishing Corporation Ltd (IPC) was formed in 1963 following the merger of the UK’s three leading magazine publishers – George Newnes, Odhams Press and Fleetway Publications. It was first established in 1881 with a number of titles published under the IPC umbrella.

• The upsurge in the music scene signaled the arrival of New Musical Express in 1952.