Music Magazine Market Research

Examples of Music Magazines in the UK and who Publishes them

Music Magazines PublishersRock Sound Freeway Press inc.Metal Hammer TeamRockNME Time inc.UKKerrang! Bauer Media GroupQ Bauer Media GroupMojo Bauer Media GroupMixmag Development Hell LTD. The Source The NorthStar GroupRWD Rewind Creative Media LTD.Billboard Prometheus Global MediaRolling Stone Wenner Media LLC.

Q MagazineO Average Circulation (UK and ROI)- 89,450 Q’s

Mission StatementO Readership- 550,000O ABC1 Profile- 72%O Median Age- 29O Male 68%/ Female 32%O Published by Bauer Media Group. They are also

responsible for 4music, Mojo and Kerrang!

Q Magazine Collection

Q Magazine CoverMasthead is displayed in the left third. It is positioned there on every issue.This and the tagline below are covered by the model credits suggesting that the institution is recognized enough for them to not be fully clear. It also suggests that they have loyal customers who purchase each issue.

Splash Image- it is a medium close-up of the band. The centre model is making eye contact with the reader. The other two are looking away in respective directions. It shows the group are looking across a vast area which supports the sub-text of “Bold go where no band has gone before”. This line is an intertextual reference to a Star Trek quote and pose which goes to explain the space background.

The bottom third contains the most cover lines. They mention the name of different bands, therefore broadening the number of people who would be interested. Red and white are used throughout to retain the brand identity.

Along the top third, the top strip is graphically designed to look like the cover is torn, showing articles inside. This works as a literal plug because it’s designed to be inside the magazine.

All the font used on this cover is sans serif, excluding the “Exclusive Interview” line. Making this the only serif font emphasises the exclusivity. The buzzword “exclusive” draws in customers because it is the only magazine who has access to the information and fans would be compelled to find out.

A puff with the title “Album Bonanza” lists other bands that will feature in the magazine. More/ varying content appeals to a wider audience meaning more sales. Bonanza suggests it’s a celebration tooThe barcode is also present, it is in the corner and it’s practical purpose is to allow the product to be sold.

Q Magazine Contents PageDate of Issue and Issue Number allow the reader to more easily identify the order and recency of each issue. It is placed along the same strip as the title but is aligned from the right. So is the web address which will give customers access to the website for more information.

Main Image on the page is the first thing the reader will see so gives them an idea as to what will be in the magazine. A pull quote is also used to entice the reader to find out more.

Nick Cave is a well-regarded musician, so the audience will value his reviews on music.

Title and Logo are a small feature but have been capitalised so they are still clear. They are also positioned in the top left to make it look formal as their audience is fairly sophisticated.

The content is labelled under “Features”. Each feature has a page number, title and brief description. For the titles that interest the reader, they can read the short description to find out a bit more and if they want the full article they can turn to the page number provided. This design is regularly used by Q but in this issue there is also an “Oasis Special”. This part of the content is divided from the other by a box outline. Furthermore, the font is coloured gold implying they are musical royalty.

“Every Month” lists features that appear in every issue. It is placed at the bottom because loyal readers will know already and it won’t attract as many people. Subscribing means you commit to paying for a certain number of issues but it is for a cheaper cost-per-unit and is home-delivered too.

Q Magazine Double Page Spread

Drop caps separate each paragraph. The first one is a “J” which stands for “Jay-Z”. It fills the page and is transparent so text behind can still be seen. It follows the red and white colour scheme associated with Q

The language is for a sophisticated audience with vocabulary like “pre-eminent”. This is suitable because 72% of the audience lies in the ABC1 category so will have a high level of education. It also means they are capable with large, dense blocks of writing

Plug- called one of the “most exciting people in music”

Medium Close Up takes up the whole of one page with a pull quote to entice the reader into the article. It shows he is an important figure in music

The page has two columns of text.

Kerrang! MagazineO Average Circulation (UK and ROI)- 44,013O Readership- 421,000O ABC1 Profile- 52%O Median Age- 22O Male 55%/Female 45%O Published by Bauer Media Group. They are also

responsible for 4music, Mojo and QO Reader Profile- Jim, 22, lives and breathes rock music: it informs his choice of friends, his hobbies,

leisure time, attitudes, fashion sense and lifestyle. Above all he is fanatical about THEIR music. He engages with music 24/7, from the minute he wakes up ‘til the minute he falls asleep: when he is not listening to music or watching music TV, he is talking to his friends about music, attending gigs or playing instruments and dreaming about rock stardom. He is plugged in, sharp, has a strong moral code and rejoices in his individuality. He is a fashion trend setter in his peer group but he is heavily influenced by musical icons and scenes. Like the bands he supports he is extremely loyal to the brands he trusts. The way he looks and the clothes he wears is integral to communicating ‘his identity’ to the world.

O Mission Statement- Kerrang! will ensure that we are constantly appealing to our spectrum of readers. From the younger teenage readers who are more open to different genres of rock music – from emo to thrash etc, to the readers who respect Kerrang! as an authority when it comes to our scene’s heritage bands. Each issue will include a balance of bands and scenes to guarantee that we’re providing for our readers’ need for variety and their passionate appetite for their favourite bands as well as their desire to be introduced to new music within our world. We will focus on the BIGGEST things that are going on in our world each week, as well as guaranteeing that we are giving our main base of younger readers everything they need to get into, on top of this the interest in older, harder bands, cementing our role as an educator.

Kerrang! Magazine CoverTop Strip Banner- Contains a plug- you can download posters of various artists broadening the appeal

Colours- a lot of bold/ bright colours such as red, yellow and light blue are used. These grab the reader’s attention immediately as the appearance is the first thing the eye notices. It goes to represent the bold personalities of rock lovers

The barcode is placed out of the way. It blends with the white background, hiding itself from the immediate attention of the viewer, but is still there so once the rest of the cover has had chance to persuade the reader, they then check the price by which time, they will already be set on acquiring it. The barcode also contains the issue number so we know that it is the most recent one

Splash- Cover models take up a large portion of the space showing they are big/important in rock world and that the main piece of the issue will be about them. Due to their popularity it appeals to a wider demographic.

Anchorage- the two models are telling the audience to be quiet implying a secret/ exclusive piece of info will be revealed. Asks “Is it the end?” drawing the reader in as they expect to hear this secret answer

Exaggerated to sound more daring and rebellious- “take over”. Promoting rock and roll lifestyle. Whereas in reality they would have been invited.

Masthead- designed to be cracked/shattered like glass giving impressions of chaos which punk/rock promotes. It’s Covered by CVI showing the institution is easily recognisable and iconic. It is always positioned in the same first fifth

Direct address- models on screen looking towards audience, making them feel more involved. Raised eyebrows infer light/ fun tone and entice the reader. Mid-shot is used as it helps to show their pose but still gives a sense of intimacy between them and the reader

Kerrang use a puff to advertise the chance to win tickets for a gig with the buzzword “Win”

Sans Serif font is used for the main cover line however some of the other cover lines use Serif.

Much of the page is filled, some of text box shapes are irregular connoting an uncommon/ alternative style but it is still in a fairly organised layout meaning the audience can still comprehend it.

Other sub-images are scattered around the edge, appealing to those who have no interest in the main story, attracting a wider demographic

Kerrang! Magazine Contents PageDate of Issue and Issue Number allow the reader to more easily identify the order and recency of each issue. It is placed along the top strip

Main image on the page has a caption relevant to the model’s pose- “naughty step”. It is a small summary of what the article will contain and the page number tells the reader where to go to find it. The same method is repeated but in a smaller version suggesting that the subject of that article is less important/ know in the world of rock or the story is less interesting.

The content is split up under different headings. Each heading is yellow text in a black box so it stands out and clearly divides the sections. There is the title of the story in bold with most having a short description and all have a page number in red. These colours black, red and yellow are commonly used- they connote an eye-catching, striking lifestyle.

The title “Contents” is in a stylised font and has chalk-like remains against the black circle. The sub-title exaggerates the amount of content by saying “pages by the million”.

Down the right third is the editor’s letter- he uses informal language which is appropriate for the fairly young audience (median age- 22) with words like “Christ”, “barmy” and “bloody”.

Kerrang! Magazine Double Page SpreadPull quote in

a large font epitomises the strong emotions in the article so appeals to people interested in her personal issues

The model’s curled up pose relates with the headline of her emotional suffering as she looks scared and vulnerable. Her expression is a troubled one with her eye line matching the reader’s like a plea for help. It makes us sympathise with her

Drop caps

Follows a green, yellow and white colour scheme to match her hair colour. It’s presumably chosen to reflect her mood- on a mood chart green represents nature, harmony, romance and relaxation.

A small feature is added. It’s designed to resemble a crumpled, worn piece of paper as it is supposedly a letter of advice being sent to ayounger version of herself hence it creates a feel of authenticity

The font from the same quote varies with at least three different fonts used (serif and sans-serif). It represents the confusion and rollercoaster of emotions that she experienced.

The main image fills the double page spread acting as the background however the text is moulded around the model. A second smaller image shows the whole band that she sings in. The size suggests that Jenna McDougall is the main subject of the article but the full band is still relevant due to them being currently on tour.

MixMag MagazineO Average Circulation- 20,817O Readership- 190,000O ABC1 ProfileO Male 72%/ Female 28%O Median Age- 24O Published by Development Hell LTD. O Mission Statement- Mixmag is the worlds biggest dance music and clubbing

magazine. Mixmag has the history, the authority and the creativity to give the right brands an authentic association with dance music and club culture

MixMag Magazine CoverThe masthead head runs along the top third of the magazine, with the tagline placed above. These are commonly positioned here in other issues so it is easy to recognise.

The cover line running down the left third relates to the interests of the reader- many of the followers of dance music will club in Ibiza so it appeals to them. It uses rule of three which has an attractive rhythm. The buzzword “Plus” beneath it, gives the implication of generously large content, making it seem better value. Also it stands out, being red rather than white.

A plug is used with buzzword “Win” to draw customers in.

The main splash is a mid-shot of two DJ’s with their iconic graphic over their faces. The cover models overlay the masthead which shows the brand is established enough to not need to show it all.

This plug states other artists that will be appearing in the magazine. It means any not interested in the main story (shown by main splash) might see a different artist that interests them.

The barcode is hidden away in the bottom right meaning it is the usually the last place the reader concentrates their attention as we read left to right/ top to bottom. The price is also displayed here in small print. Mixmag do this because, unlike some who rely on the low price to sell their product, they want to sell their product through the quality of it’s content.

MixMag Magazine Contents PageThe Date lets the reader more easily identify the order and recency of each issue. It is placed above the title “Contents” in a smaller font as it is less important.

This gives credit to the cover model, clothes he is wearing and who has designed them but without using up valuable space on the cover.

The text is all placed along the left third with the rest used for images which promote the relevant stories. Each of the features has a page number, title and brief description.

Main Image on the page. We assume from the number that the there will be content relating to the image on that page. In very small font at the bottom is the topic. The font used for the page numbers is quite eccentric and reminds me of almost retro, disco lettering.

The same is done with the other two pictures but on a smaller scale possibly because Mixmag think they don’t appeal to as wide an audience as “Festival Fashion” or the importance of the story is not as high.

This contents page is very simplistic. All the text runs down the left third

MixMag Magazine Double Page Spread

The double page is split with one page primarily used for text and one an image that fills the whole page In this close up, half of the model’s face is out of the frame. This and the shadow creates a sense of mystery about this man and shows a split. It relates to the pull quote about reflecting on a younger self

Top banner- “VIP” shows he is an important figure in dance music. This was also used as a heading in the context

Drop cap uses jazzy font. Same used in contents page giving a theme

In the Q&A, the questions asked by Mixmag are formatted in bold. It means it is easy for the reader to distinguish between question and answer. It also means the reader can find the next question swiftly if the current one does not interest the reader.

What conventions do these magazines share?

O They’ve all got a unique and recognisable masthead that creates the brand. They are also all placed at the top too.

O The splash has the second largest font size to the title and the main part of the cover line is the acts’ names with then a smaller line to entice the reader.

O The main images on each are either medium close-ups or mid-shotsO There are many other cover lines and sub-images as well as the splash- it increases the

likelihood that a reader see an artist that appeals to them. O They use primarily sans serif font and the title of each cover line is all in capitals.O The models are looking directly at the camera.O Two have plugs with the title ‘Win’ and the other has a ‘souvenir for you to keep’O All of them have a barcode so the magazine can be bought which is of course its main purpose.O The contents has the title ‘Contents’ to make it clear what it isO There is the date/ issue number next to itO The features have a page number, title and brief description- the number and title are slightly

larger than the description and also are sometimes bolded to stand out. The text is still small fairly small either way.

O Any included pictures are relevant to the content- usually of the singer/band and have their own label (which is larger than the others) stating the same information as mentioned above.

O On two of the copies there is also a small mention to the cover page which wasn’t considered important enough for the cover.

O On the Double Page Spreads there are large images- two take up a whole side and with another the photograph covers the entire background with text positioned around the model

O There are pull quotes on everyone and they are all located near to the modelO All of them contain drop caps- either just one for the start of the story or one for the start of

each paragraph