Full Magazine Analysis

For my full magazine analysis I will be writing about Kerrang. Kerrang has over 30 years of heritage and it’s the biggest music weekly in the world. It researches more young readers than any other music magazine. Having a younger profile is a big advantage as traditionally this age group is elusive and expensive to reach. The Kerrang readership is 345,000. The mean age of the reader is 25 years old. Kerrang is the original multimedia platform boasting magazine, online, radio, TV, K! Awards, K! Tour and K! Podcasts. Kerrang is mostly rock genre. Kerrang readers are the heaviest music consumers over 6 albums per month on average and 8 times more likely to spend over £200 a year on albums. They are also 5.5 more likely to attend a rock gig. James McMahon was voted editor of the year at the record of the day music journalism and PR awards 2012.

The Kerrang reader is roughly 25 years old, loves rock music, listens to music very often, attends gigs regularly, likes to play instruments, likes to be independent, the music he listens to influences the way he dresses. The way he looks and the clothes he wears are integral to communicating ‘his identity’ to the world. Kerrang is partnered with Paco Rabanne to promote Black XS with a cross media campaign to give readers the chance to enter to win a recording deal with Search & Destroy Records. Kerrang scores 69% for influence VS Bauer ACT tracker: 15-40. Consumer brands that have used Kerrang in the last 12 months include LG, Orange and national express.  One of Kerrang's case studies was Biffy Clyro EP. Kerrang negotiated a free exclusive Biffy Clyro EP download cover mount with all 12,000 downloads being redeemed on the first day.

Kerrang brand extensions are Download festival as Kerrang is the official media partner with Download festival. It has exclusive media coverage. Also Kerrang radio has 1.3 million listeners; it’s the biggest commercial radio station outside London. There is also Kerrang TV. It attracts 1.6 million viewers every month and 730,000 are adults aged 16-34 years of age. It has 175,000 unique users, 450,000 page impressions, 307,244 twitter followers and 291,720 Facebook fans. This signifies that Kerrang attracts a mass audience.

The advertising rates for Kerrang are also very expensive as it attracts a wide range of readers. For example the display would cost: Full Page Fh £3,025

Full Page roP £2,750

halF Page £1,512

iBc/ oBc £3,575

DPs Fh £5,748

DPs roP £5,225

Kerrang also works with Bauer media group, one of the biggest organisations in the media industry.