MARKET RESEARCH By Daniel Clipperton

MOJO Mojo aims to educate its audience, provide a lasting source of information upon the best music. It wishes to provide an opinion on what to listen to, on what music will last forever and on what will be the next top hits. Mojo aims to get more detail, than any other magazine, truly engaging with their audience. They want to provide a high quality magazine that blends the vintage with the all new high tech. They had a readership of 218,000 between January and June of 2010 as well as a circulation of 91,678. The median age of the audience according to a survey between January and June of 2010 was 37, which is significantly older than the previous two magazines. Mojo is known for favouring music across all genres due to its sheer standard, rather than simply reporting on what’s the top in the charts. Mojo want every copy of their magazine that is distributed to their audience to be of an exceptional high quality. The stereotypical Mojo reader is appreciative of both modern music and classical across a variety of genres. They have a significant amount of money to spend upon their growing music collection and are have developed a liking to the finer things in life. Their social life/acceptance is very important to them and they used their love of music to spark conversation. The majority of their audience (66%) is ABC1, which is appealing to advertise for two reasons. Mojo is a well trusted by its audience so they are likely to buy into what is being advertised. Also as the audience will have substantial amounts of money, they are more like to buy assets in the company, if the product if of a high quality. Mojos readers have been shown to be very influential towards others especially surrounding music and technology. Mojo use a range of media platforms such as social media (Facebook and Twitter) and a website to reach a greater audience. They have 99.9k Twitter followers and 6,220 Facebook fans. Like Q, Mojo is published by the Bauer Media Group, which was founded in 1875 and involved in marketing, mail and delivery services as well as print media.

 

NME The majority of NME’s audience are males, who are in their early twenties. Statistics show that the mean age is around 23 years old. They have a well-educated, upper class readership with the majority of their readers being in the category of ABC1. The current number of copies sold (within Circulation) is 33,875, which is lower than other popular music magazine providers. NME’s circulation has reduced since the start of 2014 to 15,830 and therefore has become a free to purchase magazine. NME magazine is well known for trying to build a trustful relationship with its readers, which will develop therefore into a strong bond. The magazine has a large influence upon its readership and is able to convince them into what to purchase as well as what music to listen to. NME is published by Time Inc.UK, which is owned by the Time Warner Cooperation. They also publish newspapers such as The Sun and The People, specialist magazines, e.g. IPC Business Press and books. The third biggest television provider after Walt Disney Company and Comcast. They have major assets in HBO (An American Television Provider) and Turner Broadcasting (administrates subscription television broadcast networks).

KERRANG The mean age of the consumers of Kerrang is 22 years old the lowest mean age across the previous four magazines. As it is appealing to a younger market it reports on technology, games and film, widening its appeal. Between January and June of 2010 their circulation was 44,013 and their readership was 421,000. It primarily focuses upon rock music although it still reports on all other genres. Kerrang aims to have articles upon a variety of genres of music in order to appeal all their readers and their individual tastes. They want to provide the articles on what the audience desires whilst balancing it with recently released music. Finally, they want to present older music to a younger generation and reporting on what’s happening in the world around us. Readers of Kerrang are driven by their love of rock music it rules their lives. They don’t want to fit in with the crowd, they prefer to develop their own personal style. Usually surrounding their favourites rock bands. Kerrang is available upon multiple media platforms such as radio, television, social media and a website. Kerrang has 55,989 Twitter followers and 12,208 Facebook friends. They have their own awards ceremony to celebrate the best of music and work alongside the Download Festival, being the only magazine to gain coverage.

QQ is the largest music magazine in the UK with a readership of 550,000 (January-June 2010 according to the NRS). The majority of its audience is male, with a median age of 29, also according to the NRS, which is slightly higher than the previous NME magazine. The majority of the audience (72%) is ABC1, so the magazine appeals to an audience with a significant of expendable income. Q appeals to people with a deep interest in music, who want to stay up to date with music scene in all genres. It has an extensive readership and great influence upon its readers, it therefore is favoured by advertisers in order to promote and sell their products quickly. Q aims to present the best music across all genres making it the best mentor, for what to listen to. They take their time to produce a magazine of the greatest quality, using the best photography and articles to get a complete view of the story and interest the reader. A stereotypical Q reader’s life is ruled by music, it documents the important moments in his life. He always goes to the latest festivals and introduces his friends to next big hit. The reader has a level of disposable income to be able to purchase the latest music, technology and clothing. Q has the best connection to top stars and are able to show the reader what their really like. Q has a vast knowledge across all music genres allowing them to provide the best content on what to listen to. Q is an inviting magazine that wishes to draw in the reader to inform and entertain. A virtual copy of the Q magazine is available which includes access to videos, links and image slideshows. Every year the Q magazine holds an awards ceremony bringing together fresh talent and classic icons. It’s previously been hosted by top celebrities from the world of television and film. Q are able to appeal to large audience through the use of multiple media, such as social media and the radio. Their magazine is aimed to appeal to viewers with a relaxed music interest to hard core music fans. They work alongside the Glastonbury festival, producing the programme, daily newspaper as well as the review magazine once the festival is over. Q has access to a variety of media platforms including television and radio meaning it can reach a wider audience and push its brand identity. They also use social media, in the form of twitter, to connect with their audience, which is necessary as the younger demographic are predominant users. They have 15,000 twitter followers. Q magazine is published by the Bauer media group who have assets in television, 50 radio stations, 400 digital products and 600 magazines. They also are involved in other well-known magazines, such as Kerrang (Rock Music Magazine), Empire (Film Magazine), Closer (Celebrity News) and Grazia (A Women’s Magazine).