Kerrang! Magazine

Kerrang Magazine

Ownership:
As of April 2017, Kerrang! magazine, website and music awards was sold by Bauer Media Group to Wasted Talent, formerly Mixmag Media (publishers of dance magazine Mixmag).



Jerry Perkins of Mixmag Media on Kerrang! Magazine:
  • "Under our ownership Kerrang! will take its rightful place at the heart of a global digital community of like-minded spirits. The platforms are there and, thanks to our recent experience with Mixmag, we know how to use them. Bauer Media will retain the rights in the UK and Europe "to continue broadcasting Kerrang! Radio and Kerrang! TV".
  • Perkins said that it was important to keep Kerrang! in print "as the soul of the brand", as Mixmag has done, but "we’ll move to a digital video-first strategy with Facebook and Google to build an international audience".
  • He added that moving Kerrang! from a weekly to a monthly made sense as it was a better use of editorial resources: "The monthly frequency suits these ‘passion’ magazines," he said. "It doesn’t need to be a weekly because news in this area has gone digital. If you’re in LA, Kerrang! is a really well-loved [digital] brand.”
  • But he suggested Kerrang! "has been suffering" by putting a lot of its resources in "a relatively low-production, weekly print magazine in the UK”.


Ownership:


Bauer Media Group retained ownership of Kerrang! Radio, while Box Plus Network owns Kerrang! TV.



History of Ownership:
  • 1981 - published as a one-off supplement in Sounds newspaper
  • Initially, it was launched monthly, before going fortnightly; in 1987, it went weekly. Originally owned by United Newspapers.
  • 1991- Sold to EMAP
  • 2008 - Sold to Bauer Media
  • 2017 - Sold to Wasted Talent

Advertising:


The Drum Website Article
  • For now, Wasted Talent is focused on recalibrating Kerrang and the Face for future generations.
  • As a title, Mixmag itself has found success by focusing on YouTube. The magazine, which started life as a dance-music newsletter in the 80s, now claims to reach over 20 million fans per month across its various YouTube channels. This is undoubtedly an attractive proposition for brands, like Smirnoff, which have worked with the platform to garner the attention from the hard-to-reach millennial audience. As a result of gains on the back of a strategy focused on branded content, Mixmag has opened offices in New York, Brazil, South Korea, France, China and more.
  • The Vice-like approach coupled with an international structure are tools chief executive, Jerry Perkins, will be using in his plans to refocus Kerrang’s resources on both editorial and advertiser-funded video content.
Above the line:

  • TV advertisement 2002
Digital Media:




Social Media:


Explain three ways that online technology can be used to enhance traditional advertising methods. you must use real media products/examples to support each of your answers. (6)

'Kerrang!' uses social media as a method of advertisement to encourage and influence a younger demographic to follow, read and listen to Kerrang!. They do this because Social Media platforms such as instagram are used mostly by people aged 16-35.
'Kerrang!' also uses an app to advertise their magazine. They have created an app as it makes the magazine more easily assessable to an audience, especially to the UK and Europe based fans that can't buy the physical magazine.
Finally 'Kerrang!' has created a youtube page to post their interviews with their artists. This is a method of advertisement as it allows the magazine to showcase their interviews and their brand name to the public specifically their secondary target audience, which is a much younger demographic, e.g. 16-35.


Diversification:
  • How a product changes itself across other media platforms. 
  • Kerrang! Magazine, Kerrang! Radio, Kerrage1 TV, Kerrang! YouTube.
  • Bauer Media owns Kerrang! Radio. (Bauer Media is a conglomerate own Mojo magazine, kiss, magic, empire magazine. All of their TV stations are music channels, such as 4music, The Box Plus Network etc.)

Textual Analysis: 



  • Skyline - Red box across the top of the front cover that includes some information.
  • Masthead - The name of the magazine in a big yellow distressed font.
  • Main Image - The main images is of the black veil brides lead singer, in distressed clothes holding a cross, with a black background.
  • Colour Scheme - Red, Black, Yellow, White
  • Cover Lines - The cover lines explain the content of that specific magazine issue. They are all around the sides and the bottom of the magazine.
  • Barcode - The barcode is on the bottom right of the magazine.
  • Main Sell Line - Is a red strip across the middle bottom that has the name of the band in bold yellow font.
  • Font - Distressed and bold, and a sort of slasher font for the cover lines. 


Karrange! Readership:


Market Possibilities:
  • The ways in which institutions believe their brand or product can expand into another medium as a cross-media product or spin-off.

Gap in the Market:

  • The identification of a group of potential customers who are not yet purchasing a product, or the realisation by an institution that there is need for a new product or brand.

Market Position:

NRSA Social Grade:

Demographic:

Target Audience:





















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