Magazines

Kerrang! - music magazine which also has a TV platform.

Kerrang! Magazine, website, and music awards were sold to ‘Wasted Talent’ by Bauer media group in 2017.

Bauer media still own Kerrang! Radio and Box plus network own Kerrang! TV

How is synergy promoted across its content when the brand is dispersed across different owners?

E.g., competition on the radio- giving audiences 6 months of free subscription to the print and/ or online magazine.

Exclusive interviews seen on the website- this promotes the awards

Promotional ads and/or interviews on the radio to promote a programme on the TV platform.

Advertising Kerrang! Magazine

Traditional- Posters, billboards

Digital- social media (Facebook- older demographics, Twitter- paid promotions), TV ads- E.g. in the break when there’s a concert, TV ad on their own channel.

Below the line- using data on existing readership of other magazines owned by wasted talent

Digital Advertising

Facebook encourages people to be prosumers and share content, the 'interested' button allows them to target you specifically. 

Kerrang! magazine also has an app


EXAM QUESTION

Explain three ways that online technologies can be used to enhance traditional advertising methods. You must use real media products/ examples to support each of your answers. [6]

1.

2.

3.

Traditional advertising

Above the line TV advert, 2002

Example; Kerrang! uses synergy within the brand by promoting the K! tour within their magazine through an article about it.

Readership

  • Target audience: 20-35 because the artists used are popular within this demographic.
  • White males because of the representation in the magazine (masculine stereotypes; white artists few female artists)
  • Secondary target audience: 17-45 a wider audience because younger audiences exposed to music- find music they enjoy through Spotify.
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.

A gap in the market- Kerrang! magazine
We would need to know if there were a lot of rock magazines out, this helps us to see if Kerrang! filled a gap.
Therefore a gap in the market which Kerrang! filled is offering fans the opportunities to read/explore new information about rock and rock artists (appealing primarily to a male adult audience who are mostly, but not essentially working class).
Difference between demographics and psychographics.

Market position- where your media company is positioned, against other magazines in the industry.















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