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Music Mag Success Online
- 1. Final Revision for Music Press
- 2. Key Areas • Institutional Aspects • Representation • Audience • Media Language
- 3. Key Question What makes a music magazine successful? • This could be the first question in the exam. They will give you a list of three things that they think make a magazine brand successful. You will have to talk about these examples in detail referring to your case studies
- 5. • NME is a great example of a magazine that has successfully explored cross media platforms • Kerrang is a great example of a print magazine that continues to appeal to the audience
- 6. Why is NME successful? • It is owned by IPC Media which is owned by TimeInc (part of Time Warner) • It has adapted to the changing listening habits of it audience and attracted a wider audience • It has embraced online platforms and social media • Developed a strong brand identify through cross media strategies • Represents its artists as ideologies which appeal to the audience • Clear links developed between the print and online versions
- 7. Ownership
- 8. Ownership: IPC Media • IPC Media owns and publishes NME • It is the UK‟s leading consumer and digital magazine publisher • Includes a range of brands from sports, women‟s weeklies, and TV guides. • Sells over 350 million copies per year in total • 27 million adults in the UK buy an IPC magazine • It‟s parent company is Time Warner
- 10. Time Inc/Time Warner • One of the largest branded media companies in the world • Engages more than 138 million US consumers in print, online and mobile • Time Inc recently launched 21 of its US titles as tablet editions, with hundreds of thousands of consumers upgrading their subscriptions to include digital. • Has established itself as a leader in the social media space, sharing branded content with nearly 18 million followers on Twitter.
- 11. Cross-Media Activities • Twitter: NME NewsFeed, NMEFilmAndTV, NMEMagazine, NMEVideo, NME_Radar • iPad edition launched • YouTube channel • Sponsoring festival stages e.g. Reading • Spotify • Radio (digital)
- 12. NME TV • There was an NME TV station on Sky • This was closed in 2012 • Why do you think the TV station failed? • NME Radio has also closed
- 13. Synergy • Synergy is when the various arms of your company work together to promote each other • NME webpage has an hyperlink to subscribe to both the digital and print versions • Shockwaves sponsors the NME tour
- 14. Audience • NME‟s audience is defined as: • Male 66% • Female 34% • Median age 24 • Music enthusiasts • Social media users • Trend setters • Own the newest mobile technology
- 15. Audience & Institutions • Reason for NME’s continuing success is due to its ability to adapt to changes in technology e.g. social media and user generated content • NME.com was launched in 1996 • Print version circulation went from 68,000 in 1996 to 27,000 in 2012. • Whilst the print version sales are slowing, the website is the biggest music site with over 7 million hits each month • Going online has helped NME to establish itself as a global brand too
- 16. Timeline of NME.com • 1996 – NME.com launched • 1997 – Content adapted to focus on news • 1999 – First webcast of a live concert • 2001 – Gave away a free MP3 of The Strokes first single „Last Night‟ • 2005 – Content adapted to video and audio • 2007 – NME.com launched in the US • 2010 – Expanded to include TV and film • 2011 – More focus on user engagement including user ratings on reviews
- 17. NME in the 2010s… • In May 2011 NME.COM launched a sister site dedicated to video, NMEVideo.com, • And released the NME Festivals smartphone app. Sponsored by BlackBerry, it featured line-ups, stage times, photo galleries and backstage video interviews, and was downloaded 30,000 times. • The following month, NME launched its first iPad app, dedicated to Jack White. • In September 2011, NME.COM organised and live-blogged a real-time Nirvana, 'Nevermind' Twitter listening party to mark the twentieth anniversary of the classic album.
- 18. Representation • With reference to Richard Dyer‟s theory, NME represents artists as „ideologies‟ • Audiences share the beliefs of the stars • Their fashion may be copied by the audience • NME audiences very fashionable and lead the trends.
- 20. Rihanna
- 21. NME in the 90s
- 22. NME today…
- 23. „individually minded, independent of thought and musically experienced, an audience defined by attitude, passion and loyalty‟
- 24. Kerrang! • The world’s biggest selling rock music magazine • Published by Bauer media group • Appeals to dedicated rock fans who enjoy going to gigs, are individualistic, and dress like their rock star idols • A very niche audience
- 25. Why is Kerrang! successful? • Kerrang! has developed its brand across a range of media platforms • Strong online presence • Appeals by using strong images and through language used • Tends to adapt content to reflect popular rock sub-genres of the time
- 26. Audience appeal • It is evident that the magazine is aimed at a young audience, through the use of graphics, fonts, layouts and presentation. • Kerrang! is aimed at the youth and their lifestyles. • It has a contemporary and up-to-date look, making use of modern typefaces and a down-to-earth feel. • The magazine even accommodates the young readership by using advertisements that relate to their interests.
- 27. • Kerrang! aims itself more at a male audience and appeals to them by using content such as hard rock and metal iconic male bands on the front cover pulling angry faces or violent expressions. • Female readers are targeted by the use of male bands on free pull out posters and feature interviews.
- 28. Media Language • It is also essential to include key words on the front cover that will attract a greater audience; three words in particular are believed to have the greatest effect - free, win and sex. • If all of these words appear on the cover of any magazine it is more likely to increase sales. Kerrang! uses at least two of these words on every issue.
- 29. Media Language • Kerrang! uses a significant colour pallet, the main colours are white, black, yellow, red and green. • These enable the magazine to be eye-catching and it allows certain cover lines to stand out. • These basic colours are continued throughout the 70 pages creating a dark and moody ambiance.
- 30. Interaction with Audience • Due to the large circulation of the magazine, readers are given the opportunity to interact by writing letters and reviews that may be published in the magazine. • Pages of letters, drawings and photos, reader‟s polls, gig reviews, editorial team recommended entertainment, competitions and the Kerrang! diary of upcoming gigs all give the readers a chance to respond and share their views and opinions. • The „letter of the week‟ receives feedback from the magazine editor and a £50 music voucher. It is these kinds of interactions that make the audience feel more involved with the publication they are buying and less like a sales statistic.
- 31. Institutions • Another strategy that Kerrang! have adopted in order to attract a greater readership is through synergy. • As Bauer also own Kerrang! Radio and Kerrang! TV they are able to use these channels to promote their magazine. • This is an example of cross media ownership and means that Kerrang! can promote their products in several broadcast mediums. • Due to Bauer owning several music magazines they are able to use this to their advantage too. Q magazine and Mojo often advertise subscriptions for Kerrang! in hopes of maximising sales and attracting readers they may have been unable to reach previously.
- 32. • Kerrang!„s website is dedicated to finding out more information to do with the magazine and also the latest information on the readerships favourite bands and upcoming events. • The website hosts Kerrang‟s! online shop, podcasts, message board, TV and radio segments ensuring even more opportunities to sell associated merchandise and products.
- 33. Online only mags • Drowned in Sound • I Like Music
- 34. Ilikemusic.com • Online music magazine AND music service provider • 11 successful years • Own a collection of over 3 million songs – one of the largest catalogues online! • Launched in 2001 by a small team of music enthusiasts • It‟s aim was to be wholly independent – which it is! • Covers a variety of genres with a focus on new artists • The only place online where you can stream the entire top 40 singles chart! • Post Playlist is a 20 song playlist chosen by the editor to be streamed too
- 35. Is it a good idea to just distribute the Rhymix website online?
- 36. Online only?.. • The ways in which audience listen to and access music has changed dramatically in recent years • MP3 players, i-Pod and digital downloading • Some audiences access the internet more than other media formats (especially younger audiences – Web natives) • The physical purchasing of a CD is becoming a thing of the past…it would seem the same can be said for print magazines.
- 37. • 80% of homes in the UK have net access • 76% have broadband connection • Print magazines have to work hard, often reinventing themselves, to attract audiences • NME used to be more „dirty newsprint‟, it re-launched as a glossy which increased costs • Audiences for print based media fall as audience demand readily accessible and up to the minute information at the click of a button
- 38. Decline • Uncut magazine: lost 14.9% of its circulation in the second half of 2011 • NME: 14% down • Q: 12% down • Stool Pigeon and The Word have both shut down • (US) Vibe will cease as a print publication at the end of 2013 having been taken over by Spin Media. It will only exist in web format.
- 39. Why only online for Rhymix • It is updatable and instant! • Audience can access it on mobile devices at any time • Audiences can interact with the content and artists • Audiences can contribute to the content e.g. polls, ratings, comments • Webpage can be more visually appealing and make for a more sensory experience, including photo galleries, watch videos, watch interviews, download or stream music. • Webpage caters for the ‘pick and mix’ audience who can select the content they want to access via the navigation bar • Lower overhead costs – does not require printing, transport costs, or losses if copies are not sold
- 40. Why only online for Rhymix? • You can encourage online chat and give fans the chance to feel part of the community who share the same music interests • Other interactive opportunities are available e.g. contributing to a blog, tweeting, submitting reviews, and their own music! • External web links can enable the user to connect with related sites including social networks thus promoting the website at the same time • Internal links on the site give the user control and offer an element of choice • It is free for the user! • Webpages are extremely current and can be regularly updated – this will certainly appeal to a young audience who are always online • By having specific genre advertising can be clearly targeted at a specific audience which could generate more profit • You can also provide hyperlinks to advertisers websites which will bring more traffic to their sites.
- 41. Why only online for Rhymix? • An online magazine such a Rhymix where it caters for different niche audiences can be very attractive to audiences who can access a particular demographic related to the music genre. The advertising potential is therefore huge and includes web traffic referral for advertisers as users click on the link provided in the advert. The more closely linked the ad is to the possible interests of the audience, the more likely the advert is to succeed and a possible purchase made. • Ofcom states that “…spending on internet advertising is now greater than any other category of advertising”
- 42. Why only online for Rhymix? • The fact that the webpages are genre specific means that the producers can introduce new artists to an audience who already have an interest in that style of music. They therefore have to work less hard to convince the audience to listen to new artists. This can help unknown bands to gain attention • The webpage is highly interactive so the producer can gain instant feedback from the audience • You can have links to social media and build a following on sites such as Twitter or Youtube • Online magazines have the potential to attract and access a global market immediately at no extra cost.
- 43. Production – Key points from the letter • To provide independent and informed comment on the music scene • Uncovering creative UK talent and supporting new artists • An updateable page to be developed on a chosen genre • Create opportunities for the fans to connect with artists
- 44. How to respond • Answer all questions in role e.g. Dear Rhymix • You can use headings and bullet points – for Q1 you could make a new sub-heading for each point they give • You will be given an A3 sheet to draw your webpage • 22 minutes per question!
- 45. How can the fans connect with artists?