2. UK MUSIC MAGAZINE CIRCULATION FIGURES
The latest ABC circulation figures have been released for the period July to
December 2009. On the face of it, the monthlies have done pretty well
with mostly minor ups and downs. The exception being Q Magazine
which had a major relaunch in the autumn and yet has shed a further
10,000 sales – nearly 10 per cent of its readership.
On the next slide, there is a list of eleven of the top titles. The bold figure is
the July-December 2009 sales figure. The two figures in brackets are for
January to June 2009 and July to December 2008 respectively.
Terrorizer only publishes its numbers annually which is why there‟s
only a single bracketed figure.
Even though the information provided is not up- to- date, it is still reliable
to understand the impacts of technology especially internet had played
on the magazines. The direct impact would be that the sales revenue
would decrease dramatically but how would the magazines are going to
overcome over this issue?
4. ANALYSIS THE FIGURES
I am going to use these magazines to understand on why the magazine
attract more customers?
• MOJO
• Q
• Uncut
5. INTERNET ADVANTAGES OVER PHYSICAL COPY
OF THE MAGAZINE
The potential customer could access the information for free, without
having to go the shop ( or order online) and purchase the magazine. As
the result, this had played a major in the decrease of every magazine in
the industry but due to the adaptation the companies were not able to
survive but also increase their reputation and sales levels.
How did the magazines were to adapt?
• Create a website
• Include extra services in order to attract the customers eg. Include a CD
with goes with the magazine
• Due to the research, I was able to find that the interviews and photo-
shoots with music „celebrities‟ attract more customer by over 30 per
cent.
6. ADAPTATION
Including the free CD
This is the issues of Q ( August
2011)
7. TARGET AUDIENCE OF THE MAGAZINE
MOJO
MOJO is the world's biggest UK music magazine, delivering a monthly dose
of world class journalism and iconic photography. It represents a
carefully crafted musical archive, providing its audience with an
authentic, independent and emotional connection to the music. Classic
sits comfortably with cutting edge, with quality and integrity being
constant.
Audience Profile
Discerning and passionate music aficionados, the MOJO audience is
predominantly male (77%) and affluent (63% ABC1). These heavy
consumers of music see their passion as discovery without boundaries,
genre and decade being secondary to quality. As the result this would a
direct impact on the language and tone being used in the magazine as
most the customers are male.
8. TARGET ADIENCE:Q
The target audience for Q magazine are the older generation such as
people in their 30's and 40's who are looking for a different mode of
address, more sophisticated and just want to know more about the
music instead of what colour pants so and so is wearing (which would
be mentioned in Kerrang). Although the founders state that they want to
appeal to all the older generation, it seems that Q magazine doesn't
appeal to many woman of that age.
9. VIBE
The target audience of the previous two magazines had been the same as
the magazine which I would have to create. As the result, I have looked
at the magazine which is similar to the one which I will create in a
month time not only due to the same target audience but also genre of
music which the magazine mostly concentrates
Vibe, one of the nation‟s leading popular music magazines, is closing
immediately, a spokeswoman said Tuesday.
“The print advertising collapse hit Vibe hard, especially as key ad
categories like automotive and fashion, which represented the bulk of
our top 10 advertisers, have stopped advertising or gone out of
business,” he wrote.
10. The closure of Vibe leaves just two large-circulation music magazines, XXL
and The Source, focusing on hip-hop and R&B. The Source has had its
own troubles, going through a bankruptcy and emerging under new
ownership last year. A rock-focused magazine, Blender, folded last year.
11. CIRCULATION IN 2011
Mojo has overtaken its sister title Q to become the biggest-circulation paid-
for music magazine, while there were big drops for music titles New
Musical Express, Kerrang! and Metal Hammer in the latest circulation
figures out today
There was better news for Q's sister title, film magazine Empire, which was
up 2.4% year on year to 194,239. It stretched its already substantial lead
over Future Publishing's Total Film, which was down 5.8% year on year
to 81,029.
Dance title Mixmag, owned by Development Hell, was also down, falling
13.4% year on year to 26,116. Development Hell's sister title, Word, was
down 22.5% year on year to 26,555.
