Each magazine has a specific target audience that their magazines are designed around.

For instance Kerrang! magazine is aimed at males in their late teens to early twenties who listen to music ranging from alternative to hard rock and death metal, also the target audience is considered to be people who find that music is one of the, or the most important thing in their life. To make use of this idea of the target audience Kerrang! often have adverts for clothes, bands, gigs and merchandise. The people that would buy Kerrang! magazine are often people who could be stereotyped in two ways, they could be people with side fringes with dyed hair, either black or a stupidly bright colour, who quite possibly have multiple piercings who like tattoos and converse. Or alternatively they could be stereotyped as people who wear skinny jeans, combats, Dr Martins or other scruffy boots, and check shirts with a pair of headphones constantly around their neck. Everything about Kerrang! Magazine screams young, the texts, the logo and their websites are all scruffy with an urban grungy style. Because their target audience are younger Kerrang! magazine, using the NRS socio economic grades or classes, would probably be in the C2DE group. Bauer (Kerrang! magazines publisher) describe their audience as “Young, individually minded and passionate consumers, an audience defined by attitude, passion and loyalty.” and have a ratio of 15-35 with a male bias.

However for other magazines such as MOJO or Classic Rock the target audience is still predominantly male but a lot older. MOJO magazine is also in the higher NRS group of ABC1 as opposed to C2DE. This is reflected by the price, the actual quality of the paper and the fact that it is a monthly magazine as people in the ABC1 group can afford a magazine that costs £4.50. Also MOJO magazine looks more like something that you would have on a coffee table to flip through every so often with its thick glossy pages that do not crumple easily which means that they stay in pristine condition, this is in contrast to Kerrang! magazine which is something that is more likely to be thrown in a bag and has pages of the same weight as a comic book, which reflects on its target market.
MOJO magazine is a lot more sophisticated, therefore it is assumed that so are the target audience. The main genres that are covered in MOJO are classic rock and more traditional rock bands, their readers are described by the company as “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.” so basically people who like older music but are open to newer bands who sounds similar. Bauer also claim that “Classic sits comfortably with cutting edge” which reflects on the layout and style, chic but modern.

Sources:

http://www.bauermedia.co.uk/Brands/Kerrang/

http://www.bauermedia.co.uk/Brands/Mojo/

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