They mainly target a younger audience with their main readers being aged 15-24 (56.1% of their readers). There are older readers (21.5% aged 25-34, 13.4% aged 35-44), however this makes up a much smaller percentage of their audience.
They have a readership of 293,000 and a circulation of 33,024.
On average they have an ABC1 demographic.
Kerrang! has slightly more male readers than female (45.3% female vs 54.7% male) however generally, the target audience is not gender specific.
The average Kerrang! reader purchases over 6 albums per month, and are 8 times more likely than the national average to spend over £200 a year on music.
Products you could expect to see being advertised:
- Albums
- Concert tickets
- Band merchandise - e.g. t-shirts, hoodies, wristbands, posters
- Alternative clothing brands e.g. Blue Banana
- Rock festivals - e.g. Slam Dunk, Warped Tour, Download
- Body jewelry for more 'hard core' piercings e.g. - septum, lip, stretchers
- Wrist bands
The magazine itself appeals to their younger audience with the use of a loud colour scheme and font styles. The smashed and rough font used for the masthead reflects the edgy music genre that is associated with Kerrang! . They also offer free posters which is a product that sells really well among young people.
Q
Readers are predominantly male (68.3%)
They have a 70% ABC1 profile and high disposable income.
Q targets an older target audience than the previous two magazines - 25-44 = 46.1%
They have a 48,353 circulation and a readership of 339,000.
69% of Q's readership only buy Q magazine and no other.
Products you could expect to see in Q:
Readers are predominantly male (68.3%)
They have a 70% ABC1 profile and high disposable income.
Q targets an older target audience than the previous two magazines - 25-44 = 46.1%
They have a 48,353 circulation and a readership of 339,000.
69% of Q's readership only buy Q magazine and no other.
Products you could expect to see in Q:
- Album Releases
- Films
- Tour passes
- Festivals - Glastonbury
- Musical Instrument
- Vinyls
Q's simple font style makes it more appropriate for the older target audience.
Metal Hammer
Metal Hammer targets a predominantly young male target audience - 85% male readership. They are on average aged 22 and 41% are employed. 51% are studying.
Readers like to see bands live - half see live music at least once a month and 79% will be going to a festival in the next year. The average reader spends around £112 a month on music and gigs
Creating music is also a big part of a Metal Hammer reader's life- 2/3 readers play guitar and 1/3 are in a band.
Products expected to be advertised in Metal Hammer:
- Album Releases
- Musical Instruments - most likely guitars
- Concert Tickets
- Festival Tickets - Download,
- Band Merchandise
- Clothing - Hoodies, t-shirts, wristbands
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