Kerrang! Advertising

Aim: to apply knowledge of media advertising to a print publication.

Advertising:

digital - online/ social media/ internet

traditional - print, radio, tv

above/ below the line

cross-media

synergy

Theory: David Gauntlett’s Web 2.0 – whereby consumers of media become prosumers through interactive involvement with the internet

Ownership
As of April 2017, Kerrang! magazine, website and music awards was sold by Bauer Media Group to Wasted Talent, formerly Mixmag Media (publishers of dance magazine Mixmag).

wasted talent also bought style magazine The Face, with the intention of bringing it back into publication.

Ownership
Bauer Media Group retained ownership of Kerrang! Radio, while Box Plus Network owns Kerrang! TV


History of Ownership
  • 1981 – published as a one-off supplement in Sounds newspaper 
  • Initially, it was launched monthly, before going fortnightly; in 1987, it went weekly. Originally owned by United Newspapers
  • 1991 – sold to EMAP
  • 2008 – sold to Bauer Media
  • 2017 – sold to Wasted Talent



Jerry Perkins of Mixmag Media on Kerrang! Magazine:

"Under our ownership Kerrang! will take its rightful place at the heart of a global digital community of like-minded spirits. The platforms are there and, thanks to our recent experience with Mixmag, we know how to use them. Bauer Media will retain the rights in the UK and Europe "to continue broadcasting Kerrang! Radio and Kerrang! TV".

Perkins said that it was important to keep Kerrang! in print "as the soul of the brand", as Mixmag has done, but "we’ll move to a digital video-first strategy with Facebook and Google to build an international audience".

He added that moving Kerrang! from a weekly to a monthly made sense as it was a better use of editorial resources: "The monthly frequency suits these ‘passion’ magazines," he said. "It doesn’t need to be a weekly because news in this area has gone digital. If you’re in LA, Kerrang! is a really well-loved [digital] brand.”

But he suggested Kerrang! "has been suffering" by putting a lot of its resources in "a relatively low-production, weekly print magazine in the UK”.

https://www.campaignlive.co.uk/article/mixmag-buys-kerrang-plans-revive-face-double-acquisition/



The Drum Website Article


For now, Wasted Talent is focused on recalibrating Kerrang and the Face for future generations.
As a title, Mixmag itself has found success by focusing on YouTube. The magazine, which started life as a dance-music newsletter in the 80s, now claims to reach over 20 million fans per month across its various YouTube channels. This is undoubtedly an attractive proposition for brands, like Smirnoff, which have worked with the platform to garner the attention from the hard-to-reach millennial audience. As a result of gains on the back of a strategy focused on branded content, Mixmag has opened offices in New York, Brazil, South Korea, France, China and more.

The Vice-like approach coupled with an international structure are tools chief executive, Jerry Perkins, will be using in his plans to refocus Kerrang’s resources on both editorial and advertiser-funded video content.


Digital advertising:




Social media:


7 (a): kurrangs website offers features such as links to interviews and on youtube and links to their social media pages - facebook, instagram and twitter.


the masthead is located at the top of the page and covers the width of the page

kerrang cover with paragraph about it






traditional advertising










Comments

Post a Comment

Popular posts from this blog

Propp's character types, enigma codes, micro/macro features, camera techniques

Image
Vladamir Propp was a Russian and soviet formalist scholar. He analysed the plot components of Russian folk tales to identify their basic narrative elements. He looked at one hundred folk tales and came to the conclusion that they were all made up of 31 plot elements, which he called functions.  He also found that despite the large number of characters which appeared in the folk tales, there were only 7 character types. 7 character types:  The villain  The helper  The princess or prize Her father The donor  The hero  The false hero  The dispatcher  Todorov's Equilibrium Theory: Order of events in every disaster movie: 1. Equilibrium  2. Disruption of equilibrium by an event 3. A realisation that the disruption has happened  4. An attempt to repair the damage or disruption  5. A restoration of equilibrium Tzvetan Todorov proposed a basic structure for all narratives. He stat...
Read more

Kerrang! readership

Image
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. Gap in the market :   Gaps in the market  represent opportunities for companies to expand their customer base by increasing awareness and creating targeted offers or advertising campaigns to reach the untapped  market .  The identification of a group of potential customers who are not yet purchasing a product, or the realisation by an  institution  that there is need for a new product or brand. market position for K errang magazine : Demographics : the target age for kerrang magazine is 15-24, giving a mean age of 19.5 years old. The gender ratio is fairly equal - showing 41% of the audience is female and the other 59% is male. The audience of Kerrang! ranges around 15-65+, which is a very  broad  audience of over 50 years. Similarly Kerrang! targets the C2, D and E profiles (nrs so...
Read more

newspapers marketing and distribution

Image
Marketing and distribution: The independent : the last printed version of the independent was published on Saturday 26th march 2016, leaving only its digital editions. The I was also launched as a competitor for free papers. Originally a sister newspaper to the independent, it cost 20p when first published. however, it is now owned by JPIMedia. Currently the independent uses social media as a way to market their newspaper - facebook, twitter, instagram and facebook. Similarly the readership for the sun is ABC. They have their own app called ' independent minds' which includes exclusive stories. If you look at the independent homepage they use pop-up advertising as a means of generating revenue. In comparison to The Sun, The independent offers a membership scheme that gives readers exclusives, events, ebooks and extras with no advertising in the newspapers content. Within this they also offer a mobile app for The Independent d...
Read more