Wednesday, 2 May 2012

Magazines have different survival strategies
6 helpful case studies to compare and contrast 


Clash (47,000 circulation)
  • is a stylish monthly glossy music mag which also features film and fashion 
  • it focuses distribution in London where its core demographic is
  • it offers 7 special issues per year (one on fashion, one on tech, etc) which are real collectibles 
  • it has a clear indie/arty style which reflects the tastes and aspirations of its readers
  • web hits are not so high, the focus at the moment is on the print version of the brand.  

Kerrang! (42,000 circulation)
  • very clear Unique Selling Point and strong brand image
  • close relationship with readers who are fans and 'part of the club' - repertoire readers
  • excellent synergy (Kerrang Radio, TV, App, online) 

NME (27,650 circulation)
  • excellent synergy (NME Radio, TV, App, online)
  • banking on the long established (60 years) brand identity
  • trying to be all things to all audiences
  • recognises that its future is online

The Fly (104,000 circulation) - printed version stopped 2014 when HMV got into financial difficulties, still available online
  • huge circulation because it is distributed all over the UK and because it's free! So no income from coverprice but enough from advertising to ensure its success.
  • Published by the owners of HMV (MAMA Group) who have a vested interested in promoting the music the magazine features.

Smash Hits (online only)
  • a long running title that could no longer make it in print so is now online only

I Like Music (online only)
  • started as an online only music magazine 10 years ago. Contributions by users and aspiring journalists. Low production and distributions costs (because its electronic) and it makes its income from advertising on the site.

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