Clash Magazine - Case Study

Clash Media Pack

Digital Ad Revenues Overtake Print

The Rise and Rise of Digital Magazines

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.

Clash case study

Go to the Clash Music website and open up the Media Pack for demographic info and so much more.
http://www.clashmusic.com/advertise

Kerrang! case study

Open publication - Free publishing - More casestudy

Online-only magazines

Looking for online only magazines? Here's a good place to start:

http://www.cnbc.com/id/44375222/Online_Only_Magazines_Gain_Traction

NME's 60th Birthday

Report on the NME at 60 here. See if you can find some others.

NME Assignment

Get the NME Media Pack page:
http://www.ipcadvertising.com/ipc-brands/2009/feb/03/nme

Open publication - Free publishing - More nme

The NME - case study

Open publication - Free publishing - More case

NME.com internet data 2010

Open publication - Free publishing - More data

NME current circulation data from the Audit Bureau of Circulation

Open publication - Free publishing - More exam

Magazine Analysis

WRITE A REPORT

Choose a magazine and answer the following questions.
Present your answers in the form of a report.

General

a)    What is the target audience according to the publisher’s website? (Look at the media info kit for advertisers, which describe the ideal reader and give detailed audience research information).

b)    Cover price, frequency, circulation?

c)    Work out the approximate monthly revenue streams from advertising and circulation.

d)    Is there an online version?

The cover

e)    The title: why is it called that?  What does the title connote?

f)     The masthead/title logo – analyse it.

g)    What is the main image?  Analyse the facial expression, direction of gaze, body language, clothing etc.  How does this reach out towards the ideal reader identified above?

h)   What other images appear on the cover?  Why?

i)     What content is promoted by the cover lines? 

j)      Does the cover look similar to other magazines?  If so why?  What does this magazine offer which rivals don’t (ie what is its USP)?

k)    Is there anything else distinctive about the cover/format? (eg size)

Inside

l)     What types of products are advertised in it?

m)  What type of articles are featured?

n)   What percentage of articles are related to buying stuff (pro-consumer)?

o)    How does the magazine achieve a unified “house style”?  Think about language and mode of address, colour schemes, graphical elements, etc. 

p)    Why is this house style appropriate to the target audience? What assumptions does it imply about the TA?

q)    One way a magazine creates a relationship with its readers is through its mode of address. How does your chosen magazine address the reader? E.g. ‘you’, ‘us’, in-jokes, etc.