InstitutionLooking into the Business Behind…

History• Kerrang! is a music magazine, originated from the UK.• It is edited by a man called Geoff Barton and was initially a one time

supplement in the sounds newspaper on the 6 June 1981.• This focused on the new wave of British Heavy Metal phenomenon

and the rise of other hard rock acts.• The original owner was United newspaper who then sold it on to

EMAP (East Midland Allied Press) in 1991.• However then in 2008 EMAP sold its consumer magazine to the

current owner Bauer Media Group. • Angus Young from the band AC/DC was the first to appear on

Kerrang!’s first ever cover. • Its been released weekly from the 6 June 1981 and also has a website

with all the current news and previous issues (www.kerrang.com).

Comparable Products AvailableComparable products available are the music magazines already out there, the magazines kerrang! is up against and the audience they are targeting, the way in which they do this. As you can see to the left are a range of different music magazines all cover different genres of music, which means all will have slightly different audiences. Kerrang! is a very well known magazine and its genre of music is different areas of rock music, its like to explore its music types a little bit which makes it appeal to more than one audience where as the other music magazines such as Q are more focused of specific music genre types. NME is probably Kerrang!’s biggest rival magazine as it also tries to appeal to more than one audience.the cost of the magazine would also be something to do with the audience the magazine picks up onto the fact that not everybody can afford a lot of money on music magazineand may not be able to get the magazine they wish to read.

Key Company Case Study• Bauer Media is a small section of the Bauer Media Group.• Bauer Media Group is Europe’s largest privately owned

publishing Group.• Supports worldwide media companies offering over 300

magazines in 15 countries, online, TV and radio stations.• Bauer Media is a multi-platform (more than one type of media)

UK-based media Group consisting of many companies. • Two main divisions – Magazines and Radio. • Widely recognized and rewarded as being industry innovators.• Continuing its history of magazine launches, closer was launched

in 2002 and Britain's first weekly glossy, GRAZIA, was launched in 2005.

How is the Industry Regulated?

The media industry is regulated by many different companies such as, Advertising Standards Agency, OFCOM and PCC (Press Complaints Commission), most in which regulatory bodies are voluntary. All of these are there to ensure fair representation of information or people in the media lime light. There are six main subjects in which the companies look for and theses are, ‘the race relations act’, ‘the obscene publications act’, ‘representation of the people act’, ‘the public order act’, ‘the sex discrimination act’, and ‘the broadcasting act’. These are all issues in which the agencies look for when regulating media. They look at the media itself and then are open to any suggestions or complaints they receive, and take action upon them all.

Production Process

The third process in production would be Post- Production this is

where the construction of raw material happens, editing takes place to make sure everything

runs with a smooth edge, ready for the final piece the audience will receive, making sure it will

all appeal to the target audience.

The production process of a magazine consists of

three stages pre-production, production and post production.

1 2

3

Pre-Production means ‘draft’ or ‘planning’. It is

the first stage in production and this is

where the vital research and planning is made so

that you know exactly what is what.

The Production is the second process, usually the most straight forward part to production this is where

a piece of ‘raw data’ is created in this case text

and images. The best way to stay organised through this process as everything must be perfectly timed is

to make and ‘stick’ to a tight schedule.

‘Kerrang!’ is just one of many magazines that must

follow this process of production if they wish to

be successful.

Distribution ProcessOnce the production process has been completed they then need to distribute the magazine. Magazines can be distributed through mail and post, sales on a newsstand and/or bookstores, supermarkets and corner shops. Sale models for distribution fall into three main categories;

Paid Circulation: The magazine is sold to readers for a price, either on a every issue or by subscription, where a monthly price is paid and issues are sent by post to readers.

Free Circulation: This means that there is no cover price what so ever and issues are given away for free, for example in the street by sale represents, airline in-flight magazines could be another example or included with other products or publications as freebies to attract more audience and custom.Controlled Circulation: This is the model used to distribute only to qualifying readers, often for free and determined by some form of survey.

‘Kerrang!’ is distributed by Seymour on a weekly basis.

Marketing and Promotion

MARKETING: The marketing of a product consists of making sure that the customers are aware of the product and creating services and ideas that will help them buy into it.

PROMOTION: The promotion of a product consists of an activity that raises awareness and publicizes the certain product. It is a communication link between buyers and sellers.

The marketing and promotion of a magazine are two very similar stages, they both aim to get the best final profit out of the magazine. To promote a music magazine such as ‘Kerrang!’ you would need to be very specific as the target audience is only one aimed group and would need to place specific marketing ideas in specific places tomake sure they were seen by the right audience. Also you wouldhave to think about certain color themes and content of thepromotion ideas to make sure they are also right for the target audience.

Well Known Examples, Producers.

‘NME’ magazine (New Musical Express) is a weekly published music magazine by IPC Media and currently edited by Krissi Murison (the first female editor ever), the first issue was released on the 7th March 1952. It is famous from being a non-glossy newspaper tabloid to a well populated modern day music magazine. In the 1970’s the magazines sales hadplummeted to 60,000 and after a review with guitar instrumentalist ‘Duane Eddy’ the magazine had been told to“rethink its policies or die on the vine”. NME is now a multimedia producing company.

‘Q’ magazine is a monthly published music magazine published by Bauer Media Group and founded by Mark Ellen and David Hepworth, in October 1986. It is famous for a history of association with charitable organisations. The magazine includes a very wide section of music, reissues, television, films, games etc. However most of the magazine is filled with interviews. The target audience for the magazine is aimed at the older generation who still to this day buy CD’s.