1. Institution
Looking into the Business Behind…

2. 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).

3. Comparable Products Available
Comparable 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 magazine
and may not be able to get the magazine they
wish to read.

4. 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.

5. 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.

6. Production Process
The Production is the
The production process of Pre-Production means second process, usually the
a magazine consists of ‘draft’ or ‘planning’. It is most straight forward part
three stages pre- the first stage in to production this is where
production, production production and this is a piece of ‘raw data’ is
and post production. where the vital research created in this case text
and planning is made so and images. The best way
that you know exactly to stay organised through
The third process in production what is what. this process as everything
would be Post- Production this must be perfectly timed is
is where the construction of raw to make and ‘stick’ to a
‘Kerrang!’ is just one of
material happens, editing takes tight schedule.
many magazines that must
place to make sure everything
follow this process of
runs with a smooth edge, ready
production if they wish to
for the final piece the audience
be successful.
will receive, making sure it will
all appeal to the target
audience.

7. Distribution Process
Once 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.

8. 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 to
make sure they were seen by the right audience. Also you would
have to think about certain color themes and content of the
promotion ideas to make sure they are also right
for the target audience.

9. Well Known
Examples, Producers.
‘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.
‘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 had
plummeted 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.