Secondary Research

Analysing Media Packs

Sonic’s DIY Media Pack

Sonic is an online Indie music magazine. It’s Media Pack focuses on how fresh and cutting edge the magazine is.

It describes it’s target audience as being 18-25 years, interested in fashion, gadgets, gaming, sport and film.

DIY readers are tech savvy and spend their free time at gigs, blogging and on social networks.

DIY uses reader’s opinion in its Media Pack like a reference.

DIY publishes Reader Profile with a breakdown of its readers lifestyles giving figures for their buying, surfing and entertainment choices. This will help potential advertisers to make an informed choice.

DIY gives audited monthly circulation figures to attract advertisers.

Q Magazine Media Pack

Q Magazine pushes its brand based on its reputation as a long established, trusted, multi-platform quality product to attract advertisers.

Unlike DIY, does not publish a Reader Profile, giving only general information about its readers, not giving a target age range but stating that they are 75% male.

It does not include any detailed information about its readership’s lifestyle choices or interests.

NME’s Media Pack

NME uses a nice contrast table to give advertisers the key facts about its circulation and target audience. The gender split is very similar to Q.

Like DIY Magazine, NME also provides detailed information about it’s readers likes, interests, buying and spending habits and musical preferences.

NME also lets advertisers know that their readers are techno savvy, either employed or students and have been loyal to the magazine for several years.

NME’s Media Pack

NME gives extremely detailed information about how their readers feel about gigs, festivals and other live events, especially about how much their readers spend to attend and while they are at the gig.

In doing this, NME is trying to persuade advertisers that their magazine is THE place to advertise live events and festivals and they publish their advertising rates alongside.

MOJO’s Media Pack

Like Q Maqazine, MOJO pushes it’s brand based on it’s reputation for music expertise, it’s quality and it’s popularity with the musicians themselves saying “If you’re featured in MOJO, you matter”.

It places a lot of emphasis on being a high quality, cross genre music magazine that can be trusted.

Like NME and Sonic’s DIY, MOJO makes its key circulation and target audience figures easily available for potential advertisers to see.

MOJO’s Media Pack

MOJO also gives a pretty detailed reader profile but uses a narrative format rather that the bulleted list used by DIY and NME.

Its target audience is a little older with more disposable income than the readers of the other magazines.

It makes a direct appeal to attract advertisers by emphasising the quality of its product, the quality of its readers and their buying power.

The magazine also boasts about the it’s influence over it’s readers saying “If MOJO is telling its readers to drink Jack Daniels, they will give it a go!”.