How does the reader consume music in NME and Uncut?
In NME, the reader consumes music through all sources, their results say that in the last year, their readers consumed:
- 39 CD albums (or £430 worth per reader)
- 45 CD singles (or £135 worth per reader)
- 55% of reader's buy the majority of their music from a Major music chain. e.g. HMV
- 45% buy vinyl from a specialist record shop
- 28% purchase CD's online e.g. Amazon
- 19% own an iPod
- Average of 15 single downloads per reader per month
In UNCUT, the reader's also consume their music in many different forms, such as:
- 79% of reader's said it's important for them o keep up-to-date with the latest music
- 97% of reader's are passionate about music
- On average, reader's spend £600 a month on CD's, compared to £480 on average in 2002
- The average reader download's 8 album's a month
- The average reader consumes 6 CD album's a month
The similarities that I can see between these two reader profiels are that the majority of reader's still prefer a hard copy of music, i.e. CD's. This shows that the audience's of these magazine's are working people as they have money, but also that it is a mature audience that don't like to download as much as have their collection of their favourite artist's.
However, there are also differences in the two reader profiles such as UNCUT give a very brief look over on how music is consumed, whereas NME goes in to much more detail about the average's of consumtion of music by there readers.
I think that these reader profile's show that they have two different types of readers and therefore would have both similar and different advertisements. For example, I think that both these magazines would advertise new albums and singles as the majority of their reader's buy both. I also think that both magazines would have advertisements for 'HMV' and 'Amzaon' as these are large retailer's for their reader's music consumtion.
On the other hand, In the reader profile of UNCUT, they only give a brief description of how their reader's consume their music and so must have other things that they feature on in the magazine such as films or new gaming electronics. This opens up a wider variety of advertising as they can reach into three possible different categories in which they can benfit from advertisements.
Also, I think that even though NME has a wide range of statistics to do witht he music consumtion of their readers, I think that they would branch out in to different types of music forms for their advertisements; such as, an iPod advert as a substantial amount of their reader's put their music on an iPod to listen to it on the go. I think they would also branch out in to advertising vinyl, and shops that sell vinyl, so being clear about the target audience's.
Top of the Pops reader profile:
- £2.35 per issue
- produced once every four weeks
- 104,709 in circulation
- 344,000 regular readers
- 15% male audience, 85% female audience
- target audience age range: 11-15
I think that ym prediction of who Top of the Pops was aimed at was right as, they advertise a wide range of products, from Camp Rock (Disney channel, showing a young audince) to Always sanitary pads. This shows that the target audience is a young audience, but it also shows that the magazine is aimed at girls who are maturing. I also think that the price is a hint toward the target audience as it is not too expensive and is a price that young girls can afford with their weekly 'pocket money'.
Overall, I think that these reader profiles reflect the target audience very well and display the estimated age grouos through the consumtion of music, apart from Top of the Pops, which tells us the target audience age. I think that these reader profiles are very useful tonhelp identify the target audience as their statistics display how much income the reader must have on a monthly basis to afford the magazine and the music that they buy i.e. the amount of CD albums bought on average a month.
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