Kerrang! Case Study
Kerrang! Case Study
Kerrang! is a UK based magazine which focuses on rock music, published by Wasted Talent. It first debuted on June 6th, 1981 as a one-off supplement in the newspaper 'Sounds'. The rock magazine is currently owned by the Bauer Media Group, a European based media company headquartered in Germany that owns more than 600 magazines, 400digital products, and 50 radio and tv stations alongside 'Kerrang!'. The company owns big names such as; Absolute Radio, Grazia (Magazine), Kiss (Radio), Magic (Radio), etc.
Kerrang! has used/created many subsidiaries to make their brand even bigger. An example of this is Kerrang! Radio. Kerrang! Radio targets men who want to feel more intact with what's going on in the world of rock at this moment in time. With 920,000 listeners a week, Kerrang! Radio took a huge part in Kerrang!'s popularity. The company grew immensely with the help of this huge success and continues to bring in listeners through car radios, online, their app and through social media.
Another example is Kerrang.com. Since the world of technology has grown immensely throughout the past decade, more and more people stopped buying physical copies of magazines and began reading them from their devices. After Bauer Media realized this, they did what every other magazine and newspaper company did and created an online version of their magazines. This website was the most successful digital launch in Bauer's history. The website brings in around a whopping 8 million page views.
In 2005, Kerrang! decided to sponsor/co-promote the annual Donnington Rock Festival, which was one of the biggest outdoor rock events in the UK. GiGi Dryer, who was the head of ticketing and co-promotions at Emap (Kerrang!'s previous owners) Performance said: “The Kerrang! platform has proved to be the number one destination for rock and metal lovers and has transformed the promotion of live events in this sector". In 2015, the Bauer Media Group also teamed up with Reading Festival (alongside the Festival Republic) to run a weeklong sponsorship and media partnership to promote the upcoming Reading Festival.
Kerrang! may have used many types of synergy to promote these festivals, Not much in 2005 because media promotion wasn't as developed as it was in 2015, but there were still various types they could have used. For example, advertisements on television. Kerrang! know that a vast majority of their audience comes from their TV channel, so advertising the festivals they are currently sponsoring makes sense. They may also promote the festival on other big TV channels such as BBC 1, Channel 4, and many more. Another way they may promote these festivals is through posters and advertisements in the public. The chances are everytime you go out into town or just over to your local corner shop, you'll probably see some sort of advertisement. Maybe for a new TV programme or a fair that's coming to your town. So, advertising in public would make sense. They could put up posters in shop windows, print some advertisement in the local newspapers, hand out leflets telling you about the festivals, and so much more.
Kerrang! has used/created many subsidiaries to make their brand even bigger. An example of this is Kerrang! Radio. Kerrang! Radio targets men who want to feel more intact with what's going on in the world of rock at this moment in time. With 920,000 listeners a week, Kerrang! Radio took a huge part in Kerrang!'s popularity. The company grew immensely with the help of this huge success and continues to bring in listeners through car radios, online, their app and through social media.
Another example is Kerrang.com. Since the world of technology has grown immensely throughout the past decade, more and more people stopped buying physical copies of magazines and began reading them from their devices. After Bauer Media realized this, they did what every other magazine and newspaper company did and created an online version of their magazines. This website was the most successful digital launch in Bauer's history. The website brings in around a whopping 8 million page views.
In 2005, Kerrang! decided to sponsor/co-promote the annual Donnington Rock Festival, which was one of the biggest outdoor rock events in the UK. GiGi Dryer, who was the head of ticketing and co-promotions at Emap (Kerrang!'s previous owners) Performance said: “The Kerrang! platform has proved to be the number one destination for rock and metal lovers and has transformed the promotion of live events in this sector". In 2015, the Bauer Media Group also teamed up with Reading Festival (alongside the Festival Republic) to run a weeklong sponsorship and media partnership to promote the upcoming Reading Festival.
Kerrang! may have used many types of synergy to promote these festivals, Not much in 2005 because media promotion wasn't as developed as it was in 2015, but there were still various types they could have used. For example, advertisements on television. Kerrang! know that a vast majority of their audience comes from their TV channel, so advertising the festivals they are currently sponsoring makes sense. They may also promote the festival on other big TV channels such as BBC 1, Channel 4, and many more. Another way they may promote these festivals is through posters and advertisements in the public. The chances are everytime you go out into town or just over to your local corner shop, you'll probably see some sort of advertisement. Maybe for a new TV programme or a fair that's coming to your town. So, advertising in public would make sense. They could put up posters in shop windows, print some advertisement in the local newspapers, hand out leflets telling you about the festivals, and so much more.
** Sorry this is late, I had to make a few more edits and add more information to it.
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