Magazine Demographics used for research

Classic Rock

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Positioning
The definitive voice in rock journalism

Background
Classic Rock goes behind the scenes to bring, for the very first time, the real stories behind rock legends from Led Zeppelin to Metallica, to Marilyn Manson and beyond.

Profile
In-depth profiles and features on the movers and shakers of rock music. Focuses on hard rock, heavy metal and the older generation of 'Rockers'. Interviews, news overviews, tour dates, retrospective articles and a hefty reviews section.

Readership demographics
• Male: 93%
• Average age: 37.5
• Average annual household income: £30,000

Readership profile
Dedicated readers
The majority of readers (86%) regards Classic Rock as an excellent/good read, and readers spend an average of 2 hours and 51 minutes reading each issue.
Influenced by the magazine
Classic Rock's reviews are influential in the buying process with 62% of readers having bought a reviewed product. Equally 56% have purchased an advertised product or service.
Buyers
98% of readers buy at least one CD per month, 93% of readers have purchased CD album re-issues in the last 12 months.
Concert goers and internet users
25% of readers tend to go and see live bands at least once a month. 74% of readers access the Internet and 50% of users use it to purchase music.

Metal Hammer

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Positioning
The UK's market-leading monthly hardcore rock magazine.

Background
Metal Hammer is Britain's only monthly music magazine which covers both traditional and nu-metal bands, punk, hardcore and gothic rock. Reporting on the burgeoning British scene as well as all the happening bands Stateside and around the world, Metal Hammer's aim is to satisfy fans of established, traditional metal bands as well as to break new bands, and to keep its readers informed of everything happening in the world of Metal.

Profile
Metal Hammer has a comprehensive news section and reviews section, and provides in-depth interviews with rising stars as well as more established artists.

Readership demographics
• Male: 64%
• Average age: 22
• Average annual household income: £22,100

Readership profile
• Readers have been purchasing Metal Hammer for an average of 1 year and 3 months.
• Nu Metal is still the most important music genre amongst readers.
• Adverts in Metal Hammer are shown to be a significant influence on readers' purchasing, with 59% having bought products and/or services advertised in Metal Hammer and 54% have discussed an article or feature with another person.
• 44% tune into Metal Hammer Riot for an average of 2 hours and 46 minutes a week. 46% play the guitar.
• The majority of those engaged in some form of musicianship play for pleasure at home (45%).

Mojo

Audience Profile

Discerning and passionate music aficionados, the MOJO audience is predominately male (72%) and affluent (36% AB). These heavy consumers of music see their passion as discovery without boundaries, genre and decade being secondary to quality.