NME is the longest published, and the most respected music magazine around. Each week it gives its readers authoritive coverage of contemporary music, with reviews, interviews, and more. The website (http://www.nme.com/) launched in 1996 and has grown to be the biggest commercial music news site in Europe. The magazine is priced at £2.20 per issue, and is released weekly. The magazine, according to NME themselves has around 410,000 readers, and has a higher percentage of male readers compared to female. Male being 73%, while female being 27%. The average age of an NME reader is is 25, and around 73% of the audience fit into the ABC1 social status category. NMEs target market, are males, between the ages of 17 and 30.
80% of NME readers consider music to be an important part of their lives, and over half of them are interested in studying a music related course. 72% of readers, have a broadband connection at home, but the occupation of the average reader, is a little less clear. 34% are working full time, 18% are working part time, and 26% are full time students. This also supports the fact that a majority of the audience fit into social status's ABC1, NME is targeted at primarily middle class people, who will either have a job or be studying, rather then doing nothing. Also, readers appear to attend many festivals and concerts. They claim to enjoy the atmosphere of being at a live gig and that TV just doesn't compare.
The audience are technical enthusiasts, 93% own a computer, 96% have access to the internet, 72% have access to the internet at home. 56% claim to visit the NME website every few days, or everyday.
However, according to the circulation figures, NME has not been very successful, and has lost readers repeatedly over the last few years. According to a source, NME are at risk of cancelling the magazine, although the website would still be up and running. Due to this possible risk, and the dropping in figures, this allows me to potentially steal NME's audience with my own magazine. The audience appear to be losing interest, thus I could create a better magazine that would capture their attention.
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