Magazine Readership.

Magazine Readership.

The majority of Metal Hammer’s readership is men at 64% compared to only 36% female, so it is seems that it is purposely aimed towards the male gender as the genre sends aggressive connotations. The average age of the reader is 22 so the magazine is clearly marketed towards a younger generation. The average income of a Metal Hammer reader is £22,100, the low income could be attributed to their younger age and their incapability of making high amounts (i.e. teenagers). However it may also connote a lower social class.

A survey shows that on average a Metal Hammer reader has been purchasing their magazine for an average of 1 year and 3 months, this shows that the readers are very dedicated to the magazine. Adverts in the magazine appear to be very effective with readers purchasing 59% of the products or services advertised. Also 54% of readers discuss articles in Metal Hammer with others. 46% of readers play guitar and 45% involved in playing music simply play for pleasure at home, this shows the readers are laid back and that many of the readers would relate to band members playing instruments.

Total circulation (2011):  49,143

Planning:
                Demographic: 64% of buyers are male and 36% are female.
                                                     - Aim the magazine at a predominantly male audience.

                                           The average age of buyer is 22.
                                                     - Aim at a younger audience.

Psychographic: 46% of readers play guitar and 45% involved in playing music simply play for pleasure.

                                                     -Involve adverts containing the use of musical instruments.

• This readership would be very similar to my magazine as the two magazines would also be quite similar in the tone and the way the reader is addressed. 
•                 The readership would affect the tone because of the relatively high reader age. As it is 22 years old the reader would probably prefer a more in-depth text based magazine. However the metal music genre tends to be quite informal and not very serious, so the reader would probably like the magazine to have a mix of both formal and informal language. The genre of the music would also affect the design of my magazine as it would be inappropriate to plan my magazine with a pop style because this would cause my target demographic to not buy the magazine as it does not reflect them or support their interests. This is why it would probably be appropriate to keep a simple colour scheme with colours that reflect the genre. E.g. Red/Black.