Reader profile

Kerrang! is actually really young with a median age of 22. Having a younger profile is a big advantage as traditionally this age group is elusive (and expensive) to reach. As well as music releases this makes Kerrang! perfect for film and games, and also mobile technology and government messages.

Jim, 22, lives and breathes rock music: it informs his choice of friends, his hobbies, leisure time, attitudes, fashion sense and lifestyle. Above all he is fanatical about THEIR music. He engages with music 24/7, from the minute he wakes up ‘til the minute he falls asleep: when he is not listening to music or watching music TV, he is talking to his friends about music, attending  gigs or playing instruments and dreaming about rock stardom. He is plugged in, sharp, has a strong moral code and rejoices in his individuality. He is a fashion trend setter in his peer group but he is heavily influenced by musical icons and scenes. Like the bands he supports he is extremely loyal to the brands he trusts. The way he looks and the clothes he wears is integral to communicating ‘his identity’ to the world.

15 - 24	25 - 34	35 - 44	45 - 54	55 - 64	65 +
69.5 %	12.8 %	9.3 %	6.3 %	1.6 %	0.5 %

Gender ratio;

Male: 59%

Female: 41%

ABC1 profile: 49.8%

Circulation

42,203 (Jan - Jun '12)

Readership

378,000

Influence

Black XS

Kerrang! partnered with Paco Rabanne to promote Black XS with a cross media campaign to give readers the chance to enter their bands to win a recording deal with Search & Destroy Records. This generated 500 entrants, a huge spike in Kerrang.com traffic and culminated in the final 4 bands fighting it out at a live gig at the o2.

Kerrang! scores 69% for influence versus bauer Act

tracker: 15-40. which is made up of the

following statements:

·         Talks to me in my language.

·         Is the authority in its market.

·         Has stuff I talk about with my friend.

·         Makes me feel more knowledgeable.

·         Like to be seen with this magazine.

·         Believe what I read in this magazine.