Word Magazine
When he was 19 music was his world. Music magazines were his first real print addiction. They gave him a sense of community, a language, a style and a whole new way of looking at the world. You won't find him following the crowd but you might find him leading it. He's trusted by his peers as the person to turn to for an informed opinion on music and media.
Now that he is over 30 with a partner and possibly even a family, he is as passionate about music as ever but his interests have broadened to encompass other forms of entertainment and new technology to enjoy these on. He is still after the sense of community he used to get from music magazines, but until the arrival of Word felt there was no longer anything in the market for him. On one hand he feels too old for what he considers to be the over-heated world of the current entertainment monthlies and on the other he does not want to live in the past with a nostalgia magazine.
Kerrang! Magazine
Kerrang!’s 15-24 year old readers (60% male and 40% females)
Are sharp, intelligent and rejoice in their individuality. Typical of modern youth, media savvy and marketing-averse, they are active consumers of computer games, media and fashion. On average they buy 31 albums a year (!). The brands that make he effort to talk to them in their language are rewarded with enormous loyalty.
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