Music Magazine institutional data

This is the data for NME magazine; the circulation statistics, and audience profile. This shows how the magazine wants to fit into the market.

Key Facts
Price £2.20
Frequency Weekly
Circulation 56,284
Readership 411,000
Launch Date 1952
Male/Female 73%/27%
Average Age 25
ABC1 73%
Target Market Men 17-30
NME Readers are entertainment enthusiasts!
• 80% of NME readers feel that music is an important part of their lives
• 79% of NME readers like to listen to new bands
• 63% specially choose to listen to indie/guitar bands
• 49% specially choose to listen to live bands in studio
• 52% are interested in taking a musical course/qualification
• 36% are thinking of buying a musical instrument in the next year
NME readers are techno savvy
• 72% have a broadband Internet connection at home
• 67% have bought something online in the last 12 months
• 59% agree they like to keep up with the latest technologies
• 93% own a computer
• 96% have access to the internet
• 56% visit NME.com every day/every few days
More about the reader
• 34% are working full time, 18% are working part time and 26% are full time students
• 62% read at least 3 out of 4 issues
• Almost half (49%) have been reading NME for at least
3 years
• 84% think the magazine gives them what they want spending an average of 46 minutes reading each issue
NME readers love festivals/concerts
• 77% of NME readers have been to at least one pop/rock concert in 2007
• 80% of NME readers feel that music is an important part of their lives
• 79% of NME readers like to listen to new bands
The flourishing music scene
• 67% will be attending a festival this year
• Average expenditure on-site: £ 402
• Average expenditure off-site: £ 368
• Live music market estimated at £743 million in 2007 (up 8% y-o-y)
NME readers love the atmosphere of live events
• Over half of adults agree that you ‘can’t beat the atmosphere of a live performance’ and 41% believe a live performance is more exciting and entertaining than watching it on TV
• 70% of gig-goers went for the atmosphere as much as the music
• 55% of gig-goers went after buying recorded music of the artist
• 54% of gig-goers went because of the location
• 53% of gig-goers went because they had a positive past experience

This data shows that the NME is interested in appealing to serious music fans, the sort that go to gigs and fuss over their stereo systems and iPods. The interest in gigs, which are always happening, gives NME a steady market. The readers are also techno-savvy, which shows that NME is keeping up with the wave of new technologies and is interested in its readers doing the same. Because the music that NME focuses on is mainstream music, it will always have a steady audience, while the occasional article for and indie band will draw that band’s fan to the magazine.