Kerrang! Advertising

Advertising
Digital-Online/social media
Traditional-print, radio, TV
Above/below the line
Cross media
Synergy

"Under our ownership Kerrang! will take its rightful place at the heart of a global digital community of like-minded spirits. The platforms are there and, thanks to our recent experience with Mixmag, we know how to use them. Bauer Media will retain the rights in the UK and Europe "to continue broadcasting Kerrang! Radio and Kerrang! TV".

Perkins said that it was important to keep Kerrang! in print "as the soul of the brand", as Mixmag has done, but "we’ll move to a digital video-first strategy with Facebook and Google to build an international audience".

He added that moving Kerrang! from a weekly to a monthly made sense as it was a better use of editorial resources: "The monthly frequency suits these ‘passion’ magazines," he said. "It doesn’t need to be a weekly because news in this area has gone digital. If you’re in LA, Kerrang! is a really well-loved [digital] brand.”

But he suggested Kerrang! "has been suffering" by putting a lot of its resources in "a relatively low-production, weekly print magazine in the UK”.

One way that online technologies can be used is through social media. Kerrang! uses said platform to promote projects that it is doing in an engaging way through services such as Instagram, Facebook and Twitter. They do this through posting regularly and encouraging their users to become prosumers in an attempt to make them fell like they are a part of something bigger than themselves.

Television adverts are much less common now due to their huge expense and because televison is not nearly as popular as it is now.