1. Magazines Case Study
NME

2. History & Background http://www.nme-magazine.com/about_us/
When was NME launched?
Launched in 1952 (march)
b) What does NME stand for? NEW MUSICAL EXPRESS
c) How does NME describe itself? As ‘the most influential weekly music magazine’ who ‘remain the world’s most recognized and iconic music magazine!’
Also - ‘we told you about it all through swaggering prose and iconic, ground-breaking photography.
Look, you know us. We're the NME. We're a must for serious music fans with a sense of humour.’

3. https://en.wikipedia.org/wiki/NME
History & Background
What genres of music does NME report on?
Indie, Indie Rock, Alternative Rock, Rock, Hip-Hop, Electronic, R&B (those in red are those that caused the paper’s readership to not do too well)

4. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
1950s
Became the first British paper to include a singles chart (took it from American Mag – Billboard)
Was like a newspaper (black and white)
Add images of magazine covers to illustrate

5. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
1960s
The paper championed the new British groups emerging at the time.
The Beatles and The Rolling Stones frequently featured on the front cover.
There were NME Poll Winners’ Concerts where bands that won the polls would collect awards
RISE OF PSYCHEDLIA.

6. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
1970s
NME had failed to keep up with the development of rock music to the magazine ‘Melody Maker’.
Early 1972 the paper found itself on the verge of closure by its owner IPC (International Publishing Corporation (TIME INC. UK)).
By 1977 it had become the place to keep in touch with a cultural revolution that was enthralling the nation’s listless youth. Bands such as Sex Pistols, X-Ray Spex and Generation X were regular cover stars

7. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
1980s
Became the most important music magazine.
1981 a collaboration between NME and Rough Trade records resulted in a free cassette, showcasing upcoming indie bands
However, sales were dropping, and by the mid-1980s, NME had hit a rough patch and was in danger of closing (covered hip-hop (got criticised for being more ‘junk-like’))

8. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
1990s
Although the period from 1991 to 1993 was dominated by American bands like Nirvana, British bands were not ignored.  (GRUNGE WAS MORE INTRODUCED (Nirvana, Smashing Pumpkins))
The Blur vs. Oasis issue was released in August 1995 – the ‘big chart showdown’
Became more magazine format – no longer printed on newsprint but had a glossy cover.
Went online …?

9. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
2000s
Went to covering hip hob and R&B but the readership went down so went back to bands like The Strokes and The White Stripes.
In December 2005 accusations were made that the NME end-of-year poll had been edited for commercial and political reasons. Meaning that it wasn’t all true but decided based on what would bring the most amount of people to be interested
In October 2006 NME launched an Irish version of the magazine called NME Ireland.

10. History & Background
Create a brief timeline 1950s-2010s and include at least 3 relevant facts from each decade. You could also include images e.g. covers from each decade.
2010s
NME became free and smaller in width/height!
The coverage has become more mainstream to open up audience – however previous long term readers probably do not like NME as much due to this shift over.
2015 – changes ?

11. Time Inc. UK
Time Inc. UK (formerly International Publishing Corporation and IPC Media) owns NME
What other types of magazines do they own and who are their target audiences?
They own…
Lifestyle magazines: TEEN NOW, WOMAN, WOMAN’S OWN
Luxury magazines: InStyle, LOOK, Ideal Home
Specialist magazines: Country Life, World Soccer, Mountain Bike Rider
Mass or Niche audiences?
Which categories is NME under? Who are the proposed target audiences?

12. Convergence http://www.timeincuk.com/brands/nme/
Convergence = Fans can access their favourite bands or artists through a range of media forms. The relationship between the publishing houses and the record labels means that the music industry can successfully distribute content through many media platforms such as radio, television, film, magazines, newspapers, games and the internet simultaneously to increase profit.
See the hand-out for Kerrang! and task to practise finding examples.

13. Convergence http://www.timeincuk.com/brands/nme/
What examples of convergent media are used by NME?
NME USE:
INTERNET – blogs, social media, YOUTUBE
ITUNES, TV, WEBSITE, CD, E MAG, APP, RADIO
Festival Guides, Websites, references to radio stations, gigs & festival tickets to be bought, cds/ vinyl, cd may be attached to cover.
See the hand-out for Kerrang! and task to practise finding examples.
Social Media and Apps

14. Genre Conventions NME front cover from September 18th 2015. MAIN PHOTO
MASTHEAD
Read top left to bottom. Recognise first and creates a brand. Brand recognition. FONT = bold & iconic. Slightly different because it is a new edition of the mag. It is so iconic they can be more brave. Colour?
NEW stuff from “old” Rihanna Why feature her then?
MAIN PHOTO
DATE/ ISSUE NUMBER Why positioned here?
COVER LINE
In the sweet spot – because it is hoping to entice/hook readers to open cover. Hand written, connotation = contemporised, informal, personalised, edgy, younger audience (youthful target audience.
DIRECT GAZE, brings your attention to the top third of the page. Also looks quite ‘hard’. INTENSELY (NO SMILES) OR CHALLENGING (maybe rebellious). Sexually alluring to men? DO different reader see it differently?
CLOTHES/ LOOK = mainstream, pop & rap? Global reach for fans. OPENS OUT AUDIENCE A LOT. The bling suggests rap. Clothes reflect conflict? (ripped) urban music.
What’s so special about this edition?
For further reading see:
Consider how different features might appeal to different readers – try to comment more on the effect on audience.
PLUG
Attract different types of audiences. How?
Explain the use of the sticker like graphic etc
HOLY SMOKE!
Exaggerated/ shouting Effect?
(smoking – Pun linked to the image)
EXLUSIVE
Buzz word - Stands out, that you will only get the information EXCLUSIVELY here.

15. REPRESENTATION!
GENDER – Rebellious, Strong + Independent, Aspirational, Wealthy, Beautiful + Successful
ETHNICITY – From Barbados (Caribbean) cultural heritage associated with music (reggae, RnB) Smoking….WHAT?!
AGE – YOUTH CULTURE – trend setter/role model, rebellious.
ISSUES – FREEDOM. SMOKING, is she making this glamorous? Drug taking?
EVENTS – change in NME (NEW LOOK + FREE)
Try to write in detailed full sentences.
National /Regional identity ?

16. Audience Preferred Reading
They want the audience to feel that she is a strong, rebellious, free woman. She is successful and is an inspiration to the target audience. NME want to attract a younger audience, possibly a more female audience.
Females and Males. Appeal to each of these groups?
Increase readership of (to?) her fans (Who are?)
Who might make this reading?

17. Audience OPPOSITIONAL Reading
“SHE’S SMOKING!?” – People against smoking.
“SHE IS NO ROCKER? What is this!?” – People who like rock and indie music and alternative music
What would the long term reader of NME think? Would they like the new look etc?

18. Audience NEGOTIATED Reading
She may not be the usual type but NME are becoming more accepting of other music genres and inviting more people to read and like the magazine – widening their audience.
Who might make this reading?
Add an explanation of the target audience including –
Audience profile, demographic, psychographic profiles.
Apply audience theories such as 2 step theory etc.