Magazine ABCs Jan-June 2006: Film and music

The download generation continues to drive sales of mainstream rock titles, with Kerrang! flourishing on the back of a new generation of female readers.

Female readers now account for 53 per cent of the Emap title's readership. Kerrang! leapt ahead of IPC Media's NME, which posted a small increase.

Stuart Williams, the publisher of Q, Mojo and Kerrang!, thinks Kerrang!'s popularity with young women is a knock-on effect of the popularity of MP3 players. He says: "iPods have been embraced by girls, who may have once been fans of Busted but have now grown up.

"Kerrang! is a genuine alternative to everything else - we've sold lots of copies with bands on the front cover who are not household names."

Williams says growth in the music magazine market is also being driven by the older end of the demographic. Mojo, which is popular among older readers, grew its year-on-year circulation. Williams says: "There is a growing demand at the mature end of the market- Mojo's average reader is 31."

Q experienced a small dip in circulation, with its year-on-year figure falling by 1.3 per cent to 158,271 copies.

Verdict The vogue for downloading music will continue to stimulate the music magazine market. As consumers expand their music collections, the specialist magazines will prosper.

TITLE PUBLISHER Total ABC Period-on Year-on
-period -year
% chg % chg
Empire Emap 175,656 -7.7 -14.7
Q Emap 158,271 -6.1 -1.3
Mojo Emap 121,746 1.0 6.2
Total Film Future 91,000 0.4 -9.6
Uncut IPC 88,756 -19.4 -19.3
Kerrang! Emap 80,186 5.3 24.2
NME IPC 74,206 -3.4 0.8
Classic Rock Future 56,037 12.0 26.4
Source Audit Bureau of Circulations, January-June 2006.