Evaluation 2

Evaluation 2

My media product represents particular social groups (rockers and metal heads) through the models used in my magazine. My models can be seen wearing numerous items of clothing that can be associated with metal heads and rockers. The most obvious of these are leather jackets and jeans (Denim, skinny etc). Each of my models is wearing at least 1 item of these clothes. Props also help to present these particular social groups as they are holding instruments. It is very typical for members of these social groups to play instruments and so I felt having instruments present in these shots would be an adequate convention to help represent said social groups. My models are also present with extreme hair styles (surprise surprise, something else that is typical of rockers and metal heads). They either have spikey and volumatic hair or really long hair which help to provide them with the general rugged look associated with the social groups they are representing. The main cover photo. The angle of my cover photo is also at a lower angle. This helps to represent my main model as quite a dominating character, common in the social group as it is almost like a patriarchy with misogynistic lyrics featuring in the music which mainly revolve around sex.

My magazine is mainly inspired by Metal Hammer. Metal Hammer's target audience is a Niche audience.

• 64% male.
• Median age of 22.
• Average income of a reader is £22,100.
• A reader, on average, has been buying for a year and 3 months, showing dedication to the magazine.
• Target at people who enjoy sub-genres of metal.
• Adverts effective with readers buying 59% of products & services.
• 46% if readers play guitar and 45% are involved in music in some way (for pleasure at home, shows laid back nature, relates to band members playing instruments).

Metal Hammer targets it's audience by having metal music involved in their magazine with adverts and information associated with this type of music. They also offer a wide variety of products:

• Newsletters
• Metal Hammer podcasts
• Rock/metal nights out
• Voting polls
• Competitions
• Mobile apps

Metal Hammer targets it's niche audience through the offer of free gifts with every issue, often in the format of CDs or posters. Different bands feature on the cover of every issue which may attract different individuals to buy the magazine depending on their preferred artists but general the audience stays the same.

Metal Hammer provides a frequent podcast where writers will talk about any news within the metal community and the current bands that are in the hotspot. They also provide a smart phone app which is kept up to date and allows subscription to the magazine from the mobile phone platform. NME radio station also gives them a slot for their own radio show.

Metal Hammer has a habit of taking on a comically cynical/sarcastic tone but is also informative at the same time. Metal fans often criticise the likes of other music genres so this tone of address somewhat appeals to them. Some parts of Metal Hammer can be comically immature (as the audience is very laid back) such as the viewer write in sections where individuals can reply to their letters with great cynicism. However articles tend to be informative, unbiased and mature.

Metal Hammer is widely considered as one of, if not, the most popular heavy metal and hard rock magazines of it's time, overtaking NME in terms of circulation figures. The magazines cover everything from news on current artists, new up-coming artists and guitar history.

The brand values of Metal Hammer are generally mature, clever and unbiased towards bands. They are open to new ideas but only to those which conform. They are often cynical and immature but, as previously mentioned, in a fun/comical way.

Circulation appears to be at an all time high for Metal Hammer magazine, according to The Guardian. It is apparent that circulation has increased from 44,000 in 05 to over 54,000 in 2011.

The website for Metal Hammer is ranked 8597th in the UK with it's core traffic being males ages 18-24 in college or higher education, browsing from work and have no children. The website reaches roughly 0.027% of global internet users.

Here is a link to Matt Heafy on Where Metal Is Going as of 2013. He criticises pop/rap music and the use of dance music in conjunction with metal.