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Kerrang! Convergence

Kerrang! is a brand that spans multiple media platforms including radio, TV, magazines, and websites. The radio station plays more mainstream rock during the day and heavier rock at night. Kerrang! TV has a similar format to the radio station, playing softer rock to attract audiences beyond their target demographic. The website and social networking elements allow for interaction and feedback to engage consumers across platforms and boost sales and readership.

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Kerrang! {Convergence of Media Platforms.
Magazine
Awards
The Radio station launched in 2004 and attracts a listenership of over 1 million nationwide with an audience share of 4.2%. The station targets teenagers and adult rock fans but plays more mainstream, softer music than which is promoted in their magazine during the day and the heavy-rock during the night, reaffirming their links with the magazine. The mainstream music of the day could link again to the secondary market, a less harsh image would attract more listens and in junction to this, more readers. Yet when the listenership reaches it’s low peak of the day at night, the station reverts back to it’s hard rock status, showing that predominantly they are targetting that genre. Radio
Kerrang! TV was set up in 2001 and has a similar format to the radio station, being that it plays more mainstream music than its magazine namesake. This channel is available to anyone with satellite, clearly aiming above their target range of D and C2, which is a clear indication of their secondary consumers. This too could be for secondary readership figures as the more neutral music may bring in consumers outside of their target range. The fact they have a TV channel which anyone can access shows their keen convergence to attract new audiences. Kerrang! TV
The brand further shows their omnipotence through the use of the website as it links back to their converge in media platforms. This further links to the Uses and Gratifications of a media brand as it has a comments section, creating a social aspect to an otherwise solo activity. The website gives extra information and allows the consumer to subscribe to the magazine, this allows the reader to not miss an issue and also ensures that they do buy the media, despite their preference of content. Kerrang! Website
Social networking creates a more interactive element of a magazine, as Web 2.0 suggests, consumers dictate what a magazine is, and this gives the production team knowledge of what exactly the readers like, dislike and ultimately want in their magazine, which will boost the magazine sales. It also creates a social aspect to the magazine, conforming and satisfying the Uses and Gratifications of a magazine. Social Networking