Launched in October 1998, Classic Rock magazine releases 13 issues a year with a circulation of 63,000 and a readership of just fewer than 120,000. Its audience is 91% male with an average age of 39, average income of £44,000. Readers are said to devour the magazine spending on average 4 hours reading it and 70% of them keeping the magazines for future reference. The readers are very musically active with 57% playing the guitar, 37% seeing live music at least once a month, and 91% going once a year. On average the Classic Rock Reader will spend £98 on gigs, DVD and music a month. More than half of the readers consider themselves to be music experts and 7% are actual professional musicians.
The adverts in the magazine have a huge impact on their audience. 49% of readers have purchased a product as a result of reading Classic Rock, 70% have visited a company’s website and 78% have consulted the classified section. The kind of products that advertise in the magazine are: Smokehead Whiskey, Spotify, Amazon, Hmv, OCB Cigarette Paper, Thomann, Planet Rock Radio, Metal Hammer and Monitor Audio. This reflects the age, habits and income of the reader. They will have been brought up in a time where everyone smoked because it was cool, that explains the cigarette paper. The whiskey is also a typical drink of the age group that the magazine is targeting.
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