Magazine Case Study

Empire
 Magazine
• This is the front cover of our case study magazine

• It is published by Bauer Media

• It first started in July 1989

 Audience
• It is aimed at late teens to late adults (mainly a male
demographic)
• Circulation (NRS details): 846 readers, 755 (15-44 year
olds), 581 ABC1 readers
• Readership Profile:
76% Male, Affluent ABC1 movie and average film fans
• Empire recorded an 11.1% year-on-year drop to
172,639, but remains the biggest-circulation title in the
film and music sector. This was a 3.6% fall over the
previous period.
 Publisher

• Other Titles Published by this company are:

Parker’s FHM

Kerrang! Match!

GRAZIA
MCN
 Publisher

• The Publishing company is owned by and part

of Bauer Media Group circa 2008 after the
merging of Bauer Media and Emap plc.

• These are some of the other companies

owned by the same publisher such as Bauer
Postal Network
 Magazine Content
• Edited by Barry Mcllheney since July 1989, the magazine was published by Emap until financial problems lead to Emap
being bought by Bauer media and so Empire became under ownership of the larger company in late 2008. The magazine
went from more detailed journalism and reviews of films, especially art films, to the inclusion of regular sections such as
Kim Newman’s DVD Dungeon that dealt with lower budget horror films and top lists usually centring on classic movies. The
magazine then began to centre more on blockbusters to keep audience attention and readership up which meant multiple
regular additions and articles that became more around reviews for a wider audience than more opinionated reviews. Lastly
is with newer technology the inclusion of reader opinions is rising as the readers are encouraged to give their own opinion
and even challenge that of the magazine’s that may well help with readership rates.
• How has the magazine changed in style and content?
The content is focused upon an array of more youthful culture than the dramas featured within it’s earlier issues, the
colours are also brighter and more vibrant.
• Why do you think that is?
A growing rise in youth culture and activity
that get a lot of attention within various
media and are now spending more than ever.
There is also the change in technologies that
allow for mass production of more bright
colours used in the industry that also attract
more audience attention next to the wide
variety of magazines in competition
that are now available.
 Biggest Rival
• The main rival of our case study magazine is Total Film magazine.
• It is Published by Future Publishing
• Its circulation is (NRS): 561 readers, 497 (15-44 year olds), 309 ABC1 fans, 252
C2DE fans (a 3.4% rise in circulation compared with the first half of 2010 to 78,709.
The magazine slipped back 2.9% year on year.)
• Its readership profile is: Male orientated and film fans
• The publisher is part of a larger company, FTSE Fledgling Index
• Editor Nev Pierce is soon to leave Total Film to become editor-at-large for Empire
magazine
• The other magazine titles published by the company include:
Official Nintendo Digital Camera Classic Rock Cycling Plus
 Advertising/Sponsorship

• Examples of advertising, sponsorship and promotions in Empire include

various dedicated pages to products within the magazine itself to
immediately grab attention or the side of the screen moving advertisements
on the website that can subliminally or outright grab reader attention for it’s
difference and moving quality compared to the rest of the web page,
depending upon reader.

• Convergence could enhance this by the inclusion of podcasts on the website

or their own live feed using RSS and advertising from a more computer
orientated sponsor or partner.

• An example of synergy is the inclusion of various formats Empire creates for

the readers (RSS, Twitter, Facebook, blogs, forums, iphone and ipad apps and
video)
 Web 2.0 and Empire
• Website uses a black, white and grey palette that looks professional while being
easier on the eye. The website is packed with news on latest movies but the
navigation bar is prominent at the top with a slideshow of the top stories just
underneath to catch audience attention. There is also the function of RSS which
allows any readers on the website to know of updates within various features on the
website.

• In what ways has the magazine become more than just a magazine?
Articles are no longer within just the magazine, many can be found on the
magazine’s website in a wide variety fit for a magazine themselves. Also the website
includes latest releases and is updated more frequently to keep with the news every
day unlike a weekly or monthly magazine.

• The magazine has become a brand and offers the following services; details on the
creation of certain movies within some articles, the newest and best rated films
released (indie, action etc.), DVD reviews, promotion of various materials made by
directors and actors/actresses and offers a forum that allows film fans (or fans of the
magazine) to come together and talk.
 Web 2.0
• How do the websites of case study and its rival compare? The rival’s website is much
brighter with a bigger use of white then Empire, it remains professional while including the
same features as Empire only rearranged and so would appeal to the same demographic. The
style of Total Film’s website is not as spaced as Empire but this is used to it’s advantage by
grabbing attention with film releases, top articles and film news rather than a trailer and the
top articles within Empire.

• Which title do you see becoming more successful and why? Both titles are quite
similar while having a significant difference in demographic. Total Film is for more
devoted film fans who will continue to buy the magazine for this reason while
Empire focuses upon the new culture of film in the West that may pass and so gives
Total Film the edge to survive though both offer much the same.

• What other services/ functions could Empire provide In the future it may be
possible for Empire to provide more independent film makers a chance with a
review section for their films or simply have trailers on the website. Of course this
also leaves an opportunity for Empire to create it’s own videos that can be comedy
or otherwise that can either draw in more readers or promote new
actors/actresses, directors etc.
 The future
• If you were the editor of the magazine what would you do to ensure survival and success of the title?
Researching into my demographic and seeing what would appeal to them while seeing how the website can be fully utilised and offer a
chance for even greater readership and more of a move into the highly popular technology; the internet.
• How do you see the title developing in the next 5 years?
I see more of a move onto the internet if readership numbers don’t go up while continuing to expand upon the film industry and offer
new demographics or less known movies readers can enjoy.

Will survive? Won’t survive?

Keep prices within a good Growing internet/computer

range. generation.

Computer screens can harm More open access and room

eyes. on a website.

Wide variety stocks to flick Environmental concerns of

through or buy on impulse. paper.

Internet being unable to stay Articles online can be found

open and expanding forever. for free instead of buying.