Bauer Media and MOJO Audiences

Bauer Media

1950s - 1960s

Melody Maker / New Musical Express

- Largely uncritical of musicians' output - everything was always good!

- Content: mainly charts and singles, gig and listings.

Changes in society in the 1960s with the arrival of The Beatles and The Rolling Stones, drug culture of the 1960s - changed the nature of music and music writing.

Question - Is the promotion of music today driven more by the Industry or the Audience / Readership? 

I think that mainstream songs are more through industry (social media) and niche are from audience. 

MOJO Readers

Mojo had a fairly small circulation of about 68000 in 2016-17 and a readership of about 138000. (For comparison, Take a Break and Cosmopolitan have readerships of well over 1 million.)

Class:

- Mojo gains a similar share of middle class and working class readers.

Gender:

- Mojo is four times more likely to be read by men than women.

Age:

- The readership is adult.

- There is a greater number of older readers (over 35) than younger readers: nearly two thirds of the readers are over 35.

- However, a higher proportion of 15-34 year olds (a much smaller group) read the magazine compared with over 35 year olds (a much bigger group).

Conglomerate: A media institution/company that owns numerous smaller companies (subsidiaries) involved in mass media enterprises, such as television, radio, publishing etc.

Mojo is published by Bauer Media. This company owns more than 600 magazines including 2 other UK music magazines (Q and Kerrang!)

It has diversified MOJO brand by offering mojo4music.com online (since 2001) in order to reduce the risk of operating only one media form. Bauer media is diversified itself with ownership of magazines, web sites, radio stations and music TV channels.

What does this help to protect? 

It is protecting the brand through diversifying as it has another way of being accessed through different platforms in order to keep audiences interested and involved with the brand in case one platform declines.

Libel = a published false statement that is damaging to a person's reputation.

- Bauer also produced a digital radio station. This station was called Mojo Radio, and was transmitted on the digital television networks in the UK (Freeview channel 721 and Sky Digital channel 0182, though not Virgin Media) and online.

- The output of the station was based on that of the magazine.

- It was announced on 5 November 2008 that Mojo Radio would cease broadcasting on 30 November 2008, in order to save Bauer money. 

Bauer Media group is a diversified media conglomerate because they offer many different platform such as the Mojo website as well as different magazines, radio stations and TV channels such as Absolute Radio, Mojo magazine, etc.

Bauer Media group is a globalised company because they have a workforce of 11,000 employees in 17 different countries.