CASE STUDY – SMASH HITS

BACKGROUND Smash Hits was first launched November 1978

by founder Nick Logan, who was editor of NME previously.

It originally started out as a monthly magazine but was then increased to fortnightly soon after production.

It was produced the magazine institution EMAP. It reached its peak during the 1980’s, selling

500,000 copies. However it’s most popular edition featured Kylie and Jason Donovan in 1989, reaching 1 million readers.

It’s most popular feature was lists of the Top 20 lyrics and remained in the magazine till the end.

FALL OF SMASH HITS During 2005-2006, the magazine’s circulation had dropped to

120,000 copies. It’s decline was down to a number of factors. Increased competition – During the 1990’s BBC launched

Top of The Pops magazine, increasing Smash Hits pressure top attract it’s audience.

Expanding it’s target audience – Smash Hits’ target audience was originally stereotypical young teenage girls who were interest in popular chart music, fashion and celebrities. In order to attract more of an audience, Smash Hits tried to included an older teen audience and thus featured more alternative bands and content. However this alienated it’s previous readers of young girls. Furthermore older teens were not interested in buying a previously pop magazine. Therefore Smash Hits had alienated its niche audience and sales dropped significantly.

This led to the final product of Smash Hits magazine on the 13th February 2006.

MY MAGAZINE From this case study I have learnt that it

is importance to stick with a certain target audience. I must target specific stereotypes of my target audience in order to attract them. If I try to appeal to a too wider audience, of different interest and representations, I could alienate my target audience as my magazine would not be symbolic and represent my target audience.