AUDIENCE

Why do people read music magazines?

USES & GRATIF ICATIONS THEORY

We can use the Uses & Gratifications Theory to suggest why people read music magazines. Identify – Readers want to recognize and relate to the products and people (band members, artists, celebrities) featured in the magazine. Inform – The primary purpose of a music magazine is to inform readers (whilst fulfilling the reader’s other needs as per the uses and gratifications theory). Music magazines should provide readers with a reliable source of information. Though people can access a wealth of information on the internet, it is the reliability of what they find in their music magazine that makes them purchase it.Entertain – Though a music magazine’s primary purpose is to inform, a music magazine must also entertain. As a magazine is considered a luxury item (it is not essential to the reader’s everyday life), it is often a means to escape the stress of everyday life. Therefore, the content must entertain its readers. Social Interaction – Magazine’s fulfil this need by providing their readers with something to discuss. Music magazines often utilize social networking platforms (Instagram, Facebook, Twitter etc.) to allow their readers to connect with each other.

WHAT DO READERS WANT?

Readers of music magazines like them for several reasons: They feel part of a community A music magazine has an end (unlike websites that constantly

update). They often offer their readers free gifts Should be up-to-date (covering the latest gigs and albums) The source is reliable (anyone can post on the internet so any

information can easily be false). Some may say there is too much information on a website,

which overwhelms the reader. A music magazine has clearly organized what the editor feels is the most important information for its readers.