"Guitar World" Analysis

Just grazing at the cover of “Guitar World” magazine, it’s clear that the people who typically pick up and dive into the pages are not women in their 20s.  With hooks like “Lamb of God: Metal’s Greatest Band Blazes a New Trail” gracing the cover, the magazine appears to want to catch the attention of heavy metal fans who, well, play and love guitar.

 The advertisements are all geared towards male musicians.  Varying from guitars, to stomp pedals that attach to iPhones, to recorders.  Most of them feature men or famous guitarists from heavy metal or rock bands cradling their choice of electric guitar or amp.  Some don’t even include people, rather just up close photos of a guitar in order to exhibit its detailing.  Most of the products featured don’t have prices listed, but with a little research, it’s clear that items advertised are quite expensive, which would probably mean that a decent amount of readers have a steady source of income.

Brad Tolinski, the editor-in-chief, displays his own knowledge and love of music in his editor’s note.  It’s more of a synapsis/abstract of an article or essay.  Other original content is very well written and focused. There are a lot of musician profiles (including great interview sections), which serve as great inspiration for any hopeful rock star.  Many of the pieces are centered around how a musician plays rather than what they play—which reinforces the idea that this magazine is produced for people who actively play rather than those who just listen to the music discussed.   The last 20 pages are devoted solely to guitar chords for various famous songs.  There’s even a poster folded in the middle of Lamb of God that any diehard fan would pull out and promptly tape to their wall for heavy metal encouragement. 

According to the magazine’s website, 97% of readers are men with an average age of 33.  ¾ are employed with average incomes of $84,000.  The average reader owns 5 guitars, but appears to always be looking for more (55% plan to purchase a guitar within the next 12 months and are willing to pay $2000 or more for a decent one). Their demographics are consistent with the material within the covers that signal to male musicians they’re in the right place.