Testing the value of the UK’s longest standing music brand

Client

Time Inc.

Brief

Develop the NME brand as a freemium product.

Approach

Working closely with NME editor Mike Williams and Art Director Simon Freeborough, I consulted on the how the brand could profoundly change it’s audience without changing its identity. In particular, the product value was tested through both the brand mark and brand content. Researchers Crowd DNA ran workshops to measure covers with and without logos, new franchises were tested and the audience closely interrogated as to what they expected from the NME.

Outcomes

Circulation has increased from 15k to 300k, the highest figure in its sixty year history.

Testing the brand with a new audience