General Rock Fans as a Target Group for the Rock and Roll Hall of

Fame Museum
Target Bullet-List
Psychographic Summary
Live an active lifestyle
Likes rock and roll
Live a dangerous lifestyle
Passionate about what they like
Forerunners in culture and society
Love listening to music
Democrats
Demographic Summary
Male
Caucasian
Single
16-24 years of age, New Generation
Geographic Summary
Metro Priority No. 1: Denver, Colorado
Metro Priority No. 2: Chicago, Illinois
Metro Priority No. 3: Grand Rapids, Michigan

Company Overview
The Rock and Roll Hall of Fame opened its doors on September 2, 1995 in
Cleveland, Ohio. Funded by the Rock and Roll Hall of Fame Foundation it was originally
to be built in a small brownstone building in New York, but because of the size and

extensive exhibits proposed, in May of 1986 the project site was moved to Cleveland
permanently, thanks in large part to a public poll held in USA Today (History of Rock).
That same year the first induction was held. Legends like Elvis Presley, Ray Charles, and
Chuck Berry were part of that first elite class along with seven other artists. The worldrenowned architect I.M. Pei was selected as lead designer and ground was broken on June
7, 1993. The year before completion on October 13, 1994 Yoko Ono, wife of Beatles
member John Lennon, made a huge contributions of Johns memorabilia and it have been
collecting rock and roll history ever since. They have also had 23 inductions into the
Rock and Roll Hall of Fame since the very first in 1986 (History of Rock).
The purpose of the museum, stated on the Learn About the Museum page, is to
educate the visitor, fans and scholars from around the world about the history and
continuing significance of rock and roll music. Through its many permanent exhibits,
programs, archives, and rotating exhibits it very much achieves this goal.

Client Offerings
In a materialistic sence, the Rock and Roll Hall of Fame offers exhibits such as
The Beatles Gallery, full of nearly 70 artifacts that were a part of the Beatles and their
rich history (Exibits). It has a gallery about the roots of rock focusing on bluegrass,
country, and gospels. The Hall even has a gallery about the future of rock and roll
emphasizing artists now that are influencing rock in a big way. The Hall has an library
and archive with 200 archival collections varying from business records to personal

letters and memos from artists, DJs, and record executives. But thats all just in a
materialistic way of looking at things.
The Rock and Roll Hall of Fame offers so much more. Its a place were a person
can go to relive their childhood memories through the songs and performances connected
to them. Its a place where the young can learn to appreciate what rock and roll has done
for the world and where the old can go to reevaluate what they once thought of rock and
roll. But most importantly the Rock and Roll Hall of Fame shows the progression of what
rock and roll once was and what it is now. It makes sure that everyone who appreciates
rock and roll has a place to go to learn more about it and the people involved and makes
sure that rock and roll will always have a running pulse in the veins of its fans.

My Target Audience: General Rock Fans

Introduction
The history of rock and roll is rich in culture and even richer in the colorful fans
that avidly follow it. Rock and roll has changed so much throughout the decades. It has
created numerous subgenres, genres like punk rock, metal, grunge rock, and alternative.
All of these subgenres can be traced back to that original category that most consider
classic rock or classic vinyl. Thanks to this incredibly diverse range of music that can all
be considered rock and roll its hard to put and exact description on what a fan of rock
and roll would be considered. Although they are difficult to describe there are a few key
psychographics and demographics that are commonly found amongst rock fans. These
bits of information are what will be stated in the next two paragraphs along with an
alignment of why rock fans would fit as the target audience for the Rock and Roll Hall of
Fame Museum.

Psychographic Elements of General Rock Fans

Rock fans live a dangerous lifestyle. According to an Arbitron study, a rock fan is
84 percent more likely to participate in extremes sports, 47 percent more likely to own a
motorcycle, and 12 percent more likely to own a powerboat (Boone). All of these
activities can be considered dangerous activities. They also live a very active lifestyle
(Boone). Again, according to the same study by Arbitron. Rock fans have a much higher
likelihood to play a team sport. They also seem to be the first ones at sporting events,
concerts, and even movies. Rock fans are somewhat of the social and cultural forerunners
in the nation. They tend to be more passionate about their music than any other thing,
especially younger rock fans. That means they love music over technology, even over
sex. According to a survey conducted by MTV Sticky, a company that looks into youth
trends, 76 percent of young people would rather go a lifetime without sex than a week
without music and almost 94 percent of all people from ten to 24 years of age listen to
music at least once a week, that a pretty significant amount of people (Murray).

Demographic Elements of General Rock Fans

It seems that rock and roll fans go in eras and generations. According to Morin
and Taylors survey through Pew Research Center there are three distinct groups of fans.
Those that are associated with the Woodstock era are 50 to 64 years of age. Those that
know of Woodstock but werent part of it, range from 30- 49 years of age and those that

know little about Woodstock and the Woodstock era are 16-24 (4) This era that knows
little of Woodstock is the target audience. They are the future of rock and roll, the one
who go out and experience and extenuate what a rock fan is and does. All of these groups
rank rock as their number one genre. Its even stated in the survey, rock fans are more
likely to be whites over minorities. According to the article in Scribd, Music Preferences
in the U.S., Rock fans are dominantly male, with 85 percent more likely to enjoy rock,
more specifically metal rock than women. From the same article comes the statistic that
whites are almost three times more likely to enjoy rock music than any minority. When it
comes to marriage rock and roll dies, most fans who listen to rock of any variety tend to
be single. Income becomes a factor even though it doesnt directly affect rock, the higher
the education level there is a much higher likely hood that a person will like a very
specific genre of music except in the case of rap and country where education has a
negative impact (Music Prefs in U.S.).

How General Rock Fans Fit with the Rock and Roll Hall of Fame
First of all, rock fans obviously love rock and thats exactly what the museum is
all about. Its not just for those who love the old but also those who are interested in the
new. There are plenty of exhibits that represent the history, present, and future of rock
and roll. It also seems that each generation of rock fans wants to share what they know
about rock to those in the lower generations. This is especially prevalent in those who are

parents. The article in the New York Times, Theyre Oldies, Dad, by Dave Caldwell,
exemplifies this fact. The father tends to show much more enthusiasm towards the
museum than his children and really just wanted them to know what he experienced. But
at the same time the kids are interested in what he has to say and who the people he is
talking about are. They want to connect little they already knew about rock to what they
were learning from their dad and the museum. The fact that all generations of rock fans
just wanted to know and teach others about what they went through during their life in
rock and roll alone shows how perfect the Rock and Roll Hall of Fame is for a general
rock and roll fan.

Geographic Choice Explanation

Metro Area Priority No. 1: Denver, Colorado
Although it is the farthest city of the three, roughly 1300 miles away from the
Rock and Roll Hall of Fame, Denver Colorado fits the Rock and Roll Hall of Fame the
best. Denver, a relatively small city in comparison to LA or Chicago, with a population of
620,000, has become one of the top contenders for local and big name music in the last
decade. Rising slowly at first and then finally exploding up in the rankings with the likes
of musical cities such as Los Angles and Austin, both of which are rich in musical
background. According to Christiana Dickinson and her article, Upcoming Summer
2010 Shows, Denver boasts 2,300 music related jobs and brings in 2.3 million dollars of
musical revenue every single night. It also claims to have over 100 live music venues a
night (Dickinson). Not all of these are rock and roll venues, but just the sheer mass of
new, live music circulating around Denver is sure to attract all kinds of listeners of rock,
especially those at a younger age, say 20-30 years of age (Fredrick). Its been said by

various articles and surveys including the two mentioned above that Denver is simply on
the rise, if you like music of any variety its the place to be. Although not as important as
the new explosion of music, Denver has rich history with well-known rock stars through
out the history of rock. This includes sold out shows from The Beatles, Jethro Tull, and
U2 (Denver on the Rise). That history can be important to fans in the area that are to
old or unwilling to venture out into the live music scene. A city with roots in rock and
with an upstart live music scene is a virtual Mecca for advertising the Rock and Roll Hall
of Fame.
Metro Area Priority No. 2: Chicago, Illinois
Chicago on the other hand is close; with a distance of 350 miles from The Hall its
the biggest city in the mix. It sits at a population of just over 2,700,00 people. Although
size and distance play a large part in the decision for Chicago, the biggest reason to
advertise is Lallapalooza, on of the biggest music festivals on the planet. It is has a
special focus for new alternative rock and indie rock groups, which are big with the Gen
X or New Generation of rock fans. Lallapalooza has been pleasing fans since 1991 and
has been growing and entertaining fans ever since. It has showed rock legends of their era
such as Foo Fighters, Metallica, Janes Addiction, and The Beastie Boys (Lallapalooza).
All of which are key players in the advancement of modern rock. According to the
Chicago Tribunes article written by Greg Kot, The festival alone generates record
numbers of fans each year with its current record at around 270000 fans. It has had to
expand its original 80 acres to 115 acres just to accommodate its massive fan base (Kot).
With that incredible amount of people in town at one time it could generate a large
amount of exposure for the museum.

Metro Area Priority No. 2: Grand Rapids Michigan

Grand Rapids is the smallest city on the list with just under 190,000 people, but
dont let its small size steer away its allure. Grand Rapids, like Denver is a boomtown for
the music scene. Unlike Denver though Grand Rapids music scene is all about the rock.
It, like Chicago is fairly local but not so close that you would want to make the trip in a
day, it sits at just a little over 300 miles away. Examiners article about Grand Rapids
quotes, Fans, artists, promoters, and venues, Grand Rapids has them all. The music
scene is alive and well, and it's continuing to grow. Its local venues and down to earth
open mic clubs make it easy for anyone who can play a guitar to jam with other local
artists (Examiner). The fact that the fans can get that involved with the music makes it a
great target for the Rock and Roll Hall of Fame considering that The Hall is mostly for
the fans, not the artist. John Sinkevic of the Grand Rapids Tribune writes that the bars and
clubs are trying to meet that mid-sized venue that meets the small indie touring-band
wants but still is able to reach big names that want to come out and play (Sinkevic).
Grand Rapids, quite simply is a rock and roll town that is trying to cater to the biggest
rock talent pool they can. Rock fans want to be there and because of that, so does the
Rock and Roll Hall of Fame.
Media Type Introduction
The media plan for the Rock and Roll Hall of Fame uses 25 media vehicles. The
plan breaks down to a few specific types of media vehicles, radio, television, magazines,
newspapers, Internet, and Google keyword search. Each vehicle has been chosen
specifically to try and capture the intended target audience of this particular campaign.
Media Type Priorities

Radio is the number one priority media type for the media plan campaign. It was
chosen above all else purely on the fact that people who are listening to music
specifically the types of rock music chosen in this plan obviously are choosing to tune
into that station because they love rock music. Rock listeners would only listen to a
specific format. You wont find a non-rock fan listening to any type of rock station. This
makes radio a great media type to use to narrow the audience down to what would be
wanted. The Hall of Fame is all about the history and future of rock and roll. This makes
radio a very compatible target for spreading advertisements for the rock and roll hall of
fame.
Magazine advertisements are the second priority of the media plan. Where as
radio advertisements meet a very large group of the target audience, magazines are much
more specified, so much so that I felt that they would not cover as much ground for the
target audience as the radio stations would. Even though they are not as big as radio,
magazines are similar in the fact that they are chosen specifically and carefully by the
people who want to read the content in them. A person who wasnt interested in the
magazine wouldnt even bother picking it up. This kind of specification is exactly what is
needed for the media plan.

Specific Media Choices

Magazine Choices
Blender: the fourth page Blender Magazine ad was chosen because it is the
premier music magazine for a new generation of media and music consumers, this
coming from the magazines SRDS. It also has a very high circulation and pass-alone

rating making my chose to put it on the most noticed cover an easy one. The ad was ran
every month for the campaign so that it could get the maximum amount of exposure to
the target audience. This ad ran once ever month on the first week of the month. This was
done to get this magazine out quicker than the rest because it has the most subscribers.
Fader: Fader Magazine was chosen because it focuses on immerging music
trends, things that a younger generation would be interested; they are not just focusing on
the mainstream, but the underground aspect also. This magazine is one that a young rock
fan would love. It chosen to run it on the second page because it has a much lower
circulation rating and the CPM was very high also so there was no since in paying large
amounts of money on it. Fader was run on the second week of July, the third of August,
and the second of October. This was done give an even bursting of the three ads
purchased.
Metal Edge: The biggest seller for this magazine was that in the description in
SRDS, stating that it is specifically designed for rock fans in the teen and young adult
stages. That is the exact target audience for this campaign. Similar to Fader, I chose the
second page ad because Metal Edge had a low circulation rating and a higher CPM. It
wasnt run the full campaign because it wont get a huge amount of people reading it like
Blender would. Metal Edge was run in the same time slots as Revolver because they are
both similar magazines. September was skipped for October because according an article
in weallmakemusic.com October, part of the fourth business quarter is the most
competitive when it comes to music.
Circus: Circus is a small time magazine that focuses on the rock and roll scene,
its festivals and the music of the time and thats the main reason it was chosen. It was a

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pretty accurate match to the target audience so the advertisement was run on the fourth
page. It isnt a very big name in the industry anymore so it was only run three times. Two
of them were run in the preliminary weeks before the Lollapalooza because of its
highlights on festivals and concerts.
Revolver: Revolver is a lot like Metal Edge in the fact that it is geared for target
audience. But Revolver doesnt just focus on rock fans but more on the music of festivals
and loud concerts. Due to that fact it was decided to run it only twice instead of three or
four times. Revolvers two ads were run closest to that high competition fourth quarter to
get the most exposure for the target audience.
Paste: Paste is another magazine that fits the target audience very well, focusing
on indie and Americana rock which is what most of the younger generation of rock fans
are looking for. It has a very high CPM but its circulation height and almost perfect
audience aim gives it great reason for running it on fourth cover all four months. Paste
was run all four months in the third week of the month. This was done to give a nice gap
between it and Blender magazine, both being high subscribers and big money generators
I felt it was needed to keep them gapped between each other.
Newspaper Choices
The Denver Post: Newspaper was the lowest priority on the campaign list so it
was run as a small ad that didnt run very often to conserve funds. The Denver Post was
chosen because it has a segment in the Sunday paper that describes the scene of the next
week, which includes concerts and musically venues. Its CPM was the highest of all
newspapers chosen so it wasnt run as many times as the other papers. The Post was run
on the second week of every month. This was done to give an equal bursting pattern.

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Chicago-Sun Times: The Chicago-Sun Times was chosen because it was the
number one paper in Chicago and the Friday issue included a segment on the weekend,
which is where most of the entertainment for music venues is held. Again, its not a high
priority so the ads are small and few. The Times was placed in the third week of every
month so that it didnt conflict with the other papers, again to make a good bursting
pattern.
The Grand Rapids Press: The Grand Rapids Press is a higher circulating
newspaper in Grand Rapids. Its Friday paper has a Entertainment segment which is the
closest match to what the campaign is looking for. The Press was given the last week of
every month for the exact same reasons for the other two above.
Radio Choices
WKQX: WKQX was chosen because it plays new age alternative rock and roll. It
has a decent listener bass and Chicago has a pretty low CPM. Radio is the campaigns
number one priority so there are a large amount of ads for the station being run. The Pm
day part was chosen because it had a larger listener base over the other day parts. Also,
most rock listeners will be listening to their music when going out at night, this night life
listening is a larger window than that morning drive to work or just listening during work.
The PM day part was purchased for the rest of the stations in this plan for the same
reasons. These stations ads were mainly focused on the first month and the first week of
the second because that is when the crowd for the Lollapalooza Festival, which starts
August fourth, would be making its way into town.
WLUP: WLUP is the other station chosen in Chicago. It being a classic rock
station was chosen to capture the young fans that listen to the classic side of rock. It is not

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as important as WKQX because it doesnt fit the demographic for the target audience as
well so ads were cut significantly for this station. These stations ads were run for the
same reasons as the first Chicago based radio station
KTCL: KTCL was chosen because of its modern rock format. It has decent
ratings and a decent listener base. Denver is the number one city in the campaign so this
station being the best fitting to the target audience was given the most ads out of all
stations. This stations campaign was set on alternating weeks with the other Denver
station so an even amount of advertisements would be somewhere in Denver.
KRFX: KRFX was chosen for its classic rock format. The Hall of Fame
accentuates the history of rock and roll so classic rock would be a great place to
advertise. Its ratings were better than that of KTCL but it wasnt as good of a match to the
target audience as KTCL was so it was given less advertisements. Its schedule was run
alternating with the other Denver station for the exact reasons that were stated in the
KTCL description.
WGRD: WGRD was chosen for its Alternative rock format that fit close to the
target audience. It had great ratings so it received a fairly large amount of advertisements.
Similar to Denver it was run its ads were run in an alternating pattern with the other radio
station in the city to insure an even layout of advertisements during the campaign.
WBFX: WBFX was chosen for it general rock format. It wasnt, as close of a
match as the alternative rock station was in comparison and because of that it didnt
receive as many advertisements. But it is still run on an alternating path to give out an
even amount of advertising in the market.
Television Choices

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Rock Docs: Rock Docs is a series on VH1 that highlights certain bands or people
that are currently being talked about or who are just famous enough to tell a story about.
This show isnt specifically geared towards young rock fans but most people who are
going to watch this would have a vested interest in rock and roll. Television was probably
second lowest behind newspaper so the commercial ads werent run very much.
Rock & Roll: Rock & Roll is a ten part series highlighting key events through out
rock history. Like Rock Docs it isnt geared towards young fans but you would have to
have a interest in rock and roll to take the time to watch the show.
Internet Choices
Pitchfork.com: Pitchfork was chosen because of its focus on independent alternative
rock. It highlights rising stars in the indie rock scene and that scene is a big focus for the
target audience. As with all Internet sights, its CPM was relatively inexpensive so the ad
was run for three months 350 times. It was run in every month except September because
September was the least important of the four.
StereoGum.com: Stereogum is almost identical in description as Pitchfork so it was
chosen for the same reasons. It was also run with the exact same impressions and months
for the same reasonings behind Pitchfork.
Insound.com: Insound is like Stereogum and Insound in the fact that it is focused on
indie rock. But Insound is a merchandise realtor and because of that they may be more
focused on their own product then The Hall. So it was only run 200 times for one month.
Maximimrocknroll.com: This site is a fan run website based out of San Francisco. It
follows the same types of music as the others but because it is a fan based site it could

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possibly be biased and therefore inaccurate so it was only run one month with only 200
impressions.
Indierockcafe.com: This site is another site that matches the target audiences tastes very
well. So it was run for three months all except August because after Lollapalooza is over
August becomes less important and it was important to the campaign to have some ads in
September.
Undergroundgarage.com: This site focuses on an even mores specific group of indie
rock, garage rock. This garage rock is such a specific genre of rock and will target a very
selective group of rockers and will reach little else. This fact alone makes it a great
website to run ads. So it was run on 3 months of the four and 350 impression each month.
Blender.com: Blender was chose because it is the website to the number one magazine in
this media plan. Adding its website only helps gain exposure for subscribers. Now they
are not just seeing it in the magazine but also on the website, keeping it in their head.
Because it is great for gaining exposure it was run for three months 350 impressions each
month.
Google Keywords
Rock and Roll: Rock and Roll was chosen for obvious reasons, rock and roll as a whole
would be gain lots of exposure for anyone who looks up the general topic. It chose to run
it the most and for three months because of that fact.
Local Bands: This was chosen because it covers the live music scene that is often
associated with the young generation that is being used as the target audience. Google
keyword isnt a huge focus so they were only given a few ads and only one month for
them.

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Indie Rock: Indie along with, modern, rock and alternative rock are genres that cover the
so-called bases when it comes to young listeners. Indie rock seems to be the music of the
generation currently so it got have two months rather than one that the modern and
alternatives received.
Rock Festivals: Rock festivals was chose mainly because Lollapalooza is a big
marketing factor it this campaign, it being a festival it only made since to chose rock
festivals.
Alternative Rock: Alternative Rock was one of three rock genres chosen to cover the
bases of young music listeners. It doesnt quite hit home like Indie rock does so it only
received 1 month of 100 versus the 2 months.
Modern Rock: Modern rock was chosen and distributed for the same general reasons
said above for alternative rock and indie rock.

Media Plan Schedule

The months chosen for this media plan were July through October. July was
chosen to have a month in advance for all Lollapalooza attendees to arrive in Chicago; it
is also the last full month before most school semesters start. So those target audience
members have time to crunch in all of their concerts and music festivals before school
starts. After Lollapalooza ends August is relatively unimportant but September is the end
of the third business quarter and October is the beginning of the fourth. As stated earlier

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in the paper the fourth quarter is the most competitive musical quarter. So September
gives time to prepare and October is prime for all rock music listeners.

Justification of Money Spend

For this media plan it is recommended that the campaign should spend 1,724,021.
This amount is an incredibly efficient amount of money if you consider that there are six
media types being used and 25 media vehicles in total. The budgeting for this plan is very
well if you consider those facts. Also take into consideration that some very high priority
media vehicles are being used such as Blender Magazine and some top rating Radio
stations, all of which are not particularly cheap media vehicles.

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Caldwell, Dave. Theyre Oldies, Dad Included. Nytimes. New York Times. Web.
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Denvers Music Scene is on the Rise. Colorado. Colorado Official Website, n.d. Web.
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Dickenson, Christina. Upcoming Summer 2010 Show. 9news. Colorado Channel 9
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History. Lollapalooza. Lollapalooza, n.d. Web. 1 Oct 2012
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The Exibits. RockHall. Rock and Roll Hall of Fame, 2010. Web. 25 Sept. 2012
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