Analysis (THE FLY)

Mainstream: Alternative rock, adult orientated rock, indie, mainstream music.

Owner: mama group (hmv)

Masthead: THE FLY

Launch date: 1999

Puff:

Price: priceless, can only be picked up in hmv

House style: back and white text, portrait photos

Advertising: hmv, barfly, the fly website, artists, technology, gigs, tours

Frequency: monthly

The Fly is a free music magazine published monthly in the United Kingdom. The magazine is published by independent music company Mama Group and has grown from its origins as a listings guide for Barfly venues to become the biggest free music magazine in the country.

The fly first published there magazine in 1999. it has always been a small A5 magazine in which is not good quality as some magazines such as Q with a glossy front cover, but has a bigger circulation than any other magazine. Mama group also owns other media brand extensions such as the fly website and barfly (club) located in London, Brighton, Cardiff and York.

Circulation is 105,212

The fly is aimed at a young age group of between 20 to 30