UNIT 13 LO1
- 1. OCR – Level 3 Cambridge Introductory Diploma in Media Unit 13: Planning and Pitching a Print based Media Product P1 Evidence Name: Tom Hibbert Candidate Number: 2063 Center Name: St. Andrew’s Catholic School Center Number: 64135 Set Brief - Print Project/Brief – Music Magazine & Promotion
- 2. Contents 1. Publisher – Slide 4 2. Purpose of Publisher – Slide 5 3. Kerrang Magazine - Slide 6 4. Publishing Process – Slide 7 5. Frequency – Slide 8 6. Genre – Slide 9 7. Target Audience – Slide 10 8. Connotations of Kerrang – Slide 11 9. Brand Identity – Slide 12 10. Form and Style – Slide 13 11. Purpose – Slide 14 12. Front Cover Deconstruction – Slide 15 13. Second Front Cover Deconstruction – Slide 16 14. Editorial – Slide 17 15. DPS Analysis – Slide 18 16. Website Analysis – Slide 19 17. Conclusion – Slide 20
- 4. Publisher Bauer Media Group CEO: Andreas Schoo Headquarters: Hamburg 1. Europe’s largest privately owned publishing Group 2. The seeds of the company’s radio business were planted in 1990 3. In 1994, the company bought a small magazine called For Him Magazine which is now the core of the best-selling international multi-platform brand FHM. 4. Bauer Media spans over 80 influential brand names covering a diverse range of interests including heat – the must have weekly celebrity title, Parkers, MATCH!, CAR and Yours. 5. In 1996, Bauer Media acquired digital music TV channel The Box, as a route into the small screen business, which has grown into Box Television, a seven channel joint venture TV business with Channel 4. 6. The Bauer Media Group has set the course for sales growth in its domestic market. 7. Bauer media group holds a 56 per cent retail market share of the popular magazine segment, and is also the leading private radio provider. Source: http://www.bauermedia.co.uk/about
- 5. Purpose of Bauer Media Publisher Slogan Bauer’s slogan is “WE THINK POPULAR” This ‘signifies’ (De Saussure) that Bauer’s interests are to be popular and that they control their strategies around popularity and not other factors. This connotes the publisher’s commitments to the magazine audiences and that they are always trying to be the best and the most popular.
- 6. Kerrang Magazine History of Kerrang Kerrang magazine is the UK’s number 1 rock music magazine and has been around since 1981. The magazine is based in London but is a worldwide magazine. What is in Kerrang? Kerrang is a rock music based magazine which contains stories and the latest news and music from that music genre. The following are some artists feature in Kerrang: • Tonight Alive • Green Day • My Chemical Romance • Blink 182 • Bring me the Horizon People of Kerrang The founder Alan Lewis did not only create Kerrang but he has also written for NME, The face, Q, The telegraph and the Times. Source:
- 7. Publishing Process Pick a Subject/Genre/Topic When the decision to make a magazine arises you need to have a good genre and subject that is popular and will gather profit. Choose a name/title The name of your magazine will need to be chosen strategically and methodically as you will need to put great thought and time into what your magazine will be recognised as. Choose the article you are going to cover The article covered in the magazine should be interesting for readers and your target audience as if it is not interesting then your readership will reject t the magazine completely. Choose the cover image This image will have to catch the reader’s eyes and draw them into reading the magazine because of the look of it. Design your masthead for you magazine The brand identity of the magazine lies in the masthead, a font style that is readable and aesthetically pleasing will be best for the magazine. Write body articles More than one article will help to collect the largest amount of information for the readership. Improve photos/Incorporate graphics The photos in the magazine need to be of a professional standard and to a high quality so that the target audience and those reading the magazine can compliment and appreciate the presentation. Decide on feature articles Feature articles are the articles that will be featured in the magazine and will hold the magazines unique content together with the overall presentation of the magazine. Place thumbnails The thumbnails will need to preview the article enough that the reader will know what will be in the article. Create table of contents Source Used https://www.lucidpress.com/blog/20 14/02/20/how-to-make-a-magazine- in-twelve-steps/
- 8. Frequency Kerrang magazine is the UK’s number 1 and is sold on a weekly basis. Kerrang's circulation figure is 33,024, this is from January to June 2014. Source: www.bauermedia.co.uk
- 9. Genre Verbal Codes Kerrang’s verbal codes are the text that the magazine displays on the magazine. The verbal code “ROCK STARS WHO CHANGED YOUR WORLD” is a perfect example of how they use verbal codes connotes their genre of rock music. “Rock “ is literally written on the front cover and makes the reader very aware that they are in fact a rock magazine. Kerrang is a rock music magazine and their front covers clearly display this. On this particular front cover of Kerrang they have used non-verbal and verbal codes to show this. Non-Verbal Codes The magazine’s front cover has a picture of many rock music artists and does this as a constant feature for the magazine each week. This specific front cover has multiple rock artists such as: Billie Joe Armstrong, Gerard Way and Kurt Cobain. These are not only rock artists but very well known artists that symbolise rock music.
- 10. Target Audience Kerrang magazine’s target audience is labelled in their mission statement and are described as a “spectrum of readers”, “younger teenage readers” and “readers who respect Kerrang”. Kerrang has a very mixed target audience but they do specifically highlight that to “respect Kerrang” is part of their mission. In order to please their target audience they have to make it clear that they are a rock magazine and display that they are meeting their reader’s needs. 45.3% of Kerrang’s readers are on record as women and 54.7% are men. This information was recorded from January 2012- December 2012. Age Range 15-24 25-34 35-44 45-54 55-64 Psychographics In terms of psychographics the target audience for Kerrang magazine would stereotypically be Part of the strugglers category because the magazine connotes rough and non high quality aesthetics which make the magazine appeal to those who are not posh, high in money and in the upper class. Theories In terms of Katz’ theory the target audience for Kerrang would be people seeking simple entertainment. This is because Kerrang is quite simple and does not contain very heavy information that you need to be fully focused in order to read. In terms of Maslow's theory I think that the audience for Kerrang have Physiological needs as Kerrang is a very basic magazine and includes essential information about rock music. Source:http://www.slideshare.net/ncrafts84/katz- hartley-and-maslow-theory Hartley’s Seven Subjectivities In terms of Hartley’s theory I would say that Kerrang’s audience is 17 years old, male, lower class, white ethnicity, British and without a family. Their audience possesses individuality.
- 11. What is the denotation of the name of the magazine? ‘Kerrang’ sounds like a guitar noise which could limit its audience to only rock music which the magazine is mainly focused on. This displays the genre and purpose behind the magazine immediately to the readership. Font ‘Kerrang’ magazine’s font has been used because it is quite edgy and bold. This highlights and reflects the magazine’s aim to attract modern, enthusiastic audiences to the rock theme of the magazine. Rock music is quite rough and edgy and the font connotes this. Manipulation of the images The images show the artists with angry expressions on their faces, this coincides with the magazines mood. The angry expressions show the depth and deep meanings behind the artists and their music, this makes readers want to read the artist’s article to find out the truth and realize what the artists they like are really shown as. Colour scheme Kerrang’s colour consists of three main colours, yellow, black and white. The colours are noticeable and are consistent throughout the magazine. Each different issue has a different colour in with the colour scheme, this adds uniqueness to the magazine and means no magazine will be the same, this keeps the reader interested. Brand identity The brand identity of Kerrang is obvious throughout the magazine issues. The font style is destructive and edgy which as stated before, conveys the music in the genre. Language The language used in Kerrang is informal, this connotes the edge and unconventional side of rock music. This is throughout the magazine issues and is a constant feature which can be recognized as Kerrang vocabulary all throughout the issues. Images The images in Kerrang are still kept to the same conventions as the magazine itself, rough, edgy and destructive. This shows that the magazine is this way and that the genre it is covering is to this way. Source: http://natashagilbody.blogspot.co.uk/2010/10/brand-identity-kerrang.html
- 12. Brand Identity Colour Scheme The colour scheme for Kerrang magazine consists of three basic colours. These combinations change every different issue for the magazine which connotes and modernises themselves and suggests uniqueness that appeals to their target audience. Language The language used in Kerrang magazine is colloquial/informal. This type of language is common and bonds better with the target audience’s age range. Images The images used in Kerrang symbolise the artists and their music which connote consistency for the audience and their readers. This also suggests that the artists are consistent with their high quality music and that they are as organised as the magazine they are featured in such as Kerrang.
- 13. Form and Style The form and style of the magazine has very dark and black colours. This connotes the style of rock music that they display in the magazine and lets the reader know whether this magazine is for them straight away. Something else on the magazine that denotes the form and style of the magazine is their constant use of colour schemes per issue.
- 14. Purpose The purpose of the magazine is to inform and entertain people who favour their music genre on the latest music for the bands. The magazine is very much based around the people that are a part of the ‘rock’ genre. The magazine meets the purpose as it contains highly detailed interviews and articles with rock artists and those related to the magazine. The magazine is mainly focused on rock and metal based music which limits the target audience and consumer range. The ideology of the magazine is to inform and entertain people who favour their music genre on the latest music for the bands. The magazine also provides live tour dates so that their consumers can actually meet the celebrities they have been reading about
- 15. Front Cover Deconstruction Masthead The denotation of the masthead is white, large and thick text for the name of the magazine ‘Kerrang!’. The connotation for ‘Kerrang’ is the sound of an electric guitar does in fact reflec the sound ‘Kerrang’, this displays their hardcore connection and dedication to rock music. The white colour of the mast head makes it stand out. The white contrasts with the black, dark theme of the magazine which connotes that the magazine is unique and physically stands out as well as its content. The text also has a ‘slashing’ effect which suggests that the magazine could be quite a sharp, edgy music magazine as a pose to other titles. Cover Lines ‘HEALTH SCARE’. This is a bold and noticeable text that draws in the reader to show general concern for Zakk Wylde which allows them to continue reading. The cover line shows sympathy and makes the reader of the magazine empathetic. Date and Price $6.95 and £2.20. Shows that magazine is global. November 28
- 16. Promotion The magazine promotes those associated with the magazine by giving away promotional posters. This would appeal to the ‘social climbers’ in Maslow’s Hierarchy of needs theory. The social climber would be materialistically driven to purchase this magazine as promotional ‘give aways’ are providing encouraging reasons to buy the magazine. Medium Shot Masthead Behind the medium shot of music artist to make the artist catch the reader’s eye bye the title. This suggests that the artist being covered by the magazine if a significant role in the magazine.
- 17. Editorial The editorial of Kerrang always explains what this month’s issue is about and tells the reader about a key activity or topic that the issue will mainly cover. In the example shown to the right the editorial talks about the Kerrang tour that is coming up and gives readers page numbers for certain things in the magazine that are more important than others. The effect of this is that by suggesting certain pages to readers they will want to read the pages up to that point as the information is on more than one page, this means the reader has to buy the magazine as appose to them having a pass through pages on the shelf.
- 18. Drop Capital A drop capital draws attention to the interview and article instead of having readers just ‘flick through’ the DPS they will be drawn to read it because of the drop capital’s size. Consistent colour scheme throughout This double page spread of Kerrang magazine has a consistent colour scheme of black, red and white. The colour red connotes anger and fire which fits the stereotype that rock stars are angry and perform angry music as artists. Credit to interviewer The significance of giving credit to the writer and photographer is that it tells the reader who put the page together which adds a more personal touch to the whole DPS. Differential questions By having different colours for the different person speaking in the interview it allows the reader to be able to see who is the interviewee and interviewer.
- 19. Website Analysis Social Media Synergy. The magazine uses social media because most teenagers and young adults are on websites like facebook and twitter. Kerrang magazine have used this to their advantage as this is their target audience. Logo These are advertisements for music available by artist that are regularly in the magazine to buy on iTunes. This is significantly important because the music being advertised is by the artists covered by Kerrang.
- 20. Conclusion Kerrang magazine is a rock music magazine which is published by bauer media. Kerrang has been on shelves since 1981. Kerrangs target audience has been established as 17 years old, male, lower class, white ethnicity, British and without a family. Their audience possesses individuality. Kerrang posess a very unique and conistent brand identity which they keep in their issues throughout.