Brief

This blog is devoted to my AS media project.

In order to complete this project I had to carry out numerous tasks to help me with my research, planning, construction and supporting account. For my research tasks I had to carry out a quantitative audience survey, annotated examples of existing texts, audience profile and a magazine history research. This helped me to establish what mode of address I would use for my magazine, based on my demographic. It also helped me to develop my understanding of codes and conventions within magazines, which would eventually help me with my construction. 

The next step was the planning of my project. This included rough designs, photo-shoot and magazine templates. This helped me to prepare for my construction, in order for everything to run smoothly. 

For my construction I had to carry out a preliminary task, this involved constructing a front cover and a contents page for a school magazine in order to prepare me for my final construction. My main task involved constructing a music magazine for a chosen demographic. This included a front cover, contents page and a double page spread.

After finishing my final product, I could move on to the last stage which was the supporting account. I had to answer seven questions regarding my magazine in order to show I fully understood the task.

Construction: Preliminary Task

Flat Plan

Construction: Magazine Double Page Spread

Construction: Magazine Contents Page

Construction: Magazine Front Cover

Planning: Templates

This templates clearly include the conventions of magazine.Through qualitative research it was evident that this was the chosen template and colour scheme for my magazine. However  I slightly improved the design when constructing the final design. 

Planning: Rough Designs

Audience Profile

Research: Surveys and Results

Research: Annotation of Existing Text

Through analysing the codes and conventions of existing front cover of NME, VIBE and Q you can see that most of them follow similar conventions. However, they will vary depending on the magazines demographic. This is because the mode of address cannot be the same for different ages, genders or even classes. 

The mode of address is different for all of these three magazines, and this reflects its demographics. The mise en scene, design, colours and language all reflect which demographic the magazine is aimed at. NME uses big and bold typography, for its masthead, as well at its feature stories. This tells us that their demographic is predominantly male. This is because it mirrors males in them being ‘big’ and ‘solid’. The three colour scheme for this issue is Red, white and Black. Blue and black are both seen as quite manly colours, and therefore, this is another way in which the demographic is being reinforced. The language used also needs to be appropriate to the demographic.

Q’s masthead and feature stories are also in capital letters and are big and bold. Just as NME they are too reinforcing their demographic, which is predominantly male. However, Q’s front cover especially the masthead looks more classy, and sophisticated due to the fact that they aim for an older demographic, than the NME. Q, as well as NME have chosen for their mastheads to come in front of the central image, covering it slightly. Q uses red, white and grey within their three colour scheme, they work together in order to look very simple, which suits the older demographic. However, VIBE change the colours, which gives the audience a breath of fresh air. Adele in Q cover photo is photographed in line with the male gaze, which tells us that this is quite a popular convention. All of them are also hyper real images of women; this is also now accepted as the reality. 

All three magazines use their feature stories in line with the Use’s and Gratifications Theory as the feature stories are informative, entertaining and allow for social interaction.  According to this theory, these are some of the main reasons people use the media. All of the feature stories are also different colours, sizes and the type of typography is also different. This is in order to make the reader believe there is a big variety within the stories and that they are all unique and different. The main feature story is always the biggest typography on the front cover (not including the masthead) this applies to all three magazines.

Q has developed its own convention through using a banner at the top; however, instead of offering an additional feature story they have decided to “promote” their magazine by naming it ‘The UK’s Biggest Music Magazine’. An additional incentive, such as the earpiece within NME also helps to sell the magazine; this is because it offers the reader something in return from buying the magazine. 

Through analysing the codes and conventions of the double page spreads you can see that most of them consist of a balance between images and text. A common convention is that the central image takes up a whole A4 page, whilst the other page is dominated by the article. This has been done very clearly by Q. One whole page is taken up by the image of Lady Gaga Through analysing the codes and conventions of double page spreads you can see that most of them consist of a balance between images and text. A common convention is that the central image takes up a whole A4 page, whilst the other page is dominated by the article. This has been done very clearly by Q. One whole page is taken up by the image of Lady Gaga, whilst the other page is taken up by the article about her. The double page spread looks very simplistic and sophisticated in order to suit Q’s older and more mature demographic. NME has also done this as their image takes up the whole page. However, instead of the whole article being related to the main image the page has been split into mini articles about other, similar bands to “The Teenagers”. This is seen as unconventional for a double page spread, however, it is under the ‘Radar’ section of the NME meaning the double page spread is devoted to new and young talents, not one particular band. This suits NME’s demographic as they like to find out new things about the genre of music they are interested in, and they are not necessarily about quality, but quantity, unlike Q.

Each section within the NME has an individual colour scheme, as we can see the ‘Radar’ section is white, blue and black. This helps the reader to visually navigate themselves around the magazine. It is visually stimulating in order to be suited to it demographic. On the other hand Q reinforces its colour scheme through the receptiveness of white, red and black, with even the image being black and white. This is again in order to reinforce its demographic.

All three articles start with a letter which is bigger than the rest of the typography. However, the letter is meant to be only a few sizes bigger. NME followed this convention, unlike Q who have decided to develop this further. They have done this through spreading the first letter of the article across the whole page.

Behind all of the main images there is Mise en scene. Within NME the image tries to portray a typical teenager, as well as trying to mirror an average NME reader. This would allow NME’s demographic to personally identify with the article. Q has photographed Lady Gaga in line with the Male Gaze. She was made to look submissive towards men by being photographed naked, with chains around her neck. The image is an aspiration of what the reader wants to have or be, and this goes in line with Maslow’s hierarchy of needs. Within all three images, anchors have been attached in order to explain the meaning of the photo to the reader, whilst the other page is taken up by the article about her. The double page spread looks very simplistic and sophisticated in order to suit Q’s older and more mature demographic. NME has also done this as their image takes up the whole page. However, instead of the whole article being related to the main image the page has been split into mini articles about other, similar bands to “The Teenagers”. This is seen as unconventional for a double page spread, however, it is under the ‘Rader’ section of the NME meaning the double page spread is devoted to new and young talents, not one particular band. This suits NME’s demographic as they like to find out new things about the genre of music they are interested in, and they are not necessarily about quality, but quantity, unlike Q.

Each section within the NME has an individual colour scheme, as we can see the ‘Radar’ section is white, blue and black. This helps the reader to visually navigate themselves around the magazine. It is visually stimulating in order to be suited to it demographic. On the other hand Q reinforces its colour scheme through the receptiveness of white, red and black, with even the image being black and white. This is again in order to reinforce its demographic.

All three articles start with a letter which is bigger than the rest of the typography. However, the letter is meant to be only a few sizes bigger. NME followed this convention, unlike Q who have decided to develop this further. They have done this through spreading the first letter of the article across the whole page.

Behind all of the main images there is Mise en scene. Within NME the image tries to portray a typical teenager, as well as trying to mirror an average NME reader. This would allow NME’s demographic to personally identify with the article. Q has photographed Lady Gaga in line with the Male Gaze. She was made to look submissive towards men by being photographed naked, with chains around her neck. The image is an aspiration of what the reader wants to have or be, and this goes in line with Maslow’s hierarchy of needs. Within all three images, anchors have been attached in order to explain the meaning of the photo to the reader.

All three contents pages were constructed in order to help the reader navigate around the magazine, as well as show the reader that their magazine consists of a vast variety of contents. They do this through the use of text, as well as pictures. However, they all very diverse and differ due to their demographics.

Within their contents page Q have carried on with their three colour scheme reinforcing their brand identity. They also did this through putting the letter ‘Q’ in front of the word ‘Contents’, as this is a constant reminder for the audience what magazine they are reading. This makes it easier for the readers to identify the magazine. Vibe and NME have also carried on with their three colour scheme, for the same reasons as Q. However, all of these magazines have different colours, and brand identities in order to suit their demographics; the demographic will always determine the mode of address. 

Q has chosen a balance between text and pictures for their contents page. They have also chosen to spread their contents over two pages, in order to create the impression that the magazine is cramped with contents, and it cannot fit onto only one page. However, through doing this they also made the contents page look simpler, and quite organised. This suits their older and more conservative demographic. In comparison, NME‘s contents page is very crowded, and it is also cramped onto one page. This suits their demographic as young, adult boys have often a lot going on in their lives, and their lives can be seen as “crowded”. Unlike Q, NME have chosen to have their contents page as text based, with a two medium images. Vibe has gone down a completely different route and their contents page can be seen as minimalistic. Their contents page consists of one large image, and a few contents. This may be in order to force their audience to read the whole magazine, rather than just flicking through the magazine. 

All three magazine contents pages are also split into sections, which separate different types of information. These sections also reflect what is important for the magazines demographics. Q is split into three sections; features, regulars and reviews. The features section keeps the reader interested, whereas the regulars section gives the reader a sense of stability. This is important for an older demographic as they are not keen on change. NME’s sections include a lot of music reviews as well as new talents. This is due to the fact NME readers take themselves and their music very seriously. The vibe has only two sections, which include features and fashion. The fact there is a fashion section shows us that Vibe’s demographic places a big importance on fashion and their appearance. The information on contents pages also go in line with The Use’s and Gratifications Theory as they have an informative value, which is one of the reasons people use the media. Within each section all of the stories are arranged in chronological order, and all three magazines follow this convention. 

Within contents pages, the biggest image is related to the front cover, as well as the double page spread. This is because that particular story is the main selling point of the magazine, and through doing this it highlights the importance of it. All of my analysed contents pages have followed this convention. Alongside images, you will often find anchors, which are in place in order to stir you towards the meaning of the image. This is a common convention which is used throughout the whole magazine. However, this is only done by Vibe, which has an anchor next to their central image. Vibe has also chosen to photograph their model in line with the Male Gaze in order to attract their male demographic. This is part of the appropriate mode of address. NME has chosen to write a mini article instead of an anchor, whereas Q has numbers on their images which connect to the articles that are present on the contents page. The headings and subheadings act as an anchor for the images. 

All three contents pages have a title. The most common title is “Contents”, in this instance it is used by Q, as well as Vibe. However, NME has chosen to use a different title which is “NME This Week”. This straight away informs the reader that NME is published weekly, and it is also reinforcing the brand identity.

Through looking at all the different contents pages, we can see that even though there are many conventions, they are more flexible and are developed and broken much more often than the conventions on the front covers. 

                                                                                                                                                         

7. Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?

Looking back at my preliminary task, in comparison to my final magazine you can see the progression I have made throughout the course. My final construction looks much more professional than my preliminary task. This is due to my preliminary being the first attempt at constructing a magazine and me not fully knowing and understanding my audience. I also did not know many of the forms and conventions of magazines which is what I learnt more about as I progressed.  

I now understand how important the research process is within the construction of media products. Within my preliminary task all I knew about the audience is that they were students, parents as well as teachers. However, I did not fully understand their needs and expectations for a magazine, as well as how to appeal to them. Before we began our final magazine, we had to carry out a lot of planning and research in order to help us fully grasp and understand our chosen demographics. We carried out questionnaires, focus groups etc. to find out what they wanted to find within a magazine, why they read them and so on. However when carrying our research for my final magazine. I discovered how to appeal to my chosen demographic.

Comparing both magazines I can see that the knowledge on different codes and conventions is crucial in order to create a professional looking product. For my preliminary task I had basic knowledge of these, although; I did not know how to use them efficiently in order for them to work alongside my mode of address and attract my demographic. However, we learnt more in depth about these different forms and conventions (as well as how they can be broken or developed) before starting our final product. Due to knowing my audience thoroughly and knowing the conventions well, it allowed me to use them appropriately and develop or break them when needing to. 


Theories such as Maslow’s Hierarchy of Needs, Uses and Gratifications Theory and The Male Gaze are vital when creating a media product. I did not incorporate any of these theories into the construction of my preliminary task, which would potentially lower the readership of the magazine. This is because it wouldn’t appeal to their needs or aspirations. Before starting my final magazine I made sure I understood all these theories and applied them fully within my magazine. By using these theories effectively, it allowed me to appeal to my demographic, through using things such as inspirational images, or images that reinforced hyper reality. This has also helped my magazine to look up to a professional standard. 

I have learnt how to use different programmes and software’s such as Photoshop CS6 and Publisher. My skills developed throughout the course of the preliminary task to my final construction due to the time I spent trying to make my final magazine look professional. I did not use Photoshop for my preliminary task and had to develop my skills in order to make my magazine look as good as possible. 

In conclusion I have learnt how vital research, as well as planning is in order to fully appeal to your demographic. Knowing different codes and conventions is essential, as well as understanding media theories so that you can apply them within your magazine. 

Final Magazine (Front Cover)

Final Magazine (Contents Page)

Final Magazine (Double Page Spread)

Preliminary Task (Front Cover)

Preliminary Task (Contents Page)

6. What have you learnt about technologies from the process of constructing this product?

Within the process of my final construction I became familiar with technologies which I had to use in order to produce a professional looking magazine. I used programmes such as Microsoft Publisher and Photoshop

CS6, and even social networking sites such as Twitter, Facebook and YouTube. All of these programmes and technologies helped me to make the process of my construction run a lot smoother and faster and also helped me to create the construction to the best of my ability. I had to familiarise myself with these programmes in order to be able to use them efficiently.  

I had to use internet numerous times in order to obtain different kinds of data on different topics. One of the first things I benefited from was QuestionPro within my research stage; this helped me to get a large number of responses in a relatively quick amount of time. I found that this is much easier, cheaper and more efficient than doing my research by hand. I also posted links to questionnaires on social networking sites such as Facebook and Twitter, which made my response rate relatively large. The bigger the response rates the more effective and reliable the results are. Even though I had past experiences of using the internet, I still learnt a lot on how to carry out effective research through the use of the internet. I also used YouTube in order for people to be able to view my presentation in a more interactive way. Another way in which I used the internet is the blog itself. My whole project is stored on Blogger (electronic blog), which I had to learn about so that I can present my whole project. 

I also used technologies in order to manipulate my images and make them appropriate for my magazine and demographic. I used Photoshop CS6 in order to do this. After a while I had sufficient understanding of the programme and I was able to manipulate the images so that they are up to a good standard. This allowed me to create hyper real images of the models within my magazine, which is what my demographic expected from my magazine.

I used such as Microsoft Publisher to effectively construct my magazine.

5. How did you attract/address your audience?

In order to attract my audience I had to create an appropriate mode of address which would appeal to my demographic. I had done this through using different theories, codes and conventions and the uses of representations within my magazine.  

Within my magazine I photographed my model in effective lighting and Photo shopped them in order to create a hyper real image. This is because this is the norm of the media within today’s society. My demographic would expect this from the magazine, and I had to incorporate these theories in order to attract and appeal to my audience. By photographing them this way it made the person on the front cover desirable, resulting in my readers looking up to this figure, this means that my readers would aspire to be them. This goes in line with Maslow’s Hierarchy of Needs. According to this theory the consumers will buy the magazine if they aspire to the person on the front cover, as they believe by doing this they will be a step closer to fulfilling their aspirations. Through utilising this theory I attracted my chosen demographic of young males.. 

Another theory I incorporated in order to appeal to my demographic is the Uses and Gratifications Theory, which is an approach to understanding why and how people actively seek out specific media to satisfy specific needs. The Uses and Gratifications Theory is an audience-centered approach to understanding mass communication. In other words, it is the reasons why people use the media.  On my front page my feature stories have informative value which goes in line with this theory. This is because it informs the audience of what they can expect within the magazine. Another point I incorporated from this theory is the entertainment value of the magazine; on my front page buzz words have been used such as “Exclusive” in order to attract my audience and add entertainment value to my magazine. My article also adds to this. People also use the media in order to have something to talk about and socially interact. Through adding an article that suggests “Rick Ross punches his girlfriend” it gives people a sense that they will have a lot to talk about after purchasing the magazine. This attracts my audience and encourages them to purchase the magazine. Through using a young black male on my front cover, I allowed for the audience to personally identify with my magazine, as they can relate with the inspirational figure.

I also attracted my audience through the mode of address. Which is the way a media product communicates with the audiences. On the bottom banner I included a list of the names of the most mainstream popular hip hop artists. Which instantaneously persuades the audience to purchase this magazine. The nature of my article was also suited to my demographic which is an urban and masculine. The masthead is “chill” which is urban slang. This also means the readers could personally identify with the magazine. This allowed me to create an appropriate mode of address which would attract my demographic. I also promoted my website under the masthead (which is the first place the reader looks) and the end of an article to obtain synergy. This would also attract my audiences as it means my readers can reach the information within the magazine from many media platforms. This is important as the internet is now used more than ever, and a magazine cannot be successful without the use of the multi-platform approach. 

I ensured that my colour scheme was masculine therefore it will appeal to the demographic. The black suggests power which reflects what young males aspire to acquire. Also in the western society from a young age the colour blue is simply a preference for males. Therefore including this colour in the 3 colour scheme is highly beneficial.

When conducting research I found out that a person is more likely to buy the magazine if it involved an additional incentive. This is because they felt as if they were getting something back in return for buying the magazine. I incorporated this within my magazine to attract my audience. My additional incentive was a free single of the artist featured in the magazine. This would encourage the audience to purchase my magazine as they will have to purchase it in order to obtain the additional incentive. The additional incentive along with the relatively cheap price of my magazine attracts my audience as they are convinced they are receiving a good deal for a small price in other words they see it as a bargain. 

4.Who would be the audience for your media product?

I had an idea of who my target demographic would be for my magazine. In order to an accurate audience for my media product, I conducted a questionnaire on a website called Question Pro.  It consisted of questions which would help me to decide which demographic I want to aim my magazine at. The questions also showed what my demographic would expect and want from a magazine, e.g. price, colour scheme, topics within the magazine etc. I posted the link to the questionnaire on social networking sites such as Facebook and Twitter, which allowed me to get a larger sample and therefore more accurate results/responses. I then analysed the data from the questions and turned them into several graphs, the graphs were then placed on my PowerPoint presentation. From this I put together an audience profile. This summed up all of my results and showed my “ideal reader”. It is useful to know what type of products my target demographic because this could lead to a sponsorship.

 My audience profile consisted of visually stimulated images as well as statistical information which all related and described my demographic. This concluded that my demographic would be male based, from the age range of 16-21. The results of my questionnaire showed that the most popular music types were, Hip-hop and RnB. I decided to base my magazine on the mainstream genres of Hip Hop, and leave out RnB, as this genre of music is traditionally associated with women. Most of my demographic were still in education, which showed their dreams and aspirations for the future. I decided to incorporate this factor within my magazine and include stories which would inspire young men. The research I carried out showed that my target demographic were into fashion and the latest styles of clothing. I decided to include that within my magazine and within my contents I dedicated a section for fashion and latest trends. As my audience is quite young and most of them are unemployed or only in part-time jobs I decided to keep the cost of my magazine reasonably low. I set the price of the magazine as £2.99. This made my magazine affordable, but it would also mean I get a good enough profit from the magazine. My magazine is also aimed at the ABC1 consumer categories. They aspire to be middle class, which they will acquire through education and qualifications.

These images reflect what type of products and services the target demographic purchase and are fond of. This include their favourite social networks such Facebook and twitter and the latest fashion and technology such as the iPhone and Hollister clothing. This represents what the target demographic use in their day to day lives. This gives e knowledge about the demographic and insight on how to appeal to them when constructing my magazine.

3. What kind of media institution will distribute your media product?

There are three main categories of media institutions when it comes to magazine publishers. The three categories are major publishing, independent publishing, and self-publishing. The research I undertook showed that all three categories have strengths and weaknesses. I had to think about which option would most efficient for my kind of magazine.

Major publishers have a lot of impact, as well as power within the market place. According to Karl Marx 'Power resides with those who have ownership and control of the means of production and distribution' which in this case refers to the distribution of magazines around the world. Within the UK there are two major publishers which are EMAP and IPC. They have a lot of power within the market place, as they offer products to both niche and mass markets. They publish one of the most famous Indy rock magazines known as NME however they also have a wide product range from fitness magazines to lifestyle magazine to the Nuts magazine. They successfully reach a lot of demographics. There is another very popular major publisher; Bauer Media Group. This media institution operates in 15 countries worldwide. They publish Q and Kerrang!, Which are very well established and influential music magazines.

Major publishing is preferred by many due to the advantages. This includes specialist staff, who are experienced in working with certain demographics. Major publishers also have more economic support than other publishing options, meaning they can guarantee to get the best quality pictures, articles and printing. This would result in maximum revenue. Major publishers are also very established which means they have brand loyalty. This means that people are more likely to purchase the magazine if it is distributed by a well-known name. Another advantage of major publishing is that they are often horizontally and vertically integrated meaning they can promote the magazine on different media platforms. This is an example of synergy, which allows the major publishers to stay powerful within the market place. This reinforces ‘Karl Marx’s’ statement

On the other hand, there are also disadvantages to major publishing. You will have less freedom with the content of your magazine, as you will be working with a large corporation. Therefore, you will have to make compromises in order for the magazine to be successful. It would also be hard to find a gap in the market, as majors already own many different magazines with varied demographics. This would mean that even if your magazine does get published, it may not find the coverage it needs, resulting in money being lost. 

Independent publishing typically target niche audiences, as they do not own the means or resources to aim for a mass audience. An example of an independent publisher is The Church of London they distribute 'huck' lifestyle magazine. The number of people involved in making an independent magazine is much smaller compared to the ones of major magazines. This means that they are very passionate about the few magazines they produce and take a lot of pride in the detail, as well as design of their magazines. Unfortunately, due to the smaller team it is very difficult to produce the magazine as they can only rely on a few people. Independent publishers have more control of what goes into their magazine, and how it is designed and presented. This is an advantage as it means you are the one in control of what your magazine portrays and represents. Another advantage is that most of the profit would be going to you.

However, there are also disadvantages. Independent publishers often have a lack of resources such as technology, finance and people. Another downside is that your brand is not established, meaning consumers are not loyal your magazine. Therefore you have no guarantee that people will purchase your magazine. As independent publishers are not horizontally and vertically integrated, they heavily rely on the internet and word of mouth, in order to gain recognition. If independent publishers start a title and it becomes successful enough to be recognised, major publishers may make an offer and take ownership of the magazine.

The third publishing option is self-publishing. Self-publishing means it is published by the author. There are two types of self-publishing; fanzine and ezine. A fanzine is a magazine, (usually produced by amateurs) for fans of a particular interest. An example of a fanzine is 'Sniffin Glue'. An ezine is a magazine that is published electronically on the internet, in the form of a blog or directory. Self-publishing is good as it is very easy, which means anyone can do it and access it. It also has no production costs meaning you would not lose any money. However, self-publishing means you do not have any resources or funding from others. The only way to gain revenue is through advertisements and subscriptions.

I have decided to choose the major publishing (EMAP) route. Karl Marx stated ‘Power resides with those who have ownership and control of the means of production and distribution’. Therefore to ensure maximum success and profit it is ideal to take this route. Also EMAP do not own a hip hop music genre magazine so there is a gap in the market. Also I and EMAP will benefit from the deal. As they have all the effective resources which can raise awareness to my magazine. Also my demographic are mainstreamers so it will not affect the product if they decide to alter the content. The magazine does not necessarily have to be extremely unique like 'huck' magazine because they target hipsters. Overall they will help my magazine gain high readership because they established brands with loyal consumers.