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OCR – Level 3 Cambridge Introductory Diploma in
Media
Unit 13: Planning and Pitching a Print based Media
Product P1 Evidence
Name: Amelia MorrisCandidate Number: 4150Center Name: St. Andrew’s Catholic SchoolCenter Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion
Contents
About my NME : Slide 3Genre of NME: Slide 4Frequency and Circulation: Slide 5Purpose/Brand ethos/strapline connotation and publisher comments: Slide 6Format of NME(Dimensions and style): Slide 7Analysis of Contents Page: Slide 8Analysis of interview with Dave Grohl: Slide 9- 10Analysis of article with Alec Turner and Noel Gallagher: Slide 11Front Cover and annotated codes and conventions: Slide 12-13Double Page Spread (DPS) and Annotated Codes & Conventions: Slide 14-15
Structure of NME front cover: Slide 16-17Denotations and Connotations of the Front Cover: Slide 18-19Denotations and Connotations of the DPS: Slide 20-21Products advertised in NME: Slide 22-24How is NME magazine marketed (advertised) in order to maintain its status as a Market Leader?: Slide 25-28Production Process: Slide 29-31Target Audience: Slide 32-36Distributor Of NME: Slide 37Retailers: Slide 38Price of NME: Slide 39-40Social Media: Slide 41Conclusion: Slide 42
• The publisher of NME magazine is IPC media and Time Inc Ltd.• The NME Magazine stands for New Musical Express, which was founded by Theodore
Ingman.• The original format of NME was in a broadsheet newspaper and later changed into a
magazine format during the 1980’s and 90’s.• It is a British weekly music magazine, which has been published since the 7th March 1952.• It is greatly known with its rock, alternative and indie music genre.• The Publishers IPC media also own many other magazine brands which are Uncut, InStyle,
RugbyWorld, Decanter, Now and many more. • As of July - December 2013, 19,491 copies of NME were sold and distributed.• NME magazine is very different to other music magazines. They like to introduce new and
upcoming artists and bands. NME believe that their magazine isn’t mainstream, they don’t focus on just one genre, they prefer to focus on a range of good quality music.
• NME have a lot of student fans, which is shown through their vision of being cool!www.nme.com
http://www.nme-magazine.com/about_us/
About NME
Genre Of NME
The genre of NME is mainly alternative rock and indie rock. They do not believe or introduce mainstream artists/bands. They like to stick to this genre type and introducing new unique and upcoming bands and artists that their target audience might enjoy. Artists/bands include: Artic Monkeys, Royal Blood, Oasis, The Black Keys, George Ezra, Ed Sheeran, BASTILLE, Miles Kane, Jake Bugg, Coldplay, and lots more.
www.nme.com
http://eil.com/shop/genre/genre_list.asp?Genre=MALT&GenreName=NME+Indie%2FAlternative+Artists
Frequency and Circulation Figures of NME
NME is a weekly Magazine ever since the 7th March 1952.As of July - December 2013, 19,491 copies of NME were sold and distributed. Ever since the first half of 2014 to August 2014, NME have suffered an almost 19 percent decline in magazine print and digital circulation, which left it with only 15,830 print and digital copies being sold.
http://www.abc.org.uk/Certificates/46957661.pdf
Purpose of NME
NME Brand Ethos/ValuesNME believe in new and upcoming bands and artists. They do not promote any mainstream artists. They very rarely advertise music that have been in the charts.
Strapline connotationsNME strapline is “New Musical Express”, which is what NME stands for. It suggests that they want to advertise and promote the likes of new and upcoming bands and artists so that their readers will be able to check them out and see if they like them.
Publisher comments Time Inc/IPC media who are one of the UK’s consumer magazine and digital publishing company, including NME. They state the following:“NME is at the forefront of a music culture – setting agendas, instigating debate and championing exciting artists of all genres”
Source: http://pmediaas.blogspot.co.uk/2013/11/developing-brand-identity-and-brand.html
Format of NME
Print Media Magazine?The original format of NME was in a broadsheet newspaper and later changed into a magazine format during the 1980’s and 90’s.
Dimensions and size of NME?
The dimensions of NME currently and during the 1950’s – 1970’s are as follows. NME Broadsheet newspaper(1950’s- 70’s) size = 600 x 750 mmCurrent NME Magazine size = 283mmX225mm
Source: http://www.slideshare.net/zlorhenley/nme-media-informationfull-2011
What is the Style of NME?NME Magazine is presented in a printed and online version. You can access NME news everywhere and anywhere you go. On your laptop/PC/IPAD/Mobile Phone Apps. They seem to promote new and upcoming bands and artists in the indie rock/alternative rock/ rock/folk and acoustic singer/ songwriters.
They display their logo and brand colours throughout their printed magazine, website and all apps on mobiles and IPADS. This is to reassure their readers that they know what they are reading. When they see the NME eye catching grabber of a logo they will automatically recognise what their product is and what the content they produce is about.
Codes and Conventions NME Contents PageThe masthead is placed to the top left of the contents page just like on the front cover to reassure their readers of what they are reading. It will also improve their brand identity, which is a way of using their brands visual elements i.e. logo and colour scheme so that their readers are aware of who they are.
The masthead colours red, white and black are used throughout the contents page to increase the brand identity.
The advertisement is in bright, bold yellow font, which grabs the attention of the reader by informing them about subscribing to NME to get cheaper deals with the next issue.
The page numbers are in bright red font which stands out.
Content of NME Magazine
A typical NME issue in terms of content consists of ‘news’, whereby the readers are ‘informed’ (Katz) about the latest breaking news in the music industry, “Radar”, whereby NME can inform their readers specifically about new bands/ artists in hat issue. “Reviews”, whereby NME can inform their readers about what reviews are in that specific issue, for example album, track or film, “LIVE”, where NME can inform there readers about their upcoming gigs and festivals. Finally the “Features”, whereby NME can inform their readers about sponsors/advertisements , for example Spotify, which is a software which allows you to listen to music wherever you are on all platforms, laptop, PC, mobile phone and tablet (IPAD).
Content of NME printed issueAnalysis of Interview with “Dave Grohl”
in NME Magazine
This is an interview with the lead singer/guitarist from the Foo Fighters “Dave Grohl” The Main Image is of Dave Grohl is spread out across the whole 2 pages. The page on the left has the stand first and the drop capital is imbedded at the start of it.
The main headline is in bold black font with a yellow highlight behind it. This makes it stand out and make it more clear to read.
Content of NME printed issueAnalysis of Interview with “Dave Grohl”
in NME Magazine (Continued)
The pull quote which states “Almost every song goes off on some psychic odyssey” says Nate Mendel.
It is placed in the centre of the page. In between the two columns of text.
An image is placed at the top of the interview.
The interview question is in bold text whereas the answer provided by the Foo Fighters is in regular text. This is repeated throughout the interview.
Content of NME printed issue Analysis of article with Noel Gallagher and Alex Turner
in NME Magazine
Main Image of the lead singers (Noel Galager and Alex Turner) from both Oasis and Artic Monkeys
Main Headline: “It’s Noal Vs AlexAlex Turner and Noel Gallager go head to head as we unveil this years nominations shortlist”.
Pull Quote: “ Seven Nominations is that all? My time would come as best dressed male” Noel Gallagher
Article split into 3 columns.
Promotion: NME Awards
Drop Capital used to start off the article.
Front Cover and annotated codes and conventions
Masthead – The Masthead is the name of the magazine. They are usually abbreviations of long titles which tells readers a little bit about the background of the magazine the font style is Big, Bold and red text, which automatically stands out to the reader.
Cover lines – These are short statements that describe the articles inside the magazine. The purpose of them are to attract readers into buying the magazine.
Date of issue – “12th November 2011”. Presenting the date on each issue means that consumers know when it was published and how long this issue is being sold for until the next issue comes out.
For this particular issue the is no strapline but usually it appears beneath the masthead.
The strapline is simply what NME stands for which is “New Musical Express”
Front Cover and annotated codes and conventions
Magazine promotions – The promotions are again to attract the readers to buying the magazine by giving away free gifts i.e. posters, tickets to gigs, free cd’s etc.
Price- £2:40
Barcode – This gives shop assistants the scan code to be able to pay for the magazine.
Main headline – This outlines the main story within the magazine.
Double Page Spread (DPS) and Annotated Codes & ConventionsThe headline is used to quickly and briefly draw attention to the story. In this case “THE VACCINES” Is big and bold. The remaining part of the headline is beneath “They’ve been together for under a year, but are already being talked up as the biggest guitar band of 2011. Jamie Fullerton finds they’re more than happy with the plaudits.”
Main image- This is presented over half of the DPS, which suggests that NME want to promote “The Vaccines” to show how good, fresh and new they are and to increase their fan base. Pull quote is a snippet of
the content that stands out from its surroundings to grab a reader's attention as they scan pages. From this DPS the pull quote states “ We are a pop band and want to be a pop band”(Justin Young). This suggests to the reader the
Double Page Spread (DPS) and Annotated Codes & ConventionsContinued
Page number: This is presented at the right hand bottom corner.
Drop Capital – They are used in articles mainly as a decorative tool but also it grabs the attention and guides the reader into the article.
NME Magazine Front Cover and Meanings behind the key featuresStructure of NME front cover
The Logo is bright and bold the colours used are red, white and black they use red for the text because it stands out and red symbolises sex and death which is what rock music is associated with.
They used white round the outline of the name because it will make the NME stand out even more. Black is the background because black is like the colour of rock music.
The photograph on the front cover is of a famous tv programme Called Skins that is based around teenagers and is aimed at the rock/indie teenagers which therefore means that the audience of skins will most likely enjoy reading NME.
NME Magazine Front Cover and Meanings behind the key featuresStructure of NME front cover
The texts used are bold and bright they stand out and this will instantly attract the reader because it will draw them into the magazine.
The texture of the magazine is grainy/matt, which suggests to the reader that the magazine isn’t to expensive and is affordable.
The layout of this magazine is asymmetrical, which means that pictures, the context and adverts used are overlaying each other and it lacks symmetry.
Readers of this magazine will be drawn in by the big, bold and bright colours used.
Denotations and Connotations of the Front Cover
The denotation of the masthead of the NME Magazine is NME ”New Musical Express”.The are many connotations of this e.g. it is the colour red which suggests that they are passionate about their magazine.
The denotation of the main image is the famous indie-rock band
“Artic Monkeys”. The connotations of this is that they are giving the audience of NME some form of
star appeal because they are such a popular rock magazine and NME want to represent their magazine
through the “Artic Monkeys.”
The denotation of the main heading
is the “Are you ready for us then? On the road and on the run with the new-look
Artic Monkeys” . The connotations of this is that NME
are proud and want to show that the Artic Monkeys are on tour with a brand new look.
Denotations and Connotations of the Front Cover
The denotation of the shot type of the main image is a mid- shot. The connotations of this is that Alex Turner(Lead singer/guitarist) is positioned in the foreground of the front cover and the rest are in the background this portrays that Turner is in power and the leader of the group The denotation
of the barcode is usually placed in the corner of the magazine and is £2:40. The connotations of this is that it looks realistic.
Denotations and Connotations of the Double Page SpreadThis medium shot of the Artic Monkeys fills up the whole of the first page. The positioning of the band is two at the front and two at the back. The lead singer/guitarist is at the front, which further suggests to the audience his lead role.
The promotion in the top left corner of the first page “Playing Reading and Leeds” stands out from the rest of the neutral colours on the page. It not only promotes the “Artic Monkeys” but the festival too. The colours black yellow and red are recognisable to the target audience as it is iconic to the genres of rock, alternative, punk and metal, where they tend to dominate.
The mise-en-scene of the bands clothing are mainly blues and demin.
The headline “The Joshua Code” connotes the relation of how the “Artic Monkeys” got help fro Josh Homme from Queen of the Stone Age for the album Humbug. The title has two different fonts, one serif and one sans serif. This could reflect back to when the Artic Monkeys and Queen of the Stone Age were together.
By-line of who wrote the article and took the pictures.
The drop capital and the stand first introduces the band in bold and sets the tone of what the article is going to be about. Straplines can also be build up hype for the band, for example “Out of the dessert and into the headline slot.
Products advertised in NME
The first product/service that is advertised in NME Magazine is the NME mobile app, which shows 3 images of the IPhone and the NME app in use. Its purpose is to keep fans updated daily on the latest news, essential reviews and the best photos, wherever you are!
The reason why this advert has been selected for the magazine is because the readers of NME magazine are between the ages of 17-30 and this age group are more likely to use a smartphone, like the IPhone than those older than 50. Also the style/genre of music is more to that age group.
Source: NME September 2014 issue (hard copy version).
Products advertised in NME
The second product that is advertised in NME Magazine is advertising Artic Monkeys new album “SUCK IT AND SEE” and also that they are playing live at the Hollywood bowl.
The reason why this advert has been selected for NME magazine is because NME want to persuade it’s music lovers to buy Artic Monkeys album because of their indie rock influences. This is also what NME are and the type of music they want to promote.
Products advertised in NME
The third advertisement that I have chosen is The MacBeth in London. It is advertising that Jack Daniels has taken over the East London venue “The Macbeth” as part of a new music programme called Jack Rocks, which entails a series of live gigs. It is informing the readers of NME know that it is going to be starting from the 15th September 2014. Also if you head to the NME.com/jacksplace you will have a chance to win tickets to be there.
The reason why this advert has been selected for the magazine is because NME along with Spotify are both promoters of the programme. Also the music that will be performed will be of the indie/rock genre.
Source: NME September 2014 issue (hard copy version).
How is NME magazine marketed (advertised) in order to maintain its status as a Market Leader?
There are a variety of marketing techniques in which NME use in order to maintain its high status. These include billboards, social media, merchandising, website (NME.com, NME Radio station and mobile phone and tablet apps.
Billboards
Here are a selection of billboards in the USA, advertising three of the most well- known artists, David Bowie, Marvin Gaye and Stevie Wonder.
NME use billboards as a form of advertising because they are extremely eye catching. They are designed to automatically catch a persons attention and create an memorable impression very quickly when they drive past. In order to leave them thinking about the advert when they have driven past. They also have to be easy to read in a very short time because they are most likely read while driving passed at high speeds. This is usually only a few words, in large print, and a humorous or serious image in brilliant colour.
NME use billboards in order to maintain their high status because it is a great way to tell people about the product and what they are about and so that they can increase their sales.
Social Media
NME Magazine mostly market their magazine on social media as it has become a massive part of today’s society and especially the target audience will use social media regularly to keep updated on NME news.
FacebookYouTube Twitter
NME Website: NME.com
This is the NME online website, which is anther source where lots of marketing and advertising takes place.
Merchandising Through research, I have also discovered that NME have an online store with lots of branded t-shirts of their favourite bands and/or artists, CD’s and vinals. Merchandising is an excellent way to promote their magazine because it increases their readership and magazine sales.
Pre-Production Stage
Date of publication - This is the first stage of the production process, whereby the whole team get together and decide on a date to publish their magazine.
Managing the schedule - This stage of the process is very important because every team member has to make sure they contribute to their role and keep to their deadline.
Editorial and budgetary decision – During this stage of the production process, the editorial team get together to decide upon what they are going to include in that issue that week. They also have to make the decision on the budget, they look to see how much money they have available and how they are going to spend it.
Source: http://hosbeg.com/the-magazine-production-process/
Production StageContent Acquisition – During this stage, they have to collect all the content for that through house staff writers and through external writers. Sub-editing – This stage focusses on quality control. This involves checking upon accuracy on all facts included in all articles, spell checking all words included, checking on the punctuation and grammar, making sure all articles follow the same house- style and finally working on the layout of the magazine. Page Layout – At this stage of the process, the layout team get together to produce the magazine. They use very powerful Desktop Publishing (DTP) programs such as InDesign or Pagemaker to get the job done. It is at this stage where adverts from advertisers are placed into the content of the magazine.
Source: http://hosbeg.com/the-magazine-production-process/
Post-Production Stage Proofreading - Once the editing is complete they print a hard copy and proof read over everything included File emailed to printer – At this stage of the process the pre- press come in to check and make sure that all the correct fonts and images are with the file.
Distribution Lastly, all the magazines will be packaged and sent the warehouse and then from there to all retail stores to be sold to the public.
The Production Process in relation to NME MagazineHowever in terms of NME, they plan a couple of weeks in advance and each department have their own responsibilities in bringing the magazine together i.e. reviews, features, photoshoots, the design and layout etc.They have a new issue out weekly.
Source: http://hosbeg.com/the-magazine-production-process/
Target Audience of NME Magazine
Katz Theory (Uses and Gratifications)
Personal Identification- This is when the audience can relate to a character/ band/artist or their situation.From carrying out my own research NME readers will
Personal Relationship- This is when the audience builds up a bond with a band/ artist/character, depending on what the media type is. From carrying out my own research NME readers will
Inform and educate- This is where the audience gains a better understanding of a particular subject i.e rock/indie/alternative music genre. From carrying out my own research NME readers will
Entertainment and Diversion – This is where the audience can escape from reality and immerse themselves in the media type i.e. magazine.From carrying out my own research NME readers will
Relating this theory to NME magazine
However from my own knowledge and understanding, the audience of NME Magazine probably will create a personal relationship and also NME will inform and educate those about new and up-coming music.
Maslow’s Hierarchy of needs
Social Climbers – This is where the audience are driven by improving their status in society.
Caregivers – This is where the audience sympathise with the band/ artist situation.
Explorers – Where the audience is driven by social change.
Survivors – Audience members who want the security and routine of knowing the characters will be ok for example, or something will be resolved.
Relating this theory to NME magazine
In relation to NME Magazine, the target audience would fall under Caregivers because they will sympathise with the favourite band or artist.
Hartley’s seven subjectivities
1. Age2. Gender3. Class4. Ethnicity5. Self Image6. Nation7. Family
Relating this theory to NME magazine
Hartley’s theory is one of the many ways used to target audiences. From my own knowledge and understanding, the audience of NME magazine is men aged 17- 30, who enjoy rock/indie and learning about new and up-coming music. They are many British who buy the hardcopy of the magazine as it is a British magazine, but the website version is open worldwide.
Socio –Economic needs
Socio Economic needs/status or demographics are in place to measure or classify an individual or family’s economic and social position which is based on their education, income and occupation. The media stereotype individuals into groups they think they should be.
In terms of NME Magazine. They would come under B, C1 and E. This is because NME targets those between 18 and 25. Those who have a social grade of B are teachers, are creative people and work in the media. Most NME readers are hopeful to be this successful with their career. NME readers will also have a social grade of C1 because they are those who work in a office environment, are junior managers, nurses etc. They can also have a social grade of E because some NME readers will be students at college and university.
Psychographics is a way of describing or categorizing an audience in groups in terms of their personality, values, opinions, attitudes, interests and their lifestyle. Here is an example of the groups used:
In terms of NME magazine. They would come under Explorers and reformers. This is because the target audience is those aged between 18 and 25. They target both males and females but appeals more to men. A reader of NME will have energy, enthusiasm, will want to know more about new and upcoming music and other media topics for instance films . They will be independent, have personal growth, and an urge of social awareness.
Psychographics
Distributor Of NMEThe company which not only produces, but also distributes NME Magazine is IPC Media (Time Inc.). IPC Media are a huge leading UK consumer magazine publisher who distribute over 80 magazines. Marie Clare, Look Magazine, Women&Home, WhatsOnTV, UNCUT and many more.
Retailers
There are many retailers that sell the printed copies of NME magazine all around the UK. These consist of:
Here is when I went to purchase a copy of NME in WH Smiths:
Price
The price of a typical NME issue to buy from a retailer for example WH Smith is between £2:20 - £2:50.SubscriptionsTo subscribe to NME on a 3 month, yearly or 2 year base plan. There are two options.• A print version• A Digital version (Access on your • IPHONE or IPAD).
Source: http://www.magazinesdirect.com/az-magazines/n/6756/nme.thtml
These shows all the methods of paying for a print subscription. You can either pay for a 3 months subscription, which is for 12 issues and will cost £20.49, which means that if you were to pay for 12 issues over a 3 month period costing £2:50 per issue without a subscription would cost you around £30.00. This also means that you could be saving up to £9.51 if you choose to subscribe. You can also pay for a 1 year subscription, the same as 51 issues which would cost you £88.99. If you were to pay this without a subscription it would cost you £127.50. This means that you could be saving up to £38.51 if you choose to subscribe.
Magazine Direct also offer a 2 year subscription for 102 issues, which would cost £164.99. This means that if you were to pay for 102 issues every week over 2 years from a retail store costing £2.50 without s subscription it would cost you a total £255. This also means that you could be saving up to £90 if you choose to subscribe on this plan.
Price(Continued)
This shows all the methods of paying for a digital subscription. Similar to the print subscription deals. You can either pay for a 3 month subscription, which would cost you £13.99, which means that if you were to pay for 12 issues over a 3 month period costing £2:50 per issue without a subscription would cost you £30.00. This means that you could be saving up to £16.00 if you choose to subscribe. You can also choose to pay for a 1 year subscription, which would cost you £59.99 for 51 issues. However if you choose to pay for these in a retail store you could be spending up to £127.50. This means that you could be saving up to £67.51, if you choose to subscribe.
Source: http://www.magazinesdirect.com/az-magazines/n/6756/nme.thtml
Social Media
NME Magazine mostly market their magazine on social media as it has become a massive part of today’s society and especially the target audience will use social media regularly to keep updated on NME news.
Digital CopiesThey also have an app so you can access NME News and Updates on your Mobile phone, IPAD, laptop and on other portable electronic devices.
ConclusionSince 1952, NME have come a long way. From broadsheet format to magazine format to creating their website NME.com and they have evenly made apps so that readers can access the latest news and gossip on their mobile phones and portable tablets such as IPADS.
In this section I have learnt a huge amount about the company through in depth research and analysis. I have researched about the publisher and distributor of the magazine IPC media (Time Inc), learnt about the genre, format, front cover and double page spread connotations, target audience using media theories, distributor, retailers social media, price and digital copies and the production stages.
