OCR – Level 3 Cambridge Introductory Diploma in

Media

Unit 13: Planning and Pitching a Print based Media

Product P1 Evidence

Name: Emily ThompsonCandidate Number: 6107Center Name: St. Andrew’s Catholic SchoolCenter Number: 64135

Set Brief - Print

Project/Brief –

Music Magazine & Promotion

Title Slide

Purpose of the Magazine 4

Publisher 5

Form and Style 6

Content’s Page 7

Content 8

Genre 9

Target Audience 10

Production Processes 11 – 12

Relationship between the Distributor and the Consumer

13

Relationship between the Magazine and the Audience

14

Readership Online 15

Contents:

Unit 13 – Planning and Pitching – “Purpose of the Magazine”

Strapline Connotation:The strapline for Mojo Magazine is “The worlds best music magazine.” This connotes to the readers that the magazine is high quality and has the confidence to state that it is the best when in competition with others. The use of ‘World’s’ can connotes that it is known on a global scale which furthermore demonstrates its scale of popularity.

A screen grab for the google results of ‘Mojo Magazine’.

Publisher Slogan Connotations:The connotations of ‘We think popular’ demonstrates to their audience that they know what the most common and popular trends are that are being desired by the readers.Mojo Slogan Connotations:Mojo Magazine’s slogan is “The Music Magazine”. This is a recurrent feature on each magazine and is placed within the magazines masthead. This connotes that is of high importance and can further help with the brand identity. As it is smaller than the headline, this connotes that it is not the main eye catching piece on the front cover. This is further proved when looking through each edition of the magazine where some issues have part of the text covered by the main image.

Position in the Market Place (Circulation):Mojo magazine is available in both digital and hard copy print on monthly basis. The average circulation from January to June 2014 was 70,667. Whereas the overall readership from July to December 2014 was 210,000.When compared to Q magazine a rival magazine competitor, the readership and circulation is just under the average. Source:http://magazines.bauermediaadvertising.com/magazines/detail/mojo

Magazine Readership Circulation

Mojo Magazine 210,000 70,667

Q Magazine 339,000 48,353

Screen grab of the Mojo

slogan.

Screen grab of the Bauer

Media Slogan

Unit 13 – Planning and Pitching – “Publisher”Frequency and Price:The price of Mojo magazine is currently £4.99. This is a similar price range to many other music magazines that are available in the UK. Additionally the magazine is released on a monthly basis, this is due to fact that the magazine has a large amount of content and focusses on the music news that has happened in the month prior.

When first released in November 1993 Mojo magazine was published by Emap International Limited (now Top Right Group). They are known for publishing magazines such as Architects Journal, Broadcast and Smash Hits. However in January 2008, the magazine changed publishers to Bauer Media. Which is famous for a range of popular UK magazines such as Q Magazine, Empire and Kerrang! Source: http://www.emap.com/about-us

About:The Bauer Media Group is one of the largest publishing companies in the UK. Originally it started on the 2nd January 1875 in Germany.. Source: https://www.bauermedia.com/en/historie/

Products: Today the Bauer Media Group currently offers over 500 magazines in 15 countries, as well as online, TV and radio stations. Popular magazine names include, Heat, Yours, Empire and many more specialist magazines. Additionally the Bauer Media Group have a selection of other music magazines such as popular names Q, Kerrang! and Mojo. Source: http://magazines.bauermediaadvertising.com/magazines

Screen grab of all the Bauer Media magazines.

Source:http://www.bauermedia.co.uk/brands

Unit 13 – Planning and Pitching – “Form and Style”

Format:There are two main types of page sizing that magazines use, standard size and digest size. The standard size is 8 3/8” x 10 7/8” and is the most common and economical magazine page size. Whereas the digest size is 5 3/8” x 8 3/8”, this is typically smaller than average but still has the identical amount of content compared to the standard size. Source: momentumpress.com/sccc/LD/Resources/MagazinePageSize.pdf

Language:The language of Mojo magazine is highly informative with a subdued informal style. This is important for a magazine as the information needs to be accurate as well as entertaining for the readers.

Standard and digest size comparisons.

Colour Scheme:Mojo has a consistent scheme of white and black. With each issue an additional feature colour is present such as pink or red. This makes special features more eye-catching, and can further increase ‘star appeal’.

Three separate MOJO issues from 2014, demonstrate the range of colours used on the

front covers.

Unit 13 – Planning and Pitching – “Content’s Page”

Within Mojo magazine there is more than one contents page. This demonstrates how much information there is in every issue. On the second page of the magazine next to a band full page advertisement is the first contents page. This is very eye-catching with the clear black and white image of iconic artist Bob Marley. The purpose of the page is to notify the reader of the more important features within the magazine, with highlights on the cover story.

This second contents page is on the other side of the first contents page (page 3). There are several images that are on this page that are brightly coloured, this contrasts well with the black and white on the previous page. Then on the right hand column is the contents that displays the regular content that can be found in each issues and other features that may interest the reader. The text has been laid out very clearly so it easy to find specific articles within the magazine.

This third contents page is half way through the magazine. This has been placed here as it is a new section of the magazine for reviews. On the right hand side of the page is a very colourful and eye-catching image, this features all of the items that will be mentioned in the reviews. There are five different sections of this contents, albums, reissues, books, screen and live. I feel that this separation makes it easier for the reader to find content they are interested in.

Unit 13 – Planning and Pitching – “Content”

Within the magazine there are prominent articles that features on double page spreads. I have taken a picture of one from Mojo magazine, this was around a ¼ of the way through the magazine. For half of the page there is one image of the artist, this is in black and white so it is very eye-catching when the reader first turns the page. On the other half of the page is the main article where the interview is printed, this has typical magazine features such as a stand first, drop capitals and alternative bold font for interviewee and interviewer..

Also within the magazine another article that is a prominent feature is the review pages. This has highlights of the most popular albums and live concerts with in depth reviews and opinions. The page is laid out so the album cover is the first thing that is seen, then after this the star rating, and finally the overall review. This is a very popular feature within the magazine as it a recurrent article in each months issue, and is also something typically found in a widespread music magazine.

Unit 13 – Planning and Pitching – “Genre”

The genre of Mojo magazine is revolved around rock, predominately classic rock.Evidence of this genre can be found on the home page of their website, which features a variety of articles and competitions that include music from the 1960’s – 1990’s. This includes famous names such as The Beatles, Guns N’Roses and the Rolling Stones.

Additionally the genre of the magazine is supported by the overall demographics of Mojo. The highest proportion of readers are male between the ages of 45-54. This demonstrates the era of music that the magazine focusses on, as these acts were more popular 30+ year ago.

By looking through the previous issues of Mojo magazine, you can see the recurrent classic rock theme. Including artists like David Bowie, U2 and Pink Floyd.

Source: http://www.mojo4music.com/

Unit 13 – Planning and Pitching – “Target Audience”

Source: http://magazines.bauermediaadvertising.com/magazines/detail/mojo

The main demographic for Mojo magazine is males that are aged between 45-54 (28.8%). This is due to the fact of the content that is found within the magazine. Mojo focusses around the classic rock genre with some introductions of new music. This means that it highly focusses on acts that were popular 20+ years ago, including The Beatles, The Rolling Stones and Bob Dylan. This is with reference to ‘Hartley’s 7 Subjectivities’, which considers the age, gender, class, ethnicity, self-image, nation and family of the demographic when looking at statistics.

The socio-economic perspective of the readership is categorised into ABC1 profile percentage. For Mojo magazine this stands at 59.5%. ABC1 profiles tend to have a higher amount of disposable income, thus having a positive effect on magazine sales. Psychographics looks at dividing the market group, this is based on social class, lifestyle and personality. Therefore Mojo magazine aims to attract a higher ABC1 profile readership as this creates a profit. Generally those that are in the higher spending brackets have well paid jobs, because of this they are more likely to lead opinions, known as an ‘explorer’ according to ‘Maslow’s Hierarchy of Needs’.

Source: http://ncrafts.files.wordpress.com/2013/05/socio-economic-needs.png

Unit 13 – Planning and Pitching – “Production Processes”

DATE OF PUBLICATION:The first step of the magazine production process is deciding an estimated publication date. Music magazines typically take around two months to plan and produce, this is because of the large quantities of research that has to be conducted. These tasks are managed with a production schedule, this outlines specific features of the magazines that have individual deadlines.

MANAGING THE SCHEDULE:Once the initial release date has been confirmed a schedule will be created. This is to ensure that if anything changes from original plan there will be an alternative course the magazine can take. This in the long run protects the magazine process overrunning and missing the final publication date.

EDITORIAL AND BUDGETARY DECISION:This part of the process is where the editorial team decided what is to be included in the next issue of the magazine. This includes articles, photos, competitions etc. once the ideas have been generated each one is approved in accordance with the magazine budget and time schedule.

CONTENT ACQUISITION:Within this stage the person who is going to create the content is decided, this means that they have to choose between in-house writers or external writers to write about certain topics. Additionally illustrations are also being created whilst this is being decided.

Unit 13 – Planning and Pitching – “Production Processes”

PAGE LAYOUT:Part of the editorial team will be focussing on planning out the layout of the magazine. This is so that the pages are easy to read and there is enough space for the advertisements.

PROOFREADING:For this stage is where the first hard copy of the magazine is created. This will then be checked over by the editorial department for any spelling and layout errors. If any are found, this mistake will be corrected and a new version will be printed.

SUB-EDITING:This stage focussed on the quality control of the magazine, details such as article facts, spelling and grammar mistakes and page layout all have to be checked. This is important so Mojo magazine keeps up a good reputation and is high quality.

PUBLICATION AND DISTRIBUTION:Once everything has been corrected and finally proofread the magazine will be sent out to print. Once printed they will then be distributed to stores to be sold to the public.

Unit 13 – Planning and Pitching – “Relationship between the Distributor and the Consumer”

Mojo magazine is one of the most popular music magazine on the UK’s shelves. However it is also has connections globally. On their website they have a subscription service where they allow the print versions to be bought and sent on a global scale. This ensures they have the maximum amount of sales as possible.Additionally on their website they offer three different types of subscription, including the combination of both print and digital versions of the magazine.

Mojo magazine print versions are available to buy in many supermarkets, newsagents and bookstores around the UK. This includes WHSmith’s and Sainsbury’s.

Unit 13 – Planning and Pitching – “Relationship between the Magazine and Audience”

Mojo Store:On the official mojo website placed on the top links bar is ‘Mojo Store’. This is where readers have the opportunity to buy top-quality music merchandise safely and securely. Once clicked this redirects to the ‘Backstreet’ website which Mojo have a partnership with.

Mojo Honours List:This is an award ceremony that was first started in 2004. Each year artists and bands are shortlisted then presented a range of readers and critics awards. The event is held in central London.

Mojo Newsletter:Mojo offers readers a chance to sign up to their weekly newsletter on the official website. This promises to keep fans up to date with the latest news, promotions and competitions. The newsletter is available in print and digital versions. This is a free service to Mojo readers.

Unit 13 – Planning and Pitching – “Readership Online: Relationship between the Magazine and Audience ”

There is evidence of cross media convergence through several social media outlets. These all enable the opportunity for readers to become a ‘prosumer’ by voicing their opinions and queries directly Mojo Magazine team. Through research I have also discovered that Mojo magazine has several social media accounts, including Twitter, Facebook and Youtube.

Social Media Statistics from March 2015

YouTube SubscribersSource: https://www.youtube.com/user/MOJO4MUSIC

3,622

Facebook FansSource: https://www.facebook.com/MOJOmagazine

82,461

Twitter FollowersSource: https://twitter.com/mojomagazine

95,000

On one of Mojo magazine Youtube videos is evidence that they are using social media to sell their products.