LO2 Planning (Part 1 of 2) - Brian Insua

Brian Insua

Unit 30: UK Media PublishingLO2

Candidate Number 6055

Centre Number 64135

Contents (Magazine)

✤ Mind Maps - Masthead, Content, Strapline, Colour Scheme, Images, Fonts, Target Audience, Frequency and Price, Front Cover Layout, Double Page Spread Layout, Style Inspiration

✤ Mood Boards - Masthead, Strapline, Colour Scheme, Images, Target Audience

✤ Magazine of Inspiration Analysis - Front Cover and Double Page Spread

✤ Readership Analysis - Survey Monkey & Questionnaire

✤ Magazine Design - Front Cover Sketches, Double Page Spread Sketches, Final Magazine Idea, Draft Article, Flat Plan, Images

✤ Production Plan - Job Roles (Key Personnel), Office Space & Equipment, Publishing Costs, Sources of Income, Production Schedule

✤ Legal & Ethical Issues - Press Complaints Commission/Independent Press Standards Organisation, Advertising Standards Authority, Copyright

Mind Maps

Mind MapMasthead

MASTHEAD INSPIRATION

“Mojo” - noun - defined as a magical charm - connotes the charm of the classic rock era - synonyms include charm, magic & supernatural.

“Q” – one letter connote simplicity– a cue note is a musical notation that acts as a guide that signals the entrance of other instruments – connotes the idea of being a guideline for music.

“Kerrang!” – onomatopoeia – simulates the sound of a guitar – connotes genre of music being focused on – generates excitement and engages attention.

MASTHEAD IDEAS

“Magic” - adjective - defined as wonderful, exciting - noun - connotes power influenced by mysterious or supernatural forces - appeals to audience by taking them back to the era of “magical” music (appeals to those who are interested in the past/traditionalist values (Resigned) - Psychographics).

“Charm” - noun - connotes power or quality of delighting/attracting/fascinating others - appeals to audience by reminding them of the “charm” of the classics era - appeals to those are oriented in the past (Resigned) - Psychographics).

“Muse_ic” - “muse” = Roman & Greek mythology - daughter of Zeus - goddess of arts & science - noun connotes inspiration for a creative artist - appeals to audience by connoting magazine will investigate and inform (Katz’ Uses & Gratifications) about the inspiration behind great music - underscore connotes contemporary influence.

Mind MapContent

CONTENT INSPIRATION“Mojo” - Monthly magazine - Content that focuses on the classic rock era of the 1960’s, 70’s, 80’s and 90’s. Covers classic rock artists such as Bob Dylan, The Beatles, The Rolling Stones, Jimmy Hendrix, ACDC, Aerosmith and many more - Content is eloquently written - designed to inform, educate & entertain target audience (intelligent, affluent men aged 45-55 in the ABC1 demographic) (Hartley’s Subjectivities).

“Q” – Monthly magazine - Content that focuses on rock/pop/mainstream music - covering artists such as U2, Adele, Oasis, Rihanna, Lady Gaga, Paolo Nutini, Arctic Monkeys, Michael Jackson, Coldplay and many more - Content is eloquently written - designed to inform, educate & entertain target audience (affluent young men aged 15-24 in the ABC1 demographic) (Hartley’s Subjectivities).

“Kerrang!” – Weekly magazine - Content that focuses on rock music - covering artists such as The Foo Fighters, Avenged Sevenfold, Nirvana, Metallica, Muse, Fallout Boy, Black Veil Brides, All Time Low and many more - Content is more humorous and causally written - designed to inform, educate & entertain target audience (predominantly male, aged 15-24 in the ABC1 demographic) (Hartley’s Subjectivities).

CONTENT IDEAS

Will contain content that also focuses on classic rock & up and coming rising stars (Genre’s Repetition and Difference - Steve Neale) (i.e. YouTube stars such as Against The Current) Classic rock (such as The Beatles) will appeal to both younger and older audience whilst rising stars will particularly appeal to younger audience (Audience Appeal). Against The Current’s online presence makes them more relatable to younger audience. Content will also be eloquently written - designed to inform and educate the target audience (Katz’ Uses & Gratifications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - with content (such as adverts, features, articles etc.) appealing to men more so than women (similar to Mojo). Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

Mind MapStrapline

STRAPLINE INSPIRATION“Mojo” - “The Music Magazine” - simple yet strong statement connoting quality and stature of Mojo - signifier (De Saussure) “the” suggests this is the place to be & that the consumer won’t need to go anywhere else. Promotes the brand as the only destination for music lovers.

“Q” – “Discover Great Music” - simple and strong statement connoting quality of content and stature of magazine - signifier (De Saussure) “Discover” entices consumers to read magazine and “Great Music” connotes quality of end product - finding top quality music.

“Kerrang!” – “The World’s Biggest Selling Weekly Rock Magazine” - strong statement connoting popularity and world-wide reputation of magazine - “World’s Biggest Selling” advertises magazine’s popularity and quality whilst “Weekly Rock Magazine” informs consumers what the magazine is about. Language and wording of Strapline signifies (De Saussure) brand.

STRAPLINE IDEAS

Strapline - statement that describes unique selling point of magazine - typically simple, short and catchy - designed to be memorable - unites to create brand. Strapline for my magazine draws inspiration from Mojo, Kerrang! and Q magazine - utilising carefully selected language to convey the unique selling point and advertise the brand. Some ideas for the strapline include:

“The place to be”?

“Music with charm”?

“The home of music”?

“Access the best”?

“The best”?

“Uncover Great Music”?

“Great Music Awaits”?

“Magic Moments, Magic Music”?

Mojo - The Music Magazine

Kerrang - The World’s Biggest Selling Weekly Rock Magazine

Q – Discover Great Music

“Celebrate charming music”?

Mind MapColour Scheme

COLOUR SCHEME INSPIRATION

“Mojo” - “Q” -

“Kerrang!” -

COLOUR SCHEME IDEAS

Colours to use: Black, White, Red & Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure) –Red – colour of energy, passion, action, ambition and determination – warm, positive colour that conveys powerful masculine energy – draws attention to itself and demands to be noticed.Black – colour of power and authority – creates a barrier between itself and outside world thus offers feeling of protection – connotes sophistication and seriousness – favoured by the youth market who are still trying to find own sense of identity.White – colour of perfection, purity and completion – suggests fairness, neutrality and balance – symbolises clean slate – a blank canvas ready to be written upon – calming effect due to connotations of simplicity, organisation and efficiency.Yellow – colour of mind and intellect – connotes optimism, creativity, wisdom and logic – represents the mind and intellect – colour of expression – stimulates logic/analytical side of brain – promotes wisdom and academic proficiency.

Mind MapImages

IMAGES INSPIRATION

“Mojo” - prominent black and white images - connotes era - several large portrait shots (for instance of Kate Bush on the Front Cover and of Bob Marley on the Contents page) - entices consumers (Richard Dyer - Star Appeal) - Front Cover image of Kate Bush and Contents page image of Bob Marley - medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience. Also, lots of colour images - particularly showing behind-the-scenes and showing stars as a normal person - builds rapport with consumers as makes them more relatable - audience can identify with artists (Katz’ Uses & Gratifications).

IMAGES IDEAS

Similar to Mojo, will utilise black and white images - visual imperative (Galtung & Ruge) connoting era - also, black and white images channel focus of consumer towards star (Richard Dyer - Star Appeal). Colour images will be used to appeal to youth - connotes energy and potential of upcoming stars - also coloured behind the scenes photos to make stars more relatable - allows audience to identify with artists (Katz’s Uses & Gratifications). Main images on Front Cover and Double Page Spread will be medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience.

Mind MapFonts

FONTS INSPIRATION

FONTS IDEAS

Font for Masthead: Will repeat/copy Mojo (Genre’s Repetition and Difference - Steve Neale) - Lithos Black font - connotes genre and era/style of music magazine will cover - “groovy” character styles - representation of music mentioned in magazine and era/style of music itself (Signifier - De Saussure). Font for main body: Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look) (http://maconprinting.com/serif-versus-san-serif-fonts).

“Mojo” - Font used for Masthead on Front Cover: Mixture of Metro black and Lithos black (with the J being Lithos Black and the other letters being Metro Black - see image below) - Font used throughout magazine (headlines, cover lines, article bodies) = serif type font - used to connote sophistication and intelligence - due to small decorative flourishes on the end of strokes which make up (Signifier - De Saussure).(http://typophile.com/node/18322)

Metro Black 2 font:(http://www.fonts.com/font/linotype/metroblack-2#product_top)

Lithos Black font:(http://www.fonts.com/font/adobe/lithos#product_171692)

http://maconprinting.com/serif-versus-san-serif-fonts

http://typophile.com/node/18322

http://www.fonts.com/font/linotype/metroblack-2#product_top

http://www.fonts.com/font/adobe/lithos#product_171692

Mind MapTarget Audience

TARGET AUDIENCE INSPIRATION

“Mojo” - “Mojo” - Primary audience for Mojo magazine is males aged 45-54 (28.8%) (Hartley’s Subjectivities) because of content that magazine covers: Frequently covering classic rock genre, acts such as Bob Dylan, The Rolling Stones, The Beatles, and Michael Jackson; Artists which were at prime during 70’s, 80’s and 90’s – thus generation that grew up listening to those artists are the ones most interested in reading about them. The age group 15-24 is the second-highest age range. These are the adolescents who are more interested in “the classics” – rock music from the 70’s, 80’s and 90’s - compared to today’s mainstream artists.

TARGET AUDIENCE IDEAS

Magic/Charm - Classic Rock – will appeal to older audience who grew up listening to that genre of music & will also appeal to the younger audience who prefer the classicsUp & coming stars (Against The Current) – appeal to younger audience as they are a pop rock band who cover popular songs as well as write their own.Could appeal to younger audience through offering incentives such as a free song/ep/album from iTunes – appeals to younger audience as digital content is far more prominent than physical media.Could include a physical CD with issue to appeal to older audience who are more comfortable with physical media.

Mind MapFrequency & Price of Magazine

FREQUENCY & PRICE INSPIRATION

“Mojo” - released monthly - high-quality, eloquently written content aimed to appeal to intelligent, educated men aged 45-55 and in the ABC1 profile (Hartley’s Subjectivities). Packed with 130 pages, issue contains high quality, detailed features & articles. In terms of price, Mojo costs £4.80 per month ($9.99) - again due to target audience being high earners - ABC1 demographic (Hartley’s Subjectivities) - more wealthy thus willing to spend more.

FREQUENCY & PRICE IDEAS

Similar to Mojo, will be released monthly - complete with high quality and eloquently written informative content (Katz’ Uses & Gratifications) aimed to appeal to the youth market (16-24 year olds in the ABC1 demographic - Hartley’s Subjectivities) and intelligent, educated men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities). Price will be lower than Mojo’s (£3.99) (in order to appeal to the youth market) however will be more expensive than other magazines due to high-quality content and target audience (ABC1 profile - middle/upper middle class - more wealthy - Hartley’s Subjectivities).

Mind MapLayout

FRONT COVER LAYOUT INSPIRATION

“Mojo” - Masthead written in bold, large font and found towards the top of the front cover. Masthead is placed in front of main image of Kate Bush - advertises importance of brand - connoting Mojo is presenting artists (Richard Dyer - Star Appeal).Promotion located at top-left of front cover - first thing consumer sees (Visual Imperative - Galtung and Ruge) - written in bold, large text with pink background - eye-catching - engages and entices reader.Cover lines - located at right-hand side of front cover - summary of stories - uses exaggerated, powerful language to entice - highlighted artists in different colours for emphasis (Richard Dyer - Star Appeal).Main headline - located middle-left of front cover - large, bold text - utilises different colours to emphasis different unique selling points and artists (Richard Dyer - Star Appeal). Promotional CD - glued to bottom left - inclusion of physical CD designed to appeal to target audience (predominantly men aged 45-55 in the ABC1 demographic - Hartley’s Subjectivities) as primary form of consumption for particular generation was physical media more so than digital.

FRONT COVER LAYOUT IDEAS

Similar to Mojo, masthead will be placed in front of main image, towards the top of the page and written in bold, large font. Promotion will also be located at the top-left corner - to appeal to my magazine’s target audience, promotion will offer both physical and digital incentives to persuade consumer to purchase a copy of the magazine (for instance, free/discounted tracks/eps/albums on iTunes for youth market and a physical CD for the older market - Hartley’s Subjectivities).Furthermore, cover lines will be located on right-hand side of front cover - same style as Mojo - using different colours to differentiate and emphasise artists - also use powerful language that will impact consumer and entice them to read further. Main headline will also lie on the left hand side of the front cover - similar to Mojo, large, bold text to emphasise unique selling points.

Mind MapLayout

DOUBLE PAGE SPREAD LAYOUT INSPIRATION

“Mojo” - Headline at top left of D.P.S. - written in large, bold text - draws attention of reader thus creating starting point for article.Pullout quote - written in large, bold text - written in different colours & put in a box - differentiates from Headline & Stand First - bleeds across both pages - unifies D.P.S. - typically, quotes presented are usually controversial or shocking to grip the reader’s attention.Stand First - underneath headline - provides context for article - enough information to inform and educate reader (Katz’ Uses & Gratifications) but also entice them to read further - written in bold to differentiate from main body. Drop Capital - visual imperative (Galtung & Ruge) that catches reader’s eye - breaks up text thus more aesthetically pleasing - immediately draws the reader’s eye & serves as starting point for second page of D.P.S.Q&A - (not found on main D.P.S.) placed in a box with a border and differently coloured background (subtle) - controversial/shocking pullout quote - engages readers attention - makes them ask questions - thus entices them to satisfy curiosity & read further. Questions differentiated by bold font. Images - mixture of black & white + colour images - colour images more behind-the-scenes/ordinary life type - black & white images more performance/star type (Richard Dyer - Star Appeal).Caption - provides context for images - placed in a black box with bold sans-serif text - cleaner, more aesthetically pleasing look.Main Body - use of serif font - to connote sophistication and intelligence - appeal to target audience of predominantly men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities).

DOUBLE PAGE SPREAD LAYOUT IDEAS

Similar to Mojo, will place headline at top left of D.P.S. - write in large, bold text to draw attention - cater font to music focus (i.e. serif = classic rock, sans-serif = contemporary music).Pullout quote - will copy Mojo and have it bleed across D.P.S. (Genre’s Repetition and Difference - Steve Neale) - will select shocking/controversial response from interview.Stand First - will place underneath headline (like Mojo) - differentiate from main body with bold font - written to inform yet be vague enough to increase reader’s curiosity & entice them to read further.Drop Capital - will copy Mojo and incorporate drop capital on second page of D.P.S. to break up text & provide audience with eye-catching starting point. Q&A - will replicate Mojo (Genre’s Repetition and Difference - Steve Neale) and place questions and responses in a box w/ a border - will differentiate Questions by using bold font - will also use controversial/shocking pullout quote to engage reader & entice consumer to read further. Images - inspired by Mojo, will use black & white images to connote classic rock era & will use colour images to connote contemporary music.Main body text - will use serif font to connote classic rock articles and will use sans-serif font to connote contemporary music.

Mind MapStyle

STYLE INSPIRATION

“Mojo” - Colours - Mojo uses black, white, red and grey - appeals to target audience of (predominantly men aged 45-55 in the ABC1 demographic - Hartley’s Subjectivities) as red connotes masculine energy, black connotes sophistication and seriousness, white connotes balance and efficiency and grey connotes calm, composure and reservation.Font - Font used throughout magazine (headlines, cover lines, article bodies) = serif type font - used to connote sophistication and intelligence - due to small decorative flourishes on the end of strokes which make up (Signifier - De Saussure).Language - Content is eloquently and affluently written to appeal to target audience of intelligent, educated men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities).

STYLE IDEAS

Colours - Copy Mojo (Genre’s Repetition and Difference - Steve Neale) - Black, White, Red & adding Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure) – as red connotes energy & passion, black connotes power & authority, white connotes perfection & purity and yellow connotes creativity, intellect & optimism.Font - Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look).Language - Will contain content that also focuses on classic rock & up and coming rising stars (Genre’s Repetition and Difference - Steve Neale) (i.e. YouTube stars such as Against The Current) Classic rock (such as The Beatles) will appeal to both younger and older audience whilst rising stars will particularly appeal to younger audience (Audience Appeal). Against The Current’s online presence makes them more relatable to younger audience. Content will also be eloquently written - designed to inform and educate the target audience (Katz’ Uses & Gratifications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - with content (such as adverts, features, articles etc.) appealing to men more so than women (similar to Mojo). Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

Mood Boards

Mood BoardMood Board for Masthead

Mood BoardMood Board for Strapline

Mojo - The World’s Best Music Magazine

Kerrang - The World’s Biggest Selling Weekly Rock Magazine

Vintage Rock - An open house full of love unlimited for those who recognise the majesty of such greats as

Elvis, Buddy Holly, Carl Perkins, Hank Marvin and Little Richard.

Classic Rock - The Last Great Rock'n'roll Magazine and the home of high voltage rock'n'roll.

Q – Discover Great Music

Uncut - Music and movie with something to say

Mood BoardMood Board for Colour Scheme

MojoQ

Kerrang

VintageRock NME Uncut

Colour Meanings:Red – colour of energy, passion, action, ambition and determination – warm, positive colour that conveys powerful masculine energy – draws attention to itself and demands to be noticed.Black – colour of power and authority – creates a barrier between itself and outside world thus offers feeling of protection – connotes sophistication and seriousness – favoured by the youth market who are still trying to find own sense of identity.White – colour of perfection, purity and completion – suggests fairness, neutrality and balance – symbolises clean slate – a blank canvas ready to be written upon – calming effect due to connotations of simplicity, organisation and efficiency.Yellow – colour of mind and intellect – connotes optimism, creativity, wisdom and logic – represents the mind and intellect – colour of expression – stimulates logic/analytical side of brain – promotes wisdom and academic proficiency.

Sources:http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html http://www.empower-yourself-with-color-psychology.com/color-meanings-in-business.html

http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html

http://www.empower-yourself-with-color-psychology.com/color-meanings-in-business.html

Mood BoardMood Board for Images

Mood BoardMood Board for Images & Conclusion/Summary of relevance of images chosen

The images I chose for my magazine images mood board convey the style and type of images that I would like to include in my music magazine. For instance, some of the shot types, the style of the shots, the expressions, emotions and body language and the colours used. One of the ideas I had would be to use black and white images for articles focusing on artists from the classic era of music (for instance, a feature about The Beatles would have black and white images) whilst contemporary artists from the modern era would have coloured images (for instance, a feature about Against The Current would have coloured images). This would visually differentiate between the different eras of music and also help establish the house style and brand of the music magazine.

Mood BoardMood Board for Target Audience

Magazine Analysis

Front Cover V1 AnalysisInspiration for your own magazine? Annotate elements that are similar/different and to copy/adapt and why? Explain why

Convention/style/format is appealing? Masthead/Main Image link/relationship? (Overlap? Order? Etc.)

The verbal code of the main headline denotes that “The Genius Returns”. The word “The” connotes that Kate Bush is the “one and only”; conveying how special and unmissable her return is. Furthermore, the noun “Genius” reaffirms the idea that her return is unmissable and at the same time places her on a pedestal – once again conveying how special and talented an artist Kate Bush is. Likewise, the use of the word “Returns” conveys the importance of her comeback; thus generating fanfare and hype for her reappearance.

Additionally, the “20 Page Special!” verbal code connotes the exclusivity and magnitude of the story, denoting that 20 pages are especially committed to covering the story. The fact that the text is written in capitals and in pink and placed in front of a white background is designed to be eye-catching; engaging the reader and enticing the consumer to purchase a copy of the magazine. Similarly, the emphasis on the verbal code “Special” reaffirms the exclusivity and the number of pages devoted to her story reinforces the importance of her stardom and again reminds the reader of the magnitude of the story.

In addition, the promotion on the very top left of the copy a non verbal code designed to catch the reader’s eye and entice them to buy a copy of the magazine by offering the consumer incentives – for instance, a collection of songs on a CD included with the magazine. Mojo includes a physical CD as an incentive to appeal to their main target audience, which according to Hartley’s Subjectivities, are predominantly male and in their 40’s and 50’s with a social profile of ABC1 (Those who grew up with predominantly physical media as opposed to digital media).



Another element used by Mojo magazine is technological convergence. On the binder of the magazine itself, information about the issue number, date and the web address is displayed, linking to the magazine’s online presence, Mojo4Music. This allows consumers to be able to find more content online and allows Mojo to be able to bring their community of consumers to their online web presence.

The denotations of the masthead “Mojo” connotes the idea of “mojo” as a noun defined as a magical charm - this conveys the charm of the classic rock era and, as a brand, appeals to Mojo’s primary readership of men in their 40’s and 50’s (Hartley’s Subjectives). The masthead is the largest element on the magazine, connoting the importance of the brand (as if to say Mojo presents…). Written in large, bold white capital letters with a dark outline is designed to be eye-catching and thus engaging the attention of the reader.

The denotation of the strap line “The Music Magazine” is a simple yet strong statement connoting the quality and stature of Mojo in the sense that the word “the” suggests that this is the place to be and that the consumer won’t need to go anywhere else. The fact that the strap line is in front of the masthead reaffirms the branding and the promoting the brand as the only destination for music lovers.



The denotation of the main image is that of a middle close-up of Kate Bush - a technical code that utilises the Star Appeal (Richard Dyer) of Kate Bush to entice consumer to purchase a copy of the magazine. The fact that she’s looking straight at the camera entices consumers to buy a copy as she is looking directly at the consumer - involving them and appearing to relate and empathise with them.

The verbal code of the cover lines, which are found down the right hand side of the magazine, are secondary stories. The colours of the text as well as the size of the font to add emphasis to the bands. The captions underneath the artists are short and snappy statements designed to interest the reader and encourage consumers to purchase a copy of the magazine in order to satisfy the curiosity created by the cover lines.

The price, which is located by the bar code on the bottom right hand side of the magazine, denotes the magazine is £4.80 which is a premium price for a monthly music magazine. This is because Mojo magazine is predominantly aimed at audience profile ABC1, meaning consumers are more wealthy and educated in comparison to other magazines.

Double Page Spread V1 AnalysisInspiration for your own magazine? Annotate elements that are similar/different and to copy/adapt and why? Explain why

Convention/style/format is appealing? Consistent Page #/Web Address?

The verbal code of the heading is presented in big bold text which immediately catches the eye of the reader. Furthermore, the fact that the heading is a date makes reader question significance - thus enticing reader to read further. Moreover, the interesting font choice is somewhat informal and matches the pullout quote - this suggests the theme of the article and reaffirms the genre of the music talked about in the article.

The verbal code of the stand first provides context for the reader. The language used appeals to the magazine’s primary audience demographics of intelligent and affluent older men through the use of complex and emotive language; utilising language such as “hurtling” and “electrifying”. The stand first serves the role of providing context for the rest of the article. Designed to be interesting and engaging, the stand first puts questions in the reader’s mind that the main body of the article then answers.

The style of the main body of the article differs to other magazines in the sense that the content is the priority for Mojo’s readers - other magazines heavily utilise visual imperatives in order to continually engage the reader whereas Mojo’s readers are older and more intelligent and are subsequently more interested in the content of the article rather than aesthetically pleasing visuals. Affluently written, the main article informs and educated the reader; explaining in detail the rise of Bob Marley after a lacklustre reception in the UK back in 1974.



The verbal code of the quote, “Reggae didn’t have the respect in England. I felt that the best war to break the Wailers was as a black rock group” bleeds on to the second page thus linking both pages. Furthermore, the colour scheme of the quote reflects the genre of the music being talked about; Reggae. Typically, quotes are presented like a headline and are usually controversial or shocking in order to grip the reader’s attention.

The verbal code of the drop capital is a visual imperative that catches the reader’s eye. Furthermore, it breaks the text up thus making it more aesthetically pleasing. Similarly, the drop capital is a visual imperative that immediately draws the reader’s eye and serves as a starting point for the second page of the double page spread.

The non verbal code of the main images is utilised as a visual imperative (Galtung and Ruge) to supplement the article. The large image of Bob Marley reinforces focus is on him - taking advantage of Bob Marley’s star appeal.

The verbal code of the caption separates the images and provides the reader with information regarding the context of the images. The caption for the images supplements the article and provides a visual imperative with which to accompany the text in the article.



The masthead is in front of the main image, which is contrary to most other magazines which place their masthead behind the main image. The largest text element on the page, the masthead conveys the brand of the magazine. The fact that the masthead is pure white connotes simplicity and

The cover story is the unique selling point of the magazine, typically advertising the exclusivity of the article. The fact that the name of the article is “The Legend” is a simple, undisputed statement that is highlighted in white to convey its importance and significance, emphasising the star appeal (Richard Dyer) of Bob Marley.

The main image of the magazine front cover is the largest element on the page, serving as a visual imperative (Galtung & Ruge) to entice audiences to purchase a copy of the magazine. The use of the two colours, black and gold, connote the era of the cover artist, Bob Marley, as well as connote his status as a legend.



The promotion on every Mojo magazine front cover is consistently located at the top left side of the magazine. This is because it is the first thing that consumers see when looking at a magazine. Additionally, when placed on a shelf amongst other magazines, the promotion will be clearly viewable thus enticing consumers to purchase a copy of the magazine. The promotion is made to stand out even more through the red background and the large, bold text, emphasised further by an exclamation mark.

The cover lines are also consistent throughout Mojo magazine front covers. Typically found on the right hand side of the magazine, Mojo utilise Star Appeal (Richard Dyer) to entice consumers to purchase a copy by emphasising the unique selling points of their articles by highlighting the artists in a different colour. Furthermore, the cover lines are short, snappy statements designed to increase the consumer’s curiosity, through using language devices such as rhetorical questions and quotes.

The binding of the magazine contains the name of the magazine, the issue number and the date of publication, which is found at the top of the magazine. Towards the bottom of the magazine binding is the magazine’s website, www.mojo4music.com - an example of technological convergence which encourages consumers to connect online.

http://www.mojo4music.com/



The verbal code of the main headline in this double page spread is written in capitals and in large, bold font in order to catch the attention of the reader. Furthermore, the main headline is typically a short, snappy statement (a rhetorical question is often used as a main headline) designed to draw the reader’s curiosity and entice them to read further. For example, the word “thrill” is used in order to connote excitement and pleasure whilst the connotations of “the chase” makes the reader question what is being chased.

The verbal code of the stand first is typically found underneath the main headline and above the main body of the article. Its role is to provide basic information/a background on the topic of the article, summarising what the article is about. In this stand first, the words “Genius Alchemy” are used to cater to the target audience of intelligent and affluent individuals. Moreover, by highlighting the key names in the stand first, the magazine draws the readers attention and utilises Star Appeal in order to connote their importance and entice the reader to read further.

The verbal code of the quote is embedded in the stand first rather than the more typical visual imperative of a pullout quote as the target readership for the magazine are more intelligent and affluent. The denotation of the quote, “ ‘Kate knew exactly what she wanted’ discovers Mark Blake” entices the reader to read further to uncover how.



The visual imperative (Galtung and Ruge) of the main image, which takes up the entire page, utilises Star Appeal (Richard Dyer) to entice readers to read the article. The fact that Kate Bush in heavy make-up and is striking a pose which immortalises Kate Bush. Additionally, the image bleeds onto next page - which links both the image and the article - thus unifying the double page spread.

The verbal code of the caption provides context on the main image. Typically in smaller, bold font, the caption simply supplements the main image and provides a background for what the image is about.

The visual imperative (Galtung and Ruge) of the block capital provides a visual imperative to break up the text-heavy body and creates a starting point for the reader to start reading the article. Furthermore, the fact that the block capital is a letter “I” increases the curiosity of the reader and entices them to find out what the “I” begins.

Readership Analysis - Primary Research

Readership Analysis - Survey Monkey

Readership ResearchQ1 - Age

Having sent the survey to friends and family of varying ages, I managed to get a few responses from age groups outside the market the magazine was looking to appeal to, which means I am able to gain an understanding of the two main markets both Mojo and my magazine appeal to (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) as well as the other niche markets.The majority of the answers in the survey were answered by the youth market as this is the intended primary audience for my magazine. Similar to Mojo, the magazine will also appeal to 45-55 year olds who grew up in the Classic Rock era, meaning it was important to get as many responses from that age group as well.

Readership ResearchQ2 - Gender

There is an exact 50-50 split in terms of the gender coverage for the survey. The intention was to obtain a balance in order to uncover what elements/content would appeal to both genders - thus appealing to as many people as possible - Even though Mojo is primarily targeted at wealthy, educated men in their 40’s and 50’s (Hartley’s Subjectivities).

Readership ResearchQ3 - Music Interests (Genre)

Investigating the music interests of individuals has revealed that the most popular music genres are Rock and Indie (68%) followed by Pop/Mainstream music (64%) and by Singer/Songwriters (57%). Similar to Mojo, by focusing on the Rock genre, the magazine is thus able to appeal to one of the most popular music genres. This means that the magazine has a larger target audience with which to market and subsequently a broader appeal (Audience Appeal) - meaning more copies in circulation and more advertisement revenues.

Readership ResearchQ4 - Magazine Price Appeal

Analysing the appeal of magazine prices for a monthly music magazine produced the expected results: the cheaper the magazine, the more appealing it is to consumers. Thus the more expensive the magazine, the less appealing it is. However, it appears that the price range of £3.00-£3.99 was found appealing by 50% of the survey participants and for a high-quality magazine such as Mojo and such as the magazine I am developing, it appears to be the appropriate price range - (particularly as both magazines are aimed at the ABC1 audience demographic - Hartley’s Subjectivities) where it can generate suitable revenue and remain appealing to consumers. To increase appeal to consumer, could offer incentives such as subscription discounts, iTunes codes, physical CDs.

Readership ResearchQ5 - Ideal Cover Story

When asking participants what the ideal cover story they would like to see on a Classic Rock magazine, the majority of participants (46%) requested to see a feature covering new & rising stars. This is most likely due to the fact that the majority of participants were aged between 16- 24 - in terms of Psychographics, the younger demographic tend to be Explorers (seek discovery - energy, individualism and experience - values difference and adventure) meaning they are more attuned to discovery in the form of discovering new artists. Whereas the participants who answered they would like to see a feature covering artists from the Classic Rock era (39%) are most likely the older market, Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (Psychographics).

Readership ResearchQ6 - Most Frequently used Social Media

Investigating participant’s most frequently used social media site/service allows advertisers to tailer the focus on that particular social media service/site in order to gain the maximum brand exposure. Thus, through the survey, I have discovered that Facebook is the most frequently used social media service/site, with an overwhelming majority of 70% of participants. This means that when advertising my magazine, the focus should be on Facebook - which means creating a page and interacting with consumers primarily through Facebook. However, like Mojo, it is important to have a presence on many of the popular Social Media sites - namely Facebook, Twitter, YouTube and Google+. The Technological Convergence means that consumers are kept in the eco-system.

Readership ResearchQ7 - Preferred Magazine Format

In a time where digital media is the favoured format for consuming content, I was surprised to see that the majority of participants would prefer to read a physical copy of a magazine more so than a digital one. 57% of participants prefer to read a physical magazine copy. However, it also must be noted that 42% of participants would consume the magazine in a digital format. To summarise, the importance of having physical media remains but there is also a sizeable audience who would prefer to consume content digitally, which leads to the next question in the survey. Unlike Mojo, I plan to have an app that will supplement the physical magazine copy with extra digital content - and rather than just have a mobile version of the magazine site (like Mojo), the app will allow consumers to consume the magazine digitally.

Readership ResearchQ8 - Opinion on Magazine App

An overwhelming majority feel that it a good idea to develop an app for a magazine. When prompted to say why, responses include the idea of providing consumers with a platform with which to easily access content. All the answers seem to point at the idea of connectivity and convenience for the reasons for developing an app.

“To increase the brand identity/awareness of the magazine, as well as generate further revenue for the magazine as well.”

“It will involve more people into the music magazine, and therefore will allow your music magazine to be heard more often in different places”

“More people will download it if its free and more people use the internet and online more these days to keep up to date on the latest news and

interviews for magazines.”

“Because the digital industry is continuing to grow and more and more people have access to smart phones, Ipads and other online platforms, so this is likely that your target audience will use an app to read the magazine.” “By letting your consumers download an app,

you keep them in your eco-system and it gives them another option to consume content. For example, reading the magazine on a tablet rather than an actual magazine. Its more convenient.”

Readership ResearchQ9 - Music Listening Habits

By investigating how participants listen to music, the incentives for my magazine can be established. YouTube is a massive platform and, unsurprisingly, holds the majority - with 71% of participants using the site to listen to music. iTunes follows with 64% of participants buying music through iTunes to then download and listen to on their iPhones/iPods/iPads. Surprisingly, 50% of participants still listen to music on CDs - it can be assumed that the older market still listen to music in this manner. Spotify is used by 39% of participants, with music streaming services on the rise as of late. This research has shown the importance of having a presence on YouTube and informs me that potential incentives for purchasing the magazine could be iTunes gift cards/codes and/or physical CDs.

Readership Analysis - Questionnaire

Readership ResearchQuestionnaire - Music Listening Profiles

The second form of research conducted was in the form of a questionnaire. The purpose of the questionnaire was to establish the music listening profiles of teenagers between the ages of 17 and 19 and try to determine how often they listen to music and how as well as the reasons behind why they listen to music from the classic era and why they are willing to give new artists a chance.


The first questionnaire denotes a music listening profile of indie rock, rock and folk music. The reasons given for why she likes listening to the aforementioned genres of music is due to the “good quality” of the music, which connotes someone who is looking for quality over popularity (mainstreamers - audience psychographics).

The second question examines her favourite artists - a list which includes Arctic Monkeys (Indie Rock), Mumford and Sons (Folk), Tom Odel (Singer/Songwriter) and George Ezra (Folk) - and why, which she says is due to the effect their music has on her mood.

The third question explores her interest in music from the classic era of the 1960’s, 70’s, 80’s and 90’s. She notes that she enjoys listening to The Beatles, which is primarily due to the music influences of her parents.

The fourth question investigates her interest in discovering new artists, to which she replies with a “yes”, citing the discovery of “new styles different to my own” (explorers - audience psychographics).

The final question examines how often she listens to music and how. She notes that she listens to music every day, through physical media and digital media as well as attending festivals and gigs.


The second questionnaire denotes a music listening profile of primarily rock and acoustic music, however he notes he enjoys “music with quality and high emotional value or something that inspires an emotional response”.

The second question examines his favourite artists and why he enjoys them. He lists AC/DC (rock), Fall Out Boy (rock), Motopony (indie rock), OK GO (alternative rock), Area 11 (rock), Noah And The Whale (indie folk), Will McNicol (singer/songwriter), Eminem (rap) and Daft Punk (electronic) as his favourite artists, citing their incredible passion for their music.

The third question explores his interest in music from the classic era of the 1960’s, 70’s, 80’s and 90’s. He notes that he was “brought-up listening to an older generation of music”. He also mentions his appreciation for the emotion and the passion of the music from that era. (Hypodermic Needle Theory).

The fourth question investigates his interest in discovering new artists, to which he replies with a “yes”, citing the discovery of different artists and their styles, despite the “heavily influencing music industry”.

The final question examines how often he listens to music and how, to which he replies with “often”, commenting about how he listen to music every evening for an hour and frequently throughout the day.


The third questionnaire denotes a music listening profile of rock and metal music. The reasons given for why he likes that genre of music is due to the fact that he plays guitar and belongs to a band.

The second question examines his favourite artists - a list which includes Trivium (heavy metal), Avenged Sevenfold (rock), Bullet For My Valentine (heavy metal), Bring Me The Horizon (metal), Biffy Cyro (rock), Black Sabbath (rock), Lower Than Atlantis (alternative rock), Paramore (rock), My Chemical Romance (rock), McFly (rock), Oasis (rock) and Thirty Seconds To Mars (rock).

The third question explores his interest in music from the classic era of the 1960’s, 70’s, 80’s and 90’s. Summarised in the phrase, “can’t beat the classic’s, man”, he comments on the recognisable tunes (some of which have been featured in new songs), saying how “it’s good to jam and chill out to the good old stuff now and again”.

The fourth question investigates his interest in discovering new artists, to which explains how he’s “very stuck in his ways” however he does admit than every now and again an artist emerges with “something awesome! Something new and refreshing”.

The final question examines how often he listens to music and how. He replies with “ever day”, citing his education at the Academy for Contemporary Music and deep passion for music that is a part of his day. Additionally, he notes that there is “always one song that has your mood/feelings…be it happy/sad”.

Magazine Design

Front Cover and Double Page Spread Sketches V1

Magazine Front Cover Sketch V1Front Cover Content Plan

Similar to Mojo, the masthead for my magazine will be placed in front of the main image, towards the top of the page and written in bold, large font - with a font that connotes to consumers the style of the magazine and the genre it focuses on. Repeating Mojo’s idea (Genre’s Repetition and Difference - Steve Neale) of placing the masthead in front of the main image, the purpose of this is to promote the brand - by stamping the brand on the front cover of the magazine. Where some magazines place the masthead behind the main image, the brand of my magazine has not established a reputation strong enough to be able to do this (for example, Vibe magazine does this). In terms of magazine masthead ideas, I have chosen two possible names - Magic and Charm - these names appeals to those who are interested in the past/traditionalist values (Resigned) - (Psychographics) through the language and font used in the masthead.

The strapline will be placed on top of the magazine masthead, repeating Mojo’s idea (Genre’s Repetition and Difference - Steve Neale) - this is to stamp the unique selling point on the brand name itself in order to enable consumers to associate that particular unique selling point with that brand.

The main image will fill the entire page, placed behind all the other elements in the magazine. Repeating Mojo’s idea (Genre’s Repetition and Difference - Steve Neale), the main image on the front cover will be medium close-up shots with stars looking directly at camera - addresses the reader - thus building rapport with consumer which in turn entices the audience to purchase a copy of the magazine.


Repeating Mojo’s example (Genre’s Repetition and Difference - Steve Neale), the promotional sticker will be placed on the top left hand side of the magazine - as this is where the consumer’s eyes wander to first. Usually denoting the inclusion of some sort of incentive accompanying the purchase of the magazine, the promotion is a visual imperative (Galtung & Ruge) designed to entice consumers to purchase a copy of the magazine - this is signified (Signifiers - De Saussure) typically through “free” incentives. In order to differentiate the promotion and increase it’s visibility on the page, the promotion will be in its own box, with a bright, standout colour and large, bold font.

Similar to Mojo (Genre’s Repetition and Difference - Steve Neale), the magazine cover story will be placed on the left-hand side of the page, next to the main image. This subsequently links both the main image and the cover story together. Written in bold, large text, the cover story is designed to be eye-catching - denoting a story with magnitude (Galtung & Ruge) - a story which can only be found in the magazine. Thus, the cover story has to jump out at the consumer - by having a font and colour that will catch the consumer’s attention.

Replicating Mojo’s example (Genre’s Repetition and Difference - Steve Neale), the cover lines will be found towards the lower right-hand side of the magazine. Like Mojo, emphasising the artists through differentiated colours will engage provides a visual imperative (Galtung & Ruge) with which to engage the reader. The article names of the cover lines are short, snappy and memorable statements written using language devices and techniques (such as rhetorical questions) in order to exaggerate and increase curiosity - thus enticing consumers to read further.


A feature found on Mojo magazine, the featured artists at the very top of the magazine above the masthead differentiates Mojo magazine from other magazines within a shop as this section will be the one of the only visible sections on the shelf. Thus, it is important that the unique selling point of the magazine is advertised (Signifiers - De Saussure) - done here through the featured artists portion at the top of the page. Mojo has made this element eye-catching through the use of a box with a background colour that allows the text (in this case, the artist’s names) to stand-out.

The incentive of the included physical CD compilation is a visual imperative (Galtung & Ruge) that entices the reader to purchase a copy of the magazine. The suggestion that the CD is “free” (Signifiers - De Saussure) entices readers to purchase a copy of the magazine as the inclusion of said incentives makes the deal more appealing as it gives the consumer the impression that it is a good deal - more value for money. My magazine will repeat this (Genre’s Repetition and Difference - Steve Neale) (in order to appeal to the audience - namely older, mature audience, who still consume music through physical media i.e. CDs) in addition to placing a digital incentive inside the magazine in order to attract the audience who consume music through digital media - mainly youth market (Hartley’s Subjectivities) (such as an iTunes code).

The price, which is typically located at the bottom right hand-side of front cover, by the barcode, is an important aspect in regards to appealing to the magazine’s target audience. For instance, Mojo is aimed at predominantly wealthy and intelligent men in their 40’s and 50’s (Hartley’s Subjectivities). Thus, the price for the monthly magazine stands at £4.80 - which is quite a premium. However, with Mojo’s reputation for high-quality and quantity premium content, in addition to their primary target audience, Mojo is able to remain one of the top-selling music magazines. Whereas my magazine has not yet established a reputation, thus the price will be lower (in the £3.00 bracket).

Magazine Double Page Spread Sketch V1Double Page Spread Content Plan

The main headline will be presented in big, bold text designed to catch the attention of the reader. In order to entice the reader to read further, the language and language devices used in main headline should increase the curiosity of the reader. For example, the use of a language device such as a rhetorical question will make increase the reader’s curiosity and subsequently entice them to read further. (Signifiers - De Saussure)

The stand first supplements both the main headline and the main body of the article and will be underneath the main headline and provide context for the main body of the article. The stand first will set the scene and summarise the topic of the article, conveying to the reader the most important details.

The pull-out quote is a quote from the interview that is typically controversial/shocking and is used to entice the reader to read the article further. Usually presented in a manner that stands out to the reader, the pull-out quote is a visual imperative (Galtung & Ruge) and typically bleeds onto the second page of the double page spread, which links both the pages together.


The main images on the double page spread provide a visual imperative (Galtung & Ruge) that illustrates the points being made in the article. The images supplement the main body of the article, breaking up the text as well as providing visual illustrations that support the points mentioned within the article itself. The colour of the main images tend to connote the era that they are from. For instance, black and white images connote a much older era compared to coloured images.

The main body of the article is written for the target audience, which is intelligent individuals from the ABC1 demographic primarily aged between 16-25 and also appeal to those aged 40 and above (Hartley’s Subjectivities). This is done through the use of complex language and language devices. In terms of font for the main article, serif fonts are used as they connote intelligence and traditionalism, whereas sans-serif fonts connote a more contemporary and modern feel.

The role of the caption is to provide context for the images, containing background information or quotes that supplement the images. Typically, captions reinforce the points made within the main body of the article.

The house style is consistent throughout the magazine. This is done through the colours used in the magazine as well as the consistent elements on every page. For instance, the page number followed by a link to the website or the name of the magazine establishes the brand of the magazine.

Front Cover and Double Page Spread Sketches V2


The masthead is the name of the magazine. Typically located near to the top of the magazine front cover, the role of the masthead is to establish and advertise the brand of the magazine. The masthead should also convey to the consumer the genre that the magazine focuses on. For instance, “Mojo” connotes the ‘classics era’ of the 1960’s, 70’s, 80’s and 90’s. The name of my magazine will be “Charm” as the magazine will focus on artists from the ‘classic era’ as well as new artists. The font used will be Lithos Black, which is similar to the font style used by Mojo.

The strapline is the motto of the magazine. Typically located underneath the masthead, the role of the strapline is to advertise and convey the unique-selling point of the brand. For instance, Mojo’s strapline is “The World’s Best Music Magazine”, which connotes the high-quality of the brand. The strapline for my magazine will be “Charming people, charming music”, which conveys the unique-selling points of my magazine, which are to celebrate the classics as well as embrace the new.

The main image is the largest visual element on the front cover. Typically a medium close-up shot of an artist, the main image uses Star Appeal (Richard Dyer) to entice consumers to purchase a copy of the magazine. Mojo typically focuses on one artist from the classic era of music but my music magazine will focus on up and coming artists as my research shows that my target audience would find that slightly more interesting.

The cover story is the unique selling point of the issue. Typically containing words such as “exclusive”, the cover story is the main focus of the issue and is always linked to the main image, for the purpose of using Star Appeal (Richard Dyer) to sell the issue to consumers. Mojo’s cover stories often revisit legendary artists from the classic era of music. Charm will focus on new artists, with legendary artists primarily being cover lines.


The puff promotion is typically located at the top left of the magazine as this is the first place consumers look. Similarly, when the magazine is stacked on a shelf, this element will be visible and hopefully entice consumers to purchase the magazine. Mojo’s puff promotion is a physical CD that is placed in a case on the front of the magazine. This incentive is designed to entice consumers with the “Free” CD. My music magazine will also include a physical CD as, according to my research, CDs are still a somewhat popular method of consuming music. However, with digital media consumption on the rise, digital incentives will be included within the magazine (for instance, iTunes downloads).

The cover lines are the secondary stories within the magazine. These are typically found towards the right side of the front cover and convey the various other stories of note found within this particular issue of the magazine. Typically, magazines differentiate artists by using different colours/font styles in order to engage the attention of the consumer and utilise Star Appeal (Richard Dyer) to entice consumers. Mojo’s cover lines are usually legendary rock artists from the classic era (such as Bob Dylan, The Beatles, The Rolling Stones) but also cover contemporary artists.

The physical CD included on the front cover of Mojo is an designed as an incentive for consumers to be tempted to purchase a copy of the magazine as it appears that the inclusion of the CD makes it appear as if there is more value for money. The use of the word “Free” in the puff promotion further entices consumers towards the magazine. The CD includes a collection of tracks linked to the artist featured on the main image and cover story of the issue. My music magazine will repeat (Genre’s Repetition and Difference - Steve Neale)) this idea.

The barcode and price of the magazine is typically located at the bottom corner of the front cover. This feature displays information on the issue’s month and year as well as the price in Pound Sterling, and other currencies (such as US Dollars and Canadian Dollars for Mojo). Mojo’s premium quality content and monthly release means that the price stands at £4.80, which is quite high for a monthly music magazine. In order to compete with Mojo, Charm will retail at £3.99.


The main heading of the article is generally located towards the top of the double page spread. The main heading is a short, snappy statement that draws the reader in through the use of complex language and language devices such as a rhetorical question. Mojo’s cover story is a 20 page special that focuses on counting down all the albums that Kate Bush has released during her illustrious career and ranking them. Charm’s cover story will focus on the rise of rock pop band Against The Current, including an exclusive interview with the band members.

The stand first is typically located beneath the main heading and is a short summary of the article, providing context and the basic, necessary information for the reader. The stand first sets the scene for the article and summarises the most important details for the reader.

The pullout quote is a controversial or shocking statement that is emphasised in order to increase the curiosity of the reader and entice them to read the article. Typically, the pullout quote bleeds across both pages within the double page spread. However, Mojo’s target readership is more affluent and intelligent. Thus, the quote has instead been embedded within the stand first.

The main image is a visual imperative (Galtung and Ruge) that supplements the main body of the article. Typically, the main image bleeds on to the second page of the double page spread thus linking the two pages together. The main image is typically a medium-close up shot of the artist. Mojo’s double page spread main image is of Kate Bush looking directly at the camera and is shot in a way to convey her stardom and legendary status. Charm’s main image will be of Against The Current “hanging-out”, which supports one of the answers given during the interview.


The role of the caption within the double page spread is to provide context and background information for the images displayed within the double page spread. For instance, Mojo magazine utilises captions to explain what the image is about and/or what is going on in the image. My music magazine will also use captions in order to explain the images that will be presented in the double page spread.

The main body of the article is the full article itself. Mojo’s main body is written in an affluent style in order to cater to its target readership of intelligent, educated men (Hartley’s Subjectivities). Similarly, written in a serif font gives the impression of traditionalism and intelligence (again, catering to the target audience of older, intelligent and educated men) (Hartley’s Subjectivities). My music magazine will repeat this style (Genre’s Repetition and Difference - Steve Neale).

The drop capital is a visual imperative (Galtung & Ruge) that is designed to provide the reader with a starting point with which to start reading the main body of the article. Furthermore, the drop capital is a visual element that breaks up the text-heavy main body.

The house style is consistent throughout every magazine, defining each unique style and brand. The house style is achieved through the colours used (the colour scheme) and the consistent elements on each page. For instance, Mojo magazine always have name of the magazine next to the page number at the bottom of each page. The use of the colours and the branding creates the house style, making it unique and recognisable, differentiating it from other magazines. My music magazine will repeat this idea. (Genre’s Repetition and Difference - Steve Neale)

Education

LO2 Planning (Part 1 of 2) - Brian Insua