Misson statement and mood board

1. MISSION STATEMENT
AND MOOD BOARD
By Ellis Tobin

2. MISSION STATEMENT
My magazine will give its own insight into the music industry. My magazine will also be focused on
the rock and indie rock genre while also having features on alternative artists. The target audience
will be those aged 16-24 and be more aimed towards males than females.
Those purchasing the magazine should be already interested in the specified genres.
The content of the magazine would contain reviews on the latest albums, interviews with
musicians and also contain the history of old and modern bands/artists while also giving the latest
in what is going on in the music industry.
The magazine will have an informal tone to appeal to younger readers yet also contain enough
sophistication so the audience is not treated like a child.
The magazine would also be a monthly publication and have a glossy A4 cover.

3. From looking at my questionnaire the most popular magazines that people said they read were
Q, NME and Kerrang as well as Rolling Stones.
I have decided to look into them further to see what type of audiences they attract.
Q Magazine
- Q’s audience is younger and more wealthy than any other music monthly.
- 72% are ABC1 and have high disposable income.
- 97% of readers rate Q as a quality magazine. In research it outperforms competitors on
measures such as best interviews, writing and awards winning photography.
- 68.3% of their readers are male.
- 35.5% of their audience are 15-24 years old.
- Q is a multi-media platform which attracts a wide range of people to the brand.

4. NME Magazine
- NME's target audience are 66% male aged between 15-34, the average age is 24.
- 72% of their audience are ABC1, 55% work full time.
- 91% go to gigs regularly and are music enthusiasts.
- NME is a multi-media platform, attracting a big audience.
- 36% of their audience are still studying in college or university. They also is young
adults who are starting their career.

5. MOOD BOARD

6. This mood board reflects on my target audience where the data was
gained through my questionnaire. My magazine will be focuses on
rock/indie/alternative.
The audience will be aged between 16-24 with a 60/40% split between
males and females. The audience will dress in a fashion which fits into the
genres specified and will enjoy listening to their favorite bands on
speakers as loud as they can as well as going to festivals like the Reading
festival.