Unit 13 LO3

Graphic layout: Front cover
c
Cover lines
Some Black
Some Red
SESSION (Masthead)
Strapline
Competi
tions
Red
BlackMain image
Main Headline
Grey
Background
Price and
Barcode
Promotions and News
SESSION (Masthead)
Strapline
Cover lines
Some Black
Some Red
Cover lines
Some Black
Some Red
Main
image
Main Headline
Price
and
Barcode
Promotions/Competitions/Advertis
ements

Graphic layout: DPS
MastheadHeadline
Image
Quote
Page number/ Small masthead Page number/ small masthead
Drop
Capital
Text Text Text

Graphic layout: DPS
Text Text
Pull Quote
(Main attraction)
Masthead
Album cover
Main
image

Graphic layout: Front cover
Masthead (Verve)
Strapline (In black font)
Main Headline (In red)
Cover
lines
Some
Black
Some Red
Cover
lines
Black
Red
Price and
Barcode
Promotions and News
Masthead (Verve)
Price and
Barcode
Main Headline
Main
image
Cover lines
Some Black
Some Red
Cover
lines
Black
Red

Graphic layout: DPS
TextTextDrop
Capital
QuotesName of writer/
Photographer
Competition/ promotion
Artists:
Name/Logo
/ Festival or
place
Main imageMain headline
Subtitle

Graphic layout: DPS
Main
image
Pull quote
Masthead
TextText
Drop
Capit
al
Artists initials

House style
Colour Scheme:
The three main colours that will be used in this magazine will be white, grey and red; although
this is a very similar house style to Session this will be useful in making the stars stand out. This
will be a useful tool as the three colours work conjunctively to enable the main image to stand
out.
Font:
The chosen font for Verve is called ‘Above demo’ this is taken from an artist listed on Dafont. I
chose this because I believe that this font style is very unique as it has distinctive accents on the
letters ‘E’ and ‘R.’ This is significant because I believe this makes the fonts style stand out as it
would be clearly notable by a potential consumer in a the shops; this is because of the letter
spacing that makes it look eye catching. This font also has the potential to look along the lines of
the Vibe masthead font which is wide a bold; although Above Demo is slightly slimmer it will still
have a similar eye catching effect.
Social Media:
Verve will be in a synergetic relationship with social media websites so that it will be able to
become a well established and well publicised business. Social media is the perfect way for Verve
to become a popular brand as it has no cost to set up it simply requires frequent updates.

Magazine Flat plan
Artist image
Advertisements
Contents
Advertisements
Page Links
Headline
Article
Artist image
Title
Competition
Image of
competition
location
Terms and
conditions
Advertisements
Review
Album
cover
Large scale artist
image
TextPull quote
Interview
Main
DPS
Artists
initials
Text
Article
Drop
capital
Pull quote
Text
Advertisements
AdvertisementsText
Headline
HeadlineTitle
Competition
Image of
competition
location
Terms and
conditions
Text
Interview

Magazine Flat plan
Title
Subscripti
on terms
and
conditions
Interview
Text
Album
cover
Headline
Artist image
Review
Album
cover
TextPull quote
Advertisements Text
News
Text
Upcoming festival
Next issue
Teaser
images
Next
issues
contents
page
Text
Information
Artists
initials
Text
Headline Headline
Advertisements Advertisements
Article
Drop
capital
Pull quote
Interview
Text
Text
Headline
Text
Text
Headline
Competition
Image of
competition
location
Title
Terms and
conditions

Draft interview
1) Thank you for letting me take up some of your time how are you today?
I’m great thank you for having me here; it’s always a pleasure to reach out to you and all the readers. I gather all is well with you also?
2) Yes it’s not everyday we have a world wide star such as yourself in the building, today is one of the good days… So where do we start, you have recently released your third album, talk
to me about that.
Well it has been in the making for about 18 months, it is one of those albums that have almost entirely been created on the road. As during this time I was touring with Kanye West and I
also made secret appearances with the likes of Lil Wayne and Dr Dre and secret tours and shows. Therefore this album is very personal to me, it is about me growing up a young child and
learning the ways of the streets and how to live alone.
3) The success of the album rocketed to the top of the charts within hours of the release, how does this make you feel?
Honestly it is something that I didn’t deem to be possible, 10 or 15 years ago people were beginning to feel that the Hip-Hop industry was beginning to take dip in terms of fans and the
desire to make music. But as an artist that has grown up with music and Hip-Hop as a focus in my life it means a lot to realize the genre is not loosing interest but instead gaining. The
younger generation appears to enjoy this fresh new taste of Hip-Hop more than expected and it means a lot it is honestly overwhelming.
4) I hear that you have just released the tour dates across America; I see that a large amount of fans from European and Asian regions are concerned that dates will not be added to a
place near them. Do you have anything planned?
The dates in American were released for states such as New York, Chicago, Nashville and Miami; in each state I will be doing around 4 gigs a week in various locations, then I will jet off to
my next destination. So the tour bus will never really stop moving. In terms of expanding dates for Europe it is a huge focus on my mind and I have been organizing it since the release of
this album, so yes tour dates will be released very shortly.
5) Obviously this is the second tour that you will be running, is there anything that you plan to do differently this time?
Well my own personal tour hasn’t happened since around 2011 as I have been travelling a lot with other artists, however I can assure that in terms of production and nostalgia the tour
will not disappoint. Just over the last two years we have seen a rise in the quality of effects used on tour in various different genres such as EDM and I believe that the standard to work
will be translating over to the Hip-Hop genre very soon.
6) So you talk about the busy and frenzied life touring life style over the last 18 months, do you ever have any spare time when away?
Fortunately I do, when on tour during the day I am only at the event location around 4 hours before we go life for sound checks and technical tests. All the other time spent in the various
locations I got to travel to was spend exploring and enjoying the location. It also helps that ever since I was a kid I desired to travel the world and meet new people and discover amazing
place and that is exactly what I have been blessed to be able to do.
7) Do you have any plans to expand the brand you have been building over the last 10-15 years?
Yes a large inspiration of mine is the work of Kanye West and how he effectively used his public status as the back bone and main catalyst in order to drive his clothing brand forward. I
have strong hopes and desires to be able to do the same; I feel as though Kanye has found a gap in the premium clothing market for customers and fans to wear a new style of Hip-Hop
orientated clothing. The clothing brand that I have been developing will be on sale in the at the first tour date that occurs in just under a month in NYC Manhattan. So this is a very
exciting time for me.
8) I can imagine, in terms of you upcoming tour can we expect to see any special appearances?
I have some plans up my sleeves I intend to reveal when the time is right.
9) Can you give us any hinter as to who they may be?
I’m not allowed to say much but I can tell you that these are artists that I have worked with for a substantial number of years and have created outstanding relationships with. There are a
range of artists that have agreed to come to a variety of different shows ensuring that each show is amazing but in a very different way. Each live shows will be exclusive to the town or
venue that it is being played in to ensure that the show is different to anything that people have seen before. The artists that I have reached out to a notorious for having created some of
the most exhilarating performances over the last decade, so let’s just say the fans will be in for a treat.

10) In terms of cover acts on within the live shows have you handled who the guest performances are,
or was this an element you left to your production company?
I have personally chosen each of the acts that will be coming with me on tour because I believe heavily
about building momentum and hype throughout the show before I come on stage. As Hip-Hop is not
only my career and my occupation it is also my main passion in life, an aspect which I heavily enjoy
communication about it to others equally as passionate as myself about the culture of Hip-Hop. So in
order for me to be doing my job properly I must give young talent the opportunity to pump life into the
genre. So the artists that will be performing are handpicked in order to generate hype for the audience.
11) So you have discussed the over the last 5 years you have been on tour a lot, if you had to choose
your favorite destination to go on tour, where would it be?
It would have to be Miami ever since I was a kid I have loved music festivals and parties and this was
extremely up my alley, every time I visit there it is a new experience where I feel a tremendous feeling
of self-worth. Miami is effectively the state people visit to party into tomorrow, every time I have visited
my music have received an amazing response. I try to visit several times a year as I simply cannot get
enough of that place, and the weather is nice so that is always an added bonus.
12) So after your tour what are your plans for the future?
After my tour I plan to settle down and build a home for my family and my dogs; I am into interior
design so I will spend a great deal of time designing my own home. However working will not stop,
music is not only my occupation but my passion so I will still be working on new music whilst spending
time with my family.
Draft interview continued

DPS, final
The two images above present firstly present the chosen double page spread which I will
be creating in hard copy, and secondly in graphical representation. I chose this design as
it is based of my inspiration for my magazine; Vibe produced a double page spread
labled ‘How High’ about Wiz Khalifa. My double page spread is a re-enactment of of this
double page; I decided to use this as a model because it presents a premium, modern
and stylish format for a Hip-Hop magazine. Moreover the colour scheme that will be
used on both the front cover and the double page spread will look seamless, ensuring
complete professionalism. Next I also chose this as my main DPS as when looking at the
page it isn’t complex meaning that a reader should be able to effectively identify the
headline instantly. The page is deliberately spaced out giving the magazine a stylish and
premium feel.

Front cover, final
The two images presented below demonstrate my chosen hand drawn draft and and
graphic design. Much like my chosen DPS the chosen front cover is inspiration from a
popular Eminem front cover for Vibe. The reason that the front cover was so popular
was because of the contrast of colours; the use of a white background completely
contrasted with the artist’s tanned skin. In my case I will be using a grey gradient
background, which will be contrasted with shades of red and black to make sure that the
main image. Much like Vibe front covers Richard Dyers ‘Star appeal’ is the main focus of
my magazine; this is clear as the main image will overlap the bottom of the masthead.

Step by Step guide
Throughout this guide I will be providing information surrounding the
actions that had to be taken in order to produce the graphical elements
that I included in my front cover design proposals. Firstly we will look at
how to create the red and black gradient background which is used not
only on my ‘Session’ front cover, but also my double page spread. The
first step I made towards creating this background was to ensure that I
had created a duplicate of the layer ‘Background’ the reason for doing
this being that if any accidental errors are made to one of the layers
then it will not have a detrimental effect on the document as I can
simply use the other layer as a backup. Once we have made a duplicate
layer I then double click on the layer ‘Background’ this takes me to the
window that is displayed as the first screenshot on this slide. The
purpose of this is to the menu labeled ‘Gradient Overlay’ then I
configured the gradient to be of a ‘Linear’ optimisation; the purpose of
this being to create a background which does not make either the main
image or the cover lines stand out in an obscure format. Initially I was
intending to create a background using the ‘Radial’ option which would
have created a circular form of image; however once this was tested in
my Adobe In Design DPS project I realised that by using this style it was
not effectively displaying the text, so I reverted back to a linear styled
background.

Step by Step guide (continued)
Now that we have created the background for one of the first images that will be
used on our Session front cover we must now edit the chosen image in order for it
to be displayed in an interesting manner using Photoshop features but at the same
time ensuring that the image retains high quality that would be high enough to be
sold on in a competitive market place. The first step that needs to be taken when
editing an image of this quality is firstly to ensure that the image is resized to the
correct canvas size. When resizing an image the user much make sure that they
hold down the ‘Shift’ key and only resize from the corners of an image. This
ensures that the image will not become diffracted and pixilated at all, thus
retaining the high quality. The next element of image manipulation is evident in the
second screenshot to the right, this involves the removal of the background of the
image via the ‘Quick Selection’ tool. This enables the user to chose which element
of the image that they want to either remove, or copy/ select to apply changes to
or move to another document. This is particularly useful for the current issue that I
faced with this image and that is the fact the backdrop is a brick background; this is
an issue because it means that I am unable to simply use the ‘Magic Wand’ and the
background is gone, due to a range of colour codes which the CS5.5 element
detects. In order to effectively highlight the small elements of the background I will
have to change the ‘Brush size’ this allows me to the brush bigger or in this case
smaller to be able to select the small elements of detail which the bigger brush size
cannot reach. The final screenshot show the image which is highlighted with a
dotted outline, meaning that the document is still in the selection stage; if a user
wishes to abort this then they can simply press ‘Shift + D’ once the user has
finished with these changes they can then press ‘enter’

Production plan
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Initial plans are
drawn, the writing
team begin to
determine what sort
of content that they
wish to include in
their magazine.
Interviewees are
now determined by
this point, contact is
made with them to
ensure that they can
be photographed
and interviewed in
time for the next
issue release.
The colour
scheme and
house style is
now beginning
to be thought of.
Interview artists and
ensure that the
camera technology is
configured so that high
quality images can be
capture.
Finish setting
up the scene
for artists to
have their
pictures
taken.
Day off Day Off
Complete by: End of
the day
Complete by: End of
the day
Complete by:
Next Monday
Complete by: 6th Complete by:
End of the
day
Complete
by: N/A
Complete by:
N/A
Week beginning: May 2nd 2016
Week beginning: May 9th 2016
Featured artists will
arrive, spend the day
ensuring the relevant
images are captured.
Onto of this make
sure that that the
interviews are
finalised.
Type up any left over
interviews ready to
be transferred on
the main pages.
Begin editing
the main image
of the cover
Check the business
email for enquiries
relating to
advertisements for the
magazine.
Ensured that
the included
advertisemen
t companies
have been
contacted
with fees
paid for.
Day off Day Off
Complete by: End of
the day
Complete by: End of
the day
Complete by:
Thursday 12th
Complete by:
End of the day
Complete by:
End of the
Complete
by: N/A
Complete by:
N/A

Production plan
Retrieve the emailed
graphical attachments
for the
advertisements and
collate them into an
organised folder.
Being editing the
rest of the image for
the magazine.
Publicise the
magazine via
social media and
email
notification to
subscribers.
Collate the majority of
stories from all the
external writers which
have been employed
for this be
implemented into the
final magazine
Finalise both
front cover,
advertisemen
ts and
interviews.
Day off Day Off
Complete by: End of
the day
Complete by: End of
the week
Complete by:
End of the day
Complete by: End of
the day
Complete by:
End of the
day
Complete
by: N/A
Complete by:
N/A
Week beginning: May 16th 2016
Week beginning: May 23rd 2016
Continue to promote
the magazine via
social media and
newsletter.
Check and finalise
the colour scheme
along with all of the
graphical elements
that will be included
in the magazine.
Spend the
simply adding
everything to
the magazine
ensuring that
each day is fully
complete.
Complete the final
edition of the
magazine and review
any faults found over
night.
The editor
and producer
review the
magazine
and
executively
finalise it.
Sent of be
printing.
Begins the
distribution
process.
Complete by: End of
the day
Complete by: End of
the day
Complete by:
End of the day
Complete by:
End of the day
Complete by:
End of the
Complete
by: N/A
Complete by:
N/A

Production plan insight
The purpose of the production plan is to organize the weeks that lead up to the release of the
magazine. This is an important stage as it means that there will be no components missing from the
magazine on it’s release. The production plan covers all bases meaning that there are no issues with
product on it’s release. This provides the producers of the magazine with the peace of mind that their
product is complete and of high quality since it has the ability to be one of the top market contenders
in the genre.

Equipment a cost
When a consumer purchases a copy of their favorite magazine, or maybe they are adventuring into a
new genre they will typically not cast any thoughts towards the costs that are involved in producing a
single copy of that product. The first and ultimately necessary component in order to be able to create
a successful magazine is via the office space. Multinational businesses such as Apple spend millions of
dollars each year in order to fund numerous stores and office spaces across the globe. When
researching I identified I looked into the local office spaces available in my local area, Epsom. I first
looked at a location in the centre of Epsom, City Skylines under their features tab it was made clear
these office spaces are very equip and fit for purpose, thus justifying the costs which I ventured on to
discover. The features included, Wi-Fi access; fully furnished working spaces; 24 hour access; kitchen
facilities; storage and showers. The price to rent an office space which is suitable for the number of
employees which I have under my institution is, £350 per person in this case employee, per month. So
since I would be employing 40 business attributes this would come to £14,000, resulting in a total cost
of £168,000 per year, simply for a place for the employees to work. The next cost which has to be
covered when setting up a magazine business is the cost of the systems which workers will be using.
Due to the versatility and widely optimized system I have chosen to purchase Macintosh systems for all
employees. Since many of the workers will have to collaboratively work especially writers and
designers the widescreen from the 27” inch iMACs will be a perfect match. To purchase 40 of these it
will lead to a cost of £1,749.00 per unit, totalling to £69,960 for all systems to equip all workers. Next
we have to take into account the cost of the software that will need to be installed onto the systems in
order for the employees to complete their tasks. Firstly fundamental software such as Microsoft Word
and PowerPoint will not be necessary as Apple has formulated their own iterations of this software.
Source: http://www.cityskyline.co.uk/epsom/
https://propertylink.estatesgazette.com/property-details/6035627-ashley-avenue-epsom-kt18-5ad
http://www.apple.com/uk/shop/buy-mac/imac?cid=oas-emeia-domains-apple.co.uk

Equipment a cost (continued)
So evidently this leaves the creative forms of software via Adobe programs;
notably the main form of software which I will require will be the likes of
Photoshop for the production of my magazine front cover and the editing of all
images used within the pages included in the magazine itself. Moreover I will
require the likes of Fireworks to be able to create my own graphical elements
from scratch; on-top of this the next program which I will require as a base line
will be Adobe In-Design. This is a program which is highly optimised towards
organising and graphically displaying the magazine in the most visual desirable
way possible. Research has revealed how the cheapest way to gain access to
these programs is to purchase an Adobe Cloud package, this is because whilst
the cost is extremely high it grants access to 20+ programs. The screenshot
below identifies how this bundle will cost a sum of £45.73 per month per
system; notably if I total this up to cover all of the employees it will cost
£1,829.20 per month which annually rounds to £21,9590.40. Whilst this appears
to be an astronomical fee, this is essentially the fundamentals of the business as
we are based are relying on the subscription that Adobe provides. The next
piece of equipment that will be pivotal in producing a successful magazine with
high quality will be DSLR cameras. This will cost £649.00 per unit as we will be
purchasing two for our early established business, on-top the of this I will be
purchasing the lens demonstrated in the screenshot below. The rest of the
smaller less important items will be included in the summary table on the next
slide which identifies all of the costs that have been expended.
Source: https://creative.adobe.com/plans
http://www.jessops.com/online.store/categories/products/nikon/d7100-digital-slr-body-88944/show.html
http://www.jessops.com/online.store/categories/products/nikon/af-s-35mm-f-1-8g-dx-76070/show.html

Equipment a cost summary table
Item Cost
Office space (per month) £14,000
40x27” inch IMACS £69,960
All 20 Adobe creative programs £1,829.20 per month
DSLR Camera x2 £649.00
Lighting Equipment x2 £161.98
Corner Desks x40 £1,559.70
Chairs x40 £1,649.70

Staff and cost
Staff position Salary
Publisher £55,000
Editor £55,000
Journalist £18,000
Writers £25,000
Photographers £15,000
Marketing £22,000
Finance £35,000
Design £28,000
Human Resources £16,000
Due to my magazine being a
start-up business which is in it’s
primitive stages I have
determined tot try to cut costs
in terms of salaries by
employing predominantly
apprenticed workers. Notably
these salaries range from
£15,000 to around £20,000 as
they are still being trained and
are not yet skilled enough to
receive a high degree of
income. In terms of the way
that I decided to employ
Different levels of skilled individuals, the reason being was due to the nature of those jobs. Notably I spent
a considerable amount on the two superior roles in magazine production; this being the publisher and the
editor for my magazine. The reason I did this was to ensure that they can be strong managerial leaders in
order to keep the new apprenticed individuals in line and on track with their tasks. Also the jobs such as
design and journalism does not require a great degree of high and these are highly diverse jobs which
many people are capable of doing this is why I priced the salary in this manner.
Source: http://www.payscale.com/research/UK/Job=Graphic_Designer/Salary
http://www.forbes.com/sites/booked/2011/08/18/the-lives-and-salaries-of-magazine-and-book-editors-4/#7c7d62967806

Printing
The reason that I decided to save on a proportion of
the spending in terms of employing workers was due
to the vast amount of cost that it requires to print the
20,000 copies which I have decided to create. The
first screenshot demonstrates the quote which was
obtained from Print24 as they suggested that their
fee would cost precisely £9,836,72 to print the 60
copies of designs that I created in the above slides.
Next I decided to visit a different site to identify how
the costs would fluctuate if I purchase the exact same
specification; this is displayed in the screenshot
underneath the Print24 image, on the right. The next
site which after continuing my research was a site
named Mixam, here I was able to select the same
settings as I did on the previous site however the cost
came to £10,356 as their best and final quote.
Although this is considerably higher than the original
site and would not be possible to spent this slight
jump at this point in time as profits begin to increase
due to a rise in terms of the popularity of the
magazine I will be able to invest in higher quality
printing a time goes on.
Source:
https://print24.com/uk/
https://mixam.co.uk/magazines

Distribution
When beginning a business in the magazine
industry you do not take into accounts the costs
that are involved with the distribution process.
The graph presented on the right of is a useful
visual representation of the costs involved in
distributing the magazine. Notably the cost of
distributing a magazine alone constitutes for
almost 50% of the costs needed to produce a
magazine. In terms of the place where I would
want my magazine distributed to this is going to
be high street chain brands. The aim here being
that the magazine will prove to be very successful
so much so that we sell out all copies and there is
an increased demand for the magazine so that I
can begin to distribute and print more magazines
to expand my brand and increase profits. The
second screenshot depicts a site that claims to be
able to distribute my magazine to up to 12
different location, counties. Whilst I wanted to be
able to distribute on a national scale straight
away this doesn’t actually seem to be possible
due to the highly escalated costs that I have
identified.
Source: https://worksthatwork.com/blog/the-costs-of-running-a-magazine
http://discovermagazines.co.uk/solent/12-editions/

Audience Theories: Katz
Uses and Gratifications
Theory
Kat’z theory is a popular medium for understanding mass communication; the theory focuses on
the consumer or the readership instead of the actual message itself. This theory is useful as it
assumes that readers are not passive readers but instead they take an active role of interpreting
or integrating the media into their own lives. Moreover the theory outlines that the readers are
responsible for choosing the correct media in order to fit their needs, this means that readers can
access information that is useful and enables them to benefit from what they have read in some
way. When a reader actively looks for media to consume they are typically seeking for it in order
to gratify a need, an example of this is in social situations people may feel more confident and
knowledgeable after having read the media. Kat’z theory highlights four way a reader will
respond to the product; the first is diversion, this means that the media that readers are
consuming acts as a form of escapism from their everyday life. This is because readers are able to
escape from their lives by absorbing information about stars in the media. The next of the four
ways is personal relationships, this is the idea that readers feel that after reading a source of
information readers feel as though they can relate and feel like they personally know and
understand the celebrity concerned. Magazines are able to do this through the use of rhetorical
questions and direct address. The penultimate form of reader response is personal identity; this
is the idea that magazines give readers information about themselves. An example of this would
be reading about a style of music and the searching it up online, thereby discovering a new genre
of music that you enjoy. The final form of readers response is Surveillance
Source:http://www.slideshare.net/ernest16/blumler-and-katz

Audience theories: John
Hartley
The Hartley classification
The Harley classification contains 7 categories in order to identify the audience of a magazine. Examples
of this includes: Self, gender, age group, class, ethnicity, family and nation. This theory is useful as it
enables media analysts to be able to place a particular form of media or product content in a specific
industry or genre. A popular and notorious quotation from Hartley reads “Genre’s are agents of
ideological closure; they limit the meaning potential of a given text.”
Factors which categorize a media product:
Gender: For Vibe I would suggest that the gender that the product would appeal to is mainly men, this
is due to the house styles implemented in the magazine. Moreover the layout and language used in the
magazine suggests that the magazine would appeal to young men.
Age-group: The age group you would expect for Vibe to range from would be from 15-25; this is
because this is the age range of people who would be attracted to the style of magazine. This is because
of the eye catching bubble style font used conjunctively with bright contrasting colours in order to
attract the audiences attention.
Class: The class that I would expect to be purchasing Vibe would be those in E (The lowest level of
worker) ranging up to C1 (Junior managers or administrative positions. ) This is because the type of
music being presented in the product would likely only appeal to those in the younger generation as the
music is new and current.
Ethnicity: My personal opinion on this sub category would be that the magazine would appeal to almost
any ethnicity; this is because the type of music covered in Vibe has no cultural or religious links meaning
that it is open for anybody to listen to.

Audience theories: Maslow’s
Hierarchy of needs
Maslow’s theory is centred around the idea that there are four categories which readers can place themselves
under. The main idea is that when a reader consumes the information presented in the product they are
prompted to act in a certain way. This can include, social climbers, Caregivers, Explorers and Survivors.
Social Climbers: This is where the audience reads the magazine in order to attempt to improve their social
status and improve their social recognition. In order for a reader to this they must adopt a certain aspect that
the magazine covers. For example if the magazine is covering information about a new clothing line from an
artist then the reader may purchase this fashion, this would make them a social climber.
Caregivers: This is where the reader beings to feel an intermit connection with the stars or personal concerned
in the article. The reader may be prompted to feel sorry for the person concerned meaning that they make a
bond.
Explorers: This type of reader is driven by social change in that they are willing to change and adapt their lives
in order to make it similar to an experience discovered in my magazines.
Survivors: These are the types of readers who spot a stand out article of the shop’s shelves and purchase it in
order to find out what happens to the story and to those concerned.
I would suggest that readers of my magazine would fall under the Social climbers
category. This is because by reading the magazine consumers would be driven to
adapt their individual lifestyle in order to include themselves in the recent
trends. Moreover the audience would also read this would absorb information
about the latest festivals and trends therefore prompting them to adapt their
way of living to be more interconnected with current trends.

Socio economic needs/
psychographics
Psychographics: This is a way of segmenting the market into groups based on social class, lifestyle
and personality. This is based on the assumption that particular products and purchases will reflect
that consumers characteristics and patterns of living.
The below image demonstrates the table of the seven different categories under psychographics:
The target audience for my magazine is
between 16-25 year olds; this is because
Vibe mainly covers current artists and music
conventions. This would appeal to young
adults as they have the funds to attend what
is being presented in the magazine. Next the
Vibe would predominantly aim to attract
attention to young white males; however
they do not restrict themselves to any form
of ethnicity. Moreover Vibe predominantly
covers festivals and events in the UK
meaning that their readership may be
subjective to British citizens. However Vibe
has expanded to cover some foreign festivals
meaning that they expand their readership
worldwide.

Advertising revenue
The screenshot presented on the right is taken from the Mixmag
press pack which I investigated as my first magazine. Since I am
unable to find the press pack for Vibe magazine readily available I
will base my figures around this template. Since Mixmag is from an
alternative genre I will slightly increase the value s of the double
page spreads as the market of Vibe and XXL is considerably wider.
The rates which a company is bold enough to claim as a causable
figure is purely based upon the audience upon which they have.
The reason that I have set the rates I have is due to the potential
audience that my magazine would be reaching. As my magazine
progressed the chances are that I would be increasing the costs of
pages, especially the advertisements as this would be considerably
low considering that readership that it would be reaching. Since I
will be aiming to obtain 10 full pages of advertisements on each of
the issues that are produced; this will mean that I will obtain
£65,000 (assuming that the advertisements included are only
single pages, however the likelihood is that advertisers will opt to
go for a double page spread as it is a better deal.) The reason that I
am making the advertisements pages considerably more expensive
is because they will be diverting attention away from my platform
and product towards another for their own economic gain, so this
has to come at some cost. On top of the base line £65,000 which I
can expect to make I would also expect to see an increase on-top
of this as I would also include adverts on the front cover, rear
page, contents page and small advertisements to fill pages that are
lacking in content or only require a small space.
Source: http://mixmag.net/page/advertisers-media-pack/
Rates:
Generic display
Single page: £6,500
Double page: £10,000
Half page: £2500
Advertisements:
Single page: £9,000
Double page: £14,000
Half page: £3500
Front cover: £10,000
Rear page: £9,000
Contents page: £8,500

Social media and further marketing
Due to a terminal decline in the magazine industry the
boost that social media provides is constantly potent to
the survival of this sector of media access. The first
screenshot presented on the right demonstrates the
Verve Facebook account that I created in order to
attempt to compete with the current market position of
the hip-hop/ rap magazine industry. This is essential as
social media is notorious for infecting users accounts
with pages that their friends have followed allowing
small businesses to slowly rise in terms of the
acknowledgement and respectability. Following the
creation of my social media page for my product I
decided to research what the cost would be to research
my business on the side bar of Facebook and the results
were relatively alarming, I discovered that in order to
have an add on the side bar it costs $65 per 100 clicks on
an add on Facebook. This means that is a business
wanted to divert 1000 potential consumers to their site it
would cost them $650. This is simply is not suitable for a
new business that is only now beginning it’s starts as a
newly founded institution.
Source: http://fitsmallbusiness.com/how-much-does-facebook-advertising-cost/
www.facebook.co.uk

Profit and loss breakdown
Since this is the first magazine that my business will have created I will
evidently be loosing out on income due to the amount that I have to
invest to get started. Notably as time progresses I will have the ability to
reach out to a much wider audience in order to obtain greater
readership and profit. However at this current point in time I have spent
rather a lot; firstly my business will be spending £14,000 each month of
on office space with enough room for 40 employees to be working on
the magazine at any given time. Next we have to include the fee that
was spend on the computer systems, this totals to £68,000 which is
close to the top of the range system spec of the Macintosh product
range ensuring that the systems will be capable of effectively running
numerous editing programs at the same time. Next the cost of Adobe
systems has to be implemented into total cost; this comes to £1,829.20
per month including access to all 20 adobe programs for all employees.
Next it has to be considered that there is a cost of exactly £9,836,72 to
print 20,000 copies of the magazine which has 60 pages. This is a rather
large cost to be taken into consideration; however on-top of this there is
a rather large cost which is typically overlooked, this being the
distribution cost that ends with the product actually being delivered to
the correct high street stores.

Legal and Ethical issues
When creating magazine content publishers have to ensure that the content that they are creating is suitable and
appropriate to be viewed by a vast range of audiences. Many ethical issues surround the magazine industry
especially with gossip and magazines surrounding people, most notably celebrities. Consumers can be offended in a
vast web of reasons; some examples include, unthought-of language, explicit images (such a images on the beach;) a
clothing dress code which could affect certain culture or phrases or terminology which could be deemed offensive to
a certain culture. The terms ‘Ethics’ revolves around justice, kindness and honesty; it’s all about differentiating the
difference between right and wrong and ensuring to apply a system of moral codes to your decision making. When
creating magazine content it is important to ensure that what is included in the product will not offend anyone’s race
or culture; offensive language is frequently used in rap and Hip-Hop magazines like Vibe and XXL. However the use of
strong terms when describing black rappers as ‘n**gas’ has always got the potential of offended a wider range of an
audience. This can lead to complaints from various organisations and can easily lead to lawsuits and parties suing
others.
In terms of publishing a magazine there are a number of legal restraints and laws that publishing companies must
abide. This is most important when the content involves drama and actions concerning people along with different
cultures and ethnicities. Whilst magazine creators are free to craft whatever content they desire, they must still
ensure that they are sticking to laws from the likes of the EFF (Electronic Frontier Foundation); PCC (Press Complaints
Commission) and the ASA (Advertising standards Agency.
In relation to my magazine I have to ensure that all content included in the magazine is acceptable for all audiences,
in order to gain reputation as a genre favorite whilst still ensuring I stay within the boundaries of the legal and ethical
requirements. In order to do this I will ensure that the cover lines used on my front covers will be strictly about an
artists’ music and not about their personality or background. This reduces the chances of somebody becoming
offended with the language content included. However, admit ably it is difficult to not offend anybody when there is
such a large amount of content covered in each issue, especially since each culture has specific terms which they find
particularly offensive

To begin understanding Copyright we must first identify what Copyright means; it’s the exclusive right to
make copies, license, and otherwise exploit a literary, musical, or artistic work, whether printed, audio or
video; This gives the author rights to the works until death and for 70 years following their death. The
Copyright law was first thought of in 1709 by the Statute of Anne; by 1911 The Copyright Act was passed.
The main aim of this was to reduce and hopefully eliminate plagiarism of an individuals work. When the
law was altered in 1988 it effectively means that writers and photographers have their own rights for
their content; this is particularly notable in modern day magazines such as Q and Mixmag you will be able
to find rights assigned to the photographer under the image. This is due to copyright reasons, however
this may not have been visible before the act was passed.
Copyright is prominent throughout all magazines, it is most notably identified on pages with
advertisements; external advertisers will typically include their Copyright tag at the bottom of their
advertisement to highlight how the content is owned by them. The small screenshot presented at the
bottom of the slide highlights how whilst not all magazines will have a distinctive copyright tag, most will
ensure to include a form of identification. Typically this will include the masthead title, data or issues
title. Throughout the magazine industry various unique ways of including the copyright tag have been
established; for examples some magazines will include the copyright tag next to their logo or masthead
to make it clear to consumers and external businesses that they should not be able to use their content.
Whilst other establishments will include a ‘R’ tag on their content to highlight that they are the real
company and not a fake or spin off organisation.
Source:
http://www.dictionary.com/browse/copyright
https://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law
Copyright

IP
When content creators make their own work they must find ways to protect it in order to ensure
they retain credibility and ownership. One way that allows content creators to protect their work
is through Intellectual Property (IP) this is the idea that products of human intelligence and
creation such as profitable goods; this is largely governed by federal law. Typically people will only
protect their works when they would potentially be at an economic benefit from the content that
they have created; this protects to works of their from external smaller businesses that try to
steal to take these works for their own benefit. In order to own Intellectual Property you have to
have either created it, bought it from its original owner or have a brand with a trade mark. When
protecting your property there are two ways of ensuring you keep the property that you have
created as your own right. Firstly through copyright which has the capability of protecting books,
films and music. Or a creator can also choose to obtain a Design Right, this is a way of protecting
shapes and objects which they have created. One of the best ways of protecting your works is
through a patent; in order to acquire a patent it can take up to 34 months with The U.S. Patent
and Trademark Office as of July 2011 there were 715,461 active standing patents. However the
main issue with a patent is the fact that is has a cost of up to £7000.

Watermark
Moreover, watermarks are also widely used
as a form of identification; a watermark
defines as a faint design made in some
paper during manufacture that is visible
when held against the light and typically
identifies the maker. Watermarks in terms
of photographs and business documents is
particularly useful as it ensures that the
works of that creator is protected.
Watermarks are typically a form of
transparent text that take up part of the
page in order to highlight that the work
somebody is looking at is owned by an
external establishment.
The screenshot on the right demonstrates
an example of the one of the watermark
cost plans to ensure that the rightful owner
continues to pertain their own property.
Source: https://www.visualwatermark.com/buy/

Data Protection Act 1988
The DPA controls how your personal information is used by organisations, businesses or the
government. This means that institutions that have rights and access to your personal information must
comply with tight laws to protect this sensitive data. Large businesses such as Facebook, who have
information banked about hundreds of millions of people are constantly under fire about the way in
which they store and conceal personal data. This is because Facebook is such a large social media
presence which is accessed globally meaning that millions of users access the site regularly. This means
that the company is endangered by hackers and advertisement agencies who are desperate to obtain
this information.
Laws:
• used fairly and lawfully
• used for limited, specifically stated purposes
• used in a way that is adequate, relevant and not excessive
• accurate
• kept for no longer than is absolutely necessary
• handled according to people’s data protection rights
• kept safe and secure
• not transferred outside the European Economic Area without adequate protection
There is stronger legal protection for more sensitive information, such as:
• ethnic background
• political opinions
• religious beliefs
• health
• sexual health
• criminal records
Source: https://www.gov.uk/data-protection/the-data-protection-act

Editors Code of Practice
The first way in which they regulate magazine content is through accuracy; this is a highly
important element when covering stories surrounding events that involve the actions of
people. The first concerning accuracy reads “The Press must take care not to publish
inaccurate, misleading or distorted information or images, including headlines not
supported by the text.” This is indicative as it highlights how media outlets are not
permitted to write stories and headlines which are misleading or offensive; this is because
no journalist or media business should have the right to falsely accuse somebody,
particularly a celebrity. This is because the story will potentially reach millions, which
evidently could have a negative effect on that person, potentially tarnishing their
reputation. Research has be formulated by numerous institutions to identify why
inaccuracy in so prominent within the media. “According to an in-depth study by the
American Society of Newspaper Editors in 1999, 23% of the public find factual errors in the
news stories of their daily paper at least once a week” This highlights how poorly research
is conducted before a story is published; whilst this doesn’t always occur in the music
magazine industry it is important for magazine companies to understand the repercussions
when publishing incorrect and infringing content.
When studying the role of regulatory bodies it is important to notice that there are
numerous codes to regulate the content produced by magazines. The next important one is
‘Privacy’ this serves to be a serious issue as it concerns the infringement of a person that is
being discussed within the content of a magazine. Often third party partners can become
offended with the content produced around their personal lives and activities (especially
when concerning celebrities).

Calendar Events
In terms of the date of the release of my magazine there is generally no issues in
terms of events that are undergoing which could cause any issues with the release of
my first ever issue. The only potential problem that good be found is that leading up to
the release on June 1st employees may be required to work during the weekend to
ensure that the final release of the magazine is seamless and problem free leading up
to the point of printing and distribution. My magazine is being released on June 1st the
week day falling upon a Wednesday which arguably isn’t the best day for the magazine
to be released as the fast majority of my readership will be at school and will be
working. However this means that by the time potential readers go to buy the issue
later that week it will be there waiting for them on the shop floor.
In terms of the month of release this is the optimum time to release the magazine as it
is being released just as the school holidays are about to begin meaning that people
are out of the school and parents and young people are more likely to take time off
work due to the nice weather to allow them go shopping to purchase a copy of their
magazine.

Final DPS’s
that in termsof production and nostalgiathe
tour will not disappoint.Just over thelast
two yearswehave seen arisein thequality
of ef ectsused on tour in variousdif erent
genressuch asEDM and I believethat the
standard to work will betranslating over to
the Hip-Hop genrevery soon.
So you talk about thebusy and frenzied life
touring life styleover thelast 18 months,do
you ever have any sparetimewhen away?
Fortunately I do,when on tour during the
day I am only at theevent location around
4hoursbeforewego lifefor sound checks
and technical tests.All the other timespent
in thevariouslocationsI got to travel to was
spend exploring and enjoying the location.
It also helpsthat ever sinceI wasakid I
desired to travel theworld and meet new
people and discover amazing place and that
isexactly what I havebeen blessed to be
ableto do.
Do you have any plansto expand thebrand
you havebeen building over thelast 5-6
years?
Yesalarge inspiration of mineisthework
of KanyeWest and how heef ectively used
hispublicstatusastheback boneand main
catalyst in order to drive hisclothing brand
forward.I have strong hopesand desires
to be able to do the same;I feel asthough
Kanyehasfound agap in the premium cloth-
ing market for customersand fansto wear
anew styleof Hip-Hop orientated clothing.
“Theclothing brand that
I havebeen working
on will beon salein the
thef rst tour datethat
occursin just under a
month in NYC”Manhattan.So this
isavery exciting timefor me.
I can imagine,in termsof you upcoming tour
can weexpect to see any special appear-
ances?
I havesomeplansup my sleevesI intend to
reveal when the timeisright.
Can you giveusany hinter asto who they
may be?
I’m not allowed to say much but I can tell you
that theseareartiststhat I have worked
with for asubstantial number of yearsand
havecreated outstanding relationships
with.Therearearange of artiststhat have
agreed to cometo avariety of dif erent
Thank you for W metake up someof your
timehow areyou today?
I’m great thank you for having mehere;it’s
alwaysapleasure to reach out to you and
all the readers. I gather all iswell with you
also?
Yesit’snot everyday wehave aworld wide
star such asyourself in the building,today is
one of thegood days… So wheredo westart,
you have recently released your third album,
talk to meabout that.
Well it hasbeen in themaking for about 18
months,it isoneof those albumsthat have
almost entirely been created on theroad.
Asduring thistimeI wastouring with Kanye
West and I also made secret appearances
with the likesof Lil Wayneand Dr Dre and se-
cret toursand shows.Thereforethisalbum is
very personal to me,it isabout megrowing
up ayoung child and learning thewaysof the
streetsand how to livealone.
Thesuccessof the album rocketed to the
top of the chartswithin hoursof therelease,
how doesthismakeyou feel?
Honestly it issomething that I didn’t deem to
bepossible,10 or 15yearsago peoplewere
beginning to feel that theHip-Hop industry
wasbeginning to takedip in termsof fans
and thedesire to makemusic.But asan art-
ist that hasgrown up with musicand Hip-Hop
asafocusin my life it meansalot to realize
thegenreisnot loosing interest but instead
gaining.Theyounger generation appearsto
enjoy thisfresh new taste of Hip-Hop more
than expected and it meansalot it ishon-
estly overwhelming.
I hear that you havejust released thetour
datesacrossAmerica;I see that alarge
amount of fansfrom European and Asian
regionsareconcerned that dateswill not
beadded to aplacenear them.Do you have
anything planned?
Thedatesin American werereleased for
statessuch asNew York,Chicago,Nash-
villeand Miami;in each stateI will bedoing
around 4 gigsaweek in variouslocations,
then I will jet of to my next destination.So
thetour buswill never really stop moving.In
termsof expanding datesfor Europeit isa
hugefocuson my mind and I havebeen or-
ganizing it since thereleaseof thisalbum,so
yestour dateswill be released very shortly.
Obviously thisisthesecond tour that you will
berunning,isthereanything that you plan to
do dif erently thistime?
Well my own personal tour hasn’t happened
sincearound 2011asI havebeen travelling a
lot with other artists,however I can assure
showsensuring that each show isamazing
but in avery dif erent way.Each live shows
will be exclusiveto the town or venue that it
isbeing played in to ensurethat the show is
dif erent to anything that peoplehave seen
before.Theartiststhat I havereached out
to anotoriousfor having created some of
themost exhilarating performancesover the
last decade,so let’sjust say thefanswill be
in for atreat.
In termsof cover actson within the live
showshaveyou handled who the guest per-
formancesare,or wasthisan element you
left to your production company?
I havepersonally chosen each of theacts
that will becoming with meon tour because
I believe heavily about building momentum
and hypethroughout the show before I come
on stage.AsHip-Hop isnot only my career
and my occupation it isalso my main pas-
sion in life,an aspect which I heavily enjoy
communication about it to othersequally
aspassionate asmyself about theculture
of Hip-Hop.So in order for meto bedoing
my job properly I must giveyoung talent
theopportunity to pump lifeinto thegenre.
So theartiststhat will be performing are
handpicked in order to generatehypefor
theaudience.
So you have discussed the over thelast 5
yearsyou have been on tour alot,if you had
to choose your favorite destination to go on
tour,wherewould it be?
It would haveto be Miami ever sinceI wasa
kid I haveloved musicfestivalsand parties
and thiswasextremely up my alley,every
timeI visit thereit isanew experiencewhere
I feel atremendousfeeling of self-worth.
Miami isef ectively thestate peoplevisit
to party into tomorrow,every time I have
visited my musichavereceived an amazing
response.I try to visit several timesayear
asI simply cannot get enough of that place,
and theweather isniceso that isalwaysan
added bonus.
So after your tour what areyour plansfor
thefuture?
After my tour I plan to settledown and build
ahome for my family and my dogs;I am into
interior design so I will spend agreat deal
of time designing my own home.However
working will not stop,musicisnot only my
occupation but my passion so I will still be
working on new musicwhilst spending time
with my family.
“Musicisnot only my occupation but my passion”
VERVE.COMPAGE11VERVE.COM PAGE10
Credits
Oliver Kearsey
Tom Brokes
W
emanaged to catch up with the up and coming Hip-Hop star,Oliver
Kearsey heishere to talk about hisnew music,tour and potential cloth-
ing brand....

Unit 13 LO3

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