Unit 30 lo2

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 30:
UK Media Publishing
Evidence
Name: Jake Naunton
Candidate number: 3097
Centre number: 64135
St. Andrew’s Catholic School
64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

Magazine ideas: Mind map
Magazine ideas
Masthead
Frequency
Colour scheme
-Focus
-Notoriety
-Conclave
-Session
Types of
images Brand identity
The list of names presented to
the left of this text presents four
names which I came up with as a
concept for my second
magazine. The chosen and
arguably most effective
masthead which I have chosen is
bolded, “Session”
-Red
-Black
-Grey
My second magazine will be released on a monthly calendar as this is the
way Vibe used to be released before the business received major funding cut
backs meaning they couldn’t publish as many copies. My magazine would also
be released monthly as it would mean that the writers and editors would
have enough time to be able to produce enough content that would absorb a
lot of the readers time; therefore producing value for money. Moreover the
magazine would also be released monthly as there isn’t always enough music
news to cover each week, especially if the magazine is only focused around
one genre.
Types of images on the front would
include current collaborations and artists.
It could also potentially present images of
recent festivals and album covers. The
types of images would be of a mid shot/
close up shot; the images used would take
up a large majority of the front cover,
most likely around 75% of the cover. I
would deliberately do this to increase the
star appeal meaning that the magazine
would again attention in shops.
Bright bold colours will be used on the cover of each issue meaning that
the reader will instantly be able to identify the magazine, thereby
making it memorable. Also much like popular magazines in the industry
such as Vibe and NME on the front cover of each issue will be the use of
a limit of three colours; this means that the bran is easily recognisable
due to the stand out house styles. Moreover the masthead and
conventions will be of a similar font and size making it more appealing
for readers.

Session Mood board summary
Session: The first magazine, Session is based around fashion and news within the Hip-Hop culture.
Three of the most significant images are implemented below. The first image is an image demonstrating
super cars. This is an evocative image as it demonstrates that Session will be covering the life styles that
the stars within the culture of Hip-Hop live. The second image presents Wiz Khalifa stood in a rather
dominant and arrogant position. This demonstrates that Session will cover the day to day lives of the
biggest stars on the planet; this includes Wiz Khalifa who has a renowned reputation for being one the
largest stars in the industry and within the genre. The third image demonstrates the roots of the Hip-
Hop culture and where it began, on the streets. This would enable the magazine to appeal to a wider
range of people as older potential consumers would be more captivated by an image that they would
have seen when they were growing up than an image from todays modern Hip-Hop culture. This is an
important aspect as it means that the magazine has a wider audience group as it would appeal to a
greater range of people. The final image is potentially the most relatable aspect of this particular mood
board; this is because the term “Advisory” means that the lyrics and terminology used by artists and
personalities within the industry should not be taken lightly. This image also suggests that the lyrics
within the Hip-Hop culture are relatable to a vast range of people demonstrating that Hip-Hop is for all.

Verve: The second magazine, Verve is based around the pure music aspect of Hip-Hop;
the magazine will cover the latest albums to drop in the genre along with coverage of
the latest festivals and pure music aspects. The first image demonstrates a rapper
performing life; however the identity of this rapper is irrelevant. The aspect of this
image that is important is the fact that the artist is formulating a bond with the
audience in order to build rapport. This demonstrates that Verve enables the reader to
feel included and important when reading the magazine; allowing them to feel as
though they are part of the Hip-Hop culture. The second image simulates a similar
meaning to the first as it highlights how the magazine focuses on the pure music
aspects of the culture. Verve will cover the latest festivals and concerts enabling
readers to be updated with the latest, highest rated music. The following two images
present Kanye West’s Album and Drake’s latest Album. Both of these images depict
that the magazine will cover the latest content within the industry as these are
currently extremely popular albums. This indicates that Verve will ensure to keep
readers up to date with the latest music under the culture.
Verve Mood board summary

Front cover analysis
House style: The main colours used on this
particular front cover are red, black, grey
and white. This is significant as the
connotations of these colours are
associated with rap and hip-hop. These
chosen colours are picked in conjunction
with Eminem, this is because it highlight
how he is the main attraction of the front
cover through Richard Dyer’s star appeal.
Main image: The main image presents
Eminem, it is evidently clear that he is the
main attraction of the front cover. This is
clear because he completely stands out
from the page; this is made possible by the
colour choice which projects the
noticeability of the star. This is an major
and pivotal feature of the front cover
because Eminem is one of the most
successful artists across any genre within
the 21st century as he has sold millions
records. This means that readers will feel
far more inclined to pick up the magazine
as they are excited by noticing a major star
on the front cover. In addition the front
cover clearly indicates the genre due to the
fierce, borderline aggressive posture of
Eminem; this clearly demonstrates to
readers that the magazine is of the Rap
genre.
Font: The font is a clean crisp stylish element
of text which allows consumers to identify
the magazine in shops. This is further made
easier by the sans serif font, this means that
the characters used in the word vibe are
easier to identify as they have clean edges.
This in turn makes the magazine stand out
because it is noticeable and evidently
different to other magazines.
Main cover line: The main cover line reads
“Eminem comes clean” this insinuates that
the widely recognised star will be revealing
exclusive information to the readers of Vibe.
This therefore acts as an incentive for
readers to purchase this particular issue of
vibe. This cover line perfectly ties in with the
main image as the posture of Eminem in the
image indicates that he may be hiding
something, therefore prompting the
consumers to purchase the magazine in
order to reveal this secret.
Strapline: The piece of text at the top of the magazine reads
“Busta Rhymes- DIMX-ODB-Cash Money-Puff Daddy” This
connotes how the editors of vibe are informing the readers of
what else they can discover in the magazine.
Masthead: The masthead which reads
“Vibe” combines two of the colours used
throughout the house style of the front
cover. The masthead involves both black and
red in a form of gradient; this is effective
because much like the colour scheme it adds
to the general sense that the magazine is
aimed at rap and hip-hop readers.

Inspiration
Main image: The main image which covers 50% of the
double page spread presents an image of Wiz Kalifa. The
image is in the form of a head shot that covers the entire
first page. The artist has a rebellious facial expression;
additionally the fact that he is blowing out smoke connotes
solely how the artists has ‘swag.’ This is evident because
the artist is well known so therefore people will instantly
recognize who he is; therefore he does not need to pose for
a photo like a typical person would as he is incredibly well
known in the music industry. The main image clearly links
to the articles which reads “How High.”
The main headline which reads “How High’
reveals a double meaning; the first being the
literal understanding which is that Wiz Kalifa is
‘high’ due to drug use. However the other
understanding is that the headline could
represent how high can he achieve in his
career; this is useful because it demonstrates
how the reader can be instantly engaged by
the double page spread as they are thinking
about the article.
The strapline which reads ‘WK’ is similar to
the main image, in that it takes up a large
amount of the page in order to attract the
readers attention. The page is also attractive
for readers because the colour scheme for
the strapline matches the colours on the
fashion that the artist is wearing. This
indicates that the magazine is simplistic yet
stylish, thereby appealing to readers.
Here you have the main body
of text; the font is in black
colouring, this is because the
writers want to information
and article to be easy to
access for readers. The first
letter of the text uses a drop
capital, this is significant
because it prompts the reader
as to where they should start
reading.
The caption which is presented
below the main image supports the
main headline of the magazine; this is
because it gives the reader a short
overview of what the article will
cover. Additionally the caption also
has the same colour scheme and
consistent house style of the rest of
the double page spread.
The name of the writer and
photographer is situated below the
caption giving them credit.

Genre
The genre of vibe is primarily R&B and Hip-hop; however the success of Vibe is
primarily because they cover a range of genres from forms of rap, and hip-hop. This is
effective in marketing terms because it means that the magazine appeals to a wider
range of readers, in turn meaning that they sell more copies of the product. However
as the magazine industry has been suffering recently Vibe and other popular
magazines have made moves in order to obtain more readership. This means that they
have expanded from simply covering the hip hop genre; now Vibe also now covers
EDM music. Vibe like many other rival businesses have identified that they need to
follow where their audience goes, this means that they have recently expanded into a
greater range of genres.
Source: http://www.foliomag.com/vibe-
expands-its-brand-platform-new-music-
genre/

Form and style
The general style of Vibe is relatively simplistic; the front cover informs the reader of the content which is inside the magazine yet
at the same time it ensures that the simplicity is kept. The font of the strapline is bold and big but at the same time it is the main
and only feature of the top half of the magazine. The bottom half of the magazine is dominated by a large image, generically using
star appeal this is effective because it means that a consumer identifies a popular figure which they follow in the media and are
prompted to want to read about them. Another common attribute within Vibe front covers is the generic layout this means that
they nearly always have a large image in the middle, next to this on either side you will be able to find sub stories and other
information prompts that inform the reader what is in the magazine. The text either side of the image is typically in small but
contrasting font colour to the masthead and main image. This is useful as although the sub stories are not a important as the main
article the editors still want this element to stand out and be noticeable. Another element of the Vibe front cover which enables it
to be at the top of the market in it’s genre is the careful choice of colouring; this is evident in the Kanye West front cover presented
down below. This is because the designing team have specifically chosen to use contrasting colours, a light baby blue and a hot
pink. This means that both colours stand out making the front cover eye catching and attractive to readers.

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

Font Styles
Verve
Session
Editio
n
Font sites used:
-http://www.fontspace.com/herofonts/above-demo
-http://www.dafont.com
Above demo Renogare Sansation
Bebas Kai Motion Control Neue Raspoutine Bambi

Now that I have conducted research into my chosen font styles I have now chosen which two
fonts styles I will be using for my magazine designs. Both of the two fonts demonstrated above
are front Dafont.com this is because I am able to easily download these onto my computer
system. This is necessary because I need to be able to install them onto Photoshop in order to
include in them on my front cover and double page spread that I will be creating.
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.
Secondly the font chosen for the Session magazine is called, Motion Control Neue; this is also
taken from Dafont.com for the same reasons noted above. I choose this font style over all of the
other choices because the font style by default comes in capitals. This enables the magazine to
stand out as the text looks bulky; this is effective as it makes it eye catching the masthead at the
top of the front cover will be one of the main attractions. Moreover this font style looks as
though it is a similar match to those of Vibe and NME because of the wide styled font.
Font Styles Final

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?

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

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

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.

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.

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

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
magazines 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 as 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/

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

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/

Complaint process with Mixmag
Source: http://mixmag.net/page/contact-mixmag/
http://www.superoffice.com/blog/customer-complaints-
good-for-business/
When magazines cover content that involves the everyday lives of people and gossip (especially with
celebrities) often journalists and article writers will manipulate the story and change the facts to make
the story more attractive. This creates a lack of accuracy and can often lead to consumers and the
celebrities evolved filing lawsuits. As part of my research I began investigating into the complaint
process with Mixmag; unfortunately they do not have a place where you can complain about the
magazine or content published on their website, Mixmag.net. However they do have a “Contact Us”
tab un the “More” drop down list. The screenshot below presents the type of emails addresses that a
web-user will be presented with when browsing their website; this is a place where users have the
ability to submit stories which they believe should be included in the magazine. Whilst there is no
direct location for users to complain about Mixmag the three email addresses located below perhaps
suggest a place where consumers can go to breach their opinions about how Mixmag operate their
business. The use of a complaint procedure greatly increases the reputation of any business; this is
because it indicates that the institution is concerned about the opinions of the people. Evidently if any
company is doing something wrong they would want to be notified; however
typically the complaints section of magazine is about consumers complaining about a
magazine being offensive or unethically thought of. Customer complaints are also
useful as it enables a business (in this case the magazine industry) to fix any
outstanding issues with the product to ensure that the customer satisfaction is
retained. A report created by Experlence in 2010 identified that the number one reason
customers leave a brand to use a competitor was not due to pricing or faster service,
but due to poor quality and rude customer service.

Within the media it is important that there are institutions that are ensuring content created by magazine companies
is of an acceptable standard for all ethnic groups. Certain organisations such as IPSO (Independent Press Standards
Organisation) regulate the content produced by magazine and media establishments. In order to regulate content
produced by magazines IPSO follow 17 different codes to ensure that the media content is fit for all audiences.
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 accuracy it is a
very broad topic as it refers to a vast dynamic of content that is produced by the magazine. According to “Red Lines:
The Eight Categories of Media Bias” there are eight sub-categories that determine whether an article has been
inaccurate or distasteful. These include, misleading definitions, imbalance reporting, opinions disguised as new; lack
of context, selective omission (refers to withholding important details,) using true facts to draw false conclusions,
distortion of facts and lack of transparency. These are the most common ways that an article will be manipulated in
order to attract a certain interest or attention. Most notably modern-day news articles are often crafted in a way that
attracts attention (not always positive towards a particular business;) meaning that they are not always as accurate as
they should be.
Role of Regulatory Bodies
Source: https://www.ipso.co.uk/editors-code-of-practice/
http://www.dailysource.org/about/problems#.WEabh_4afcs
http://honestreporting.com/news-literacy-the-eight-categories-of-media-bias/

Primary research: Survey monkey
The first question reads ‘How old are you?” the responses received were mainly between the age
range of 11-16. This demonstrates that magazines should be ensuring that the theme and house
style would appeal to the younger generation to ensure that the magazine would sell at a high
level in the industry. The next question reads “How frequently do you purchase a magazine?” This
questions is important as it demonstrates that 8/10 participants said that they “Never” purchase
a magazine; this is important because it indicates that although the younger generation would be
interested in the content produced by magazines they are not prepared to purchase a magazine.
This is because people can easily view the news and interviews on social media for no price. This
is suggests that perhaps magazine companies should have more of a social media presence in
order to ensure that they are connecting with the younger generation. Moreover magazine
companies may want to make sure that they have an electronical version of magazine available
online in order to attract a wide range of readers.
Source: www.surveymonkey.co.uk/

Survey monkey continued:
The next question reads “What feature of a
magazine attracts your attention?” This question is
potential the most important as it demonstrates
which is the most vital element of a magazine in
order to captivate the attention of the potential
consumer. The screenshot below demonstrates that
9/10 magazine readers would pick up a magazine
due to the main image. This demonstrates that
when a large star is demonstrated on the front of
the magazine it is effective in grabbing the attention
of consumers. Therefore in order to create an
effective magazine you must make the front cover
captivating and eye catching. Often star appeal will
attract potential consumers to purchase a magazine
who previously had no knowledge about the
magazine; artists such as The Chainsmokers and
David Guetta would attract a wide audience base as
they are known globally as mega stars under the
EDM genre.
The second screenshot reads “How much would you
be willing to pay for a magazine?” The images
evidently displays that the majority of the
participants checked the £1-£4 option. This is
notable as 8/10 contributors choose this choice; this
indicates that these types of people of people
would prefer to purchase a magazine potentially
monthly. This is because they are not willing to pay
lots of money, however they are interested in the
content produced.

The data that I collected has highlighted to me that there is a
clear emphasis on the quality of not only the image on the front
cover but also the fame of the artist. This is relatable to Mixmag
as typically they have a global star such as David Guetta or Dead
Mau 5; this is a useful way of attracting product identification and
interest when it is on displayed in a store. Notably a potential
consumer is far more likely to be attracted to a magazine that
they are not regularly purchasing if there is a familiar face or
celebrity. Moreover we can also conclude that in order for a front
cover to become popular and attract attention from readers the
colour scheme will generically only consist of 2, with a maximum
of 3 colours. This provides a consistent as professional style which
the readers will enjoy and shall be entertained due to the
aesthetically pleasing house styles used. On-top of this it is also
notable that in order to attract attention to the front cover of the
magazine to increase sales, the cover lines should be intriguing
and scarcely revealing. This essentially means that the cover lines
used will attract the attention of the reader; however they will
not will not reveal anything to do with the content of that news
story or interview. This is because Mixmag will be summarising
what is going on in the front cover; however they will not reveal
exactly what the reader wants to know as this will mean that they
would not have to purchase their product.
Survey monkey in relation to Mixmag

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