Ctec Media Unit 1.

1. OCR –
Level 3 Cambridge Introductory
Diploma in Media
Unit 01:
Analyzing Media Products and
Audiences
Evidence
Name: Lauren Dowley
Candidate Number: 2044
Center Name: St. Andrew’s Catholic
School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

2.  Slide 3- focus publisher and content
 Slide 4- Top Of The Pops magazine info
 Slide 5- LO1
 Slide 6- Ownership Structure
 Slide 7- Operating Model
 Slide 8- Brand Ideology/Ethos
 Slide 9- Technological Convergence
 Slide 10- associated products
 Slide 11- market position
 Slide 12- competitors
 Slide 13- LO2
 Slide 14 – front cover
 Slide 15- double page spread
 Slide 16- purpose
 Slide 17- genre
 Slide 18- form and style
 Slide 19- process of the product
 Slide 20- content
 Slide 21- LO3
 Slide 22- target audience: uses and
gratifications (katz)
 Slide 23- target audience: Maslow’s hierarchy
of needs
 Slide 24- target audience: demographics
 Slide 25- Target audience: psychographics
 Slide 26- Primary research - survey analysis
 Slide 27- Primary research - survey analysis
 Slide 28- Primary research - survey analysis
 Slide 29-Primary research - survey analysis
 Slide 30- Primary research - survey analysis
 Slide 31- Review analysis- Secondary research
 Slide 32- Review analysis- Secondary research
 Slide 33- Review analysis- Secondary research
 Slide 34- LO3
 Slide 35-product advertising and marketing
 Slide 36- product advertising and marketing
 Slide 37- LO4
 Slide 38- legal and ethical issues
 Slide 39- legal and ethical issues
 Slide 40- IPSO
 Slide 41- My complaint
 Slide 42- my complaint
 Slide 43- my complaint reply
 Slide 44- my second reply

3. Publisher Product

4.  It is published by Immediate Media Company but the predecessor for the
Top Of The Pops magazine is the BBC.
 The number of copies sold are ‘47 million copies over the last 249 issues’
(http://www.licensing.biz/news/read/bbc-top-of-the-pops-magazine-
celebrates-250th-issue/040132)
 Its sister magazine was ‘It’s Hot’ sold its last issue on 19 July 2007.

6. The magazine launched in March 1995.
the company was founded 1 November
2011.
Immediate media is a local company in
London and Bristol.
Their sister company was called ‘It’s Hot’
but was cancelled and sold their last issue
on 19 July 2007.
The company plan to acquire future
publishing's of sport and crafts.

7. Stephen
Alexander
Chairman
Executive
team
Senior
Management
http://www.immediate.co.uk/ourpeople/

8. The slogan for ‘Immediate Media .Co’ is ‘CONTENT. PASSION. ENGAGEMENT.’. This suggests
that the company want their customers to be content with their magazines, passionate
about their writing and company and be engaged with their magazines and company .
The banner for the website is mainly grey with a white font. The grey represents sadness but
also compromise, as it is neither black or white. Grey also represents elegance and formality.
The word ‘immediate’ connotes speed which suggests that the company’s media is instant
and fast and therefore reliable.
They are a local Publishing company in London and Bristol.
Listed below are only a couple of the magazines that the company have published. As you
can see all of the magazines have a special interest in magazines, but they are all very
different.
It was formed on 1 November 2011 and is owned by Exponent Private Equity.
(http://en.wikipedia.org/wiki/Immediate_Media_Company)

9.  http://www.youtube.com/channel/UC5q7oJeRhgUn0DPJYY_MVsQ -
Immediate’s you tube account.
 https://twitter.com/Immediate_Media - their twitter page.
 https://www.facebook.com/immediatemedia - their Facebook page.
 https://www.linkedin.com/company/immediate-media-co- - their linkedin
account.
 Immediate media company don’t publish their magazines online but they do
allow you to look inside at a few of the pages of the magazine.

10. Immediate media don’t publish just pop magazines,
they publish many other different types of magazines
of all different types of genres. They genres include
cooking, gardening, science and technology, music,
history, children’s TV shows magazines and many
more.
The net worth of immediate media company is £4,265,
444.

11. 175928
76905
70866
Total Music Magazine
Circulation
BLUE= Bauer
RED= IPC
GREEN= Music
Media
Immediate media isn't
in the top ten list of
publishers.
The link I got this from was:

12.  There are five major publishers: Immediate media, Dennis
Publishing, Hearst Media, Bauer and Vice Media.
 Dennis Publishing was founded in 1975 and is owned by
Felix Dennis who passed away 22nd June 2014. His net
worth was over £750 million. (Wikipedia)
 Hearst Media was founded in 1887 by William Randolph
Heart. The company's net worth is £9.8 billion.
(http://www.forbes.com/sites/kerryadolan/2011/09/21/rich
est-families-on-the-forbes-400/ )
 Bauer media was founded in 1875, by Yvonne Bauer. I
couldn't find the net worth for the company.(Wikipedia)
 Vice media was founded in 1994 by Suroosh Alvi, Shane
Smaith and Gavin Mclnnes. Their net worth is £1.4 billion.
(http://www.forbes.com/sites/jeffbercovici/2013/09/18/sh
ane-smith-vices-400-million-man-is-new-yorks-newest-
media-mogul/ )

13. Anchorage text= understand the
headline in the main image.
Buzz word= ‘Bonus’ it is also
outlined by a puff.

14. The title has used a pun in the title to
appeal to the target audience as
puns are never serious, portraying
that the magazine and the interview
isn’t very serious. This makes it more
light hearted for the audience, which
makes them want to read the article
more.
This bold heading of the interview
takes up almost half of the page,
making it seem like the title is just as
important as the actual interview.
This suggests that the interview isn’t
important. The reader denotes that
the interview will be fun,
entertaining and casual, which is
just what a teen magazine should
be.
On this page there is
a big picture which
almost fills up the
whole page. The
reader sees this and
instantly knows what
the interview is
about and knows
that there isn't much
reading because
the space is filled up
with a picture. This
attracts the reader
to read the article
because not all
teenagers like
reading heavy
paragraphs a two or
more pages of an
interview.
This magazine also has images in line
with the text as well. This makes the
more interesting, there is less to read
and more to look at. The font used is
pink, which connotes a ‘girly’ outlook,
something which could be considered
fun and uncomplicated making the
reader more interested as apposed to
bored.

15. Image of front cover with specific
section of the page labelled with
page number for easy access to
everything that is on the page.
Personal message for all the
readers as an introduction to the
magazine.
Pictures of celebs
dotted around to fill up
blank spaces.
Have spilt up contents into sections for
easier location of article or to pinpoint
the specific articles.
Pages in order of number.
Specific words in bold which the reader
could find interesting or important e.g.
‘OMG!’, ‘Your Problems’ ‘Fashion and
Make-up’, ‘Gossip’, ‘The Latest’ and stars
like: ‘Ella Henderson’, ‘5SOS’, ‘1D’

16.  The purpose is to entertain young teenage girls by
giving them tips, help, advice and many other thing
including quizzes, interviews and posters of popular
bands.
 The logo for the magazine ‘Top of the Pops’ connotes
that the magazine is about Pop music and that
they're at the top, hence the word ‘Top’.
 The strapline on the cover of the magazine is ‘GOSSIP
CRINGES SHOPPING BOYS’. This shows the readers
what the main subjects in the magazine are. This
makes it clear for the reader to see and shows them
that because they layout is so clear, its easier to
understand as well.

17.  The denotation of the genre is pop music.
 The readers can tell this from the verbal code of
the masthead ’Top of the ‘Pops’’, which obviously
connotes pop music.
 On the main cover there is always a famous pop
star or band, which ‘signifies’ (De Saussure) straight
away that it is a pop magazine that helps sell it’s
issues based on capturing the attention of a
young, passive reader with the use of ‘star appeal’
(Richard Dyer).

18.  Through out the magazine utopian colours have been used on every
page to make the magazine more happy, light hearted and fun which
appeals more to younger female teenagers.
 Also throughout, the magazine uses different fonts for almost everything,
as it makes the page seem more fun, interesting and exciting, therefore
making it appeal to the target audience more.
 The height and width of my magazine will be the same as all
publications, height= 28.4cm and width= 21cm.
Bright yellow &
pink
Blue & yellow
White, blue & pink against the
black
White & yellow against
blue
The word ‘Solved’ shows reassurance for the
readers who will by the magazine, suggesting
they will learn something and get help with
stresses so that they will never have to worry
about those specific stresses again.

19. http://www.missiecin
dz.com/2013/01/12/t
he-process-of-
creating-a-
magazine/
I have tried to contact the
magazine editors to find out
more about the magazine
and its process etc… but this is
the only response that I have
received:

20.  The content of the magazine has things such as interviews, posters and details of bands in the charts
and other stars. It also includes fashion trends and tips, beauty tips and lifestyle tips. The magazine will
normally come with a free gift and poster of a band or pop start. There are also articles about the
pop stars, quizzes, horoscopes and song lyrics.
 On the front cover the magazine specifies that the magazine will cover: ‘Gossip, Cringes, Shopping,
Boys’. Clearly without having to look inside the mag or read anything else we know what the
magazine will be about.
 The magazine has a quite happy, cheery, innocent and commercialized identity therefore making it a
dominant ideology.
On this part of the contents
page it shows the front cover of
the magazine and which shows
what page number all of the
things on the front cover are on.
For example if I wanted to look
at what Ariana said and her
interview, I could see that its on
page 12. This makes it easier for
the readers to access what parts
of the magazine they want to
look at first, which makes the
make that magazine easy to
read as the layout is clear and
understandable.
This section shows
different parts of the
magazine but in
categories. For
example, if people
wanted to read gossip
about One Direction
as Niall’s face is by the
number 11 and under
the title of Celeb and
Gossip, so they would
then know to go to
page 11. Again, this
makes finding what
you want to read
easier, so it doesn’t
feel like a challenge of
having to flick through
all the pages until you
find what you want to
read.
As the contents page numbers miss out some numbers
(because they have already been showed from
another part of the page), it makes it more fun to read
and is more exciting because its all mixed up but you
can still find what you want easily.

22.  Uses and gratifications (Katz)
› Either inform and educate or personal
relations ship. Inform and educate as the
reader may learn something new about
pop star or band that they didn’t before by
reading the magazine. Personal relationship
because by reading the magazine, you can
build an admiration for a certain star or
band.

23.  Spending power= how much you have
left to spend.
 Young teens will ususally receive pocket
money that they can spend on
magazine and other girly items like
makeup and hair accessories.
 This means that the price of the
magazine will have to be affordable for
girls to buy.

24.  Maslow’s hierarchy of needs
› If you were to be a social climber or a care giver,
you would buy magazines for social and esteem
needs, not for safety or physiological needs. For
example, if someone didn’t have easy access to
food, water or even struggled to breath, then if they
had money they wouldn’t be buying a magazine.
Also if someone was homeless, or was at risk or
accidents or injury or health then again they
wouldn’t spend their money buying a magazine.
However if someone felt like they wanted to feel as if
they belonged somewhere and be accepted by
others like in friendships, family and social or
community groups to avoid things like being lonely or
unloved, then they would buy a magazine that
could maybe help them to avoid those feelings.

25.  Demographics
The audience will be most likely in group E
because they will be too young even top get
a Saturday job yet as they're still in school.
Either social climbers or care givers. Social
climbers because girls will feel that if they
know more about certain stars or bands they
are more privileged than others who may not
know as much. Care givers because girls may
feel engaged with and/or sympathetic
towards a star or band.

26. The audience for my magazine will be aspirers because young girls are
interested in who’s most interested in who’s most popular and who isn’t,
image appearance and fashion. This is why I will focus more no colour
and puffs to make my magazine appeal more to the target audience.

27. I asked what gender the audience of
my questionnaire were because since
my magazine will be for girls, the
appropriate audience for my
questionnaire will be girls so I would
like to know what gender is answering
my questions.
I wanted to know the age of my
audience as the age of my
magazine is young teen so if there
were certain answers to my
questions that I thought would be
different it could be because the
audience for my questionnaire is
older then the intended audience
for my magazine.

28. The answers of my question are
mainly bright bold colours like
pink, red, white and blue. This
tells me that the audience
prefer brighter colours maybe
because they stand out more,
so it has helped me to choose
what colours to use on my front
cover and double page
spread. This will match the
format of my magazine as it is
printed in bold and bright
colours etc… this will prompt
the readers to buy my
magazine.

29. This question has helped me
to decide what are the most
important features that the
audience will be interested in
and what parts I should focus
on most, which will be
pictures and colours. I would
have focused on pictures
and colours most anyway
because my audience are
aspirers, who’re most
interested in appearance
and image (psychographics).

30. If I were to re-do this
question, then I would
change the options to
certain time periods e.g.
weekly or monthly. Most of
the audience chose the
option ‘Slightly often’
which could be the
possibility of a monthly
subscription and my
magazine is also a
monthly subscription, so
this answer is relevant and
helpful for me.

31. This question will help me
because if the audience
chooses rock, then when I
asked them about appearance
of my magazine they might
prefer different colours which
may not be as suitable or
relevant for a pop magazine.
This question doesn't help me as
much with my magazine
because most of the audience
prefer rock, so I will have
different or again irrelevant
answers which wouldn’t be as
helpful.

32. The reader’s review states that their favourite part of
the magazine is the gossip. This has helped as now I
know that the gossip in my magazine will be very
important to the readers
(http://www.reviewcentre.com/reviews146904.html)

33. This review of the magazine helps me because this reader has said that
their favourite part is all of the celebrity interviews, so I now know to focus
on my double page spread of a popular artist with interesting and useful
questions for the reader. The only bad thing that the reader has said about
the magazine is that the price is quite high, so I will make sure that my
magazine is affordable and a relatively low price
(http://www.reviewcentre.com/reviews146904.html).

34. (http://www.reviewcentre.com/reviews146904.html) this reader’s
review of the magazine tells me that the best parts of the magazine in
all of the information on celebrities. This has helped me to again focus
on my double page spread to make sure that it will be fun and
entertaining for the reader.

36.  How is the product (Music Magazine) advertised?
› In supermarkets or shops which sell magazines (e.g. WHSmiths), train stations,
 What platforms (E-Media, Print, Broadcast) are utilized to help promote the
product?
› Magazines sell advertising space and are a good source of promoting a music
magazine; Flyers can be placed in shops and adverts can be placed on TV or
Radio and on the internet as adverts flash up on PCS and also selling subscriptions
for magazines offering better deals financially to induce the buyer to buy the yearly
subscription.
broadcast

37.  Top of the Pops magazine can be found
in almost every local corner shop, as well
as more well-known shops like WH Smiths,
the Co-op, Sainsbury’s, Tesco's and
many others.

38.  Marketing –The magazine pays what they can afford in order to get the best
position for selling their magazine i.e. next to the CD’s in larger supermarkets.
› Viral marketing= marketing through the internet.
› Guerrilla marketing= the use of unconventional and low cost marketing strategies to
raise awareness of a product. (e.g. viral)
 Poster= mainly used in shop windows but Top of the Pops doesn’t use this.
 TV adverts= Top of the Pops doesn’t advertise on TV
 Radio advert= Top of the Pops are in partnership with BBC Radio1
 Leaflets= a small cheaper way to advertise to hand out to people or put on
car windows. Top of the Pops does not do this.
poster leaflet
TV advert
Viral
marketing
Guerrilla
marketing

40.  Copyright= so no-one can copy or re-make your work.
 All of the photos and content in Top of the Pops magazine is copyrighted.
 If Top of the Pops magazine were to be sued, this is the process that the complaint would go through:
1. The complaint will go through initial assessment. This means that they will look at if the complaint is actually assessable and that the
article (etc…) goes against the code and if not it is sent back to you with reasons why.
2. Referral to the publication- if the article you’re complaining about does go against the code, the complaint will be sent to the editor
of the article who will try to fix the problem with you straight away. If it has been over 28 days and nothing has happened to fix it, the
IPSO (International Press Standards Organization) will take over.
3. The investigation- if the complaint isn't fixed at all, your complaint will go to the magazine company its self, who will try to ask
questions to justify your complaint. You will then get a copy of the reply from the company based on your complaint, and you will be
able to be given the chance to comment on their reply.
4. Adjudication by the complaints committee- if it still isn't fixed, then the complaints committee will look to see if the magazine went
against the editors’ code, but will only look at the information which has been seen by both sides of the argument. They will then post
up their decision on the website.
5. Remedies- if the magazine company had gone against the editors’ code, then they're required to make corrections which will be
decided by the complaints committee.
6. Review of the process- this stage allows you to ask to review the committees decision regarding your complaint. Then the committee
will decide whether to refer the complaint to the Complaints Reviewer. If the referral is made, the Reviewer will review the process by
which the decision was made, and inform the Complaints Committee within 14 days whether it considers that the process was
substantially flawed. If the Reviewer does not consider that the process was substantially flawed, the decision will then be issued. If the
Reviewer does consider that the process was substantially flawed, the decision will be will be reviewed by the Complaints Committee,
taking into account the Complaints Reviewer’s findings. The Committee will then issue its final findings.
 Complaints which are not pursued- IPSO expects both publications and complainants to cooperate with it in the prompt consideration
of complaints. If they don’t get an initial response to correspondence, they will contact you with another request for a reply within a
certain time. If you require more time to respond, you have to write to them as soon as possible explaining why you are unable to reply
substantively and when you expect to be in a position to reply. They will seek to accommodate reasonable requests. If we do not
receive a substantive reply within the specified period, we may close your complaint as not pursued. Alternatively, the Committee may
proceed to consideration of the complaint without the benefit of your comments. IPSO will not generally reopen a complaint which has
been closed as a consequence of a failure by the complainant to provide a timely response. Complainants who seek to revive
complaints that have previously been closed as not pursued will be asked to explain the reasons for the delay in their response. IPSO will
only reopen a complaint where, in the view of its Executive (having considered the reasons given and the full circumstances of the
complaint), to refuse the request would be unreasonable.
https://www.ipso.co.uk/ipso/procedure.html

41.  Unacceptable behaviour by complaints and vexatious complaints- The staff of IPSO’s Executive will be
accessible and courteous to everyone who comes into contact with them. They understand that in
some cases complainants will contact them in highly distressing circumstances, and may need
significant support and assistance; they will not normally limit the contact which complainants have
with the Executive. However, in a small minority of cases, complainants seek to interact with the
Executive in an unacceptable way. IPSO’s Regulations make clear that it may reject without further
consideration complaints which are vexatious or disproportionate. IPSO interprets this provision to
apply both to the nature of the complaint, and to the manner in which it is pursued. IPSO does not
expect their staff to tolerate unacceptable behaviour by complainants. Unacceptable behaviour
may involve vexatious or disproportionate pursuit of a complaint. It also extends to any other
behaviour that, because of its frequency or nature, hinders IPSO’s ability to handle complaints
effectively, including:
• Using abusive, offensive, aggressive, racist or foul language in conversation or correspondence with
staff;
• Harassing, verbally abusing or seeking to intimidate staff;
• Engaging in unreasonably protracted or repetitive communications with staff;
• Attending IPSO’s offices and seeking to speak with a member of staff without an appointment;
• Repeatedly refusing requests by staff to follow IPSO’s procedures, despite having been provided with
appropriate information about these procedures;
• Making persistent and/or unreasonable demands of staff and/or the complaints process.
 IPSO reserves the right to take appropriate action in cases where complainants are exhibiting
unacceptable behaviour, including by restricting the manner in which complainants may
communicate with IPSO’s staff or declining to further consider a complaint.
https://www.ipso.co.uk/ipso/procedure.html

42.  Editor’s code of practice:
1. Accuracy
2. Opportunity to reply
3. Privacy
4. Harassment
5. Intrusion into grief or shock
6. Children
7. Children in sex cases
8. Hospitals
9. Reporting of crime
10. Clandestine devices and subterfuge
11. Victims of sexual assault
12. Discrimination
13. Financial journalism
14. Confidential sources
15. Witness payments in criminal trials
16. Payment to criminals
17. https://www.ipso.co.uk/IPSO/cop.ht
ml
 Ethical- not to
offend anyone’s
race or culture
e.g. calling a
black rapper
‘nigga’ or any
other similar
language which
could also offend
the readers as
well.

43.  IPSO stands for The Independent Press
Standards Organisation.
 They deal with all complaints about
magazines or newspapers, including
issues which are online.
 The IPSO also help soon to be publishers
with any concerns they may have, or
prevent any contact or hassle with
journalists and can be contacted 24 hrs
a day.

44.  Stereotypes= “Stereotype is defined as to attach
an idea or image to a person who belong to a
particular group.” http://www.yourdictionary.com/stereotype
This group of pictures are stereotypical language which are used in pop magazines and also
by young female teens.
These are all typical images that would be included in a pop magazines
the girls all have a lot of make up on, one of the girls have rainbow hair,
and also include stereotypical ‘selfies’ which would attract to my target
audience.

47.  I did get
a quick
reply to
my
complaint
and this is
the e-mail
that I
received: