Magazine Codes and conventions,

1. Codes and Conventions of a regional
magazine

2. Front Covers

3. Common Codes and Convention for Front
Covers
The most common codes and conventions of regional magazines are:
 The cover images (and most of the other images) give direct address to the target
audience.
 The mastheads are all bold, and the chosen colour stands out from the rest of the
front covers content.
 The background image on the front cover usually represents the area, e.g. a landmark
in the background of the main image on the front cover.
 There is a competition, where the target audience has the chance to win prizes.
 At least one sell-line mentions the region.
 The main image is brightly light.
 The barcode and price is in the bottom right hand corner.
 The codes and conventions will be applied to my regional magazine, so my target
audience will be able to establish that my magazine is a regional magazine.

4. Image
A common convention for regional magazines is the use of a picturesque image as the
main focus of the front cover, this is seen in many magazines such as Charleston, Kent
Life, Suffolk magazine and others.
Other magazine that I looked at also make use of models on their front cover which take
up a large majority of the page. This is seen in the Cheshire resident and Yorkshire post
where both have direct mode of address to also entice readers into buying.

5. Mastheads
Of all the magazines I’ve studied they all make use of large, bold mastheads that contrast
against the backgrounds to stand out more. The fonts that are used normally reflect the
nature of the magazine, for example the Cheshire resident is a more high-end magazine
and so makes use of a golden masthead in a professional font whereas the Northern Life
magazine makes use of two fonts of which are different colours to show a more relaxed
magazine.
Magazines such as Kent Life and Dorset use a common masthead through all of their
issues to create a brand image that is easily recognisable for consumers.

6. Colour Scheme’s
Most regional magazines incorporate a mixture of white and yellow/blue depending on
the main image and hints of red so the text can contrast to the background. Seen in Kent
Life, they use this colour scheme as it not only contrasts the image but it also links in with
the sun that is central to the image. The yellow colour also makes the magazine more
inviting as the colour isn’t harsh. Similarly, Dorset magazine incorporates mainly white
and red which colours which contrast the background.

7. Head Lines
Typical with all magazines, not just regional, they all make use of sell lines to grab the
attention of the consumer and to attempt to convince them to purchase the magazine.
The two more higher-end magazines seen below have a more less obvious main line but
it’s directly below the masthead and so is one of the first things seen by the reader.
Magazines such as Kent-Life, Charleston and the Yorkshire Post have a much more
relaxed approach to their content and so their main lines are much more colourful and
larger to grab attention away from the main image and masthead. Kent-Life make use of
the buzz word ‘beautiful’ in another colour to emphasize their point and to draw the
reader towards it and to give a preferred reading for the consumer.

8. Sell Lines
Use of ‘Literary Life’
uses alliteration to
catch the eye of the
reader and promote
that particular
article
Use of block capitals
on this line. This
makes the article
seen more dramatic
and more interesting
to the reader. The
further use of
‘glorious’ below also
tells the audience
that it’s worth
reading. This links
with ’Uses and
Grats’ to create a
The usage of ‘exclusive’ is a buzzword to excite the
consumer into believing that this article feature is a
one-time offer so that they buy the magazine. Keeping
in to the colour scheme, the ‘BOHEMIAN RHAPSODY’
stands out but isn’t an eye-sore to deter the consumer
from reading further.
Naming a place that people would
recognise would also entice
people to buy it as they would
want to see why their place is in
the magazine
This cover line is shown
to be one of the most
important articles of the
issue due to it’s own
ribbon and large image at
the bottom to make it
stand out. The reader
want to know what ‘all the
buzz’ is. (information on
the unknown – uses and
grat.)
Curiosity is created from the cover line which
means that the audience is drawn to it
(Barthes – Hermeneutic code) as they are
intrigued as to how someone is ‘changing the
banking world’. It also suggests that the
audience would be interested in these
articles and so stereotyping that they would
be much older (dyer)

9. Barcodes
Of all the magazines I’ve studied they all make use of barcodes at the bottom of the front
cover usually at the right hand side if it’s vertical or at the bottom left if positioned
horizontal. The barcode is very common due to it’s informative nature as it shows the
price of the magazine. This also tells us the target audience that the magazine is aimed
at. The Cheshire resident for example is priced at £5 per issue in comparison to £3.25
that Kent Life charge. This shows us that Cheshire aim for an older audience who could
possibly afford it more than younger adults/teenagers. This links in with their colour
scheme which appeals to the older audience.

10. Contents Pages

11. Images
Images are often used to catch the readers eye by using images that the audience would
want to see (preferred reading) and that they would be intrigued by (uses and grat). The
majority of the magazines that I studied use a variety of different images, a mixture of
models and landscape images such as Sussex Style and Bristol Magazine. Often the
models are attractive and female which would attract a male audience further prompting
them to purchase the magazine (Mulvey’s male gaze). Whilst the models may attract a
male audience, the other images present of landscapes and animals attract the female
audience as well.

12. Editors and Writers
This lets the target audience find out who wrote the articles to see if someone they follow
or respect has contributed to the issue. This helps make the writers come across as
professional and would make the target audience more likely to read their articles since
their established writers (Zimmerman and Bauer – Obstinate Audience Theory)

13. Large Page Numbers
Placed next to the title of each article or on images themselves, it appeals to their target
audience. The large and distinguishable numbers means consumers can easily navigate
to their way around the magazine, getting to the article they want to read with ease. It
also shows the target audience that they Are well organised which will further attract the
audience who would want to buy a magazine that is well edited.

14. Month and Dates of Issues
Typically place at the top of the page near the main heading (e.g. Contents), by
having the date and month of the issue it makes the audience feel as if they are
getting the most up to date information available. Some magazines I’ve studied
actually make use of the month and date of issues and the bottom of the page
next to the page numbers in order to keep in layout with the rest of their
magazine to promote their professionalism.

15. Colour Schemes
For Kent life, Yorkshire life and Bath life the typical
colour scheme consists of black and white with a
hint of red either on text or featured in the images.
This reflects their target audience whom are typically
older at around 35 years and are middle to upper
class. The red font, especially in Bath life, helps key
parts of the magazine stand out to the audience
without being to harsh or bold to deter the reader.

16. Competitions
Another feature that some magazines make use of is competitions in order to entice the
reader to continue making purchases of the product. By having the consumer enter
competitions it draws awareness to their websites which provide more issues to the
audience as well as influencing their decision to buy future issues as winners are
announced this way.

17. Fonts
The font that is commonly used over all the articles that I’ve studied make use of sans
serif styles to reflect the simple and sophisticated target audience that they are appealing
to. The uses of bold fonts as the titles makes a clear division without the need of lines or
images whilst also keeping in with their colour schemes.

18. Advertisements

19. Starbucks
Logo: Clearly in view for the
audience with the text being
block capitals to draw the
readers eye. Consumer
recognise the logo and
instantly know the product
(uses and grat)
Sell line: This specific sell line
is very clear in it’s purpose to
tell the audience that Starbucks
are the best product with the
‘COFFEE’, ‘PERFECT’ and ‘A
STARBUCKS’ being slightly
bigger. Usage of a hypodermic
needle model to passively tell
the audience their message
Main Image: The main image
here is showing the product
that is their main selling point.
The modern background of
the image shows their modern
approach and the fact that
they are a well established.
Colour Scheme: The colour
scheme used in this advert is
identical to the company’s logo
of white, green and black. It
means that consumers can
instantly recognise the product
and the text is contrasting
against the background to
stand out the most.
Sell line: Clear message
that Starbucks are above
regular customer giving
consumers a perception of
grandness.

20. Southampton Airport
Logo: Like most adverts the
logo in at the bottom of the
page so that it doesn’t take
away from the main image,
follows the colour scheme and
Serif font signifies a
professional service.
Sell line: Usage of a hermeneutic
code to attract the target
audience by using wording that
shows they provide the best
service and the ‘more time
exploring…’ shows the consumer
the variety of places they’d offer.
Consumers would want to know if
they can offer this and would
want to find out (uses and grat)
Main Image: The image shown to
the consumer is very eye
catching and is the first thing that
would be seen. The image shows
the higher class service that
could be associated with the
company. Links in with the
magazine that would show this
(Dorset Life) that have a similar
target audience to my own
magazine.
Colour Scheme: The vibrant
and bright colours make the
advert stand out from other
pages in the magazine. I will
be using this feature in my
magazine to gain as much
focus to the key parts of my
magazine as possible.

21. Burger King
Logo: Clear for the audience to
see and stands out from the
darker fading background.
Entire ad doesn’t need a large
logo due to the fact it is so
recognisable for the audience.
Sell Line: The use of large bold,
block capital text signifies the
importance of it which in this
case is trying to let the
consumer know how good the
product is. The price is also
large and bold to further show
it’s importance which is trying to
show how cheap the product is.
Main Image: Image is used to
promote the product to a male
(Mulvey) due to the association
of the female to being an object
even though she has nothing to
do with the product itself. He
mode of address is focused at
the product with her eyes fixed
on the logo which makes this
further stand out.
Colour Scheme: The colours
used in the advert are white, gold
and hints of black which is the
company’s colour scheme and so
makes it recognisable. The solid
gold background behind the text
makes it a key feature of the
advert to draw the readers
attention to it.

22. Gucci
Logo/Main Line: The use of
Serif Font to make the
company seem more elegant
and up-market than others.
Magazines such as the
Cheshire Resident use adverts
such as this creating a
correlation between magazine
target audience and advert
company audiences.
Subtle feeding of the company logo to the
audience (Hypodermic Needle) to remind
them of the product in future or to remind
them of the article if they saw the product.
Main Image: The characters in
the advert follow the basic
gender stereotypes for a
perfume ad. The male comes
across as dominant and
‘irresistible’ for the woman whilst
she is shown less dominant
since she is directly looking up to
the male. She shows a lot of skin
to attract the male audience into
buying (Mulvey’s Male Gaze)
and the man’s direct mode of
address attracts both males and
females since it gives them a
connotation of Gucci to good
looking males. Image tells the
audience to consent to the idea
that men should be shirtless and
trimmed and females should
wear lots of make-up and
showing skin (Karl Marx –
Hegemony)
Colour Scheme: The colour
scheme used for this
advertisement is Black, white
and gold. The models are
showing as glowing from the
black background and suggest
a sense of an upper market
feel to the product. The white
text stands out at the top to
make it clear to the audience

23. Features Pages

24. Bath
Drop Cap: Lets the
audience know where the
article begins and to also
emphasise it
Pull quote: Excite the
reader and creates an
enigma (Hermeneutic
code). Bold, central and
with wrapping text to draw
attention to it, the
audience then finds
interest in the article and
would want to continue
reading (Uses and Grat –
to be informed)
Image: Unlike other article
pages, the only image used is
one to inform the audience of
the writer (Uses and Grat)
however, some conventions
remain the same such as
direct mode of address to
create a personal relationship
(Uses and Grat)
Article Title: Plays on the
use of ‘Summer’ in the title
to entice the reader in.
Clearly larger and bolder
than the rest of the text to
stand out more
Sub-title/Intro: Gives the
audience a taste of what’s to
come from the article to further
entice them into reading the
article
Writer: Informs the reader
who wrote the article, if they
are known to the reader
they’d be more inclined to
look into it (Zimmerman and
Bauer – Obstinate Audience
Theory)
Colour Scheme: Article colour scheme is black
and white, since the article is mainly aimed
towards men (Showed by article writer, and pull
quote) the article doesn’t require any bright or
vibrant colours to stand out and attract them
Main Text: Focus on giving
information that is relevant to
the local area and recent
news items (Uses and Grat –
to be informed). The content
of this article shows a male-
oriented target audience and
this would interest those 30+
as the focus is on family.

25. Devon Drop Cap: Lets the
audience see where the
article begins
Main Images: Helps the audience
visualise the article before
reading so they can get a feel for
it, no models are used but the
images feature animals that
aren’t everyday occurrences for
most people to draw them into
the article
Main Article Title: The use of keys facts of the article
help gauge the audience about what is in the article
and if the audience recognise the place is the heading
they’d be more inclined to read the article about it.
(Uses and Grat)
Colour Scheme/Layout: The
prominent colours used here are
white, grey and red. As neutral
colours they appeal to both
genders as the articles don’t
have a preferred audience. The
usage of grey lines to separate
the articles helps with the
audience navigation around the
article page. The use of block
highlight at the bottom of the
page clearly shows a separation
for two smaller articles.
Page Numbers; Helps the audience
for navigation around the magazine.
Side-Images: Used to
further set the tone for the
magazine, so the audience
will become more
interested in the article.
Main Text: The text for all of
the articles focus on giving the
audience as much information
on their local area as
possible. It makes them feel
valued and important if their
local area is featured so
they’d be more interested in
reading. The content of the
articles show that the target
audience is more older than
Bath aiming towards the 45+
group.

26. Yorkshire
Main Title: Large fonts for the main
features of the title “5” and “April” to let
the audience know what to expect from
the page. The uses of different fonts
and sizes breaks up the title and
makes it more appealing to the
audience.
Intro: Small intro underneath the title
gives the audience a glimpse of
what’s to be featured in the articles to
further entice them into reading.
Sub-Titles: each of the five sub-
titles for the article have a different
font to give each of the five sections
a different feel to attract different
audiences to it.Main Images: The main images of
the article feature children with
bright colours doing different
activities. This suggests that the
article is aiming towards a female-
oriented audience who are older at
35+ since they’d be more likely to
have young families.
Page Numbers: Helps the audience with easy
navigation around the magazine
Mentioning a local area would
intrigue the audience about their
local area and would be more
inclined to read the article (Uses
and Grat)
Layout: The layout of Yorkshire Life’s
article is unique and very different to
most other articles. With no clear
columns or set positions it brings a
sense of a less professional outlook
towards the article yet the content
doesn’t reflect this giving Yorkshire Life
an edge over over competitors.
Colour Scheme: The colours that are
used are black, white and grey which
are very neutral colours yet also
convey a sense of professionalism to
the audience. The images provide
bright spots to the page to stop it
from coming across as plain and
boring

27. Kent Life
Main Article Title: Title is clear by being
bold and larger to stand out with an
alternate colour to show the main
focus, in this case it’s “news” which is
lower case and blue to separate it from
“COUNTY”
Images: All of the images on in this
article contain models of which
almost all use direct mode of address
to entice the audience (Uses and
Grat – Personal relationship). The
image on the bottom right shows
Dame Kelly Holmes and people that
would recognize her would be more
inclined to read the article further
enticing the audience to read.
Sub-Titles: Subtitles that are used
make use of local towns,
recognisable people and business’
people would know in order to entice
more to read them (Uses and Grat –
to be informed)
Page Number: Helps the
audience with easy navigation
around the magazine
Main Text: The text for the articles
focus on giving the audience as
much information on their local
area and the things that are
occurring, it makes them feel
valued and important if their local
area is featured so they’d be more
interested in reading. The content
of the articles suggest that the
target audience would be 50+
Layout and Colour Scheme: The
neutral colours used of black,
white and blue show how the
magazine is targetting both males
and females. The articles are
portrayed in a professional layout
with separation lines to aid the
audience in navigation around the
page. Each article has an
accompanying image in order to
help the audience get a grasp of
what the article is about.