Unit 01 - LO1

1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analyzing Media Products and Audiences
Evidence
Name: Morgan Pearson
Candidate Number: 2110
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

2. Content
• Focus on publisher and product (Slide 3)
• Ownership structure (Slide 5)
• Ownership model (Slide 6)
• Brand ideology and ethos (Slide 7)
• Technological Convergence (Slide 8)
• Associated products (Slide 9)
• Market position (Slide 10)
• Competitors (Slide 11)
• Content (Slide 12-13)
• Contents Page – (Slide 14)
• Front Cover Analysis – (Slide 15-17)
• Double Page Spread – (Slide 18)
• Production Process – (Slide 19)

3. Focus publisher and Product
• Development Hell Ltd is an independent media
company based in Islington, London.
• It was founded in 2001
• They also produce Mixmag; iPad app,
mixmag.net, Mixmag TV, Mixmag events along
side with.
• They have provided consultancy for some of
Britain’s biggest publishers
• They also produced tour brochures for some of
the biggest artists in the world.
• Development Hell have also brought
DontStayIn.com which has a average 1 million
unique users each month, with most aged
between 18 and 24.
• Based on their total assets Development Hell
limited is the 337th largest in the Plimsoll
Magazine Media analysis.
• The company's line of business includes the
publishing and printing of periodicals.
• The first issue was printed on 1 February 1983
as a 16-page black-and-white magazine
published by Disco Mix Club, a DJ mail out
service.
• Development Hell re-launched the magazine in
May 2006 with a revamped design
• The magazine, which reached a circulation of
up to 70,000 copies during the height of the
popularity of acid house
• It covered acid house, the subsequent rave
era, the rise of superstar DJs and Ibiza
• Mixmag, in association with its original
publishing company, DMC Publishing, released
a series of CDs under the "Mixmag Live"
heading
• In 2001, the magazine teamed up with Virgin
Records to release a double album titled B!g
Tunes.
Publisher Product

5. Ownership structure
• The board of Development Hell is chaired by Peter Strong
• Managing Director Jerry Perkins
• Editorial Director David Hepworth
• Finance Director David Joseph.
• Development hell ltd are a global business and in the past 30 years has
transitioned from uk magazine into digital and events business.
Source: http://www.developmenthell.co.uk

6. Ownership model
CEO -Jerry Perkins
Editorial Director
David Hepworth
Finance Director
David Joseph
He has been working for
development hell ltd since 2003
and the present day.
http://uk.linkedin.com/pub/david-
joseph/35/b21/bba
http://uk.linkedin.com/pub/jerry-
perkins/15/b41/454
Advertising director –
Juliet Cromwell
Publisher of; smash hits, select, kerrang,
Q and mojo. Advertising sales at Q
magazine. He set up development hell
Ltd himself with David Hepworth.
http://www.linkedin.com/pub/ju
liet-
cromwell/27/8bb/841?trk=pub-
pbmap
She is working on
international brand
partnerships, marketing and
advertising with Mixmag
magazine, Mixmag apps,
events, sponsorship and
Mixmag TV

7. Brand ideology and ethos
Development Hell Ltd is a independent publisher. Set up by David Hepworth and Jerry Perkins.
They have 35 years experience with titles; Q, Empire, Mojo and Heat. Development hell ltd also
produces Mixmag and owns the dance music website ‘Don't Stay In’. Development hell ltd publish
three magazines in the first six years from their company starting up which were; Word , Mixmag
and Don’t stay in. It doesn’t have any sister companies as the publisher is still quite small.
Mixmag is over 30 years old. In the last 3 years it has made the transition from a UK magazine
into digital and events business. In this time Mixmag have become a global company. Mixmag’s
Slogan is ‘Creative, Positive, Credible’. The connation's behind their slogan could be that Mixmag
are ‘creative’ is they are new and unique compared to other magazines. This could lead them to
stand out more as begin one of a kind. As Mixmag state in their slogan they are ‘credible’ this
implies that they take pride in there magazine and what they do. In taking pride of what they do
they almost promise to release their best content and want to be recognised for it. I believe that
Mixmag audience will agree with their slogan as the content they produce in there magazines is
very unique compared to other magazines which focus on the same audience as well as being
controversial.

8. Technological Convergence
Mixmag do sell their
magazine issues over the
internet although this isn’t
on a website but it is only
restricted onto the iTunes
store where are able to
purchase the magazines
through the app on a
e-book. This is also
available on the play
store.
Mixmag also are on twitter: https://twitter.com/Mixmag
This is where they will give out their latest information about
there magazine and what other events they do. Also other
people can tweet them to discuss further debates which they
write about in their magazine and the reader can talk to other
people. They also have a Facebook page.
This is the Mixmag Website here they
have links to their Facebook and twitter.
They also have a beatport link which is a
music website.
There are also advertising a new
album which has come out
called ‘Ten Walls’. They would of
paid Mixmag to put this
advertisement on their page.
Technological Convergences means that lots of
different media and bring them together for
one purpose.

9. Associated Products
Development hell ltd also own a online magazine called Don’tStayIn.com. This website is a
search engine for clubs, bars and parties. All you have to do is enter in your location into the
search bar and they will find any near nightlife activity near you.
The complain was founded in 2003 and is described as ‘ the granddaddy of the night life
sector’. With over 2.5 million registered users worldwide and over 11 years it has constantly
changed to uphold its customers and their market position. In may 2013 Don’t stay in was
rebranded, re-designed and re-built which gave it a completely new make over.
The Website also has a app where you can view the nearest night life activities on your phone.
Don’t stay in’s: History
2003: Founded
2005: Won ‘House Music Awards’ prize for ‘Best web resource’
2006: Won the Hard Dance Awards ‘best Website’ award
2006: Won the Hard Dance Awards ‘best Website’ award
2006: Won the Musik 4 You ‘Best Website’ award
2006: Compared to Myspace and named clubbers’ preferred option by Trend
Catching
2007: Number 1 on Hitwise in the nightlife entertainment category
2007: Won Hard Dance Music awards ‘Best Website’. Again
2007: Won Hardcore Heaven Awards ‘Best Website’
2009: Taken over by Mixmag

10. Market position
• Mixmag’s have a readership of around 246,000 people and
each magazine costs £4.95. So the average revenue is
£1,217,700.
• Mixmag's have a digital copy of their magazine with 1,000
digital download which makes a revenue £4950 annually.
Title Publisher Price
Tilllate David Faulds 2.50
DJ times Testa
Communications
4.95
DJ magazine Thrust Publishing 3.95

11. Competitors
List 5 competitors:
• DJ magazine - British monthly magazine electronic dance music and DJs. It was founded 31 January 1991
and translated into 11 languages. The magazine publishes Top 100 lists, one for DJs and one for nightclubs
twice a year. As of 2010 both polls are based on a public votes.
• Shook - Shook is a underground independently produced British music magazine, based in London, which
covered various forms of black music and electronic music. The magazine covered the current black music
scene in both the UK and around the rest of the world.
• Tilllate – It was established in Scotland in 1988. Tillate is a dance music, club culture and lifestyle
magazine. It is now an online magazine with the option to print on www.tilllatemagazine.com .
• Street cred - It was founded in 1997 . Street Cred Magazine is a multi-cultural urban entertainment and
lifestyle magazine based in Birmingham. Its target audience 16-30 year olds interested in the music,
fashion and entertainment lifestyle. Now running for 14 years, it has over 400,000 monthly readers in the
UK and is available for free on streetcredmagazine.com.
• DJ Times- Established in 1988 by Testa Communications. DJ Times is an American music-trade magazine
specializing in the disc jockey market. The magazine is published in the USA

12. Content
Mixmag covers a wide variety of content which is aimed at their target audience’s values and
ideology in a magazine. The magazine cover mostly Festivals and other gigs which take part
monthly in the UK and across the world. Mixmag include these festival dates and location within
their magazine, usually near the front. These advertised festivals follow a trend of either having a
dark background with bright colours. These colour are seen as brighter as they contrast the
background. These colour could signifies the festival atmosphere at night were lights are the only
thing you can see which links in with the dance and clubbing genre as this is what their music gigs
are like.
Exclusive stories: Mixmag mostly cover small exclusive stories. This is too keep their magazine
popular as there wouldn’t be that information anywhere else and their readers will be able to get
that information first. These stories are usually only one page long, for example ‘Toy Stories’ also
Mixmag’s own opinion on subject’s in the dance and clubbing genre. They are only meant for a
quick read.
Reviews: The magazine continues they get into the more detailed stories about different festivals
which include bigger picture and more text. These articles are designed for those who are more
interested in festivals and want at description on what it was like with Mixmag opinion. An
example of this would be the ‘Big Three’ page were Mixmag review the top three night clubs of
the month.
Charts: Mixmag also a dedicated four page to showcase the charts list and interview with some
of those artist on the charts. The charts cover the top 10 DJs of all time and tracks sold. These
page include a one page spread of the Top selling genre by year where it show which sub genres
are more popular this year compared to others. These include; Dubstep, Breaks, DNB, Trance,
Progressive house, electro, House, Techno, Tech – house and Deep house.

13. Content
Interviews: Mixmag have a eight page to their exclusive interview who is on
the front cover to their magazine. These eight pages cover multiple question
and answer which go in and out of their personal life with lots of details of;
past experiences, like or dislikes, their future. This is popular for readers as
they idolise this exclusive knowledge.
Fashion: Mixmag also cover fashion which suits there genre. Although there
fashion is half normal with t-shirts and jeans the other is the more
controversial fashion of piercing and other clothing.
Smaller Artists: This magazine also covers ‘Tunes’ which includes the months
more niece artists and bands with new songs and albums on the way or
already out.
Dates :Towards the end of the magazine at the back they include the months
best photos of some festivals and all the dates to the upcoming festivals.

14. Contents Page
The front cover is on the
contents page.
This is information about the free
CD which comes with the
magazine. It also includes what
songs are on the CD as well.
This is the issue of the
magazine. This has the
same text style as on
the front cover.
This shows content of
what is in the
magazine. This is
separated in articles
and stories inside. The
stories at the front of
the magazine are the
ones that are more
appeling to the reader
so they won’t loss
interest while
skimming through the
magazine.
This is the rest of the
content inside the
magazine which
aren’t stories and
articles. This is near
the back of the
magazine. These are
at the back of the
magazine as they
aren’t related to the
content at the front
Images related to
page number, articles
The colour scheme is follows suit from the
front cover as it is mostly black although, it
doesn’t have the light pink at the top page.

15. Masthead : The denotation of the
magazine masthead is ‘Mixmag’
the large white master head has a
pop art font which catches the
readers attention as the white
contrasts well the dark background
making it stand out more to the
reader. The White could also
connotes that Mixmag is new and
fresh which would be appealing to
their target audience as that is
what they want be seen as. The
verbal code ‘Mixmag’ could imply a
mix tape which would be a
collection of all your favourite song
in one place.
Barcode
Date, price and country: September 2014 and UK £4.95
This magazine is published monthly.
There website is also here.
Promotion: This Mixmag magazine offers a free CD of
‘Julio Bashmore’ which could attract more readers to
purchase their Magazine as there is a free sample. This is
anchorage text.
Mixmag does not promote any
Convergence’s or even their
website on their front cover.
This could imply that cooler
group of people will already
know about their social media
and website so they want too
keep it more exclusive to loyal
fans.
Front cover Analysis
The
magazine
background
of the
magazine
connotes
the artist to
be dark and
mysterious

16. Main Headline: Mixmag haven’t chosen a
headline. They have done this to try and make
their reader want to find out more about
what’s inside the magazine. This makes the
magazine more controversial compared to
other magazines in the dance and clubbing
music genre. This could imply a higher respect
for the artist ‘Julio Bashmore’ as more of his
picture has been shown and have not been
covered by other topics in the magazine.
Strapline: Mixmag describes itself as the ‘The
world’s biggest dance music and clubbing
magazine’ This is at the top of the page. The
denotation shows the importance of their
reputation and that they value it and are
proud. This is included in the same place on
every issue of the magazine and will always
follow the colour scheme of that particular
magazine. This also implies that their slogan is
part of them and never changes.

17. Cover lines: There is a question in the cover
story about are ‘ Night Slugs the most
important label in dance music?’ Mixmag
magazine have a wide audience which includes
many popular artists, not just Night Slugs. Thus
a debate has been present so more reader will
want to buy this magazine too see Mixmag’s
opinion. The majority of the target audience
will want to know more as they are young 16 –
25 year olds who will be interested into going
to these events so want to know what it is like
and can compare it to other festivals.
Story separators: Once again Mixmag have
been controversial as not to include story
separators. This could give the image that their
magazine isn’t like their other competitors and
they are unique, original and rebellious which
also coincides with their stereotyped
audience of young adults.

19. Production process
At first in the production of a magazine you should agree with all
department on a deadline for different stories, design schedules, time
to proof read, time to print and distribute.
After each department will go and brain storm together on what their
content is going to be about.
When that is finished the head of each department will go and read
over what content has been written and make sure that it makes it;
sense, has no spelling mistakes and in good enough to put into their
magazine.
Now that all the content is done a content creator will work on the
way the magazine is laid out and what it looks like. This is when they
make the front cover look nice and make the text colourful to make it
more appealing for readers.
The magazine will now be printed and produced after it is checked
then it’ll be distributed. It will go to different shops ready to be sold.