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Unit 1

This is my Unit 1 CTEC Media coursework.

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Unit 1

  1. 1. OCR – Level 3 Cambridge Introductory Diploma in Media Unit 01: Analysing Media Products and Audiences Evidence Name: Sophie Lyne Candidate Number: 2084 Center Name: St. Andrew’s Catholic School Center Number: 64135 Set Brief - Print Project/Brief – Music Magazine & Promotion
  2. 2. 1. Focus Publisher and Product Slide 4 2. Ownership Structure Slide 5 3. Operating Model Slide 6 4. Brand Ideologies and Ethos Slide 7 5. Technological Convergence Slide 8 6. Associated Products Slide 9 and 10 7. Market Position Slide 11 and 12 8. Competitors Slide 13, 14 and 15 9. Front Cover Analysis Slide 16, 17 and 18 10.Double Page Analysis Slide 19 11.Contents Analysis Slide 20 12.Production process Slide 21 13.Synergy Slide 22
  3. 3. Publisher Bauer Media group have had a turn over of over 2 billion euros and have more than 570 newspapers, over 300 digital products and 50 TV and radio stations. The business was started by the Bauer family 138 years ago and the CEOs of Bauer Media group and its ‘sister’ company are David Goodchild and Paul Keenan. Their offices are located all across Europe and in Australia. Bauer Media are now in their fifth generation since 2010. Additionally, they now have the slogan ‘We Think Popular’. In 2011 business area such as sales decreased but then by 2012 they increased again and sales were 2175 million euros. Product Q magazine’s first issue was in October 1986 and the founders were Mark Ellen and David Hepworth. Also it is one single letter because it would be prominent on newsstands. EMAP used to be the publishers but then sold it the Bauer Media Group in 2008. It is based in the UK and has a monthly circulation and is sold at around £3.99 and it specialises mainly in rock but also indie and alternative. Q have now expanded into radio and TV and hold annual music awards. Source: Q magazine (October 2013)
  4. 4. Bauer Media is a global institution and was founded in 1875 and the founder was Ludolph Bauer. As well as that Bauer Media are now the largest consumer magazine publishing company in the UK. The first magazine published was Angling Times in 1953. Bauer Media is the sister company of H Bauer Publishing. Source:
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  6. 6. ‘We think popular’ is Bauer Media’s slogan and it’s used because they are an extremely popular media company and Bauer are involved in millions of peoples lives daily. Additionally, it connotes to that Bauer Media are covering a range of audiences and they are up to date because they think ‘popular’ and people agree with this slogan because sales have increased over the years. Bauer Media have values of and are passionate about the product, their team, working hard and beating the competition. Lastly, Bauer Media produce magazines with genres of music, photography, nature, sports, trains, pets, family, cars, gossip and fashion. Q magazine have the slogan: ‘The UK’s Biggest Music Magazine’ and it connotes that Q have a lot of up to date content and are one of the best music magazine because of this. To say it’s the UK’s biggest magazine is quite bold because they are mainly sold in the UK and so they must be better than other rock and roll magazine and have huge competition between the other companies. Source:
  7. 7. Bauer Media are in synergy with broadcast and social media websites; such as Facebook, Twitter and YouTube etc. They use Facebook and Twitter to advertise who will be in their new issue of a certain magazine and what else will be featured in it as well as other sections of Bauer Media. Q magazine do have a website and you can subscribe online.
  8. 8. Bauer Media are linked to broadcasting on the radio and TV as well as mobile and online. A few examples of their radio stations are Kerrang!, Magic, Absolute and Kiss. Examples of their TV stations are Heat, Kerrang!, Kiss and Magic. Their mobile and online consists of their magazines and radio companies. If Q magazine have a 48, 535 circulation and are sold at £3.99, that means there is a £192, 928.47 profit over 6 months.
  9. 9. Other genres that Bauer Media do is fashion; Grazia magazine in one of them. Compared to Q magazine, Grazia have a bigger circulation and readership, as well as a greater female and ABC1 percentage. Although Q magazine has a monthly circulation and Grazia is weekly and Q magazine have a higher percentage of the age range 15-24. Recently, Grazia has been sold at around £1 and with circulation at 155, 289 that means there’s a profit of about £155, 289, which is £37, 639.47. Source:
  10. 10. 0 5 10 15 20 25 30 35 40 45 50 Number of Magazines This bar graph represents the number of magazines that Bauer Media Produce. Source:
  11. 11. Bauer Media have three magazines in the top 6 rock music magazines. These are Kerrang!, Mojo and Q. Total Net Circulation Bauer Media IPC Media Ltd Music and Media Solutions Group Limited Total Net Circulation- Bauer Media Kerrang! Mojo Q From this pie chart it shows that out of the three magazines, Q magazine has the second highest net circulation. 22% 24% 54% 45% 34% 21% Source:
  12. 12. Immediate Media Immediate Media had predecessors such as BBC Magazines and it was founded in 2011. Also the CEO is Tom Bureau. The companies net worth is £106,798,000. The National Magazine Company (Nat Mags) Nat Mags was established in 1910 by William Randolph Hearst. Although in 2011, they merged with Hachette Filipacchi Médias to make Hearst Magazines UK, which is a private company. The Hearst family now have a net worth of $35 billion. Future Plc It was founded in 1985 as Future Publishing by Chris Anderson but now it is known as Future Plc. Additionally, they have a net worth of £80,325,000. Time Inc. UK Time Inc. UK was formally known as IPC Media and it was founded in 1968. Time Inc. UK now have a net worth of £211,930,000. Condé Nast The company was founded in 1909 by Condé Montrose Nast and it is mass media. Samuel Irving Newhouse operates Condé Nast magazines and has a net worth of $9.2 billion. Source: Guardian online
  13. 13. Kerrang! Bauer Media are the publishers, like Q, but they have a 51% readership of ABC1 demographics whereas Q have 70%. Also they have a higher percentage of 15-24 years of ages. Kerrang! have a circulation of 33, 024 and a readership if 293,000 which is lower than Q. NME The publisher of NME is Time Inc. UK. NME have a circulation of 23,924 and they have a weekly frequency. The difference is that Q have a higher circulation and a monthly frequency. MOJO MOJO’s publishers are Bauer Media and compared to Q magazine, they have a lower percentage of ABC1 readers, their age range is 45-54 and more of their readers are male. As well as that, MOJO have a larger circulation (70, 667 ) but a smaller readership (210,000). VIBE It used to be published by Time Inc. but Intermedia bought VIBE. Also they have a large circulation of 600,00. also the monthly magazine have a readership of 863,00.
  14. 14. Advantages Disadvantages Kerrang! They have a higher percentage of 15-24 year old readers. Lower circulation and readership compared to Q. NME Has been around longer than Q so they could be known a bit more. They have a lower circulation than Q magazine. Vibe They have a higher circulation and readership compared to Q magazine. Q magazine has been around longer, could then possibly be more recognisable. Mojo They have a larger circulation than Q. But they have a smaller readership than Q.
  15. 15. Main Image: The band is in front of the masthead which shows that they are the main focus. Also because the image takes up most of the cover it means that consumers can see the band and know straight away who is the feature instead of having to look at a smaller image and then recognising the band. Strapline: By the magazine being the ‘biggest’ it means that it could be the most reliable and most interesting magazine because that could mean it’ll have better client than other magazines with the same genre. Cover Lines: The bands and artists are bigger and bolder than the quotes and statements because the consumer would rather know who is in the magazine and then what they have said. Main Headline: This follows convention because the headline is positioned at the bottom of the page. By having a quote from the band saying they’re ‘chaos’ it then links to the short phrase ‘let’s rock’. This connotes that the band can get straight back to business by starting off with this feature and so it should persuade the customer to purchase the magazine. Convergence, Barcode, Price and Month of Issue: The convergence is Q magazine’s web address and they may add this so people will go onto their website and become for interested in Q as a company and not just a magazine. Masthead: Only has one letter so that it stands out on newsstands. Also it has a red background the denotation could mean anger because sometimes rock and roll can have anger or aggressive tones in that genre of music. The capital letter may mean that it has authority. Anchorage text: To link to the main headline, what the feature could be about. Also ‘They’re back. Let’s rock.’ and the fact that its white connotes that they are a blank canvas and are ready to start touring and making new music. There is no puff, pug or secondary image on the front cover. However a puff is a shape with writing around it and a pug is what’s inside the shape and a secondary image is another image on the front cover that could be smaller, such as another band/ artist.
  16. 16. On the front cover they have the main headline in white font and because they use an anchorage of ‘They’re back. Let’s rock.’ it connotes that they are a blank canvas and are ready to start touring and making new music. Some people may find Green Day iconic because they are well known in the music world and so because they are on the front page, readers are going to want to buy the magazine. Although the iconography on the front cover may not lead to think the genre is rock because the band are wearing blazers. The significance on the front cover is that they probably used a green background specifically because of the band. Also because red and green are complimentary colours, the red masthead will stand out more so Q magazine will be more recognisable.
  17. 17. The purpose of the magazine is to inform and educate (Katz) so the consumer learns something from buying the magazine with the content on keeping them up to date on upcoming tours, artists and they feature exclusive interviews. Furthermore, most of the content is to do with rock and roll which is the genre of the magazine. The form and style is simple by using main colours of black, white and some red. As well as that the font style is simple and this could appeal to the reader because it would be easier for them to read the magazine.
  18. 18. Issue month and year/ Page number/ logo: It is consistent throughout the magazine and is important so that Q can become even more recognisable. No distinctive separations of who is speaking: a band member is usually introduced at the beginning of a sentence: Set out more like a story rather than an interview. Quote from one of the band members: From this the reader can get an insight about what is included in the interview and what they will talk about. For example, they could use this quote because the cover story is about their comeback and it explains part of their story. Drop Capital: They use the drop capital to then go into a different section of the interview, such as talking about a different topic. Also they may use the colour red to keep it the same as the masthead and to stand out against the white background. Caption to support images: They would have captions to support images so the reader has more of an insight on why the magazine have included them and what relevance it may have to the cover story. Main image and smaller images: Q magazine may have chose images of the band performing and being together because the story is all about their comeback and so the images can convey this story.
  19. 19. Some reviews are about new albums such as Arctic Monkeys and The Manics and so this would inform the reader on whether they should buy the album. Also the cover story is the biggest on the contents page because it’s the main focus in the magazine and so they are going to want the reader to be drawn there to then find out what page(s) it is on. They show the double page spread article at the top because it’s the most important story. Article name in read so that it would stand out against the page number and information. Page number in balk and bold so it is easy for the reader to see what page they need to go to. The reviews have their own section because they have different categories. For example, new albums and live.
  20. 20. The standard steps to producing a magazine are: 1. Set a date for publication. 2. Manage a schedule to prevent any mishaps: also it is to keep on track and can publish the magazine on time. 3. Editorial and budgetary decisions: at this stage editors can decide on how the money will be spent during the production and features in the magazine. 4. The content of the magazine to be planned: without any content there would be no magazine so during this step the company decide what will be featured and then journalists will start interviews and researching. 5. Sub- editing: is important because this is when the company need to make sure all the facts are right and then needing to sort out house style and colours. 6. Page Layout: this is important because it needs to look interesting and make the consumer want to buy it. 7. Proofreading: so there are no mistakes in the magazine. 8. Printing the magazine. 9. Distribution: When the magazine is sent out to stores and newsstands to be sold. The writers and editors of Q magazine are: Chris Catchpole, Matt Mason, Niall Doherty, Paul Strokes, Phil Alexander, Simon McEwen and Ted Kessler. Source:
  21. 21. Q magazine use social media such as, Twitter and Facebook. This is so Q magazine can let their readers know what is coming up in the next issue and to keep their readers interested. Also, you can get Q magazine online and as an app so they can expand on a worldwide scale and then they can possibly get more readers. Moreover, throughout the magazine, they mainly advertise/ promote any up coming gigs or albums and then where you can buy any tickets and what the best songs are on the album.
  22. 22. 1. Demographics Slide 25 2. Audience Theories Slide 26 and 27 3. Primary Research Slide 28-33 4. Secondary Research Slide 34
  23. 23. Q magazine has a demographic of 70% ABC1 consumers and has more of a male readership. Also their age range is young with the highest percentage being 35.5% with 15-24 years of age. In this age range the spending power will be quite low because the majority could still be students and so they wouldn’t earn a lot of money if they have a job.
  24. 24. Uses and Gratifications (Katz) This theory is about how everyone uses the media differently and that they make their own choices on what they want to do. When doing so, they are supposed to get gratification instead of just reading or watching something. The readers in Q magazine would be a variation of inform and educate as well as diversion because from reviews and other information they can learn something and some readers may be intrigued with what’s in the story or interviews. Maslow’s Hierarchy of Needs This theory is about how people are motivated to achieve specific needs and once they do this, they try to achieve the next need up, like a pyramid. of Q magazine would more likely to be explorers because these are the people influenced by social change and Q include features of (for example) what bands/artists will be doing next.
  25. 25. Demographics Socio-economic needs is groups with people out into groups due to what their job is. For Q magazine, the socio-economics is mainly ABC1 and this is shown on Bauer Media’s website saying that it is 70% and so the rest would probably be an E group because students would also read this magazine. Psychographics This is about stereotyping and what sort of people go into each category depending on what they look like and how they act. Consumers of Q magazine would mainly be men and look possibly quite dark and grunge looking. Also they would be young readers because you don’t get many old people listening or reading about rock.
  26. 26. My Survey
  27. 27. After getting results from my survey, apart from one person, it tells me that 7 of the 8 are 16 so students may buy magazines, possibly in music. Furthermore, the majority of the people are female which could mean that females could buy more magazines than men.
  28. 28. Looking at the results it shows that 28.57% only buy magazines on a monthly basis and 71.43% do not buy one often. This could be because they may not like the specific content in the issue or the magazine they do buy has a monthly circulation. With the main genre being linked to rock, collectively 50% buy a rock magazine and the remaining percentage buy a pop magazine. From this you could say that the people from the survey prefer rock music compared to pop or rap.
  29. 29. After seeing why people buy magazines, it is because of the general interest which is in that issue. Additionally, only 14.29% buy an issue because of the information so from this you could say that conventions such as images are more important. Anyone who answered other from question 5 had gave these reason which are on the right and as well as other conventions, such as images, advertisements are important as well.
  30. 30. When it comes to buying a magazine the price is important because no one really wants to spend a lot and after asking this question it proves this due to that fact that 71.43% said they would only spend £1-2 and it could be because even though the magazine may have good content, they may not want to spend all their money on one magazine. In some magazines there’s usually a chance to get a free gift and when asked, no one said no which means that buyers of specific magazines wouldn’t mind getting a free gift as well as a magazine they enjoy reading.
  31. 31. After getting reason why they would be persuaded to buy a magazine with a free gift is mainly because it is free and the fact that would wouldn’t want one. Also others think they would maybe buy the magazine but it depends on what it is so any magazine deciding on what free gift to add, it would more likely have to be reverent in peoples daily lives. For the last question it would be important to know why people would buy a magazine and the main answers were that there had to be a lot of pictures so then it would be more appealing to the consumer and that the information has to be relevant and include updates which means if it doesn’t people wouldn’t be interested in buy the magazine.
  32. 32. “Q’s ACCESS is REMARKABLE and UNRIVALLED – Paul Rees was granted exclusive access to a week’s life on he road with The Boss - Bruce Springsteen.” “97% of readers rate Q as a QUALITY magazine. In research it outperforms competitors on measures such as best interviews, writing and AWARD WINNING photography.” “Mark, 29, says he loves reading Q to discover new music.” From these reviews it tells us that the readers of Q think that it is a quality magazine and the reason that it is so successful is that they include content that other magazines that may not be able to get the same information. More over, with the statistic of 97% proves that it is one of the best due to various conventions which the consumer would be most interested in such as the text and images.
  33. 33. 1. Product Advertising and Marketing Slide 37 and 38 2. Distribution Slide 39
  34. 34. Viral Marketing- it’s a marketing technique where companies will send information electronically and for it to be viral it has to have hundreds and thousands of hits. Guerrilla Marketing- this is an unconventional form of marketing and is done in an unexpected way. TV adverts- when a company advertise on the TV. Radio adverts- a company advertising on the radio. Is an example of a TV advert (John Lewis Christmas advert; Monty the penguin) and also vial marketing because it was broadcast on the TV and has currently 19,601,544 views. The picture is an example of guerrilla marketing because it is advertising watches in an unexpected way.
  35. 35. Q magazine is advertised through social media and on the TV (E-Media). This way they can give a visual on what is featured in the magazine and so it could interest the consumer more. As well as that Q have a radio show on Absolute Radio every Sunday and so they probably advertise their magazine during the broadcast. In terms of marketing, Q magazine use below the line because they have a synergetic relationship with twitter and Facebook. They use these platforms so they can promote upcoming features in the next issue. Q magazine do not use above the line marketing a lot because you do not usually have billboards promoting magazines. Vogue magazine use above the line marketing to promote their magazine. Music magazines do not tend to be promoted in this way.
  36. 36. Q magazine is mainly in the UK but you can either subscribe to have a print copy or a digital copy and this can be available around the world, up to 230 countries. If you subscribe for a print magazine you can get it delivered straight to your house and it is also before it goes into shops. As well as that you can sometimes get discounts and free gifts that you wouldn’t get at the shops. Most of Q magazine is published in English and not other languages.
  37. 37. 1. Q Magazine’s Impact and Effect on the Audience Slide 42 2. Relevant Issues on Representation Slide 43 3. Copyright Slide 44 4. Legal Issues Slide 45 5. Royalties Slide 46 6. Ethical Issues Slide 47 7. Complaint Slide 48 8. Q’s Complaint Procedure Slide 49 9. Role of Relevant Regulatory Bodies Slide 50
  38. 38. Q magazine influences the strongest influential people in their social group and so that is one of the impacts on the audience because then other people in their group will also want to buy Q magazine so then Q’s sales will increase. Additionally, Q magazine include content which is more on a mature level so it appeals to it’s majority age range of 24-35 years and so conversations will be about this so in a way Q magazine are getting more recognition and the people who don’t read Q magazine may start to after knowing what sort of content they include. One theory that explains the effect is the hypodermic needle theory because once people read an article in a music magazine, they would start to believe it because they don’t have any other information and so music magazines like Q will have an immediate impact and effect on the audience.
  39. 39. Stereotype- A person or thing that conforms to a widely held but oversimplified image of the class or type to which they belong. For example, topics on age, gender, race and religion. For Q magazine their stereotypical audience/readership are people who are from the male majority aged at least 20 years and above. Additionally, these people would more likely have a white ethnicity and their look would be quite casual, for example jeans, plain t-shirts, trainers and possibly a messy sort of hairstyle. This front cover of Q magazine is an example of the stereotype because Damon Albarn looks like the type of male who would buy this magazine.
  40. 40. Copyright- is when there is a legal right which lasts for a certain amount of years so you can’t print, publish, perform, film, or record literary, artistic or musical material that already exists. Since the copyright law changed in 1998, the employee (for example writers and photographers) have their own rights for photocopying from a paper version and reproduction in a book. Then the employer(s) have rights for everything else. Throughout Q magazine, there are copyright laws and even when advertising, you can see the copyright symbol. For example, Jack Daniel’s advertising has the copyright symbol and the year date.
  41. 41. The link is about how Bauer Media wanted freelances who worked for them to sign a contract which would take away their rights and that Bauer can use their work whenever they want without referencing any of them so then they would lose money. Also because it wouldn’t be right in a business sense, many workers will not sign the contract and so Bauer could lose workers who work for the three music magazines who are best-known music writers and photographers as well as the reliable editors. As well as that, this time last year Tom Cruise had tried to sue Bauer Publishing for writing an article about him abandoning his daughter when Tom’s lawyer said it was a “vicious lie”. He sued Bauer for a defamation and sought compensation for £31 million ($50 million). After a year, Tom Cruise dropped the case because the magazines had done their research and proved that Tom didn’t see his daughter often and so Tom didn’t have much of a chance convincing that it was not true to the jury. Therefore it was a unsuccessful lawsuit. Even though Bauer Media have been involved in legal issues of their own and that lawsuit got dropped; Q magazine hasn’t been involved in any legal issues, such as copyright or defamation issues.
  42. 42. The NLA are a newspaper licensing company which sell copying licenses to newspapers and now magazine contents. Also royalties is when a magazine has included content which is copyrighted and if someone else includes this information then they have to pay the original magazine. Therefore, NLA ensures that each publisher get their royalties. Q magazine and other magazines owned by Bauer Media are subscribe to the NLA.
  43. 43. If there’s a problem or situation which requires a person or group to choose whether the alternatives are right (ethical) or wrong (unethical). When producing magazines, companies have to follows rules so once published and sold, it will not cause harm or offence to any consumers. One of them is that “Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards.”. If there was any ethical issues, it could be that younger artists are featured more often compared to older artists.
  44. 44. When there is a female artist on the cover, like the ones below, there is a usually a seductive value and it wouldn’t put across a good message to anyone who is of a young age and I doubt many parents would want to see their children looking a front covers like this. Even though the one in the middle of Cheryl Cole isn’t as revealing, there is still a female, flirtatious look about the image.
  45. 45. If you subscribe to Q magazine via Great Magazines and you are not happy, then you can follow a complaint procedures. On the webpage there are 3 steps you can follow. The first step is looking at previous FAQ’s to see whether there is any help on there. After that if you are satisfied with what they include on the FAQ’s then you can contact a team leader or write to a subscriber services. Finally, the last step is when you are still not satisfied with steps 1 and 2 so you can write to head of customer retention at Bauer Media and this is where they receive your complaint and a senior member of staff will reply as soon as possible.
  46. 46. When it comes to creating magazines, there is an editors code of practise: Clause 1-Acuracy - The press are not allowed to publish any inaccurate or misleading pictures and information. - If it is then they must correct it as quickly as possible and also publish an apology. - Publishes must state the difference between comment, conjecture and fact. - The publication must have a fair and accurate report for the action od defamation unless an agree settlement is published or agreed otherwise. Clause 12- Discrimination - The press must not publish anything that is prejudicial to an individual’s race, colour, religion, gender, sexual orientation or any mental and/or physical ability. - It must always be avoided unless it is relevant to the story. Clause 14-Confidential sources - All journalists have a moral accountability to protect any confidential sources of information.