Portfolio, Media Studies - York College

1. Textual Analysis

2. Q-Magazine

3. Readers Profile
Chris. Q-magazines audience is defined down to one person. They even made him up and his name is Chris.
Chris is 29 years old and lives in Leeds. And according to Q-magazine, music is more important to him than
anything else, and it is the centre of his social life. He is very into musical gigs, festivals and those electrifying
moments of togetherness that only music can provide. Chris is the one how tips his friends about new and
cool musicians and can provide them with tickets to awesome festivals and concerts. He works in a
professional job. He finally has the economy and the time to indulge his music habit to the full. Chris has a
partner, but no kids yet, who has a similar taste in music as him. Chris also loves technology, and he was the
first to get an iPod, iPhone, iPad and now streaming music services. He downloads music, but still prefers to
own CDs. This is a character all of the employed at Q-magazine knows, so when something is being worked
on or written, they ask themselves, would Chris like this?
Audience. Q-magazine is 71.8% in the ABC1 readers profile. This means that Q’s audience is a mix of upper
middle class, middle class and lower middle class according to NRS Social Grades. The NRS social grades are a
system of demographic classification used in the UK. It is used by many organisations, Q for instance, for wider
applications and have a standard for marked research. The median age for the audience who buys Q-magazines
are 34 years old. In other words, the consumers average age is 34, and about 70% of the audience are in
employment. This information helps Q-magazines reporters, writers, editors and so on, to what they will write
to their audience, what type of money they will price for it etc. They have a guiding line to which music, artists
and text to write.

4. Masthead: Q-magazine’s masthead is different
from most magazines, because they have placed it
in the left top handside of the cover, instead of
having it spread across the top. By doing this the
audience instantly recognises the magazine in the
shop shelf. Because, normally issues on the shelf
are placed on top of each other or to the right,
which means that the big red letter is seen easily. In
the UK people also always reads a sentence from
the left to right. Q-magazine also, nearly always,
places their subject in the front cover image in
front of their masthead, to create a sense of depth.
Plug: The magazines plug matches the red colour of
the masthead to create a family resemblance in the
cover. This stands out in the cover to draw the
audience’s attention towards the 50 albums of 2014,
which is showing something that is relevant to the
magazine.
Headline & Sub Heading: Q-magazine has the
main headline in a different font than the other fonts on
the front cover. They are actually using the artist’s
autograph as a font, which makes the magazine feel
more personal, which aging draws attention by the
audience. It has the family resemblance colour red to
draw attention to it, and by using the name “Ed
Sheeran” shows the audience that this article is about
him, and that could be enough to draw attention to the
magazine if people are a fan. The subheading at the top
will catch the audience's eyes because it is place at the
top, and is written in tall bold letters.
Feature article photo: By using a medium shot of
Ed Sheeran creates enough room to place a prop in the
image, which in this photo is his guitar, but is also close
enough to see his facial expressions. The photo is taken
in a studio to have a clean background so it will not
dominate, which makes the cover lines easier to read.
Banner: Right underneath the masthead is a
banner. Nearly every issue of Q have a banner
which describes something positive and
encouraging about the magazine. For instance, in
this is issue it says “Awards Special Edition”, but in
most it says something like “Discover great music”
or the “worlds greatest music magazine”. It is a
great and simple way to show consumers that this
is where they will find great music discoveries.
Date line, Price, & Barcode: Q normally
places their barcode at the bottom of the magazine.
This is exciting as it shows that this is not what they
want their audience to see first. They place it at the same place Mojo
Magazine does, however in Q they make the price stand in bold
letters. Even though it is still in small text and challenging to read I
get the feeling that they want their audience to know their price, this
communicates that the magazine has confidence and is certain in
their choice of the amount of money they charge their readers.
Cover line & Layout: Q-magazine’s layout of the cover has a bright atmosphere to it, and
by using some sort of naturel colours in the photograph and the text, kind of gives the red
resemblance colour a kick, so the audience sees it better. The cover lines are using slightly
smaller yet same style of text as the sub heading. This text is telling the audience other music
related things going on in the magazine. Using various sizes on the different cover lines, is to
highlight the most interesting topics, and Q uses the names of big artists that the audience
might fancy to read about.

5. Mise-en-scene:
Characters/Costumes. There is only one character on the
front cover of the magazine. He is easily dressed with little to no
colour to draw attention to his red ginger hair, which is one of Ed’s
hallmarks. Ed Sheeran also has a prop with him in the photograph,
which is also one of his hallmarks.
Lighting. The lighting in the front cover photograph is a bit harsh.
There are sharp shadows that creates defined lines on his face and
body. This can communicate a harsh image of Ed, which is a bit
interesting. Because he is known for writing love songs with an
acoustic guitar, so maybe the magazine is trying to loosen up his
image and make him a bit more indie rock, so he fits the
magazine’s image?
Location. The photo is taken in the studio. We see this by the
use of controlled lighting and plain background. Using the studio
gives the magazine an easier opportunity to add a lot of text to the
front cover without it being disturbed by a messy background. It
also makes him easier to cut out and place in-between the cover
lines and mastheads. To, what I mentioned earlier, create a feeling
of depth in the cover.
Camerawork:
The photograph is taken in a medium shot with an eye level angle. This
makes Ed more connected to the audience because they get to see his
eyes and his facial expression. The medium shot gives the editor a lot
of air to place the text without it being to crowded or end up looking
messy.
Font:
Q-magazine uses the same
font in the headline as in the
smaller and not so important
sub headlines, expect for Ed
Sheerans autograph. This is to
create a flow in the front
cover to make it easier for the
consumers eyes to read and
look at. It is a simple font that
is comfortable to read, and
the size that is being used is
big enough to see from a bit
long distance without having
to squint their eyes. The font
also allows the magazine to
have a lot of text in the cover
without it looking messy and
confusing to the audience.

6. Masthead: Q-magazine uses an nice way to show the audience
that this is the contents page by placing the magazines logo Q against
the word “contents”. The masthead letters is written in bold and
black and stands out against the white paper. This automatically
catches the readers eyes because of the colour and size contrast of
the letters in comparison to the other texts.
Sub-Image: There are a lot of pictures
presented on these two pages, most of
them are quite small, some are bigger and
they are linked to different articles, to give
the reader an idea of what to expect later
in the magazine. They make the magazine
appeal more interesting by adding a lot of
different images from different settings. It
also allows the page to feel more full, and
by making the musical props join the artists
in the photo reinforces the genre of this
music magazine.
Dateline:The dateline of the magazine is just
above the masthead to make it the second thing
the reader reads on the page. By showing the
month and year allows the audience to know that
this is a monthly magazine and the font is in red
to match the logo.
Main Image: Although there are
many images on these pages the
audience’s attention automatically
goes to the largest one. This
suggests that he is one of the main
focuses in this monthly issue.
Headlines: By using the band or
artists names in the headlines
interests the audience as they can
recognise & familiarise themselves
with the musicians and want to
read more. But by using musically
words like “Rock’n’Roll” also
catches music loving consumers
their attention towards the articles.
Most of them are in the same font,
but in different sizes to highlight
the most important ones with big
letters.
Layout: This two contents pages are very
thought through and complex in the way
everything is positioned. Q uses shapes of
squares in different sizes to divide the page
so the information appears more clearly to
the audience. The background is either
white or light grey, this gives the page light
and works well against the numbers in
different colours.
Page numbers: Q have chosen to
colour the page numbers in the colours red
and blue. Red is the matching colour to the
logo, but blue is not. This catches the
readers attention because it is something
new. Furthermore the use of bright colours
communicates to the audience that this a
fun and interesting magazine. And they´ve
placed it next to the headline to inform
where to find the article.
Review: By having a review section helps and informs the audience to what music is the best, what is new and what
to buy, it works like a guide. This fits into the magazine because it is about music, albums and different artists. They also
uses rhythm in the headline, because it says “Q-Review”, which has that affect that it sticks to the brain, like a catchy
song, to that affect that the audience will remember it. They also coloured the Q red so it matches the rest of the two
pages, it gives a flow which makes it more enjoyable for the consumers eyes to read.

7. Mise en scene:
Characters/costumes. Most of the characters are dressed in black, and
very dark colours. This emphasises with the genre rock and indie rock which
tells the audience that this is the genre of the music magazine. There are also
several musicians placed in the different photographs which shows the
audience that there are variations in the magazines. That this issue is a bit
about some bands, rock artists and other musicians. And this makes the
magazine more interesting to read.
Props. In most photographs there are enough air to place a musical prop in
there like a guitar, or a microphone. This reinforces the genre of the magazine.
By using live photographs of the artist playing at a concert, interest the
audience because it shows variation and they feel like they are in the moment.
Moreover, adding props to the pictures adds to the idea that the magazine is all
about the music.
Lighting. The lighting used in the staged photographs, has together with the
front cover, a sharp shadow to create a more rock and indie feeling, which again
is the music genre of the magazine. The live pictures has the stage-concert
lighting, which is out of the magazines control, but works because it gives the
consumers a feeling of being in the moment.
Camerawork:
The main image is taken in a medium long shot with a low camera angle to make
the subject more dominated. He seems big and huge to match his image in the
music world. With this camera distance it allows the artist to bring a music prop
without it being to crowded in the photograph. The group photos is long shots to
make sure that all of the subjects are joining in. There are also a medium close up
photo and some medium shots, this is to create variation in the contents pages so
it will be more interesting to read and look at for the audience.
Language:
The language used in the page is matching with the genre of the magazine and in
the interesting to the audience. They write words like “rock’n’roll”, “Music guide”,
by doing this Q also shows the audience that they are educated in music and knows
what they are talking about. They also uses the musicians names in the headlines,
which again draws attention to the audience who likes the particular musicians
that is mentioned.
Font:
The double contents page has three different fonts. One font is big, bold and thick,
one is skinny and small and the third one is skinny and tall. By using different types
of fonts, Q-magazine contrast one another and display the different texts to the
consumers. The big bold font is used in capitals to show the audience the headlines
and page numbers. This is used to catch the audience’s eyes and make them read
easily what the magazine contains. The skinny small font is being used to inform
the audience a bit about the specific article, interview etc. that is connected to the
cover line. It is in a different font because it is not as important a the cover line, but
important enough to be on the contents page. The tall skinny font that is being
used in the “Q-review” is there to stand out. It does not match the other two fonts,
so it stands out and attracts the readers eye.
Text:
The text is designed for a younger audience, like in the beginning of their 30s. Q
is doing this by making the contents to be unique and interesting. It does this by
presenting a style to the page, using different colours and fonts to instantly
catch the eye. The audience is most likely to receive the text when they are
opening the magazine for the first time in the shop or at home. So it is
important that what Q wants to communicate comes in different fonts and
colours in the contents page, so they buy the magazine. Even though the
audience is most likely to look at the images first, the cover line text and
structure is till important to make the consumers more interested in what the
magazine contents.

8. Headline: The headline is covering
about 50% of the page. This is to catch
the readers attention and it is a nice
way to fill the pages. Because
sometimes the interviewer do not get
all the things he needs to fill the pages,
so this is a nice and creative way to do
it. Using the words “in Full Bloom” will
catch the readers attention because it
is something new, a growing new band
which will make the audience curious,
and it matches with the bans name.
The design of the headline also plays a
factor in the eye catching category,
because it is not a normal head line.
This text looks like a picture of a tagged
wall which helps complete the entire
scheme of the two pages and it fits
with the hole indie rock music genre
that the band represent.
Cover Line: Q uses two colours in
the cover line. The majority of the text
is written in white, and only two words
in red. This is to create a pop-up feeling
so the specific words get seen, because
they have a certain meaning. In this
text the words that are highlighted are
names. It is clearly that they are
important and if the audience
recognises them, they becomes curious
and reads the article.
Drop Cap: by using a drop cap, Q-magazine instantly lets the audience know that
this is an article. The drop cap has the effect that it makes the layout of the text seem
more interesting and less bland to the audience. By making the letter a huge black T,
that covers seven lines, gives the association that it matches the subjects in the
picture. The T is tall and narrow, and the same are the musicians in the image, so it
creates a flow.
Main Image/background and layout: There is only one picture on the double page spread, and by using one
image allows the consumers to solely focus on the musicians to see that they are the main focus. The images itself though,
is spread across two pages and connects with the headline to create the flow I mentioned earlier and to fill the pages
without it looking crowded and messy. This makes the main images become a background.
Reference: There is a small red
square in the top right handside,
this is a reference and it contains
the information on who is in the
photograph and where it was
taken. This interest the reader
because it establishes where and
when the image is taken and if the
interview is connected with the
date of the magazine issue. Q has
also placed the text in a square in
the main image, which again
proves that the double page photo
connects with the layout.
Article: The text for the double
page spread is placed in two see
through white boxes. By doing
this, Q allows their audience to
see what the text says because it
creates contrasts against the
pictured background. They have
divided the text into two boxes to
make it easier for the viewers eye
to read, because when you
separate the text it looks less long
and full, but instead confirmable
and easy going.

9. Mise en scene:
Characters/Costumes. Nearly all of the characters are dressed in leather
jackets which can be associated with rock, and the rock genre and yet again, that
fits with the music direction of Q-magazine. All of them are also wearing leather
boots and the majority of the clothes are dark. Which again emphasises with
rock, and the long shoulder length hair really pulls in the indie/rock vibe. The
characters are placed on stairs, this is to makes sure that everyone in the band is
seen, especially their faces, because that is what the audience will recognise. This
positioning can also distribute the band members height, there is no blocking by
height on who is more important. So by placing them on different staircases
makes each one of them seem equally important, which then communicates
likeness in the magazine.
Lighting. The lighting is bright some places, to highlight their faces, but it also
creates a dark shadow some places to produce this rough and rocky feeling which
matches the magazines music genre. It also connects with rest of the layout of
the double page, because that is rough and rocky, even though most of the pages
are covered by the photograph.
Location. The photo-shoot takes place in what looks like the back of a
construction building or something, this is to create a naturel background so it fits
good with text and puts the focus on the characters and not the background. This
is to show clearly to the audience who the article is about. It would probably be
easier to place the band in a studio, but then they would have missed out on the
raw and rockiness the grey masonry wall creates.
Camerawork:
The main image is a eye level long shot. Q-magazine has chosen this because it
makes the audience get a full image of all of the members in the band. It at the
same time creates a rocky/indie feeling with allowing the background to show,
which fits the genre of the magazine. The air around the subjects also makes it
easier to place texts and letters without it looking messy or overlapping any
important characters in the picture.
Language:
The language displayed on the pages is quirky and interesting, which fits the
genre and the audience to the magazine. Using “In full Bloom” as the headline
matches the name of the band, which is Blossoms. That catches the readers eye,
especially if they are a fan because then they can relate to it. And when
something is blooming, they are growing, so it creates a curiosity among the
consumers.
Fonts:
The font that q-magazine uses in the double page spread is simple and easily
readable for the audience. Q has chosen to have two different fonts on the double
page to separate the cover lines from the actual article. In theory they actually
have three fonts, but the headline is more of a particular designed font for the
article so it matches the layout and the genre of the band. The font used in the
actual article is something similar to Times New Roman to create a sense of
formality, so the audience take the band seriously even thought they are a
indie/rock band. The cover line is a font similar to Arial. They have chosen this
font because when you scale up the size, it is still readable without making the
page look messy.
Colour:
The colour scheme that is being used in the pages are red, white and black. So
basically the main colours of Q, this is to create a family resemblance throughout
the entire magazine. So by choosing the text to be black against the white box
and highlight those words with red colour in the cover line is well thought
through. This colours are quite bold and striking, and that is the feeling that they
represent and it matches the band.

10. The Text:
The text is mainly aimed for the fans of the musicians,
but by writing basic knowledge about the band could
also wake interest in the traditional Q reader. By writing
“in full bloom” as the headline of the double page will
awake humour in the reader, because the band’s name is
Blossom, and that is also a name of a type of flower. The
assumptions that are made about the audience in this
text and its positioning in the double page is that they
are somewhat unique and like this urban idea. Because,
the text is connected to the main image due to the fact
that it also is the background. And that clearly means
that Q-magazine planned the article quite well, because
when you take a photograph of five men, you do not
want half the image to be of the wall they are standing
beside. The article seems to be on page 34 in the
magazine. This seems to be in the end of the beginning
of the magazine. So that emphasises that the audience
might have to flip past this page to get to another article
and in this way they will stumble across a new and
interesting band. And the audience who is fans of the
characters do not have to scroll through a lot of music
articles they are not interested in to find the one thing
they want to read.

11. Mojo

12. ‘s Reader Profile
Mojo is the brand for those who truly are obsessed with music. It is the world’s largest UK music magazine. They deliver a monthly
dose of world class music journalism and iconic photographic work to an audience of very passionate music consumers. Mojo is
published by the multi media company, Bauer. They have a circulation of 91 678* and a readership that is as high as 218,000**. Mojo
together with Q-magazine, have an ABC1 profile, but Mojo’s per cent is lower than Q’s, because it is on 66%. But that could have a
connection with Mojo’s mean age, because that is slightly higher than Q-magazine’s. It is in the end of the 30s, like around 37. So
because of the fact that Mojo is a trusted and valued brand, that their audience are more traditional, they have grown with the
magazine and their consumers are more regular. It is not so much focus on reaching out to a new audience with new musicians and
bands, like the Q-magazine, but Mojo focuses more on the classic, good and old musicians with a long music history behind them.
John. Together with Q magazine, Mojo has made up their own character to match the audience they are trying to reach. Their man is
called John. He is 37 years old and a passionate and discerning music fan. He is also a long-time musician himself and a dedicated
record collector. With his high disposable income, John loves nothing more than sneaking off to the local record shop to see what is in
there. He is a proudly investor in en extensive mixture of classic and rarities vinyl, CD’s and carries a well stocked iPod that has
everything from prog to nu-folk, Motown to 60’s garage, blues and psychedelia. John’s heroes are Bowie and Jimmy Page, he has
played the guitar since his school days and gets together with his jam pals now and then. He is also a heavy gig goer. John has begun to
outgrow Glastonbury, and is now just more likely to head to a smaller scale, like Latitude or Green Man Festival. Together with his
partner, John likes to unwind at the weekend by sending their toddlers off to their grandparents and inviting their friends over for
dinner, whiskey and a rifle through his record collection. So when creating the monthly Mojo, the editors, journalists, writers etc., asks
themselves, would John like this?

13. Plug: This is a standard thing Mojo have on nearly
each and every front cover on their magazines. It draws
the audience in as they are curious at what this CD is.
By using a plug it allows the consumers to get exited
because they are getting a little something extra with
their favourite magazine. Moreover, the CD is
represented in an uneven square that gives associations
of a sticker, so it is like a free gift from the magazine to
the audience. By using a blue colour also makes the
plug pop out so the audience will spot it easily.
Sub-image: Mojo magazine includes two sub-
images on their front cover. These is to give the
audience an actual image of the other stories in the
magazine.
Masthead: Mojo is written in white to stand out
from the black background. It is written in a simple
use of font as that shows what the magazine is
called with a smaller text on top that shows what
type of genre the magazine is. The central name of
the masthead is mojo, which is used to describe a
magic influence. This communicates that the
magazine is special, and this becomes interesting for
the audience. Because older people are more likely
to know this, than younger, so this reflects to the
magazines audience.
Headline: The headline is written in white with a
blue line around the letters. This is to highlight the
white text and at the same time use the blue
resemblance colour on the front cover. By using a
famous name the publisher attracts attention from the
audience, together with the use of colour, and Kate
Bush is well known name among the older generation,
which again fits with the main age of the magazine.
Main Image/background: The main attention of
this month issue is Kate Bush, and the magazine shows
this to the audience by setting her face as the front
cover. Clearly we are seeing a character that the
audience know and using this allows the readers to feel
captivated as they are interested in the women who is
represented.
Sub-Heading & Cover Line: On the right and left hand-side of the front cover is the subheadings of the
articles the magazine contains. They use smaller text on these than the headline and this reinforces that they
are not as important and significant in the magazine. But at the same time they use names of well known
musicians as “Oasis” and “Paul Weller” to communicate with the audience that the other articles are
interesting as the main story about Kate Bush. And that engages the consumers of Mojo as they are captivated
in exactly what these articles have to say.
Layout: When I overlook the front cover of Mojo I
see these busy placement of the text. That makes
me think that there is a lot of information and much
going on in the music magazine which again would
make the magazine worth buying. By using the
colour blue in the plug, headline, cove line and The
Rolling Stones logo creates a nice resemblance in the
cover which draws attention to the magazine.
Date line, price and barcode: Together with
Q-magazine, Mojo places their date, price and
barcode at the bottom because it is obviously not
what the magazine wants their consumers to focus
on. Even though the price fits the readers profile and
the date shows that it is very fresh and is current for
the audience, it is still something that is hidden
because it is not what draws the audience in.

14. Mise en scene:
Characters/Costume. The focal character of Mojo is a musician, and by
using people who are relevant to the genre of the magazine communicates to
the audience to let them familiarise themselves with the character and to know
that this is a music based magazine. She is has black messy long hair, which can
emphasise with the rock genre of the magazine and her black eyeliner also
connects with this. The character has a very serious facial expression, but
without looking angry. This matches the Rock-music-style the magazine pulling
off and again communicates to the audience what music genre Mojo is writing
about. Furthermore, by using her posed serious facial expression looking directly
into the camera allows the consumers to really engage into the magazine and it
gives Kate Bush this edgy style and that intrigues the audience as they want to
know more about her.
Lighting. The photograph must be taken in a photo studio because the
lighting is controlled. It is sharp against her skin which creates a reflection to
communicate to the audience that her music is reflecting through her and that
would draw the attention of the consumer. The light also creates a sharp
shadow to create a dark side of her, so her face is divided into two, and that is
called chiaroscuro. This fits the cover line which guaranties the full story of her
and that would mean ups and downs.
Camerawork:
The photo used as the front cover image is taken in an eye-level medium close
up shot. The eye-level angle makes the character communicate directly with the
audience, and it gives them a feeling of connection with her. The camera
distance used are medium close up to get the audience to see all the details on
her face, this way the consumers feel closer to her in a way . The sub-images are
also shot in medium close up to see their faces. If they where taken in another
distance it would have been harder to recognise them and see their faces, which
would not have made the consumers identify the characters.
Font:
Mojo magazine’s masthead seems to be a designed one, because it has the words
“the music magazine” edited into it. It is bold and very easy to spot, so they may
have used two different fonts to create their own. It is simple and confirmable to
read. The other headlines are using the same font, but it is variant on how bold it
is going to be, and that depends on how important the article is.
Language/Text:
By using name in the cover lines such as “Paul Weller” or “Johnny Marr” attracts
the audience because it is names that they might know and recognise. Writing
“The Full Story” under the headline, which is a famous name, will also attract
attention from the consumers. Because the consumers connects the phrase to
the cover image which belongs to the headline, in this way the become curious of
her story and will want to read more. The text is aimed for the older generation of
the consumers. This is because they print names of famous musicians from the
past that most people in the younger generation have not heard of, for instance,
Johnny Marr. Most of the names who is mentioned are also British. So in other
words, the text are aimed for the magazine’s reader profile, which is a British man
in his ending 30s who is interested in rock music.
Colour:
The colours that are covering the front cover is mainly black and white with a
hint of blue. The white and black creates contrast, and is rocky colours, which
again fits with music genre the magazine represent. The blue family resemblance
colour is used to make the cover appear more interesting to the audience. It also
creates a direction to were the consumers eyes will go. From the plug, to The
Rolling Stones logo, followed by “Kate Bush” before it ends at “2016” creates this
Z of direction for the eye. It also frames the characters face, which is the main
focus and the centre of the front magazine. Because it is her story tis month’s
issue is about and by creating colour they communicates that to the audience.

15. Masthead: The masthead font of
the contents page is the same as
Mojo’s logo. This is to create a
resemblance within the magazine. It
also has the same colour. The
masthead is placed in the central top
to catch the eye of the reader,
because it is the first thing the
consumer sees when she/he opens
the page. It is also placed in front of
the characters head to makes sure the
reader can read it, and so they know
that they are on the contents page.
Layout: The pages are separated
into two. This is to create a clear line
between what is more important
and what is not. The main image is
on the left page, because people
normally reads from left to right, so
this, together with the blown up
image, communicates to the
audience that it is the where you can
find the biggest and most important
articles. The right page, is more
mixed up of small articles and
stories. They are not so important as
the others, but they are still
interesting and appeal to the
magazine’s genre and audience.
Main Image/Sub-image: The
main image is of a man who plays
guitar, this appeals to the audience
because the prop is a musical
instrument which fits with the genre
and it covers the hole left page. So
this tells the audience that he is
important and relevant to one of
the articles. The photo is in black
and white, this is to give the
consumer this vintage and rocky
feeling, which fits with magazine’s
music category. The other small
images are places next to each
other to create a flow in the page.
These photographs are taken in
colour, not smashing colour, but in a
more neutral colour. This is yet
again to create a contrast between
the right and the left page. This also
tells that the left page is vintage and
old, while because of the colours
and the subjects in the pictures, the
right page appeals for the more
younger audience. Mojo has
decided to do this so the consumers
finds something that fits their
interest and their pursuit.
Dateline: The dateline is under the masthead and besides the
character’s head, so it is noticeable but does not attract to much
attention. This provides the consumer with the information of when it
was made, so they know the information they read is up to date.
Page Numbers: Together with Q-magazine, Mojo has chosen to make
their page numbers stand out by using colour and bold fonts. The use of
red on the letter on the left page creates resemblance in the page and a
rhythm, together with the red lines and boxes. On the right page they
mix colours to separate what is more important and what is not. This
helps the audience categories the contents of Mojo Magazine.

16. Mise en scene:
Characters/Costume. The character in the main image is wearing a black
jacket with a musical prop by his side, this emphasises that he is a musician from
the old days, which fits with the genre and image of the magazine. The characters
in the sub images are in more modern clothes. They are wearing black or natural
coloured clothes which fits with the rock genre. Some of them are also long
haired to fit the genre as well.
Camerawork:
There are several pictures on the contents page. The main image which covers
the left page has a camera distance in medium shot with a eye-level angle. This
is to make enough air around the subject to place a prop. The prop is a guitar
because it fits with the genre of the magazine. The eye-level angle is to make
the audience to feel connected to the character. And by doing this Mojo makes
the magazine interesting for the audience. Some Sub-images on the right page is
taken in Long Shots to fit all of the characters in the picture so the audience sees
them all. Some of the smallest sub-images are taken in medium close ups
because when the photograph is small, it is harder to recognise the characters,
so by farming their faces the audience instant recognises them even though
they are small compared to the rest of the page.
Prop. The main image is taken in a medium shot, that is to include the musical
prop, which is a guitar. The guitar communicates to the audience that this is a
music magazine, and it also creates a line. The line starts with his hand at the
bottom of the guitar and then leads the audience eyes towards the text on the
content page. I think this is well thought through to guide the consumers eyes to
what Mojo want them to see. There also exists a prop one one of the sub-
images. There picture of the live band on stage, the audience knows that this is
taken live because the main character is holding a microphone in his hand, which
is the prop. This makes the audience attracted to the article because if something
is live creates a feeling of being present in the moment.
Lighting/Location. The lighting in the main photo is harsh. It throws a hard
light on the characters face, so it cannot be from a studio because his entire head
and body is lighten up. There are no shadows, so it means that the photo is
edited in a computer program or a darkroom. This also means that Mojo wanted
to show the audience the entire character. And to create a good black and white
photo for the vintage rock image to match the music genre of the magazine, they
created less shadows because then the consumers get to see the details. But the
audience also sees that the location is taking place on a stage and that creates a
feeling of being in the moment which makes the magazine seem more interesting
to the consumers. This also fits with the sub images on the right page, but in an
opposite way, because the character is dark while the background is light, but
Language/Text/Font:
The language used in the contents pages is clean and informal. They mention
many popular names in the cover lines from the music world that I think most of
the older generation can recognise, which again makes the magazine stick to
their audience and their interest. The font that is being used is a simple and easy
readable one. They use different fonts to communicate the different text on the
page so the audience can easily see where they can find what they are looking
for. For instance, the cover lines are in bold so they stand out and catch
attention.
Colour:
The colour red is being used to create a pattern in the contents pages. On the
left side the only coloured used is red. And because the main image is in black
and white it does not look messy and confusing to the audience, but cool and
fashionable vintage, which fits with the magazine’s image. The right page has
more colours, of course the red resemblance colour is there as well but there is
also a blue one, this is to tell the audience that there is something new, and that
makes them want to read more.

17. Quote: For the double page
spread, Mojo used a pull-quote from
the text to attract the eyes of the
reader. It is blown up because it tells
something important that the
character said and the interviewer
wants the audience to see it clearly.
Using a pull quote, that the
consumers can read easily, interests
the audience as they are unknown of
what it means and what connection
it has to the text. It also adds to the
mystery and it makes the audience
would want to read more.
Reference: The small text in the image is a reference. A reference is often
displayed quite small as most of the audience are not so interested in knowing
where the image come from, but it is still there to tell a story. It connects the
image to the article by telling the consumers when it was taken, and if it is a
newly shot one, it confirms the freshness of the magazine and article.
Drop-Cap: The article uses drop
cap to create a new paragraph in the
article. By using creates a tidiness in
the article which makes it easier and
more confirmable for the audience
to read. Because it separates the text
so it does not seem long and hard
for the audience to read. Drop-caps
are also used a lot in fairy-tales and
stories in books, so by using them in
the article emphasises to the
audience that here is a story to read,
and it makes it more interesting.
Furthermore, the article starts with
an O, so this makes the audience
curious as to why it starts with that
specific letter, and would want to
read the article.
Images: There exists two fully framed
images on these two pages. One in colour
and one in black and white. This
communicates to the audience the
difference of time. The one in black and
white seems older because the character
is younger in the image than in the other,
and in the older days they only took
photographs in black and white. This
interest the consumers because it the
article is connected to these images and
that means that the text tells a story of a
lifetime which interests the audience. The
out-cut image of the musician in between
the text is to create a entertainment and a
picture of the character in the audiences
head. It is humorous and eases the eye
from all the reading, so it makes the text
easier and more fun to read, which again
attracts the consumers attention.
Star Turns: Mojo has created a margin on the right side of the double page spread, where they have collected music
information that the audience might like. We know that it is music information due to the CD’s and CD-cover’s that are
splashed on the side to demonstrate this. The margin catches the audience attention because of the greyish colour used on the
background which sticks out from the rest of the double page spread. This makes the consumers curious and wants to read it.
The margin is also relevant to the Mojo magazine because it is information and tips to good music, which is what Mojo
magazine stands for.
Layout: The pages layout has a vintage
style due to the B&W photo and a
musical feeling because of the use of
props in the photograph and the music
relevant margin. And this mix draws the
attention of the audiens.

18. Mise en scene:
Characters/Costume. In the full frame image with the clothes, the
character is wearing is a green shirt with some special glasses, this gives the
audience the impression of another time, where this outfit could be in style. I
think that especially the older generation would recognise that the costume is
from the 1970s. Which again gives the audience the idea that the article tells a
story from that time, because the image is connected to the text. This also fits
with the music genre of the magazine and their main age from the readers
profile. The audience also sees the same character in the black and white image.
In this he wearing a vest outside of his shirt, and he also looks younger in this
image with more hair and beard. This image is interesting as it tells the audience
that the article might go long back in his carer, which makes the consumer
interested and they start to read it.
Lighting/Location. The lighting in both the photograph are natural. There
are no harsh light and very dark shadows. This tells the audience something
about the location. That the photographs are not staged in a studio, but taken
from a real moment. This makes the consumer feel like they are a part of a
private moment of the character, and that makes them interested in the article.
Prop. In the coloured image there is a musical prop. This confirms to the
audience that the article is a bout a musician, if they did not know who the
character is. It is a piano, so not the most rocky instrument. But the piano can
communicate to the audience that there are room for alternatives. That Mojo
makes exceptions to try and fit the different music taste of their audience.
Camerawork:
The coloured image on the left page is taken in a medium shot with a high
angle. The mix of the high angle and the medium camera distance makes room
for the musical prop which takes place at the bottom of the picture. This
communicates to the audience that the character is trapped in the music,
because the high angle shot closes out the free air in the picture, so it is just
the character and his piano. The black and white image is taken in a medium
two shot with an eye level angle. The eye level angle is so the audience feel a
connection to the characters in the photograph, it makes them feel present. So
in order for the consumers to understand the situation, they have to read the
article. This is an interesting way of getting the audience to read the article, but
it works because people are normally curious and want answers. So a curious
picture of a famous musician is a good way of getting the consumers attention.
Text, language & font:
The font used for the article is different and is more of a traditional font at the
same time. It is different from other magazines because it has a vintage style,
which fits Mojo’s image, but also traditional because it is old. By using this it
gives the audience an old feeling which fits with the character in the article.
The article itself talks about James Booker, this is good since the double page
revolves around him. The language used is very musical. They use musical
terms like “Jazz”, “second-line” etc. which fits the magazine. And that is what
the audience bought the issue for, to read about music.
Colours:
The colours used on the double page spread is a nice mix of black and white for the article and the background, but also smashing colours like red/pink to catch the
eye of the audience. This colour is also used as an resemblance throughout the double page spread. It is used on the quote, and the margin. This is interesting as it
also create as pattern for the consumers eye to follow. Mojo does this to point the audience in the direction towards the text they want them to read. Because firstly
they will see the smashing quote and then move on the the margin. And this makes it more fun for the reader to read the article but at the same time informational.

19. MNE

20. Readers Profile
NME’s reader profile is different from both Q-magazine and Mojo, because they have not created a certain character, but collected a rather
bigger spectre of things and music their audience might be interested in to get an ide of what they might enjoy to read about. 42% of their
audience are students and their median age is 23, so in other words, the audience are people with little to no income. That again reflects
back to the magazine’s price, which is around £1-3. 73% of the readers are male, and only 26% are female, which explains why MNE have
more commercials about men’s hair products and Topman instead of Topshop and women’s perfume. NME’s ABC1 per cent is smaller than
the two other magazines, because a lot of their readers are students, and their number is in 68%. So the magazines audience are spitted in
two. One part contains students who are interested in new music, fancy bands and beer, while the other part has grown ups who earn more
money and is more interested in quality over quantity. The magazine has a circulation on 33,875 and a readership close to 325,000.
NME’s mission is to provide up to date and new information, reviews and listing of the best new music.
• “I can trust it”
• “Its full of facts that we should all know but don’t BUT we do now thanks to NME”
• “Honest no-holds barred reviews”
These are all quotes said by the NME audience, so in other words, readers have a strong relationship with NME and completely trust the
brand. NME readers are, not surprisingly, completely obsessed with music. Reader research has demonstrated that hey rely on the edition
and the ads to keep them up to date with new music. This knowledge then makes them the authority in music in their peer group. NME is
different to both Q and Mojo because they are published by another publisher, and that Is Time Inc. Which is the second largest media
company I wrote about in the Magazine research.

21. Masthead: NME’s masthead is placed on the
same place as Q’s. This is, as I mentioned earlier, to
attract the attention of the audience in the shop
shelf. Because people read from left to right and
start at the top, so the first thing the consumer will
find is the magazines logo/masthead. It is white
letters written in a red box, this creates contrast so
the audience sees it better. At the same time, red is
something we call a screaming colour, because it is
easy recognisable so the audience sees it quickly.
Date & barcode: Unlike Mojo and Q, NME has separated their barcode and date. Their date is placed beside
NME logo, which has that affect on the audience that they will see it easier than if placing it at the bottom next
to the barcode and price. This means that NME wants their audience to focus on the fresh stories, articles,
interview and music the magazine has to offer by placing the date there, instead of the next to the price and
barcode at the bottom where it is less noticeable.
Main Image/background: The main image
is covering the hole front cover, so it also becomes
the background. The main focus on NME’s issue is
Julian Casablancas and his band called The strokes.
The magazine shows this by putting them as the
front cover. And by blocking the shot so Julian is
standing in the front because he is the main focus,
while the band is in the background to shot ha
Cover lines/Sub-headings: The sub-headings and the
cover lines are spread all around the front cover. This is to
fill the empty room the image creates. But they also create
a invisible frame around the characters to make it look clean
and organised. The two bottom cover lines are on the same
line, and the text on the left side of the cover are also
following the line. By doing this the audience get the feeling
the magazine is rocky and messy, like the lives of the
students who buys the magazine. So the consumer finds
this interesting because it matches their lives and then they
by it. NME are using quotes from the reviews of the band to
attract attention from the consumer, because if someone
with knowledge of music tells that the band is good, they
are mostly right.
Headline: The headline is on top of a white
box, this is so the audience sees the text easier
and this way it does not blend in with the
background. NME uses the name of the front
person as the headline, because he is the most
known in the band and people will recognise his
name. So by doing this, NME catches the
audience attention, and the notice of his fans.
they are also important because they are a part of him. NME uses a band that the audience know, and
by doing this it catches the attention of the consumer and it makes them interested in the magazine.
Sub-Image: On the right top hand side of the front
cover, there sticks a head out. This is a cut out sub-image
and It is to catch the audience attention. They use a
medium close up shot of the character because the image
is so small, it is easier to identify his face rather than his
body. By putting a recognisable face on the side of the
front cover gives the audience an image on what more the
magazine contains, and they become curious and want to
buy it.

22. Mise en scene:
Characters/Costume. There are several characters in the front cover
and in the band. Most of their clothes are dark, and they are wearing
leather jackets, sun glasses, caps, jean jackets and dark trousers. The
characters hair is also long and curly, which gives the audience associations
of rock concerts with swinging hair and banging heads. So their costume is
the typical rock style. The characters charisma is telling that they have a
rocky attitude. They have their hands in their pockets and they do not
bother to look at the camera. Which fits with the magazines image. They
also seem to be quite young, which fits the magazines readers profile.
Because the audience like to read about people their own age so they feel
connected to the musicians in that way.
Location/Lighting. The image is taken against a brick wall. Brick walls
are hard and cold, but the pinkish colour makes it seem warmer, which
could give the audience the association of the music the band makes, and
that is indie/rock. It is a staged shot but not in the studio, so the lighting is
light and does not create any harsh shadows. This could emphasise that
even though the band is rock/indie, they may have a soft and vulnerable
spot like everyone else. Which makes the audience feel connected to the
characters.
Colours:
The colours on the front cover is black, white and red on the masthead,
cover lines etc. This is NME’s colour, the white and red, because it is in their
logo so the audience recognise them instantly. The black and white is to
create contrast so the text is visible for the consumer and does not blend in
with the colour in the main image. There exist some blue lines under some
of the cover lines. This breaks with the other colours so it creates attention.
And that is why NME wanted those lines in blue, to communicate that
there are some more in the magazine than the characters in the front cove
image
Camerawork:
The cover image is taken in a medium long shot with an eye level angle. This is so
the audience feels like they can communicate with the characters. The medium
long shot also creates a lot of room for the text in the front cover. This is good
because then the layout looks clean and organised, and not messy and
unreadable. The camera distance of the sub-image is a medium close up, this is so
the audience can recognise him, because the picture is so small. It is small because
it shows the audience that he is important, but not as important as the other
characters in the main image. And It is easier to identify his face when the picture
is so little, than his entire body.
Text/language/Font:
The language used in the head and cover lines are very musical. There are words
like “sing”, “records”, “vibe” etc. They also use famous musical names to attack
the consumers interest, and to show them that this is a music magazine. They
also use abbreviations, like “They’re”. This is to show that it is a quote. This
communicates to the audience that this issue contains interviews, and that makes
the consumer interested. NME uses a font that matches their logo. This is because
it makes it easier for the consumer to read, no matter the size of the letters. And
it also creates a resemblance on the front cover. The size and boldness has
something to say as well. That divides the text, and highlights what is more
important and not. Which makes the audience see what is more interesting first
so it catches their attention. The text on the cover is aimed to the people in their
readers profile because they mention musicians in the main age group.

23. Masthead: The masthead is placed near the
same spot as the logo. This creates resemblance in
the magazine, and the audience knows that this is
the contents page. NME is a bit different when it
comes to the masthead then Mojo and Q, because
instead of writing contents, they write “inside”. This
is a more personally word, it creates a mystery. It is
like the magazine is saying that they have a secret
article or something only their audience gets to hear
about. This makes the consumer feel appreciated
and interested.
Layout: NME has divided their contents page
into three parts. One for the regular articles, one
for the features and one with only bands in them,
which they call the Band List. They do this to make
it easier for the consumer to navigate themselves
in the magazine, so that they find what they are
looking for easily. The colours on the contents
page are black, white and red. The white
background highlights the black font so the
audience can read the text, while the red colour
creates a pattern and makes the page more
interesting for the audience to look at.
Image: In the middle of the contents page
there is a picture. This is to give the audience a
variation in the page so it becomes more
interesting to read. The picture also has a
connection to the cover line under. This is to
make the article more interesting. Since the
picture is one of the first thing the consumer
sees when opening the page, it will be one of
the first articles they will read. This way NME
highlight the stories that are more important,
and what they think their audience will enjoy.
Headlines/Coverlines: The headlines on the
contents page have black boxes around them. This is
because the letters are white so instead of letting
them blend against the background, NME created
black boxes to highlight them. The black boxes also
compliment the square shape theme the page has.
The cover lines under the headlines are written in
bold to make them stand out more since the font is
so small. It is small to show the audience that it is
not as important as the headline. But, the little
piece of information it contains is still essential to
keep, because it informs the audience and that
makes them want to read more.
Dateline: The dateline is placed under the
masthead in very small letters. This is because it is
not as important as what the magazine contains,
but it is still good to have because it shows the
audience that it contains fresh information and
musical articles etc.
Page numbers: NME has chosen to show their page numbers in a different way than Mojo and Q. Because
they place the number in the same box as the headlines. They have also decided to have the numbers in thin
letters, which is the opposite of Q and Mojo who has them in bold. This is because they have the headlines in
bold so the audience notice them first, then they notice the page number. This makes the magazine attract
their consumers attention on the story they want to tell, instead of where to find what.

24. Mise en scene:
Character/Costume. The character in the only image on the contents
page is a boy, which fits with the readers profile, because the majority of the
audience is male. This is interesting as it makes the consumer recognise
themselves with the musician in a way. The character has messy blond hair
and young features in his face, like the little and thin beard around his mouth.
This also makes the consumer connected to the character because most of the
audience are young. So NME catches the consumer’s attention by the feeling
of recognition in the musicians they chose to write about. His clothes also
shows a young vibe. He wears a white t-shirt with a cartoon on and a beige
loose shirt on top, this combination shows that he does not have enough
money to spend on expensive clothes, which again matches the audience’s
money standards, so it yet again makes them feel connected to the musician.
Prop. It is quite hard to spot, but the character is sitting on a drum kit playing
drums. This is a musical prop which shows the audience that this is a music
magazine. As to way the drums are hidden, can be because they are very big
and it is hard to focus on the character if the huge drums are going to fit in the
image as well. So, NME solves this problem with making him look down at his
hands, and since human nearly always seek eye contact, they will follow his
look down to the drums.
Location/lighting. The image is taking place in what looks like a band
room. This is confirmed by the drums the character is playing and the guitar
that is behind his head. The location fits with the genre of the magazine, so
the consumers becomes interesting in the article. The lighting in the image is
light and smooth, like it comes from a window or something. It does not create
any harsh shadows, which shows that it is not staged in the studio. This can
make the audience feel as if they are a part of the documentary moment the
photographer had captured.
Camerawork:
The image is taken in a medium shot with an eye level as it shows the character from
the waist and up. This is to make room and air for the musical props that is placed
within the frame. The eye level also makes the audience try and connect with the
character but instead leads them towards the musical prop instead.
Colour:
The page contains three colours. Red, black and white. This colours were used on
the front cover as well. The red is used as the box which highlights the white text so
the audience can read the text properly. This is also the style of the magazine’s logo,
which creates a pattern through the whole magazine. The black and white is to
highlight the white text against the background. The page number of the band list is
red, this is to separate it from the rest of the page. It also makes it more interesting
for the reader because it stands out form the rest of the page due to the red page
numbers.
Font/language/text:
The font used in the inside page of NME is a plain simple one. It does not have sans
serifs or any fancy curls. It is simple and readable. This because it makes the text
memorable for the audience and easier to understand. The language used in the
lines are musically. Either there are known names in the music business, or words
like “studio”, “reviews”, “bands”, etc. That communicates to the audience that it is a
music magazine and the known names will catch their attention. The text is aimed
for the music enthusiasts, for the younger and older generation of the magazine’s
consumers. Because the amount of band named on the list is so many that I think a
lot of people will find something they like in there. But I think it mostly aimed for
the younger generation due to the young and new bands that are mentioned.

25. Drop Cap: Together with
Mojo, NME uses drop cap to
show that a new paragraph or
story is beginning. The drop cap
is a single “S” which starts the
word and catches the readers
attention because of the size,
boldness, and colour. A drop cap
is usually used in story books, so
it communicates to the reader
that here comes a story. This will
make the audience curious as to
what the letter and story means
and start to read the article.
Highs and lows: NME has
creates a bottom margin in the
double page spread. This shows
the audience something new,
and different. And that awakes
their curiosity. It also makes the
article become more
entertainment. By choosing to
write about the artist’s ups and
downs throughout that year is
interesting for the audience
because they feel like they can recognise themselves in him. Everyone has highs
and lows throughout a year so it also communicates that he is just like everybody
else. By including pictures in the margin documents his road and it all becomes
more true to the consumer and it creates a trusting relation towards the
magazine.
Images: There are various images in the double page spread. The one in the margin are belonging to the story the lines creates,
so they are telling their own separate story compared to the other bigger ones. The three bigger ones are connected to the article,
because the images is the one of the first thing the consumer sees when opening the page. So, when they study the photos they
become curios as to what the stories behind them are. This is good because it makes the consumer interested in the article and by
placing a CD-player in one of them establish the fact that it is about music and that it fits the consumers interest as well.
Quote: NME uses quote in
the article to create variation in
the pages so it does not
become boring. A quote is
normally something someone
has said, so it makes the article
become personal. It
communicates to the audience
that it is something important,
because it is highlighted and
stands out from the rest of the
text. This catches the audiences
attention because since it is
written in bold, it will be one of
the first things the audience
reads. So, it automatically
makes the reader curios as to
what the story behind the
phrase is.
Sub-headline: There are two sub-headlines in double page spread. They are
used to divide the article up so it becomes easier and more clearly to read. It
creates a neatness to the text, that builds a picture of the article as easy to read
and the high amount of text does not appear overwhelming to the audience.
Because the line is in bold, it catches the audience’s attention quicker than the
actual text and it makes the consumer curious as to what it means.

26. Mise en scene:
Character/Costume. The are only one character each image and it is also the
same character in all three of them. This artist is the same person as the one in the
image placed in the contents page. That creates a feeling of recognition to the
consumer, which makes them curious as to why this person is so important that
NME keep repeating him, and that is making the audience wanting to read the
article. He is wearing the same clothes in these three pictures as the one in the
contents page. The boyish t-shirt and the beige jacket/shirt shows again a young
vibe and it also connects the pictures to each other.
Camerawork:
The image on the top left hand side of the left page is a medium long shot with
an eye level angle. That camera distance is close enough so the audience get to
see and communicate with the character, but also far away so it creates a big
amount of air around him so the audience gets to see the background. The
second picture one the middle of the double page spread is a long shot. This is a
image were he has his back turned towards the camera, but it is not boring
because we get to see the surroundings and the location where he is, and that
makes the audience think it is interesting and that is also why NME chose to use
the long camera distance. The third image on the top left hand side of the left
page is a over the shoulder shot. This is to create an eye line from his head to
the musical prop in the image. NME chose that camera distance because the
musical prop plays a big role to communicate the music in the article.
Lighting/Location. The lighting in the images are natural, they do not have
dark and harsh shadows, which makes every detail visible. And together with the
location shows that the images are not staged and it gives the audience a feeling
of being in the moment with the character. The first image on the left top hand
side of the left page taken in that particular camera distance so the location in the
background is visible. It looks like a house, and since the character is place in front
of it, it can mean that it is his childhood home. This awakens the viewers attention
because it shows something personal, and communicates that the article about
the musician is quite close. The middle image is by the sea, with his back turned
towards the camera it and together with the wind gives the feeling of a free spirit,
which might fit the character and makes the audience interested. The last one
looks like inside a room, and since the first one is outside in front of his home, the
room might take place inside the house. Which connect the images together and
the third one also has a musical prop in it.
Prop. In the third photo there is something that looks like a CD-player. This is
the musical prop in these to double pages. This confirms that the article is a bit
about music, but the main focus is the character’s story. Which is interesting for
the consumer because they feel closer to the artist. That is communicated
through the location of the images. But because of the contents image, the
audience know he is a musician, so the article fits with the NME magazine
genre.
Colour:
The colours throughout the double page spread is simple. The layout contains
two easy colours, which is black and white. This is to make the consumers focus
on the images instead. Since they have colour, but not bright colours, just
natural. Together with the black and white layout, it gives the audience the
impression that the character is a very down to earth person. Except for the
margin, and that is exactly why it sticks out as well. It is the only form of colour
in the lay out. This is why the audience finds the margin interesting.
Text/language/font:
The font that is being used is a simple and clean one. It makes the article
easier for the audience to read. The language used in the text fits the main age
of the magazine. They use swear and slang words, and writes about different
challenges which most of the older generation never has heard of. This is
NME’s way of reaching out to their audience and try to write in their style and
way of being.