1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 13:
Planning and Pitching a Print based Media
Product
LO1/P1 Evidence
Name: Amelia Morris
Candidate Number: 4150
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

2. Contents
Purpose of KERRANG! : Slide 3
Publisher of KERRANG!/BAUER MEDIA: Slide 4
About the Editor- James McMahon: Slide 5
Strapline connotations of KERRANG! And brand ethos and values: Slide 6
Genre of KERRANG!: Slide 7
Form & Style of KERRANG!: Slide 8
Content Overview of KERRANG!: Slide 9
Contents Page Analysis: Slide 10
Market Place: Slide 11
Target Audience in relation to KERRANG!: Slide 12-16
Frequency of KERRANG!: Slide 17
Denotations and Connotations of a KERRANG Front Cover: Slide 18
Annotated Article within KERRANG!: Slide 19
Annotated interview with KERRANG!: Slide 20
Annotated Review within KERRANG!: Slide 21
Production Process of KERRANG!: Slide 22- 24
Retailers: Slide 25
Conclusion: Slide 26

3. Purpose of
• KERRANG is a UK based music magazine that is loyal to the rock genre. It is published by Bauer Media and
first published on the 6th June 1981.
• KERRANG started off as a monthly publication and then to a fortnightly and then in 1987 it went to a
weekly magazine.
• The price of an issue of KERRANG is £2.20
• KERRANG! was named after the onomatopoetic word that comes from the sound when playing a power
chord on a distorted guitar.
• The circulation of KERRANG! as of Jan- June 2014 was 33, 024 were sold.
• The editor of KERRANG is James McMahon.
• On the BAUER Media website it has a page on KERRANG magazine and it states that they make sure that
they are always appealing to the vast amount of readers they have. From the younger teenage readers
who are more open to different genres of rock music from emo to thrash… to the readers who respect
KERRANG! As an authority of heritage bands. Each issue includes a variety of bands and scenes to
guarentee that they are providing for the needs of our readers and also providing new bands and artists
that our readers might become passionate about. They focus on the BIG news that is going on within that
week as well as promising that they are giving our main priority which is giving younger readers
everything they need to know about KERRANG and their passion for the heavy metal/rock genre. Stated
by James McMahon – Editor of KERRANG.
Source: http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang
Bauer Media have a slogan, which is “WE THINK
POPULAR.” This connotes that they are always
considering about the latest trends and what
their readers want to know about.

4. Publisher of
WHO are they? WHAT else do they Publish?
The publisher of KERRANG is Bauer Media. Bauer Media is a division of the Bauer Media Group, Europe’s largest privately
owned publishing Group. The Group is a worldwide media empire offering over 300 magazines in 15 countries, as well as
online, TV and radio stations.
Bauer Media joined the Bauer Media Group in January 2008 following acquisition of EMAP plc’s consumer and specialist
magazines, radio, TV, online and digital businesses. Collectively, the Group employs some 6,400 people.
Bauer Media is a multi-platform UK-based media Group consisting of many companies collected around two main divisions –
Magazines and Radio - widely recognised and rewarded as being industry innovators
Bauer business is built on influential media brands with millions of personal relationships with engaged readers and
listeners. Their strategy is to connect audiences with excellent content through our broad multi-touch point brand platforms,
wherever and whenever and however they want. Their wide portfolio of influential brands gives us advantages over pure
play magazine or radio competitors.
Today, Bauer Media spans over 80 influential brand names covering a diverse range of interests including
and many more.
Source: http://www.bauermedia.co.uk

5. About James McMahon – Editor of KERRANG!
James began his career in 2002 as a freelance writer on NME and Metal Hammer, moving
towards becoming the New Music Editor at NME in March 2006 and Features Editor in 2007. In
July 2010 he stepped across as Film Editor on NME.com and moved to his current role in March
2011. Since July 2010, James has worked as a freelance contributor for national newspapers,
including The Daily Mirror, Guardian and magazines including X Factor Magazine, Mix mag and
NME. James is also an Associate Lecturer in Popular Music Journalism at Solent University in
Southampton.
Source: http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang

6. Strapline connotations of
The strapline of KERRANG! is “The worlds biggest selling weekly rock music
magazine!” This connotes that KERRANG! want to portray to its readers that they
want their brand to be well known, popular and successful. This written on the
magazine will also increase circulation figures and target audience.
ETHOS and Values of
KERRANG! believe and are extremely devoted/passionate about the heavy metal/rock
genre and they want more readers who enjoy listening or even playing this type of
music to support us at KERRANG! throughout all of our media platforms either buying
our printed/digital issues every week, watching KERRANG! TV, online via social media
and app, listening to KERRANG Radio, going to our festival “Download!” or watching our
Awards show. There is plenty for KERRANG’s readers to get involved with.
Source:
http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang
www.kerrang.com

7. Genre of
Due to the style of masthead, colour scheme and physical content within KERRANG! Magazine. They are
portraying a very heavy metal/ rock genre. The reader will know straight away when they pick up a copy
of the magazine, watch the Tv channel, listen to the radio station or look on the website that the genre
of KERRANG! is very devoted/serious to the heavy metal/rock genre.
Source: www.kerrang.com
Here is are examples of many front
covers that show many bands within
the heavy metal/hard core rock bands
that gives us the impression that
KERRANG! are a heavy metal and rock
magazine.
https://www.google.co.uk/search?q=g
enre+of+kerrang+magazine&espv=2&s
ource=lnms&tbm=isch&sa=X&ei=urFw
VbWgMqvg7QbhsIKYAw&ved=0CAgQ_
AUoAg&biw=1366&bih=667

8. Format and Style of
Format/Size of KERRANG!
KERRANG! magazine is sized in A4, follows a standard/original magazine format, it contains less than a 100
pages, and it also has an effective glossy finish in every page.
Style Of KERRANG!
KERRANG! is presented in both a printed format and online formats. For example readers can access
KERRANG! on their PC/Laptop/mobile phone and tablet via an app, with this they can subscribe to KERRANG
to read on their online devices or they can get the print subscription if they wish to have the actual copy in
their hands.
A well as KERRANG! Magazine they also have got a Tv channel, a radio station, an awards show, a tour and a
Festival called “Download!” This is a very good
Colour Scheme of KERRANG!
The color scheme of KERRANG consists of black and white. They display their logo and brand colours
throughout their printed magazine, website and all apps on mobiles and IPADS. This is to reassure their
readers that they know what they are reading. When they see the KERRANG! eye catching, sharp, grabber of
a logo they will automatically recognise what their product is and what the content they produce is about.
The readers will gain a recognition for the magazine, due to the repetition of the use of the ,logo and brand
colours.

9. Content of
Content Overview
KERRANG! Magazine has a variety of music related news that promotes
the heavy metal/rock genre. In this section I will be analyzing the many
different features within an issue of KERRANG! Magazine.

10. Contents Page Analysis
A typical issue of KERRANG!
Magazine consists of Feedback,
which provides the readers with
Win, which promotes competitions
that will give readers a chance to
win prizes. News, which
informs(Katz) the readers about
what is going on in the music world
in that week. Live Reviews, which
informs and educates the reader on
a specific story of a band or artist.
Posters, which gives the readers
something that they may want to
keep. This will increase the target
audience and circulation of the
magazine. Features, whereby
KERRANG! can inform their readers
about what bands/artists are in that
issue, for example “All time Low”,
“Asking Alexandra”. Reviews, which
informs and/or educates the readers
about a story of a band/artist. Gig
guide, which informs the readers
about upcoming gigs to band/artists
tours and/or festivals and in this
specific issue is the ultimate rock
test, so that readers can personally
see if they know everything about
this genre of music.
Issue number: 1397
Date of issue: 14/01/2012
Masthead logo:
Presented at the top left
of the contents page the
same scratch/smashed
font style look/effect in
white although it is
against a red strip instead
of black, which is going
against the colour
scheme. However this is
not entirely relevant.
Message from
James Mcmahon
(Editor):
Gives the editor a chance
to thank the readers and
everyone who helped to
produce the issue and
also a little bit about
what is in the issue.
Subscriptions: To let readers aware of cheaper
deals in the next and continuous issues.
Giant Image:
To inform the readers about
in this case a review based
on “The Bronx/ Mariarchi!”

11. Market Place of
This denotes the target readership for KERRANG!
It tells us the gender ratio and it seems like men
aged between 15-24 are the most common
reader to KERRANG. Although there is a slight
percentage of women who read KERRANG, for
example 45.3% women over 54.7% of men.
This information has come from the National
Readership Survey and is presented on the Bauer
media website KERRANG page.
1. The circulation figures for MOJO as of June 2013 was 79,345.
http://magazines.bauermediaadvertising.com/magazines/detail/mojo
2. The circulation figures for Q as of June 2014 was 48, 353.
http://magazines.bauermediaadvertising.com/magazines/detail/Q
3. The circulation figures for KERRANG as of Jan-June 2014 was 33,024.
http://magazines.bauermediaadvertising.com/magazines/detail/kerrang
4. The circulation figures for NME as of Jan-June 2014 was 15,830 .
https://www.google.co.uk/webhp?gws_rd=ssl#safe=strict&q=NME+circulation+
According to the circulation of magazines within the music magazine industry KERRANG! comes
in 3rd place, behind MOJO and Q Magazine, but in front of NME.
MOJO magazine has been market leader since June 2013.

12. Target Audience of
Target Readership
Targeted at 15-24 year olds who are interested in the heavy metal/rock genre. The most common
gender according to the National Readership Survey in 2012 is males as it shows that 54.7% of males
over 45.3% of females. This also shows the socio – economic needs profile, which again is another
method to help understand who a brand’s product is targeting. In terms of KERRANG the audience has
51% split between A, B and C1. (See the next slide for further explanation of this theory.)
Source:
http://magazines.bauermediaadvertising.com/
magazines/detail/kerrang

13. Socio- Economic needs regarding
Socio Economic needs/status or demographics are
in place to measure or classify an individual or
family’s economic and social position which is based
on their education, income and occupation. The
media stereotype individuals into groups they think
they should be.
As shown on the previous slide, readers of
KERRANG! Magazine, has a 51% split between
category A, B and C1, according to the NRS.
However I believe that E because a large majority of
KERRANG readers will be in school and university,
there dreams will resolve around music. They could
be working towards a music journalist, music video
editor, be in a band, live music photographer, live
sounds engineer and many more.
Source:
http://magazines.bauermediaadvertising.com/magazines/d
etail/kerrang

14. Katz (Uses and Gratifications)
Katz Theory (Uses and Gratifications)
Personal Identification- This is when the audience can relate to a character/ band/artist or their situation.
From carrying out my own research KERRANG! readers will build an identification to one of the favourite band/artist. They
may relate themselves to a situation that they have experienced.
Personal Relationship- This is when the audience builds up a bond with a band/ artist/character, depending on what the
media type is.
From carrying out my own research KERRANG! readers will build a relationship/bond with a band/artist they like and they
will start to support them by buying their albums and going to watch them on tour and going to see them at festivals.
Inform and educate- This is where the audience gains a better understanding of a particular subject i.e
rock/indie/alternative music genre.
From carrying out my own research KERRANG! readers will read this to be informed and educated about new bands, gig,
festival, tour dates, new album releases and lots more.
Entertainment and Diversion – This is where the audience can escape from reality and immerse themselves in the media
type i.e. magazine.
From carrying out my own research KERRANG! readers will be entertained and want to escape from reality/relax when
reading the magazine.
Relating this theory to KERRANG! magazine
However from my own knowledge and understanding, the audience of KERRANG! Magazine probably will create a
personal relationship and also KERRANG! will inform and educate those about hard-core and heavy metal bands.

15. Hartley expands on Burtons classification on grouping audiences in terms of their
social needs.
1. Age – How old someone is?
2. Gender – Male or female?
3. Class – What their social class is?
4. Ethnicity- Beliefs?/religions?/ Colour of the skin?
5. Self Image – How someone sees themselves?
6. Nation- British?/Italian/French/Spanish/ African/ Indian/Chinese etc
7. Family- Their background/story/ how they were brought up? Single parenting or
both parents (mum and dad).
Hartley’s seven subjectivities relate to KERRANG! Magazine because they will use as
another method to understand who they are targeting.
Hartley’s seven subjectivities

16. Psychographics
Psychographics is a way of describing or categorizing an audience in groups in terms of their
personality, values, opinions, attitudes, interests and their lifestyle. Here is an example of
the groups used:
However in terms of KERRANG!
Magazine, they would fit into Explorers
or Reformers due to the fact that the
target audience are aged between 15-
24 years and attract a male audience.
A typical KERRANG! reader will have
lots of energy, enthusiasm for heavy
metal/ rock music. They will not
necessary be the cleverest person on
earth but they will know a huge amount
about this genre and they will either be
in a band themselves or wanting to
study music at a higher level at
university. Everything they do will
involve something around music, they
will have friends who like this genre of
music too.

17. Frequency of
KERRANG started off as a monthly publication and then to a
Fortnightly magazine and then in 1987 it went to a weekly
magazine and as of today KERRANG! is still being distributed by
Bauer media weekly.

18. Denotations and Connotations of a KERRANG Front Cover
Masthead:
The masthead “KERRANG!” is
located across the top of the page
and is bold and stands out on the
page. The font style is like broken
glass to suggest rebellion and
relate to the heavy metal genre
and the culture of those who
listen to this music.
Barcode:
The barcode is presented
on the bottom right corner
on the front cover. It is
small and concise, but still
visible so that the retail
shop keepers can scan it
when selling a copy.
Main Image:
The main image is a medium close up,
I know this because it is cut off just
below the shoulders. The main image
is overlapping the masthead, this may
suggest to the reader that they are an
important to KERRANG! and they
want to give their readers something
that they might enjoy.
Main headline:
The main headline resolves
around KERRANG’S festival
“DOWNLOAD!”. It is in bold
black font, with a thick yellow
stoke effect accurately around
each letter. This makes the
reader instantly see it when
browsing at a selection of all
music magazines.
Extra features: Puff promotions/
This issue is advertising three free posters within the magazine. This makes the
reader drawn in and persuaded to buy it, this therefore increases the target
audience and magazine circulation. Also the word “Plus!” is in the same font style
as the masthead. This keeps within their brand identity and house style.
This is a cover line as it is a
secondary story to the main
headline. Also known as a
“skyline”. This is because it
is the very top story after
the main headline. A cover
line can also be presented
on either sides of the front
cover page.

19. Annotated Article within
The main heading is in
large bold red font
which stands out to the
reader as they skim
through the pages.
There is also a logo of a
bug, which will catch
the attention of the
reader and this will
make them want to
read the article.
This is the pull quote,
which is presented
near the end of the
article and it informs
the reader that there is
a 2nd part of the review
in the next issue so this
makes readers excited
and curious and want
to know the next part
of the article so this
therefore makes them
buy it or even consider
subscribing with us.
This is the main
image of the band
“My Chemical
romance!” that
takes up over half
of the DPS article,
which could suggest
that KERRANG!
wants the reader to
know that they are
a great band and to
make them listen to
them.
Article split over 2 columns, so
that it is clear ton read.
The colours used
on the clothing and
also the sharp red
colour of the lead
singer’s hair
“Gerard Way” is
matching the colour
of the main
headline. This is to
keep within the
house style of the
magazine.

20. Annotated interview within
The layout of the main
headline takes us about
1/3 of the second page.
The word “ Absolutely!”
is in white bold
capitalized and huge
font, which emphasizes
the importance and
urgency of the
interview, which makes
the reader read the
article.
The main image of
“Davey Havok” is
across the whole first
page of the DPS. This
could suggest the
popularity and fame
of “Davey Havok”.
The interview
questions are
highlighted in
white to make it
stand out against
the dim greyish
background.
The DPS has a border of spotlights around it
to add a fame/celebrity effect to it.
Image description: Details about
the image/ where was it taken/
who is the photograph of?/ when
was it taken/ or sometimes they
add a slogan to the image.

21. Annotated Review within
The main image
of the band “A
day to
Remember” is
presented over
half of the DPS.
This connotes
their
importance and
popularity and
that they want
to be well
known by great
fans.
This is a review which is advertising the new album of the rock band “A Day To Remember!”
Stand first and the
drop capital:
The stand first is
bold black font
with a white
highlighter to make
the stand first
more visible and
prominent.
Pull Quote:
The pull quote is to
highlight an
important part in
the review. To make
the reader more
drawn in and
curious and want to
read on.

22. Production Process of
Pre-Production Stage
Date of publication - This is the first stage of the production process,
whereby the whole team get together and decide on a date to publish their
magazine.
Managing the schedule - This stage of the process is very important because
every team member has to make sure they contribute to their role and keep
to their deadline.
Editorial and budgetary decision – During this stage of the production
process, the editorial team get together to decide upon what they are going
to include in that issue that week. They also have to make the decision on the
budget, they look to see how much money they have available and how they
are going to spend it.
Source: http://hosbeg.com/the-magazine-production-process/

23. Production Stage
Content Acquisition – During this stage, they have to collect all the content
for that through house staff writers and through external writers.
Sub-editing – This stage focusses on quality control. This involves checking
upon accuracy on all facts included in all articles, spell checking all words
included, checking on the punctuation and grammar, making sure all articles
follow the same house- style and finally working on the layout of the
magazine.
Page Layout – At this stage of the process, the layout team get together to
produce the magazine. They use very powerful Desktop Publishing (DTP)
programs such as InDesign or Page-maker to get the job done. It is at this
stage where adverts from advertisers are placed into the content of the
magazine.
Source: http://hosbeg.com/the-magazine-production-process/

24. Post-Production Stage
Proofreading - Once the editing is complete they print a hard copy and proof
read over everything included
File emailed to printer – At this stage of the process the pre- press come in to
check and make sure that all the correct fonts and images are with the file.
Distribution
Lastly, all the magazines will be packaged and sent the warehouse and then
from there to all retail stores to be sold to the public.
The Production Process in relation to KERRANG! Magazine
However in terms of KERRANG, they plan a couple of weeks in advance and
each department have their own responsibilities in bringing the magazine
together i.e. reviews, features, photoshoots, the design and layout etc.
They have a new issue out weekly.
Source: http://hosbeg.com/the-magazine-production-process/

25. Retailers
There are many retailers that sell the printed copies of KERRANG! magazine all around the
UK. These consist of:

26. Conclusion
In this section I have been able to understand how a UK based media
product(In this case KERRANG!) is created/produced and distributed.
I have provided information about KERRANG on many levels such as the
purpose, masthead and strapline connotations, info about the publisher
“Bauer Media”, price, market place/position, frequency, circulation, format,
style, content(regards what’s in a typical issue?), the target audience and the
production process and which retailers you can buy KERRANG! from?