2. Contents• Mind Map (Slide 3)
• Masthead (Slide 4)
• Images (Slide 5)
• Colour Scheme (Slide 6)
• Weekly or Monthly (Slide 7)
• Brand Identity (Slide 8)
• Target Audience (Slide 9)
• Mood Board (Slide 10-11)
• Inspirations (Slide 12-13)
• Layout, Content & Style (Slide 14)
• What I’m Going to “Repeat” (Steve Neale, 1980) (Slide 15)
• What I Have Challenged (Slide 16)
• Target Audience Theories (Slide 17-19)
• Primary Research (Slide 20)
• Gender (Slide 21)
• Age (Slide 22)
• Album Purchase (Slide 23)
• Magazine Content (Slide 24)
• Colour Scheme (Slide 25)
• Spending Power (Slide 26)
• Overall Analysis (Slide 27)
• Flat Plan (Slide 28)
• Front Cover (Mock-Up) (Slide 29)
• DPS (Mock-Up) (Slide 30)
• Hand-Drawn Draft vs Magazine of Inspiration (Slide 31)
• Location Recce (Slide 32)
• Plan of Images (Slide 33)
• Production Plan (Slide 34)
• PPC (Slide 35-36)
• Editor’s Code (Slide 37)
• Legal & Ethical Issues (Slide 38)
3. Mind Map
UK-Based
Media
Product
Masthead name?
Music 4 the Mind
to appeal to
teenagers and
young adults
Colour Scheme?
Blue, black and
white in
contrast with
Q’s red, black
and white
Brand Identity?
The magazine’s logo
will mainly be in a
white box with the
font Impact in black
Images?
Ranging in high
quality from
colour to black
and white
Weekly or
Monthly?
My magazine will
be a monthly,
similar to Q and
other Bauer music
magazines
Target Audience
How will it appeal to them?
It will appeal to them by having
the same content style as Q
but with its own differences
e.g. song references
Genre?
The magazine’s
main genre is a
music magazine
with pop and rock
music genres
Social Media?
The magazine
will launch with
it’s own
Facebook and
Twitter pages
Price?
£1.99 in
contrast to Q’s
£3.99
4. Masthead
• World of Music – Got the idea from different forms of social media e.g. World of Warcraft. The idea
is to get the audience to know that the magazine is mainly about music. It also tells the reader that
there is going to be a broad range of music within the magazine by using the word ‘World’. The
chosen font is a font I came across on dafont.com called ‘Primetime’ because it is in an old-school
style font that Q and Smash Hits both have.
• Music 4 the Mind – Based on ‘text’ language used in different social media. The ‘4’ is meant to be
able to connect with young people because it is informal and connects with what young people
type on social media. The font could be in ‘Impact’ because it would stand out and catch the ye of
someone who is in to music.
• X – Got the idea from Q magazine. The X is meant to mean ‘Xtreme Music’. The magazine is aimed
at teenagers and young adults so the informal term, xtreme, might also connect with young people.
The font is ‘Travelling Typewriter’, which The inspiration was from how global megastar, Ed Sheeran,
releases his music using that font
• Kaboom! – Based on the name ‘Kerrang!’ which is aimed at rock music. My magazine features
interviews with pop and rock artists, so the term ‘Kaboom!’ might sound like a younger version of
Kerrang! The font is in ‘Vexler Slip’ from dafont.com, because it has that feel that is similar to Q or
Smash Hits.
• Microphone – Based on the classical music magazine Gramophone. Classical music is aimed at
adults but since my magazine is for those aged 16-30, this might be used to connect to less
sophisticated readers and give information to their favourite artists. The font could be in ‘Times
New Roman’ but with less curl effects in the lettering.
MUSIC 4 THE MIND
Microphone
5. Images
• The front cover should feature a close up of the featured
artist that is probably interviewed in the magazine (top left
image).
• Other shots could include a mid shot if it is a group (top
right image).
• My image will be a close up of the subject, wearing a dark
grey hoodie, and looking serious into the camera. The
background will be blue, white and black in a certain
pattern because that is the chosen colour scheme in my
survey. Q magazine have done this in many issues,
particularly in the top left image featuring Florence Welch.
The artist will also be partly blocking the masthead, as it
has been with one of the Blur members in the top right
image.
6. Colour Scheme
• My chosen colour scheme is going to consist
of blue, white and black.
• I created a survey on SurveyMonkey and one
of the questions included was what should the
colour scheme be. One of the answers was the
colour scheme that I mentioned earlier –
colours – and it emerged as the most popular
choice by others who took the survey by
approximately 55% of their votes.
7. Weekly or Monthly?
• I have decided that my magazine is going to be a
monthly publication because a majority of music
magazines in the UK (e.g. Q, Mojo, etc.) are also
monthly magazines, so I figured I would also do the
same with mine.
• Some music magazines like Kerrang! are weekly
magazines but I thought that there was no need to do
a magazine with an issue that is only around for one
week. Q is the UK’s best-selling monthly music
magazine (Circulation 48,353, Jan-Jun 2014) and I
thought that Music 4 the Mind could be just as popular
if it was a monthly.
8. Brand Identity
• My idea of a brand is one that is in a heavy font, such
as a font I came across on dafont.com called ‘Impact’,
which represents a font that is old-school and retro to
the reader.
• Q and Smash Hits both have the same style font as it is
similar to the Times New Roman-style font and has an
approach to teenagers and young adults.
• Throughout my magazine, I will replicate my colour
scheme into it, and I will do this by using the eye
dropper tool in Photoshop to ensure that the colours
remain the same throughout.
9. Target Audience – How will it appeal to
them?
• My target audience is for teenagers and young adults
and my magazine will have that appeal that is similar to
Q.
• Q is mainly targeted for those aged 15-34 (a very broad
age range which is significant to the depth of it’s
appeal), who are looking for a more sophisticated
magazine and want to know more about the artist by
what he/she does. My magazine is for those who are
younger and will be interested in what the artist also
does e.g. what they do while touring or what they
secretly do that no-one would expect.
10. Inspired by Q and Smash Hits
• People who loved Smash Hits in the 90s have grown up
into mature Q readers. Music 4 the Mind will have a
cheeky yet well-informed editorial tone which will
make previous Smash Hits familiar with what they read
before, for example, in the Smash Hits Michael Jackson
issue it features articles on how to moonwalk and the
Bubbles Story: “The ultimate guide to the life and
times of the world’s most famous chimpanzee. Steps
before current ‘violent’ period”.
• My magazine will have similarly irreverent and amusing
storylines.
12. Mood Board - Evaluation
This non-verbal code connotes that there will be a section
on 90s and 00s music e.g. it will discuss who was big at the
time, what tunes were massive and how they earned their
status.
This bright image represents an audience at a concert e.g.
Glastonbury. This feature will contain information what the
main highlights of the event were, who the main stars were
and what the audience thought of the concert.
This nearly colour-free image is what would feature on the
front cover of the magazine . It will feature a close-up of the
featured artist and will be in full colour if it is a good story or
in black and white if it is a tragic story.
13. Inspirations
• The magazines I have been inspired by to create my own music magazine is Smash Hits and Q.
• Smash Hits was published between 1978 and 2006 and was aimed only at teenagers. It gave
exclusive interviews from artists, as well as TV/film stars and famous sports players. In it’s heyday,
Smash Hits sold over 500,000 copies a fortnight – no longer possible in the digital age. It’s
publication ended in 2006 due to poor sales. It still survives as a digital TV channel, digital radio and
website. After it’s publication was wrapped up, it released a one-off special in 2009,
commemorating Michael Jackson, which is considered a collector’s item. It was then released in
2010 featuring Lady Gaga.
• Q was first published in October 1986 and is mainly aimed at young adults, mostly men. It features
interviews from music artists and a review section, including new releases, reissues, film and live
performance interviews. Today, it is still being published by Bauer Media Group.
• Smash Hits’ colour scheme varies as it may feature different colours depending on the main story in
the magazine, for example, a dark story if it involves a band member leaving the group (see top left
image). It’s main slogan was ‘Pop Music and Much, Much More’, which featured that pop music was
it’s main feature, as well as other features e.g. soap secrets are part of the ‘Much, Much More’.
• Q’s colour scheme is mostly a white background, as it is more mature than Smash Hits, along with
the red ‘Q’ logo on the top left of the issue. Other colour schemes include different colours of the
font on the front cover. The verbal code of its strapline ‘Discover Great Music’ ‘informs’ (Katz) the
reader that there is more to the artist than the music made, for example how music is made and
what the possible inspirations for it were. I will consider what I have found out when I create my
own strapline and I intend it to entertain, as Katz’ theory was ‘inform and entertain’.
14. Inspirations Continued
• Smash Hits and Q were inspirations for me because over the years,
it had various covers of different music artists on each issue and
that got me thinking that I should create a music magazine that has
the same format that has the same feature on the front cover.
• I was also inspired by an interview with Jake Bugg in Q Magazine
talking about his newfound success and his future in the music
industry. This was also featured in Smash Hits, where it talked about
a band member leaving the group, and other artists giving their say
on the event.
15. Layout, Content and Style
• The chosen genre for my magazine is going to be pop music
because my own ideas and the ideas from my inspiration
magazines, Smash Hits and Q, both connect with what I plan to do.
• From my research, the layout of the front cover will feature the
masthead at the top centre of the magazine and the chosen artist in
the centre, as well as the headline in the centre, in front of the
artist and a drop-down list of other features in the magazine to the
left. To top it off, the bar code could go at the centre of the
magazine to the right, which will be similar to Q.
• The style is mainly going to be blue, black and white for the front
cover and masthead. The font for the rest of the magazine could be
in various colours for each piece of text.
• The Double Page Spread will feature an image of the artist, one the
left side and features quotes from the artists about what
he/she/they have been through recently and what is next for them.
16. What I’m Going to “Repeat”
(Steve Neale, 1980)
• The positioning of my masthead. I intend to position my
masthead in the top left-hand corner just like Q Magazine. I
chose to do this because it is in a position which is very
clear for the reader.
• I’ve also repeated the positioning of my main headline
across the main image so they could stand out.
• I’ve also but my barcode in the bottom left corner similar to
Q magazine and I have included a web address to link the
magazine to its website to enable the readers to see more.
• My cover lines are also a similar style to that of Q
magazine. I chose to repeat this because I wanted to keep
some aspects the same in order to compete with Q.
17. What I Have Challenged
• Within my barcode I have also added social
media links such as Facebook and Twitter to allow
readers to connect to the magazine via these
social network sites. This is different to Q
magazine as it only mentions the website.
• I have also chosen to challenge the colour
scheme of Q magazine which is red, white and
black but my magazine is blue, white and black. I
chose this colour scheme because it most popular
in my SurveyMonkey questionnaire and also
because it makes my magazine original.
18. Target Audience
• Hartley’s 7 Subjectivities
• Age Group – The age group is mainly for those aged 16-30, because my magazine
is aimed at teenagers and young adults, like Smash Hits but older
• Gender – The gender for this magazine is for both genders, but I think that it will
be a 50/50 division of the majority of the gender that reads magazines. I am very
encouraged by my SurveyMonkey research which shows that women like my
offering. I think that is because Smash Hits had a very high female readership and I
am hoping to catch the grown up Smash Hits/Q reader.
• Self-Image – May offer readers advice on how to be famous
• Family – Place in the family, most likely to be child.
• Nation – The nationality will be English, as the magazine will initially not be sold
anywhere else other than the UK.
• Ethnicity – The ethnic group can be for any race that is familiar to pop music
• Class – Some stars might be living rough, after being successful for a few years e.g.
having lost everything
19. Target Audience Continued
• Katz’ Uses and Gratifications
• Information – Provides readers with information
they didn’t know about their favourite artist
• Personal Identity – Gives the readers an artist
that they can fully relate to
• Integration and Social Interaction – Artist offers
advice to the readers on what to do and how it
would help out for them
• Entertainment – If the readers hears more about
their favourite artist, they are interested in what
they will be doing next.
20. Target Audience Continued
• Socio-Economic Needs
• My magazine is mostly aimed at the ‘C2’, ‘D’ and ‘E’
categories in the ABC1 chart because my target
audience is teenagers and young adults who are
unemployed, still at school or working casually. This
group is very hard to reach in magazines these days,
however my SurveyMonkey shows that they are
prepared to pay £1.99 of their own money to buy
Music 4 the Mind.
• Other members of that group are pensioners or
widows, but my magazine doesn’t appeal to them
21. Primary Research
• My first question asked in my SurveyMonkey survey was what kind of artists people aged 16-
24 prefer to listen to, for example Ed Sheeren, Kings of Leon, Kasabian or others. The tally
suggested that other big names in music, for example Katy Perry, could be used to be the
main feature in my magazine as it is aimed at teenagers and young adults.
• The content in the magazine could feature an interview with an artist on the front cover and
discuss with them what could be happening for them in the future and what they are doing
at the moment.
22. Gender
• According to my Survey, over half of the respondents were
female. The majority of Q readers are male and so in order to
compete with this magazine I have to take this into
consideration when analysing the rest of my results in this
questionnaire. As mostly women answered my questionnaire I
need to be aware that they may have different opinions to
men. However as I intend to target my magazine at both men
and women the results will be very useful.
23. Age
• Over 80% of people
who answered my
questionnaire were
under 18. I intend my
magazine to be
targeted at teenagers
and young adults and
so the results that these
respondents have given
will benefit me greatly.
24. • This question refers
to whether readers
of my magazine
want to buy their
favourite artist’s
album. As the
majority said Yes
this means they
would be
interested in
reading about
them.
Album Purchase
25. • Questions five, six and seven refer to the
reader’s favourite songs and artists, and
also who they would not like to listen to.
This helps me to determine who to put on
the front cover and who to interview
within my magazine.
Magazine Content
26. Colour Scheme
• Within question eight, I gave respondents
three colour schemes to choose from. 46%
preferred blue, black and white and so that’s
the colours I intend to use within my
magazine.
27. Spending Power
• According to my research on SurveyMonkey, people are willing to pay for the magazine for
only £1.99, the cheapest price on the tally chart.
• My strongest guess is that some music magazines are slightly more expensive that what
people are willing to pay for example Q Magazine costs £3.90, which is half the price of my
music magazine.
28. Overall Analysis
The final question asked if people thought that
my questionnaire was useful. 62% responded by
saying yes and what they thought made it
useful. However 56% did not think my
questionnaire was useful suggesting that I
possibly need to reconsider my questions.
30. Front Cover (Mock Up)
Barcode
Story Separation
Separates story
from subject on
front cover
Headline
“How ‘X’ did better
the Sam Smith,
Coldplay and Paolo
Nutini’s albums” is
in bold and in black.
The black in the ‘X’
is made to stand
out as the album’s
title. Black is made
to match the colour
on the album cover.
The ‘3’ in “3 Page
Read” is white so it
stands out against
the blue
background.
Masthead
The denotation of the
masthead is Music 4 the
Mind and is above Ed
Sheeran/Sam Smith’s
head. The masthead is
shown above his head
so that he can be seen
on the front cover.
Subject Shot
Connotes that this is a close-up of
Ed Sheeran, who is the artist from
my survey that readers will want
to see on the front cover.
Headline
“When will his next No. 1 be?” is also in bold and
black. Sam Smith’s name is in white and also
bigger than the rest of the text because he is the
subject on the front cover and the main feature
in the magazine. The ‘5’ in “Page 5” is also bigger
to show which page Sam Smith is featured in.
The colour scheme goes with the design
because I said I would have it repeating
throughout.
31. DPS (Mock Up)
8 9
Article Title
‘The Man Who… What,
exactly?’ connotes that
this copy is based on
the title of the Travis
album ‘The Man Who’
Main Image
One of the first
pieces of a double
page that is
noticed by
someone reading
the magazine,
connotes that the
image of Fran
Healy (of Travis) is
the first thing to
come to mind to a
reader. The shot of
the artist is going
to be a mid-shot.
www.music4mind.co.uk
The Copy
The story from Fran
Healy/Naughty Boy
in detail by the
editors for the
purchaser to know
the whole story
about.
Page Numbers
Website
Sentence Starter
Connotes that this is where the
Context begins in the DPS
Article Title
‘At the hotel… Hotel Cabana’
connotes that this copy is
based on the title of the Barry
Manilow song ‘Copacabana’
The colour scheme goes with the design
because I said I would have it repeating
throughout.
32. Hand-Drawn Draft
vs.
Magazine of Inspiration
• The front cover of Q Magazine has a white background with the masthead in a red square while my magazine has
a blue background with its masthead in a white box.
• The text on the magazine is still the same but the different fonts for example, the Masthead text in Q is Times
New Roman while the text on Music 4 the Mind is Impact.
• The main images will be in high quality compared to Q and will be in either black and white or in colour.
• The barcode on Q only features the price, website address and month of publication but my magazine’s barcode
will have all of the above as well as the Bauer logo to indicate it is a Bauer product, the logos to Facebook and
Twitter to connote that it has social media sites, its issue number and a smaller version of the logo.
• The colour scheme of Q is red, white and black but my magazine’s colour scheme will consist of blue, black and
white to signify that it is a rival to Q.
• The content of my magazine will consist of article/interviews of music artists from pop and rock music that will
appeal to my target audience, who are teenager and young adults, whilst Q mainly consists of articles/interviews
from artists that appeal to young adults only.
• The price of Q is £3.99 while my magazine will be £1.99, this was selected after going through my SurveyMonkey
results and the price (£1.99) emerged as the most popular by those who took the survey.
33. Location Recce
• After looking around the interior parts of St Andrews
Catholic School, I have decided to use a white wall as
the background for the subject in my front cover. The
reason is because I don’t want to have any other
objects interfering with the Photoshop construction of
the front cover as I only want to capture the subject I
have taken.
• My second image for my DPS will be by the window in
the same location as the wall in the first image as I
want the subject to replicate the album cover to Sam
Smith’s album “In the Lonely Hour”. This, I believe, will
capture the subject as a high profile artist in the music
industry.
34. Photography Plan
Location Picture Needed Permission
Needed
Potential
Hazards/Risks
Back Up Plan
Corridor at St.
Andrews
Catholic School
Man in casual
clothes, against
a white
background,
looking sad,
away from
camera
Need to make
sure that the
chosen subject
has permission
to be featured
in magazine
Make sure no-
one blocks the
subject’s way
during photo-
shoot
Take a lot of
the same
image if the
first one taken
isn’t good
enough
35. Production Plan
• Date of publication – the first thing to do is to set up a date of publication.
• Managing the schedule – this is a really important step that you should not take for granted
when it comes to the production of a magazine.
• Editorial and budgetary decision – the next step that is taken during the production process
of a magazine is the editorial decision.
• Content Acquisition – the most important step because without content we can’t have the
magazine in the first place. Content therefore is the main piece.
• Sub-editing – this focuses on one major thing, which is quality control.
• Page Layout – in big publications, there is a special team responsible for page layouts called
the layout staff.
• Proofreading – once the above stage has been completed, the next stage is the proofreading.
• File emailed to printer – After the proofreading stage, the desktop publishing file of the
entire magazine is sent to the printer whose job will be to print the magazine.
• Distribution – the printing company, having finished with the printing of the magazines, will
package them neatly and send them to a warehouse.
• http://hosbeg.com/the-magazine-production-process/
36. Press Complaints Commission
• The Press Complaints Commission is currently in a phase of transition; and it will
soon be replaced by a new structure of independent self-regulation for the
newspaper and magazine industries. Following the recommendations Sir Brian
Leveson made in his Report published in November 2012, the magazine and
newspaper industries have been creating a new, self-regulatory body - the
Independent Press Standards Organisation (IPSO), in accordance with the Leveson
principles. It is expected that IPSO will commence operations in September 2014.
Barring unforeseen circumstances, the PCC will therefore be closing down in
September.
• In the meantime, the PCC will continue to deal with complaints from members of
the public, which can be made in the normal way throughout the transition period.
All complaints that are already being handled on the closing down of the PCC will
be carried over to IPSO. The terms of the Editors' Code of Practice remain the
same, and members of PCC staff are available at any time to offer advice, including
on an emergency out-of-hours basis for concerns relating to harassment or
attention from journalists and photographers.
• http://www.pcc.org.uk/about/index.html
37. PCC Continued
• All members of the press have a duty to maintain the highest professional standards. The
Code, which includes this preamble and the public interest exceptions below, sets the
benchmark for those ethical standards, protecting both the rights of the individual and the
public's right to know. It is the cornerstone of the system of self-regulation to which the
industry has made a binding commitment.
• It is essential that an agreed code be honoured not only to the letter but in the full spirit. It
should not be interpreted so narrowly as to compromise its commitment to respect the
rights of the individual, nor so broadly that it constitutes an unnecessary interference with
freedom of expression or prevents publication in the public interest.
• It is the responsibility of editors and publishers to apply the Code to editorial material in both
printed and online versions of publications. They should take care to ensure it is observed
rigorously by all editorial staff and external contributors, including non-journalists, in printed
and online versions of publications.
• Editors should co-operate swiftly with the Press Complaints Commission in the resolution of
complaints. Any publication judged to have breached the Code must publish the adjudication
in full and with due prominence agreed by the Commission's Director, including headline
reference to the PCC.
• http://www.pcc.org.uk/cop/practice.html
38. Editor’s Code
• When creating my magazine I have to protect the rights of the
subject and ask permission to feature the subject if he/she is free.
• As editor, it is my responsibility to follow the rules and regulations
of the editor's code. I will therefore have to check all editorial work,
as well as any advertisements, feature before going into
publication. I need to check that any advertisements won’t feature
any swear words or false accusations.
• When it comes to writing an interview for a Double Page Spread
(DPS), I need to make sure that it is not misleading and it is accurate
in what is said. It should not feature any swear words; they will be
blocked by the asterisk symbol.
• I also have to make sure that there is nothing that is featured
without copyright. I will make sure that everything featured in the
magazine is my own work.
39. Legal & Ethical Issues
• “As free as the press may be in this country, there are still certain restrictions and
limitations that writers must keep firmly in mind. The most important of these, for
your purposes, are the laws pertaining to libel, privacy and copyright. However,
there are also some pertinent ethical restrictions not governed by law. Ethics are a
personal, private matter to be decided by each writer according to the dictates of
conscience, but publishing etiquette demands adherence to some basic ethical
principles.” -
http://www.zeepedia.com/read.php?legal_and_ethical_considerations_for_writer
s_libel_doctoring_quotes_feature_and_column_writing&b=74&c=44
• I am going to conform to these guidelines by only getting the writers to interview
what is going on with the interviewee. However, they are not allowed to write
about anything private about the subject in a magazine article for example who
they are dating or any false information about the subject.
• Copyright – On the front cover of my magazine, the logos for Facebook and Twitter
are found in the barcode. I am not allowed to reference them in my magazine
without copyrighting them to their rightful owners.
• IP – I will use this in my magazine to copyright anything that does not belong to
Bauer Media such as the Facebook/Twitter logos on the front cover.
