SourceFor the third magazine which Iam going to analyse the frontcover is source magazine.The front cover of themagazine attracts its audiencewith the conventions andcodes. By analysing thismagazine I will see how theaudience is addressed usingthe codes and conventions.
Source magazine overview:Audience: Publisher: The NorthStar Group Editor: Kimberly Osorio Circulation: 300,000 Readership: 1,500,000 Frequency: monthly Audience: Country: U.S. From the front cover of this magazine, I would assume that the targetaudience is of hip hop fans, which may be well educated. They may alsoenjoy reading information about the subject. The audience will be fromurban backgrounds and may be men with the average age of 20. Theaudience will enjoy reading about politics as well as music, whichsuggests they will be well educated. Most of the readers will also beregular to purchasing this magazine as it has numerous issues.http://www.thesource.com/2009-source-media-kit2.pdf?thesource-prodThis link shows the Demographic statistics and detailed informationabout SOURCE’s target audience. This link is to SOURCE magazine’smedia pack.
Information on the target audience:• The readers are usually from urban inner cities• The average age is 25 (targeting 18-44 year olds)• They are predominantly men with 58%• They are predominantly African-American with 50.2%• They are well-educated with the majority in employment with 73.9%• They also enjoy reading about music, films, celebrities, technology and fashion• They will be dedicated music fans• They are most likely to spend their money on films, video games, clothing, grooming products etc.Audience profile:• Age: 25• Gender: Male• Ethnicity: African-American• Employment: Well-paid job• Geographics: New York (Similar to VIBE)
Who are the core audience?• The core audience for this magazine targets 18-44 years old. From looking at the front cover, I can most defiantly see that this is true as it is presented with a sophisticated manner throughout the whole piece.What are the attitudes, values and lifestyle of the audience?• The predominantly male audience are well educated with the majority of them in a well-paid job. This helps them to pay for their social background, as they are most likely to spend their money on films, video games, clothing and grooming products. The target audience are also very technology savvy which is also paid for using the money earned from their well-paid job. The target audience of predominantly African-American’s are extremely loyal to the hip-hop genre and will therefore purchase this magazine.Why is this audience attractive to advertisers?• The target audience of SOURCE magazine are predominantly influenced by the artists from the hip-hop music subgenre. They have many interests and will therefore, be attracted to the advertising within the magazine if it appeals to them. They are well groomed fans who want to make as much money as they can, and will be more influenced by products promoted within this well-known hip-hop magazine.
Codes, conventions and mode of address• The front cover of the magazine attracts its audience with the conventions and codes. By analysing this magazine I will see how the audience is addressed using the codes and conventions.
Masthead• The masthead of this magazine is bold which uses the colour green. The green calligraphy gives an environmental feel to it and makes the magazine stand out. The masthead also has a drop shadow and outlines around each letter, which will help the magazine to stand out from the rest of the magazines on the shop shelves. The colour of the masthead also contrasts with the plain white background to stand out to its target audience. The usage of bright colours will attract the fashionable young audience. The masthead has been slightly covered by the image of the magazine. This holds connotations of identity and loyalty for its audience. It shows the audience will be able to tell the identity without seeing the full masthead.
Image • The dominant image overlaps the masthead, which suggests it is a well- known magazine. It is a close mid-shot and also suggests that male readers will read this magazine as the image is very macho and also promotes to the audience that the magazine is based on hip-hop subgenre of music and will therefore be interested to read about this particular genre. The dominant image of this magazine shows a well- known artist. This will instantly attract its target audience, as it will appeal to its predominantly hip-hop fans. The artist is shot smoking, and burning money. This reinforces the genre of hip-hop and will instantly attract its well-paid target audience. The artist has also been shown to wear fashionable clothing which again will appeal to its audience to their high trend look. The artist is also shown with what looks to be expensive jewellery which helps to promote to its high- waged audience and if their interested in fashion.
Banner• The banner or boost helps to sell the magazine. It is bold and fits in with the colour scheme. The colour black used for the boost contrasts with the white background which further helps to make it stand out. The banner is situated the top of the masthead which is of a convenience to its audience due to it being the first thing that they will see. The banner states ‘Legal marijuana: The stimulus debate’. This will attract the hip-hop fans of this magazine as stereotypically they are known for drug use. The fans will notice the banner due to it being placed at the top of the masthead and recognize the bands shown.
Strap-lines The main headline says ‘Busta Rhymes’ this relates to the dominant image of the front cover. By supporting the image, this headline will pull the audience into seeing what is in the contents of the magazine.• The strap-line underneath ‘Busta Rhymes’ explains to the audience what the main title of his article is. The headlines and strap-line are used with contrasting colours to stand out to the audience; it also helps to determine the difference between them. The colours used amongst both strap-lines follow the house style of the magazine which helps to create an identity for the magazine and therefore, stand out instantly to its audience.
• This strap-line will stand out instantly to its target audience. The strap-line reads ‘The green issue’ which could show an environmental issue which will be backed up by the colour green used. Or it could be an article about money. This will appeal to its target audience as they have a well-paid job and would enjoy being rich.
• Again this strap-line will appeal to its audience as it is an article within the magazine about how to save your money, how to not lose any etc. It will appeal to the hip-hop audience as they have well-paid jobs.
Other• This quote from the front cover of the magazine acts as anchorage. It will instantly appeal to its hip-hip based fans as the magazine states that it is ‘a bible of hip-hop music, culture and politics. Therefore this magazine will help to attract the diverse audience.• The pricing is given in dollars which suggests it’s an American based magazine and therefore, it will be aimed at people living in the U.S. This magazine will most likely not be exported and just published in the U.S.
Representation of social class:• From the front cover, I will consider the issues from analysing the headlines and conventions of this magazine front cover. On the front cover of this magazine, there is information about politics. This suggests that a well- educated target audience will read this. The information about the number of issues suggests that loyal customers will read this magazine. The artist’s stated on the front cover of the magazine suggest that the magazine is predominantly about hip-hop subgenre of music, which will therefore attract the diverse target audience. The colours used, green and black have been used in a conventional way to attract the audience. It also follows a house style which gives the magazines an identity.