2. • Kerrang! Was first published on 6 June 1981
• Bauer Media is a division of the Bauer Media Group, which is one of 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 producing specialist magazines,
radio, TV, online and digital businesses. Collectively, the Group employs over 6,400 people to
complete the different media.
• Bauer Media also has the market leading music and entertainment titles in the likes of Q,
MOJO and KERRANG! Q harnesses the music and lifestyle audience, MOJO continues its
crusade for timeless music and KERRANG! rocks its audience every week.
Pictures Sourced from:
http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang
Sourced from: http://www.bauermedia.co.uk/about
Sourced from: http://magazines.bauermediaadvertising.com/magazines/list/entertainment_music
3. Style
The magazine will be a print based magazine.
However the dimensions will be 247 x 170 mm as
that is the regular print size for A4 magazines.
The colour scheme which I am going to use for the
front cover of my magazine will be a Black/grey
background with a Bold, red headline will a yellow
drop shadow in the foreground, however across each
of the pages such as the DPS I will use the colours
Black as a background for half the page, turquoise
highlighted text in certain areas and white text on
top of the black background to create contrasts. I
choose to ‘Repeat’ (Steve Neale-1980) the same
colour scheme as from my magazine of inspiration
which is Kerrang!. I am going to achieve the same
colour scheme through the magazine by using a tool
called the ‘eye dropper’ in Adobe Photoshop. This is
because the eye dropper can get the exact colour
from an image and apply the same colour to a design
or product which has been created on Photoshop.
Front Cover
Double-page spread (DPS)
4. The non-verbal code of the main image conveys that the content inside
the magazine will be right in your face and give you a straight emotion
depending on the type of images and the type of language which has
been used. I would adapt the main image by having the same size but
changing the main image instead of having hands on the collar I would
stand their with my hands around a microphone and screaming in to it. I
will choose to adapt this image to screaming into a microphone because
it contains the same principle and is conveying the fact what is in the
magazine on the double-page spread (DPS).
The verbal codes in the bottom half of the magazine convey what the main
story in the magazine is going to be about. It is bright, bold , contrasting
colours which looks visually appealing because it contrasts to a the dark
background and main image. It automatically draws your eyes to the main
image and the main headline. I choose to ‘Repeat’ (Steve Neale-1980) this
idea as it is expressive and catchy, so by adapting this slightly I can have a
slightly brighter shade of yellow and a red drop shadow. This is because it will
look more visually appealing and also appeals straight to the readers eye.
The verbal code in the circular sticker in the middle of the page on the right
hand side conveys a little extra to the magazine front cover by explaining
what else is in the magazine other that the main story. In this case it is
‘Exclusive interviews’ which therefore gives the reader a more likely opinion
to go and buy the magazine just by looking at the front cover. I will ‘repeat’
(Steve Neale-1980) this idea by using the same colours, however I will adapt
the shape slightly so it will be more appealing and change the verbal codes
within the circle so it relates and is relevant to my magazine.
The non-verbal code of the background conveys
darkness and isolation. This is because the darkness
relates to the verbal code “Things are darker this time
around…” which is a small quote out of the DPS. I
choose to ‘repeat’ (Steve Neale-1980) this idea of the
background colour scheme and verbal code from the
article because it conveys the front cover with the
background and conveys what type of info is on the
double page spread.
Conventions to ‘Repeat’ (Steve Neale-1980)
5. The non-verbal code of the main image on the double page
spread conveys that the content in the article will be about what
the image is conveying to give you a straight emotion depending
on how you look at the image and the type of language which has
been used. I would adapt the main image on the DPS by having
the same size but adapting the main image instead of having a
casual hand on the side I would stand their with my arms folded
with one foot on the wall looking casual and straight to the point.
I will choose to adapt the main image to leaning on a wall
because it contains the same principle but develops the
information in the article a bit further.
The verbal codes on the left hand page and one on the right
hand page at the bottom as an abbreviated quote of the
magazine DPS convey what the article is going to contain.
The main headline is bold, funky and a large size with using
contrasting colours which looks visually appealing because
it contrasts to a the dark background and main image. It
automatically draws your eyes to the article and the main
image. The standfirst is a bold font which is white,
therefore does a similar thing to the main headline but
contains some highlighted key words in a bright colour to
introduce who the band are and who will be interviewed or
speaking in the article. So to adapt this slightly I can have a
slightly bolder main headline to introduce what type of
information will be contained in the article. This is because
it will look more visually appealing and also appeals straight
to the readers eye. I will ‘repeat’ (Steve Neale-1980) the
standfirst by using different colours to highlight key words
so it looks bold and eye catching.
The non-verbal code of the background conveys rural, casual and a
calm surrounding. This is because the article might have been
stated with the vocalist in a similar type of surrounding. I choose to
‘repeat’ (Steve Neale-1980) this idea of the background because it
conveys simplicity and calmness to the reader of the magazine.
The verbal code of the page number and brand identity at the bottom of the
pages on the far bottom left and far bottom right of the page convey the fact
that the main article will be close to the front or in the middle of the
magazine, and by having the brand identity on each page next to the page
number allows the reader to see the logo on every page and are forced to
search it. I will adapt this idea by changing the page numbers and the brand
identity.
Conventions to ‘Repeat’ (Steve Neale-1980)
6. Denotations and Connotations
Masthead - The denotation of
the masthead on the front
cover is Kerrang!. The verbal
code Kerrang! Connotes the
real meaning of rock, the
Letters are in solid bold fonts
with eye catching colours. The
Font however contains like
that of smashed glass which
connotes the fact that rock
will break things.
Strapline- The denotation of
the strapline is ‘Inside Rock’s
biggest cult’. This connotes
the fact that this is the main
story of the issue of Kerrang!
And connotes how big
Weezer actually is.
Cover line- The denotation of
the cover line is ‘Will you
forgive them?’. This connotes
the fact that something has
been released or something
has happened to the band.
Main image - The denotation
of the image is a man with his
hands together as a medium
close-up. This connotes the
fact that the main story is
going to follow the image and
contain what the image is
trying to promote.
Lead story – The denotation
of the main story is Weezer
which is in a big slim font
with fiery colours in the likes
of red and orange contrasts.
This connotes the fact that
the story is going to be about
something hot with fire.
Puff promotion- The
denotation of this is ‘Win
free Vans for a year’. The
connotation of this is to get
the target audience to read
the magazine and try to win
the competition as the
viewers of the magazine are
into Vans.
7. Masthead - The denotation
of the masthead on the front
cover is Kerrang!. The verbal
code Kerrang! Connotes the
real meaning of rock, the
Letters are in solid bold fonts
with eye catching colours.
The Font however contains
like that of smashed glass
which connotes the fact that
rock will break things.
Main image - The denotation of
the image is a band vocalist
with his hands holding up his
collar whilst screaming as a
medium close-up. This connotes
the fact that the main story is
going to follow the image and
contain what the image is trying
to promote.
Lead story – The denotation of
the main story is Black Veil
Brides which is in a big bold font
with bright colours in the likes of
yellow which contrasts the black.
This connotes the fact that the
story is going to be about
something that is bright trying to
appear through the darkness.
Cover line- The denotation of
the cover line is ‘Things are
darker this time around…’. This
connotes the fact that
something has been released or
Black Veil Brides are coming
back for revenge and take over.
Strapline- The denotation of the
strapline is ‘There back. This time
they want your soul’. This connotes
the fact that this is the main story of
the issue of Kerrang! And connotes
what Black Veil Brides are going to do
on their return.
Background – The backgrounds
denotation is black and grey. The
connotations of this are that it
links in with the main story and the
main story strapline. The
connotation are that the story
wont always be happy and rock is a
dark place to be around.
8. Drop capital- The denotation of the
stand first is ‘O’. The connotation of
having a Standfirst at the beginning
of and interview/article is to get the
reader to get instantly motivated
i9nto the article so therefore will
want to read on.
Standfirst- The denotation
of the stand first ‘For the
past two years…’. The
connotation of a standfirst
is to introduce what the
article is about and makes
sure its expressive so the
reader will want to read
on.
Abbreviated quote- The denotation
of this is ‘ Rock has distanced…’.
The connotation of a quote is to
give part of the main a little idea as
to what is going to be imbedded in
the article.
Main image - The
denotation of the image is
a band vocalist with his
hand leaning on a wall as a
medium shot. This
connotes the fact that the
main article is going to
follow the image and
contain what the image is
trying to promote.
Headline – the denotation for the headline for this
article is “the resurrection of rock”. This connotes that
rock as been reborn into a new band as it states with
the brand identity and also connotes that rock will
never die it will carry on through each year. At this
point Black Veil Brides are bringing it back to life from
this article.
10. The contents page contains many images and this image is one of
the key ones. This is because it is one of the main stories within
the magazine and by having a big main image allows the reader to
read what the story is about by turning to the page dedicated on
the image in the bottom left corner.
A strapline is added on the bottom right of the image therefore
allows the reader to understand what the story is about and also
gives the image some expressive thoughts as to what they ban
may be doing or what they have done.
For the contents page it is labelled as “contents” in a large, bold, solid
white font which contrasts to the black circle it has been layered on.
The connotations of this are that the white connotes purity and hope
which suggests that purity and hope are over coming the darkness
and bringing together a new life in the form of rock bands. However
under the “contents” another verbal code is used and its “All hope
has returned! Yay! This connotes the fact that rock will avenge again
and will be a wide, popular genre once again.
11. The contents page contains many images and many different types
of font styles relating to a typical rock magazine. The main
headline font styles which are yellow with a black background .
These highlight the key areas within the magazine and allows the
reader to skip to the area which they want depending on the
content and what type of bands are being displayed.
The page numbers are all in a red font to contrast to the white
background however the stories or articles are in a black font on a
white background giving the expression of a typical rock magazine
and what the magazine conveys .
Within the contents page the editor of the magazine has written a little
article. The article is a good idea for a magazine so you get to know a
little bit about the editor of the magazine, therefore allows each of the
readers to understand what type of editor they are and what bands
they are interested in. Its like a small article talking about himself and
explains what is in this certain issue of the magazine with a little
sentence at the end saying “Enjoy the issue…”.
12. Within the contents page the Kerrang! Magazine has mentioned in a
little part in the bottom right corner of the magazine. This part contains
information saying thanks to people who took part in the making of
this Kerrang! Issue and also provides images at the bottom of the text
of some of the people who took part in the magazine.
13. Genre
• I am going to produce a magazine similar to the genre of my magazine of inspiration
which is Kerrang!. The genre of Kerrang! is Rock so I am going to try and make a
magazine which best tries to ‘repeat’ (Steve Neale-1980) some of the codes and
conventions of the Kerrang! Magazine such as the front cover, short quote form the
DPS, Standfirst but adapt the colours and also the background of the DPS. I have
chosen rock as my genre because Kerrang! Contains images in the likes of top rock
bands such as ‘Black Veil Brides’, ‘Green Day’ and ‘Bring me the Horizon’, which I
listen to in my free time so in my opinion these 3 rock bands are widely known
through the UK and by producing another rock magazine will increase the audience
further and get people to like both Kerrang! and my magazine. Kerrang! however is
available weekly rather than monthly due the content within the magazine which is
short, sweet and straight to the point so it allows me to easily explore the codes and
conventions inside Kerrang! and ‘repeat’ (Steve Neale-1980) and/or adapt some of
them to contain in my magazine from Kerrang!. I will also choose to adapt some
conventions to make my magazine look more of a rock magazine by using
conventions such as a microphone or big speakers, or by simply changing some of
the colours on the front cover or DPS. To present a USP to the target readership I
will be making some ‘differences’ (Steve Neale-1980). I will be changing the font
styles of each of the pages of the front cover and double page spread so that my
magazine will look more like a typical rock magazine. Secondly I would change the
layout of the double page spread as the article is only on one page of the DPS, so by
changing this so it spreads over both pages allows the reader to view the main
headline, read some of the article and also see the images which are provided on
the DPS to get a feel for the artist in the article/interview and their emotions.
14. Layout
The front cover of Kerrang! Is similar to that of NME because as
they both are similar types of magazines they will often convey
similar conventions such as a medium close up. I think a medium
close up is one of the best shot types you can have on a magazine
front cover because the majority of the music front covers all
have one. It appeals most because it enables the reader to focus
on the facial expression of the vocalist on the front cover to give
you a straight forward idea to what type of magazine genre it is
going to be.
The main story on the front cover is always in a bright
contrasting colour to the background or the main
image. This is an appealing idea for a magazine
because it focuses your eyes straight on the main story
and what the story is going to be about. The
contrasting colours for the style are a very strong
convention which is very appealing because it makes
the main story stand out from the main image and the
main image stand out from the background.
The quote from the main article/interview in the
magazine will be similar between both Kerrang! And
NME because as they are similar magazines they still
convey most of the same conventions and by having a
quote gives a sharp, snappy idea of what is mentioned in
the main article. This is a convention because it allows
the reader to pick up the magazine and see what type of
content is contained in the issue and see whether or not
they want to buy the magazine.
15. The DPS of Kerrang! Is similar to that of NME because as they
both are similar types of magazines they will often convey similar
conventions such as a medium shots and abbreviated quotes. I
think medium shots are one of the best shot types you can have
on a magazine DPS because the majority of the main DPS all have
one. It appeals most because it enables the reader to focus on
the facial expression of the vocalist on the Info on the page to
give you a straight forward idea to what type of information the
article will contain based on the facial expression.
The abbreviated quote from the main article/interview in
the magazine will be similar between both Kerrang! And
NME because as they are similar magazines they still
convey most of the same conventions and by having a
quote as either a main headline or on the side to give a
sharp, snappy idea of what is mentioned in the main
article. This is a convention because it allows the reader
to automatically get into the article and see what type of
content is contained in the issue and see whether or not
they want to keep reading the article or ignore it from
the abbreviated quote.
The main story in the DPS is always a contrast colour to the
background or the main image. This is an appealing idea for a
magazine DPS because it focuses your eyes straight on the main
headline and the standfirst of the article. The contrasting colours for
the style are a very strong convention which is very appealing because
it makes the main article stand out from the main image and the main
image stand out from the background.
16. Age and Gender (Target Audience)
• According to Hartley’s 7 subjectives, the target gender from the demographics of Kerrang! are mainly
male, however the female reading is close as the target audience so therefore the magazine is for old
teenagers and young adults as 56.1% of both genders buy the magazine more than anyone else because
this is the main age at which people of that audience listen and like the music so to follow on from this
demographic reading from Kerrang! I choose to use the same target audience to aim to get my magazine
to that same consumer as those of Kerrang!.
• On the other hand Kerrang! magazine has the ability to inform and educate (Katz) to the audience about
the bands by the use of bold, in your face pictures and simple info the determine the outcome of the
article or story. Therefore will appeal to young ages because they are wanting to get the backstage
information and this is why the demographic for the magazine is 56.1% for the ages of 15-24 who bought
the magazine. So from Kerrang! Informing and education from Katz allows me to research certain types of
language styles and pictures which can educate the consumer as well as get them to like my magazine.
• Finally for the audience of the Kerrang! Magazine they fit into the category of “explorers and caregivers”
(Maslow). To get explorers from Maslow's theory from the outcome of my magazine I need to make sure
that I contain pictures which are in different environments and different types of actions to engage the
reader. However to get caregivers I need to produce in my magazine language styles in the likes of 1st and
3rd person so the reader feels like they are in the same situation as the vocalist or and and start to feel
their exact emotions from the interview.
• Psychographics
• Aspirer – the general psychographics for Kerrang would be aspirers and explorers. In order to make my
magazine similar to that of my inspirational magazine Kerrang! I need to make sure that to get the readers
to become aspirers, I need to make sure I include some competitions in my magazine to win Vans and/or
specific brands which are well known. However to make sure the consumers become explorers I need to
introduce some new band pictures, and more vocalist pictures to get the reader engaged in the hardback
magazine and also include some reason for getting them to buy the magazine by the use of free inserts or
posters of certain bands or vocalists.
17. • Socio-economic needs
• The socio-economic needs for my magazine would be the classes of B, C1, C2,D and E. My magazine falls
into each of these categories because the readers of Kerrang! Would be the same typical readers which
will read my Revolution! Magazine. However the readers will be these typical classes because for a B class
the readers are sometimes into media such as magazine production, film production and many different
types therefore Revolution! Will benefit those people. The C1 and C2 classes are those types of people
who will read the Kerrang! Magazine and understand it. The lower classes for example the D and E classes
would have the highest readership of Kerrang! Because young teens will want to know about their
favourite bands and will listen and read the magazine about their bands from time to time.
19. How often should a rock magazine be
released?
40%
30% 30%
From this research I found out that the majority of the
readership for a rock magazine chose to release the magazine
fortnightly as apposed to weekly and monthly. So I have
considered to release my magazine fortnightly as apposed to
these results as it appeals more to a higher percentage of
people. Which having releasing the magazine fortnightly
connotes the fact that more detail can be included and you can
buy 1 hardcopy every fortnight so you have 14 days to buy the
product instead of buying one every week and only having 7
days to buy the product before a new one comes out. However
I will choose to make my magazine a weekly this is because it
enables me to be in competition with Kerrang! And also allows
me to ‘Repeat (Steve Neale 1980)’ what Kerrang! Are doing so
my magazine can be a similar magazine to that of my
inspiration.
Frequency and circulation of the magazine
The circulation figures as shown are 37,603 for the Kerrang! Magazine,
however I will be aiming to get around a third of this due to my magazine
being a start-up magazine therefore depending on the months to come
after I release the magazine and depending on the figures I can release my
magazine more frequently over the UK so that the magazine will reach
around similar circulation figures to Kerrang! And be a top competitor to
them in months to come.
20. Production
• Before the production and printing of my magazine I need to produce a production schedule. This stage
will help be able to manage the production in timely fashion, so you do not miss the agreed deadline for
sending the magazine to the printers and your target distribution date which will be around the 1st
December. I need to make sure I take into consideration any mishaps which may be caused when
producing the magazine, these are the deadlines for when each story must be submitted to the editor(s),
must have enough time for proofreading, a design schedule, The printing deadline and the distribution
date.
• Create a content plan. This is explained by adding content for all pages on a flat plan, including the
front/back covers, advertising spaces and tour pages and posters. This plan helps the content of a
magazine issue be inserted and adapted to the readers likings. By making sure that the plan is confirmed
by all members of the editorial board. In many cases, this part of the process may take more time than
anticipated, so need to plan around it depending on what else needs to be done.
Source:
http://contentmarketinginstitute.
com/2011/08/6-steps-for-
producing-a-custom-magazine/
21. • Create a detailed plan for each story, this is because once you’ve confirmed your overall content plan, you’ll want to follow
with a detailed plan for every story you’ll be publishing. I will need to consider the content of a story so explain what will the
story address for the audience. The types are what type of article will be the best fit for the story, for example interviews,
features, news stories, infographics, etc. The next step is creating a design mock-up. This helps communicate layout details
to your authors. The mock-ups should be very simple; they provide a visual guide to help me and the designer be able to see
the layout of each story, but they aren’t necessarily the finalized designs for your spread. The instructions need to be
thought about and need to write down the length, what it should cover, etc. The last part is the authors I need to choose
who would be the best fit as the writer (or photographer, illustrator, etc.) of a story on a rock magazine. Once you have
chosen your authors, make sure to give them sensible deadlines for their submissions.
• The next stage is proofreading and editing stories. For this you need to spend time on working on the masthead name and
location this is because it is a main part of the front cover and brand identity so needs to be effective for a rock magazine.
The lead should introduce the story, attract the readers attention and also gets the reader to carry on reading. The body
needs to be checked to see if it is readable and uses pull quotes to engage the interview. The pictures need to be
appropriate and fit for purpose and the captions need to be easy to read and expressive.
• Design needs to make sure the design of every spread is logical and works with the design of the magazine as a whole. While
putting together a magazine, print every page and reduce each one to about 40 percent of its final size. Hang them on the
wall, whiteboard, etc. Check, look, compare, and make necessary changes.
• Finally the last stage is checking, therefore for a new issue to be printed you I need to take another detailed look again.
Some of the mistakes should only be minor at this stage and let the designer make any changes then the making can be
printed.
• Distribution – this is the last stage of the entire process. The printing company, having finished with the printing of the
magazines will package them neatly and send them to a warehouse. From the warehouse, the magazines are then
distributed and then sold to the public.
22. Kerrang! Production and Distribution
For the Kerrang! Production and Distribution I had attempted to contact the Kerrang!
Magazine to get some advice or a media pack on their production and distribution on their
magazine. However after sending this email I didn’t get a reply. The above 2 slides provide a
detailed production process of a magazine in general as this will be similar to the rock
magazines such as Kerrang! And NME.
23. • Distributer
Kerrang!’s distributor as well as the publisher is ‘Bauer Media Group’ which allows them to save much more time and money and
keep the magazine under their control. The company focuses to connect the audiences with exceptional content at any-time,
anywhere and however they want because they cover their own radio, television, website, print magazine and subscription which
have over 13 million people accessing it, gaining Kerrang! revenue as well as a huge audience.
• Retailer (evidence)
The retailer(s) for the Kerrang! Magazine is mainly superstores such as Sainsbury's, Tesco’s and M&S. However the magazines can
be bought in some paper shops so for the consumer to buy the magazine they can go to their local retailer in order to get the
magazine and by having the magazine based in most stores/shops they are able to buy the magazine anywhere were there is a
shop that sells the Kerrang! Magazine.
• Consumer
The consumer for the magazine of Kerrang! is mainly teenagers aged from 15-25 according to the target readership from the
Bauer Media Group. The majority of the consumers are male as most of the Kerrang! Magazines have male artists and also has
content which will be more suitable for a male point of view such as deodorant adverts, games and concert tickets. However
there are some female consumers who have a good taste in the rock genre and also they buy the magazine to get the free gifts
and posters within the magazine and maybe 1 or 2 products from an issue which are aimed at females more than males.
Relationship between distributer,
retailer and consumer
Sourced from: http://nabeelahamidpublishingunit30.wordpress.com/music-magazine-
kerrang-case-study/
24. Conclusion
• What went well?
• Through this learning outcome I have learnt how to analyse magazine pages properly and how
beneficial it is when making my own magazine, with the different codes and conventions.
• Another part that went well was that I was able to source where I got the information for my slides
from as well as using the slides through the previous learning outcomes to complete this one.
• I was able to know and learn in depth all about a print based media product which is my magazine
of inspiration Kerrang! By being able to know who the publisher is and the circulation of the
magazine dependant on the copies, so is really beneficial to the learning outcome and to learn all
about a music magazine in depth so I can create a magazine based on the research.
• Even better if?
• This learning objective can be improved by trying to add more detail were possible therefore will
make the other learning outcomes much easier to complete.
• Another thing which I could improve on is the layout of my work, even though my work is all in the
PowerPoint from the learning objectives it can get a bit muddled so spreading it out and less
clumped together will make my work more clear and easy to understand.
• Finally the last improvement which I could have done was to keep asking Mr Crafts to check my
work and make sure it has been completed to a distinction standard so that I can move on to the
next learning outcome.
