This document contains a log book and evaluation for a music magazine production project completed by Katherine Hulatt for their OCR Media Studies AS Level course. The log book details Katherine's research into established music magazines Clash and NME to inform the target audience, conventions, and content of their own magazine titled "Dropout." The evaluation reflects on how Dropout both uses conventions from Clash, such as cover layout and color scheme, while also challenging conventions by using a burnt red color. The target audience is identified as people in the "E" socio-economic category who would be inspired by artists' stories of success. Bauer Media Group is proposed as a suitable publisher due to their experience with similar music magazines.
1. OCR Media Studies – AS Level
Unit G321: Foundation Portfolio in Media
Preliminary Task, Log Book and Evaluation
Name: Katherine Hulatt
Candidate Number: 6664
Center Name: St. Paul’s Catholic College
Center Number: 64770
Set Brief - Print
Music Magazine – Production
Preliminary Task Progression, Log Book and
Evaluation
7. Clash magazine–Genre research
• ‘Clash’ magazine,is a popular musicand alsofashion magazine basedin
the UnitedKingdom,(Scotland).
• The firstissueof ‘Clash’magazine wasreleasedin 2004and is published
everymonthbut only10 timesyear by MusicRepublicLTDwho over took
ClashMusicLTDafter they fellinto liquidation.
• The editorof ‘Clash’magazineis a man calledSimon Harper.
• ‘Clash’ magazinehave won a numberof awardsincluding,‘best new
magazine’in 2004and lateron at the ‘recordof the day awards’won
‘magazine of the year’in 2011.
• ‘Clash’magazinefeatureand wide range and varietyof musicbandsand
artistssuch as; ‘The 1975’,‘LanaDel Ray’,‘Jake Bugg’,‘Lorde’and ‘Artic
Monkeys’.
• As well as alternative artistsbandslike the oneslistedabove , clash
magazinehave featuredmoremainstreamartistssuchas DJ
Shadowand Kanye West and alsoolderbandssuchas the Beastie
Boys.
8. Established Magazine for my Research (Clash Magazine)
Masthead-
Themastheadis locatedin thetopcenterof themagazine’s
frontcover.TheconventionsofthemastheadIs verybold
andlargeandhasbeenseparatedoutneatlytoattractthe
prime‘passalongaudience’.Theeditorhaschosento keep
thecoloringofthemastheadwhitein themewiththe
monochromecolorswiththerestofthefrontcoverto
representthattheband‘the1975’is analternativeindie
band.
Mainimage-
Thereis onlyoneimageon thefrontcover,which
thereforemakesit themainimage.Asit is theonly
imageon the frontcoverit takesoverthewholepageto
makethe‘passalongaudience’whoarefansof ‘the
1975’wantto buythemagazineastheimageis of the
leadsingerin theband.
Strapline-
Thestraplineis positionedonthe
toprighthandcornerofthefront
cover.Thestraplineis usuallya
phraseorslogantellingthe
consumerwhatis goingtobe
featuredin themagazine,ensuring
theconsumerthattheyknowwhat's
goingto bein theregenreof
magazineso theconsumerwillget
thebestvalueformoney.Clash’s
straplineis keptsimplestatingthe3
aspectswhichthemagazinecovers.
Barcode-
Thebarcodeis positionedatthe
bottomrighthandcornerof the
frontcover.Alongsidethebarcode
is hasthedate,month,priceand
issuenumberof themagazine.
Coverlines-
Thecoverline'son thismagazineare
locatedonthetopmiddlerightof the
page.It carriesthecolourwhitefrom
themastheadwhichstandsoutasits
onthefaceofMattHealy(leadsinger
of ‘the1975’).Thecoverlinesare
designedtoattractthe‘passalong’
audiencesattention
Mainheadline-
Thisgivespeoplea quickbitof informationon what
themainstoryis goingto beabout.
9. Publisher Research
• From my research on ‘Clash magazine’ the information I
have gathered is that the readership of ‘Clash’ is 188,940,
following on fro this the circulation is 47,235. Surprisingly,
the approximate gender split is on a 50/50 basis and the
average age readers is 71% 21-31 which is a similar age
group that I want my magazine to be for.
• Clash Magazine’s Mission statement
• The average ‘Clash’ reader is “in employment and following
music, films, books, gadgets and clothes. When they
choose to spend their hard earned cash, its well considered
and based on recommendations from the sharpest sources.
They are gig-going, fashion conscious, teeth hungry and
consider the
10. Target Audience:
The target audience for ‘Clash magazine’ can be detonated/clarified for both the female and male audiences between the ages of 18-35 which
are described as the ‘download generation’. ‘Clash magazine’ target this expanded age range of readers by alternating betweenmodern bands
such as ‘The 1975’, ‘Coldplay’ and ‘Oasis’ to artist and bands such as ‘Jay Z’ ‘Kanye West’ and the ‘Beastlie Boys’. Following on from this, ‘Clash
Magazine’ also attract the people who are interested in fashion and film as the feature this in their magazine. ‘Clash magazine’ press pack
states that 37% of their readership is between the ages of 37% of their readership is between the ages of 21-25 and other 34% states that the
target ages are from the ages 26 to 30. Furthermore clash’s press pack represents that 52% of their readership Is actually male. Thus concluding
that the target audience is men aged between 21 and 30.
However, due to the very slim difference between the percentage of male and female readers this magazine could be deemed thatit is actually
aimed at both sexes which are the ‘download generation’ as previously stated, then this makes this magazine a unisex magazine. Additionally,
‘Clash’s’ target audience is displayed as being avid tech users with a strong interest in music with links back to my point about the target
audience being the ‘download generation’. Finally the magazine magazines target audience is primarily located in the UK with43% of readers
located in the area of London and the East of England.
The target audience are mainly males and this is because they write about the kind of music that the males of these particular age ranges will
be interested in, therefore they can personally identify with themselves with the articles (Katz). As ‘Clash’ have such wideage ranges of
readers, this connotes the they have they ability to appeal to a lot of people as the also feature fashion and film. Social climbers (Maslow’s) are
the most likely to read this magazine as it is about music artists and celebrities, therefore these people will want to be just like the people in the
magazine because of the lives that they have. In addition to this, social climbers will want to read this magazine because they feel as it they are
being forced to improve to improve their status within society. To conclude, I think that audience of Q magazine fit into the‘B’ ‘C1’ category of
the socio-economic needs, which means that Q magazine are able to make their magazine more expensive as people in these groups will be
able to afford the magazine.
What is the USP of this magazine?
From the research completed into this media product, I think the USP is mainly the pictures which relate to the
stories in the magazine. They are an effective USP because they help the readers visualize and picture the
stories better and more interested in the story. Following on from this another USP is the fact that ‘Clash
magazine’ also feature a fashion and film section. This then attracts a wider audience which ‘Clash magazine’
will make more profit on the magazine and also there is an alternating variety of bands and artist which allows
‘Clash magazine’ to elongate their ages in their target audience. Lastly, a final USP of ‘Clash’ is the main articles
that are featured because they can have exclusive interviews which no other existing magazine has so this will
attract the reader more to buy ‘Clash’ more as pass along audiences are very much attracted to ‘exclusive’
features as they know that they are not going to read that in any other magazine.
11. Conventions
of a Music Magazine
Masthead.
‘Puff’
Promotion.
Small
thumbnail
images that
relate to the
existing cover
lines within
the magazine
itself.
Main image which
Is ‘star appeal’
(Richard Dyer)
Black and white
contrast with the
yellow and red
colour scheme,
this could be a
USP or help for
the pass along
audience to be
attracted to buy
and read the
magazine.
Cover lines
Barcode
12. Target Audience:
The target audience for ‘NME magazine’ can be denoted as again, similar to ‘Clash magazine’ a largely male dominated
audience starting from the age 16-30 which again, like ‘Clash’ is a rather expanded age range. From doing statistic
research, it shows that 73% of ‘NME’S’ readers are exactly males and only a tiny 27% of their readers are actually
females which surprised me. NME mainly try to attract the male audiences and they do this by trying to add a basic
masculine effect to the magazine by putting male artists in their articles like ‘Jake Bugg’ which is the front cover I have
chosen to annotate. The target audience for ‘NME’ can personally identify (Katz) themselves with the articles with the
issues of the magazine as they are interested in the specific genre of music of each ‘NME’ issue, therefore this means
that they can relate and personally identify themslesbs with each other and let each artist inspire them. Following on
from this, the audience of ‘NME’ are social climbers (Maslow) because the magazine has articles on a variety of
successful celebrities which is an inspiration to readers. A large percentage of people want to raise their status with
society so that they can end up like their favorite celebrity, therefore this classifies them as social climbers. To conclude,
I personally feel the target audience of this magazine can be denoted as the c1-c2 category of the social economic
needs table as the magazine is not formal it’s a casual light read and is inexpensive.
What is the USP of this magazine?
From the research completed into this media product, I think the USP is…
13. Publisher research
• YOU MUST find out who published your chosen “Magazine of inspiration” from the
sub-genre of your choice.
• Then, visit their website and deconstruct the information you can find about the
target readership in terms of socio-economic needs, circulation etc.
15. In what ways does your Media product
use, develop or challenge forms and
conventions of real media products?
Within the music magazine I created throughout the pages it ‘repeats’ (Steve Neale) codes and
conventions from ‘Clash magazine’. The issue I chose of ‘Clash magazine’ that I used for my magazine
of inspiration was the issue that featured ‘The 1975’. The reason why I chose this particular issue was
because the main feature (The 1975) I wanted to incorporate within my magazine and it also linked
nicely with my genre of music that I wanted my magazine to be which is alternative/indie pop. This
photo of Matt Healy of the issue of ‘Clash’ was in colour and my images of the front of my magazine
of ‘DropOut’ was in colour, therefore I ‘repeated’ this convention to make my ‘DropOut’ look similar
to this particular issue of ‘Clash’. Following on from this, I also ‘repeated’ where I placed my main
headline which was In the middle and replaced the main story name from ‘working on a dream’ to
‘the road to success’. Additionally, the masthead on ‘Clash’ is spread out and I have done that on my
magazine ‘Dropout’. Below I have inserted my magazine of inspiration, ‘Clash’ front cover and my
magazine ‘Dropout’ front cover. This connotes how I have used conventions effectively from existing
media products. However, I didn’t want to make my magazine the exact same as ‘Clash’ therefore my
magazine does ‘challenge’ some conventions that would be in a typical indie pop magazine, for
example, I have ventured out and used burnt red colour instead of the trypcial colours used in a
magazine like black and white. The reasoning I used a burnt red colour within my magazine is to
attract the ‘pass along’ audience more.
16. How does your media product
represent particular social groups?
In my opinion, the denotation of the representation is the ‘E’ category of the socio-
economic needs table; (Unemployed, students, pensioners and casual workers). This is
because my target audience of my magazine is for younger age ranges such as the 16-25
year olds of todays society. This means that the type of people that will be reading this
magazine would be ‘stereotypically’ students, people in casual work or the unemployed.
This means that my magazine I have created appeals to my audience profile because of
the 16-25 age group. Because of the category my magazine my magazine needs to be
affordable so even the unemployed can afford my magazine. My magazine will be the
price of £1.00 for a month and then will go up to £1.50 which is a very affordable price
for all the types of people within the ‘E’ category. Following on from this, the burnt red
colour in throughout my magazine will attract my target audience and ‘pass along’
readers as it’s an appealing colour to the eye. This magazine will be especially attracted
to the unemployed as these readers can ‘divert’ (Blumer and Katz) from there everyday
problems and routine and have the chance to read and enjoy my magazine and build
‘personal relationships’ from the artists so this can give them inspiration to find work.
17. What kind of media institution
(Publisher) might distribute your
media product and why?
From the research that was completed pre-production, I would envisage that ‘Bauer
Media Group’ may publish ‘Dropout magazine.’ This is because this publishing group has
not only published very successful lifestyle magazine such as; ‘Closer, Grazia and Heat’
but very successful music magazines such as; ‘Q, Kerrang and Mojo’. This would be good
for the publicity of my magazine as they are a reliable and successful publishing group.
My magazine of inspiration ‘Clash’ publisher is ‘Music Republic LTD’ but they are not as
big as ‘Bauer’ so my magazine wouldn’t get as much publicity. I have done a range of
research regarding ‘Bauer Media Group’ and it has some similarities to ‘clash’ even
though ‘Bauer’ is not its publisher. This is because ‘Clash’ is an Indie pop magazine and
the music magazines that ‘Bauer’ have produced are also of that genre. ‘Clash’ magazine
also ‘signifies’ (De Saussure) that the genre of my magazine will appeal to this publisher
as this is the kind of magazine that they are looking to publish, considering that my
magazine is of the same genre of the music magazines they produce as previously stated.
18. Who would be the audience for your
media product and why?
Hartley’s seven subjectivities
According to Hartley’s seven subjectivities, the age of my audience 16-25 class ‘E’ people of society. This is
shown through the low pricing of my magazine and a special opening offer of £1 for the first month,
this will make sure that the people of the ‘E’ class will be able to afford my magazine. The target
gender for my magazine is not specific its for both male and females who are into the
indie/alternative types of music and the magazine features things that will relate to both genres. The
stereotypical ethnicity for my magazine is White British Male and Females.
Katz’ Uses & Gratifications theory
According to Katz’ Uses & Gratifications theory, the audience can ‘personally identify’ themselves within
the articles of the magazine. When the 1975 started to make music they were unemployed students
but have now made It in the music industry. This is how the audience can ‘personally identify’ and
help them ‘divert’ from everyday problems. My contents page is welcoming and the editorial informs
the reader everything within the current issue and upcoming issues.
Maslow’s Hierarchy of needs
According to Maslow’s hierarchy of needs, my audience are identified as ‘social climbers’. This means that
when reading this magazine they will take inspiration from the artists within the issues of ‘DropOut’
and want to aspire to be like them. This therefore means my audience will read my magazine and
aspire to do something within music if that’s their passion.
19. How did you attract/address your
audience?
The Inclusion of codes and conventions such as featuring the burnt red colour
throughout my magazine rather than the standard colours of black and white
typically used throughout indie/alternative music magazines. The pop of colour
would attract the young audience which I am aiming my magazine a. The use of
font as well is different and ‘grungy’ so automatically the audience will be aware
of what music genre of my magazine. Following on from this, another code and
convention I have used to attract and address my audience is the ‘puff
promotion’ which is directly linked with my main story, also the first months £1
addition will be very popular as it will be saving my audience money. Finally,
another code and convention that I have included in my magazine to attract my
target audience is the images that I have used with thee magazine pages. The
images all relate to the stories in the magazine, therefore this means that my
stories attract my target audience as they are about the topics that people of
those ages would be interested in.
20. What have you learnt about
technologies from the process of
constructing this product?
To make sure for my music magazine ‘Dropout’ to look fit or purpose and appeal to my
target audience I decided to use a full length image so I could capture everything from
facial expressions to body language. I originally took the image with a background but
then decided to edit it out as it was too much on the page. I felt that this worked better
as each member of ‘The 1975’ stood out much clearer. I used the quick selection tool to
select the areas of the image which I wanted to keep and delete. By doing this is allowed
the image to look more professional, sharper and clearer. Following on from this, the
use of the shape tool allowed me to create the shapes for features of magazine and to
help create further emphasis on areas that I wanted to stand out more to my target
audience. I then also used the shape tool throughout the other pages on my magazine
to again emphasise key areas. I used the pen tool on my double page spread to neatly fit
the text round my images to make it look more professional like.
26. Analysing my Front Cover
Masthead-
The purpose of this masthead is
that it informs the audience of
what the magazine is and is the
first thing the pass along
audience look at as well the
image so it needs to stand out
clearly to the reader.
Strapline- This is what
persuades the audience to
buy the magazine. Thee
strapline is often catchy so
the reader remembers it
and encourages the
audience to purchase the
magazine.
Cover lines- these are
specifically used to
attract the target
audience, cover lines
have to be interesting so
it intrigues the audience
to buy the magazine
Social media- This is so the target
demographic can access the magazine
from a different format and can
suggest their ideas for the content of
the magazine on the social networking
pages.
Puff/Promotion- this
convention is featured
in my magazine
because its an extra
feature to grab the
target audiences
attention and is a
specific USP to the
magazine.
Main image- this is
the main focus of
the magazine to the
target audience as
it’s the first thing the
audience see.
Main headline- this convention
is also used to attract the target
audience, because if they are
interested in the story then it
then persuades the audience to
buy the magazine so that they
can read that story, the main
headline is usually something
very interesting.
27. Analysing my Contents Page
Editorial- I have included
an editorial as it
welcomes the pass along
audience and helps them
feel at ease. It helps to
create a ‘personal
relationship’ (Katz) with
the target audience.
Screen grab of Magazine
page positioned in the
Center of the slide
(Remove the BLUE box once
placed in as well)
Masthead- this is carried on
from the front cover. This
helps the reader to feel a
sense of continently and the
pages then link together, this
use of ‘repeating’ (Steve
Neale) this convergence is
already existing in professional
magazines.
Image- the image is a small
indication to one of the
features/regulars are going
to be about. They can
visually imagine what the
story is going to be about.
Page numbers- this
kindly allows the
audience to see
clearly what pages
link to what story
which is a neat aspect.
Regulars/Features-
this gives a quick
idea to the target
audience what the
content of the
magazine is going to
be.
Social Media- is again
something I have ‘repeated’
(Steve Neale) from the front
cover. Its another reminder to
the audience how the can
access the magazine in another
format if they are in touch with
the media side of the magazine.
28. Analysing my Double Page spread
Interview
Quote- The quote is the most
interesting and eye catching
part of the interview, it is also
what attracts the reader to
read the interview.
Masthead- This has been
clearly repeated through
the pages that I have
created. It again creates
continuity between each
of the pages because the
masthead is clearly and
neatly shown.
Credits- this tells the reader the
people who assisting in the article, it
gives a professional- like touch to the
double page spread.
Convergence- This allows the reader
to access the article in different
formats.
Main headline- Clear establishment of
what/ who the magazine is about so the
reader knows before they start reading.
Following on from this, the summery is
used to clearly show what will be
covered in the interview.
Interview- the interview is based on one
subject and the sub questions are asked
around the topic. This gives the reader
information that they wanted to hear as its
usually ‘gossip’ ‘must know’ topics. By
reading about a certain artist/band allows
the reader to ‘personally identify’ (Katz) with
them as they feel as if they know them
29. Looking back at your Preliminary task,
what do you feel you have learnt in the
progression from it to the full product?
I feel that, having completed the preliminary task and learning
about the demands of this production process. Following on
from this, doing the preliminary task helped me to refresh my
memory on Photoshop from GCSE, so that therefore my final
product of my music magazine looked, organized, professional,
and to a good quality. I have learnt to use extended tools on
Photoshop that I previously didn’t know how to use. By doing
the preliminary task and the main task it gave me a chance to
show of my creative skills and what I previously learnt from
GCSE media, this meant I had a slight advantage to some of the
people in my glass who didn’t study media for GCSE or have
never used Photoshop.
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