Unit 01

1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analysing Media Products and Audiences
Name: Lewis Millard
Candidate Number: 3087
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

2. Contents
LO1
Publisher and Product
Bauer Media – Slogan: ‘WE THINK POPULAR’
Genre
Ownership Structure
Associated Products
Operation Model
Market Position
Competitors
Circulation Figures
Bauer Media Competitors
Purpose and Brand Ideology/Ethos
Brand Ideology / Ethos
Purpose
Form And Style
Content
Synergy
Technological Convergence
Social Media
Q Magazine – Home Page
Production Process
Retail Outlets
Subscription Offers
LO2
Target Audience
Demographics
Primary Research (Survey Monkey)
Deconstruct A Front Cover
Deconstruct A DPS
Secondary Research - Reviews
LO3
Product Advertsing And Marketing
Guerilla Marketing
Above And Below The Line
Advertising Costs
Subscription Offers
Advertising
Distribution
LO4
Impact And Effect On Audience
Regulatory Issues
Relevent Issues On Representation
Ethical And Legal Issues
Role Of Relevent Regulatory Bodies
Ethical And Legal Issues
Copyright
Royalties
Complaint Procedure
What Does Your Complaint Include
Magazine Complaint
Regulatory Issues
Conclusion

3. Publisher And Product
'Q' is a popular music magazine published monthly in
the United Kingdom. 'Q' was founded in 1986 by
Mark Ellen and David Hepworth. EMAP used to be
the publishers but then sold it to the Bauer media
group in 2008. it is sold for £3.99 per copy. It
specializes in rock, indie and alternative. 'Q' have
expanded into tv and radio and have annual music
awards.
The business became part of the Bauer Media
Group, Europe’s largest privately-owned media
group, in 2008. Founded in Hamburg in 1875
and now in its fifth generation of family
ownership, the Bauer Media Group operates in
19 countries including the UK, Germany,
Poland, Australia, New Zealand and the USA
and has 11,000 employees worldwide.
Source: http://www.bauermedia.co.uk/about/our-company

4. Bauer Media – Slogan: ‘WE THINK POPULAR’
The denotation of Bauer Media’s slogan is ‘WE THINK POPULAR’.
This is because they see themselves as big and high up. The connotations of
the verbal code ‘popular’ is very forward in the way that they want people to
think they are the biggest media company out there.
The image underneath was taken from the Bauer Media website where they
explain what they mean by ‘WE THINK POPULAR’.
Source: https://www.bauermedia.com/en/company/

5. Genre
For the most part, readers of 'Q’ will be fans of indie or alternative genres of music, because this is the genre that the magazine
mostly writes about. Despite this, there are occasional feature articles on artists such as Rihanna or Lady Gaga. These issues
clearly appeal to a wider readership with a slightly different taste in music than the typical audience have, because the likes of
Rihanna and Lady Gaga come under the pop genre of music.
'Q' magazines competitor is NME and they also have the same genre, which could affect their circulation figures.
For example how many sales they make. This was be bad as they are losing out on money.
Source: http://lauranatmason.blogspot.co.uk/2011/02/analysis-of-'Q'-magazine.html
To prove the genre that is indie and alternative there
are terms such as verbal and non verbal codes. A non
verbal code are things such as hairstyles, clothing and
facial expressions. The artists are wearign quite dark
clothes representing indie and alternative music.
Additonally, instruments are a way of determining what
type of music and band or singer plays.
Verbal codes are usually written words such as band
names and pull quotes. These help to signify what genre
they are.

6. Ownership Structure
• The publication became part of
the Bauer Media Group,
Europe’s largest privately-owned
media group, in 2008. Founded
in Hamburg in 1875 and now in
its fifth generation of family
ownership. It helps promotes
many different types of media
products.
• Bauer Media also are in synergy
with FHM magazine.
Source: http://www.bauermedia.co.uk/about/our-company

7. Associated Products
Bauer media also broadcast on TV and on the radio. They
have Kerrang, kiss and Absolute on radio and Heat on TV
channels. Their mobile and online interconnects with their
magazines and radio companies. This is to generate more
brand awareness and overall make a much higher profit.
Bauer Media have 89 different brands.
The image to the right shows all of Bauer Media’s
associated products.
Source: http://www.bauermedia.co.uk/brands

8. Operating Model
Source: http://www.bauermedia.co.uk/about/our-company
These are the key people at Bauer
magazine. I found this photo on the
bauer media website.
Mr. Paul Keenan has been the Chief
Executive Officer of Bauer Consumer
Media Ltd. (formerly Emap Consumer
Media Ltd.) since September 2001.
'Q' Magazine – Paul Keenan is the CEO
which means he he is a chief executive
officer and the highest-ranking person in
a company or other institution, ultimately
responsible for taking managerial
decisions.
Sarah Barnes is the HR director which
means she is the human resources
director and responsible for the smooth
and profitable operation of a company's
human resources department

9. Market Position
'Q' suffered double digit, year-on-year sales declines in
another terrible period for the music magazine sector in the
second half of 2011.
After looking up the top 10 music magazines on google and
finding this webpage to the right, It wasn’t difficult to realise
that 'Q' magazine was at the top of music magazines. This is
good as it means they are are number 1 in the market
position. Also, this gives them a good name as they follow
their strapline stating they are the best in the UK.
Source:
https://www.theguardian.com/media/2006/aug/17/pressan
dpublishing.circulationfigures4

10. Competitors
'Q' magazine’s biggest competitor is NME. Like 'Q'
magazine, NME publish a magazine every week as well
and also share the same genre of indie or alternative.
NME have a very appealing website which draws any
readers in the UK.
NME is a British music journalism magazine published
since 1949. It was the first British paper to include a
singles chart in the edition of 14th November 1952.
Source: http://www.nme.com

11. Circulation Figures
Q magazine has a combined total
average circulation of ‘48,353’
where as NME is ‘15,830’. This
goes to show much more popular
Q is to NME. This is also evident on
digital circulation as Q magazine
have 2,257 and NME have 1,518.

12. Bauer Media Competitors
Bauer Media have three main competitors. These are BBC, Bertelsmann
and Townsquare. All these institutions also publish music magazines.
Townsquare focus on small and medium market sizes.
Source: http://www.bauermedia.com

13. Purpose and Brand Ideology/Ethos
The denotation of the institution that publishes the magazine is that they want to be the best
there is. The audience knows this because ‘We think popular.’ is Bauer Media’s slogan. This
connotes how big they are and how wide spread customers are that buy them. Alternatively,
they say this to make customers think they are popular so they end up buying their products
anyway. The verbal code ‘think’ demonstrates an assertive tone as it is a very powerful thing
to say when coming across so big.
Source: https://www.bauermedia.com/en/company/history/
The image on the left is a screenshot taken from
the Bauer Media Group website itself and is titled
‘history’.
Bauer Media began with a business care in 1875,
Ludolph Bauerhad just turned 23 when he set up a
printing plant in Hamburg to produce business
cards.

14. Brand Ideology/Ethos
• 'Q' magazine have a slogan which states ‘THE UK’S BIGGEST MUSIC MAGAZINE’ which
connotes how big and high status they are. They are a very popular magazine which
they are clearly proud of as they state in their slogan’. This connotes how they want
people to look at them. This is proven when we think if how people will react in shops.
They will see this slogan and think they’ll want to buy it as it will be reliable and
apparently the best in the UK.
• At first 'Q' was originally names Cue (cueing a record, cueing the music), but as it may
have been mistaken for a snooker magazine on the 200th edition the name was
shortened to a single letter, 'Q'. this would have also made the magazine more
prominent on a news stand, with a modern twist.
Source: http://www.slideshare.net/joetrost/'Q'-magazine-5611560

15. Purpose
The purpose of 'Q' magazine is to entertain readers. It specializes in rock, indie and alternative. 'Q'
have expanded into TV and radio and have annual music awards. They use magazine form to
advertise this event and give news and information about the latest music, trends, albums and
artists.
They aim to ‘inform’ (Katz) youngsters such as teenagers and under 30s of this because these are
the age group of people who tend to keep up with what’s new and the younger generation are
usually the people who are interested the most and more keen in listening to music
Q magazines strapline is ‘Discover Great music’. There are some connotations of this including the
word ‘discover’ which means learning new things. Additionally, the word ‘great’ implies
exaggeration as to how good the music is displayed in the magazine.
Source: http://www.qthemusic.com/

16. Form & Style
'Q' magazine generally have a red, white and black colour scheme. This is because they are bold
colours and may stand out more. This attracts the readers and increasing the chance of a purchase.
The front covers are set out almost the same to every other edition. Every edition has the mask head
at the top and strapline at the top right corner. There is always a big image and main story in the
center of the magazine with additional stories up the left or right hand side. By making the magazines
similar allows customers to repeat purchase easily and find the magazine they want and had before.
The font styles are always very big, bold and colourful which is good as it grabs the readers or passing
– potential buyers attention. Although they do not always use the same font, the different magazines
still look quite similar in terms of font styles and colours.
The language on the front cover and inside the magazine is quite formal. However on the inside of the
magazine it can be quite informal as it can use slang in titles and interviews.
The dimensions of the magazine is A4. This is a good size because its not too big that it wont fit in your
bag and not too small that you could lose it or not see it.
The connotations behind the colors of the magazine are love and happiness. This is because red is the
color of a heart which symbolizes love and happiness.
All these colours are presented in every magazine that 'Q' magazine publish.
Image Sources: http://lisaelizabethas.blogspot.co.uk/2014/10/music-magazine-research-'Q'.html
http://www.wotyougot.com/category/'Q'/page/3/

17. Content
'Q' magazine is the UK's top music magazine that
brings music alive, every month. With world-
beating exclusives, amazing photography and an
inimitable sense of humour, 'Q' magazine tells the
stories behind the music that matters.
'Q' magazine also include a feature called ‘'Q'50’
where they pick 50 top tracks of the month and
show them.
Also, they have another feature called ‘The 'Q'
’Quiz’ which is a ’Quiz you can do along with
reading many pages of the latest news and tracks
available for download.
In every copy of 'Q', they typically cover interviews,
images, ’Quotes, news, songs and albums. These
are shown up the left and right hand side of the
page They stay consistent by putting the same
content in every magazine. This features offer the
magazine an opportunity to build a ‘personal
relationship’ (Katz) with the readership as they get
to know the magazine and what's inside.
Source: https://www.greatmagazines.co.uk/'Q'-
magazine

18. Synergy
Synergy is two or more things working together
using social media, in order to create something
bigger and better such as the two originals. Two
examples of this would be 'Q' Magazine and
Facebook.
'Q' magazine will use Facebook to advertise
their magazine, events and information on their
site. This is because in modern day society,
social media is used much more frequently so
this is a good opportunity and wide market
audience. 'Q' have a page on Facebook where
people can like or follow the latest updates.
This is good for brand awareness as people can
share the page with their friends.

19. Technological Convergence
Bauer Media do not publish online as they have a hard copy which is sold in
shops. Also, they use synergy to promote their product. 'Q' magazine will use
Facebook to advertise their magazine, events and information on their site.
This is because in modern day society, social media is used much more
frequently so this is a good opportunity and wide market audience. 'Q' have a
page on Facebook where people can like or follow the latest updates. This is
good for brand awareness as people can share the page with their friends.
'Q' magazine have a website in which you can subscribe to the magazine and
receive it through the post.
'Q' magazine also have Video
content and a YouTube channel
to promote their news and
magazine. This is to gain a wider
target audience as more people
are using the internet in the 21st
century. There are features on
the website that encourage
interactivity with the magazine
because you can download
music.

20. Social Media
Facebook, Twitter, Instagram and other social media sites are used by 'Q' for many
various reasons. 'Q' magazine will use Facebook to advertise their magazine,
events and information. This is because in modern day society, social media is used
much more frequently so this is a good opportunity and wide market audience. 'Q'
have a page on Facebook where people can like or follow the latest updates. This is
good for brand awareness as people can share the page with their friends.
'Q' magazine also have Video content and a YouTube channel to promote their
news and magazine. This is to gain a wider target audience as more people are
using the internet in the 21st century. There are features on the website that
encourage interactivity with the magazine because you can download the music.

21. 'Q' Magazine - Homepage
To the right is 'Q' magazines main home page. They have social media links so people can follow them on twitter or
Facebook and follow the trends and keep up with the latest updates. This is good so they get more
recommendation and more people talking about them which could increase sales.
They also have playlists up the right hand side of the page so you can listen to music and songs of your choice. This
is good as it is more customer interaction and people may enjoy doing this.
'Q' also have a a tab that says ‘win’. This is because they have the chance to win unique prizes like money,
consoles, holidays or apple watches. They do this so the viewers have a chance of winning prizes that they need to
pay for so 'Q' magazine will make more profit than costs.
They have a very well structured layout as the colours are bold and bright and all the titles or tabs are very clear to
read. Anything you want to find is right their and easy to find. This is good as it means readers and customers can
navigate around the website very quickly and easily.
They show a lot of information about world-beating exclusives, amazing photography and an inimitable sense of
humour, 'Q' magazine tells the stories behind the music that matters.
The similarities to a physical copy Is the actual content. The writing is the same and very easy to find. However a
physical copy is laid out in a certain way different to the website as obviously you have a lot more to click on and
more things to interactively do.
There are subscription offers on their homepage. This is good as it is further advertisement for actually their and
then buying the magazine. It is an easy way to gain access to all the magazines coming up because you pay for
them and then receive them all. Additionally, this is good because the main source of income for any business are
sales.
Source: http://www.qthemusic.com

22. Production Process
As you can see in the image underneath, I emailed Bauer to enquire how 'Q' magazine is produced however I did not get a
reply. Therefor to over come this, I did my own research on the following slide.

23. Production Process (Continued)
1. When creating a magazine the first thing you want to do is set a date. The date of publication is simply the date that you
want the magazine to be released as a finished product to the general public.
2. Secondly, you need to make sure you are managing the schedule. This is so every person and activity stay in place and gets
done by the right time. Your schedule should be made in such a way that there are provisions for certain mishaps so that
even when these mishaps occur, you can always meet the deadline. This is the reason why a proper management of the
schedule is very vital.
3. Workout how much money you want to spend. This is good so you do not over spend or end up not making a profit.
4. Content acquisition - the content acquisition process is arguably the most important step because without content we
simply cannot have the magazine in the first place.
5. Next is sub editing, this is good as you get to check the accuracy and the page layout.
6. After this is proof reading, having a hard copy of the magazine is essential so you know the magazine works out well.
7. Email to printer is next and is essential as its how you get more hard copies.
8. Distribution is how you get your magazine out and selling to shops or to the public.
Source: http://hosbeg.com/the-magazine-production-process/

24. Retail Outlets
You can buy 'Q' magazine in many shops
and stores. For example some stores that
sell them is WHSmith, Sainsbury's, The
Co-operative, Tesco and smaller corner
shops.

25. Subscription Offers
'Q' magazine offer many
subscription offers. This is good
because it intrigues and connects
with a wider range of audience
allowing them a larger profit as
more and more people are buying
their product.
The images to the right are some
of the subscriptions 'Q' offer:
Source:
https://www.greatmagazines.co.uk
/q-magazine

27. Target Audience
The target audience of 'Q' magazine would be teenagers up to 30 year olds. According to valid statistics, the majority of 'Q'’s
readers are male, with the percentage for men being 66.2%. The statistics also show that 83.8% of the readers are 15-44 years of
age. This connotes 'Q'’s ability to make the magazine appeal to a wide range of ages, ethnicities and social groups of people.
'Q' do this by featuring and displaying current, yet popular artists like Adele or classic artists like Madonna and John Lennon.
They even feature artists that are older or less well-known like deceased as some issues are dedicated to them.
The Socio-Economic Needs is a B because the magazine is for middle class people who don’t earn that much money but enough
to afford this magazine every month.
Katz Uses & Gratification Theory would be to ‘Inform and Educate’, this is because the magazine tells us a lot about upcoming
artists, albums and songs. It also educates on what's new so we keep up with the latest trends.
Maslow's Hierarchy of Needs would be Caregivers because you sympathies with the characters situation. This is evudent as the
magazine depicts emotions in text and the characters faces.
There are 7 parts to Hartley's Subjectivities . Firstly I would give age 15-44. This is because its mainly youngsters who listens to
this kind of music. Also, study shows that middle class males listen to rock music the most and therefor this is who 'Q' magazine
aim their readership at. Finally, 'Q' Magazine only aim at the UK because they only sell their product in the UK.

28. Demographics
The main type of readership for 'Q' magazine would be male.
This is because more males are interested in Rock, Alternative
or Indie music.
I would give a B on the socio economic graph. This is because
the magazine is generally for middle class people as its not too
cheap or too expensive but meets the needs of the general
public. The average person in the United Kingdom earns
£20,000 a year and so people need to be able to afford a
magazine every month. Also, the lifestyle of the consumer
doesn't’t need to be exactly high class or really poor. 'Q'
magazine is for anyone but particularly aimed at the middle
working class who can still afford the product.
Source: https://www.slideshare.net/Scriptette2012/q-
magazine-reader-profile-55604307

29. Primary Research
I made a questionnaire using a website called ‘Survey Monkey’. I asked the following
questions to find out what the public think about magazines.
- How old are you?
- Are you male or female?
- How often do you buy a magazine every month?
- Do you read any music magazines and if so what?
- Do you subscribe to this magazine?
- How much would you pay for this magazine?
Source: https://www.surveymonkey.co.uk

30. How Old Are You?
The majority of the people said
they were between 11 and 20
years of age. I knew this because
80% of people said this. However
one person was aged 21-30 and
another 31-40. This indicates that
the target audience of the
magazine is 'Q'uite young.

31. Are You Male Or Female?
8 out of 10 people said they were
male and 2 out of 10 people said
they were female. This connotes
that the majority of the magazine
readers are male.

32. How Often Do You Buy A Magazine Every
Month?
Half the people I asked said they
never buy a magazine every
month. This is quite shocking.
However 2 people buy up to 4
magazines every month. One
person buys a magazine 5-8 times,
9+ and other.

33. Do Read Any Music Magazines And If So
What?
40% of people read 'Q' magazine
and 60% of people read other
magazines. This allows me to
conclude hat 'Q' magazine has the
highest share of the music
magazine market.

34. Do You Subscribe To This Magazine?
No one subscribes to any
magazines. This is interesting as a
lot of people read them but don’t
subscribe.

35. How Much Would You Pay For A Magazine?
40% of people would pay a cheap
price. 20% of people would pay an
average price and another 40% of
people would pay a high price.

36. Deconstruct A Front Cover
Another important aspect of a
magazine is A
Strapline (a slogan). This strapline is
very powerful as it states they are
the biggest and bestest magazine in
the UK.
On the front of the magazine a
very big, iconic man has been
displayed. Many people look up
to Michael Jackson and therefor
may influence a boost of sales in
the magazine. This may be why
the producers have chosen this
image.
Cover Lines: The variety of text
and colours show how different
the other stories are and they
are there for if you are not
interested in the main story.
This is good as a higher range of
customers will purchase the
magazine.
The most important features
that I believe should be
included is a clear masthead.
This connotes to the reader
that the magazine is of high
importance and is of a
professional quality . This
one is large, bold and will
instantly draw attention to
the reader.

37. Magazine Credits
The magazine credits are there to make sure the reader wants to
know whether to carry on reading the article or not. It tells you a
little bit about the article to give you an insight.
’Quote From Interview
The big writing in the top
right corner is a part of
the interview. This is big,
bold and attractive so
readers get drawn to the
rest of the article and
'Q'uestions. This also is
what readers read first
and will draw them in if
they are interested.
Differentiated 'Q'uestions And Answers
As you can see, the 'Q'uestions in the interview are white and
black and the answers are black and grey. This is to make it clear
what the 'Q'uestions are and what the answers are. The reader
will be happier to read on as they can understand easier.
Page Number And Web
Address
The page number and web
dress is on every single page
for the structure of the
magazine. It is their for
reference and also to give you
a sense of idea on where you
are in the magazine. Also it
looks professional and allows
you to refer back to a page.
Capitalised Letter
In the picture above there is a capitalized letter before
The start of the paragraph. This is to show a clear
indication of where the interview starts.

38. Secondary Research - Reviews
As you can see to the left , I found these 3
contrasting reviews on 'Q' magazine (link at
the bottom of the page).
The first customer said the magazine was
‘good’ and the second made a small but
simple comment of ‘Excellent’. This is great
for the magazine as it gives them a great
reputation. For example when people go on
the website and read good reviews, they are
more likely to buy the magazine than if they
were bad reviews as you know the business is
trustworthy.
Also, there is a column for ‘our response’
which is good as 'Q' magazine actually get to
respond to the problem. This ensures the
customer with trust and professionalism.
Source: https://www.greatmagazines.co.uk/'Q'-magazine?gclid=CKDLt'Q'WMr88CFcUy0wod7kEKeA
On the other hand, further down the reviews page, a worse comment was
displayed buy a customer who summed the magazine service as ‘Bad’. This may
be a very negative impact for 'Q' magazine as it may stop customers from buying
the product if they cannot get their product delivered in the time they said they
would.

40. Product Advertising & Marketing
The product is advertised on their website. This is shown on their homepage where they
have previews of content from the magazine. Also at the bottom of the webpage they
have every recent magazine where you can interact with the links and look at them. This
is good as it gives the reader a little insight as to what 'Q' magazine is about and may
make them interested.
There are two main platforms in which are utilized to help the promotion of the product.
Firstly, you can can buy a hard copy and printed version of the magazine on a shelf. This
is especially good for passing trade and form ore practical people who like to go out and
buy the product their and then. Secondly, the second type of platform is E-media. This is
because you can download an online copy of 'Q' magazine to read online. This is good as
many more people in this day and age are using advanced technology so it will be
comforting the elderly and youngsters and people who may not be able to purchase the
magazine from shops.
Above The Line (ATL) advertising is where mass media is used to promote brands and
reach out to the target consumers. Therefore 'Q' magazine use above the line because
they are a media based product. For example, the advertising could be done on social
media as it is media based. An example of this would be Facebook or Twitter.

41. Guerilla Marketing
Guerrilla Marketing is an advertising strategy that focuses on low-cost
unconventional marketing tactics that yield maximum results. For
example, Q magazine could advertise their magazine or specific content
involved in the magazine on the radio to promote their brand and the
genre of content they usually include.
They could carry this out by using TV adverts to create rememberable
adverts so the audience know who they are when people talk about
them. This will have helped to promote the magazine.

42. Above And Below The Line Marketing
An example of above the line
marketing is a billboard or a
leaflet through the post.
An example of below the line
marketing is using social media
in particularly a website. This is
shown in the image to the right.

43. Advertising Costs
The image below displays how much it costs to put an advert in 'Q' magazine. As you can see for a full advert on a page it is
about £10,000.
To put an advert on half a page of one of 'Q' magazines would cost around £5,000 or £6,000.
Source: http://www.getmemedia.com/ideas/advertise-in-the-uks-best-selling-monthly-music-magazine-'Q'/bauer-media.html

44. Subscription Offers - Distribution
'Q' magazine offer many
subscription offers. This is good
because it intrigues and connects
with a wider range of audience
allowing them a larger profit as
more and more people are buying
their product.
They will then send you these
subscription to your address once
a month every time the magazine
comes out.
The images to the right are some
of the subscriptions 'Q' offer:
Source: https://www.greatmagazines.co.uk/q-magazine

45. Advertising Continued
Last year there was a number of awards
bestowed by 'Q' magazine to recognize
career-long achievements. This is good as
more different kids of people are interested.
Also they include artists that the majority of
people know. This is significant as for a
productive and successful awards ceremony,
the winners need to be celebrities that people
actually know and enjoy listening to as its an
iconic moment when your role model wins.
Source:
http://www.'Q'themusic.com/16973/stubhub
-'Q'-awards-2016-shortlist-vote-now/
'Q' magazine also use TV adverts as most people especially in
more economically developed areas have TV’s and so the
audience will be very large.
'Q' magazine say ‘It has been a remarkable 12 months in music
and the nominees for The StubHub 'Q' Awards 2016 in
association with Absolute Radio reflect as much – as we can now
reveal’ which reveals that in 2016 they held their 'Q' magazine
music award in Camden market. Tickets were on sale which is
good as it generates extra money for the company.

46. Distribution
In 2012 'Q' magazine were selling an average of 64,596 magazines
every month. There year to year change went down by 19.7%
which is not good. The negative impact of this is that it can have an
effect on profit.
You can buy 'Q' magazine in many shops and stores. For example
some stores that sell them is WHSmith, Sainsbury's, The Co-
operative, Tesco and smaller corner shops.
'Q' magazine have a website in which you can subscribe to the
magazine and receive it through the post. This is effective as its for
the lazy users who do not want to go out and buy the magazine in
a shop.
Facebook, Twitter, Instagram and other social media sites are used
by 'Q' for many various reasons. 'Q' magazine will use Facebook to
advertise their magazine, events and information. This is because
in modern day society, social media is used much more frequently
so this is a good opportunity and wide market audience.
Source: http://www.pressgazette.co.uk/full-2015-mag-abcs-
breakdown-cosmopolitan-bucks-trend-uk-magazines-decline-
average-4-cent/

48. Impact and Effect on the Audience
'Q' magazine makes people influence others to buy the
magazine as it’s a very influential one. This is good as the
number of 'Q' magazines sold will increase. Additionally,
'Q' magazine are very successful and clever because they
include a more mature level so it appeals to its majority
age range. One theory that explains this effect is the
‘hypodermic needle theory’. This is because once people
read an article in a music magazine, they would start to
believe it which would have great effect on the reader.
'Q' brought out a magazine especially for David Bowie
after his death. This is an example due to the fact that
readers will be ‘injected’ and believe that they will get
exclusive information about all of his albums and no one
else will. Therefore, consumers fell persuaded to keep
buying the magazine so they can get the information you
may not be able to get elsewhere.

49. Regulatory Issues
Data Protection Act (1998)
The data protection act controls how your personal information is used by organizations, businesses
or the government. Everyone responsible for using data has to follow strict rules called ‘data
protection principles’.
• There is stronger legal protection for more sensitive information, such as:
• ethnic background
• political opinions
• religious beliefs
• Health
• sexual health
• criminal records
Source: https://www.gov.uk/data-protection/the-data-protection-act

50. Relevant Issues on Representation
Stereotype: a person or thing that conforms to a widely held but oversimplified
image of the class or type to which they belong. For example, topics on age,
gender, race and religion
For 'Q' magazine their stereotypical audience are males over the age of 20.
additionally, these people would look quite casual and have a white ethnicity.
For example, designer trainers, wearing jeans, top and a jumper with a styled
hair cut.
Additionally, due to women being on front pages dressed provocatively it
promotes the saying ‘male gaze’ (Laura Mulvey) where the male majority will
gaze at the women while the women while the women are there to be gazed
at. This can be a reason why men will buy the magazine.

51. Ethical & Legal Issues
If there is a problem or situation which requires a person or group to
choose whether the alternatives are right (ethical) or wrong
(unethical).
When producing print based media such as magazines, companies
must follow rules so they do not offend or harm any type of readership
once being sold.
One of them is that “particular care must be taken to avoid causing
offence on the grounds of race, religion, gender, sexuality, disability or
age. Compliance will be judged on the standards”.

52. Role of Relevant Regulatory Bodies
The Editors’ Code of Practice sets out the rules that
newspapers and magazines regulated by IPSO have
agreed to follow. The Code is written and administered
by the editors code committee and enforced by IPSO.
The Editors' Code of Practice Committee writes,
reviews and revises the Code of Practice to keep it
fresh, responsive and relevant. The latest version of the
Editors’ Code of Practice came into effect on 1 January
2016.
Source: https://www.ipso.co.uk/IPSO/cop.html

53. Ethical & Legal Issues
The Editors’ Code of Practice sets out
the many rules that newspapers and
magazines regulated by IPSO have
agreed to follow. To the left are three
examples of the rules; Accuracy,
Discrimination and Confidential Sources.
This relates to 'Q' magazine as they
must follow these rules before
publishing a magazine. For example,
number 12, Discrimination. 'Q' magazine
must double check the whole magazine
including images and texts to ensure
there is no prejudice against ‘race,
colour, religion, sex, gender, sexual
orientation or any physical or mental
illness or disability.

54. Copyright ©
Copyright is when there is a legal right which lasts
for a certain amount of years so you can’t print,
publish, perform, film, or record literary, artistic or
musical material that already exists.
There is no copyright symbol on the front page of
the hard copy of the magazine itself. However this
does not mean there is no copyright within the
magazine. Throughout the content of the magazine
there are copyright laws and even copyright within
advertisements.
Since the copyright law changed in 1998, the
employees gave their own rights for photocopying
from a paper version and reproduction in a book.
For example this could be a writer or a
photographer. Then the employer(s) have rights for
everything else.
Intellectual property (IP) refers to creations of the mind, such as inventions; literary and artistic works; designs; and
symbols, names and images used in commerce. There is evidence of other intellectual property (IP) being used in
the magazine. Above is the types of protection and what examples of intellectual property are associated with
them.
Source: http://www.wipo.int/about-ip/en/

55. Royalties
Royalties is when a magazine has included content which is copyrighted and if someone else
includes this information then they have to pay the original magazine.
Copyright Infringement
The use or production of copyright protected material without the permission of the copyright
holder. Copyright infringement means that the rights given to the copyright holder, such as the
exclusive use of a work for a set period of time, are being breached by a third party. Music and
movies are two of the most week-known forms of entertainment that suffer from significant
amounts of copyright infringement.
For example, if 'Q' magazine were to post a music playlist online. You would not be allowed to copy
it and play it else where for your own beneficial, advertising purposes. However, if you were to
break the law and do so, a penalty would be put in place depending on how serious the crime is.
Source: http://www.investopedia.com/terms/c/copyright-infringement.asp

56. Complaint Procedure
If you are subscribed or regularly buy 'Q' magazine, and you own a copy of 'Q' magazine you are unhappy with, you are
entitled to complain. On the webpage, there is a whole page on complaints (link below).
The Procedure
What is a complaint?
• When making a complaint, you must clearly state that your complaint is a formal complaint under this policy.
What does this policy cover?
• This policy only applies to complaints about editorial content in our publications and digital services that we control in the
UK, Channel Islands and Isle of Man.
How to complain
• Complaints should be made in writing, either by email to complaints@bauermedia.co.uk or by post to Bauer Consumer
Media Limited, Endeavour House, 189 Shaftesbury Avenue, WC2H 8JG and addressed to The General Counsel.
• complaints under this policy will only be accepted within four months from the date of the behaviour or first publication of
the article that you are complaining about. Where an article remains accessible on there website, complaints will be
accepted up to 12 months from the date of the behavior or first publication of the article that you are complaining about.
Source: http://www.bauermediacomplaints.co.uk

57. What Does Your Complaint Include?
• When making your complaint you must include:
-A copy of the article in question, or a link to the relevant webpage or a web
address if the complaint is about published material (or reference to the
publication title, issue date, page and article title if a copy is unavailable);
-A written explanation of your concerns
-Any other documents that will help them assess your complaint.
-Complaints received without this essential information cannot be considered. They
may seek further details after the initial contact. If you cannot provide the
requested information they may be unable to consider your complaint.
-If you are taking legal action, they may be unable to consider your complaint.
Source: http://www.bauermediacomplaints.co.uk

58. Magazine Complaint
A main complaint for 'Q' magazine would be that quite often when there is a female on the front cover, comes
a seductive value to it. This would not give any good impressions to anyone aged under 18. additionally, I don’t
think any parents of young children would be happy to let their children look in the magazine section when
they can easily see these revealing magazines too. In the image in the middle, Cheryl Cole is not as revealing.
However with her red lipstick and look on her face there is still a flirtatious look about her.

59. Regulatory Issues
IP/Watermark
Things that tend to have copyright can be also known as Intellectual
Property (IP) and this is protected by the law. IP can be divided into
two categories which are; Industrial Property and Copyright. As well
as IP on printed work for example on an image on google that has
been printed, you can get a digital watermark which protects any
copyrighted content from any magazine online and in any digital
format. It is very significant to have this because it means people will
have to pay you to use your ideas and information.
For example, particularly on 'Q' magazine, if you find an online copy
of the content then you cannot use it if it has a watermark on it.
Additionally, you have to contact 'Q' magazine and either ask for
permission or pay for it. This is good for 'Q' as it is another source of
income.
An IP/Watermark is demonstrated to the image on the right.

60. Regulatory Issues
Data Protection Act (1998)
The Data Protection Act (DPA) is a law designed to protect personal data stored on computers or in
an organized paper filing system.
During the second half of the 20th century, businesses, organisations and the government began
using computers to store information about their customers, clients and staff in databases. For
example; names, addresses, contact information, employment history, medical conditions,
convictions and credit history.
The 1998 Data Protection Act was passed by Parliament to control the way information is handled
and to give legal rights to people who have information stored about them.
Other European Union countries have passed similar laws as often information is held in more than
one country.
Source: http://www.bbc.co.uk/schools/gcsebitesize/ict/legal/0dataprotectionactrev1.shtml

61. Conclusion
Unit 1 was split into 4 LOs, 1, 2, 3 and 4. In LO1 I talked about things
like publisher and product, slogan and genre. This was to get a general
idea as to what the company is about. In LO2 I looked into target
audience and demographics. To further help with my analysis I created
a questionnaire on SurveyMonkey which was answered by my peers. In
LO3 I looked at advertising and marketing. This was to compare which
type of advertising is best and work out which type of marketing Q
magazine actually use. Finally, in LO4 I learnt about regulatory issues,
magazine complaints and royalties.