Ollie long unit 30 lo1

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 30:
UK Media Publishing
St. Andrew’s Catholic School –
Oliver Long – 3070

Publisher and Product
Publisher:
Bauer media was created in 1875, the
company now has over 11,000
operating in 19 countries. They are the
biggest magazine publisher in the UK,
but have offices also located in
Australia and all over Europe. It is run
by CEO Paul Keenan
https://www.bauermedia.co.uk/about
/our-company
Product:
The logo is red, this colour is bold so can be clearly
seen and stands out compared to other magazines
with dull colours. This goes in hand with Bauer
media’s slogan of “we think popular.” This connotes
that they want to be well known and popular, and
the bright red colour helps them to stand out
getting more people to buy it making it popular.
The magazine name ‘Q’ doesn't have many
connotations as it Is just a single letter. As it is just a
single letter this may connote that the magazine is
quite simple or that is very professional depending
on how the audience see it.
The magazine is published on a monthly basis.
Its circulation figures had a 12.2% drop in 2015

Purpose
The purpose of the magazine is to inform the reader of things happening in the
music world, this can be from a wide range of genres as Q doesn’t specialise in just
one genre, it covers lots of different artists. This is to entertain the reader by
meeting their needs, according to Maslow's hierarchy of needs which says people
fall under one of 4 categories (social climbers, caregivers, explorers and survivors),
the magazine needs to meet at least one of these categories in order to have an
audience which enjoys the magazine and wants to read it again.
The denotation of Q’s strapline is “the UK’s best selling magazine”, which connotes
that they pride themselves on being the best selling and want everyone to know
that as being the best selling means they must have good quality content that
people love, so by having it on the magazine it means people will recognise this
and are more likely to buy it.

Ownership Structure
Bauer is owned by CEO Paul Keenan, it is a large company
with lots of associated products, such as Q magazine,
Mojo and Kiss. Making it the largest magazine publisher in
the UK. As it has so many different brands it mean that
they can target a very wide audience as the people who
read ‘car mechanics’ are not likely to be the same people
who read ‘practical fishkeeping’ meaning they will have
more people interested In there brands
edia.co.uk/about/our
-company

Operating Model
This is the management team
for Bauer media, they make the
important decisions on what
happens with the business. Paul
Keenan is the CEO this is the
most important role in the
company as the CEO makes the
final decision in the company
and sets aims the company
needs to achieve.
The key people at Q magazine
are shown on the Q media pack.
Phil Alexander Is the editor in
chief, this means he decides
what the finished product will
look like, and gets the final say o
what will get published.
https://www.bauermedia.
co.uk/about/our-company

Production Process
I emailed a representative at Bauer Media using an email address which can be found on their
website. They did not reply to the email so instead I researched the information myself.

Production Process
1. Choose Content: The magazine needs to include interesting content which will engage the audience making
them enjoy reading the magazine.
2. Choose main article: This needs to be the article which will draw the most attention, this can be done in
different ways
3. Choose cover image: This image is the most important as it will be the main focus of the front cover, star
appeal can be used to attract people to buy the magazine.
4. Write Articles: This step is important as the articles make up the majority of the magazines content, so they
must be written in a consistent way, this could be professional or informal depending on the magazine.
5. Incorporate Graphics/photos: Adding visual content to go alongside the verbal content is important as it will
make the readers more engaged in the articles as they will have pictures to relate to the text, bringing it
alive.
6. Add final details: this includes things such as the barcode and page numbers, this is to make the magazine
look and feel professional.
https://www.lucidpress.com/blog/2014/02/20/how-to-make-a-magazine-in-twelve-steps/

Demographics
The readership of Q magazine is mostly male, whereby statistics denote how 68.3% of the
readership are men which is quite a large difference between men and women.
A reason for this could be that the magazine features a lot of rock artists, and artists which are
mainly followed by men such as The Killers, therefore more men than women will be interested in
the magazine. The age of the audience is 83.8% 15-44 year olds, which connotes that Q has a wide
audience range as they are not all young or all old there is a mix. An explanation for this is that Q
features a lot of different artists, they feature current artists like Adele and old artists like Michael
Jackson, so different people of different ages will be interested in different issues of the magazine
The denotation of the socio-economic groups are mainly ABC1. The Q media pack featured on Bauer
media’s website says that 71.8% of readers are in the ABC1 categories. This connotes that the
readers are quite wealthy, this could be because of the price of the magazine, some people may
deem it as expensive and not a necessity. The media pack also states that 70% of readers are in
employment, which further connotes that the cost of the magazine is the reason.
http://www.bauermedia.co.uk/uploads
/QMediaPack2016.pdf

Audience Theories
Hartley’s Theory
Age: the age would be around 15-44 as most people between this age would be interested in current music which is what Q magazine covers, the majority of older people would be
more interested in music from their time. This I shown in Bauer's press pack for Q, which says that the median age of customers is 34, and their target customer is someone 29 years
of age.
Gender: the target gender could be either as Q magazine covers popular artists regardless of if the artists have larger male or female fans. But the demographics show that the
audience is mainly men so this shows that more artists are featured which appeal to men. This is also shown in the press pack as Bauer says the target reader is Male.
Katz’ Uses & Gratifications Theory
Inform and Educate: The reader will learn about what the artists are doing or what they are promoting in the magazine, The screenshot at the bottom shows that this is the case as
the Q and A asks questions about the artist and what they are doing in the career. The press pack states that the target reader is someone who has music at the center of their social
life, therefore that person would want to find out everything that’s going on in the music world.
Personal identification: The readers may relate to the artist or their stories if they are talking about having nothing then working hard to gain fame, which may inspire people who
have nothing to go out and make a name for themselves.
Maslow's Hierarchy of Needs
The audience for this theory I think is ‘caregivers’ as the people reading the magazine want to read the articles about artists they like and sympathize with struggles they are having or
something similar.
Socio-Economics
The majority of people buying the magazine would be from A-C, shown by the demographics, this may be because the magazine costs quite a lot for what it is so lower classes may
not be able to afford it. Also people of higher classes have a taste in different music like classical which isn't covered in Q magazine. The press pack shows that 71.8% of readers are in
the ABC1 profile.
https://www.learning-
theories.com/uses-and-
gratification-theory.html

Primary Research
This graph shows that the majority of
readers are in the 11-20 category. This is
a young audience and could be
explained by the fact that the content of
the magazines is very current so older
people who don’t keep up with current
music wouldn’t be interested in the
magazine.
This shows that there is a majority of male readers,
this could be explained by the fact that the
magazine commonly features rock artists, This
genre of music is mostly listened to by a male
audience so therefore more males would be
attracted to the magazine. Also as more males are
featured on the front cover so it could connote that
the magazine is made for men.
This graph shows that most people don’t
buy magazines often, mostly 1-2 times a
week. This may be because the price of
magazines are quite expensive for
something which comes out on a
monthly basis, so customers decide to
buy only one or two as they don’t want
to spend loads of money every week.
Another explanation is that the majority
of magazines are distributed monthly so
they must wait another month to
purchase more magazines, meaning they
only get 1-2 in a week.

Primary Research
people don’t buy music magazines, but
out of the people who do buy
magazines, Q is the most popular, this
may be because Q features many
different genres so targets a much wider
audience compared to single genre
magazines such as XXL
This graph shows that the majority of people
don’t subscribe to magazine, this is because
most people don’t read music magazines
therefore would not subscribe to any. Only
people who are very into a magazine who
would want it every month will subscribe,
therefore it is only a low percentage.
people would pay under £4.01 for a
magazine, this Is probably because it is
not something which is a necessity to
many people, therefore people don’t
want to spend a lot of money on it

Secondary Research
https://www.greatmagazines.co.uk/q-magazine?gclid=CLfAk_-
pj9ACFcIV0wodXVsBHg
On greatmagazines.co.uk it has a list of reviews on q magazine.
“My favorite magazine that I subscribe to.”
This review shows that the person thinks the magazine is the best on the market, and is worth the price to subscribe to it. This review is
good as it shows Q is doing better than its competitors.
“Fantastic magazine with great features”
This review shows that people like the features Q have, this is a good thing as Q can take this praise into consideration and keep doing the
features they are doing, and do it even more, as that is what attracts people to the magazine.
“Possibly the greatest music magazine in the world. Worth the money, especially having it shipped all the way to America!”
This is a very positive review, it shows that Q is such a good magazine that people don’t mind paying a lot of money for it. It also shows
that it is also a popular magazine in America because people are shipping it over. This is really good as it means it appeals to markets
across countries, it doesn’t just appeal to the English target market

Product Advertising and Marketing
• Above the line: Advertising which is designed to target a large audience,
examples include advertisements on TV, radio and in newspapers.
• Below the line: Advertising which is designed to reach a much smaller
audience, but targets an audience who would be interested in the product.
Social media marketing and content marketing are examples of this.
• Q magazine is mainly advertised by just being on the shelf, it is designed so it
will stand out to a pass along audience who notice it and want to buy it. One
way they do this is by using red which is a bright colour so will stand out
against other dull colours. Another way is by using star appeal, this works as
people notice big artists which they are fans of and want to read about, this
makes them want to read the magazine, so therefore buy it.
• E media is the main way Q is promoted, it has its own YouTube, Facebook,
Instagram, Pinterest and Twitter. This is a good way of promotion as social
media is one of the largest markets in the world, which means it has lots of
people using it which will be in Q’s target audience. Social media is also very
versatile, there is lots of different ways to utilise it to gain publicity for the
brand. For example on Instagram and Twitter hashtags can be used which can
start ‘trending’ meaning that the information Q puts out will be seen by
thousands of people, this is a great way of promoting the product.
• Q uses below the line marketing through social media, even though it is
below the line, it is a way of advertising which can target a large audience.
This is shown by their Instagram page which has 12.3 thousand followers.

Product Advertising and Marketing Continued
• Another way they market below the line is the ‘Q awards’ event which
they host annually. It is a way of marketing as people interested in music
and like to see who receives awards will watch the event, and may decide
to buy the magazine as they will be exposed to the brand, as it is of the
same name ‘Q’. Another way it will attract people is by for example giving
Kanye West an award, then the fans of Kanye west will find out about him
receiving the award, and may look into it further and discover Q
magazine, which they then might buy. Their YouTube channel is a way
that they promote the awards and other Q related events, so their
channel is another below the line way of advertising.
• An above the line way Q advertises is through things such as billboards
and posters, this attracts attention as the pass along audience can be
massive depending on where the advert is placed, for example if they had
a poster inside a train carriage, or a large billboard on a busy street, then
thousands of people will see it and possibly look at Q further, leading to
them purchasing it.
• Guerilla marketing is a way of marketing in a low budget, unconventional
way which gains attention of the public in a more memorable way. I have
researched and cannot find any ways in which Q magazine has used this
format of marketing, this my be because Q is a very professional
company, and therefore may value more traditional ways of
advertisement, or they may think that their audience would not react to
guerilla marketing, and therefore pointless in doing it.
http://www.q
themusic.co
m/q-awards/

Main image: Kanye west is on the cover,
he is positioned in front of the masthead.
This connotes to the reader that he is
important as he is in front of the masthead
which shows more people will buy the
magazine because of him rather than
buying it because it is Q magazine. This
links into star appeal as Kanye west is one
of the most recognized artists in music and
is also known in other industries such as
fashion. Because of this massive star
appeal the editors would want him to be
in front of the mast head as it will attract
more people to buy the magazine as his
fans or people interested in him will buy
the magazine to see what he has to say or
what he is doing.
The shot type is a full body shot. This
connotes power as whole artist is on the
magazine, you can also see his stance
which is wide, also connoting power.
Another thing the wide shot does is shows
off the clothes the artist is wearing, this is
good as the audience may relate to it if
they see cool clothes which they have or
want to have. Then because they see this
they would think the magazine is cool and
will want to buy it.
Masthead: The verbal
code of the masthead is
bright red so stands out
and can be clearly seen on
a shelf. The Q is in a simple
font. This has connotations
that the magazine can
target a wide range of
people as it is simple and
doesn't’t target a small
group, instead it tries to
target the majority of
people.
Main Headline: The verbal code
of the main headline just says his
name in the largest text used on
the whole cover, this connotes
that he is important as they want
him to be the first thing people
see when they look at the
magazine. This is because of star
appeal as Kanye West is such a
well known artist that he will
make more people buy the
magazine. Also in the headline it
denotes “the audience with the
ultimate antihero” this will make
people want to buy the magazine
to find out why he is the ultimate
antihero, this is because the
word ultimate connotes that he
is the best at being an antihero
and the word antihero connotes
that he has one something bad,
which will make people buy the
magazine as they want to see
what he has done because he is
famous for being a antihero so
they want to keep up to date
with what he's done
Date, price and Barcode
Front Cover Analysis
Strapline: The magazine strapline is “the UK’s
greatest music magazine” this shows that the
pride themselves is being the largest magazine
and wants everyone to know that they are
Cover Lines: The cover
lines also attract people to
the magazine, although
they may not be as big as
the artist in the main
headline they are still well
known musicians, this
creates even more star
appeal as the audience will
see that the magazine is
full of popular artists so
will want to find out more
about the different artists

Contents Analysis
The largest thing on the page is
this image, this connotes that
the story that goes along with
the image the most important
and therefore will attract people
to read this article.
This section showcases the parts
they deem to be the best sections
to read, this will then make people
read these sections as they will
think they are interesting or
relevant. The article names ae in
bold and the page references are
in red, this makes the magazine a
lot easier to read for the
customers as they can clearly see
what the articles are called, what
the paged number is and then
easily locate it as every page has a
number consistently throughout.
There is a separate section called “Oasis
Special!” the word “special” connotes to
the reader that it is a must read and
that it is a one off, this will make them
feel that it is important that they read
this section, and feel lucky they have a
copy of the magazine with a special in it.
The use of the colour gold for this
section only highlights the importance
and how special this section of the
magazine is. It is also highlighted by the
use of an exclamation after the word
special, which clearly connotes to the
reader that they need to read this
section
There is a separate section in the corner
called “Every Month” this shows the reader
what the magazine features in every
magazine. This connotes to the reader a
sense of professionalism as they have a
consistency in their magazine issues.
The brand identity is carried across
from the front cover as the
masthead is featured in the top
left corner just like it is on the
front cover, this way the reader
will see the logo a lot and start to
get familiar with the brand.
A typical issue of Q features lots
of articles and interviews with
different artists. The contents
shows that this is a typical issue,
as the features section shows
that there will be lots of articles
and a few interviews.
The purpose of the sublines is to
give the reader more
information about the article, so
when they are attracted to it by
the headline, they can read a
preview of the article to see
what its going to be about, this
could interest them making
them want to read it
This is the subline, this is an explanation of what
the picture is or what its about, this is important
to go give readers more information about photo
if the want it. Therefore if they are interested
they can read more. In this magazine the subline
is a quote from the article which the photo is
from, it also has a page number, this means that
if the photo interests any readers they know
exactly what page to go to, to read more.

Pull Quote: The purpose of
the pull quote is to interest
the reader making them
want to read the entire
article. On this double page
spread the pull quote is “do I
ever have a casual Friday?
Absolutely!” this makes the
reader want to read the rest
of the article as they want to
find out what he does on a
casual Friday as they want to
get to know the artist on a
more personal level. The
word “absolutely!” will make
the reader want to read on
as it makes it seem really
interesting what he does on
his casual Fridays so the
readers want to find out
what it is
Drop Capital: This shows the
reader where they are
supposed to start reading. This
makes the magazine easier for
the reader to read, therefore
they are more likely to enjoy
Page Number: The page number is on every page, this
makes it easy for the reader to locate pages that they
want to read about, as there is a contents page the
web address is with the page number at the bottom,
this is good as it means if the reader is interested in
the article and want to read more, they know the web
address so can go online and look at more information
on Q
Differentiated Questions and Answers: The questions used in this double page spread are a mix of
informal and formal questions. There is informal questions such as “does Davey Havok ever have a
casual Friday?” or “so what's your secret?” but there is also formal questions such as “has internet
led to the death of the rock star?” this mix of informal and formal questions is effective as it will
appeal to a wider target audience, because some people may only be interested in formal questions
or only interested in informal questions, but they have both so all parties are happy. The questions
and answers are clearly differentiated as the questions are highlighted in white and the answers are
not highlighted at all, by doping this the reader can easily see the difference, so they can read it easily
without getting confused.
DPS Analysis
Main Image: The image is
made to look dark and quite
gothic as it showcases the
persons tattoos and large
earing, the purpose of this is
to attract a certain audience,
which would be people who
enjoy rock music. This is
because the interview is of a
rock artist so it will only
interest people who like this
genre of music.

Website Annotations
on the website there is links (synergy)
to several social media accounts Q
has, such as Twitter, Facebook and
Instagram. It is important for the
magazine to have synergy with social
media as it allows them to target a
wider range of audience, as the
majority of young people use social
media whereas a small amount of
people would buy magazines in
comparison. Using social media is also
important as it is interactive therefore
videos, slideshows and other forms of
media can be used that cant be used
in a magazine. It is also a way of
showing customers thing which they
cannot show in their magazine, for
example on their YouTube account
they have interviews with music
artists, this content could not be put in
a magazine unless converted into
words, which may not come across as
well as the artist speaking through a
video. This allows Q to publish much
more content which will please the
customers as they have much more
content to look at.
It has a layout which is quite
similar to a magazine, as it has
the logo at the top which is
like a masthead on a
magazine, it has a main image
in the center and has links to
different stories at the side of
the website which is similar to
cover lines .
Similarities of the website to a
hard copy, is the layout it has
a very similar layout to a hard
copy with several elements
being the same or very alike.
Another similarity is the
content a lot of the content is
identical to what would be in a
hard copy of a magazine.
There is also differences, the
main one being the
interactivity of the website,
instead of flicking through
pages which may be long and
tedious for some people, you
can click links taking you
directly to the stories you
want to read. Also as it is
interactive videos can be
shown which can allow visual
content to be shared which
wouldn't’t be possible in a
hard copy.
On the website it has a lot of content which can be
found in the magazines, with tabs at the top taking you
to interviews, columns, and win which are all things
which can be found in the physical copy of the magazine.
It also has extra content which isn't found in magazines
such as playlists and videos.
http://www.qthemusic.
com

Broadsheet Red top tabloids Free Sheets
Newspaper in the largest
format with typically long
columns and pages
They are considered to be
much more serious with
only hard news, they don’t
sensationalize as much as
red top tabloids do, which
is why they are read by a
more sophisticated
audience who are
interested in important
subjects such as politics.
Red top tabloids are
newspapers that focus on a
mix of hard news which is
serious/important such as
things like terrorism and
major political changes. And
soft news stories, which is less
important things like celebrity
news and entertainment.
They often use
sensationalism in their
headlines to attract people to
buy the magazine.
A free sheet newspaper is a
newspaper distributed for free, an
example is the Metro which is
commonly given out on public
transport.
As these newspapers do not make
money through sales they increase
the premium of advertising in their
newspapers in order to make more
money through this.
Metro is on of the larger free sheet,
they get on average around 3.2
million readers a day.
http://metro.co.uk/
2013/10/15/metros
-audience-
4164994/

Daily Mirror
• The Daily Mirror is a newspaper owned by the publisher Trinity Mirror, the paper
was launched in 1903, firstly as The Mirror a paper for women, this was later
changed as it was not reaching a broad enough audience.
• The denotation of the name is “Daily Mirror”. The verbal code ‘daily’ highlights
that the newspaper comes out on a daily basis. The verbal code mirror has
connotations of reflections, or looking back at yourself, this would make the
reader think that the newspaper chooses articles which relate to the readers life,
or ‘reflect’ everything that’s going on in the world/country.
• The genre of the newspaper isn't clear, it mixes a lot of soft news with hard news,
it doesn’t stick to one type. This is good as it means a wider audience is reached
and more copies of the paper are sold.
• In 2016 the paper had circulation figures of 716,923
www.mirror.co.uk

Style
Dimensions/Size
The Daily Mirror is a red top tabloid, therefore it is around 432 by 279
millimetres as this is roughly the size of most red top tabloid as they are
supposed to be more compact than broadsheets.
Print and Digital
The Daily Mirror makes most of the revenue through their print
publishing however they also have a website where they also post
many of the stories featured in the physical newspaper and more. This
allows them to target a wide range of customers, as the print based is
read by many older people 30

‘News Values’ (Galtung & Ruge)
The story of Coleen's torment, uses the news value of ‘frequency’, this
is because a short term problem has been used as the main headline,
rather than a long term issue, such as an ongoing famine in a different
country. This is because readers prefer to read about the latest
stories, and a long term issue would've already been covered a
number of times. This also uses the value of ‘personalisation’ which
is when a story is valued higher, and attracts more of an audience
because it features a main person, as well as ‘reference to elite
persons’, which means that celebrities being featured attracts a much
larger audience than ordinary people, which is another reason why
the story is judged as more important than a famine.
http://heworthmediastudi
es.blogspot.co.uk/2010/04
/galtung-and-ruge-news-
values-theory.html

News Selection
• The Daily Mirror has a mix of soft and hard news, however it mostly features soft news, this
is common in red top tabloids as they are targeted towards an audience which is low on
the socio-economic graph.
• This is shown in the picture below as the majority of the front cover is filled with a story
about a celebrity, whereas an important event, a second oil rig exploding only covers a
small section of the cover, and nothing is really done to make it stand out.
• Another thing that highlights the dominance of soft news, is that under the main headline
which is talking about Cheryl Cole’s divorce it says “she gets custody of dogs” this
demonstrates how people who are attracted to the magazine are more interested about
who gets custody of a celebrities dog, which is something irrelevant to everyone else's lives
apart from them, than a oil rig exploding which could have massive detrimental impacts to
the environment.

Front Page Analysis
Masthead: The denotation of the masthead shows the logo of the ‘Daily
Mirror’ in a solid red colour, this colour can connote importance or
urgency showing that the magazine has exclusive news or news that the
reader wont of heard yet, this therefore attracts people into buying the
magazine.
Lead Story: The denotation of the
lead story is “Coleen’s Torment”
the connotation of this is that
Coleen is suffering, this is an
effective headline as fans of Coleen
or people aware of who she is will
be drawn in, and want to read the
story, meaning they will sell more
papers. It could be possibly
sensationalised, as Coleen may not
be suffering that much, “Torment”
may be an overstatement
The denotation of this
advertisement is ‘FREE inside TODAY James martin
recipe cards’, the connotations that are behind
this is that anybody who buys this newspaper is
getting a really good deal, the reason for this
firstly is because the word “FREE” is in capitals and
is also in the largest font of the advert, this
therefore highlights to the read that they are
getting something for free, which attracts many
people to buy the magazine as they want a deal.
Secondly they use James Martins celebrity status
to attract a wider audience to the advert, as if it
was just “recipe cards” then less people would
look at it, or think they're are getting something
worth it, but because it says “James Martin recipe
cards” more people will be interested and think
they are getting something good due to it being
celebrity affiliated.

The image is very
simple, it is just a picture of Coleen
Nolan posing for the camera, the
connotations of this are that she
features in the article herself in a
Q&A possibly, or just quotations,
this is because the picture looks like
a professional photo shoot,
therefore she must have had
contact with the Daily Mirror to
have the photo done, meaning she
knew the story was going ahead. It
is also useful because Coleens
name may not be known by some
people, but they may recognise her
face from TV shows she's featured
on like Loose Woman for example
The purpose of this is so the reader knows more facts about
the story, this means that people who weren't fully convinced to read
by the headline, they can get further information about the story
making them want to read on. It makes the reader want to read on as
its very vague so doesn’t give away all the details of what happened,
forcing them to read the full article if they want to find out the details.
The other stories featured on
the newspapers cover are in much brighter
colours, this one for example is in green with
yellow text, this is much brighter than the lead
story which is mostly black and white.
Therefore even though the secondary leads
have smaller space on the cover, the brighter
colours mean that readers eyes are attracted
to the section.
Front Page Analysis

Denotation and Connotation of Newspaper Double Page Spread
The denotation of the headline for the newspaper is ‘BUT I DIDN’T KILL MADDIE’, this is effective because it
captures the readers attention, due to it being in the largest font of the page, spreading across both pages and
being in all capitals. One visual code is that the main headline has been placed across both pages, this can
connote its high importance.
These are in the top right hand
corners of the page, this is good
positioning as people use the
corner of the page to turn it,
therefore they will know what
page they are on.
Gives more detail into the story, enticing the
reader to read more so they can get the full
picture, it draws the readers attention to it
because some parts are in red text which
stands out against the other monotone text.
The article has a large box full of
statistics and simple facts about the
article , this is useful to target a
more sophisticated reader who
wants to know all the statistics and
figures, as well as a less
sophisticated reader who likes to
read the simplified facts rather
than the whole article. It is also
good as in relation to Katz, they
‘inform and educate’ the reader.
The news value (Galtung & Ruge) that applies
to this double page spread is “threshold
magnitude”. This is where there is a large story
being covered in this case the kidnapping of
Madeleine McCann so it is seen as threshold
magnitude as it is a defining event in this
country.
Another news value that applies to this double
page spread is “negativity”. This relates as even
though the suspect is saying he is innocent the
way the article is written given a negative look
towards him, as it lists things such as “YES I'm a
convicted paedophile” which automatically make
the reader look down on him and make the story
negative.

The Daily Mirrors relationship with ASDA
• ASDA has a lot of adverts within the newspaper, this is because the Daily
Mirror is a red top tabloid which are mostly bought by people lower on the
socio economic class, because of the paper heavily featuring stories on
celebrities and sports news. This links well to ASDA as it is a supermarket
which is known for high quality but cheap prices, therefore attracting the
same market the newspaper does. This is highlighted in some of the adverts
ASDA produced, for example in the furthest advert to the left it shows a few
essential products which are on sale, this makes people see that the are
getting a deal and saving money attracting them to buy the items.

Advertised Products
This advert is by ASDA. They attract the reader to the advert by using bright
colours, they use the colour green which stands out against the rest of the
page which is mostly black and white, it also is useful as it is known as they
colour of ASDA which is a well known brand, therefore people will see that
colour and look at the advert as they know it is ASDA a supermarket known
for good deals and cheap prices.
They also use three movie covers, this attracts people as they are all well
known films so people know they're getting something good and are not
getting scammed. The covers are conveniently positioned next to the price
of them which is only £5, this is a price that many people see as cheap for a
movie, so it is useful having this in large on the advert as it means people
will be attracted to buy them.
The supermarkets name is featured 3 times in large on the advert, this is
helpful as the reader will see it multiple times making the name get stuck in
their head so they remember who the advert was for, and make the name
recognisable.

Advertisement Pricing
http://www.newsworks.org.uk/daily-mirror
The Daily Mirror offers several different types of advertisements for a business to
purchase. The price of the adverts depends on a few different factors. Firstly the
position of the advert, the most expensive is the ROP (run of paper) this is the main
part of the newspaper, where all the biggest stories are positioned, and therefore
where the majority of readers read in most depth, This explains why it’s the most
expensive to advertise here.
Another factor affecting price is colour, an advert in colour costs considerably more
than a monotone advert, this is because coloured adverts stand out, so attract more
people to see them, whereas black and white adverts don’t stand out nearly as much.

Advertisement Pricing continued
I also emailed the Daily Mirror to ask what the advertising prices would be,
someone representing the company replied. They told me that the Daily
Mirror works with rate card scc (per single column centimetre).
They said the price to advertise in the front half of the magazine would be
£142 scc whereas advertising in the back half would cost £75 scc. This is
because the all of the readers will read the first half of the paper as this is
where the big news stories are, the less important stories are at the back,
therefore attracts less readers. They also told me that they offer a discount
based on volume of adverts, and previous rates they offered, this explains
why many adverts in the newspaper are from the same company, such as
ASDA as I previously explored.
They also told me the rates of a the advertisement size, it is worked out by
the height in cm of the advert multiplied by the columns then multiplied by
the rate card, so for example a full page advertisement in the front half of
the paper will cost (34cm x 7 column x £142 = £33,796) £33,796

Demographics of the Daily Mirror
This connotes that the readership is 100% adults, therefore highlighting that the content of the newspaper is targeted for this
audience and may be too complicated for a younger audience or about topics which do not interest children.
The readership is almost 50% of each gender but it has slightly more males, this may be due to the sports section at the back
attracting slightly more male readers than female.
The readership age is 72% 35+, which again may be due to the content being sophisticated or covering topics which are suited
to an older audience, for example politics. Many adults under the age of 35 are not interested in politics.
The socio-economic profile denotes that 74% of readers are in the ABC1 category. This further highlights that the content may
be sophisticated, ‘hard news’ and therefore hard to understand for someone in a lower socio-economic class. Therefore this is
anti-stereotypical because when looking at red-top tabloids a low socio-economic class is expected due to the large amount of
content being ‘soft news’.

Demographics of the Daily Mirror
Hartley’s seven subjectivities Theory
Age: The audience of the Daily Mirror is 72% over 35, this shows that the newspaper is mainly aimed at an older audience, this is because of the
subjects covered in the newspaper, many stories are about politics, crime or personal life of celebrities. These subjects are not suitable for a young
audience, and may not be interesting for people in their 20s, this is why the majority of readership is above the age of 35.
Gender: The gender is almost equal, 57% are men, and 43% are women. They are vey equal because the content covered in the magazine isn't aimed at
a specific genre, it can be read by either. However the slightly higher percentage of men may be caused by the sports section a the back, this attracts
men who wouldn’t normally read newspapers, but are interested in the sports section. Also there is a lot of magazines on sale which are aimed at
females, this means that women choose to read theses magazines instead of the newspapers, this then leads to a higher percentage of male readers.
Katz’ Uses & Gratifications Theory
Inform and Educate: The newspaper is full of the latest stories, which feature many statistics and facts, this attracts people to read the newspaper as
they want to find out these facts and stats in order to better understand what is currently happening in the world ,so they can impress others by telling
them the facts which they found out.
Socio-Economics
73% of the readers are in the ABC1 category, which establishes that the paper is sophisticated, and may cover stories or use language that the lower
classes struggle to understand, another reasoning for this is that the Daily Mirror costs 65p on weekdays and £1 on Saturdays, this is cheap, but the Sun
(a big competitor of the Daily Mirror) only costs 40p on weekdays and 70p on Saturdays, so people in lower classes may choose to buy the sun to save
some money.
Viewership
Male
Female

E-Media Platform Promotion
The Daily Mirror uses several social media sites, including the biggest three, Facebook,
Twitter and Instagram, to reach a wider audience across the e-media platform. this
highlights good technological convergence as they are keeping up with times and using
lots of different media platforms. They are also very well run this is shown by the
followers, their twitter account has over 870,000 followers and their Instagram has
74,000.To maintain this amount of followers it means they must post regularly on both,
and post good content to entertain the people enough in order to stay following, this
highlights how good their technological convergence is, as they successfully run
multiple social media accounts, as well as a website, which is also updated regularly
and kept up to date.

Trend Analysis
The graph below demonstrates the percentage change in readers of newspapers by month and year. It
highlights that the majority of magazines have been in large decline yearly and monthly, with a few growing
slightly. The Daily Mirror has dropped by around 6% since the last year, and around 1% in the last month, this
displays that their readership is slowly declining, which may link to another form of media growing. I tried to
compare this to the subscriber change of the Daily Mirrors subscriber count, however I could not find a
yearly change, only a graph of the last 4 weeks. This is also interesting as it shows that the subscriber count
has stayed fairly consistent throughout the 4 week period, meaning they have a solid base of people who are
subscribed and watch all of their videos, but it is not consistent throughout, there is a sudden dip and peak
across two days, but then is returns to normal, this is very unusual as it suddenly drops by 75 one day, rises
150 the next, then drops 75 back to normal the following day. After looking through the daily mirrors account
I can find no reason for change in subscribers, so it may be a fault in the statistic collection. This would mean
that the amount of subscribers should have stayed consistent throughout the entire 4 weeks, which clearly
connotes how they have a stable following on YouTube.
http://www.statsheep.com
/dailymirror/28days

Advertising to consumers –
Convergent technology
I have chosen the example of this TV advert, which the Daily Mirror also posted onto their YouTube page. This highlights their
technological convergence as they decided to post their advert on social media as well as TV because they know it will reach two
different audiences. The video has over 270,000 views, this displays that they are good at advertising as lots of people have gone
to watch it, meaning it must be good, because usually people skip adverts or get annoyed when they come on TV, the way they
did this is by going for a comedic advert as this makes people laugh and feel happy, which they then associate that feeling with
the newspaper.
15,056
Subscribers
270,533 Views
Other videos posted by
them show at the side,
this is a great way of
advertising as people
may watch one, then
keep watching more if
they enjoyed it.

Website analysis - Home page
The websites home page features a large story, this changes each day so it is always covering the latest
and biggest story. This highlights their technological convergence as they are constantly updating their
website because they know it is a important part of gaining readers and making money. The page also
features many sections at the top, this is effective as it lets the reader see what all the different sections
are, so they can easily navigate the website and go to the pages they want. This will make them enjoy it
more, and therefore want to go to the website again. The page is presented very similar to a newspaper
is, They feature a main story and attract readers to read it by featuring several pictures, as well as a
headline which uses sensationalised Language, in this case ‘heroin epidemic’ which captivates the
audience making them want to read more in the exact same way a newspaper does.

Website analysis – Contact Us
The contact page is good because it is detailed and split into sections of who to contact for what query you have, this is so
effective because it allows the reader to contact the right person, so they can therefore get the feedback they want which will
make them happy, but also it means the right people get contacted, so nobodies time gets wasted reading emails that do not
concern them. It is also a really easy page to find, this means more businesses will get in contact, this means the newspaper will
get more opportunities, therefore benefitting them. It also means that people can contact the newspaper if they want to send in
photos they have taken of celebrity, or events that may be covered in the paper, they may also be able to supply stories about
their own life or somebody else's which could then be used on the newspaper, this is called ‘citizen journalism’ (Gillmor – 2004).
This is a positive for the newspaper as it means they can get exclusive stories without having to do much work or searching as the
stories are sent to them.

Website analysis – Editorial Complaints
This is a very important section, because without it people wouldn’t be able to make complaints, and therefore may be able
to sue the company because there complaint is something large. The complaints page is well made, as it also has links to the
IPSO website, so people who want to make complaints could read that beforehand to make sure that their complaint is valid,
this could mean a lot less invalid complaints are received, which is a positive as less time would be wasted reading them and
replying to them. Another positive is how easy it is to get to this page, this is a positive as it means that people would be
able to quickly make complaints and the mirror could read them and use the feedback to adjust the paper, making it aw
good as possible, and meeting the customers needs.

IPSO Editors Code of Practice
Accuracy
Must not publish inaccurate, misleading or distorted information. If a inaccurate or misleading statement is made it must be promptly corrected with an
apology published
Privacy
Home, health, family life and correspondence must be respected with privacy, any intrusions without consent must be justified by editors. Complaints of
public disclosure of information will be accounted
Harassment
Journalists must not harass, intimidate or persistently pursuit an individual in order to get information.
Intrusion into grief or shock
In cases of grief or shock any approaches must be made with discretion and sympathy
Reporting suicide
Detail cannot be used to explain the way they died to prevent people copying
Children
Children should be able to complete time at school without unnecessary intrusion, and must not be approached or photographed without permission.
Children in sex cases
Must not identify victim if they are under 16. No language can be used to imply the relationship between the accused and the victim
Hospitals
Journalists must identify themselves and get permission to enter non public areas of hospitals. The restrictions of privacy are particular to each individual
https://ww
w.ipso.co.u
k/IPSO/cop.
html

IPSO Editors Code of Practice continued
Reporting of Crime
Relatives or friends of accused/convicted person should not be identified without their consent, unless they're relevant to the story.
Clandestine devices and subterfuge
The press must not obtain or publish material by using hidden cameras or secret listening devices
Victims of sexual assault
Victims must not be identified unless there is justification and they are legally free to do so
Discrimination
Must avoid prejudicial reference to an individuals race, colour, religion, sex, sexual orientation, physical or mental illness or disability.
Financial journalism
Must not use financial information they receive in advance of its general publication for their own profit
Confidential Sources
Journalists have a moral obligation to protect confidential information
Witness payments in criminal trials
No payment to a witness, or person likely to be called a witness should be made in case once proceedings are active
Payment to criminals
Payments for stories, pictures or information in order to exploit a particular crime or to glorify/glamorise crime must not be made.
https://ww
w.ipso.co.u
k/IPSO/cop.
html

How they relate to the Newspaper
Reporting of crime
This is important as many stories covered in the news are about crime therefore they have to
make sure they are following the codes of practice, this is the most important to pay attention to
as there is several codes that relate to the reporting of crime, such as ‘victims of sexual assault’
and ‘Witness payments in criminal trials’
Discrimination
This is important in relation to newspapers as many stories will be about discrimination and
prejudice that has occurred in society, so the newspaper has to ensure that they are not using
any racist slurs or any sayings which could be seen as prejudice towards any individuals because
of their race, colour, religion, sex, sexual orientation, physical or mental illness or disability.
Financial Journalism
This is important especially for the Daily Mirror as it is a red top tabloid, therefore it features a lot
of stories about celebrities, many of these stories are to do with their wealth so it is important
they stick to the codes of practice to avoid being fined, or getting newspapers recalled.

Accuracy
• In 2014 The Daily Mirror was challenged by Madison Hawk who
claimed that a headline written about her was inaccurate and not
telling the truth, which placed her in a negative light, this goes against
the IPSO code of practice ‘accuracy’ which states “The press must
take care not to publish inaccurate, misleading or distorted
information, including pictures.” The complaint was upheld, and The
Daily Mirror was forced to publish a correction, which was a footnote
to the article, correcting the mistakes it made and apologising for the
inaccuracy.
https://www.ipso.co.uk/rulings-and-
resolution-statements/ruling/?id=01319-14

Conclusion
• In conclusion this unit has allowed me to investigate a UK based
publishing media (Daily Mirror), and helped me find out some of the
reasons why it operates in the way it does.
• I analysed the newspaper in detail, looking at its front page, a double
page spread, and some adverts included. Then I looked at the
websites home page, contact us page and complaints page to look at
how this differed, and to see if there was a difference in target
audience.
• Finally I looked at the IPSO codes of practice, I discussed what they
were and how they related to the newspaper. I found that many
codes did relate due to the newspaper covering hard and soft news.

Ollie long unit 30 lo1

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