This document provides a detailed case study of Mojo magazine, including facts about its readership statistics and decline, target audience demographics, and branding elements. The magazine has a circulation of around 79,000 readers who tend to be older males of the ABC1 socioeconomic class interested in high brow music. The document examines Mojo's branding, including its classic black and silver color scheme, use of iconic music figures, and section layouts to appeal to its target audience.

1. MOJO
MAGAZINE
DETAILED CASE STUDY

2. FACTS
• 560 FOLLOWS on Google
• Published by Bauer Media (large, successful
publishing company)
• Website, Twitter, Facebook pages
• Monthly High Brow Music Magazine
• £4.60
• 29th October – 20th Anniversary
• Circulation figures
79,345, down 6.8 per cent

3. Target Audience
•
•
•
•
Mean age of 37
ABC1 demographic
Higher percentage of males
Readership numbers: 210,000

4. MOJO
•Spell/ charm
•Sex appeal
•Talent
Popularised by Austin Powers (1997)

5. Banner four sections.
1st section, special offer, including a
Free CD, (rock n roll) draws in the reader,
‘Music Magazine’ hand written, looks
Classic and classy.
Masterhead
Black and silver, sophistication/classic look
Eye catching, big, bold font 3D
Behind the main image, spread across the top
Section of the magazine.
The slanted look of the ‘UP’
Highlights the fact that it looks as if. Its
Shouting at you.
Alliteration and plosives.
The ‘P’ sound, emphasising
The feeling of energetic, loud and gossipy
The ‘136 Reviews’ highlights the fact, that
They have been around for long, the oldest
Record and achievements.
Image
Music Icon Paul Mactrney
Pointing at the target audience
Personal relationship, direct eye contact.
Dressed in black and white, classic lookAssociated with brand identity.
Paul Mactrney, represents the ‘genre’ well
Suited to the target audience.
Cover lines
Red, black and silver, simple classic colour
Theme
Brand identity of being classic and sophisticated
Red, stands out, key features in the magazine
Selling point, eye-catching.
Four main different font sizes, and only
One font style.
Image
Black and white looks better on older
People, also matches the colour theme
‘Beatles’ one of the main colours they
Were knows to be seen in.
Barcode is in the bottom corner of the
page, with the date and time (classy)

7. House style- Font type colour themes, same font
As the Masterhead.
Street names & places
Famous roads and ‘Vine street’
Representing Elvis Presley,
Icon for Rock n Roll.
Date
added, Important in
the media, shows
what's current and
what's not.
Sections headers titles
Keeps the magazine organised, and
Easier for the reader to navigate, the
Sections in the magazine.
Article titles, enlarged and capitalised.
Quote, added to make the feature, more
Exciting, also says a lot about Lou Reed
Makes him look honest and well educated,
‘Othello’- Shakespeare.
Wants to be a tragic hero. Making him sound
Interesting ironic
The colour of the contents, contrasts
Against the white background, in a white
Font.
Issue number shows off popularity
240 editions, emphasised how many issues
That have been produced
Image
A single image, the whole rock look is there
Costume- Leather jacket, with a plastic rain
Coat over it, shades on, it’s a alternative
Different look, wanting to stand out and
Catch attention.

8. Shot Long shot
Masterhead, log
o brand
identity, builds
up recognition.
Caption in each image, name of artist, and
page they’re featured
Red is a dominant colour and vibrant.
It's associated with, Rock or a controversial
Genre.
Image layout
Close
together, separated by
a thin white
layer, making the page
look neat and giving it
a classic look
Page layout
Column's, squares and lines, columns
Emphasising the layout of it being neat
Witty- clever, ‘Mojo, filter’
High angle shot
Unique to mojo having this feature
Not the usual editors, one off feature
Page number, by the logo

9. Main heading
Typical, always massive title, traditionally
Very large, big bold letters, with a font of its own
Different font
(TNR)
Colour Scheme
-Colours run on to the next
page, colours from his TShit.
-The white background is
suitable as it’s easy and
clear to read
Expression
Serious looking, not
Looking into the camera
Image:
- His T-Shirt represents his
personality (colourful &
vibrant.)
- The main image is spread
out over two pages of the
magazine
Includes date
Page number followed by the logo
Album cover title
Written in Italics
Opening paragraph
Drop letter, follows
down taking up the
first 7 lines.
The writing is written is present
tense, its happening now, artist also
refers to himself as ‘Mojo’.
Logo following by
Page number

10. This advertisement appears in Mojo
magazine as it will attract to their target
audience. The brand ‘DR. beats’ is a quality
and is expensive, it’s target audience has
similar aspects to Mojo. The layout of the
advertisement is neat, and tidy. It does this
by, using two main colours pink and black.
This advertisement will only appeal to
people who are music lovers and want a
quality sound and brand when listening to
music.
This advertisement, is very classic looking. It
uses one main font colour, which is combined
into its main image, making it look professional
and cleverly done. The presentations is clear and
neatly laid out. This type of advertisement,
appears in the Mojo magazine as it also suit
their target audience.
The last advertisement is advertised in the
Mojo magazine as it fits their target
audience, both target audiences are
similar, same interest, its personal to the
theme. The artist of the front cover is easy to
recognise which will appeal to the target
audience, making them want to continue and
purchase other copies of Mojo magazine.