The document discusses the magazine "We Love Pop", which targets teenage girls aged 11-15 with content about mainstream pop music artists. It was created in 2011 by publisher Egmont to capitalize on the resurgence of music magazines. The magazine uses bright colors and informal language to appeal to its target audience. It launched with a large marketing campaign across retailers and online platforms to promote exclusive content and free gifts aimed at teenage girls' interests.

1. Case Study

3. About the magazine
• We Love Pop is a music magazine orientated around mainstream pop music, and
provides “exclusive backstage access, photos and interviews” with different pop
artists and bands.
• We Love Pop was created by Egmont in 2011 and it means to “capture the
resurgence of music magazines in the UK”. It is aimed at teenage girls aged
between 11-15 years old, who are expected to have a keen interest in mainstream
pop music, especially in popular music artists such as One Direction, Katy Perry
and Taylor Swift. The teen readers may also have varying interests in different TV
shows and films, which We Love Pop attempts to cover in their “What to watch”
page.
• We Love Pop is produced and published by Egmont UK Ltd, one of the biggest
magazine producers and publishers for children in the UK. We Love Pop is the
only music magazine which Egmont produces and publishes, and is one of their
most successful magazines.
• It is sold monthly at a price of £2.99 and it also gives free gifts such as make up
sets, secret diaries and nail varnishes.

4. Inside We Love Pop….
Articles respect the codes and conventions of the magazine, they
use the same bold font and the colours are bright and vibrant.
Articles combine text with image for a more visually appealing
look.

5. First issue
The first issue of We Love Pop launched
with a print run of 200,000 in July 2011.
The magazine's launch was supported by an
above-the-line marketing campaign, which
included point-of-sale activity in Tesco,
Asda, Co-Op, Sainsbury’s and Morrison‘s
stores nationally.
As part of the campaign, outdoor ads,
created in-house, ran across 30 London bus
routes, with digital activity created by Hello
World placed online at Sugarscape and
Vevo.com.
The magazine's launch was also promoted
heavily via Twitter, with both The Wanted
and Justin Bieber plugging its launch.

6. Mode of address
• Features informal words and phrases that the TA
might use
• Bubbly, funny language, approaching teenage girls
• Friendly, suggests a good, friend-to-friend
relationship between the reader and the magazine
• Addresses to the reader directly, using a light tone
and making the target audience feel comfortable as
they are able to understand exactly what the
magazine is talking about

8. Reader profile
• The intended audience of “We Love Pop” is teenage girls aged between 11
and 15. The audience uses several kinds of media, social network, as this
could be their main source of contact with their friends, and the
magazine, if they choose to write in, as they are encouraged to every issue.
The audience are not expected to be in any form of job, so it is expected
that the parents would pay for the magazine, or would give the audience
pocket money, with which the audience would buy the magazine. Because
of this, the magazine must contain content suitable for the age range, and
for which the parents would consider to be appropriate for their children.

9. How does the magazine appeal to
their audience?
• Mainly targets their intended audience through its use of
colloquial language. The magazine also uses slang that the
audience are familiar with, such as “OMG”, and puns linking
to the artists featured in the magazine.
• The magazine usually contains lots of bright vibrant colours,
therefore revealing that it is aimed at young girls, pink is used
frequently.
• The readers are also offered free gifts such as stickers, make-
up, nail polish etc., revealing that they are expected to follow
various trends and styles.

10. Promotion
• When the magazine was first launched, it was supported by
an extensive marketing campaign, including special
promotional sales by “high profile retailers” Tesco, Asda, Co-
op, Sainsbury’s, Morrison's and WHSmith.
• This was also accompanied by an outdoor advertising
campaign across 30 London Bus routes, and a digital
marketing campaign including activity across Stardoll,
Sugarscape and Vevo.com.