EThompson - Unit 30: LO1 Powerpoint

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 30:
UK Media Publishing
P1 and P2 Evidence
Name: Emily Thompson
Candidate Number: 6107
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

SLIDE NUMBER: TITLE:
4 - Section One - Magazine
5 - Contacting Q magazine
6 - Bauer Media Group Publisher
7 - Q Magazine
8 - Key People at Q Magazine
9 - 10 - Production Process
11 - Demographics of Q Readers – Socio-Economic Needs Target Audience
12 - Readership and Circulation
13 - Brand Extensions
14 - Readership Online
15 - Advertising to Consumers: TV Advert Example
16 - 17 - Advertising to Consumers: Print Example
18 - Advertising Pricing
19 - National Express Partnership with Q
20 - 21 - Codes and Conventions, Denotations and Connotations of Q Front Cover
22 - 23 - Denotation and Connotation of a Double Page Spread
24 - Section Two: Newspaper
25 - Free sheet and Red top tabloid
26 - Broadsheet
27 - 28 - Codes and Conventions Denotation and Connotation of Newspaper
29 - 30 - Denotation and Connotation of Newspaper Double Page Spread
31 - Morrison’s partnership with The Sun
32 - 34 - Advertised products
35 - Demographics of The Sun
36 - Media Platform Promotion
37 - Advertising to Consumers: TV Advert Example
38 - Advertising Pricing
39 - 42 - The Sun Website Analysis
43 Conclusion

Before I carried out my initial research of Q magazine I decided that I would try to directly contact
someone who worked for the magazine, the purpose of this was to obtain any useful material that will
aid with my developing investigation. However after sending the email I have not received any
response. I decided that as I have not obtained information directly from Q magazine that I would
search for a press pack online, this result was more successful.
Within the press pack that is sourced from the Q advertising website there is lots of useful information
that I will be able to reference to support my further research.
Contacting Q magazine:
Relationship with the Magazine and Consumers

Products:
Today the Bauer Media Group currently offers
over 500 magazines in 15 countries, as well as
online, TV and radio stations. Popular magazine
names include, Heat, Yours, Empire and many
more specialist magazines. Additionally the
Bauer Media Group have a selection of other
music magazines other the Q, these include
popular names Kerrang! and Mojo. Source:
http://magazines.bauermediaadvertising.com/magazines
Bauer Media Group Publisher
About:
The Bauer Media Group is one of the largest
publishing companies in the UK. Originally it
started on the 2nd January 1875 when
lithographer Ludolph Bauer established a
printing house for business cards, this was based
in Hamburg, Germany. Source:
https://www.bauermedia.com/en/historie/
Ideology:
“Bauer Media Group is in a unique position to be able to deliver ground-
breaking consumer insight to media professional, having more market
leading brands across a wider breadth of market than any other media
owner.”- Bauer Media Group, 2014
This connotes to their consumers that they have a high
expectation of standards for their publications in order to
remain a successful company. They accentuate this with the
acknowledgement that they have the highest number of
market leading brands within their industry.
Source: https://www.bauermedia.co.uk/research
The connotations of ‘We think
popular’ demonstrates to
their audience that they know
what the most common and
popular trends are that are
being desired by the readers.

Date of first publication:
Q Magazine was started in October 1986; originally
it was going to be named ‘Cue’ with the sub-title of
‘The modern guide to music and more’. However
the magazines title made it mistaken for being a
Snooker magazine so was quickly changed to the
simple ‘Q’. Q Magazine is released on a monthly
basis and provides readers with the latest insight
into the indie genre of music.
Source: http://magazines.bauermediaadvertising.com/magazines/detail/Q
Associated Products:
Q Magazine now has an established website that is
constantly being updated with the latest
information about new music; additionally Q Radio
was launched in 2008 when Bauer Media Group
took over. Shows and presenters included
Drivetime with Danielle Perry and Q the 80’s with
Matthew Rudd. Unfortunately the station was
closed mid-2013 when Bauer Media made the
choice of changing the radio station to launch
Kisstory. Source:
http://magazines.bauermediaadvertising.com/magazines/detail/Q
http://www.qthemusic.com/
Publisher:
Q Magazine was first published by EMAP media
group. In 2008 EMAP sold their consumer
magazine titles to the Bauer Media Group. The two
launch editors of Q magazine are Mark Ellen and
David Hepworth, they had the idea of creating a
magazine that had high standards of photography
and reached out to a large target audience. Source:
http://www.qthemusic.com/
http://www.emap.com/http://www.bauermedia.co.uk/press/news/article/phi
l-alexander-now-editor-in-chief-of-q-magazine

Q Magazines Form
30.6 x 22.2 x
1.2 cm
Print and Digital:
Q magazine publish their magazine both through print and online media.
This means that their content is easier to access because of the variety
of ways it can be consumed. On their website they strongly advertise
their subscription service that offers readers a years worth of
subscription for a fraction of the retail price, both print and media
versions are available in this deal. By offering a discounted subscription
service to readers this guarantees a set number of magazines to be
released each month. This means that if the magazine does not sell well
for one month Q magazine will still be making some money from their
subscription readers who have already paid in advance.
Dimensions/Size of Q Magazine:
Through researching on the Q Magazine official website (www.qthemusic.com), I have
found that the dimensions of the print version of the magazine is approximately 30.6
x 22.2 x 1.2 cm. This is around the average size for a music magazine. For the digital
versions of the magazine this depends on the device that is being used to view the
content.
Style of Q Magazine:
Q magazine has a consistent style through the different fonts, page layouts and images
that they use. By keeping this consistency of the house style it generates association to
the magazine. When repeating features such as font and colours schemes, eventually
the reader will internalise these and feel that these are only specific features of the
magazine and cannot be found anywhere else. Q magazine typically uses the colours
red, blue, white and black to demonstrate this consistency.

Key People at Q Magazine:
Source: http://magazines.bauermediaadvertising.com/news/detail/phil-
alexander-now-editor-in-chief-of-q-magazine
Editor-in-Chief
Phil Alexander
Senior Editor
Matt Mason
Editor
Andrew Harrison
Associate Editor
(Digital)
Paul Stokes
Associate Editor
(Production)
Simon McEwan
Executive Content
Director
Jane Johnson
Brand Director
Rob Walsh
Senior Music
Content Team
Matt Phil
Music Manager
Martin Bojtos
Live Music and
Media Planner
Joel Hopkins
Publisher
David Bostock
Through research I have been
able to find the key people that
are employed at Q Magazine.
The two highest people at a
magazine company are the
Editor-in-Chief and the
Publisher. They make all the
important decisions for the
magazine.

Production Process:
DATE OF PUBLICATION:
The most important aspect of a magazine is when it is going to be published. Q Magazine is
a monthly magazine, that it published around the end of each month, with the latest
information of popular and new music.
MANAGING THE SCHEDULE:
After the initial release date for the magazine is set a schedule is created. This is so
that if anything is changed from the original content there will be an alternative and
the magazine will be released on time.
EDITORIAL AND BUDGETARY DECISION:
This next step is where the team comes together and decides the content
that is going to be published in the magazine, this can include inviting special
guests, photographs and even advertisements.
CONTENT ACQUISITION:
Within this stage the person who is going to create the content is
decided, this means that they have to choose between in-house
writers or external writers to write about certain topics. Additionally
illustrations are also being created whilst this is being decided.
Source: http://hosbeg.com/the-magazine-production-process/ http://3.bp.blogspot.com/-
w6gKMoKbO5A/UQu3McmsZBI/AAAAAAAAAmI/FR7-rGfvJ4A/s1600/contents+of+q+contents+page.tiff

Production Process Continued:
PAGE LAYOUT:
There are a team specifically just for sorting out the layout of the magazine to see
if all the content flows well and there is adequate space for advertisements. Once
this is checked the advertisements are inserted next to the content.
PROOFREADING:
The first hard copy of the magazine will be printed out in this stage, the
editorial department will look over the final piece and check again for
any mistakes, if any are found they will change it then print out an
updated new copy.
SUB-EDITING:
This stage focussed on the quality control of the magazine, details such as article facts,
spelling and grammar mistakes and page layout all have to be checked. This is important so
the magazine keeps up a good reputation and is high quality.
PUBLICATION AND DISTRIBUTION:
Once all the content is proofread by the team the whole
magazine is sent to print. When all of the magazines have
been printed they will be boxed up and sent to a
warehouse. Then there they will be sorted and sent to
smaller distributers to be sold to the public.
Source: http://hosbeg.com/the-magazine-production-process/,
http://www.newsstand.co.uk/i2388558/Zoom/Q-MAGAZINE_DEC-13.jpg

Demographics of Q Readers – Socio-Economic Needs
Target Audience
Source: http://ncrafts.files.wordpress.com/2013/05/socio-economic-needs.png
With reference to Hartley’s
7 Subjectivities this chart
illustrates that the
percentage demographic of
readers are male aged 15-
24 years old, the calculated
median age is 32 years old.
- Age
- Gender
- Class
- Ethnicity
- Self-image
- Nation
- Family
The target audience and readership of Q Magazine
according to the socio-economic need chart has a high
70% of readers that are in the boundary A, B and C1. This
means that they have a high disposable income and are
more likely to lead opinions within a group, known as an
Explorer, in accordance with Maslow’s Hierarchy of
Needs. Statistically Q Magazine has the second highest
ABC1 out of the whole men’s magazine market from
2012-2013. Source:http://www.bauermedia.co.uk/uploads/QMediaPack-
Feb2013.pdf
The high proportion of male readers is due
to the fact that articles within the
magazine largely feature male dominated
bands and singers.

Circulation: 48,353 (Jan- Jun ‘14)
Readership: 339,000 (Jan- Dec ‘13)
Statistics from February 2013
Unique Users 329,888
Page Impressions 569,659
Newsletter Subscribers 15,886
Readership and Circulation
Through my research I have found the statistics
for Q Magazine’s circulation and readership. The
magazine is released on a monthly basis. In
comparison to the most recent statistics and
statistics from June 2014 there is evidence that
the circulation rate has declined by nearly half in
three years.
Year (Jan-Jun) Circulation Statistics
2011 80,418
2012 64,596
2013 58,980
2014 48,3530
20,000
40,000
60,000
80,000
100,000
2011 2012 2013 2014
Circulation Statistics
Although there is evidence of a sharp
decrease in circulation numbers, Q magazine
has noticed a growth in users accessing
content online through their website
‘qthemusic.com’ with around 329,888 unique
users. Additionally Q has access to brand
extensions such as the Q app for iPad users.
Source: http://www.pressgazette.co.uk/customer-publishing
Source: http://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdf

Brand Extensions:
Relationship Between the Magazine and Audience
Q For iPad:
Mid 2012 Q released an iPad edition of their magazine, this engaged
all tablet readers with full magazine content, behind-the-scenes
footage as well as video and audio clips. The Q iPad edition was built
on publishing company Bauer Media’s exclusive tablet technology,
which enables advertisers to contribute as well. The first issue to be
released on the Q iPad application was the October 2012 issue that
featured Muse, the subscription service that has become available
on the tablet has a starting price of £2.99 for basic content.
The Q Awards:
Started in 1990 the Q awards is an annual UK music event
that showcases the biggest icons in music. Guest musicians
include, The Rolling Stones, Sir Paul McCartney, Oasis,
Radiohead, Adele, Pink Floyd and many more.
Richer Unsigned:
Richer unsigned was set up in 2014 in association with Q Magazine, it is a non-profit organisation
that promotes unknown artists through their website. Every month a competition is help where
bands and artists can upload an original track, then people vote on their favourite track, at the end
of the month the winner is announced and they win experiences playing in front of hundreds of
people and time in a professional studio.

Readership Online
There is evidence of cross media convergence through
several social media outlets. These all enable the
opportunity for readers to become a ‘prosumer’ by
voicing their opinions and queries directly to the Q
Magazine team. Additionally Q Magazine uses social
media to attract readers to different elements of the Q
brand. Through research I have found that Q Magazine
has an active YouTube, Twitter and Facebook page.
Social Media Statistics from September 2014
YouTube Subscribers
Source: http://www.youtube.com/user/Q4music
3,472
Facebook Fans
Source: https://www.facebook.com/QMagazine
80,067
Twitter Followers
Source: https://twitter.com/QMagazine
101,00
On the Q Magazine’s YouTube page
is ‘Featured Channels’, this
illustrates that Bauer Media, (the
magazine’s publishing company) is
using social media to promote
other products they distribute this
is an example of synergy.

Advertising to Consumers: TV Advert Example
http://www.youtube.com/watc
h?v=78UVEVzPeX4
Through my research I have found on YouTube a Q Magazine television advert, this is an example
of an E-media platform. Firstly the bold red Q logo flashes on screen against a white
background, this grabs the viewers attention with a woman's non-diegetic voice over of “put the
all new Q magazine on shuffle”. Immediately after, the content of the magazine is revealed with
appropriate sound effects and lettering, this creates a positive visual and audio aesthetic. The
advertisement displays a diverse cultural range of content from the magazine, including music,
politics and films, this ensures the captivation of a wide target audience. After the content of the
magazine is visually displayed one after the other, this then switches to a shot of the front cover
of the magazine with a voice over saying “Q a different take on music”. This connotes that they
are intentionally trying to add diversity and increase readership.
There are 170 views (as of
September 2014) on the YouTube
video, this is surprising a small
amount compared to the
popularity of the magazine.
However, the channel that
posted the video is not an official
Q magazine account.
The timing of the video is 30
seconds long, this is the
standard timing of a television
advert.
The suggested videos on
the right hand side of the
page attract a larger
audience because of
content from AC/DC

Advertising to Consumers: Print Example
March 2009 Issue No. 272
I have taken this photograph of a half a page
spread featuring a Rizla advertisement, this is one
example of print media advertising.
The verbal codes of this advert are simple yet
effective, in the centre of the image is a Rizla
package with ‘SUITED +’. The bold yellow lettering
draws the eye towards the advert because of the
contrasting colours between the writing and the
navy blue background.
Other verbal codes include smaller bold white
writing in the top and bottom right corners, these
display the website of the brand and also the brand
name again in yellow and a slogan of, “Its what you
make of it”. This slogan is directed at the reader and
is personal to their own opinion of what it actually
means.
Continually one of the main highlighting visual codes
within this advertisement are the bright red
wellington boots. This is evidence of symbolism as
wellington boots are typically associated with music
festivals, the readership of the magazine are the
target audience for music festivals are likely to relate
to this and are drawn to the product.
One technical code within this advertisement is
the shot type, this image was taken at eye level
so the reader can directly see the product.
However the two subject images were taken
separately and then resized later in the editing
process. Additionally in the editing stage the
Rizla package has been made to look like it is
leaning between the pair of boots.

Advertising to Consumers: Print Example
October 2014 Issue No. 339
By including all three of the these album
advertisement on one page shows that they are up to
date with a variety of music throughout several
different genres.
I have taken a picture of this set of advertisements in Q magazine,
it was featured near the beginning of the magazine. The three
advertisements all are album release based, and feature different
artists.
First Advertisement: Tweedy Album Release
The visual codes within this advertisement show an image of the
artists, the most eye-catching feature is the textured background
because of the slight variation in colour. The technical code of this
image in relation to the shot type is a close up. This gives them a
dramatic feel as one of them looks into the lens and another looks
away. On the right hand side of the advertisement is an image of
the album cover, this reminds the reader what the cover looks like
and serves as a ‘visual imperative’ (Galtung & Ruge).
Second Advertisement: Spoon Album Release
The main thing that stands out in this advertisement is the verbal
code, the album title ‘Spoon’ is in a large italic font in the centre of
the page. Underneath there is in a smaller font ‘They want my soul’
this grabs the readers attention as it is not a common saying.
Similar to the previous advert there is also the image of the album
cover that has comparable colours to the main background.
Third Advertisement: Simian Mobile Disco – Whorl
For this last advertisement the visual code is very dark, the main
colours are black, grey and orange. The contrast between the dark
black and the bright orange colours make the album cover be the
most prominent feature within the advert. Additionally there are
also verbal codes, these are all in white and state the title of the
album , release date and also the technical convergence through
the link to their official website.

Advertising Pricing
This is an example double page spread advertisement
from the October 2014 issue of Q magazine. The
placement of the advert was on the first double page of
the magazine before the contents page. An estimate of
how much this would cost is £19,136 because it is a
simple display advertisement but is within the front half
(FH) of the magazine.
Advertising within a magazine such as Q
can vary in price dependant on
whereabouts in the magazine the advert
is placed, how big it is and what type of
advertisement.
The rate of advertisement is a high figure
because of the large amount of
readership that the magazine has, this
correlates to the higher the readership
the more expensive advertising.
http://www.bauermedia.co.uk/upload
s/Q-MediaPack-2011.pdf

National Express Partnership with Q
Relationship with the Advertiser and the Publisher
In early 2013 Q magazine developed a partnership with National Express to help advertise during
the Reading and Leeds festival period in August. The intention of this campaign was to create a
connection with the magazine audience and encourage them to go to the music events throughout
the year, suggesting that the best method of travelling to these events is by National Express coach.
The concept launch of this partnership was
to give readers the chance to win an
‘Ultimate Rock ’n Roll Experience’ when
travelling to either Reading or Leeds on a
National Express coach. The Rock ‘n Roll
Experience included The Hives private gig
on-board the National Express coach and
the change to meet and talk to the band.
There were several ways that this partnership
competition was advertised to readers, Q Magazine
released two whole page spread advertorials that
aimed at encouraging readers to enter the
competition and then review their experience
afterwards.
Additionally there was lots of other cross media
convergence such as advertisements online,
newsletters and on all social media site outlets.

Codes and Conventions
Denotations and Connotations of Q Front Cover:
The denotation of the masthead on
the Front Cover is ‘Q’. The logo of the
magazine is a bright eye catching red
background against the contrasting
white ‘Q’ lettering. This red colouring
connotes that they are passionate
about what they publish. Additionally
the positioning of the masthead being
at the top right hand corner of the
page means it is easy to see in a
magazine shelf.
The font that has been used for the
‘Q’ is similar to that of the font type
‘Arial’ this is a common font used by
many making it easily recognisable,
this can further connote that the
magazine can be trusted as it is
familiar.
The denotation of the strapline is ‘The worlds greatest
music magazine” this has been placed above the
masthead. The connotation of this being at the top could
mean that is of high important to the magazine,
additionally this has been done so the text does not get
overshadowed by any other text on the front cover.
Within this list are secondary
stories that are featured in the
magazine, they have been
included on the front cover as
they still can gain ‘star appeal’
from the target audience with
the bold lettering and bright red
colour. These have been
positioned around the front
page image so they appear next
to or slightly behind, this is
because they are not associated
with the main story.
In the bottom left hand corner of the magazine is the barcode, price and date of the magazine. The retail price is £3.99, this demonstrates
that the socio-economic group that Q is targeted at is high, meaning they have more of a disposable income to spend on the magazine.

This has been positioned under the
magazine masthead, this is due to the
fact that people will look directly
underneath for what the content of
the magazine includes, a connotation
of this is that it has a higher
importance as it closer to the main
logo.
The denotation of the main headline is
the text ‘Oasis’, this is one of the
largest titles on the page, this
connotes its importance within the
magazine and that that information
must not be missed. The black
colouring of the letters makes it really
contrast with the white background
and the smaller red text surrounding
it, further making it stand out. To
support the main headline the
magazine have included a quote from
the story inside, the denotation of the
quote is ‘Noel: “There was a lot of
trauma…”, the connotation behind this
is to draw the reader to read through
the magazine and find the story.
This has to relate to the main
story of the magazine. The
image has been positioned in
the centre connoting that it is
the pivotal point of the
magazine with all other text
placed behind it. The technical
code that has been used is a
close up shot, this connotes
that the reader is going to get
up close and personal with the
person.
On this edition of the magazine is a
special edition promotion, because
of the front cover featuring a well
known band known as ‘star appeal’,
they have two magazines published
that are identical except for the
front cover, featuring a different
band member. This encourages fans
of the band to buy both versions of
the magazine, thus increasing sales.
Denotations and Connotations of Q Front Cover:

At the start of the
article a drop capital
has been used, this
is an effective way
of grabbing the
readers attention
towards the start of
the article. This is
the same colour as
the main body of
text.
This has been positioned below the main headline in smaller text, however it is
larger than the main body of text. The purpose of this is to ‘sell’ a feature of the
story to the reader. ‘Star appeal’ has been used as the band name ‘Motley Crue’
are in larger and different red font within the sentence to catch the eye.
The purpose of the
quote is to highlight the
most important or
entertaining aspects of
the interview to make
the reader interested,
these usually are
thought-provoking and
include quirkiness or
drama. For example
“What did we do with
the burritos after…”
This relates to Katz uses
and gratifications
theory, where the sole
purpose of the article is
to inform and educate.
The quote has been
placed at the top of the
page where there is a
clearer background so
the text can be seen
easier.
Denotations and Connotation of
a Double Page Spread
The authors and
photographers
name are
included
underneath the
stand first.
The technical codes for this image are the long shot that has been used, this gives
the image a very informal feel, the low key lighting also adds to this making the
people feel natural and not in a staged environment.

In Q magazine the questions are in a bolder font, this stands out on the page, whilst
the guest response is in non-bold. This makes the interview easier on the eye to read
and causes less confusion with who what the question is. The denotation of the
respondents names are in bold, and at first their full name is shown once, after this
only their initials are shown. Furthermore this connotes they want the reader to feel
at ease when reading and cause less confusion with names.
There are several
captions on and
around some of the
images of the double
page spread, this
includes quotes from
the article and why
they relate to also
naming the people
within the
photographs.
They have included images on these pages to make them more
visually appealing, they all relate to the article and also have
been captioned appropriately.
On the bottom
corners of each page
is a page number, it is
a basic font
throughout the whole
of the magazine.
Additionally there is
also a small Q logo
and the date of issue,
the Q logo is the only
thing that is red in
colour, this is a
reoccurring theme
throughout.
Denotations and Connotation of
a Double Page Spread

These are newspapers that are
distributed with no charge, they
make their revenue with large
amounts of advertising content.
They are typically found in urban
areas and are either handed out or
put on individual newspaper
stands for the whole day.
They first originated in the 1880’s
in Germany and were distributed
as twice weekly newspaper in the
town of Lübeck.
The major free sheet that has the
largest amount of readership is
Metro. It originated in 1995 as a
daily free sheet on public
transport in Stokholm, Sweden.
After this Metro slowly introduced
itself into the free sheet market of
many European countries,
including the UK. Currently Metro
has 13 editions and a combined
readership of 1.3 million just
within the UK. Source:
http://www.newspapers.co.uk/newspaper-
types-and-formats/
Free Sheet: Red Top Tabloid:
These newspapers are suitably
named after their distinguishing
bright red masthead. A tabloid
typically measures 11 X 17 inches
and is five columns across, this is
much narrower that a typical
broadsheet newspaper. Because
tabloids are smaller in size, the
content is also reduced to a
smaller length.
The writing style within these
papers are commonly known as
tabloid journalism, within this
there is particular emphasis to
crime stories, astrology, gossip
columns and sports stars.
Additionally there are elements of
sensationalism as not all
information that is given is
completely accurate. The price of
these newspapers are around the
baseline of 80p, this is due to the
fact of the large amounts of
advertising and promotional
material. Source:
http://www.newspapers.co.uk/newspaper-
types-and-formats/

Broadsheet:
These are paid for daily newspapers, they are distinguished by
their large page size. The content in the newspaper is seen as a
higher standard of journalism. The connotation of this is that
more intellectual people read this type of newspaper because
of the in depth analysis of stories and less sensationalist
content compared to free sheet and red top tabloid papers.
Compared to tabloid newspapers broadsheet include more
than one lead story on the front cover, this is due to more
space and less advertising. The top half of the newspaper,
above the fold has the most important headlines, whereas
below the fold the less important lead stories were published.
This is because when placed in a newsstand the top half of the
paper was the only thing that could be seen.
Broadsheet newspapers were first published in 1618 in the
Netherlands. They began to appear in the UK around the
1700’s after a tax was placed on newspapers based on how
many pages there was, therefore instead of more pages, they
were just increased in size.
The original purpose of the broadsheet was to publish
important public royal proclamations, acts and official notices.
Source: http://journalism.about.com/od/trends/a/tabloidsbroadsheets.htm

The denotation of the lead story is
‘Everybody was kung fuel fighting’,
the connotation of this with the
play on words is that the red top
tabloid is taking a humorous
approach to their stories. This is a
good way to relate to people and
also grabs the attention of people
because of the pun that has been
used.
The denotation of the masthead shows the logo of the ‘Daily Mirror’, the
colour of the bright red background can connote that it is of high
importance or that they are passionate about what they publish.
The denotation of this
advertisement is ‘Your ultimate
guide to cracking Easter eggs –
from just 99p’, the connotations
that are behind this are that they
are cheap and affordable for
everyone, because of the word
‘ultimate’ the readers assumes
that it will be the best guide. A
visual code on this advert is the
image of smiling children, parents
will be attracted to this as they
will see it as a useful guide to
entertaining their own children
throughout Easter.
Denotation and
Connotation of Newspaper
Friday March 30th 2012

Other articles that are inside the
newspaper are in a smaller font on
the cover. The colours that have been
used are brighter than the main story
this is because they have less space
but still can be interesting to the
audience. A small amount of
information has been included on the
story with just a simple sentence on
what it included. Additionally images
that are related to the story have are
used, however these are not as eye-
catching compared to the main image
and only feature peoples faces.
This has been placed behind the
text of the main headline, however
the text is wrapped around the
image, so the important features
such as the police officer can still
be seen. Another image has been
included below to really illustrate
the effect of the main headline.
One visual imperative of the
newspaper (Galtung and Ruge) that
attracts the reader to buy the
newspaper is the image of the
police officer, when the public see
this they automatically assume
something has gone wrong this can
also be related to semiotics, “signs
act as signifiers” (Ferdinand De
Saussure).
The purpose of this is so that the reader can establish the facts of
the story quickly and easily. This has been placed under the lead
story to encourage them to read on.
Friday March 30th 2012
Denotation and
Connotation of Newspaper

Denotation and Connotation of
Newspaper Double Page Spread
Thursday September 18th, 2014
These give snippets of the main parts of the article,
these tend to be short and are aimed at making the
reader interested in the story so they will be willing to
read on.
The denotation of the headline for the newspaper is ‘Irn Broon’, which has been used
as a pun to capture the readers attention. This could connote that the newspaper is
presenting the story in a humorous way to relate to readers. One visual code is that
the main headline has been placed in the centre of the page, this can connote its high
importance.
These are in the top
right hand corners of
the page, this is useful
as people turn the
pages by using the top
corners. Additionally
there is the Sun logo
next to the page
numbers.
Included in the article are
several pictorial statistics,
these create a visual
imperative (Galtung &
Ruge) on the page as well
as including useful
information that is highly
valued by readers. They
are useful to create an
easier outline of what is
in the article, in relation
to Katz, they are there to
‘inform and educate’ the
reader.
There is evidence of this
at the bottom of the
page, the denotation of
this is ‘Follow all the
drama with the Sun+’,
this connotes to readers
that they are a modern
newspaper and have
accessibility through a
variety of social media
sites that will keep
them up to date.
The news values (Galtung & Ruge) that apply to
this double page spread are both recency and
threshold magnitude. This is where there is a big
event happening (Vote of Scottish independence)
so it is seen as threshold magnitude, however this
topic has been in headlines for several days so is
also classified as recency, as it is updated.

Denotation and Connotation of
Newspaper Double Page Spread
The denotation of the image is that it is the centre of the double page spread, this
can connote that it is of high importance. Additionally the main image focusses on
Gordon Brown who is an important political figure this can further connote that
everyone should read the article based on his dramatic gestures within the image.
The main headline and copies have been placed over the bottom of the image, this
is useful as the image is the main appealing factor, the reader will then be interested
to read the rest of the article.
On the main image there
is a small caption that
denotes ‘Plea…Brown in
Glasgow yesterday’, this
provides more
information about the
image and what it
connotes.
There are limited
associated images in this
double page spread, the
ones that are have been
appropriately placed.
Additionally the text is
positioned around the
image effectively.
Within this article there is a
smaller column that focus
on both The Sun’s opinions
on the debateable topic of
Scottish independence. The
Sun has taken a biased
method of stating their
opinion by obviously
stating they are against the
idea of Scottish
independence, at the end
of the column they have
added the text ‘Quite a
choice they’re making for
us.’, this is very informal
and illustrates their
conservative political
influence.
This is at the start of the article, the first sentence is in bold to
grab the readers attention and invites them to read on. This is
similar to a stand first in a magazine.

Morrison’s partnership with The Sun
Relationship Between the Advertiser and Publisher
In the centre pull out of the newspaper there is a four page
spread on ‘Mrs Crunch’ this is a partnership with Morrison’s, this
is not the first time that a partnership has occurred. In August
2014 Morrison’s launched the ‘Get your five a day’ scheme, this
is where in Morrison’s offered a £5 off voucher on all of their
fruit and vegetables for two issues of the sun. the purpose
behind this was to gain popularity with their new lower prices on
all fresh produce. Source:
http://www.fruitnet.com/fpj/article/162368/morrisons-partners-with-the-sun-to-
promote-produce
The four page spread is another tactical way to
increase consumerism at Morrison’s, the purpose of
‘Mrs Crunch’ is to portray the ideology of Morrison’s
being a supermarket brand that “saves you and your
family money”. The ‘Mrs Crunch’ partnership is
estimated to last four twelve consecutive months to
give readers money saving tips and ideas only using
Morrison’s products.
This was the first time that The Sun and an outside
company have come together to launch a new
advertorial section for readers. Source:
http://www.getmemedia.com/ideas/case-study-positioning-
morrisons-as-the-moneysaving-supermarket/news-uk.html
Source:http://www.thegrocer.co.uk/Pictures/420xAny/6/
6/4/57664_morrisons-sun.jpg

Advertised Products:
Thursday September 18th, 2014c
Morrison's Nescafe Price Check:
On the fourth page of the newspaper there is an advertisement created by
Morrison’s superstore. One visual code of this advert is that they have
placed the product (Nescafe Coffee) in the centre of the advert with the
usual Morrison’s yellow background behind it, the simplistic background
and the one image makes the product stand out on the page because of the
contrasting colours.
There are more verbal codes for this advertisement, at the top is their slogan,
this denotes, ‘Big brands, small prices’ the saying attracts the reader as they
connote that they are getting good quality products for a smaller price.
Surrounding the image of the product are three different coloured rectangles,
these have other superstore names and the price it costs to buy the product,
the colours of the rectangles match the same colour found on their logo’s.
Additionally, one of the rectangles is placed above the product this is double
the size of the others, this shows the cheaper price of just four pounds and is
in in bright red to capture the readers attention, this is Morrison's price of the
product.
In the bottom right hand corner of the advert they have included the logo of Morrison's and the text ‘Visit your store today!’ and
‘Ends Sunday’, this encourages people to go to the store and buy the product sooner because it is at the cheaper price for a limited
time only.
Other text that is included in the advert is in the smallest print at the bottom of the page, this is information about the product, how
long the deal lasts for and how to locate the nearest store. This is an example of technical convergence as they have included their
web address.
The position of this advert is very juxtaposing, this is due to the fact that the advert is talking about saving money and small prices,
whereas positioned next to it is an article about Manchester United players going out to a luxury party.
This advert has specifically been advertised in The Sun newspaper because they have a lower quantity of people in a high socio-
economic group, therefore they are looking for good deals and cheaper prices as they have less disposable income.

Near the centre of the newspaper are two advertisements for the company ‘Npower’ these are both on separate pages. This
has been done to intrigue the reader and make them question the company and the product they are selling.
The first advertisement is on page
twenty one.
One non-verbal code code of this
is the image of a flying duck, the
colour of the duck is not
stereotypically the normal colours
and instead has been changed to
the two primary colours of the
logo, red and blue. This grabs the
readers attention as it contrasts
well with the plain beige
background, it then encourages
them to find out why it has been
placed specifically there and what
the advertisement is trying to
connote.
There are two verbal codes on the first advertisement, the
denotation of this is “come home to simpler energy”, this can
connote to the reader that because of the adverts simplicity the
product they provide is also simple and creates little hassle,
furthermore backed up by the verbal code “simpler energy”.
The second visual code is the logo of the company, this denotes
“npower” in all lowercase lettering, this does not stand out well,
however the border that surrounds it is in similar colour to the flying
duck.
The second advertisement is
situated on page twenty three.
The only non-verbal code on the
second half of this advert is again
the lowercase logo with the
coloured background and border.
However the are many verbal
codes, this second half of the
advert is very text heavy. Within the
text there are two statements
within the group that stand out in
bright pink lettering, these are also
in bold. The denotation of the text
is “We want to make energy better”
and also “Simple and clear. The way
energy should be.”
The connotation of this is that they appear to be confident about
their perception and are encouraging readers to join them because of
this. The non-bold text that is in simple black lettering is all worded in
third person, such as ‘we’ and ‘we’ve’, this can make the
advertisement feel more personal to reader.
Finally another important feature that has been included on this
advert is the use of technical convergence, in one of the last
sentences they encourage the readers to ‘find out more’ at
‘npower.com’.
Page 21 Page 23

Relationship Between the Advertiser and Publisher
The denotation of the visual code is the bright red background that matches the
typical Sun logo colours, this can connote to the reader that it is an highly important
or that they are passionate about their brand. The different white text against the red
makes all the information appear bold making it stand out well against the page, this
can grab the readers attention and denote that it is something that must not be
missed. Another important visual code is the images that have been used, the
denotation of this is the picture frame showing a family holding surf boards in an
idyllic location. This can connote to readers, specifically someone who is looking to
go on holiday with their family that it is easy and relaxing to go on holiday with The
Sun. Other images that have been used are pictures of an computer tablet, a laptop
and a phone, this can connote to the reader that there is easy access to Sun+ as it is
available on all different types of technology and social media platforms, this is
backed up visually with pictures of the website on all of the devices screens.
The position of this advertisement is near the centre of the newspaper. There is no
relationship between the advertiser and publisher, this is due to the fact that they
are both The Sun, this is good evidence of them self promoting their brand
extension ‘Sun+’ through a print based media platform.
There are lots of verbal codes within this advertisement, the biggest and most noticeable one is the price they are selling for Sun holidays,
this is the largest on the page and denotes “Book your holiday from £9.50 with Sun+”, the connotation from this is that they are getting
great value for money as typically holidays can be very expensive. Additionally the demographics of the newspaper will be target for this
advert, this is due to the fact that they are lower down in the socio-economic group and characteristically have a smaller disposable
income.
Furthermore there is more information about The Sun holidays below the main eye-catching price, this is to inform people about terms
and conditions and illustrate how easy it is to go on holiday with The Sun.
There is also evidence of technical convergence, this is provided with the web address at the bottom of the page, also the ‘visual
imperative’ (Galtung & Ruge) of the electronic devices can symbolise that they are connected online.

0
20
40
60
80
100
The Sun Readers Age Range
65+
55-64
45-54
35-44
25-34
15-24
Source: http://www.themediabriefing.com/article/youth-audiences-newspaper-old-demographics-advertising
0 50 100
Male
Female
% of male’s that read The Sun newspaper
based on socio-economic needs
ABC1 C2DE
6.2% 15.8%
Through research I have found statistics on the average readers age,
gender and lifestyle.
For the age demographic of The Sun readers the highest proportion of
readers are aged 65+, the statistics show that it is at 21%, the second
highest age that follows this are ages 45-54 at 19%. This displays that
The Suns content appeals to an older age range on average, however
in comparison the statistics for younger ages are also relatively high at
17%, this can connote that The Sun appeals to a variety of ages
because of its diversity of stories. This is with reference to Katz uses
and gratifications theory, where the audience have personal
identification, meaning they relate to the character and or situation
portrayed.
For the gender divide on readership the higher percent
of readership is males, although looking at previous
statistics it shows that there is constantly a fluctuation
between the male and female audience. Features within
the newspaper that can appeal to each gender include
fashion trends for the more feminine reader and a risqué
page 3 and sports updates for the masculine.
The lifestyle of The Sun readers illustrated through the data that I have
collected demonstrates that there is a higher proportion of people in
the socio-economic group of C2, D and E. These are typically those
who are in manual labour, unemployed or a student. The content of
the newspaper appeals to this target audience because of the
affordable price, additionally the stories that are included are
somewhat relatable to their lifestyle therefore this can relate to
Maslow's Hierarchy of Needs and the ‘caregiver’ trait, where they
sympathise with a characters situation.
All of these statistics are in reference to Hartley's seven subjectivities,
this includes age and gender.
Demographics of The Sun

The Sun uses several media platforms to create technical
convergence, this is done through social media sites such as
Facebook, Twitter and YouTube.
On each of these social media sites there is evidence of
advertising, they update readers on the latest news stories and
popular information. With a greater accessibility to social
media sites consumers also have the opportunity to become a
‘prosumer’ this is where the reader can speak their opinions
through comment sections and hashtags, making them
increasingly involved with important news stories and issues.
Additionally on The Sun’s YouTube channel they have
advertisements that are broadcasted on TV, these are shown
nationally to readers and have the aim to promote getting
involved and subscribing to The Sun to get the latest
information on News, Sports and Celebrities.
Media Platform Promotion
Relationship Between the Newspaper and the Audience
On the Facebook information page of The
Sun there are products that they have,
under each product there is a web address
that when clicked on instantly open up a
new page with the product on. This is
another example of cross-media
convergence, as there are many links to
signing up to news things and looking at
their other social media sites.

Advertising to Consumers: TV Advert Example
Relationship Between the Newspaper and Audience
Source: http://www.youtube.com/watch?v=khV6hg0oFEo
Through researching The Sun I have found a TV advert that was released in 2014 for the World Cup, this is an example of cross media
convergence. This is due to the fact that for the advert there is a hashtag that has specifically been made for the campaign the
denotation of this is ‘#DoUsProud’, which can connote to the audience that they are contributing to supporting their country so gains
approval from others.
At the start of the advertisement is a male dressed in England football gear, he then headers the football and passes it down a line of
people, both male and female. Whilst this is happening a song is playing in the background, and the verbal code of the lyrics of the song
are seen on the footballers shirts, the camera pans along with the people. This then moves outside of the building into a large crowd of
diverse people cheering. This then pans away from the crowd and into the sky, The Sun logo then appears also with the hashtag and
more technical convergence denoting ‘download the track’ with a web address.
The demographics of this advert are aimed at people who like football, stereotypically football fans are lower in the socio-economic
chart, which is similar to The Suns socio-economic position. Additionally The Sun are using this advert to attract an increased amount of
people to read their newspaper because of their large coverage of sport.
This is the views as of
September 2014, whereby
the high views on the video
may be due to the fact that
it was posted on the official
The Sun YouTube page.
On the right hand side of
the page there is
suggested videos, this is a
good way of advertising
the other videos as they
are mainly published by
The Sun.
The length of the
advertisement is typically
longer than a normal
advertisement.
There is the opportunity to
share the video across
other medias platforms,
this can increase the views
and popularity of the video.

Advertising Pricing:
Above are three examples of the simple
advertisements that can be found in The Sun, these
were in the issue dated Thursday September 18th,
2014.
All three were found before page seventeen which
will have a significantly higher price than further
back advertisements.
The most expensive of all three shown is Asda’s
advert for their food and drink, this is a full page
advertisement situated on page ten, just after the
main headline story. The average price for this is
around £55,502 as it is an international newspaper.
Advertising in The Sun magazine has many
variables that can affect the price, these include
the position, size and also what region it will be
shown in.
The prices of the magazine show a relationship
with the amount of people that will see the
advertisement. The more people that view the
advert, the higher the final cost.
The Sun also offers premium advertising
positions within the newspaper, these include
full colour pages that are guaranteed on a
specific page number.
Source: http://newscommercial.co.uk/assets/pdfs/Sun_Display_compress.pdf
Full Page Half Page 25x4

The Sun Website Analysis – Home Page
Relationship between the Newspaper and the Consumers
This is the main homepage of The Sun website,
online The Sun is called ‘Sun+’, which can
connote to the consumer that they are gaining
extra exclusive content because they have
included the ‘+’ on the end of the title.
At the top of the page is the opportunity to log
on to your own personal account, once you have
logged in it takes you to your Sun page where
there are articles promoted to you that you are
more likely to read based on what you have read
previously. If you do not have an account there is
a button which will re-direct you to the sign up
page, the denotation of ‘free’ on the button can
connote to the consumer that they are saving
money as typically to gain access to The Sun
content through a print newspaper there is a
cost.
On the home page they do not focus on one single story, there is a revolving window that changes between the stories that can
be seen in a smaller window at the bottom. This has been done to attract a variety of readers so they cover all angles of the
news. Most of the news stories on The Sun website are soft news stories, which are based around celebrities and sports.
There is also evidence of self-promotion on the home page, in the bottom right hand corner is a small advert that denotes ‘Get
a free one month trial here’, this can connote to the reader that they will be getting exclusive free content at no price. Based on
the demographics of the readership for The Sun, stereotypically they are in a lower socio-economic group (D – E), therefore
they have less of a disposable income. This means that they will be more attracted to free trials as they do not have to spend
large amounts of money on staying up to date.
Source: http://www.thesun.co.uk/sol/homepage/

The Sun Website Analysis – Contact Us
On The Sun website at the bottom of the page there is
dark grey menu bar that can direct consumers to certain
pages.
On the ‘contact us’ page there is a link that allows the
consumer to email someone in the main exclusive
stories department. This allows the consumer to become
a ‘citizen journalist’ (Gillmor - 2004), this is where
readers can send in their stories which will then be
considered for publishing if they are detailed and
relevant enough. This is a positive aspect of the
relationship between the newspaper and the consumer
as sometimes the newspaper will not have the
opportunity to accurately report something due to a lack
of valid information.
Also on The Sun ‘contact us’ page there are several other
links that include sending in pictures and reporting
technical issues with the website.
Source: http://www.thesun.co.uk/sol/homepage/article296174.ece

The Sun Website Analysis – Editorial Complaints
“Our journalists strive for accuracy but on occasion we
make mistakes. For further details of our complaints
policy and to make a complaint click here.”
Source: http://www.thesun.co.uk/sol/homepage/article5806096.ece
If there are any criticisms about content within The Sun, at the
bottom of their home page there is a link that is provided to make
a complaint. This then takes you to the ‘Editorial complaints’ page,
included is the main policy that complaints must follow and
different contact details further down the page for different
sections of the newspaper or online.
For further research I looked on the official Press Complaints
Commission website, where there is details on how to complain
and the policies newspapers must follow.
Source: http://www.pcc.org.uk/complaints/makingacomplaint.html

Unit 30 –UK Media Publishing – “Conclusion”
Within this learning outcome I focused on understanding existing print based media products. I
looked at several magazine and newspaper examples including, Q Magazine, The Sun and The Daily
Mirror.
Here I looked into the demographics of the readership, how they attract their readers and the
denotations and connotations of the front covers and double page spreads. By looking at all of these
areas I am able to develop my knowledge of what is expected of print based media products and
how there are many details that need to be considered before they are published.
Additionally I also looked at the brands and products that were associated with the magazines and
newspapers. I found that they regard it highly important to have a good relationship with the
consumer, so many advertisements and competitions are sponsored. I plan to repeat this in future
when I generate my own ideas for a print media product.

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