MOJO is a British monthly classic rock music magazine published by Bauer Media Group. It targets an older, male audience with its monochrome color scheme and formal sans-serif font. We Love Pop magazine targets a younger, female audience with its brighter colors, varied fonts including handwriting styles, and images of pop artists like Little Mix and Zara Larsson. While both magazines follow conventions like using cover images and lines, they employ different stylistic techniques to appeal to distinct audiences. Overall, similarities arise more from basic magazine conventions than differences in appealing to niche readers.

1. Music magazines: MOJO

2. MOJO is a British monthly classic rock music magazine published by Bauer Media Group.
Bauer Media UK is part of the Bauer Media Group, one of the world's largest privately owned
media business. Founded in Hamburg in 1875 and now in its fifth generation of family
ownership, operates in 15 countries including the UK, Germany, Poland, Australia, New Zealand
and the USA and has 11,000 employees worldwide. In the UK we reach 25 million consumers.
Bauer Media UK is Britain’s biggest magazine publisher. Since 1953 with the launch of Angling
Times and the acquisition in 1956 of Motor Cycle News, both still iconic brands within our
portfolio to the launch of Closer in 2002 and Britain’s first weekly glossy, Grazia, was launched in
2005.
In1990 Bauer acquired London dance station KISS FM. Today we operate 70 commercial, local,
national and digital stations in the UK, including Absolute Radio, Magic, KISS and
the Hits Network of 22 iconic local brands, situated in cities across the UK, as well as Jazz FM,
extending Bauer's reach to 18 million listeners a week. Bauer Media UK has the biggest
commercial digital radio audience, with over half of total Bauer Radio listening taking place via a
digital device. Bauer Media UK has also expanded its radio operation in to Europe, acquiring
Nordic broadcaster SBS Radio in 2015. Reaching more than 10 million listeners weekly, through
20 highly demanded brands, SBS Radio is the leading commercial radio operator in Sweden and
Denmark and is strongly positioned in Norway and Finland. And in February 2016,
the KISS brand launched in Norway and Finland, with KISSTORY now also on-air in Norway.
MOJO magazine: Some facts

3. TARGET AUDIENCE
DEMOGRAPHIC profile:
Race: White (primary audience)
Age: over 35 (primary
audience)/19-35 (secondary
audience)
Gender: Male (primary
audience)/Female (secondary
audience)
SOCIO-ECONOMIC profile: B-C2
PSYCHOGRAPHIC profile:
Individualists.
OWNER: Bauer Media Group
TARGET AUDIENCE
DEMOGRAPHIC profile:
Race: White (primary
audience)
Age: 13-15
Gender: Female
SOCIO-ECONOMIC profile: E
(students)
PSYCHOGRAPHIC profile:
Mainstreamers
OWNER: Egmont Publishing
Ltd.
Bauer Media UK is part of the Bauer Media Group, one of the world's largest privately owned
media business. Founded in Hamburg in 1875 and now in its fifth generation of family
ownership, operates in 15 countries including the UK, Germany, Poland, Australia, New Zealand
and the USA and has 11,000 employees worldwide. In the UK we reach 25 million consumers.
Magazines
We are Britain’s biggest magazine publisher. Since 1953 with the launch of Angling Times and
the acquisition in 1956 of Motor Cycle News, both still iconic brands within our portfolio to the
launch of Closer in 2002 and Britain’s first weekly glossy, Grazia, was launched in 2005.
Radio
In1990 Bauer acquired London dance station KISS FM. Today we operate 70 commercial, local,
national and digital stations in the UK, including Absolute Radio, Magic, KISS and
the Hits Network of 22 iconic local brands, situated in cities across the UK, as well as Jazz FM,
extending Bauer's reach to 18 million listeners a week. Bauer Media UK has the biggest
commercial digital radio audience, with over half of total Bauer Radio listening taking place via a
digital device. Bauer Media UK has also expanded its radio operation in to Europe, acquiring
Nordic broadcaster SBS Radio in 2015. Reaching more than 10 million listeners weekly, through
20 highly demanded brands, SBS Radio is the leading commercial radio operator in Sweden and
Denmark and is strongly positioned in Norway and Finland. And in February 2016, the KISS brand
launched in Norway and Finland, with KISSTORY now also on-air in Norway.
EGMONT PUBLISHING is the biggest children’s specialist publisher in the UK, reaching an
average of one million children a month.
We publish books from beloved children’s authors and illustrators. Egmont is also home to
some of the most cherished children’s characters, including Winnie the Pooh, Thomas &
Friends, Mr. Men and Little Miss and Tintin. We appeal to a wide range of readers by
publishing bestselling children’s books and magazines for blockbuster brands like Star Wars,
Minecraft, Lego, Disney Princess and Frozen.
Our magazines Toxic, Glitch and Go Girl are must-reads for primary age boys and girls who are
passionate about the latest trends and hot brands.
We are proud that so many of our titles and characters have had a major impact on British
culture and the wider economy (imagine a world without Winnie the Pooh, Thomas the Tank
Engine, Mr. Men or War Horse!), and that countless children have grown up reading and sharing
our books and magazines.
We are here to help children discover the joy that comes with reading a good book or magazine.

4. MASTHEAD
OWNER
Elements of media language
and audience identification:
Text (semantics): The topics and
language used are different, to target
the different interests of the different
audiences
Font types: The font types used
(serif/sans serif) connote different
meanings for the different audiences.
Sophisticated and stylish sans serif
font types in the cover lines of
MOJO, combined with more
traditional and formal serif ones,
targets a niche adult audience of
individualists while more playful sans
serif font types, including slanted
hand writing style ones, boxed in
bright coloured blocks, addresses a
more informal audience of
mainstream young female teens.
Images: The images reflect the
audience’s demographic
characteristics and interests
(audience identification).
Colour schemes: Conventional
colours which address the different
audiences (pink/pale blue for a
female teen audience vs. high
contrast dark colours for an adult
male audience)
The font types, layout and
colours connote different
audiences (the bubble and
heart shapes denote a
cartoonish, more childish look
in this cover)

5. • State whether this is a serif or sans serif font type: F
• State one connotation of this kind of font
• State whether this is a serif or sans serif font type: F
• State one connotation of this kind of font
Exam style questions: Media language and music magazines

6. How far is media language used similarly and differently in the extracts from Mojo and We Love Pop magazines to address their target audiences
and reflect genre conventions? In your answer you must:
• Analyse examples of how media language is used differently in both extracts to fit different target audiences
• Make judgements and reach conclusions about whether there are more similarities due to genre conventions than differences in the extracts.
Exam style questions: Media language and music magazines

7. Example of a Level 3 answer (using the examples displayed in the previous slide):
There are some clear similarities between WLP and MOJO Magazine in terms of their use of media language and
genre conventions. Both magazines feature a range of musicians on the front cover, MOJO Magazine has a medium
close up of Ray Davies whilst WLP contains a variety of images of artists including Little Mix and Zara Larsson. Both
magazines follow a conventional magazine front cover layout through their use of relevant music-related cover lines.
The use of cover lines and relevant images is a convention of most magazine front cover layouts and can be seen on
magazines from a wide variety of different genres.
Both magazines have a masthead although neither of them is displayed particularly prominently which is
unconventional for magazine front covers. MOJO masthead is obscured by Ray Davies’s head and WLP masthead is in
the top left hand corner rather than conventionally placed across the top of the magazine front cover.
Although both magazine front covers follow the convention of having a simple colour palette there are also some very
clear differences in the use of media language on the front covers. The use of colour and style of font are two of the
most obvious differences.
MOJO Magazine has a very monochrome, masculine colour scheme of black, white and red (with small splashes of
yellow). This use of colour connotes a serious tone to the content of the magazine and is appropriate for the rock genre
that the magazine is from. WLP uses a much brighter more saturated set of colours including neon pink, white and
black which connotes a brighter more fun feel to the magazine. The use of font is also contrasting. MOJO Magazine
uses block capitals in a sans-serif font throughout which gives the magazine front cover a formal less-cluttered look
than WLP which uses a range of different fonts, some of which look like handwriting or paint splashes. The use of font
on the front cover of WLP gives the front cover an informal tone and more cluttered layout.
Although there are clear differences between the two magazines, I would argue that the similarities that these
magazines have are due to the more formal conventions of magazine front covers in general, as regardless of the
genre there are going to be shared conventions such as the use of images, the placement of cover lines, the use of a
masthead and a range of content.
Exam style questions: Media language and music magazines

8. How far is media language used similarly and differently in the extracts from Mojo and We Love Pop magazines to address their target audiences
and reflect genre conventions? In your answer you must:
• Analyse examples of how media language is used differently in both extracts to fit different target audiences
• Make judgements and reach conclusions about whether there are more similarities due to genre conventions than differences in the extracts.
Exam style questions: Media language and music magazines

9. • You can write your answer here:
Exam style questions: Media language and music magazines