Final Media Project - Research

• https://www.tommccluskey.co.uk/dorco graphical edits interesting
• https://vergemagazine.co.uk/verge-meets-tommo-f1/ Tommo interview
• An Idea to contact potential advertisements to place in my theoretical
magazine. Possibly website. Message actual companies?
• https://www.smashingmagazine.com/2017/12/building-better-ui-designs-
layout-
grids/#:~:text=This%20structure%20helps%20designers%20to,be%20aligned
%20on%20the%20page.
• https://creatoracademy.youtube.com/page/lesson/brand-
identity?cid=bootcamp-foundations&hl=en-GB
• https://yougov.co.uk/profileslite surveys
• "rule of 2" when editing, experiment with visual+audible technequies

Racing – My Subject of Choice
In sport, racing is a competition of speed,
pushing people to their extreme limits.
Guidelines and rules are set so a level playing
field can be created. To someone outside of the
sport, racing appears to be cars completing the
same lap/track again and again, to some people
this is just boring. However, it so much more
than that. It's about a
driver finding a combination of mental and
physical capabilities so they can extract the most
out of a vehicle. Understanding this while
watching the sport provides a viewer with an
extra layer of excitement.
Formula 1
GT3
BTRA British
Tuck Racing
Championship
British Junior
Saloon Car
Championship

There are so many different categories, tracks
and drivers so viewers can pick and choose the
ones they enjoy the most. This could be down
to many aspects, like the challenge of the
category, the location it takes place and even
down to the nationality of drivers. Everyone who
enjoys racing has their own favorite category,
track, car etc. with their own justifications to why
they enjoy racing.

Media activity surrounding the sport always
aims to illustrate in as a fine detail as possible
feelings and opinions behind many political,
economic and sporting subjects within the
sport. There are channels for live community,
opinions and predictions meeting the demands
of the wide amounts of demographics within the
sport from all different areas around the globe.

esport scene

Context
Autosport, one of the first opinion-orientated magazines established
itself with the creation of the Formula One World championship. It is
one of the leading F1 reporting organizations. The Brand was
founded in 1950, the same year of creation as the World Drives
Championship in Formula One. When it established itself as a news
organisation, Autosport aimed to present the latest racing news with
article writers providing their own opinions on the stories in their
weekly publications. Being published for over 70 Years, Autosport is
one of the few firmly established magazines maintaining its F1
audience for that whole time.
Autosport's headquarters are based in Richmond, London. It had its
magazines published by Haymarket Media Group until HMG sold
the rights to Motorsports Network in 2016. They continued weekly
publications until 2020 when the global pandemic hit and the plug
was pulled during the first lockdown.
Stats
https://www.abc.org.uk/product/2469
https://www.abc.org.uk/Certificates/49644869.pdf
Reference
https://www.autosport.com/netw/news/146462/motorsport-network-
prioritises-digital-approach
Screenshots
taken
19/01/2020

Context
Autosport began publishing again in August in time for the summer
season. To the top left of the slide, you can see the two latest issues.
Located at the bottom left is currently what is being displayed on the
front page of Autosport's website
at https://www.autosport.com/ (Dated 19/01/2021).
From January 2019 to December of the same year Autosport
maintained sales of 12,400 magazines per issue. Interestingly 75% of
the copies sold were physical, standing at 9,918 physical copies sold
globally, the remainder being digital. However, in 2019 Yavor
Efremov, Motorsport Network President, CEO stated that: "Our
digital-first path" has seen "tremendous growth and success" having
over "50 million" users returning monthly to their "automotive and
racing online properties."
Stats
https://www.abc.org.uk/product/2469
https://www.abc.org.uk/Certificates/49644869.pdf
Reference
https://www.autosport.com/netw/news/146462/motorsport-network-
prioritises-digital-approach
Screenshots
taken
19/01/2020

Logo and Branding
From my interpretation, Autosports logo looks as if the finishing flag is
being waved by the first letter within their name. The finishing flag in
racing symbolises the end of a race. A key part of any race and potentially
the most thrilling part is when the drivers cross the finishing line.
Autosport has two primary logos it uses for branding, the most commonly
used being the full-length logo. This can be seen in areas like the front
cover of their magazine, banner of their website and the background of live
award events they host annually. The main logo is distinctive with capital
letters and features hard 90-degree angles with rounded corners to most
characters.
Looking at the example on the magazine cover, you can clearly see the
different font used for the subtitle which is distinctive in the sense that it
uses more rounded fonts. As I'm explaining this, I must mention characters
like the "S" or "O" in the examples. The "O" in the "Autosport" title is more
of a rectangle then the subtitle's more conventional "O" which is rounded.
Having these hard angles for their title gives it a more pronounced and
unique look compared to the rest of the text on the front cover. This makes
sense as Autosport would want their title to stand out. Autosport
wants new, existing and potential readers to understand and remember the
brand which produced the magazine that they are reading.
Screenshots
taken
19/01/2020
Magazine
website
Autosport awards

Logo and Branding
The logo uses white text upon a red
background. The same red is featured in so
many of Autosport's brandings, products and
videos. Having the same colour used across
magazine front covers or in areas like a
YouTube video is key for a brand like
Autosport so that they can
attract readers/viewers back to their
content. The striking colour essentially a
reference to their title and logo.
Screenshots
taken
19/01/2020

Logo and Branding
The colour red itself symbolises emotions like anger, aggression and
courage; behaviours seen commonly within racing and in particular
Formula 1. Using the colour red makes sense for a magazine about
racing because racing as a culture is about drivers and teams using
all their resources to try to get as many points as possible. The
continued annual push by teams to constantly keep adapting and
improving to find a small margin of time is one of the reasons why
people especially enjoy F1, which is stated as being the pinnacle of
motorsport racing.
The colour red itself physically "stimulates" the reader, targeting
the adrenal gland which is the fight or flight response humans have
to danger. Racing itself is thrilling because it’s a sport orientated
around danger, excitement and potentially death.
https://www.sensationalcolor.com/meaning-of-red/ "stimulates"
https://www.google.co.uk/books/edition/The_Colour_Red/IZnTDwAA
QBAJ?hl=en&gbpv=1&dq=colour+red&pg=PA4&printsec=frontcove
r "courage"
Screenshots
taken
19/01/2020

Logo and Branding
The second logo that Autosport uses is smaller and
squarer in comparison. It is used in areas
where larger title otherwise cannot be placed.
However, the smaller logo is a symbol of the brand
in its own right. It is used more for social media
such as YouTube, where the maximum size of the
logo you can use is 98 by 98 pixels while also being
under 4MB (Megabytes) of space storage. With this
limitation of size organisations need to
understand; that if they want their logo to promote
their brand it needs to be defined and simplistic.
Autosport hit the nail on the head with their logo.
The strong red seen across all their branding
reminds the channel viewer of the creator who
published the video/content that they are viewing.
Screenshots
taken
19/01/2020

Logo and Branding
The logo itself only uses the first character of
their title "Autosport" (A) along with the flag
which can be found in the main title of the
brand. This draws the connection of this "A"
with the finish line flag to the name "Autosport."
Whenever a viewer sees this symbol, they should
recognize and remember the brand behind the
logo. Autosport essentially stripped their title of
all the characters and information that wasn’t
needed. The 3rd image down on the left shows
what it would have looked like if they had used
their longer title which they use on their
magazine and banner. Having a single large
character; Autosport can reference their brand
without displaying their full brand name.
Screenshots
taken
19/01/2020

Logo and Branding
I created a theoretical example of the full name as a
logo. The obvious problem with this is the readability.
My personal computer has a screen that is 24″ (Inch's)
in size and it has a resolution of 2560 x 1440 pixels. I
measured out the size of the actual logo Autosport uses
on Youtube. On my screen, it came out to be only 1.6cm
(0.63″) in diameter. You can stand a distance away from
my screen and still be able to read this logo.
The same can't be said for the example I created. If the
logo I created was the same 1.6cm size, the text would
come out to font size 5 (measured to PowerPoint font
size). This is completely unreadable from a distance, and
barely readable from the recommended distance a
person sits away from their pc monitor which is 20″.
Other viewing devices like a mobile phone or a TV would
be even more challenging.
Concluding this examination of the second logo,
Autosport essentially and effectively left the necessary
visual information to trigger brand awareness.
Screenshots
taken
19/01/2020
Note: This is NOT a
logo which
Autosport uses on
their YouTube
channel. This is an
example I created to
display why they
WOULDN'T use
their longer logo in
location like this.
1.6cm, on my screen

Target Demographic
Autosport has different demographics of
people interacting with their different
media such as their magazines, YouTube
videos and website. They are meeting the
needs of the variety of audiences in the 21st
century.
As Autosport is one of the longest running
magazines about racing it has a loyal older
demographic who have continued to follow
the brand for racing and primarily F1
news. Autosport uses its age to its
advantage attracting all kinds of people
because of the established mature nature of
the magazine brand.
25/01/2021

Target Demographic
The focus of the brand has shifted its to aim to
attract the modern/younger generation of
readers as stated in the
article https://www.autosport.com/netw/news/1
46462/motorsport-network-prioritises-digital-
approach where the brand declared that they
are focusing on "evolving the digital offering."
This is a clear shift by the brand to expand its
market towards a younger reader base. But
overall, for the print magazine I would expect
the average reader age to be around the 50-70
mark. These are the people who have followed
the brand through all the years of continued
Formula 1 and other racing categories news
reports.
25/01/2021

Target Demographic
Racing itself is traditionally a male sport. Only
men have held key racing seats for many years.
Take for example Formula 1 which has only
had 4 female drivers in a race EVER in the
sport compared to 856 males. Autosport will
lose a lot of potential markets when it comes to
the gender divide in this particular sport
because there is little to no inclusion of the
female gender.
F1 itself is making the effort to bridge this gap
with the newly setup category: "W Series"
(Woman Series) for a females-only to focus the
efforts on getting women into the sport. In
total, because of the majority male influence in
racing.
25/01/2021

Target Demographic
I would suggest that Autosport continues
down the same lines of appealing to male
readers for their magazines and other
media. This is not to say that this is what
Autosport would want. Because they are
missing out on 50% of the market by not
having an all-inclusive brand. In the
future, the market will continue to shift
towards attracting more women into the
sport.
25/01/2021

Target Demographic
The ethnicity demographic behind the brand is
largely white. But this is not the fault of Autosport
themselves; it reflects the trend of racing in
general. When racing began around the early 20th
century, there was still a barrier that unfortunately
all non-white people had to overcome. In more recent
years we have had this barrier smashed by the likes
of Lewis Hamilton in Formula 1 where he has
become the most successful driver in the sport to
date. And being an individual from a poorer
background, he overcame all barriers and changed
the sport for the better. Lewis mentioned himself
that he "knock[ed] down a
barrier" https://www.lewishamilton.com/post/first-
black-driver/ being the first black driver in the sport.
This opens the doors for Autosport as a brand to also
allow itself to market towards inclusivity, which all
brands should be doing in the 21st century.
25/01/2021

Target Demographic
A magazine like Autosport will require the
reader to have the free time to read their
magazine. So, when considering the amount of
children/immediate family in the average 2.3
person
https://www.statista.com/statistics/525489/aver
age-household-size-in-great-
britain/#:~:text=It%20can%20be%20seen%20t
hat,to%202.4%20people%20per%20household
household I would assume it wouldn’t matter.
But one aspect to note, is when a potential
reader has too many children. This could
withhold this potential reader from having the
necessary time to read the magazine. But most
potential readers with the time and interest
would have the chance to read Autosport.

Target Demographic
One factor about Autosport demographics that I
have missed until now, is the underlying interests
in racing as a sport. The primary reason anyone
would read this magazine is because of the
amount of insider knowledge that Autosport
reporters have in various championships and
categories of racing. This insider knowledge, such
as interviews and paddock accesses, is one of the
primary unique selling points for Autosports. No
everyday person will be able to see every race or
be able to talk to individual drivers and team
members in the respective categories. Autosport
bridges that gap by being invited and having
access to these races.
Images of paddok

Target Demographic
However, if an individual doesn’t have an interest in
racing or a racing category, then they will have no
interest in a magazine about racing. Unfortunately,
Autosport slots right into that category of magazines.
So, the potential market of Autosport readers will have
to have an interest in a certain category of racing or
racing as a whole which Autosport covers. This could be
an occupation orientated around racing, like an
engineer, other magazine journalists or another racing
driver in a different category. A potential reader doesn’t
have to have a job surrounded by racing, but it would
greatly enhance the chance of them buying a racing
magazine if they had motivations/interests to find out
more in regard to their own or other categories. People
with racing hobbies as well would be enticed gather
more insider knowledge in categories they love and
Autosport's whole magazine shares insider information
and opinions. This is perfect for people with
occupations/hobbies in racing.
Images of paddok

Target Demographic
The Autosport currently (25/01/2021) costs £3 per issue for a
print/digital magazine as seen
on https://www.autosportmedia.com/offer/Autosport. The potential
audience of Autosport will have to at least have this amount of
disposable income to have access to the magazine.
However, most of the top stories can be found for free in areas like
the Autosport YouTube channel and the Autosport website. We can
see why Autosport has focused more on free content on YouTube
and their website with the graph to the left; showing a falloff in
newspapers bought over the years.
The divide between Autosport's market of readers is split into two
groups. One group prefers to read the print magazine because it is
more conventional journalism and possibly what they have been
reading for years, not only with Autosport but other news outlets.
The more modern group prefers the new direction Autosport is
taking by having free access to the stories on the website and
YouTube channel.

Target Demographic
The older market I would expect to have more
disposable income which is above average; people
with extra cash lying around because of a retirement
fund or successful business. Autosport magazine
readers clearly have spare time to read the magazine
and racing itself is a highly expensive sport allowing
advertisers to target the wealthy older generations.
The new digital market allows Autosport to allow
anyone to have access to current up-to-date stories
regarding racing because the stories are funded
through advertisements either on the website or at
the beginning of videos.

Primary Content - Autosport
Autosport focuses its attention on conventional print
and digital magazines. As evidence of their website
where they have a listing of prices of up-and-coming
magazines. As of 2020, they create a new magazine
monthly for a price of £3 per magazine.
Autosport will want stick to the more conventional
magazine structure because of the audience behind
them. They have been operating as a news source in
magazine form for 70 years so they will have a
portion of readers who have continued to read them.
However, this has shifted in recent years towards
providing the same story format but on their website.
This will be cheaper alternative to maintain for the
brand and will also be cheaper for the readers of
Autosport. The revenue generated will be filtered
towards advertisements instead of revenue from the
magazines themselves. But the website is not the
focus currently for Autosport.

Primary Content - Magazine
Front Covers
One of Autosport's 2020 magazine has been hosted on the website
Issuu. https://issuu.com/victorianeshko/docs/autisr34 Other
examples are from google images under the search "Autosport
magazine front covers."
All Autosports magazine front covers follow the same format. The
title is featured at the top of the magazine; this is a clear display
of the brand. The front cover is the first page that a reader will see
when viewing these magazines and they will be reading from top
to bottom. By having the title/logo at the top, Autosport
immediately makes the reader aware of who published this
magazine.
One feature to note, is the inclusion of a top catchline above the
brand title only featured on two of the three magazines. This I can
see is designed in a way to be read just after noticing the title, as
it is the only information located above the title. The content it
includes is aimed to manipulate the reader to want to "WIN" or
collect the "FREE" object/experience listed on the front. Clearly
the technique is used to provide an exciting enticing reason for the
reader to buy the magazine.

Front Covers
The images used have a compelling central object which the
front cover describes with a secondary heading underneath the
title. The top left example has a reference to the Ferrari team
in conjunction with a Ferrari F1 car, one of the major talking
points within F1, being the longest standing team within the
sport. The second example has a Mercades-AMG car with the
description "diva Mk2!" This is how the Mercades-AMG F1 car
is viewed by the general fan of F1, as a diva, goddess and
symbol of beauty.
Lastly, there is an image of an in-house
interpretation with reference to the 2021 F1 rules.
Complemented by the large "F1 2020" title above it.
What these three examples have in common with each other is
a main picture and large title structure. This is designed in a
way that allows the reader to first observe the image and
continue onto the next biggest title to entice them into the
magazine. This main story should be the reason why the
reader should want to either read the rest of the front cover or
want to continue to the page where the story is expanded.

Front Covers
The last areas where the reader would be looking
are in the areas with tertiary titles. The other main
stories which could be aimed towards geographic
locations, other racing categories or other major F1
news of the week. All the examples on the pages
again follow a structure. And that is to provide a
last-ditch reason for the reader to open the front
cover and continue reading the magazine.
References to "Britons" as a geographic location.
"new Le Man challenger" as a competitor in
another racing category, as well as "Vettel and
Leclerc clashing" focusing on F1 news. One aspect to
note about these tertiary titles is that they are
written as if they could be written anywhere. What I
mean by this is the capitalization of letters is
'correct'. These sentences are short and quick to
read so as to be of no effort for the reader.

Front Covers
Apart from the images, every page follows a colour scheme.
Red for the logo and title. Yellow for important/enticing
information and white for information backing up the
yellow areas. The red is a continuation of the branding of
Autosport, they want to affirm brand awareness.
The yellow areas/texts are generally placed in 'dead space'
of the page. Like the secondary titles, these yellow areas
are eye catching. Autosport uses this yellow to signify
important and relevant information to the reader.
Evocative phrases and descriptions such as "GIANT
SLAYER" and "REVEALED" in all capital letters and
yellow shapes are employed. Autosport created a system
which readers would continue to pick up on, with the
colour yellow suggesting important information which they
MUST read, or they will miss out. The colour becomes eye
catching for the reader whenever they see an Autosport
front cover. These phrases will paint a picture to the
reader of the story to encourage the individual to
delve inside of the magazine.

Front Covers
Looking at the font, all areas of the page can be
readable from a distance. This is because
Autosport has used bold, basic font. This
provides the freedom to all readers, no matter
the distance and more importantly, no matter
the reader's eye condition. Regarding eye
conditions, Autosport has an older target
demographic. They won't want to lose these
potential readers by having their titles too small
so they cannot be read by everyone.

Front Covers
The overall layout of the magazine cover follows the
same style and order of placement.
1. Large Autosport logo
2. Main image
3. Secondary title
4. tertiary titles
5. enticing yellow teasers
Title
Image, off centre to
allows tertiary title
placements
Secondary title which could
interact visually with the image
And
areas
not
taken
up by
main
image
used
for
tertiary
titles
Also, tertiary
titles can interact
with main image,
like text wrapping
or layers.
How to
make Autosport
magazine front cover.

Single Page
Now that we are finally inside the magazine, Autosport needs to inform
the reader through easy-to-read but informative pages. This page as an
example can be broken down into images, titles and textboxes. First, the
images on the page are used on this page to provide context for the
content on the page. The title references the F1 drivers: Max
"VERSTAPPEN" and Charles "LECLERC" two major drivers, involved
in two leading teams, key interests for an F1 enthusiast. The drivers are
the largest objects on the page and reader attention is drawn to them
not only through the large size of the image, but through the large title
directly beneath and linked to the image.
Having a connection between text and image is necessary and is shown
in this example on the page with an intriguing title to bridge the gap
between content text and the image itself. The title is in all capital
letters makes the information loud and projected.
Another example of bridging the image between the content text is seen
on the second single page. Here an older image of [Robert] "Kubica
'returns' to Alfa team as reserve driver" Again, it provides context to the
image and entices the reader to learn more about the situation,
which can be found directly below. Every title on the page always
follows the same: title above text rule.

Single Page
There are only three different text colours on this page and only
two different colours if there is white background. Black text is
used as the most basic and easy to read colour, and this makes
sense. Since humans by nature find it easiest to read black text
on top of a white background, through the Helmholtz’s irradiation
illusion. Black text on a white background makes up the bulk of
the writing on the page.
Next most used colour is red which is used to highlight certain
key areas of interest. The difference in text colour can either draw
the reader in or in turn make it simple for the reader to look at.
The font also is an aspect to take note of. Autosport used
organized, soft letters for the titles. These letters as per usual can
easily be read by anyone and from obscure distances/angles. Not
every title has capital letters on the page, but that means the
readers' attention will be directed to the "VERSTAPPEN"
"LECLERC" title because its more eye-catching. The other two
titles on the page do have larger font sizes, but because they are
not all capitals, it doesn’t draw my eyes to them as effectively.

Single Page
I notice the overall structure of the page(s), and
how this would look to someone not interested in
the techniques/styles used.
I used the rectangle tool from PowerPoint to just
break down these pages into a simpler form. You
can see the different overlapping features and
layers on the page. When I started laying it out
myself, I began by replicating the images first.
And it was clear that the planning of the page
starts with the story generation first. Then,
images are picked, other structural features are
then used such as the central statistic column.
Lastly, the text is added along with any other
features such as the text on the far left of
Example 1. What I want you to notice is the
unusual reading layout of the page.
Example 1 Example 2

Single Page
Moving onto the Example 2, this page looks
a little more conventional in regard to its
layout and structure. Again, the images
used are to complement the text with the
text being broken up into small columns.
These columns reflect conventional text
structure of magazines and newspapers.
Example 1 Example 2

Single Page
Looking at the structure of all text, there are
areas of the pages which have white text with
coloured backgrounds. These texts are placed
in areas over images and coloured shapes. The
font colour is the same as the background, as if
they are punched/cut from the image. If they
used black text like the bulk on the page it
would be much more difficult to read, its key to
notice the white is used to bring the text from
the page. The fill around the text also
highlights the text from the images.
Structural designs overlay to grab the
attention and direct the readers view into
different areas of the page.
Example 1 Example 2

Double Page Spread
The story that this double page depicts is one that was mentioned on the front
cover of the Issuu magazine. This shows that this story is significant and so it
requires double the pages to signify its importance to the reader. However, as
we will see, it takes up much more than that.
When I opened the page two visual features stood out to me:
1. The image because it was the largest feature taking up 70% of the two
pages. The size of the image highlights the huge story that the report is
covering. If the same story was cover on a single page for example
it wouldn’t have the same effect on the reader. The image itself could take
up its own page. The image also is off centre of both pages and allows for
text features on either side.
2. The sidebar "INSIGHT"
3. And the title "Ferrari."
The story itself was about "Ferrari" so understandably Autosport needs to
include both F1 teammates Vettel and Leclerc. The image shows the close
teamwork and features the underlying rivalry between the two. The reader
looking at the image will see it in sections, looking at from one car to the next,
and importantly to the text which is to the right. The bottom and closest car
shifts the direction of the reader's view through the angle it is placed on the
page. Guiding them towards the story/text on the page.
The main
story on
the front
cover is
found on
this
double
page
spread
Blue arrows depict the
direction of view the
reader is designed to take.

Double Page Spread
The title of this double page spread is what carries the story from
being a more conventional update, to displaying to the reader the
significant work put in by the team to overcome its rivals. The title
suggests that "Ferrari" is changing its structure for the "New year"
the "new decade" using "new methods" for a "new start" which can
hopefully translate into results on track. The adjective "new" is
repeated 4 times in the title, and more in other areas. This
highlights to the reader, the number of unrevealed changes by the
team. "New" also creates suspense because a reader be interested
and will continue read on and find out the changes that have taken
place within "Ferrari" because at the time, it was the second-best
performing team. The continuing story of Ferrari doing everything
to overcome the dominant Mercedes-Benz AMG team will greatly
attract a reader who has any interest in F1 at the time of release.
Interestingly the text is not broken up into columns. This
suggests that the reader should take the time to read and decipher
the information behind the story. The text wouldn’t have taken any
longer to read then a split-up column layout. For me it shows the
size and scope of the story, which otherwise would have been lost if
it was broken up.

Double Page Spread
Structurally, the page is split up into three parts: the sidebar, the
image and lastly, the text. An orderly rigid use of the image directs
the reader towards the text on the right.
I created a theoretical layout of the page and it shows that if the
image was placed on the other side of the text, then the text would
have been viewed by the reader, then the reader would have
looked at the image, only to go back to the text again to read the
story. For me, this highlights the design choice made by the editor
of Autosport to have the image in the middle, so as to allow the
reader to flow from one part of the double page spread to the next
smoothly. My theoretical example goes on to display that the
design choice to place the image between the two areas of texts is
intentional. Notice as you look at the design I made, how much
more your focus moves compared to the one Autosport produced.
The idea behind thinking of how the page is going to be viewed
and looking at what the reader will see first is key when designing
the structure of a double page spread and something I have not
noticed until this example.
A
theoretical
example of
other
possible
layouts of
the page
Direction
of view.

Double Page Spread
Graphically, there are not many changes made to the
image itself. It remains to include the two cars as the
main feature of the page, relating back to the story.
To note is the inclusion of text on top of the image; this
time it is a white fill backdrop with black text on top.
This white over black is as I have said commonly used to
allow the reader to view/read the information in an easy
manner.
The editor would have chosen these colours to allow the
text to be as small as possible. It barely takes up 5% of
the image and the placement is out of the way so as to
not distract the reader from the image. However, it is
something the reader will notice with their second/third
time looking at the image. The inclusion of the text adds
an extra layer of insight into the story.

Double Page Spread
After reading the page, there is the inclusion of two
arrow-esk shapes. They are directly at the end of the
text. The editor is visually communicating to turn
over. All these techniques are used to entice the reader
to continue reading and that the next part is found on
the pages after. Suggestions of direction the reader
should view each page is significant to the design of
any page, but you can clearly see the guidance used.
When you look at the example I created, the shapes
suggest looking at the image rather than continue
onto the next pages, a design flaw if that was what
Autosport had done.
A
theoretical
example of
other
possible
layouts of
the page

Double Page Spread
Here, you see the
obvious design and
placement of the
texts, first being on
the right, then
shifting to the left
side of the next
pages.
Here we can see the effect that the arrows had on the last
page. The article immediately continues at the top left. The
text is only a below a small title/subheading to remind the
reader about the story. Looking at the text first, it
immediately continues from the last page, so as to not break
in the readers concentration. No shapes are used at the
beginning of the bulk text, but the reader shouldn't need any
assistance to continue reading.
Again, the arrows are suggesting the direction the reader
should view the page, but this time it points towards the
images, instead of a suggestion to flip over the page. What I
would have changed here is to add another visual aid for the
reader to imply that the story continues onto the page after,
which it does. The image and direction of the two cars in the
team kind of does the job of that visual aid, but it is not
100% implied that the story continues. Just something I
noticed when reading this story. I would have added some of
those arrows on the image to visually imply to turn the page.
How the text
continues from
one page to the
next.
Points at the
image, not at the
side of the page.
From here

Double Page Spread
The bulk text is broken up by a quotation from one of the team
members. It provides an insight for the reader in how the team is
viewing the race results the team acquired. More suggestions of
disappointment and a display to the reader that this team is not
getting the results they hoped is again something I would have
wanted to be included on this page.
On the last pages of the story, I found an area where some text
was placed over an image with no real changes to the photo. The
text still fitted in that location, however. What I can observe is,
that the text is white, it is placed on a grey to dark grey
background. Even though the colours are similar, they do not
prevent the reader from being unable to see each word clearly.
Again, this touches on the ability for humans to decipher and read
text if colours are opposed to each other using the Helmholtz’s
irradiation illusion.
This major racing story takes up 8 pages in total (4 double page
spreads). This again signifies the magnitude of the story to the
reader. No other story in this Autosport issue takes up even half
the pages. Specifically chosen as I said to display the size and
scope of the report.
The white
background with
black text.

Advertisement/Product Placement
To understand the advertisement Autosport has in this issue, we must reflect
on the audience reading the magazine. I assumed that the people who read
Autosport magazines are generally wealthy, males with disposable income
and time, as well have a keen interest in racing/motor vehicles.
This assumption can be can also be suggested in the advertisements seen in
this issue of Autosport. On the left a just a few randomly picked examples
from the issue. They include objects and experiences like expensive luxury
cars, expensive car parts, luxury car lotteries, luxury motorhomes,
expensive track days/events, and even links to other medias which potential
reads could be interested in. A common theme between them all is the
highlighting of luxury and unmissable opportunities for the reader. These
advertisements have emotive and enticing phrases to encourage the reader
to part with their money. Money that the advertisers and Autosport
themselves know their readers have. The phrases include: "NOTHING LIKE
IT", "WIN YOUR DREAM CAR", "FOR THE WINNERS" and my personal
favorite "Living the high life". To note is the avid usage of capital letters
again to signify the importance of the advertisement to the reader. Assuming
that the reader has large amounts of disposable wealth and free time is key
when observing these advertisements. Seeing similar images in a casual
news magazine like The Sun or Daily Times would be obnoxious and
unfitting. Because these advertisements are found in a racing magazine for
readers with time and money, it is acceptable.

The colours and style of the advertisements do not
consider the style of the magazine. They use their own
fonts, colours and images to all promote their own
products/services. Each advertisement pays for their own
pages to advertise on.
The inclusion of Autosports own self advertisement can be
seen over multiple pages. But usually, they are at the
front of the magazine, where the reader would start
reading from. Autosport owning the magazine has the
luxury to self-promote wherever they want, but they will
not want to be too invasive because Autosport will know
that the reader already should understand the brand of
magazine that they are reading. The placements are in
areas to remind the reader that there are searches that
they might be interested in, and in Autosports
perspective; there is no harm in asking. Placements are
small and in areas where text finishs.
An advert of next week's issue
referencing a story that the
reader could find interest in. Note
the location being on the third page.

Over the entire magazine, 32 pages are
dedicated to whole page advertisements out of
the 113 pages total. Making up around 35% of
the magazine. This isn't including smaller
advertisements and product placements. The
number of pages is including ALL types or
advertisement, self-promotion included. there
were at least 12 times where Autosport
advertises their next week magazine or events
Autosport hosts, like their car or award show.
I wouldn’t say encouragements for readers to
keep reading through the magazine is self-
promotion, but this was also done countless
time during the beginning and middle of the
magazine, so as to increase the amount of
reader getting to the end pages and see all the
advertisements.
An advert of next week's issue
referencing a story that the
reader could find interest in. Note
the location being on the third page.

Secondary content
Organizations/brands have multiple areas of
focus so they can cover different markets. It
has been common in recent years to see news
organizations like the BBC, F1, Autosport have
all in recent times created social media
accounts on platforms like YouTube or Spotify.
The graph shows screen time in minutes of
2000 participants from 2019.
Screen usage on my phone.

Secondary content
Now after reading all the primary content research, you might be wondering why I have
split the category into Primary and Secondary contents. This is down to the fact that I
understand businesses/organizations are not static when it comes to targeting their
audience's. Often you will see organizations on two or three different media, which a
range of textual, visual and even audible content. We have to consider the customers
activity to fully understand Primary/Secondary content structure. I see it as a fantastic
example of this is the evidence by ZDNet https://www.zdnet.com/article/americans-
spend-far-more-time-on-their-smartphones-than-they-think/ where they display the
range of different apps people use on their smartphones, PC's, laptops and other devices
connected to the internet. What it shows is a variety of activity between multiple
medias, not just one focused activity on one app. Just look at the variety of different
applications people use; like Instagram, Internet, YouTube and even podcasts. Initially, I
split the category because of my personal activity on the internet. My I found my activity
on my phone (which is my secondary device) and I was unable to find screen usage
statistic on my pc (which is my primary device). Where the graph shows a dispersed
variety of apps by an average phone user, I primely prefer YouTube on my phone. I can
wrap this back to how and when I use my phone. The average person will use their
phone in sporadic period during the day, whereas I spend most of my time on my phone
at the end of the day, the PC is what I use during and at the beginning of the day.
Applications like YouTube for me are used to wind down to the end of the day, I watch
videos before I go to sleep because the content is enjoyable and uncomplicated to watch. I
don’t have to think about videos to watch on YouTube, because YouTube recommends my
content. You can see why organizations like The Race and Autosport targeted YouTube in
recent years, for people like me and my phone usage. I wish I could have found my PC
usage, but I would have also shown YouTube to be accessed a lot. Maybe I watch
YouTube too much, who knows.
Apply what I have said here to all the channels I have researched.
Screen usage on my phone.

Secondary Content
Autosport, as I explained in the primary
content research targets their magazine as
their primary focus for content. But they have
delved into YouTube, Spotify and their Website
to expand their demographic base. When I do
content research on an organization, it would
be naive of me to just cover their magazine
content, because they have so much content in
other areas as well.
YouTube and Spotify account for Autosport.
Explanatory YouTube videos:
primarily monologue
Opinionated Spotify podcasts: Dialogue.

Secondary Content
Looking at their YouTube first. The videos on their
channel seem to be short but full of information. YouTube
as a social media is for the people who want all the
information but have someone else to read it for you (the
viewer). Autosports most popular videos surround F1 as
seen in the "Popular Uploads" tab, which displays the
videos with most views from left to right.
Informative/opinionated videos from Autosport like the
"Inside Mercedes' controversial F1 wheel rims" and "F1’s
flawed financial model explained" are videos which could
are transferable between their magazine and YouTube
channel. The same information is transferrable between
different departments in their organization. The podcase
by Autosport is similar in that regard. However, the
videos are more opinion orientated. You must remember
that people listen to podcasts in the background, only a
few directly listen to a podcast if they prefer that media,
because a visual representation of the subject could be
found on YouTube.
YouTube and Spotify account for Autosport.
YouTube videos:
monologue – factual
Dialogue – opinionated
Opinionated Spotify podcasts: Dialogue

Secondary content
A story can be seen to traverse Autosports Website, magazine,
YouTube account and Spotify. This only doubles-down on the idea that
Autosport and other orgonistations are diversifying their product range to
target different demographics. The main differene I can distinguish between
a person who reads an Autosport magazine and someone who watches their
Youtube account is the age. The difference between an older and younger
persons internet activity is highlighted when considering older people tend
to prefer to stick to what they have done for years; which is read magazines
(esspessily in Autosport's case which has been running for 70 years). A
younger indevigual will tend to watch media instead of reading it. The
difference being, a magazine the reader has to read to decipher the
information, they prefer to make their own opinion based on the information
in the article, whereas the opinion is created in a video where the speaker
provides their opinion. Take for example the titles of the Russell story. On
the website, the story is an interview with the team principal Wolff, giving
his opinion on the situation. The Youtube is different, where commonly at
the end of video, presenters ask questions like "...and what are your thoughts
[presenter name]?" Generating convosation and opinions in the video. The
video asks a question which is disscussed by the 3 presenters. And the
podcast is a more indepth discussion which asks for full opinions because
there is no limit on the time, is easier to produce because there is little to no
editing.
Just look at the siilarities between the articles. All are discussing similar
topics, including similar reporters who as we can see, work between the
magazine, YouTube channel and podcast frequently.
Magazine - https://www.autosport.com/f1/news/154632/wolff-
russell-must-iron-out-mistakes-to-make-progress
Reporters include Mark Gallagher,
Ben Anderson and the main
presenters Luke Smith. All are authors who
have contributed to Autosport magazine.
Podcast: Speaker -
https://www.spreaker.com/user/mpodcast/flat-chat-gp-magazine-
2?utm_medium=widget&utm_source=user%3A10600217&utm_term
=episode_title
Video: YouTube -
https://www.youtube.com/watch?v=Wi-eTiaYxBk

Secondary content
What shines out to me (as part of their audience) is
the expanded feel that other content from Autosport
provides. The YouTube video in particular shows the
reports face, who otherwise wouldn’t be seen in a
magazine, where they just write facts and rarely give
their opinions. It connects the audience more towards
the brand, as viewers begin to connect face and voices
more to the names on screen. Then the audience
begins to see these names in appear other medias.
Take for example, a viewer of the Autosport
YouTube channel. A viewer will hear the names and
see the faces of the people presenting it. They will
remember that information and recognize them if
they appear in other videos or when reporting for the
magazine or podcast. The audience draws the
connection between presenters and
their appearance/voices for the, this cannot be found
with just text. It is hard to drive emotions through a
racing magazine like Autosport's factual style.
monologue
Dialogue

Secondary content
Overall, diversifying the range of content
benefits Autosport in a subliminal way. I
realized that once I became attracted to the
content, I remembered who presented videos, I
recognized voices and had preferences towards
certain presenters. It felt more connected
compared to a magazine article which appeared
formal and unemotional. The connection
between audience and reporter recognition is
the benefit received for Autosport and their
other medias. The reporters essentially
represent the brand.

Secondary content
The content itself is pretty basic. The YouTube
videos is a commonly split between
informative monologues and discussion-based
dialogues. Podcasts from Autosport are
opinionated discussions primarily, with occasional
racing news updates. Because it is an established
news organization, it has access to many resources
to create content for all areas. However, the
content is produced based around the story at the
time. It is common to see the same issue discussed
in their magazine, videos, podcasts and website.
So that they meet each demographics preference.
Allowing the audience to choose what style they
prefer. As we saw previously, the market of people
doesn’t just target one certain media, but the
range of people prefer different medias, like
YouTube or a podcast.

Social Media Activity
One more interesting aspect about Autosport, is the
branding stays the same between all its media accounts
for brand affliliation and awareness.
Colours, fonts and logos remain similar. No matter the
social media. Subheading fonts have changes to imply the
overall mood they provide. Making sure the existing and
potential demographics remember and recognise the
cross-platform symbol is key for overall brand awareness.
Autosport uses certain media in specific ways. Their
magazine, website, Youtube, podcasts are used as content
uploaders whereas media accounts on Facebook, Twitter
and Instagram is used for promotional purposes. Posts
can be seen to be copy-pasted across acounts linking the
same media. So that it is visible to users of all social
medias.
Instagram
Facebook
Twitter
YouTube
Generic logo.
Website
The same post, found on Twitter
and Facebook.

Magazines, Articles and Written Work

Context
The Race was founded in February of 2020 with the aim to
provide a "digital-only" format of motorsport coverage. This
news organization was created for the "die-hard" fans in mind;
however, they say it themselves that they are aimed at
newcomers Aswell. The Race is new a magazine however,
instead, they have a story-by-story format which they can post
as frequently as they want. The image of the website on the
bottom left is a clear illustration of the difference between other
magazines and the Race's structure. Otherwise, it’s the same
content, with added flexibility because they don’t need to wait
for all the content which would go into a magazine. They can
just post the story by itself. Another thing to mention about the
Race, is that it is free for anyone. There is no barrier to entry
for the target demographic when it comes to money. Unheard of
until this news orgonisation entered the market.
One interesting thing to note about the Race, is that it is a
makeup of former Autosport writers who left the previously
organization to set up this one. They took away the formal and
factual writing from Autosport and built upon that, creating a
product which more personalised and interactive and cannot be
matched by its competitors like Autosport.
https://the-race.com/about-us/
Screenshots
taken
19/01/2020

Logo and Branding
The Race entered the F1 reporting scene long after any other
competitors, but in the last year they have seen a huge influx
of viewers on their YouTube channel (they primary focus
for content). Everything from the logo they use to the editing
style is modern compared to their competitors.
Looking first at the title "The Race" I notice immediately they
use all capital letters whereas when they reference
themselves in an article for example, they will have
uppercase characters at the beginning of each word. But
lowercase for the rest. The reason for this I believe is that the
title is more refined, and they can play around with the
sharper characters uppercase letters have compared to the
lowercases. You can see this altering with the letter "A" in
their title where the middle part of the "A" is removed. The
letter "Λ" comes from the Greek alphabet. But this symbol
has a close enough shape to the letter "A" so it can be
recognised easily. It creates a modern look as I said. The font
in the title is thin, whereas the symbol for the race is wide
and pronounced. This thin text draws attention from the title
itself and turns the viewers eyes towards the symbol. While
still having the presence of the title "The Race."
NOT a logo used
by The Race.

Logo and Branding
Speaking of the symbol, it only includes the
letter "R." This R is taken from the word "Race"
in the title. The symbol itself only uses half of
the letter "R" by slicing it from the top left to
the bottom right. Instead of looking like a
normal letter, it becomes a continuous shape.
Essentially, they had the same thought process
here as they did with the letter "A" from before.
For me, this logo would represent The Race in a
more modern light than a conventional R
would. Logos inherently need to include
features which represent the brand and are
interesting to look at. Comparing this logo
design to the one found on Autosports YouTube
channel, you can see that The Race has a more
modern and sleeker look compared to the
outdated design used by Autosport.
NOT a logo used
by The Race.

Logo and Branding
The Race uses white font and logo over a solid black
background. White and black are opposites (not in
terms of colour but in terms of brightness) so by
having a black background, you don’t need to use
much space to create the illusion of being sharper
and defended. Helmholtz’s irradiation illusion is a
prime example of black on white features. A test
conducted by "Getty" where they had participants
to "increase the area of the black square until it
appeared to be the same size as the white." They
found that even though the areas of black and
white were equal in size; the white area "appeared"
larger. The article goes onto say that white to
human eyes is more receptive to compared to
black. And taken back to the Race's logo, it will
bring out the white text and logo from the black
background because of this "Irradiation illusion."
NOT a logo used
by The Race.

Logo and Branding
The Race uses this logo in many locations from the
YouTube channel they own, to social media accounts.
Going off the 98 by 98 pixels measurement for the
YouTube logo, the symbol is easily readable from a
distance. I can see a common theme of having a title
alongside an icon/logo which is used in areas for
profile pictures on accounts on social media like
YouTube, Twitter, Instagram Etc. More interestingly,
The Race switches their colour scheme on their
banner and magazine but I'll talk about that later in
the PowerPoint. But it's interesting to note how the
black symbol on the white background does look
slightly thinner than the opposite colour scheme.
https://blogs.getty.edu/iris/black-and-white-arent-
opposites-after-all/
NOT a logo used
by The Race.
NOT a logo used
by The Race.

Target demographic
The Race strikes where Autosport lacks; And
that’s with the modern approach to
journalism. Where Autosport maintains its
magazine for those who continue to buy
them, The Race ditched that idea entirely.
Putting all its effort towards new modern
medias like its website, YouTube and even
Spotify.

Target demographic
The potential age range of The Race's readers will
be the modern racing enthusiast. From the
younger audience of 13-25 year-olds on YouTube,
to the older (20-30s) more conventional audience
reading the stories on The Race's website.as I
mentioned just a second ago; The Race targets the
lost readers from Autosport. New modern age
groups like generation Z (people born between
1997 and 2012/15) who prefer video news over
static magazine news. A large market of people on
the internet use YouTube while browsing the web.
77% of 2000+ respondents from the USA between
the ages of 15 and 35 showed that they use
YouTube actively. A largely untapped market by
more conventional magazines, but where The
Race's focus lies. So, The Race will have a modern
demographic who are connected with the internet.

Target demographic
As stated earlier, racing as a sport is primarily male. Not by choice, but by
history. Unfortunately, in the past women were not viewed to the same
potential as men in sport and this continued over to the likes of racing.
Because of this, racing is a male dominated sport which can turn females
away from the unfortunate stigma that they cannot be as highly regarded as
males in the same sport. We can see an example of this when a female racer
named Carmen Jorda stated herself that "It’s not fair to be compared with
men because we will never be on the same level" in the
article https://www.racefans.net/2018/01/31/numbers-stacked-women-
reaching-f1/, a clear underlying idea that females have less potential than
males in the sport. However, The Race makes no effort to push towards male
marketing of their news stories. They write with no discrimination to males
or females. Slowly, overtime we should see more females entering more
racing categories and with it they will bring the female audience to news
organizations like The Race. But currently, the sport is male dominated and
with it brings a male orientated audience. Like gender, race/ethnicity has
been dominated by white people in history. This follows the same route and
argument females have for racing and sport in general. However, as
mentioned earlier, Lewis Hamilton smashed the stigma that skin colour has
any interference on racing talent, and so this opens the market for all
ethnicities. And overtime we will see more people from many different
backgrounds take up interests in racing and more importantly, The Race's
articles. But again, the reader base is filled predominantly by white
individuals. So, I can say, the target gender and ethnicity is currently white
males, but is shifting towards inclusivity and recognition that anyone can
have the potential to participate in racing and reading The Race's magazine.
The female driver:
Carmen Jorda

The Race's audience follows the same lines as Autosports
market when it comes to number of children. The key
point being that they must have spare time to read the news
stories, for that time to not be taken up by too many
children. This is similar to occupation, referencing the
occupational jobs/hobbies of readers/viewers of The Race.
Having an interest in racing will greatly boost the chances of
being a potential reader/viewer. But it is not required as a
barrier to entry when reading and watching their reports.
The Race differs in the regard to understanding/education of
readers regarding racing sports. The Races tries, as stated
themselves to: "Create the best motorsport coverage" to
"those who are new to the sport" in the about us section on
The Race's own website. A direct aim to include those who
are new to racing and haven't got a full understanding of the
sport. Autosport cannot say the same about audience
education. Evidence of this comes down to the way The Race
educates their audience in their videos, providing context to
drivers, and past event. Which the general educated race fan
would know. But not everyone is on the same page. So, the
Race appeals to new and existing race fans.
Target demographic

There is no barrier to entry when it comes
to income in regard to accessing the stories
published by The Race. All the stories they
write are free to anyone through
their YouTube, Spotify and website. The
only cost that individuals need to pay for is
the internet access and a device to access
the internet through. The Race provides
free content to their readers and viewers,
generating income through other means
like advertisement on their videos and
other medias like Spotify. They also have
the option to advertise on their website, as
seen in the contact us section.
Target demographic

Overall, The Race is a modern take on journalism
focusing their efforts towards the new growing world
wide web market. Currently this is limited to countries
with vast access to the internet, but with efforts by
technology companies like Space X to expand global
internet https://www.aa.com.tr/en/science-
technology/spacex-launches-satellites-to-improve-
global-
internet/1997810#:~:text=Starlink%20project%20aims
%20to%20provide%20high%2Dspeed%20broadband%2
0internet%20service&text=SpaceX%20launched%20a%
20new%20batch,internet%20services%20around%20th
e%20world.&text=While%20Starlink%20aims%20to%2
0start,near%2Dglobal%20coverage%20by%202021 we
will see this market span the globe in a few years. As
humans become more connected.
Target demographic

Primary Content – The Race
Website
As I have mentioned before, The Race uses a website to
display current stories/reports instead of the more
conventional magazine. This targets the modern readers
who prefer to use their computers and mobile
phones instead of reading from a magazine. I fit into this
category of people. This shifts The Race's audience to a
younger age in comparison to Autosport. However, it still
allows for in-depth written articles which could feature in
a magazine issue.
Access is free and regularly updated with each new story.
Unlike a magazine, a website doesn’t have to wait for each
issue to be ready before they can post the story. Allowing
for quicker response times by The Race in comparison to
its magazine orientated competitors. You will see the
modern yet conventional style The Race has taken with
their articles in reference to the writing, images, shapes
Etc.

Website
What I must mention here is that fact that The Race has two primary
sources of content because in essence they have two primary target market
which are very closely located. The first primary content The Race is
involved in is their website https://the-race.com/ where stories are written
and updated as frequently as possible. And the seconds 'primary' source of
content is The Race's YouTube
channel https://www.youtube.com/user/nismotv2013. The reason I believe
that the two are intertwined is because the same news stories that appear
on The Race's website also appear on the YouTube channel. However, there
are differences between them, and I do think that the website does take
majority attention, but their video focus is very close behind. This is
because the website can be updated with ease, allowing for quick reporting
response time by The Race, whereas the YouTube channel requires The
Race to record and edit a video, which will take longer. Personally, I am a
watcher of The Race's YouTube channel and I am aware of the website, but I
don’t use it as often. I wouldn’t be surprised if the general reader/viewer is
like myself. A person who uses YouTube as a pass time, and if the individual
enjoys F1/racing they will most likely have a preference towards the
YouTube channel rather than the website. This is because it is more
convenient/time-saving to watch a video compared to reading an article. The
Race has resources allocated to the website and the YouTube channel;
however, the YouTube channel has a lot less content because of the extra
work needed to create a video. But the content chosen to be on the YouTube
channel is of higher quality to the viewer. See it as the website has quantity
and the YouTube channel has quality.

Website Homepage
Opening the homepage of The Race (https://the-race.com/) I can
immediately see the biggest story being allocated the largest
amount of space. The Race knows that if a reader is opening the
homepage, they will want to see the biggest story first. Clearly
this is being demonstrated here, by have a 50/50 divide of a story
to image layout. As noted, before when looking at Autosports
magazine, English readers will view the page from left to right. As
if they were reading a book, they would start at the top left. More
interesting is the placement of The Race's logo. Directly top left
and the one of the first objects/graphic that a new reader would
see. A reference back to the creators and writers of the website.
Key for brand awareness. The Race must make the reader aware
of who is providing the story as much as possible, but they have
not been too invasive with their placement and size of the logo.
The Homepage sticks to the colour scheme of The Race, however
the logo colour is inverted so that it can appear black instead of
white. Having it an inverted color means that it can be placed on a
white background, also allowing the majority bulk text to be black
Aswell. If the logo remained white, the background would have to
be black. Which is harder to read, because text would appear
smaller.
The Race's homepage 26/01/2021.
Appearing like this...
Appearing like this...
Logo used to
represent
the brand is
commonly
white on
black
It would mean that
if the background
what also black the
bulk text would
have to be white.
Having the logo
inverted allows
the use of black
text with a white
background.
Clearer to read,
because of
the Helmholtz’s
irradiation illusion. It's
also more conventional.

Website Homepage
The Race's homepage 26/01/2021.
Over 60% of the immediate screen is being taken up by the main story, a large
suggestion for the reader to find out more. In total, the main story consists of an
enticing/luring title, under that is a brief description, below you can see how old the
story is/when the story was uploaded to the website and last you can find the image.
The 'lead in line' sentence has a similar design compared to a conventional magazine.
It has the same incentive for The Race regarding encouragement for the reader find
out more when it comes to the story. The quote "POTENTIAL CHAMPION" is used to
suggest to the read that it might be possible, but to find out they must read the
article. Like Autosport, The Race uses all capital letters to show the significance and
volume of the story. The same suspense would not be found if capitals were not
used. When hovering over the title of the story, the text changes colour from initially
being black, to turning to an orange shade when over any of the letters in the phrase.
Example seen on the left. A button like this is interactive and enticing for a reader.
Buttons need to have a clear purpose for the reader. The symbology of a changing
colour implies to the user that this title forwards them to the story. In the article by
Just in Mind, https://www.justinmind.com/blog/button-design-websites-mobile-
apps/ they found explained that buttons need to be predictable, and by having a
changing colour when hovering over the title will imply to the user that the full story
is accessed through clicking the title. Unfortunately, the only way to access the full
story is through clicking the title, unlike the secondary stories where you can click in
any area of the image. This is something I would like to improve on with my website.
The description of the story is also designed to inspire the reader to continue reading
this new story. Using referencing nouns to key figures and teams like "Lance Stroll",
"Formula 1", "World champion", "Aston Martin", "Sebastion Vettel" to name a few.
The references in the descriptive sentence will provide the reader with a short yet
descriptive insight into the story, and if they have interests in these listed nouns the
reader might be more inclined to read the article.
Cursor over title.
Normal.

Below the main story the reader will find the next
biggest reports of the time. The freedom for the reader
to click anywhere on the image is found here. This will
forward them to the page hosting the respective story.
When hovering over these stories/images, there are no
graphical changes, unlike the main story. These
secondary stories only include a title over the images.
They don’t have as much description behind them
creating a less painted picture compared to the main
report. There is again usage of capital letters for the
reasons as mentioned before. The layout of the stories is
in a horizontal form. Creating the visual aid for readers.
In general, people will read anything from the left to
right. The horizontal layout will guide the reader from
one article title to the next. Every story has white text
over the images. To allow the text to be placed on each
image, the images had their contrast increased to
darken the overall brightness. Allowing for white text on
a black background.
Website Homepage
Horizontal
design layout

Everything described here is what I immediately
saw without having to scroll or click any link. It
was what was on the face of the homepage. Also,
just to be clear. I am viewing this page at 100%
normal zoom. Shapes and sizes of images/titles
changes in relation to the zoom.
Website Homepage

Website Homepage
After looking at the immediate images and stories I began to
scroll down the page to look what else The Race had instore for
me.
Looking at the images with stories on the left. What I notice
when I scroll down, is the stories become 'smaller' or of less
interesting/impactful to an average The Race reader. Visually,
The Race reduces the size of the font and the area each story
takes up. Like the strip of images from before on the first part of
the main page, they have images to illustrate the titles, however
they are a smaller size and are also positioned differently. Bring
in an organized grid form compared to a horizontal layout seen
earlier. This grid form allows the reader to look at each story
independently. As opposed to the continuation view from
a horizontal layout. Breaking up the layout like this will
prolongs the amount of time the reader looks at each story. The
text in the grid formation is always located below the image. We
saw this technique used before in the Autosport magazine. After
looking at any image in a magazine, the reader will desire
an explanation/description. The Race here uses lead in
lines/titles which entices the reader to find out more in regard to
the story. This idea behind giving enough context to entice the
reader, but not giving away too much information so as the
reader fully understands the full picture. Leaving the reader on
a sort of cliff hanger, making them want more.
Scrolling
down the
homepage.
Showing the
direction of
view the
reader is
designed take.
lead in line.

Website Homepage
Next the reader will notice the listed points. These points will be quick
and simple to read. The same amount of space used for four articles in
grid form, translates to fitting eleven articles. The points on the page have
no images allocated to them, leaving the space free for more text. Having
a layout like this, it will allow readers to skim read these points. Having
racing news layout like this signifies to the reader that these stories are of
smaller significance to them as a reader. They must be there because
some readers will take interest in them. Evidently, you can see these
stories have little importance to them, being about niche subjects like; "Le
Mans," "Extreme E," "Daytona," " Formula E." Racing categories
themselves. But they have little importance compared to bigger more
marketable categories like Formula 1. so, I could say that this section is
consists of quick-fire headlines which might be of interest to a few
readers. Unlike a major headline in F1 which has the best location on the
page, being the 'top' story on the website as seen earlier. Left of each
headline is a symbol. I would expect this arrow to have the ability to be
clicked on, but it doesn’t, so the use of this shape is to focus the reader's
attention to each headline. The arrows pointing at the story will draw the
focus of the readers to look at the headlines, but personally I feel the
value of this symbology is lost with the sheer number of arrows in this
section. But to note is the direction The Race would like the reader's
attention to go, to at least be aware of the presence of other smaller news.
The text for the stories is rather small in comparison to the large titles for
the other stories around them. But this small size is used to cram as
many stories into that area as possible.

Website Homepage
The further down the page, the less readers there will
be. Purely down to the short attention span of readers
in general. The BBC referenced studies which found
that the average attention span of readers has fallen
from being twelve seconds in the year 2000 to now
being eight seconds
(2017) https://www.bbc.co.uk/news/health-38896790.
This shortened attention span will be something The
Race has taken note of, because from below what I have
already talked about, is only links to other medias.
With references to The Race's YouTube channel,
podcasts and even the twitter activity surrounding the
brand. This is specific content which readers might be
looking for, and if they are looking for it on the website,
it makes sense to pace it lower down because it won't
concern readers which are looking for that content. For
me, I don’t think that The Race should have had any
content below the social media links but I'm not the
editor of the website.
You can see
here the
transition
from story to
media link
and then the
return back to
stories.
Actual website layout.

Website Homepage
I do however accept that there is content below the
social medias, and the placement will be for the
readers who are purely browsing the website. While
breaking down the website, I noticed that the reason I
found interest in the stories below the media links was
because I was still browsing the website. If a reader
had remained on the website for time it took them to
read all the major stories and links above, then that
means they haven't found a story which interests
them. Or it could be for the readers returning to the
homepage, looking for more content. The Race has
used the home as a portal to all its current content,
instead of using a secondary page. I respect the fact
that not all readers will only view the homepage just
the once. Because all news articles have a link at the
bottom of each story which returns the readers back to
the homepage. Allowing the readers to extensively
browse the website for more and more content.
The very bottom
of every article.
Clicking this
button returns
you to the
homepage.

Website Homepage
At the very bottom of the page, is three things of note, the first being the bottom "Keep
Reading." An invite from The Race to the reader to display the fact that there is more
content. Content which is older or of less interest to the average reader. The Phrase
itself "Keep Reading" is a call to action from The Race to the reader, as if to indirectly
say 'the content is here if you' "Keep Reading." It’s a button to incentives the reader to
stay on the homepage until they find the specific article/report which interests them.
Maintaining the reader on the website is key for retaining and maintaining readership.
Blow the button, is a section for "LATEST" and "MOST READ[s]" can also be found on
bottom of articles. The section is to show the newest and most popular stories of the
time. Updated based on the age of the story for "LATEST" and the number of readers
interacting with a story for the "MOST READ" section. Readers on this part of the
website who want to find the newest and most popular stories, and if they are an avid
reader of The Race, a reader will know to look for this section if they want that content.
After the provision of the extra content, the reader will find themself with
miscellaneous bits of information like icon links to medias, information about The
Race, and an account system to comment on The Race's posts. This is not an area that
readers will specifically be on the homepage for. It is just here like on all posts to
advertise The Race's other services like an account system and to "JOIN THE
RACE COMMUNITY." miscellaneous information does play the part of creating a
community behind The Race, as they are advocating a more interactive community
compared to other news outlets like Autosport. An account system which allows readers
to comment and interact on posts is not possible with a physical magazine, but it does
allow the chance for readers to give feedback with their opinions of subjects The Race
covers. In many areas of this section, The Race advertises to the reader to "Get
involved" and "Comment on our content" because The Race knows that this interaction
is only possible through new medias like their website and other medias like YouTube.
Having reader interaction will change the culture behind conventional news reporting.
With print magazines, only the voices of reports and interviewees will be heard. Having
an interacting community allows another level of opinion on stories which the race uses
in their articles and videos.
The very bottom
of the website.

Website Articles
Now, I want to understand how The Race's articles differs compared to
more conventional news reporting. What have they left out and what have
they added. Immediately, the structure of the page is different compared
to an article found on a magazine. This is down to the fact that websites
have an unlimited amount of area to write in, unlike a magazine
where information must be crammed onto each page. Having an
unlimited amount of space allows The Race to go as Indepth as they
would like for each story. However, something to take note again is the
attention span of readers, specifically the younger modern readers of The
Race. I spoke before about the reduction in attention span of readers from
twelve seconds with the year 2000 to eight seconds in 2017. The article by
the Slate https://slate.com/technology/2013/06/how-people-read-online-
why-you-wont-finish-this-article.html goes on to specify that the majority
of readers only read about 50% of an article. It is key for The Race to
engage the reader by maintaining their attention with images and
interactive areas of the page. Interactions which might lead them to other
articles. The point of maintaining readers on the page is to generate
income, because the longer a reader stays on The Race's website, the more
interest will have for The Race's written content. I will talk about the
routes readers take on the website later. Just know that the website is
designed in such a way that readers will stay on The Race's website and
continue reading their articles and not competitor's work.
Data shows how
long readers stay
on a typical website
article.
Article: https://the-
race.com/formula-
1/the-move-that-
made-twice-rejected-
sainz-worthy-of-
ferrari/

Website Articles
The overall layout of the text is in simple to read forms,
frequently broken up by images and links to medias. Each
paragraph has a different shape and layout to the next.
Being a dyslexic, I view words and shapes differently
compared to the average reader and I find it hard to read a
block of text. Take a novel as an example. I would prefer to
have the words read to me by a narrator then to read them
myself. Dyslexics have tendences to misread and skip
words by accident because they don’t observe words by the
spelling, they see them by the shapes they make up. Any
reader looking at a piece of text like the ones found in
magazines and novels might be could also be intimidated
by the large and overwhelming size of text. The Race
attempts to combat this with images and broken
paragraphs. I created a visual example to the side of The
Race's article which illustrates the different paragraphs
and how they form more diverse and interesting shapes to
read. Because there are plenty of images and links on the
page, the article looks less of a challenge to read. A simple
yet understandable technique used to maintain readership.
Text layout in
Autosport and in
other magazines.
You can see the
difference between
the bulk column text
design and the more
sporadic sentence
design followed by an
image, used on The
Race and
other websites.
Example from
another outlet. The
MXGP
Magazine https://issu
u.com/mxgpmag/docs
/mxgpmag087.

Website Articles
When first opening an article from The Race, the
reader is immediately greeted by an image with title
layout. Like a magazine, The Race uses this to paint
a picture (literally with a picture) for the reader. The
beginning of any article is the most important part.
As seen before about maintaining readership, there
is a spike in readers leaving the page at the before
they start reading. The Race, like any website
reporting organization needs to reduce the number of
readers becoming uninterested before they begin the
article. To combat this loss, The Race employs a large
image with a large lead in title. Mentioning again
the use of key nouns of interest to the reader like
"Sainz" and "Ferrari" to explain what the reader will
understand the tip of the ice burg in relation to the
article and what it contains.
Image to title layout.
Shows the large number of
readers leaving the page before
even starting.

Website Articles
Without having to scroll to any areas of the page, readers can navigate to the
homepage, F1 category and comment section of the story. this accessibility and
useability of the user interface will be to allow for the reader's maximum amount of
control. How easy it would be for a new reader to understand that these buttons are
available is something to look at. First the homepage, it is accessed through The Race's
logo/name. There is no change to the logo, just an indication from the cursor that it is
clickable. It would be nice to see this logo have a more button 'esk' feel to it.
Referencing the Just in Mind article again https://www.justinmind.com/blog/button-
design-websites-mobile-apps/, button should be designed to have different states, like;
Active, hover and pressed. By not including some visual aid, there is no suggestion to
the reader that the button will do anything, let alone return them to the homepage.
Next, the Formula 1 mini title above the main title turns from black to orange like the
large title from the homepage. This does the job I hoped the logo would do, as it
provides a more descriptive visual aid for the reader. The colour change while hovering
over the title shows that there is more to the category title "Formula 1" then just the
words. Last, is the comment section. To the left of the verb "comment" is a shape in the
form of a speech bubble. This suggests to the page reader that this will bring them to
the area where other readers have voiced their opinion of the story that they are on.
You can also see the activity of the page, currently it is sat at 17. I presume that this
number updates each time someone leaves a message. In total, buttons should be as
visually aiding as possible for readers. Having buttons which don’t change when
interacted with means that you will have a portion of new readers who will find it a
challenge to navigate around your website. So, any designer must think about how
readers/users will interpret their layout and buttons. Otherwise, you will lose readers
purely because of poor navigation tools.
The reader has access back to the
homepage, comment section and F1
category without having to scroll at all.
Cursor over
Normal

Website Articles
I wanted to find the number of sentences between
images, so that I could find a style that The Race stuck
too. From looking at 5 random articles I found that the
average Sentences Per Image (SPI) was 8.08. however, I
choose to refine this number by not including the 3rd test
because the length of the article was extremely short and
inflated the result drastically. This inflated result of SPI
in that article because there was only one break in the
text (Image/Table). I decided not to include it in the
final result. This showed that there is an average of 7.35
(7) sentences between each image/information breaks. In
the test I included everything that cut off sentences
completely. This included images and tables of
information. These are objects on the page which the
reader will find interesting while reading the articles. I
choose to not include youtube videos which also break the
text, but they would also completely distract the reader.
Test/
article
number
Article
length
Number of
Sentences
Number of
breaks.
Either
image or
table.
Sentences
Per Image
1 Long 85 11 7.7
2 Medium 34 5 6.8
3 Extreme
Short
11 1 11
4 short 22 3 7.3
5 Short 23 3
(1 image,
2 tables)
7.6
Average sentences per image (SPI) = 8.08
(And Avg SPI without test 3 = 7.35)
Test/article number
1 - https://the-race.com/formula-1/the-
move-that-made-twice-rejected-sainz-
worthy-of-ferrari/
2 - https://the-race.com/formula-1/the-four-
aero-changes-creating-mercedes-most-
intense-task/
3 - https://the-race.com/formula-1/russell-
albon-among-first-batch-of-virtual-gp-
announcements/
4 - https://the-race.com/indycar/jones-coyne-
grosjean-2021/
5 - https://the-race.com/formula-
1/mercedes-bids-to-completely-offset-aero-
testing-handicap/

Website Articles
What the average SPI tells me, is that The
Race tends to place an image/table after 7.35
sentences. This tells me that The Race uses
breaks every 7 sentences to give readers a
more interesting read. This follows back to the
idea of attention span of readers while reading
articles. Looking at the graph from the Slate
article, it shows that a portion of their readers
only look at the video and images in the article.
The Race will have a similar experience with
their readers, so to keep them entertained they
will place a break in the text every 7
sentences.
Test/
Article
number
Article
length
Number of
Sentences
Number of
breaks.
Either
image or
table.
Sentences
Per Image
1 Long 85 11 7.7
2 Medium 34 5 6.8
3 Extreme
Short
11 1 11
4 short 22 3 7.3
5 Short 23 3
(1 image,
2 tables)
7.6
A large portion of
readers only view the
videos and photos on
the page. Instead of
reading the text.

Website Articles
I defined breaks in the text as a visual object which required the text
to be paused and placed below. Most of the articles only had images.
However, in the fifth article there was the inclusion of information
tables to illustrate what the article was talking about. This is an
aspect that readers will be interested in, readers will take the time to
look at these tables. I didn’t include videos in this data. This is
because I only wanted to provide aspects which would keep the reader
in the article rather then move them away to a video which is more
distracting then just an image. The point of images is to provide the
pause necessary, so the text appears less overwhelming and more
manageable/pleasurable to read. I theorize that the average age of
your readers will change the number of breaks in the text. A younger
audience will have less attention for text, so they need more breaks to
maintain interest in an article. Whereas an older average age will
prefer a conventional layout, like a block/column style found in
magazines. We can see this idea being backed up by data, from the
Pew Research Center, they found that 65+ have a 63% tendency
towards Newpapers. This could be for many factors, but one reason
why they would prefer to read newspapers because they have become
accustomed to the layout and style. The opposite end of the scale sees
that 18–29 year old's have a huge majority at 81% preferring to read
from online sources. The Race as an online source is targeting this
group.
Test/
article
number
Article
length
Number of
Sentences
Number of
breaks.
Either
image or
table.
Sentences
Per Image
1 Long 85 11 7.7
2 Medium 34 5 6.8
3 Extreme
Short
11 1 11
4 short 22 3 7.3
5 Short 23 3
(1 image,
2 tables)
7.6
Shows that the older the
generation, the more likely
to prefer newspapers.

Website Articles
Directly below every article are also sections
designed to maintain the reader on the page.
Aspects like a comment section, advertising other
articles and the bottom information card are all in
areas after the article. After reading an article, The
Race will aim to display areas of interest for the
reader. Other racing articles and other reader
opinions are both key areas which will interest a
portion of readers. I myself know that I like to look
at other opinions, to see what other people thought
about a situation. This is more on other platforms
like YouTube, but the same idea of having a
comment section below is found in all of The Race's
articles for reader interaction and will appear more
personalized for readers.
The comment section.

Website Articles
Below the comment section as I said is an
area used to advertise other articles. This will
be for readers who want more content to read
through, and instead of having the reader
return to the homepage for that, The Race
created this section to immediately displaying
other articles. Requiring no effort from the
reader.
And at the very bottom of every article is a
section referring to the account system that
The Race has for the comment section and
reader interaction in areas like the
comments.

Secondary content
Compared to Autosport, The Race has taken
a similar, but more focused approach. They
ditched the idea of a magazine entirely to
focus the organization onto online sources
like their website, videos and podcasts. The
Race says it themselves when they state that
they are a "digital-only" organization.
Like Autosport, content on The Race is
transferrable between their different media
accounts on YouTube, podcasts and website.
Again, re-enforcing the idea behind
targeting multiple audiences to broaden the
target demographic range.
"
"
The Race's "About us" section.
The same subject has been renamed
by essentially copy-pasted between
the website and YouTube.
Article:
https://the-race.com/formula-
1/hamilton-contract-update-hints-
at-uncertainties-behind-delay/
Video:
https://youtu.be/iVm3-
nxdt2U

Secondary content
The Race was the first of the two the two F1/racing news
organizations to start heavily focusing its aim on online
content, with Autosport starting earlier, but focusing its
attention later.
Videos are either informative monologues or discussion
dialogues between The Race's reporters. Again, this has the
same connection effect Autosport uses between reporters and
the audience. This time however, The Race's website doesn’t
just target informative interviews and updates like Autosport.
They take a different approach styling their articles as a
question/enticing statement. A direction like channels on
YouTube. Whereas video took on the approach taken by
magazines, in the regard to explanatory videos. Examples of
each seen on the side. Videos with a ranking system have also
been employed on the YouTube channel. Viewers will want to
see how The Race 'ranks' the respective subject.
One other thing that is reveled here, is the little logo that The
Race has in the thumbnail. Allowing the potential viewer to
know the publisher without having to read the title or look at
the channel icon. Its all described in the thumbnail.

Secondary content
The Race's videos, website articles and
podcasts all include contributions from
reporters. Seeing names like Scott Mitchell,
Edd Straw and Mark Hughes to name a few.
Building the reporter to audience connection
is important for The Race, as they always
ask for viewers thoughts at the end of their
YouTube videos. This generates extra
activity in the comment section, boosting the
algorithms recognition of the video, showing
it to more people, which in turn might leave
a comment creating a snowball effect.

Secondary content
Podcasts on sportify don’t have a comment
section, so there is no reason for The Race to
ask for comments. However, they do ask to
look at their social medias. Building brand
awareness for them. A common theme seen
with The Race's internet strategy, is one of
connectivity and awareness. The Race wants
their demographic to be aware of all the
content available to them. References to
other content can even be seen in their
website articles where, to the is of text; is a
link to their podcast. And often videos break
the text like images. It's all about
diversifying their content, being allowed by
the vast human and computer resources they
have access to in The Race.
Links to
other
medias
and
articles in
the
currently
viewed
article.
All
examples
were from
the same
article. The
process is
repeated in
all their
online
articles.
Article example: https://the-race.com/formula-1/is-
hamilton-mercedes-already-f1s-greatest-ever-combination/

The Race's also has cross-platform logos. The Race's "R" appears on
everything they do on social media.
They have branched out to:
• Personal Website
• YouTube
• Spotify
• Twitter
• Facebook
• Instagram
• And even Apple podcasts
Again, the consistent theme of having the same logo for each account
returns. However, The Race has expanded upon the idea behind their
logos. Using different inverted colours. The YouTube channel is the only
platform where they use the black logo, and that because they continue
that theming with their title cards in videos. More interesting is the
podcast logo that they use for Spotify and others like Apple Podcasts. It
specifically targets F1, where other media accounts target racing in
general. This is reflected through the logo and title of the podcast being
surrounded by F1 branding and to commonly seen shapes, like the cars.
The Race uses its media accounts in a similar regard to Autosport before
it. Having platforms like its website, YouTube, Podcasts for content
uploaders. And accounts on Twitter, Facebook and Instagram for
promotional and community building reasons.
Website Facebook
YouTube
Twitter Instagram
Spotify/other podcast platforms

Context
Tommo F1 (Tom McCluskey) is a youtuber
who has become popular with the influx of
viewers during the first lockdown.
McCluskey's YouTube channel was relatively
small compared to other channels in the same
market however, he has experienced one of
the largest increase of subscribers and
viewers over the course of 2020. With an
increase from 73 individuals at the beginning
of the year, to a total of 109,000 by the end of
2020. He began to uploaded videos which
garnered popularity for the
catchy (clickbait) nature of his titles and
engaging video formats. He saw his largest
increase of viewers around the time I became
aware of his content around early to middle of
2020 (March/April).
Screenshots
taken
19/01/2020

Context
Although McCluskey's channel is 12 years old (as of 21/01/2020) he
generated a brand image which boosted the professionalism surrounding
his channel and you can see the boost it provided around Jan/Feb of 2020
when his channel started to gain traction. His content is aimed at
creating opinionated content for viewers who want his personal views on
F1 and racing news in general (primarily F1 because that is what is
popular on YouTube as of 2020/21). To date, McCluskey has uploaded 150
videos to his channel. The majority of which being aimed at F1 content
and the remaining videos being miscellaneous update or other content.
Looking at his 42 most recent videos: 35 have had some sort of
connection to Formula 1, 4 were his "Cool Down" podcast and the
remaining were channel orientated or . Occasionally to promote his and
other channels, McCluskey will collaborate with F1 commentary and
opinion channels like Josh Revell (A new Zealand youtuber who also
creates F1 opinion-based content) while also hosting a podcast called
"The Cool Down" with youtubers and other content creators in the hopes
to expand viewer awareness of his and other channels. Take for example
the screenshot at the bottom which includes the sim racer: Jimmy
Broadbent. Viewers who recognize the Broadbent channel might have
more incentive to watch Tommo's video. As if it is security for the
Broadbent viewer, because the viewer who watches and enjoy Jimmy's
channel then they might find that same enjoyment with Tommo's
channel. A video like this example bridges the gap between the two
respective channels.
Screenshots
taken
21/01/2020

Logo/Branding
Tommo F1 has entered the YouTube scene with logos already
planned. His logo at the beginning of video is a prime example of
how he has planned out his channel in conjunction with the
colour scheme/Branding of said channel. A shade of pink which
fits nicely between skin and rose pink. Behind that you see the
optical illusion he uses on the F1 Tommo logo to give it the
appearance of it coming away from the background. And last an
off-shade dark gray. These 3 colours can be seen throughout his
YouTube channel and it's in reference to his Brand/image. Just
look at his video library. Every video has followed the theme of
these colours. Primarily though, he only uses the off-shade gray
and the pink in the thumbnails of his videos. I have noticed that
whenever I see that colour in my recommended, I don’t even
have to look at the name of the channel to know who made the
video. Interestingly, this means that McCluskey has linked this
shade of pink to his brand image. Even his YouTube profile
picture and banner follow the same path of colours. Finding a
similar colour scheme which grabs the attention and retains the
viewer is something I need aim towards with my idea.
Screenshots
taken
21/01/2020

Target demographic
Being the center of his channel, Tom McCluskey
uses Tommo F1 to directly talk and interact with
his audience. His content feels personal and
involved. McCluskey only focuses his attention
towards his YouTube channel, with other social
medias being relitivly unused. As a media
platform, YouTube has a relatively young but
large audience. Again, I can mention the statistic
that 77% of people from the USA between the ages
of 15 – 35 use YouTube. This can be expanded out
towards English speaking publics in general. By
directly emailing the owner/creator, he possibly
could provide insider information on his
viewership like age, gender and geographic
location. With this in mind, I sent out an email
regarding this question on the
25/01/2021. McCluskey responded within the hour
with plenty of statistics and relevant information.
It's nice to see that youtubers are human too.
Screenshots
taken
22/01/2020

Target demographic
The age of McCluskey's viewership is similar compared
to what I mentioned earlier, with the majority being
between the age of 18-34 (72%). This number could
possibly be inflated due to the fact that individuals
might not be the age they say because of age restriction
on videos. What I mean by this is that a person who is
aged 12 for example might register themselves as being
18 so they can bypass the YouTube age restriction on
videos which have it. However, I would assume that
the majority of which are of age. Tommo himself is
within this category of people, being 27 (as stated in
video https://www.youtube.com/watch?v=urBBBdGd9_
Q&t=501s at 2:35). What is shown in the figures of the
Tommo F1 channel is that he has a generic viewing
base. It's not majority viewed by an older or younger
age range. It should be satisfying for McCluskey to
know that he has a generic healthy viewing base on his
channel.
Tom McCluskey on his channel
Tommo F1:
"Age breakdown:
13-17 - 6.8%
18-24 - 39.5%
25-34 - 32.5%
35-44 - 10.7%
45-54 - 7.4%
55-64 - 1.8%
65+ - 1.3%"
Screenshots
taken
22/01/2021

Target demographic
Moving on, the gender is a large outlier for
Tommo. 94% of viewer are male. When
describing the readers of Autosport and The
Race, I mentioned that because they are
directed towards racing that they will have a
male viewership because the sport is filled and
dominated by males. This 94% figure only goes
onto re-enforces the idea that this theory is
correct. This is an area McCluskey will improve
in overtime but currently he will only have to
maintain the current video structure he has to
maintain the existing viewers to his channel.
Possibly he could mediate this by expanding his
channel out towards more subjects for both
males and females, but this possibly could
influence the viewers he already has by pushing
them away to other channels with this
theoretical shift in content.
Tommo F1:
"Percentage of viewers male: 94%"

Tommo F1:
"Overall channel views: 12.3 million
Overall watch time in hours: 1.3 million
Average view duration: 6 minutes 7
seconds
Top 10 country geography split:
UK - 21.8%
USA - 13.4%
Netherlands - 5.4%
Germany - 5.1%
Australia - 4.9%
India - 4.3%
Canada - 3.7%
Indonesia - 1.8%
Sweden - 1.8%
Italy - 1.8%
Percentage of subscribers with notification bell
switched on: 12.9%
Percentage of viewers not subscribed: 62.6%"
Looking at the geographic information, I can see that the viewership either
has English as their main language or as a secondary language. Countries
like UK, USA, Australia, Canada all have English as the first language. And
countries like Netherlands, Germany, India, Sweden have English featured
as a second language as stated by
Babble's article https://www.babbel.com/en/magazine/best-non-native-english-
speaking-countries. Significantly countries like the Netherlands have
"71.45%" of their nation speaking English as a second language. Strangely,
there are two outliers for me. The first being Italy and the second being
Indonesia. I found that one in three native Italians speak English as a
second/third language as shown by https://howwidelyspoken.com/how-widely-
spoken-english-italy/ findings. Showing that globally English is highly
significant in all areas within Europe. Next, I wanted to find the percentage
of people within Indonesia who speak English, as I personally didn’t know if
this country has English as a second language. Interestingly I found that
more than half ("52.94%") of natives can speak English. And last I wanted to
check the percentage of native Indians who can speak English and shockingly
only 10% of natives can speak English according to the
BBC https://www.bbc.co.uk/news/magazine-20500312. But as mentioned in
the article, this might be a hybrid version which might not be audible to the
average English speaker from London or New York. Don’t let this figure
trick you however, because 10% of the Indian population translates to a
figure of "125 million people." Second only to the USA. Like always, England
always invents something but never retains the top spot for anything. This
figure of 125 million people is "expected to quadruple in the next decade." A
huge market within the regions of Aisa. As a sport, F1 is incredibly
geographically diverse. Aquiring viewers globally with racing in countires on
all continents, excpet Antarctica.
Target demographic

Tommo F1:
"Overall channel views: 12.3 million
Average view duration: 6 minutes 7
seconds
UK - 21.8%
USA - 13.4%
Netherlands - 5.4%
Germany - 5.1%
Australia - 4.9%
India - 4.3%
Canada - 3.7%
Indonesia - 1.8%
Sweden - 1.8%
Italy - 1.8%
Percentage of subscribers with notification bell
switched on: 12.9%
Percentage of viewers not subscribed: 62.6%"
The Channel of Tommo F1 like
Autosport and The Race, is primarily
F1 orientated. What I stated about the
last news organizations can be carried
over to this content research. However,
economically, Tommo F1 follows the
direction of The Race's channel.
Where an individual only needs to have
internet access and a screened device to
access the internet through to watch his
content.
Target demographic

Primary Content - Videos
Tommo F1 focuses attention on video media, unlike
conventional magazines. Which have a range of different
medias in their portfolio. This means he can specialise his
content and style towards YouTube and possibly other
streaming platforms. Compared to magazines, videos on
YouTube have a younger average viewing age and target
market.
As we already know, YouTube is a free source of content for
viewers. Anyone with access to the internet will be able to
watch Tommo F1's channel. Tom McCluskey uploads around
2/3 videos every week. Filming, researching and editing all
the videos himself. McCluskey has been involved in graphical
media as evidence of his personal website where he referenced
the class he attended for 2020. Media bounty itself is a
graphical design school and you can see in McCluskey's videos
the design influence from what he learned during 2020
(https://mediabounty.com/privacy-policy/) Media bounty
(reviews https://www.glassdoor.co.uk/Reviews/Media-Bounty-
Reviews-E3188548.htm) is a well recommended media firm
with plenty of past and present students advertising the
ethics and styles taught in their programs. This is all reflected
in the videos from Tommo F1 and his other medias.
McCluskey's
class of 2020.

Primary Content - Videos
For my content research around Tommo's videos,
I'm going to find the similarities between his
styles and the types of content his covers in his
videos. Please take note, that the videos I am
watching have all been uploaded within the last 2
months. The oldest video (No. 5) was published on
the January the 9th of 2020. This was to gather
up to date content. But video 5 is a look how his
content has shifted from last year. When it was
published at the beginning of his
channel's development. Finding the changes he
made in the last year during his audience growth
might give me a solid direction to take my
channels design and content.
if you view the videos yourself, please watch them
from the beginning. All links to the media I looked
at is posted in the top left.
The videos I watched, ranked by most recent
on Tommo F1's channel:
1 - (His most recent video as of 28/01/2021)
https://www.youtube.com/watch?v=b1v3fecl
Hcg&t=186s
2 -
https://www.youtube.com/watch?v=TU6_BSr
vaHs&t=717s
3 -
https://www.youtube.com/watch?v=bXIjtJTb
g9M&t=3s
4 -
https://www.youtube.com/watch?v=TYx2C8
NjDXs
5- (The oldest video I reviewed as of
28/01/2021)
https://www.youtube.com/watch?v=64-
rzCMQsug&t=2s

Primary Content – Video 1
Before watching videos, the thumbnail and title is the most
important part considering it is what the viewer must be interested
in to click on and watch. similar to a title on a front cover of a
magazine, the thumbnail and title is used to create a picture and
advertisement of the video's content. It needs to create as clear a
picture as possible for the viewer. the title must be short and to the
point. You can see that the title even gets cut-off on my screen when
viewing at 100% zoom on YouTube. Like a magazine, the title
references key known nouns in the F1 sport. Names like "Cognizant"
and "Aston martin." To give some context, these names that are new
to the sport from 2021, having invested in the Racing Point F1 team
last year. For an F1 viewer, this video will be enticing because not
many people currently know of the brands "Cognizant" or the "
Aston Martin" team. Viewers up until watching this video will most
likely know one fact about the brand Cognizant. And that it is
appearing on the Aston Martin F1 car for next year as a title
sponsor. Because of this lack of information surrounding the brand,
Tommo needs be to be careful of the fact that viewers watching will
not know much, if anything about Cognizant. All this is in
consideration to the portrayal of the video to the viewer, without
needed the viewer to even start watching. Respectively, the
thumbnail is of higher importance to the viewer, because not
everyone will read the title. People generally will only read the title
if the thumbnail looks interesting The title itself is designed to
include as many loose terms as possible. This is so that the video
appears in as many searches as possible.
Video flashy thumbnail and title.
Shows the Aston Martin team
car. References to Cognizant.
Clearly displays video subject.
Asks a rhetorical question to
entice the viewer in.
Rhetorical
question.
As if to
display
that the
video will
explain
this to the
viewer
Video 1 - "Who are Cognizant? Aston Martin's Brand-
New Formula 1 Title Sponsor"
https://www.youtube.com/watch?v=b1v3feclH
cg&t=186s

The first 5 seconds has visual references to
the Tommo F1 brand colours. Opening with a
full pink screen, naturally shifting to the
channel's logo, then transitioning to a full
shot of Tom McCluskey himself. Just observe
how the first opening shot that you see
of McCluskey is of him waving to the camera,
a friendly gesture. Communicating the
interaction of personalised friendliness.
Because people will watch this content by
themselves, McCluskey will be waving to the
individual viewers as they watch the video.
First frame of the video begins with
the iconic pink of the channels brand.
Transitions include his logo.
Notice how the transition is smooth
and consistent with the other
transitions before it. McCluskey looks
inviting with the natural facial
expressions he is displaying.

As a solo Youtuber, Tommo must play to his
strengths. He does this by opening with a
personalised start of the video. Beginning with the
casual subject that he got a haircut in the time
between his last video and this one. By referencing
the fact that he cut his hair himself, he is showing
how he is coping in these times of lockdown. A
relatable subject for many viewers across the globe.
Early of last year, it was common to see many
people in all communities around the globe cutting
their own hair so that they didn’t have to go out to a
hairdresser to reduce the chances of catching Covid.
Showing the viewer that Tommo also did this shows
the casual nature of his channel. The way he wants
to be seen is normalised and laid-back. He only talks
about this relatively meaningless subject for 20
seconds, but it establishes the laid-back nature
of McCluskey's videos.
Notice how the transition is smooth
and consistent with the other
transitions before it. McCluskey looks
inviting with the natural facial
expressions he is displaying.

The first seconds of a video on YouTube is the most
important part for viewer retention. The article by
Stone's Throw
Media https://www.stmedia.co.uk/faqs/first-15-seconds-
of-
video/#:~:text=The%20first%2015%20seconds%20of%20
video%20is%20your%20opportunity%20to,a%20reason%
20to%20continue%20watching explains that the first 15
seconds a creator should design the video to "grab the
viewer's attention" and to maintain their viewership. it
goes on to explain how youtubers must provide a
"reason" for the viewer to watch the video. Tommo uses
this time to bond with the viewer, instead of explaining
the video content. This comes across as friendly as
if McCluskey is in convocation with the viewer. Unlike a
conventional video from The Race, where the first 15
seconds in their videos is used to explain the opening
context within this time limit. The difference between
the two is that The Race is formal and to the point
whereas Tommo comes across as natural
and articulated.

The time after the first 15 seconds is also
highly important for content creators on
YouTube. The time after is used to build more
viewing retention. A creator wants the viewer
to keep watching, they do this by using
phrases like "Stay tuned" or "Stick around."
Implying to the viewer, that the video will go
onto explain fully, if they wait and "stick
around." A hint of F.O.M.O (Fear of missing
out) culture involved here, when
understanding this phrase. Because if the
viewer doesn’t take the time to sit and watch
the video to the extent needed to understand
what it is explain then they will essentially
'miss out' on what other viewers will take the
time to learn. The similarities between
magazines and videos about retains viewership
is uncanny when you take a second to think
about it.

To keep all viewers on the same level of understanding,
Tommo explains the context behind the Aston Martin
team until the two-minute mark when he finally
mentions the Cognizant name. Keeping viewers informed
about the context is key when acknowledging that if a
viewer doesn’t fully understand what they are watching
then they won't find the same engagement when
watching. A channel should do everything with the time
available to make sure the viewer has as little
unanswered questions as possible through in-depth
monologues to the viewer. Tommo provides everything
about the context to the Aston Martin team, the people
who brought it to the place it finds itself in now, and even
family connections within the team. When talking about
Cognizant, Tommo provides the area which the business
is located financially, where it first originated and even
LinkedIn screenshots to imply the massive scale of the
company. Providing a well painted picture for the viewer.
When watching, I personally had no questions for the
video, context wise.
The question at hand, followed by a self-question:
Directly
transitions
to:
A summery for the viewer.

Engagement with the audience is commonly found in
Tommo's videos. Casual updates at the beginning, the
'jokey' nature of his writing as well as the inclusion of
questions like "If you ask me." Building a friendly
relationship with viewers is something Tommo is
achieving. The question "If you ask me" found (6:40,
Video 1) is a prediction that Tommo has of his audience.
He knows that the opinionated nature of his videos is
one of the reasons why people watch his content. The
question is also singular, with the usage of the pronoun
"me" is only referring to himself, and himself only. After
asking the self-question he goes on to explain his view
to the audience. He closes without asking the asking the
audience about their own opinions. He could have asked
"type your thoughts in the comments" below. This would
give and extra layer of interaction which I believe he
misses out on. This draws the connection between his
videos being monologues and a viewer interaction which
is textual dialogues between him and his viewers.
The question at hand, followed by a self-question:
Directly
transitions
to:
A summery for the viewer.

Acknowledgement from Tommo to his viewers
(like many channels on YouTube) thanking his
viewers for watching indirectly is an invitation
to return to his channel and spend more time
watching his content. Viewers don’t regularly
get to this part his videos, as he shows me
himself with the average watch-time being six
minutes and seven seconds. Videos by Tommo
extend further than that. Thanking the viewer
is also personalized because Tommo is thanking
YOU the individual viewer directly.
Tommo: "Average view duration: 6 minutes 7 seconds"
Text appears
as McCluskey
monologs
information to
the viewer. He
focuses on when
he says a word
for the word to
also appear on
screen.
Notice here, to
represent the
magnitude of the
figure
"billion", Tommo
crams the
number into the
whole frame.

Re-watching the video, I noticed how frequently frames changed every few seconds.
From 3:35 seconds to 3:48 words change continuously. His uses the frame as if it was
like captions on a video to help people read. However, it creates a different effect for
the viewer, words become pronounced, engaging and fluid. Words spoken enter
visually until it completes the sentence, which is then finishes and he has already
started the next sentence. This quick-fire system is an audible and visual
combination of words. The same effect of his speech would not be found in this
example if he didn’t include the effect, he has had with illustrating his spoken words.
Take for example the first frame at 3:38. He has prepared what he is saying with a
script in a section, as he verbally begins to proclaim that "since their foundation in"
it takes him to finish this sentence and start reading "1994" for the screen to begin its
updating word technique. Before "1994" appears onscreen, the viewer will be verbally
and visually aware of the question, as it literally is being asked twice. More
interestingly is the "1994" this is more of the technique I was looking for. Each
number becomes visible upon being spoken. Tommo will say "Nine(The one appears)-
teen(the nine appears) ninety(the second nine appears) four(the last four appears
visually)" it sounds like a long process but understand that the screen is updating as
he says each independent number in "1994." When watching, Tommo's words were
emphasized. The best example of this was at 3:46 when the word "billion" had the
whole frame dedicated to it. The fill was inverted so the viewer had to look through
the word to see Tommo himself. It really emphasized the point to the viewer that this
was a large figure, as Tommo had to dedicate the whole frame to illustrate that fact.
It is also more interesting to me as a view then if Tommo had not used this
technique.
Tommo: "Average view duration: 6 minutes 7 seconds"
Text appears
as McCluskey
monologs
information to
the viewer. He
focuses on when
he says a word
for the word to
also appear on
screen.
Notice here, to
represent the
magnitude of the
figure
"billion", Tommo
crams the
number into the
whole frame.

Tommo also uses the zoom of the camera to emphasize points and
make the frame move while speaking to make it more interesting
to watch. From 0:07 to 0:10 the camera zooms in with the
convention phrase "everything you can see" to provide an extra
level of explanation by giving the viewer restricted field of view
(FOV) focuses the view onto Tommo's face because that is the area,
he wants to you look while he is explaining his new haircut to the
viewer, evidence of this is with what he says "Everything you can
see" is intended to draw the viewers' attention to his head as he
explains his new haircut. It where he wants you to look while
watching this part, no-where else. The frame returns when he
says the phrase "[un]'til about there" specifically on the word
"There" does the frame begin to expand to the frame he uses
commonly for his shots. The amount of verbal, visual and human
gestures all in combination emphasize and expand the detail of
the miniscule but comical point; that he cut his own hair. There is
no direct aid like an arrow or excessive reduction in FOV. The edit
looks natural and not overly excessive. Thinking that he could
have used visual aids like a flashing arrow to focus the attention,
but this would have looked 'tacky' to watch. He used a small
technique to large effect. Editing requires the editor to shift the
viewers focus without violent techniques (like an arrow). Overall,
this technique is entertaining and interesting to watch.
Saying "Everything
you can …"
"...see" Notice also the
hand gestures to his head,
another level of focus.
"...front" a directive of
where the viewer should
look.
"and … [un]'til about
there" changing view.
This section has so many
parts where Tommo is
directing and aiding the
viewers' attention with
the camera and through
what he is saying.
Camera returns to
normal FOV after the
point.

The images and screenshots that Tommo uses don’t just appear in
frame without their own slide in effects. The point he is explaining here
is about a racing team, the image seamlessly flows onto screen with
fluidity. Tommo is using four different edits in this sequence of shots
from 0:41 to 0:49. Being: image sliding in, filter over image, the filter
dissipates over the car but not background of image, camera blurs,
image falls off screen, and camera becomes focused again. The viewer
will have their focus shifted in increments. Each time to a different
subject. It starts on Tommo himself, moves the attention to the image
while also blurring background to draw extra attention to the image,
then filter is incrementally/slowly removed off the car only to again
focus the action onto that specific subject. image remains onscreen for
four seconds only. After which the image falls of frame and camera blur
is removed to return the attention back on Tommo again. Seamlessly,
the attention of the viewer is directed around the frame without too
much known effort from the viewer. The techniques by themselves
wouldn’t be as effective, but in combination of all of them brings
together subtle shifts in the viewer attention from one part of the
screen to the next. the viewer will be glued to the screen unconsciously
because of the uses of different focuses. This unconsciousness is the key
to this, Tommo has created a subtle yet impactful way of directing the
viewer attention.
Mentions "Racing point"
the image of which will
appear in a second.
Image comes down,
camera shot of him
becomes blurred.
Branding filter is slowly
removed to reveal the
image without effects
over it. Remains for a
few seconds in frame.
Image falls off
screen as the
camera is
being focused again.
Finally, returns to his
camera shot without any
blurring effects.

The rest of the videos, I'm going to explain the
similarities and differences between his videos.
Straight away, I see the common theme of him
using the same intro and outros as in all his videos.
This creates brand awareness; the viewer will
immediately know what channel they are watching
in the first seconds of viewing the video. This is
assuming they have watched his videos before. If
not and a person is watching his content for the first
time, the introduction edit becomes a
promotion/awareness of the channel. The viewer,
experienced or not should be aware of the creator.
Tommo needs to emphasize who created the content
otherwise he could lose viewers if he missed this
important part out. By including this introduction
at the beginning of his videos he creates a visual
connection to his brand at the start of every video.
No matter the content/context.
Video 2 - "I Tried to FIX the 7 WORST
Formula 1 Tracks"
https://www.youtube.com/watch?v=TU6_BSrvaHs&t=717s
Introduction
edit always
play at the
beginning.
Intro includes
introduction edit from
0:00 – 0:15 seconds.
Question of video
introduced, as well as
context behind the video.
Like "dirty air" for example.
From 0:16 to 2:17.
Tommo provides his
opinion as content from
2:18 to 12:28 when he
concludes on the phrase:
"so there we go."
Outro of video is Tommo's
final thoughts on subject and
thanking viewer for watching.
From 12:29 to 13:31, after the
outro care appears.
Outro card from comes in
from 13:35 – 13:48 (end)

The structure returns; Intro – context –
content – outro. Again, this will take less time
for him to think about editing if he already
understands how the video is going to be laid
out. Allowing for more videos in a set time
frame. Frequent uploads is something
YouTuber's must learn to do, as the algorithm
which displays their content favors frequent
uploads by a channel. Also, by having more
subjects covered, Tommo will attract more
viewers because of different searches
surrounding F1.
Video 2 - "I Tried to FIX the 7 WORST
Formula 1 Tracks"
https://www.youtube.com/watch?v=TU6_BSrvaHs&t=717s
Introduction
edit always
play at the
beginning.
Intro includes
introduction edit from
0:00 – 0:15 seconds.
Question of video
introduced, as well as
context behind the video.
Like "dirty air" for example.
From 0:16 to 2:17.
Tommo provides his
opinion as content from
2:18 to 12:28 when he
concludes on the phrase:
"so there we go."
Outro of video is Tommo's
final thoughts on subject and
thanking viewer for watching.
From 12:29 to 13:31, after the
outro care appears.
Outro card from comes in
from 13:35 – 13:48 (end)

Video three is a different video to his usual
content. A plan from Tommo explaining where he
wants to take his channel will be interesting
content for returning viewers and fans of his
content. New viewers of the channel will not find
interest in this content. Because if they haven't
watched the channel before, then they won't know
who Tommo is and in turn not care about his
channel. The video will appeal to the closer
audiences to Tommo's channel.
Follows the same structure as usual even when
the content isn't the same. Doubling down on the
idea behind the structure of his videos is for
production and quality purposes. He keeps using
the same fonts and colour like all his videos.
Transitions are also of similar style to all his other
video, maintaining theme of his channel.
Video 3 - "My Plans for 2021"
g9M&t=3s
Only bit of text, it
slowly scrolls up and off
on the screen. It doesn’t
appear when spoken,
because it isn't spoken.
Content of the
video starts
from 0:17 and
ends at 6:34.
Introduction edit,
from 0:00 to 0:05.
miscellaneous
information before the
true content. Being
from 0:06 to 0:16.
Ending edit
concludes the
video lasting
sixteen seconds.

The objectively different thing about this video is
the content covered. As usual, it starts with an
introduction edit lasting from 0:00 to 0:05 seconds.
The video moves onto the introduction including
miscellaneous information he wants to inform the
viewer about; it takes Tommo from 0:06 to 0:16.
Only 10 seconds to give miscellaneous information
to the viewer. And it shouldn't take long, because
this information is not what the viewer is watching
the video for. The video moved to the content at 0:17
seconds and lasts until 6:34, where he concludes by
thanking the viewer for watching. Ending transition
from 6:50 to the end at 7:06. This is the time where
Tommo recommends other videos to the view. The
ending transition always fades into the gray which
gets overturned by the pink which again is the
branding colour of his channel. It feels like every
stage of Tommo's videos includes his colour and
style.
g9M&t=3s
appear when spoken,
Content of the
video starts
from 0:17 and
ends at 6:34.
Introduction edit,
from 0:00 to 0:05.
miscellaneous
true content. Being
from 0:06 to 0:16.
Ending edit
concludes the
video lasting
sixteen seconds.

What is different about this video, is the
amount of camera footage and the lack of
visuals. The video itself is talking about HIS
channel and so by displaying himself, it shows
that HE is the subject. Not other topics like
F1.
Zoomed in effect used to center focus like last
time, common editing technique from which
implies added listening/explanation. The
viewer is 'closer' to Tommo through the FOV
decrease.
g9M&t=3s
appear when spoken,
Content of the
video starts
from 0:17 and
ends at 6:34.
Introduction edit,
from 0:00 to 0:05.
miscellaneous
true content. Being
from 0:06 to 0:16.
Ending edit
concludes the
video lasting
sixteen seconds.

Video 4 - "My 2021 Formula 1 Season
Predictions"
https://www.youtube.com/watch?v=TYx2C8NjDXs
Opinionated content is fantastic for YouTuber's. This is
down to the fact that everyone has their own opinions
about subjects. No one opinion is the same, unless
they are basing an opinion using some other
content/social media like Twitter, Instagram or another
channels video. one technique seen regularly, is the
referencing of one channel by another in a video, or on
social media. I spoke about this before when I found
examples of Tommo collaborating with other youtubers
similar. Having connections between channels will
connect viewership's to the whole market. And
connecting the viewership will promote the respective
channels content in viewers homepage if the video
includes a channel that viewer is already interested in.
I bring a prime example of this, with Josh Revell's
channel and Tommo's channel. Where viewers of Josh
Revell might be interested in Tommo's video because
the video include a channel they already enjoy.
When searching
F1 predictions
Tommo's
video appears as
the sixth result. A
highly populated
market for this
subject.
Example of Josh Revell and Tommo
collaboration. "ft. Josh Revell" is in
the title, so that anyone searching
"Josh Revell" for his content, might
also see this video by Tommo.
Tommo - "Average
view duration: 6
minutes 7 seconds"

Predictions"
Moving on, the video itself is (like most of
Tommo's content) opinion orientated. Using
determiners like "My" in the title, will show the
viewer the videos intention from Tommo to
explain his opinion and reasons behind them.
As we can see, this content is popular in
regard to "F1 predictions" when I typed the
phrase into YouTube and Tommo's video (the
one I'm reviewing currently) is the sixth
result.
When searching
F1 predictions
Tommo's
video appears as
the sixth result. A
highly populated
market for this
subject.
Tommo - "Average
view duration: 6
minutes 7 seconds"

Predictions"
The video takes on the normal style of video from
Tommo, including images talking about the subject,
the same font, style and colours he always uses.
Re-enforcing the brand. Like always, the video
starts with the introduction edit, lasting five
seconds (0:00 – 0:05). Introduction is quick again,
not to waste the viewers time, lasting from 0:06 to
0:34 seconds, and after it transitions over to the
content. The video is longer then average for
Tommo, who regularly aims for the ten-minute
mark. The is down to how long the average viewer
watches his videos, so he won't want to make a
video which won't be watched by most of his
viewers. The average watch time (reminding you)
is "6 minutes and 7 seconds." Tommo knows that
after this time, 50% of his viewers have stopped
watching: on average.
When searching
F1 predictions
Tommo's
video appears as
the sixth result. A
highly populated
market for this
subject.
Tommo - "Average
view duration: 6
minutes 7 seconds"

Overall, this video doesn't sway much
from his typical videos. And as explained
before; this isn't a bad thing. It's good to
re-enforce the brand structure and style.
He carries over the style of the channel
when representing everything from: other
brands images, text, questions Etc. I want
to bring that towards my idea. Even small
things, like logos from companies, have a
twist only seen on his channel. A typical
F1 viewer will still recognize the brand,
but as I said; he has applied his own style
on top.
This is where viewer might look after
finishing. Definitely intended by Tommo.

The content of the video lasts from 0:35 to
14:58 where he concludes on asking the
audience to give their own opinions on the
topic. I'll talk about that when concluding his
video content research. It finishes with a
longer than usual ending edit. Lasting for 29
seconds from 14:59 when the transition
begins and ending on 15:28. Having an
ending card which is longer, gives more time
for the audience to process what they have
just heard. The ending card is about 50%
longer than other I have reviewed on
Tommo's channel thus far. It provides the
viewer ample time to interact with the
channel, by either browsing videos in their
video feed or by commenting like Tommo
requested. He deliberately prolonged the
ending card so that the viewers will have
more time to interact.
This is where viewer might look after
finishing. Definitely intended by Tommo.

Video 5 - "Why is Nicholas Latifi so RICH?!"
https://www.youtube.com/watch?v=64-rzCMQsug&t=2s
The last video I'm reviewing is the most
successful video on his channel. Currently
sitting at 639,208 views (29/01/2021). Videos
around this time is when Tommo's channel
saw the most growth. Being an older video on
the channel, Tommo won't have the same
impactful feel of Tommo's modern content.
the video was released on January 9th of
2020. Here you can see some of the
impact on his subscriber growth because
of the success around the video as it
began to gather traction a few months
after release.
0:00
seconds of
the video.
The thumbnail is
one of his best, as
evidence of the
views it received.

Amazingly, the first change is in the very beginning
of the video, as it lacks the initial edit sequence
found at the beginning of his videos. Instead, it is
replaced immediately by an explanation of the true
content. This means that Tommo also skipped the
miscellaneous information commonly seen at the
beginning. Video 5 lacks the initial emotion Tommo
creates using the time it takes for him to
explain miscellaneous information. However, this
system aids the view. After clicking the video, they
immediately get greeted by what they wanted to
watch. For Tommo, I don’t know if this is a good or
a bad thing. He needs to promote his channel in
the little time he has at the beginning. But it is good
for Tommo, because there should be increased
viewer retention because the content that the
viewer is clicking for, is immediately begun to be
explained.
after release.
0:00
seconds of
the video.
The thumbnail is
one of his best, as
evidence of the
views it received.

The thumbnail for the video is one of his best. It
clearly shows (what at the time) the new driver
"Nicholas Latifi" up until his last year in F1, the
majority of viewers had no prior knowledge
surrounding him. The thumbnail does the job of
mentioning the new driver "Latifi" in the title and
asks the viewer "Why is" he "So RICH?!"
Emphasis on the adjective "RICH" by being in
bold capitals, in the thumbnail and with the
image of lots of money behind the driver. As if to
display his wealth to the viewer. The money is
so impactful, it even glows on top of Latifi. The
thumbnail does however lack an image of
Tommo. No visual aid to the creator of the
video.
after release.
0:00
seconds of
the video.
The thumbnail is
one of his best, as
evidence of the
views it received.

The next obvious standout is the lack of a
camera. I'm guessing that Tommo was camera shy as he
was just starting out this channel at the time. Instead of
having camera footage of himself, Tommo puts extra
attention towards the visual aid to expand on his points.
Hand gestures, facial movement and overall body
language was lost with the reduction of the camera. But
it is made up with the vast amount of editing. This
shows me that one of the main reasons why he uses a
camera, is to reduce the amount of time and effort he
needs to invest into his videos, if he uses a camera.
Otherwise, the video produces content in essentially the
same way, by having words pop on screen, images slide
in and the pink remains to be the colour of choice (even
this early in his channels career). He does state in the
video at 6:02 that the video was "easier to set up." This
for me translates to the hassle he must go through when
setting up his camera. However, I bet he noticed that the
video took longer to edit, due to the lack of the camera.
Observe the
placement of
recommended
videos
initially
being on the
left and
moving to
the right in
later videos.
Because the
viewer
attention after
a video will
most likely
divert towards
the left to look
for a new video
to watch in
their feed.
While watching
in default view
of YouTube.

Because the video lacks the initial start his videos
normally have, the overall length is cut down to 5:48.
This critically is below the average watch time of
viewers (6 minutes 7 seconds) meaning more viewers
will watch the full video to the end.
Another aspect Tommo had not established at this point,
was the ending card. In this video, he uses most of the
time at the end (from 5:48-6:27) to give his closing
thoughts like usual. However, he only leaves the final
ending card onscreen for four seconds from 6:29 to 6:33.
This leaves the viewer only FOUR seconds to browse the
comments and other videos. You can see the innocence
and purity of this channel's beginnings, clearly it is an
aspect Tommo didn’t consider until later. When he
began to extent this to 15-30 seconds long. Also, the
ending card had no channel advertisement seen on his
other more recent videos. Just a single waving emoji to
encourage the viewer to leave the video. The
recommended video and channel icon is far to the left.
Tommo realized that viewers would be looking to the
right and bottom of the video.
Observe the
placement of
recommended
videos
initially
being on the
left and
moving to
the right in
later videos.
Because the
viewer
attention after
a video will
most likely
divert towards
the left to look
for a new video
to watch in
their feed.
While watching
in default view
of YouTube.

Primary Content – Video advertisement
Tommo doesn’t really advertise on his channel
to the same extent as news organizations like
Autosport. This is because he doesn’t want to
push viewer's opinion of him to be a 'sell-out.'
The one brand he has allowed advertisement
from is "Squarespace." A website builder.
Squarespace appears on many different
varieties of channels, so it to appear on
Tommo's channel doesn’t provide much of an
effect on his audience. Viewers won't care that
Tommo shilled out to a brand like
Squarespace. He has a few videos with the
brand advertise, but it's by no means a
common theme to see them in every video from
Tommo.
A video where the advertisement appears:
https://www.youtube.com/watch?v=D_RkGm
WiyN0&t=1s

Primary Content – Videos Conclusion
Overall, the structure I notice while watching the video
takes a certain path. Begins with McCluskey's opening
card, displaying his logo and colours immediately to the
viewer. Next, he establishes the context, making sure to
fully explain everything behind a situation, to not allow
any viewer to be uninformed. Following up next with the
meat of the content, usually taking from 5-8 minutes
depending on the length of the video. After which it
closes with him thanking the audience for participating
with the channel. A simple yet effective layout. Allowing
Tommo to have full control over the viewers' attention in
that short period of time. The idea behind having similar
structures between videos will aid the production time
taken for each video. Because Tommo has a plan even
before researching, means that he can prepare what is
going to appear, cutting the time taken on restructuring
each video independently. Reducing the time it takes to
produce a new video for his channel. A structure which
the viewer can also become accustomed to.
Asks the question of
the video, commonly
has title card to
accompany his voice.
Each image is
an Example taken
from different videos
to show what I mean
Video's true
content is here
in the structure.
Commonly used
questions to
generate viewer
interaction.
Just to be clear, The blue
was the theme of the video,
not seen in any other video.
Closing
camera
shots.
Final
screen
Opening
camera shots

Primary Content – Videos Conclusion
Laying out the structure used by Tommo, we gather a
clear image of the repeating colours he uses. As a colour,
pink represents a "Joyful" and "Creative" mood as
explained in the article by VeryWell mind
(https://www.verywellmind.com/the-color-psychology-of-
pink-
2795819#:~:text=Color%20psychology%20suggests%20tha
t%20different,all%20things%20feminine%20and%20girly).
Moods which I can say are replicated in the videos
that McCluskey produces. McCluskey creates a brand
with this colour, used profusely across everything from his
logo icon, to the transitions in his video. Whenever a
viewer is interacting with the Tommo channel, be it
browsing his videos, to watching one. Viewers will
repeatedly see this colour. What I notice about his colour is
my unconscious connection to it. It took me to evaluate the
videos by Tommo to understand this underlying
connection my brains has with this colour and his channel
are intertwined. I don’t even have to look at the title of a
video in my feed to know that it is one of his videos, purely
down to the colour. A fantastic use of subliminal
messaging which I'd love to replicate with my brand.
Asks the question of
the video, commonly
has title card to
accompany his voice.
Each image is
an Example taken
from different videos
to show what I mean
Video's true
content is here
in the structure.
Commonly used
questions to
generate viewer
interaction.
Just to be clear, The blue
was the theme of the video,
not seen in any other video.
Closing
camera
shots.
Final
screen
Opening
camera shots

Primary Content – Video Conclusions
Tommo has consistent fonts, styles and
edit which are cross-video. First to
establish unconscious likes to these factors
for the viewer. And next to cut production
time so he doesn’t have to create new
different font, style, edits Etc. For each
new video. He can just copy past the same
techniques he creates for each new video.
The one
usage I
found of
this font
in a video.
Video with different font:
https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s
The normal
font which
he uses.

The font choice of Tommo is rounded and relaxed (the
usage isn't relaxed however). Fonts have the ability
to change the emotions created when read. An article by
Digital Synopsis https://digitalsynopsis.com/design/font-
psychology-
emotions/#:~:text=Serif%20fonts%20portray%20tradition
%2C%20sophistication,%2C%20classic%2C%20stylish%2
0and%20formal. explains that it is "imperative" to find
the "intended tone and communication" the font displays.
A font ("Rounded or Bubble") similar to Tommo's, is
described as "Sociable," "Fun" and "welcoming." Traits
which I believe carries over to Tommo's style of videos.
He builds on this font with the different ways he brings it
into frame. Like when he reveals words when spoken, or
when they slide on screen. Also occasionally adding an
italic twist, to simulate the text is in motion.
The font choice greatly reflects his F1 content.
Personally, this font is perfect in how it represents
information clearly and builds upon his brand
appearance with the number of times he uses it.
The one
usage I
found of
this font
in a video.
The normal
font which
he uses.

I found one example where he used a different font
the font appears more authoritative and logical.
Only using 90-degree angles unless it couldn’t, like
with the letter V. having access to a few different
fonts will allow to use text to represent emotions
and in a sport like F1, emotions change quickly.
Lastly, to include viewer interaction Tommo will
use polling services found on social media. I have
only seen him use twitter for this but twitter itself
is a social media based around opinion, so it would
make sense for him to use it for polls. But what
poll do for Tommo, is give an insight into how his
audience's opinion might differ to his own. The
audience would pick up on this interaction
especially if they answered the poll before the
video, as if they contributed to the video in a way,
by giving their answer to Tommo's question.
The one
usage I
found of
this font
in a video.
The normal
font which
he uses.

Secondary content
Being a solo channel, Tommo has no other areas of focus,
other than a podcast, which he puts on his YouTube
channel anyway. His common demographic is watching
his channel for his opinionated YouTube content, and he
treats the podcast as a secondary venture. The earliest
podcast he created was on 5th of March 2020, a few
months after he began investing time into the YouTube
platform. Being a secondary focus of Tommo's, there
clearly are more normal videos on his channel, and he
uses the podcast to interview specific people and
channels to collaborate with them. As mentioned
previously, if a video has a collaborator with an
individual previously watched, they might watch the
podcast/featured video because they are already familiar
with the collaborated channels content and opinions.
This for Tommo will boost the chance of attracting new
viewers from other channels. He also hosts his podcasts
on other platforms, to again reach the market to each
respective platform. Some people prefer to watch and
listen on platforms other than YouTube.

Relating the idea that Tommo's channel is a
solo venture, he doesn’t have the human
resources to expand his influence over social
medias like Twitter, Instagram or Facebook.
Instead, he uses these platforms for
personally use, and that is respectable. His
Twitter and Instagram activity are
naive and personal to his character. Take
note of the fact, that his twitter is the only
real account on social media which links
back to his main content on YouTube.
I feel like if he promoted his content in
these areas, he might find some extra
attraction to his videos from these markets.

Email to the channel owner
25/01/2021

Email to the channel owner
25/01/2021 (enlarged text)
"Hi Tom,
Excuse my embarrassment reaching out to you, it's my first time doing this.
I'm a Media Studies student at York college and viewer of your channel from early 2020. I'm currently
starting my Final Media Project (FMP) for the course and have chosen to feature your channel.
I am trying to gather data about your audience e.g. via the Comments section and Social Blade. There is
only so much information an outsider can get, so I was wondering if it would be possible to observe some
of your analytics and use it in my research. It doesn't have to be current information because I
understand that its personal to your channel and income, but anything showing audience data would be
perfect. My FMP will be posted publicly to a website to be assessed and evaluated, so this data won't be
common knowledge or actively promoted. I'd be happy to send you my FMP when it's completed if you'd
like.
Keep the videos coming my man.
Cheers
Dan Morland
Second year media student @ York college - https://www.yorkcollege.ac.uk/ "

Email response 25/01/2021 (Enlarged text)
"Hey Dan,
This sounds wicked man, happy to help!
What data are you looking for exactly? If you've got specific information you're looking for, I can pull it out.
Here's a few figures I thought might be of interest. These are all figures pulled from the full life of the
channel, so since August 2019.
Overall channel views: 12.3 million
Average view duration: 6 minutes 7 seconds
UK - 21.8%
USA - 13.4%
Netherlands - 5.4%
Germany - 5.1%
Australia - 4.9%
India - 4.3%
Canada - 3.7%
Indonesia - 1.8%
Sweden - 1.8%
Italy - 1.8%
(Continues next slide)

Email response 25/01/2021 (Enlarged text)
Percentage of subscribers with notification bell switched on: 12.9%
Percentage of viewers not subscribed: 62.6%
Percentage of viewers male: 94%
Age breakdown:
13-17 - 6.8%
18-24 - 39.5%
25-34 - 32.5%
35-44 - 10.7%
45-54 - 7.4%
55-64 - 1.8%
65+ - 1.3%
That's everything I can think of, hope it helps and best of luck with the FMP!
Tom McCluskey
Graphic Design / Photography / Animation / Video
www.tommccluskey.co.uk "

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