Final media project UNFINISHED research

Introduction
Don’t use, Summery from Football
example josh sent out
Overall, I believe if the correct
research is conducted, this will be
crucial in ensuring my product
is completed successfully. The
reason I believe this is because
the existing products I intend to
research have gained so much
success and popularity
throughout their existence, so
conducting the correct research
could help me receive a similar
outcome. I have also read several
products previously, so I
am familiar with to expect
throughout several magazines
and websites whilst researching.
What will I use the research for?
What methods will I use to gather information on my
Brand/Design/audience?
• Existing Product Research (mention brands,
• Audience surveys (possible methods/questions and
websites I could use)
• Possible interviews, email people from magazines
• Look at my past project and see if I can take away any
information about research
Talk about Online/offline methods to gather information,
explain covid-19 and the restrictions it provides and what
I will do to combat the situation
Summarise what I could take away from this research
and how it will affect my product/production

What to research DELETE LATER
Introduction to Existing product research
General information like
• When was the Brand founded?
• Who is the publisher?
• How many copies in calculation?
• How large is their audience? Numbers on
YouTube videos/social media following.
• Other information like the Writers, sports the
magazine covers and seasonal changes
Brand
• Logo
• Colours (and where they can be seen on
products)
• advertising
Magazines
Find multiple examples
• Physical or digital?
• Magazine contexts
• Magazine Cover
• Single pages – Types of single pages
• Double page spreads
• Structure?
• content
• Images – how were they used on the page(s)
• Advertisements
• price
Websites (if possible)
• Banner/Menues
• content
• Images (on the website)
• Advertisements
• Social media links
Other content
Again, try to find multiple examples
• Videos – YouTube/Other platform
• Podcasts – Spotify/Other
• How does it connect with the brand?
• Colours used
• Content covered
• Connection to the magazines?
Social medias
How are they used?
• Instagram
• Facebook
• Snapchat
What content is found on the respective social
media
Why would an audience member subscribe to
this media?
Brands to research
• The Race
• Autosport
• GP Racing
Others – looking at
examples from "Issuu"
"the review review" and
"review centre"
Target audience
• What demogaphic inte
racts with the brand?
• How does the brand
market itself to that
group?
• Customer reviews

Existing Product Research
Summarise the Brands I'm going to look at
How many Brands?
What to research
Brands to research
• The Race
• Autosport
• GP Racing
Others – looking at examples from "Issuu" "the
review review" and "review centre"
•When was the Brand founded?
•Who is the publisher?
•How many copies (physical/digital) in calculation?
•How large is their audience? Numbers on YouTube
videos/social media following.
•Other information like the Writers, sports
the magazine covers and seasonal changes
DONE

Branding
Brand
•Logo
•Colours (and where they can be seen on other products)
•Locations where the brand is referenced
•advertisement
DONE

Target demographic
•What demographic interacts with the brand?
•How does the brand market itself to that group?
•Customer reviews
•Age
•Gender
•Race
•Marital status
•Number of children
(if any)
•Occupation
•Annual income
•Education level
•Living
status (homeowner or
renter)
DONE

Target demographic - The Race
• Produces
YouTube
videos
• Quick and
convenient
content
• Uploaded 19
videos in the
last 30 days (1
month for
YouTube is 30
days)
• Depends on
the rate of
news that
week in motor
sport.
• Personally, I
use the races
content for F1
and racing
in general
https://www.statista.com/statistics/296227/us-youtube-reach-age-gender/ screenshots taken 24/01/2021
https://www.statista.com/statistics/714227/us-reading-print-magazines-age-group/
• Questions
for survey -
• "age"
• "do you
open
YouTube.co
m once a
day?"
The Race produces "digital only content." This would suggest digital magazines however, in my opinion it is
broader than that. The Race opened onto the scene with aggressive push towards YouTube video content when
they released the video "LGR is becoming THE
RACE!" https://www.youtube.com/watch?v=GO98L5Kfdtg and https://www.youtube.com/watch?v=Fe6nVEGpTTI
when the LGR channel rebranded into the channel known as The Race. Its important to note the key points the
hosts (Sam Collins asks Editor in Chief Glenn Freeman) mentioned in this video in particular:
• The range of motorsport coverage by The Race is vast (F1, Moto GP, Esports Etc.)
• The coverage on the website is just as important as the YouTube channel
• Mentions key reporting figures like Edd Straw, Scott Mitchell Etc. Who continue or previously work with
their primary competitor: Autosport magazine.
• Glenn Freeman says "We know there is a huge desire for this (1:40)" in reference directly to coverage of F1.
But more importantly; coverage of F1 on YouTube primarily.
To understand The Race's thinking behind this, we must look at the age range of the YouTube audience compared
to the age range of magazine audiences. The first graph on the left shows the "percentage" of USA "internet
users" who use YouTube. With 77% of people between 15 – 35 using YouTube. Bear in mind, the source doesn’t
immediately confirm if it targets both male and female users. So, I'm going to assume that both were involved in
the creation of these statistics. A large market. Compare this to the age range of "print magazine" readers from
the USA. Out of 1,027 respondents only 11% of 18-29 year-olds read a print magazine as of 2017. And 27% of 18-
29 year-olds never read a print magazine. Why I'm focusing on the younger age range is because this is the
primary age range of internet users who also use YouTube. Instead of reading magazines for information and
specifically racing information, we see this generation going to videos.
The Race has a focus on videos and free website narratives. Videos for the younger YouTube generation and the
website for those wanting free access to racing news via the internet. Going back to what Glenn Freeman
mentioned, The Race knew that "there is a huge desire for this [video content]" and this is because there is one
huge difference between an article written in a magazine and the same article in video format; which is the
readers/viewers interaction. In a magazine, the readers must concentrate on reading the article to decipher the
information written on the page. Otherwise, you could miss information. Whereas the viewer of the video only has
to listen to the reporter explaining the news story. A viewer doesn’t have to go out of their way to decipher the
information given to them in video form. The magazine has the reader directly gathering the information from a
written article, and the video has the reporter dictating the information to the viewer. Personally, I prefer to
watch a video about F1 news compared to reading an article about the same story because it is easier, simpler
and overall, more enjoyable compared to a written article about the same news. When I watch a video by the race,
I expect to know the same information which otherwise would have appeared in written form. But for me, to have
an edited video with literal voiced opinions is more entertaining, immersive and structured compared to written
formats.
YouTube
age range
Print in
general
age range

Target demographic - The Race
Being part of the target demographic, I watch The Race's videos for their informative, opinionated and constant
uploads to their channel on YouTube. Since I became aware of them; The Race has continued to appear in my
recommended continuously for the past year of 2020. In the last month they uploaded 19 videos in the past month
(30 days) as evidence of their YouTube channel's upload section. But the rate of which videos are uploaded to
YouTube depends on the amount of large news stories appearing on the racing scene.
• Produces YouTube videos
• Quick and convenient content
• Uploaded 19 videos in the last 30 days (1 month
for YouTube is 30 days)
• Depends on the rate of news that week in motor
sport.
• Personally, I use the races content for F1 and
racing in general

Primary content
What is the type of content?
Why does this content suit the target audience?
How often is this source of content updated?
- Why? ( to the question above)

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 modurn readers who prefer to use
their computers and mobile phones instead of reading from a magaine. I fit into this catagoy of
people. This shifts The Race's audience to a younger age in comparison to Autosport. However,
it still allows for indepth witten articals which could feature in a magazine issue.
Access is free and regually 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 modurn yet conventional style The Race has taken with their articles in reference to the
writing, images, shapes Etc.
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. 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 go
to 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
- what d
- how la
- what c
- images
- encora
- colours
- person
- links t
- how
- mo
- does it
- advert
The Race's
homepage
26/01/2021.
Opening the homepage of The Race (https://the-race.com/) I can immideatly 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 demonstraghted 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 creaters 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.
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.
No cursor.
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.

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 allowing for 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 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.
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
Horizontal
design layout

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 reducds 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
mainpage, they have images to illustraight the titles, however they are a smaller size and are also layed out
differntly. Bring in an orgonised 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, which The Race
had used with the horizontal layout from earlier. 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 techneque 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 which entices the reader to
find out more in reguards 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.
Next the reader will notice the listed points. These points will will be quick and easy to read. The same
amount of space used for four articales in grid form, translates to fitting eleven articales. 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.
- what do I s
- how large
- what conte
- images an
- encoragem
reading"
- colours use
- personal a
selling
- links to oth
- how does
- more p
writers/repo
- does it look
- advertisem
Scrolling
down the
homepage.
- More personalised
then a magazine
Showing the
direction of
view the
reader is
designed take

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, 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.
I do accept however 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 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.
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]." 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 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.
- what do I s
- how large
- what conte
- images an
- encoragem
reading"
- colours use
- personal a
selling
- links to oth
- how does
- more p
writers/repo
- does it look
- advertisem
You can see
here the
transition
from story to
media link
and then the
return back to
stories.
Actual website layout.
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.
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 overwheling size of text. The Race attempts to combat this with images and broken
parragraphs. I created a visual example to the side of The Race's article which illustrates the
different paragraphs and how they form more diversive and interesing shapes to read. Because
there are plenty of images and links on the page, the aticle looks less challening to read. A simple
yet understandable technique used to maintain readership.
- what do I s
- how large
- what conte
- images an
- encoragem
reading"
- colours use
- personal a
selling
- links to oth
- how does
- more p
writers/repo
- does it look
- advertisem
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 the
MXGP
Magazine https://issu
u.com/mxgpmag/docs
/mxgpmag087.
Data shows how long readers
stay on a website article.

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 maintaing
readership, there is a spike in readers leaving the page at the before they start reading. The Race,
like any website reporting orgonisation 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.
Without having to scroll to any areas of the page, readers can navigate to the homepage, F1 catagoy
and comment section of the story. this accessabilty and useabilty 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 avalable 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 indecation 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
amessage. 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 challend 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.
Image to title layout.
Shows the
large number
of readers
leaving the
page before
even starting.
The reader has access back to the
hompage, comment section and F1
category without having to scroll at all.
Hovering 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 different 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 it was 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.
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 three was an anomaly in the
data. The article itself was short and only had 1 image. 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.
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 about. This is an aspect that readers will be
interested in, readers will take the time to look at images and tables. A pause between reading the
bulk text. 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 olds have a huge majority at 81% preferring to read
from online sources. The Race as an online source is targeting this group.
Test 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 4 = 7.35)
A large portion of
readers only view the
videos and photos on
the page. Instead of
reading the text.
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/
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 sec

Secondary content
Other content produced by the brand
•Videos – YouTube/Other platform
•Podcasts – Spotify/Other
•Etc.
•How does it connect with the brand?
•Colours used
•Content covered
•Connection to the magazines?

Magazines/written content or
Primary content
Magazines
Find multiple examples
•Physical or digital?
•Magazine contexts
•Magazine Cover
•Single pages – Types of single pages
•Double page spreads
•Structure?
•content
•Images – how were they used on the page(s)
•Advertisements
•Price of the magazine
•Writers and their history
Videos
Magazine cover
•What can I immediately see?
•My first impression of the
cover
•What images have been used?
•How does the magazine
connect the image(s) with text
on the page?
•What mood do the
image(s) bring?
•What techniques were
used to draw the
reader in?
•How does the magazine entice
the reader to continue reading
(purchase) the magazine?
•How many articles are
referenced on the page?
•Does this entice the
reader?
•

Magazine Cover
• What can I immediately see?
• My first impression of the cover
• What images have been used?
• How does the magazine connect the image(s) with
text on the page?
 What mood do the image(s) bring?
 What techniques were used to draw the reader
in?
• How does the magazine entice the reader to
continue reading (purchase) the magazine?
• How many articles are referenced on the page?
 Does this entice the reader?

Websites
Websites (if possible)
•Brand referencing
•Banner/Menus
•content
•Images (on the website)
•Advertisements
•Social media links

Social Medias
How many does this brand have?
- how many social medias
How are they used?
•Instagram
•Facebook
•Snapchat
•
What content is found on the respective social media
Why would an audience member subscribe to this media?

Other content
Other content produced by the brand
•Videos – YouTube/Other platform
•Podcasts – Spotify/Other
•How does it connect with the brand?
•Colours used
•Content covered
•Connection to the magazines?

• 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 theorectial
magazine. Possibly website. Message actual companys?
• https://www.smashingmagazine.com/2017/12/building-better-ui-designs-
layout-
grids/#:~:text=This%20structure%20helps%20designers%20to,be%20aligned
%20on%20the%20page.

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
Formula One news with article writers providing their own opinions on the stories in their weekly
publications. Writing for over 70 Years, Autosport is one of the few firmly established magazines.
Maintaining its F1 audience for that whole time.
Its headquarters are based in Richmond, London. Autosport had its magazines publicised by
Haymarket Media Group until HMG sold the rights of Autosport to Motorsports Network in 2016,
which continues the weekly publications until 2020 when the global pandemic hit, and the
Motorsport Network pulled the plug on weekly print magazines. To the top left of the slide, you can
see the two latest issues. And 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).
On average, Autosport from January 2019 to December of the same year maintained 12,400
magazines per issue. More interestingly 75% of the copies sold were physical. Standing at 9,918
physical copies sold globally. The same data shows that the rest of the digital copies sold amount to
2,480 across the globe. 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 them.
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
Screenshots
taken
19/01/2020

Logo and Branding
Autosport's logo from my interpretation looks as if the finishing flag is being waived by the first letter within
their name. The finishing flag in racing is to symbolise the end of a race, the finish if you will. A key part of
any race and potentially the most thrilling part as the drivers cross the line to end their long stints in their
cars.
Autosport has two primary logos it goes to for branding. The first being the more common option, being the
full length, which 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. This logo is the most important for the brand because it
includes the name of the magazine. The logo itself is in all capital letters and features hard 90-degree angles
with rounded corners to the letters. Looking at the example on the magazine, you can clearly see the different
font used for the subtitle of that issue's magazine. The Autosport logo follows angles to the 90-degree hard
angles I mentioned earlier, whereas the subtitle is a bit more relaxed 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 subtitles 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 for example, and this makes sense why Autosport would want to define their title. Because
Autosport would want their new, existing and potential readers to understand and remember the brand which
produced the magazine that they are reading.
The logo uses white text upon a red background. The same red is featured in so many brandings, products and
videos. Having a continued colour across magazine front covers or in areas like a YouTube video is key for
magazine brand like Autosport so that they can attract readers/viewers back to their content. It's essentially a
reference to their title and logo. The colour red itself symbolises emotions like anger, aggression and
courage, behaviours seen commonly within racing and in particular F1. The sport covered by the magazine.
Using the colour red would make sense for a magazine about racing, because racing (and especially racing in
F1, taking each time to press for the maximum in efficiency, teamwork and driving) as a culture is about
drivers and teams using all the resources they try get as many points in the drivers and constructers
championships 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 enjoy F1, which his stated as being the
pinnacle of motorsport racing. Autosport reflects this in their colour scheme for their logo by using red. The
colour red itself can physically "stimulates" the reader, targeting the adrenal gland which is the fight or flight
response humans have to danger.
https://www.sensationalcolor.com/meaning-of-red/ "stimulates"
https://www.google.co.uk/books/edition/The_Colour_Red/IZnTDwAAQBAJ?hl=en&gbpv=1&dq=colour+red&pg
=PA4&printsec=frontcover "courage"
Screenshots taken 19/01/2020
Screenshots
taken
19/01/2020

Logo and Branding
Moving onto the second logo that Autosport uses; they also have a second smaller squarer logo.
The location of which can be found in areas where large title otherwise cannot be placed.
However, the smaller logo is a symbol of the brand in its own right. The usage of this logo is in
the same area its larger counterpart, but this logo is more for the video media on 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 brands need to understand; that if they want
this logo to promote the brand it needs to be defined and simplistic. Autosport hit the nail on
the head with their example. Again, referencing the red seen across all their magazines,
banners and brandings. Reminding the viewer of the channel and news organisation who
created and published the video that they are watching.
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 content. Autosport essentially stripped their title
of all the characters and information that wasn’t needed in this logo. 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. And as stated before, this will now be a
connection between the full "Autosport" title and the singular character (with the flag) "A." The
obvious difference between the real logo compared to the one I created 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 logo on my screen and it came out to be only 1.6cm
(0.63″) in diameter. You can stand a distance away from my screen and still have the ability to
read this logo from a distance. 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 size 5 (measured to PowerPoint
font size). Completely unreadable from a distance, and barley readable from the average
distance a person sits away from their pc monitor which is 20″. This isn't even mentioning other
viewing devices like a mobile phone or a TV. Concluding this look at the logo, I can tell that
Autosport designed it with the symbol providing the same brand context/awareness for the
viewer in mind as the larger title. Autosport didn’t use that title because it would become
unreadable for most people, so they simplified the title and left only the necessary visual
information to refer to the brand.
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.
My personal
YouTube
channel icon.

Target Demographic
Autosport will have different demographics of people interacting with their different medias like their
magazines, YouTube videos or website stories. As is the divide of the 21st century. Since starting, Autosport
creates news reports about Formula 1; releasing their first magazine about racing with the creation of the
Worlds Drivers Championship in Formula 1. to expand on this, Autosport will have an established an aged
demographic which would have continued to follow the brand for racing and primarily F1 news. Autosport
can use its age to its advantage, by mentioning how it is one of the oldest and longest running magazine
about the sport. This would attract all kinds of people because of the established mature nature of the
magazine brand.
I would expect Autosport to have a reader base which has followed the brand for racing news as I mentioned.
Even though the brand has changed publishers from their initial startup of Haymarket Media Group to the
more modern Motorsport Network. The focus of the magazine shifted with it to focus on the modern
generation of racing and readers as stated in the
article https://www.autosport.com/netw/news/146462/motorsport-network-prioritises-digital-approach where
the brand declared that they are focusing on "evolving the digital offering." A clear shift by the brand to
expand its market towards newer generations. But overall, for the magazine I would expect the average
reader age to be around the 20-50 mark. These are the people who have followed the brand through all the
years of continued Formula 1 and other racing categories news reports.
Racing itself is a male sport. Only males have been in key racing seats. Take for example Formula 1 which
has never had a female driver in a race ever in the sport. Autosport will lose a lot of potential markets when
it comes to the gender divide in this particular sort because there is 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
females only to focus the efforts on getting females into the sport. In total, because of the majority male
influence in racing. I would suggest that Autosport follows the same lines of male dominated reader base for
their magazines and other medias. 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.
Again, the ethnicity behind the brand will largely be white. But this is not the fault of Autosport themselves;
but the fault 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 the magazine. So, when considering the
amount of children/immediate family in the household I would assume it wouldn’t matter. But one aspect to note, it
when a potential reader has too many children. This could withhold this potential reader from having the necessary
time to read the magazine. But all potential readers with the time and interest would have the chance to read
Autosport.
One factor about Autosport demographics that I have missed until now, is the underlying interests in racing as a sport.
The primary reason anyone should read this magazine is because of the amount of insider knowledge that Autosport
reporters have in various championships and categories of races. The insider knowledge like interviews and paddock
accesses that Autosport reporters have access to is one of the primary selling points for Autosports potential markets.
This is because no everyday person will be able to see every race or be able to talk to individual drivers in the respective
sports. Autosport bridges that gap by being invited and having access to these races. But if an individual doesn’t have
an interest in racing or a racing category, then they will lose interest in a magazine about racing. And 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 occupational
job orientated around racing, like an engineer, other magazine journalist 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 regards to other or their own
categories. People with racing hobbies as well would be enticed gather more insider knowledge in categories they love,
and Autosports whole magazine is finding opinionated insider information. Perfect for people with occupations/hobbies
in racing.
The Autosport currently (25/01/2021) costs £3 per issue of the magazine as seen
on https://www.autosportmedia.com/offer/Autosport. The potential audience of Autosport will have to at least have this
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 Autosports market of readers is split into two groups. One group would prefer to read the magazine, as it is more
conventional and possibly what they have been doing for years, not only with Autosport but other news outlets . And
the more modern group don’t mind the new direction Autosport is taking by having free access to the stories on the
website and YouTube channel.the older market, I would expect to be more conventional and to have a disposeable
income which is above average. People with extra chsh lieing around because of a reitement fund or successful
business. Autosport magazine readers clearly have spare time to read the magazine, and racing itself is a highly
expencive 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
advertisement.
And last, the potential reader might require some prior knowledge about racing. If an individual began reading a story
about the WRC (Worlds Rally Championship) without the key understanding of rallying as a sport, they will find it
hard to follow the stories mentioned about key drivers or track changes. This limits the potential readers of Autosport
to understand the category/racing to have the interests in reading Autosport magazine and other Autosport mediums.

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 lines. With the title being 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 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 open
or continue reading the magazine.
The images used have a central object which the front will use to compound on top of with a
secondary heading underneath the title. The top left example has a reference to Ferrari in
conjunction with a Ferrari F1 car. One of the major talking points within formula one, being the
longest standing team within the sport. The second example has a Mercades-AMG car with the
description "diva Mk2!" A "diva" in this context would be a reference to a goddess which can be
expanded out to beautiful and majestic. Which is how the Mercades-AMG F1 car is viewed by
the general viewer of F1. And last there is an image of an in-house interpretation in 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, large title structure. 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. A design technique seen across all Autosport magazines. but
who can blame them? This will give good reason for any reader interested in F1 to continue into
the magazine. What to take away from this structure is the large image, followed by large title
technique. This main story should be the reason why the reader should want to either read the
rest of the front cover, or immediately continue to the page where this story is expanded.

Front Covers
The last areas where the reader should be looking are in the areas with
the 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 other racing categories. As well as "Vettel and Leclerc clashing"
focusing on F1 news. One aspect to note about these secondary titles is that they are
written as if they were 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. Another design feature to entice the reader into the magazine.
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 make the reader aware of the publisher obviously. More interesting are the yellow
areas/texts. These are designed and placed in areas to directly complement the
images. Like the secondary title, these yellow areas are eye catching. Autosport uses
this yellow to signify important and relevant information to the reader. Evocative
descriptions like "REVEALED" in all capital letters and yellow shapes like the circle
surrounding the key attractive phrase "GIANT SLAYER" again in all capitals.
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
come inside of the magazine, which they won't know if they don’t read.

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 eye conditions. Regarding eye conditions,
Autosport has an older target demographic. They won't want to
single out these potential readers by having their titles too small
so they cannot be read by everyone.
The overall layouts of the magazines also follow the same style.
They first feature the Autosport title, next an image is used to
visually describe the main story of the week, being complemented
by a secondary equally large title which can interact with the
main image. And last is to include the tertiary titles which are
always placed in areas of dead space. The front cover will be
designed in stages, but normally it looks like the front cover will
first have the main Autosport title first. Then an image would be
chosen. A secondary title for the image is chosen next. And that
would last leave the areas for tertiary title for the last remaining
stories. Follow this rule and you will have yourself an Autosport
magazine front cover. Oh, don’t forget the enticing yellow.
Title
Image, off
centre to
allow
tertiary
titles
Secondary title which
could interact visually
with the image
And
areas
not
taken
up by
main
image
used
for
tertiary
titles
How to make
Autosport magazine
front cover.
Also, tertiary
titles can interact with
main image, like text
wrapping or layers.

Single Page
Now that we are inside the magazine, Autosport needs to inform the reader through easy-to-read
pages. This page as an example can be broken down into images, titles and boxes. 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 major teams. Key interests for an F1 enthusiast for some context. The drivers are
the only 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 shown in this example on the page. Having a title to bridge
the gap between content text and the image itself. The title is in all capital letters. When a title is
in all capital letters, it is suggested that this information is loud and projected. This information
has implied significance to it because of the capitals. Another example of bridging the image
between the content text is seen on the second single page. Where 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 fortunately can be found directly
below. Every title on the page always follows the same: title above text rule. Where the title will
provide the reader with minimum amount of eye catching and enticing information necessary to
draw them in and start reading the article.
There are only three different text colours on this page and only two different colour 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. Bleck text on a white background makes up the bulk
of the writing on the page. Next is the red text on white background. Used to highlight certain key
interesting facts. I'm definitely taking note of the difference in text colour and how that can either
draw the reader in, or in turn make it easy and simple for the reader to look at. The font also is an
aspect to take not of. For the titles, Autosport used organized, soft letters. These letters as per
usual can easily be read by anyone and from obscure distances/angles. Not every title has the
capital letters on the page, but that means the readers eyes will be directed to the
"VERSTAPPEN" "LECLERC" title because it takes on the all-capital letter form. 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. Interesting and something I will be using in my digital magazine.

Single Page
I always 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 the pages into a simpler
form. The example on the left is from the first page. And you can see the different
overlapping features 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 like that central statistic column. And last the text is adds along with any other
features like the sideways text on the far left of the first example.
Moving onto the second example, this page looks a little more conventional in regard
to its layout and structure. Obviously, the images used are to complement the text.
What I want you to notice is the odd reading layout of the page. the text on the page
is broken up into small vast amounts of columns . These columns allow the reader to
read down the text faster than if the text wasn’t broken up. So, this structure of text
is something I need to take from these pages.
Looking at the structure of all text, there is areas of the pages which have white text
with coloured backgrounds. These texts are placed in areas over images. The font
colour is the same as the background, as if they are punched through the image. They
ould have used black text like the bulk on the page, however if they used that
conventonal colour it would be much harder 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. I need to come back to these structures and apply them to shift the
readers view with my work. All these structural features are to grab the attention
and shift the readers view into different areas of the page in an orderly fashion.

Double Page Spread
The story that this double page depicts is one that was mentioned on the front cover. This shows
that this story is signifficant and so it requires double the pages to signify its importance to the
reader.
When I opened this page, I got had three visual features stand out to me. Them being, the image
first, then the words: "INSIGHT" and "Ferrari." The image was first because of its large size and
placement on the page. It takes up 70% of the two pages, highlighting 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. Allowing for text features either sides. 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 title of this double page spread is what carries the story from being a more conventional update
to displaying the signiicant 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 methords" for a
"new start" which can hopefully translate into results on track. The adjective "new" is repeated 4
times in the title. This highlights the amount of unrevealled changes by the team. "New" also
creates suspence for the reader because they wil want to read on and find out the changes that have
taken place within "Ferrari" because at the time, it was the second-best performing team at the
time of the artical. The continuing story of Ferrari doing everything to overcome the
dominent Mercedes Benz AMG team will attract and reader who has an interest in F1 at the time of
release.
Again, I see the black text on top of the white background, and as mentioned before this is to make
the text as easy as possible to read. Interestingly the text is not broken up into coloums. Suggesting
that the reader should take the time to read and desypher the imfomation behind the story. The
text wouldn’t have taken any longer to read then a split up coloum layout. For me it shows the size
and scope of the story, which otherwise would have been lost if it was broken up.
The main
story on
the front
cover is
found on
this
double
page
spread

Double Page Spread
Structualy, the page is split up into three parts: the subsection of the pages, the image and last, the
text. An orderly ridged use of the image to force the reader again towards the text on the right. I
created a thoericical 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 onto
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 what
Autosport chose. 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 up until this example.
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 the pages are covering. To note is the
inclusion of text ontop 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
easiest. The editor would have chosen these colours to allow the text to be as small as possible. It
barly takes up 5% of the image at all, and the placement is out of the way, to not distract the reader
from the image, but 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 situation for the reader.
After reading the page, there is the inclusion of two arrows esk shapes. Its directly at the end of the
text and is placed immidiately where the reader will be looking after finishing the text. The arrows
are there to suggest continuing onto the next page, instead of having the reader stay on the page.
The sentence it immidiatly follows is also cut off by these arrows, as if there is more to say on the
next page. The editor is communicating to turn over with physically static it. All these technequies
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 guidence used. When you look at the example I created, the shapes
suggest looking at the image rarther then continue onto the next pages, a design flaw if that was
what Autosport had done.
A
theortical
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 suggestion to go to the next 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 starts/continues from the last
page, suggesting no 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 next page,
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.
The bulk text is broken up by a quoation from one of the team memebers. It provides an insight for
the reader in how the team is viewing the race results the team aquired. More suggestions of
dissapointment 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 lst 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 gray to dark gray 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 signifys 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.
How the text
continues from
one page to the
next.
The white
background with
black text.

Avertisement/Product Placement
To understand the advertisement Autosport has in this issue, we have to refelect 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
expencive luxary cars, expencive car parts, luxary car lotteries, luxary motorhomes,
expencive trackdays/events, and even links to other medias which potential reads could be interested in. A
common theme between them all is the highlighting of luxary and unmissable opportunities for the reader.
These addvertisements 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 favurate
"Living the High life". to note is the avid useage of capital letters again to signify the importance of the
advertsemetn to the reader. Assuming that the reader has large amounts of disposeable wealth and free time
is key when observing these adertisements. Seening 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 accspetable.
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/servies. Each advertisement pays for their own
pages to advertise on.
The inclusion of autosports own self advertisement can be seen over multiple pages. But useually they are at
the front of the magazine, where the reader would start reading from. Autosport owning the magazine has
the luxary to self-promote wherever they want, but they will not want to be too invaseive 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 searvies that they might be interested in, and in
Autosports poerspective; there is no harm in asking.
Over the entire magazine, 32 pages are dedicated to whole page advertisements out of the 113 pages total.
Making up aound 35% of the magazine. This isnt including smaller advertisements and product placements.
The number of pages is including ALL types or advertisement, self-promotion included. there were atleast
12 times where Autosport advertises their next week magazine or events autosport hosts, like their car show.
I wouldn’t say encouragements for readers to keep reading through the magazine is self-promotion, but this
was also done countless time duringthe beginning and middle of the magazine, so as to increase the amount
of reader getting to the end pages.
An advert of next week's issue
referncing a story that the
reader could find interest in. Note
the location beingon the third page.

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 magazine.
One interesting thing to note about the Race, is that it is a
makeup of former Autosport writers who left the previous
organization to set up this brand. They took away the positive
and creative writing from Autosport and built upon that, creating
a product which cannot be matched by its competitors.
https://the-race.com/about-us/
Screenchots
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 excused. 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."
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. The letter "R" had the left leg removed by the slice down it. For me, this logo
would represent a race more than a conventional R. 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.
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."
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 again 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.

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.
The potential age range of The Race's readers will be the modern racing enthusiast. From the
younger audience of 12-20 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 of Autosport. New modern age groups like generation Z (people born between 1996 and
2010) 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. 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.
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 for The Race and racing in
general. Like gender, race 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 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 specifically 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 partisipate 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 of the news organization. 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 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.
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.
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%20broa
dband%20internet%20service&text=SpaceX%20launched%20a%20new%20batch,internet%20servic
es%20around%20the%20world.&text=While%20Starlink%20aims%20to%20start,near%2Dglobal%2
0coverage%20by%202021 we will see this market span the globe in a few years. As humans become
more connected.
Target demographic

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 indeviguals 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).
Although McCluskey's channel is 12 years old (as of 21/01/2020) he generated a brand
image which boosted the professionalisam 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 recognise 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.

Logo
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. However, 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.
monologues

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 secondary. 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.
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.
Moving on, the gender is a large outlier for Tommo F1. 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.
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%
Percentage of viewers male: 94%"

Tom McCluskey on his channel
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.
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 product
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

Email to the channel owner
25/01/2021

Final media project UNFINISHED research

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