The document discusses the music magazine MOJO. It provides details about its origins, target audience, and content. MOJO focuses on classic rock music and aims to appeal to fans both new and established artists. It encourages readers to explore new and old musical acts through cover choices and free CDs. While some criticize its frequent coverage of classic rock stars, it has also featured newer and more underground artists. The magazine seeks to appeal to traditional fans through classic artists while also attracting new fans through contemporary coverage and special issues.

1. MOJO

2. • Note how the presence of
more modern artists on
the cover of this issue is
linked to ‘classic’ artists of
the past – a practice that
encourages new readers
to seek out old artists and
old readers to try new
artists – and, ultimately, to
buy the magazine!
• Free CDs like this often
feature new and
established artists
covering songs by ‘classic’
artists – another ploy to
sell more copies.

3. • MOJO is a popular music magazine published initially
by Emap, and since January 2008 by Bauer, monthly in the
United Kingdom. Following the success of the magazine Q,
publishers Emap were looking for a title which would cater
for the burgeoning interest in classic rock music. MOJO was
first published on 15 October 1993; in keeping with its classic
rock aesthetic, the first issue had Bob Dylan and John
Lennon as its first cover stars. Noted for its in-depth coverage
of both popular and cult acts it acted as the inspiration
for Blender and Uncut. Many noted music critics have written
for it including Charles Shaar Murray, Greil Marcus, Nick
Kent and Jon Savage. The launch editor of MOJO was Paul Du
Noyer and his successors have included Mat Snow, Paul
Trynka and Pat Gilbert.

4. MOJO regularly includes a covermount CD which ties in with a
current magazine article or theme.

5. • While some criticise it for its
frequent coverage of classic rock acts
such as The Beatles and Bob Dylan, it
has nevertheless featured many
newer and "left-field" acts. It was the
first mainstream magazine in the UK
to focus on The White Stripes, whom
it has covered as zealously as many
older acts.

6. A rare cover featuring
contemporary artists – but
artists from the past are
present in the coverlines
and on the cover of the
free CD, which consists of
older artists that have
influenced Kings of Leon,
hence strengthening their
appeal to the Mojo target
audience so it sells to the
traditional audience as
well as to fans of Kings of
Leon.

7. • In 2004 it introduced the Mojo Honours list, an awards
ceremony which is a mixture of readers' and critics' awards.
• After the success of an all-Beatles issue, published to mark the
release of The Beatles Anthology, many stand-alone, themed
special editions of MOJO have been produced, devoting an
entire magazine to one artist or genre. Three of the most
successful were the series, telling the story of The Beatles,
featuring contributions from many of the world's leading rock
critics and Beatles experts, such as Hunter Davies and Ian
MacDonald. The three magazines were published between
2002 and 2003 then collected together and published as the
book The Beatles: Ten Years That Shook The World (Dorling
Kindersley, 2004). There have been many other special
editions.
• MOJO has also published four editions of "The MOJO
Collection: The Greatest Albums Of All Time" and a series of
short, definitive biographies under the imprint MOJO Heroes,
starting in 2002 with Neil Young: Reflections In Broken Glass.

8. The Mojo ‘60s Special Edition appeared in 2011 to take advantage of
the issue of the ‘lost’ Beach Boys’ album SMiLE and had a vinyl single
freebie featuring two tracks from the sessions.

9. • Mission Statement
• At MOJO we cover the good stuff. Our award-winning editorial team
prides itself in delivering a magazine that is packed with insight,
passion, and revelatory encounters with the greatest musicians of all-
time, be they established or emerging musicians. The magazine is
loved by its readers and artists alike because it engages them on the
subject they love the most: music itself.
• Every month MOJO brings you a definitive cover feature on an iconic
act; a bespoke CD (especially compiled by the editorial team or a
major musician in MOJO’s world); and our famous reviews section,
the Filter, which brings you 30 pages-plus of the best of that month’s
music, both classic and contemporary.
• MOJO’s previous guest editors range from David Bowie to Tom Waits
via Noel Gallagher and the Red Hot Chili Peppers, showcasing the
magazine’s breadth and iconic status among musicians. From The
Beatles to The Black Keys, from Led Zeppelin to Laura Marling, from
Fleetwood Mac to Flying Lotus.
• MOJO is not only Britain’s biggest selling music magazine, it is an
immersive experience. At MOJO we invite you to lose yourself in
music every month. Join us at www.mojo4music.com for a daily
download of what’s going on or to simply find out more about our
magazine.

10. The issue edited by David Bowie

11. • Mojo Radio
• The company behind the magazine, Bauer, also
produced a digital radio station. This station was
called Mojo Radio, and was transmitted on
the digital television networks in the UK
(Freeview channel 721 and Sky Digital channel
0182, though not Virgin Media) and online. The
output of the station was based on that of the
magazine.
• However, it was announced on 5 November 2008
that Mojo Radio would cease broadcasting on 30
November 2008 in order to save parent
company, Bauer, money.

12. The presence on the
cover of certain ‘classic’
artists, like Bob Dylan
or The Beatles, is said
to guarantee an
increase in sales.

13. MOJO4MUSIC WEBSITE
• 209,000 unique users
• 460,000 page impressions
• 18,000 email subscribers
• 49,600 Twitter followers
• 32,000 Facebook fans

15. • MOJO HONOURS LIST
• The MoJo Honours List is the magazine’s annual
awards ceremony. The opportunity to venerate
the genuine heroes and timeless legends of music
while celebrating the best releases of the
previous 12 months. Since 2004, Mojo has
nurtured our reputation as the awards
ceremony’s awards ceremony, the place where
Iggy Pop and James Brown mingle with The
Libertines and Björk doesn’t leave until the
cleaners turn up. Past winners include Ozzy
Osbourne, Amy Winehouse, Bjork, Led Zepplin,
The Who, Paul McCartney, Paul Weller, Iggy Pop &
Arcade Fire.

17. • This is part of a pack put together
to encourage advertisers. Note
the reader is referred to as ‘he’
and a ‘child of the seventies.’
• This is how they see their
average reader, though their
actual reader profile suggests the
largest group of readers is older.
• Note how it implies he is keen on
vinyl but is up to date on his use
of streaming and downloads.
• Note how it suggests he – thanks
to Mojo – is ahead of the game
discovering new artists.
• Note how it suggests he uses
new technology and is culturally
educated.
• The aim, of course, is to get high
profile advertisers who will pay
the best rates to target their
product (and their money will, of
course, support the magazine).

18. • WHY ADVERTISE WITH MOJO?
• MoJo is the world’s leading music monthly, reaching an unrivalled
number of music fans in the UK and worldwide. With a level of access
to artists that other magazines could only wish for, MoJo lets you put
your acts next to some of the greats, both past and present.
• MoJo’s level of authority creates a huge sense of trust with its readers.
This respect for the brand extends to its advertisers and creates trust
and access to a traditionally difficult to reach crowd of mature, cash
rich and hard to influence men.
• Comparable with some of the most premium brands in the market our
readers have serious buying power and are better described as
“investors” rather than “consumers”. Once they discover quality they
will continue to invest in that product or brand.
• Mojo ranked 4th in Bauer’s independently commissioned “Anatomy of
Influence” research, weighing up the influence magazines have on
consumers across a number of factors. This included beating titles such
as Uncut (8th), NME (18th) and even GQ (20th). This shows just how
much MoJo readers respect and trust the high quality editorial that the
brand delivers day in, day out.
•

20. • Note how celebrity
endorsement is
used to persuade
advertisers of the
quality of the
magazine.
• Note how previous
high profile
advertisers are
listed to encourage
other companies to
buy space to
advertise their
product

22. Note the majority of the artists featured are associated with the past – though many are
still recording today

23. The title of the magazine is
‘MOJO’ The title has been
covered by the two band
members of The Rolling
Stone.
The whole magazine cover
is covered with pull
quotes/subheadings to
capture the audiences
attention; but to inform
them of what the
magazine holds.
The title of the magazine is
‘MOJO’ The title has been
covered by the two band
members of The Rolling
Stone.
A vast majority of the
font used on the front
cover are more serif than
sans. The font is bold and
strong; this can also
portray the idea of the
magazine. As the
magazine bases around
the genre of rock n roll
and rock music is
portrayed as a very hard
headed genre.
On the front cover they
have used more than one
picture. This particular
picture has been used in a
variety of front covers
throughout the year to
show a consistency of
design.
The colours that have been
used also show consistency
as the background of the
photo is plain white to
make everything else
stand out.
Most of the colours that
have been used are; red,
yellow and white. They
have used these colours
because red and white
are the two main colours
of their feature band. The
Rolling stones. Proof of
this can be seen by the
stamp they have used as
the bands world wide
known trade mark.
The price/barcode again is found at the bottom
right corner.
Initially with the bands name there is a pull quote
to connect the double page spread with them.
The picture that has been
used is a medium long
shot; from head up to
waist down.

24. Free gifts to entice
people to buy
Masthead
Header to interest
reader
Main coverline to
anchor the image,
written across
page so it stands
out, the red
writing contrasts
the white and the
blue on his shirt
Barcode
Plain simple
colours red, white
and black and
simple fonts
Medium Close-up
of the main image.
Headings are in
capital so it
highlights the key
points of the
magazine