Tommy Crossley Unit 1

1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analysing Media Products and Audiences
Evidence
Name: Tommy Crossley
Candidate Number: 3033
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

3. LO1 – Contents Page
Slide Name Slide Number
Publisher and Product 4
Operating Model 5
Ownership Structure 6
Bauer Products 7
Market Position 8
Brand Ideologies and Ethos 9
Technological Convergence 10
Competitors 11 & 12
Front Cover Deconstruction 13
Content 14
Double Page Spread Deconstruction 15
Website Annotations 16 & 17
Email Evidence 18
Email Replies 19
Slide Name Slide Number
Production Process 20, 21 & 22
Synergy 23
Retail Outlets 24
Purpose 25
Genre 26
Form and Style 27
Psychographic 28
Demographics 29
Spending Power 30

4. Publisher and Product
Q Magazine
Q Magazine is one of Bauer Media Groups many products. The magazine was founded by Mark Ellen and David
Hepworth in 1896 and they produced the first copy of the magazine in October of that year. Q is a music
magazine that is published monthly. The circulation of the magazine is around 44,000. It is written in English
language. The magazine links to the music industry by writing about new music, music compilations and live
concert reviews.
http://www.qthemusic.com/
Bauer
Bauer Media Group are a publishing company based in Europe. They have a large headquarters in Hamburg,
Germany and produce over 600 magazines, 400 digital products and 50 radio/TV stations around the world.
They distribute there magazines in many different ways for example post. Bauer employ over 11,000 people
across 17 different countries. The company was founded in 1875. The current CEO of Bauer is called Yvonne
Bauer and she has an 85% share in the company. The revenue Bauer produce per year is around 2.4 billion
euros.
https://www.bauermedia.co.uk/

5. Operating Model
https://www.bauermedia.co.uk/about/our-company
These are the key people involved in
the production and publishing of ‘Q’
magazine at Bauer.

6. Ownership Structure
The founder of Bauer is called Ludolph Bauer. He founded the media institution in
1875. Bauer are now the largest magazine publisher company in the UK. The first
magazine Bauer released was named Angling Times and it was published in 1953.
Bauer Media has a sister company called H Bauer Publishing.
http://www.bauermedia.co.uk/about

7. Bauer Products
Bauer are not just linked to Q, they have many other
products such as magazines, radio stations and TV
Magazines
Kerrang, Closer, Heat
https://www.bauermedia.co.uk/brands-magazine
Radio
Kiss, Absolute, Magic
https://www.bauermedia.co.uk/brands-radio
TV
4Music, The Bix, Heat
https://www.bauermedia.co.uk/brands-tv

8. Market Position
Bauer media is the largest media company in the
UK. The evidence that supports this is the facts that
have been released on Bauer’s website based on
circulation from July – December 2016. The facts
stated include “The World’s-biggest movie
magazine Empire continues to dominate the film
market” and “Iconic music bible MOJO boosts its
circulation by 4.65%”
Bauer also have two music magazines dominating
the market with Q magazine having circulation
figures of around 44,050 and Mojo magazine having
around 70,445.
These circulation figures beat the circulation figures
of rival magazines such as NME produced by IPC
media which has a circulation figure of only 15,000.
This displays how Bauer have more magazines with
a higher readership as their magazines have a
higher circulation figure.
http://www.bauermedia.co.uk/newsroom/press/bauer-media-
july-december-2015-magazine-abcs

9. Brand Ideologies and Ethos
“We Think Popular” is Bauer Medias slogan. Bauer’s
products may have there own slogans but this is what
the creators of each product believe in. The slogan “We
Think Popular” may connote several points. One of
these points may be about how popular Bauer is as a
company. Reaching over 25 million consumers each
year, Bauer are one of the UK’s biggest media
companies. Another connotation of the slogan “We
Think Popular” is that Bauer think about their
customer. Looking at the words “We Think” it
demonstrates how Bauer consider what information
and products their customers consume.
Q magazine have their own slogan which is used as a
strapline on their magazines. This strapline is “The UK’s
Biggest Music Magazine”. The word “Biggest” connotes
that if a consumer purchases Q magazine they will be
getting the best information possible to receive.

10. Technological Convergence
Bauer Media use various types of technology to advertise their products. The biggest use of technology they us is
social media. With Bauer Media having social media pages on Facebook, Twitter, YouTube and Instagram they have
constant contact with their consumers. Bauer also use social media in order to advertise new products. Other
technologies Bauer use are websites. The advantages of these websites are that they are product specific and also
many offer subscription services to Bauer's products. This increases the revenue that Bauer make per year.

11. Competitors
IPC Media could be classed as Bauers biggest competitors as IPC Media own large magazines that focus on the
same features that Bauers magazines focus on, for example Q (Bauer) and NME (IPC Media) both report on new
artists. IPC Media also competes with Bauer by producing over 60 iconic media brands across many platforms like
print, online and mobile. Some figures that relate to IPC Media are 26 million UK adults engage with the company
in some way and 25 million visitors to the portfolio of websites IPC Media own per month.
Wenner Media are not such a big competitor to Bauer. This is because they do not own such a large range of
products as a company such a Bauer or IPC Media. Wenner Medias products include Rolling Stone music
magazine, Men's Journal magazine and US Weekly magazine. These products bring in around 46 million readers
each month. Wenners most famous product is their Rolling Stone magazine. Rolling Stone magazine reports on
music which could link to Q magazine.
Egmont compete with Bauer on a smaller scale. Although a large publishing company only a very small amount of
the products produced compete with Bauer, for example We ❤ Pop. The magazine has circulation of 115,000. The
magazine is targeted at teenage girls aged 11-17. Egmont also produce large amounts of tv and film. Mostly
European and not English films but they have been involved with films such as The Hunger Games : Mocking Jay
Part 2.
http://www.timeincuk.com
http://www.egmont.com
https://corporate-wennermedia.icims.com/jobs/intro?hashed=-435772409 http://www.rollingstone.com

12. Competitors (Continued)
IPC Media produce NME magazine. NME is a magazine that has a genre very similar to Q magazine. The pop/rock
magazine was founded in 1949 by Theodore Ingham. NME’s editor is called Mike Williams and has been with the
company since June 2012. NME release a magazine on a weekly basis and have a circulation of around 15,000.
NME is an English magazine and is produced in Southwark, London
Wenner Media produce Rolling Stone magazine. The magazine was founded by Jann Wenner in 1967. Rolling
Stone magazine is an American magazine and is produced in New York, USA. It is written in English and has a
circulation of around 1,400,000. The main purpose of the magazine is to produce interviews, reviews and stories
about the rock and roll genre of music
Egmont produce We ❤ Pop. The magazine is produced in Denmark and is written in English. The magazine is
released monthly. The main focus of the magazine is pop music but also includes information about celebrities,
fashion and gossip. The target audience of the magazine is girls aged 11-17. The magazine puts exclusive
backstage access, photos & interviews into an easy to read format. Each issue also comes with a premium free
gift, exclusive reader offers and discounts. The magazine has a distribution of around 115,000
http://www.nme.com/magazine
http://www.rollingstone.com/
http://www.welovepopmag.co.uk/

13. Front Cover Deconstruction
The colour of the magazine
connotes that this particular
issue could be to stand out to an
older audience as Noel Gallagher
(Main Image Artist) is an artist of
a previous generation. Noel is
also wearing similar colours in his
picture which could link to the
background
This part of the magazine is
attractive to everyone as it
contains what else can be seen in
the magazine. The extra titles are
called cover lines. The cover lines
are effective as Q can attract
more readers as sometimes
readers may not be interested in
the main story in the magazine
This is the main image. The
image could connote the power
and presence of Q magazine
because of a full body image of
Noel Gallagher with his arms
crossed looking directly at the
camera. The image could also
connote that magazine is for
everyday people because Noel is
wearing everyday clothes, just
because he is a celebrity he is no
different
This area includes Q magazines
convergence, barcode, price and
month of issue. This is needed in
order to allow customers to
know the price of the magazine
and purchase the magazine. Also
the convergence is important as
it allows a customer to visit the Q
website
The Q masthead stands out to
people in shops. The colour red
connotes to hot which may mean
Q magazine knows what is hot
right now which attracts
customers as they want to know
about the newest music. The font
of the Q is sophisticated so could
connote to an older audience.
The strapline of Q is “The worlds
greatest music magazine” which
can be seen on every issue. The
word “greatest” shows that Q is a
good music magazine because it
can advertise that it is the
“greatest”
The main cover lines stand are
important as readers then know
the main story in the issue of the
magazine. Important as people
know what they are buying

14. Content
Q magazine contains different features every month of its release. This section
would contain interviews with artists, reports on live concerts and also top
people in music at the present time. There is also a section in the magazine that
is written in every copy this includes, subscriptions, music based crosswords and
the 10 commandments. The crosswords main use is to keep the audience
engaged in the magazine, another feature produced monthly is Q mail this
feature also engages readers as it allows them to write in and ask any questions
they have.

15. Double Page Spread Deconstruction
Star Appeal : The use
of Ed Sheeran attracts
a male and female
audience to the
magazine as the style
of Ed’s music is based
on both genders. Also
using Ed Sheeran is a
good idea as he has
become one of the
biggest stars in a small
amount of time and
lots of people want to
find out more about
him and his life. When
audiences see this
they will be
automatically engaged
Pull Quote : The pull
quote is a quote from
the interview. This is
used to attract readers
because then they
want to know why and
how Ed is “bringing
ginger back”
Drop Capital : The
drop capital is a big
bold letter that is
the first letter that
comes from the
first word in the
letter. This drop
capital is effective
because the colour
red stands out and
the letter “I”
connotes how Ed
will be talking
about himself and
this is what readers
will be reading the
magazine for.
Page Number : The
page number is
used to inform
readers what page
number they are
on. This links to the
contents page as it
will tell readers
where to go veer
page numbers
Stand First : The stand first is a short, captivating introduction to the interview so the reader will
know what, who, why and when about the interview. Then they find out more when reading

16. Website Annotations
The stand out feature on
Q magazines website is
the large image of the
latest issue of the
magazine. This is good
because it allows readers
to see if they would be
interested in purchasing
the magazine from the
comfort of there own
home as it is online.
The familiar logo of Q is
the first thing that is
visible on the website.
This is so that visitors of
the website can see they
have come to the right
place to find out all
about Q
Underneath the image of
the latest issue there is a
small paragraph
explaining about the
latest issue in more
detail. Once again this is
effective because it allow
customers to be sure
about purchasing the
issue of the magazine
This part of the website
allows a visitor of the
website to order a hard
copy of the latest issue
or a digital copy. The
digital copy is a good
idea due to the large
amount of people using
technology. It is available
on platforms such as
Apple Newsstand, Kindle
Fire and Google Play. In
order to do this the
consumer would click on
the red text and be
redirected to a page
where they can order
their chosen format
This feature allows
consumers to click on a
social media icon that
will redirect a person to
the specific website
clicked on where Q will
have a page to advertise
their magazine. For
example click on twitter
and be taken to Q’s
twitter page

17. Website Annotations (Continued)
This headline comes from
the main story of the
latest edition of Q. it is
the first thing readers
read on the web page
which is smart advertising
as then people have to
purchase a copy to find
more about the headline.
The navigation tool
on the website is
filled with many
options to keep
visitors of the
website on the site
for longer periods of
time as there is
interesting subjects
available to see. For
example “Track Of
The Day”
On the right hand side
there is an option to click
that will re-direct users to
a page where they can
pay to subscribe to Q. For
example a yearly
subscription can be
purchased.
There is also many
options to click on
whilst on the home
page of the website,
once again this is in
order to keep users
on the site for
longer. Ways of
doing this are the
playlist Q provide for
people to listen to
On the right hand side
of the website there is
a search option. This is
where users can
search the whole Q
website for there
desired topic they
want to listen to or
read

18. Email Evidence
Here I show evidence of emailing the
4 emails addresses I could find for
people who work in Bauer. These
people are
• Cat Martin, Communications
Director, Bauer Media
• Jonny Silver , Communications
Manager, Bauer Media
• Genevieve Potter, Head of Internal
Communications, Bauer Media
• Sophie Ramm, Commercial
Marketing Manager, Bauer Media
I emailed the workers at Bauer in
order to find out about the
production process of Q magazine

19. Email Replies
These email replies display evidence that I did not get a reply that informed me about
Q magazines production process. This means that I have had to visit a website in
order to learn about the production process of a magazine.

20. Production Process
There are 9 stages in the production process of the magazine.
Stage 1 – Date of Publication
This is where the magazines publisher (Bauer) set a date of publication for the magazine. The date of publication is the date the publisher want
the magazine to be released as a quality and finished product for the general public. Once this date has been chosen there is now a schedule
to complete the magazine.
Stage 2 - Managing the Schedule
As Q magazine wants to remain a top magazine, Bauer need to successfully stick to the date of publication. The schedule should include time
for mishaps so that if mishaps occur the magazine will still be released on time.
Stage 3 - Editorial and Budgetary Decision
This step is where the magazine’s editorial team begins assembling and deciding what topics will be covered in the magazine. After deciding
the types of articles, topics, news stories, illustrations and photographs that will be used in the magazine, the team makes decisions of a
budget and how they will stick to it. The team will look at the money that is available to them and the most efficient way to spend it towards
the production of the magazine.
http://hosbeg.com/the-magazine-
production-process/

21. Production Process (Continued)
Stage 4 - Content Acquisition
The content acquisition stage is the stage where the content will be gathered for a magazine. It is also at this stage that artwork and graphics
are also worked on. The artwork includes illustrations and pictures that are going to be placed in the magazine. Graphics are the pictures or
images that are designed with a computer program. Also at this stage research is made by journalists and reporters into the topics and events
being covered. The research can be done via the use of the internet and news databases. Meetings are also arranged with interviewees
Stage 5 – Sub Editing
Sub editing focuses on quality control. This is the media organization sub-editors job; if there is no sub-editor. Quality control includes checking
the accuracy of all facts in the articles, making sure that words are properly spelled, making sure that grammar and punctuation are used
correctly, making sure that all articles follow the house-style and working on the page layout.
Stage 6 – Page Layout
A special team responsible for page layouts is called the layout staff. Their job is to typeset and layout the various pages that come together in
the magazine. In performing this task, they use desktop computers to do this. It is at this stage that adverts from advertisers are placed into the
content.
http://hosbeg.com/the-magazine-
production-process/

22. Production Process (Continued)
Stage 7 - Proofreading
The next stage is the proofreading. The editorial department will print out a hardcopy of the magazine so they can read through to find and
correct any mistakes in it. Any mistake that is spotted is corrected on the softcopy. The editorial team keeps proofreading until every member
is satisfied that all mistakes have been corrected.
Stage 8 – Sub Editing
The soft copy of the entire magazine is sent to the printer which will print the magazine. The company first prints a few copies and sends them
to the publication’s editor for checking once again. If the editor is satisfied with the printer’s proofs, then the green light is given to the printer
for mass printing to commence.
Stage 6 – Page Layout
The last stage of the production process. The printing company, having finished with the printing of the magazines will package them neatly
and send them to a warehouse. From the warehouse, the magazines are then distributed and then sold to the public.
http://hosbeg.com/the-magazine-
production-process/

23. Synergy
Q magazine use social media platforms like Twitter, Instagram, Facebook and
YouTube. Q use social media in order to inform their readers of upcoming
issues of the magazine, upcoming events that relate to Q and just to keep
readers interested in the products they produce.
Q magazine also have an app that is available to download. This app is
another extension of Q that keeps readers interested and using Q magazine
products.
The inside of Q magazine also contains adverts that relate to Q. For example,
up coming gigs, songs and albums

24. Retail Outlets
The retail outlets that sell Q magazine include WHSmiths, Sainsbury’s and Tesco.
These shops are local to most people and also are mostly large companies.

25. Purpose
Q magazines purpose is to mainly
report on music and artists. The
purpose can be clearly seen in the
strapline of the magazine. Q magazines
strapline usually denotes "The Worlds
Greatest Music Magazine”. In this issue
the strapline is “The 10 Most Exciting
People In Music Now.” This strapline
could connote that Q magazine is
targeting a younger audience as it talks
about “Now” this links to a younger
audience because young people tend to
be more up to date with present day
music.

26. Genre
The genre of Q is quite varied as they
have previously reported on many
different styles of artists and music.
Mainly Q report on pop music and rock
music. Evidence of this links to issues
such as Plan B and Adele who are both
pop artists. The other issues contain
bands such as The Foo Fighters and artists
such as Paul McCartney.

27. Form and Style
The layout of Q magazine is very consistent. Every
issue has the red background and white text Q
masthead in the top left corner with the strapline
“The Worlds Greatest Music Magazine” written in a
black box underneath. There is then always a main
image in the center of the page. The main headlines
and the sub lines are then written around the main
image. The colours often used are red, black and
white. Inside the magazine the form and style is also
consistent with features such as page numbers on
every page and images that contain star appeal on
most pages. The fonts used are always similar and
are always simple in order to stick with Q’s
professional and consistent form and style. It is
important for Q to keep consistent in all their
magazines in order to keep a professional feel and
keep customers happy as they know they can expect
quality from Q. Q normally follows a very consistent
colour scheme of a white background and a red
masthead, yet this may vary on what edition it is of
the magazine. Q magazine is of an A4 size when
printed yet the magazine is available digitally to
download onto various devices.
https://www.greatmagazines.co.uk/q-
magazine?gclid=EAIaIQobChMIvfiOqZz31AIV7rXtCh24ZwmXEAAYASAAEgJkmvD_BwE

28. Psychographics
Psychographics are the sectors of the market that different people fit into based on their social class, lifestyle
and personality/characteristics. The theory is based on types of products and brands people purchase. The
purchases link to and reflect the consumers characteristics.
The categories include aspirers, succeeds, resigned, explorers, strugglers and reformers.
Category Description
Aspirers Seeks status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically younger people.
Succeeds Seek control. Strong goals, confidence, work ethic and organization. Typically higher management and professionals
Resigned Seek survival. Ridged and and authoritarian values. Interested in past and tradition. Typically older people.
Explorers Seek discovery. Energy, individualism and experience. Values difference and adventure. Typically younger demographic,
students.
Strugglers Seek escape. Alienated and disorganized. Few resources beyond physical skills. Buys alcohol, junk food and lottery tickets.
Typically lower demographics.
Reformers Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgment. Anti-
materialistic but aware of good taste.

29. Demographics
Q magazine have a wide range audience. This is
demonstrated through factors such as 70% of Q’s
readers being employed and 30% not, 68.3% of
Q’s audience being male and 31.7% being female
and finally having readership inside all desired
age categories including 15-24, 25,34, 35-44, 45-
54, 55-64 and 65+. Q’s ABC1 profile is around
71.8% and the median age of a Q magazine
reader is 34.
Although the median age of the reader is 34, the
age category with the highest percentage is 15-
24. These facts connote to Maslow's Hierarchy of
Needs, as stereotypically 15-24 year olds are
‘social climbers’. This is a result of them wanting
to mark their place in society. The percentage of
readers may be high in the 15-24 year old
category because people this age may be trying
to relate themselves to Q’s median aged reader
(34) as people this age have a higher rank in
society.
http://www.bauermedia.co.uk/uploads/QMediaPack2016.pdf

30. Spending Power
As Q magazines majority of readers appears to be in the 15-24 year old
category, the spending power of a Q reader may not be high. This is
because stereotypically people aged 15-24 are still in education or only
have part time jobs. This links to Q pricing their magazine at around
£3.99 as it a price that students and the lower class can afford.
http://www.qthemusic.com/the-latest-q/

32. LO2 – Contents Page
Slide Name Slide Number
Target Audience 33 & 34
Primary Research 35
Question Analysis 36 - 41
Secondary Research 42

33. Target Audience
According to socio-economic needs this magazine
would relate to categories B – E These categories
include middle class, lower middle class, skilled
working class, working class and casual/lowest grade
workers. Reasons behind this include category E
(casual/lowest grade workers) contains young
students aged 16 – 18 who are most likely to be the
most interested in the magazine due to their large
interest in music. The magazine stems to category B
(middle class) because this category includes teachers
that can have a large interest in music.
In the Katz’s uses and gratifications theory I believe
this magazine targets all the theories. This includes
personal identification as the audience can relate to
the interviews inside the magazine, ‘inform and
educate’ as the audience learn something reading the
magazine and finally diversion as the audience escape
from reality when reading.

34. Target Audience (Continued)
According to Hartley’s seven subjectivities Q
magazine relates to the 3 main categories. These
categories include age, gender and class. Evidence of
this is Q’s audience is mostly 16 – 21 year olds, the
magazine applies to both genders and also applies to
around 5 different classes.
Finally using Maslow’s hierarchy of needs it is clear Q
magazine reaches out to each category on the list.
This includes social climbers who believe reading the
magazine will improve their status in society, care
givers where the reader sympathizes with the
situation of the celebrity in the magazine, explorers
who are driven by social change and finally survivors
who want to know if the person they are reading
about is ok.

35. Primary Research
For my primary research I decided to create a survey. The survey was
created on the website SurveyMonkey. I created 10 questions based on
music magazines, for example questions such as ‘how much would you
pay for a music magazine?’ I sent the survey to my teachers and
classmates.

36. Question Analysis
The first question I asked in my survey
was ‘how old are you’ I gave the options
of 0-12, 13 -21, 22-31, 32-41, 41-50 and
51+
The data I received back is as shown
• 0% 0-12
• 90% 13-21
• 0% 22-31
• 10% 32-41
• 0% 41-50
• 0% 51+
This data connotes to the demographics
of Q magazine. This because it
demonstrates younger a younger
audience participating in the music
magazine survey, but also demonstrates
10% of people who answered the survey
were in Q’s median age of a reader (34)

37. Question Analysis
My second question was ‘what is your
favourite genre of music’ I gave the
options of Hip/Hop, Rock, Classic, R&B,
Electronic, Reggae and Other
The results I received back were
• 60% Hip/Hop
• 0% Rock
• 0% Classic
• 0% R&B
• 10% Electronic
• 20% Reggae
• 0% Other
This information connotes that the most
popular genre of music with the youth
today is Hip/Hop. This relates to Q
magazine as it is one of the many
genres they focus on.

38. Question Analysis
My third question was ‘do you read
music magazines?’ I asked this question
to specify if people are bothered about
reading magazines based on music. I
gave the options of All the time,
Sometimes and Never
The data I received back included
• 0% All the time
• 35% Sometimes
• 65% Never
This data displays the fact that people
are not very interested in reading music
magazines. This information could help
improve Q magazine as they may be
more likely to sell magazines on other
formats upon knowing this information.

39. Question Analysis
The fourth question on my questionnaire
was to find out what features people are
most interested in when looking at music
magazines. In order to find this out I asked
the question ‘what features would interest
you most in a music magazine?’ I gave the
options of interviews, reviews, tour dates,
vouches, competitions and other.
The results I received back included
• 19% Interviews
• 9% Reviews
• 35% Tour Dates
• 9% Vouches
• 28% Competitions
This connotes that people would be most
interested in tour dates meaning this idea
could link to puff promotion and make
winning tickets available.

40. Question Analysis
The question ’what would be the most
suited puff promotion for you?’ included
the options of concert tickets, iTunes
voucher, meet and greet with the artist and
other
The answers I received back included
• 45% Concert Tickets
• 18% iTunes Voucher
• 28% Meet The Artist
• 9% Other
As concert tickets was most popular this
connotes well to the previous question in
the questionnaire ‘what features would
interest you most in a music magazine?’
The highest percentage answer was ‘Tour
Dates’ at 35%. This demonstrates the
information the younger ages attracted to
music magazines have a high interest of
attending concerts

41. Question Analysis
The next question I asked was ‘what other
information would you like to see included
in a magazine?’ The answers I included for
this question were fashion, sport,
television programs to look out for and
other
The results I received back were
• 65% Fashion
• 15% Sport
• 10% Television Programs
• 10% Other
This information connoted that a younger
audience that is interested in music
magazines also like to see fashion. This
links to ‘Maslow’s hierarchy of needs’ as
following the latest fashions displays social
climbers

42. Secondary Research
“The people are the best in the business, they know the industry and trends
and the game changers, they are kind and honorable” – Review from
Glassdoor on 5th September 2016
“Mark, 29, says he loves reading Q to discover new music”
“97% of readers rate Q a quality magazine”
These three quotes come from reviews written about Q magazine. The first
quote comes from a review website called “Glassdoor”. The last two quotes
come from the Q magazine media pack. These reviews display that people
think Q magazine is a quality magazine. It also displays that Q magazine is
rated very highly from its readership. The statistic “97% of readers rate Q a
quality magazine” displays this.
http://www.bauermedia.co.uk/uploads/Q-MediaPack-2011.pdf

44. LO3 – Contents Page
Slide Name Slide Number
Advertising and Marketing 45 & 46
Social Media And Video Sharing Presence 47
Advertising and Marketing 48
Above The Line Marketing 49
Below The Line Marketing 50
Distribution 51

45. Advertising and Marketing
Advertising
TV Advert – Company produce an advert for TV that can be seen
Example - https://www.youtube.com/watch?v=kLtpcxtk4HI The Grand Tour: The Official Trailer
has 6,621,203 views on YouTube with many more people seeing the advert on TV
The advertising technique used in
this advert is Viral Marketing.
This is where companies send
electronic information so that
hundreds and thousands of
consumers can see the product.

46. Advertising and Marketing
Advertising
Radio Advert – Company Produce an advert for Radio that can be heard
Example - https://www.youtube.com/watch?v=N1CRJAySsqA Mr T Snickers Radio Advert has had
69,025 listeners just on YouTube, when the radio advert was released millions of people would of
heard it.
The advertising technique used in
this advert is Guerrilla Marketing.
This is where marketing is carried
out in an unexpected way. The
advert is unexpected as the
character “Mr T” is not someone
you would relate to chocolate.

47. Social Media And Video Sharing Presence
4,189 Subscribers
11,600 Followers
128,000 Followers
122,737 Likes
The secondary research I have conducted was to see how
many followers, likes and subscribers Q magazine have on
their social networking accounts.
The stats I found were
• 4,189 Subscribers on YouTube
• 11,600 Followers on Instagram
• 128,000 Followers on Twitter
• 122,737 Likes on Facebook
These facts display that Q magazine have an ever increasing
following on social networking. This being down to the fact
technology is becoming used more and more everyday. This
online following of around 260,000 people connotes to how
Q magazine have made online copies of their magazine
available . This means now customers can subscribe online
to Q and read the magazine on any platform of choice.
Some examples include the kindle and the iPad. I believe as
Q understand they target a young audience releasing issues
of the magazine has benefitted them as they are keeping
themselves up to date with the youth of today

48. Advertising and Marketing
Q magazines marketing technique is usually
to use viral marketing. This is where Q send
electronic information so that hundreds and
thousands of consumers can see the product.
Q do this by using social media accounts such
as Twitter to tweet about there magazines.
With Q’s 128,000 Twitter followers, they can
guarantee a large part of their audience will
see the information. Using social media for
marketing is also an example of using below
the line advertising.
A second example of viral marketing that Q
execute is there radio show that is
broadcasted on Absolute Radio every Sunday.
http://absoluteradio.co.uk/schedule/

49. Above The Line Marketing
Above the line marketing is where mass media is used to promote brands and
reach out to the target consumers. This involves media platforms such as television
and radio. This is an expensive method of marketing yet it is extremely successful
due to the amount of people that see or hear the advert. A disadvantage of this
method is it does not target specific audiences.
Q magazine could use above the line marketing by advertising the latest magazine
release on the TV or radio. This may increase the amount of sales that the
magazine gets per month.
http://www.theadvertisingclub.net/index.php/features/edi
torial/3256-difference-between-above-the-line-and-below-
the-line-advertising

50. Below The Line Marketing
Below the line marketing is a cheaper alternative to above the line marketing.
Below the line marketing is where businesses will use methods such as leaflets,
brochures and banners to advertise their products. Below the line marketing is
targeted at a specific audience unlike above the line marketing. This is because only
interested customers will take notice of the advertisements.
Q magazine may use below the line marketing in order to make their customers
knowledge of the magazine better.
http://www.theadvertisingclub.net/index.php/features/edi
torial/3256-difference-between-above-the-line-and-below-
the-line-advertising

51. Distribution
Q magazine is only available in the UK to
purchase of the shelf. To receive a
printed copy you can subscribe to the
magazine. When subscribing to Q you
can also receive a digital copy. This
means that Q magazine has been made
available in up to 230 countries around
the world.
Print copies of Q are sent directly to a
customers house or a shop in order for
people to purchase the copies they want
to purchase and not have to purchase
copies of Q they are not interested in.
The main shops Q magazine is
distributed to are large supermarkets
such as ASDA and high street retailers
like WHSmiths

53. LO4 – Contents Page
Slide Name Slide Number
Q’s Effect On The Audience 54
Relevant issues on Representation 55
Legal and Ethical Issues 56
Role of Relevant Regulatory Bodies 57
Regulatory Issues 58
Copyright © 59
Royalties 60
Complaints 61 & 62

54. Q’s Effect On The Audience
Q magazine can effect the audience in many different ways. For example, if one person is reading Q magazine and several
people in the same friends group see this it may convince them to buy a copy. This is good for Q because it means they will
obtain more purchases of the magazine increasing there profits. These people connote to social climbers who believe reading
the magazine will improve their status in society. This links back to the audience theory Maslow’s hierarchy of needs.
Q also effect the audience in many different ways. For example, if there is an interview inside the magazine based around a
celebrity that may have had something bad happen to them, the reader wants to know that the celebrity is okay. This links to
the audience theory created by Maslow. These people are known as survivors. Also according to Maslow’s hierarchy of needs
theory Q can affect the audience by creating care givers. These are audience members who sympathize for a person in a
situation inside the magazine.
Another way Q magazine will affect the audience is by informing and educating them, this relates to Katz’s uses and
gratifications theory.

55. Relevant issues on Representation
Stereotype – a set idea that
people have about what
someone or something is like.
The main stereotype Q
magazine follows is that their
audience are more interested in
artists who are white to artists
who are black. Evidence of this
is the small amount of issue of
Q magazine that have featured a
black artist on the front. The
number of black artists to white
artists in Q magazine is around 1
in every 10.
http://dictionary.cambridge.org/dictionary/english/stereotype

56. Legal and Ethical Issues
When creating my magazine there are rules to which I and my magazine
must follow. This is so there will be a lack of complaints to deal with when
the magazine is released. This means that no harm or offence will be
experienced from any of the magazines consumers. One of the main rules
when creating magazines “Particular care must be taken to avoid causing
offence on the grounds of race, religion, gender, sexuality, disability or
age”
One ethnicity issue my magazine may face is the heavy involvement of
more black ethnicity artist than white ethnicity.

57. Role of Relevant Regulatory Bodies
Regulatory bodies are organisations set up by Government with
responsibility to monitor, guide and control various industry sectors in the
interests of protecting consumers. The ASA is responsible for making sure
that advertisements are legal, decent, honest and truthful. It covers
advertisements in newspapers; magazines; on TV or radio; outdoor posters,
direct mail leaflets and brochures; cinema advertisements, advertisements
on the Internet including banner and pop-up ads; commercial e-mails and
sales promotions of any kind.
http://www.consumercouncil.org.uk/filestore/documents/home_economics
_a_level_and_gcse/a_level_consumer_protection_and_redress/Regulatory_
bodies_factsheet.pdf

58. Regulatory Issues
The Independent Press Standards Organization are the independent regulators for the magazine
and newspaper industry in the United Kingdom. The IPSO hold newspapers and magazines account
for their actions. This means if they do not uphold high standards of journalism they can be
punished. This also means magazines and newspapers must follow the editors code of practice.
The regulatory issues that magazines face are the fact they must keep up to date with current
federal regulations and government policies to make sure they do not offended any consumers on
the release date of the magazine or newspapers.
https://www.ipso.co.uk/about-ipso/

59. Copyright ©
Copyright is the procedure where somebody obtains
a legal right to any kind of item. This then protects
the item from being copied by a third party
assessors. Copyright can be used to protect many
items such as magazines, music and images.
Q magazine have copyright on all of the magazines
they produce. Evidence of this can be seen on Q’s
magazines website. The footer of the website states
“©Bauer Consumer Media. All Rights Reserved“
This means that Bauer, Q magazines publisher, have
set laws to protect their products. Looking at the
statement “All Rights Reserved” this means nothing
that Bauer media create can be copyrighted as it is
all of their content.
http://www.qthemusic.com

60. Royalties
Royalties can be when other magazines use copyrighted material from other
magazines. This then means that the magazine will have to pay the other magazine
company they stole the information from.
Royalties can also be paid out from a magazine when they would like to use content
from people such as artists. For example Q paying the ‘Foo Fighters’ to use there
logo and images to promote the ‘Q Music Awards’
The company NLA are a newspaper licensing that sell copying licenses to
newspapers and magazines, this means that the magazine who has purchased the
license will be allowed to use the content. Bauer Media (Q Magazines Publisher)
are subscribed to the NLA.
http://nlaroyalties.co.uk/faq/

61. Complaints
Sometimes people may find issues with their
magazines. This may be due to the content inside the
magazine or the delivery of magazines to shops, or if
subscribed to a magazine the home of the reader. An
example of a complaint may be when a front cover of
a magazine is revealing and sexual of the female
body.
The GO magazine may be scrutinized against by an
older female audience. One reason being because it
is an unrealistic display of what women look like. This
is because the images used as magazine front covers
are often edited to make a person more attractive.
The copy of Men’s Health magazine may be
complained about not only because of the image
used on the front of the magazine but also the title.
This is because “THE SEX ISSUE” promotes sex all
people passing the magazine. For example a young
child In a shop selling the magazine.

62. Complaints
Some artists on the covers of Q magazine that have
come under scrutiny are Lady Gaga, Cheryl Cole and Lily
Alan.
Complaint Process (Q Magazine & Bauer Media)
Step 1 : View the Frequently Asked Questions page
(www.greatmagazines.co.uk/faq) where Q aim to
answer queries or concerns a reader may have about
their Q subscription and Q’s services.
Step 2 : If the complaint or question is not answered by
the FAQ’s contact Bauer Media. You can do this by calling
(01858 438 884 ) and selecting option 2. Or you can
write to Bauer and send it to where Bauer Medias
complaints are dealt with in Leicester. Allow 48 hour for
the letter to be read and replied to.
Step 3 : If you are still not happy in how the complaint
has been dealt with you can write to Julie Thompson
who is head of Customer Retention at Bauer Media. She
is based in Peterborough. Allow 10 days for this
response.