OCR – Level 3 Cambridge Introductory Diploma in Media Unit 01: Analysing Media Products and Audiences Evidence

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analysing Media Products and Audiences
Evidence
Name: Owen Shepherd
Candidate Number: 3132
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

CONTENTS PAGE
L01 –
1. Publisher & Product
2. Brand ideology/ethos
3. Genre
4. Ownership structure
5. Operation Model
6. Technological convergence
7. Synergy
8. Associated products
9. Market position
10. Competitors for publisher
11. Competitors for magazine
12. Front cover analysis
13. Content – content page analysis
14. DPS analysis
15. Form and style
16. Production process
17. Retail outlet
1. Page 4
2. Page 5-7
3. Page 8-9
4. Page 10
5. Page 11
6. Page 12-15
7. Page 16-17
8. Page 18
9. Page 19-21
10. Page 22
11. Page 23
12. Page 24-25
13. Page 26
14. Page 27-28
15. Page 29-30
16. Page 31-33
17. Page 34
L02 –
1. Product analysis
2. Demographics
3. Audience theories – Hartley
4. Audience theories – Katz
5. Audience theories – Maslow
6. Audience theories – socio economic needs
7. Audience theories - Psychographics
8. Spending power
9. Product target audience primary research
10. Secondary research
1. Page 36
2. Page 37
3. Page 38-40
4. Page 41-42
5. Page 43-44
6. Page 45-46
7. Page 47
8. Page 48-50
9. Page 51-52
10. Page 53-55
1. Page 56-58
LO3 –
1. Product advertising and marketing
2. Distribution
3. Distribution examples
4. Advertisement
1. Advertisement costs
1. Page 60-61
2. Page 62
3. Page 63-65
4. Page 66
1. Page 67
LO4 –
1. Your magazines impact and
effect on the audience
2. Relevant issues on
representation
3. Ethical and legal issues
4. Role of relevant regulatory
bodies
5. Copy right
6. Royalties
7. Complaint procedure
8. Regulatory issues
1. Conclusion
1. Page 69-70
2. Page 71-73
3. Page 74-78
4. Page 79
5. Page 80-81
6. Page 82-83
7. Page 84-87
1. Page 88-91

PUBLISHER & PRODUCT
The denotation of the institution that publishes the
magazine is Bauer media group, which is a media
company based in Europe and was first established in
1875, the CEO is titled Yvonne Bauer who runs the
company today and has done since 2010. The
headquarters is in Hamburg, its run in Germany where
it accomplishes a collection of more than 600
magazines, over 400 digital products and 50 radio and
TV stations around the world.
The denotation of the name of the magazine is Q
magazine and it is highly linked to Bauer media group
as it is in fact one of the 600 magazines published by
this European based print media institution. Q is a
very popular music magazine and is actually known
as one of the UK’s best music magazines as it
consist of music news reviews and world exclusives
with many significant bands in the world. This is a
magazine that is published on a monthly basis since
its discovery in 1986 by Mark Ellen and David
Hepworth.
http://www.bauermedia.co.uk/brands/q
http://www.bauermedia.co.uk/brands/q

BRAND IDEOLOGY/ETHOS
The connotations behind the verbal code of the “we think popular” is the fact that they
are thinking popular and you are reading their magazines and are interested in the
content inside makes you feel as if you are part of that popular ‘group’ in society. This
is because they are thinking and trying to use the best content for the popular ‘group’
so if you are then enjoying the content they have thought of it makes the readers feel
as if they are a part of this ‘ group’. This may appeal to audiences like ‘social climbers’
as they are fond about their role and position in society.

Further connotations behind this slogan is that it
is purposely written in black with a red
background to make this stand out as the usual
colours used are red and white so the fact its
black could signify its different and unique.
The denotation of the statement “the worlds
greatest music magazine” is that it’s a very
bold statement to say as there is many
different music magazines, this is significant
because you can see that the actual writing is
written in bold signifying it’s a bold statement.

The Q magazine has a strapline which is known as “The Uk’s biggest music magazine”.
This connotes that the magazine has a big range to offer and the verbal code “biggest”
links to the Q logo as it’s the biggest piece of text on the front cover. Also that is a bold
statement to say that they are the biggest magazine as there are a lot of rock and roll
magazines in competition so this conveys the company have a big faith in the
significance of the magazine.
The way the institution says that it brings music to life illustrates that the people reading the magazine
are actually injected with the latest and best news that music has to offer which may be the reason for
its wide range of audience.

GENRE
Q magazine covers pop/rock music, mostly from the
present with a few features about older artists. They
have a range of styles covered throughout the
magazines issues.
https://uk.answers.yahoo.com/qu
estion/index?qid=2011050300190
0AA0WwSm
As this review on the left from yahoo answers explains the
magazine is loved by many due to its range of styles covered over
the magazines and also the writers as seen as very good in the
readers eyes which is another key factor in the success of the
magazine. Also if the writers are good it means they must know
what they are writing about and therefore the content is covered
very well throughout the 'Q' magazine.

FURTHER GENRE
This picture on the left denotes that the
magazine consists of rock music but the
picture on the right denotes it also consists
of pop therefore proving the range of styles.
Looking at the technical codes the post
production effects may be incorporated to
enhance the look and rock and roll theme of
the magazine to draw readers in.
The verbal code “the uk’s biggest music
magazine” this signifies (De Saussure)the
magazines status as an eclectic music
publication because to be the best music
magazine it has to have the content to cater
to all music tastes, and it does this by having
a mixture of different genres and diverse
music.

OWNERSHIP STRUCTURE
It is published monthly in the UK. - It's publishing company is Bauer Consumer Media.
- Mark Ellen and David Hepworth founded the magazine because they felt it was a niche market as there wasn't a
magazine for the older generation who were still buying CD's. - Q was first published in 1986 and was different
from other magazines due to it's high quality photography and printing, as well as having an older target
audience.
Q has a history of association with charitable organizations.
The Bauer Media Group is one of the most successful media companies in the world. More than 570 magazines,
over 300 digital products, and 50 radio and TV stations reach millions of people around the globe. The company’s
portfolio also includes printing companies, postal services and services in the fields of distribution, marketing and
media sales. The Group’s turnover is stable at more than two billion euros. With a new global positioning strategy,
the Bauer Media Group underscores its passion for people and brands.
http://www.bauer.co.uk/history
The fact that this magazine only has the month and the year
proves that its published monthly because if it was weekly it would
also include the week.

OPERATING MODEL
https://www.bauermedia.co.uk
These are the key people at
Bauer media as these are the
management of the company.
For example “Paul Keenan” he
is the CEO of the whole
company so he is a very high
up and significant person in
the company mix.
I have researched about the
management team and these
are the people that control and
keep the company running.

TECHNOLOGICAL CONVERGENCE
The Q magazine has its own e-media website
which has lots of exclusive information that the
hard copies produced monthly may not contain.
This can be denoted in the picture on the right as
there is a button which takes you to videos. This is
an advance compared to the hard copies as you
can see content through watching videos and
discover more about the music 'Q' magazine has to
offer.
Furthermore the denotation of Q’s website page is
that there is also an “interview” and “playlist” button
on the website that means people are able to
actually hear the music that they are interested in
as well as learning what they are currently doing in
the music industry. This means that magazine is
unique and helps the readers to be able to look
online as well on the hard copies.
http://www.qthemusic.com

TECHNOLOGICAL
CONVERGENCE (CONTINUED)
On this video page on the 'Q'
magazine there are exclusive videos
such as interviews on artists which
people will like as they are able to
hear what the people are while seeing
their facial expressions.
Furthermore there is songs of the
artists which connotes the magazine
want to try cater for both the people
who like the to just read the magazine
but also the people who would want
to listen to the music as well.

TECHNOLOGICAL
CONVERGENCE (CONTINUED)
You can even pay to subscribe to the 'Q' magazine which gives you exclusive information and also it
states that you will Never miss another issue and will receive Free UK delivery direct to your door.
The denotation of this is that if a customer buys this it means that 'Q' know that there is people that
are viewing every single issue as they get sent each on the release date to their door.
https://www.greatmagazines.co.uk/q-magazine?

FURTHER TECHNOLOGICAL
CONVERGENCE
https://twitter.com/bauermedia?ref_src=twsrc%5Egoogle%7Ctwcamp%5
Eserp%7Ctwgr%5Eauthor
Bauer Media group can be found on twitter. They also have a
separate twitter account for jobs available at Bauer media group.
This not only promotes the publishing group, but also extends the
range of people who know about Bauer media group as a significant
amount of people are on social networking sites. The website also
gives access for purchasing an “e-version” of the magazine.
So overall Bauer medias synergy with social media enhances there
group of readers and builds up a stronger community of customers
as there is many different ways people can access the company and
find out about them and also other jobs on offer.

SYNERGY
This is 'Q' magazines very own YouTube page
which is very popular with the 'Q' readers as the
“4171” subscribers illustrate.
The denotation of this picture on the left is that it
means that the readers of 'Q' magazine are not just
able to get information and learn through
interviews printed on the hard copies but are also
able to watch online interviews. Which connotes
that 'Q' magazine are catering for both types of
people as some people may want to read and
some people may concentrate better through
seeing the people actually speaking and them
being able to see facial expression and the tone of
the artists face.
https://www.youtube.com/qmagazine

SYNERGY (CONTINUED)
'Q' magazine also have their own twitter
page, this i9s extremely popular and
has over 127,000 followers. The
connotations behind the twitter page is
that it allows people to see further
information that the magazine may not
involve.
This is things such as the “Q awards”
and there is actually links that you are
able to click on that take you to other
websites and fun things to do with the
magazine.
Furthermore is over 27 thousand tweets
which illustrates the amount of extra
information and more informing detail
that twitter bring to the 'Q' magazine
fans.
https://twitter.com/qmaga
zine?lang=en-gb

ASSOCIATED PRODUCTS
Bauer media publishes other products outside Q such as: Kerrang, MOJO and other
magazines which are unrelated to music magazines such as Cosmopolitan and Dolly.
By not only producing music magazines, Bauer have attracted different target
audiences which will overall give the publisher a wide range of media to publish and
entertain their audience with. It also connotes how the company have diversified over
the years in order to attract a larger readership using a range of media platforms.

MARKET POSITION
The chart above denotes the circulation figures of 4 magazines.
The magazine I’m researching ‘Q’ has circulated 48,353 magazines by the end of June 2015.
Out of these 4 magazines ‘Q’ is 2nd best in this chart for the amount of magazine copies developed.
However Bauer media has many different magazines so this builds up for the overall circulation figures.
http://www.campaignlive.co.uk/article/1307929/magazines-abcs-nme-print-sales-drop-below-15000

MARKET POSITION
https://www.theguardian.com/media/2012/aug/16/nme-q-magazine-sales-
declines

FURTHER MARKET POSITION
This explains that the market position of “Q: magazine may have increased to due a
small increase of pop and also the exclusive cover stories with big people such as
Kanye West which may have drawn in more audience to the magazine meaning they
will have to print more copies.
http://www.bauermedia.co.uk/newsroom/press/bauer-media-
july-december-2015-magazine-abcs

COMPETITOR'S FOR PUBLISHER
IPC Media
IPC media is a similar institution to Bauer Media group. IPC media are a worldwide company
that have global offices.
Hearst
Hearst publishing started in 1910 by Randolph Hearst and the company made up to
£9 billion in revenue. Heart publish best and all about soap, which both have high readership in
the UK.
Future PLC
Future PLC Publishes Total film, EDGE and SFX. The CEO of Future PLC is Zillah Byng-
Maddick but the company was founded by Chris Anderson in 1985. the assets of the company
are worth £22.5 million.
http://www.timeincuk.com

COMPETITORS FOR MAGAZINE
('Q')
New Musical Express (NME) is a British music
journalism magazine published since 1949. it is largely
associated with rock, alternative and indie music. It
was the first British paper to include a singles chart, in
the edition of 14 November 1952.
Vibe is an American music and entertainment
Magazine founded by producer Quincy Jones.
The publication predominantly features R&B hip-
hop music artists, actors and other entertainers.
Kerrang! is a UK-based rock music, currently
published by Hamburg based Bauer Media Group. It
was first published on 6 June 1981 as a one-off
supplement in the Sounds newspaper.
MOJO is a popular music magazine published
initially by Emap, and since January 2008 by
Bauer, monthly in the United Kingdom.

FRONT COVER ANAYLSIS
Colours The non verbal code of the
colours used are red, white, black, yellow
and gold. The red and white match the
magazines logo and are synonymous
with 'Q'. The black stands out against the
white background so it is easy to read the
text. Gold and yellow may ‘signify’ (De
Saussure) significance as these colours
have only been used once so the reader
may want to pay attention to these pieces
of text. These colours also represent
success which could then echo the feel
of success to the readers of the
magazine as the colours may make them
feel successful when they are reading a
magazine like ‘Q’. Furthermore this
success could come with the feel of
prestige as this magazine is using
colours that make it better than other
ordinary magazines.
Masthead is a large 'Q' which is
easily recognizable, therefore
standing out against competitors
such as “NME” and “Vibe”.
Mise-en-scene is very effective as
his facial expressions connote that he
is very serious about his music
detonating that the magazine is very
serious about music.
ww.ebay.co.uk/itm/Q-Magazine-UK-303-October-2011-PEARL-JAM-Amy-Winehouse-Kasabian-Bjork-
Nirvana-/151295165421

FURTHER FRONT COVER
ANALYSIS
Main cover line- this is normally
the largest text on the magazine
cover, saying who is in the
magazine this week or who it will
be about, normally linked to the
main image.
Strapline- the denotation of the
strapline “25th anniversary
collectors edition” may be to draw
in the audience and it seems like
a significant copy of the 'Q'
magazine as its not just a normal
edition. This could increase the
chance of people buying the
magazine, due to its importance.
Use of flash- this is
normally something that
is bold that the magazine
is trying to promote,
making it stand out to
readers.
Barcode/date- this is found on all of
the magazines and tells you what the
price of the magazine is as well as
the date it was created.
https://www.the-saleroom.com/en-gb/auction-catalogues/chaucer-auctions/catalogue-id-
srchau10012/lot-ff276f4a-ebb8-49da-8098-a3fb00fe34da

CONTENT – CONTENTS PAGE
ANALYSIS
The titles- for the articles are
presented in capital letters and
are bolder than the text
underneath. This connotes that
the interesting points on the
magazine have been
highlighted and may enhance
the interest of the reader.
The background is very simplistic so that the
white and red color theme is enhanced and
stands out.
The page numbers are very eye
catching due to their big size and
the way its black on a white
background which makes it stand
out. Furthermore the denotation
of the black theme could be to
link with what the artist is
wearing.
https://brettwhittakermedia.wordpress
.com/2012/10/15/magazine-contents-
research-q/
Colour scheme - the main colours
which stand out are the red white
and black and this is intended as
these are the main colours that are
consistently used so that the
magazine has a brand identity.
Sub lines – this are there as they
indicate to the reader further
information in the magazine like for
example exclusive interviews or
more news on the chosen artist.

DPS ANALYSIS
Pull quote- the
denotation of “I’m
bringing ginger
back” is that it
reminds people
of the well known
lyric “I'm bring
sexy back” which
makes it a catchy
pull quote which
people want to
find out how its
been interpreted
from the well
known lyric.
Drop capital-the
connotations behind
the drop capital are
that its red and white
to enhance the
consistent theme of
the magazine which
also makes it more
forms and
professional.
Furthermore its bold
and capital to make
it stand out so the
reader knows where
to start.
The verbal code Ginger is Red as it’s the
main word which establishes the story on
the page bringing the reader in to want to
find out how he is bringing ginger back.
http://shaunamusicmagazine.blogspot.co.uk/2014/02/my-
double-page-spread-is-very-different.html

DPS ANALYSIS
Differentiated questions &
Answers- the denotation of the
questions and answers are that they
are all different so that the reader can
learn as much information on the
music star as possible as they are
asking a range of questions where all
her answers will be different making it
more entertaining for the audience.
Page number and web address- this is in the left
corner in red and white which are both factors that
make it consistent as they are always this color and in
that position so that it makes it easier for the reader
when reading the magazine as they know it will always
be there.
‘Star appeal’ (Richard Dyer)- this is used to
draw the audience in because if they know
the person they will want to find out about
them. Also “male gaze” is used to attract the
male men for their pleasure.
http://hannahbowmanmedia2010.blogspot.co.uk/2010/10
/denotative-and-connotative-analysis-for.html

FORM AND STYLE
The denotation of “Q’s” form and style is the
consistency of the red and white colour theme proposed
throughout the whole magazine. This illustrates to the
reader that the magazine will constantly be bringing the
same professional and formal style which the readers
like.
Furthermore the front cover always has the main artist
takeover the whole page which may connote that the
artist and the information packed into the magazine
takeover the magazine which people may enjoy as the
person on the front is usually the most wanted person
for people to find out about.
The barcode and date of the magazine is constantly in
on the bottom left of the magazine which allows the
readers to know when they are buying the magazine
they can find out the price and issue date with ease.
http://rachel6093.blogspot.co.uk/2012/02/
analysis-of-q-magazine-front-cover.html

FORM AND STYLE
http://dancrowsblog.b
logspot.co.uk/2015/0
2/contents-page-5-q-
magazine-i-have.html
The connotations behind the form and style of the
contents page is that they always have the issue
number in big white or black numbers. This means
that the readers will then know when reading any
issue of the magazine they will know what this
number means.
Also they have the 'Q' then contents in the same
font and style every time to maintain a consistent
feel throughout the magazine, as if it was all
different colours with every issue readers would
find it difficult to locate different pieces of
information in the magazine. This may be why the
readers like the way 'Q' are using the same form
and style throughout their magazines .

PRODUCTION PROCESS
In this email I have wrote to a
member of staff from Bauer
Media company which are the
company that publish the 'Q'
magazine.
In this I wrote to ask about the
production process of 'Q'
magazine.
I am currently waiting on a reply
from the Bauer Media company
and hope to hear from them to
enhance my knowledge on the
production processes of 'Q'
magazine.

PRODUCTION PROCESS
(CONTIUED)
After not receiving any emails back from the Bauer media group I further researched into 'Q'
magazines production process and found out this information from: http://hosbeg.com/the-
magazine-production-process/
1. Date of publication – this is simply just the date in which the magazine will be issued, so this
is the date the public can see the magazine.
2. Managing the schedule – this means you are very organized and manage everything
properly. This is very important because if your not organized you wont be able to release it on
the date of publication.
3. Editorial and budgetary decision – this is important because its where the editorial team
pick which topics will be discussed in the magazine. And after picking the content they will
have to think about the budget and how to spend the money.
4. Content Acquisition
5. Sub-editing, which includes things like:
• Checking of the accuracy of all facts in the articles
• Making sure that words are properly spelled
• Making sure that grammar and punctuation are used correctly

PRODUCTION PROCESS
(CONTIUED)
6. Page Layout – there is a important team of people who discuss and think about how
the pages will be laid out and the best way for them to look, they do this using software
such as PageMaker and (DTP).
7. Proofreading – the same editorial team will then print out a tester copy of the
magazine in order to read through the magazine and correct any mistakes made. They
keep proof reading till every member is happy that it has no mistakes.
8. File emailed to printer – after the team have proofread the magazine it will be sent to
the printer to then be printed.
9. Distribution – this is the final stage at which the magazine is packaged neatly and
sent to the warehouses,. From here they are then sent to shops to be sold top the public.

RETAIL OUTLET
Q magazine is a very well known magazine which is in fact sold in many
big retail outlets. It is sold in WHSmith , ASDA, Tesco and Sainsbury's.
This coveys that the 'Q' magazine is a significant music magazine and it
must sell many copies as all these retail outlets stock all the new issues
of the magazine.

PRODUCT ANALYSIS
Purpose – to ‘inform and educate’ (Katz) the reader on the
relevant pieces of information which they are looking to find out
more about. This is why the genre of the magazine is more then
one so that it caters for all types of audiences.
Genre - Q magazine covers pop/rock music, mostly from the
present with a few features about older artists. They have a range
of styles covered throughout the magazines issues.
Form – the form of 'Q' magazine is that the color scheme is
black, white and red as all these colors are contrasting colors
which allow them to all stand out and be as bold and effective as
possible.
The connotations behind the colours used is that all three
colours are all contrasting and unique which could convey to the
audience the information in the magazine will always be unique
and new.

DEMOGRAPHICS
Having downloaded and analyzed the 'Q'
magazine press pack I have learnt and
discovered that 'Q' take into
consideration about who their audience is
and the type of people who are reading
their magazine.
This connotes that the information in the
'Q' magazine is based around the people
who they have thought to read it.
So according to the press pack “Q’s”
target audience is around the age range
of 16-50 but the medium age of the
readers is 34 years of age. Which may be
why 70% of the audience are in
employment so would fit higher up in the
socio economic needs chart around B or
C.
http://www.bauerm
edia.co.uk/uploads/
QMediaPack2016.p
df

AUDIENCE THEORIES-HARTLEY
There are 7 socially grouped categories when it comes to identifying audience through
Hartley's theory:
Self – ambitions or interests of the audience
Gender
Age group
Class – different socio classes for example working or upper
Ethnicity
Family
Nation

(CONTINUED)
As this chart here denotes on the left the
gender of ‘Q’ magazine is significantly more
male than female and 68.3% are male readers
compared to only 31.7% that are female
readers.
Furthermore the denotation of the age group
is that most of these readers are fairly young
and are mostly put under the 15-24 age range
as 35.5% of the people reading it are between
these ages which is the largest % of ages.
https://000023976annacunningham.wordpr
ess.com/2014/11/27/here-is-the-gender-
age-and-abc-profile-of-who-reads-kerrang-
magazine/

(CONTINUED)
From deconstructing various
'Q' magazine front covers I
have concluded that the
ethnicity of 'Q' magazine is
mainly people of the white
profile.
Lastly analyzing the class of
'Q' magazine readers I have
established that the class
would fit into the middle class
or lower middle class as the
readers will be young and
probably wont have lots of
money. https://www.google.co.uk/search?q=q+magazine+front+covers&safe
=strict&client=safari&rls=en&biw=1324&bih=902&source=lnms&tbm=
isch&sa=X&ved=0ahUKEwjl2evemK3PAhVEB8AKHc7IBUEQ_AUIBi
gB

AUDIENCE THEORIES-KATZ
Katz’ theory of uses and gratifications is a very well used approach to learning and understanding mass
communication.
This theory places a lot more attention on the audience, rather than the real message itself by examining
“what people do with media” instead of “what media does to people” (Katz”). It refers to members of the
audience as being not passive but take an active role in interpreting and interrogating the media into their
own lives.
This theory trails a simple model, which is an audience focused method.
When the audience dramatically seek out media they are naturally seeking in order to gratify a need.
Furthermore the theory expresses that audiences are accountable for picking media to meet their
demands.
This approach connotes that people use the media in order to gratify a need.
http://zimmer.csufresno.edu/~johnca/spch100/7-4-uses.htm

AUDIENCE THEORIES-KATZ
EVIDENCE
The fact that this issue says “Exclusive interview”
‘informs and educates’ (Katz) to the reader that the
interview they will be reading about cannot be fount
anywhere else and they may feel more significant
when knowing that they are reading exclusive
information.
So in conclusion this is just one of the ways 'Q'
magazine uses the (Katz) theory in order to gratify
the audiences needs through the media and there
magazines.

AUDIENCE THEORIES-MASLOW
Self actualization – morally, creativity, spontaneity,
appetence, experience purpose, meaning and inner
potential.
Self esteem – confidence, achievement, respect of
others, the need to be a unique individual.
Love and belonging – friendship, family, intimacy and
sense of connection.
Safety and security – health, employment, property,
family and social ability.
Physiological needs – breathing, food, water, shelter,
clothing and sleep.
https://www.globalessay.co.uk/2015/04/critici
sms-maslows-hierarchy-needs/

AUDIENCE THEORIES-MASLOW
EVIDENCE
This picture on the left is taken from an issue off
'Q' magazine which is saying the magazine
includes “the most important voice in modern
music”. This would appeal to the Self esteem
category as these are people that seek
confidence and achievement, so if these people
are reading and find out there are going to be
reading the most important voice in music it
would boost their confidence as it may make
them feel significant and also make them feel as
if they have achieved something,.

MASLOW'S HIERARCHY OF
NEEDS
There is 4 types I will be talking about in
Maslow’s hierarchy of needs:
Explorers – these are the audience which are
pushed by social difference.
Caregivers – this is the audience which feel
bad and pity for the persons situation.
Survivors – these are people from the
audience who like to know that the person will
be fine and the situation will be sorted out.
Social climbers – these are people in the
audience who want to build up their status in
society.
https://www.pinterest.com/explore/m
aslow's-hierarchy-of-needs/

MASLOW'S HIERARCHY OF
NEEDS - EVIDENCE
I think these two pictures that I have taken
from a 'Q' magazine issue connote how 'Q'
appeal to Social climbers – as these are
people in the audience who want to build up
their status in society.
This appeals to them because the fact it says
“essential” and “special edition” may make
these types of people want to buy the issue to
feed the fact that they want ot be higher up in
society and the word “essential” conveys this
feeling as it that makes they feel as if its
essential to buy this in order to keep up with
society.http://www.qthemusic.com

AUDIENCE THEORIES-SOCIO
ECONOMICS
According to the social economic needs
of the audience would best fit in E,D,C2
and C1. This is because the target
audience are aged 16- 30 therefore if the
reader is 16 years old this possibly means
they are unemployed and still in education
so they would relate to the E category the
25-30 year olds would best fit C2 and C1
because they would have more life
experience and higher end jobs.

AUDIENCE THEORIES-
PSYCHOGRAPHICS
The study and classification of people according to their attitudes, aspirations, and
other psychological criteria.
MAINSTREAMERS Seek security, usually domestic, conformist,
conventional, sentimental – favor value for money
family brands. This is the biggest group.
ASPIRERS Seek status, these are materialistic, acquisitive,
orientated to image and appearance, persona and
fashion. These tend to be young people.
SUCCEEDERS Seek control, strong goals, confidence, work ethic and
origination. Typically higher management and
professionals.
RESIGNED Seek survival, rigid and authoritarian values. Interested
in the past and tradition. These are usually old people.

AUDIENCE THEORIES-
PSYCHOGRAPHICS (CONTINUED)
STRUGGLERS Seek escape, alienated and disorganized, few
resources beyond physical skills. Buys alcohol,
junk food, lottery tickets, tend to be lower
demographics.
EXPLORERS Seek discovery, energy, individualism and
experience. Values difference and adventure.
Typically young students.
REFORMERS Seek enlightenment, freedom of restrictions and
personal growth. Social awareness and
independent judgment.

AUDIENCE THEORIES-
PSYCHOGRAPHICS - EVIDENCE
This may be the audience that 'Q'
magazine are appealing to as they are
promoting their subscription pack to the
people viewing their website, and this ,ay
connotes that they are appealing to the
mainstreamers as they know they seek
security, and this feeds that need as with a
subscription they have the security that
they are getting the issue every month
without having to worry.

SPENDING POWER
The price is £3.99 which is quite expensive compared
to other magazine such as kerangg which is only
£2.20. This may illustrate the difference of the
spending power of the two audiences and can interlink
with the socio economics of the readers.
For example the 'Q' reader may be higher up in the
socio economic chart nearer to A and B where as the
average “Kerrang” reader may be closer to C and D
area as the spending power contrasts.
The fact that they are on different levels according to
their socio economic needs may echo their lifestyle
and how the reader interacts with the magazine which
leads to an increase in status.

SPENDING POWER
The fact that this magazine is £3.99 and is a monthly issue it means that its not a very
expensive issue to buy, where as if it was a weekly magazine and it was still priced the
same the magazine would have a whole different readership which from analyzing
would be higher up in the social economic chart as they are able to commit to this
weekly fee.
I know that this magazine is released monthly because as the ;picture conveys on the
left saying “October”, it doesn't say a day which tells me this is released monthly on the
same date so there is no date put down.
Furthermore “q” magazine are very interested in appealing to all different types of
readerships as this subscription pack connotes. This is because this pack may appeal to
the people that want the security of knowing they are getting the issue every month and
don’t have to worry about paying for it.
https://www.greatmagazin
es.co.uk/q-
magazine?utm_source=d
ynamic&utm_medium=bw
s&utm_content=permlefth
andmpu&utm_campaign=
bau_q

PRODUCT TARGET AUDIENCE –
PRIMARY RESEARCH
For my product target audience primary
research I have decided to create and online
survey using survey monkey.
In this I will include 10 questions including
questions from “how old are you?” to “how
much would you pay for a magazine?”.
In doing this I will find out about what the
people like and which type of audiences like
which types of styles, genres and forms.
https://www.surveymonkey.co.uk

PRIMARY RESEARCH
The two questions I will be analyzing here are “what do you think is
the most important convention of a music magazine?” and “which
puff promotion would entice you the most?”.
So first of all when asking about conventions there were only two
picked out of the 5 which was masthead and main image, main
image got 70% of the votes which concludes that people are most
pulled in by what they see on in the main image. I think 'Q' magazine
have done this well as their main image is always bold and looks
enticing which may be why they are so successful.
Furthermore I need to know this information because if I know what
connotation appeals most top the audience I am able to enhance
and further appeal to a pass along audience as I will be drawing
them in with this highlighted convention chosen by themselves.
Secondly the puff promotions that people would like the best which
were festival or concert tickets and signed clothing which are both
very widely used puff promotions and this echo's the success in the
use of these promotions as these are clearly what the people want.
https://www.surveymonkey.
co.uk

PRIMARY RESEARCH
These tow questions form my survey were “what type of
image would you like to see on a music magazine?” and
“how much would you pay for a music magazine?”.
Firstly in my first question 60% of people chose 1 artist
which is not surprising as a large amount t of 'Q'
magazine front covers feature 1 artist. However some
people chose other amounts which may be why 'Q'
magazine has groups and sometimes more than one
artist in order to cater for everyone's needs and opinions.
My second question was largely one sided with 80% of
the people choosing £3-4 this also is what I expected as
'Q' are a very high selling magazine and these sell at the
price £3.99 so this may link to the fact that people are
fine with paying this price.
https://www.surveymonkey.co.uk

SECONDARY RESEARCH
For secondary research I firstly looked into 'Q' magazines YouTube
channel which has over 4000 subscribers. Furthermore this has extended
content as you are able to look at backstage interviews of your favorite
artists and find out more about them. Moreover there are many things from
videos to discussion on the page where people can chat and find out more
about the magazine.
Although they have 4000 subscribers their videos obtain over 23,000 views
and have lots of likes which back up the likability of the magazine.
https://www.youtube.com/user/Q4music

SECONDARY RESEARCH
In this research I have looked into
the magazines twitter and Facebook
pages. From dissecting both of these
I found that they have over 122,000
likes on Facebook and over 128,000
followers on twitter which connote
the high level of love towards the
magazine. Furthermore the
Facebook page had a “shop now”
button which illustrates the amount
of products sold in circulation.

SECONDARY RESEARCH – PRESS PACK
These are both bit of information
obtained from the press pack and convey
the type of audience that 'Q' appeal to or
already have. When explaining about 'Q'
online it emphasizes the fact it’s a “Pass
into the world of rock n roll” which would
draw in many rock n roll fans as they
want to explore this content. Moreover it
actually references the audience as being
people of all genres and proud people
who admire their music and playlists. So
this can convey that 'Q' have a strong
connection with their readers and know
their readership thoroughly.
http://www.bauermedia.co.uk/uploads/QMediaPack2016.p
df

PRODUCT ADVERTISING & MARKETING
The 'Q' magazine is advertised in many ways including all types of social media including
twitter, Facebook, Instagram, pintrest and you tube. Which you can see from the picture
above, this picture was taken from the 'Q' magazine website and it what they advertise their
products on. So this is known as below the line advertisement in contrast to above the line
marketing which involves billboards and TV adverts.
Q magazine has something called the 'Q' rate awards which are advertised on both Absolute
radio and as TV adverts which is above the line advertisement.
The fact that 'Q' magazine have actually used both above and below the line advertisement
connotes that they are trying to widen their readership and appeal to all types of audiences in
every way possible to increase the popularity of the magazine.

PRODUCT ADVERTISING & MARKETING
(CONTINUED)
The magazine uses the E-media platform in order to promote
themselves as well as this picture on the right was taken from the
'Q' magazine website advertising that the rated awards will be
played on absolute radio, which conveys that all there types of
promotions are interlinked to enhance the appeal of the
audience.
Guerilla marketing –
This is the use of unconventional and low cost marketing
strategies to raise awareness of a product.
'Q' magazine have not actually used this type of marketing as
instead they use both above and below the line advertisement.

DISTRIBUTION
I found on the Pressgazette website that 'Q' magazines total circulation in the UK is
44,050 magazines per year. The year on year percentage of the circulation of 'Q'
magazine has actually decreased by 12.2% which means that 12.2% of the total
magazines circulated last year have not been circulated this year which may be why
they are taking large amounts of costs to advertise and further appeal to a larger
audience through using both under and above the line marketing.
http://www.pressgazette.co.uk/current-
affairs-magazine-abcs-2015-
spectator-new-statesman-private-eye-
and-economist-all-grow/

DISTRIBUTION EXAMPLE –
RETAIL OUTLETS
'Q' magazines are sold all over the country and are distributed online as well
as hard copies. This example above is where you are able to buy a
subscription to the magazine, as well as selecting to either receive this
through Q Print, Q digital or Q print and digital. Choosing to subscribe to the
magazine enables you to receive all 13 copies over the year period to your
door with no hassle on time each month.

RETAIL OUTLETS

RETAIL OUTLETS
On the previous slide I have chosen just a few of the online retail outlets bin which
you are able to both buy online digital hardcopies, or even printed copies to your
home. This shows that 'Q' magazine like to cater for all types of audiences as some
people may like to read it online and some people would rather have the copy
themselves to read at home, so 'Q' have gone put there way in order to make sure all
their audience is happy. Furthermore lots of these websites also offer a subscription
pack to you which means you can have the copies sent to your house on time every
month with no hassle.

ADVERTISEMENT
This slide denotes how if you wanted to advertise in 'Q' magazine
there is guides and ways to see if you are right to advertise in the
magazine for example the target audience, timings and media types.
Furthermore you can contact them to see if you are right for the
magazine and download your attachment and the magazine will see
if its suitable.

ADVERTISEMENT COSTS
• Typical Cost: $500 to $20,000, depending on whether the publication is local or national, the size of your
ad, whether you use color and if you've negotiated a multiple-ad rate. You can spend as much as $500,000
to buy the inside front cover of some national magazines!
Costs are determined by:
- Circulation
- Size of ad
- Use of color
- Position in publication
Rates also vary for:
- Bleed page
- Gatefold ad
- Run-of-paper advertisement
- Double page spreads
- Space contract
- Preferred position: cover pages

YOUR MAGAZINE’S IMPACT AND
EFFECT ON THE AUDIENCE
'Q' magazine appeal to a large variety of audiences mainly in the 25-35 age
range and usually of the male gender. However this certain copy of 'Q'
magazine shows how they can cater for all different types of audiences as
this according to ‘Maslow’ may appeal to social climbers. Through zooming
in on verbal codes such as “essential”, “exclusive” and “guide” it is highly
appealing to social climbers due to the way that these type of people are
driven by materialist needs.

YOUR MAGAZINE’S IMPACT AND
EFFECT ON THE AUDIENCE
Richard Dyer ‘star appeal’ – this theory is
the idea that icons and celebrities are
constructed by institutions for financial gain
and to target one specific group of people.
Richard Dyer believes that celebrities are
constructed to represent ‘real people’
experiencing real emotions.
Starts are created by the music industry to
serve a purpose which is to make money
out of the audience because fans idolize
these stars and buy their music and
products.
This example on the right
is showing a ‘Q’ front
cover with ‘tinie tempah’
on it, which could inject
certain messages and
values into the
readership. This is
because he is a ‘star’
which means that people
look up to him and things
that he say or do would
effect the audience of ‘Q’
magazine.

RELEVANT ISSUES ON
REPRESENTATION
Stereotype – a person or thing that conforms to a widely held but oversimplified image of the
class or type of which they belong. For example race, age, class and religion.
https://en.oxforddictionaries.com/definition/stereotype
The stereotype for a 'Q' magazine reader is a 34 year old male that’s in
employment. I gained this information from 'Q' magazines own press pack,
which means from analyzing the average 'Q' reader they have managed to
come up with the stereotypical reader. Furthermore this readership would
usually be of the white ethnicity and their look would be quite casual as all
these 'Q' magazine front covers connote.

RELEVANT ISSUES ON REPRESENTATION
Laura Mulvey (1975) “male gaze” – this is the objectification of the female
gender in the media for the male consumers pleasure.
This here is an example of when 'Q' magazine may have used
“male gaze” in order to appeal to the male readers. This is due
to the fact that the artist is topless and have nothing more than
her hand over her chest, so this could be a good technique in
order to get male readers to buy or look at this copy.
http://katiehamilton25.blogspot.co.uk/2012/09/the-male-gaze-theory.html

RELEVANT ISSUES ON REPRESENTATION
Diana Saco ‘female gaze’ – this is the objectification of the male gender in the
media for females consumers pleasure.
This is an example where 'Q' magazine have maybe tried to use
“female gaze” in order to draw in other female readers to this issue
and to increase sales. Furthermore the way they may have done
this is because the men are topless which connotes a sexual
appeal and therefore may draw in the female readers to buying
this copy.
http://cyberingdemocracy.com/the-piano-and-the-female-gaze

ETHICAL & LEGAL ISSUES
The Editors’ Code of Practice sets out the rules that newspapers and magazines
regulated by IPSO have agreed to follow.
The Code is written and administered by the Editors’ Code Committee and enforced
by IPSO.
The latest version of the Editors’ Code of Practice came into effect on 1 January
2016.
The Code – including this preamble and the public interest exceptions below – sets
the framework for the highest professional standards that members of the press
subscribing to the Independent Press Standards Organization have undertaken to
maintain. It is the cornerstone of the system of voluntary self-regulation to which they
have made a binding contractual commitment. It balances both the rights of the
individual and the public's right to know.
https://www.ipso.co.uk/editors-code-of-practice/

These are the main three codes: accuracy, privacy and harassment which I have taken from
https://www.ipso.co.uk/editors-code-of-practice/ .

WHEN HAVE ‘Q’ HAD TO USE
ACCURACY
They have to be accurate
with the dates on the
magazine as they have
to be released on the
same date each month.
They have to be accurate with their
promotions as they have to be
things that will draw the audience in
and something that would appeal to
the readership.
‘Q’ also have to be accurate when
choosing the picture for the front
cover, this is because if they use
photos that are to revealing or
offensive they would be more likely to
get complaints.
They also have to be careful with
the things they say in the
headlines and the actual stories

• IPSO – Editors code of practice
• Each code has to be adhered (followed) by the publisher magazine
• E.g. accuracy
• Reporting of events or people
• Data protection act
This effects 'Q' magazine as for example when they are releasing a new copy of
their magazine they will have to be as accurate as possible in making sure that
the press take care not to publish inaccurate, misleading or distorted
information or images, including headlines not supported by the text.
Furthermore on the note of privacy they would have to make sure that everyone
is entitled to respect for his or her private and family life, home, health and
correspondence, including digital communications.

ROLE OF RELEVANT REGULATORY
BODIES
The Advertising Standards Authority is the UK’s independent regulator of advertising
across all media. We apply the Advertising Codes, which are written by the
Committees of Advertising Practice. Our work includes acting on complaints and
proactively checking the media to take action against misleading, harmful or offensive
advertisements.
If they judge an ad to be in breach of the UK Advertising Codes, it must be withdrawn
or amended and the advertiser must not use the approach again. Each year they
consider over 30,000 complaints about around 20,000 ads.
https://www.asa.org.uk/About-ASA/About-regulation.aspx
This links to 'Q' magazine because when adverting their magazine they have to make
sure that it fits within the regulation of the ASA otherwise it will be withdrawn by this
association.

COPYRIGHT ©
Copyright is a legal means of protecting an author's work. It is a type of
intellectual property that provides exclusive publication, distribution,
and usage rights for the author. This is the exclusive and assignable
legal right, given to the originator for a fixed number of years, to print,
publish, perform, film, or record literary, artistic, or musical material.
This means whatever content the author created cannot be used
or published by anyone else without the consent of the author.
This is relevant to 'Q' magazine as they release a issue of their
magazine monthly which includes huge amounts of information that
people potentially want to steal and use themselves.
For example this issue on the right has an exclusive interview with jay
Z that other people would not be able to obtain so they would want to
use this for themselves, and this is where copyright comes in to place
and this stops people from attempting to do this and if they do they
would face the consequences.
http://www.dictionary.com/browse/copyright
http://techterms.com/definition/copyright

COPYRIGHT © (Q MAGAZINE)
At the beginning of ‘Q’ magazine there is a message in very small writing in the
editors code section. This says that : ‘member of Audit Bureau of circulation.
Nothing in the magazine may be reproduced in the whole or part without the
written permission of the publishers. We cannot accept responsibility for
unsolicited manuscripts and photographs or for material lost or damaged in the
post.’
This helps the magazine protect their content from copyright.
http://abc.org.uk

ROYALTIES
Royalties is when a magazine has included content which is copyrighted and if someone
else includes this information then they have to pay the original magazine.
The NLA is a publisher owned rights licensing and database business. They provide access
to and license the re-use of publishers' content. NLA licences contribute to a vibrant UK
media and support journalism.
They manage the rights of thousands of print and web titles, and also act as a fast and
effective supplier of original quality articles and online news stories to media monitoring
agencies and their clients.
http://www.nlamediaaccess.com/default.aspx?tabid=46

ROYALTIES
How do magazines make their money?
• The three main ways that magazines make money are circulation and subscription, classified
advertising and print advertising.
• Magazines obviously make money from someone going into the shop and buying a copy of the
magazine which is called ‘single copy sale’ but this is not very profitable at all.
• Some more profitable is subscriptions and magazines make a lot more money of this as they cut out
at least one of the intermediaries and get their product directly to the consumer.
• Also as through subscriptions they also now have your address so can make a pitch to renew your
subscription when it comes due, as well as pitch any other magazines that may interest you.
• Furthermore the best way for a magazine4 to make money is through advertising, this is because
through allowing advertisers to use the unused space it makes both the advertiser And the magazine
money. Also for the magazine just a full page back cover ad to run several thousands of pounds or
more in popular magazines, an d even better it makes the magazine look better and takes up space
where it may have just looked plain before.
http://www.ehow.com/how-does_4897422_magazines-make-money.html

COMPLAINT AND YOUR MAGAZINES
COMPLAINT PROCEDURE
What is a complain according to Bauer Media?
they say that when making a complaint you have to clearly state that your complaint is a formal compliant under
this policy.
Their policy covers – things about editorial content in their publications and digital services that they control in
the UK, Channel Islands and isle of man.
They do not take complaints about:
TV and radio Services, advertising, matters of taste/decency, books, ‘user generated content’ and anything that
falls outside the remit of IPSO.
http://www.bauermediacomplaints.co.uk

COMPLAINT AND YOUR MAGAZINES
COMPLAINT PROCEDURE
How to complain?
They should be made by either writing an email to complaints@bauermedia.co.uk or by post to Bauer Consumer
Media Limited, Endeavour House, 189 Shaftesbury Avenue, WC2H 8JG and addressed to the general counsel.
The complaints under this policy will be accepted with a four month time period from the date the article your
complaining about was released.
Furthermore when you are making the complaint a copy of the article in question or a sort of reference so that
the magazine knows exactly where and what you are complaining about.
Also a written explanation of your concerns, with reference to the editors code.
Lastly any other documents that will help them assess the complaint.
If the complaints do not contain this essential information then the complaint cannot be considered.
But if they do contain all the relevant information needed then they will get back to you as soon as possible.
http://www.bauermediacomplaints.co.uk

WHERE ‘Q’ MAGAZINE MAY HAVE
BEEN OPEN TO COMPLAINTS
These are just a few examples
where ‘Q’ magazine themselves
may have been open to complaints.
This is due to the fact that there is a
high level of sexual appeal in these
photos represented through the
facial expression and body
language of the woman in these
front covers. For that reason this
may be to much for certain readers
and they my feel to complain for
these reasons.

WHAT MAY OPEN THE MAGAZINE
UP TO A COMPLAINT
This genre of magazine front cover may
open the chance for people to write a
complaint to the magazine. This is for the
reason that the woman in these photos
are to some people to revealing, but to
some people they may not mind which is
why its always an issue. But if someone
does’t agree with the amount of body
being shown by the woman that it why
the complaint procedure is there as the
magazine will then deal with this.

REGULATORY ISSUES
A watermark is a recognizable image or pattern in paper that appears as various different shades
of lightness / darkness when viewed by transmitted light (or when viewed by reflected light),
caused by thickness variations in the paper.
This is an example of an image which has been water
marked, because as you can see in the middle you can see
through the different thickness in paper it has made out the
copy right sign, this is done so that people can still view the
picture clearly but also know its copy right to use this photo
without their permission. If you then email / contact the
owner and ask to use it, or sort out a price they can then
send you a image without the watermark on.

REGULATORY ISSUES WITH 'Q'
MAGAZINE
The fact that this is at the bottom of 'Q' magazines website connotes that they have actually
gone through the ‘trademarking process’ in order to obtain all rights reserved.
This process goes as follows:
• Step 1: Is a trademark application right for you?
• Step 2: Get ready to apply.
• Step 3: Prepare and submit your application.
• Step 4: Work with the assigned USPTO examining attorney.
• Step 5: Receive approval/denial of your application.
• Step 6: Maintain your registration.
https://www.uspto.gov/trademarks-getting-started/trademark-process

REGULATORY ISSUES
IP (Intellectual Property) is having the right type of intellectual property protection helps
you to stop people stealing or copying:
• the names of your products or brands
• your inventions
• the design or look of your products
• things you write, make or produce
• Copyright, patents, designs and trade marks are all types of intellectual property
protection. You get some types of protection automatically, others you have to apply
for.
https://www.gov.uk/intellectual-property-an-overview/what-ip-is

REGULATORY ISSUES
Data Protection Act (1998)
The Data Protection Act controls how your personal information is used by organizations, business or the
government.
Everyone responsible for using data has to follow strict rules called ‘data protection principles’. They must
make sure the information is:
• used fairly and lawfully
• used for limited, specifically stated purposes
• used in a way that is adequate, relevant and not excessive
• accurate
• kept for no longer than is absolutely necessary
• handled according to people’s data protection rights
• kept safe and secure
• not transferred outside the European Area without adequate protection.
https://www.gov.uk/data-protection/the-data-protection-act

CONCLUSION
I have understood media products such as Q magazine and the institutions target
audience and values. Furthermore, I looked into how media products are produced,
distributed and promoted for a mass audience. Lastly, I looked into the legal and ethical
considerations you must take when producing media such as a print magazine.

OCR – Level 3 Cambridge Introductory Diploma in Media Unit 01: Analysing Media Products and Audiences Evidence

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OCR – Level 3 Cambridge Introductory Diploma in Media Unit 01: Analysing Media Products and Audiences Evidence

Editor's Notes