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This document provides information about Kerrang!, a weekly rock music magazine published in the UK by Bauer Media Group. Some key details include: - Kerrang! was first published in 1981 and focuses on punk and hardcore rock music. It includes interviews, reviews, and charts. - Bauer Media Group is a large, global publishing company that owns numerous magazines. It has a 56% share of the UK's popular magazine market. - Kerrang!'s target audience is younger males interested in rock music. It aims to appeal to this group through its coverage of bands, styles, and issues relevant to rock fans. - In addition to the print magazine, Kerrang! has an online presence and a

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OCR – Level 3 Cambridge Introductory Diploma in Media Unit 01: Analyzing Media Products and Audiences Evidence Name: Tom Hibbert Candidate Number: 2063 Center Name: St. Andrew’s Catholic School Center Number: 64135 Set Brief - Print Project/Brief – Music Magazine & Promotion
Contents1. Focus publisher and product – Slide 4 2. Ownership Structure – Slide 5 3. Ownership Model – Slide 6 4. Brand Ideology – Slide 7 5. Technological – Slide 8 6. Other Products – Slide 9 7. Market Position – Slide 10 to 13 8. Competitors of Bauer – Slide 14 9. Competitors of Kerrang! – Slide 15 10. Publishing Process – Slide 16 11. Production Process of Kerrang – Slide 17 12. Purpose – Slide 18 13. Contents Page – Slide 19 14. Meanings – Slide 20 15. Form and Style – Slide 21 to 23 16. DPS Connotations – Slide 24 17. Appealing to Target Audience – Slide 26 – 28 18. Spending Power – Slide 29 19. Target Audience – Slide 30 to 33 20. Primary Research – Slide 34 to 43 21. Reviews – Slide 45 22. Advertising – Slide 47 – 49 23. Distribution – Slide 50 24. Retail Outlets – Slide 51 25. Stereotypes – Slide 53 26. Relevant Issues of Representation – Slide 54 - 55 27. Legal Issues – Slide 56 28. IPSO – Slide 57 29. Editor’s Code of Practice – Slide 58 – 63 30. What does Kerrang! have to be accurate with – Slide 64 31. What does Kerrang! have to avoid discriminating against – Slide 65 32. How does Kerrang! uphold regulatory issues – Slide 66 33. How to make a complaint – Slide 67 34. Copyright – Slide 68 35. Watermark – Slide 69 36. Conclusion – Slide 70
Focus publisher and product 1. Europe’s largest privately owned publishing Group 2. The seeds of the company’s radio business were planted in 1990 3. In 1994, the company bought a small magazine called For Him Magazine which is now the core of the best-selling international multi-platform brand FHM. 4. Bauer Media spans over 80 influential brand names covering a diverse range of interests including heat – the must have weekly celebrity title, Parkers, MATCH!, CAR and Yours. 5. In 1996, Bauer Media acquired digital music TV channel The Box, as a route into the small screen business, which has grown into Box Television, a seven channel joint venture TV business with Channel 4. 6. The Bauer Media Group has set the course for sales growth in its domestic market. 7. Bauer media group holds a 56 per cent retail market share of the popular magazine segment, and is also the leading private radio provider. 1. Kerrang magazine was first published on June 6 1981. 2. Kerrang magazine is the Uk’s no.1 rock magazine. 3. Releases weekly copies. 4. The editor for Kerrang is James McMahon 5. Kerrang is not only a magazine but also has their own channel on TV 6. Kerrang have their own music chart for rock music. 7. The magazine includes interviews and ‘exclusive’ talks with the rock band artists featured in the magazine. 8. James McMahon was appointed as editor on 6 June 2011 9. 37,603 copies of Kerrang had been sold by June 2013 10.Kerrang is published by Bauer media group. Genre
Ownership Structure Bauer media was first found in 1875. Bauer Media is a global publisher because it has its headquarters in Hamburg. By being a global publisher it is open to a lot of brands which can help them reach their insight which is “to be able to deliver ground-breaking consumer insight to media professionals, having more market leading brands across a wider breadth of markets than any other media owner”. On each page of Bauer’s website they have the social networking icons on the left hand side. This shows continuously that they are on social networking sites. This attracts younger audiences that are in fact with these networking sites that they can interact with a magazine that they like within their own environment and reach out to Bauer about their magazine. http://www.bauermedia.co.uk/about
Ownership Model Research Sources https://www.bauermedia.co.uk/about/our-company PAUL KEENAN CEO DEE FORD Group Managing Director Radio ROB MUNRO-HALL Group MD, Magazine Media ABBY CARVOSSO Group MD, Advertising ANNE-MARIE LAVAN Group Marketing Director SAM JONES Group MD, Digital SARAH VICKERY Group Finance & Strategy Director. SARAH BARNES HR Director
Brand Ideology/Ethos Slogan: “We think Popular” The logo with the slogan contains bright feelings with a range of colours. This range of colours in the image connotes the ethos of the magazine which is to have a wide rang of brands and products. The bright colours reflect how their purpose is to entertain and the wide range of colours show the rang of brands and ideas they have. The slogan also connotes that they ‘think’ that they are popular and are therefore considered popular. This could also suggest that if you read the magazine you will be popular. Purpose
Technological Convergence 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.
Associated Products Bauer media produces other products outside Kerrang like: Q, MOJO and other magazines which are unrelated to music magazines. 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 shows how the company have diversified over the years in order to attract a larger readership using a range of media platforms. Other Products
Market Position The chart to the left denotes the circulation figures of 7 magazines. The magazine I'm researching ‘Kerrang’ has circulated 40,203 at the end of June. http://www.mediaweek.co.uk/article/1145894 /magazine-abcs-nme-q-suffer-major- circulation-falls Out of these 7 magazines Kerrang is circulating the second to worse but their publisher however has Empire, Kerrang, Q and MOJO in this sample of 7.
Market Position - Genres Bauer Media produce 50 different magazines in the style of Women’s, men’s lifestyle, entertainment and music , specialist. http://magazines.bauermediaadvertising.com/magazines 0 5 10 15 20 25 30 Women's Men's Lifestyle Entertainment and Music Specialist https://www.bauermedia.co.uk/brands- magazine
Market Share - Publishers IPC Media IPC Media is the UK’s largest publisher by circulation as of 2014 and is growing in the home interest and lifestyle sector. Hearst In 2010 Hearst were recorded on the graph below as 17% total circulation which is the second to lowest out of the publishers. Future PLC Future was founded in 1985 and they have a net worth of $3.5 million. Bauer Bauer’s circulation in 2010 was recorded as 89% circulation, this is the highest out of the other publishers included in this circulation by publishers graph. http://www.medi aweek.com.au/ba uer-media-notes- increased- magazine-market- share/ http://www.mediaweek.co.uk/article/1307934/magazine-abcs-top-100-glance http://www.spyglassintel.com/visualization-of-circulation-revenue-for-the-top-12-us-consumer-magazine-publishers/ http://www.pressgazette.co.uk/node/49874
Market Share - Publishers http://www.pressgazette.co.uk/how-magazine-sectors-performed-abcs-first-half- 2015-childrens-titles-womens-weeklies-down The circulation within the rock music genre has declined because more people may be downloading the magazines and reading them digitally as opposed to buying and reading physically. “All publishers are looking to diversify” because of the decline in print sales of their products may be damaging their business and risking their market share, if all UK publishers diversify then they have more chance of keeping a product on the market. http://www.theguardian.com/media/2014/aug/14/uk-consumer-magazines-print-sales-2014 Bauer are the 8th leading publisher in the global magazine market because they currently hold $371 million from circulation. This is just $79 million below the leading publisher in the global magazine market ‘Time Inc.”.
Competitors of Bauer Media IPC Media IPC media is a similar company to Bauer Media Group. IPC media are a worldwide company that have global offices. IPC Media is within Timeinc. UK which have over 60 brands including “NME”. Despite being cheaper than most of Bauer’s magazines IPC media have still to achieve the no. 1 spot in music magazine publishing. Hearst Hearst publishing started in 1910 by Randolph Hearst and the company had made up to 9 billion in revenue. Hearst 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 of worth £22.5 million. Source Used http://www.timeincuk.com
Competitors of Kerrang! Magazine Rock Sound Rock sound is a similar magazine to Kerrang in the sense that they are both covering the same genre. Rock sound uses a completely different shade, tone and variety of colours in the magazine where as Kerrang has one colour scheme per issue that connotes the content mood and theme of that particular issue. Publisher: Freeway Press.inc MOJO MOJO is similar to Kerrang! but differs because of the type of rock music that features in the magazines. MOJO focuses on classic rock music where as Kerrang! is punk and hard-core rock. Publisher: Bauer Media Group
Publishing Process Pick a Subject/Genre/Topic When the decision to make a magazine arises you need to have a good genre and subject that is popular and will gather profit. Choose a name/title The name of your magazine will need to be chosen strategically and methodically as you will need to put great thought and time into what your magazine will be recognised as. Choose the article you are going to cover The article covered in the magazine should be interesting for readers and your target audience as if it is not interesting then your readership will reject t the magazine completely. Choose the cover image This image will have to catch the reader’s eyes and draw them into reading the magazine because of the look of it. Design your masthead for you magazine The brand identity of the magazine lies in the masthead, a font style that is readable and aesthetically pleasing will be best for the magazine. Write body articles More than one article will help to collect the largest amount of information for the readership. Improve photos/Incorporate graphics The photos in the magazine need to be of a professional standard and to a high quality so that the target audience and those reading the magazine can compliment and appreciate the presentation. Decide on feature articles Feature articles are the articles that will be featured in the magazine and will hold the magazines unique content together with the overall presentation of the magazine. Place thumbnails The thumbnails will need to preview the article enough that the reader will know what will be in the article. Create table of contents Source Used https://www.lucidpress.com/blog/20 14/02/20/how-to-make-a-magazine- in-twelve-steps/
Production Process of Kerrang Evidence I contacted Kerrang magazine to ask them about their production process but received no reply so I have included this screenshot of the email as evidence.
Purpose The purpose of the magazine is to ‘inform’ (Katz) and entertain people who favour their music genre on the latest music for the bands. The magazine is very much based around the people that are a part of the ‘rock’ genre. The magazine meets the purpose as it contains highly detailed interviews and articles with rock artists and those related to the magazine. The magazine is mainly focused on rock and metal based music which limits the target audience and consumer range. The ideology of the magazine is to inform and entertain people who favour their music genre on the latest music for the bands. The magazine also provides live tour dates so that their consumers can actually meet the celebrities they have been reading about. The verbal code of the strapline “LIFE IS LOUD” connotes that everyone should like Kerrang. Verbal Codes Kerrang magazine focuses on loud and crashy and bold music and in this strapline they describe life as loud which draws readers into read the magazine which is life according to the strapline.
Purpose - Magazine contents page Consistent Colour Scheme There is a consistent colour scheme in use of red, yellow, black and white. The colour red connotes the idea of stopping, therefore is used on the contents page to make the reader stop and read what is on what page. Yellow would suggest bright and cheery, this is used on the contents page to show different sections of the magazine. White symbolises purity and is used here to show a clean background to the contents page. Black connotes something of a dark and sinister nature and is used here as a background to artists images, perhaps suggesting the nature of the music they produce. Images The use of an image that takes up most of the contents page and does not have a link to any rock artist is unusual as an artist would usually be here in this size as a pose to a member of a random audience at a concert. Layout The layout of the contents page is not very organised, this is maintaining the rough, tough rock image that the readership are looking for in this genre. The editorial has also been included at the bottom of the contents page, this connotes ownership with the contents page as suggests a contrast with the un-organisation of the genre making this a unique magazine.
Meanings Verbal Codes Kerrang’s verbal codes are the text that the magazine displays on the magazine. The verbal code “ROCK STARS WHO CHANGED YOUR WORLD” is a perfect example of how they use verbal codes connotes their genre of rock music. “Rock “ is literally written on the front cover and makes the reader very aware that they are in fact a rock magazine. Kerrang is a rock music magazine and their front covers clearly display this. On this particular front cover of Kerrang they have used non-verbal and verbal codes to show this. Non-Verbal Codes The magazine’s front cover has a picture of many rock music artists and does this as a constant feature for the magazine each week. This specific front cover has multiple rock artists such as: Billie Joe Armstrong, Gerard Way and Kurt Cobain. These are not only rock artists but very well known artists that symbolise rock music. Barcode The barcode for this magazine has the logo inside of it as well as the price and issue number. The connotations of the logo in the barcode are the consistency to advertise the magazine’s title. By having the logo in the barcode Headline The headline of Kerrang’s front cover is ‘ICONS’. The text is presented in a bold, bright and coloured format which draws in the readers’ attention as it is the biggest title on the page. Masthead The masthead has sharp, broken and destructive connotations. This matches the consistent style of Kerrang magazine because they are a punk rock magazine. Anchorage text The Anchorage text on the front cover makes the reader more interested in reading the article because it tells us that more rock artists are featured in the magazine, this makes the reader become more interested as more of the artists they like are in the magazine. Adverts/Freebies The advert on the front cover of this issue of Kerrang is the free download option for a festival. This encourages readers to buy the magazine in order to get the freebies advertised.
Form and Style Colour Scheme The colour scheme for Kerrang! is different in most issues. There are usually three colours which are across the whole of that issue. Yellow and black and mostly used in each issue. The form and style of the magazine has very dark and black colours. This connotes the style of rock music that they display in the magazine and lets the reader know whether this magazine is for them straight away. Something else on the magazine that denotes the form and style of the magazine is their constant use of colour schemes per issue.
Form and StyleDimensions The dimensions for Kerrang! magazine are 28 x 22 cm. This is roughly the standard and most common size. The standard size is 8 x 10 which is (20 x 25). Positioning Kerrang! magazine issues can be referred to as picture lead which means that they are very picture orientated. Every issue of Kerrang! has pictures on the front and inside which helps capitalize on the artist’s ‘star appeal’ (Richard Dyer). The images on the front cover pages are always in front of the masthead. This is to further their importance and to make them stand out more.
Format There is a digital format of Kerrang available on the newsstand of the google play store for android. You can purchase an individual issue for £1.99, subscribe for £5.99 per month or £49.99 for a year. Form and Style Once you have purchased issue of the magazine it is downloaded onto your phone and then you can read it when you are on the go.
Drop Capital A drop capital draws attention to the interview and article instead of having readers just ‘flick through’ the DPS they will be drawn to read it because of the drop capital’s size. Consistent colour scheme throughout This double page spread of Kerrang magazine has a consistent colour scheme of black, red and white. The colour red connotes anger and fire which fits the stereotype that rock stars are angry and perform angry music as artists. Credit to interviewer The significance of giving credit to the writer and photographer is that it tells the reader who put the page together which adds a more personal touch to the whole DPS. Differential questions By having different colours for the different person speaking in the interview it allows the reader to be able to see who is the interviewee and interviewer.
Appealing to the target audience The masthead is in a broken font style. This appeals to the readership and influences people who like rock music to read it because it looks like a rock music magazine with its broken, distorted and rough look. Each issue has an image of the main artist of the issue on the front cover. This utilises the ‘star appeal’ (Richard Dyer) of the artist which influences the target audience to read Kerrang! because the target audience are fans of rock music and would therefore see an artist they like and want to read about them. There is also an advertisement for a free poster and an exclusive article. This connotes that the article can only be found in this magazine issue which influences the target audience to read Kerrang!.
Appealing to the target audience The language in Kerrang is informal. This appeals to the audience because stereotypically Kerrang magazine’s audience talk in this way, the magazine being informal may allow the audience to relax more when reading the magazine because its casual as a pose to a formal looking magazine such as Q or MOJO. With Kerrang using modern, casual and ‘slang’ language it appeals to the target audience because this makes the magazine fun to read and this furthers the rock music theme across the magazine, appealing to the audience. For example on the front cover to the right, the quote in the banner reads “IT’S A BIG MIDDLE FINGER!”. This is near explicit text and informal language which draws
Appealing to the target audience On a Kerrang DPS the interview with the artist is about controversial and personal topics, this appeals to the target audience because it makes the reader learn more about the artist being interviewed and makes the DPS more unique if it is covering things that are controversial which no one else will cover.
Spending Power Kerrang’s target audience’s spending power is low. This is because the demographic is E/D, this has most likely influenced Kerrang to price their magazine at £2.20 in the UK as everyone in this demographic can afford this.
Katz’ Uses and Gratifications Theory The uses and gratifications theory was made by theorist Katz. The theory depicts how we understand communication and how the media affects us. The theory suggests that people interpret the media they are consuming into their lives with ‘objectives’. Kerrang’s reader’s objectives would be to gain insight into themselves. This is based on the theme and mood of the magazine which is quite dark, this connotes how they may be a dark person. The typical reader of Kerrang! will be ‘informed & educated’ about the lives of rock artists in and outside of music performing. This allows the audience to indulge themselves in the lives of these artists and escape from their own. “The return” is very informative and is a USP for this issue.
Hierarchy of Needs The theory was built by Maslow. The theory states that people do things for self-actualization, esteem, love/belonging, safety and physiological reasons. People would read Kerrang magazine to fulfill their esteem needs. This based on the simplicity of Kerrang magazine and the artists and bands that are featured in the magazine which have been involved in a rough upbringing, alcohol and drugs.
Demographics Demographic: Demographics are used to pick out potential audience growth and to spot underperformance. All types of media are targeted to certain audiences. In relation to Kerrang, I think that the demographic for the magazine would be in the D/E sector. I think this because Kerrang is too un-formal for C1 and above as skilled office workers and those in ‘white collar’ jobs would not be interested in low-end showcase rock music.
Psychographics Psychographics are parts of a specific media group which have been split up in the market to define a form of media’s reading group or target audience. The psychographics group that I think Kerrang’s readers fall into would be the strugglers. This is because they stereotypically buy alcohol and our disorganised. This matches with some of the types of artists in the magazine and the general look of the magazine may appeal to this psychographic group.
Primary Research P3 https://www.surveymonkey.com/
Question 1 This set of results determine the age group for Kerrang magazine as they show that these set of readers are between 16 and 21. These are fairly young ages which connotes that Kerrang appeals to a younger audience than other magazines. It is important to be aware of the readership age range in order to make sure the articles included meet their needs.
Question 2 These results show that the content is in fact the most important feature in a magazine to its readers which means that the success and popularity of the magazine exists mainly on the content. The content of Kerrang magazine is mainly focused on the artists of the rock music genre which is clearly what readers want to see and read about.
Question 3 These results show that against other magazines MOJO and Q, Kerrang has a more favoured colour scheme. However, when it comes to the images used in the magazine the surveyors felt that Q used better pictures in their magazine. Kerrang has always had its unique and controversial font and these results show that the font has 30% more votes then the MOJO and Q font, this outlines the uniqueness of the font. On the other hand the results show how the headlines for Kerrang are not an appealing feature which the magazine needs to gain all support on top of the huge amount that they have already.
Question 4 These results confirm my theory about how the Psychographics for the audience of Kerrang magazine are those seeking security in the mainstreamer group. This suggests a difference in what I initially thought would be the predominant group, for example ‘strugglers’. On the other hand the audience could be aspiring to be mainstreamers as they strive for security whereas actually reading a magazine of any genre is really about escapism.
Question 5 This survey question’s results show that music magazines are not the most popular type of magazine. This reflects on the expectations of target audiences and the public. Film magazines tend to have very detailed information on their films and actors, since Kerrang is quite an ‘informal’ magazine the audience may feel that there is not enough detail in the information they include in their issues. It could reflect the needs of the average music fans which is to find out about their favourite artists and new and upcoming artists whereas film fans might be more concerned with the technology of the film industry.
Question 6 The results show that music magazine’s publishers do in fact make the outcome of the magazine better and successful. If a publisher has already produced a popular and successful magazine it could suggest that the readership will be more open to reading a magazine produced by the same publisher. Magazines produced by the same publishing house will also take advantage of synergy and market their produces on the pages of their own magazines.
Question 7 This piece of market research tells me that Kerrang magazine is not the most popular magazine among teenagers. If I wish to access the same target audience then it will be worth considering the ways in which the magazine uses form and style to present their articles.
Question 8 This question’s results show that ‘word of mouth’ is still an effective way of advertising. Young readers are more likely to sit and chat about an article they have read in a magazine with friends and encourage them to do the same so that they have something to converse about. Including captions such as ‘tell a friend’ or ‘recommend to a friend’ could be an effective may to increase market share.
Question 9 This question shows a direct relationship between the style, font and form of a magazine and its proposed readership. It is clear that people are drawn to certain colours and images when deciding whether to buy a magazine or read an article. It also suggests that front covers and mastheads are key selling points for magazines. It is vital to have a USP that is clear to a potential reader.
Secondary Research P3
Reviews http://www.reviewcentre.com/reviews9591.html#Reviews On the ‘review centre’ Kerrang magazine has mostly positive reviews except for one review where the writer states how the magazine has changed from a classic rock magazine to modern stereotypical magazine. The positive reviews however suggest the complete opposite and how well that the magazine is written and how it is ‘awesome’. One particular review states that the posters the magazine give away are an important feature to them, I will reflect on this when creating my own magazine as promotional giveaways are important to my audience and Kerrang’s.
Advertising: How does Bauer advertise Kerrang! magazine? Social Media Facebook is extremely popular in the modern age and Kerrang have taken advantage of this by creating their own Facebook page. The page has got 717,901 likes. This means that almost 720,000 people can see information and promotion for Kerrang issues without even having to click onto the page itself. This is reaching a wide range of people and this is only the people who are on Facebook let alone the people who like it outside of social media sites. Kerrang’s audience is huge.
Advertising - Social Media Joined twitter in 2009 Kerrang magazine has ‘535K’ followers on twitter. This not only publicises the magazine but advertises its popularity. By doing this they are showing their audience or people debating to read the magazine that they are a good magazine of high quality which is why they have so many people following them. With Kerrang on twitter it connects them to a young audience that is constantly using social media. With so many young people on twitter currently and reading magazines Kerrang have taken advantage of social media and created the perfect way to gain the most readership and popularity possible.
Advertising - Kerrang Radio Kerrang furthers their existence on their own radio station called ‘Kerrang! Radio’. The radio station is on the web where you can listen live and you can listen on the radio. The radio station advertises Kerrang because if people like the radio station then they will be more likely to buy the magazine as they both have similar if not the same content.
Distribution Network is Australia’s largest magazine distribution and subscriptions management company and has a market share of 53% of copies sold at retail and 52% of the consumer subscriptions market. Network represents 270+ publishers and sells over 170 million copies of magazines, worth over $500 million in retail sales. With over one million subscribers, Network’s subscriptions team manage Australia’s largest consumer subs business. Network’s distribution reach also covers New Zealand for both retail and subscriptions through its sister company Netlink Distribution. http://www.bauer- media.com.au/services/distribution
Retail Outlets Kerrang is available in the following shops • WHSmith • Newsagents • Online -Their website www.Kerrang.co.uk • Sainsbury's • Tescos Buying Kerrang! online To buy Kerrang online you need to log onto their website and select the tab at the top of the page which reads “Get K!”. Once on the page you can select the issue you wish to purchase and then you will be redirected to a page dedicated to that issue and describe the issue’s content.
Stereotypes A stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing. In Kerrang magazine they refer to ‘rock stars’ as sex, drug and bad mouth fuelled punks that appear ‘cool’ and as idols. Other stereotypes that Kerrang magazine use are the angry mood of the rock stars. On every front cover that Kerrang has all the artists featured on it possess angry faces which suggest that all rock stars are angry and reckless, this creates a bad influence for those who read Kerrang as they read with a negative image of the artists, making their interviews (populating them) pointless. Ethical Issues
Relevant Issues of representation This rock artist on the front cover of this magazine appears as the stereotypical rockstar. The artist connotes unhygienic and a drunk stereotype which could influence Kerrang’s readership to follow. If a younger audience was to see an image like this on the front cover of a ‘famous’ magazine then it may allow them to think that it is ok to do these things if you are famous or not and could lead to further promotion of inappropriate behaviour in society. This is a good example of how a rock artist can be completely misrepresented. This would be considered a negative role model as most adults wouldn’t see this as a socially acceptable way to behave. The magazine lacks positive role models for its readers. The hypodermic needle theory would suggest when applied to this topic that if other readers and audiences were to see this influential artist’s image, they would be inclined to follow the artist’s actions/behaviour.
Relevant Issues of representation John Berger (1972) – “Men act, women appear” The theory suggests that men look at women and women watch themselves being looked at. This theory applies to Kerrang! because if a woman is used to draw in the attention of a male member of the public then they are more likely to receive material gain, for example if Kerrang use a stereotypically attractive woman to advertise the magazine then male readers (the main focus in the target audience) are more likely to purchase the magazine. Laura Mulvey (1975) – ‘Male Gaze’ ‘Male Gaze’ is a theory that suggests film audiences have to view characters from the perspective of a heterosexual male. This applies to Kerrang! because if the front cover contains a woman and she is presented in a sexual manner then the theory suggests that a reader would be ore likely to purchase the magazine. If Kerrang! used a female front cover, for example the issue to the right, then male readers which are their main readership would be more likely to buy the magazine issue due to their mode of address (eye contact) and seductive body language.
Legal issues One of the legal requirements, for the lead editor of a magazine is that they have to follow the ‘Editor’s code of practise’ as set out by the PCC ( Press complaints Commission). This code sets out a number of requirements that editors have to follow when publishing their magazine. The IPSO have since superseded PCC as a governing body for magazine regulations. Accuracy The code of practise states that the press must not publish inaccurate or misleading information, including pictures. If there is an issue where great inaccuracy is the case, a published apology is required where appropriate. Discrimination The press have to avoid references of an inappropriate nature involving an individual's race, gender, religion, sexual orientation or disability. Confidential Sources If confidential information is given then the source must remain confidential as journalists have a moral obligation to do so. http://www.pcc.org.uk/cop/practice.html
Role of relevant regulatory bodies - IPSO IPSO is an organisation that is in charge of enforcing the ‘Editor’s code of practise’. By enforcing this code, they help to maintain the highest professional standards. If you wish to make a complaint, you can make it directly through IPSO and they also handle issues of harassment. https://www.ipso.co.uk/IPSO/cop.html
Editor’s Code of Practice 1. Accuracy i) The Press must take care not to publish inaccurate, misleading or distorted information or images, including headlines not supported by the text. ii) A significant inaccuracy, misleading statement or distortion must be corrected, promptly and with due prominence, and — where appropriate — an apology published. In cases involving IPSO, due prominence should be as required by the regulator. iii) A fair opportunity to reply to significant inaccuracies should be given, when reasonably called for. iv) The Press, while free to editorialise and campaign, must distinguish clearly between comment, conjecture and fact. v) A publication must report fairly and accurately the outcome of an action for defamation to which it has been a party, unless an agreed settlement states otherwise, or an agreed statement is published. 2. *Privacy i) Everyone is entitled to respect for his or her private and family life, home, health and correspondence, including digital communications. ii) Editors will be expected to justify intrusions into any individual's private life without consent. Account will be taken of the complainant's own public disclosures of information. iii) It is unacceptable to photograph individuals, without their consent, in public or private places where there is a reasonable expectation of privacy.
3. *Harassment i) Journalists must not engage in intimidation, harassment or persistent pursuit. ii) They must not persist in questioning, telephoning, pursuing or photographing individuals once asked to desist; nor remain on property when asked to leave and must not follow them. If requested, they must identify themselves and whom they represent. iii) Editors must ensure these principles are observed by those working for them and take care not to use non-compliant material from other sources. 4. Intrusion into grief or shock In cases involving personal grief or shock, enquiries and approaches must be made with sympathy and discretion and publication handled sensitively. These provisions should not restrict the right to report legal proceedings. 5. *Reporting suicide When reporting suicide, to prevent simulative acts care should be taken to avoid excessive detail of the method used, while taking into account the media's right to report legal proceedings. 6. *Children i) All pupils should be free to complete their time at school without unnecessary intrusion. ii) They must not be approached or photographed at school without permission of the school authorities. iii) Children under 16 must not be interviewed or photographed on issues involving their own or another child’s welfare unless a custodial parent or similarly responsible adult consents. iv) Children under 16 must not be paid for material involving their welfare, nor parents or guardians for material about their children or wards, unless it is clearly in the child's
interest. v) Editors must not use the fame, notoriety or position of a parent or guardian as sole justification for publishing details of a child's private life. 7. *Children in sex cases The press must not, even if legally free to do so, identify children under 16 who are victims or witnesses in cases involving sex offences. In any press report of a case involving a sexual offence against a child - i) The child must not be identified. ii) The adult may be identified. iii) The word "incest" must not be used where a child victim might be identified. iv) Care must be taken that nothing in the report implies the relationship between the accused and the child. 8. *Hospitals i) Journalists must identify themselves and obtain permission from a responsible executive before entering non-public areas of hospitals or similar institutions to pursue enquiries. ii) The restrictions on intruding into privacy are particularly relevant to enquiries about individuals in hospitals or similar institutions. 9. *Reporting of Crime i) Relatives or friends of persons convicted or accused of crime should not generally be identified without their consent, unless they are genuinely relevant to the story. ii) Particular regard should be paid to the potentially vulnerable position of children who witness, or are victims of, crime. This should not restrict the right to report legal proceedings.
10. *Clandestine devices and subterfuge i) The press must not seek to obtain or publish material acquired by using hidden cameras or clandestine listening devices; or by intercepting private or mobile telephone calls, messages or emails; or by the unauthorised removal of documents or photographs; or by accessing digitally- held information without consent. ii) Engaging in misrepresentation or subterfuge, including by agents or intermediaries, can generally be justified only in the public interest and then only when the material cannot be obtained by other means. 11. Victims of sexual assault The press must not identify victims of sexual assault or publish material likely to contribute to such identification unless there is adequate justification and they are legally free to do so. 12. Discrimination i) The press must avoid prejudicial or pejorative reference to an individual's, race, colour, religion, sex, gender identity, sexual orientation or to any physical or mental illness or disability. ii) Details of an individual's race, colour, religion, gender identity, sexual orientation, physical or mental illness or disability must be avoided unless genuinely relevant to the story. 13. Financial journalism i) Even where the law does not prohibit it, journalists must not use for their own profit financial information they receive in advance of its general publication, nor should they pass such information to others. ii) They must not write about shares or securities in whose performance they know that they or their close families have a significant financial interest without disclosing the
interest to the editor or financial editor. iii) They must not buy or sell, either directly or through nominees or agents, shares or securities about which they have written recently or about which they intend to write in the near future. 14. Confidential sources Journalists have a moral obligation to protect confidential sources of information. 15. Witness payments in criminal trials i) No payment or offer of payment to a witness – or any person who may reasonably be expected to be called as a witness – should be made in any case once proceedings are active as defined by the Contempt of Court Act 1981. This prohibition lasts until the suspect has been freed unconditionally by police without charge or bail or the proceedings are otherwise discontinued; or has entered a guilty plea to the court; or, in the event of a not guilty plea, the court has announced its verdict. *ii) Where proceedings are not yet active but are likely and foreseeable, editors must not make or offer payment to any person who may reasonably be expected to be called as a witness, unless the information concerned ought demonstrably to be published in the public interest and there is an over-riding need to make or promise payment for this to be done; and all reasonable steps have been taken to ensure no financial dealings influence the evidence those witnesses give. In no circumstances should such payment be conditional on the outcome of a trial. *iii) Any payment or offer of payment made to a person later cited to give evidence in proceedings must be disclosed to the prosecution and defence. The witness must be advised of this requirement.
16. *Payment to criminals i) Payment or offers of payment for stories, pictures or information, which seek to exploit a particular crime or to glorify or glamorise crime in general, must not be made directly or via agents to convicted or confessed criminals or to their associates – who may include family, friends and colleagues. ii) Editors invoking the public interest to justify payment or offers would need to demonstrate that there was good reason to believe the public interest would be served. If, despite payment, no public interest emerged, then the material should not be published.
What does Kerrang! have to be accurate with? Kerrang! has to be accurate with any information it displays or publishes, for example when interviewing the artist for the DPS the information that they gave to the editor had to be correct and word for word what the artist said and not inaccurate responses or information. For example, the front cover above has a verbal code quoted from the artist, it is in speech marks which highlights that the artist has said this and that it is ‘accurate’ information
What does Kerrang! have to avoid discriminating against? Kerrang! have to avoid making racist, prejudice, homophobic comments and discriminating in similar areas. To avoid this, Kerrang! have to review each issue of the magazine before it is published and they have to compare it with the editor’s code of practice to ensure that they have not discriminated against anyone or any topic. Most issues of Kerrang! Magazine feature white music artists on the front cover, if a member of the audience in the black ethnic group was to see an issue of Kerrang! then they may feel excluded from the magazine because of the lack of black artists which suggests favor over one ethnic group than the other.
How Kerrang! upholds these regulatory issues Kerrang! upholds these regulatory issues because on their website at the footer there are several links under the ‘ABOUT’ tab which users or readers can contact the magazine, file a complaint and even read their privacy or ‘The Legal Stuff’. When clicking on ‘ The Legal Stuff’ it will re- direct you to Bauer Media’s legal page. On this page the user can see the Terms of Use. If you click on the complaints then you will be redirected to Bauer Media where there is information on how to complain and what a complaint is.
How to make a complaint complaints@ipso.co.uk
Copyright One of the main things a magazine has to concern themselves with is copyright, copyright is the process of using someone else's work or information and publishing it without authority or permission provided by the original author/source. If a magazine does carry out copyright then they can be sued for it. If a magazine wishes to protect any of its written work then journalists make their artists intellectual property. This can protect it from being used elsewhere without permission. https://www.gov.uk/intellectual-property-an-overview
Watermark What is a watermark? A watermark is a digital stamp which can be used by businesses to show the product is theirs and can also be used to display ownership of the business in the product. This is relevant to Kerrang! because it is important to protect the intellectual property of the magazine otherwise it will lose uniqueness and brand identity.
Conclusion To conclude this unit I have found that Bauer are currently standing at position 8 in the global magazine market with nearly $400 million from circulation of their producst alone. Bauer publishes Kerrang! which is an immensely successful music magazine. I have also learnt in this unit how magazines protect themselves legally and how to make sure that they are not subject to discrimination or inaccuracy.

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UNIT 1

  • 1.
    OCR – Level 3Cambridge Introductory Diploma in Media Unit 01: Analyzing Media Products and Audiences Evidence Name: Tom Hibbert Candidate Number: 2063 Center Name: St. Andrew’s Catholic School Center Number: 64135 Set Brief - Print Project/Brief – Music Magazine & Promotion
  • 2.
    Contents1. Focus publisherand product – Slide 4 2. Ownership Structure – Slide 5 3. Ownership Model – Slide 6 4. Brand Ideology – Slide 7 5. Technological – Slide 8 6. Other Products – Slide 9 7. Market Position – Slide 10 to 13 8. Competitors of Bauer – Slide 14 9. Competitors of Kerrang! – Slide 15 10. Publishing Process – Slide 16 11. Production Process of Kerrang – Slide 17 12. Purpose – Slide 18 13. Contents Page – Slide 19 14. Meanings – Slide 20 15. Form and Style – Slide 21 to 23 16. DPS Connotations – Slide 24 17. Appealing to Target Audience – Slide 26 – 28 18. Spending Power – Slide 29 19. Target Audience – Slide 30 to 33 20. Primary Research – Slide 34 to 43 21. Reviews – Slide 45 22. Advertising – Slide 47 – 49 23. Distribution – Slide 50 24. Retail Outlets – Slide 51 25. Stereotypes – Slide 53 26. Relevant Issues of Representation – Slide 54 - 55 27. Legal Issues – Slide 56 28. IPSO – Slide 57 29. Editor’s Code of Practice – Slide 58 – 63 30. What does Kerrang! have to be accurate with – Slide 64 31. What does Kerrang! have to avoid discriminating against – Slide 65 32. How does Kerrang! uphold regulatory issues – Slide 66 33. How to make a complaint – Slide 67 34. Copyright – Slide 68 35. Watermark – Slide 69 36. Conclusion – Slide 70
  • 4.
    Focus publisher andproduct 1. Europe’s largest privately owned publishing Group 2. The seeds of the company’s radio business were planted in 1990 3. In 1994, the company bought a small magazine called For Him Magazine which is now the core of the best-selling international multi-platform brand FHM. 4. Bauer Media spans over 80 influential brand names covering a diverse range of interests including heat – the must have weekly celebrity title, Parkers, MATCH!, CAR and Yours. 5. In 1996, Bauer Media acquired digital music TV channel The Box, as a route into the small screen business, which has grown into Box Television, a seven channel joint venture TV business with Channel 4. 6. The Bauer Media Group has set the course for sales growth in its domestic market. 7. Bauer media group holds a 56 per cent retail market share of the popular magazine segment, and is also the leading private radio provider. 1. Kerrang magazine was first published on June 6 1981. 2. Kerrang magazine is the Uk’s no.1 rock magazine. 3. Releases weekly copies. 4. The editor for Kerrang is James McMahon 5. Kerrang is not only a magazine but also has their own channel on TV 6. Kerrang have their own music chart for rock music. 7. The magazine includes interviews and ‘exclusive’ talks with the rock band artists featured in the magazine. 8. James McMahon was appointed as editor on 6 June 2011 9. 37,603 copies of Kerrang had been sold by June 2013 10.Kerrang is published by Bauer media group. Genre
  • 5.
    Ownership Structure Bauer mediawas first found in 1875. Bauer Media is a global publisher because it has its headquarters in Hamburg. By being a global publisher it is open to a lot of brands which can help them reach their insight which is “to be able to deliver ground-breaking consumer insight to media professionals, having more market leading brands across a wider breadth of markets than any other media owner”. On each page of Bauer’s website they have the social networking icons on the left hand side. This shows continuously that they are on social networking sites. This attracts younger audiences that are in fact with these networking sites that they can interact with a magazine that they like within their own environment and reach out to Bauer about their magazine. http://www.bauermedia.co.uk/about
  • 6.
    Ownership Model Research Sources https://www.bauermedia.co.uk/about/our-company PAULKEENAN CEO DEE FORD Group Managing Director Radio ROB MUNRO-HALL Group MD, Magazine Media ABBY CARVOSSO Group MD, Advertising ANNE-MARIE LAVAN Group Marketing Director SAM JONES Group MD, Digital SARAH VICKERY Group Finance & Strategy Director. SARAH BARNES HR Director
  • 7.
    Brand Ideology/Ethos Slogan: “Wethink Popular” The logo with the slogan contains bright feelings with a range of colours. This range of colours in the image connotes the ethos of the magazine which is to have a wide rang of brands and products. The bright colours reflect how their purpose is to entertain and the wide range of colours show the rang of brands and ideas they have. The slogan also connotes that they ‘think’ that they are popular and are therefore considered popular. This could also suggest that if you read the magazine you will be popular. Purpose
  • 8.
    Technological Convergence Bauer mediaGroup 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.
  • 9.
    Associated Products Bauer mediaproduces other products outside Kerrang like: Q, MOJO and other magazines which are unrelated to music magazines. 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 shows how the company have diversified over the years in order to attract a larger readership using a range of media platforms. Other Products
  • 10.
    Market Position The chartto the left denotes the circulation figures of 7 magazines. The magazine I'm researching ‘Kerrang’ has circulated 40,203 at the end of June. http://www.mediaweek.co.uk/article/1145894 /magazine-abcs-nme-q-suffer-major- circulation-falls Out of these 7 magazines Kerrang is circulating the second to worse but their publisher however has Empire, Kerrang, Q and MOJO in this sample of 7.
  • 11.
    Market Position -Genres Bauer Media produce 50 different magazines in the style of Women’s, men’s lifestyle, entertainment and music , specialist. http://magazines.bauermediaadvertising.com/magazines 0 5 10 15 20 25 30 Women's Men's Lifestyle Entertainment and Music Specialist https://www.bauermedia.co.uk/brands- magazine
  • 12.
    Market Share -Publishers IPC Media IPC Media is the UK’s largest publisher by circulation as of 2014 and is growing in the home interest and lifestyle sector. Hearst In 2010 Hearst were recorded on the graph below as 17% total circulation which is the second to lowest out of the publishers. Future PLC Future was founded in 1985 and they have a net worth of $3.5 million. Bauer Bauer’s circulation in 2010 was recorded as 89% circulation, this is the highest out of the other publishers included in this circulation by publishers graph. http://www.medi aweek.com.au/ba uer-media-notes- increased- magazine-market- share/ http://www.mediaweek.co.uk/article/1307934/magazine-abcs-top-100-glance http://www.spyglassintel.com/visualization-of-circulation-revenue-for-the-top-12-us-consumer-magazine-publishers/ http://www.pressgazette.co.uk/node/49874
  • 13.
    Market Share -Publishers http://www.pressgazette.co.uk/how-magazine-sectors-performed-abcs-first-half- 2015-childrens-titles-womens-weeklies-down The circulation within the rock music genre has declined because more people may be downloading the magazines and reading them digitally as opposed to buying and reading physically. “All publishers are looking to diversify” because of the decline in print sales of their products may be damaging their business and risking their market share, if all UK publishers diversify then they have more chance of keeping a product on the market. http://www.theguardian.com/media/2014/aug/14/uk-consumer-magazines-print-sales-2014 Bauer are the 8th leading publisher in the global magazine market because they currently hold $371 million from circulation. This is just $79 million below the leading publisher in the global magazine market ‘Time Inc.”.
  • 14.
    Competitors of BauerMedia IPC Media IPC media is a similar company to Bauer Media Group. IPC media are a worldwide company that have global offices. IPC Media is within Timeinc. UK which have over 60 brands including “NME”. Despite being cheaper than most of Bauer’s magazines IPC media have still to achieve the no. 1 spot in music magazine publishing. Hearst Hearst publishing started in 1910 by Randolph Hearst and the company had made up to 9 billion in revenue. Hearst 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 of worth £22.5 million. Source Used http://www.timeincuk.com
  • 15.
    Competitors of Kerrang!Magazine Rock Sound Rock sound is a similar magazine to Kerrang in the sense that they are both covering the same genre. Rock sound uses a completely different shade, tone and variety of colours in the magazine where as Kerrang has one colour scheme per issue that connotes the content mood and theme of that particular issue. Publisher: Freeway Press.inc MOJO MOJO is similar to Kerrang! but differs because of the type of rock music that features in the magazines. MOJO focuses on classic rock music where as Kerrang! is punk and hard-core rock. Publisher: Bauer Media Group
  • 16.
    Publishing Process Pick aSubject/Genre/Topic When the decision to make a magazine arises you need to have a good genre and subject that is popular and will gather profit. Choose a name/title The name of your magazine will need to be chosen strategically and methodically as you will need to put great thought and time into what your magazine will be recognised as. Choose the article you are going to cover The article covered in the magazine should be interesting for readers and your target audience as if it is not interesting then your readership will reject t the magazine completely. Choose the cover image This image will have to catch the reader’s eyes and draw them into reading the magazine because of the look of it. Design your masthead for you magazine The brand identity of the magazine lies in the masthead, a font style that is readable and aesthetically pleasing will be best for the magazine. Write body articles More than one article will help to collect the largest amount of information for the readership. Improve photos/Incorporate graphics The photos in the magazine need to be of a professional standard and to a high quality so that the target audience and those reading the magazine can compliment and appreciate the presentation. Decide on feature articles Feature articles are the articles that will be featured in the magazine and will hold the magazines unique content together with the overall presentation of the magazine. Place thumbnails The thumbnails will need to preview the article enough that the reader will know what will be in the article. Create table of contents Source Used https://www.lucidpress.com/blog/20 14/02/20/how-to-make-a-magazine- in-twelve-steps/
  • 17.
    Production Process ofKerrang Evidence I contacted Kerrang magazine to ask them about their production process but received no reply so I have included this screenshot of the email as evidence.
  • 18.
    Purpose The purpose ofthe magazine is to ‘inform’ (Katz) and entertain people who favour their music genre on the latest music for the bands. The magazine is very much based around the people that are a part of the ‘rock’ genre. The magazine meets the purpose as it contains highly detailed interviews and articles with rock artists and those related to the magazine. The magazine is mainly focused on rock and metal based music which limits the target audience and consumer range. The ideology of the magazine is to inform and entertain people who favour their music genre on the latest music for the bands. The magazine also provides live tour dates so that their consumers can actually meet the celebrities they have been reading about. The verbal code of the strapline “LIFE IS LOUD” connotes that everyone should like Kerrang. Verbal Codes Kerrang magazine focuses on loud and crashy and bold music and in this strapline they describe life as loud which draws readers into read the magazine which is life according to the strapline.
  • 19.
    Purpose - Magazinecontents page Consistent Colour Scheme There is a consistent colour scheme in use of red, yellow, black and white. The colour red connotes the idea of stopping, therefore is used on the contents page to make the reader stop and read what is on what page. Yellow would suggest bright and cheery, this is used on the contents page to show different sections of the magazine. White symbolises purity and is used here to show a clean background to the contents page. Black connotes something of a dark and sinister nature and is used here as a background to artists images, perhaps suggesting the nature of the music they produce. Images The use of an image that takes up most of the contents page and does not have a link to any rock artist is unusual as an artist would usually be here in this size as a pose to a member of a random audience at a concert. Layout The layout of the contents page is not very organised, this is maintaining the rough, tough rock image that the readership are looking for in this genre. The editorial has also been included at the bottom of the contents page, this connotes ownership with the contents page as suggests a contrast with the un-organisation of the genre making this a unique magazine.
  • 20.
    Meanings Verbal Codes Kerrang’s verbalcodes are the text that the magazine displays on the magazine. The verbal code “ROCK STARS WHO CHANGED YOUR WORLD” is a perfect example of how they use verbal codes connotes their genre of rock music. “Rock “ is literally written on the front cover and makes the reader very aware that they are in fact a rock magazine. Kerrang is a rock music magazine and their front covers clearly display this. On this particular front cover of Kerrang they have used non-verbal and verbal codes to show this. Non-Verbal Codes The magazine’s front cover has a picture of many rock music artists and does this as a constant feature for the magazine each week. This specific front cover has multiple rock artists such as: Billie Joe Armstrong, Gerard Way and Kurt Cobain. These are not only rock artists but very well known artists that symbolise rock music. Barcode The barcode for this magazine has the logo inside of it as well as the price and issue number. The connotations of the logo in the barcode are the consistency to advertise the magazine’s title. By having the logo in the barcode Headline The headline of Kerrang’s front cover is ‘ICONS’. The text is presented in a bold, bright and coloured format which draws in the readers’ attention as it is the biggest title on the page. Masthead The masthead has sharp, broken and destructive connotations. This matches the consistent style of Kerrang magazine because they are a punk rock magazine. Anchorage text The Anchorage text on the front cover makes the reader more interested in reading the article because it tells us that more rock artists are featured in the magazine, this makes the reader become more interested as more of the artists they like are in the magazine. Adverts/Freebies The advert on the front cover of this issue of Kerrang is the free download option for a festival. This encourages readers to buy the magazine in order to get the freebies advertised.
  • 21.
    Form and Style ColourScheme The colour scheme for Kerrang! is different in most issues. There are usually three colours which are across the whole of that issue. Yellow and black and mostly used in each issue. The form and style of the magazine has very dark and black colours. This connotes the style of rock music that they display in the magazine and lets the reader know whether this magazine is for them straight away. Something else on the magazine that denotes the form and style of the magazine is their constant use of colour schemes per issue.
  • 22.
    Form and StyleDimensions Thedimensions for Kerrang! magazine are 28 x 22 cm. This is roughly the standard and most common size. The standard size is 8 x 10 which is (20 x 25). Positioning Kerrang! magazine issues can be referred to as picture lead which means that they are very picture orientated. Every issue of Kerrang! has pictures on the front and inside which helps capitalize on the artist’s ‘star appeal’ (Richard Dyer). The images on the front cover pages are always in front of the masthead. This is to further their importance and to make them stand out more.
  • 23.
    Format There is adigital format of Kerrang available on the newsstand of the google play store for android. You can purchase an individual issue for £1.99, subscribe for £5.99 per month or £49.99 for a year. Form and Style Once you have purchased issue of the magazine it is downloaded onto your phone and then you can read it when you are on the go.
  • 24.
    Drop Capital A dropcapital draws attention to the interview and article instead of having readers just ‘flick through’ the DPS they will be drawn to read it because of the drop capital’s size. Consistent colour scheme throughout This double page spread of Kerrang magazine has a consistent colour scheme of black, red and white. The colour red connotes anger and fire which fits the stereotype that rock stars are angry and perform angry music as artists. Credit to interviewer The significance of giving credit to the writer and photographer is that it tells the reader who put the page together which adds a more personal touch to the whole DPS. Differential questions By having different colours for the different person speaking in the interview it allows the reader to be able to see who is the interviewee and interviewer.
  • 26.
    Appealing to thetarget audience The masthead is in a broken font style. This appeals to the readership and influences people who like rock music to read it because it looks like a rock music magazine with its broken, distorted and rough look. Each issue has an image of the main artist of the issue on the front cover. This utilises the ‘star appeal’ (Richard Dyer) of the artist which influences the target audience to read Kerrang! because the target audience are fans of rock music and would therefore see an artist they like and want to read about them. There is also an advertisement for a free poster and an exclusive article. This connotes that the article can only be found in this magazine issue which influences the target audience to read Kerrang!.
  • 27.
    Appealing to thetarget audience The language in Kerrang is informal. This appeals to the audience because stereotypically Kerrang magazine’s audience talk in this way, the magazine being informal may allow the audience to relax more when reading the magazine because its casual as a pose to a formal looking magazine such as Q or MOJO. With Kerrang using modern, casual and ‘slang’ language it appeals to the target audience because this makes the magazine fun to read and this furthers the rock music theme across the magazine, appealing to the audience. For example on the front cover to the right, the quote in the banner reads “IT’S A BIG MIDDLE FINGER!”. This is near explicit text and informal language which draws
  • 28.
    Appealing to thetarget audience On a Kerrang DPS the interview with the artist is about controversial and personal topics, this appeals to the target audience because it makes the reader learn more about the artist being interviewed and makes the DPS more unique if it is covering things that are controversial which no one else will cover.
  • 29.
    Spending Power Kerrang’s target audience’sspending power is low. This is because the demographic is E/D, this has most likely influenced Kerrang to price their magazine at £2.20 in the UK as everyone in this demographic can afford this.
  • 30.
    Katz’ Uses andGratifications Theory The uses and gratifications theory was made by theorist Katz. The theory depicts how we understand communication and how the media affects us. The theory suggests that people interpret the media they are consuming into their lives with ‘objectives’. Kerrang’s reader’s objectives would be to gain insight into themselves. This is based on the theme and mood of the magazine which is quite dark, this connotes how they may be a dark person. The typical reader of Kerrang! will be ‘informed & educated’ about the lives of rock artists in and outside of music performing. This allows the audience to indulge themselves in the lives of these artists and escape from their own. “The return” is very informative and is a USP for this issue.
  • 31.
    Hierarchy of Needs Thetheory was built by Maslow. The theory states that people do things for self-actualization, esteem, love/belonging, safety and physiological reasons. People would read Kerrang magazine to fulfill their esteem needs. This based on the simplicity of Kerrang magazine and the artists and bands that are featured in the magazine which have been involved in a rough upbringing, alcohol and drugs.
  • 32.
    Demographics Demographic: Demographics areused to pick out potential audience growth and to spot underperformance. All types of media are targeted to certain audiences. In relation to Kerrang, I think that the demographic for the magazine would be in the D/E sector. I think this because Kerrang is too un-formal for C1 and above as skilled office workers and those in ‘white collar’ jobs would not be interested in low-end showcase rock music.
  • 33.
    Psychographics Psychographics are partsof a specific media group which have been split up in the market to define a form of media’s reading group or target audience. The psychographics group that I think Kerrang’s readers fall into would be the strugglers. This is because they stereotypically buy alcohol and our disorganised. This matches with some of the types of artists in the magazine and the general look of the magazine may appeal to this psychographic group.
  • 34.
  • 35.
    Question 1 This setof results determine the age group for Kerrang magazine as they show that these set of readers are between 16 and 21. These are fairly young ages which connotes that Kerrang appeals to a younger audience than other magazines. It is important to be aware of the readership age range in order to make sure the articles included meet their needs.
  • 36.
    Question 2 These resultsshow that the content is in fact the most important feature in a magazine to its readers which means that the success and popularity of the magazine exists mainly on the content. The content of Kerrang magazine is mainly focused on the artists of the rock music genre which is clearly what readers want to see and read about.
  • 37.
    Question 3 These resultsshow that against other magazines MOJO and Q, Kerrang has a more favoured colour scheme. However, when it comes to the images used in the magazine the surveyors felt that Q used better pictures in their magazine. Kerrang has always had its unique and controversial font and these results show that the font has 30% more votes then the MOJO and Q font, this outlines the uniqueness of the font. On the other hand the results show how the headlines for Kerrang are not an appealing feature which the magazine needs to gain all support on top of the huge amount that they have already.
  • 38.
    Question 4 These resultsconfirm my theory about how the Psychographics for the audience of Kerrang magazine are those seeking security in the mainstreamer group. This suggests a difference in what I initially thought would be the predominant group, for example ‘strugglers’. On the other hand the audience could be aspiring to be mainstreamers as they strive for security whereas actually reading a magazine of any genre is really about escapism.
  • 39.
    Question 5 This surveyquestion’s results show that music magazines are not the most popular type of magazine. This reflects on the expectations of target audiences and the public. Film magazines tend to have very detailed information on their films and actors, since Kerrang is quite an ‘informal’ magazine the audience may feel that there is not enough detail in the information they include in their issues. It could reflect the needs of the average music fans which is to find out about their favourite artists and new and upcoming artists whereas film fans might be more concerned with the technology of the film industry.
  • 40.
    Question 6 The resultsshow that music magazine’s publishers do in fact make the outcome of the magazine better and successful. If a publisher has already produced a popular and successful magazine it could suggest that the readership will be more open to reading a magazine produced by the same publisher. Magazines produced by the same publishing house will also take advantage of synergy and market their produces on the pages of their own magazines.
  • 41.
    Question 7 This pieceof market research tells me that Kerrang magazine is not the most popular magazine among teenagers. If I wish to access the same target audience then it will be worth considering the ways in which the magazine uses form and style to present their articles.
  • 42.
    Question 8 This question’sresults show that ‘word of mouth’ is still an effective way of advertising. Young readers are more likely to sit and chat about an article they have read in a magazine with friends and encourage them to do the same so that they have something to converse about. Including captions such as ‘tell a friend’ or ‘recommend to a friend’ could be an effective may to increase market share.
  • 43.
    Question 9 This questionshows a direct relationship between the style, font and form of a magazine and its proposed readership. It is clear that people are drawn to certain colours and images when deciding whether to buy a magazine or read an article. It also suggests that front covers and mastheads are key selling points for magazines. It is vital to have a USP that is clear to a potential reader.
  • 44.
  • 45.
    Reviews http://www.reviewcentre.com/reviews9591.html#Reviews On the ‘reviewcentre’ Kerrang magazine has mostly positive reviews except for one review where the writer states how the magazine has changed from a classic rock magazine to modern stereotypical magazine. The positive reviews however suggest the complete opposite and how well that the magazine is written and how it is ‘awesome’. One particular review states that the posters the magazine give away are an important feature to them, I will reflect on this when creating my own magazine as promotional giveaways are important to my audience and Kerrang’s.
  • 47.
    Advertising: How doesBauer advertise Kerrang! magazine? Social Media Facebook is extremely popular in the modern age and Kerrang have taken advantage of this by creating their own Facebook page. The page has got 717,901 likes. This means that almost 720,000 people can see information and promotion for Kerrang issues without even having to click onto the page itself. This is reaching a wide range of people and this is only the people who are on Facebook let alone the people who like it outside of social media sites. Kerrang’s audience is huge.
  • 48.
    Advertising - SocialMedia Joined twitter in 2009 Kerrang magazine has ‘535K’ followers on twitter. This not only publicises the magazine but advertises its popularity. By doing this they are showing their audience or people debating to read the magazine that they are a good magazine of high quality which is why they have so many people following them. With Kerrang on twitter it connects them to a young audience that is constantly using social media. With so many young people on twitter currently and reading magazines Kerrang have taken advantage of social media and created the perfect way to gain the most readership and popularity possible.
  • 49.
    Advertising - KerrangRadio Kerrang furthers their existence on their own radio station called ‘Kerrang! Radio’. The radio station is on the web where you can listen live and you can listen on the radio. The radio station advertises Kerrang because if people like the radio station then they will be more likely to buy the magazine as they both have similar if not the same content.
  • 50.
    Distribution Network is Australia’slargest magazine distribution and subscriptions management company and has a market share of 53% of copies sold at retail and 52% of the consumer subscriptions market. Network represents 270+ publishers and sells over 170 million copies of magazines, worth over $500 million in retail sales. With over one million subscribers, Network’s subscriptions team manage Australia’s largest consumer subs business. Network’s distribution reach also covers New Zealand for both retail and subscriptions through its sister company Netlink Distribution. http://www.bauer- media.com.au/services/distribution
  • 51.
    Retail Outlets Kerrang isavailable in the following shops • WHSmith • Newsagents • Online -Their website www.Kerrang.co.uk • Sainsbury's • Tescos Buying Kerrang! online To buy Kerrang online you need to log onto their website and select the tab at the top of the page which reads “Get K!”. Once on the page you can select the issue you wish to purchase and then you will be redirected to a page dedicated to that issue and describe the issue’s content.
  • 53.
    Stereotypes A stereotype isa widely held but fixed and oversimplified image or idea of a particular type of person or thing. In Kerrang magazine they refer to ‘rock stars’ as sex, drug and bad mouth fuelled punks that appear ‘cool’ and as idols. Other stereotypes that Kerrang magazine use are the angry mood of the rock stars. On every front cover that Kerrang has all the artists featured on it possess angry faces which suggest that all rock stars are angry and reckless, this creates a bad influence for those who read Kerrang as they read with a negative image of the artists, making their interviews (populating them) pointless. Ethical Issues
  • 54.
    Relevant Issues ofrepresentation This rock artist on the front cover of this magazine appears as the stereotypical rockstar. The artist connotes unhygienic and a drunk stereotype which could influence Kerrang’s readership to follow. If a younger audience was to see an image like this on the front cover of a ‘famous’ magazine then it may allow them to think that it is ok to do these things if you are famous or not and could lead to further promotion of inappropriate behaviour in society. This is a good example of how a rock artist can be completely misrepresented. This would be considered a negative role model as most adults wouldn’t see this as a socially acceptable way to behave. The magazine lacks positive role models for its readers. The hypodermic needle theory would suggest when applied to this topic that if other readers and audiences were to see this influential artist’s image, they would be inclined to follow the artist’s actions/behaviour.
  • 55.
    Relevant Issues ofrepresentation John Berger (1972) – “Men act, women appear” The theory suggests that men look at women and women watch themselves being looked at. This theory applies to Kerrang! because if a woman is used to draw in the attention of a male member of the public then they are more likely to receive material gain, for example if Kerrang use a stereotypically attractive woman to advertise the magazine then male readers (the main focus in the target audience) are more likely to purchase the magazine. Laura Mulvey (1975) – ‘Male Gaze’ ‘Male Gaze’ is a theory that suggests film audiences have to view characters from the perspective of a heterosexual male. This applies to Kerrang! because if the front cover contains a woman and she is presented in a sexual manner then the theory suggests that a reader would be ore likely to purchase the magazine. If Kerrang! used a female front cover, for example the issue to the right, then male readers which are their main readership would be more likely to buy the magazine issue due to their mode of address (eye contact) and seductive body language.
  • 56.
    Legal issues One ofthe legal requirements, for the lead editor of a magazine is that they have to follow the ‘Editor’s code of practise’ as set out by the PCC ( Press complaints Commission). This code sets out a number of requirements that editors have to follow when publishing their magazine. The IPSO have since superseded PCC as a governing body for magazine regulations. Accuracy The code of practise states that the press must not publish inaccurate or misleading information, including pictures. If there is an issue where great inaccuracy is the case, a published apology is required where appropriate. Discrimination The press have to avoid references of an inappropriate nature involving an individual's race, gender, religion, sexual orientation or disability. Confidential Sources If confidential information is given then the source must remain confidential as journalists have a moral obligation to do so. http://www.pcc.org.uk/cop/practice.html
  • 57.
    Role of relevantregulatory bodies - IPSO IPSO is an organisation that is in charge of enforcing the ‘Editor’s code of practise’. By enforcing this code, they help to maintain the highest professional standards. If you wish to make a complaint, you can make it directly through IPSO and they also handle issues of harassment. https://www.ipso.co.uk/IPSO/cop.html
  • 58.
    Editor’s Code ofPractice 1. Accuracy i) The Press must take care not to publish inaccurate, misleading or distorted information or images, including headlines not supported by the text. ii) A significant inaccuracy, misleading statement or distortion must be corrected, promptly and with due prominence, and — where appropriate — an apology published. In cases involving IPSO, due prominence should be as required by the regulator. iii) A fair opportunity to reply to significant inaccuracies should be given, when reasonably called for. iv) The Press, while free to editorialise and campaign, must distinguish clearly between comment, conjecture and fact. v) A publication must report fairly and accurately the outcome of an action for defamation to which it has been a party, unless an agreed settlement states otherwise, or an agreed statement is published. 2. *Privacy i) Everyone is entitled to respect for his or her private and family life, home, health and correspondence, including digital communications. ii) Editors will be expected to justify intrusions into any individual's private life without consent. Account will be taken of the complainant's own public disclosures of information. iii) It is unacceptable to photograph individuals, without their consent, in public or private places where there is a reasonable expectation of privacy.
  • 59.
    3. *Harassment i) Journalistsmust not engage in intimidation, harassment or persistent pursuit. ii) They must not persist in questioning, telephoning, pursuing or photographing individuals once asked to desist; nor remain on property when asked to leave and must not follow them. If requested, they must identify themselves and whom they represent. iii) Editors must ensure these principles are observed by those working for them and take care not to use non-compliant material from other sources. 4. Intrusion into grief or shock In cases involving personal grief or shock, enquiries and approaches must be made with sympathy and discretion and publication handled sensitively. These provisions should not restrict the right to report legal proceedings. 5. *Reporting suicide When reporting suicide, to prevent simulative acts care should be taken to avoid excessive detail of the method used, while taking into account the media's right to report legal proceedings. 6. *Children i) All pupils should be free to complete their time at school without unnecessary intrusion. ii) They must not be approached or photographed at school without permission of the school authorities. iii) Children under 16 must not be interviewed or photographed on issues involving their own or another child’s welfare unless a custodial parent or similarly responsible adult consents. iv) Children under 16 must not be paid for material involving their welfare, nor parents or guardians for material about their children or wards, unless it is clearly in the child's
  • 60.
    interest. v) Editors mustnot use the fame, notoriety or position of a parent or guardian as sole justification for publishing details of a child's private life. 7. *Children in sex cases The press must not, even if legally free to do so, identify children under 16 who are victims or witnesses in cases involving sex offences. In any press report of a case involving a sexual offence against a child - i) The child must not be identified. ii) The adult may be identified. iii) The word "incest" must not be used where a child victim might be identified. iv) Care must be taken that nothing in the report implies the relationship between the accused and the child. 8. *Hospitals i) Journalists must identify themselves and obtain permission from a responsible executive before entering non-public areas of hospitals or similar institutions to pursue enquiries. ii) The restrictions on intruding into privacy are particularly relevant to enquiries about individuals in hospitals or similar institutions. 9. *Reporting of Crime i) Relatives or friends of persons convicted or accused of crime should not generally be identified without their consent, unless they are genuinely relevant to the story. ii) Particular regard should be paid to the potentially vulnerable position of children who witness, or are victims of, crime. This should not restrict the right to report legal proceedings.
  • 61.
    10. *Clandestine devicesand subterfuge i) The press must not seek to obtain or publish material acquired by using hidden cameras or clandestine listening devices; or by intercepting private or mobile telephone calls, messages or emails; or by the unauthorised removal of documents or photographs; or by accessing digitally- held information without consent. ii) Engaging in misrepresentation or subterfuge, including by agents or intermediaries, can generally be justified only in the public interest and then only when the material cannot be obtained by other means. 11. Victims of sexual assault The press must not identify victims of sexual assault or publish material likely to contribute to such identification unless there is adequate justification and they are legally free to do so. 12. Discrimination i) The press must avoid prejudicial or pejorative reference to an individual's, race, colour, religion, sex, gender identity, sexual orientation or to any physical or mental illness or disability. ii) Details of an individual's race, colour, religion, gender identity, sexual orientation, physical or mental illness or disability must be avoided unless genuinely relevant to the story. 13. Financial journalism i) Even where the law does not prohibit it, journalists must not use for their own profit financial information they receive in advance of its general publication, nor should they pass such information to others. ii) They must not write about shares or securities in whose performance they know that they or their close families have a significant financial interest without disclosing the
  • 62.
    interest to theeditor or financial editor. iii) They must not buy or sell, either directly or through nominees or agents, shares or securities about which they have written recently or about which they intend to write in the near future. 14. Confidential sources Journalists have a moral obligation to protect confidential sources of information. 15. Witness payments in criminal trials i) No payment or offer of payment to a witness – or any person who may reasonably be expected to be called as a witness – should be made in any case once proceedings are active as defined by the Contempt of Court Act 1981. This prohibition lasts until the suspect has been freed unconditionally by police without charge or bail or the proceedings are otherwise discontinued; or has entered a guilty plea to the court; or, in the event of a not guilty plea, the court has announced its verdict. *ii) Where proceedings are not yet active but are likely and foreseeable, editors must not make or offer payment to any person who may reasonably be expected to be called as a witness, unless the information concerned ought demonstrably to be published in the public interest and there is an over-riding need to make or promise payment for this to be done; and all reasonable steps have been taken to ensure no financial dealings influence the evidence those witnesses give. In no circumstances should such payment be conditional on the outcome of a trial. *iii) Any payment or offer of payment made to a person later cited to give evidence in proceedings must be disclosed to the prosecution and defence. The witness must be advised of this requirement.
  • 63.
    16. *Payment tocriminals i) Payment or offers of payment for stories, pictures or information, which seek to exploit a particular crime or to glorify or glamorise crime in general, must not be made directly or via agents to convicted or confessed criminals or to their associates – who may include family, friends and colleagues. ii) Editors invoking the public interest to justify payment or offers would need to demonstrate that there was good reason to believe the public interest would be served. If, despite payment, no public interest emerged, then the material should not be published.
  • 64.
    What does Kerrang!have to be accurate with? Kerrang! has to be accurate with any information it displays or publishes, for example when interviewing the artist for the DPS the information that they gave to the editor had to be correct and word for word what the artist said and not inaccurate responses or information. For example, the front cover above has a verbal code quoted from the artist, it is in speech marks which highlights that the artist has said this and that it is ‘accurate’ information
  • 65.
    What does Kerrang!have to avoid discriminating against? Kerrang! have to avoid making racist, prejudice, homophobic comments and discriminating in similar areas. To avoid this, Kerrang! have to review each issue of the magazine before it is published and they have to compare it with the editor’s code of practice to ensure that they have not discriminated against anyone or any topic. Most issues of Kerrang! Magazine feature white music artists on the front cover, if a member of the audience in the black ethnic group was to see an issue of Kerrang! then they may feel excluded from the magazine because of the lack of black artists which suggests favor over one ethnic group than the other.
  • 66.
    How Kerrang! upholdsthese regulatory issues Kerrang! upholds these regulatory issues because on their website at the footer there are several links under the ‘ABOUT’ tab which users or readers can contact the magazine, file a complaint and even read their privacy or ‘The Legal Stuff’. When clicking on ‘ The Legal Stuff’ it will re- direct you to Bauer Media’s legal page. On this page the user can see the Terms of Use. If you click on the complaints then you will be redirected to Bauer Media where there is information on how to complain and what a complaint is.
  • 67.
    How to makea complaint complaints@ipso.co.uk
  • 68.
    Copyright One of themain things a magazine has to concern themselves with is copyright, copyright is the process of using someone else's work or information and publishing it without authority or permission provided by the original author/source. If a magazine does carry out copyright then they can be sued for it. If a magazine wishes to protect any of its written work then journalists make their artists intellectual property. This can protect it from being used elsewhere without permission. https://www.gov.uk/intellectual-property-an-overview
  • 69.
    Watermark What is awatermark? A watermark is a digital stamp which can be used by businesses to show the product is theirs and can also be used to display ownership of the business in the product. This is relevant to Kerrang! because it is important to protect the intellectual property of the magazine otherwise it will lose uniqueness and brand identity.
  • 70.
    Conclusion To conclude thisunit I have found that Bauer are currently standing at position 8 in the global magazine market with nearly $400 million from circulation of their producst alone. Bauer publishes Kerrang! which is an immensely successful music magazine. I have also learnt in this unit how magazines protect themselves legally and how to make sure that they are not subject to discrimination or inaccuracy.