Unit 13 LO1

OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 13:
Planning and Pitching a Print based Media
Product
P1 Evidence
Name: Amelia Morris
Candidate Number: 4150
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

Contents
About my NME : Slide 3
Genre of NME: Slide 4
Frequency and Circulation: Slide 5
Purpose/Brand ethos/strapline
connotation and publisher comments:
Slide 6
Format of NME(Dimensions and
style): Slide 7
Analysis of Contents Page: Slide 8
Analysis of interview with Dave Grohl:
Slide 9- 10
Analysis of article with Alec Turner
and Noel Gallagher: Slide 11
Front Cover and annotated codes and
conventions: Slide 12-13
Double Page Spread (DPS) and
Annotated Codes & Conventions: Slide
14-15
Structure of NME front cover: Slide 16-17
Denotations and Connotations of the Front
Cover: Slide 18-19
Denotations and Connotations of the DPS:
Slide 20-21
Products advertised in NME: Slide 22-24
How is NME magazine marketed (advertised)
in order to maintain its status as a Market
Leader?: Slide 25-28
Production Process: Slide 29-31
Target Audience: Slide 32-36
Distributor Of NME: Slide 37
Retailers: Slide 38
Price of NME: Slide 39-40
Social Media: Slide 41
Conclusion: Slide 42

• The publisher of NME magazine is IPC media and Time Inc Ltd.
• The NME Magazine stands for New Musical Express, which was founded by
Theodore Ingman.
• The original format of NME was in a broadsheet newspaper and later changed into
a magazine format during the 1980’s and 90’s.
• It is a British weekly music magazine, which has been published since the 7th
March 1952.
• It is greatly known with its rock, alternative and indie music genre.
• The Publishers IPC media also own many other magazine brands which are Uncut,
InStyle, RugbyWorld, Decanter, Now and many more.
• As of July - December 2013, 19,491 copies of NME were sold and distributed.
• NME magazine is very different to other music magazines. They like to introduce
new and upcoming artists and bands. NME believe that their magazine isn’t
mainstream, they don’t focus on just one genre, they prefer to focus on a range of
good quality music.
• NME have a lot of student fans, which is shown through their vision of being cool!
www.nme.com
http://www.nme-magazine.com/about_us/
About NME

Genre Of NME
The genre of NME is mainly alternative rock and indie rock. They do not
believe or introduce mainstream artists/bands. They like to stick to this genre
type and introducing new unique and upcoming bands and artists that their
target audience might enjoy. Artists/bands include: Artic Monkeys, Royal
Blood, Oasis, The Black Keys, George Ezra, Ed Sheeran, BASTILLE, Miles Kane,
Jake Bugg, Coldplay, and lots more.
www.nme.com
http://eil.com/shop/genre/genre_list.asp?Genre=MALT&GenreName=NME+Indie%2FAlter
native+Artists

Frequency and Circulation Figures of NME
NME is a weekly Magazine ever since the 7th March 1952.
As of July - December 2013, 19,491 copies of NME were sold and distributed. Ever
since the first half of 2014 to August 2014, NME have suffered an almost 19 percent
decline in magazine print and digital circulation, which left it with only 15,830 print
and digital copies being sold.
http://www.abc.org.uk/Certificates/46957661.pdf

Purpose of NME
NME Brand Ethos/Values
NME believe in new and upcoming bands and artists. They do not promote any mainstream
artists. They very rarely advertise music that have been in the charts.
Strapline connotations
NME strapline is “New Musical Express”, which is what NME stands for. It suggests that they
want to advertise and promote the likes of new and upcoming bands and artists so that
their readers will be able to check them out and see if they like them.
Publisher comments
Time Inc/IPC media who are one of the UK’s consumer magazine and digital publishing
company, including NME. They state the following:
“NME is at the forefront of a music culture – setting agendas, instigating debate and
championing exciting artists of all genres”
Source: http://pmediaas.blogspot.co.uk/2013/11/developing-brand-identity-and-
brand.html

Format of NME
Print Media Magazine?
The original format of NME was in a broadsheet newspaper and later changed into a magazine format during the 1980’s
and 90’s.
Dimensions and size of NME?
The dimensions of NME currently and during the 1950’s – 1970’s are as follows.
NME Broadsheet newspaper(1950’s- 70’s) size = 600 x 750 mm
Current NME Magazine size = 283mmX225mm
Source: http://www.slideshare.net/zlorhenley/nme-media-informationfull-2011
What is the Style of NME?
NME Magazine is presented in a printed and online version. You can access NME news everywhere and anywhere you go.
On your laptop/PC/IPAD/Mobile Phone Apps. They seem to promote new and upcoming bands and artists in the indie
rock/alternative rock/ rock/folk and acoustic singer/ songwriters.
They display their logo and brand colours throughout their printed magazine, website and all apps on mobiles and IPADS.
This is to reassure their readers that they know what they are reading. When they see the NME eye catching grabber of a
logo they will automatically recognise what their product is and what the content they produce is about.

Codes and Conventions NME Contents Page
The masthead is placed to the
top left of the contents page just
like on the front cover to
reassure their readers of what
they are reading. It will also
improve their brand identity,
which is a way of using their
brands visual elements i.e. logo
and colour scheme so that their
readers are aware of who they
are.
The masthead colours
red, white and black
are used throughout
the contents page to
increase the brand
identity.
The advertisement is in bright,
bold yellow font, which grabs the
attention of the reader by
informing them about subscribing
to NME to get cheaper deals with
the next issue.
The page numbers are
in bright red font which
stands out.
Content of NME Magazine
A typical NME issue in
terms of content consists of
‘news’, whereby the
readers are ‘informed’
(Katz) about the latest
breaking news in the music
industry, “Radar”, whereby
NME can inform their
readers specifically about
new bands/ artists in hat
issue. “Reviews”, whereby
NME can inform their
readers about what reviews
are in that specific issue, for
example album, track or
film, “LIVE”, where NME
can inform there readers
about their upcoming gigs
and festivals. Finally the
“Features”, whereby NME
can inform their readers
about
sponsors/advertisements ,
for example Spotify, which
is a software which allows
you to listen to music
wherever you are on all
platforms, laptop, PC,
mobile phone and tablet
(IPAD).

Content of NME printed issue
Analysis of Interview with “Dave Grohl”
in NME Magazine
This is an interview with the
lead singer/guitarist from the
Foo Fighters “Dave Grohl” The
Main Image is of Dave Grohl is
spread out across the whole 2
pages. The page on the left has
the stand first and the drop
capital is imbedded at the start
of it.
The main headline is in bold black font with a yellow
highlight behind it. This makes it stand out and make it
more clear to read.

Analysis of Interview with “Dave Grohl”
in NME Magazine (Continued)
The pull quote which
states “Almost every
song goes off on some
psychic odyssey” says
Nate Mendel.
It is placed in the
centre of the page. In
between the two
columns of text.
An image is
placed at the top
of the interview.
The interview
question is in bold
text whereas the
answer provided by
the Foo Fighters is in
regular text. This is
repeated throughout
the interview.

Analysis of article with Noel Gallagher and Alex Turner
in NME Magazine
Main Image of the
lead singers (Noel
Galager and Alex
Turner) from both
Oasis and Artic
Monkeys
Main Headline:
“It’s Noal Vs Alex
Alex Turner and
Noel Gallager go
head to head as
we unveil this
years
nominations
shortlist”.
Pull Quote:
“ Seven
Nominations is that
all? My time would
come as best
dressed male” Noel
Gallagher
Article split into 3
columns.
Promotion: NME
Awards
Drop Capital used to
start off the article.

Front Cover and annotated codes and conventions
Masthead – The Masthead is
the name of the magazine.
They are usually abbreviations
of long titles which tells
readers a little bit about the
background of the magazine
the font style is Big, Bold and
red text, which automatically
stands out to the reader.
Cover lines – These are short
statements that describe the
articles inside the magazine.
The purpose of them are to
attract readers into buying the
magazine.
Date of issue – “12th
November 2011”.
Presenting the date
on each issue means
that consumers know
when it was published
and how long this
issue is being sold for
until the next issue
comes out.
For this particular issue the
is no strapline but usually it
appears beneath the
masthead.
The strapline is simply what
NME stands for which is
“New Musical Express”

Front Cover and annotated codes and conventions
Magazine
promotions – The
promotions are
again to attract the
readers to buying
the magazine by
giving away free
gifts i.e. posters,
tickets to gigs, free
cd’s etc.
Price- £2:40
Barcode – This
gives shop
assistants the
scan code to be
able to pay for
the magazine.
Main headline – This
outlines the main story
within the magazine.

Double Page Spread (DPS) and Annotated Codes & Conventions
The headline is used to
quickly and briefly draw
attention to the story. In this
case “THE VACCINES” Is big
and bold. The remaining part
of the headline is beneath
“They’ve been together for
under a year, but are already
being talked up as the
biggest guitar band of 2011.
Jamie Fullerton finds they’re
more than happy with the
plaudits.”
Main image- This is
presented over half
of the DPS, which
suggests that NME
want to promote
“The Vaccines” to
show how good,
fresh and new they
are and to increase
their fan base. Pull quote is a snippet of
the content that stands out
from its surroundings to
grab a reader's attention
as they scan pages. From
this DPS the pull quote
states “ We are a pop band
and want to be a pop
band”(Justin Young). This
suggests to the reader the

Double Page Spread (DPS) and Annotated Codes & Conventions
Continued
Page number: This is
presented at the right hand
bottom corner.
Drop Capital –
They are used in
articles mainly
as a decorative
tool but also it
grabs the
attention and
guides the
reader into the
article.

NME Magazine Front Cover and Meanings behind the key features
Structure of NME front cover
The Logo is bright and
bold the colours used are
red, white and black they
use red for the text
because it stands out and
red symbolises sex and
death which is what rock
music is associated with.
They used white round
the outline of the name
because it will make
the NME stand out
even more. Black is the
background because
black is like the colour
of rock music.
The photograph on the
front cover is of a famous
tv programme Called
Skins that is based
around teenagers and is
aimed at the rock/indie
teenagers which
therefore means that the
audience of skins will
most likely enjoy reading
NME.

NME Magazine Front Cover and Meanings behind the key features
Structure of NME front cover
The texts used are bold
and bright they stand out
and this will instantly
attract the reader
because it will draw
them into the magazine.
The texture of the
magazine is
grainy/matt, which
suggests to the reader
that the magazine isn’t
to expensive and is
affordable.
The layout of this magazine
is asymmetrical, which
means that pictures, the
context and adverts used
are overlaying each other
and it lacks symmetry.
Readers of this magazine
will be drawn in by the big,
bold and bright colours
used.

Denotations and Connotations of the Front Cover
The denotation of the
masthead of the NME
Magazine is NME ”New
Musical Express”.
The are many connotations of
this e.g. it is the colour red
which suggests that they are
passionate about their
magazine.
The denotation of the main
image is the famous indie-rock
band “Artic Monkeys”. The
connotations of this is that they
are giving the audience of NME
some form of star appeal because
they are such a popular rock
magazine and NME want to
represent their magazine through
the “Artic Monkeys.”
The denotation of
the main heading
is the “Are you
ready for us then?
On the road and
on the run with
the new-look
Artic Monkeys” .
The connotations
of this is that NME
are proud and
want to show that
the Artic Monkeys
are on tour with a
brand new look.

Denotations and Connotations of the Front Cover
The denotation of the
shot type of the main
image is a mid- shot. The
connotations of this is that
Alex Turner(Lead
singer/guitarist) is
positioned in the
foreground of the front
cover and the rest are in
the background this
portrays that Turner is in
power and the leader of
the group The denotation
of the barcode
is usually placed
in the corner of
the magazine
and is £2:40.
The
connotations of
this is that it
looks realistic.

Denotations and Connotations of the Double Page Spread
This medium shot of the
Artic Monkeys fills up the
whole of the first page. The
positioning of the band is
two at the front and two at
the back. The lead
singer/guitarist is at the
front, which further
suggests to the audience
his lead role.
The promotion in the top left corner of the first page
“Playing Reading and Leeds” stands out from the rest of
the neutral colours on the page. It not only promotes the
“Artic Monkeys” but the festival too. The colours black
yellow and red are recognisable to the target audience as
it is iconic to the genres of rock, alternative, punk and
metal, where they tend to dominate.
The mise-en-scene of the bands
clothing are mainly blues and
demin.

The headline “The
Joshua Code”
connotes the relation
of how the “Artic
Monkeys” got help fro
Josh Homme from
Queen of the Stone
Age for the album
Humbug. The title has
two different fonts,
one serif and one sans
serif. This could reflect
back to when the Artic
Monkeys and Queen
of the Stone Age were
together.
By-line of who wrote the
article and took the pictures.
The drop capital and the stand first introduces
the band in bold and sets the tone of what the
article is going to be about. Straplines can also be
build up hype for the band, for example “Out of
the dessert and into the headline slot.

Products advertised in NME
The first product/service that is advertised
in NME Magazine is the NME mobile app,
which shows 3 images of the IPhone and the
NME app in use. Its purpose is to keep fans
updated daily on the latest news, essential
reviews and the best photos, wherever you
are!
The reason why this advert has been
selected for the magazine is because the
readers of NME magazine are between the
ages of 17-30 and this age group are more
likely to use a smartphone, like the IPhone
than those older than 50. Also the
style/genre of music is more to that age
group.
Source: NME September 2014 issue (hard copy
version).

The second product that is advertised in NME Magazine is advertising Artic
Monkeys new album “SUCK IT AND SEE” and also that they are playing live at the
Hollywood bowl.
The reason why this advert has been selected for NME magazine is because NME
want to persuade it’s music lovers to buy Artic Monkeys album because of their
indie rock influences. This is also what NME are and the type of music they want
to promote.

The third advertisement that I have chosen is The MacBeth
in London. It is advertising that Jack Daniels has taken over
the East London venue “The Macbeth” as part of a new music
programme called Jack Rocks, which entails a series of live
gigs. It is informing the readers of NME know that it is going
to be starting from the 15th September 2014. Also if you head
to the NME.com/jacksplace you will have a chance to win
tickets to be there.
The reason why this advert has been selected for the
magazine is because NME along with Spotify are both
promoters of the programme. Also the music that will be
performed will be of the indie/rock genre.
Source: NME September 2014 issue (hard copy
version).

How is NME magazine marketed (advertised) in order to
maintain its status as a Market Leader?
There are a variety of marketing techniques in which NME use in order to maintain its high status. These
include billboards, social media, merchandising, website (NME.com, NME Radio station and mobile phone and
tablet apps.
Billboards
Here are a selection of billboards in the USA, advertising three of the
most well- known artists, David Bowie, Marvin Gaye and Stevie
Wonder.
NME use billboards as a form of advertising because they are
extremely eye catching. They are designed to automatically catch a
persons attention and create an memorable impression very quickly
when they drive past. In order to leave them thinking about the advert
when they have driven past. They also have to be easy to read in a very
short time because they are most likely read while driving passed at
high speeds. This is usually only a few words, in large print, and a
humorous or serious image in brilliant colour.
NME use billboards in order to maintain their high status because it is
a great way to tell people about the product and what they are about
and so that they can increase their sales.

Social Media
NME Magazine mostly market their magazine on social media as it has become
a massive part of today’s society and especially the target audience will use
social media regularly to keep updated on NME news.
Facebook
YouTube Twitter

NME Website: NME.com
This is the NME online website, which is anther source where lots of
marketing and advertising takes place.

Merchandising
Through research, I have also discovered that NME have an online store with lots of branded
t-shirts of their favourite bands and/or artists, CD’s and vinals. Merchandising is an excellent
way to promote their magazine because it increases their readership and magazine sales.

Pre-Production Stage
Date of publication - This is the first stage of the production
process, whereby the whole team get together and decide on a
date to publish their magazine.
Managing the schedule - This stage of the process is very
important because every team member has to make sure they
contribute to their role and keep to their deadline.
Editorial and budgetary decision – During this stage of the
production process, the editorial team get together to decide upon
what they are going to include in that issue that week. They also
have to make the decision on the budget, they look to see how
much money they have available and how they are going to spend
it.
Source: http://hosbeg.com/the-magazine-production-process/

Production Stage
Content Acquisition – During this stage, they have to collect all the content for that
through house staff writers and through external writers.
Sub-editing – This stage focusses on quality control. This involves checking upon
accuracy on all facts included in all articles, spell checking all words included, checking
on the punctuation and grammar, making sure all articles follow the same house- style
and finally working on the layout of the magazine.
Page Layout – At this stage of the process, the layout team get together to produce
the magazine. They use very powerful Desktop Publishing (DTP) programs such as
InDesign or Pagemaker to get the job done. It is at this stage where adverts from
advertisers are placed into the content of the magazine.

Post-Production Stage
Proofreading - Once the editing is complete they print a hard copy and proof
read over everything included
File emailed to printer – At this stage of the process the pre- press come in to
check and make sure that all the correct fonts and images are with the file.
Distribution
Lastly, all the magazines will be packaged and sent the warehouse and then
from there to all retail stores to be sold to the public.
The Production Process in relation to NME Magazine
However in terms of NME, they plan a couple of weeks in advance and each
department have their own responsibilities in bringing the magazine together
i.e. reviews, features, photoshoots, the design and layout etc.
They have a new issue out weekly.

Target Audience of NME Magazine
Katz Theory (Uses and Gratifications)
Personal Identification- This is when the audience can relate to a character/ band/artist or their
situation.
From carrying out my own research NME readers will
Personal Relationship- This is when the audience builds up a bond with a band/ artist/character,
depending on what the media type is.
Inform and educate- This is where the audience gains a better understanding of a particular
subject i.e rock/indie/alternative music genre.
Entertainment and Diversion – This is where the audience can escape from reality and immerse
themselves in the media type i.e. magazine.
Relating this theory to NME magazine
However from my own knowledge and understanding, the audience of NME Magazine probably
will create a personal relationship and also NME will inform and educate those about new and
up-coming music.

Maslow’s Hierarchy of needs
Social Climbers – This is where the audience are driven by improving their
status in society.
Caregivers – This is where the audience sympathise with the band/ artist
situation.
Explorers – Where the audience is driven by social change.
Survivors – Audience members who want the security and routine of knowing
the characters will be ok for example, or something will be resolved.
In relation to NME Magazine, the target audience would fall under Caregivers
because they will sympathise with the favourite band or artist.

Hartley’s seven subjectivities
1. Age
2. Gender
3. Class
4. Ethnicity
5. Self Image
6. Nation
7. Family
Hartley’s theory is one of the many ways used to target audiences. From my own
knowledge and understanding, the audience of NME magazine is men aged 17- 30,
who enjoy rock/indie and learning about new and up-coming music. They are many
British who buy the hardcopy of the magazine as it is a British magazine, but the
website version is open worldwide.

Socio –Economic needs
Socio Economic needs/status or demographics
are in place to measure or classify an individual
or family’s economic and social position which
is based on their education, income and
occupation. The media stereotype individuals
into groups they think they should be.
In terms of NME Magazine. They would come
under B, C1 and E. This is because NME targets
those between 18 and 25. Those who have a
social grade of B are teachers, are creative
people and work in the media. Most NME
readers are hopeful to be this successful with
their career. NME readers will also have a
social grade of C1 because they are those who
work in a office environment, are junior
managers, nurses etc. They can also have a
social grade of E because some NME readers
will be students at college and university.

Psychographics is a way of describing or
categorizing an audience in groups in
terms of their personality, values,
opinions, attitudes, interests and their
lifestyle. Here is an example of the
groups used:
In terms of NME magazine. They would
come under Explorers and reformers.
This is because the target audience is
those aged between 18 and 25. They
target both males and females but
appeals more to men.
A reader of NME will have energy,
enthusiasm, will want to know more
about new and upcoming music and
other media topics for instance films .
They will be independent, have personal
growth, and an urge of social awareness.
Psychographics

Distributor Of NME
The company which not only produces, but also distributes NME
Magazine is IPC Media (Time Inc.). IPC Media are a huge leading UK
consumer magazine publisher who distribute over 80 magazines.
Marie Clare, Look Magazine, Women&Home, WhatsOnTV, UNCUT and
many more.

Retailers
There are many retailers that sell the printed copies of NME magazine all around the
UK. These consist of:
Here is when I went to purchase a copy of NME in WH Smiths:

Price
The price of a typical NME issue to buy from a retailer for
example WH Smith is between £2:20 - £2:50.
Subscriptions
To subscribe to NME on a 3 month, yearly or 2 year base plan.
There are two options.
• A print version
• A Digital version (Access on your
• IPHONE or IPAD).
Source: http://www.magazinesdirect.com/az-magazines/n/6756/nme.thtml
These shows all the methods of paying for a print subscription. You can
either pay for a 3 months subscription, which is for 12 issues and will
cost £20.49, which means that if you were to pay for 12 issues over a 3
month period costing £2:50 per issue without a subscription would
cost you around £30.00. This also means that you could be saving up
to £9.51 if you choose to subscribe. You can also pay for a 1 year
subscription, the same as 51 issues which would cost you £88.99. If you
were to pay this without a subscription it would cost you £127.50. This
means that you could be saving up to £38.51 if you choose to
subscribe.
Magazine Direct also offer a 2 year subscription for 102 issues, which
would cost £164.99. This means that if you were to pay for 102 issues
every week over 2 years from a retail store costing £2.50 without s
subscription it would cost you a total £255. This also means that you
could be saving up to £90 if you choose to subscribe on this plan.

Price(Continued)
This shows all the methods of paying for a digital subscription. Similar to the
print subscription deals. You can either pay for a 3 month subscription, which
would cost you £13.99, which means that if you were to pay for 12 issues over a
3 month period costing £2:50 per issue without a subscription would cost you
£30.00. This means that you could be saving up to £16.00 if you choose to
subscribe. You can also choose to pay for a 1 year subscription, which would
cost you £59.99 for 51 issues. However if you choose to pay for these in a retail
store you could be spending up to £127.50. This means that you could be saving
up to £67.51, if you choose to subscribe.
Source: http://www.magazinesdirect.com/az-magazines/n/6756/nme.thtml

Social Media
NME Magazine mostly market their magazine on social media as it has become a
massive part of today’s society and especially the target audience will use social media
regularly to keep updated on NME news.
Digital Copies
They also have an app so you can
access NME News and Updates on
your Mobile phone, IPAD, laptop and
on other portable electronic devices.

Conclusion
Since 1952, NME have come a long way. From broadsheet format to magazine format
to creating their website NME.com and they have evenly made apps so that readers
can access the latest news and gossip on their mobile phones and portable tablets
such as IPADS.
In this section I have learnt a huge amount about the company through in depth
research and analysis. I have researched about the publisher and distributor of the
magazine IPC media (Time Inc), learnt about the genre, format, front cover and double
page spread connotations, target audience using media theories, distributor, retailers
social media, price and digital copies and the production stages.

Unit 13 LO1

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