We Love Pop magazine, launched by Egmont Publishing on July 20, 2011, targets teenage girls aged 11-15, focusing on pop music and culture with vibrant, colorful design elements. The magazine was initially priced at £1 but increased to £2.99 due to strong sales, which included the provision of attractive free gifts to engage its audience. With a chatty mode of address and content featuring popular artists, fashion tips, and competitions, the magazine successfully resonates with its young readership.

1. A Case Study

3. BACKGROUND INFO
⦿ We Love Pop magazine was launched by Egmont Publishing
group on Wednesday 20 July 2011.
⦿ It is a monthly magazine targeted at teenage girls age 13-15.
⦿ The magazine's launch was also promoted heavily via Twitter,
with both The Wanted and Justin Bieber plugging its launch.
⦿ We Love Pop attracted advertisers including Universal Music,
BooHoo and So Fragrances to the 68-page magazine, by
providing space across its social network pages, website, as well
as accompanying editorial content in the magazine.
⦿ As soon as the new magazine was published it was a huge
success selling 119,000 copies.
⦿ For more information about we love pop you can visit the
website:
⦿ http://www.welovepopmag.co.uk/

4. The magazines logo stays
the same to what it is
today in the same
signature font and using
the heart shape instead
of the word love. It uses
the same stereotypical
pop colour which is pink.
The main image features
Rihanna whom is a
typical female pop artist
and like today is
someone usually
featured on the front of
the magazine.
Features a small section
containing fashion and
clothes which is the same
as todays copies of the
magazine.

5. BACKGROUND DETAILS
⦿ ‘We Love Pop’ clearly states the genre of the
music so the audience it is aimed at is easily
targeted.
⦿ It was originally sold for £1 per copy however,
due to its popularity since the first sold copy the
price has increased and is sold today in 2014 at
£2.99.
⦿ Originally, it would have been distributed at
such a low cost because it was a new style of
magazine. Egmont were unsure of the outcome
of the magazine. Therefore, when Egmont saw
an increase sales of 21% in the first half of 2012,
it was crucial for the price to go up with it.

6. INSTITUTION: EGMONT
⦿Egmont specialise in children and teenage
magazines. As ‘We Love Pop’ is a magazine
aimed at a teenage audience it shows their
experience and knowledge of this age
range. It also shows how they understand
the interests of a teenage audience and
allow ‘We Love Pop’ to have a popular
audience.

7. Cover Mount
Many of the issues contain free gifts
which their target audience will benefit
and love. In this issue we see make-up
and sweets are inside which teenage
girls would be overly excited about
making them want to buy the magazine
even more! The giving away of free
gifts, reminds us again of the friendly
approach and brand identity it has with
its reader, as it hands out gifts to their
target audience, paying attention to
their interests. This highlights how We
Love Pop understands its target
audience
The free element is also a bonus as
everyone would be intrigued into
getting something for free.

8. TARGET AUDIENCE
⦿Egmont realised ‘We Love Pop’ as there was a gap in
the market for a new, young and current pop
magazine.
⦿It is aimed at teen girls aged 11-15.
⦿She has an interest in fashion and makeup, would
enjoy shopping with her friends on the weekend in
shops such as ‘New Look’ for clothes and shoes. She
would love ‘Superdrug’ for makeup and beauty
products such as ‘Barry M’.
⦿Publishing group Egmont believed the audience were
lovers of Justin Bieber and ‘The X-Factor’.
⦿The target audience would have a high interest in the
pop genre, for example they would listen to the UK
top 40 and have a good understanding about current
pop songs and artists.

10. CONTENT
⦿ The content of the magazine is devoted entirely
to pop music. It contains typical pop artists such
as Jessie J and boy bands like One Direction.
⦿ Furthermore, it contains a fashion section where
young teens can look for fashion tips and advice
of how to keep with the latest trends.
⦿ It also contains recent interviews with top pop
stars about upcoming music and concerts.
⦿ In addition to this it includes monthly
competitions to win tickets for recent concerts
or new albums.

11. Common Pop Artists Which Feature In ‘We Love
Pop’

12. STYLE
⦿ The style of the magazine is very colourful, vibrant and fun. This runs through the
entire magazine and is sure to attract young teens making them want to read the
magazine. Each issue of the magazine ensures colour plays a huge part in the brand
identity. Showing each copy of the magazine brings the same amount of excitement
and on going fun.
⦿ It includes lots of bold script font, making it appear girly and feminine. Each of the
mastheads are written in their signature font to ensure a symbiotic link is made
between every issue. It is also so their fans can easily recognise ‘We Love Pop’ on
the shelf, leaving no room for their attention to be brought to other competition
such as the ‘Top Of The Pops’ magazine.
⦿ There are lots of images throughout the magazine to ensure that it is not purely text
based so that teens can look at celebrities as an inspiration and for style tips,
making them look up to them. The image heavy look creates interest and
excitement, so that every element of the magazine is covered in colour and fun
things to look at.

13. STYLE
⦿ ‘We Love Pop’ tend to include colourful shapes inside their magazine
containing text, this makes articles look much more visual and
exciting to look at. Puffs are commonly used on the front covers also
to grab the target audiences attention to them, making the
information seem more exclusive and important. A young target
audience would like this as it is an effective way to grab their
attention, as a teen audience would be attention drawn a lot easily
compared to pure black and white text.

14. Artists names that
feature are pop
artists. They are
young, fun and full
of energy.
Artists names that
feature are pop
artists. They are
young, fun and full
of energy.
They are all
beautiful to ensure
teenagers can look
up to them and
admire them.
By including lots of
gossip about these
celebrity stars will
create excitement
and allow the
reader to get to
know their
favourite artists.

15. MODE OF ADDRESS
⦿ It uses ‘chatty’ words which a young TA would understand and feel as if
the magazine is a friend to them and are able to relate to the magazine.
⦿ Uses lots of abbreviations such as ‘LOL’ and ‘OMG’
⦿ Contains lots of gossip, therefore the language used is informal and easy
for teens to understand. The mode of address makes the target audience
feel the magazine is on the same wavelength as them.
In this example, we can see how the magazine
addresses its target audience using a mode of
address they understand. Words like ‘snogged’
are informal and chatty, a young girl audience
would appeal to this as it is how they would sit
and gossip with their friends and by the
magazine understanding them, it creates a
bond between the magazine and its reader.
Uses abbreviations such as ‘totes’ the target
audience would know what this means. It
almost makes the magazine sound full of life as
if it is speaking to its readers.
The word ‘hello!’ in italics also gives emphasis to it, and again sounds like the magazine is
talking to its target audience. It again reminds us of the chatty tone and makes the word
sound like it is being spoken in a feminine accent.

16. MODE OF ADDRESS
Uses abbreviations
such as ‘LOL’ as it is
language the TA
would be familiar
with to make the
magazine seem like
a friend to the
reader.
Shortens names,
making us seem
like we know the
person almost like
a ‘nick name’.
‘Hotter’ is a chatty word,
giving the magazine a
more informal tone.
A small rhyming
slogan underneath the
header, creates a fun
and memorable tone.
The word ‘bore’ is
chatty language the
reader can
understand.