LO 1

1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analysing Media Products and Audiences
Evidence
Name: Sonu Johny
Candidate Number: 2069
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

2. Contents page
• 1 – candidate & course info
• 2 – contents page
• 3 – LO 1 intro
• 4 – content
• 5 – publisher & product
• 6 – ownership structure
• 7 – operating model
• 8 – brand ideology/Ethos
• 9 – technology convergence
• 10 – technology convergence
• 11 – associated products
• 12 – associated products
• 13 – market position
• 14 – competitors
• 15 – product analysis
• 16 – purpose
• 17 – genre
• 18 – form
• 19 – content of Vibe
• 20 – target audience
• 21 – process of production
• 22 – front cover analysis
• 23 – front cover analysis
• 24 – DPS analysis
• 25 – DPS analysis
• 26 – LO 2 intro
• 27 – socio-economic factors
• 28 – Katz’ theory
• 29 – Maslow’s hierarchy
• 30 – psycho graphics
• 31 – survey monkey intro
• 32-41 – survey monkey
questions
• 42 – secondary research
• 43 – LO 3
• 44 – advertising
• 45 – below the line marketing
• 46 – distribution
• 47 – above the line advertising
• 48 – above the line advertising
• 49 – above the line advertising
• 50 – consumer competition
• 51 – above the line marketing
• 52 – stereotypes
• 53 – social groups
• 54 – LO 4 intro
• 55 – record of Vibe
• 56 – legal issues
• 57 – legal issues
• 58 – IPSO
• 59 – IPSO
• 60 – editors code of
conduct
• 61 – HSE
• 62 – how to make a
complaint
• 63 – complaint
procedure

4. Contents
• The vibe magazine contains exclusive
interviews with people such as Drake, Kanye
West and other artists including Bruno Mars.
• Vibe also have advertisements for many
different companies including McDonalds.
• The Vibe music magazine also has lots of links
in the poster linking to the their own
webpages such as http://www.vibevixen.com/
and www.vibe.com

5. Focus Publisher and Product
Publisher Product
• On March 19, 2009 it raised US$12.5
million in funding from venture
capitalists
• 51-200 employees
Publisher
http://www.spinmedia.com/http://en.wikipedia.org/wiki/Vibe_(magazine)

6. Ownership Structure
• SpindMedia was founded by Anthony Batt, however back then it was know as Buzz Media.

7. Operating Model
Dale W. Strang | Chief Executive Officer
Scott Southron | Chief Financial Officer
Sunny Walia | Chief Technology Officer
Tom Morrissy | Chief Revenue Officer
http://www.spinmedia.com/the-team

8. Brand Ideology/Ethos
• Slogan: “Get the Vibe”. The slogan fro Vibe is “get the Vibe”. The slogan itself sounds very
relaxed because it in a informal tone. Its also as if the magazine is telling them to be on the
same lines as them because it says ‘get the vibe’ it’s almost like their telling us to join in with
them.
• Spinmedia history
• Mission Statement: “The new SpinMedia also shook up its leadership team, promoting Steve
Hansen to CEO and naming former Buzzmedia CEO Tyler Goldman Executive Chair of the
Board. As part of the new initiative, the company is planning to make changes that will
attempt to further engage its audience across a number of platforms, and closed a $15
million round of funding toward that goal.”
• Source:
• http://www.billboard.com/biz/articles/news/branding/1554416/buzzmedia-rebrands-itself-
spinmedia

9. Technological Convergence
• Vibe magazines website allows you to see the latest headlines and read them online
• The vibe magazine website allows you to read latest headlines and stories which you could find o n the magazine. It is also frequently updated along
with the magazines releases. The website also gives you information on what editions and stories they might talk about in their next edition so like
teasers. The website also gives you buttons which link you straight t their Facebook pages, twitter accounts and other.
• The new CEO of SpinMedia Stephen Blackwell said “Vibe is not going to stay a print publication, no. The quarterly publication schedule has ceased.
Vibe’s doing great on the digital side -- we’re doing six or seven million a month and I’m sure we could make it bigger if we focused all our resources
on the .com. That’s the direction we’re headed in” http://www.billboard.com/biz/articles/6251409/spinmedia-ceo-qa-with-stephen-blackwell . This
shows how the development of technology has a major impact that people aren’t buying them rather they are reading it on the web for free. This is
one of the reason why my magazine is going to be releasing more frequently so that I can keep my customers wanting to buying however if I leave
big gaps between each release they will start forgetting about how good it is.
http://www.spinmedia.com/

10. Technological Convergence
• One reason why Vibe magazine has decided to team up
with social networking sites such as Twitter and
Facebook is because of their bad publishing dates and
their failure to have a frequent release date. Also by
Vibe magazine teaming up with popular social
networking sites allows Vibe to extend it’s reach on it’s
target audience because Vibe has a young target
audience and social networking sites are filled with
teenagers and young adults who use these social
networking sites on a regular bases. This is a great idea
because not only does it get Vibe more customers it is
also free to use and therefore even if teaming up with
them doesn’t make a big difference they will suffer no
losses because they are not putting any money into it.
• On the social networking sites they are able to post
regular updates on what's happening and link to new
articles. On Facebook they are able to post links to their
own sites so that they can still get customers on as many
of their sites as possible. They also use phrases which
lure you into wanting to go onto their sites and find out
more. This is an example.
• They also use pictures of popular celebrities in to lure
people in as well such as fro this page they haven't used
a picture of their brand or their brand logo, instead they
have used pictures of three iconic stars.

11. Associated Products
SpinMedia owns: SpinMedia owns a lot of varied products starting from TV channels to magazines and
even websites, so its very dispersed.
SpinMusic
SPIN
Vibe
Stereogum
Idolator
Buzznet
PureVolume
Brooklyn Vegan
Gorilla Vs. Bear
Absolute Punk
Concrete Loop
XLR8R
Alter The Press
Direct Lyrics
Pretty Much Amazing
Property Of Zack
Under The Gun Review
SpinEntertainment
Celebuzz
Egotastic
The Frisky
The Superficial
Go Fug Yourself
Socialite Life
Pink Is The New Blog
What Would Tyler Durden Do?
Fanpop
Crunktastical
Videogum

12. Associated Products
These are two other online
publications SinMedia are
associated with Buzznet
and SPIN. The are both
online based publications
which are more focused on
celebrates and their lives
rather than music.
http://www.spin.com/
http://www.buzznet.com/

13. Market Position
I was not able to find a chart of market position for Vibe
so I chose a magazine similar to it which was Q.
Looking at the table we can clearly see that Q had the
largest change in year which was -19.7%. Also we can
see that it is mid way between being really successful
and not doing to good. Q’s main competitor is Empire
because of it’s huge cut shown in the pie chart. Q also
has Mojo and Empire as it’s competitors as well due the
sized similar portion in the pie chart.
http://www.mediaweek.co.uk/article/1145894
/magazine-abcs-nme-q-suffer-major-
circulation-falls
Sales of June End 2012
Empire Total Film Mojo Q Uncut Kerranf New Musical Express

14. Competitors
Vibes largest competitors are XXL which offer the same sort
of content such as hip hop music and rap music. This means
that the Vibe has to put thing on it magazine which it
competitors are sure not to have. This could be one of the
reason why Vibe has started dispersing into different genres
of music such as rock and reggae.
http://www.xxlmag.com/
http://blogs.villagevoice.com/music/2014/09/xxl_in_loving_
memory.php
By XXL’s sales having finished and taken of the market
leaves Vibe to produce more sales in the absence of their
competitors. This means that Vibe has an opportunity to
get ahead of it’s biggest competitor

15. Product analysis
• Mission Statement: “The new SpinMedia also shook up its leadership team, promoting Steve
Hansen to CEO and naming former Buzzmedia CEO Tyler Goldman Executive Chair of the
Board. As part of the new initiative, the company is planning to make changes that will
attempt to further engage its audience across a number of platforms, and closed a $15
million round of funding toward that goal.”
http://www.billboard.com/biz/articles/news/branding/1554416/buzzmedia-rebrands-itself-
spinmedia
• The products genre is focused on rap, pop and hip hop. These are good genres to go for
because they are the most popular types of music. Also by them having more than one genre
they can always keep their readers interested by advertising into different genres instead of
always talking about rap.
• The magazines largest competitors are XXL this is due to their similarities such as genre prise
and target audience.

16. Purpose
1) Mission Statement: “The new SpinMedia also shook up its
leadership team, promoting Steve Hansen to CEO and
naming former Buzzmedia CEO Tyler Goldman Executive
Chair of the Board. As part of the new initiative, the company
is planning to make changes that will attempt to further
engage its audience across a number of platforms, and
closed a $15 million round of funding toward that goal.”
http://www.billboard.com/biz/articles/news/branding/1554416/
buzzmedia-rebrands-itself-spinmedia

17. Genre
• The genre of my magazine will be focussed on rap, chart
music and hip hop. I’m following the same genre as Vibe
because I think that these groups of music groups are the
most popular so I will have a larger target audience that may
show an interest in my magazine. This genre will appeal to my
target audience because my target audience is a young age
group which probably would be interested hip hop because
hip hop and chart music are the most publically viewed and
broadcasted.

18. Form
• My background of my magazine will be light blue colour with by Masthead being Red so it
can contrast with blue. However I will make the red dark tinted because if I have bright
colours it might seem like my target audience is young kids. Vibe has used this technique
because all the covers Vibe uses they either tint it or they use a darker tone of the colour. By
doing this can help determine your target audience to your buyers without even look at the
content.
• My font style Adobe Fan Heiti Std B. This is because I want my font to be unique so that when
someone starts reading it they don’t think that it’s the same old font all magazines use. So
then when they start reading my article they will be like oh look it’s a different font I can’t
believe that the publisher has put in so much effort even make sure the font is a bit unique
and stands out.
• The logo of my magazine is going to be of a bee because my name of my magazine is stinger.
So I will have my logo on the top left corner so that it is easily recognized. I also plan to the
logo on every page of my magazine so that it will become more easily recognizable to the
reader

19. Contents of Vibe
• “The magazine vibe covers a range of content. It
cover’s a range of popular brands advertising
their products, usually they are clothes and other
trendy wear”.
• On the back page contains 20 question the
magazine asks to the reader like a quiz. It also
contains a variety of reviews on different types of
music varying from reggae to rap. Not only does
it give you updates on the latest gossip but also
gives information on the Vibe awards.
www.vibe.com

20. Target Audience
The genre of my magazine is going to be focused on rap and hip hop. And the target audience for this will be age range between 15 to 30 so
mainly teenagers and young adults.
Hartley
Looking at Hartley’s theory my magazine will be focused on age range between 15 to 25 and it will be targeted at both male and female
genders. My main reason for choosing this age and gender group is because this is the main target audience which is typically common to
have an interest in reading music magazines and also competitor like XXL have a similar target audience so this will be perfect to challenge my
competitors by having the same age range and having similar content. My magazine wont look at ethnicity or nationality fro it’s target
audience cause the wider the reach the bigger the profit.
Maslow
My target audience according to Maslow’s theory will include people from the explores and social climbers because these categories consist
of people who would show an interest in other celebrities lives and follow trends visualized in the magazine of their celebrities wearing. This
is a good target audience for my magazine because my magazine will contain lots of pictures of celebrities and will have brand endorsement,
so by having these two categorise will mean that my advertisements will be paid attention and people will follow certain trends displayed by
the brand endorsement.
Katz
My magazine wont commonly have educating factors because it is targeted at a young audience and usually young people read magazines to
escape from something and relax. This means if students come home tired and went to read a magazine they wouldn’t want to read
something that would be educating them about something because they have already just been through it came home to get away from it. So
by feeding them more educating information will only either bore them or agitate them, then by this stage they would probably stop reading
our magazine. This is why I will include information about celebrities which they will have an enthusiasm in to know something about and so
there for carry on reading

21. Process of production
• Step one is to plan out how your magazine and design the front cover.
• Step two is to decide on your editors choice. So to decide which story is going where and how
much of it is going in.
• Next step is to decide on the sub editing and make sure that the magazine is up to good quality
and if not add thing to make it to a good quality.
• Then it's time to proof read and make sure everything is in place and have no errors.
• After you print and produce the product you have to do a quality check on the product to
make sure no faults where made when producing the product.
• The you have to decide the price your are going to sell you product for.
• then finally launch the product.
http://hosbeg.com/the-
magazine-production-process/

22. Anchorage text
The anchorage text ‘became
king’ is very powerful because
the word king itself means a man
with power and so linking that
with Drake represents that Drake
also has the power. Also having
the star symbol within the
Anchorage text shows that drake
is a star and so has his own
unique ways to state that.

23. The mast head is few of
the only things in the cover
that has colour and it is
also the largest object with
colour this could show
how the brand brings
colour to a magazine and a
artist. However the
dullness of the cover might
indicate that the story
might be a bit chunky and
go more in-depth.
Furthermore the dark and
shady colours might
indicate the darkness of
the artist with his serious
face. Also his pupils in eyes
are mainly covered up by
black with some places
with a lighter shade this
makes the artist give
deadly look coming from
his eyes. It may also
denote that he might be
taken over by something
such as fame is going to his
head and only some parts
‘The year Drake became king’
this might suggests that the
main story is about Drakes past
because rather than saying
Drake has become or is know,
the publisher has used past
tense to show that it’s not a
resent fame
The main headline is written in
almost a sharp text this could be to
suggest that everything is straight to
the point and kept simple about the
artist.
The main image is zoomed
into the artists face so this
could represent that the
magazine is zooming more
into the life of Drake and
the image is a resemblance
of how it is going to be like;
sad, serious and intense
because his face is so
serious with sad eyes.
The image is zoomed into
the artists face so that we
can clearly all the detail
in his face and more
importantly we can
clearly see his facial
expression when having a
close up where as if it
was zoomed out we
wouldn’t be able to
clearly see his facial
expressions

24. The images of the artist takes
up a whole page this could be
to show the artists
importance in society and to
show how he is of a higher
status. Also the image is
zoomed out showing of the
artist striking pose which
shows his arms spread out
like a birds wings. This could
represent him flying high in
the industry.
The heading is in a bolder and
bigger text size and in a
different font as well. It also
uses the same colours in the
photo, this could be to show
that it’s all about the artist
and he should always be the
centre of the attention.
The magazine brings in brand
awareness by putting its logo
on every page almost hidden
as a bar code. This could be to
make sure that the reader can
recognize the logo any where
so they keep popping it into
there head fro them to keep
remembering it.
The text itself if very blocked
together, this could suggest that
it’s supposed to be very formal
and target at middle aged people
and not for children.
The sub-heading ‘Was
your dad your music
teacher?’ this is like an
insult and so this is an
informal peace of text
because it uses insults an
slang such as ‘gotta’. Using
such words clearly state
that it is aimed and a
young audience and fit’s
into my estimated target
audience group.

25. Contents page
Vibe logo in the
background to
show of the
brand. This is like
putting a
subliminal image
of the logo
because the logo
is almost like
trying to hide
because it a very
pale colour and
its behind
everything.
The contents
title is in a bold
and narrow font
and also the
title is split into
3 sections.
The content is in
different font to
make the more
important things
stand out more.
Also by giving them
different font
makes it more
interesting to read
to reader because
a reader will find it
less interesting to
read a lock of text.

27. Socio-economic factors
Socio-economic factors
the target audience for Vibe magazine looking at the
Socio-economic needs will fit into the categories C1 and
C2 because the magazine uses somewhat formal writing
and the layout is neatly arranged together. So someone
who is semi employed or un employed are unlikely to
read such magazines. Another reason why my target
audience fall in these categories is because the
magazine itself is quite flashy in a way because it
advertises expensive and designer products which
people who are unemployed or studying will not be able
to afford.
The magazine also goes into a lot of depth when it has
it’s main interviews and it is a lot to sit and read which I
think people who are perhaps a bit young would not be
quite interested in.
the main reason why I think is because SpinMedia has
lot’s of pictures of teenagers rather than adults or
people of a higher or lower ages. This indicates to me
that they have a set target audience which are
teenagers due to there pages being felled with
teenagers having a good time.

28. Katz’ Uses &Gratifications theory
The magazine contains lots of interviews and opinions
of people so it is really ‘informing & educating’ people,
however it does keep you updated on events that might
be going on such as when an artist is performing live
and where it is. However it does ask there reader direct
question such as on one of the Vibe magazine cover it
asked a question “are you a racist?”. This immediately
‘informs’ you that the magazine likes to get very
personal with its audience.

29. Maslow’s hierarchy of needs
Maslow’s hierarchy of needs
Looking at Maslow's hierarchy of needs Vibe magazine seems to be
intended fro two groups; ‘explorers’ and ‘social climbers’. This is
because the magazine has a lot of advertisements of lots of
materialistic goods which cover whole pages. This suggest that it
could be for people who want to be a bit flashy as the advert itself
is flashy by being so large in size. It also targets explorers because
usually it shows celebrities wearing the material goods in the advert
so people will automatically think that because a celebrity is
wearing that sort of stuff must mean that it is trendy.

30. Psychographics
Psychographics
My target audience is stereotypically
targeted at black people due to some
rough slangs used within the music
magazine and that fact that it usually
only has black artist on it. Another
reason why I believe this is because it
usually has statements referring to
white people such as asking the
audience if their racist and because a
black person is saying it e.g. Kevin Hart,
tells you that it’s aimed at black people.
It’s also trying to mock the opposite
ethnicity as well by questioning if they
are racist or not. Also usually all their
colours are either tinted or darkened
which could indicate that they are
targeted at black people.

31. Survey Monkey
Snap shot of the magazine
questionnaire creation

32. Question 1
This graph shows that Vibe was the most
common music magazine people preferred
to read. 40% went for Vibe which means
that 6 out the 15 people who answered the
survey went for Vibe. This will help in me
decide on my genre of the magazine
because the other magazines in the options
are of different genres which means that
because most people went for Vibe it
shows me that hip hop and rap are the
most popular sub-genres cause Vibe’s sub-
genre is hip hop and rap music. This also
shows me that vibe is staying ahead of its
competitors XXL in popularity and
preference because the least likes where
given to XXL and the most to Vibe.

33. Question 2
This question asks about who is the
most preferred artist people would
like to see on a magazine cover. The
majority chose Ariana Grande with
40%, this will help me because using
this I can determine which artist will
benefit me the most if presented on
my front cover. So by putting an
image of a popular and more
preferred artist will help the
magazine get more customer and
gain more popularity because fans of
Ariana Grande will be automatically
drawn to a magazine about here.

34. Question 3
This question asks about the persons
gender. This will help determine my
target audience by placing content
relevant to the target audience. Such
as because more men have done the
survey this shows that my target
audience should focus more on men
and based on that should add content
such as more advertisements of
men's brands rather than women.
However there still 25% of women
have still taken part in the survey so
this means I should also include
content appealing to women as well
to gain as much customers as
possible.

35. Question 4
This question asks about what the
person would prefer story about an
artist or a interview about on artist.
This helps me decide on what I can
do for my main story, by deciding to
do a interview or a story about an
artist.

36. Question 5
I have asked the audience about
which genre’s out of the 5 they
would mostly like to see
displayed or talked about in a
magazine. This helps me decide if
the genre I have chosen is
suitable for the correct audience
I have hosen, and in a away this
has proven me right because my
genre is a mix between hip hop
and rap. On the chart hip hop has
got the highest percentage which
was 35% and rap had the least
which was 5%. This tells me that
my genre is perfect because it
includes the majority who like hip
hop and the minority which like
rap.

37. Question 6
I asked the audience whether they would
prefer to have the magazine filled with
more pictures or would they rather have
more words in it. I asked this because my
magazine is intended for a young audience
and therefore that is why I sent my survey
to young students and the majority which
was 55% said that they would prefer the
magazine to contain more pictures than
words. This will help me to design my
magazine because I know now that I should
focus more on the image because it will be
what my target audience will be more
focused on and therefore must make sure
all the pictures are of good quality and
there are lots of it. However there wasn’t a
big difference between having more word
or more pictures because words got 45%
which is only 10% away, so although I will
focus more on my pictures I will also pay a
lot of attention to my wording because
some of my target audience also like having
more words and content than picture, so I
will have to have a equally good wording.

38. Question 7
I asked my audience if the artist being
displayed on the front page influence
their choice of purchasing the
magazine and the majority chose yes
and very little people said no. This
tells me that if I want more people to
purchase my magazine I will need to
have a picture of a well known hip
hop artist on my front page if I want
more people to buy my magazine.
Also perhaps I could charge a higher
amount for my magazine and still get
people to buy it just because a
popular artist is on the cover and
therefore because a well known artist
is on the cover people wouldn’t mind
paying a little extra money because
the artist is so popular and well
known.

39. Question 8
This question asks my audience
how much would they pay weekly
for a magazine and the highest my
audience were willing to pay was
£3 and so this tells me that I
should keep my price range
between £3 however if I decide to
put a popular and well known
artist on there I can perhaps
increase the price a little due to
that celebrities presence in my
magazine.

40. Question 9
This question asks the
audience what catches their
eye first when they look at a
magazine an the majority
said the main image. I asked
this question to see which
area of my front page I
should focus the most on to
get the most amount of
attention for my magazine

41. Question 10
I asked the audience what
type of colour scheme would
appeal to them the most. By
getting this feedback I can
make alterations to my
magazine and make it look
more appealing to my target
audiences tastes.

42. Secondary research - Vibe reviews
The audience also feels that vibe magazine has got good content and its only drawback was its
long waiting periods for people to be able to purchase the product. However think that they
have made a good choice by being available online because this means that they can publish
stories faster because they don’t have to go through the whole production process saving them
time and giving customers frequent updates. The audience also feels that Vibe has good content
which means that it would have certainly have been more successful although people clearly
didn’t appreciate how they couldn’t deliver this great content frequently.
http://www.reviewcentre.com/reviews62140.
html

44. Advertising
• Vibe doesn’t not advertise use gorilla marketing because they mainly operate online and
there for it is more beneficial for them to advertise online by sending adds through email and
putting up adds on other websites. Another reason why this is more beneficial for Vibe is
because Vibe isn’t a greatly successful product and therefore it wont be a great idea for them
to spend money on putting up posters and billboards. Also because Vibe releases its product
on a quarterly schedule so advertising a product which will only release a few times a year
isn’t hugely beneficial as people will not recognise the brand and wont bother trying it out
and therefore the advertising will only be a waste of money.
• Vibe advertises the Vibe awards on TV where they also advertise the product, however the
Vibe awards have yearly gaps between and between that time no advertisement of the
products will not be shown through TV. So it is also not a great idea for Vibe to advertise their
products through TV because again of the products poor record of closing and opening.
• I think the best way for Vibe to advertise will be on the web because most of it is free and
Vibe already operates mostly online.

45. Below the line advertising – Viral
marketing
Vibe doesn’t not advertise use
gorilla marketing because they
mainly operate online and
there for it is more beneficial
for them to advertise online by
sending adds through email
and putting up adds on other
websites.
This is one of the ways Vibe
advertises itself by allowing
customers to buy their product
from other websites such as
Newsstand and magazine
subscription. This helps the
magazine sell more of their
product because it is available
in more than one place.
http://www.newsstand.co.uk/555-Urban-Music-
Magazines/5313-Subscribe-to-VIBE-Magazine-
Subscription.aspx

46. Distribution
http://www.magazinesubscriptions.co.uk/kids-magazines/teens-young-
adults/vibe?affiliate=GoogleShopping&utm_source=google&utm_medium=cpc&utm_term=Global
The magazine uses
online ecommerce sites
such as this to distribute
their produces through.

47. Below the line advertising – Viral
marketing Guerrilla marketing is the use of
unconventional an low cost
marketing strategies to raise
awareness of a product.
Viral marketing is an example of
this. Such as Vibe magazine has it
own YouTube page where they
advertise short teasers for the
interviews included in the Vibe
magazine. This allows Vibe to draw
in customers by getting them
interested in an interview a popular
star and then after a minute of
footage they stop. This leaves you
at a basic cliff hanger and you want
to know what happens next and
the only way to do that is to buy
the magazine.
Also on their YouTube account
SpinMedia even link you to some of
their other publications, so they
advertise more than on of their
publications at the same time.
https://www.youtube.com/user/vibemedia

48. Vibe has a lot of social networking platforms where they advertise their product on, an
example of these are Facebook and twitter. They advertise on social networking sites
because they have a young target audience and in these modern time most young
people use the web more than any other age group. This will help the magazine get
easily noticed and these two websites are prime examples because of the high number
of followers. Vibe also uses these social networking sites to advertise what content will
be included in their magazines.

49. Not only does Vibe use YouTube to show sneak peaks at interviews it also posts short videos of the interviews
on their social networking site to so that more and more people are aware of the interview and therefore will
want to know what happened during the interview. Vibe also puts little captions next tot their videos to get
you interested even before seeing the video. Within the captions they give you cliff hanger answers such as ‘ It
turns out someone gave him a new nickname’. They don’t tell you what the nickname is but want you to find
out by watching the video and even when you watch the video it doesn’t tell you the full story so then you are
forced to go to Vibe’s website and see the full interview on their website. They even give you a link bellow the
description directing you to their page.
https://www.facebook.com/video.php?v=10152627046352964&set=vb.123
159412963&type=3&theater

50. Consumer Competition
Vibe also advertise themselves by putting up
competitions through social media sites. This
type of marketing strategy allows people to
take part in the competition and then get to
know the brand because they will learn a bit
about the brand when taking part in the
competition by seeing their logo or
questions in the competition being linked to
the magazine. Also Vibe puts out to the
audience who their target audiences are by
using words such as ‘dope’, this tells us that
they are looking for people who have been
changing with their modern society and who
follow trends but also they asked people to
take pictures with their graduation caps
meaning they are targeting educated people
who want to make an impact in the world.
Also by Vibe holding competitions where
you can win products like the Galaxy S5,
people wont care if they like the magazine or
not they would dive right into it by hearing
that you can win an amazing prize.
https://www.facebook.com/vibe/app_448952861833126

51. Above the line Marketing
Vibe holds an awards shown called Vibe annual awards,
this is an open event which people can physically take
part in. The awards show is also aired on the American
channel UPN. This is a way in which vibe advertises
itself to a mass audience by making people aware the
brand exists through these award shows sponsored by
vibe.
Also in the award shows you can see billboards with
the vibe logo on it advertising the brand. By airing the
awards show they are able to reach a wider audience,
which are people at home who then see it and
recognize the logo on the magazine and would be
interested in buying it.

52. Stereotypes
From Vibe’s front covers it is clear that they are targeting
young African American people because most of their front
covers are of African American people posing quite fierce.
Most of the people in Vibe give of the appearance of gangsters
because they dress with a lot of jewellery and all the artists try
to come off as tough looking by posing with their shirts off and
showing of their upper body. Also by them putting content of
people topless shows that they don’t aim the magazine at kids
very young and also because of the fears facial expressions of
the artists also shows this.
Images like this which are used thought also influence people
to buy lots of jewellery and look trendy like the artists shown,
so this will end up people wanting to be more like gangsters
because of the fears attitudes expressed on their faces and
mass amounts of jewellery they wear.

53. Social groups
Vibe include content like this which can sometimes
come of as offensive but it seems more like they are
trying to make a point that racism still exist in our
world today and are trying to make people realise
this in a more humorous way because like here Vibe
uses a popular comedian Kevin Hart in their front
cover and puts a masthead which say ‘Kevin Hart has
white power’, so this is like making fun of like a
serious point which they bring up. This is so that the
audience doesn’t feel like its all doom and gloom
and won’t feel like their reading an average
newspaper. This also lightens the mood of the
magazine because they people will read the main
heading always before all the sub headings so they
will read that Kevin had white power first then when
they read the second part about the Ku Klux Klan,
which is a illegal racist organisation they will feel
more light hearted about it cause of the funny
comment made by the comedian.
http://cdn.madamenoire.com/wp-
content/uploads/2013/12/KevinHart_
VIBE_Cover.jpg

55. Record of Vibe
website

56. Legal
Vibe places their consumer policy on their websites to show to the audience that they have on
and what it states.
The copy right law states that any content which is used from another source or can not be sent
or used on SpinMedias pages or on any of its publications. Copy right law means that if any of
your content used in any of your publications can not be from another source which you have not
gain permission to use. So if you use a picture of someone and place it within your magazine the
person who you have used the picture of has the capability to sue the business for copy write.
The link below shows the magazine’s policy:
http://www.spinmedia.com/privacy-policy

57. Press complaints are complaints that the audience
are entitled to make and report a magazine for.
They are allowed to complain about things such as
inappropriate content used such as racial comments
which might offend, pictures used of people who
may have not have given permission to use or even
for adding in false information.
An example of this is when Tom Cruise attempted to
sues Bauer for $50m because Bauer published false
information that Tom Cruise has cut Suri his
daughter out of his life. So because they had
published false information about him without his
permission he was allegeable to sue them for this as
it breaks the copyright law. However he didn’t not
win the case as he didn’t gave enough evidence
against Bauer and ended up having to abandon the
case.
This shows that anyone has the right and capability
of taking action towards a brand if they break any of
the copyright laws and you have enough
information and evidence to back your claims.

58. IPSO
IPSO is and organisation which monitors
content released by magazines to see if
they have displayed any content which
might offend any types of audience and
there for will get the magazine sued if any
customers decide to take the magazine
company to court because of the
inappropriate content. IPSO also takes on
any complaints and with that conduct their
own investigations on the magazine the
complaint was on.
https://www.ipso.co.uk/IPSO/aboutipso.html

59. https://www.ipso.co.uk/IPSO/aboutipso.html
IPSO will take forward complaints from anybody that an in
accurate information has been published off. If the complaint
has been made to the specific individual that is reporting to
IPSO, IPSO is able to take forward a complaint from a third
party, but will need to consider position of direct affect to the
party to decide whether it is reasonable to do so.
IPSO only consider complaints that publications which are
members of IPSO have breached the Editors’ Code of Practice.
IPSO is able to consider complaints within 4 months of the
conduct complaint or the publication of the article.
Submitting a form means that if ISPO does think that the
publication has breached the Editor’s Code, IPSO will send
the details of your complaint to the publication, which will
then give you an opportunity to resolve the problem directly.

60. Editors code of conduct
The editors code of conduct effects my magazine because it stops me from putting on content in
my magazine about other people without their consents. Unless with the persons consent the
magazine or reporter are both not legally allowed give information out about a person especially
if they were a victim or witness at a place of illegal action.
The code also means that I will have to be accurate with information I put on my magazine,
because if I put inaccurate information in my magazine such as, there will be a music festival in
Reo on the 15th of June and I got the date wrong it will mean that all those people will have
waited their time and money travelling to there , when the festivals in 2 months from then. This
means that all those people who went their based on the information they got from my magazine
can use this editors code of conduct to sue us for compensation.
The editors code of conduct also states that the magazine has the give opportunities for replies,
such as if an inaccuracy has been made in your magazine people will need to be able to contact
you regarding that and therefor you need to give back a reply to their complaints fi reasonable.
Also when I am interviewing the artist in my magazine I am not allowed to harass them in
anyways such as continuously call them up or ask uncomfortable questions within the interview.
Furthermore I am not allowed to use any form of discrimination within my magazine such as
stating that a curtain race is better than the other, or use any racist comments within my
magazine.
https://www.ipso.co.uk/assets/82/EDITORS_C
ODE_A4.pdf

61. HSE
The Health and Safety Executive (HSE) is like the
watchdogs for work related health, safety and
illnesses. The HSE work to prevent work related
injuries, illnesses or death all across Great Britain.
The work place needs to have health and safety
checks and workers must be informed on how to
act when a threat or incident occurs.
HSE will help me gain compensation if any arm is
brought to me in my working environment such as
if I was to trip over and break my leg because of
wires laying around unprotected in the workplace.
https://www.gov.uk/government/organisations/health-and-safety-executive
http://www.hse.gov.uk/

62. How to make a complaint
To make a complaint fill
out the form with details
of your complaint such as
the publisher of the
magazine which your
complaining against, what
the complaint is on, how
did this effect you and why
you are making the
complaint. You also have to
give your information such
as contact details.
https://www.ipso.co.uk/oxbxApps/app/complaint1.html

63. Complaint procedure
1. When a complaint is sent to IPSO they assess it to see if a code has been
breached or not.
2. If the complaint is valid and a code has been breached the details of your
complaint will be passed onto the editors of the magazine were they will
be given a chance to resolve your problem directly.
3. If after contacting the magazine directly and not getting resolve, IPSO
will pass on the information to the Complaints Committee, and they will
write to the magazine and ask to respond back to the complaint. The
Complaints Committee may ask the person with the complaint to give
more information to back up the complaint better.
4. If the complaint is still unresolved the Complaints Committee can make a
judgement on what the magazine can do to resolve the matter such as
make corrections to what the complaint was on.
5. After all those processes you are still unhappy you can request a review
by the Complaints Reviewer, which is a post which must be filled by a
IPSO member such as Richard Hill MBE.
https://www.ipso.co.uk/IPSO/procedure.html