1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analyzing Media Products and Audiences
Evidence
Name: Tom Evenden
Candidate Number: 2048
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion
2. ContentsSlide 3 ... LO1
Slide 4 ... Focus Publisher and Product
Slide 5 ... Ownership Structure
Slide 6 ... Purpose of SpinMedia
Slide 7 ... Operating Model
Slide 8 ... Brand Ideology/Ethos
Slide 9 ... Technological Convergence
Slide 10 ... Associated Products
Slide 11 ... Market Position
Slide 12 ... Competitors
Slide 13 ... Competitors 'Publishers'
Slide 14 ... Competitors (Continued)
Slide 15 ... VIBE's Production Process
Slide 16 ... VIBE's Production Process
Slide 17 ... Create a production schedule
Slide 18 ... Create a Content Plan
Slide 19 ... Create a detailed plan for each story
Slide 20 ... Proofread and edit stories
Slide 21 ... Design and Checking
Slide 22 ... VIBE
Slide 23 ... Purpose of VIBE Magazine
Slide 24 ... Purpose of VIBE Magazine (continued)
Slide 25 ... Purpose and Content of VIBE Magazine
Slide 26 ... Genre
Slide 27 ... Form and Style
Slide 28 ... Dimensions
Slide 29 ... Colour Scheme
Slide 30 ... Front Cover Connotations
Slide 31 ... Front Cover Connotations (Continued)
Slide 32 ... Contents Page Connotations
Slide 33 ... Contents Page Connotations (Continued)
Slide 34 ... DPS Connotations
Slide 35 ... DPS Connotations (Continued)
Slide 36 ... DPS Connotations (Continued further)
Slide 37 ... LO2
Slide 38 ... Target Audience
Slide 39 ... Audience Needs
Slide 40 ... Audience Needs (Continued)
Slide 41 ... Hartley 7 Subjectivities
Slide 42 ... Socio Economic Needs
Slide 43 ... Spending Power
Slide 44 ... Psychographics
Slide 45 ... Target Audience
Slide 46 ... Question 1
Slide 47 ... Question 2
Slide 48 ... Question 3
Slide 49 ... Question 4
Slide 50 ... Question 5
Slide 51 ... Question 6
Slide 52 ... Question 7
Slide 53 ... Question 8
Slide 54 ... Question 9
Slide 55 ... Question 10
Slide 56 ... What do other people have to say about your chosen music magazine
Slide 57 ... VIBE Review
Slide 58 ... Appealing to the target audience
Slide 59 ... Frequency
Slide 60 ... Demographics
Slide 61 ... LO3
Slide 62 ... Frequency and Circulation
Slide 63 ... Distribution Channels
Slide 64 ... Above & Below the Line Marketing
Slide 65 ... Above & Below the Line Marketing (Continued)
Slide 66 ... Retail Outlets
Slide 67 ... Billboards
Slide 68 ... Viral
Slide 69 ... Guerrilla Marketing
Slide 70 ... What is the more appealing method
Slide 71 ... How is the product distributed
Slide 72 ... Competitors
Slide 73 ... VIBE.com
Slide 74 ... Readership and Advertising Online
Slide 75 ... LO4
Slide 76 ... Ethical, Legal & Regulatory
Slide 77 ... Ethical Issues - Stereotypes
Slide 78 ... Target Audience
Slide 79 ... Stereotypes
Slide 80 ... Issues to the target audience
Slide 81 ... Product Impact
Slide 82 ... Key Legal Issues
Slide 83 ... Ethical Issues
Slide 84 ... Hazards in the Workplace
Slide 85 ... How do the hazards relate to VIBE
Slide 86 ... Copyright
Slide 87 ... Watermark
Slide 88 ... Editor's 16 Codes
Slide 89 ... Codes taken into account
Slide 90 ... How does this apply to VIBE
Slide 91 ... Complaints Procedure 1
Slide 92 ... Complaints Procedure 2
Slide 93 ... Contact IPSO
Slide 94 ... Conclusion
5. Ownership Structure
SpinMedia are global publishers of VIBE. They
became publishers of VIBE on 25th April 2013,
the date when VIBE came back to the magazine.
SpinMedia was founded by Anthony Batt in
1999 creating their own magazine of Spin
Magazine.
http://www.spinmedia.com/the-team
6. SpinMedia, founded by Anthony Batt, are
the new publishers of VIBE. They became
publishers of VIBE on 25th April 2013 – the
same date when VIBE came back to the
magazine.
SpinMedia is one of the most trustworthy
music publishers in the world. It looks after
another 8 music magazines where they
advertise their sites and what they are
about on their site. In 2009, SpinMedia
managed to raise 12.5 Million dollars
through the help and support it gives to
their customers – as well as their own
personal magazine (Spin Magazine).
SpinMedia has their own website as well.
On their site, the public are able to visit
VIBE’s website (circled).
SpinMedia is also different to many other
publishers because it doesn’t have a slogan.
http://www.spinmedia.com/#music
Purpose of
7. Operating Model
http://www.spinmedia.com/the-team
Stephen Blackwell –
Chief Executive Officer of
SpinMedia
Severin Andrieu-Delille –
Chief Technology Officer
for SpinMedia
Mike O'Hagan –
Executive Vice President of
Operations for SpinMedia
Group
Pete Reisner –
President of National Sales
at SpinMedia
Connie Hsiung –
providing financial support
for strategic initiatives, and
managing the Company’s
financial reporting
Alex Moore –
VP of Content at
SpinMedia, oversees
content operations across
our owned-and-operated
properties
Dave Young –
VP of Sales at
SpinMedia
8. Brand Ideology/Ethos
VIBE was launched in 1993 in partnership with Time Inc. as a global
magazine, the name VIBE was created to appeal more for teenagers. In
2003 VIBE was launched onto television for more publicity. In 2005
VIBE added in a gossip column at the back of the magazine for it to
appeal to women, giving VIBE an audience of 50.5% male, and 49.5%
female. Soon after in 2009, VIBE shut down because manufacturing
the magazine cost too much, and the founder, Quincy Jones, moved
VIBE to the internet. In 2012 an investment fund called InterMedia
Partners, saw VIBE as a website and moved it back to a magazine but
chose to sell it in places where it was mostly sold before shutting down
in 2009. VIBE once again got more and more popular, in 2013
SpinMedia became the new publishers of VIBE, adding Uptown,
BlackBook Media to the company which merged into VIBE Media. On
April 25th 2013, VIBE re-mastered the website of VIBE.com and created
VIBEVixen.com.
9. Technological Convergence
The VIBE magazine now mostly publishes online rather
than in a hard copy because it is a more popular
format. The website came out in 2009 and was re-
mastered in April 2013 – they also used Facebook and
Twitter to advertise the magazine further.
10. Associated Products
Absolute Punk
Alter The Press
Buzznet
Brooklyn Vegan
Concrete Loop
Direct Lyrics
Gorilla Vs. Bear
Idolator
PureVolume
Pretty Much Amazing
Property Of Zack
SPIN
Stereogum
Under The Gun Review
Vibe
XLR8R
11. Market Position
I was unable to find the Market Position of VIBE, so I chose Q magazine instead which is the most
similar magazine to Vibe. From these statistics, Q magazine appears to be in the mid-range of the
market with 64,596 copies sold. Empire, Mojo and Total Film are the best in the market position
and so these are Q’s biggest competitors.
But as shown, Bauer (Q Magazine) fell nearly 20% on the year to an average circulation of 64,596.
Title Publisher June End 2012 Prd / Prd
Change
Yr / Yr Change
Empire Bauer Consumer
Media
167,096 0.0% -2.3%
Total Film Future Publishing 68,897 -2.8% -4.1%
Mojo Bauer Consumer
Media
85,149 -2.7% -2.4%
Q Bauer Consumer
Media
64,596 -16.7% -19.7%
Uncut IPC Media 63,003 1.1% -4.5%
Kerrang! Bauer Consumer
Media
40,203 -4.5% -6.6%
New Musical
Express
IPC Media 23,924 -13.5% -17.6%
http://www.mediaweek.co.uk/article/1145894/magazine-abcs-nme-q-suffer-major-circulation-falls
12. 32%
13%17%
13%
12%
8% 5%
June End 2012
Empire
Total Film
Mojo
Q
Uncut
Kerrang!
New Musical
Express
Competitors
VIBE has a lot of competitors which can
lead to their downfall. For them to beat this
scare, VIBE must research what the other
magazines have to offer and use the
knowledge to come up with ideas to put in
their magazines that their target audience
want and that the other magazines don’t
have.
One way how VIBE has evolved is by making
an online website and social sites. This
helps to appeal to their target audience
because the generation is growing up in a
world where most news and information is
over the internet. People can like, share and
subscribe all over the internet to get the
newest information and pictures.
http://www.mediaweek.co.uk/article/1145894/magazine-abcs-nme-q-suffer-major-circulation-falls
13. Competitors ‘Publishers’
TimeInc. UK, formally known as IPC Media,
was founded in 1968. IPC was acquired by
Time Warner in 2001 and was renamed
Time Inc. UK in 2014 after Time Inc.
acquired the company in connection with its
spinoff from Time Warner. Today it is now
worth £212 million.
Immediate Media was founded in 2011,
designed to create compelling content on
platforms that enhances the way people
engage with what they love. The CEO is Tom
Bureau which helped to make the company to
be worth over £107 million.
Hearst established as NAT Mags (National
Magazine Company). Founded by William
Randolph Hearst in 1910. Merged with Hachette
Filipacchi Medias to make Hearst Magazines UK,
which is a private company. The Hearst family are
worth $35 million.
Future plc is a global magazine, founded in
1985 first to be known as ‘Future Publishing’
by Chris Anderson. It is today known as the
UK’s most popular technology news, reviews
within a magazine and website. Worth today
over £80 million.
14. Competitors (continued)
Kerrang!
Bauer Media are the publishers, unlike VIBE,
and they have a 51% readership of ABC1.
Also they have a higher percentage of 15-24
years of ages.
NME
The publisher of this magazine is Time Inc.
UK. NME have a circulation of 23,924 and
they have a weekly frequency.
MOJO
MOJO’s publishers are Bauer Media, they have a
lower percentage of ABE1 readers, their age
range is 45-54 and more of their readers are
male which is different to VIBE Magazine as they
have a different age range and different socio-
economic group. As well as that, MOJO have a
larger circulation (70,667) but a smaller
readership (210,000).
15. VIBE’s Production Process
Recently, I have tried to contact
VIBE Magazine to find out their
production process. Unfortunately I
was unable to get any responses.
16. VIBE’s Production Process
After not receiving a response
from VIBE, VIBE Production
probably covers every aspect of
the production process from early
planning to execution of an
occasion, from character creation
to fully display design, from
nightlife concepts to event
marketing and product launches
due to how many other magazine
have their production processed.
They also have a list filled with the
world’s most inspiring and
outstanding DJs, artists,
performers and stage-shows for all
types of events.
Create a production schedule
Create a content plan
Create a detailed plan for each story
Proofread and edit stories
Design
Checking
Source: http://contentmarketinginstitute.com/2011/08/6-steps-for-producing-a-custom-magazine/
17. Create a production schedule
VIBE would manage the production well, so they do not miss the agreed-upon
deadline for sending the magazine to the printers and your target distribution date.
VIBE would create a plan going backward from that date, taking into consideration any
obstacles that may prolong the process - leaving time before the deadline so the team
can proof-read everything
Source: http://contentmarketinginstitute.com/2011/08/6-steps-for-producing-a-custom-magazine/
18. Create a content plan
Next, VIBE would create an editor’s table of content for all pages, including the front
and back covers. This helps to plan the content of a magazine issue and to monitor the
production process making sure it is agreed with by VIBE’s team.
Normally, a number of pages need to be tracked and will be determined before the
content is planned in detail. VIBE already will have determined the length in the
magazine well before the actual production process begins leaving time for any
advertisement wanted within the magazine.
Furthermore, VIBE, as a big magazine company, should have built content for at least
one issue ahead of your schedule. This makes sure that they are never left with an
empty space if an article falls behind and this also provides a safety net for articles
that might need extra time to be written, photographed, illustrated or designed.
Source: http://contentmarketinginstitute.com/2011/08/6-steps-for-producing-a-custom-magazine/
19. Create a detailed plan for each
story
Once confirmed the overall content plan, VIBE needs to make a detailed plan for each
story the magazine will cover. For example:
The content of a story
Design mock-up
Writers of the story
Instructions for the team, so they know what they must do
Type of article/content for the story
Flat Plan
Source: http://contentmarketinginstitute.com/2011/08/6-steps-for-producing-a-custom-magazine/
20. Proofread and edit stories
VIBE must proof-read the magazine before the deadline. They will have workers to
look out for things such as:
Headline is correct – make sure everything with the headline is 100% correct and
you are happy with all of it.
The pictures – make sure they are relevant and not misleading.
Body/content of the magazine – to make sure it is clear, readable and suitable for
your target audience.
The introduction – making sure it is short and interesting making the reader want
to read more.
Source: http://contentmarketinginstitute.com/2011/08/6-steps-for-producing-a-custom-magazine/
21. Design
Now that VIBE is ready to be designed, they
will submit all final materials to your
graphic designer.
Make sure the design of every spread is
logical and works with the design of the
magazine as a whole.
Checking
Before VIBE can send a new issue of the
magazine to print, they take one final
detailed look at it again, most likely with
Quincy Jones (founder and owner).
They read the magazine from cover to
cover again to make sure there are no
mistakes.
Also make sure the names are correct, the
authors’ names are spelled correctly, etc.
If everything is up to the correct standard,
you are able to print out many more copies
so you can release your magazine.
Source: http://contentmarketinginstitute.com/2011/08/6-steps-for-producing-a-custom-magazine/
22.
23. Purpose of VIBE Magazine
According to the magazines navigation bar on their website, they aim to offer their
readers a new experience to find out about the music that they like. Having the arrow
next to each link to a new page conveys that there are more options to more
information about each tab.
The verbal code “premiere destination”
‘signifies’ (De Saussure) their confidence in
providing their dedicated readers that VIBE
is a unique magazine where music is taken
to the next level to be enjoyed by the
millions of fans of their favorite music and
artists.
24. Purpose of VIBE Magazine
The verbal code “we feed the hunger for
music” establishes to the readership that
this site delivers to the spectators all types
of music that they may like. The use of the
word “obsession” further illustrates how
this site is the central website to engage
with the other lovers of music.
The denotation behind the word “trusted”
conveys to the reader that this site is a
common public site, which does not involve
any illegal or irrelevant content. In addition,
this verbal code conveys how this site is a
fanbase website as the statistics provide
how distinct they are in social grouping.
25. http://www.fastcompany.com/659844/hip-hop-history-interview-vibe-magazine-publisher-len-burnett
Purpose and Content of VIBE Magazine
VIBE is a teenager/young adult magazine, that manages to keep everybody
updated with the magazine full of Hip Hop, R&B and pop music.
VIBE magazine was created to give the public a new view of how they see
their music and artists.
It includes interviews with some of the top artists. VIBE sold only magazines
monthly. This was because they felt a month was the right amount of time
for their viewers to read the magazine and manage to buy it each month.
Everything is taken to a cared content, down to as little as the contents page
of which involves a separate image to the main image to keep the readers
intrigued to the magazine.
They distributed the magazine to as many shops as possible however, VIBE
couldn’t do as well in most areas as expected and was shut down. But
VIBE decided to create a website with their final hope.
Soon after, VIBE was talked of again. VIBE was back! VIBE was first published
in 1996, bringing out the magazine monthly in certain areas, and brought
to the internet in 2009 that saved it from out of business.
http://everything.explained.today/Vibe_(magazine)/
26. Genre
VIBE has a range of different genres meaning its eclectic.
These genres are covered within each issue of the
magazine, sometimes the magazine also does an issue per
genre. VIBE magazine has decided it to cover the genres of
Hip Hop, R&B and pop music. This is because they feel that
this can relate to their target audience of teenagers who
have mostly found theses genres to be most popular. By
choosing some of the most popular genres, VIBE can sell
more magazines to the public.
Usually the main images are of artists from the Hip Hop,
R&B, pop genre. For example Beyoncé, Rihanna, Drake,
Pharrel and Usher.
27. Form and Style
Throughout the magazine, ‘VIBE’ does not maintain
the same colours. They also include the logo on
every page possible in the magazine. They also use
the same font for the majority of the stories
however in different sizes and colours. This
maintains a ‘house style’ throughout the magazine
and continuously reminds the reader that they are
reading a ‘VIBE’ magazine and the constant
changing with colours in every issue manages to
make each issue different and yet their own. The
magazine does not tend to use column layout
which suggests a less formal journalistic approach
making it a more relaxed magazine which suits the
younger target audience
29.7cm
21cm
28. Dimensions
VIBE has chosen to have
the dimension of my
magazine as 29.7cm high,
and 21 cm wide.
This is also the size knows
for A4 paper. This size is
not only the size for the
stereotypical magazine,
but it is helpful by not
bieng too oversized.
29.7cm
21cm
29. Colour Scheme
VIBE does not have a
certain colour for their
magazine. This is because
they manage to make
every issue different and
new for each issue to keep
the audience surprised
and suited more to their
music genre of the
magazine
30. Masthead
The masthead is big,
bold and colourful, in
this case yellow, to
make it stand out to
make it catch the
readers eyes. This
means the magazine
manages to appeal
to teenagers and
young adults
because these
certain colours would
not appeal to
children.
Main Headline
Anchors the main
image and ‘star appeal’
(Richard Dyer) of the
main image. Main image
Denotes which celebrity is
going to be about in
certain magazines. This
appeals to teenagers and
young adults because
then they have their
favourite artists within the
magazine.
The non-verbal code of
the smile across the ‘stars’
(Richard Dyer) face
connotes that this
magazine is a very happy
and positive issue for the
artist and reader.
Web address – Cross
Media Convergence – to
encourage the reader to
look at the magazine’s
website and find out
more information or get
involved in any activities.
Cover Lines
Helps to ‘inform’
(Katz) the reader
what is featured in
the magazine
Strapline
A caption that’s shortly
‘informs’ (Katz) the reader
that there is more
information of other artists,
not just the one on the front
cover
Anchorage Text
Text that further draws the
reader in. The verbal code
“First ever” connotes to the
reader the fact that this is a
very important issue
because this interview is a
new and exclusive point
within the magazine history.
Barcode
Connotations
31. The Masthead is in
yellow because it
illustrates a
freshness to the
magazine as well as
joy. Also the
masthead is big and
bright which catches
the eyes of the
spectator. Red font
connotes danger
which could suggest
that Janet is edgier
than the other
Jackson artists.
Having ‘Janet’ in a
different font helps
the reader to know
who the main artist
of the magazine is,
also having the
name in a different
colour emphasizes
she is important in
this copy of the
magazine which
can also catch the
eyes of the viewers
so they will buy the
magazine
Having the main
image of Janet
Jackson connotes to
the viewer that she
is the main subject
which catches the
eyes of viewer who
are interested in her
music. Using a close
up shot of her
emphasizes that she
is the main focus
The text ‘off the wall’
is in the style of
spray-paint. This
illustrates that this
magazine should be
for teenagers
because
stereotypically that
is what most
teenagers would do
33. House Style
For the house style, VIBE has
tried to keep the contents page
to the mood of the issue. By
doing this, it illustrates
consistency for any spectators
which emphasizes the magazines
professionalism and different to
each issue to make it more
special. Having Nicki Minaj placed
as the main image helps the
readers to understand that she is
the main focus of this magazine.
Headings
All of the headings in
the contents page are in
capital letters and in
bold. This connotes
importance of the titles
and makes the headings
more eye-catching for
viewers.
Layout
The contents page is layout
neatly. The writing manages to fill
two thirds of the page with
relevant information with bold
titles and numbers. The main
picture fills out the last part of
the page, this helps to connote
the main focus the issue of the
magazine has covered to keep
the audience informed that there
is still some more information to
come.
Main Image
The main image of this
magazine’s contents page
is of the famous Nicki
Minaj. This is used to
connote how she is still
the main subject of the
issues magazine, and yet
there are still for
information on other
subjects in the magazine
leaving the close up of
her body making her the
focus of this issue.
34. Main title
Normally a question or
statement of which the
artist/band have said in the
interview, it tells the viewer,
before they read it, the situation
that the band/artist is in for
them to read on as it is an
excusive interview. VIBE would
have each of their magazines
with important news about
different times of artists realised
every month for their viewers,
and for breaking news, it would
be found on their websites
VIBE.com or VIBEVixen.com
Main image
Helps the viewer to know the band of which the
magazine is talking about and to catch their eye out
if they know the band for them to read about the
situation. This also manages to appeal to teenagers
because they use colours in the style of the font
Quote from Artist
Helps to connote what the
artist(s) have properly said to the
magazine to back up the
evidence of the main question
35. Main title
Having the verbal code ‘Will
he, won’t he?’ suggests to the
viewer that this the main
question for this band and/or
could raise awareness of
whether this band will be
quitting soon. Also having the
first part ‘Will he’ in bronze,
same colour as what Will.I.Am
suggests he is what is changing
about the band, especially as
the ‘Won’t he?’ is in a grey
colour as to what the rest of
the Black-Eyed Peas are
wearing.
Main image
Having the technical code of a long shot of the cast from
the Black-Eyed Peas helps to keep the entire band within
the article. However, having artist ‘Will.I.Am’ not faded in
the whole band could illustrate that he will be the main
part of the question which could also mean he is the
reason why this band may no longer be working together.
Quote from Artist
This has a black background,
this could illustrate that this
is the turning point on the
band.
36. Drop Capital
Drop Capital is used mostly at the
beginning of any review, it is used for
effect or to help make the review look
more professional
Stand First
An introductory paragraph in an article, printed in
larger or bolder type or in capitals, which summarizes
the article. The denotations of using a stand first it to
make the magazine look more professional which can
also organise the interview better
37.
38. Target Audience
VIBE’s demographic target audience is within ‘E’ mainly the
unemployed, casual workers and students. This is because this
magazine is mainly targeted at teenagers of both genders, and at their
age they would be around that region. Content from the magazine that
targets this demographic is the ‘star appeal’ (Richard Dyer). For
example, Drake, Nicki Minaj and Kelly Rowland. Furthermore, the price
of the magazine is $1.50 which is £1.00 therefore this price suits the
demographic as they are stated as unemployed and students who are
people who do not have much money.
VIBE’s psychographic target audience is explorers. This
is because the viewers are mainly young people who
are students or unemployed and are looking for
something new. The colours of the magazine reflect
the energy and individualism sought for by the
magazine’s target audience. Most of the artists
featured in VIBE are cutting edge and producing fresh
new music.
39. Demographics
Demographic segmentation consists
of dividing the market into groups
based on variables such as age,
gender family size, religion, race and
nationality.
This relates to VIBE because the
target audience has a age (13+),
gender (male and female) along with
suitable religion, race and nationality
(any).
http://www.tutor2u.net/business/marketing/segmentation_bases_demographic.asp
Psychographics
Psychographic segmentation divides
the market into groups based on
social class, lifestyle and personality
characteristics.
This relates to VIBE because the
magazine have a market group for
my target audience because I feel
like this magazine appeals to their
social class and lifestyle so they
would be interested in what their
favourite artist is doing in order to be
more like them (Aspirers).
http://www.examstutor.com/business/resources/studyroom/marketing/market_a
nalysis/8_psychographic_segmentation.php
Audience Needs
40. Katz -Uses & Gratifications
‘Inform & Educate’
The readers will learn about their favourite artists
within each issue of the magazine. This will be
defined within the interviews that VIBE enables
to have with the different range of music artists.
‘Diversion’
The readers will be able to immerse themselves
into content from the magazine due to the
thrilling interviews that VIBE manages to get.
Some pictures may also help to engage the
readers due to the lack of clothing which
emphasizes the ‘male gaze’ (Laura Mulvey -
1975).
http://visual-memory.co.uk/daniel/Documents/short/usegrat.html
Maslow’s Hierarchy of Needs
‘Social Climbers’
The readers will feed their materialism by looking
at non-verbal codes such as the use of clothing
that establish the stereotypical wealth and
glamour that is associated to the genre.
For example, Drake is dressed as a stereotypical
rapper to convey to the readers the genre of the
music that he does.
http://smallbusiness.chron.com/description-marketers-can-use-maslows-hierarchy-needs-39333.html
41. Hartley 7 Subjectivities
• Age: VIBE appeals to teenagers/young adults aged 12+ because of the genre being hip-hop,
R&B and Pop which stereotypically related to a younger demographic audience.
• Gender: Male and female but mostly male because of some of the explicit content they have
on the front cover of the magazines such as Kelly Rowland topless.
• Class: VIBE appeals mainly to a working class audience because of the price of the magazine
and the content inside the magazine such as some of the “star appeal” (Richard Dyer) and
most of the artists use colloquial language in their music.
• Nationality: British and American, but mostly American as they are only really selling the
magazine in America.
42. Socio Economic Needs
A branch of economics
that focuses on the
relationship between
social behavior and
economics.
Relating VIBE Magazine’s
economic needs to the
Social Grade Table, the
magazine focus’ towards
Lower Middle Class (C1).
http://www.investopedia.com/terms/s/social-economics.asp
43. Spending Power
VIBE Magazine sells their magazines for around the price range
of $1.50 (around £1). This is a good price because it matches the
target audience (13+) price range that they would be willing to
pay for, for the magazine given to the knowledge of their
economic needs to the Social Grade Table, the magazine focus’
towards Lower Middle Class (C1).
44. Psychographics
The audience will be in the category of
inspires because they are orientated to
image appearance, persona and fashion
(for example the looks of the front
covers).
The target audience for VIBE Magazine is
age 13+ and aspirers conforms to this age
group as it it highlights that they are
typically young people.
Likewise, they would be explorers and
strugglers as they would like to keep up
with the music world and be kept
updated. Also explores appears to the
typically lower demographic (for example
students).
Lastly, they would be in the category of
reformers because seek enlightenment
and are aware of good taste which is the
‘vibe’ that VIBE are trying to make their
audience aware of.
45. Target Audience
VIBE magazine has a target audience
for people who are teenagers, and
older. This is because of they type of
music that the magazine issues
within the magazine and the images
that are allowed within the
magazine. For example the magazine
may issue women in a bikini, which is
not suitable for the age-range of
children.
46. Question 1
From the website ‘Survey Monkey’ I
was able to create a questionnaire for
people around the school. I created 10
questions that I thought were relevant
to the type of magazine I was creating.
The first question (answers to the
right), asked for the name. I did this
because it helped to know which
people managed to fill out the survey
and I wouldn’t have anonymous
results. Knowing their name would
give me a clue to the age range and
occupation of my readers.
47. Question 2
The second question was asking
about what magazines people
liked to read. As a response most
people, if they read magazines,
preferred pop and rock. From this
I am able to understand which
genre I need to base my magazine
on. And if there were some ideas
in the ‘other’ option, I would be
able to have new ideas. It also
means I can produce something
that will be popular with my
target audience which will
increase sales and readership.
48. Question 3
Question 3 asked the gender of the
people I asked. From this I could start
to get a decent idea on whom my
target audience should be based for,
because their answers may be
different which can help me have
much more ideas for a magazine
suitable for them. Also having the
genders marked 50% Male and Female
can give the idea that my magazine
should be for both genders as they
both have an even view on different
types of subjects. This will mean I need
to include features popular with both
genders or make it clear with style
who the article is aimed at helping the
reader find something they want to
read.
49. Question 4
The fourth question asked for the
age of the people filling out the
survey. I did this because it helps
to know the age groups idea on
what they want within my
magazine. Having most of the
answers within the region of 12
and 17, gives me more of a final
idea of what my magazine should
be about and how it will suit my
target audience.
50. Question 5
I asked as the next question what
do these people look for in a
magazine. This is helps me to
know what I can put in my
magazine to appeal more to them
at their age and gender which is
13+ both genders. Also this can
give me a more clear idea of what
people want in a magazine and
also it can give me new ideas of
what to put in my magazine.
51. Question 6
Question 6 asked how much would
the views pay for a magazine that
suited to them. This helped to
understand the right price for a
magazine, they would want a
magazine that suited them, and they
want something that they can afford.
This gives me a clue as to what
people expect to pay for this type of
magazine and how I can aim to keep
within this price bracket which in this
case needs to £0.99 - £1.99 to meet
audience demands.
52. Question 7
The question I asked for question 7
was how quick do they want the
magazine. This question I found very
important because if I handed out
this magazine too often, some
people may not have time to read it
because they may be busy, having
this answered ‘once a month’ is a
good amount of time for my viewers
to read it and not wait too long for
the next one which can also give
more time for the magazine to
include more detail over the month
to get ready.
53. Question 8
Question 8 asked for the colours that
they want in the magazine. I found
this important to help understand
how my magazine can appeal to my
target audience for my magazine to
make more money and be very
popular. Blue, red and yellow are the
most popular which suggests that
these would go down well in a new
magazine. For the ‘other’ option, the
audience requested black and/or
white. This would give a clean and
fresh image to the magazine.
54. Question 9
Question 9 asked why they would
prefer the colour they picked.
This was helpful to back their
ideas more on what colours they
like which helps me to give out
my final idea of what colour(s) I
want my magazine to have. Also
their ideas can give me new ideas
if they answered the ‘other’ box
with their view on different
colours.
55. Question 10
The final question asked the
price of what they would pay
for within my magazine. This,
again, was very helpful
because it gave me the idea of
what price I think my magazine
will be worth and still be the
price people want to pay for
(however, if my magazine gets
more and more popular, I may
raise the price).
56. What do other people have to say
about your chosen music magazine?
After asking other people what they thought
about my music magazine, I have found out that
most people, between the age of 12 – 18, prefer
a cheap magazine filled with bright colours and
eye-catching pictures.
57. VIBE Review
After reading reviews of VIBE from two websites, VIBE isn’t as popular
as they make out.
Firstly Hip Hop Push Media talked deeply about who VIBE is and what
they do, they then talk about the website that VIBE created to save
their magazine company, they said it could have even better because
of the , they don’t like the playlist, and other annoying features of
which the website gives out.
The second website review centre.com, gives out the impression that
VIBE is that they are sloppy with their work, by this they mean that for
VIBE to do better they think there should be more magazines.
http://www.reviewcentre.com/Music-Magazines/Vibe-
review_3058021
http://hiphoppush.com/vibe-mahgazine-review/
58. Appealing to the target audience
This issue of one of the front covers from VIBE engages the
readers to read their magazine by the way how they have had
Kelly Rowland’s body language and no use of clothing.
This appeals to stereotypically men because it is explicit and
men stereotypically would ‘gaze’ (Laura Mulvey – 1975) upon
what is on display for the front cover of the magazine.
On VIBE’s Facebook page, they have uploaded more images
and videos for their target audience. For example ‘Hip-Hip’s
Top 10 most scandalously sexy videos’ was shared for fans of
VIBE to watch, like, comment and share further. The verbal
code of ‘sexy’ stereotypically relates to the male viewers of
VIBE. This links to ‘Hartley’s 7 Subjectivities’ because of age
and gender as the age is 13+ and the gender is male and
female but primarily male and men will like the idea of “sexy
videos” as they know it will involve females acting in a
productive way. The DPS in VIBE (on the right) appeals to the
target audience because of the verbal code “swag” tattooed
on to ‘Soulja Boy’s’ face. This connotes slang language which
12+ year olds would be able to “personally identify” (Katz)
with. Furthermore, the tattoos over his face stereotypically
appeals to a younger audience in this day and age they are
very popular among younger people and it is something
young women would find appealing on men. Lastly, Soulja Boy
connotes “star appeal” (Richard Dyer) primarily targeting
young stereotypically ‘gangster’ boys who want to conform to
this idea.
59. Frequency
VIBE magazine is distributed
monthly to the public. As
shown (left) the magazine
changes it’s price from first
being sold as $1.50/£1 to
$4.99/£3.40.
The barcodes from some of
the magazines (left) connote
they are sold monthly as
they have the month written
around them (for example
December 2010 – January
2011).
60. Demographics
Demographic segmentation consists of dividing the
market into groups based on variables such as age,
gender family size, religion, race and nationality.
This also relates to VIBE because of the same
reasons, they too have a age range (13+), gender
(Male and Female) with a suitable religion, race and
nationality (any). According to socio economic
groups, VIBE is aimed for people in the category ‘B’
and ‘C1’ because the class is more around the age-
range target.
http://www.abc1demographic.co.uk
61.
62. Frequency and Circulation
Before the downfall of VIBE being sold only by a magazine, it only was being released
monthly. This was because they felt a month was the right amount of time for their
viewers to read the magazine and manage to buy it each month. They distributed the
magazine to as many shops as possible, but only when VIBE got back on their feet,
they sell the magazine in locations where it was most popular (for example major
cities in America, and mainly in London).
Vibe has a circulation of 400, 000 since they came back as a magazine. But their worst
circulation was in June 2012, where 202,439 was paid, and 98,504 was non-paid.
http://filter2external.schoolsbroadband.co.uk/access/web?id=601a51c7-fe29-11e4-ac58-002590c125ae
63. Distribution Channels
VIBE have a website for the
magazine when you can checkout
‘News’, ‘Music’ ‘Features’, ‘Style’
and also you can connect to their
Facebook, Instagram and Twitter
pages (synergy). You can also sign
up to the ‘The VIBE Mix Newsletter’
by giving them your email address
and you can be sent information
surrounding the magazine such as
artist information and interviews
however you cannot subscribe to
the magazine online.
64. Above & Below the Line Marketing
Above the Line
Above the line marketing is the
best way and more used way
to advertise the product to the
public (for example Billboards,
Adverts via television etc.)
Below the line
Below the line is different way
to advertise the product via
the internet (for example
Facebook, Twitter, YouTube,
own website etc.)
65. Above & Below the Line Marketing
In VIBE magazine online they advertise
Carphone Warehouse – Samsung Galaxy S6
which appeals to the target audience
demographic as stereotypically younger
male and females live on their phones and it
is their main way of communicating. So
promoting a brand new phone on VIBE
website it an excellent way of advertising.
Furthermore, on the website they also
advertise ‘monster.uk’ which a website
where you can upload your CV and by
looking at the demographic table my target
audience are in the category C1 which is
aimed at students and this is a website that
would be very useful to them as they most
likely will be looking for jobs.
66. Retail Outlets
You cannot buy VIBE magazine
in the UK only in America.
You cannot subscribe to vibe
magazine.
It seems like it is a vary rare
magazine and it is very hard to
find shops that sell the
magazine. However you can
buy the magazine on Ebay but
even though it comes up on
Amazon you cannot buy it on
their website.
67. Billboards
Price (per billboard) 1 Month 3 Months 6 Months 12 Months
London 6 Sheet (3ft x 6ft) £300 £825 £1,500 £2,700
Regional 6 Sheet (3ft x 6ft) £250 £675 £1,200 £2,100
London 16 Sheet (6’6ft x 10ft) £500 £1,425 £2,700 £5,100
Regional 16 Sheet (6’6ft x 10ft) £400 £1,125 £2,100 £3,900
London 32 Sheet (13.5ft x 10ft) £550 £1,575 £3,000 £5,700
Regional 32 Sheet (13.5ft x 10ft) £450 £1,275 £2,400 £4,500
London 48 Sheet (20ft x 10ft) £700 £1,950 £3,750 £7,200
Regional 48 Sheet (20ft x 10ft) £650 £1,800 £3,450 £6,600
London 96 Sheet (40ft x 10ft) £1,400 £3,900 £7,500 £14,400
Regional 96 Sheet (40ft x 10ft) £1,300 £3,600 £6,900 £13,200
London Square (10ft x 10ft rear illuminated
price per face)
£650 £1,875 £3,600 £6,900
68. Viral
Viral Marketing is a way to advertise your
product over the internet via websites, social
sites etc.
69. Guerrilla Marketing
According to Creative Guerrilla Marketing,
Guerrilla Marketing is an advertising strategy
that focuses on low-cost unconventional
marketing tactics that yield maximum results.
70. What is the more appealing method?
According to The Advertising Club.com, Above
the line marketing is best. Although it is more
expensive, above the line marketing is the best
way for your product to get noticed, so you
could make more money for the public to get
your product. However, if your product doesn’t
match the needs of your target audience, you
could be paying more for your product to be
advertised than getting the money from the
advertisement
71. How is the product distributed?
VIBE used to sell out magazines monthly. But
after their downfall, the magazines stopped.
Then, after they were brought back, they used
their website more which they update
daily/weekly with much more information than
the magazine ever could. However, VIBE does
release their magazines monthly in the places
where VIBE magazines were most popular.
72. Competitors
VIBE has many competitors (such as ‘Q’,
‘Empire’, ‘Mojo’ etc.) but VIBE manages to keep
their game up by using their internet more than
the others. The website gives out more
information and is updated with its news a lot,
whereas the others give out less information
and at later times.
73. VIBE.com
The VIBE magazine now mostly publishes online rather
than in a magazine because they had more viewers online
rather magazines. The website came out in 2009 and was
re-mastered in April 2013, they still update their magazine
weekly, but if something that wants to be heard by the target
audience, then they update it that day.
The website doesn’t have much to offer, it nowadays has
little links to what is new to the magazine.
The navigation bar at the top links to other pages of News,
Music, Features, Style and Vixen (Videos).
Within the news page it includes a list of different range of
news from National, Sports, Events, Movies & TV.
Within music page it includes Videos, New Releases, Live
Reviews, Album reviews and music premieres.
Throughout the features page, it includes digital covers,
opinions of celebrities and lists of celebrity news.
Within the style, the page include information of fashion
lifestyle.
Within the Vixen page, it includes videos from live shows,
talk shows and music videos
http://filter2external.schoolsbroadband.co.uk/access/web?id=601a51c7-fe29-11e4-ac58-002590c125ae
74. Readership and Advertising
Online
There is evidence of cross media convergence through several social media outlets. This allows
the opportunity for readers to voice their opinions and queries directly to the VIBE Magazine.
Furthermore, VIBE uses social media to attract younger readers as VIBE is aimed towards the
target audience of teenagers and young adults. Through this research, I have discovered that VIBE
is active through Twitter, Facebook, Instagram and YouTube.
These sites are different to both the magazine and website as they give out more information to
the public. For example YouTube gives out videos on behind the scenes of photography so fans
can find out more about the artists.
On VIBE’s Facebook page, they are sharing, liking and commenting frequently. For example on 3rd
February 2016, at 4:30pm, they shared post1 hour ago. This highlights they are constantly
keeping their audience updated.
Instagram Facebook Twitter YouTube
77. Ethical Issues - Stereotypes
Stereotypically a magazine is basically people getting nosey and asking questions
completely personal and off subject, then they publish it changing what the person
being interviewed has said to make more of a profit. The magazine has made their
money, and the person being interviewed has been humiliated. This stereotype is not
ethical as writers and interviewers following this could lead to misleading information,
misrepresentation and offense to the artist(s).
Another Stereotype of a magazine is to dress up the people
who are being interviewed to look like the stereotypical
version of what is expected to wear tot hey type of music
that the artist plays. For example, Drake in VIBE was dressed
up to more a gangster to the type of music he plays.
78. Target Audience
VIBE magazine has a target audience
for people who are teenagers, and
older. This is because of they type of
music that the magazine issues
within the magazine and the images
that are allowed within the
magazine. For example the magazine
may issue women in a bikini, which is
not suitable for the age-range of
children.
79. Stereotypes
‘Male Gaze’ (Laura Mulvey - 1975)
The idea of gaze is one that deals with how an audience views the people presented. Women
have distributed this idea into the following three dimensions:
How men look at women
How women look at themselves
How women look at other women
This applies to VIBE magazine because of the type of images taken within the magazine
convey how the stereotype is taken onboard to get the attention of some male viewers. This
manages to help sell the magazine issues better due to how the public respond to the images
put in front of them.
‘Men act, Women appear’ (John Berger - 1972)
The idea that ‘women appear’ is taken strongly for men to get the attention of magazine . This
is used for how men stereotypically see women as men will find the magazine type of deal
appealing to themselves. The idea that ‘men act’ is also take into account to the magazine.
This is denoted in having many of the male artists wearing little use of clothing for the front
cover (See above)
This relates to VIBE through the type of images that they decide to produce for each issue of
their magazine. VIBE takes in the stereotype of how men may see women and how women
see men. These stereotypes manage to help sell more issues of VIBE’s issues to the public
because they use and understand these stereotypes.
80. Issues to the target audience
This issue of one of the front covers from
VIBE engages the readers to read their
magazine by the way how they have had
Kelly Rowland’s body language and no use
of clothing.
This appeals to stereotypically men because
it is explicit and men stereotypically would
‘gaze’ (Laura Mulvey – 1975) upon what is
on display for the front cover of the
magazine.
This may otherwise shock certain readers.
This is due to whom may see the magazine
front cover – for example, women and
children (underage) who may see this
magazine may get the wrong impression of
what the magazine may be about. This
means that it will not engage readers of the
opposite gender for this particular issue.
81. Product Impact
Most of the artists within VIBE Magazine
are of the African American ethnicity.
This impacts the audience to think that
VIBE Magazine is aimed for people of
that ethnicity ONLY
VIBE takes on the stereotype that the
people who like this music are just of the
ethnic origin of the music genre that
VIBE is trying to promote within their
magazine.
Therefore, this may mislead readers from
outside of this demographic.
82. Key Legal Issues
According to ‘Copyright Agency’, the first owner of
copyright in works created by employees, as part of their
job, is the employer. There is a special provision in the
Copyright Act, for employees of newspapers, magazines
and other periodical publications. These include staff
writers, photographers and cartoonists. There are
different provisions depending on when the work was
created, because of changes in the law.
This could impact the product because if the magazine is
unable stay away from the legal issues, it may put the
magazine out of business.
https://www.ipso.co.uk/IPSO/
83. Ethical Issues
Some ethical issues revolving around
VIBE magazine could be what images
they have within and on the magazine
itself.
For example, an issue of VIBE magazine
evolves Kevin Hart on the front cover,
clearly looking at a female for pleasure.
The verbal code ‘has white power’
conveys a racist factor around the skin
colour of the celebrity.
The use of these factors within the
magazine can also lead some readers
into getting the wrong impression of the
magazine because this magazine cover
involves the stereotypes of men, racist
remarks and the fact that the celebrity
with his thumbs up looking directly to
the camera may influence younger and
vulnerable readers into thinking that this
is appreciated.
Too much of this ideology may lead into
legal trouble and eventually put the
product out of business.
84. Hazards in the Workplace
Companies have a concern to protect employees against health and safety hazards at work. Workers have the
right to know about possible dangers and to refuse work that they consider is unsafe. Workers also have a
accountability to work safely with hazardous materials.
Health and safety hazards exist in every workplace. Some are easily identified and modified, while others make
extremely hazardous circumstances that could be a risk to your life or long-term health. The best way to defend
yourself is to study to know and stop vulnerabilities in your workstation.
There are four main types of workplace hazards:
• Physical hazards are the most common risks and are current in most workplaces at some time. Examples
include: frayed electrical cords, unguarded machinery, exposed moving parts, constant loud noise,
vibrations, working from ladders, scaffolding or heights, spills, tripping hazards.
• Ergonomic hazards happen when the type of work you do, your body position and/or your working
circumstances put a stress on your body. They are hard to recognize as you don’t immediately identify the
harm they are doing to your health. Examples include: poor lighting, improperly adjusted workstations and
chairs, frequent lifting, repetitive or awkward movements.
• Chemical hazards are present when you are exposed to any chemical groundwork (solid, liquid or gas) in
the workplace. Examples include: cleaning products and solvents, vapours and fumes, carbon monoxide or
other gases, gasoline or other flammable materials.
• Biological hazards come from working with people, animals or infectious plant material. Examples include:
blood or other bodily fluids, bacteria and viruses, insect bites, animal and bird droppings.
http://www.ccohs.ca/topics/hazards/
85. How do the azards relate to VIBE?
The hazards are important because health and safety is one of the top
priorities for the magazine – even in the location of where I will be taking my
images. For example making a list of hazard(s) of location(s) may help avoid
many risks.
If VIBE were not taking in account for the hazards that may be a risk to
themselves, or the artist, then VIBE may be sued for the accidents that they
cause – which may even lead VIBE to be put out of business altogether
87. Watermark
VIBE magazine helps to keep
their photography work to
their own due to the safety of
watermarking their images.
This is illustrated by having the
logo of their photos on a low
opacity over their images.
This helps to keep the
photography owned to VIBE
magazine because
copyrighters are unable to use
the photography for their own
purpose without permission.
88. Dealing with Complaints
The Editor’s 16 codes1) The Press must take care not to publish inaccurate, misleading or distorted information, including pictures
2) A fair opportunity for reply to inaccuracies must be given when sensibly called for
3) Everyone is entitled to respect for his or her private and family life, home, health and correspondence, including digital
communications
4) Journalists must not engage in intimidation, harassment or persistent pursuit
5) Editor’s can give out no intrusion into grief or shock
6) Children under 16 must not be interviewed
7) Children under 16 must not be identified in cases involving sex
8) Journalists must identify themselves and obtain permission from a responsible executive before entering non-public areas of
hospitals or similar institutions to pursue enquiries
9) 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
10) 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 private information without consent
11) 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) The press must avoid prejudicial or pejorative reference to an individual's race, colour, religion, gender, sexual orientation or to any
physical or mental illness or disability
13) 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
14) Journalists have a moral obligation to protect confidential sources of information
15) 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
16) 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
https://www.ipso.co.uk/IPSO/
89. Codes taken into account
Children under 16 must not be
interviewed
VIBE takes this code on board
as they do not interview under
age in any of their issues, and
most likely many issues to
come.
The Press must take care not to publish
inaccurate, misleading or distorted
information, including pictures
VIBE follows this code by asking the people who they
are interviewing to sign a form in order to take
photographs that can help to make the magazine
more appealing to their target audience.
They also need to ensure that they avoid
misrepresentation, for example:
By inserting the verbal codes
“or just misunderstood” this
establishes how the magazine
will avoid any possibility of
misleading the reader.
90. How do the codes apply to VIBE?
The editors 16 codes are all important to VIBE because it is a important way to know
what can and cannot be said within my interviews. It is important to know this
otherwise some interviews may put the magazine into legal trouble.
It is important to keep to the 16 codes so the magazine is sincere and can be trusted
by the public and the readers of the magazine. If the magazine is sincere, then VIBE
can be known for a magazine that keeps the interviews truthful and therefore not
leading the spectators into any misconducting information.
If the VIBE were unable to keep up to the standards of these 16 codes, then members
who have been interviewed for VIBE may be able to sue the magazine out of business
through false information and images that have not been allowed.
91. Complaints Procedure 1
1) Our Remit – IPSO reads the complains, and check the editors code
to see where the publication falls within the complaint
2) Who can complain? – IPSO take the complaint forward , unless
the complaint is inaccurate.
3) Delayed Complaints - IPSO is able to consider complaints within
four months from the date of the conduct complained about, or
publication of the article, but it may take around 12 months if
about an article
4) Submitting a complaint - IPSO believes that if your complaint
raises a likely break of the Editors' Code, they send the detail of
your complaint to the publication, which will then have the
opportunity to resolve the matter directly and swiftly.
92. Complaints Procedure 2
1. Initial Assessment - Once IPSO have received your complaint they will assess whether it
falls
2. Referral to the publication - If your complaint raises a possible breach of the Code, and you
have not previously exhausted the publication's own complaints procedure, IPSO will pass
on the detail of your complaint to the editor
3. The investigation - If your complaint is not resolved with the publication, the Complaints
Committee will write to the editor of the publication to request its response to the
complaint
4. Adjudication by the Complaints Committee - If your complaint remains unresolved, the
Complaints Committee will decide whether there has been a breach of the Editors' Code
5. Remedies - If the Complaints Committee determines that the Code has been breached, it
can require the publication of its upheld adjudication and/or a correction
6. Review of the process - If your complaint proceeds through steps 2 through 5 but you are
unhappy with the process by which the decision of the Complaints Committee was made,
you may request a review by the Complaints Reviewer
7. Complaints which are not pursued - IPSO expects both publications and complainants to
cooperate with it in the prompt consideration of complaints
8. Unacceptable behaviour by complaints and vexatious complaints - In general, the staff of
IPSO’s Executive will be accessible and courteous to everyone who comes into contact with
the IPSO
94. Conclusion
In conclusion, it seems that VIBE Magazine takes in all
the possibilities of their magazine to be not put into
legal trouble as they keep all issues and website to the
appropriate content.
