1. {
OCR –
Level 3 Cambridge Introductory
Diploma in Media
Unit 13:
Planning and Pitching a Print based
Media Product
P1 Evidence
Name: Tom Hibbert
Candidate Number: 2063
Center Name: St. Andrew’s Catholic
School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion
2. Contents
1. Publisher and Purpose of Bauer Media – Slide 4 - 5
2. Kerrang! Magazine – Slide 6
3. Publishing Process – Slide 7
4. Frequency – Slide 8
5. Genre – Slide 9
6. Target Audience – Slide 10
7. Connotations and Denotations of Kerrang! – Slide 11
8. Brand Identity – Slide 12
9. Form and Style – Slide 13
10.Purpose – Slide 14
11.Front cover deconstruction – Slide 15
12.Second front cover deconstruction – Slide 16
13.Editorial – Slide 17
14.DPS – Slide 18
15.Website Analysis – Slide 19
3.
4. Bauer Media Group
CEO: Andreas Schoo
Headquarters: Hamburg
1. Europe’s largest privately owned publishing Group
2. The seeds of the company’s radio business were planted in 1990
3. In 1994, the company bought a small magazine called For Him Magazine
which is now the core of the best-selling international multi-platform
brand FHM.
4. Bauer Media spans over 80 influential brand names covering a diverse
range of interests including heat – the must have weekly celebrity title,
Parkers, MATCH!, CAR and Yours.
5. In 1996, Bauer Media acquired digital music TV channel The Box, as a
route into the small screen business, which has grown into Box Television,
a seven channel joint venture TV business with Channel 4.
6. The Bauer Media Group has set the course for sales growth in its domestic
market.
7. Bauer media group holds a 56 per cent retail market share of the popular
magazine segment, and is also the leading private radio provider.
Publisher Source:
http://www.bauermedia.co.uk/about
5. Purpose of Bauer Media
Publisher Slogan
Bauer’s slogan is “WE
THINK POPULAR”
This ‘signifies’ (De
Saussure) that Bauer’s
interests are to be
popular and that they
control their strategies
around popularity and
not other factors. This
connotes the
publisher’s
commitments to the
magazine audiences
and that they are
always trying to be the
best and the most
popular.
6. History of Kerrang
Kerrang magazine is the UK’s number 1 rock music magazine and has
been around since 1981. The magazine is based in London but is a
worldwide magazine.
What is in Kerrang?
Kerrang is a rock music based magazine which contains stories and the
latest news and music from that music genre. The following are some
artists feature in Kerrang:
Tonight Alive
Green Day
My Chemical Romance
Blink 182
Bring me the Horizon
People of Kerrang
The founder Alan Lewis did not only create Kerrang but he has also
written for NME, The face, Q, The telegraph and the Times.
Kerrang Magazine
Source:
7. Pick a Subject/Genre/Topic
When the decision to make a magazine arises you need to have a good genre and subject that is popular and will gather profit.
Choose a name/title
The name of your magazine will need to be chosen strategically and methodically as you will need to put great thought and time into what your
magazine will be recognised as.
Choose the article you are going to cover
The article covered in the magazine should be interesting for readers and your target audience as if it is not interesting then your readership will
reject t the magazine completely.
Choose the cover image
This image will have to catch the reader’s eyes and draw them into reading the magazine because of the look of it.
Design your masthead for you magazine
The brand identity of the magazine lies in the masthead, a font style that is readable and aesthetically pleasing will be best for the magazine.
Write body articles
More than one article will help to collect the largest amount of information for the readership.
Improve photos/Incorporate graphics
The photos in the magazine need to be of a professional standard and to a high quality so that the target audience and those reading the
magazine can compliment and appreciate the presentation.
Decide on feature articles
Feature articles are the articles that will be featured in the magazine and will hold the magazines unique content together with the overall
presentation of the magazine.
Place thumbnails
The thumbnails will need to preview the article enough that the reader will know what will be in the article.
Create table of contents
Publishing Process
Source Used
https://www.lucidpress.com/blog/
2014/02/20/how-to-make-a-
magazine-in-twelve-steps/
8. Kerrang
magazine is
the UK’s
number 1
and is sold on
a weekly
basis.
Kerrang's
circulation
figure is
33,024, this is
from January
to June 2014.
Frequency
Source:
9. Genre
Verbal Codes
Kerrang’s verbal codes
are the text that the
magazine displays on
the magazine. The
verbal code “ROCK
STARS WHO
CHANGED YOUR
WORLD” is a perfect
example of how they
use verbal codes
connotes their genre of
rock music. “Rock “ is
literally written on the
front cover and makes
the reader very aware
that they are in fact a
rock magazine.
Kerrang is a rock music magazine and their front
covers clearly display this.
On this particular front cover of Kerrang they have
used non-verbal and verbal codes to show this.
Non-Verbal Codes
The magazine’s front
cover has a picture of
many rock music artists
and does this as a
constant feature for the
magazine each week.
This specific front cover
has multiple rock artists
such as: Billie Joe
Armstrong, Gerard Way
and Kurt Cobain.
These are not only rock
artists but very well
known artists that
symbolise rock music.
10. Target Audience
Kerrang magazine’s target audience is
labelled in their mission statement
and are described as a “spectrum of
readers”, “younger teenage readers”
and “readers who respect Kerrang”.
Kerrang has a very mixed target
audience but they do specifically
highlight that to “respect Kerrang” is
part of their mission.
In order to please their target
audience they have to make it clear
that they are a rock magazine and
display that they are meeting their
reader’s needs.
45.3% of Kerrang’s readers are on
record as women and 54.7% are men.
This information was recorded from
January 2012- December 2012.
Age Range
15-24
25-34
35-44
45-54
55-64
Psychographics
In terms of psychographics the target audience for Kerrang
magazine would stereotypically be
Part of the strugglers category because the magazine connotes
rough and non high quality aesthetics which make the magazine
appeal to those who are not posh, high in money and in the
upper class.
Theories
In terms of Katz’ theory the
target audience for Kerrang
would be people seeking
simple entertainment. This is
because Kerrang is quite
simple and does not contain
very heavy information that
you need to be fully focused
in order to read. In terms of
Maslow's theory I think that
the audience for Kerrang
have Physiological needs as
Kerrang is a very basic
magazine and includes
essential information about
rock music.
Source:http://www.slideshare.net/ncrafts84/kat
z-hartley-and-maslow-theory
Hartley’s Seven Subjectivities
In terms of Hartley’s theory I would say
that Kerrang’s audience is 17 years old,
male, lower class, white ethnicity,
British and without a family. Their
audience possesses individuality.
11. What is the denotation of the name of the magazine?
‘Kerrang’ sounds like a guitar noise which could limit its audience to only rock music which the magazine is
mainly focused on. This displays the genre and purpose behind the magazine immediately to the readership.
Font
‘Kerrang’ magazine’s font has been used because it is quite edgy and bold. This highlights and reflects the
magazine’s aim to attract modern, enthusiastic audiences to the rock theme of the magazine. Rock music is
quite rough and edgy and the font connotes this.
Manipulation of the images
The images show the artists with angry expressions on their faces, this coincides with the magazines mood.
The angry expressions show the depth and deep meanings behind the artists and their music, this makes
readers want to read the artist’s article to find out the truth and realize what the artists they like are really
shown as.
Colour scheme
Kerrang’s colour consists of three main colours, yellow, black and white. The colours are noticeable and are
consistent throughout the magazine. Each different issue has a different colour in with the colour scheme,
this adds uniqueness to the magazine and means no magazine will be the same, this keeps the reader
interested.
Brand identity
The brand identity of Kerrang is obvious throughout the magazine issues. The font style is destructive and
edgy which as stated before, conveys the music in the genre.
Language
The language used in Kerrang is informal, this connotes the edge and unconventional side of rock music.
This is throughout the magazine issues and is a constant feature which can be recognized as Kerrang
vocabulary all throughout the issues.
Images
The images in Kerrang are still kept to the same conventions as the magazine itself, rough, edgy and
destructive. This shows that the magazine is this way and that the genre it is covering is to this way.
Source:
http://natashagilbody.blogspot.co.uk/2010/10/
brand-identity-kerrang.html
12. Colour Scheme
The colour scheme for Kerrang magazine consists of three basic
colours. These combinations change every different issue for the
magazine which connotes and modernises themselves and
suggests uniqueness that appeals to their target audience.
Language
The language used in Kerrang magazine is colloquial/informal.
This type of language is common and bonds better with the
target audience’s age range.
Images
The images used in Kerrang symbolise the artists and their music
which connote consistency for the audience and their readers.
This also suggests that the artists are consistent with their high
quality music and that they are as organised as the magazine
they are featured in such as Kerrang.
Brand Identity
13. The form and style of the magazine has very dark and black colours. This
connotes the style of rock music that they display in the magazine and lets the
reader know whether this magazine is for them straight away.
Something else on the magazine that denotes the form and style of the
magazine is their constant use of colour schemes per issue. In each issue
Kerrang has a different
Form and Style
14. Purpose
The purpose of the magazine is to inform and entertain people who favour their
music genre on the latest music for the bands. The magazine is very much based
around the people that are a part of the ‘rock’ genre.
The magazine meets the purpose as it contains highly detailed interviews and
articles with rock artists and those related to the magazine.
The magazine is mainly focused on rock
and metal based music which limits the
target audience and consumer range.
The ideology of the magazine is to inform
and entertain people who favour their
music genre on the latest music for the
bands.
The magazine also provides live tour dates
so that their consumers can actually meet
the celebrities they have been reading
about
15. Front Cover Deconstruction Masthead
The denotation of the
masthead is white, large and
thick text for the name of the
magazine ‘Kerrang!’. The
connotation for ‘Kerrang’ is
the sound of an electric
guitar does in fact reflec the
sound ‘Kerrang’, this
displays their hardcore
connection and dedication to
rock music.
The white colour of the mast
head makes it stand out. The
white contrasts with the
black, dark theme of the
magazine which connotes
that the magazine is unique
and physically stands out as
well as its content.
The text also has a ‘slashing’
effect which suggests that the
magazine could be quite a
sharp, edgy music magazine
as a pose to other titles.
Cover Lines
‘HEALTH SCARE’. This is a
bold and noticeable text that
draws in the reader to show
general concern for Zakk
Wylde which allows them to
continue reading.
The cover line shows
sympathy and makes the
reader of the magazine
empathetic.
Date and Price
$6.95 and £2.20. Shows that
magazine is global.
November 28
16. Promotion
The magazine
promotes those
associated with the
magazine by giving
away promotional
posters. This would
appeal to the ‘social
climbers’ in Maslow’s
Hierarchy of needs
theory. The social
climber would be
materialistically
driven to purchase
this magazine as
promotional ‘give
aways’ are providing
encouraging reasons
to buy the magazine.
Medium Shot
Masthead
Behind the medium shot of
music artist to make the artist
catch the reader’s eye bye the
title. This suggests that the
artist being covered by the
magazine if a significant role
in the magazine.
17. The editorial of Kerrang always explains what this
month’s issue is about and tells the reader about a
key activity or topic that the issue will mainly cover.
In the example shown to the right the editorial talks
about the Kerrang tour that is coming up and gives
readers page numbers for certain things in the
magazine that are more important than others. The
effect of this is that by suggesting certain pages to
readers they will want to read the pages up to that
point as the information is on more than one page,
this means the reader has to buy the magazine as
appose to them having a pass through pages on the
shelf.
Editorial
19. Website Analysis
Social Media Synergy.
The magazine uses social media because most teenagers and young adults are on
websites like facebook and twitter. Kerrang magazine have used this to their
advantage as this is their target audience.
Logo
These are advertisements for music available by
artists that are regularly in the magazine
to buy on iTunes. This is significantly important
because the music being advertised is by the
artists covered by Kerrang.
20. Kerrang magazine is a rock music
magazine which is published by bauer
media. Kerrang has been on shelves since
1981.
Kerrangs target audience has been
established as 17 years old, male, lower
class, white ethnicity, British and without a
family. Their audience possesses
individuality.
Kerrang posess a very unique and conistent
brand identity which they keep in their
issues throughout.
Conclusion
