1. {
OCR –
Level 3 Cambridge Introductory
Diploma in Media
Unit 01:
Analyzing Media Products and
Audiences
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. 1. Focus publisher and product – Slide 3
2. Ownership Structure – Slide 5
3. Ownership Model – Slide 6
4. Brand Ideology/Ethos – Slide 7
5. Technological Convergence – Slide 8
6. Associated Products – Slide 9
7. Market Position – Slide 10
8. Competitors of Bauer Media – Slide 11
9. Competitors of Kerrang magazine – Slide 12
10. Publishing Process – Slide 13
11. Magazine contents page – Slide 14
12. Genre – Slide 15
13. DPS – Slide 16
14. Katz Theory Slide 18
15. Hierarchy of Needs – Slide 19
16. Demographics – Slide 20
17. Psychographics – Slide 21
18. Primary Research
19. Survey Results Slide 23-31
20. Secondary Research
21. Reviews – Slide 33
22. Promotion – Slide 35
23. Social Media – Slide 36
24. Distribution – Slide 37
25. Stereotypes – Slide 39
26. Relevant issues of representation – Slide 40
27. Legal Issues – Slide 41
28. Role of regulatory body – Slide 42
29. Editors code of practice – Slide 43
30. How to make a complaint – Slide 44
31. Copyright – Slide 45
32. Watermark – Slide 46
Contents
3. 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.
Focus publisher and product
1. Kerrang magazine was first
published on June 6 1981.
2. Kerrang magazine is the Uk’s no.1
rock magazine.
3. Releases weekly copies.
4. The editor for Kerrang is James
McMahon
5. Kerrang is not only a magazine
but also has their own channel on
TV
6. Kerrang have their own music
chart for rock music.
7. The magazine includes interviews
and ‘exclusive’ talks with the rock
band artists featured in the
magazine.
8. James McMahon was appointed as
editor on 6 June 2011
9. 37,603 copies of Kerrang had been
sold by June 2013
10.Kerrang is published by Bauer
media group.
4.
5. Bauer media was first found in 1875.
Bauer Media is a global publisher because it has its
headquarters in Hamburg. By being a global publisher it is
open to a lot of brands which can help them reach their
insight which is “to be able to deliver ground-breaking
consumer insight to media professionals, having more
market leading brands across a wider breadth of markets
than any other media owner”.
On each page of Bauer’s website they have the social
networking icons on the left hand side. This shows
continuously that they are on social networking sites. This
attracts younger audiences that are in fact with these
networking sites that they can interact with a magazine that
they like within their own environment and reach out to
Bauer about their magazine.
Ownership Structure
7. Slogan: “We think Popular”
The logo with the slogan contains bright feelings
with a range of colours. This range of colours in
the image connotes the ethos of the magazine
which is to have a wide rang of brands and
products. The bright colours reflect how their
purpose is to entertain and the wide range of
colours show the rang of brands and ideas they
have. The slogan also connotes that they ‘think’
that they are popular and are therefore
considered popular. This could also suggest that
if you read the magazine you will be popular.
Brand
Ideology/Ethos
8. Bauer media Group can be found on twitter. They
also have a separate twitter account for jobs
available at Bauer Media Group. This not only
promotes the publishing group, but also extends
the range of people who know about Bauer
Media Group as a significant amount of people
are on social networking sites. The website also
gives access for purchasing an ‘e-version’ of the
magazine.
Technological Convergence
9. Associated Products
Bauer media produces other
products outside Kerrang
like: Q, MOJO and other
magazines which are
unrelated to music
magazines. By not only
producing music magazines,
Bauer have attracted different
target audiences which will
overall give the publisher a
wide range of media to
publish and entertain their
audience with. It also shows
how the company have
diversified over the years in
order to attract a larger
readership using a range of
media platforms.
10. 54%
24%
22%
Sales
Bauer Media
IPC Media
Music and Media Solution group
Market Position
Magazines Sold
Kerrang
Q
MOJO
Rock Sound
It is clear that Bauer have
managed to achieve a strong
majority when it comes to
publishing music magazines.
11. IPC Media
IPC media is a similar company to Bauer Media Group. IPC media are a worldwide company
that have global offices.
IPC Media is within Timeinc. UK which have over 60 brands including “NME”. Despite being
cheaper than most of Bauer’s magazines IPC media have still to achieve the no. 1 spot in music
magazine publishing.
Hearst
Hearst publishing started in 1910 by Randolph Hearst and the company had made up to 9
billion in revenue. Hearst publish Best and All about soap, which both have high readership in
the UK.
Future PLC
Future PLC publishes Total Film, EDGE and SFX. The CEO of Future PLC is Zillah Byng-
Maddick but the company was founded by Chris Anderson in 1985. The assets of the company
of worth £22.5 million.
Competitors of Bauer Media
Source Used
http://www.timeincuk.com
12. Competitors of Kerrang!
Magazine
Rock Sound
Rock sound is a similar magazine to Kerrang in the sense that
they are both covering the same genre. Rock sound uses a
completely different shade, tone and variety of colours in the
magazine where as Kerrang has one colour scheme per issue
that connotes the content mood and theme of that particular
issue.
Publisher: Freeway Press.inc
MOJO
MOJO is similar to Kerrang! but differs because of the type of
rock music that features in the magazines. MOJO focuses on
classic rock music where as Kerrang! is punk and hard-core
rock.
Publisher: Bauer Media Group
13. 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/
14. Magazine contents page
Consistent Colour Scheme
There is a consistent colour
scheme in use of red,
yellow, black and white.
The colour red connotes the
idea of stopping, therefore
is used on the contents
page to make the reader
stop and read what is on
what page.
Yellow would suggest
bright and cheery, this is
used on the contents page
to show different sections
of the magazine.
White symbolises purity
and is used here to show a
clean background to the
contents page.
Black connotes something
of a dark and sinister
nature and is used here as a
background to artists
images, perhaps suggesting
the nature of the music
they produce.
Images
The use of an image that
takes up most of the
contents page and does not
have a link to any rock artist
is unusual as an artist would
usually be here in this size
as a pose to a member of a
random audience at a
concert.
Layout
The layout of the contents
page is not very organised,
this is maintaining the
rough, tough rock image that
the readership are looking
for in this genre.
The editorial has also been
included at the bottom of the
contents page, this connotes
ownership with the contents
page as suggests a contrast
with the un-organisation of
the genre making this a
unique magazine.
15. Genre - Rock
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.
Barcode
The barcode for this magazine has the
logo inside of it as well as the price and
issue number.
The connotations of the logo in the
barcode are the consistency to advertise
the magazine’s title. By having the logo in
the barcode
Headline
The headline of Kerrang’s front cover is
‘ICONS’. The text is presented in a bold,
bright and coloured format which draws in
the readers’ attention as it is the biggest title
on the page.
Masthead
The masthead has
sharp, broken and
destructive
connotations. This
matches the consistent
style of Kerrang
magazine because they
are a punk rock
magazine.
Anchorage text
The Anchorage text on
the front cover makes
the reader more
interested in reading
the article because it
tells us that more rock
artists are featured in
the magazine, this
makes the reader
become more
interested as more of
the artists they like are
in the magazine.
Adverts/Freebies
The advert on the front cover of this
issue of Kerrang is the free download
option for a festival. This encourages
readers to buy the magazine in order
to get the freebies advertised.
16. Drop Capital
Consistent colour scheme throughout
This double page spread of Kerrang magazine has a
consistent colour scheme of black, red and white. The
colour red connotes anger and fire which fits the stereotype
that rock stars are angry and perform angry music as artists.
Credit to interviewer
Differentialquestions
17.
18. Kerrang’s target audience’s
spending power is low. This
is because the demographic
is E/D, this has most likely
influenced Kerrang to price
their magazine at £2.20 in
the UK as everyone in this
demographic can afford this.
Spending Power
19. The uses and gratifications theory was made by theorist Katz.
The theory depicts how we understand communication and how the
media affects us. The theory suggests that people interpret the media
they are consuming into their lives with ‘objectives’.
Kerrang’s reader’s objectives would be to gain insight into themselves.
This is based on the theme and mood of the magazine which is quite
dark, this connotes how they may be a dark person.
The typical reader of Kerrang! will be ‘informed & educated’ about the
lives of rock artists in and outside of music performing. This allows
the audience to indulge themselves in the lives of these artists and
escape from their own.
Katz’ Uses and
Gratifications Theory
20. The theory was built by Maslow. The theory states that
people do things for self-actualization, esteem,
love/belonging, safety and physiological reasons. People
would read Kerrang magazine to fur fill their esteem
needs. This based on the simplicity of Kerrang magazine
and the artists and bands that are featured in the
magazine which have been involved in a rough
upbringing, alcohol and drugs.
Hierarchy of Needs
21. Demographic: Demographics are used to pick out potential audience growth and to
spot underperformance. All types of media are targeted to certain audiences. In
relation to Kerrang, I think that the demographic for the magazine would be in the
D/E sector. I think this because Kerrang is too un-formal for C1 and above as skilled
office workers and those in ‘white collar’ jobs would not be interested in low-end
showcase rock music.
Demographics
22. Psychographics are parts of a specific media group which have been split
up in the market to define a form of media’s reading group or target
audience. The psychographics group that I think Kerrang’s readers fall into
would be the strugglers. This is because they stereotypically buy alcohol
and our disorganised. This matches with some of the types of artists in the
magazine and the general look of the magazine may appeal to this
psychographic group.
Psychographics
24. Question 1
This set of results
determine the age
group for Kerrang
magazine as they
show that these set of
readers are between 16
and 21. These are
fairly young ages
which connotes that
Kerrang appeals to a
younger audience than
other magazines. It is
important to be aware
of the readership age
range in order to make
sure the articles
included meet their
needs.
25. Question 2
These results show that the content is
in fact the most important feature in a
magazine to its readers which means
that the success and popularity of the
magazine exists mainly on the
content.
The content of Kerrang magazine is
mainly focused on the artists of the
rock music genre which is clearly
what readers want to see and read
about.
26. Question 3
These results show that against other
magazines MOJO and Q, Kerrang has a
more favoured colour scheme. However,
when it comes to the images used in the
magazine the surveyors felt that Q used
better pictures in their magazine.
Kerrang has always had its unique and
controversial font and these results show
that the font has 30% more votes then the
MOJO and Q font, this outlines the
uniqueness of the font.
On the other hand the results show how
the headlines for Kerrang are not an
appealing feature which the magazine
needs to gain all support on top of the huge
amount that they have already.
27. Question 4
These results confirm my
theory about how the
Psychographics for the
audience of Kerrang
magazine are those
seeking security in the
mainstreamer group. This
suggests a difference in
what I initially thought
would be the predominant
group ie strugglers. On the
other hand the audience
could be aspiring to be
mainstreamers as they
strive for security whereas
actually reading a
magazine of any genre is
really about escapism.
28. This survey question’s results show
that music magazines are not the
most popular type of magazine.
This reflects on the expectations of
target audiences and the public.
Film magazines tend to have very
detailed information on their films
and actors, since Kerrang is quite
an ‘informal’ magazine the
audience may feel that there is not
enough detail in the information
they include in their issues. It could
reflect the needs of the average
music fans which is to find out
about their favourite artists and
new and upcoming artists whereas
film fans might be more concerned
with the technology of the film
industry.
Question 5
29. The results show that music
magazine’s publishers do in fact
make the outcome of the magazine
better and successful. If a
publisher has already produced a
popular and successful magazine
it could suggest that the
readership will be more open to
reading a magazine produced by
the same publisher. Magazines
produced by the same publishing
house will also take advantage of
synergy and market their
produces on the pages of their
own magazines.
Question 6
30. This piece of market
research tells me that
Kerrang magazine is not
the most popular
magazine among
teenagers. If I wish to
access the same target
audience then it will be
worth considering the
ways in which the
magazine uses form and
style to present their
articles.
Question 7
31. Question 8
This question’s results
show that ‘word of
mouth’ is still an effective
way of advertising.
Young readers are more
likely to sit and chat
about an article they
have read in a magazine
with friends and
encourage them to do the
same so that they have
something to converse
about. Including captions
such as ‘tell a friend’ or
‘recommend to a friend’
could be an effective may
to increase market share.
32. Question 9
This question shows a
direct relationship
between the style, font
and form of a magazine
and its proposed
readership. It is clear
that people are drawn
to certain colours and
images when deciding
whether to buy a
magazine or read an
article. It also suggests
that front covers and
mastheads are key
selling points for
magazines. It is vital to
have a USP that is clear
to a potential reader.
34. http://www.reviewcentre.com/reviews9591.html#Reviews
Reviews
On the ‘review centre’ Kerrang magazine has mostly
positive reviews except for one review where the
writer states how the magazine has changed from a
classic rock magazine to modern stereotypical
magazine.
The positive reviews however suggest the complete
opposite and how well that the magazine is written
and how it is ‘awesome’.
One particular review states that the posters the
magazine give away are an important feature to them,
I will reflect on this when creating my own magazine
as promotional giveaways are important to my
audience and Kerrang’s.
35.
36. Facebook is extremely
popular in the modern age
and Kerrang have taken
advantage of this by
creating their own Facebook
page. The page has got
717,901 likes. This means
that almost 720,000 people
can see information and
promotion for Kerrang
issues without even having
to click onto the page itself.
This is reaching a wide
range of people and this is
only the people who are on
Facebook let alone the
people who like it outside of
social media sites. Kerrang’s
audience is huge.
PROMOTION : How does Bauer advertise Kerrang! magazine?
Social Media
37. Social Media
Joined twitter in 2009
Kerrang magazine has ‘535K’ followers on twitter. This not only publicises the
magazine but advertises its popularity. By doing this they are showing their audience or
people debating to read the magazine that they are a good magazine of high quality
which is why they have so many people following them.
With Kerrang on twitter it connects them to a young audience that is constantly using
social media. With so many young people on twitter currently and reading magazines
Kerrang have taken advantage of social media and created the perfect way to gain the
most readership and popularity possible.
38. Network is Australia’s largest magazine distribution
and subscriptions management company and has a
market share of 53% of copies sold at retail and 52%
of the consumer subscriptions market.
Network represents 270+ publishers and sells over
170 million copies of magazines, worth over $500
million in retail sales. With over one million
subscribers, Network’s subscriptions team manage
Australia’s largest consumer subs business.
Network’s distribution reach also covers New
Zealand for both retail and subscriptions through its
sister company Netlink Distribution.
Distribution
http://www.bauer-
media.com.au/services/distribution
39. Retail Outlets
Kerrang is available in the following shops
• WHSmith
• Newsagents
• Online
-Their website www.Kerrang.co.uk
• Sainsbury's
• Tescos
Buying Kerrang! online
To buy Kerrang online you need to
log onto their website and select the
tab at the top of the page which
reads “Get K!”. Once on the page
you can select the issue you wish to
purchase and then you will be
redirected to a page dedicated to
that issue and describe the issue’s
content.
40.
41. A stereotype is a
widely held but
fixed and
oversimplified
image or idea of a
particular type of
person or thing. In
Kerrang magazine
they refer to ‘rock
stars’ as sex, drug
and bad mouth
fuelled punks that
appear ‘cool’ and as
idols.
Stereotypes
Other stereotypes that Kerrang magazine use are the angry mood of the rock stars.
On every front cover that Kerrang has all the artists featured on it possess angry
faces which suggest that all rock stars are angry and reckless, this creates a bad
influence for those who read Kerrang as they read with a negative image of the
artists, making their interviews (populating them) pointless.
Ethical Issues
42. Relevant Issues of representation
This rock artist on the front cover of this magazine appears as the stereotypical rockstar.
The artist connotes unhygienic and a drunk stereotype which could influence Kerrang’s
readership to follow.
If a younger audience
was to see an image like
this on the front cover of
a ‘famous’ magazine
then it may allow them
to think that it is ok to
do these things if you
are famous or not and
could lead to further
promotion of
inappropriate behaviour
in society. This is a good
example of how a rock
artist can be completely
misrepresented.
This would be considered
a negative role model as
most adults wouldn’t see
this as a socially
acceptable way to behave.
The magazine lacks
positive role models for its
readers.
The hypodermic needle
theory would suggest
when applied to this topic
that if other readers and
audiences were to see this
influential artist’s image,
they would be inclined to
follow the artist’s
actions/behaviour.
43. One of the legal requirements, for the lead editor of a magazine is that
they have to follow the ‘Editor’s code of practise’ as set out by the
PCC ( Press complaints Commission). This code sets out a number of
requirements that editors have to follow when publishing their
magazine. The IPSO have since superceded PCC as a governing body
for magazine regulations.
Accuracy
The code of practise states that the press must not publish inaccurate
or misleading information, including pictures. If there is an issue
where great inaccuracy is the case, a published apology is required
where appropriate.
Discrimination
The press have to avoid references of an inappropriate nature
involving an individual's race, gender, religion, sexual orientation or
disability.
Confidential Sources
If confidential information is given then the source must remain
confidential as journalists have a moral obligation to do so.
Legal issues http://www.pcc.org.uk/cop/practice.html
44. IPSO is an organisation that is in charge of enforcing the
‘Editor’s code of practise’. By enforcing this code, they
help to maintain the highest professional standards.
If you wish to make a complaint, you can make it
directly through IPSO and they also handle issues of
harassment.
Role of relevant
regulatory bodies - IPSO
https://www.ipso.co.uk/IPSO/cop.html
45. 1.Our remit
IPSO considers complaints that publications which are members of IPSO have breached the Editors' Code of
Practice. If you are unsure whether a publication falls within our remit we will be happy to advise you. Most of
the complaints IPSO receives relate to editorial material published by member publications, whether in print or
on their websites. This includes: Articles; Images (including video);Audio material on newspaper and magazine
websites; Readers' letters; Edited or moderated reader comments on newspaper and magazine websites.
IPSO also takes complaints about the physical behaviour of journalists. This includes: Refusing requests to stop
taking photographs or asking questions; Using hidden cameras to obtain material; Failing to be sensitive when
dealing with cases involving grief and shock; Failing to obtain the proper consent before speaking to children or
individuals in hospital or similar institutions.
2.Who can complain?
IPSO will take forward complaints from any individual or organisation that an inaccuracy has been published on
a general point of fact. Where an inaccuracy relates to a specific individual or organisation, we may be able to take
forward a complaint from a third party, but will need to consider the position of the directly affected party in
deciding whether it is appropriate to do so.
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. We may also be able to take a complaint forward about an article, where it remains
accessible on a newspaper's website, within 12 months of publication, although it is required in such cases to
consider whether it is fair to do so in the circumstances.
4. Submitting your complaint
Please note that if IPSO believes that your complaint raises a potential breach of the Editors' Code, we will send
the detail of your complaint to the publication, which will then have the opportunity to resolve the matter
directly. This is to ensure the swift resolution of substantive complaints wherever possible.
Complaints must be made in writing, and should be made via the IPSO complaints form, You will need to
provide us with a copy of the article in question (if there is one) and set out how you believe the Editors' Code of
Practice has been breached. You are also able to provide any other relevant letters or documents which would
help us to assess the complaint. Further information is available below about how we will handle your complaint.
If you would prefer to submit your complaint by email you can do so by writing to complaints@ipso.co.uk.
Complaints may also be sent via post to: IPSO c/o Halton House 20/23 Holborn London EC1N 2JD
https://www.ipso.co.uk/ipso/makeacomplaint/makingacomplaint.html
47. One of the main things a magazine has to concern themselves with is
copyright, copyright is the process of using someone else's work or
information and publishing it without authority or permission provided
by the original author/source. If a magazine does carry out copyright
then they can be sued for it. If a magazine wishes to protect any of its
written work then journalists make their artists intellectual property. This
can protect it from being used elsewhere without permission.
Copyright https://www.gov.uk/intellectual-property-an-overview
48. What is a watermark?
A watermark is a digital
stamp which can be used by
businesses to show the
product is theirs and can
also be used to display
ownership of the business in
the product.
This is relevant to music
magazines because it is
important to protect the
intellectual property of the
magazine otherwise it will
lose uniqueness and brand
identity.
Watermark
