1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 30: LO1
UK Media Publishing
Candidate Name: Thomas Hibbert
Candidate Number: 2063
Centre Number: 64135
2. Contents
1. Kerrang Magazine – Slide 5
2. Kerrang Strapline – Slide 6
3. Genre – Slide 7
4. DPS Conventions – Slide 8
5. Frequency – Slide 9
6. Publisher – Slide 10
7. Marketing and Promotion within the magazine – Slide 11
8. Advertising – Slide 12
9. Social Media – Slide 13
10. Slogan – Slide 14
11. Kerrang Sponsorship – Slide 15
12. Ownership Structure – Slide 16
13. Ownership Model – Slide 17
14. Associated Products – Slide 18
15. Spending Power – Slide 19
16. Target Audience Theories – Slides 20 and 21
17. Distribution – Slide 22
18. Retail Outlets – Slide 23
Start of Newspaper Tasks
19. Broadsheets – Slide 25
20. Tabloid – Slide 26
21. Free Sheets – Slide 27
Start of Metro Tasks
22. Metro’s Ownership – Slide 29
23. Readership – Slide 30 and 31
24. Advertising – Slide 32
25. Content – Slide 33 and 34
26. News Values – Slide 35 and 37
22. Advertising and Marketing – Slide 38
23. Advertising of Metro – Slide 39
24. Advertising within the newspaper – Slide 40
25. Online vs Hard Copy – Slide 41
26. Technological Convergence – Slide 42
27. Front Cover Deconstruction – Slide 43
28. DPS Deconstruction – Slide 44
29. Conclusion – Slide 45
5. Kerrang Magazine
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.
Source:
6. Kerrang Strapline
The Kerrang strapline is “ Where life is
loud”. The connotations of this are that
the audience instantly know that it is a
rock music magazine. The slogan
describes life as loud and since rock music
is loud the slogan suggests that life is rock
music. This will attract people that are
hardcore fans of rock music and also
persuade more fans to grow in interest of
the genre.
7. 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.
8. Drop Capital
A drop capital draws
attention to the
interview and article
instead of having
readers just ‘flick
through’ the DPS
they will be drawn to
read it because of
the drop capital’s
size.
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
The significance of giving credit to the
writer and photographer is that it tells the
reader who put the page together which
adds a more personal touch to the whole
DPS.
Differential
questions
By having
different
colours for
the different
person
speaking in
the
interview it
allows the
reader to be
able to see
who is the
interviewee
and
interviewer.
9. Frequency
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.
10. Publisher
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.
Source:
http://www.bauermedia.co.uk/about
11. Marketing and Promotion within the
Magazine
If you wish to advertise within Kerrang then you can log
onto the web address to the right and there are a list of
prices and criteria for advertising in Kerrang.
The marketing objective is an “opportunity to build
awareness of your brand with a young audience with a
median age of 22”. On the website there are several
explanations of who has used advertising with Kerrang
and the features and benefits of advertising with Kerrang.
http://www.getmem
edia.com/ideas/adve
rtising-opportunities-
in-kerrang-
magazine/bauer-
media.html
12. Advertising: How does Bauer advertise Kerrang! magazine?
Social Media
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.
13. 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.
14. Slogan
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.
15. Kerrang Sponsorship
Sponsor: A sponsor is a person or business
that pays towards the costs of a project or
activity.
Bauer Media signed a six figure deal with Pot
Noodle in July 2013. The deal started on the
1st of July and was made to promote the new
noodle flavour ‘Piri Piri Chicken’.
The promotional campaign ran nationally and
their strapline “Peel the top off a hottie” was
used across Bauer’s stations including
Kerrang!.
The strapline suits use in Kerrang! Because it
is an innuendo and is relating preparing their
product to an adult activity, this works with
Kerrang! because Kerrang! associates their
product (Rock music) with sex, alcohol and
misbehavior.
http://www.mediaweek.co.uk/a
rticle/1188342/pot-noodle-
bauer-media-sign-six-figure-piri-
piri-deal
16. Ownership Structure
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.
17. Ownership Model
Research Sources
https://www.bauermedia.co.uk/about/our-company
PAUL KEENAN
CEO
DEE FORD
Group Managing Director Radio
ROB MUNRO-HALL
Group MD, Magazine Media
ABBY CARVOSSO
Group MD, Advertising
ANNE-MARIE LAVAN
Group Marketing Director
SAM JONES
Group MD, Digital
SARAH VICKERY
Group Finance & Strategy Director.
SARAH BARNES
HR Director
18. 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.
19. Spending Power
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.
20. Katz
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.
Psychographics
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.
21.
22. Distribution
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.
http://www.bauer-
media.com.au/services/distribution
23. 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.
25. Broadsheets
Broadsheets are the type of newspaper that are more serious
and cover issues that are more crucial to the world as a pose to
celebrity gossip and small stories.
Examples of broadsheets:
• The Observer
• The Daily Telegraph
• The Times
The names of broadsheet newspapers are usually more
professional and informative than tabloids as you can see in
the comparison with aesthetics and other features.
26. Tabloid
Tabloid newspapers focus more on interesting
stories and stories that will attract the reader, they
are usually half the size of a broadsheet.
Examples of tabloid
• The Sun
• The Mirror
• Daily Star
The front cover of tabloids will be more gripping
and grab the attention and interest of readers
easier than broadsheets as tabloids not only inform
as broadsheets do but they entertain.
27. Free Sheet
A freesheet newspaper is a newspaper
that has no price and does not cost
anything to purchase, because of this the
magazines make money from advertising
content.
Examples of free sheets:
• The Metro
• The London Paper
• Evening Standard
29. Metro’s Ownership
Who owns the Metro?
The owner of the Metro is DMG
Media. DMG Media are a leading
UK media company. They have
multiple brands such as Mail
Online, Wowcher and including the
Metro.
The chairman of DMG Media is
Lord Rothermere. DMG Media was
founded in 1905 and is still
standing today.
http://www.dmgmedia.co.uk/about-
us
http://www.metroclassified.co.uk/corp
orateinformation
Editor of Metro
The editor of the Metro is Kenny Campbell.
Campbell has been the editor for 12 years but
now works for a PR agency.
http://www.prweek.com/article/1293430/former-
metro-editor-kenny-campbell-joins-wifes-pr-agency-
campbell-brown
30. Readership
http://www.metroclassified
.co.uk/productsandaudienc
es/readdistribution
The readership of The Metro is in the 2
million range, this is impressive as it is
mainly “picked up from Metro bins and
racks”. The most well known freesheet in
the UK is The Metro, this newspaper can be
found on trains and is popular with
commuters.
According to Maslow’s hierarchy of needs
the typical reader of this newspaper would
be looking for self actualization because of
the morality and facts in the stories found
in the newspaper.
In terms of Katz’ the reader of Metro would
be the need for personal relationships and
to fulfill companionship in keeping in
contact with the media and latest news.
31. Source Used
http://moremetro.co.uk/trade/audience/audience-
numbers-new/
Socio-Economic Needs
Socio-economic needs are
economics based on the
social behavior and
economics at the time.
This relates to the Metro
because it appeals to both
genders of working class
commuting to work.
Circulation Figures
The total circulation for the
Metro is 1,335,000.
Psychographics
The Psychographics for
the Metro’s audience
are mainstreamer. This
is because of the
Metro’s domestic
appearance and values.
32. Genre
Metro is a free sheet newspaper in the format of a tabloid
newspaper. The Metro is considered to be in tabloid format
because of the size of the newspaper. Metro has 68 pages
holding it together which is stereotypically the size of a
tabloid paper such as The Sun.
Most of the money made from Metro is advertising such as
the double page adverts and single page to small cutouts. To
advertise in the Metro there are a range of numbers and
contact information provided on their website.
http://www.metr
oclassified.co.uk/
how-to-advertise
33. Content
The content in the Metro is built up of advertisements,
up to date news articles on the biggest stories and a
small amount of celebrity news.
The personality news in the free sheet is not ‘gossip’
that may be seen in Heat or The Sun but actual news
that is interesting and factual. For example in the Friday
September 4th 2015 issue of the Metro there is a page
dedicated to the star of the new film ‘Legend’ and the
premiere event.
The advertisements can vary from film posters to
perfume promotions and supermarket price cuts. The
adverts in the paper are something that the reader can
relate to whether they are a parent on the train to work
and they see that they can buy cheaper food for home
or they are a teen on the tube into London and cant
decide what film to see, the Metro has something for
everyone.
34. Content
The news selection in Metro
consists of quick, easy read and
important stories that can
inform (Katz) people on the
train of major events within the
time that they are commuting.
The main stories appear to be
in the first 10 pages of opening
the newspaper, this means that
a commuter can easily pick up
a copy of the Metro on the
train without having to flick
through to find the news as it
can easily be found within the
first dozen pages.
35. News Values (Galtung and Ruge)
News values are factors
subjected to news in the
media, media researchers
Galtung and Ruge wrote
the list of news values.
Using the table and news
values inside, the Metro’s
news values are size. This
is because the stories in
the newspaper Metro are
large and have a big
impact. A working example
would be the child that
was washed up on the
beach, every newspaper
covered the story including
the Metro which had an
image of the beach on the
front cover.
http://mediaknowall.c
om/gcse/news/news.p
hp?pageID=values
36. News Values (Galtung and Ruge)
‘Negativity’ –
The verbal code “we’ve lost” immediately ‘signifies’
(De Saussure) to the reader that people have suffered
from this news story and what has happened has
resulted in emotion for the people who have said
“We’ve lost a loving son and father”.
‘Visual Imperative’ –
The non-verbal code of the image of a British soldier
adds power to the story. This is also anchored by an
emotive caption of how Lee Rigby wanted to “live life
to the full”.
The image would also appeal to the reader because it
denotes the person that was killed which lets the
reader get to know the story more and what has
happened in more personal detail. It furthers the sad
emotions to the reader because you can actually see
someone that lost their life and see the “son and
father” that a family lost.
‘Recency’ –
The size of the headline connotes how important and
large this story is. As soon as the reader sees the large
heading they straight away know the ‘magnitude’ of
the situation they are reading about.
Metro – May 24th 2013
37. News Values (Galtung and Ruge)
How certain stories have certain news
values
Some news stories are made to portray or
to do certain things for the reader. If there
was an article on a missing pet then the
news value it has would be simplicity
because the story is obvious but truthful
for the reader to read.
The Metro’s news values are ‘size’ but
different stories in the newspaper can
have different values. For example in the
Metro there was a story about millions of
people being affected by PS3 consoles not
working, the news values for this article in
Metro are recency because this was new
and relevant to a large number of people.
38. Advertising and Marketing
Metro uses twitter and Facebook as well as their own website to advertise and market the
newspaper with other stories. The colour scheme is different online to the hard copy of the
newspaper, this may be to attract a more modern and younger audience. The story on the
Metro newspaper is less likely to attract a young reader than something they might display
on their twitter page about the star wars actor being injured on set, this is clever marketing
and serves as almost two versions of the newspaper, one for adults and one for teens.
http://
metro.c
o.uk
39. Advertising of Metro
Posters
The Metro’s posters promote their
celebrity involved news and the fact
that there is not a lot of reading or
attention to pay when reading the
newspaper. This means that
commuters will willing pick up a copy
of the Metro if they see it because
they think that they can read it and
be entertained and pass time whilst
doing so. The Metro adverts appear
to be mostly around train stations
and bus stops, this is to focus mainly
on commuters when trying to pick
up readers because this is where
most readers are as well as their
target audience.
40. Advertising within newspaper
To advertise within the
Metro you must call the
Metro’s phone number.
This phone number is
020 3615 1754.
However there is a
quicker way to
advertise by choosing
from the following
numbers that is
allocated to the product
you wish to advertise.
http://www.metroclassified.co.uk/how-to-
advertise
Lower down on the
page there are
specifications and
different spaces and
sizes for the adverts
in the Metro.
41. Online vs Hard Copy
Colour Scheme
There is an obvious difference with these two
versions of the Metro, the colour scheme. The
colour scheme for the online version is orange,
yellow and black. These are modern and young
colours which attract and appeal to a younger
audience than the daily readers commuting to work
in the morning. The hard copy on the other hand
has a blue, white and black colour scheme, this
appears more formal and appeals to an older
audience, the kind that would pick it up on the train.
Stories
There is a difference in story type with
the online and hard copy of the Metro.
The stories on the Metro website are
made for younger audiences and are
aimed towards topics that teens can
relate to, this is perfect for a teenage
audience as it will attract them and get
them latched to the Metro but the
website only, however they will be
more likely to pick up a copy of the
Metro if they see it.
The hard copy of the magazine’s stories
are more current news as a pose to
what readers want to read about.
News Values
The news values (Galtung and Ruge) of the online Metro are associated
with are simplicity because of the simple and preferred stories. The news
values associated with the hard copy are size because of the breaking
news stories they include and promote for a big impact. http://mediaknowall.com
/gcse/news/news.php?pa
geID=values
42. Technological Convergence
Metro’s website has the same colour
scheme as there Facebook and Twitter
page do. This may be to maintain that
same young audience that they have
across their social media audience. The
difference between the hard copy on
trains and the technological version is
mostly the theme through out each
version. In Metro newspaper there is a
factual and serious theme which mostly
attracts adults, by changing the color
scheme to brighter and more modern
colors it attracts a younger audience to
the site and to read the stories, with
young people reading the website
version they will be more likely to look
at the hard copy next time they are
commuting.
43. Front Cover
Masthead
The denotation of the
masthead shows the logo
that reads ‘Metro’. The
writing is white and
background is blue with a
red tag indicating that it is
free. The red tag suggests
that it of high importance.
Bold and Big text
The big and bold text
suggests importance,
the story on the front
cover is the latest and
most high profile news
article in the media at
this point in time and
this big and bold text
conveys this.
Smaller stories under
masthead
The smaller stories are under
the masthead, this
placement suggests that
they are not as important as
the tragic story which is the
focus of the issue.
News Values
The front cover of the
Metro suggests that the
news values are
simplicity because of
the current event that is
on the front cove r of
this issue. The story is
factual and not
complicated.
44. Double Page Spread
Columns
The columns on the DPS are divided and split
around the main image, this is to keep the articles
important but to still draw relevance and
importance to the main image.
LOGO
The logo is in the top
corner of the DPS. This
establishes a brand
identity and keeps the
magazine name and logo
a consistency
throughout the
newspaper.
Main Image
The main image takes up
most of the DPS. The main
image in a DPS usually take
up to at least a page. This
main image is positioned
across the page in the
middle as a pose to the
stereotypical positioning.
45. Conclusion
In this LO I investigated my chosen newspaper Metro.
I looked into the advertising they do, the content in a
typical issue and looked into if they were just a
printed newspaper or if they had a website.
There are three types of newspapers: Tabloid, Free
sheets and Broadsheets.
In LO1 I have also investigated similar aspects of
Kerrang magazine and its publisher Bauer Media.
