Unit 01- Analysing a Print Based Media Product

1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 01:
Analysing Media Products and Audiences
Evidence
Name: Zack Simpson
Candidate Number: 3131
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Project/Brief –
Music Magazine & Promotion
1

2. 2

3. Contents
Page 4- Focus Publisher and product
Page 5- Ownership structure
Page 6- Operating model
Page 7- Brand ideology
Page 8- Technological convergence
Page 9- Associated products
Page 10- Market position
Page 11- Publisher competitors
Page 12- Magazine competitors
Page 13- Front cover analysis
Page 14- DPS analysis
Page 15- Contents page analysis
Page 16- Genre
Page 17- Production process
Page 18- Form and style
Page 19- Email to publisher
Page 20- Form and style 3
Page 21- Purpose
Page 23- Demographics
Page 24- Psychographics
Page 25- Uses/gratification theory
Page 26- Maslow hierarchy of needs
Page 27- Target Audience
Page 28-40 Primary research
Page 41-42 Secondary research
Page 44- Above/ below the line
Page 45- Guerrilla marketing
Page 46- Viral marketing
Page 47- Magazine advertising
Page 48- Relationship between magazine
and audience
Page 49- Distribution
Page 51- Impact/effect on audience
Page 52-56 Teen tribes
Page 57- Issues on representation
Page 58- Laura Mulvey Gaze theory
Page 59- Racism and sexism
Page 60- Diana Saco theory
Page 61- John Berger theory
Page 62- Ethical and legal issues
Page 63- Role of relevant regulatory
bodies
Page 64- ISPO
Page 65- Complaint to regulatory
body
Page 66- complaint procedure
Page 67- ASA
Page 68- Copyright
Page 69-70 Regulatory issues

4. Focus publisher and product
Publisher Product
Website: http://www.bauer.co.uk/
Meaning
4

5. Ownership structure
1875- Bauer Media group
Ludoph Bauer founded Bauer Media group in
1875 in Hamburg Germany.
In 1920 they produced a radio magazine which
sold over half a million issues a week.
In 1953 they made they produced their first
British magazine called the Angling times.
1953 first British
magazine published by
Bauer
2016- Modern
version of Angling
times
https://magsdirect.co.uk/magazine/angling-times-2-august-2016/
http://www.traditionalfisherman.com/viewtopic.php?t=2448
5

6. Operating model
Bauer is a family run business and has been run by the Bauer family for 5 generations
http://www.bauermedia.co.uk/about
6

7. Brand Ideology/ethos
Slogan
The dentoation of the Bauer slogan is “we think popular”. This slogan connotes that everyone at Bauer
works together in order to establish the best way in which they can make the magazine appeal to all of their
readers. They also think of ways in which they can attract new readers to the magazine by including things
that appeal to different age groups than their target audience. The verbal code ‘popular’ connotes that they
are trying to attract as many customers as they can to the magazine and therefore trying to expand their
distribution to more areas so that the magazine can be bought by everyone who wants to buy it. This also
means that they are trying to appeal to every gender, race, religion and age range so therefore they are not
limiting who and how many people read the magazine. Therefore by more people being able to buy the
magazine this makes the company more popular and well known and this means that the company will be
more successful in the future.
Values
The values of Bauer are that respected, collaborate, create and challenge. This suggests that the company
feels that all major decisions made in the company should be made due to these values and therefore
everyone in the company should respect this and think about the values every day in their work and use it in
a way in which they can improve doing their job. Also the values feel that all employees should respect each
other and should respect decisions and listen to people with a higher hierarchy in the company or people
with the same hierarchy but have more experience than them.
History
Bauer was founded by Ludoph Bauer. The business started as a small card company and developed into
publishing well known magazines producing thousands of issues a week. The company is based in Germany
and has been extremely successful, Q magazine is not the only magazine in which Bauer publish they also
publish magazines such as Magdeburger which is also an extremely popular magazine based in Germany.
The magazine has survived through 2 world wars and have plans to become a global media company.
7

8. Purpose
8
The purpose of the magazine is to provide information about rock music and therefore show
to the public what the most popular rock songs are of the week and therefore show them
what rock songs to listen to. The purpose of the magazine is also to provide the latest news
about rock music and therefore inform fans of the genre.
The slogan of the magazine is ‘discover great music’ this has connotations of being able to
relate to all target audiences and therefore attracting readers of all different ages. The slogan
also suggests by not stating a specific genre of music it appeals to people that like all different
genres of music. The slogan also suggests that the reader will need to read the magazine in
order to find out more about it.
Finally the purpose of the magazine would be that the circulation of Q magazine is 44,050 this
means that they produce lots of magazines because there is such a high demand for them and
therefore they tend to sell a large majority of these magazines so therefore this means that
they will make lots of profit and become more successful and well established.

9. Technological Convergence
Definition: The coming together of technology such as social media and print media to produce and
distribute a product such as a music magazine.
Q magazine has a subscription service which is done through www.greatmagazines.co.uk and costs
£43 a year through direct debit or £49 when bought through other method of payment. They also
other the digital version of the magazine which is the same price but the first 3 issues only cost £3. Q
magazine uses social media to connect to its audience through Facebook and Twitter where they are
extremely popular which is evident through the amount of likes and followers they have. There social
media profiles allow them to reach to people in different countries and helps them to become more
well known.
Social media is extremely important also because it builds a brand image and therefore keeps them
up to date with competitors who use social media to promote their magazines. Bauer also uses social
media in order to interact with their readers by using Facebook, Twitter and Instagram.
9

10. Associated Products
Magazine Radio Digital product
Bauer makes a number of different
magazines in order to expand its
brand. The publisher mainly focuses
on magazines and therefore its their
main priority with publishing a total
of 50 magazines from different
categories including gardening, cars,
music and fishing etc. These
magazines
Bauer produces a number of
different radio stations
including KISS, Absolute radio
and Magic. They have a total of
81 stations altogether which are
local, digital and national
stations. It has now expanded
its radio operation into Europe
and in May 2016 is has acquired
Orion media group.
Bauer has a lot of different
digital products. In 1996 it
acquired the TV channel ‘The
Box’ which has now grown
into the ‘Box plus network’
and now has Channel 4 which
reaches 16 million viewers a
month and offers more music
than anyone else.
10

11. Market Position
The pie chart shows that the most successful publishing house
is currently Time Inc. who make up 53% of the pie chart. Bauer
is now lower down the leagues in market share due to the fact
that Time Inc. bought out IPC and therefore now have the
largest market share. Hearst aren’t far behind Time Inc. in
terms of market share with Hearst having 23% of the pie chart.
The pie chart also shows that due to Bauer recently becoming
less successful and if this carries on it could end up with Bauer
becoming bankrupt.
The bar chart denotes the amount of digital and total
circulation each magazine has, unfortunately I
couldn’t find the digital circulation for Mojo, Uncut
and Kerrang!. The chart shows that NME has the
largest total circulation out of all of the magazines
and then the second largest total circulation is Mojo
magazine. The chart also shows that out of the
digital circulation I found Q magazine has the largest
digital circulation.
http://www.campaignlive.co.uk/article/1307929/magazines-abcs-nme-print-sales-drop-below-15000?src_site=mediaweek
11

12. Publisher Competitors
Bauer medias competitors are Time Inc., Hearst and Conde Nast. Firstly Time Inc. are an extremely popular and
well known publishing company. Time Inc. produce lots of different magazines and have over 100 different brands
which includes Cooking light, Health and Southern Living. The president and CEO of Time Inc. is Rich Battista and
the executive vice president and chief financial officer is Jeff Bairstow. Hearst publications have a number of
different brands including Cosmopolitan, Elle and good housekeeping. They are one of the most successful British
publishers and have been for a long time. Finally the last competitor of Bauer Media is Conde Nast., They are an
American company and have 164 million consumers and has 20 digital and print brands in total.
Associated products Net worth Slogan
Time Inc. Magazines, TV $3.5 billion “Open the
experience”
Hearst Magazines $28 Billion “Confidence, you
can see it a mile
away”
Conde Nast Magazines $10 Billion “Create.Connect.”
12

13. Magazine Competitors
Q magazines competitors are Kerrang, Uncut, NME and Mojo magazine. Firstly Kerrang magazine are extremely
popular UK based rock magazine who are published by Bauer media group. The first issue of Kerrang was
published in 1981. As rock music became extremely popular later on Kerrang magazine became the best British
selling magazine. Uncut magazine is also an well known magazine who not only includes music in their magazine
but also includes film and book sections too. The magazine is produced monthly and is based in London. NME
magazine is also a British music magazine which was first published in 1949. The genre of music the magazine
focuses on is Rock, alternative and indie music. Finally Mojo magazine was first published in 1993 and had Bob
Dylan and John Lennon on its first front covers and its publisher is now Bauer.
Name Associated
products
Price
Kerrang Magazine, TV,
radio
£2.20 weekly
Uncut Magazine £4.80 monthly
NME Magazine £2.50 weekly
Mojo Magazine £4.99 monthly
13

14. Front Cover analysis
Masthead: The
masthead of the
magazine makes the
magazine stand out and
therefore promotes the
brand so if someone
sees it and recognizes it
they may be more likely
to want to buy the
magazine.
Main image: The main
image on the front cover
is a well known rock
artist so therefore
readers will notice this
and therefore more
likely to read the
magazine.
Barcode: March 2012
and £5.99
Cover lines: the cover
lines in the magazine
show the key points in the
magazine so the reader
knows what the magazine
is about before they start
reading it.
Main headline: The
main headline is about
the artist Florence who
is extremely well
known as a artist so
therefore it’ll make
people want to find
out the story in the
magazine about her.
Strapline: The strapline in
the magazine suggests
how Florence is feeling
14

15. Double page spread analysis
The main image is of a rapper called Jay-Z this will
catch the audiences attention as he doesn’t fit the
genre of the magazine so therefore the audience
may want to know why he’s in the magazine so
therefore want to read the article.
The main heading of the page signifies
Jay-Z as exciting and therefore the reader
will want to know why so therefore may
encourage them to want to read the
page.
The cover lines used in
the magazine are
extremely effective
because the quote
used is very uplifting
and motivating for the
reader.
15

16. Content - Contents Page analysis
Main Image: The main
image of a famous rock star
relates to the audience so
therefore may encourage
the reader to want the read
the article in the magazine
about him.
Headings: The headings on
the contents page
highlight the main story of
each page. The article
‘Nicki Minaj’ will stand out
for the reader as she
doesn’t relate to the genre
so therefore the reader
may want to read the
article to see why she is
featuring in the magazine.
Sub lines: The sub lines on
the contents page show a
small amount of
information for each page
so therefore the reader
can decide whether they
would like to read that
page.
16

17. Content - Overview
17
In a typical Q magazine issue it contains interviews with artists of the genre of the magazine
such as Drake and Future. These interviews allow the reader to learn more about the artist and
find out about upcoming music.
In a Q magazine the reader would expect to see interviews from famous artists talking about
possible news they have been featured in. They would also expect to see reviews about the
latest music in the charts and see playlists stating what the latest music is and where they can
download this music from. The star appeal on the magazine is large with artists such as Noel
Gallagher appearing on the front cover and artists such as Ed Sheeran and Cheryl Cole appearing
on the DPS.

18. Website Analysis
Main heading: The main
heading of the Q
magazine website
highlights the Q
magazine logo so
therefore everyone that
goes onto the website
knows exactly what its
about.
Page headings: The
page headings enable
website users to
know what each page
is about.
Subscription advertisement:
The subscription
advertisement used on Q
magazines website draws th
user in so therefore they are
more likely to want to click it
and find out more about
their subscription service
Links to social media: The links to
social media are affective in
order for the user to have quick
and easy access to each of Q
magazines social media platforms 18

19. Genre
The genre of Q magazine is rock so therefore the magazine uses pictures of famous rock stars in their magazine
and they contain the latest news about different rock stars so therefore the audience can relate to it and are
eager to read about it. The genre of the magazine is evident through the whole magazine and the charts used
in the magazine choose the best rock songs for that week.
The genre of Q magazine also covers the genre of pop as well which they also use picture of in their magazines
and write lots of articles are the recent news in pop music. The pop genre is an extremely popular genre
amongst people of all ages but particularly is aimed at younger people aged 10-30. The pop genre mainly
started back in the 1930s with the song called swing which was sang by Bing Crosby and Frank Sinatra who
both became solo artists by the 1950s when rock and roll emerged which was at the time a more exciting type
of pop music.
The genre of Q magazine finally covers the rock genre which is also an extremely popular genre. The rock genre
evolved from rock and roll and pop music in the 1960s and instantly became extremely popular amongst
thousands of people and was come about by lots of music experimentation.
http://www.bing.com/images/search?q=rock+genre+graph&view=detailv2&&id=71ADC4BB969FF9DD5085D2B2BE78CE154B2057E5&selectedInde
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20. Production Process
1. Date of publication- firstly they set a date in which the magazine is set to be released to the general public.
2. Managing the schedule- Secondly they manage their schedule in order to establish when they are going to
start producing the magazine to make sure that they meet the deadline.
3. Editorial and budgetary decision- During the production process they begin to decide what will be in the
next magazine and deciding the pictures and the news that will feature in it.
4. Content acquisition- This is the stage in which they decide what content will be in the magazine which is
extremely important as it will make up a majority of the magazine
5. Sub-editing- This is the quality control stage where something else checks the magazine to make sure that is
of a high standard and there are no errors in it.
6. Proofreading- This is where someone checks all of the spelling and grammar in the magazine to make sure
there is no mistakes.
7. File emailed to printer- This is where the file for the magazine is sent to the printer before it is sent to the
printing company.
8. Prepress- Where you make sure that all the fonts and images are sent with the file and then the copies of
the magazine are printed.
9. Distribution- This is the final stage where the magazine are sent to the warehouse and then sent out to
shops and members of the general public.
http://hosbeg.com/the-magazine-production-process/
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21. Email to publisher
I emailed the publisher of Q magazine requesting to find out about their production process but
unfortunately I didn’t receive a reply.
21

22. Form and Style
The form and style used in the magazine is extremely consistent and follows all of the
readers needs. The form and style in the magazine puts the reader first and makes
sure that the reader is the main focus of the magazine and therefore when making
decisions about the magazine they think about the reader before anything else. The
form and style of the magazine also connotes from the first album cover is having the
picture of Coldplay makes the magazine appeal to readers of all ages and therefore by
the reader seeing the picture of Coldplay on the front cover may attract them to want
to buy the magazine.
The connotations of the second front cover of Cheryl Cole appeals to the male gaze
and therefore stereotypically she will attract males to want to buy the magazine and
draw them in. Also the connotations of the magazine being described as the “UK’s
Biggest music magazine” could attract the reader because they know by the magazine
saying this the content must be extremely good.
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23. 23

24. Demographics
Demographics is data which refers to the population and groups with in it. I think that Q
magazine will be in groups D and E. This is important because my target audience will like
a majority of the music and the artists used in the magazine and therefore will be up to
date with the music news related to that target audience. So the demographic charts
therefore enables me to know who my target audience is.
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25. Psychographics
I think that Q magazine fits into the Succeeders
category. The first reason I think this is because of
the way the text is structured and the level of detail
in the text would mean that you have to be well
educated in order to understand it. Another reason I
think this is because of the terminology used in the
magazine which suggests the magazine is not aimed
at younger children and is more suited for adults.
Finally another reason I think Q magazine fits into
the succeeders category is because of the pictures
used in the magazine suggests that the magazine is
aimed at a higher class audience.
My magazine is going to fit into the Aspirers
category. The first reason I think this is due to the
pictures that I will use in the magazine which will
include pictures of the latest and most desirable
clothes so therefore the reader is likely to want to
read the magazine to keep up to date with the latest
fashion. Another reason I think my magazine will
appeal to the aspirers category is because of the text
used in the magazine containing some slang.
25

26. Uses and gratification theory (Blumler and Katz
1974)
Katz’ Uses & Gratifications theory:
Inform and educate- According to Katz, Q magazine will inform and educate the audience about rock
music and will tell the audience information about different rock artists, interviews associated with rock
music and reviews about rock music. Q magazine will inform and educate the audience about rock music
highlighting information about interviews with rock artists, music reviews and contains information
about interviews which have taken place between Vibe magazine and different rock artists. It also
Informs and educates the audience by providing them with up to date news about rock music and the
artists featured in the magazine lives.
Diversion- According to Katz, Q magazine will divert the reader into the world of rock and therefore
engage them throughout reading the magazine and will divert the reader into a world of rock and the
reader won’t lose interest throughout reading the magazine. Q contains interviews, reviews, pictures,
editorials that can help the reader escape from reality.
Personal Identification- According to Katz, Q magazine will create a strong bond with the writer and this
will keep them entertained. Q magazine will allow the reader to see the point of view of the Rock artists
so therefore they are able to relate to them. They can also identify with the artist through what they
speak about in the interview if its personal information.
Personal Relationship- According to Katz, Q magazine will interact with the reader and make them feel a
part of the magazine. Q magazine will interact with the reader and make them feel a part of the
magazine. They can build a relationship with the artist inside of the magazine and they can also build a
relationship with the editor when they build the editorial.
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27. Target audience
Q magazine aims their magazine at categories B and C1. Firstly its evident that they aim their
magazine at B because of the language and vocabulary used in the magazine so therefore less
educated people will be less likely to understand it meaning that they are less likely to want to
buy the magazine. Secondly I think that the magazine is aimed at C1 because the people in this
category are still educated so therefore will understand exactly what the magazine is about and
have well paid jobs so they can also relate to parts of the magazine.
Katz’ Uses & Gratifications theory:
Inform and educate- According to Katz, Q magazine will inform and educate the audience about
rock music and will tell the audience information about different rock artists, interviews
associated with rock music and reviews about rock music. Q magazine will inform and educate
the audience about rock music highlighting information about interviews with rock artists, music
reviews and contains information about interviews which have taken place between Vibe
magazine and different rock artists. It also Informs and educates the audience by providing
them with up to date news about rock music and the artists featured in the magazine lives.
Diversion- According to Katz, Q magazine will divert the reader into the world of rock and
therefore engage them throughout reading the magazine and will divert the reader into a world
of rock and the reader won’t lose interest throughout reading the magazine. Q contains
interviews, reviews, pictures, editorials that can help the reader escape from reality.
Personal Identification- According to Katz, Q magazine will create a strong bond with the writer
and this will keep them entertained. Q magazine will allow the reader to see the point of view of
the Rock artists so therefore they are able to relate to them. They can also identify with the
artist through what they speak about in the interview if its personal information.
Personal Relationship- According to Katz, Q magazine will interact with the reader and make
them feel a part of the magazine. Q magazine will interact with the reader and make them feel a
part of the magazine. They can build a relationship with the artist inside of the magazine and
they can also build a relationship with the editor when they build the editorial.
27

28. Maslow’s Hierarchy of needs
Social Climbers: The audience will be known as social climbers for if the artists in the magazine have new
hairstyles the audience will like this. For example if the celebrity on the front cover is wearing a nice leather
jacket the audience will like this. Reading this magazine the audience will want to be build their status in
society and as it is a well known popular magazine the audience can therefore do this by reading it.
Caregivers: The audience will be known as caregivers for example if there’s a positive story in the magazine
this may make the audience feel positively towards it too. The audience will also be known as caregivers for
example if there is an interview in the magazine that is emotional they will sympathize with the celebrity and
their situation.
Survivors: The audience will be known as survivors because they will like the fact that the magazine is released
quite often so therefore they don’t have to wait a long time in order to get a new copy of the magazine. The
audience will also be known as survivors because they will like the routine of the magazine of the magazine
being produced monthly furthermore they will also like the fact that you can subscribe to the magazine
meaning they will get a magazine every month without fail. They like the routine that they will be kept up to
date on Rock news.
28

29. Product Target Audience –
Primary Research
Advantages Disadvantages
It’s easy to create and complete a
questionnaire
Larger surveys can be difficult to
analyse
You have the freedom to decide how to
carry out your research e.g. paper
questionnaires, phone survey, online
survey
Costs can rise both in terms of money
and time spent carrying out the survey
It free and quick to carry out Questions could become irrelevant by
the time you complete your research
People can remain anonymous You may receive information that you
do not want
Primary research is when you gather information from a focus group to ascertain information about a
certain target audience for a product or service.
29

30. Primary Research
In order to conclude my primary research I went to Leatherhead in order to ask people
in the local area about their thoughts on magazines and had extremely similar
questions to the ones I produced on Survey monkey. The results from the
questionnaires are extremely similar to those on Survey monkey. An example of this is
when I asked ‘what is your favourite genre of music’ and a majority of people from both
my questionnaires and Survey monkey said R&B so this concludes that R&B is one of
the most popular genres. 30

31. Product Target Audience –
Primary Research Evidence
31
Online survey
created through
Survey monkey and
sent to 20 other sixth
form students and
teachers.
Paper based survey created on Microsoft Word
and filled out by members of the general public
during a market research activity.

32. Q1
The majority of people that answered the survey were aged between 15-18, a few of the
people asked were aged between 25-30 and no one asked was aged between 19-24. Due to
15-18 being the most popular age range this is the age which I’m going to aim my magazine
at.
32

33. Q2
None of the people asked said they read magazines a lot, a large percentage of 55% the
people I asked said that they hardly ever read magazines, 15% of the people asked said
that sometimes read magazines and 30% of the people asked they never read
magazines. This states that the age range that I’m aiming my magazine at of 15-18 tend
not to read magazines often so therefore I will have to make my magazine different in
order for it to stand it. 33

34. Q3
The graph shows that the most popular genre of music is Rap with 40% of the target audience
asked saying their favourite genre is rap, 30% of the people asked said there favourite genre is
pop, 15% of the people asked said there favourite genre is Rock and 15% of the people asked
said there favourite genre is R&B this states that I should aim my magazine at a rap or pop
genre because they are most popular for my age range.
34

35. Q4
This graph shows how often people buy magazines. The most popular choice was annually
with 45% of people, next was monthly and quarterly with 20% and finally By Annually with
0%. This suggests that I should produce my magazine monthly in order for lots of people to
buy it.
35

36. Q5
This graph shows if a free gift would encourage someone to buy a magazine. 60% of the
people asked said it would encourage them and 40% of the people asked said it wouldn’t
encourage them. So therefore I will include a free gift to encourage them to buy it.
36

37. Q6
This graph shows the format which people prefer to buy magazines. 30% of people said they
prefer digital format, 70% said they prefer printed and 0% said they prefer a application. So
therefore I will produce a printed version of my magazine.
37

38. Q7
This graph shows what people’s favourite music magazines are. 45% said Vibe magazine,
15% said Q magazine, 5% said Mojo magazine, 0% said Kerrang and 30% said other
magazines. Therefore Vibe is the most popular and is an R&B/ Hip Hop magazine so I should
base my magazine on this.
38

39. Q8
This graph shows that 35% would be willing to spend £1-£2 on a magazine, 65% would be
willing to spend £3-£4 on a magazine and 0% would be willing to spend £5-£6 on a magazine.
Therefore I should price my magazine at £3-£4 to maximise sales.
39

40. Q9
This graph shows the best way to market a new magazine. 75% of people asked said the best
way to market it would be through the internet, 25% said the best way is through TV and 0%
said the best way is through radio. So therefore I should aim to promote my magazine
through the internet.
40

41. Q10
This graph shows if the people asked are currently subscribed to magazines. 85% of people
said there not and 15% of people said they were. This means that I have asked a variety of
people who like and dislike magazines so therefore my results are effective.
41

42. Secondary Research
Secondary research is information people have already given to a 3rd
party
The following graph shows the percentage of females to males that regularly read Q
magazine and also shows the percentage of the age ranges that read Q magazine.
Advantages Disadvantages
Information is easy to get hold
of via online access
Some information may be
irrelevant
Internet makes things easier
to find
Information goes out of date
quickly
You can find different
resources including historical
information
Not all information is accurate
Low cost Information could be
inconclusive 42

43. Evidence of secondary research
This is a form of secondary
research from amazon where
the customer has reviewed the
history of NME magazine. This
would help other potential
customers to know whether to
buy the product or not. It also
allows customers to make a
quick judgement based on the
star rating given on the
magazine.
43

44. 44

45. Above and below the line
Above the line:
Above the line promotion is where mass media is used to advertise a product or
service. This type of advertisement is done through posters, television adverts, social
media and online. A good way of Q magazine advertising is by putting adverts onto
Facebook so lots of their magazine readers will be able to see this and they could also
promote themselves through YouTube adverts.
Below the line:
Below the line promotion is way of promoting things through radio, television,
billboards, print and film. Q magazine can promote their magazine through below the
line promotion by the use of a radio advert or an advert in a local magazine.
45

46. Guerrilla marketing
Guerilla marketing is a Low cost and unconventional method of advertising to a large
number of people.
http://www.bing.com/images/search?q=guerilla+http://www.bing.com/images/search?q=guerilla+marketing&view=detailv2&adlt=strict&id=02DF19296CFBBE6E3A312C26E0C
46

47. Viral marketing
Viral marketing is encouraging people to pass on a marketing message.
https://www.youtube.com/watch?v=sr6lr_VRshttps://www.youtube.com/watch?v=bq5SGSCZe4Ehttps://www.youtube.com/watch?v=xtKYdG9r0Pk
47

48. Magazine advertising
In this picture Vogue
magazine is advertised on a
billboard. Music magazine
don’t normally advertise in
this way as they normally
advertise on shelves in
newsagents or supermarkets
as its more cost effective.
48

49. Relationship between the magazine and the audience
Social Media Statistics from September 2016
YouTube Subscribers
https://www.youtube.com/user/Q4music
4,242
Instagram Followers
https://www.instagram.com/qmagazineuk
12,600
Twitter Followers
https://twitter.com/QMagazine
131,000
Facebook likes
https://www.facebook.com/QMagazine
126,402
Q magazine uses cross media convergence through social media. Social
media allows the magazine to be able to connect with its reader from all
over the world and also allows them to put their opinions about each issue
on the social media platform so therefore other readers can see what other
people thought about the magazine. It also allows Q magazine to see the
positives and negatives of each magazine so that they know what they need
to improve on.
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50. Distribution
Q magazine
Distribution is the process by which something is shared to the consumer.
People can subscribe to Q magazine online and purchase either a paper copy or a copy in a digital format.
When you order the magazine online you will have to fill out your personal information such as your address .
The reason why they ask you to fill in information is to be able to deliver the magazine to your address.
Although you are able to order the magazine in 50 different countries there is no option to have the magazine
printed and delivered to you in a different language which is suited to your country.
The magazine doesn’t promote itself using above the line promotion and instead they self promote themselves
by placing their magazines on the shop shelves in well known shops such as WH Smith.
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51. 51

52. Q Magazine’s Impact and Effect on the Audience
Q magazine is aimed at people aged 15-24 and is aimed at both genders. It is important for the magazine to be
aimed a majority of different people because it means that more people are likely to buy the magazine so
therefore the popularity of Q magazine will increase. The magazine was originally intended to be aimed at a
older target audience but the older generation didn’t buy a majority of the copies of the magazine due the type
of music in the magazine.
The magazine has multiple genres including rock and pop. This type of music isn’t usually associated with
people of an older age so therefore they won’t know any of the artists in the magazine and they won’t be able
to relate to any of the news in the magazine so therefore most will choose not to buy it. The audience that
choose to buy the magazine are usually of a younger age because they enjoy reading about the gossip in the
news section and they see pictures of artists which they know in the magazine.
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53. Teen tribes
Below are the micro segments that the teen tribes are grouped into:
Young alts- Someone that enjoys listening to different music, looking different from everyone else and having
alternative views.
Skaters- Someone who is involved in skater trends and has clear hobbies, interested and way of speech.
Hardcore- Someone who enjoys the genre of punk music and therefore dresses like that.
Hardcore gamer- Someone who spends a majority of their time playing computer games.
Superfans- Someone who follows celebrities and constantly checking their social media for updates about this
celebrity.
Metallers- Someone who enjoys loud music, wears band t-shirts, have tattoos and love to drink.
Punks- Someone who enjoys listening to a aggressive form of rock music.
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54. Teen tribes
Niche alts:
Sea punks- a digital subculture originally from social media. They have neon blue hair, have hippy iconography
and have a link to digital arts.
Hackers- an online tribe who tries to gain access to computer without permission.
Ghetto goths- A tribe that mixes goth culture with urban street wear.
Geeks: A tribe who are unfashionable and not socially acceptable
Cosplayers: A tribe originally from Japanese comic culture who enjoy playing, reading comics etc.
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55. Teen tribes
Mainstream:
Chavers- A tribe that enjoy big nights out with lots of drinking, drugs and dancing.
Fan girls- a female girl obsessed with comics, films and music.
Chavs- A tribe of lower class people who wear fashionable brands and flashy jewelry.
Sports junkies: A tribe obsessed with sport and dedicated to sporting achievements.
Blingers: A tribe that live the high life with expensive houses and cars.
Townies: An entry level tribe who follow high street fashion, listen to pop music and prefer not to stand out.
Boy racer: A male dominated tribe focused around motorsport and cars.
Makers: A tribe who enjoy photography, art, filming and blogging.
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56. Teen tribes
Rahs: A tribe with good connections and well-schooled and only wear brands of a high class.
Leading edge:
Activists: A tribe who are passionate about inequality and social change.
Creatives: A tribe who enjoy DIY by producing music, promoting night clubs etc.
Uban Artists: A tribe that like urban music and have urban fashion tastes.
DIYers: Creative tribe who produce music, promote night clubs etc.
Scenesters: Hipsters who enjoy creating new trends.
Urban:
Get paid crew: Aspirational people, driven by money.
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57. Teen tribes
Stylers: Represent style and status and they are all about partying.
Trackies: Laid back individuals who enjoy gaming, watching films and listening to music.
Wasteman: loud, shady individuals who dis-obey the law.
Aspirant:
Trendies: They love fashion and are always looking for new trends
Vloggers: young people that are blogging and posting on social media.
Hypebeasts: skater inspired who enjoy listening to hip-hop and electronic music.
New casuals: lads in their twentys who have a low-key style
Hipsters: Tribe with their own unique style.
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58. Relevant issues on Representation
Stereotyping is when you judge someone by their looks and appearance.
This magazine front cover is very
stereotypical of a rapper. This is firstly
evident from the chains in which the
rappers are wearing which are normally
associated with rappers who appear to be
extremely flashy wearing gold chains, rings,
watches etc. Its also very stereotypical due
to the tattoos over the rappers body which
are associated with rappers.
This magazine front cover is very
stereotypical of females. This is
evident from Lady Gaga being topless
on the front cover of Q so therefore it
is suited for the male gaze. It is also
evident from the pose which is also
suited to the male gaze so therefore
they will be more likely to want to buy
the magazine.
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59. Laura Mulvey Male gaze theory
Laura Mulvey (1975) wrote essays called Visual Pleasure, Narrative cinema and male gaze which became a very
well known theory.
In the film the male gaze appears evident when the audience are put into the vision of a straight man and
therefore they see the curves of a woman but its only evident that this is the male gaze theory by the effects
used on the audience such as slow motion or certain camera movements.
The theory also suggests that if women were to watch the movie from a women's perspective they wouldn’t be
able to because the film is focused on the male gaze and only seeing females as sexual objects and not as
people.
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60. Racism and Sexism
The definition of racism is prejudice, discrimination, or antagonism directed against someone of a
different race based on the belief that one's own race is superior. (google definition)
The definition of sexism is prejudice, stereotyping, or discrimination, typically against women, on
the basis of sex. (google definition)
An example of racism in a music magazine would a magazine who chooses only to use white
models. People may see this as offensive and question why they’ve only chosen to use white
models.
An example of sexism in a music magazine may be a magazine who only presents females in a
sexual orientated way through the use of pictures which are suited for the male gaze.
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61. Diana Saco 1994
Diana Saco’s theory of how the male character looks and how the female character is
looked at. Through her films she tries to recreate the way in which each gender is
looked at and presented. Also in her films she makes a point of the character giving
the look is the male so therefore the viewers of the film view everyone as a masculine
object.
She describes the female characters as “objects as desire” for males so therefore by
males looking at females in this way it results as females being stereotyped .
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62. John Berger 1972
John Berger: his theory suggests that where there are women in magazines they are
told that the camera is a man watching them so therefore they need to act
accordingly. This means that women feel that they have to appeal to the male gaze
rather than acting of their own accord. Back in the Renaissance this was seen with
female nude models being painted as being aware of being seen by men.
The picture suggests that Cheryl Cole knew the picture was for the male gaze by her
biting her finger and the makeup that was used for the photo.
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63. Role of Relevant Regulatory Bodies
What is IPSO ?
The independent Press Standards organisation is the director for the all the newspapers and magazines in the
UK. They allow the press to be able to maintain the freedom of their expression.
What does IPSO do ?
•They ensure that everyone follows the editors code
•They ensure that if a magazine or newspaper doesn’t follow the editors code its corrected before its
published.
•They make sure that the magazines and newspapers produce an annual statement about following the editors
code.
•They have a 24 hour advice line.
•They provide training to maintain their high standards.
How is it run ?
The board is made up of 11 people which are all selected by the appointments panel. A majority of the people
in the panel have no connection with the newspaper or magazine industry but they do have experience in the
press standards industry.
www.ipso.co.uk
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64. ISPO
The Editors' Code of Practice is the foundation stone of the UK press self-regulatory
system. It sets out the rules that the voluntarily subscribing newspaper and magazine
industry members have pledged to accept.
(www.editorscode.org.uk/)
The clauses which relate to my magazine is firstly accuracy because I need to ensure
that all the information that I put in my magazine must be true and supported by
some type of evidence. Another clause which relates to my magazine is privacy
because I will need to make sure that any information published entitles respect for
peoples private and family lives and I am not allowed to publish anything without their
consent. Finally the last clause relating to my magazine is that I must not discriminate
against an individuals race, colour, religion, sex, gender identity sexual orientation or
any illness or disability.
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65. Making a complaint to regulatory body
https://www.theguardian.com/film/2012/oct/25/tom-cruise-sues-abandoned-suri 65
The image is of Tom Cruise suing Bauer magazine publisher for 50
million dollars and the case was settled out of court.

66. Q Magazine complaints procedure
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67. ASA
• consider what harm or detriment has occurred or might occur;
• balance the risk of taking action versus inaction;
• consider the likely impact of our intervention; and
• consider what resource would be proportionate to the problem to be tackled.
www.asa.org.uk
In order for my magazine to maximise profit I will need to include advertising so therefore will need
to make sure
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68. Copyright ©
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Copyright is when there is a legal right which lasts for a certain amount of years so you can’t print, publish,
perform, film, or record literary, artistic or musical material that already exists. IP is the result of
creativity . You can go about copyrighting your work by making sure that your work is marked so therefore
if someone was to use your work it would have your stamp on the work to show that you are the creator
of it. You can also protect your work by making sure that it is registered so therefore you have evidence
that the work belongs to you and you are able to prosecute anyone who uses your work without your
permission.
Copyright relates to my magazine because I will need to ensure that no one is able to use my logo without
my permission so therefore it is exclusive to my magazine only. It is also relevant to ensure that the name
of my magazine is not used by anyone else so therefore when readers think of the name ‘Riddim
magazine’ they automatically think of my magazine and not other magazines.

69. Regulatory Issues
Watermarking is the pattern of bits inserted into a digital image, audio or video file
that identifies the file’s copyright information
(http://www.webopedia.com/TERM/D/digital_watermark.html). The cost in order to
get something watermarked range from £20 to £40 depending on the features of the
software in which you need. The process in which you would need to take in order to
get your photos watermarked would be to firstly choose watermarking software such
as Adobe Photoshop or Digimarc then you would need to create the watermark on
this software with a mark such as a copyright sign etc. Then you would need to apply
the mark onto the image.
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70. Regulatory Issues
The 1998 Data Protection Act is a law designed to protect personal data stored on
computers or in an organised paper filing system.
(http://www.bbc.co.uk/schools/gcsebitesize/ict/legal/0dataprotectionactrev1.shtml).
The Data Protection Act relates to my magazine because the data stored on the
employees computers need to be protected so therefore other people aren’t able to
access the companies information and therefore the customers details which are
stored on the computers aren’t at risk of being stolen or used by other companies.
This could result in unsatisfied customers and therefore could reduce the amount of
copies sold in the future for the magazine.
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