Category: Research


After looking at the picture I’ll be using for my cover I thought that the eye didn’t stand out enough. I tried adjusting the colours on the eye to make them brighter. Please pick which one you prefer. Thank you

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Each magazine has a specific target audience that their magazines are designed around.

For instance Kerrang! magazine is aimed at males in their late teens to early twenties who listen to music ranging from alternative to hard rock and death metal, also the target audience is considered to be people who find that music is one of the, or the most important thing in their life. To make use of this idea of the target audience Kerrang! often have adverts for clothes, bands, gigs and merchandise. The people that would buy Kerrang! magazine are often people who could be stereotyped in two ways, they could be people with side fringes with dyed hair, either black or a stupidly bright colour, who quite possibly have multiple piercings who like tattoos and converse. Or alternatively they could be stereotyped as people who wear skinny jeans, combats, Dr Martins or other scruffy boots, and check shirts with a pair of headphones constantly around their neck. Everything about Kerrang! Magazine screams young, the texts, the logo and their websites are all scruffy with an urban grungy style. Because their target audience are younger Kerrang! magazine, using the NRS socio economic grades or classes, would probably be in the C2DE group. Bauer (Kerrang! magazines publisher) describe their audience as “Young, individually minded and passionate consumers, an audience defined by attitude, passion and loyalty.” and have a ratio of 15-35 with a male bias.

However for other magazines such as MOJO or Classic Rock the target audience is still predominantly male but a lot older. MOJO magazine is also in the higher NRS group of ABC1 as opposed to C2DE. This is reflected by the price, the actual quality of the paper and the fact that it is a monthly magazine as people in the ABC1 group can afford a magazine that costs £4.50. Also MOJO magazine looks more like something that you would have on a coffee table to flip through every so often with its thick glossy pages that do not crumple easily which means that they stay in pristine condition, this is in contrast to Kerrang! magazine which is something that is more likely to be thrown in a bag and has pages of the same weight as a comic book, which reflects on its target market.
MOJO magazine is a lot more sophisticated, therefore it is assumed that so are the target audience. The main genres that are covered in MOJO are classic rock and more traditional rock bands, their readers are described by the company as “Discerning and passionate music aficionados, the MOJO audience is predominantly male (77%) and affluent (63% ABC1). These heavy consumers of music see their passion as discovery without boundaries, genre and decade being secondary to quality.” so basically people who like older music but are open to newer bands who sounds similar. Bauer also claim that “Classic sits comfortably with cutting edge” which reflects on the layout and style, chic but modern.

Sources:

http://www.bauermedia.co.uk/Brands/Kerrang/

http://www.bauermedia.co.uk/Brands/Mojo/

Here is another MOJO cover that I’ve looked at as well as it’s contents page. After looking at these pages I noticed that instead of having the cover model being the same as the contents there is a small picture of the contents model on the cover page. I thought this was a clever way of linking them, I wont use this in my magazine as it is slightly more complicated and I’d need to make two double page spreads which I don’t have enough time to do. I really like the contents page layout as it is simple and only has one picture in it, it is also a mature way of displaying the contents and this is something that I would like to do with my contents page so I have base my contents page on MOJOs’. I like MOJOs layout because it is quite grown up and appeals to my target audience of people aged 18-25.

Mojo Magazine

MOJO Magazine was originally published by Emap but as of 2008 onwards was published by Bauer monthly in the UK and is based in London. Mojo was first made after the success Emap had with Q and wanted to create a magazine that was more focused on Classic Rock.

The first issue was released in October 1993 featuring Bob Dylan and John Lennon on the cover. It was the first UK mainstream magazine to focus on The White Stripes as well as many other older bands.

MOJO often include “free CDs” with their magazines that often relates to their main theme or cover story. The magazine will often feature Top 100’s, some of which include Top 100 protest songs, most miserable songs and the top 100 records that changed the world.

MOJO have also published some special editions magazines dedicated specifically to one band or artist after their complete magazine dedicated to the Beatles.

MOJO’s parent company Bauer also owns Kerrang!, Q, Empire, FHM and MCN. As well as music magazines Bauer also publish Bella, Take a Break and That’s Life! magazines. Bauer also own radio and TV stations such as Kerrang! Kiss, 4music, The Box, Magic TV and Smash Hits TV.

Most of Bauers music magazines are of the Rock Genre, and aren’t Pop or R’n’B focused. For my magazine I have looked at MOJO and Kerrang! as they are predominantly for males aged from late teens to mid 20s for Kerrang! and mid 20s to mid 30s for MOJO. Their magazines are also more niche (especially Kerrang!) than Q which is more wide spread. I have also looked at Classic Rock Magazine as another reference.

Sources:

http://en.wikipedia.org/wiki/Mojo_%28magazine%29

http://www.mojo4music.com/blog/

http://en.wikipedia.org/wiki/Bauer_Verlagsgruppe

NME’s layout for their contents page is very simple, a band index on the left and the main stories on the right with a more details story overview in the middle with a related pictures. There are also arrows used to draw attention to certain stories within the contents page. They have maintained the colour scheme of red, black, white and a little bit of yellow within their contents page, by doing this it makes the magazine more uniform and you can tell that the cover and contents pages are from the same magazine.

Kerrang! contents pages are very busy with lots of pictures and lots of text compressed onto one page. There is usually a big picture at the top of the page with small views of some double page spreads. The bottom half of the page has a paragraph written by the editor on the far left and a list of all the contents with relevant pictures next to them. This busy design is very effective as it allows the reader to see everything and the use of small pictures of the double page spread helps the reader to find stories that they might like instead of just text, it is a very visual design.

Q magazine sometimes has a double page instead of a single page for their contents page. There is usually one larger picture with a list of the contents on the left with different stories under categories likes features, every month, reviews and specials. They also feature a smaller image of a band, artist or group underneath the larger picture. I have also noticed that they will put numbers next to the pictures so that readers will know which pages the main features are.

This contents page is quite different from other contents pages. The layout is simple with only one picture, instead of having features and regulars or titles like that it has features and fashion, proving the point that the target market is females. The actual text of Contents is broken up which is uncommon.

http://www.classicrockmagazine.com/
To advertise scroll to the bottom of the page and click  “Advertising”

 The “Classic Rock” magazine that I purchased was situated in the kiosk area of Morrisions as you enter the store next to Kerrang! magazine which is my usual purchase. The magazine was in the third row back on the far right of the middle shelf with the masthead and selling point printed in gold and silver colours on show as well as the text saying “Guest Edited By Alice Cooper”. I new that I would like this magazine due to its situation as most Rock music magazines are stacked together.

 I was attracted to this magazine by the masthead as this was the only part of the magazine I could see the with gold and silver text telling me that there was a free CD. Also the magazine was packaged in a cardboard case which indicates that this is a high class magazine and I could tell before I looked at the price (which was conveniently small) that it would be expensive as it also contained a CD. However once I opened the packaging I discovered that I didn’t know any of the music on the CD as the names of the songs and musicians that were on the CD were not mentioned on the packaging which indicates that the CD was just created from not very well known bands and that it was cheap to manufacture to be used as one of the magazines selling points.

The Magazine is in a standard layout with the masthead at the top of the front cover with the three columns for optimal viewing with the unique selling point at the top let of the magazine. For example the “Free CD Inside” text is in the top left corner with a silver background so that it will catch the audiences eye.

The main target audience is the age group of early 30’s onwards as the inside of the magazine is in the format of a newspaper with the name of the Magazine being “Classic Rock” it immediately tells the audience who this is meant to appeal to. The reason it appeals to the target audience is because of the classic design and the tradition font used, as having a font with serifs indicated tradition which the target market have grown up with so are familiar with it. Also the price of the magazine and the packaging indicated it is designed for people in their 30’s onwards as the magazine costs £4.99 which to a younger person is too expensive for a weekly buy, also the tactile quality of the paper is thick and glossy showing that it is something that people would put onto a coffee table and show off. Also the thick glossy paper does not crumple easily so it easy to keep looking pristine.