Flat Plan

The brand identity can be seen throughout my pages. The colour scheme is seen within the pages through the titles, background, copy, coloured boxes and even through the models outfits. I also made sure that I used banners within every page so that it is seen as a continuous trend. The black and white colour scheme of the titles are funky and are even seen through the numbers in the contents page and the factfile in the double page spread. As mentioned the models outfits definently enforce the magazines brand identity.

My Magazines Doube Page Spread

My Magazines Contents Page

My Magazines Front Page

7. Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?

Preliminary Task

Final Magazine

Looking back at my preliminary task I can see that in comparison to my final magazine it is at a less professional standard, and it is evident that my preliminary task was a practise due to its amateur appearance. This is due to the fact that I did not have any of the resources which I later attained due to the research and planning which I carried out in order to conduct the construction of my magazine.

Taking into account the appearance of both magazines I now understand just how important it was to grasp and recognise the theories which are deep rooted into the entertainment industry (which are influenced by our patriarchal society) and the certain codes and conventions which should be taken into account and applied when designing a magazine. I was introduced to these and many other techniques which helped in the delivery of a more professional final piece, the knowledge which I lacked during the construction of my preliminary task.

I learnt the value of extensive audience research, as within my preliminary task I was given a vague picture of my target audience only knowing that they were students, parents and teachers; and I wasn't able to understand how to interpret the magazines style in order to appeal to all of them. Whereas, before beginning the construction of my final magazine I was made to research my target audience, find out what they liked and didn't e.g.: the typography and colours that would appeal to my audience, any additional incentives they would be attracted to, the music in which they listened to and examples of how other magazines tackled these. Then gathering all my results into a PowerPoint, I was able to give myself a clear picture of who I was making my magazine for; and in understanding what my audience wanted and who they were I was able to be more focused on a certain mode of address as well as be more efficient on the task at hand. This knowledge contributed immensely to the final polished piece.

The value of understanding and exploring theories, such as; Maslow's hierarchy of needs led me to find out what my audience wanted, and how to fulfil their needs of self-actualisation through images that obtained the male gaze theory. As this is a theory which can be seen throughout images within the media, society has become accustomed to it. Therefore, when I used and applied these theories I was able to produce a magazine that is more likely to be found within the entertainment industry.


Skills, such as those I attained using Serif PhotoPlus x4 have developed. This occurred due to the extended period of time which I spent within the software trying to improve my product, by creating images which adopted Jean Baudrillard's theory of hyper-reality/simulacra.

I now value the means of research and understand that in order to deliver a professional piece of work I need to investigate background information - in order to understand what and why I am doing something. I have become far more confident in both Publisher and Serif PhotoPlus x4 due to all the practise I have undertaken. Not only have I noticed just how much difference knowledge has in the improvement of a product but I have also gained skills which I hope will be useful in the near future.

6. What have you learnt about technologies from the process of constucting this product?

In researching my target audience I found that it was a lot easier to use the internet to obtain results and create a online survey (through QuestionPro). As I had access to many more resources than I would have if I conducted the research by hand, having to go around to every person and ask them to fill out my questionnaire. I was able to get reliable and valid results more efficiently and quicker using social media such as; Facebook and Twitter, and I was also able to target my audience directly. it was also easier to attain research of secondary data such as the data which I found on interent use.


I used Serif PhotoPlus x4 to edit and manipulate my images in order to create a hyperreal effect. I felt I had to create this effect as my audience are attracted to these images as a result of being brought up with them all over the media -they aspire to be these people because societies ideology (Maslow's hierarchy of Needs). This was the first time that I have used this software and although overwhelming at first once I got hold of teh basics it was a lot easier and quicker. First I removed the background of my images using the cut-out studio so that the images edges would be sharper.

Front Page

Contents Page

Double Page Spread

I then whitened their eyes using the dodge tool and even added make up to one of my models by using paint.

Front Page

Contents Page

Double Page Spread

Then I removed any blemishes to ensure they look flawless.

 Then it came down to enhancing and reducting certain areas of the girls bodies that magazines would change in order to fit on with that hyperreality image. For instance I enhanced certain areas of the body males find attractive. 

And I also removed certain parts that weren't smooth enough, and which wouldn't be considered as flawless. Using the thick/thin tool (which helped to either enhance or diminish a part of the picture) and the erase tool I was able to create a similar effect to the image as magazines such as Q and Vibe do.

I also wanted to brighten some images to create a more professional, polished look, as seen on the double page spread.

The disadvantages of Serif is that when manipulating the image you could not undo it unless you wanted to undo all of the previous manipulations you had already done to the image. Serif was acceptable in the sense that it got the basics done. However, photoshopping would have been a lot better and would have helped me create a more professional look as serif is not a professional software that would be used by major publishing houses. I realise now that editors control all aspects of the designing process especially the images, as they need to create an appropriate mode of address for their audience. Something which I have tried to demonstrate.

Having manipulated my images I could now begin the construction of my magazine pages. In doing this I used Microsoft Publisher. I enjoyed using this software as it made the construction a lot easier. Obviously compared to major publishing houses, this software was not at a hugh standard however it still managed to help make my final magazines as professional as possible. If any drawbacks, it would be that at times I would have preferred to type on Microsoft Word as my work would not be moved around that often tehrefore wasting valuable time. But all in all, as I had used the software before I was more familiar and therefore did not have to learn where everything was and what it did (as I did with Serif) and I was able finish my pages more efficiently.

5. How did you attract/address your audience?

In attracting my audience I used images in line with the male gaze, as my audience found hyper reality more fascinating and alluring compared to reality. As I wanted to offer my audience an escape (just like a book or movie would) I decided to use images that represented what my audience aspire to be (as suggested by the theory 'Maslow's Hierarchy of Needs'). Although being one of the main attractions I wanted to use the content of my magazine to contradict the images. The article portrayed the girls as guys who seek adrenaline and danger through free hand rock climbing, drag racing and boxing, sports which are not associated with women; especially women who are dressed and look the way the girls on my front cover do. As society says this would not be possible I found it necessary to have the underlying message that you can go against the norm and sometimes even should due to attaining a higher sense of achievement within life and yourself.

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The 'uses and gratifications' theory was interpreted into my magazine in order to attract my audience. I used educational content such as the 'CLUB 27' (as my audience are young they may not be aware), latest collaborations (so they are the first to know) and introduced my audience to new, fresh talent. I tried to inform and keep my audience up to date so that they are always a step in front when it comes to the music industry. I also tried to entertain my audience with big buzz words like: 'EPIC', 'Breakthroughs' and 'Legends' to excite them as they will find it gratifying to escape into a fictional world. In order to interpret social interaction I tried to intrigue the audience and attract them by appealing to their curious side. I used a contemporary loved artist and used the word 'EXCLUSIVE' which suggests a secret that will only be shared if the magazine is bought. Once the secret is revealed it will encourage social interaction as they will talk about it to their friends and family, also mentioning where they read it. The 'Uses and Gratification' theory also reinforces the use of the male gaze through 'personal identification', as my audience will sympathise with the person on the cover as they aspire to be like them my audience will put themselves in the cover stars situation.

I also attracted my audience using additional incentives such as 'FREE iTunes gift card'. In placing an additional incentive that my audience can only get if they visit my website I have encouraged the use of synergy, as my magazine is advertising my website which advertises my magazines brand. I have to use synergy in order to prevent audience fragmentation, which has occurred due to the increase in household internet usage and availability over the years (data which can be confirmed by the 'Office of National Statistics'). Due to information and the latest news being accessible via  search engines on the internet e.g. Google or Bing, it has become harder for magazines to compete with and attain a high sales rate; especially since all that information found within magazines is practically free through the web whereas to get the information through magazines you have to buy it.

As shown above, in 1998 internet usage increased by 43% in the time span of six years, going from 9% to 52% in 2004. People (children in particular) are more fragmented as they have very accessible technology at their fingertips, as not only is internet usage at home increasing but so is internet usage via mobile phones. And it seems the younger the audience the larger the internet usage is by mobile phones

 


Therefore taking this research into account I used different types of media platforms to encourage the de-fragmentation of my audience. Not only my own website, which I encouraged them to visit through an additional incentive through my main feature story but also through up to date social media sites such as 'Twitter' and 'Facebook'. This will also in turn encourage and enforce the idea of exchange as through my audiences interaction with these sites for instance: status updates, comments, video blogs and YouTube videos/reviews, they could mention my magazine and attract more attention to it. I also tried to encourage the readers which I do have to subscribe to my magazine giving them a discount and visual aid to future and past magazines which may encourage them to be the first to get my magazine and saving them a trip to the shops.

Another way in which I hope to attract my audience is through what is known as retail psychology. This is when shops place your magazine on their shelves at eye level of their customers. This will give my magazine more of a chance to get noticed. I will have to give the shops which display my magazine a discount in order for them to also place it near another magazine which is not advertising the same content e.g: Q or NME. But rather place it near a popular magazine that is promoting a compeltely different content e.g: film magazine. This will help create awareness.

4. Who would be the audience for your media product?

I didn't know who I wanted to aim my magazine at apart from the fact that I wanted a young demographic (teenagers) so in order to decide I created a questionnaire using QuestionPro. Consisting of around nine questions the questionnaire explored and revealed who my audience was and what they would want out of a magazine. In order to obtain a large enough sample to ensure my results validity I uploaded it onto a popular social media network: Facebook. I then turned my data into several graphs which were then placed in a PowerPoint presentation (which can be found on slideshare through this link http://www.slideshare.net/raquelus/media-presentation-task ). At the end of the presentation I had created what is known as an audience profile which basically concluded and summed up all of my results and pointed me in the direction of the audience which I should or was going to be aiming my magazine at.

My audience profile consists of not only information but visual aid whihc helped me in the construction and understanding of my audience. As you can see my audience profile reveals that my magazine should be unisex however, in the construction of my magazine I decided to lean a little bit more to a female audience as I could relate and understood more about what they wanted. My suggested demographic was between 15-20 however I decided to address a slightly older demographic, aiming my magazine at people in their late teens to late twenties. It was also revealed that the most read magazines were VIBE and Top of the POPS and I decided to not only try and interpret their styles into my magazine but base my magazine on both genres. Due to my audiences young age I knew they would not be earning much yet however I was going to make my magazine affordable form the beginning making it around £2 I think more people would be able to afford it. I also found that my audience care about their careers and education which is why the content within my magazine is educational in respect to the outside world such as sports (within my main article- competitions found around the world) as well as entrepreneurial opportunities within the music industry and I made sure my articles would be inspirational encouraging my audience to follow their dreams (maslow's hierarchy of needs). I also found that within my magazine I should interpret strength and power through either images or the copy.

The images on my audience profile reflected my audiences youth, through the social networking sites like Facebook, Twitter and Youtube and through gadgets, labels and clothing. I found that R&B legends as well as the Black Eyed Peas were quite influential within my audience, as well as Nicki Minaj and Justin Bieber latest look and sound. And I also thought that friendship was very important as people in their late teens tend to find who their friends really are (which is why I chose a group for my main image).

3. What kind of media institution will distribute your media product?

There are a variety of institutions to choose from when considering the distribution of my magazine. However, the majority are categorised into these three: Major publishing, Independent publishing and Self-publishing . In researching the three I found that they're strengths and weakness would have to first be weighed up, and only then could I decide which would suit my magazine the most and represent its audience the best.

Major publishing houses are quite popular due to their influence

and power; this is better summed up within Karl Marx's theory of capitalism, who stated that: 'Power resides with those who have ownership and control of the means of production and distribution'. In researching, I found that within the UK there are two major publishing houses: EMAP (East Midland Allied Press) and IPC (International Publishing Corporation). Both are extremely renowned and specialise in magazines aimed at mainstream as well as niche audiences', retaining ownership of such magazines as: Marie Claire, NME, Wallpaper*, InStyle, Yachting World, Country Life, Soaplife and Amateur Photographer.

However, there is another very influential, major publishing house: Bauer Media Group, a multimedia company which although is headquartered in Hamburg, Germany; operates in 15 different countries worldwide and publishes famous music magazines Q and Kerrang. Major publishing houses such as; EMAP, IPC and Bauer are quite versatile and therefore are able to publish magazines aimed at both mainstream and niche audiences; as they have various departments dedicated to the specific areas in each magazine, resulting in them having more resources. In fact EMAP, have recently created three separate operating companies to focus on customer needs in separate market areas; these included: Events and Festivals, Information Services and Publishing -which ultimately also suggests their move towards horizontal integration and the use of synergy, as their magazines promote their festivals and events, and their festivals and events promote their magazines. IPC also have focused departments, concentrating on three core audiences: men, mass market women and upmarket women; and Bauer has completely branched out, fulfilling the needs of all by obtaining 20 different dedicated departments, ranging from women/men's lifestyle or entertainment, to sports (from gardening, football, golf and motoring) to pets, radio and even charities. Major publishing houses are more affective and efficient because of their large marketing department. However, due to major publishing houses mass variety of magazines, as IPC media itself produces 60 iconic media brands, it may be more difficult trying to convince them to take a risk on a magazine that is in competition with any existing products.

Independent Publishing Houses are also known as Boutique Publishers and generally focus on (high end) magazines for niche audiences'. Independent publishers such as; 'The Church of London' who distributes 'Little White Lies' (a unique film magazine) and 'Huck' (a lifestyle magazine rooted in surf, skate and snowboarding) lack in resources as they do not have enough team members dedicated to help, therefore more time and money is needed and spent. They rely heavily on the internet and what social media offers, such as; viral marketing and 'word of mouth'. Independent publishing houses sometimes only help titles within their early stages; as usually if they start a title and it becomes successful enough to be recognised, major publishing houses may make an offer and take over the operation.

Self-publishing , is exactly that. It is the act of publishing ones own work independently of an established publishing house. There are two examples of this: a fanzine and an ezine. A fanzine is a more traditional form of self-publishing and was originally done on paper, having hand written articles and sticking pictures onto the spread. 'Sniffin' glue' was a popular fanzine and shows the traditional features which are previously described. Ezine on the other hand is a more modern adaptation as it consists of online publishing, usually a directory or blog. Self-publishing is easy enough that it can be done yourself. However, it does not have enough resources and no funding, therefore it has less chance of reaching a large audience. It also does not recieve any revenue, unless they were to generate money by advertising, or having people pay for a subscription (a pay wall) for their editions. Something which has been done by the times online recently, however it is still very difficult to attain a revenue.  

All publishing houses aim to use synergy (something which is explored in more detail in question 5) as they understand the way in which audiences are fragmented and know that by using the internet they are able to reach their audience, and at the same time popularise their magazine sales. Due to the resources major publishing houses have access to; they are able to promote their magazines on a range of multimedia platforms, and unlike Independent and Self-publishing houses; the resources, influence and money that major publishing houses have, allow them to gain far more awareness. For instance, Bauer publishing houses have taken into account fragmentation of audiences and in trying to maintain their brand awareness they branched out into T.V -4Music, KissTV, Smash Hits TV- and radio -Bauer Radio.Major publishing houses use synergy in the attempt to defragment the audience and create successful and enduring magazines. The effect of synergy is immense, IPC demonstrating this, as their websites collectively reach over 20 million users every month, largely the NME, which is the most visited music website in Europe. 

I would definitely choose the major publishing house EMAP to publish my magazine. This is due to the fact that they specialise in mainstream magazines and have the resources to help it come to its full potential; I also noticed that there was a gap in their market for a pop/r&b magazine and so they may be more successful in selling a magazine that has the unique combination of the two most popular music genres and less chance of competition.