Research: Annotation of Existing Magazines

Front Page Analysis and Comparison 
(of 'Q' and 'VIBE')

Both 'Q' and 'VIBE' are mainly aimed at a male demographic, although still attracting female attention. Both magazines are directed at people in their early twenties onwards.


Mastheads for magazines such as ‘Q’ are usually found in the top left hand corner of the front cover; however this convention can and has been broken as ‘Vibe’s’ masthead is located across the top of the page. ‘Q’s masthead is slightly covering part of the main image whereas ‘Vibe’s’ masthead is usually obscured by the main image; which may be due to the fact that ‘Vibe’ is extremely confident and believe that their audience will still be able to identify their brand even if it is slightly obscured. Q however, is even more popular than Vibe -and although it can be said that some magazines which aren’t yet that well known try to hide its insecurities of being less known and attract more attention to its masthead rather than its main image to increase its magazines awareness - this is not the case for Q as it has been seen to cover its masthead on occasion (depending on the image).

‘Q’s typography comes across as restrained and simple, most probably to attract a more intellectual demographic and appeal to an audience that wants to read rather than just being entertained. ‘Vibe’ on the other hand has more of a chunky typography surrounding the main image and combined with the male icon: ‘Eminem’ found in the centre of the page, it creates and emphasises the fact that they are trying to evoke a powerful essence and attract an audience who like the idea of power and have it or want to have it.

Both the ‘Q’ and ‘Vibe’ share a similar colour scheme: red, black and white. However, although ‘Q’ uses this colour scheme repetitively throughout its different issues- in order to represent the quality of its magazine and professionalism by sustaining a consistent presentation and secure its brand identity. ‘Vibe’ on the other hand, appeals to a younger demographic (late teens-early twenties) who are known to easily get distracted and who are interested in the latest music and styles; which is why, although ‘Vibe’ occasionally adopts the red, black and white colour scheme it changes every so often to keep their audience entertained and satisfied and uses its masthead instead to secure its brand identity.

Although both magazines follow the codes and conventions of the main image located on the front cover –image positioned in the centre and taking up more than half the page- as one is of a women and the other of a man, there are two different representations and demographics that are targeted. ‘Q’ has used an image of ‘Cheryl Cole’ who although is positioned in line with the male gaze theory it will predominantly attract a female demographic as women will want to have the power which they believe Cheryl does over men. However, ‘Q’ represents a wide range of contemporary music genres and so is versatile and adaptable to many different types of demographics. ‘Vibe’ on the other hand is aimed at a more hip hop demographic and has used ‘Eminem’ as their main image. Due to the patriarchal society in which we live in; using a male on the cover of a magazine has a completely different desired effect to the audience as it is easier to presume that his power and stance represents dreams and aspirations of many, and the possibility of gaining that success and respect. This would refer to Maslow’s hierarchy of needs which claims that self-actualisation includes the fulfilment of dreams, which is what a male icon such as ‘Eminem’ represents.

‘Q’ has its banner at the top of the cover page which is advertising the magazine and commercialising it as the ‘UK’s Biggest Music Magazine’ –initially making it more popular. ‘Vibe’ on the other hand is representing content of the magazine, as it mentions different artist names –also positioned at the top of the page. Whereas, Q is trying to portray themselves as a major informant when it comes to the music industry as a whole, Vibe is focused on their artists and genres.

Contents Page Analysis and Comparison

(of 'Kerrang' and 'Q')

Both magazines portray a sense that their magazine is packed with the latest news and information. However, they do this in two different ways in order to appeal to their specific target demographic. Kerrang’s contents page is quite crowded, hardly having any space and being crammed into one page (this may have been referring to the audience who are more likely to go to heavy metal concerts and enter the standing area creating mosh pits) whereas Q’s contents takes up two pages, also representing the massive amount of information but being quite spaced out (aiming for a more relaxed audience). The contents pages are the most organised within the whole magazine. The page uses page numbers to link stories and images, and is designed to make it easier for the reader to navigate their way around the magazine effortlessly, more so than any other page in the magazine.

A common convention for magazines is to have the page numbers in the contents column also on the image that the article is related to. The only difference between Q and Kerrang is that the numbers found on the images within Kerrang are all sized and placed the same way whereas, Q has a different range of sizes in which are seen to replicate the actual size of the image (the larger the image the larger the number). This creates a funkier and more fun aspect to Q’s contents page whereas; Kerrang’s is seen to be more professional and practical.

Images throughout magazines all have an anchor (a small box consisting of copy which is meant help describe what the image is about or why it is there). Within Kerrang’s contents page this is no different as on every image we can locate an anchor whereas, in Q magazine there is hardly any anchors found on any of the images. This may be to the fact that Q’s images are clearer and speak for themselves and so the magazine does not have to worry about having the images misinterpreted whereas, Kerrang is less confident and prefers to make sure their audience understands their magazine.

In all content pages there are different sections which separate different types of information (e.g. features from news), and within each section all of the stories are arranged in chronological order (but only according to their section). Both magazines follow this rule as it allows their demographic to navigate their way around the magazine more easier.

Both magazines have titled their contents page ‘contents’ as it is so commonly used and well known. However, Q has interpreted their magazines name alongside their title to portray their unique identity.

The main image found on the front cover will always be the largest image in the contents page and be the main focus. Both, Q and Kerrang have done this however, Q’s image of ‘The Gorillaz’ almost takes up a page whereas, Kerrang’s image is merely larger than the other images found (this is because they are trying to create a cramped yet ordered setting).

Traditionally, editorials have their own page (some still do) however, more and more, are being integrated into contents pages. Showing the way in which conventions can be changed and adapted over time. Both magazines have additional information which is in place of an editorial. Kerrang has their editorial located beside the magazines front cover creating a familiarity with the magazine and a direct link to the editor. Whereas Q, instead, used a review in the place of an editorial.

Kerrang uses their contents page to advertise previous magazines by having the images of (front covers) previous magazines along with the option of subscribing and details on how to do so. Q, although not having information on how to subscribe within their contents page, have tried to advertise their magazines by placing the front cover of the magazine and the issue number next to it, allowing the audience the chance to find a magazine through the issue number.

Double Page Spread Analysis and Comparison

(of 'NME' and 'Q')

‘Q’ doesn’t have a title or subtitle within its double page spread, unlike ‘NME’; they are appealing to different demographics. Whereas, ‘NME’ has a younger audience and tries to appeal to their crude humour (e.g.: innuendo for a subtitle) and reflects the fact that they are appealing to teenagers with the title ‘The Teenagers’; ‘Q’ on the other hand, is appealing to a more intellectual audience as the content of their copy is double the size. They are also trying to represent inclusiveness within the article that can only be understood by reading it, as there are no titles/subtitles which will tell you the angle/focus of the story.

Both NME and Q are dominated by a single image. However, NME has included supplementary images in both the article and within the box. Whereas, Q only uses one image in their article it is strong enough to create an impression, as it is both in line with the male gaze and in greyscale, representing an unusual technique used to show sophistication and maturity as well as youth, freedom and sex (due its implicit nudity). NME is attracting a demographic which is interested in images (as believed images are a thousand words) whereas; Q is attracting a specific type of audience, lady Gaga fans.

NME links each colour scheme to a section in their magazine (e.g.: Radar being black, white and blue­) and uses it as a narrative flow or a visual link (just like the title which is splashed across both pages) to help the audience to visually navigate their way around the magazine. Q on the other hand, uses its main image (black and white) and the A4 letter ‘L’ (red) to link the anchor of the magazine with the article.

Both images in both magazines have anchors which help describe what is happening in the image. However, the anchor in Q’s image is slightly blended into the image to not attract any attention away from the image. Whereas, NME is quite busy and places the anchor in a white text box to tell the audience what is going on if they don’t know (especially since it’s a unknown artist whereas, Lady Gaga is world famous).

Q breaks the convention of having a quote this can be due to the fact that Gaga is famous enough to entice audiences into reading the article or it may be because they do not want to give any hints of what to expect in the article. Whereas, NME have it in the middle of the article and follow the visual motif (linking the article).

NME follows the convention of having a letter slightly larger than the rest of the copy to signal where the article begins. However, although having this, Q has made this letter the size of the whole page as well as transparent so that the copy behind it can be seen. The ‘L’ has replaced the title/subtitle, and has linked the artists alias with the copy; as Q do not have all of these conventions they have to make up for it. The large ‘L’ also reinforces the magazines brand identity because of its red tint.

The fact that Gaga is represented in a sexual way and the boys within NME are not is linked back to the male gaze theory. If a man was seen doing Gaga’s pose he would be mocked and degraded. Gaga’s pose gives her the image of being vulnerable due to her nudity and the chains around her neck. However at the same time she is seen to have the power and is so iconic that she is not seen to be represented as vulnerable. The boys however, are represented as nonchalant and therefore are respected and looked up to.