OCR – Level 3 Cambridge Introductory Diploma in

Media

Unit 13: Planning and Pitching a Print based Media

Product LO1/P1 Evidence

Name: Amelia MorrisCandidate Number: 4150Center Name: St. Andrew’s Catholic SchoolCenter Number: 64135

Set Brief - Print

Project/Brief –

Music Magazine & Promotion

Contents

Purpose of KERRANG! : Slide 3Publisher of KERRANG!/BAUER MEDIA: Slide 4

About the Editor- James McMahon: Slide 5Strapline connotations of KERRANG! And brand ethos and values: Slide 6

Genre of KERRANG!: Slide 7Form & Style of KERRANG!: Slide 8

Content Overview of KERRANG!: Slide 9Contents Page Analysis: Slide 10

Market Place: Slide 11Target Audience in relation to KERRANG!: Slide 12-16

Frequency of KERRANG!: Slide 17Denotations and Connotations of a KERRANG Front Cover: Slide 18

Annotated Article within KERRANG!: Slide 19Annotated interview with KERRANG!: Slide 20Annotated Review within KERRANG!: Slide 21Production Process of KERRANG!: Slide 22- 24

Retailers: Slide 25Conclusion: Slide 26

Purpose of

• KERRANG is a UK based music magazine that is loyal to the rock genre. It is published by Bauer Media and first published on the 6th June 1981.

• KERRANG started off as a monthly publication and then to a fortnightly and then in 1987 it went to a weekly magazine.

• The price of an issue of KERRANG is £2.20 • KERRANG! was named after the onomatopoetic word that comes from the sound when playing a power

chord on a distorted guitar.• The circulation of KERRANG! as of Jan- June 2014 was 33, 024 were sold.• The editor of KERRANG is James McMahon.• On the BAUER Media website it has a page on KERRANG magazine and it states that they make sure that

they are always appealing to the vast amount of readers they have. From the younger teenage readers who are more open to different genres of rock music from emo to thrash… to the readers who respect KERRANG! As an authority of heritage bands. Each issue includes a variety of bands and scenes to guarentee that they are providing for the needs of our readers and also providing new bands and artists that our readers might become passionate about. They focus on the BIG news that is going on within that week as well as promising that they are giving our main priority which is giving younger readers everything they need to know about KERRANG and their passion for the heavy metal/rock genre. Stated by James McMahon – Editor of KERRANG.

Source: http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang

Bauer Media have a slogan, which is “WE THINK POPULAR.” This connotes that they are always considering about the latest trends and what their readers want to know about.

Publisher of

WHO are they? WHAT else do they Publish? The publisher of KERRANG is Bauer Media. Bauer Media is a division of the Bauer Media Group, Europe’s largest privately owned publishing Group. The Group is a worldwide media empire offering over 300 magazines in 15 countries, as well as online, TV and radio stations.

Bauer Media joined the Bauer Media Group in January 2008 following acquisition of EMAP plc’s consumer and specialist magazines, radio, TV, online and digital businesses. Collectively, the Group employs some 6,400 people.

Bauer Media is a multi-platform UK-based media Group consisting of many companies collected around two main divisions – Magazines and Radio - widely recognised and rewarded as being industry innovators

Bauer business is built on influential media brands with millions of personal relationships with engaged readers and listeners. Their strategy is to connect audiences with excellent content through our broad multi-touch point brand platforms, wherever and whenever and however they want. Their wide portfolio of influential brands gives us advantages over pure play magazine or radio competitors.

Today, Bauer Media spans over 80 influential brand names covering a diverse range of interests including

and many more.

Source: http://www.bauermedia.co.uk

About James McMahon – Editor of KERRANG!

James began his career in 2002 as a freelance writer on NME and Metal Hammer, moving towards becoming the New Music Editor at NME in March 2006 and Features Editor in 2007. In July 2010 he stepped across as Film Editor on NME.com and moved to his current role in March 2011. Since July 2010, James has worked as a freelance contributor for national newspapers, including The Daily Mirror, Guardian and magazines including X Factor Magazine, Mix mag and NME. James is also an Associate Lecturer in Popular Music Journalism at Solent University in Southampton.Source: http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang

Strapline connotations of

The strapline of KERRANG! is “The worlds biggest selling weekly rock music magazine!” This connotes that KERRANG! want to portray to its readers that they want their brand to be well known, popular and successful. This written on the magazine will also increase circulation figures and target audience.

ETHOS and Values of

KERRANG! believe and are extremely devoted/passionate about the heavy metal/rock genre and they want more readers who enjoy listening or even playing this type of music to support us at KERRANG! throughout all of our media platforms either buying our printed/digital issues every week, watching KERRANG! TV, online via social media and app, listening to KERRANG Radio, going to our festival “Download!” or watching our Awards show. There is plenty for KERRANG’s readers to get involved with.

Source: http://www.bauermedia.co.uk/brands/kerrang#magazine_kerrang

www.kerrang.com

Genre of

Due to the style of masthead, colour scheme and physical content within KERRANG! Magazine. They are portraying a very heavy metal/ rock genre. The reader will know straight away when they pick up a copy of the magazine, watch the Tv channel, listen to the radio station or look on the website that the genre of KERRANG! is very devoted/serious to the heavy metal/rock genre.

Source: www.kerrang.com

Here is are examples of many front covers that show many bands within the heavy metal/hard core rock bands that gives us the impression that KERRANG! are a heavy metal and rock magazine. https://www.google.co.uk/search?q=genre+of+kerrang+magazine&espv=2&source=lnms&tbm=isch&sa=X&ei=urFwVbWgMqvg7QbhsIKYAw&ved=0CAgQ_AUoAg&biw=1366&bih=667

Format and Style of

Format/Size of KERRANG!KERRANG! magazine is sized in A4, follows a standard/original magazine format, it contains less than a 100 pages, and it also has an effective glossy finish in every page.

Style Of KERRANG!KERRANG! is presented in both a printed format and online formats. For example readers can access KERRANG! on their PC/Laptop/mobile phone and tablet via an app, with this they can subscribe to KERRANG to read on their online devices or they can get the print subscription if they wish to have the actual copy in their hands.

A well as KERRANG! Magazine they also have got a Tv channel, a radio station, an awards show, a tour and a Festival called “Download!” This is a very good

Colour Scheme of KERRANG!The color scheme of KERRANG consists of black and white. They display their logo and brand colours throughout their printed magazine, website and all apps on mobiles and IPADS. This is to reassure their readers that they know what they are reading. When they see the KERRANG! eye catching, sharp, grabber of a logo they will automatically recognise what their product is and what the content they produce is about. The readers will gain a recognition for the magazine, due to the repetition of the use of the ,logo and brand colours.

Content of

Content OverviewKERRANG! Magazine has a variety of music related news that promotes the heavy metal/rock genre. In this section I will be analyzing the many different features within an issue of KERRANG! Magazine.

Contents Page Analysis

A typical issue of KERRANG! Magazine consists of Feedback, which provides the readers with Win, which promotes competitions that will give readers a chance to win prizes. News, which informs(Katz) the readers about what is going on in the music world in that week. Live Reviews, which informs and educates the reader on a specific story of a band or artist. Posters, which gives the readers something that they may want to keep. This will increase the target audience and circulation of the magazine. Features, whereby KERRANG! can inform their readers about what bands/artists are in that issue, for example “All time Low”, “Asking Alexandra”. Reviews, which informs and/or educates the readers about a story of a band/artist. Gig guide, which informs the readers about upcoming gigs to band/artists tours and/or festivals and in this specific issue is the ultimate rock test, so that readers can personally see if they know everything about this genre of music.

Issue number: 1397 Date of issue: 14/01/2012

Masthead logo: Presented at the top left of the contents page the same scratch/smashed font style look/effect in white although it is against a red strip instead of black, which is going against the colour scheme. However this is not entirely relevant.

Message from James Mcmahon (Editor):Gives the editor a chance to thank the readers and everyone who helped to produce the issue and also a little bit about what is in the issue.

Subscriptions: To let readers aware of cheaper deals in the next and continuous issues.

Giant Image: To inform the readers about in this case a review based on “The Bronx/ Mariarchi!”

Market Place of

This denotes the target readership for KERRANG! It tells us the gender ratio and it seems like men aged between 15-24 are the most common reader to KERRANG. Although there is a slight percentage of women who read KERRANG, for example 45.3% women over 54.7% of men.This information has come from the National Readership Survey and is presented on the Bauer media website KERRANG page.

1. The circulation figures for MOJO as of June 2013 was 79,345.http://magazines.bauermediaadvertising.com/magazines/detail/mojo2. The circulation figures for Q as of June 2014 was 48, 353.http://magazines.bauermediaadvertising.com/magazines/detail/Q3. The circulation figures for KERRANG as of Jan-June 2014 was 33,024. http://magazines.bauermediaadvertising.com/magazines/detail/kerrang4. The circulation figures for NME as of Jan-June 2014 was 15,830 .https://www.google.co.uk/webhp?gws_rd=ssl#safe=strict&q=NME+circulation+

According to the circulation of magazines within the music magazine industry KERRANG! comes in 3rd place, behind MOJO and Q Magazine, but in front of NME.

MOJO magazine has been market leader since June 2013.

Target Audience of

Target ReadershipTargeted at 15-24 year olds who are interested in the heavy metal/rock genre. The most common gender according to the National Readership Survey in 2012 is males as it shows that 54.7% of males over 45.3% of females. This also shows the socio – economic needs profile, which again is another method to help understand who a brand’s product is targeting. In terms of KERRANG the audience has 51% split between A, B and C1. (See the next slide for further explanation of this theory.)

Source:http://magazines.bauermediaadvertising.com/magazines/detail/kerrang

Socio- Economic needs regarding

Socio Economic needs/status or demographics are in place to measure or classify an individual or family’s economic and social position which is based on their education, income and occupation. The media stereotype individuals into groups they think they should be.

As shown on the previous slide, readers of KERRANG! Magazine, has a 51% split between category A, B and C1, according to the NRS. However I believe that E because a large majority of KERRANG readers will be in school and university, there dreams will resolve around music. They could be working towards a music journalist, music video editor, be in a band, live music photographer, live sounds engineer and many more.

Source:http://magazines.bauermediaadvertising.com/magazines/detail/kerrang

Katz (Uses and Gratifications)Katz Theory (Uses and Gratifications)

Personal Identification- This is when the audience can relate to a character/ band/artist or their situation.From carrying out my own research KERRANG! readers will build an identification to one of the favourite band/artist. They may relate themselves to a situation that they have experienced.

Personal Relationship- This is when the audience builds up a bond with a band/ artist/character, depending on what the media type is. From carrying out my own research KERRANG! readers will build a relationship/bond with a band/artist they like and they will start to support them by buying their albums and going to watch them on tour and going to see them at festivals.

Inform and educate- This is where the audience gains a better understanding of a particular subject i.e rock/indie/alternative music genre. From carrying out my own research KERRANG! readers will read this to be informed and educated about new bands, gig, festival, tour dates, new album releases and lots more.

Entertainment and Diversion – This is where the audience can escape from reality and immerse themselves in the media type i.e. magazine.From carrying out my own research KERRANG! readers will be entertained and want to escape from reality/relax when reading the magazine.

Relating this theory to KERRANG! magazine

However from my own knowledge and understanding, the audience of KERRANG! Magazine probably will create a personal relationship and also KERRANG! will inform and educate those about hard-core and heavy metal bands.

Hartley expands on Burtons classification on grouping audiences in terms of their social needs.1. Age – How old someone is? 2. Gender – Male or female?3. Class – What their social class is?4. Ethnicity- Beliefs?/religions?/ Colour of the skin?5. Self Image – How someone sees themselves?6. Nation- British?/Italian/French/Spanish/ African/ Indian/Chinese etc7. Family- Their background/story/ how they were brought up? Single parenting or

both parents (mum and dad).

Hartley’s seven subjectivities relate to KERRANG! Magazine because they will use as another method to understand who they are targeting.

Hartley’s seven subjectivities

PsychographicsPsychographics is a way of describing or categorizing an audience in groups in terms of their personality, values, opinions, attitudes, interests and their lifestyle. Here is an example of the groups used:

However in terms of KERRANG! Magazine, they would fit into Explorers or Reformers due to the fact that the target audience are aged between 15-24 years and attract a male audience.

A typical KERRANG! reader will have lots of energy, enthusiasm for heavy metal/ rock music. They will not necessary be the cleverest person on earth but they will know a huge amount about this genre and they will either be in a band themselves or wanting to study music at a higher level at university. Everything they do will involve something around music, they will have friends who like this genre of music too.

Frequency of

KERRANG started off as a monthly publication and then to a Fortnightly magazine and then in 1987 it went to a weekly magazine and as of today KERRANG! is still being distributed by Bauer media weekly.

Denotations and Connotations of a KERRANG Front Cover

Masthead:The masthead “KERRANG!” is located across the top of the page and is bold and stands out on the page. The font style is like broken glass to suggest rebellion and relate to the heavy metal genre and the culture of those who listen to this music.

Barcode:The barcode is presented on the bottom right corner on the front cover. It is small and concise, but still visible so that the retail shop keepers can scan it when selling a copy.

Main Image:The main image is a medium close up, I know this because it is cut off just below the shoulders. The main image is overlapping the masthead, this may suggest to the reader that they are an important to KERRANG! and they want to give their readers something that they might enjoy.

Main headline:The main headline resolves around KERRANG’S festival “DOWNLOAD!”. It is in bold black font, with a thick yellow stoke effect accurately around each letter. This makes the reader instantly see it when browsing at a selection of all music magazines.

Extra features: Puff promotions/This issue is advertising three free posters within the magazine. This makes the reader drawn in and persuaded to buy it, this therefore increases the target audience and magazine circulation. Also the word “Plus!” is in the same font style as the masthead. This keeps within their brand identity and house style.

This is a cover line as it is a secondary story to the main headline. Also known as a “skyline”. This is because it is the very top story after the main headline. A cover line can also be presented on either sides of the front cover page.

Annotated Article within

The main heading is in large bold red font which stands out to the reader as they skim through the pages. There is also a logo of a bug, which will catch the attention of the reader and this will make them want to read the article.

This is the pull quote, which is presented near the end of the article and it informs the reader that there is a 2nd part of the review in the next issue so this makes readers excited and curious and want to know the next part of the article so this therefore makes them buy it or even consider subscribing with us.

This is the main image of the band “My Chemical romance!” that takes up over half of the DPS article, which could suggest that KERRANG! wants the reader to know that they are a great band and to make them listen to them.

Article split over 2 columns, so that it is clear ton read.

The colours used on the clothing and also the sharp red colour of the lead singer’s hair “Gerard Way” is matching the colour of the main headline. This is to keep within the house style of the magazine.

Annotated interview withinThe layout of the main headline takes us about 1/3 of the second page. The word “ Absolutely!” is in white bold capitalized and huge font, which emphasizes the importance and urgency of the interview, which makes the reader read the article.

The main image of “Davey Havok” is across the whole first page of the DPS. This could suggest the popularity and fame of “Davey Havok”.

The interview questions are highlighted in white to make it stand out against the dim greyish background.

The DPS has a border of spotlights around it to add a fame/celebrity effect to it.

Image description: Details about the image/ where was it taken/ who is the photograph of?/ when was it taken/ or sometimes they add a slogan to the image.

Annotated Review within

The main image of the band “A day to Remember” is presented over half of the DPS. This connotes their importance and popularity and that they want to be well known by great fans.

This is a review which is advertising the new album of the rock band “A Day To Remember!”

Stand first and the drop capital: The stand first is bold black font with a white highlighter to make the stand first more visible and prominent.

Pull Quote:The pull quote is to highlight an important part in the review. To make the reader more drawn in and curious and want to read on.

Production Process of

Pre-Production StageDate of publication - This is the first stage of the production process, whereby the whole team get together and decide on a date to publish their magazine.

Managing the schedule - This stage of the process is very important because every team member has to make sure they contribute to their role and keep to their deadline.

Editorial and budgetary decision – During this stage of the production process, the editorial team get together to decide upon what they are going to include in that issue that week. They also have to make the decision on the budget, they look to see how much money they have available and how they are going to spend it. Source: http://hosbeg.com/the-magazine-production-process/

Production Stage

Content Acquisition – During this stage, they have to collect all the content for that through house staff writers and through external writers. Sub-editing – This stage focusses on quality control. This involves checking upon accuracy on all facts included in all articles, spell checking all words included, checking on the punctuation and grammar, making sure all articles follow the same house- style and finally working on the layout of the magazine. Page Layout – At this stage of the process, the layout team get together to produce the magazine. They use very powerful Desktop Publishing (DTP) programs such as InDesign or Page-maker to get the job done. It is at this stage where adverts from advertisers are placed into the content of the magazine.

Source: http://hosbeg.com/the-magazine-production-process/

Post-Production Stage

Proofreading - Once the editing is complete they print a hard copy and proof read over everything included File emailed to printer – At this stage of the process the pre- press come in to check and make sure that all the correct fonts and images are with the file.

Distribution Lastly, all the magazines will be packaged and sent the warehouse and then from there to all retail stores to be sold to the public.

The Production Process in relation to KERRANG! MagazineHowever in terms of KERRANG, they plan a couple of weeks in advance and each department have their own responsibilities in bringing the magazine together i.e. reviews, features, photoshoots, the design and layout etc.They have a new issue out weekly.Source: http://hosbeg.com/the-magazine-production-process/

RetailersThere are many retailers that sell the printed copies of KERRANG! magazine all around the UK. These consist of:

Conclusion

In this section I have been able to understand how a UK based media product(In this case KERRANG!) is created/produced and distributed.I have provided information about KERRANG on many levels such as the purpose, masthead and strapline connotations, info about the publisher “Bauer Media”, price, market place/position, frequency, circulation, format, style, content(regards what’s in a typical issue?), the target audience and the production process and which retailers you can buy KERRANG! from?