unit 30 - lo2 planning (corrected)

Brian Insua

Unit 30: UK Media PublishingLO2

Candidate Number 6055

Centre Number 64135

Contents (Magazine)

✤ Mind Maps - Masthead, Content, Strapline, Colour Scheme, Images, Fonts, Target Audience, Frequency and Price, Front Cover Layout, Double Page Spread Layout, Style Inspiration

✤ Mood Boards - Masthead, Strapline, Colour Scheme, Images, Target Audience

✤ Magazine of Inspiration Analysis - Front Cover and Double Page Spread

✤ Readership Analysis - Survey Monkey & Questionnaire

✤ Magazine Design - Front Cover Sketches, Double Page Spread Sketches, Final Magazine Idea, Draft Article, Flat Plan, Images

✤ Production Plan - Job Roles (Key Personnel), Office Space & Equipment, Publishing Costs, Sources of Income, Production Schedule

✤ Legal & Ethical Issues - Press Complaints Commission/Independent Press Standards Organisation, Advertising Standards Authority, Copyright

01

Mind Maps✤Masthead

✤Content

✤Strapline

✤Colour Scheme

✤Images

✤Fonts

✤Target Audience

✤Frequency & Price

✤Front Cover Layout

✤Double Page Spread Layout

✤Style Inspiration

Mind MapMasthead

MASTHEAD INSPIRATION

“Mojo” - noun - defined as a magical charm - connotes the charm of the classic rock era - synonyms include charm, magic & supernatural.

“Q” – one letter connote simplicity– a cue note is a musical notation that acts as a guide that signals the entrance of other instruments – connotes the idea of being a guideline for music.

“Kerrang!” – onomatopoeia – simulates the sound of a guitar – connotes genre of music being focused on – generates excitement and engages attention.

MASTHEAD IDEAS

“Magic” - adjective - defined as wonderful, exciting - noun - connotes power influenced by mysterious or supernatural forces - appeals to audience by taking them back to the era of “magical” music (appeals to those who are interested in the past/traditionalist values (Resigned) - Psychographics).

“Charm” - noun - connotes power or quality of delighting/attracting/fascinating others - appeals to audience by reminding them of the “charm” of the classics era - appeals to those are oriented in the past (Resigned) - Psychographics).

“Muse_ic” - “muse” = Roman & Greek mythology - daughter of Zeus - goddess of arts & science - noun connotes inspiration for a creative artist - appeals to audience by connoting magazine will investigate and inform (Katz’ Uses & Gratifications) about the inspiration behind great music - underscore connotes contemporary influence.

Mind MapContent

CONTENT INSPIRATION“Mojo” - Monthly magazine - Content that focuses on the classic rock era of the 1960’s, 70’s, 80’s and 90’s. Covers classic rock artists such as Bob Dylan, The Beatles, The Rolling Stones, Jimmy Hendrix, ACDC, Aerosmith and many more - Content is eloquently written - designed to inform, educate & entertain target audience (intelligent, affluent men aged 45-55 in the ABC1 demographic) (Hartley’s Subjectivities).

“Q” – Monthly magazine - Content that focuses on rock/pop/mainstream music - covering artists such as U2, Adele, Oasis, Rihanna, Lady Gaga, Paolo Nutini, Arctic Monkeys, Michael Jackson, Coldplay and many more - Content is eloquently written - designed to inform, educate & entertain target audience (affluent young men aged 15-24 in the ABC1 demographic) (Hartley’s Subjectivities).

“Kerrang!” – Weekly magazine - Content that focuses on rock music - covering artists such as The Foo Fighters, Avenged Sevenfold, Nirvana, Metallica, Muse, Fallout Boy, Black Veil Brides, All Time Low and many more - Content is more humorous and causally written - designed to inform, educate & entertain target audience (predominantly male, aged 15-24 in the ABC1 demographic) (Hartley’s Subjectivities).

CONTENT IDEAS

Will contain content that also focuses on classic rock & up and coming rising stars (Genre’s Repetition and Difference - Steve Neale) (i.e. YouTube stars such as Against The Current) Classic rock (such as The Beatles) will appeal to both younger and older audience whilst rising stars will particularly appeal to younger audience (Audience Appeal). Against The Current’s online presence makes them more relatable to younger audience. Content will also be eloquently written - designed to inform and educate the target audience (Katz’ Uses & Gratifications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - with content (such as adverts, features, articles etc.) appealing to men more so than women (similar to Mojo). Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

Mind MapStrapline

STRAPLINE INSPIRATION“Mojo” - “The Music Magazine” - simple yet strong statement connoting quality and stature of Mojo - signifier (De Saussure) “the” suggests this is the place to be & that the consumer won’t need to go anywhere else. Promotes the brand as the only destination for music lovers.

“Q” – “Discover Great Music” - simple and strong statement connoting quality of content and stature of magazine - signifier (De Saussure) “Discover” entices consumers to read magazine and “Great Music” connotes quality of end product - finding top quality music.

“Kerrang!” – “The World’s Biggest Selling Weekly Rock Magazine” - strong statement connoting popularity and world-wide reputation of magazine - “World’s Biggest Selling” advertises magazine’s popularity and quality whilst “Weekly Rock Magazine” informs consumers what the magazine is about. Language and wording of Strapline signifies (De Saussure) brand.

STRAPLINE IDEAS

Strapline - statement that describes unique selling point of magazine - typically simple, short and catchy - designed to be memorable - unites to create brand. Strapline for my magazine draws inspiration from Mojo, Kerrang! and Q magazine - utilising carefully selected language to convey the unique selling point and advertise the brand. Some ideas for the strapline include:

“The place to be”?

“Music with charm”?

“The home of music”?

“Access the best”?

“The best”?

“Uncover Great Music”?

“Great Music Awaits”?

“Magic Moments, Magic Music”?

Mojo - The Music Magazine

Kerrang - The World’s Biggest Selling Weekly Rock Magazine

Q – Discover Great Music

“Celebrate charming music”?

Mind MapColour Scheme

COLOUR SCHEME INSPIRATION

“Mojo” - “Q” -

“Kerrang!” -

COLOUR SCHEME IDEAS

Colours to use: Black, White, Red & Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure) –Red – colour of energy, passion, action, ambition and determination – warm, positive colour that conveys powerful masculine energy – draws attention to itself and demands to be noticed.Black – colour of power and authority – creates a barrier between itself and outside world thus offers feeling of protection – connotes sophistication and seriousness – favoured by the youth market who are still trying to find own sense of identity.White – colour of perfection, purity and completion – suggests fairness, neutrality and balance – symbolises clean slate – a blank canvas ready to be written upon – calming effect due to connotations of simplicity, organisation and efficiency.Yellow – colour of mind and intellect – connotes optimism, creativity, wisdom and logic – represents the mind and intellect – colour of expression – stimulates logic/analytical side of brain – promotes wisdom and academic proficiency.

Mind MapImages

IMAGES INSPIRATION

“Mojo” - prominent black and white images - connotes era - several large portrait shots (for instance of Kate Bush on the Front Cover and of Bob Marley on the Contents page) - entices consumers (Richard Dyer - Star Appeal) - Front Cover image of Kate Bush and Contents page image of Bob Marley - medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience. Also, lots of colour images - particularly showing behind-the-scenes and showing stars as a normal person - builds rapport with consumers as makes them more relatable - audience can identify with artists (Katz’ Uses & Gratifications).

IMAGES IDEAS

Similar to Mojo, will utilise black and white images - visual imperative (Galtung & Ruge) connoting era - also, black and white images channel focus of consumer towards star (Richard Dyer - Star Appeal). Colour images will be used to appeal to youth - connotes energy and potential of upcoming stars - also coloured behind the scenes photos to make stars more relatable - allows audience to identify with artists (Katz’s Uses & Gratifications). Main images on Front Cover and Double Page Spread will be medium close-up shots with stars looking directly at camera - addresses the reader - builds rapport with consumer - entices audience.

Mind MapFonts

FONTS INSPIRATION

FONTS IDEAS

Font for Masthead: Will repeat/copy Mojo (Genre’s Repetition and Difference - Steve Neale) - Lithos Black font - connotes genre and era/style of music magazine will cover - “groovy” character styles - representation of music mentioned in magazine and era/style of music itself (Signifier - De Saussure). Font for main body: Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look) (http://maconprinting.com/serif-versus-san-serif-fonts).

“Mojo” - Font used for Masthead on Front Cover: Mixture of Metro black and Lithos black (with the J being Lithos Black and the other letters being Metro Black - see image below) - Font used throughout magazine (headlines, cover lines, article bodies) = serif type font - used to connote sophistication and intelligence - due to small decorative flourishes on the end of strokes which make up (Signifier - De Saussure).(http://typophile.com/node/18322)

Metro Black 2 font:(http://www.fonts.com/font/linotype/metroblack-2#product_top)

Lithos Black font:(http://www.fonts.com/font/adobe/lithos#product_171692)

http://maconprinting.com/serif-versus-san-serif-fonts

http://typophile.com/node/18322

http://www.fonts.com/font/linotype/metroblack-2#product_top

http://www.fonts.com/font/adobe/lithos#product_171692

Mind MapTarget Audience

TARGET AUDIENCE INSPIRATION

“Mojo” - “Mojo” - Primary audience for Mojo magazine is males aged 45-54 (28.8%) (Hartley’s Subjectivities) because of content that magazine covers: Frequently covering classic rock genre, acts such as Bob Dylan, The Rolling Stones, The Beatles, and Michael Jackson; Artists which were at prime during 70’s, 80’s and 90’s – thus generation that grew up listening to those artists are the ones most interested in reading about them. The age group 15-24 is the second-highest age range. These are the adolescents who are more interested in “the classics” – rock music from the 70’s, 80’s and 90’s - compared to today’s mainstream artists.

TARGET AUDIENCE IDEAS

Magic/Charm - Classic Rock – will appeal to older audience who grew up listening to that genre of music & will also appeal to the younger audience who prefer the classicsUp & coming stars (Against The Current) – appeal to younger audience as they are a pop rock band who cover popular songs as well as write their own.Could appeal to younger audience through offering incentives such as a free song/ep/album from iTunes – appeals to younger audience as digital content is far more prominent than physical media.Could include a physical CD with issue to appeal to older audience who are more comfortable with physical media.

Mind MapFrequency & Price of Magazine

FREQUENCY & PRICE INSPIRATION

“Mojo” - released monthly - high-quality, eloquently written content aimed to appeal to intelligent, educated men aged 45-55 and in the ABC1 profile (Hartley’s Subjectivities). Packed with 130 pages, issue contains high quality, detailed features & articles. In terms of price, Mojo costs £4.80 per month ($9.99) - again due to target audience being high earners - ABC1 demographic (Hartley’s Subjectivities) - more wealthy thus willing to spend more.

FREQUENCY & PRICE IDEAS

Similar to Mojo, will be released monthly - complete with high quality and eloquently written informative content (Katz’ Uses & Gratifications) aimed to appeal to the youth market (16-24 year olds in the ABC1 demographic - Hartley’s Subjectivities) and intelligent, educated men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities). Price will be lower than Mojo’s (£3.99) (in order to appeal to the youth market) however will be more expensive than other magazines due to high-quality content and target audience (ABC1 profile - middle/upper middle class - more wealthy - Hartley’s Subjectivities).

Mind MapLayout

FRONT COVER LAYOUT INSPIRATION

“Mojo” - Masthead written in bold, large font and found towards the top of the front cover. Masthead is placed in front of main image of Kate Bush - advertises importance of brand - connoting Mojo is presenting artists (Richard Dyer - Star Appeal).Promotion located at top-left of front cover - first thing consumer sees (Visual Imperative - Galtung and Ruge) - written in bold, large text with pink background - eye-catching - engages and entices reader.Cover lines - located at right-hand side of front cover - summary of stories - uses exaggerated, powerful language to entice - highlighted artists in different colours for emphasis (Richard Dyer - Star Appeal).Main headline - located middle-left of front cover - large, bold text - utilises different colours to emphasis different unique selling points and artists (Richard Dyer - Star Appeal). Promotional CD - glued to bottom left - inclusion of physical CD designed to appeal to target audience (predominantly men aged 45-55 in the ABC1 demographic - Hartley’s Subjectivities) as primary form of consumption for particular generation was physical media more so than digital.

FRONT COVER LAYOUT IDEAS

Similar to Mojo, masthead will be placed in front of main image, towards the top of the page and written in bold, large font. Promotion will also be located at the top-left corner - to appeal to my magazine’s target audience, promotion will offer both physical and digital incentives to persuade consumer to purchase a copy of the magazine (for instance, free/discounted tracks/eps/albums on iTunes for youth market and a physical CD for the older market - Hartley’s Subjectivities).Furthermore, cover lines will be located on right-hand side of front cover - same style as Mojo - using different colours to differentiate and emphasise artists - also use powerful language that will impact consumer and entice them to read further. Main headline will also lie on the left hand side of the front cover - similar to Mojo, large, bold text to emphasise unique selling points.

Mind MapLayout

DOUBLE PAGE SPREAD LAYOUT INSPIRATION

“Mojo” - Headline at top left of D.P.S. - written in large, bold text - draws attention of reader thus creating starting point for article.Pullout quote - written in large, bold text - written in different colours & put in a box - differentiates from Headline & Stand First - bleeds across both pages - unifies D.P.S. - typically, quotes presented are usually controversial or shocking to grip the reader’s attention.Stand First - underneath headline - provides context for article - enough information to inform and educate reader (Katz’ Uses & Gratifications) but also entice them to read further - written in bold to differentiate from main body. Drop Capital - visual imperative (Galtung & Ruge) that catches reader’s eye - breaks up text thus more aesthetically pleasing - immediately draws the reader’s eye & serves as starting point for second page of D.P.S.Q&A - (not found on main D.P.S.) placed in a box with a border and differently coloured background (subtle) - controversial/shocking pullout quote - engages readers attention - makes them ask questions - thus entices them to satisfy curiosity & read further. Questions differentiated by bold font. Images - mixture of black & white + colour images - colour images more behind-the-scenes/ordinary life type - black & white images more performance/star type (Richard Dyer - Star Appeal).Caption - provides context for images - placed in a black box with bold sans-serif text - cleaner, more aesthetically pleasing look.Main Body - use of serif font - to connote sophistication and intelligence - appeal to target audience of predominantly men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities).

DOUBLE PAGE SPREAD LAYOUT IDEAS

Similar to Mojo, will place headline at top left of D.P.S. - write in large, bold text to draw attention - cater font to music focus (i.e. serif = classic rock, sans-serif = contemporary music).Pullout quote - will copy Mojo and have it bleed across D.P.S. (Genre’s Repetition and Difference - Steve Neale) - will select shocking/controversial response from interview.Stand First - will place underneath headline (like Mojo) - differentiate from main body with bold font - written to inform yet be vague enough to increase reader’s curiosity & entice them to read further.Drop Capital - will copy Mojo and incorporate drop capital on second page of D.P.S. to break up text & provide audience with eye-catching starting point. Q&A - will replicate Mojo (Genre’s Repetition and Difference - Steve Neale) and place questions and responses in a box w/ a border - will differentiate Questions by using bold font - will also use controversial/shocking pullout quote to engage reader & entice consumer to read further. Images - inspired by Mojo, will use black & white images to connote classic rock era & will use colour images to connote contemporary music.Main body text - will use serif font to connote classic rock articles and will use sans-serif font to connote contemporary music.

Mind MapStyle

STYLE INSPIRATION

“Mojo” - Colours - Mojo uses black, white, red and grey - appeals to target audience of (predominantly men aged 45-55 in the ABC1 demographic - Hartley’s Subjectivities) as red connotes masculine energy, black connotes sophistication and seriousness, white connotes balance and efficiency and grey connotes calm, composure and reservation.Font - Font used throughout magazine (headlines, cover lines, article bodies) = serif type font - used to connote sophistication and intelligence - due to small decorative flourishes on the end of strokes which make up (Signifier - De Saussure).Language - Content is eloquently and affluently written to appeal to target audience of intelligent, educated men aged 45-55 in the ABC1 demographic (Hartley’s Subjectivities).

STYLE IDEAS

Colours - Copy Mojo (Genre’s Repetition and Difference - Steve Neale) - Black, White, Red & adding Yellow – common colour scheme used in music magazines – powerful colours used to attract attention (Signifiers - De Saussure) – as red connotes energy & passion, black connotes power & authority, white connotes perfection & purity and yellow connotes creativity, intellect & optimism.Font - Serif for sections covering classic music from the 1960’s, 70’s, 80’s & 90’s (for more sophisticated & intelligent look) & Sans-Serif for sections covering contemporary music - i.e. rising stars, current gossip etc. (more casual & young look).Language - Will contain content that also focuses on classic rock & up and coming rising stars (Genre’s Repetition and Difference - Steve Neale) (i.e. YouTube stars such as Against The Current) Classic rock (such as The Beatles) will appeal to both younger and older audience whilst rising stars will particularly appeal to younger audience (Audience Appeal). Against The Current’s online presence makes them more relatable to younger audience. Content will also be eloquently written - designed to inform and educate the target audience (Katz’ Uses & Gratifications) (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) - with content (such as adverts, features, articles etc.) appealing to men more so than women (similar to Mojo). Content aimed at Explorers (seek discovery - energy, individualism and experience - values difference and adventure) (younger demographic) & Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (older demographic) (Psychographics).

01

Mood Boards• Masthead

• Strapline

• Colour Scheme

• Target Audience

• Images

Mood BoardMood Board for Masthead

Mood BoardMood Board for Strapline

Mojo - The World’s Best Music Magazine

Kerrang - The World’s Biggest Selling Weekly Rock Magazine

Vintage Rock - An open house full of love unlimited for those who recognise the majesty of such greats as

Elvis, Buddy Holly, Carl Perkins, Hank Marvin and Little Richard.

Classic Rock - The Last Great Rock'n'roll Magazine and the home of high voltage rock'n'roll.

Q – Discover Great Music

Uncut - Music and movie with something to say

Mood BoardMood Board for Colour Scheme

MojoQ

Kerrang

VintageRock NME Uncut

Colour Meanings:Red – colour of energy, passion, action, ambition and determination – warm, positive colour that conveys powerful masculine energy – draws attention to itself and demands to be noticed.Black – colour of power and authority – creates a barrier between itself and outside world thus offers feeling of protection – connotes sophistication and seriousness – favoured by the youth market who are still trying to find own sense of identity.White – colour of perfection, purity and completion – suggests fairness, neutrality and balance – symbolises clean slate – a blank canvas ready to be written upon – calming effect due to connotations of simplicity, organisation and efficiency.Yellow – colour of mind and intellect – connotes optimism, creativity, wisdom and logic – represents the mind and intellect – colour of expression – stimulates logic/analytical side of brain – promotes wisdom and academic proficiency.

Sources:http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html http://www.empower-yourself-with-color-psychology.com/color-meanings-in-business.html

http://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html

http://www.empower-yourself-with-color-psychology.com/color-meanings-in-business.html

Mood BoardMood Board for Target Audience

Mood BoardMood Board for Images

Mood BoardMood Board for Images & Conclusion/Summary of relevance of images chosen

The images I chose for my magazine images mood board convey the style and type of images that I would like to include in my music magazine. For instance, some of the shot types, the style of the shots, the expressions, emotions and body language and the colours used. One of the ideas I had would be to use black and white images for articles focusing on artists from the classic era of music (for instance, a feature about The Beatles would have black and white images) whilst contemporary artists from the modern era would have coloured images (for instance, a feature about Against The Current would have coloured images). This would visually differentiate between the different eras of music and also help establish the house style and brand of the music magazine.

01

Magazine Analysis• Front Cover V1 Analysis

• Double Page Spread V1 Analysis

• Front Cover V2 Analysis

• Double Page Spread V2 Analysis

Front Cover V1 AnalysisInspiration for your own magazine? Annotate elements that are similar/different and to copy/adapt and why? Explain why

Convention/style/format is appealing? Masthead/Main Image link/relationship? (Overlap? Order? Etc.)

The verbal code of the main headline denotes that “The Genius Returns”. The word “The” connotes that Kate Bush is the “one and only”; conveying how special and unmissable her return is. Furthermore, the noun “Genius” reaffirms the idea that her return is unmissable and at the same time places her on a pedestal – once again conveying how special and talented an artist Kate Bush is. Likewise, the use of the word “Returns” conveys the importance of her comeback; thus generating fanfare and hype for her reappearance.

Additionally, the “20 Page Special!” verbal code connotes the exclusivity and magnitude of the story, denoting that 20 pages are especially committed to covering the story. The fact that the text is written in capitals and in pink and placed in front of a white background is designed to be eye-catching; engaging the reader and enticing the consumer to purchase a copy of the magazine. Similarly, the emphasis on the verbal code “Special” reaffirms the exclusivity and the number of pages devoted to her story reinforces the importance of her stardom and again reminds the reader of the magnitude of the story.

In addition, the promotion on the very top left of the copy a non verbal code designed to catch the reader’s eye and entice them to buy a copy of the magazine by offering the consumer incentives – for instance, a collection of songs on a CD included with the magazine. Mojo includes a physical CD as an incentive to appeal to their main target audience, which according to Hartley’s Subjectivities, are predominantly male and in their 40’s and 50’s with a social profile of ABC1 (Those who grew up with predominantly physical media as opposed to digital media).



Another element used by Mojo magazine is technological convergence. On the binder of the magazine itself, information about the issue number, date and the web address is displayed, linking to the magazine’s online presence, Mojo4Music. This allows consumers to be able to find more content online and allows Mojo to be able to bring their community of consumers to their online web presence.

The denotations of the masthead “Mojo” connotes the idea of “mojo” as a noun defined as a magical charm - this conveys the charm of the classic rock era and, as a brand, appeals to Mojo’s primary readership of men in their 40’s and 50’s (Hartley’s Subjectives). The masthead is the largest element on the magazine, connoting the importance of the brand (as if to say Mojo presents…). Written in large, bold white capital letters with a dark outline is designed to be eye-catching and thus engaging the attention of the reader.

The denotation of the strap line “The Music Magazine” is a simple yet strong statement connoting the quality and stature of Mojo in the sense that the word “the” suggests that this is the place to be and that the consumer won’t need to go anywhere else. The fact that the strap line is in front of the masthead reaffirms the branding and the promoting the brand as the only destination for music lovers.



The denotation of the main image is that of a middle close-up of Kate Bush - a technical code that utilises the Star Appeal (Richard Dyer) of Kate Bush to entice consumer to purchase a copy of the magazine. The fact that she’s looking straight at the camera entices consumers to buy a copy as she is looking directly at the consumer - involving them and appearing to relate and empathise with them.

The verbal code of the cover lines, which are found down the right hand side of the magazine, are secondary stories. The colours of the text as well as the size of the font to add emphasis to the bands. The captions underneath the artists are short and snappy statements designed to interest the reader and encourage consumers to purchase a copy of the magazine in order to satisfy the curiosity created by the cover lines.

The price, which is located by the bar code on the bottom right hand side of the magazine, denotes the magazine is £4.80 which is a premium price for a monthly music magazine. This is because Mojo magazine is predominantly aimed at audience profile ABC1, meaning consumers are more wealthy and educated in comparison to other magazines.

Double Page Spread V1 AnalysisInspiration for your own magazine? Annotate elements that are similar/different and to copy/adapt and why? Explain why

Convention/style/format is appealing? Consistent Page #/Web Address?

The verbal code of the heading is presented in big bold text which immediately catches the eye of the reader. Furthermore, the fact that the heading is a date makes reader question significance - thus enticing reader to read further. Moreover, the interesting font choice is somewhat informal and matches the pullout quote - this suggests the theme of the article and reaffirms the genre of the music talked about in the article.

The verbal code of the stand first provides context for the reader. The language used appeals to the magazine’s primary audience demographics of intelligent and affluent older men through the use of complex and emotive language; utilising language such as “hurtling” and “electrifying”. The stand first serves the role of providing context for the rest of the article. Designed to be interesting and engaging, the stand first puts questions in the reader’s mind that the main body of the article then answers.

The style of the main body of the article differs to other magazines in the sense that the content is the priority for Mojo’s readers - other magazines heavily utilise visual imperatives in order to continually engage the reader whereas Mojo’s readers are older and more intelligent and are subsequently more interested in the content of the article rather than aesthetically pleasing visuals. Affluently written, the main article informs and educated the reader; explaining in detail the rise of Bob Marley after a lacklustre reception in the UK back in 1974.



The verbal code of the quote, “Reggae didn’t have the respect in England. I felt that the best war to break the Wailers was as a black rock group” bleeds on to the second page thus linking both pages. Furthermore, the colour scheme of the quote reflects the genre of the music being talked about; Reggae. Typically, quotes are presented like a headline and are usually controversial or shocking in order to grip the reader’s attention.

The verbal code of the drop capital is a visual imperative that catches the reader’s eye. Furthermore, it breaks the text up thus making it more aesthetically pleasing. Similarly, the drop capital is a visual imperative that immediately draws the reader’s eye and serves as a starting point for the second page of the double page spread.

The non verbal code of the main images is utilised as a visual imperative (Galtung and Ruge) to supplement the article. The large image of Bob Marley reinforces focus is on him - taking advantage of Bob Marley’s star appeal.

The verbal code of the caption separates the images and provides the reader with information regarding the context of the images. The caption for the images supplements the article and provides a visual imperative with which to accompany the text in the article.



The masthead is in front of the main image, which is contrary to most other magazines which place their masthead behind the main image. The largest text element on the page, the masthead conveys the brand of the magazine. The fact that the masthead is pure white connotes simplicity and

The cover story is the unique selling point of the magazine, typically advertising the exclusivity of the article. The fact that the name of the article is “The Legend” is a simple, undisputed statement that is highlighted in white to convey its importance and significance, emphasising the star appeal (Richard Dyer) of Bob Marley.

The main image of the magazine front cover is the largest element on the page, serving as a visual imperative (Galtung & Ruge) to entice audiences to purchase a copy of the magazine. The use of the two colours, black and gold, connote the era of the cover artist, Bob Marley, as well as connote his status as a legend.



The promotion on every Mojo magazine front cover is consistently located at the top left side of the magazine. This is because it is the first thing that consumers see when looking at a magazine. Additionally, when placed on a shelf amongst other magazines, the promotion will be clearly viewable thus enticing consumers to purchase a copy of the magazine. The promotion is made to stand out even more through the red background and the large, bold text, emphasised further by an exclamation mark.

The cover lines are also consistent throughout Mojo magazine front covers. Typically found on the right hand side of the magazine, Mojo utilise Star Appeal (Richard Dyer) to entice consumers to purchase a copy by emphasising the unique selling points of their articles by highlighting the artists in a different colour. Furthermore, the cover lines are short, snappy statements designed to increase the consumer’s curiosity, through using language devices such as rhetorical questions and quotes.

The binding of the magazine contains the name of the magazine, the issue number and the date of publication, which is found at the top of the magazine. Towards the bottom of the magazine binding is the magazine’s website, www.mojo4music.com - an example of technological convergence which encourages consumers to connect online.

http://www.mojo4music.com/



The verbal code of the main headline in this double page spread is written in capitals and in large, bold font in order to catch the attention of the reader. Furthermore, the main headline is typically a short, snappy statement (a rhetorical question is often used as a main headline) designed to draw the reader’s curiosity and entice them to read further. For example, the word “thrill” is used in order to connote excitement and pleasure whilst the connotations of “the chase” makes the reader question what is being chased.

The verbal code of the stand first is typically found underneath the main headline and above the main body of the article. Its role is to provide basic information/a background on the topic of the article, summarising what the article is about. In this stand first, the words “Genius Alchemy” are used to cater to the target audience of intelligent and affluent individuals. Moreover, by highlighting the key names in the stand first, the magazine draws the readers attention and utilises Star Appeal in order to connote their importance and entice the reader to read further.

The verbal code of the quote is embedded in the stand first rather than the more typical visual imperative of a pullout quote as the target readership for the magazine are more intelligent and affluent. The denotation of the quote, “ ‘Kate knew exactly what she wanted’ discovers Mark Blake” entices the reader to read further to uncover how.



The visual imperative (Galtung and Ruge) of the main image, which takes up the entire page, utilises Star Appeal (Richard Dyer) to entice readers to read the article. The fact that Kate Bush in heavy make-up and is striking a pose which immortalises Kate Bush. Additionally, the image bleeds onto next page - which links both the image and the article - thus unifying the double page spread.

The verbal code of the caption provides context on the main image. Typically in smaller, bold font, the caption simply supplements the main image and provides a background for what the image is about.

The visual imperative (Galtung and Ruge) of the block capital provides a visual imperative to break up the text-heavy body and creates a starting point for the reader to start reading the article. Furthermore, the fact that the block capital is a letter “I” increases the curiosity of the reader and entices them to find out what the “I” begins.

01

Readership Analysis - Primary Research• Survey Monkey

• Questionnaire

Readership Analysis - Survey Monkey

Readership ResearchQ1 - Age

Having sent the survey to friends and family of varying ages, I managed to get a few responses from age groups outside the market the magazine was looking to appeal to, which means I am able to gain an understanding of the two main markets both Mojo and my magazine appeal to (intelligent individuals in the ABC1 demographic - focusing on both young [the 16-25 bracket] and the old [the 40+ bracket]) (Hartley’s Subjectivities) as well as the other niche markets.The majority of the answers in the survey were answered by the youth market as this is the intended primary audience for my magazine. Similar to Mojo, the magazine will also appeal to 45-55 year olds who grew up in the Classic Rock era, meaning it was important to get as many responses from that age group as well.

Readership ResearchQ2 - Gender

There is an exact 50-50 split in terms of the gender coverage for the survey. The intention was to obtain a balance in order to uncover what elements/content would appeal to both genders - thus appealing to as many people as possible - Even though Mojo is primarily targeted at wealthy, educated men in their 40’s and 50’s (Hartley’s Subjectivities).

Readership ResearchQ3 - Music Interests (Genre)

Investigating the music interests of individuals has revealed that the most popular music genres are Rock and Indie (68%) followed by Pop/Mainstream music (64%) and by Singer/Songwriters (57%). Similar to Mojo, by focusing on the Rock genre, the magazine is thus able to appeal to one of the most popular music genres. This means that the magazine has a larger target audience with which to market and subsequently a broader appeal (Audience Appeal) - meaning more copies in circulation and more advertisement revenues.

Readership ResearchQ4 - Magazine Price Appeal

Analysing the appeal of magazine prices for a monthly music magazine produced the expected results: the cheaper the magazine, the more appealing it is to consumers. Thus the more expensive the magazine, the less appealing it is. However, it appears that the price range of £3.00-£3.99 was found appealing by 50% of the survey participants and for a high-quality magazine such as Mojo and such as the magazine I am developing, it appears to be the appropriate price range - (particularly as both magazines are aimed at the ABC1 audience demographic - Hartley’s Subjectivities) where it can generate suitable revenue and remain appealing to consumers. To increase appeal to consumer, could offer incentives such as subscription discounts, iTunes codes, physical CDs.

Readership ResearchQ5 - Ideal Cover Story

When asking participants what the ideal cover story they would like to see on a Classic Rock magazine, the majority of participants (46%) requested to see a feature covering new & rising stars. This is most likely due to the fact that the majority of participants were aged between 16- 24 - in terms of Psychographics, the younger demographic tend to be Explorers (seek discovery - energy, individualism and experience - values difference and adventure) meaning they are more attuned to discovery in the form of discovering new artists. Whereas the participants who answered they would like to see a feature covering artists from the Classic Rock era (39%) are most likely the older market, Resigned (seek survival - rigid and authoritarian values - interested in past and tradition) (Psychographics).

Readership ResearchQ6 - Most Frequently used Social Media

Investigating participant’s most frequently used social media site/service allows advertisers to tailer the focus on that particular social media service/site in order to gain the maximum brand exposure. Thus, through the survey, I have discovered that Facebook is the most frequently used social media service/site, with an overwhelming majority of 70% of participants. This means that when advertising my magazine, the focus should be on Facebook - which means creating a page and interacting with consumers primarily through Facebook. However, like Mojo, it is important to have a presence on many of the popular Social Media sites - namely Facebook, Twitter, YouTube and Google+. The Technological Convergence means that consumers are kept in the eco-system.

Readership ResearchQ7 - Preferred Magazine Format

In a time where digital media is the favoured format for consuming content, I was surprised to see that the majority of participants would prefer to read a physical copy of a magazine more so than a digital one. 57% of participants prefer to read a physical magazine copy. However, it also must be noted that 42% of participants would consume the magazine in a digital format. To summarise, the importance of having physical media remains but there is also a sizeable audience who would prefer to consume content digitally, which leads to the next question in the survey. Unlike Mojo, I plan to have an app that will supplement the physical magazine copy with extra digital content - and rather than just have a mobile version of the magazine site (like Mojo), the app will allow consumers to consume the magazine digitally.

Readership ResearchQ8 - Opinion on Magazine App

An overwhelming majority feel that it a good idea to develop an app for a magazine. When prompted to say why, responses include the idea of providing consumers with a platform with which to easily access content. All the answers seem to point at the idea of connectivity and convenience for the reasons for developing an app.

“To increase the brand identity/awareness of the magazine, as well as generate further revenue for the magazine as well.”

“It will involve more people into the music magazine, and therefore will allow your music magazine to be heard more often in different places”

“More people will download it if its free and more people use the internet and online more these days to keep up to date on the latest news and

interviews for magazines.”

“Because the digital industry is continuing to grow and more and more people have access to smart phones, Ipads and other online platforms, so this is likely that your target audience will use an app to read the magazine.” “By letting your consumers download an app,

you keep them in your eco-system and it gives them another option to consume content. For example, reading the magazine on a tablet rather than an actual magazine. Its more convenient.”

Readership ResearchQ9 - Music Listening Habits

By investigating how participants listen to music, the incentives for my magazine can be established. YouTube is a massive platform and, unsurprisingly, holds the majority - with 71% of participants using the site to listen to music. iTunes follows with 64% of participants buying music through iTunes to then download and listen to on their iPhones/iPods/iPads. Surprisingly, 50% of participants still listen to music on CDs - it can be assumed that the older market still listen to music in this manner. Spotify is used by 39% of participants, with music streaming services on the rise as of late. This research has shown the importance of having a presence on YouTube and informs me that potential incentives for purchasing the magazine could be iTunes gift cards/codes and/or physical CDs.

Readership Analysis - Questionnaire

Readership ResearchQuestionnaire - Music Listening Profiles

The second form of research conducted was in the form of a questionnaire. The purpose of the questionnaire was to establish the music listening profiles of teenagers between the ages of 17 and 19 and try to determine how often they listen to music and how as well as the reasons behind why they listen to music from the classic era and why they are willing to give new artists a chance.


The first questionnaire denotes a music listening profile of indie rock, rock and folk music. The reasons given for why she likes listening to the aforementioned genres of music is due to the “good quality” of the music, which connotes someone who is looking for quality over popularity (mainstreamers - audience psychographics).

The second question examines her favourite artists - a list which includes Arctic Monkeys (Indie Rock), Mumford and Sons (Folk), Tom Odel (Singer/Songwriter) and George Ezra (Folk) - and why, which she says is due to the effect their music has on her mood.

The third question explores her interest in music from the classic era of the 1960’s, 70’s, 80’s and 90’s. She notes that she enjoys listening to The Beatles, which is primarily due to the music influences of her parents.

The fourth question investigates her interest in discovering new artists, to which she replies with a “yes”, citing the discovery of “new styles different to my own” (explorers - audience psychographics).

The final question examines how often she listens to music and how. She notes that she listens to music every day, through physical media and digital media as well as attending festivals and gigs.


The second questionnaire denotes a music listening profile of primarily rock and acoustic music, however he notes he enjoys “music with quality and high emotional value or something that inspires an emotional response”.

The second question examines his favourite artists and why he enjoys them. He lists AC/DC (rock), Fall Out Boy (rock), Motopony (indie rock), OK GO (alternative rock), Area 11 (rock), Noah And The Whale (indie folk), Will McNicol (singer/songwriter), Eminem (rap) and Daft Punk (electronic) as his favourite artists, citing their incredible passion for their music.

The third question explores his interest in music from the classic era of the 1960’s, 70’s, 80’s and 90’s. He notes that he was “brought-up listening to an older generation of music”. He also mentions his appreciation for the emotion and the passion of the music from that era. (Hypodermic Needle Theory).

The fourth question investigates his interest in discovering new artists, to which he replies with a “yes”, citing the discovery of different artists and their styles, despite the “heavily influencing music industry”.

The final question examines how often he listens to music and how, to which he replies with “often”, commenting about how he listen to music every evening for an hour and frequently throughout the day.


The third questionnaire denotes a music listening profile of rock and metal music. The reasons given for why he likes that genre of music is due to the fact that he plays guitar and belongs to a band.

The second question examines his favourite artists - a list which includes Trivium (heavy metal), Avenged Sevenfold (rock), Bullet For My Valentine (heavy metal), Bring Me The Horizon (metal), Biffy Cyro (rock), Black Sabbath (rock), Lower Than Atlantis (alternative rock), Paramore (rock), My Chemical Romance (rock), McFly (rock), Oasis (rock) and Thirty Seconds To Mars (rock).

The third question explores his interest in music from the classic era of the 1960’s, 70’s, 80’s and 90’s. Summarised in the phrase, “can’t beat the classic’s, man”, he comments on the recognisable tunes (some of which have been featured in new songs), saying how “it’s good to jam and chill out to the good old stuff now and again”.

The fourth question investigates his interest in discovering new artists, to which explains how he’s “very stuck in his ways” however he does admit than every now and again an artist emerges with “something awesome! Something new and refreshing”.

The final question examines how often he listens to music and how. He replies with “ever day”, citing his education at the Academy for Contemporary Music and deep passion for music that is a part of his day. Additionally, he notes that there is “always one song that has your mood/feelings…be it happy/sad”.

01

Magazine Design• Front Cover Sketch V1

• Double Page Spread Sketch V1

• Front Cover Sketch V2

• Double Page Spread Sketch V2

• Final Magazine Idea

• Draft Article

• Flat Plan

Magazine Front Cover Sketch V1Front Cover Content Plan

Similar to Mojo, the masthead for my magazine will be placed in front of the main image, towards the top of the page and written in bold, large font - with a font that connotes to consumers the style of the magazine and the genre it focuses on. Repeating Mojo’s idea (Genre’s Repetition and Difference - Steve Neale) of placing the masthead in front of the main image, the purpose of this is to promote the brand - by stamping the brand on the front cover of the magazine. Where some magazines place the masthead behind the main image, the brand of my magazine has not established a reputation strong enough to be able to do this (for example, Vibe magazine does this). In terms of magazine masthead ideas, I have chosen two possible names - Magic and Charm - these names appeals to those who are interested in the past/traditionalist values (Resigned) - (Psychographics) through the language and font used in the masthead.

The strapline will be placed on top of the magazine masthead, repeating Mojo’s idea (Genre’s Repetition and Difference - Steve Neale) - this is to stamp the unique selling point on the brand name itself in order to enable consumers to associate that particular unique selling point with that brand.

The main image will fill the entire page, placed behind all the other elements in the magazine. Repeating Mojo’s idea (Genre’s Repetition and Difference - Steve Neale), the main image on the front cover will be medium close-up shots with stars looking directly at camera - addresses the reader - thus building rapport with consumer which in turn entices the audience to purchase a copy of the magazine.


Repeating Mojo’s example (Genre’s Repetition and Difference - Steve Neale), the promotional sticker will be placed on the top left hand side of the magazine - as this is where the consumer’s eyes wander to first. Usually denoting the inclusion of some sort of incentive accompanying the purchase of the magazine, the promotion is a visual imperative (Galtung & Ruge) designed to entice consumers to purchase a copy of the magazine - this is signified (Signifiers - De Saussure) typically through “free” incentives. In order to differentiate the promotion and increase it’s visibility on the page, the promotion will be in its own box, with a bright, standout colour and large, bold font.

Similar to Mojo (Genre’s Repetition and Difference - Steve Neale), the magazine cover story will be placed on the left-hand side of the page, next to the main image. This subsequently links both the main image and the cover story together. Written in bold, large text, the cover story is designed to be eye-catching - denoting a story with magnitude (Galtung & Ruge) - a story which can only be found in the magazine. Thus, the cover story has to jump out at the consumer - by having a font and colour that will catch the consumer’s attention.

Replicating Mojo’s example (Genre’s Repetition and Difference - Steve Neale), the cover lines will be found towards the lower right-hand side of the magazine. Like Mojo, emphasising the artists through differentiated colours will engage provides a visual imperative (Galtung & Ruge) with which to engage the reader. The article names of the cover lines are short, snappy and memorable statements written using language devices and techniques (such as rhetorical questions) in order to exaggerate and increase curiosity - thus enticing consumers to read further.


A feature found on Mojo magazine, the featured artists at the very top of the magazine above the masthead differentiates Mojo magazine from other magazines within a shop as this section will be the one of the only visible sections on the shelf. Thus, it is important that the unique selling point of the magazine is advertised (Signifiers - De Saussure) - done here through the featured artists portion at the top of the page. Mojo has made this element eye-catching through the use of a box with a background colour that allows the text (in this case, the artist’s names) to stand-out.

The incentive of the included physical CD compilation is a visual imperative (Galtung & Ruge) that entices the reader to purchase a copy of the magazine. The suggestion that the CD is “free” (Signifiers - De Saussure) entices readers to purchase a copy of the magazine as the inclusion of said incentives makes the deal more appealing as it gives the consumer the impression that it is a good deal - more value for money. My magazine will repeat this (Genre’s Repetition and Difference - Steve Neale) (in order to appeal to the audience - namely older, mature audience, who still consume music through physical media i.e. CDs) in addition to placing a digital incentive inside the magazine in order to attract the audience who consume music through digital media - mainly youth market (Hartley’s Subjectivities) (such as an iTunes code).

The price, which is typically located at the bottom right hand-side of front cover, by the barcode, is an important aspect in regards to appealing to the magazine’s target audience. For instance, Mojo is aimed at predominantly wealthy and intelligent men in their 40’s and 50’s (Hartley’s Subjectivities). Thus, the price for the monthly magazine stands at £4.80 - which is quite a premium. However, with Mojo’s reputation for high-quality and quantity premium content, in addition to their primary target audience, Mojo is able to remain one of the top-selling music magazines. Whereas my magazine has not yet established a reputation, thus the price will be lower (in the £3.00 bracket).

Magazine Double Page Spread Sketch V1Double Page Spread Content Plan

The main headline will be presented in big, bold text designed to catch the attention of the reader. In order to entice the reader to read further, the language and language devices used in main headline should increase the curiosity of the reader. For example, the use of a language device such as a rhetorical question will make increase the reader’s curiosity and subsequently entice them to read further. (Signifiers - De Saussure)

The stand first supplements both the main headline and the main body of the article and will be underneath the main headline and provide context for the main body of the article. The stand first will set the scene and summarise the topic of the article, conveying to the reader the most important details.

The pull-out quote is a quote from the interview that is typically controversial/shocking and is used to entice the reader to read the article further. Usually presented in a manner that stands out to the reader, the pull-out quote is a visual imperative (Galtung & Ruge) and typically bleeds onto the second page of the double page spread, which links both the pages together.


The main images on the double page spread provide a visual imperative (Galtung & Ruge) that illustrates the points being made in the article. The images supplement the main body of the article, breaking up the text as well as providing visual illustrations that support the points mentioned within the article itself. The colour of the main images tend to connote the era that they are from. For instance, black and white images connote a much older era compared to coloured images.

The main body of the article is written for the target audience, which is intelligent individuals from the ABC1 demographic primarily aged between 16-25 and also appeal to those aged 40 and above (Hartley’s Subjectivities). This is done through the use of complex language and language devices. In terms of font for the main article, serif fonts are used as they connote intelligence and traditionalism, whereas sans-serif fonts connote a more contemporary and modern feel.

The role of the caption is to provide context for the images, containing background information or quotes that supplement the images. Typically, captions reinforce the points made within the main body of the article.

The house style is consistent throughout the magazine. This is done through the colours used in the magazine as well as the consistent elements on every page. For instance, the page number followed by a link to the website or the name of the magazine establishes the brand of the magazine.


The masthead is the name of the magazine. Typically located near to the top of the magazine front cover, the role of the masthead is to establish and advertise the brand of the magazine. The masthead should also convey to the consumer the genre that the magazine focuses on. For instance, “Mojo” connotes the ‘classics era’ of the 1960’s, 70’s, 80’s and 90’s. The name of my magazine will be “Charm” as the magazine will focus on artists from the ‘classic era’ as well as new artists. The font used will be Lithos Black, which is similar to the font style used by Mojo.

The strapline is the motto of the magazine. Typically located underneath the masthead, the role of the strapline is to advertise and convey the unique-selling point of the brand. For instance, Mojo’s strapline is “The World’s Best Music Magazine”, which connotes the high-quality of the brand. The strapline for my magazine will be “Charming people, charming music”, which conveys the unique-selling points of my magazine, which are to celebrate the classics as well as embrace the new.

The main image is the largest visual element on the front cover. Typically a medium close-up shot of an artist, the main image uses Star Appeal (Richard Dyer) to entice consumers to purchase a copy of the magazine. Mojo typically focuses on one artist from the classic era of music but my music magazine will focus on up and coming artists as my research shows that my target audience would find that slightly more interesting.

The cover story is the unique selling point of the issue. Typically containing words such as “exclusive”, the cover story is the main focus of the issue and is always linked to the main image, for the purpose of using Star Appeal (Richard Dyer) to sell the issue to consumers. Mojo’s cover stories often revisit legendary artists from the classic era of music. Charm will focus on new artists, with legendary artists primarily being cover lines.


The puff promotion is typically located at the top left of the magazine as this is the first place consumers look. Similarly, when the magazine is stacked on a shelf, this element will be visible and hopefully entice consumers to purchase the magazine. Mojo’s puff promotion is a physical CD that is placed in a case on the front of the magazine. This incentive is designed to entice consumers with the “Free” CD. My music magazine will also include a physical CD as, according to my research, CDs are still a somewhat popular method of consuming music. However, with digital media consumption on the rise, digital incentives will be included within the magazine (for instance, iTunes downloads).

The cover lines are the secondary stories within the magazine. These are typically found towards the right side of the front cover and convey the various other stories of note found within this particular issue of the magazine. Typically, magazines differentiate artists by using different colours/font styles in order to engage the attention of the consumer and utilise Star Appeal (Richard Dyer) to entice consumers. Mojo’s cover lines are usually legendary rock artists from the classic era (such as Bob Dylan, The Beatles, The Rolling Stones) but also cover contemporary artists.

The physical CD included on the front cover of Mojo is an designed as an incentive for consumers to be tempted to purchase a copy of the magazine as it appears that the inclusion of the CD makes it appear as if there is more value for money. The use of the word “Free” in the puff promotion further entices consumers towards the magazine. The CD includes a collection of tracks linked to the artist featured on the main image and cover story of the issue. My music magazine will repeat (Genre’s Repetition and Difference - Steve Neale)) this idea.

The barcode and price of the magazine is typically located at the bottom corner of the front cover. This feature displays information on the issue’s month and year as well as the price in Pound Sterling, and other currencies (such as US Dollars and Canadian Dollars for Mojo). Mojo’s premium quality content and monthly release means that the price stands at £4.80, which is quite high for a monthly music magazine. In order to compete with Mojo, Charm will retail at £3.99.


The main heading of the article is generally located towards the top of the double page spread. The main heading is a short, snappy statement that draws the reader in through the use of complex language and language devices such as a rhetorical question. Mojo’s cover story is a 20 page special that focuses on counting down all the albums that Kate Bush has released during her illustrious career and ranking them. Charm’s cover story will focus on the rise of rock pop band Against The Current, including an exclusive interview with the band members.

The stand first is typically located beneath the main heading and is a short summary of the article, providing context and the basic, necessary information for the reader. The stand first sets the scene for the article and summarises the most important details for the reader.

The pullout quote is a controversial or shocking statement that is emphasised in order to increase the curiosity of the reader and entice them to read the article. Typically, the pullout quote bleeds across both pages within the double page spread. However, Mojo’s target readership is more affluent and intelligent. Thus, the quote has instead been embedded within the stand first.

The main image is a visual imperative (Galtung and Ruge) that supplements the main body of the article. Typically, the main image bleeds on to the second page of the double page spread thus linking the two pages together. The main image is typically a medium-close up shot of the artist. Mojo’s double page spread main image is of Kate Bush looking directly at the camera and is shot in a way to convey her stardom and legendary status. Charm’s main image will be of Against The Current “hanging-out”, which supports one of the answers given during the interview.


The role of the caption within the double page spread is to provide context and background information for the images displayed within the double page spread. For instance, Mojo magazine utilises captions to explain what the image is about and/or what is going on in the image. My music magazine will also use captions in order to explain the images that will be presented in the double page spread.

The main body of the article is the full article itself. Mojo’s main body is written in an affluent style in order to cater to its target readership of intelligent, educated men (Hartley’s Subjectivities). Similarly, written in a serif font gives the impression of traditionalism and intelligence (again, catering to the target audience of older, intelligent and educated men) (Hartley’s Subjectivities). My music magazine will repeat this style (Genre’s Repetition and Difference - Steve Neale).

The drop capital is a visual imperative (Galtung & Ruge) that is designed to provide the reader with a starting point with which to start reading the main body of the article. Furthermore, the drop capital is a visual element that breaks up the text-heavy main body.

The house style is consistent throughout every magazine, defining each unique style and brand. The house style is achieved through the colours used (the colour scheme) and the consistent elements on each page. For instance, Mojo magazine always have name of the magazine next to the page number at the bottom of each page. The use of the colours and the branding creates the house style, making it unique and recognisable, differentiating it from other magazines. My music magazine will repeat this idea. (Genre’s Repetition and Difference - Steve Neale)

Final Magazine IdeaWhat genre & why? Layout & why? Style & why?

The final idea for my music magazine based on researching my magazine of inspiration, Mojo, and through conducted primary research, is to have a music magazine called “Charm”, which will focus on covering artists from the classic era of the 1960’s, 70’s, 80’s and 90’s as well as covering new up and coming artists. Similar to Mojo, content will be eloquently written; designed to inform and educate the target audience, who will be intelligent individuals in the ABC1 demographic - focusing on both younger audiences (the 16-25 bracket) and older audiences (the above 40 bracket).

The house style will be established through the colour scheme of Red, Black, White and Yellow. Font for the masthead will be Lithos Black (which is very similar to the font that Mojo uses for it’s masthead) and the font for the main body will be serif fonts for articles that cover music from the classic era whilst sans-serif fonts will be used for sections covering contemporary music.

In terms of layout, front cover layout elements will be similar to Mojo in the sense that the masthead will be placed in front of the main image. Similarly, the promotion will also be located at the top-left corner of the magazine front cover. The magazine will also offer a promotion in the form of a physical cd and digital incentives (for instance, iTunes codes) to entice consumers to purchase a copy. Likewise, cover lines will be located on the right-hand side of the front cover - same style as Mojo - and use different colours to differentiate and emphasise the artists. The main headline will be on the left-hand side of the front cover - matching Mojo’s style.

Double page spread layout conventions are inspired by Mojo. For instance, the main image will bleed onto the second page in order to unify the DPS. Moreover, the pullout quote will be embedded on the stand first, matching Mojo’s style. The stand first will be below the main headline and differentiate itself from the main body of the article through font style (stand first will be in bold font). Drop Capital will break up text-heavy main body and serve as a visual imperative to provide a starting place for consumers to start reading.

Draft ArticleDraft Article - Based on Mojo interview - 10 Questions & Answers

Q&A with Against The CurrentStand First

YouTube sensation Against The Current are a pop rock band comprised of a talented trio of teenage musicians. Started in the early summer of 2011, the band started posting cover videos and has subsequently gone on to develop a following on YouTube of over 600,000 subscribers with the band’s music videos viewed accumulatively over 37 million times. Collaborations with fellow YouTube sensations Alex Goot and Kurt Schneider has taken their music to the next level, with the joint collaborations receiving more than 58 million views to date. After touring the US and Asia, we caught up with them in London before their UK tour.

At just 19 years old, Chrissy together with her band mates, have toured in major cities across the world – including Montreal, Toronto, California, New York, Jakarta, Manila, Sydney, Singapore, Kuala Lumpur, Hong Kong and Melbourne. With shows at London, Manchester, Leeds and Glasgow to come, the band has come a long way since uploading their first cover song in 2011.

Sources:http://crazinessprojects.blogspot.co.uk/2012/11/interview-with-joe-simmons-from-against.html https://www.sweetyhigh.com/blog/celebrity-news/chrissy-costanza http://hype.my/music/hypes-exclusive-hanging-out-with-alex-goot-against-the-current/ http://www.wheninmanila.com/alex-goot-and-against-the-current-live-in-manila-the-press-conference-filled-with-pandas-truckin-and-goot-stuff/ http://backseatmafia.com/2014/06/18/band-coverage-against-the-current/

http://crazinessprojects.blogspot.co.uk/2012/11/interview-with-joe-simmons-from-against.html

https://www.sweetyhigh.com/blog/celebrity-news/chrissy-costanza

http://hype.my/music/hypes-exclusive-hanging-out-with-alex-goot-against-the-current/

http://www.wheninmanila.com/alex-goot-and-against-the-current-live-in-manila-the-press-conference-filled-with-pandas-truckin-and-goot-stuff/

http://backseatmafia.com/2014/06/18/band-coverage-against-the-current/

Draft Article Draft Article - Based on Mojo interview - 10 Questions & Answers

Q&A with Against The CurrentQ1.) You guys have established quite a name for yourselves. How did this all start?

Chrissy:

“I joined Against The Current in the early summer of 2011. I met my bandmates Will and Dan through one of my best friends. They needed a singer and I fit the bill.”

“I’ve never really been in a band before. But I had dreams of being in one. I come from a family of music lovers. Though my parents don’t play any instruments or sing, they’ve always encouraged me and my little brother to hone our music skills.”

Dan:

“Our first year as a band we didn’t really do much. Just wrote music, practiced, hung out and dreamt big.”

Will:

“Our channel didn’t really get much attention until we released our first single, Thinking. And then we did a collab with Alex Goot, covering Good Time by Owl City and Carly Rae Jepsen and that really got the ball rolling. That was in like July of 2012.”

Q&A with Against The CurrentQ2.) With your rise to prominence on YouTube, how has social media impacted you guys?

Chrissy:

“Social media has played a huge role for us. If we had been born in an era where social media didn’t exist, I don’t know how we’d get our music out there.”

Will:

“Social media is a really big deal and has really helped us to connect with our fans who really made us and got us to where we are. We wouldn't be anywhere without them.”

Chrissy:

“I feel like we and the ATC family both work together to make our music.”








Q&A with Against The CurrentQ3.) How has collaborating with other YouTube stars impacted you guys?

Chrissy:

“We’re really lucky to be able to be friends and work with such incredibly talented people. We get on so well with Alex (Goot) and Kurt (Schneider). We’ve had a tone of fun making music and shooting the videos. It’s great to be able to just chill out afterwards and laugh with each other.”

Will:

“I always look forward to working with them. They’re cool dudes and their fun to work with.”

Dan:

“They’ve taught us a lot about the film making side of things too. Especially Kurt. He’s an awesome guy and a great producer.”

Q&A with Against The CurrentQ4.) Congratulations on your recently released first original EP. With minimal exposure to the mainstream media, how tough was it to get noticed without signing with any major music labels?

Chrissy:

“It was incredibly tough. It took time but now we have the best fans in the world.“

Will:

“The ATC family rocks!”








Q&A with Against The CurrentQ5.) As with all artists, there will come a time when you will have to change your musical direction to adapt to the ever-changing mainstream market. Will you?

Will:

“I don’t think we are going to change who we are, as in like how we sound. If people like it and it becomes a thing, then we are definitely ready.”

Dan:

(Laughing) “We’re not sellouts.”

Chrissy:

(Chuckling) “I think also, the mainstream market has changed so much. There are so many bands with more alternative sounds. It’s not just manufactured pop songs that become extremely popular. If the mainstream community is going to take into our music, that would be incredible. We are not going to change ourselves in an attempt to break into that community. But if that just so happens to be popular, and what people like to listen to, then that would be great.”

Q&A with Against The CurrentQ6.) Today’s music labels tend to venture into foreign markets by producing songs in foreign languages. You’ve just been on a tour in Asia. What are your thoughts on singing songs in different languages?

Chrissy:

“I think it would be awesome, but I would be really afraid of being offensive for pronouncing everything wrong. Yeah I would probably end up being offensive because I pronounce everything wrong accidentally, and I’d never want to offend anybody.”

Will:

“I think a lot of artists grow up multilingual and so they can like get the pronunciation right.”

Dan:

“Yeah, like our buddy Jason Chen. He’s incredible at covering Chinese songs with perfect pronunciation”

Will:

“If we ever get the opportunity to release our music in another country and like dub our own songs, what would be really cool. We’ve got friends who’ve done that.” he added.








Q&A with Against The CurrentQ7.) Chrissy, what is it like being the only girl in the band?

Chrissy:

(Laughs) “They’re like my brothers so I don’t feel weird about being the only girl. I’ve always had more guy friends than girl friends anyway.”

“I barely notice the difference sometimes,” She adds.

“The guys are kind of girls sometimes. Will takes hour showers and takes a long time to get ready and then Dan is super particular about his hair. Even when I take a while to get ready, I’m still usually not the last one finished.”

Q&A with Against The CurrentQ8.) In addition to your music, you have a very popular vlog and tutorial channel. Chrissy, what inspired you to do that?

Chrissy:

“I’ve always wanted to do make-up tutorials but I didn’t think there was an audience for it. I never went for it because I didn’t think anyone would care.” She explained.

“But then one day, girls started leaving comments asking me about make-up or hair routine. It inspired me to finally create a second channel for that sort of thing. I also use it to spill my soul in a vlog. I think it’s just a really fun way to interact with all those people who support me on a more personal level. I want to be accessible to fans and for people to get to know who I really am and what I’m like. I never want to just put a face on.”








Q&A with Against The CurrentQ9.) YouTube has become a business platform for music labels. What is the key thing that you’ve learnt from being in the YouTube business?

Chrissy:

“We’ve been working without a middle-man all this time so we pretty much learned how to run it on our own; our finances, our marketing – all that stuff.”

Will:

“I realised how powerful networking can be and like just how important it is for us in our line of work. If we didn’t do out first collab with Alex (Goot) a few years ago, our Kick starter wouldn’t have panned out.”

Dan:

“Everyone knows everyone... Even in this kind of business.”

Q&A with Against The CurrentQ10.) Finally, do you guys have any advice for aspiring artists?

Chrissy:

“Try not to fit a mould. Just be you. Do what makes you feel like the best version of yourself. If you want to wear crazy clothes, do it! If you want rainbow hair, do it! Write lyrics and music that reflect the way you feel not what you think people want to hear. Because that’s when it becomes worth it: when people appreciate and support you just being you. Be proud and confident in who you are.”

Dan:

“And keep on practicing and working hard.”

Will:

“Exactly. Keep on Truckin’.”







Magazine Flat PlanPart 1

Magazine Flat PlanPart 2

01

Images• Locations Recce/Image Plan

• Desired Locations

• Equipment & Props

• Inspirational Images

• Double Page Spread Images

• Front Cover Images

Locations Recce for ImagesImages Plan

Location(Time)(Date)

(Why?)

Green screen image for clean background - allows for modification of background. (best done indoors where good lighting is available)(date?)

Tony’s garage - has a bar, darts - looks like somewhere a band would hang out. (Thursday evening)(6 November 2014)

Picture Needed/Required(Shot Type)(Props/Equipment/)(Lighting)(Person/People)

(Why)

Colour images - to appeal to youth - connote energy and youth - to be used on front cover for main image.(Shot type - medium close-up of artist looking directly at camera)(Props/Equipment - casual clothing for youth pop/rock genre i.e. leather jacket, hoody, skinny jeans, trainers/sneakers)(People - 3 band members - 2 guys & 1 girl)

Colour images - to appeal to youth - connote energy and youth - to be used on double page spread for behind-the-scenes images, album art - to support article with images. (Shot types - medium, medium-close ups, close-ups of artists practicing, hanging-out, writing lyrics)(Props/Equipment - casual clothing for youth pop/rock genre i.e. leather jacket, hoody, skinny jeans, trainers/sneakers)(People - 3 band members - 2 guys & 1 girl)

Permission Needed(Who)

(Why?)

Permission to use green screen from owner.Permission from photography teacher to use photography room for lighting, location and set-up of green screen.Permission from subjects to be featured in the magazine.

Permission from Tony, James and Amelia to be my subjects.Permission from Tony to use his garage as a setting.

Potential Hazards/Risks(Location Specific)

(Why?)

Carry out a Risk Assessment - Health & Safety at Work Act (1974) and Health & Safety at Work Regulations (1999) - Requirement of qualified first aider, Employer responsible for health, safety & welfare (location, equipment must not endanger people), Duty of individual to take reasonable care of themselves and any other person who may be affected by his/her actions, Implement health & safety measures based on risk assessment.Location Specific Risks - Musical Instruments, Equipment, etc.Employers Liability Insurance, Material Damage and Business Interruption Insurance.

Carry out a Risk Assessment - Health & Safety at Work Act (1974) and Health & Safety at Work Regulations (1999) - Requirement of qualified first aider, Employer responsible for health, safety & welfare (location, equipment must not endanger people), Duty of individual to take reasonable care of themselves and any other person who may be affected by his/her actions, Implement health & safety measures based on risk assessment. Location Specific Risks - Darts, Alcohol, Musical Instruments, Steps, Equipment, etc.Employers Liability Insurance, Material Damage and Business Interruption Insurance.

Sources:https://www.atl.org.uk/health-and-safety/legal-framework/health-safety-legislation.asp#14 http://www.hse.gov.uk/simple-health-safety/get.htm

https://www.atl.org.uk/health-and-safety/legal-framework/health-safety-legislation.asp#14

http://www.hse.gov.uk/simple-health-safety/get.htm

Magazine ImagesDesired Locations

These are the images of Tony’s garage, which he has converted into a man cave, where there is a dart board, a tv and a small bar amongst other things. This location is perfect for the images I want to take for my music magazine because the cover story revolves around a young band who spend most of their time together writing music and chilling out - which is exactly what Tony and his family use the garage for.

ProductionEquipment

These items formed part of the main equipment used during the shoot. The camera, my 650D with an STM lens, shoots high-res images and the primary prop used was a Fender acoustic guitar.

Magazine ImagesInspirational Images

These are the inspirational images I used in order to get a feel for the style and type of images I wanted to take and subsequently include in my magazine.

Magazine ImagesDouble Page Spread Images

These are the images I took, with the help of my friends Amelia, James and Tony. Taken in Tony’s converted garage, I attempted to match the style and feel of the inspirational images on the previous slide - which was a shot of the band members sat on the couch looking at the camera. As the band members are quite young, I asked Amelia, James and Tony to wear somewhat casual clothes - clothes that youth with a passion of rock would wear. Thus, Tony wore a Gibson-branded shirt, Amelia wore a leather jacket and James wore an AC/DC-branded shirt. One of the two images on the left can be used for the main image in the double-page spread.

Magazine ImagesDouble Page Spread Images

In these next set of images, I based the look and feel of the images from the draft interview (which used accurate information from several interviews) in which Chrissy notes that the band spent a lot of time just chilling out with each other. Thus, I asked Amelia, James and Tony to play darts to try and capture the idea of the band members simply bonding and having fun together, which is the only staged image (top right). The two images bellow are improvised images of the three of them just fooling around and having fun.

Magazine ImagesFront Cover Images

And finally for the front cover, I asked them to pose in front of a plain wall (which would make creating the front cover image in Photoshop much easier). Similar to my magazine of inspiration (Mojo), I attempted to match the front cover image style - which was a medium shot of the artist looking directly into the camera.

01

Production Plan• Key Jobs (Content Acquisition,

Editorial & Admin)

• Office Selection

• Printing & Publication Costs

• Budget

• Income (Advertising)

• Production Plan

Production Plan Personnel (Key Job Roles) - Content Acquisition

According to prospects.ac.uk, which is a website that contains guides for students regarding various career paths, the salaries for the personnel required to create and publish the magazine vary depending on experience. (Additional source: nationalcareersservice.direct.gov.uk)

Sources:prospects.ac.uknationalcareersservice.direct.gov.uktotaljobs.com/salary-checker

In terms of content acquisition for the magazine, one of the methods of obtaining content would be to hire freelancers, who work on a job-to-job basis rather than a constant annual salary. Freelance fees vary depending on experience and ability however the average freelance fee per 1000 words is £420 on a relatively small publication and £700 for a large publication. Similarly, for freelance photography work, rates should start at £400 per day and no photographer should work for less than £250 per day.

Hiring magazine journalists who are just entering the industry at graduate level would earn a starting salary of approximately £15,000 to £26,000 - which could be as low as £12,000. These include staff writers, graduate writers and journalism trainees.

http://prospects.ac.uk/

http://nationalcareersservice.direct.gov.uk/



http://totaljobs.com/salary-checker

Production Plan Personnel (Key Job Roles) - Editorial



In regards to the editorial side of the magazine production process, the following personnel required are:

Editorial Assistants. Starting salaries for editorial assistants range between £15,000 and £23,000. However they vary depending on the type and size of the publication.

A Copy Editor. A Copy Editor can expect to earn a starting salary of around £16,000 with those who are experienced earning over £25,000.

Starting salaries for designers are between £15,000 - £19,000 per year, with more experienced designers and lead designers earning between £25,000 and £50,000. With experience, salaries for senior staff are averaging between

£18,000 and £35,000. These include those working as a senior staff writer or sub-editor.

In terms of salaries for a magazine features editor, the smallest publication can pay as little as £18,000 however the typical salary is around £25,000 to £40,000. Those at senior level (with 10-15 years of experience) can expect to earn around £35,000 to £65,000.

Those who work on a major publication or as an editor-in-chief can expect to earn anything from £22,000 to over £65,000.






Production Plan Personnel (Key Job Roles) - Admin



For the marketing and publishing aspects of the magazine production process, personnel to take charge of the marketing (for instance selling advertising space) and publishing (for instance managing the printing and publication) are required.

Marketing managers usually earn between £25,000 and £40,000 with senior managers and marketing directors earning over £50,000 a year.

A publishing rights manager can expect to start with a salary of £17,000, with the average salary being £22,000 to £35,000 - with copyright/rights directors aiming between £40,000 and £50,000.

A print production planner typically starts with a salary of £20,000 to £25,000 with those who have several years of experience earning between £30,000 and £40,000. At senior level (over 10 years experience), they can earn between £45,000 and £56,000.






Production PlanOffice Selection Budget

Sources:http://www.findalondonoffice.co.uk/toolbox/office-space-calculator/ https://www.adobe.com/uk/creativecloud/buy/business.html

Using a site called findalondonoffice.co.uk, I was able to get a rough estimate of how much space I would require in order to house all the required personnel needed in order to produce the magazine, which came out at just over 2,700 square ft. The website also provided an estimated cost, priced at £231,200 annually. This office space does not include space for freelancers. It does however provide office space for all the 20 staff required to produce the magazine as well as an office for the Editor-in-Chief, an open plan space for up to 20 employees, a meeting room with a capacity of 16, a small reception, a privacy booth, a small break out area, a small kitchen, a small server room and a small store room.

In terms of the software requirements for the magazine personnel, Adobe offer a two-year contract where the Adobe Creative Cloud membership, which includes all Adobe programs, could be available for £30.17 when more than five licences are purchased - a suitable package for the magazine.

http://www.findalondonoffice.co.uk/toolbox/office-space-calculator/

https://www.adobe.com/uk/creativecloud/buy/business.html

http://findalondonoffice.co.uk/

Production PlanOffice Selection Budget

Sources:http://store.apple.com/uk-business/buy-mac/macbook-pro

In terms of providing workstations for personnel, Apple’s Macs are perfect for those working in the creative industry. Thus, the business section on the Apple store offers a range of MacBooks, with the cheapest being £899 and the most expensive being £1,999. There are also options for leasing (ranging from £37.46 for a 2 year lease and up to £83.29 for a 2 year lease.)

http://store.apple.com/uk-business/buy-mac/macbook-pro

Production PlanPrinting/Publication Costs

Sources:www.inpublishing.co.uk/supplier/detail/the_magazine_production_company www.magazinepublisher.com/printingwww.blurb.co.uk/magazine (www.blurb.co.uk/pricing)www.publishingbiz.com/html/articlehowmuch

Printing costs can vary from company to company. For instance, The Magazine Production Company (www.inpublishing.co.uk) offer a fixed price of 32 pence per page (minimum). However, the options are not as flexible in comparison to other companies, who offer options such as paper weight in gsm. Blurb (www.blurb.co.uk) offer options for 89gsm coat gloss paper with a matt cover for £5,242.50 for 10,000 60-page copies and a higher-quality 118gsm matt paper with a semi-gloss cover for £8,992.50 (10,000 60-page copies). Blurb also has the added benefit of being able to easily convert the magazine to digital format for mobile optimisation.

http://www.inpublishing.co.uk/supplier/detail/the_magazine_production_company

http://www.magazinepublisher.com/printing

http://www.blurb.co.uk/magazine

http://www.blurb.co.uk/pricing

http://www.publishingbiz.com/html/articlehowmuch

http://www.inpublishing.co.uk/

http://www.blurb.co.uk/

Production PlanBudgetSources:http://smallbusiness.chron.com/budget-owning-magazine-39902.html www.magazinepublisher.com/startup.html www.publishingbiz.com/html/articlehowmuch.html www.canyonmedia.us/pubresource_print_estimating.html quotemeprint.com

General CostsTotal

Estimated Cost

Staff Selection

Editorial (Content)• Freelance Work• Journalists (x3)• Editorial Assistants (x2)• Sub/Copy Editors (x2)• Features/Associate

Editors (x2)• Editor in Chief (x1)

Editorial (Design)• Freelance Work• Designers (x2)• Creative Director (x1)

Business• Publisher (x1)• Marketing Managers (x2)• Marketing

Director/Executive (x1)• Publishing Rights

Manager (x1)• Copyright/Rights Director

(x1)• Print Production Planner

(x1)

Cost

• £420 - £700 per 1000 words

• £12,000 - £26,000 per year

• £15,000 - £23,000 per year

• £16,000 - £35,000 per year

• £18,000 - £60,000 per year

• £22,000 - £65,000 per year

• £250 - £400 per day• £15,000 - £50,000 per

year• £60,000+ per year

• £25,000 - £52,000 per year

• £27,000 - £47,000 per year

• £30,000 - £60,000 per year

• £22,000 - £35,000 per year

• £40,000 - £50,000 per year

• £20,000 - £50,000 per year

Approximately between:£437,000 (excl. freelance work)and£720,000 (excl. freelance work)per year

Office Selection

Equipment• Workstations (Macbooks)• Software (Adobe Creative

Suite)• Office Supplies

Office Space• Renting Space

Misc• Printing Cost

Cost

• £899 - £1,999 per Macbook (x20)

• £30.17 per month per user (x20)

• £2,400 per year on average

• £231,200 per year • £8,992.50 per order (60 pages, 10,000 copies) (Blurb)

Equipment:£20,280 - £42,280 (one-off payment)Software:£7,240.80 per yearOffice Space:£231,200 per yearPrinting:£107,910 per year

http://smallbusiness.chron.com/budget-owning-magazine-39902.html

http://www.magazinepublisher.com/startup.html

http://www.publishingbiz.com/html/articlehowmuch.html

http://www.canyonmedia.us/pubresource_print_estimating.html

http://quotemeprint.com/

Production PlanIncome (Advertising)Sources:www.inc.com/encyclopedia/advertisingbudget.html smallbusiness.chon.com/much-magazine-advertising-cost

In terms of sources of income for the music magazine, the primary source of income will be selling advertising spaces within the magazine. In terms of pricing for each space, magazine advertisement slots are typically sold in page fractions. Advertising space inside the front cover, inside the back cover and the back cover itself are considered prime advertising spaces by advertisers and command a significantly higher fee as a result. Magazines typically charge less per advertisement when a commitment is made to run the ad in more than one issue.

Taking into account that my magazine has not established a readership and reputation that matches my magazine of inspiration, Mojo, the advertising rates will be significantly lower. Below is a screenshot of the press pack Bauer provide for potential advertisers for Mojo. Consequently, my magazine will sell advertising space for 50% of Mojo’s rates.

As the target audience for my magazine is primarily intelligent individuals in the ABC1 demographic (focusing on the younger bracket of 16-25 and the older bracket of 40+) advertisements will be tailored to said target readership. The advertising found in Mojo music magazine is catered to those with a passion for music - for instance HMV adverts are prominent in Mojo - other adverts within the magazine are more catered to men more so than women (for instance, the Jack Daniels ad).

£3,777£3,434£1,889£4,464£7,176£6,524

£4,464£8,481£2,455

£33£33£23

http://www.inc.com/encyclopedia/advertisingbudget.html

http://smallbusiness.chon.com/much-magazine-advertising-cost

Income (Advertising)Sources:www.inc.com/encyclopedia/advertisingbudget.html smallbusiness.chon.com/much-magazine-advertising-cost

In terms of the advertising space available for purchase within Charm, there are 7 Full Page ad spaces, 6 Half Page ad spaces, 2 Double Page Spread ad spaces, 1 Inside Front Cover ad space, 1 Inside Back Cover ad space and 1 Back Cover ad space.

Depending on whether advertisers want ROP (which means that the advertiser does not designate the placement of the ad) or FH (which means that the advertiser wants preferred placement), advertising income margins can vary. However, we expect to earn over £61,000 a month, which translates to over £740,000 per year. And as the brand builds its reputation, this figure could double to over £1.5 million.

Production Plan£3,777£3,434£1,889£4,464£7,176£6,524

£4,464£8,481£2,455

£33£33£23

http://www.inc.com/encyclopedia/advertisingbudget.html

http://smallbusiness.chon.com/much-magazine-advertising-cost

Production PlanProduction Schedule

Week Commencing (November 3, 2014)

Monday Tuesday Wednesday Thursday Friday

• Meeting with team to establish publication date of magazine.

• Create production schedule.

• Editorial meeting to decide content ideas for upcoming issue, including features, articles, images, interviews.

• Decide budget, allocating finances and resources for content acquisition and production.

• Content acquisition - commission in-house/external/free lance writers and editors to create content for magazine. (Includes research by journalists & reporters for stories, conducting interviews, producing images/illustrations/graphics etc.)




Deadline Deadline Deadline Deadline Deadline

(End of Day November 3, 2014)





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

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





• Sub-editing/quality control - editors/sub-editors check accuracy of facts & information, spelling, punctuation & grammar, ensure all pages follow house style.

• Sub-editing/quality control - editors/sub-editors check accuracy of facts & information, spelling, punctuation & grammar, ensure all pages follow house style.

• Layout - Layout team work on magazine layout and house style (utilising Desktop Publishing Programs such as InDesign or Pagemaker for layout and typesetting articles)














• Proofreading & Finalise magazine - sample hardcopy printed for editorial team to review, scrutinise & correct on DTP file.

• Printer Proofs & Pre-Press - DTP file sent to printing company, including resources namely fonts & images - printing company to print of several review copies for editors for final checks. Once finalised, mass printing commences.

• Mass Printing of magazine - mass published ready for consumers.

• Distribution - printing company to package and distribute to warehouse, where copies will be shipped/delivered/distributed to consumers/retail.
















• Magazine Delivery Day - available in retail stores/delivered to consumers.






(Beginning of Day November 28, 2014)



01

Legal & Ethical Issues• Laws & Regulations

• Copyright

• Press Complaints Commission/Independent Press Standards Organisation

• Advertising Standards Authority

• Legal & Ethical Summary

Legal & Ethical IssuesLaws & Regulations

Laws and RegulationsThere is no one single body/service that deals exclusively with governing publishing. However, there are many areas of the law

that relate to publishing. These areas include copyright, defamation (communicating a false statement that impacts/harms the reputation of an individual, product or business) and contempt of court (conduct towards a court of law - i.e. undermining justice).

CopyrightThe Copyright Law provides legal protection to works produced by individuals, businesses and companies. Copyright prohibits

the publication of works protected by copyright without the permission of the copyright owner.For the magazine, this means that works such as articles and multimedia (in the form of music [i.e. songs for incentives/promotions], images [to supplement the articles], video [for YouTube channel/website/app]) requires permission from the copyright owners. The copyrighted material can be used for commercial purposes by means of a contract.

There are two types of publishing licences. The first is Assignments. This involves the transfer of ownership of the copyright. Usually, payment is accepted in the form of a fee. The second is Licensing. This involves granting the rights to use the content when it would otherwise be copyright infringement. Usually, payment is accepted in the form of royalties. All publishing agreements should be in writing. Whilst the law tolerates unwritten contracts, written contracts are the best evidence for legislation purposes.

Publishers typically request authors of content to warrant (meaning to affirm the truth of) various statements regarding the works being published - for instance, that the work is the original creation and intellectual property of the author and that it has not been published before and that it will not infringe the copyright of any third-party entities. Warranties in a publishing contract are usually put in place in order to prevent issues regarding content liability.

Content LiabilityLegal rights can be infringed in many ways. For instance, publishing works that is libellous or maliciously false, indecent or

obscene, infringe copyright/moral rights/trademark rights/intellectual property rights, go against the rights of privacy/data protection legislation, breach racial/religious hatred/discrimination laws.

Sources:http://www.seqlegal.com/blog/10-things-you-should-know-about-publishing-lawhttp://lawcommission.justice.gov.uk/areas/contempt.htmhttp://www.copyrightservice.co.uk/copyright/p01_uk_copyright_lawhttp://www.legislation.gov.uk/ukpga/2013/26/contents/enacted

http://www.seqlegal.com/blog/10-things-you-should-know-about-publishing-law

http://lawcommission.justice.gov.uk/areas/contempt.htm

http://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law

http://www.legislation.gov.uk/ukpga/2013/26/contents/enacted

Legal & Ethical IssuesCopyright

Copyright Law

The Copyright Law gives the creators of content rights to control the ways in which their materials can be used. The law covers original works such as writing, music, drama, art and photography works are all protected by copyright. Copyright belongs to the person who created the original work and, if created as part of their job, belongs to the employer. Copyright can be transferred or licensed by the copyright owner. The use of someone else’s work without permission is copyright infringement. However, there are some exceptions to the copyright law, where permission is not required, such as for educational or private use.

Types of work protected:• Literary - song lyrics, manuscripts, manuals, computer programs, commercial documents, leaflets, newsletters &

articles, etc.• Dramatic - plays, dance, etc.• Musical - recordings and score• Artistic - photography, painting, sculptures, architecture, technical drawings/diagrams, maps, logos, etc.• Typographical Arrangement of Published Editions - magazines, periodicals, etc.• Film - video footage, films, broadcasts and cable programmes, etc.

Restricted acts:It is an offence to perform any of the following acts without the permission of the owner:• Copy the work.• Rent, lend or issue copies of the work in public.• Perform, broadcaster show the work in public.• Adapt the work.

The author of a work, or a director of a film may also have certain moral rights:• The right to be identified as the author.• Right to object to derogatory treatment.

Sources:http://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law http://www.clickandcopyright.com/copyright-resources/copyright-symbol-usage.aspx


http://www.clickandcopyright.com/copyright-resources/copyright-symbol-usage.aspx

Legal & Ethical IssuesCopyright

Copyright Law

Exceptions:

• Private and research study purposes.• Performance, copies or lending for educational purposes.• Criticism and news reporting.• Incidental inclusion.• Copies and lending by librarians.• Acts for purposes of royal commissions, statutory enquiries, judicial proceedings and parliamentary purposes.• Recording of broadcasts for the purposes of listening to or viewing at a more convenient time (“time-shifting”).• Producing a back-up copy for personal use of a computer program.• Playing sound recording for a non-profit making organisation, club or society.

In most cases, the magazine or the author of the article holds the copyright to the article text, and the text (or any portions thereof) cannot be reprinted or reused without permission. In order to copyright material in a magazine, contracts with employees or “work for hire” contracts with freelancers will ensure that the institution owns the copyright to the works. However, as content produced for a job belongs to the employer, a contract is not required by law. Once content (in the form of images, articles and creative expression) is produced, registering the copyrights with the UK Copyright Service will ensure that the magazine and its content will not be used improperly and/or without permission. The copyright then lasts for 70 years from the year of publication or creation.

Usage Guidelines for Copyright Symbol:

When the copyright symbol is placed on your work, that denotes that the copyright licence for that piece of work belongs to you. The copyright symbol should always be placed in an obvious spot. The word “copyright” and copyright symbol should then be followed by the date (the year the work was created) your name and then the statement “all rights reserved” (as in the example below)

Copyright © 2015 Brian Insua. All Rights Reserved.

Sources:http://www.copyrightservice.co.uk/copyright/p01_uk_copyright_law http://www.clickandcopyright.com/copyright-resources/copyright-symbol-usage.aspx


http://www.clickandcopyright.com/copyright-resources/copyright-symbol-usage.aspx

Legal & Ethical IssuesPress Complaints Commission/Independent Press Standards Organisation Complaint Procedure

A complaint can be made by anyone on the IPSO website.

When the “Make a complaint” button on the navigation bar of the IPSO website is clicked on, the webpage loads a form, where the IPSO requests that the user provide information firstly on what the complaint is about. Here, there are three options, namely:• the behaviour of a journalist and/or photographer• material published in a newspaper/magazine• material published on a newspaper/magazine

website(Other complaints such as those regarding advertising, content on tv or any other types of complaints are referred by the IPSO to the appropriate regulatory body - The IPSO exclusively deals with complaints regarding print media)

Next, the IPSO asks whether the user has already been in contact with the publication, requiring that the user includes the name of the publication. Furthermore, additional information that is requested (not required) is the date of the first article and an image of the headline.

Sources:http://www.pcc.org.ukhttps://www.ipso.co.uk/IPSO/ http://www.pcc.org.uk/cop/practice.html https://www.ipso.co.uk/IPSO/makeacomplaint.htmlhttps://www.ipso.co.uk/oxbxApps/app/complaint1.html

http://www.pcc.org.uk/

https://www.ipso.co.uk/IPSO/

http://www.pcc.org.uk/cop/practice.html

https://www.ipso.co.uk/IPSO/makeacomplaint.html

https://www.ipso.co.uk/oxbxApps/app/complaint1.html


The next stage in the complaint procedure is to provide the IPSO with the specific reasoning behind the complaint, with the IPSO providing the option to select which section of the Editor’s Code of Practice has been breached by the publication.








When a section is selected, the specifics of that particular section are explained before the IPSO request an explanation for how the user believes that the aforementioned section of the Code has been breached.








The next step in the complaint procedure is to fill in details about yourself. This contact information will allow the IPSO to contact you, which is required in order to make the complaint.








The final step in the complaint procedure before the complaint can be submitted is to review the complaint. Here, a summary screen is made available to be viewed, which contains all the information about the complaint and the person making the complaint. This is the last opportunity to edit any information/details before the complaint is submitted to the IPSO for review.







Legal & Ethical IssuesPress Complaints Commission/Independent Press Standards Organisation

Press Complaints CommissionThe Press Complaints Commission was originally a voluntary regulatory body for printed media in the UK. It consisted of

representatives from major publishers until it was closed on 8 September 2014 - and replaced with the Independent Press Standards Organisation. The PCC had no legal powers - all the publishing companies voluntarily contributed to the costs of the regulatory body and adhered to it’s rulings - thus making the industry self-regulating.

Independent Press Standards OrganisationThe Independent Press Standards Organisation is the new independent regulatory body for printed media in the UK. Replacing

the now defunct Press Complaints Commission (which was the regulatory body in the UK for printed media since 1990), the IPSO was launched on 8 September 2014 and is tasked with upholding the the standards of journalism and maintaining the standards set out in the Editor’s Code of Practice - handling any complaints regarding breaches of the Editor’s Code of Practice.

Editor’s Code of PracticeThe Editor’s Code of Practice provides the printed media industry in the UK with a guide which has a firm set of principles to

follow. The Code of Practice provides the IPSO (previously the PCC) with a framework with which to regulate the industry and handle complaints/breaches accordingly. Established in 2003, the Code of Practice states that• Accuracy - states the press must take care not to publish content that is inaccurate or misleading - any statements deemed inaccurate,

misleading or distorted must be corrected immediately with the possibility of an issued apology - the press is free to partisan (political influence) however comment, conjuncture and fact must be distinguished clearly - press must also give a fair opportunity for replies to inaccuracies when reasonably called for.

• Privacy - states that everyone is entitled to respect for his/her private life, family life, home & health - editors are responsible and must justify intrusions into private affairs without consent - images of individuals in private places/private property taken without consent is unacceptable.







Legal & Ethical IssuesPress Complaints Commission/Independent Press Standards Organisation


Editor’s Code of Practice (Continued)

• Harassment - states that journalists must not engage in intimidation, harassment or persistent pursuit - must not persist in questioning, phoning, pursuing, photographing once requested to desist - nor remain on the property when asked to leave - not to stalk individuals - editors must ensure these principles are observed and take care not to use non-compliant material from other sources

• Intrusion to grief/shock - states the press must handle cases involving personal grief/shock with sympathy and discretion when making approaches & enquiries - and that publication be handled sensitively - when reporting suicide, care should be taken to avoid excessive detail about method used.

• Children - states young individuals should be free to complete time at school without unnecessary intrusion from press - must not be photographed or approached at school without permission from school authorities - under 16’s must not be interviewed/photographed on issues involving their own/other child’s welfare unless custodial parent/guardian/adult is present - editors must not use fame/notoriety/position of parent/guardian as sole justification for publishing details about a child’s private life - press must not identify children under 16 who are victims or witnesses involving sex offences.

• Clandestine Devices & Subterfuge - states the press must not seek to obtain or publish material acquired through hidden cameras, clandestine listening devices, intercepted calls/messages/emails, accessing unauthorised documents/photographs or accessing digitally-held private information without consent.

• Discrimination - states the press must avoid prejudicial or pejorative (derogatory) references to an individual’s race, colour, religion, gender, sexual orientation or to any physical/mental disabilities - these details must be avoided unless genuinely relevant to the story.

• Financial Journalism - states the press must not use financial information they receive for their own profit or that of close family/relatives, nor should the information be passed to others if received before it’s general publication.






Legal & Ethical IssuesPress Complaints Commission/Independent Press Standards Organisation Case StudySources:http://www.britishinfluence.org/13-reasons-taking-daily-mail-press-complaints-commissionhttp://eu-rope.ideasoneurope.eu/2014/09/03/press-complaints-commission-daily-mail-breached-the-editors-code/

Press Complaints Commission Case Study (3 September 2014)

On 3 September 2014, the Press Complaints Commission ruled that the Daily Mail newspaper breached the Editor’s Code of Practice on accuracy with its story about buses and planes from Romania and Bulgaria to the UK being full-up and sold-out. On New Years Eve 2013, the Daily Mail published an article headlined, “Sold out! Flights and buses full as Romanians and Bulgarians head for the UK”. In the article, the newspaper claimed that planes and buses to the UK from the aforementioned countries were full following the lifting of ‘working restrictions’ in the UK. More than 80 people complained to the PCC about the Daily Mail article. Following13 complaints and a serious of blogs made by former BBC investigative journalist Jon Danzig against that Daily Mail feature story, the Press Complaints Commission concluded that, “the newspaper had failed to take care not to publish inaccurate or misleading information.” This, stated the PCC, was in breach of Clause 1 of their Editors’ Code of Practice regarding accuracy.

http://www.britishinfluence.org/13-reasons-taking-daily-mail-press-complaints-commission

http://eu-rope.ideasoneurope.eu/2014/09/03/press-complaints-commission-daily-mail-breached-the-editors-code/

Legal & Ethical IssuesPress Complaints Commission/Independent Press Standards Organisation Case StudySources:http://www.pcc.org.ukhttps://www.ipso.co.uk/IPSO/ http://www.pcc.org.uk/cop/practice.html https://www.ipso.co.uk/IPSO/makeacomplaint.htmlhttps://www.ipso.co.uk/oxbxApps/app/complaint1.html

Press Complaints Commission Case Study (3 September 2014)

The PCC ruled that:

• The Daily Mail could not support its claim that Wizz Air had doubled its flights from Romania to the UK to meet “increased demand” when working restrictions in the UK were lifted in the New Year for Romanians and Bulgarians. This, decided the PCC, raised a breach of Clause 1 (i) of the Editors’ Code of Practice.

• The Daily Mail had misquoted the Mayor of Romania’s Dolj County, Ion Prioteasa, as saying that the numbers of passengers flying from there to the UK, “will double to 70,000 next year”. In fact, Mr Prioteasa had been talking about the total number of air passengers flying to all the airport’s destinations across Europe, and not just the UK. This, concluded the PCC, raised a breach of Clause 1 (i) of the Code.• The Daily Mail “created a misleading impression” when it reported that a Romanian woman posted on a website forum that she wanted to know what benefits she was entitled to if she had a baby in the UK. The Daily Mail article gave the impression that the woman was in Romania and wanted to come to the UK to have a baby and claim benefits. However, as I discovered, the Romanian woman had already been living and working in the UK as an NHS nurse for over two years.Stated the PCC, “The article reported on Bulgarians and Romanians coming to the UK in the context of the removal of working restrictions in the New Year; it was clearly pertinent that the woman making the comment had been working here already for two years. The failure to make this clear raised a breach of Clause 1 (i) of the Code.”

As a result of the complaints, the newspaper had already published two “clarifications” to retract their inaccurate report and was ordered to publish a third one by the PCC. This ruling was one of the last before the PCC closed it’s doors to be subsequently replaced by the IPSO.






Legal & Ethical IssuesAdvertising Standards Authority

The Advertising Standards Authority

The Advertising Standards Authority is the independent regulator for advertising in the UK, covering advertising across all media platforms. Designated by Ofcom as the co-regulator of advertising content, The ASA ensure that the Advertising Codes written by the Committees of Advertising Practice is abided to by reviewing and acting on complaints as well as regulating the media to ensure against “misleading, harmful or offensive advertisements, sales promotions and direct marketing”. The Committee of Advertising Practice (CAP) is the self-regulatory body that creates, revises and enforces the Code whose members include various organisations that represent the advertising, sales promotion, direct marketing and media businesses. The Code supplements media legislation, filling in the gaps the law does not cover.

The UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing is for all non-broadcast media platforms and focuses primarily on the content side of the marketing, safeguarding against the use of personal information in direct marketing and inappropriate or unsuitable content in the marketing communications. When the ASA judges an ad to be in breach of the UK Advertising Codes, it must be withdrawn or amended and the advertiser must not use that approach again. The advertising regulatory system is a mixture of self regulation and co-regulation (for non-broadcast advertising and for broadcast advertising respectively.

UK Advertising Codes

The UK Advertising Codes are the rules for advertisers, agencies and media owners. Regulated by the Advertising Standards Authority, the codes are written and maintained by The Committees of Advertising Practice.

• Compliance - Marketing communications should be legal, decent, honest and truthful. Marketing communications must be prepared with a sense of responsibility to consumers and to society. Marketers must comply with all general rules and with relevant sector-specific rules. No marketing communication should bring advertising into disrepute. Marketing communications must respect the principles of fair competition generally accepted in business. Marketing communications must comply with the code, with primary responsibility for observing the code falling on the marketers (others entities involved in preparing or publishing marketing communications such as agencies, publishers, and other service suppliers also accept an obligation to abide by the Code). Marketers should deal fairly with consumers. Marketers must not state or imply that a product can be legally sold if it cannot.

Sources:http://asa.org.uk http://www.cap.org.uk/Advertising-Codes.aspx http://asa.org.uk/Consumers/How-to-complain.aspx http://asa.org.uk/Consumers/How-to-complain/Online-Form/Step1.aspx

http://asa.org.uk/

http://www.cap.org.uk/Advertising-Codes.aspx

http://asa.org.uk/Consumers/How-to-complain.aspx

http://asa.org.uk/Consumers/How-to-complain/Online-Form/Step1.aspx




• Recognition of Marketing Communications - Marketing communications must be obviously identifiable as such. Unsolicited email marketing communications must be obviously identifiable as without the need to open them. Marketing communications must not falsely claim/imply purpose/identity and must make the commercial intent of marketing communications clear. Marketers and publishers must make clear that advertorials are marketing communications.

• Misleading Advertising - Marketing materials must not mislead or be likely to do so. Marketing communications must not mislead the consumer by omitting material information or by omitting the identity of the marketer. They must not mislead by hiding material information or present it in an unclear, ambiguous or untimely manner. Subjective claims must not mislead the consumer - marketing communications must not imply that expressions of opinions are objective claims. Price statements must not mislead by omission, undue emphasis or distortion - they must relate to the product featured in the marketing communication. Marketing communications must make clear the extent of the commitment the consumer must make to take advantage of a “free” offer. Marketing communications that include a comparison with an identifiable or unidentifiable competitor must not mislead or be likely to mislead the consumer about either the advertised product or the competing product. Marketing communications must not discredit or denigrate another product, marketer, trade mark, trade name or other distinguishing mark.

• Harm and Offence - Marketing communications must not contain anything that is likely to cause serious widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. References to anyone who is dead must be handled with particular care to avoid causing offence or distress. Marketing communications must contain nothing that is likely to condone or encourage violence or anti-social behaviour. Marketing communications must not encourage consumers to drink and drive - marketers must include a prominent warning of the dangers of drinking and driving and must not suggest that the effects of alcohol can be masked.


http://asa.org.uk/







• Children - Care should be taken when featuring or addressing children in marketing communications. Marketing communications addressed to, targeted directly at or featuring children must contain nothing that is likely to result un their physical, mental or moral harm. Children must not be encouraged to copy practices that might be unsafe for the child. Marketing communications must not exploit children’s credulity, loyalty, vulnerability or lack of experience.

• Privacy - Marketers must not unfairly portray or refer to anyone in an adverse or offensive way unless that person has given the marketer permission to allow it - Prior permission might not be needed if the marketing communications contains nothing that is inconsistent with the position or views of the featured person. Members of the royal family should not normally be shown or mentioned in a marketing communication without their prior permission.

• Sales Promotions - Promoters are responsible for all aspects and all stages of their promotions. Promoters must conduct their promotions equitably, promptly, efficiently - they must avoid causing unnecessary disappointment. Promoters must do everything reasonable to ensure that their promotions are safe and cause no harm to consumers or their property. Alcoholic drinks must not feature promotions directed at people under 18. Special care must be taken with promotions addressed to children or if the products or items are intended for adults might fall into the hands of children. Before purchase or, if no purchase is required, before or at the time of the entry or application, promoters must communicate all applicable significant conditions.

• Database Practice - Personal information must always be held securely and must be safeguarded against unauthorised use, disclosure, alteration or destruction. Consumers are entitled to have their personal information suppressed. Consumers must be informed in a clear and understandable manner and at the time personal information is collected, information about who is collecting it and why it is being collected. Marketers must not knowingly collect from children under 12 personal information about those children for marketing purposes without first obtaining the consent of the child’s parent or guardian.


http://asa.org.uk/




Legal & Ethical IssuesAdvertising Standards Authority Complaint Procedure

A complaint can be made by the consumer or by other advertisers through telephone, email or mail.

Once the complaint is made, the name of the person who will handle the case and who will be the consumer’s point of contact. Complaints are resolved quite quickly however more complicated cases may require a formal investigation to take place, which can take longer.

Advertisers who are making a complaint about another advertiser are required to provide evidence that they have attempted to resolve their complaints with the competitor before the ASA will agree to consider the complaint.


http://asa.org.uk/





The first step in the procedure of submitting a complaint to the ASA is to provide the ASA with information on yourself and the ad in question.


http://asa.org.uk/





The next step is to state the type of advertisement that the complaint is about as well as provide evidence of the advertisement. Then, the ASA requests information on where and when the advert was seen/heard, who the advertiser was and what the product being advertised was.


http://asa.org.uk/





The final step before submitting the complaint is to describe the complaint in detail.


http://asa.org.uk/




Legal & Ethical IssuesAdvertising Standards Authority Case Study

Tesco In-Store Bakeries Advert (21 July 2010)

The Advertising Standards Authority upheld a complain made by the Real Bread Campaign in regards to a Tesco magazine advert where Tesco advertises: “Fresh bread. Baked from scratch in our in store bakery. Using 100% British flour. So every single loaf is genuinely British…Born and bread,” despite the fact that Tesco only baked loaves from scratch in 504 of its 2,362 UK stores - some of which are produced from imported flour. The ASA noted that Tesco had breached the Committee of Advertising Practice (CAP) Code’s clause on truthfulness. The ASA ruled that the advert should not appear again in that form.

The complaint reads:

“Tesco claims it operates 2,362 stores in the UK, yet according to a report in British Baker magazine the chain only bakes from scratch in 480 of these. So, far from every single Tesco loaf being baked from scratch, these figures suggest to us that this claim cannot be made for almost 80% of its stores.”

“We believe that if indeed freshly baked bread is only available in around one fifth of Tesco stores and even in those, many loaves are not produced using 100% British flour, the advertisement is misleading by exaggeration and the company would not be able to demonstrate that it has reasonable grounds for believing it can satisfy demand. Further we feel that following an entire page of bold claims, such a disclaimer in lettering less than 2mm high does not draw the advertisement back within the spirit of the Code.

I can confirm that no legal action in connection with this subject is underway or will be initiated by either the Real Bread Campaign or Sustain. Additionally, I confirm that the Real Bread Campaign agrees to be named as the complainant.”

Sources:Text

Legal & Ethical IssuesAdvertising Standards Authority Case Study

Tesco In-Store Bakeries Advert (21 July 2010)

The ASA final adjudication:

Response1. Tesco stated that bread was baked from scratch in 504 of its in-store bakeries, predominantly in its larger stores. In 1,288 stores, Tesco said they used part-baked, or

“bake-off”, bread which was “finished” in the in-store bakery. Tesco explained that most of their stores had a bakery facility. “Tesco said that out of 936 supermarkets, 504 had scratch bakeries and they produced the majority of in-store bread, because they were bigger stores. They said customers would not recognise that Express stores had an in-store bakery because they only baked three or four lines of bread.” Tesco believed that the small print in the ad explained what a “scratch bakery” was and made clear that those loaves were available in selected stores. They also said that “scratch bakery” loaves were stickered as such in-store to help consumers differentiate them from other “bake-off” products. Tesco went on to explain that some speciality varieties of bread could not be practically made from base ingredients in-store so were not included in the overall claim.

2. Tesco said that only British flour was used to produce their bread, regardless of whether it was “scratch bakery” or “bake-off”, except for speciality breads such as organic loaves, French baguettes and ciabatta bread. They believed the small print clarified the extent of the claim so the ad would not mislead readers. Tesco said every single scratch baked loaf was British and therefore argued that the claim was accurate and not misleading.

Assessment1. Upheld“The ASA understood that “bake-off” loaves were baked at another site then chilled or frozen, and finally re-baked or “finished” on the premises. In contrast, “scratch bakery” loaves were prepared and baked freshly from base ingredients on site. We considered that the claim “Fresh bread. Baked from scratch in our in store bakery. Using 100% British flour. So every single loaf is genuinely British…Born and bread” was likely to be interpreted by readers as meaning that all Tesco stores with an in-store bakery baked their loaves from scratch. We understood that most Tesco stores had a bakery facility but that only 504 stores baked bread “from scratch.” Because we considered that the ad implied that all Tesco stores with a bakery facility baked bread from scratch, which was true of only a limited number of stores, we concluded the ad was likely to mislead.On this point, the ad breached CAP Code clause 7.1 (Truthfulness).

2. Not upheldWe understood that speciality breads were not baked solely from British flour, nor were they baked from scratch, and were excluded from the overall claim. We considered that readers would expect that some foreign speciality loaves, such as French baguettes, would be excluded from the claim and noted the ad stated in the small print “French Baguettes, Batons and products not baked from scratch excluded” which made consumers aware of that fact. We understood that non-speciality loaves, irrespective of whether they were “scratch bakery” or “bake-off” products, were made from 100 percent British flour. We noted the ad stated “Baked from scratch in our in store bakery. Using 100% British flour” and understood that it was indeed the case that all bread baked from scratch was made using British flour. We therefore considered that the small print did not contradict the headline claim and concluded the ad was unlikely to mislead on that point.On this point, we investigated the ad under CAP Code clauses 3.1 (Substantiation), 7.1 and 7.2 (Truthfulness) but did not find it in breach.

Sources:http://www.sustainweb.org/realbread/tesco_advertisement/

http://www.sustainweb.org/realbread/tesco_advertisement/

Legal & Ethical IssuesSummary

Legal & Ethical Issues Summary

Content LiabilityLegal rights can be infringed in many ways. For instance, publishing works that is libellous or maliciously false, indecent or obscene, infringe copyright/moral rights/trademark rights/intellectual property rights, go against the rights of privacy/data protection legislation, breach racial/religious hatred/discrimination laws.

CopyrightThe Copyright Law provides legal protection to works produced by individuals, businesses and companies. Copyright belongs to the person who created the original work and, if created as part of their job, belongs to the employer. Copyright can be transferred or licensed by the copyright owner. The use of someone else’s work without permission is copyright infringement.

Press Complaints Commission/Independent Press Standards Organisation (PCC/IPSO)Formerly the PCC (which was closed on September 8 2014), The Independent Press Standards Organisation (IPSO) is the independent regulator of the newspaper and magazine industry. The IPSO enforce the Editor’s Code of Practice and handle complaints from members of the public.

Advertising Standards Authority (ASA)The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. The ASA ensure that the Advertising Codes written by the Committees of Advertising Practice is abided to by reviewing and acting on complaints as well as regulating the media to ensure against “misleading, harmful or offensive advertisements, sales promotions and direct marketing”.

Sources:Text

unit 30 - lo2 planning (corrected)

Education