Summary of Research into existing Magazines

After researching into existing magazines, I can see how current magazines target their audience effectively, and how front covers, contents and double page spreads are done in real magazines. I now also know current music trends and what is covered in magazines. By exploiting a gap in the market, I will lean towards less covered sub genres such as Ska and Hardcore while still covering major bands. My audience is within the 15-23 age category, and very similar to that of Kerrang. My audience will be those who enjoy less mainstream rock and metal but still within the accepted mainstream.
I also know I will produce my magazine as if I would be distributing through a major company which has a national audience.

Research and Planning: Distribution

Large publishing companies such as Bauer use distributors such as Frontline to spread their magazines throughout the country. This is different to independent publishing groups such as Vice who use small retailers to sell their magazines. On the other hand, by using Frontline, Bauer can distribute to large retailers around the country, such as supermarkets, to corner shops.
Vice publish a magazine aimed at individualists, whereas Bauer publishes mainstream magazines such as Heat and “Take a Break”, aswell as more specific magazines such as Kerrang and Q. These target specific audiences whereas Viceland is aimed at a larger audience of general people interested in alternative brands. As Bauer aim at a large mainstream audience, they need to blanket the market to gain the most sales, whereas companies such as Vice know there audiences will seek out their magazine. Magazines such as Heat are available in all supermarkets, newsagents, aswell as more local stores. Viceland on the other hand are only available through certain retailers also associated with alternative culture.
The audience profile of Viceland is of a unique individual metropolitan aged 18-34. These people reject current convention by accepting alternative fashion, brands and music. However, while Kerrang is aimed at older teens who see themselves as unique and have a love of metal music, Kerrang is still mainstream.

My audience is within the 15-23 age category, and very similar to that of Kerrang. My audience will be those who enjoy less mainstream rock and metal but still within the accepted mainstream. I will be using a major distributor and publisher to gain the most of my chosen market. This is because the target audience is small, so to maximise profits, the magazine will have to be distributed widely. The magazine will have an accompanying website to begin with, before widening out later.

Detailed Research into Forms and Conventions

I am covering the metal and rock genre and I have researched by looking at Kerrang, Metal Hammer and RockSound. I will also highlight sub genres such as Ska and Nu-metal. This sub genres are not well represented in the current magazines.

The magazines appeal to the audience firstly by targeting its specific genre, and covering bands in said genre. By covering bands and events popular with its audience, it instantly makes the reader want to read more. As there audience consists mainly of older teens, the magazines use appropriate language and by covering topics of interest to underachievers or hedonists. The title addresses the reader instantly, as they use the genre in the title, as well as related words to conjure a recognisable title. These titles reflect the audiences interests through the way the font and style in used. Usually, it seems the title is written in a scrawling fashion, or an informal rough handed approach. The text in general is used to contrast with the background, usually a dark font on a plain background. In various articles, depending on the background, the text is changed. Saying this, it is always kept readable. The font on titles is a more creative “rebellious” font, whereas the main body of text is a simple font such as Times New Roman. Articles are laid out sometimes in a “funky” way, or use slanted borders to produce the effect of them being placed carelessly.
The content covers the usual topics for a music magazine, which include reviews, interviews, previews, information about upcoming albums and live gigs. The cover story is usually a band that is currently popular, or releasing new material. This draws readers in and is also used to compete with other magazines using the genre. The magazines address the reader with both a rebellious attitude, and a professional one. This more “crazy” approach is only used when directly conversing with the audience, in the letters page for example. When covering a news story, or reviewing an album, a more professional style of writing is used. This shows that while the magazine is still rebellious, it takes its work seriously. Photographs also show this. While the are intending to show a more chaotic side, there is still a level of professionalism about them. The people represented are shown in a good light. Contents page is shown to be varied, but still readable. A typical double spread will also show signs of rebellion by having a varied layout, with lots of edgy borders around paragraphs. All the magazines are published by large publishing companies that own many magazines in several areas.

I conducted this research to see what current metal magazines cover, aswell as how they target their audience and compete with other magazines. I am going to challenge the current convention of these magazines by covering less popular sub-genres such as Ska or nu-metal. Other genres such as Hardcore and industrial music could also see coverage.

Intial Reasearch into Forms and Conventions

I have been analysing magazines of different genres so as to see what conventions real magazines use, aswell as to see how a magazine appeals to its audience. By looking at the genres covered, I can find a niche in the market unexplored.

Kerrang Magazine

This magazine is aimed at the middle class, teen audience. It covers rock/metal music, mostly the more maintstream bands among the genres.

Kerrang usually features interviews as their main draw, as these are usually mentioned on the cover. Bands either currently touring, or promoting a new album is usually the band featured. The magazine also shows tour dates, aswell as release dates for upcoming CDs. Also, new albums and live gigs are reviewed.

A competition is also usually found within, as are "free" posters or gifts to draw the audience in to purchase the magazine.

The brand identity is of a cool, edgy one, that rejects the mainstream to a certain point.

NME Magazine

NME is aimed at a slighty older market than Kerrang, with the target audience being older teens or people in their early 20's. The magazine covers mainstream rock and pop, with most of it being success bands and artists. However, some parts also cover slighty more alternative music.

The magazine covers the usual features, such as interviews, reviews, latest news, information about tours and gigs.

The brand identity is of a cool, but conformative one. It covers the "coolest" of mainstream music. The brand image is of a sophisticated but trendy image.

MixMag

MixMag is aimed at older teens, from 16-25, as it covers the genre of dance and DJing.

The magazine covers mainly things related to DJing, with details and features about current bands or artists. It also covers the club scene, which include worst clubbing tatoos, club related scares, and how a DJ reads the crowd. It also covers recent gigs and live shows, with details and reviews accompaning this. The dance charts are also mentioned, with the big releases in this genre being reviewed.

The brand identity is of a cool, fun persona. It comes across as a "loud" magazine, seemingly hyperactive, with its varied colours used on the cover alone.

I will now begin looking at magazines in my chosen genre. My genre will generally be Rock/Metal, with a lean on sub-genres such as Ska and nu-metal.

Main Task: Magazines

My task is to create a music magazine that consists of a front page, contents, and a double spread. The task also consists of planning and research, construction, and evaluation.

The deadline for research and planning is 8/01, deadline for production is 15/01, deadline for post-production is 12/02 and the evaluations deadline is 5/03. I will need to follow these dates to keep my project on course.

The breakdown of the marks are: 20 marks for presentation of planning and research
60 marks for the construction
20 marks for the evaluation