Magazine planning

NEA
• Front cover conventions
• Gender representation
• Target audience analysis
• contents page conventions
Magazine
demographic analysis
• Gender, age and ethnicity :
The demographic of gender is often very clear, due to the content either being gender
specific or just general entertainment output. For example the FHM magazine has an 86%
male demographic as a result of the content specific for male consumption, whereas
national wildlife magazine has a 57% split of gender consumption due to the non-specific
content of the magazine. Target audience of age is dependent on how modern the
magazines topic of interest is, for example arthritis today the magazine has average
reader age of 60, whereas a magazine more modern such as the rolling stone has an
average age demographic of 29, as a result of their updated content on recent TV shows
and music. Ethnicity remains, primarily, in an equal state with no specific audience in
mind, especially with modern day magazines which attempt to promote equality.
• Personal implementation:
I will personally aim to produce an equal split of gender, I will be producing a non-specific
gaming magazine. Another compelling reason for an equal split of consumption is that
women are now an increasing audience when it comes to the video game scene and it
has been measured that a 50/50 split of gender in gaming has been reached and so my
magazine target will be based off of the latest statistics. Age will be targeted at 13-30
year olds, as gaming is much more of a modern trend younger millennials will be much
more invested in the magazine compared to someone in the 50s or older. Their will be no
specific ethnicity targeted for my magazine as everyone is able to experience gaming.
Magazine
psychometric analysis
• Using demographics for defining target audience breaks down the demographic in only 3
categories, often leaving a large chunk of the magazines target audience to not be
accounted for. Psychometric audience profiles developed by young and Rubicam, a
marketing and communications company, categorise a target audience form their values,
attitudes and lifestyles. Resulting in much more targeted and specific advertisement. Some
examples of the category breakdown are:

• The aspirer – someone who seeks societal status

• The explorer – attracted to new and innovative brands

• they The mainstreamer – 40% of the population who are okay with the average in society

• The resigned – older people who are invested in traditions.

Personal implementation

Since my entertainment magazine will be on the topic of gaming, psychometrics will be

necessary in order to establish a reliable target audience, as the basic demographic category's
are not enough to appeal and cover all aspects of gaming. For example, the specific
psychometric category's can identify what genre of games are most commonly sought out and
which have the most sales. Such as the explorer, who would more likely appeal towards a game
most recent in development.
Example of colour
Magazine covers alter in the colour pallet in relation to the chosen topic
and content of the magazine, for instance the two examples here are
from the fashion and movie industry. The differing industry's are
accompanied by differing colours:

Fashion:

Mise-en-scene emphasis with the colours is necessary for the fashion

topic as the primary goal of the magazine is to show the modern world
of clothing and can only successfully achieve this with obvious
attraction to the model. The cover here juxtaposes the background and
foreground colours to draw as much attention to the model as possible.
This is also why the colours of the texts on the side match the clothing's
colour pallet to imply a greater impact upon the consumer, and to also
show the clothing's originality compared to other clothes in the industry.

Movie:

Colour on movie posters are to dramatize the picture and build greater
attraction for the movie, for example with the colour heavily focusing on
red the connotation of danger is reinforced by the photography's
primary depiction of the antagonists, building suspense of superiority
already just from the cover of the magazine. As the rest of the colour
pallet is black it further emphasises the extent of the antagonists sadistic
intentions and contrasts with the red to make it stand out.
Personal implementation of colour

• I will personally utilise darker colours as a base for the magazine in

contrast with much more vibrant colour's, as previously depicted in the
empire magazine for star wars the force awakens. This is because this
creates an effect of modernism and technological progression, which is
a necessity when considering the topic of gaming and its growing grasp
on 21st century society's. the colour variation will be primarily in the titles
of the side texts, clearly segregating the content within the magazine
from the photography for easier consumption. Moreover, this will carry
over in the headlines across both magazines to maintain the ‘house
style’.
Example of typography
Sans serif:
Sans serif font is more commonly used informally, and so the example of
this game magazine is appropriately using sans serif, as gaming as a topic
is often seen as something that is informal. Typography is heavily influential
in the depiction of class target audience for the magazine, and since
gaming is inclusive for a wide variety of people there are no necessary
conventions to uphold.

Serif:
Serif font is more conventionally used to maintain a formal effect on a
magazine. Compared to san serif font, serif is much more restricted in its
use as a result of its association with sophistication. Therefore, serif font is
much less common and is conventionally used to signify a ‘higher class’
target audience, as demonstrated on this TIMES magazine.

Personal implementation of typography:

As a result of my open demographic, there are no restrictions or
conventions for me to follow within my genre of gaming. However,
formality is necessary for my magazine, as I will be depicting modern
advancements within the industry which holds high relevance in a 21st
century society. Technological progression nowadays is something sought
out by many people, and so the depiction of sophistication exemplifies
the extent of effect the advancements have made.
Gender representation
• Male representation:

male depiction in this example is predominantly positive, the mise-on-scene

of his clothing as well as the prop of the watch on his wrist suggest
sophistication and wealth, more specifically representing the stereotypical
male business man and the income that is commonly perceived through
the upper class. This does depict the stereotype of men being positive and
asserting of an alpha attitude, which in many senses is miss-leading and,
much like female stereotypes mediated through society, can make some
people feel inadequate and self conscience as they feel pressured to
conform to societal expectations. However a portrayal of an “ideal” man
in the media is liberating, considering modern day stereotypes of
teenagers being immensely rude and rebellious, connotations of men
attempting to reclaim some representation break more the stereotypes
and differ from other magazines that have over exaggerated a negative
depiction of men.

• Female representation:

Despite this depiction of women being beautiful, its still immensely exemplary
of patriarchal ideals, in which women are mediated by the media to solely
act for the satisfaction of men, immensely objectifying and scarring women's
status overall in society. Revealing clothing and inappropriate facial
expressions reinforce the stereotype of women being very promiscuous. This
example is very relevant to van Zoonen’s theory, the sexualised image
reinforces her belief that the media focus on denouncing women's authority
and power in society.
Example of layout
Simplistic:
Typically for more formal genres and subjects, simplicity's trademark is often the
neglection of conventional side text replaced by a superior photo to text ratio. in
this example this layout was used to connote the release of the next bond movie,
the layout is uncommon and so implies that the magazine holds specific/special
content. The target for this audience would more commonly be aimed towards A
or B class stature, with an older age range accompanied with it. The simplicity
carries across a sense of severity and maturity.

Complex:
The complexity of the layout on the front cover of a magazine indicates the
extent of the content the magazine holds. In turn the amount of material
depicted on the cover emphasises the company's scale and success in
portraying the news and gossip for a reader. In turn portraying an overflowing feel
for the magazine and could enforce the idea that the consumer would be
getting their moneys worth. This is a more common approach as newspapers are
a more reliable and modern source of news, and so magazines need to depict
the full extent of their content to compete with newspapers.
Personal implementation of layout

• I intend to utilise both the simplistic and complex format in the magazine
covers I will be producing. One magazine cover will be focused on a
broader and much more recognised topic to modern gaming concerns
and interests, therefore much of the depiction of the news surrounding
this topic will already be aware for much of the audience and so the
simplistic format will be able to capture the consumer and connote the
importance of the articles. On the other hand, my other cover will need
to have a complex layout for the front cover. The topic will be much
more niche and therefor side text information surrounding the topic will
be necessary to render the magazine relevant despite its unknown topic.
Conventions of a contents page
Gaming conventions:
A clear list of all games shown in the magazine. superior photo to text ratio is
necessary for the growing demand of updated graphics and modern progression
within video games, visuals are a key selling point for the primary target audience.
Sticks to colour conventions of the brand, therefor remaining recognisable (in this
example the green and white is trademark for Xbox). Sticking to a similar font to
that of the front page, clear continuation of what was represented prior on the
cover.

Fashion conventions:
One photo dominant opposed to several photos taking the page, the topic is a lot
more specific and so having a celebrity is as much interest as the targeted
consumer would expect. Furthermore the magazine being based on fashion would
be specific to finer details in the photos rather than a amalgamation of content.
More experimental text to follow the trend of abnormality within fashion in the 21st
century. Strict colour scheme, very regimented with serif font represents its target to
a higher class more entailed to the fashion products.

Universal conventions:
Clear segregation of text to photo, making the paged links easily navigated for the
consumer. As well as apparent page number to reinforce its simplicity.
Personal implementation content
page conventions
• Apparent and segregated page numbers will be utilised for both
contents pages. As a result of its universal use it seems imperative to
include. Much of the previously conveyed gaming conventions will be
implemented in my design: a list of different games and topics beside
the superior photo to text ratio, supplementing the information seems to
be the primary aspect taken from the Xbox example. As well as the
continued colour scheme and fundamental format to further link the
contents with the cover. In my more specific magazine, a single photo
will be utilised to maintain the magazines focus on that set event/story.
Magazine comparison
The biggest similarity between the two front covers is the layout, arguably both
magazines have a particularly niche market and demographic, therefore the
exaggerated and hectic layout is utilised to attempt to entice other customers
outside of their normal target audience to pick up the product. There is a greater
amount of differences to similarity's across both the covers, for example the colour
pallets are especially suited for their planned consumer. In kerrang’s case the dark
pallet is a significant staple for rock and heavy metal products and is clearly
identifiable to their audience through the bleak presentation alone. Heats
approach with a mixed colour pallet, predominantly brighter, is very conventional
for a gossip magazine, as the necessity of the eye-catching colour alongside the
headline and side text hyperboles are the main conjugations to cause people to
wonder about the gossip. Hyperboles for kerrang among the typography is also
an especially crucial aspect of the headline in identifying the topic and aim of
the magazine. The shattered effect in the KERRANG reflects the rebellious nature
of the magazine and its audience as well as embodying the sub genre of rock
and heavy metal as a whole. Another dominant difference between the covers is
the use of photography and how it reflects the content of the magazine. Heat
relies upon the quantity of the photography for rendering legitimacy, the greater
quantity suggests the higher demand and more covered content, supplying the
most reliable news on specific subjects. Whereas kerrang is specific on the cover
to one artist or band, for example here green day, the fact they are able to get
professional photography for a high status artist emphasises their legitimacy.

In conclusion, the contrasts within the newspaper covers are solely as a result of
opposing demographics, appealing to juxtaposing audiences requires substantial
diversion in relation to another magazine on a different genre. The similarity of the
layout is as a result of the shared broader audience of people in classes C and B,
meaning the sophistication of the magazine is not necessary, resulting in an equal
lacklustre presentation.