Media Evaluation

Media productions, provide an informative and extensive way to reach the demographic. Typically aimed at younger people, music magazines provide the readers with up-to-date information about their favourite bands and artists. Looking at magazines such as, Q, NME & Billboard, it provided an insight into what is typically used when referring to codes and conventions. From pre-production questionnaires, it revealed that there was a gap in the market for an Alternative Music Magazine, which was focused around a New Style of Music. AMM ‘Alternative Music Magazine’, is targeted at the 18-26 demographic,this can be seen through colour (red, black & white), typography and youthful imagery. Focusing on both genders, AMM uses existing codes and conventions which have been adopted from real media products, such as Q & Billboard.

In what ways does your media product use, develop or challenge forms and conventions of real media products? (With the addition of a Multimedia Product (Diagram))

When constructing the magazine, it was essential to correctly choose a style which was similar to that of other magazines, this would provide some similarity between the magazines. This theme, would be simplistic and natural. Throughout the magazine, it continues a contemporary and natural image, which represents the refreshing demographic. The front cover, continues to conform to existing codes and conventions through the alignment of the articles and suitable typefaces and sizes which can be recognised.

Focusing on the front cover, it adopts a very eye catching element through the use of red, black and white. As red is an advancing colour it draws the user in, whilst the use of black and white were suitable to add masculinity to the front cover. Red is used as the main colour throughout the magazine- this creates a brand identity and coherency throughout the pages. This simplistic colour scheme has allowed the articles and images to sell themselves, which provides a fresh and unique brand identity.

Going through the magazine, the front cover embraces a similar style of Q, in terms of layout and colour, as a focal image has been used, as well as the colours, red, black and white. The layout features around the image, where articles have been placed accordingly to be suitably seen, this convention provides the magazine with a sense of formality which ensures that it correctly fits in with existing magazines.

The masthead, ‘AMM’ continues the idea of abbreviation which is also seen in Q and NME, this choice in word formatting ensures that a more simplistic name is made for the audience. AMM, is a catchy and understandable abbreviation which the demographic will be able to relate to. With the addition of the colour scheme, the front cover conforms to existing codes and conventions

To create continuity throughout the magazine, the contents page has continued the colour scheme, and is constructed via a grid system. A two column structure has been further adapted into the contents page to construct a formal yet simplistic way for the information to be seen. Researching other magazines and there existing contents page, identified they seemed to be restricted to a grid system which I noted is typical of some music magazines. This option, neatens the overall format of the contents allowing for the reader to quickly navigate through the magazine.

The DPS continues a very constructed grid system, where the layout has been manipulated around the text and images. This unique constructed style, can also be seen in other magazines such as NME & Q, where they continue to adapt there layouts to their articles. Additionally, the colour scheme plays a major role in the overall image and splits the page into two sections. These two sections, an interview and an informative article, make the reader focus on the more smaller yet important articles. The DPS, features a vast amount of text in which has been split into columns, with the hope of representing a three column structure. However, due to the design, a two column structure has been created, still allowing for the text to be legible. The use of a serif typeface portrays the mature demographic, moreover it ensures that it is clear and understandable. This idea is continued through the language which has been used. The serif typeface, contributes to the formality of the language, however with the addition of informal language, ensures that this publication isn't too formal for the target audience. Contrasting with other magazines, AMM doesn't use provocative language, ensuring that a clear and concise understanding is created, it also sheds a positive light on the younger audience.

Looking back at the front cover, the masthead is the source of the brand identity of the magazine, this small yet significant element of the magazine ensures that the demographic acknowledge the magazine when it is sitting on a shelf. It conforms, to conventions through the alignment (left), style and colour, which are the three main elements that have been taken into account. The masculinity and femininity of the title is suitable for the magazine, as it correlates with the genre of the magazine, aiming at both genders. Red is neither dominantly masculine or feminine and forms a good bridge betweens the two. To complete the magazine suitable photographs, were selected to ensure the genre was represented correctly, as youthful, vibrant and energetic. Through using female models, it would appeal to both males and females, due to the style of the article. The images are similar to that which is used in Billboard, where a mid-to close up image is predominately used, this allows just enough of the person to be seen to ensure that the audience can interpret the images..

How does your media product represent particular social groups? & Who would be the audience for your media product? (Multimedia-Powerpoint)

AMM targets the 18-26, demographic, through the use of energetic colours and imagery. Focusing on the main image, it portrays the energetic side of the demographic. The female which has been selected, provides the magazine with a very natural element allowing it to catch the attention of the target audience. The image which has been selected, suggests independence and femininity, which contrasts with the colour scheme. With the addition to the darkness around the photo, it correlates with both the colour scheme and the aspiring youth I intend to target, adding professionalism and dominance to the magazine. The overall position which the model is featured in is very natural, and portrays a very organic element, as she stands almost getting engulfed into the camera itself.

With the addition of the text, the overall look of the magazine represents both male and females. The colours have been adapted to suit the audience, and they portray the mature demographic. The maturity of the text and formality of the photographs, contrast against the very typical negative stereotype which is associated with the 18-26 audience. The magazine continues to attract the mainstream demographic by keeping neutral to the terms of disability, religion, and race, this however will change once the magazine establish itself with different artists and bands. By using typical alternative music genre colours, such as red, black and white, the genre is portrayed very well. The colours link into the style of the genre, and they can also be seen in other alternative music magazines such as NME & Q.

Looking at the socio-economical model, AMM would be focusing around the E, D, & C2 categories due to students and 24 year olds professions. Normally associated with explorers and aspirers, these categories still allow the magazine to adapt diversity into the magazine, and become more or less controversial on artists.

Looking at the uses and gratifications theory, the audience would be active in terms of seeking out the information that they want to read. This method, allows them to absorb the information that they want, and whether they want to digest it. The main concept behind the uses and gratification theory, is whether the audience wants to consume the information that is given to them or to actively find the information that they want. Having such a new niche magazine, the consumer which intends to read this magazine would in turn actively seek out AMM.

What kind of media institution might distribute your media product and why?

AMM would need to be published via a mainstream publisher to its mainstream consumers. IPC, a major publishing company with various print products, varying from female, lifestyle, to gardening, would provide AMM with a chance in the mainstream industry. IPC, also has chains in advertising, publishing for books, the internet, and new products.

IPC currently has 5 magazine divisions two of which are Connect & Marketforce, which is said to be UK’s leading magazine distribution business, this suggests that this company provides products for a mass and niche market with a product covering most hobbies and activities which an individual likes. Under these divisions, magazines such as NME, Look, Rugby World, & Livingetc, are very successfully magazine with the industry. With IPC having such a reputable brand success, it is an ideal choice for a publisher. To build upon revenue for this company and the magazine, solid advertising has to be put into place to ensure that the magazine has a future. As AMM is aimed at the 18-26, demographic, who are worried about their appearance, the latest movies, and latest songs, AMM would advertise brands such as Wriggles, Clearsil, Blockbuster, iTunes & Loreal. These major companies also have a reputable brand identity, which associates themselves with the younger generation. These products have selected to aim at the younger audience, they are very similar to those in other music magazines such as Q & NME, these products provide a fresh and energetic image to the magazine.

Focusing on the brand Loreal, the audience both male and female would be able to be reached through using male and female models, in advertising posters. This brand, will advertise creams, lotions and scrubs, which would target the section of the audience which are worried about their bodies and aspire to be and look better.

How did you attract/address your audience?(Multimedia-Video)

The audience was particularly interested in a section which was focused around ‘New Music, this section provides informative articles which relate to new up and coming artists and bands in the music industry. Seen in the magazine, there are artists such as Katy B, Adele & Newton Faulkner, which have been mentioned, that advertise the idea of new music. This continues another concept of genre hy-birds, which various new artists are currently doing. From market research, the audience wanted a different style of music magazine, which would represent new artists and bands in the music industry. This concept was further enrolled through the magazine, to create a simplistic and natural element which the magazine adopts very well. The unique selling point of the magazine, acts an exclusivity, which will help boost circulation and readership, as this idea isn't currently in any other magazines.

Furthermore, the magazine continues to attract the audience through using youthful images, which correlate to a unique identity of the magazine. By using female models for the first issue of the magazine, helps to attract both genders to reading the magazine. This pull point ensures that the magazine targets both genders in the age bracket of 18-26.

What have you learnt about technologies from the process of constructing this product?

With relation to the imagery seen throughout the magazine, not only on the front cover, it has been challenging to relate this imagery to the alternative music genre, however with some research in to existing music magazines I have gained a knowledge of the understanding of how an artist can be portrayed. For Example, there is a typical style of image, the artist in question is pictured with a music instrument, such as a guitar, etc. However with research into the modern market, I have found a mass amount of music magazines have now moved away from this typical imagery and have become forward thinking by introducing an almost ‘fashion like’ brand image to front their magazine campaigns. With this in mind and producing an advanced, alternative music magazine, I have chosen to portray my artist on the front cover in this modern light. This provides the magazine with a more fresh, and energetic identity, in which it focuses on targeting the 18-26 demographic.

Through the production process, there as various different processes which took place to ensure that a final product was created. Beginning, planning had to take place to ensure that there was gap in the market, which suggested that the audience would like a Alternative Music Magazine, which focused around different artists and bands. I conducted some research into existing music magazines to understand the music magazine demographic. After which, I constructed my alternative music magazine, using Adobe Illustrator, and photo manipulation within Adobe Photoshop. These programs enabled me to produce a high standard magazine were I could concentrate on the layout of the magazine using elements such as a grid system, manipulation of typography, and enhancements of colour.

Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product? (MULTIMEDIA – Create a diagram with the preliminary pages on one side and the final productions on the other showing the similarities)

Through the final production and preliminary task there are various elements which are similar and different. These are represented thorough the style and imagery which has been used in the final production. The final production, adopts a more structured but informal style which attracts the audience, when comparing this with the preliminary task, they both represent two very different audiences.

The colour scheme within the preliminary task, is very youthful and energetic which represents the college demographic, this different colour scheme contrasts against the very stereotypical colours of the alternative music genre, which creates a more genre based element. The colour schemes within AMM, attract a genre specific audience, whereas, the college magazine, uses colours which relate to the traits of the target audience.

Whereas, when looking at the imagery used in both publications, the audience can recognise the target audience, through the expressions and overall composition of the model. Even though the same model has been used, when looking at the outfits which have been chosen, correlate with the style of the magazine. This is a good example of diversity, and how as an individual has developed. Furthermore, both tasks have provided an excellent knowledge base, which has been built upon through different challenges and tasks. The preliminary task, was excellent start in understanding what the audience want out of a magazine, which has been reflected through to the final task. This main issue, has been overcome, through careful planning and detailed research analysis, which has created a Final Product.