Blog 9 - Evaluation of the Finished Magazine

Here is my completed magazine;

Frontcover:



Contents page:



Double page spread

Page 1:



Page 2:



Combined:



Personal Reflection

I am satisfied with my finished magazine as it includes many of the conventions and techniques used in existing publications. The title of my magazine has been carefully chosen to relate to my readership and dance music. The connotations behind the title 'Thirst' are two-fold; firstly the need to rehydrate and the desire for the clubbing experience (bright lights, companionship, loud music) . The masthead is bold so that it stands out and grabs attention.



My learning curve has been steep as the design process involved many steps and different skills sets. I learnt the standard conventions in respect of layout, typography and photography by reseaching existing magazines and studying my media studies class notes. I learnt to use a grid system to structure the layout of my magazine. I took digital images to represent DJ's and clubbers using mis en scene (fashion, props etc) and photographgy techniques to construct interesting shots.This involved different camera angles, lighting and composition. From my research of Mixmag and DJMAG I noted that the subjects on the front cover gazed directly into the camera. The idea behind this technique is to make eye contact with the reader. I became proficient in the use of Adobe Photoshop and Indesign expanding my skill base. Another aspect of magazine design which I considered was language I used an informal, conversational tone laced with humour.

1. In what ways does your media product use, develop or challenge forms conventions of real media products?

In line with industry practice I organized the information on my front cover, contents page and double page spread using a grid. This approach helped during the planning stages structure the information according to columns and rows making it pleasing to the eye and easy to read.

I adopted the standard conventions used by existing music publications (DJMag, Mixmag & Kerrang) in the following ways:

I included a masthead at the top of the page designed to stand out and grab the attention of my target audience. I chose a title which relates to the dance music experience. Also a strap line was used to clearly define the genre of the magazine. The masthead represents the brand logo which over time will become instantly recognizable.

I chose a font style similar to Mixmag which was aimed at a young adult readership This contrasted with the style used for “Kerrang” title with the sharp letters and cracked effect with connotations of edginess, loudness, rebelliousness (anti establishment), characteristics traditionally associated with Rock music.

In line with DJMAG my front cover includes the mid shot of a renowned male UK DJ. This follows the usual convention though often a female artist is preferred as 'sex appeal' sells magazines. I introduced head phones as a prop to convey the genre of the magazine. I set my subject against a background of street art painted on a wall. This was designed to give the setting an urban and creative feel. Like dance music, this is an art form and appreciated by the same audience. Dance music incorporates many different sub genres including, Trance, Ambient, House and many more.



I have used different colours for the main flash and sells alternating the colour scheme and font size to arranged and prioritize the information. I aligned the text to the left hand and right side of the page providing a frame for the image.

Here is right aligned text and the three colours used on the front page.



The use of splashes and star shape to highlight features is a standard convention I rejected as in my mind it would dumb down the content turning my readership off. In my mind these sort of effects would appeal to a teenage audience. They have a cartoon quality.

With respect to the contents page I adopted the format used by Mixmag using a selection of images involving different camera shots in terms of angle, distance, subject gender. Using Adobe Photoshop the images were manipulated and changed to suit the composition. The idea is that a picture can conveys a thousand words and quickly create 'desire'.

Across all my magazine pages I used conversational language as spoken by my target audience. Questions were posed to hook their interest and engage them in a conversation. Humour was injected to keep the experience 'light' and fun as this is important to my target audience. The words special, new and exclusive are evident in my design as this technique catches the eye of the readership. My target audience value newness and freshness.

For my double page spread I have based the article on an interview with the person shown on the front cover. This is a quick and intimate way of learning about someone. I followed the tried and tested convention of having a full page image on one side and the interview on the other together with a short summary of the artist with a pull quote in display type to catch the eye. As seen in the Mixmag article I adopted a drop down letter in a contrasting colour for the purposes off interest and make the text easier to digest.

2. How does you media product represent particular social groups?

Dance music covers various sub genres including; Trance, Techno, House and Drum “n” Base amongst many others. The genre has a world wide following. My magazine is intended to appeal to this group of people reflecting their values and interests. I represented this social group in an upbeat and positive light. I featured them in a party environment socializing with friends and enjoying music. My dance music representatives were dressed casually in jeans and brightly coloured T shirts, slim and energetic in their twenties. The representation was idealistic rather than realistic.

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

IPC Media might be interested in publishing my dance music magazine. They are a leading magazine publisher in the UK. Their portfolio is large incorporating 85no brands and diverse including; TV Times, Look, Nuts, Country Life, Woman and Home and importantly NME. The NME is a popular long running music magazine. IPC have the resources and expertise to bring a new dance music magazine to market. Their three core audiences are men, mass market women and upmarket women. They might refuse to publish my magazine based on the fact it has niche as opposed to mass appeal.



Bauer media group, the large German media publish company might be interested in my product. They publish three leading music magazines; Kerrang, Q and Mojo. These are niche publications focused on Rock music. They might be willing to extend their range to include dance music. The fact that they are an international organization operating in 15 countries means that they could offer very wide coverage and exposure. Many of the best dance clubs and events are held on the continent. Similar to IPC they publish a wide range of different kinds of magazines with a circulation of 38 million magazines per week. The have a 50% share in a British television company and own a radio station could be used to advertise their magazines.



The publishers of DJMAG is Thrust Publishing Ltd based in London. This partnership might work as their target audience predominantly works in the dance music industry whereas my target audience is dance music enthusiasts and clubbers. Publishing my magazine would increase their circulation figures in a field they have profound knowledge and expertise. As dance music is a niche market hooking up with a small publisher might represent the best bet for success.

I discounted the publishers of Mixmag, Development Hell Ltd as my magazine targets a similar audience and therefore probably viewed as being a rival or competition. They are a small publishing company based in London.

The distribution channels for my magazine would be through newsagents, subscribers and via the web.

4. Who would be the audience for you media product?

The audience for my magazine would be 18 to 30 year olds, single status,mainly male, independent, thrill seekers, extrovert, and fashion conscious.

Demographics are concerned with classification of groups according to the job they do. This is a socio- economic beakdown and relates to the main breadwinner in a household. It has limited value in the case of my target audience because it focuses on the job people do. Dance music enthusiasts are young adults, many are at college or in the early stages of their careers so do not have a high income. However their spending power is high because they are not weighed down by responsibilities or financial commitments such as mortgages, loans for cars or bringing up a family. Many of my target audience will live rent free at home with their parents so
they will have money spend on clothes, socializing and enjoying music.

Dividing people into 'types' is a form of market research known as psychographics. From this perspective my audience is likely to described by the acronym; YAKS – young, adventurous, keen and single. They are probably well adjusted and succeeders.

5. How did you attract / address your audience?

I chose a title for my magazine designed to strike a chord with my target audience. The connotation was a desire for the dance experience and the literal meaning of need for a drink socializing with the friends and to refuel after expending energy in the club.

I used fonts designed to hook interest while at the same time being easy to read and distinctive on the magazine shelf. The use of a striking colour scheme helped give the magazine personality.

My images provide an idealistic representation of my target audience, young adult predominantly in their twenties and male in a party environment enjoying the companionship of their friends and the music. They are slim, attired in smart casual clothing. The subjects in the images are smiling reflecting a relaxed and happy state of mind. The image on my front cover is a young male with head phones dressed in casual clothing against a bright colourful piece of street art. This sort of fashion and experience matches the aspirations of my readership.

Another technique I have employed to grab the interest of my focus group is the use of their every day language. This included , abbreviations, mild expletives and informal references. Inside the magazine I have included a glossy image of young people is a dance club setting together with shots of well known DJ’s . I noted from my research of existing magazine that the use of question / exclamation marks is a neat way of engaging with would be buyers so have replicated this technique in my own magazine.

My double page spread comprises a full page image and an interview format as a way of learning about the artist being profiled. This is a very relaxed and informal way of communication which is intended to meet the requirements of the group I have in my sights.

6. What have you learnt about technologies from the process of constructing this magazine?

From the process of constructing my magazine I learnt to use a web blog (blog) to record my progress which can be easily and quickly shared with others online. Making changes and manipulating on the blog was difficult involving switching between compose and preview modes. This was a frustrating process at times.

Using the internet technology for the purposes of market research was very valuable providing a wealth of information at my finger tips.

I was able to produce a professional layout using Adobe Indesign, this involved learning about page layouts, image manipulation, colour schemes. I also explored font style, spacing and size as part of the process. I used Adobe photoshop to work on my images. This involved the processes of cutting and cropping, applying different background colours, resizing and adding special effects. I used videos to demonstrate techniques or to obtain feedback.

7. Looking back at your preliminary task, what do you feel you have learnt in the progression from it to the full product?

I was surprised by the level of structure conventions and representations required to design a magazine. My preliminary task was shallow compared to my main piece of work. I included the basicsl; a masthead, image and some headings but had very little understanding of the media conventions, theories and language.

I have learnt the following:

• The masthead is critical for grabbing attention and more often than not involves connotations which chime with the target audience.
• The page layout needs to be carefully planned using a grid system based on columns and rows.
• The main image is usually a mid short in which the subject gazes at the camera. I did not know about this convention on my preliminary task.

• Fonts are used to develop a brand and lend personality to the magazine I achieved this by using different style, sizes, spacings and colour. Fonts can set moods and differentiate printed text on a page. Fonts can also help provide a framework for the images.

• I learnt that the language needs to resonate with the target audience in order to capture their attention.
• I must think about my target audience at every stage of the design process to maintain a connection.
• I needed to think about the make up of the images in terms of props, dress, setting, facial expressions and posture. I am trying to sell the magazine at the end of the day so must create a level of desire in the target audience which will make them part with their cash and buy the magazine repeating the trick month after month.
• I now understand my aim is to build up a loyal following creating a distinctive experience for my readership.

Feedback

I prepared a short questionnaire in order to obtain feedaback from a focus comprising my fellow college students.



This served a useful purpose as this social group form part of my target audience I videod their response as follows;

Blog 8 - Planning And Evaluation Of The Article

I studied double page spreads from two different dance music magazines:Mixmag and DJMAG, analysing the language used.

This is the Mixmag double page spread.



Language

The interview begins with some background information on the artist summarising his career and key collaborations with other famous dance music artists. The introduction includes colloquial language such as "DJing", "gone ballistic" .

The sentences are short and punchy creating interest and making the narrative easy to follow. The style mimics a chat with friends. The tone of the article is conversational.

The writer uses an active voice; "We take it..", "You put on our.." which is an informal style of writing.

Shown below is a double page spread from DJMAG. There are many similarities with the Mixmag presentation.



Language

The heading introduces a touch of humour by playing with the artists name "Ferry" instead of 'Very'. As with Mixmag the sentences are short involving direct speech, colloquial phrases and informal writing style.

This is very engaging and draws the reader in. In this magazine it includes emotions "[laughs]" allowing the reader to have a feel for the interview, furthermore it gives it some character.

Some of the questions the interviewer has proposed don't end in a question mark, they are open ended, as before to allow the subject to talk and answer how they please.

"Tell us" is an active voice which suggests the interview is informal. The questions are about the artists music career; where are they are going? What's new? If the artist releases some exclusive information it can increase the reputation of the magazine and increase sales so the questions are designed to get as much as they can from the artist.

My drafts

Below is a draft of my double page spread. In line with the conventions used by Mixmag and DJMAG I decided to show a full page image of my artist and a page of text. The purpose of the image is to draw the readership into the article. I used a combination of pull quotes, bold text, different colours and engaging language. The article comprised an introductory element and an interview format. The imagery of the language was graphic ie New Horizons



By experimenting with language, I developed a bundle of questions that suitable for my target audience. It is informal, conversational and punchy.



What did you want to be when you grew up?
I wanted to be a graphic designer. I've always loved art.

What can't you get enough of?
Facebook! And making music in Ableton. I just moved across from FL studio.

What can't you stand right now?
This mental jet lag that I can’t seem to get rid of!

When are you happiest?
Playing live music in front of a crazy crowd. Honestly it's awesome!

To someone who doesn't really know you, how would you describe yourself?
I'm a producer/DJ and I make great music that everyone can enjoy.

What’s the coolest thing in your house?
Fridge, followed by my music!

Worst job you've had?
Working in a pet shop one summer.

Have you ever been arrested?
Noise violation, I never learn.

What’s you advice to people who want to become a DJ?
Be passionate and confident. Try and try and try again!

What were you doing 1pm last Saturday afternoon?
Sound checking for the closing party at Space Ibiza!

Whats your view on drugs?
I don’t use drugs. I respect peoples opinions and have nothing against people who do use drugs so as long as they don’t pressure others into doing it then its fine by me!

If you had a time machine, what time would you go back too?
I’d rather go into the future!

Blog 7 - Photo Editing

There are many different types of software available today that can be used to edit images. With the increase in popularity of open-source software, I can get image manipulation programmes free of charge such as GIMP. However Adobe Photoshop is the market leader for professional graphic designers and magazine publishers. I intend to use this software to edit the images in my music magazine. When I have finished editing an image, I will import it into Adobe Indesign to position the image and start to create the magazine.

Re-sizing
I can change the size of an image in either Adobe Photoshop or Indesign. However I take care to maintain the focus and avoid distortion. I used this technique to alter the size of the CD cover on the front sheet and contents page



Cut & Crop
The purpose of this tool is to allow the designer to improve the composition by chopping out unwanted or unusable areas. I used this technique on the two shot image below

Retouching
I used Adobe Photoshop to retouch my image to optimize their appearance by correcting flaws such as the removal of unwanted items, facial blemish, lens or even airbrushing to enhance the subjects looks.

As an example I used this tool to remove a spot from my subjects face and demonstrate the process using screen grabs.



Using filters

Lighting can create a mood and helps establish the setting. The connotation of brightness is hope, happy and joyful whereas darkness might evoke a sense of danger or foreboding

By using certain filters I can change the appearance of images making them look more dramatic and exciting.






Layering

I built up my magazine design in a series of different layers. For instance I decided that the background canvas of my contents page was too bright so dampened this down by adding a layer with a greater degree of opaqueness. I also removed the back ground from some of my images before superimposing them on another layer.

I have prepared a tutorial in the video below to demonstrate the techniques used to produce my final images using Adobe Photoshop and Indesign.

Blog 6 - Photos

I took a variety of digital photographs for my magazine. They involved different camera angles, distances from the subject, mis en scene, number of subjects, lighting, posture and expressions.

I selected four images for my magazine.

Camera Angles & Distance

There are three basic options, high, low and eye level. This type of shot can be used to convey dominance, vulnerability and equality respectively.


The above image was taken from a high angle not to represent dominance but rather to establish my subjects in a busy club setting. This conveyed the party spirit involving other revellers. The subjects in the foreground directly addressed the camera providing a connection with the viewer. The image is a group shot in the same age bracket as my target audience. The subjects are smiling clearly enjoying the moment. The mise en scene describes a club environment in terms of their attire, the drinks and dark surroundings.

The image below was unsuitable for my application because the subject is looking away from the camera and the lighting is poor. However I thought his dress sense matched the expectations of my target audience. I liked his open neck orange shirt with rolled up sleeves, sun glasses resting on his head.


Another factor for consideration is the distance between the camera and the subject – long shot, mid shot, head and should shot and close up. Shot further away from the camera are used to convey information about setting while close ups provide emotional details. .



In line with standard convention I used a medium shot of a single subject for my front cover. I shot the image againsta plain background for removal later using Adobe photoshop. My subject wore head phones to provide a link with dance music and DJ's

It was important to use a striking background for the front cover so I visited Brighton looking for street art:



I chose to use the first image as my background:



I liked the whacky, sureal and colourful image. My target audience often wear T shirts with similar mad cap motifs. The image is modern and creative which should draw attention. The street art is an urban phenomenon often has underground connotation which will apeal to young adults I am hoping to engage.

I considerd using an Extreme Close Up (ECU). This type of shot is often used to convey a high level of emotion. It has a quirky quality which might chime with my target audience.


I also thought of using it as part of a quiz feature as this type of image is used to disguise identity. In the end however I left it out.

As part of my selection process I took account of gender taking shots of both males and females as illustrated below. Although my target audience is predominantly male I wanted to give it a wider appeal particularly as both sexes involve the experience of clubbing.




I have taken the above shot against a plain background for photo editing later on.

I propose to include a two shot image for one of my main features on the contents page:



The subjects are straight faced perhaps even enigmatic provoking curiosity. The Ministry of Sound T shirt worn by the right subject is a power cue for dance music enthusiasts. I brick wall background providing an urban connotation.

Blog 5 - Fonts

Choosing the type of font is an important step in the creation of a magazine. There are thousands of types of fonts available. These can be purchased online or in some instances downloaded for free from sites such as www.dafont.com.



My preference is to use Adobe Indesign to produce my magazine. Adobe Indesign is a market leading software package used to design professional layouts for print and digital publishing.



The practice of choosing, setting and arranging the type on a printed page is known as typography.

The style of font can signify a mood and is an important part of building a brand or special identity.

Rebellion


The connotation of the 'cracked' effect is edginess and loudness which is suitable for Rock music. The cracked imagery represents breaking new ground, breaking convention (anti establishment).

Fun



The curved shaped of letters in the above masthead reflect softness (no edge) and lightness which is likely to appeal to a young teenage audience. The connotation of the soft and gentle style is femininity further reinforced by the yellow and pink colour scheme.

Futuristic



My target audience is interested in and derives enjoyment from new forms of technical equipment and gadgetry so would probably appreciate a futuristic or digital style of font.

Fonts can be divided into two groups display type and body. Display type is used for titles and headings while those in the body group are used for text. The size of fonts is usually expressed in term of points. Display type is larger than body type usually more than 30 points.

There are two basic styles of typeface serif and sans serif. Serifs comprise the small features at the end of strokes within letters.



Serif fonts are considered easier to read long passages as the strokes join letters together.

DJMAG has a very clear distinctive display type font for the masthead. This will help the magazine stand out in the shop.

The capital letters are fused together and a bold shadow effect has been added to increase the impact & depth. The vivid red colour denotes confidence and danger which in turn evokes a sense of excitement reflecting the characteristics of the readership.



Different sizes are used to classify the magazine headings in terms of importance. The main flash is larger than the secondary headings.

Also different fonts are used to differentiate text and effects such as splashes and contrasting backgrounds / colours, bold, outlines and shadows employed to give the magazine a personality. In addition the fonts are manipulated using leading and kerning which alters the vertical and horizontal spacing between the letters.



The Mixmag comprises lower case letters of equal size. Similar to “top of the pops” above the letters are curved though in contrast are not joined. The style feels more adult orientated helped by presence of the vinyl record icon as the dot for “I” and the colour scheme. Although a pink colour is employed for the strap line it is deeper representing maturity in comparison with “top of the pops”.

Font Selection Process

The title needs to stand out on the shelf in order to attract potential readers. The design needs to appeal to young adults in their twenties. My target group is passionate about music, fashion and technical gadgets. They are highly computer literate. They use social networking and listen to music. They are aspirers and seekers of excitement and adventure.

Masthead

With this knowledge in mind I selected the following fonts for my magazine masthead;



Imagine font was originally created for a video game. My target audience is tech savvy and aged between 17 - 30 they will be one of the first generations to grow up with computer technology. Imagine font it also easy to read. It might be a little too square and rigid to match the fluidity of my title "Thirst".



'Sinner' font is heavy and bold. It is a lot like Imagine font. Having a bold font on the front page will have an impact on the audience. If I use the correct colour scheme to fill this font then it will be hard to miss.



'Bravado' font is a more sensible. I chose it because it meets my personal requirements of being easy to read but also because it's different from fonts used in existing magazines. This makes my magazine unique.



This is a very square font. Squares are popular within the dance music genre this could be because they indicate something is digital and dance music is usually produced on electronic software. 'Yourself' is a very modern font however because it's so blocky and square it might be hard for my target audience to read which is something to be avoided.

Sub headings

One question asked my target audience which was their favourite font as a sub-heading for main flashes and main sells. Here were the font choices:



A very curvy font with sharp edges. The characters are all in lowercase.



I chose this font as an option because it relates directly to technology. My target audience is tech savvy and has grown up in a digital age. This seems like an appropriate option.


This font is slanted indicating dynamism and movement. Dance music is always changing and it's a very lively active genre.


I considered "yourself" as a title font however it could also be used as a sub heading title too.



Body text

Usually body text is a serif font because the small flick at the end of each character makes it easier to read. Popular serif fonts on Windows computers include Times New Roman and Cambria.

Below is an example of Times New Roman compared with Arial to show the difference.

Serif -

Sans Serif -


Feedback

I am aiming my publication at young adults in their twenties so the style needs to relate to this age group.


I designed a short questionnaire and surveyed a sample of students at my college to obtain feedback about their preferences for the masthead, main flash and main sells. Students are part of my target audience so their views are relevant:

Below is an example of the type of response I received from my focus group on Facebook;

Masthead



Sub heading





Sinner font topped the poll for the masthead and Imagine font for the sub heading. In line with common practice I intend to use Arial for the body text.