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;
