Candidate Name: Megan del MarCandidate Number: 4028

Contents PageSlide No.

Contents

3 Mojo

4 Mojo Magazine Format

5 Content (1)

6 Content (2)

7 Meanings

8 Promotion of the magazine

9 Genre & Stylistic

10 Demographic categories for Mojo

11 Target Audience

12 Target Audience – Mojo

13 Readership and Circulation

14 Contacting the Magazine

Slide No.

Contents

15 Production Process

16 Production Process Continued…

17 How MOJO Distribute their magazine

18 Frequency of the magazine

19 Readership Online

20 Mojo – Front Cover and Annotated Codes & Conventions

21 Mojo – Double Page Spread (DPS) and Annotated Codes & Conventions

22 Mojo – Double Page Spread (DPS) and Annotated Codes and Conventions

23 Conclusion

• First published on 15 October 1993.

Sourced from: http://magazines.bauermediaadvertising.com/magazines/list/entertainment_music • Bauer Media is a division of the Bauer Media Group, Europe’s largest privately owned publishing

Group. The Group is a worldwide media empire offering over 300 magazines in 15 countries, as well as online, TV and radio stations.

• Bauer Media joined the Bauer Media Group in January 2008 following acquisition of Emap plc’s consumer and specialist magazines, radio, TV, online and digital businesses. Collectively, the Group employs some 6,400 people.

Sourced from: http://magazines.bauermediaadvertising.com/magazines/list/entertainment_music • Bauer Media also has the market leading music and entertainment titles, Q, MOJO and KERRANG!

Q harnesses the music and lifestyle audience, MOJO continues its crusade for timeless music.

Pictures Sourced from: http://

magazines.bauermediaadvertising.com/magazines/detail/mojo

Mojo Magazine FormatThrough researching on the Mojo Magazine official website (http://www.mojo4music.com/). I have found that there are two standard magazines and they are standard size and digest size. Mojo is a standard size magazine, which means that it is an economical and common magazine page size (measuring 8 ¾” x 10 ⅞”).

Source: http://www.bauermedia.co.uk/uploads/Mojo4Music_Mediapack.pdf

This online subscription of Mojo magazine connotes that rather than buying a hard copy £4.80 a month might as well pay £28.00 annually on a direct debit and save 53% and save £31 per year or pay £33.00 1 year by credit/debit card and save 45% and save £26 per year. The connotations behind this is simply because Mojo want their target audience to trust them by giving them these opportunities and enticing them more to read Mojo magazine as they offer the “finest music magazine on the planet”.

Content (1)

Inside the contents page of Mojo magazine, it includes the month of issue which is “October 2014”; also where you can grab a copy of the magazine such as London, Memphis and East Wickham. Moreover, as a background image it is the legendary, Bob Marley. This connotes that Bob Marley will have a massive part in the “Features” section in the magazine. Furthermore, the front cover artist has its own section at the bottom of the magazine to portray she is important. Lastly, the non-verbal code “contents” match with the masthead of the magazine to portray their brand ethos. The connotation by using black and white image to Bob Marley portrays this section will cover the past such as the success from these artist and reminiscing those times where artist and bands became legendary because of their work.

Content (2)

The other half of the content contains regulars, what goes on and Mojo filter. Each of these areas covers different features in the magazine. For example, Mojo filters focuses on new albums, reissues, books and lives. This connotes that Mojo has opened every opportunity for their customer to be able to have an access into an ‘exclusive’ which defines as high-class and limited which makes the Mojo customers feel special. Moreover, the non-diegetic dialogue “regulars” connotes the usual stuff in Mojo magazine such as interviews about other artists that are well-known and independent artist.

MeaningsKey Features Image Meaning

Masthead The denotation of the masthead of Mojo is that it is large, bold and it has a 3D effect behind it to make it more affective towards the reader that Mojo actually took their time to make it easier for their target audience to find the magazine in the store.

Strapline The denotation of the strapline is placed within the masthead to connote their equality of importance. Moreover, the strapline is written in Brush Script MT (Brush Script MT) to connote that someone has written on it which gives it more value to the target audience.

Promotion of the magazine The way Mojo promote their magazine is through online marketing such as the power of social media; Facebook and Twitter. The reason why the market promote their magazine through this tactic is simply because media marketing requires commitment, strategy, deep industry insight, genuine engagement and clever social content. According to ‘Social Media Today’ that “21% of marketers say that social media has become more important to their company over the past 6 months.” This connote that markets are “migrating” (Henry Jenkins – 2006) to more technological platform rather than sticking to the traditional advertising such as television.

Genre & Style• What is the GENRE of the magazine?

The genre of Mojo magazine is for rock lovers, but is more interested in Classical rock. Mojo targets it’s audience by concentrating on classic rock e.g.: Boy Dylan, Pink Floyd, The White Stripes, Guns and Roses etc. Moreover, Mojo demonstrate that rock music also has a value due to the amount of classic rock artists. It focus’ on having more articles in then it does with reviews of gig and festivals like Kerrang does. Normally Mojo would feature more older and wiser Bands/Artists.

• What STYLISTIC features are there across the number of issues? Colour scheme? Language of the interviews? Articles/Interviews/Reviews?

The stylistic features of Mojo magazine is that there’s an issue number across the contents page on the right-top page. The colour scheme that they use is focusing more on grey, red, black and white. The type of language/text the Mojo uses within its interviews, articles and reviews is formal throughout the magazine. Moreover, writers tend to use wide range of complex words and phrases which connotes that the reader is an highly educated, upper class, and most probably gone to university.

Demographic categories for Mojo

Social Grade Social Status Occupation

A Upper Middle Class Higher managerial, administrative or professional

B Middle Class Intermediate managerial, administrative or professional

C1 Lower Middle Class Supervisory or clerical, junior managerial, administrative or

professional

C2 Skilled Working Class

Skilled manual workers

D Working Class Semi and unskilled manual workers

E Those At Lowest Level of Subsistence

State pensioners or widows (no other earner), casual or lowest

grade workers

Mojo’s demographic demonstrate how they target social grade between ABC1 which are the Upper Middle Class, Middle Class and lastly, Lower Middle Class. This connote that their target audience are professionalism which links to how much they want the consumer to pay for their magazine which is £4.80

Target Audience• Targeting a specific genre.• Class/Income: C1 – Upper Middle Class

(teachers, secretaries) Income will be quite high, Architects are well paid.

• Mojo is for rock lovers, but is more interested in Classic rock. The age range would be around 35 and over and both genders.

• Mojo focus’ on a genre of music and the magazine is a representation of it. It focus’ on the love for classic rock and the artists/bands involved. Mojo targets it’s audience by concentrating on classic rock e.g. : Boy Dylan, Pink Floyd, The White Stripes, Guns and roses etc. The ideology of Mojo is showing that rock music also has a value due to the amount of classic rock artists. It focus’ on having more articles in then it does with reviews of gig and festivals like Kerrang does. Normally MOJO would feature more older and wiser Bands/Artists.

Target AudienceKatzWith Katz audience theory, the target audience of Mojo takes the part of having a ‘personal relationship’ with the artist/band, for example, using the media to form relationships with others; to be part of a social group such as Twitter, Facebook etc. Moreover, using the media to find out about ourselves which leads to ‘personal identity’, for example, sharing in common with the artist/band which makes the target audience interest them more. Lastly ‘surveillance’, which means the consumer is using the media to find out about events going on around us. For example, Mojo offering promotions which makes the consumer buy the magazine to be able to have that one in a lifetime experience.MaslowMojo conveys Maslow’s hierarchy theory of esteem and love/belonging. Mojo wanted to express the esteem of the artist/bands through publishing their achievement on the magazine which will make the target audience show their respect of the artist/band. Moreover, portraying the friendship and family that the artist/band of sharing their love of others. For example, with a band Mojo will portray their friendship of how close each band member are to one another. HartleyMojo wanted their target audience to aspire towards their magazine and include being a ‘music-lover’ and include puff promotions every month to interest them with upcoming music events and new artists, for example, creating a CD as a sample of the artist to be able to give a sense of what type of music the artist produce. Moreover, Mojo’s target audience are both male and female. Lastly, Mojo appeal to old teenagers and young adults therefore their magazine should include features which attract this audience.PsychographicsWithin the psychographics of Mojo’s target audience, they are mostly categorized in the aspirers and explorers section. This is because Mojo’s target audience are between 15 – 24 years of age, for example students and teenagers. This target audience is materialistic, acquisitive, orientated to image and appearance, persona and fashion, and seeks status. Moreover, they seek discovery, energy, individualism and experience and they value difference and adventure.

Readership and Circulation

Circulation 70, 667 (Jan – Jun ‘14)

Readership 210,000 (Jul – Dec ‘13)Source: http://magazines.bauermediaadvertising.com/magazines/detail/mojo

Statistics from February 2013

Unique Users 100,000

Page Impressions 691,000

Email Subscribers 4,995Source: http://www.bauermedia.co.uk/uploads/Mojo-MediaPack-2011.pdf

As you can see from the table, that between January – June 2014 the Circulation is 70,667 which connotes that the number of copies they distributes on an average day they only distribute 11,777 but however their amount of people read their magazine is high as it is 210,000.

From the table, it illustrates their

unique users that they have gained

100,00, 691,000 with Page Impressions and lastly, 4,995

with Email Subscribers. This connote that they are low in Email Subscribers but with Page Impressions and Unique Users they are high but however this is still a low number as they are one of the

main market leaders.

Contacting the Magazine

Here is a screenshot of my email to the editor of Mojo magazine. The purpose of contacting the editor is to be able to understand more of the music magazine industry such as knowing more of their production process, what they would do if hazards occur, how do they prevent it from happening and lastly, making sure that the production plan is as accurate as possible and this is what I am trying to aim for my music magazine, Tune iN.

Unfortunately, I never got a response. I have tried and looked for a press pack if there is any in the internet and I have. I have used the press pack then to make my magazine accurate, I’ve also carried out different researches so I have varieties of ideas what my magazine should contain.

Production ProcessPre-production:

• Date of publication – the first thing to do is to set up a date of publication. The date of publication is simply the date that you want the magazine to be released as a finished product to the general public. Once this date has been established, you are now operating with a schedule. A schedule is your plan on how you are going to go about the production process and when each of the process will occur.

Production:

• Editorial and budgetary decision – the next step that is taken during the production process of a magazine is the editorial decision. The editorial decisions involve the magazine’s editorial team assembling and deciding what topics will be covered in the next issue of the magazine.

• Content Acquisition –There are two major ways that content can be gathered for a magazine. The first is through in-house staff writers and the second way is through external writers that are commissioned to write on topics that are specialist in nature. It is at this stage that artwork and graphics are also worked on.

• Sub-editing – this is the next step to be taken. Sub editing focuses on one major thing, which is quality control. If the media organization is big enough to have a sub-editor, then he is going to be responsible for this job; if there is no sub-editor, then the editor does this job. This step involves the following important things:

• Checking of the accuracy of all facts in the articles• Making sure that words are properly spelled• Making sure that grammar and punctuation are used correctly• Making sure that all articles follow the house-style• Working on the page layout

Sourced from: http://hosbeg.com/the-magazine-production-process/

Production Process Continued…

• Page Layout – in big publications, there is a special team responsible for page layouts called the layout staff. Their job is to typeset and layout the various pages that come together to make the magazine.

• Proofreading – once the above stage has been completed, the next stage is the proofreading. The editorial department will print out a hardcopy of the magazine for the sole purpose of reading through to find and correct any mistakes in it.

Post production:

• File emailed to printer – After the proofreading stage, the DTP file of the entire magazine is sent to the printer whose job will be to print the magazine. It is at this point the popular term ‘pre-press’ comes in. Pre-press is defined as the process of checking to make sure that you are sending all the fonts and images needed for the magazine with your file. Once this stage is over, the printing company takes over. But before the printing company prints the hundreds or thousands of copies requested by the publication, the company first prints a few copies and sends them to the publication’s editor for checking once again.

• Distribution – this is the last stage of the entire process. The printing company, having finished with the printing of the magazines will package them neatly and send them to a warehouse. From the warehouse, the magazines are then distributed and then sold to the public.

How MOJO Distribute their magazine

Retail outlets that ‘Mojo’ magazine is available to purchase in WHSmith, Sainsbury’s, Asda and so on. As the magazine only produced one magazine per month the strategy that these outlets will be the same where they do not get the future issue as they also have to wait like the target audience waiting for it to be distributed. Moreover, the magazine is also available to purchase online where consumers can subscribe to the magazine digitally which means consumers have the privilege from the distributors and producers to be informed when the next issue will be released, if they can pre-owned or simply send a gift to a friend.

Frequency of the magazine

The frequency of the magazine is monthly. The reason why I have chosen monthly because I am not rushing the production crew to gather all the information that we need for the next issues. Moreover, making final improvements of the images that they are fit for purpose. Lastly, the purpose of this is because of editing the magazine and making sure that every page contains the right information

Readership OnlineSocial Media Statistics from January

2015

YouTube SubscribersSource: https://www.youtube.com/user/MOJO4MUSIC/about

3,500

Facebook FansSource: https://www.facebook.com/MOJOmagazine

79,904

Twitter FollowersSource: https://twitter.com/mojomagazine

90K

Front Cover and Annotated Codes & Conventions

Headline (Main Story) – the headline connotes how unmissable this magazine issue and the word ‘genius’ connotes how important she is and also they are complimenting her because of her work and to signify her success in the music industry.

Cover lines – the cover lines indicate what the magazine contains and break down the key information for the consumer.

Strapline – the strapline sounds very powerful by using the word ‘The’ which connotes they are promoting themselves as the best music magazine.

Masthead – the denotation of the masthead on the Front Cover is Mojo magazine. The verbal code of Mojo connotes how important the name of the magazine rather than the artist itself.

Date and Price - £4.80, ‘October

2014’

Barcode

Puff promotion – the puff promotion connotes that they want their consumer to have an opportunity to have a free copy rather than buying it separately.

Double Page Spread (DPS) and Annotated Codes & Conventions

Stand First – the stand first summaries the article itself and by using larger and bolder type text will catch the spectators attention and will want to read more about the artist life and what is so amazing about him that he has been put in a double page spread.

Drop Capital – the drop capital specify the depth of one line and also by using a large capital letter at the beginning of a section of text connotes the start of the interview.

Page number

Caption – the caption illustrates the picture and identify the images around the text.

Personal Point of View – the personal point of view illustrates the life of the artist itself and the fact the they are in speech marks indicate that we should read this because it is coming from the artist words not from the magazine editors.

Main Image – the main images varies which connote the past life of the artist and where he is now such as what he has achieved throughout the years.

Double Page Spread (DPS) and Annotated Codes and Conventions

Drop Capital – the drop capital indicate the beginning of the interview.

Page Number

Quote from the interview – the quote from the interview indicate the main phrases within the interview and it is the spectators job to find these interest words.

Main Image – the main image of the artist connotes that this interview is all about his background. The use of extreme close up signify the tight detail of the subject such as his facial expression.

Comment – the comment from Elton John is displayed in a visible tight box to illustrate how his words are important and coming from a well-known artist.

Differentiated Questions and Answers – the differentiated question and answers are easy to detect which is the questions and answers through making the questions bold and answers in normal text.

Logo – the logo specifies where the interview comes from.

Conclusion

In conclusion, LO1 is all about understanding existing print-based media products and how they are created. For example, researching the demographics categories of Mojo to match their target audience and have a similarities of the type of reader they promote their magazine too. Moreover, contacting the magazine itself to have further understanding of their production process, readership and circulation, Mojo magazine format, frequency of the magazine etc. However, the magazine has not emailed me back to inform me all requirements that I have asked but I have found their press pack online which guided me on the requirements I have asked from the magazine. Lastly, I have deconstructed Mojo’s front cover and double page spread to be able to detect if they have the exact feature in the magazine pages.