Monthly Archives: December 2012

Pre-production survey analysis


Pre-production survey analysis

1.Which music  genres do you like?

Rock-30.77% 
Hip-hop-23.08% 
Electro-7.69% 
Jazz-0% 
Metal-7.69%  
Classical-0% 
Other-30.77% 

I decided to make a rock magazine and I want to use there a specific subgenre, which will be an indie rock.

My research shows that almost 31% voted for a rock as their favorite music style, it means that target audience (people which took a part in voting was about 16/17 years old) likes the genre on which my magazine will be focused on.

Column ‘other’ had same percentage as rock style, however it has much more styles in it like house and R’N’B. If they would be represented separately they won’t have such a big percentage. It is why I decided to ignore it.

Hip-hop was on the second place, it is why I decided to change conventions of indie rock style and present it a bit more in expensive way.

2.What are your hobbies and things you like?
Festivals and gigs-15.15% 
Art-12.12% 
Clubs-12.12% 
Fashion-21.21% 
TV-9.09% 
Music-24.24% 
Computer games-3.03% 
Sport-3.03% 

This question helped me to understand needs of my TA and what they will be happy and interested to find in my magazine.

We can clearly see that things like sport or computer games won’t attract a lot of readers to my magazine and it will be better to focus on most popular things, which are music (25%) and fashion (21%).

Fashion is female hobby and male probably won’t read anything about that. It is why I decided that it would be better to make my magazine mostly for females.
However, main theme of this magazine will be indie rock music. Things like reviews on gigs and stories about bands will be in regulars.

Also I wanted to make this magazine creative, it is why I also want to use art theme in it. Questionnaire showed that 12% would be interested in which is 4 out of 10 people, which is quite good percentage.

3.Which social networks you like to use?
 Facebook-66.67% 
 Twitter- 20% 
 MySpace- 0% 
 Other-13.33% 
 Facebook was voted the most. It means that it will be a right place for placing an advertisement of the magazine and it have to benefit from that, because right TA will be aware of my magazine.

Also it would be a good idea to create a page on Facebook and then all the readers of my magazine can keep up to date with all the latest news.

Also we can make some special offers and competitions, which would be connected right with our Facebook page.

4.Where are you watching music videos?
 YouTube-70% 
 TV-20% 
 Google Search-0% 
 Other-10% 
This question was quite close to the previous one and as far as I can see majority voted for YouTube. It means that it will be a good place for some kind of advertisement and video promotions. It has to make very positive effect on popularity of the magazine.

Also we can make our magazine more creative by finding some unknown groups and promote them. It will be very interesting for readers to watch how new bands and artists are developing.

 5.Radio?
 Yes-50% 
 No-50% 
 My research shows that 50 percent of my target audience likes radio and listen to it and 50 percent doesn’t.

Radio might be useful just in one way, which is advertising. However there are better ways of promoting it is why I think it will be better to leave radio for now.

6.Which music magazines do you like?
ArtRocker-12.5% 
Indie-18.75% 
RollingStone-25% 
Pop-18.75% 
Blender-6.25% 
Kerrang-18.75% 
Most voted for RollingStone

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Rolling Stone is a US-based magazine published every two weeks, which is devoted to music, liberal politics, and popular culture.

Rolling Stone might be the main competitor of my magazine, because of its popularity and similarity of magazines targets.

However Rolling Stone doesn’t have only one music genre on which it is focused on. They may write there about rap stars or punk ones, when my magazine will be focused on rock style, mostly indie rock.

Kerrang, Pop and Indie got similar percentage, which is almost 19%.

I don’t think that POP will be a competitor, because of the completely different genre of the magazine.

However I will consider some features of POP magazine and probably use them.

Kerrang stands quite close to my magazine because of its genre. However I will make my magazine more expensive and female it is why I won’t consider its as big competitor.

Indie magazine is very similar to mine. It might be a problem, because readers, which already used to Indie magazine, will probably stay with it, because my magazine can’t offer anything new.

It is why we have to get good advertisement and get some different themes like art. Then we will attract new audience to it and magazine will stay very unconventional.

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7.How are you downloading/ buying music?
Internet (illegally)-80% 
CDs-0% 
iTunes-20% 
Internet shops-0% 
Results showed that it will be useless to make for example a CD promotion, where readers will get free CD when they buying a magazine. It won’t bring any positive effect because my TA is not interested in listening to music.

However 20% are buying music from iTunes. It means that people probably will be interested in voucher for free music on iTunes.

8.Do you like finding new bands and artists?
Yes-100% 
No-0% 
100 percent answered YES on this question. That means that people don’t like to sit on one place, they like finding out something new (bands, artist, places etc.)

It is why my magazine will be quite interesting for young people. It will find, promote and help to the new unknown bands. Some research on unknown bands as I already said will be held in YOUTUBE.

9.How much would you spend on a magazine?
£1/3-20%
£3/4-40%
£4/6-40%

This question helps to decide on magazine price and design. Should it be expensive or cheap, monthly or weekly?

Results show that my TA is more likely to buy magazines that are quite expensive. It is probably because of the design or quality, which promise almost every magazine with a high price.

It means that the best price for my magazine will be around £4/5, because then I will represent it as an expensive, luxury magazine, which will provide readers with interesting, well-written stories.

The biggest problem will be to make this price reasonable, so I will stop at £4.50 for now.

10.Do you like watching TV?
Yes-70%
No-30%
This question shows that TV is quite good place for advertising of my magazine.

Also we can find out favorite TV shows of TA and make some references about them in my magazine, because then readers will feel connection with my magazine and it will be entertaining and interesting for them.

11.When is your favorite time for TV?
Morning-0%
Afternoon-20%
Evening-80%

This question helped me with decision about TV advertising time.  We can clearly see that 80% of my TA watches TV at evening time, so if we want our advert to spread quicker we have to translate it in evening time.

12.Is it important to have the artist on the front cover playing on instrument?
Yes-10%
No-10%
Depends on the style of magazine-80%

After posting this question I understood my mistake. It is why I decided to make some interviews, to find out is it important for INDIE ROCK magazine to have an artist on the cover page playing on instrument.

People were giving different opinions and my decision is what it is not important as long as you have alternative, interesting picture.

It has to be colorful to attract reader eye and unconventional to support the style.

13.Are you more likely to buy a magazine if it has free promotion in it?
Yes-70%
No-30%
70 percent voted for YES. It means that people are more likely to buy a magazine if it has some ‘EXTRA’ in it. Things like free posters, CDs, vouchers or even cosmetic testers sometimes might be a main reason when person is making a decision.

It is why I think it will be a good idea to have something like that in my magazine, because it will be a benefit when reader is choosing between my and competitors magazines.

However, there might be some backwards. Main backward could be deterioration in magazine value. It can make our magazine look cheap.

14.Which promotion will interest you?
Free CD-0% 
Poster-30% 
Voucher-70% 

70% answered that they will be interested in free vouchers. Also I think this kind of promotion will not be a cheap one.

15.Did you ever take a part in magazine competitions or will you?
Yes-30% 
No-70% 

70% says that they never took a part in magazine competitions and they won’t do it in future. Its mean that it will be useless to make them in mine, because there is not enough people which will be interested in magazine competitions.

16.Would you buy magazine where artist is posing in the studio or performing?
Performing-20% 
Studio-80% 
We can say that photo which was shoot while artist was performing matches the INDIE ROCK style better. However audience prefer studio photos more. Also studio photos are one of the main characteristics in HIP-HOP magazines and as we know this genre took 2nd place in most popular music styles of my TA. That’s mean that by choosing photo were artist is posing in studio we will kill two birds with one stone. First of all we will show INDIE ROCK mixed with some conventions of HIP-HOP. It will bring unconventions to the ROCK magazine. It will be interesting to make conventional ROCK style a bit different. It might be interesting for INDIE fans.

Also we will satisfy 80% of my TA, which prefer studio posing to performing photos.

17.Do you like to read reviews?
Yes-60% 
No-40% 

60% voted for YES. That’s mean that they like reading reviews it is why I think that we should make reviews column as a main one. If we will make review column interesting we can increase percentage of people interested in reviews. Also as we already know 100% of my TA like finding out new bands and artists that’s mean that they will like to read reviews on new albums of different artists

18.What kind of reviews will you expect to see in indie rock magazine?
Gigs and festivals-35.29% 
Clubs-23.53% 
Songs-41.18% 
Computer games-0% 
Restaurants-0% 
A bit more than 40% would expect too see reviews on songs in my magazine, which is quite conventional. Also they expecting too see reviews on gigs and festivals.

Reviews on clubs are a bit unconventional for INDIE magazine, however I think that 23% is reasonable enough to put also some clubs reviews into my magazine.

19.Which kind of articles you expect to see in indie rock magazine?
Interviews-16.67% 
Reviews-20% 
Gossip-6.67% 
Music news-13.33% 
Fashion-13.33% 
Stories about music bands-23.33% 
Best songs-6.67%
 
Stories about music bands got the biggest percentage in this question. That’s mean that people are expecting to see this topic the most. Second place took reviews and then interviews. I think that I will make these 3 topics as my regulars. Also despite the fact that fashion took just 13% I will also put them in my regulars, because this magazine has to be different and look expensive and our main audience are females.

Things like BEST SONGS and MUSIC NEWS might be in my magazine time to time, but not as a regular.

However gossip is not for my magazine. It doesn’t feet my magazine style and status. My magazine is different from yellow pages. It is more luxury and people have to trust it. Also by not including it in my magazine I wont loose anything as just 6.67% or 2 people voted for gossip as for a thing, which they are expected to see in INDIE ROCK magazine.

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Pre Production Survey


Deconstruction Double Page Spreads.

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General Layout:

1.    Notice how the page in composed as a whole:

  • Where and how big the images are?

There are two pictures. First one is on the left hand side and it takes the entire page. I think they put it on that position, because this picture is main one. This picture represent band from this article.

Second picture takes place on the top corner from the right hand side. This picture is first thing readers will notice after opening this double spread page. It is why it has to be strong, interesting. This picture obviously is linked to the article.

  • What configuration are the text columns?

Overall there are 3 columns. All of them are neatly lined up. It looks very conventional.
On top of the columns with the main text there are a kicker, which have to stand out from the other text. This kicker has to be exciting and interesting. It has to make readers to read this particular article.

  • What is the grid use?

Text spread into 3 columns and kicker. Also there is a quote almost in the centre of the page, which is a part of important, interesting picture. This quote has to interest people and convince them to read this article. Also there are two pictures, one of which is placed in the right column.

There is also one big picture, which takes the entire page.
Grid looks very clean, lined up and nice. However it doesn’t look boring, because of the pictures used.

  • What is the overall colour scheme?

Overall colour scheme is white, black and red. This colours looks very well together. Every colour brings different emotions to this DSP.

Red for example brought feeling of anger and passion, it is the colour of blood and sex. This colour is very bright, but it can look cheap if it stands with wrong colours. However black and white made this colour look expensive and tasteful.

Black colour also made this picture looks more like in rock style.

Finally white colour made this picture softer and more mature.

  1. Text elements:

  • Describe how the feature headline, kicker, pull quotes, side bars, body text and any other text differ in font, colour, effect etc… explain why?

Headline has the biggest font, because people have to know what is this article about. The heading of the article has to be interesting, because people won’t read article if the heading is boring and don’t offer them what they want.

Kicker of this article has smaller font, but it still catching reader eye. Most important words in this kicker are highlighted. I think they highlight them to bring them importance.

We can clearly see that they have one pull quote almost in the middle of the page. This quote has font, which is even bigger then font of kicker. They made it like that, because before reading kicker, people usually looking at all double spread page, to have an idea of article. They are looking at pictures and pull quotes.

Also there is one pull quote, which is on the small picture. This quote possibly explains what people on the picture are doing there.

Body text has small, ordinary letters, which looks very conventional.

The side bar is in the red box, it makes this text looks important. Also this side bar has subheading, which has bigger font. Also this subhead has drop shadows, which makes this text stand out.

  • How do the font, colour and effect communicate meaning about the article to the reader?

Colours are quite mature and bright. It doesn’t looks cheap, but makes this picture looks more entertaining and exciting. Colours are quite simple and classic for this type of genre. It means that this article and probably all magazine made for elder, creative and open-minded people.

  • How is the body text aligned: is it interrupted with pull quotes, images, sidebars… how and why?

The body text is neatly aligned and looks very clean and mature. However it is interrupted with one pull quote. I think they made it, because they didn’t want this magazine to looks boring. However it has to be mature it is why small picture and sidebar is fit into one text column.

 

3. Images:

  • Describe position, orientation and size of images: relate to importance within article and relevance to article.

There are just 2 pictures. However it doesn’t looks boring, because both pictures look very interesting.

On the main picture we can see woman and man.

Woman is standing on the front, I think it represents main target audience of this article/magazine. However I think that this picture will interest both, male and female.
This picture is on the left hand side. They put it there, because they didn’t want to distract people from the most important thing on this double spread, which is article. However they made this picture on the whole page, because it is most important picture and it will attract people to this article.

Also there is smaller picture, which is located on the top, right corner.
We hardly can see that on that picture this band is on the stage, singing.
This picture has that location because it will be firs thing on which we will be looking at, when we open this article, that’s mean that this picture had to be strong and interesting as it is.

Both pictures are related to the article.

  • Notice the style of photography: black and white, effected etc…. why?

They didn’t use any visible photo effects. Because of this colour palette this photo looks very bright and exciting. Once readers saw this photo, they will be interested in reading article. This picture promise that article have to be very entertained and exciting.

To reach that effect on audience they used a lot of different equipment in Photoshop. They had to make this picture bright and special.

In Photoshop they changed contrast and used clone tool to make models face looks fresh and to get rid of any possible spots.

 

  • Notice mise-en-scene, lighting, makeup, costume, props etc… why?

Background looks like it is all covered in blood. It has to excite people and make them interested in this article. Blood is red and as we know red is the colour of passion and anger. It might be related to the heading of this article ‘NOT IN MY NAME’.

Make-up also is related to headline. Lipstick of the woman looks like it is a blood coming out of her mouth. It has to interested readers, excite them and make them read it.

Man is wearing the sunglasses. It looks like he is trying to hide himself from paparazzi. He is a star and he is popular.

 

  • Notice captions with each photo?

There is quote on the smaller picture, perhaps it’s related to this photo or describes what are this band doing on it.

Also, there is a text on the bigger picture, probably there are explanations about who took this picture, why and where.

4. Graphical furniture:

  • Notice and describe incidental photography of related imagery: props, images to add meaning to the article etc.

This picture is not incidental; it looks like they spend a lot of time for background and make-up. Both, background and make-up looks like blood. It brings aggressiveness to this article.

Also man is wearing a glasses, it makes him looks like a superstar who is trying to hide himself from paparazzi.
Both, male and female are dressed up quite conventionally, however clothes are perfectly fitting in the colour palette.

  • Notice magazine logo, page numbering and magazine section text on tops and bottoms of the pages.

There are no any magazine logos. Also we can see that page numbering is on the right or left, bottom corner. Magazine section is on the top of the right page of double spread.

  • Notice any other logos, graphics, unique bullet points etc…

As far as I can see there are no any others logos and unique bullet points.

 

     5. Tone and register:

  • As with the front cover notice the type of language [register] used in the feature headline, kicker, pull quotes and body text.

In this DSP they used casual language. This magazine is not about global world problems it is why the language they used is quite simple and it isn’t serious. They may use slang and swearing in it. However slang isn’t very new as target audience of this magazine seems to be quite mature.

  • What is the tone of the article?

Tone of this magazine seems to be about sex and music. They can talk about drugs and alcohol in this magazine. It also might offer some ideas to readers about where to spend Friday evening.