4 | Evaluation

Who would be the audience for your media product?

To begin my research stage I researched into my target audience:

Research on 'Alternative-Rock' on Prezi

My target audience are young teenage-adult females in the demographic of adventurers I based this on the fact at the planning stage of my magazine, I researched into my primary target audience: Fans of Alternative-Rock. I did this through as survey I did anonymously through the Internet. The first question I asked was 'What gender are you?' Of which my results showed that two thirds of my audience were female, this allowed me to clearly confirm that predominantly my target audience would be female. I then asked the age of my target audience and the most popular response was '16-18'. This allowed me to clearly know the age of my target audience. I also asked my target audience which colour scheme they preferred with a range of options such as 'pastel colours' to 'flourecent colours' however, my most popular response was a nautical/patriotic colour scheme, this allowed me to make some initial ideas about my target audience. I then asked them what leads them to buy a magazine the most popular response was 'event's' again, this allowed me to connote a significant amount about my target audience. I then asked what type of magazine they preferred formal or informal in which they said they preferred informal. I also asked my target audience whether they were more attracted to up-and-coming artists, of which the response was predominantly yes.  Based on the theory of Katz and Blulmer I can say that my audience would read my magazine firstly for a form of surveillance, I know this as they turn to my magazine for information, again this leads me to believe that I should include different interesting forms of information to lead them to my magazine, also Personal relationship and identity. Hence, the representation of my artist, the colour scheme, the articles and font must create an overall brand identity suitable for my magazine to draw them into my magazine.
Based on the information I received from my research survey I was able to create a primary audience concept:
- Predominantly Female
       I know this from my survey responses.
- Ages 14-20
       I know this from my survey responses.
- Interested in Indie/Alternative-Rock music
       I know this from my survey responses.
- An Adventurous audience
       I know this based on the fact that through my survey my target audience collectively conveyed feelings that they were interested in events and concerts they were also interested in more unconventional aspects in comparison to other magazines revealing that they are a more adventurous audience.
- Presumably mostly in education/Unemployed
       Due to their age I can deduce they are more than likely still in education.
- A lively audience
       My audience said they were interested in events showing that they are obviously energetic and lively.
- Interested in the more vintage/retro style
       Based on the colour scheme which is a more retro colour scheme, I can deduce that they are interested in a more retro/vintage 1940's style, yet due to their age, they more than likely prefer a mire urban edge.
- Interested in a more informal style of magazine 
       I know this from my survey responses
- Interested in the magazine for Personal identity/relationships and Surveillance
       When asked what draws them to a magazine my target audience responded information, this clearly shows that they are interested in using the magazine for surveillance. Also, the fact they were interested in events shows they are interested in the magazine for personal identity, their choice of colour scheme and the fact they themselves have narrowed them self down to a fan of Alternative-Rock and done my survey shows they are involved with the magazine for a personal identity and relationship.

I concluded that my target demographic/phychographic are aspires and explorers, I also found that they would be students. I found this through outlining the target audience of my chosen music genre, and so targeted my magazine at that audience.

3 | Evaluation

What kind of Media Institution might distribute your media product and why?
Option One: Bauer Publishing House

Bauer began as just a small printing house, but has now grown into a worldwide publishing company, distributing all forms of media such as, magazine, radio and television with offices in up to 16 countries including China. Bauer distributes up to '282 magazines in 15 countries'. Bauer distributes the publishing brands: 'Bella', 'Take a break and That's life!' As well as the Media Brands: 'Q'magazine, and 'Kerrang!' and radio form: 'Bauer radio'. Bauer also has a '50% stake in the British television Company Box Television'. Bauer gained a revenue of '€1.79 Billion in 2006', with '6,400' working employees. However, what makes Bauer an ideal distributor for my magazine is the fact that it distributed a similar magazine to mine: 'Q' magazine. Gaining from it a profit of '89,450(m)'. This obvious success leads me to believe that Bauer although, not an independent company could be an idea distributor for my magazine. 'Q' Magazine is sold in any local newsagent (in the UK) and can be ordered at request, also, can be sold at some WHS Smith and any HMV. This is ideal, as I intend for my magazine to be as locally available as Q is, as well as more industrially available, similarly to 'Q'.

Again, making Bauer seem an ideal distributor, as although, it is a global conglomerate as shown by the example 'Q' respects the more independent qualities I wish to keep whilst globally distributing my product. Also as my product has been produced for a more niche audience, I intend to sell my product in more private book stores and selected stores. I also think my magazine has an ideal opportunity for synergy for example holding concerts and events to gain a larger revenue, as well as attracting a larger global audience similarly to 'Q':   "Q will chalk up a quarter century in 2011 and will do so by continuing to extend its reach amongst audiences online, on TV, on Radio and at live events." Said, Stuart Williams, MD of Bauer Media's and Film Portfolio.

Option Two: IPC

"IPC Media produces over 60 iconic media brands, with print alone reaching almost two thirds of UK women and 42% of UK men – almost 26 million UK adults – while their websites collectively reach over 20 million users every month." IPC was reported to have been largely affected by the 2009 with a loss in profits by 37%. This is particularly unappealing as it makes the distribution company seem unreliable.  IPC distribute the music magazine: 'NME' as well as 15 other magazines. 'NME' is most known for its website form, as it is the "Europe's most successful music website, with over 4 million unique users across the globe." This is appealing, as I would like my magazine also be in an Internet form. However, based on the other magazine IPC distributes and the older target audience, I do not fee that it is the best option for my magazine.

I think Option One: Bauer Publishing House would be the best distribution company for my product as it produces other similar Media products such as 'Q' magazine, based on their success under this Publishing Company, I believe my magazine will mimic such success. Also similarly to 'Q' magazine I would intend for my magazine to be available on order for local shop agents, so it is readily available for my niche audience.Although my magazine would be sold at some WHSmiths and HMV stores so it is easily available, I would also like my magazine to be sold in private, specially chosen in areas where areas where my target audience are situated such as soho, or covent garden. I also feel which such a global conglomerate as a distributor -Bauer Publishing House- there are ideal situations for synergy, such as music festivals, or even CD's featuring all up-and-coming artists that have been featured in my magazine, also a radio station in association with Bauer Radio.

2 | Evaluation

How does your media product represent a particular social group?

The target audience of my magazine are predominantly female, who are obviously fans of my chosen genre: Alternative-Rock/Indie. My magazine is targeted at a younger audience of around 14-20. An Indie fan tends to have a more unique dress sense: a mixture of both the vintage/retro style with an urban/modern edge. The indie style can also be relatively grungy, as well as, smart. I have focused during the creative process of my magazine not to negatively portray my particular social group, in order to make the magazine particularly more appealing to my target audience. My magazine will cost £2.50 which is relatively expensive however, the content, and style of magazine compensate for the price I feel, the price isn't unreasonable considering that the magazine will be distributed monthly.

Artist representation: 

Firstly I chose a female artist as, the research from my questionnaire showed that the audience were predominantly female. Hence, I thought that my more female audience would feel a sense of familiarity in the fact the artist is female and they would be able to relate to her. As you can see I have used a close-up shot similarly to the other indie magazine present. This is to make the magazine look more personal, and the audience more involved. This is supported by the fact that the artist and the example magazine are giving a direct-address. Again, this makes the magazine more personal, as it makes the artist again, seem more personally involved. It also presents the artist as a strong confident character which is appealing to the audience as it inspires them. You can see the artist in the other magazine has been presented as playful yet adult, I have tried to capture the same portrayal by having my artist smiling. The artists expression is smiling, this makes the artist seem upbeat and happy. My artist, in contrast has only her face in shot, where the other magazine has the artists hands against her face. This makes the artist in Indie magazine look shy, whereas, by only the artists face in shot presents the artist as again confident.

I specifically chose for the artist to not look more, stereotypically seductive as, based on my target audience of teens; I felt it more important that the artist be presented as more confident and inspirational, creating a more positive aspiration for teenagers and young adults. I chose for the artist to be presented as less sexually proactive as it untypical, and would attract the younger audience. It is also more suitible for the audience representation, as it makes the social group targeted itself as less objectively sexual and more inspirational. My target audience is also predominently female hence, it seemed relavent for the artist to be presented as more an inspirational figure, rather than a sexual aspiration for a more male audience. This is supported by the fact the artist isn't wearing seductive clothing, or vibrant makeup.

Indie Fashion:

The conventions of a female Indie fan:

- Long messy/wavy hair

- Baggy over sized clothes

- Jean shirt or a patterned shirt

- Short shorts/skirts

- Show-jewelry

- Dr Martens or big 80's Rock-scene boots

- Minimal, and/or, dark make-up

- Patterned clothes

Clothes:

Indie clothes tend to be over sized and baggy, this is because the style has been altered from the original 80's style of over sized clothing. This presents the Indie genre, as creative and retro, it also plays on the conventions of the 80s style portraying an Indie-fan as also upbeat and careless. It also makes the artist in my magazine seem less as vain; as if she were wearing the baggy clothes for comfort rather than fashion, again strengthening the Indie look as more, careless, yet original and less as mainstream. The baggy clothes can also be called the 'boy-friend' style as they are meant to be supposedly so baggy that you are wearing your boy-friends clothes, this presents the social group as more wild, and confident. The Indie style also tend to wear a lot of Jean. Again, this could be portraying the artist as careless for fashion, as they may simply be wearing the jean for warmth.

It could also be to suit the retro style, with again, an urban edge, this portrays the artist and Indie scene as up-to-date and unique, and again, showing that they do not follow the mainstream. The messy look also makes the Artist and Indie-scene, seem more careless yet, wild and positively upbeat. It also again focus' on the more urban-look again, without being too mainstream, portraying the Indie fan as original and different.  The Indie style also focus' on a more upbeat style of bright colours and pattens and show jewelry. This brings a positive edge to the grungy 80s style. It also makes the signature Dr Marten boots for example, seem less as threatening or oppressive but makes them look more childish in some ways like a child wearing an adults shoes, portraying the Indie scene as more playful, supported by the over-sized cardigan.

Hair:

The Indie-style are known for their long, messy or wavy hair. The length of the hair, in some ways makes them seem childish like a child with long un-cut hair, it also, has obviously taken them some time to grow their hair to that length, however, it also makes them seem committed and/or patient. It could also make them seem more careless, and free, simply allowing their hair to grow naturally without styling it. This is supported by the fact the hair hasn't been forcibly straitened, or curled, it has just been naturally left. The fact that the hair also has the unbrushed look also makes the artist and Indie fans seem more grungy and careless, and again, wild. The hair also being left creates a more natural look, this is a positive portrayal of an Indie fan as it makes them seem again, more careless for the mainstream style but confident and comfortable in a more natural style.

Make up:

Similarly to the hair of an Indie fan the make-up tends to be minimal. This makes the Indie fans and artist seem more confident and again, more natural. However, it is also popular for the artist to wear thick eyeliner, this could simply be strengthening the more natural look or, could be adapting the more 1940's style make-up (thick eyeliner and natural pale shade of foundation), again drawing in on the retro style. It also makes the artist and Indie style more feminine as well as, creating a signature look. The make-up around the eyes also draws the attention to their eyes. It also stresses the fact that although the artist is wearing make up they do not intent to look seductive.

1 | Evaluation

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

In what ways does your media product use, develop or challenge forms and conventions of real media products? on Prezi

FINAL Double-Page Spread

FINAL Contents Page

FINAL Front Cover