audience profile and mood board.

TheBeat is aimed towards a 16-24 year old audience, however, it may attract other age groups. It does not necessarily cater towards one particular gender, although it will offer more female based interests that other music magazine seem to lack. TheBeat does not focus on one particular genre so therefore its target audience is anyone with an eclectic taste in an array of  music genres. TheBeat focuses mainly on Indie, Acoustic, Alternative Rock and Electro-Pop, although it will feature breakthrough artists of any musical genre. 

In my mood-board I have included bands such as The Killers and Kings of Leon, who reflect the Alternative Rock portion of the magazine. I have also included artists such as Amy Winehouse who is considered to be a jazz musician, although her genre of music does not fit the genre stereotype that I have instilled in TheBeat, I felt that TheBeat readers are likely to be interested in Amy Winehouse and other artists of a similar style. Also, new popular artist Lady GaGa is in the mood-board as she is a breakthrough Electro-Pop artist.  I have included Acoustic artist James Morrison as well, as I feel he is a good representative for the Acoustic area of the magazine.

TheBeat reader is also a music festival aficionado, regularly attending popular festivals and gigs. They are a free spirit who is interested in the popular and more publicly appreciated festivals, as well as attending low-key, backstreet gigs and events. I also included a guitar in the mood-board which represents the Acoustic side of the magazine, as well as what might be some of  TheBeat readers personal interests. They are also interested in other music magazines such as NME and Q, however, they are more likely to appreciate TheBeat as it is a better reflection of themselves and their interests.

questionnaire results.

(click on image to zoom)

Do you currently read a music magazine?

yes - 80% |  no - 20%

I though this was an important question to ask as people who do not read a music magazine already may be more reluctant to read one. I found that a majority of my target audience did read a music magazine already.

How often would you purchase a music magazine?

weekly - 20% |  bi-weekly - 10% |  monthly - 60% |  quarterly - 10%

Many music magazines are published monthly which gives the magazine an overview of the previous month and an insight into the month ahead. However, there are also magazines that are published weekly (NME), bi-weekly (Rolling Stone) and quarterly (FMQ), so I thought it was important to find out what my audience's preference was.

What music magazines do you read from the following?

Q - 15% |  NME - 40% |  Vibe - 5% | Rolling Stone - 20% |  XXL - 10% |  Kerrang - 5% |  The Source - 5%

It was important to me that I had an insight into the music magazines that my demographic were already interested in so that I could reflect what they already preferred.

What music genre do you listen to?

Indie - 60% |  Hip-Hop/R'n'B -10% |  Acoustic - 20% |  Rock - 10%

It was also important that I had an idea of their favourite genre of music so I could include as many genres as possible that interested each individual.

Would you be interested in a magazine solely about music?

yes - 10% |  no - 90%

Although I would never have created a music magazine based solely on music, I thought it was important that my demographic agreed on this and I found that a huge majority were not keen on reading solely about music.

What do you feel is a suitable price for a music magazine?

£1.80 - 20% |  £2.10 - 60% |  £2.80 - 10% |  £3.10 - 10%

As the consumer it was important that the demographic had a say on the cost of the music magazine as they were the people purchasing it.

Who would you like to see on the front cover?

New Artists - 30% |  Popular Artists - 30% |  Music Legends - 30% |  other - 10%

This I thought was an important question as the front cover is the first part of the magazine that the consumer sees. Therefore it was important that I knew who they would prefer to see on the cover. There was an overall agreement that New Artists, Popular Artists and Music Legends were all acceptable.

Which of these topics are more important to you?

Interviews - 30% |  Gigs - 40% |  New Artists - 20% |  other -10%

As the consumer it is imperative that they enjoy reading the content of the magazine, so I thought that this question was very important and needed to be considered.

Would you be interested in reading about the following?

Fashion -40% |  Culture -10% |  Politics - 20% |  Television/Movie/Theatre -30%

All of the above are aspects of most peoples lives and topics that many people are interested in. I thought that it was important to involve these aspects aswell as 'the norm' in my music magazine as it created a diverse magazine that interested all types of people from all walks of life.

What magazine title is more appealing to you?

Music Box - 10% |  The Beat - 70% |  The Forum - 20% |  other - 10%

I though this was an important question to ask as people who do not read a music magazine already may be more reluctant to read one. I found that a majority of my target audience did read a music magazine already.

questionnaire.

focus group.

I asked four people with different interests 'What are you're main interests in regards to music and how would you like this reflected in a music magazine?'. I thought it was important that I asked people with a variety of different interests as i would gain varied answers. The people that I asked were in the age range of 16-24 which is my ideal audience profile.

Kat, 16

"I'm more in to indie  and acoustic music so I'd prefer a magazine that reflected those genres of music. It's important to me that what I read reflects me as a person , so I would be more interested in a magazine that felt like it was targeted at me personally. Although it would be a music magazine, as I'm in to fashion and culture, I would like to be able to read about topics that included these aspects. I feel that music and fashion go hand in hand at sculpting our society as teenagers, so to be able to read about both in a magazine that was targeted for me would persuade me to purchase it. I feel that many music magazines are aimed more at men than women, so to read something that wasn't categorised in to a specific gender would also be great to read."

Joe, 19

"I have quite an eclectic taste so any magazine that collaborated good styles of any music would interest me. I think that it's important to read about things that can stimulate your mind, and I believe that music can do that. When you read a  magazine you need something that will inspire you to go and do something you would otherwise have avoided, but also include things that interest you already. I really like to read about new artists and their stories, how they got in to the industry and things like that. It gives you the realisation that anybody can achieve their dreams and inspires you to go and achieve your own. It's also important to learn about those who've already made it, the legends of music that have made their mark, I think they can inspire anyone regardless of music tastes. I often go to gigs and festivals so to be able to read about those would benefit me as a reader, and I'm sure many other readers also.  I feel that it could benefit readers if they learnt about culture or politics. Many teenagers that re in to music are rarely in to either of these topics, they seem to think it's not  'cool' to know about the world, as if it doesn't affect them. If a music magazine that interested teenagers could incorporate both topics in to it's content it would send a message out to teens that they can appreciate politics and culture, whilst appreciating music."

Ali, 17

"I listen to a collective genre of music, but mainly new releases that are popular amongst everyone. I enjoy listening to most styles of music, but feel that a new 'pop culture' is creating clones that are all interested in the same thing, yet feel that they are unique. If a magazine could have a coalition of different artists, old and new, with different music backgrounds, I feel that the barrier that has been created could be knocked down and open up a more diverse music world. I'm really in to fashion and feel that at times music and fashion are made very seperate. if i read a fashion magazine such as Elle or Vogue, I rarely find an artist who I'm interested in as they rarely fit the fashion stereotype. If I could read about music that I love, alongside fashion that I'm interested in, I would be more likely to purchase a magazine as I'd feel it was targeted for me."

Eddie, 21

"I'm more interested in Hip-Hop and R'n'B, but I don't fit right in to the stereotype. I have quite a versatile music interest and listen to many genres ranging from reggae to indie, to rap and often acoustic. I do read magazines such as The Source and XXL which I feel contribute to my musical needs. They both offer a range of different topics and also include fashion, as well as new artists who I may be interested in listening to. I feel that it is important for a reader to easily relate to the topics that are been introduced to them, and that they should feel comfortable reading about what is in front of them. Being given options and alternative subjects is important as it gives the reader a variety of topics to choose from, instead of being tied down to one particular area. My lifestyle entails  that I go out quite often, and it would be good to read about places that I could go to instead of regular venues that i attend. To be able to read about everything, every aspect of life alongside music, would be a great way to involve and attract a reader."

industry research - Bauer Media

Bauer Media is  Europe’s largest  publishing group. It is a worldwide media empire offering over 230 magazines in 15 countries, as well as online, TV and radio stations.
Bauer Media joined the Bauer Publishing Group in January 2008 following acquisition of Emap plc’s consumer and specialist magazines, radio, TV, online and digital businesses. 
Bauer Media is a multi-platform UK-based media Group consisting of many companies collected around two main divisions – Magazines and Radio - widely recognised and rewarded as being industry innovators.

In 1994, the company FHM magazine which is now a best-selling international multi-platform brand.
Women's magazine Closer was launched in 2002 and Britain’s first weekly glossy, Grazia, was launched in 2005. Today, Bauer Media spans over 80 influential brand names covering a diverse range of interests including Heat – the must have weekly celebrity title.

Weekly 12.4 million people listen to a Bauer Media radio station. Bauer Media owns the number one and number four commercial radio stations in London, Magic 105.4, which has held the top spot in London for seven consecutive quarters with roughly 1.9million listeners weekly. Bauer Media also own Kiss 100 which is targetted at a young, dance audience. 

Bauer Media reaches over nineteen million UK adults across multiple media platforms, owning more than eighty influential media brands spanning a wide range of interests, including heat, Grazia, Closer, FHM, Magic 105.4, Kiss 100, Kerrang! and Q Radio. 

textual analysis - Rolling Stone.

Rolling Stone is a New York based magazine that was founded in 1967 by its current publisher Jann Wenner. It is issued bi-weekly - unlike other music magazines - by Wenner Media LLC, who also publish other American magazines such as Mens' Journal and US Weekly. The magazine costs $5.95 and has a vast circulation of 1.4million. Rolling Stone also has a very popular website and also a MySpace page, which contribute to a lot of its readership.

Although the magazines reader profile is more likely to be adults,in the 1990's it changed its format to try and appeal to a younger demographic, by focusing on younger musicians and actors. Rolling Stone is also known for its political coverage as well as its music and this could appeal more to middle-class adults who have strong political views. Although it is categorised as a music magazine it also involves many other aspects in its content and on the front cover. Whilst a musician is usually customary for gracing the front cover of music magazines, Rolling Stone tends not to conform. Although it has had musicians from Jay-Z to Britney Spears, it has also included 'The Hills' cast and also Brad Pitt. On the front cover that I have chosen Jay-Z has a very powerful facial expression which suggests how he perceives himself. His clothing also seems to give the impression of wealth and power which is what Jay-Z epitomises, and the font colours used match that of his suit. I have also used a Rolling Stone cover featuring the popular MTV series 'The Hills' cast. The series is very popular, especially with a younger audience so this will draw in a younger demographic that Rolling Stone are trying to appeal to. The girls body language is quite free and laid-back, but also looks extremely staged and their facial expressions echo this. The use of Jay-Z who appeals to a wide demographic and 'The Hills' cast, suggests that Rolling Stone are evidently trying to appeal to a younger audience, as apposed to many other issues of their magazine where they have used older actors or musicians such as Pink Floyd, Sting and Keith Richards.

Rolling Stone has a very recognisable typeface which is easily memorable for the consumer. The front cover is full of simplicity with only one photograph used, and three fonts with a small enough amount of writing so not to distract the consumer from whoever appears on the cover. The font colour will often change along with the cover model(s). This is obvious when you compare both magazine covers that are shown. On the first cover featuring Jay-Z, the font colours are black and silver, which reflect his image visually. Whereas on 'The Hills' cover, the font used is pink which connotates a more feminine and girly image for the consumer, which is reflected by the girls' facial expressions also. The layout tends not to change issue to issue. The cover story usually takes the main focus, with featured stories running along the side of the cover.

Inside the magazine it has a diverse content ranging from music, to films to politics which differs to many other music based magazines. Many of the advertisements in Rolling Stone are advertising alcohol which would suggest that the magazine is intended for anyone over 21, as that is the legal drinking age in the US. Although the magazine is mainly about music, the other topics included are very broad and have as much conent as the music articles which suggests that the magazine feels it should inform its audience about other areas besides music.

fanzines.

A fanzine is a nonprofessional publication produced by fans of a particular cultural phenomenon for the pleasure of others who share their interest. Typically, publishers, editors and contributors to fanzines receive no financial compensation. Fanzines are traditionally circulated free of charge, or for a nominal cost to defray postage or production expenses.

Rock Fanzines were produced in the mid-1960s. Science fiction fans began to recognise a shared love of Rock&Roll. An example of this is the American fanzine, Crawdaddy! which preceded both Rolling Stone and CREEM . Crawdaddy! is regarded as the U.S. pioneer of rock journalism, and was the training ground for many rock writers, just finding the language to describe Rock&Roll music, which was only then beginning to be written about as seriously as folk and jazz.

Mod/Punk Fanzines were also very popular in the 70s and 80s and included features specific to either one, such as fashion and music. In fact, the publication of a fanzine in New York actually introduced to word "punk' by naming it so.

Local Music Fanzines in the UK covered the local music scene in a particular town or city. Mainly prevalent in the 70s and 80s, all music styles were covered, whether the bands were playing rock, punk, metal, futurist, ska or dance. Featured were local gig reviews and articles that were below the radar of the mainstream music press. Such fanzines included Bombsite Fanzine, Liverpool 1977; City Fun, Manchester; 1984 and Town Hall Steps, Bolton.

The diversity of content is one of the most striking features of fanzines. There is a perception that fanzines deal with one particular band or personality, the majority of fanzines are exactly the opposite of this. In fact, the majority of music fanzines do not even limit themselves to just covering a variety of music. It is commonplace for a fanzine to also include articles on films, books, short stories and pieces on the zine producer's life. Art and drawings are also an important part of many fanzines.

The Internet poses significant opportunities for fanzines as an area where small-scale publishers can have as good a chance as professionals to be recognised for the quality of their work. At the same time, the electronic media has been suggested as meaning the end of the Fanzine's personalised style.