I chose to analyse Teen Vogue Magazine, Seventeen Magazine and Kerrang! Magazine as these three magazines are primarily read by an audience of people ages 16 -25
The demographics of Teen Vogue consist of:
Age: 13 – 21
Gender: Primarily Female
Ethnicity: American, Asian, African, Hispanic
Socio-Economic Status: ABC1
Geographical Location: American
The psychographic profile of this magazine I believe would be ‘Aspirers’ as this magazine focuses on designers and brand names which would interest this audience.
The Demographic profile of Seventeen magazine consists of:
Age: 10 – 19
Gender: Primarily Female
Socio-Economic Status: C2DE
Geographical Location: America
The psychographic profile of this magazine would be ‘Mainstreamers’ as this is a very stereotypical ‘teenager’ which stereotypically focuses on large groups of girls and what they would want to know about.
The Demographics of this magazine are:
Age: 15 – 24
Gender: Primarily Male
Socio-Economic Status: C2DE
Geographical Location: UK
The Psychographic profile of this magazine would be ‘The Individual’ as this magazine is aimed at people of a distinct taste in music not typically ‘mainstream’ and is ‘individual’
Teen vogue’s magazine cover is quite scattered and doesn’t have a very ‘professional’ look, keeping it youthful and relates to the target audience of a teenage audience. It uses different fonts on the front in a choice of two colours to keep it not looking too busy and clustered but still attracting to different titles with the various fonts for interest. The image used is of a popular female celebrity to appeal to the audience who may be influenced by them and look up to them, she is also smiling and isn’t shown in a sexualised manner as this is unsuitable for the under eighteen’s who read the magazine. This has many meanings; that she is a good role model and has been used for the cover, that the photo would not be appropriate for the age group of this magazine and that the magazine is a friendly and welcoming magazine.
Furthermore, on the cover of the magazine, there is also a red spot which reads the headline ‘Hermione returns! Harry Potter star’ the red -which also has connotations of importance and alert – is used to make this an important headline and relates to the image of Emma Watson on the front of the cover. The title is also in the same classic font that ‘Teen Vogue’ is usually styled in which makes it more noticeable to future buyers as they know what they are looking for. ‘Teen’ is also in a pale pink which is girly and relates to the primarily female magazine as pink is stereotypcially a girl’s colour.
This article is created in a way to grab the attention of the audience visually and by the us of text to interest readers. For example, in use of language; pronouns such as ‘You’ making it seem more personal to the reader and that they are building a relationship with them just like a person.
The uses of images for this article is simple and does not overwhelm the page too much while still being eye-catching. There is also an image of a product on the page which fills the page up without being too crowded and it is tactically placed so that is looked professional on the page while also still standing out without taking away from the text.
The colours also look quite professional with minimal colour allowing the image of Kristin Stewart to add a pop of colour and the title is the main colour on the page with block bold letters in bright pink and red which has connotations of power and alertness which brings the attention of the audience to the title of the article.
The font used is easy on the eye without being too bold or ‘italic-like’ while putting the important parts of the text in different colours and bold which adds to the importance of these words.
The layout of the page means that all aspects of the page get the same amount of attention because of how the title, text and photo is positioned to fill the page along with other various aspects such as colour and the overall appearance. The Layout means that the page has been filled up nicely without being too cluttered and I believe this is because of the limited colours used.
The cover lines on the article uses bolt font to make key words which stereotypically appeals to the target audience (woman) such as, Pretty, Fashion, Confidence and Celebrity names. This is a technique used to draw attention to the magazine as these are topics woman stereotypically will be interested in.
The captions (Not having appearance in mind) are catchy and used in a way to overall attract people to the main points of the story such as ‘Indie’ and ‘Rock’ which will stand out as main subjects to people who would be interested in this and are more ‘alternative’ as this style may appeal to them more. When I create my own magazine for my final major project, I can keep in mind using key words for my captions to quickly attract readers to reading the article.
Genre is many styles and forms of art such as music and literature.
As my chosen genre for my final major project magazine is fashion, I will be focused on a large variety and popular subject for magazine genres. I have noticed through prior knowledge and from my primary research that all fashion magazine covers will feature a famous face whether it is a model or celebrity. This is because this will bring popularity to the magazine depending on which model or celebrity is in the limelight at the current time so magazines are more likely to put somebody on the cover who is very popular in the media at the time.
The use of language fashion magazines regularly use are key words in various fonts and sizes which appearance-wise make some of the key words seem more important than others. These type of magazines will primarily prioritise the use of key words to stereotypically attract females to wanting to read their magazine such as: ‘Beauty’ ‘fashion’ ‘Weight’ ‘Sexy’ ‘Confidence’ ‘Shopping’ and many other words which stereotypically interest woman. The colours used for these magazines are also usually bright and bold making them stand out and look visually appealing as this may influence the reader to judging the magazine by it’s cover and believing the cover to being as good as the content inside.
The fonts used on these fashion magazines use many various types to add variety and depth to the front cover by using bold fonts and italics. By doing so this highlights some words more than other to draw attention to this word in hope that this may attract readers the most. Magazine editors also do this by enlarging words to bring the most attention to this and make it the focus point of the magazine. When creating my own magazine, I will keep in mind focusing in on key words to draw attention to and give the readers an insight to what topics the magazine will include.
The layout of the magazine is always in the style of ‘tidy yet scattered’ with a large and bold font for the title at the top of the page with captions down the side usually in colourful writing to go with the background and model of the magazine to make the overall image of the front cover more visually appealing.
The front cover captions always included topics which would attract and relate to the demographic profile of the target audience and what they would most likely be interested in to entice the audience to buy the magazine. For example fashion and beauty tips would be displayed in large fonts to increase the interest into the magazine and makes readers more likely to read about the other captions displayed.
Using the national readership survey, I researched the readership data of various fashion magazines and their statistics on a monthly basis. Vogue Monthly has a total of 752,000 readers of the print title (with access to the PC version) and with a complete total of 851,000 readers per month with print and PC version. Meaning a 13.2% increase to the readership percentage when PC viewers are included.
Another magazine I researched is Seventeen magazine as this is a very popular magazine. I found that Seventeen magazine is the largest monthly teenage media brand with a complete total of over 15 million readers online and print per month.
Lastly, focusing on Kerrang! magazine, according to the NRS (National Readership Survey) Kerrang! Has a total of 419,000 print readers (but also has access to the PC version) with 27,000 people reading Kerrang! online. Overall, Kerrang! has a complete total of 446,000 readers per month. This includes a 6.3% increase with PC.
What Is A Target Audience?
A target audience is usually a group of existing customers with the same common interests and characters usually determined by age, gender, income and stereotypes. Publishers will usually focus on these to meet the needs of the demographics of their audience. For example, designing and creating content which is more suited to a teenage girl by designing a magazine which would appeal to their interests visually and through content by using bold colours and ‘feminine’ colours such as pink, purple and pastels. And making fashion, beauty and popular celebrities in the media focus points of their magazine to appeal to the target audience being teenage girls.
It is important to understand and research the demographics of a publishers target audience to get a clearer understanding of their needs, interests and what will appeal to them through visual appearance and content. This may mean modifying what may be usually required or expected to meet a buyers need. For example, a magazine which is stereotypically designed for teenagers may need to be at a lower price as teenagers would have less of a disposable income to spend on magazines. Marketers would also have to focus on what their rivals are doing to be successful and sell by matching that or being even better. By doing so, this would tell the seller the habits and interests of what their target audience is most likely to like and respond to. This is why most companies will have a plan to keep up with that their audience is interested by looking for activities that they may be interested in and enticing their readers to wanting to buy their product. Some magazines also use free gifts to persuade buyers into wanting their product buy giving away a free gift that marketers would know their target audience would like through research and evaluating their target audience’s interests and hobbies.
From the three magazines I am researching, I have conducting research on the publishers of these magazines and what they stand for and if these publishers would be suitable for my magazine if it was being produced professionally.
Teen Vogue’s publisher is called Condé Nest. Condé Montrose Nest, a publisher born in New York City launched his empire in 1909. The magazines published by Condé Nest are typically based around lifestyle including travel, culture, food, home and fashion, which is the main portion of the company’s focus. Nast is committed to greatest the highest-quality magazines for the company’s readers, which if I was to create my magazine professionally, would be a good promise to make to your target audience.
Seventeen magazine is published by Hearst Magazines, one of the largest national diverse media and information companies. Hearst Magazines have published seven versions of Seventeen magazines around the world alone. Hearst Magazines has 21 titles in the U.S and is the leading publisher of monthly magazines in terms of paid circulation and reached a total of 78 million readers of Spring 2015 and has 54 million visitors to the site each month. (ComScore) Hearst Magazines started in 1910 by Randolph Hearst when he bough Nash, a British fiction magazine. Hearst promises delivering entertaining and trusted content to their audiences in ways that are most relevant to them and launching new titles in anticipation of audience requirements.
Finally, Kerrang! magazine is published by the European-based media company, Bauer Media Group. Bauer Media first ventured into publishing in 1990 with the headquarters based in Hamberg, Germany. It manages over 600 different magazines, 400 digital products and 50 TV stations and radios. Bauer Media Group has a workforce of approximately 11,000 employees in 17 countries. As well as having a successful magazine in the UK, Kerrang! also has a record-breaking website with it being the most successful digital launch in Bauer Media’s history. The website attracts a huge 8 million page views per month as well as having an astounding social media following, via 745,000 Facebook fans, 583,000 Twitter followers and 78,000 Instagram followers.
After my initial research, I feel like if my magazine was to be published professionally by a company, the best company for this would be Condé Nest as this company focuses their attention on lifestyle-based magazines such as home, food, travel and their most attention-prone subject, fashion. As my magazine is the majority fashion-related with aspects of lifestyle (as my magazine double-page spread will be about Festivals and their fashion) this company would be perfect in helping to produce this as I would learn how to attract this certain target audience which may like the appeal of my own magazine and aspects it holds and I would also be able to research into what attracts my target audience and their interest and what appeals to them the most and try to include this in my magazine. When working with this company, I would learn what codes and conventions they use to include in their magazine to appeal visually and through content to their readers. For example, colours, fonts, layout, topics to include and appropriate topics for my target audience.
For the main codes and conventions of my magazine, I would have to keep a colour scheme in mind using a selection of bright colours without the front cover being too cluttered and bright as this can put the reader off buying the magazine as the cover of the magazine is the selling point as people ‘buy with their eyes’ meaning a cover has to look the most visually appealing and exciting to the magazine’s target audience. I would use bright colours as many fashion magazine’s use bright colours as a method to attract their audiences as the cover is the first thing they will notice.
The magazines I have researched all have similarities and differences but target their audience is the same way. Visually, The colour scheme used on the front of the magazine is usually bold and bright colours giving connotations of excitement and happiness making the magazine seem more positive and friendly. The magazine cover uses a limited amount of colours or has a matching colour scheme to make the cover look less cluttered, easier to read and more attractive. The magazine will also feature a well known face on the page such as a popular celebrity or model to attract their target audience to looking at the cover, by doing so, this then draws them to reading the actual text on the page and gaining an interest in the magazine. Furthermore, magazines will also display many headlines on the front of the cover in bold colours and texts with the larger fonts being a headline that the magazine company believe their target audience will mostly be interested in. This method is used by many magazine companies and brands to maximize the chances of their target audience wanting to buy their magazine.
To conclude, my initial idea is on the lifestyle and fashion of Festivals and what essentials to bring and what to wear to a festival. My cover will include an image which shows the lifestyle and fashion aspect of my articles. I will have my image as a tent with some props of items to bring to a festival surrounding the entrance and a model inside the tent wearing their festival attire. I will then have many headlines surrounding the front cover like a typical magazine as if this was a professional magazine, this would be a a marketing technique to attract my magazines target audience to buying the magazine. I will arrange the headlines in a colour scheme of a limited amount of bright colours so this will attract readers yet keep the cover looking tidy and readable. The fonts will also be a mixture to add interest and diversity into the cover by making it look more interesting. For my masthead, I will have this centered at the top of the page in a large and bold font to make it stand out in attention from the bright and exciting colours of the background and fonts which make the page busy. With the masthead being bolder and in black, this counteracts the bright colours of the cover and this will make the cover come together and look professional and marketable. By doing this I will keep my magazine looking professional and will appeal to my target audience as they will typically like the bright colour theme and headlines which is the layout for many successful magazines.
My first page spread will have an image (Down below) of essentials to bring to a festival (excluding the obvious, tent, stove, etc) on the left side of the magazine with the text following this which will list the essentials to bring to a festival (More than what is shown in the example photo) and tips on what to bring and why. I will keep the text in black like a professional magazine would but will highlight important words in a bright word which can still be read such as pink or green. To add a pop of colour and make the page look more interesting and entertaining to read. I will also have quotations from my article displayed in a bright font with a exclamation bubble to add something to the page to make it look more interesting instead of all text. The masthead for this page will be above the text in an interesting font as I will have to make the text page look as interesting as possible as readers are not usually interesting in reading a lot of text unless persuaded by visuals.
Finally, my second page spread will have the text on the left side of the magazine which will list different styles of fashion seen at festivals, how to style yourself and make outfits suitable for a festival and what to wear to achieve the look. The image will be on the right side which is flipped from the first double page spread to add diversity. The image will consist of a model in a field (to replicate the background of a festival) with the model wearing a ‘boho’ inspired outfit which are seen very commonly at festivals and possibly a few props on the field to add to the festival vibe. Because of the image being bright, I will add to this by keeping the important text parts of my article in a bright colour just as I did with the first double-page spread.
These are some examples of some Magazine front covers. I chose these for my mood board as I like that these covers have captured a simple design and turned it into something exciting and interesting for a reader to view using fonts, design techniques and colours. I believe I can use these as inspiration by taking different styles from these covers and designing them to suit my target audience such as vibrant and bold colours to be youthful and suit the ‘festival’ lifestyle in which I will be writing about.
These article designs all have different themes to fit throughout the magazine keeping it looking professional and interesting by adapting every page slightly depending on subject. For example, these layouts use themes such as retro and black and white which may suit the content that is in the article. I can use the inspiration from this mood board by choosing a style and adapting it with patterns and colours that suit what I am writing in my article.
This mood board is a range of outfits linked with my initial idea for my double page spread on ‘Festival season’ and primarily focusing on Fashion worn during festival season and essential needed for a festival. I chose these images to give an overall sensory of how I want to display my article and what I need to include. It also gives me a view on the theme I can use for my magazines based on patterns and colours found from these photos to match what I am writing about.
I gained some initial data from three candidates about their opinion on my mood board, the type of magazines they consume, how often they consume magazines, how they consume their magazine and what they like about the type of magazine they read. I went to Twitter to do a poll and came back with the following results:
I asked for an opinion on how my mood board could be improved with the two out of the following people saying I should use individual photos on focused areas. For example, I am writing about festival fashion, so instead of having an image of a full outfit, I could focus on accessories, hair or separate pieces of clothing. From this feedback, I can use this to improve my overall piece and next possible mood board.
I then asked how often people would read magazines on a general basis with the answers all being less than often. This would show that this audience of people (16 – 24) are less likely to read magazines.
I then asked what kind of magazines people would often read with the answers being beauty and fashion. This could stereotypically tell me that these people are female and that they would be more interested in my mood board as it is related with beauty and fashion in different aspects.
Furthermore, I then asked how people would consume their magazine with quite a range of answers. However, breaking the answers down it shows that print is overall the most popular choice and that online reading is also done by this audience which may be because of their age and likelihood of being on the internet more often than an older audience who would consume information in other forms such as newspaper prints.
Finally, I asked what people liked about magazines and the ones that they read with the soul purpose people had from reading was because they were interested in the subjects the magazines contained and was for entertainment purposes.
Images & Layouts
Pinterest – Magazine layouts
(author, date, title and publisher)
Hidalgo, Marta. R / 2007/ Young Fashion Designers/ EverGreen
Jones, Terry & Mair, Avril / 2002/ Fashion Now/ Taschen
Legal & Ethical Issues