After identifying who my competitors were. I researched their products further in an attempt to identify the conventions of the genre.
Masthead- The way in which the masthead is largely covered by the large image is unusual. In doing so it runs the risk of alienating potential buyers by reducing the brand identity. However, with Kerrang being a massively popular publication, most buyers will be able to identify the magazine even with such a large obstacle in front of the masthead. The black on white nature of the masthead draws in the audience as the contrast creates a very powerful image, reinforced by the exclamation mark.
Large Image- Following the conventions of the media, the large image is relevant to the lead story line. The image acts as a canvas for the cover on which the rest is mounted. This gives the suggestion that the related story must be important to warrant such a large space. The people in the picture are looking directly at the reader. This is to engage them and create a connection between magazine and potential buyer so to increase sales.
Large Heading- The large heading of “Biffy Clyro” is as big as the Masthead. This suggests that the story carries real importance. It also brings in a second degree of brand identity. Biffy Clyro are a massive band and Kerrang are using this to help sell magazines by trying to attract fans of the band who aren’t necessarily regular buyers of the magazine. The font used is the official font of the band, a technique that is very effective. It helps keep each individual cover fresh by not reusing the same style week after week and helps link the image with the heading.
Sub-heading- The sub-heading works as a pun. At the time of the magazines release, the band had released their album “Puzzle”. By including this in the sub-heading, it gratifies the reader as they feel they are part of an in-joke, creating a connection between magazine and audience.
The main cover line is larger than the masthead. This is done because Morrissey is an iconic figure amongst NME’s target audience so the publication becomes of secondary importance. Morrissey is also seen looking directly at the camera, creating a direct mode of address.
None of the colours conflict with the image, allowing the words to have greater emphasis. The cover is very limited on its use of colours to create a professional image. Whilst the colours that are used resonate with the target audience of indie fans and students as the yellow, white and blue reflect a party atmosphere,
Supporting Images- Kerrang’s contents page is heavily image orientated, leading little room for text. It is therefore essential that the images can give some indication to the stories behind them, otherwise the reader would be very unsure as to what is actually in the magazine.
Brand identity- There is very little brand identity within the contents page, the only mention of Kerrang is in a miniscule picture in the upper left corner. It seems likely that the editor is certain that by the time someone gets to the contents page they won’t need reminding that they are reading Kerrang.
Editors letter- The editors letter is a convention of music magazines. It adds a personal touch to a medium that cannot often feel quite cold and unconnected to the audience. It also allows the audience to understand what themes a particular issue of a magazine is based around.
This example from The Big Cheese is very structured and concise. The listed contents are surrounded by supporting images illustrating the stories written about. Clearly the magazine has aimed to make navigation through the magazine as easy as possible. Fonts that require little effort reading are used as to not make reading the contents page difficult and unappealing. Like most music publications, not every page is outlined in the contents page, this is due to advertisements and pages with multiple content. It also allows a more concise reading.
Text- Kerrangs double page spread is very heavy on text. Being a news piece this is expected as they need to get the story across as fully as possible. The inclusion of “world exclusive” is very important. It’s a phrase used whenever possible in the news industry as it gives the product a unique selling point. The size of the text varies greatly. The heading is large and bold, promoting the idea of “the best MCR”. It presumes the reader knows what MCR stands for, creating a connection of knowledge between reader and article. The main chunk of text is in a very small text, attempting to make the article look less text heavy in an attempt to convince people that it isn’t too much effort to read.
Heading- The heading is the most eye-catching piece on the double page spread. It uses both the middle and right third of the pages to force the readers attention upon it. By sandwiching a line of white writing with red writing, it can reinforce the point far stronger than if it merely used italics or underlined it. The heading is also a direct quote from the band, giving information to lure the reader in.
Image- Imagery is used very heavily in the piece. They show a variety of different scenario’s, suggesting there is a large variety of information available within the text. The photo’s are all monochrome, giving an impression of warmth to the piece. Monochrome photography is more subtle and interpretive than coloured photography, allowing the reader to focus on the emotions portrayed in the images rather than the colour.
Colour- Colour, or lack of it, plays a huge role in the double page spread. The only colour used is red, and even this is used sparsely to reinforce certain sections of text or area’s on the page. The lack of colour throughout ties in with the emo scene which My Chemical Romance are a huge part of. White, black and red are the trademark colours of emo and it’s likely that a lot of readers would subscribe to this lifestyle, therefore connecting them and the piece together.
This is a double page spread is far more chaotic than the previous one, possibly in an attempt to recreate the tone of the festival it is reporting on. There is no clear definition between pages, meaning the whole spread appears to be one large piece article rather than two separate ones. The heading doesn’t take a prominent position as we would normally expect, instead the pictures are left to tell the story. The tone of the piece is in keeping with the tone of Metal Hammer. Mentions of “hangovers” and “total arses” create an informal atmosphere which the readers expect.
This research has helped me realise what is needed in a successful magazine and just how much thought goes into every detail. I now feel more prepared
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