Evaluation

My magazine includes traditional conventions of a typical classical music magazine. For example a mixture of serif and sans serif fonts, also page layout for example in the double page spread classic conventions are as follows: large image on right hand page. Clear serif title and sans serif subtitle. How ever I am hoping that this magazine would stand out in the music section of say a newsagent because of the slightly modern twist I have tried to portray. This is evident with the front cover being black and slightly dark, with some use of vivid yellow text to try and make this magazine appeal to the younger followers of classical music, as well as the elder. The content of the magazine is also more technology and Internet related with reviews on new music sites. There is a very important convention to do with the front cover and a lot of the images in this magazine. This is eye contact between the person and the lens of the camera. This instantly gives us a more up close and personal relation with the magazine in our hands.

In doing some initial research to actually produce my magazine I thought about the target audience and kept in mind that the larger percentage of consumers for classical music magazines are 45 years old upwards. I bared this in mind in terms of literature and text used throughout the magazine for example the whole article on the double page spread was worded in a formal and traditional way. I did however include some design features that are in place to attract younger audiences as well as I know classical music is becoming more popular in the late teens to mid twenties category. Along with a mix of ideas I hope to encourage a better magazine that both 'generations' can enjoy.

Looking at several different publishers I have researched, I think that the one most likely to take on board my idea of a mixed social/age group classical music magazine would be the 'Hay market group'. This is because they include a whole range of specialist magazines from ones for the more youthful market and young target audiences to more mature reading such as my research magazine "Gramophone". With their broad range in knowledge for both of my potential target audiences, I want to focus on this publisher rather than other, less general publishers.

I would hope to see my magazine in shop such as WHSmiths, and supermarkets. For example Tesco or Sainsburys. This is because of the amount of different target audiences that walk through the door, this magazine would have more of an opportunity to sell well.

In conducting research for my magazine with the chosen genre of classical music, I found that for two of the nation's best selling magazines "BBC classical music" and "Gramophone" the average socio-economic group is A/B - 48% and C/C2 only 44%. As most younger people are working in the C/C2 category of even the D/E sector in the socio demographic groups. If my target audience turns out to be in the C/C2 category as well as some in the A/B category there would be a good window of opportunity to have maximum success. This would be very interesting to have 2 target audiences at the same time. It would also mean that for any reason on target audience dropped, I could still rely on the other for support in theory. In a realistic scenario this may not be the case

All the images are from my own sources and or taken by me. The encyclopedia was taken up against a white background. I bent a piece of card at the bottom to give it the seamless photo studio look to make the photo look more professionally done. The girl is one of my friends and she is posing to be a young, trendy piano star from America. The portrait of Mozart has also been taken by me out of a music book ( The encyclopedia of music published by Hermes House) and re-mastered in Photoshop. I am sure this does not violate any copy write laws as this image is very old.

Developing through the course I have learnt about using a very good piece of software called 'Adobe Indesign'. This software enables you to make professional looking presentations and publications. It has enabled me to create all the pages for my magazine and along with 3rd party fonts (dafont.com) that other people write themselves, I have been able to more freely customize and make changes to my work more efficiently and with minimal fuss.
I also used a programme called 'Adobe Photoshop' to edit my photos so that they would look suitable to be able to make my magazine look more thoughtfully planned out and to be integrated into my magazine.

Feedback from my peers were generally positive although some counteractive criticism was give: 'Front cover could have used a different images to have more relevance to the main sell about Mozart' I have taken into consideration this quote but unfortunately with my available resources I could not take it into action.

Final Double Page Spread

I have tried to keep this double page spread simple and to the point, while giving it a smart, well presented look. For the title I thought it would be a good Idea to add some colour into this otherwise grey scale pahe. 'Mozart' is in red. This also isolates what I think the most important information on the page, the composer or who is being talked about. I layered the style of the type faces. For example, the title I used my themed font (cambria math) which is a tradition serif font. The for the second layer I used a more modern looking font which is grey in colour. This is the Subheading. for the article I used Cambria Math for my font. I was thinking about using a simple Times New Roman font but I much prefered this one. It has body to it anbd slighty bigger, thus being easier to read and look at.

I decided to use two columns for the article to break up the text into something less daunting and what seems a more manageble piece of text, which will encourage to read on more. In doing research I found the use of 'Drop caps' to be popular with writers. This must be because it gives a solid place to start without the reader feeling lost when looking at all the text. I think it also
looks quite professional:


The large portait on the right hand page would be the first thing the reader would see when they flick through the magazine. I decided to take advantage of this and have a large portrait of Mozart.

The boarder around the edge of the portrait and the article help to centre what needs to be focus on and gives the whole double page spread more of a organsied and placed feel. I also think it stays in the conventions of this genre of magazine in that it looks smart and professionally presented.

Final Contents Page

For the contents page the first thing I did was to make grid lines using the feature on Adobe In design. Now I could Start to lay everything out according to what I had drawn on my flat plan. The only thing I changed from my original plan was the header of the page. I wanted some contrast so I decided to fill the header black. This also breaks up the page and defines the layout better. I didn't think that a big page title was necessary because most people can work out for themselves what a contents page is but as you can see I intergrated it into the grid line layout on the page. I think that the grid lines give the page more clarity and helps you to focus more on what you are looking at. It also give the page a more finished, professional look maybe even classy how an classical music magazine should be.

On the furthest right hand side column I decided to run three images I took down the page that woill feature in the magazine. This acts as a visual guide and is like a teaser of what is to come. I also added page number reference so it cam be linked up with the contents page. In this column at the header I added the brand logo to make the contents page unique and just as a quick reminder. I think it looks in place and it should be there.

The type face of the contents text I used a modern sans serif font (Calibri). I found this easier to read than a serif font at that size and personally I think it looks more formal and smarter then a more traditional font. However for the subheading in the columns I wanted a contrast and use a serif font (Cambria Math) at a larger size. This helps to retain the conventions of a classical music magazine. Following my flat plan I decided to colour code the subheadings to further break up the text to a more manageable amount and it gives it some colour in the page.

The language used in the text is formal but quirky to keep the reader interested and slight amused. No slang terms are used.

Final Front Cover

This is my final design for the front cover of my magazine. as you can see I have tried to stick to my flat plan as much as possible. I have changed the main sell's font colour to yellow. this gave a much bigger impact and stood out more against a dark background. The brand logo is the same type face as in my flat plan. the only difference are the colours. Instead of using more traditional looking softer colours I decided to use more vivid and expressive colours to try and give this magazine more of a appealing look to younger audiences as well which is my aim. In addition to a more modern take on traditional conventions for a classical music magazine I have have included the text in the footer of the page "Don't be fooled my our new look - see inside" to reassure my elder, more stereotypical audience that there is still the same =, what you could say more tradition content and layout inside the magazine.

The photo I took and chose for my front cover is quite personal. The girl is looking straight into the lens which is a good technique for drawing people into looking further into the magazine. I asked her to hold her arm out. This makes it look like she is taking the photo herself, again giving it a more up close and personal factor. This photo is also in blakcand white. It gives the magazine a more modern look and its very contrasting. Slightly similar to what you might have seen on the "Rolling Stone" magazine. I has relevance to the magazine because this photo links to the first main sell running down the left had margin of the page. However I would have tried to have a picture of motzart on the front. However there was a problem in that I could not get my own personal photo of Mozart so I had to make the most of the photos and the resources that were alvaliable to in the time frame I had to complete this project.

I like the main flash here. This is because it is more like a newspaper title, which gives a more traditional feel about the magazine already. The type face is 'Castellar' and I think it has a suitable relation to what the main flash it talking about, for example the classical era in which Mozart lived in.

For extra interest to the magazine, I mentioned a competition near the header. This is in a completely different colour to the rest of the page and is also bold and underlined so people can see it easier. I was going to have this near the top of the page but then it didn't look quite right. It looked better and more placed at the bottom of the page. at the bottom it fitted in with the grid lines I used to compose the page when laying everything out.

An important thing I have seen on other magazines is the website address on the front cover so I made sure I included this neatly at the footer of the page, where it is not attracting too much attention.

Flat Planning - Double Page Spead

Here you can clearly see that I have planned more on where everything is going to go using guide lines rather than what is going to be in it. The reason that I want the article text to be in 2 columns is because this breaks up the amount of content in what seems a far more reasonable text to read. If I have four columns on one page it would make it look like too much writing and might seem daunting.

As I comment on my flat plan, I am going to put feature image on the right hand page. This is because when someone flicks through a magazine, the first thing they are going to see clearly is every right hand page. So the large image is going to capture the reader's attention.

I would like the title to be a soft red in colour and a traditional type face. In doing research for type faces I have seen one (cambria math) that looks professional and clear looking and I think it would suit what I am trying to achieve nicely. I also want to use a traditional serif font for the article text, keeping with the conventions of classical music magazines. In analysing the double page spread from the Gramophone magazine of research I found that the grey scale portrait gave a more in depth view to the photo and maybe an even more serious look. Classical music magazine tend to be on the serious side of things most of the time so I think it would be a good idea to incorporate a black and white image into my double page spread.

Finally I plan to have a thin boarder around my article, this give the page a bit more character in my opinion. This is because it just finishes off putting everything in its place and make the whole presentation look neater. I got this inspiration form Gramophone magazine

Flat Planning - Contents Page

For the page title I want it to be small, yet noticeable. The type face is going to be a traditional and stereotypical serif to keep in theme of a classical music magazine.

I am going to have two colour coded columns to the left of the page. This is to break up the information and for the reader to find out quickly where something might be.

On the furthest right column, there is going to be photos and images of what to expect in the magazine. This might help decide where the reader is going to go first or just be a teaser for what is to follow. There are also going to be page numbers next to the photos with a small caption of text for easy navigation and finding. In the footer of the page, there is going to be the page number and also the magazine's website address, again for easy reference.

Flat Planning - Front Cover

Keeping with the present trends, I decided that most of my fonts on my front cover are going to be sans serif. From research I found this to be an easy to read, yet still smart looking type face. The type face of the brand name is going to be a serif font to keep with traditions of a classical music magazine.

I would like the person on the front cover to be on the right hand side of the page, this is because of the way magazines are stacked on shelves in stores and newsagents. Therefore the main sells are going to be on the left hand side of the page.

To attract attention and for this magazine to stand out from most other magazines at the outlet, I am most probably going to put a red boarder around the frame of the magazine. The red will not be too vivid as this might not appeal to my target audience.

Gramophone Magazine front cover analysis

The first thing that I notice is that there is a tradition use of font and typeface for the Brand Logo. This is black and Serif. The Main flash and the main sell's titles are in a san serif silver with the text underneath is black but also still san serif. this shows that the magazine is incorporating more modern styles into its typography. There are only two colours used to help keep the layout clean and simple, but also modern looking. the 30th anniversary title at the top is in bold sans serif white against the red page border to make this the first thing you notice about the magazine; the red boarder draws your eyes up to it.

There are only 3 colours used in the front cover: white, black and silver. these are quite refreshing colours when used together and help to break up the text and space it all out. this gives a 'classic modern' feel.

An image covering the right hand side of the page splits the front cover into 2 sections; right with the image and left with the text. The image is of a metal sculpture of a woman playing a hand held harp. the text 'fits/forms' around the image.

The metal sculpture of a woman playing a harp gives the magazine a very classical representation , but also ties in some more modern ideas. For example the way the sculpture has been given an abstract feel.

Other information that has been presented is the: Bar code, Mast head, main sells, main flash, price, strap line, website address (shows modern aspect to this classical magazine). However I cannot find a date anywhere. This could be because this issue is a special anniversary edition.

I think that the target audience for this magazine, judging on the front cover would be about 45+. However I think that there is a somewhat modern representation with its clean looks and modern usage of typography.

There is a more informal/casual use of language used for example 'from pre-talkies to the fly on stage'. And words like 'THE STARS' instead of 'Competition Winners'. I was expecting the language of this genre to be much more formal, but instead it is more like a modern/ younger readers magazine.

Gramophone Magazine double page spread analysis

I really enjoyed looking at this double page spread from Gramophone magazine.

I noticed that it is all in grey scale, which suits the article for the composer it is focusing on.  The font styles also suit the running theme of a classical composer, it being in a very classical looking serif for which is used though out the double page spread. All of the text has be written in a medium shad of grey which is also pleasing for the eye. The text grabs the readers attention because of the choice of language used:

The page heading has Alliteration in it and there are also two oxymoron's in the sub heading. The drop cap at the beginning of the first paragraph gives the dense text a bit of order and clarity as to when the main article is starting. It is also an interesting design feature. This also helps with the 'grid lines' when the page is being produced and spacing out the columns.

I prefer this double page spread because it is really clearly broken up into different stages, which the two large columns in the right hand page, with another image of the composer ,with his wife at the piano, breaking up the text into more manageable units. Thus making it less daunting, but interesting to the reader.

The full page photograph of Oliver Massiaen (composer and subject of the double page spread) is very personal and you can by the way he is looking at 'us' what his personality might be like and this can give us an instant insight into what this article is going to be based on.

Onto the layout of this double page spread, we clearly see how everything has been broken up to maximum effect. Stereotypically I was expecting a more dense looking Article with 'broadsheet' like qualities. Instead we get a nicely presented, well spaced and refreshing presentation. As you can see there is an invisible grid line along the top of the page for the header of the page where the title is but nothing else giving it space. Next down we have the gird lines for the sub heading, again only used for the sub heading.

Then there are two more lines for the beginning of the text columns and the Massiaen section of text, broken up by the photograph of Massiaen's wife at the piano. And then finally the last grid lines for the footer of the page.

running vertically, there are only 3 grid lines. One for the left hand margin, on to break the two text columns and place the small photo and one for the right hand margin.

The editor has left the page boarder grid lines in the final print. This gives the double page spread even more definition and emphasizes everything in its place. It also gives a solid design feature, being sort of a 'modernistic classical' look.

Genre Choice and Audience Research

I have decided to base this project around Classical Music Magazines. So for this I have been doing some research on such magazines as 'Gramophone' and 'BBC Music Magazine'.

For Gramophone magazine I had some statistics emailed to me. It turns out that 36,817 copies are sold every month. of this, 94% of consumers are male that are 88% ABC1 with an average age of 54 and have an average annual income 0f £48,053. this just goes to show that this is quite a classy magazine possibly for the 'successfull career' market. however in today's technologies with access to the Internet from just about everywhere, these figures may not be as accurate as they once used to be. On the online version of gramophone published once every month there are 87,315 registered users to the site(nearly 3 times the number for sold copies in circulation) with a huge 900,000 page impressions per month.

Overall though for the published copies of Gramophone in print and the online version the social demography is as follows:

• A/B = 48%
• C2 = 4%
• C = 40%
• D/E = 2%

I find that the target Audience for 'Gramophone Magazine might be hard to grasp with the Age group and the Gender group being my biggest concerns.

On the other hand I did get some information about another classical music magazine called 'BBC Music Magazine' on nrs.co.uk. I am found this information more useful because in total this information was based on 144,000 readers all reading the BBC magazine. this information showed that 89,000 readers are aged 15-44 where as only 53,000 are aged 45+. This fits in with the age group I would most like to target. There was also a much more balanced figure between Genders with 88,000 out of 142,000 readers being male and 54,000 out of 142 readers being female. I prefer this result over the 'Gramophone Magazine' result because it shows that more people in general are interested in the magazine and it can appeal to a much wider variety of people.

Social Demographic results showed that:

• ABC1 = 105,000 out of 142,000
• C2DE = 37,000 out of 142,000

In conclusion to the BBC Music Magazine the stats show that this magazine has a much wider and more equal readership profile. This could be because the BBC have there own classical radio show (BBC Radio 3) where that and advertise and relate to information in the BBC Classical magazine and also the BBC has very large Advertisement and Publishing Campaigns on their side as Gramophone do not.

With this information and research gathered I would like to analyse the 'BBC Music Magazine' because it fits with my ideas of what I want to achieve with my magazine and getting across to a much wider and younger Audience like the BBC have done.