Institution

An institution can be defined as corporation, company or business which sells a product in order to make a profit out of it. In my case the product is a magazine and I will be exploring magazine institutions throughout this post.

In the UK magazines are highly popular within the mass market and the total number of consumer magazines is 2,471 with a value of around £1.4 billion. Moreover, the total number of business to business magazines is around the number of 4,395 in the UK, with around a £3.2 billion value - this is expected to reach a massive £7 billion by 2014.

A variety of platforms allow for the publishing platforms to diversify - they do this through widespread use of social media, mobiles, the internet, live events, tablets and many other means of digital technology. Through doing this, the consumer's needs are fore filled in terms of finding and detracting information - it makes life easier and quicker for the consumer and also allows information to be processed quicker and more efficiently. This idea continues to grow as magazine publishing industries expand through the purchase of independent magazines - this in turn leads to money consumption for the institution due to the independent magazine being exposed to a larger audience. This means that more copies are sold to a wider target audience. Publishing institutions can often be a range of independent magazine which are owned by a larger publishing firm which are then often owned by some of the largest institution in the industry. The correct audiences are then reached by the institutions, however on a larger scale - this in turn allows for diversification to be created through different media platforms in different sections of the conglomeration.

The largest consumer magazine publisher in the UK, IPC Media, has an audience of 26 million UK adults - two thirds of these are women and 42% are men. IPC Media has over 25 million users across the world each month and they are split into three different publishing divisions. The first of these three is IPC Connect - IPC Connect publish woman weekly magazine and they provide digital media in areas of fashion, celebrity, lifestyle, entertainment and TV. IPC Connect reaches approximately 9.4 million women every month which is roughly 49% of the market place.

Southbank publish upmarket woman weekly magazines such as Marie Claire and many others in the same market place. Inspire are responsible for publishing men's weekly magazines such as The Field and Rugby Weekly.

Bauer Media Group are a German publishing company that's based in Hamburg. They mainly focus on woman's weekly magazines, however they also publish television listing magazines. A popular brand that's owned by Bauer Media Group is Bella, Take A Break and many others from a similar market place.
Some other popular Bauer Media Group brands include Q magazine, Kerrang! and they also have an involvement with the radio and television industry.

BBC magazines, are a commercial subsidiary of the BBC and create magazines mainly based around shows shown on the BBC, however they also create magazines which challenge mainstream magazines, such as BBC music. 

I think that I would choose IPC Media because their portfolio of magazines currently doesn't consist of magazines in the same genre as mine. This would be good for my magazine because it would give my magazine more chance of being published. Moreover, it may be that IPC Media would insert more money into my magazine then it perhaps would if they published others of the same genre in the market place.

Feature Article/Double Page Spread Construction

To start the construction of my feature page spread I started with the background. I created a black box which filled have of the page - this allowed me to fit my other image on the page, knowing that it was evenly positioned. The use of black here represents my target audience through conventions and stereotypes concerning Stanley Halls theory of depression in youths - with black being a colour associated with this. 

I then inserted my image onto the page - I chose an image which I thought would best represent my audience and also their needs and desires. I made sure that this image lined up with my black text box and also made sure that my image wasn't stretched or misshapen. The idea of having a 'half and half' style page is something which is shown through many music magazines.

Next, I decided to insert four more images onto my page, all complete with a black border which makes them stand out. I also made my page black and white with an exception to my main image which makes it stand out and become the focal point of the page. I used a tool where I could erase certain sections of the black and white layer - this gave me a clever, professional effect. 

To compliment this, I added a plain white text box onto my page so that I could then insert text into. This is a common feature of feature page spreads - using colours which oppose each other and therefore stand out. 

I created my images black and white through use of the 'black and white adjustment' at the right hand side of Photoshop. This inserts a layer which adds a black and white filter, however sections can also be erased. I made the most of this feature as I carefully erased around the edge of my model to create a professional effect.

Next I created a rectangle column down the side of my page to act as a section for extra news. I created this column though use of the rectangle tool at the left hand tool bar of Photoshop.

I then decided to add my main header onto the page - this section is the similar to my contents page header. I have used my corporate colours and fonts and I have created typography which stands out and become noticed by my audience. This section of the page appeals to my target audience as it is modern and follows conventions of many other music magazines.

Next I added my tagline onto my feature page - this section also stands out as it compliments the header sections above it. I have created the fonts at a reasonably generic size and it represents conventions of the genre and also interests of the target audience. I have added a drop shadow onto this section of the text to make it stand out from the image behind.

I decided to add a drop shadow to my text to make it stand out against the background - this also follows conventions of other magazine feature pages. I did this by going to the 'layer style' tab and clicking on the drop shadow and 'stroke' settings to get my desired effect.

The 'news' section of the page is something which is incorporated into a few of my competitor's feature pages so it represent's my audience through conventions of the genre. I have lowered the opacity of the text box and added bold text which stands out to ensure that it looks stylish and modern. This allows my target audience to be portrayed.

The penultimate section of my page is my 'hot topics' section. I have created this section through looking at my audience's needs and desires and created a piece that incorporates smaller stories into my main feature page. I have indicated more important sections of text through making them red - a corporate colour - and less important sections of text by making them the generic colour of black. I have sectioned off each smaller story through use of a thin black line - something which I have noted other music magazines do on their feature pages.

Finally, I have inserted my feature article onto my feature page in two separate column. To do this I have used InDesign on the Apple Macs so that I can have a two column layout and also incorporate the idea of a large letter for the start of the first sentence. I have created my typography at a size which is representative of that of many other feature pages created by my competitors. I have used my corporate colours and represented my target audience through use of language in the article, colour and also layout. They are interested in an interesting feature article which incorporates language from the genre and also layouts which fits that of the stereotypes of other music magazines.

Feature Article Draft

To understand how to create an effective article which correctly represents my audience, the genre and also the purpose of my magazine, I decided to look at some of my competitor's so I could gain a clear understanding of the lexical choices coupled with the grammar and structure. Moreover, I also undertook internet research so that I could understand exactly what I had to do to create an article of this nature. After searching for a website which could instruct me on how to create a magazine article, I then set about learning and developing my skills from it - I found the following webpage:
http://www.wikihow.com/Write-a-Feature-Article

This webpage allowed me to understand the structure which was needed to write an article and also it allowed me to think about what my audience want and how I needed to portray it through the text. Finally, the article let me understand how other examples portrayed their specific audiences and how it is possible through both use of lexis and structure.

I then decided to move onto creating my article, below is my first draft.

International superstar and general legend, Willow Hunter, has revealed to AM Magazine that over the course of her two year gap in the industry she was subject to severe drug and alcohol abuse. Willow’s career has seen intense abuse both from drugs and alcohol; however Willow tells us this is the worst it has ever come to.
Willow’s music career started off bigger and better than anybody could have expected - she hit the top of the charts with her first single Tender Love and then got an astonishing 3 more with Half Cast, Live Long and Too Many Lives We’ll Never Change. After the release of her first album, which notably topped the album charts for a record breaking 23 weeks, Willow set out on tour of the world, heading to America, Asia, and Europe - stunning millions with songs that will last forever. She returned from tour early last year and soon released a second album entitled Criffton Park, which, following in the footsteps of its predecessor, topped the album charts for 21 weeks.
Wilow later released two massive singles with Coldplay’s Chris Martin and also Kaiser Chiefs’ Ricky Wilson entitled Stone Cold Heart Break and Bloody Tears respectively. Both singles hit big and in interviews around the time the singles were released something seemed to be up with the lass from Manchester. Willow later revealed to The Guardian that she was starting to take drugs - it was a turning point for her.
“I needed to get my head straight, sort things out. So I decided to cancel my tour, take two years out and start again, it was for the best. At least at the time I thought it was. I found myself a home with nothing to do. That was probably when I realised hiring fifteen pot smoking crack-heads was a bad idea. I didn’t understand though, I was young. After only having released two albums at the time I maybe wasn’t as industry cultured as I am now.”
As things started to look up for Willow things crashed out of control again - after the Bournemouth disaster which took both of her parents she told us that she came close to suicide. ‘Willow and The Stranglers’ as they were once known were no more and she came to the conclusion, after 6 months of rehab, that her music career was over again. After struggling along the road to recovery Willow’s condition once again deteriorated as she was caught in Vegas, gambling with the rest of The Stranglers.
“One day I found myself sitting on the edge of my bed, thinking to myself. The next minute I found myself on a plane to Vegas with a one way ticket. It was spur of the moment; I had to get away from the media. We went to Vegas to gamble. I wanted to tour again but my head wasn’t in the right place. Every night I dreamt about my prime - I dreamt about recording in Abby Road studio with some of my heroes, I think that was the turning  point for me and also the turning point in terms of my final road to recovery.”
“It was Tuesday the 30th of December and my life was about to change forever. I was at home by myself and Noel Gallagher and Paul Weller came over. It was 3 months since my last public appearance and I had started to write again. They came in and I gave them a cuppa each, I knew them from my days on the road, touring and playing at all the massive venues. I know Noel from Glastonbury last year, we shared a camper together, it was so surreal. One of my idols right there beside me. ”
“We started to talk and they told me about how they both experienced massive lows like what I’d had, I felt comfortable talking to them. It was great having somebody who had had the same problems as me, I’d never had that before.”
“It didn’t take long for Noel to get his guitar out. Within 30 minutes of him and Paul turning up they were blasting out some of their classics, it was magical. It was so, so surreal - two living legends right in front of me. Before long we were writing, we were jamming, it was great. I felt on top of the world, a feeling I hadn’t had in over a year. I needed it though. That was where we wrote Soul Love and Intentional Comprehensional Justicism.”
Willow, Noel and Paul later went on to release Soul Love and Intention Comprehensional Justicism which both took the world by storm - they hit big and they knew it.
“It was just a one off though, I’m a natural solo artist - that’s where I make my best music, by myself with my band. We make magic together. That day in December changed my life, after that I was rejuvenated, I was in a league of my own. I went back in to the studio with a new vibe, with a new personality and new experiences. I had a dream, I needed to show what I wanted, I had to convey my experiences. This was a cornerstone.”
Early this year Willow released Justification - an album which was based around her experiences over the previous 18 months. Justification also featured the two tracks Willow recorded with Noel and Paul; it soared to number one and Willow was back on track with a route to a next chapter of her career.
“My life was incredible, it is now. I had turned it around and released an incredible album that even blew me away, I loved it. Hopefully now I am going to tour again which is amazing, I love to tour.”
Hunter is set to feature at Glastonbury this year alongside other major acts on the main stage. Get set for a roller coaster of a ride with the one and only Willow Hunter!

Contents Page Construction

To start my magazine contents page I decided to start by making the background - this was a gradient style background that's light and makes the text in front of it stand out. Moreover, I looked at others in the same market place and this is in a similar style to how they present their contents pages. I felt that this style would represent my audience the best as a plain white background can appear boring perhaps not eye catching enough.

Next, I created a 'header' style layout at the top of the page which fits the conventions of most music magazines. It represents the audience through use of colour, bold fonts and the way that the text stands out. My colours follow the corporate colours of the magazine and this is also important for my target audience as they can follow the themes that the magazine portrays.

I edited my text styles through the 'layer style' option on Photoshop. I used the 'stroke' and 'bevel & emboss' options to create my desired effect. I also did this with other areas of my text on this page, this allows my text to look professional.

I added a main image to my magazine contents page which portrays the genre and hence represents the genre. I added text below this - this section of text is set in the main colours of the magazine - red and black. This style layout is relatively simplistic however the way that certain sections of text are separated through use of colour allows the magazine to connote its themes and ideas in a what that's easy for the audience to understand.

Next I added two separating lines to the page so that I could separate the main sections of the page. This represents the audience through creating a layout that is easy navigated. These separating lines allow for the page to become split up and certain sections of text, which are not relevant to others, become sectioned off and easily followed. This fits the stereotypes of other magazines of this genre and it represents the target due to a modern, stylistic layout design.

I created these lines through use of the rectangle tool, located in the left hand side tool bar. I created a rectangle, filled it, then re-sized it to fit onto my page. I ensured I cropped the box to the correct proportion to fit onto my page correctly. 

Next I decided to add my main featured pages down the right hand side of the page - an idea incorporated in many music magazines. I inserted the headers of each section, accompanied by a black background into the column which I would later have alongside other stories below. I have used two of the main colours of the magazine here to portray continuity and also corporate themes. These ideas allow the target audience to become engaged and involved through systematically laid out headers and smaller stories below.

I then decided to add my smaller stores below my main headers. This follows the conventions of many music magazine contents pages and it also allows my target audience to follow the page easily and navigate it quickly. I have again used colours which represent the magazine's themes and ideas and portray a similar meaning. I have done this through creating each section of text in a separate text box and then 're-colouring' certain sections depending on their relevance, use and interest to the reader. Furthermore, I feel that this layout allows for my audience to become engaged and stick with the magazine - it represents themes concerning them as they can navigate this section of the page quickly and easily.  

I then added my main story onto the contents page - this is something which helps to keep the audience engaged and give them further insight into what's inside the magazine. I created a large 'A' to portray common conventions and then wrote a short paragraph, in the style of many of my competitors, explaining the main story. This represents my audience as they don't have to search the magazine to find a quick story which grabs their attention and interests them. 

I then decided to add an advertisement to my magazine's contents page - something which many music magazines decide to do. This explains a special offer for my audience and it grabs their attention because of the layout and colours which I have chosen.

I used the rectangle tool to create the text box for my advertisement, I dragged a rough shape, filled it black with the fill tool and then I re-sized so the text fitted in. This was the same process for all of my text boxes, the only difference was the colour I used and also the size, this was dependent of the connotations I was trying to create.

Next I incorporated two different text boxes into my contents page - both created through various tools in Photoshop. I added text to these shapes and coloured them two different colours - depending on the relevance and also what looked good and appealing to my audience. This section of the page appeals to my target audience as they can quickly establish what to expect from the rest of the magazine and also inside stories and hints which keeps them interested. 

My target audience are also interested in this section of the page because of the variety of shapes which are presented. They are interesting and keep the reader engaged and interested. 

Finally, I created the final section of my page - this is the 'indie index' part of the page - an idea which is incorporated into a few of my competitor's magazines and something which is appealing to my target audience as they can find their favourite bands quickly and efficiently, without hassle. Moreover, I have chosen colours, again, which represent the themes of the page and allow it to fit and look attractive.


I created this column through creating a text box - through use of the 'text' tool - and then by inserting my list of band names and page numbers, then re-colouring the specific sections. I re-coloured the certain sections through use of the colour palate at the bottom left of photoshop. 

Cover Construction

To start the editing process I opened my cover image in Photoshop. I decided to blur the background (I used the blur tool) to get rid of marks in the background and also make it look smoother and therefore more professional. This also made my image stand out and perhaps appear slightly more three dimensional - this makes the cover more interesting and appealing to the target audience.

Next, I overlaid a plain white text box over the top of my cover (here I used the rectangle tool to create my box) - I cut out my model's hat and overlaid it to give it a professional, three dimensional feel. This also fits the common conventions of the genre and other music magazines.

To create the effect I wanted to, I cut out a rough selection of my model's hat and hair, using the quick selection tool, so that I could then overlay this over my white text box. I also refined the edge so that it was smooth and gave a professional effect. This, in turn would give me a 3D effect. I copied and pasted and then arranged my layer order so that this one was at the top.

I then went on to insert my masthead -I experimented with this so that I could allow it to represent my audience to the best of its ability. I added the 'bevel and emboss' feature to make it stand out - I also experimented with using a drop shadow however I didn't feel that it worked as well as it could have in this particular instance. 

Next, I laid this behind my model so that I could help represent the audience as well as the genre. Moreover, it makes it look professional and helps to show the music magazine genre of indie. I erased this part of her hat so I could create this effect - I used the mask tool to do this.

To make my masthead stand out I changed the layer style so that I could add a 'bevel & emboss feature as well as a 'stroke' feature. This, in turn allowed my masthead to stand out to a higher quality. 

My main story was the next section which I came to - I created one which represents the audience through use of colours and also text boxes. I also added the 'bevel and emboss' feature to this so that it could present conventions of magazines in this genre. 

To create my text boxes I used the rectangle tool to create the box. I could then change the colour and size depending on where on the page I wanted to use it. I then went on to use this tool on many occasions to create boxes, on some occasions I copied and pasted boxes so save time - moreover, it also saved 'colour picking' a colour and then re-filling a new text box.

I then moved on to extra sections of text, both of which I backed with a drop shadow to make them stand out and hence represent my target audience. These extra sections of text both have a drop shadow on which make them stand out as they are the main focal point of the page in terms of typography. Moreover, I experimented with using capital letters for particular words to ensure that specific parts stood out and attracted the eye of my target audience.

I then decided to add text to my banner at the top of the page, I stuck with colours that I have used in the rest of my colour - these colours are my corporate colours and represent my target audience.

I moved onto my bar code next - in this section I incorporated the price, date and issue number - this represents my audience through common conventions and also consistency throughout copies. I found that this is a common conventions of other music magazine covers and it's something that would interest my target audience. I created my bad code through use of a plain white rectangle used as the background - this was created through the use of the rectangle tool.

To help represent conventions, I added the abbreviated word onto my cover - this shows the audience the meaning of the name and gives them insurance as to the genre of the magazine. I have developed this section after having worked through my 'Masthead Experiments' post - I feel that this represents my target audience to the highest possible standard that I can achieve.

To add to my cover I decided to add a 'review special section' which represents my target audience through allowing them to know what's inside the magazine. The words 'review special' stand out and catch the eye and the list of bands will also attract the eye of specific fans of their music. This section of the page appeals to my target audience through their interests in alternative music and also live music festivals. These ideas can also be shown through stereotypes of youth. 

Finally I added three cover stories onto my cover so that I could give my audience a 'teaser' as to what's inside my magazine. It represents them through providing interesting, relevant information which appeals to the target audience. I added plain white boxes behind certain areas of this text to make it stand out. I did this through the rectangle tool in the tool bar in Photoshop - I then just had to fill the shape my chosen colour.

Original Images

My photoshoot went as successful as I could have hoped for. I have took images which look professional and also represent my target audience and their needs. My images also represent the genre and the purpose of the magazine. I think that my images look professional because of the location, the lighting, the image quality and also the choice of model.

All of my images were in focus which instantly makes them of a high quality, that balanced with lighting that fits the setting and also the camera settings allow my images to represent the audience to the best of their ability. I also think that the shot types allow for an interesting range of photographs - I made sure that all of my photographs had a range of shot types, ranging from close ups to long shots. I also varied whether my images were landscape or portrait which ensured that I have myself an interesting range of high quality images that I could choose from. 

I also feel that my images look good because of the mise-en-scene included in the photographs. This included the clothes worn, the make-up used and also the setting. This ensured that I represented the audience to the best of my ability. I think that also because of the way that I changed the camera settings, depending on the lighting and the location ensured that my images appeared to an industry standard. 

I think that this image is a good in terms of the shot type and also the models positioning and actions. I do however feel that it is slightly bright - this was to do with the studio lighting, coupled with the camera's flash. I got around this through changing the camera's settings. This image was a good tester image in terms of finding out what the rest of my shoot was going to turn out like. Moreover, I feel that this allowed me to understand how I needed to make improvements so that I could take professional, quality images that represented my target audience. This image represents Stanley Hall's theory where he portrays youth as being rebellious. This is done through my model and the choice of pose I selected for her. To begin, because of my model's dyed hair it represents rebellion through young people controlling their appearance and what they look like - my target audience will look to this and aspire to be like my model. Moreover the pose allows my model to appear confident and outgoing, perhaps something attached with rebellion.

In my next image I asked my model to pose in a different way - this kind of pose is the same as the type that would be expected to see on a magazine of this genre. I do also feel that this image is also slightly exposed - it does however give it a very 'celebrity caught by the press' feel - something shown through some of the music magazine covers in this genre. This is perhaps an image which I could use for a smaller cover story image, but one that's definitely not suited for my main contents page image. This image links into Laura Mulvey's theory which states that women are primerily used in the media for the sexual desire of males. This is shown through my model's pose, her clothing and also the guitar - something which will attract the interest of my audience. 

This is image is darker, which works well as it looks more professional due to to the positioning of the lighting as well as the aperture and the shutter speed used. Furthermore, the physical action made by my model will appeal to my target audience and represent some of the themes concerning them. It is certainly an image which I may consider using in my work.

I think that this is perhaps my favourite image - it is a shot which I chose while making my flat plans and I think that it is one which will represent my target audience to the best of its ability. The lighting is good on the image - perhaps that of a photograph which may be used in a magazine of one of my competitors. I also think that the shadows on the image work well as there is a nice balance with the light areas. This image along with the following two are probably my favourite images due to the interesting lighting, shot types and also model poses - they represent my target audience, genre of magazine and also the purpose of my magazine. 

My next image was took outside in the second section of my photoshoot. I asked my model to pose in interesting positions which would in turn connote the target audience of my magazine. I like this image because of the lighting, shot type, model's pose and also because of the overall quality. This is the same with my next three image - I feel that they all fir the conventions of music magazine image due to the lighting and quality of image. Also, due to the shot type and model's pose they are interesting images which connote youth an rebellion - this will in turn allow my magazine to sell faster. 

I think that all of the following images are good enough quality to feature on all three of my pages due to the overall standard of the images. Moreover, these images portray the themes of both Laura Mulvey's theory and also Stanley Hall's theory, which together state that women are used in the media for men's sexual desire and all youth are rebellious and show conventions of depression. This is shown through the poses of my model, alongside her clothing and also her hair colour. The graffiti in shot connotes rebellion and my model's dark leggings and hat connotes depression. Furthermore, my model poses in positions which may connote a slight sexual edge for some of my audience, in turn representing Laura Mulvey's theory.