Unit 13 - LO1 Second Analysis: MOJO Magazine

1. OCR –
Level 3 Cambridge Introductory Diploma in
Media
Unit 13:
Planning and Pitching a Print based Media
Product
P1 Evidence
Name: Emily Thompson
Candidate Number: 6107
Center Name: St. Andrew’s Catholic School
Center Number: 64135
Set Brief - Print
Project/Brief –
Music Magazine & Promotion

3. Title Slide
Purpose of the Magazine 4
Publisher 5
Form and Style 6
Content’s Page 7
Content 8
Genre 9
Target Audience 10
Production Processes 11 – 12
Relationship between the
Distributor and the Consumer
13
Relationship between the
Magazine and the Audience
14
Readership Online 15
Contents:

4. Unit 13 – Planning and Pitching – “Purpose of the Magazine”
Strapline Connotation:
The strapline for Mojo Magazine is “The worlds best music
magazine.” This connotes to the readers that the magazine is
high quality and has the confidence to state that it is the
best when in competition with others. The use of ‘World’s’
can connotes that it is known on a global scale which
furthermore demonstrates its scale of popularity.
A screen grab for the google results of
‘Mojo Magazine’.
Publisher Slogan Connotations:
The connotations of ‘We think popular’ demonstrates
to their audience that they know what the most
common and popular trends are that are being
desired by the readers.
Mojo Slogan Connotations:
Mojo Magazine’s slogan is “The Music Magazine”.
This is a recurrent feature on each magazine and is
placed within the magazines masthead. This
connotes that is of high importance and can further
help with the brand identity. As it is smaller than the
headline, this connotes that it is not the main eye
catching piece on the front cover. This is further
proved when looking through each edition of the
magazine where some issues have part of the text
covered by the main image.
Position in the Market Place (Circulation):
Mojo magazine is available in both digital and hard
copy print on monthly basis. The average circulation
from January to June 2014 was 70,667. Whereas
the overall readership from July to December 2014
was 210,000.
When compared to Q magazine a rival magazine
competitor, the readership and circulation is just
under the average.
Source:http://magazines.bauermediaadvertising.com/magazines
/detail/mojo
Magazine Readership Circulation
Mojo Magazine 210,000 70,667
Q Magazine 339,000 48,353
Screen grab
of the Mojo
slogan.
Screen grab of
the Bauer
Media Slogan

5. Unit 13 – Planning and Pitching – “Publisher”
Frequency and Price:
The price of Mojo magazine is currently £4.99. This is a similar price range to many other music magazines that are
available in the UK. Additionally the magazine is released on a monthly basis, this is due to fact that the magazine has
a large amount of content and focusses on the music news that has happened in the month prior.
When first released in November 1993 Mojo magazine was published by Emap International Limited (now Top Right
Group). They are known for publishing magazines such as Architects Journal, Broadcast and Smash Hits. However in
January 2008, the magazine changed publishers to Bauer Media. Which is famous for a range of popular UK
magazines such as Q Magazine, Empire and Kerrang! Source: http://www.emap.com/about-us
About:
The Bauer Media Group is one of the largest
publishing companies in the UK. Originally it
started on the 2nd January 1875 in Germany..
Source: https://www.bauermedia.com/en/historie/
Products:
Today the Bauer Media Group currently offers
over 500 magazines in 15 countries, as well as
online, TV and radio stations. Popular magazine
names include, Heat, Yours, Empire and many
more specialist magazines. Additionally the
Bauer Media Group have a selection of other
music magazines such as popular names Q,
Kerrang! and Mojo. Source:
http://magazines.bauermediaadvertising.com/magazines
Screen grab of all the Bauer Media
magazines.
Source:http://www.bauermedia.co.uk/brands

6. Unit 13 – Planning and Pitching – “Form and Style”
Format:
There are two main types of page sizing that
magazines use, standard size and digest size. The
standard size is 8 3/8” x 10 7/8” and is the most
common and economical magazine page size.
Whereas the digest size is 5 3/8” x 8 3/8”, this is
typically smaller than average but still has the
identical amount of content compared to the
standard size.
Source:
momentumpress.com/sccc/LD/Resources/MagazinePageSize.pdf
Language:
The language of Mojo magazine is highly informative
with a subdued informal style. This is important for
a magazine as the information needs to be accurate
as well as entertaining for the readers.
Standard and digest
size comparisons.
Colour Scheme:
Mojo has a consistent scheme of white and
black. With each issue an additional feature
colour is present such as pink or red. This
makes special features more eye-catching, and
can further increase ‘star appeal’.
Three separate MOJO issues
from 2014, demonstrate the
range of colours used on the
front covers.

7. Unit 13 – Planning and Pitching – “Content’s Page”
Within Mojo magazine there is
more than one contents page.
This demonstrates how much
information there is in every
issue. On the second page of the
magazine next to a band full page
advertisement is the first
contents page. This is very eye-
catching with the clear black and
white image of iconic artist Bob
Marley. The purpose of the page
is to notify the reader of the
more important features within
the magazine, with highlights on
the cover story.
This second contents page is on
the other side of the first
contents page (page 3). There are
several images that are on this
page that are brightly coloured,
this contrasts well with the black
and white on the previous page.
Then on the right hand column is
the contents that displays the
regular content that can be found
in each issues and other features
that may interest the reader. The
text has been laid out very clearly
so it easy to find specific articles
within the magazine.
This third contents page is half
way through the magazine. This
has been placed here as it is a
new section of the magazine for
reviews. On the right hand side
of the page is a very colourful
and eye-catching image, this
features all of the items that will
be mentioned in the reviews.
There are five different sections
of this contents, albums,
reissues, books, screen and live. I
feel that this separation makes it
easier for the reader to find
content they are interested in.

8. Unit 13 – Planning and Pitching – “Content”
Within the magazine there are prominent articles that
features on double page spreads. I have taken a picture
of one from Mojo magazine, this was around a ¼ of the
way through the magazine. For half of the page there is
one image of the artist, this is in black and white so it is
very eye-catching when the reader first turns the page.
On the other half of the page is the main article where
the interview is printed, this has typical magazine
features such as a stand first, drop capitals and
alternative bold font for interviewee and interviewer..
Also within the magazine another article that is a
prominent feature is the review pages. This has
highlights of the most popular albums and live
concerts with in depth reviews and opinions. The
page is laid out so the album cover is the first thing
that is seen, then after this the star rating, and
finally the overall review. This is a very popular
feature within the magazine as it a recurrent article
in each months issue, and is also something typically
found in a widespread music magazine.

9. Unit 13 – Planning and Pitching – “Genre”
The genre of Mojo magazine is revolved around
rock, predominately classic rock.
Evidence of this genre can be found on the
home page of their website, which features a
variety of articles and competitions that include
music from the 1960’s – 1990’s. This includes
famous names such as The Beatles, Guns
N’Roses and the Rolling Stones.
Additionally the genre of the magazine is
supported by the overall demographics of
Mojo. The highest proportion of readers are
male between the ages of 45-54. This
demonstrates the era of music that the
magazine focusses on, as these acts were more
popular 30+ year ago.
By looking through the previous issues of Mojo magazine, you
can see the recurrent classic rock theme. Including artists like
David Bowie, U2 and Pink Floyd.
Source: http://www.mojo4music.com/

10. Unit 13 – Planning and Pitching – “Target Audience”
Source: http://magazines.bauermediaadvertising.com/magazines/detail/mojo
The main demographic for Mojo
magazine is males that are aged
between 45-54 (28.8%). This is due to
the fact of the content that is found
within the magazine. Mojo focusses
around the classic rock genre with
some introductions of new music. This
means that it highly focusses on acts
that were popular 20+ years ago,
including The Beatles, The Rolling
Stones and Bob Dylan. This is with
reference to ‘Hartley’s 7 Subjectivities’,
which considers the age, gender, class,
ethnicity, self-image, nation and family
of the demographic when looking at
statistics.
The socio-economic perspective of the readership is categorised into
ABC1 profile percentage. For Mojo magazine this stands at 59.5%. ABC1
profiles tend to have a higher amount of disposable income, thus having a
positive effect on magazine sales.
Psychographics looks at dividing the market group, this is based on social
class, lifestyle and personality. Therefore Mojo magazine aims to attract a
higher ABC1 profile readership as this creates a profit. Generally those
that are in the higher spending brackets have well paid jobs, because of
this they are more likely to lead opinions, known as an ‘explorer’
according to ‘Maslow’s Hierarchy of Needs’.
Source: http://ncrafts.files.wordpress.com/2013/05/socio-economic-needs.png

11. Unit 13 – Planning and Pitching – “Production Processes”
DATE OF PUBLICATION:
The first step of the magazine production process is deciding an estimated publication date. Music magazines typically
take around two months to plan and produce, this is because of the large quantities of research that has to be
conducted. These tasks are managed with a production schedule, this outlines specific features of the magazines that
have individual deadlines.
MANAGING THE SCHEDULE:
Once the initial release date has been confirmed a schedule will be created. This is to ensure that if anything
changes from original plan there will be an alternative course the magazine can take. This in the long run
protects the magazine process overrunning and missing the final publication date.
EDITORIAL AND BUDGETARY DECISION:
This part of the process is where the editorial team decided what is to be included in the next issue
of the magazine. This includes articles, photos, competitions etc. once the ideas have been
generated each one is approved in accordance with the magazine budget and time schedule.
CONTENT ACQUISITION:
Within this stage the person who is going to create the content is decided, this means
that they have to choose between in-house writers or external writers to write about
certain topics. Additionally illustrations are also being created whilst this is being
decided.

12. Unit 13 – Planning and Pitching – “Production Processes”
PAGE LAYOUT:
Part of the editorial team will be focussing on planning out the layout of the magazine. This is so that the
pages are easy to read and there is enough space for the advertisements.
PROOFREADING:
For this stage is where the first hard copy of the magazine is created. This will then be
checked over by the editorial department for any spelling and layout errors. If any are
found, this mistake will be corrected and a new version will be printed.
SUB-EDITING:
This stage focussed on the quality control of the magazine, details such as article facts, spelling and grammar
mistakes and page layout all have to be checked. This is important so Mojo magazine keeps up a good reputation
and is high quality.
PUBLICATION AND DISTRIBUTION:
Once everything has been corrected and finally proofread
the magazine will be sent out to print. Once printed they
will then be distributed to stores to be sold to the public.

13. Unit 13 – Planning and Pitching – “Relationship between the Distributor and the Consumer”
Mojo magazine is one of the most popular music
magazine on the UK’s shelves. However it is also
has connections globally. On their website they
have a subscription service where they allow the
print versions to be bought and sent on a global
scale. This ensures they have the maximum
amount of sales as possible.
Additionally on their website they offer three
different types of subscription, including the
combination of both print and digital versions of
the magazine.
Mojo magazine print versions are
available to buy in many supermarkets,
newsagents and bookstores around the
UK. This includes WHSmith’s and
Sainsbury’s.

14. Unit 13 – Planning and Pitching – “Relationship between the Magazine and Audience”
Mojo Store:
On the official mojo website placed on the top links bar is ‘Mojo
Store’. This is where readers have the opportunity to buy top-
quality music merchandise safely and securely. Once clicked this
redirects to the ‘Backstreet’ website which Mojo have a
partnership with.
Mojo Honours List:
This is an award ceremony
that was first started in
2004. Each year artists
and bands are shortlisted
then presented a range of
readers and critics
awards. The event is held
in central London.
Mojo Newsletter:
Mojo offers readers a chance to sign up to their
weekly newsletter on the official website. This
promises to keep fans up to date with the latest
news, promotions and competitions. The
newsletter is available in print and digital
versions. This is a free service to Mojo readers.

15. Unit 13 – Planning and Pitching – “Readership Online: Relationship between the
Magazine and Audience ”
There is evidence of cross media convergence
through several social media outlets. These all
enable the opportunity for readers to become a
‘prosumer’ by voicing their opinions and queries
directly Mojo Magazine team. Through research I
have also discovered that Mojo magazine has several
social media accounts, including Twitter, Facebook
and Youtube.
Social Media Statistics from March 2015
YouTube Subscribers
Source:
https://www.youtube.com/user/MOJO4MUSIC
3,622
Facebook Fans
Source:
https://www.facebook.com/MOJOmagazine
82,461
Twitter Followers
Source: https://twitter.com/mojomagazine
95,000
On one of Mojo magazine Youtube videos is evidence
that they are using social media to sell their products.