Young and Rubicam 4Cs

The term 'The 4Cs' are an abreviation for the term:

Cross Cultural Consumer Characterisation

Young and Rubicam introduced this idea in order to accommodate for individuals from all backgrounds and cultures to broaden their media audience and their understanding of them. This has also been done by myself with a focus into the gospel genre and how this theory would relate to individuals who would find interest in this genre. There were 3 types of people that related most to this genre which are as follows:

1. The explorer 
2. The mainstream
3. The struggler

The explorer would relate as gospel music isn't very popular on the UK's charts which means that for individuals to become interest they will have to be willing to discover something new anmd different. The mainstream would apply also due to the fact that the gospel genre supports the idea of family, everyday routines and dedicating your life for others which can act as a means to support people from the mainstream category. The struggler would apply also due to the fact that gospel music gives individuals from the struggler group hope which is what many individuals of this category strive for and through the feeling of hope these people can escape their everyday troubles and trials. 

Draft of Text for Double Page Spread

UK Gospel Star Visits Sandy Hook Elementary School 

14-DEC-2013

A 7 Day exibition to connecticut

Sandy Hook will see upcoming gospel artist deliver prayers in the form of music 

As a way of marking the anniversary of those who died in the shootings

Marice' begins her performaces by making her condolences to the individuals who died in the shootings stating that "they will always be remembered as long as time goes on." The families were then welcomed on stage and sang 27 hymns in rememberence of each individual whose life was taken in the shooting. 

Lanterns were then released into the air as a way of showing the souls that they were not forgotten. 

Gospel Artist Marice' also makes a statement for the press where she advises America on how the shootings could have been prevented and ways to prevent events like this happening in the future. "The conflict within the United States will only continue to increase awareness of a gun overload in the US. 

She said she wished the country would be a much more careful with implementing policies and restrictions, which could have prevented such a tragedy like this. 

The gospel artist described her trip as a "once in a lifetime opportunity" as it seems no other has taken the duty to remember the lives lost and show that people have not forgotten and will always care.

Of the 7 days spent in the USA, only four will be set aside for performances. Parts of the programme includes attending charity events and fundraising for the USA's education industry. 

This is only Marice's first tour and she has already set out to make a difference even after she leaves. Her footprint on the change of policies and restrictions pertaining to gun violence.

In an exclusive interview she said "even though there was some unrest this was part of God's plan for her to campaign in Connecticut for change".

Evaluation of text:

This was intended to be a touching double page spread which would build up Gospel artist Marice's fan base as she is shown to be a loveable character and person. The use of involving her with charities help to uphold her Christian image as is done with other Gospel based artists. By using a real life event to create a story this increases the accuracy of the magazine and makes the magazine legit and trustworthy to the readers. 

Gospel Charts

Gospel artists who feature on the UK's Gospel Charts appear to be typical Gospel artists not defying the norms of their industry. I have researched if any gospel songs ever came into the national Top 40 charts in the UK and it appears this has not occured yet confirming Gospel artists need to defy the norms of their industry in order to build a new fan base. 

Gospel Artist: Jamie Grace

 This artist has caught the attention of over 1 million individuals with her number 1 hit called 'beautiful day'. The reason this new artist has caught the attention of so many is due to the new twist she has brought to Gospel music through the contemporary mix she has added to the traditional Gospel genre. This supports my idea of making this artist defy the norms of the Gospel industry with the manner in which she is publicised within the music magazine.

Upcoming Artists

The X-Factor runner up has proudly spoken of his Christian beliefs and has built his image and songs after his christian foundation. Therefore, this artist is a good example of the type of image to construct concerning my Gospel artist.


By presenting Jahmene Douglas as an artist who does good deeds for others this proves the artist worthy of being associated with Christianity and Gospel music.

The types of headlines that has been said about Jahmene Douglas again adds to his positive image which contrasts with the typically sexualised image that artists are usually presented in. These headlines can also be used as inspiration for the title and sections included on my contents page.

The article about Jahmene Douglas included in 'Youthwork' magazine shows a good example of the interview style that is associated with Gospel inspired artists like this one. This can be successfully used as inspiration for the interview that will be included on my double page spread. 

Original Photos

3 top chosen ones

Success of the Photoshoot
Through using the examples of poses as a guideline I was able to give the model a good understanding of the image I was aiming for concerning my music artist. With a good idea of my aims for the artist the model was then able to pose in suitable yet unique ways due to her correct interpretation of the Gospel Artist's image. 

Poses for Model

Secondary Research

Use of colours by an unconventional magazine. The reason an unconventional magzine is helpful to analyse is due to the aim of creating a unique magazine.




The use of colour by Raygun is a rather unique use which is similar to that of mixed pastel oil shades and colours. The colours used such as green, orange, yellow and red are indeed natural colours concerning our natural world which suggests this same quality with the artist displayed on the front cover. This could also mean the artist may be more of a clean vocalist rather than backed up by many instruments. However, these colours could also mean the opposite which is that the artist is trying to express natural and common aspects of life through their music. This can be seen as inspiration for the genre of gospel music as this genre generally has natural connotations.

Secondary Research

Analysis of data pertaining to the popularity of niche magazines and varying number of customers

This magazine’s target audience is probably for males and females aged 40 and above. This is due to gardening being popular amongst the elderly and some of the middle aged due to retirement and decisions being made to protect the environment as they have lived long enough to see how this could benefit their lives. However, the Gardener’s magazine will probably be more suited to middle class people due to the lower class not being able to afford to maintain their gardening and the upper class choosing to buy from good organic brands instead of labouring for their own produce.

For the Gardener’s World magazine the sales have decreased by 6.6%. This particular decrease in sales could be due to the winter period causing individuals to feel it inappropriate to focus on gardening as the plants probably will not grow successfully. However, this decline in sales could also be due to the New Year resolutions and the fact that people may wish to acquire different hobbies rather than the traditional gardening. Due to the increased popularity of technology people would probably prefer to spend their time surfing the net, watching television etc. The traditional styling of gardens may be changing causing people to pave their gardens and have simple lawn cuts rather than decorative flowers and buds. Organic produce has now become quite available in the shops so the need to grow food in order to be healthier is gradually becoming unnecessary .

Questionnaire results

Link to video animated version of collected data: 

http://animoto.com/play/n0cCnOyIKf7F1QLDyRuB3Q

Questionnaire Template

Template

How old are you?

13 – 15         16 – 17       18 - 25       26 - 30

What is your gender?

Male          Female

How much is a reasonable price for a music magazine?

Free          £0.50p          £1.00         £1.50         

What magazines do you currently read?

Gospel USA         Gospel Today      Harvest Time Magazine   Gospel NOW

              

What colour scheme would be acceptable for a magazine in order for you to read it (two colours)?

Pink and white      Yellow and white      Purple and white   Red and white   

How frequently do you read music magazines?

Once or twice a week   Three or four times a week   5 or 6 times a week?    Everyday

List three interests that you have.

What gospel artists do you listen to?

Kirk Franklin     Mary Mary    Kim Burrell    Tamera Mann

What aspect of a music magazine would mostly appeal to you?

Interviews         Advice from artists         Upcoming artists          Biblical facts

Name and Fonts

Chosen name: Heavenly Gloss

This name has been chosen due to the fact that the word 'Heavenly' connotes the idea of heaven and therefore the focus of Gospel. The second word 'Gloss' should give the magazine a rather sophisticated finish rather than the typically oversimplified names.

Font Options: 

The bold font type suggests masculinity whilst the patterns within the letters suggest elements of feminity therefore making this font universal to both genders which was the initial aim. The patterns within the letters resemble vines which emits the idea of nature and natural elements which is supported by Gospel music. 

This font is quite simple which would allow the viewer's attention to be diverted to the main image or other text as the focus. The swirly lines that go through the font gives the font elements of being sophisticated somehow making the simplicity of this font rather appealing. The simplicity of the font also causes it to be universal for both male and female. 

Again, the make up of the font ensures both genders are catered for concerning males and females' reading pleasure. Through placing the letters in the boxes this gives way to the idea of the square shaped Bible which relates the music type of Gospel. The crosses in the letters also gives way to a similar idea of the Christian connotations of the cross and Gospel music. 

This font is perhaps more feminine than masculine when considering its appearance however still giving way to masculinity within it. The crosses inside the shapes of the letters again connotes an important aspect of Christianity and therefore goes well with the concept of Gospel music. The impression of the font may also give way to the magazine being a sort of 'haven' meaning customers feel comfortable browsing the magazine which is important for a religious magazine. 

This font probably has the most feminine attributes in comparison to others which challenges the idea of making the magazine universal. However, this can be balanced by other uses of masculinity throughout the magazine. The overall impression of the font resembles a person's signiture perhaps making the magazine personal and valuable to customers. 

Methods of Distribution

Uses and Gratifications
Blumler and Katz's Theory 
Concerning why people use gospel based media products

To oppose the Nihilistic norms and values of the music industry
The norms of today's society has become to ignore morals, religion and general positivity which was popular in previous generations. As a result, an aim for my magazine is to reestablish these positive norms and values with the use of religion.

To present a good role model for the public for them to follow and idolise
Good role models in this day and age is difficult for individuals to find as child role models such as Miley Cyrus have been proven to be unreliable in modelling a positive character especially to young girls. Therefore an aim for this magazine would be to oppose the role models available in order to change the rebellious mindsets of young people. 

To identify with others and have a sense of belonging
Having a good role model could also go hand in hand with giving people a sense of belonging as the reason for some people's instilled rebellion is simply their way of searching for belonging. This sense of belonging can be created through artist's personal life stories embedded within their songs and musical            
albums. 

For finding a basis of conversation and social interaction
Interesting music and interesting artist stunts and gossip can be a way of gaining fans and even anti-fans interest in the artist's music. However, as a gospel artist information, events and news that are exposed to the public have to be remain positive and of the general codes and conventions of gospel music. 

To provide a means of escapism being diverted from problems and relaxing
This can be done through the idea of including a variety of tempos with one's meaning both upbeat and slow songs in order to suit the varying moods of the public. Life is also generally quite challenging for many so by making music relaxing and distracting pertaining to one's problems this can expand the target audience and as a result have better success with a gospel artist. 

History of Gospel Timeline

Inspiration Board

Magazine Profile

Price

£1.00

Gospel magazines are usually cheap as they are not quite so popular and the religion’s desire to become renowned.

Sale Location

Shops:

Independent music stores

Amazon

HMV

Churches and/or religious organisations

Online independent stores

Advertising

Advertising posters in shop windows

Aspiring success rates

YouTube Advertisements

Magazine type (genre)

Alt-Country Alternative Bluegrass Blues Christian Classical Country Electronic Folk Funk Gospel Gothic Industrial

Jazz Latin Metal New wave and Synthpop Opera Punk and Hard-core R&B and soul Rap and Hip-hop Reggae Rock and Pop Ska Surf Rock

The genre of Gospel is the chosen genre for my music magazine. I have considered all the other genres above especially the Christian genre and decided it is this is the most ideal choice of music that could be successfully revived pertaining to the music magazine industry.

Frequency of new issue releases

• Weekly
• Fortnightly
• Monthly

Producing magazines fortnightly helps meet the balances of not releasing issues too often that they get ignored and resources are wasted but producing them often enough to meet the demands of the customers and businesses and therefore maintain desireability concerning the magazine. 

Summary of Findings from magazine analysis

As a result of researching and analysing magazine covers, double page spreads and contents pages I was able to draw conclusions and certain aspects such as what makes a magazine: reader friendly, meeting the codes and conventions, clear aswell as unique.

Making my magazine unique will be one of my main focuses due to aim of closing that gap in the industry where Gospel music seems to be missing. Therefore in order to close this gap the aspects of this Gospel magazine needs to difer from the norm in order to build up an audience that can be maintained. By using different classy magazines such as Q magazine as inspiration a new type of Gospel magazine should be created thus giving way to filling the gap in the music industry for popular gospel related magazines.

Contents Page Analysis

Contents page analysis

Contents Page Analysis

Double Page Spread Analysis

Double Page Spread Analysis

Double Page Spread Analysis

Front Cover Analysis

The impression of this magazine is very much overpowered by the image of the gospel artist. With the image emitting quite a positive and 'good' vibe which complies with the gospel genre and codes and conventions of gospel music. The colours of blue, white and red especially used in the masthead emphasises the American culture that the artist is from and perhaps that the artist's music has been very much influences by this culture. The pink costume the artist is dressed in suggests a slight femininity in the artist's demeanour and therefore the artist's music and image in the musical industry. The high key lighting of the artist reminds us of the light associated with religion and religious music.

Front Cover Magazine Analysis

The way the magazine is set out emits elements of femininity especially concerning the font type used for words and phrases such as "fall" and the artist's name "Tamela Mann. The colour of red for parts of the artist's costume suggests this gospel is a rather bold artists with a slight deviance from the norms of gospel music. Due to there being large amounts of fonts the magazine has an overall air of sophistication about it which is imperative for a music magazine including upcoming artists. The colour co-ordination of the magazine could also add legitimacy to the sophistication of the magazine.

Front Cover Magazine Analysis

A weakness for this magazine cover would be that it perhaps does not account for all cultures which opposes the universal idea I have for my magazine pages. However, the use of opposite colours for both the font colours and dress colours ensures the magazine's cover is well co-ordinated and ensures words and phrases in bright colours stand our and are therefore more noticable to readers. This contributes to creating a high level of clarity about the magazine making the front cover more aesthetically pleasing viewers. Co-ordination also allows the readers to remember that this is an important factor with group singers especially those that related as their closeness should improve the quality of the music composed by artists. 

Main Task Brief

Main Task Brief

Create a magazine of my genre:

A front cover page

Contents pages

A double page spread

All images must be original, produced only by the candidate with a minimum of 4 images/text pieces

Initial ideas

Gospel/Alternative/Theme of Gospel

Upcoming artists raising awareness of gospel music

Targeted from 13 to 30 otherwise known as youths

Advice and interviews from gospel artists

Magazine type: monthly

£1.00 for magazine

Upcoming red carpet appearances and gospel concerts

Magazine name ideas:

Flib by the Gospel

Gospelebrities

Heavenly Gloss

Chosen Name: Heavenly Gloss

Audience Profile

Gender: Female

Name: Agatha

Age: 20

Ethnicity – Mixed Race (Black and white)

Social class – Working class/middle class

Occupation – Full time Job at youth centre

Religion – Christian

Hobbies – singing, helping the less fortunate, writing poems, nature walks, baking, watching Opera

Lifestyle – Married, no children, stewardship, active church member

Current reading material – Harvest Times Magazine, the Gospel Magazine, Gospel Today magazine, Gospel NOW, Gospel USA, O Magazine

Media Use – Visits a lot of gospel related sites, Facebook and Twitter, member of Animal Protection

How much time does she spend on the internet?

approximately 2 hours a day

What has been learnt from the preliminary task?
The feedback from the audience has been especially enlightening causing me to learn that creativity overpowers practicality pertaining to the topic of design. Colour is also quite an important part of one's overall presentation as it is indeed the means to attracting customers and building up interest and leading to a strong fanbase. Colour also connotes various moods such as red being associated with passion or blood and tragedy. This therefore makes the colour red rather appropriate for Gospel music due to the tragedy included in the story of Christianity and the passion religion encourages with many individuals. 

Also, simplicity in a Gospel magazine has now become rather cliche` due to the fact that religion is not focussed mainly on sales but rather on how well the magazine is publicised. However, I have decided to defy this norm as a result of the feedback I received about the final being too oversimplified and needing more of an edge. Although, simplicity does make the magazine easier to digest and understand so some level of clarity will be highly considered during the production of this magazine. A good way of achieving clarity in the final piece is by paying attention to detail ensuring the final piece is as perfect as it is possible to be thus giving way to clarity and good level of understanding which  can widen the target audience due to low levels of intellect no longer being a barrier. 

A legit layout is imperitive in meeting the codes and conventions of other magazines. This includes page numbers, appropriate colour schemes, barcodes, issue dates and numbers, logos etc. These things have seen as unimportant prior to this preliminary task but the outcome and feedback received has caused me to see the importance in the little makes great impact on one's final piece. 

Depth of knowledge and understanding of the background of which the magazine focuses on is also rather imperitive. The depth of knowledge shows greatly overall when the final piece is deeply evaluated and browsed. For example making correct references to artists contributes to a more believeable and therefore professional final piece.