Oh Comely Industries Case Study: Blog Tasks :)

Iceberg Press

Visit the Iceberg Press website - particularly the Who Are We page and the Why Are We Here page. Read the content and then answer the following questions:

1) Why did the people behind Iceberg Press set it up?

The people behind Iceberg Press set it up to do things differently- to usher in a new age for magazines and media brands 

2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).

The Iceberg Press's mission statement is:

"It's all about the audience.

Chase the work, not the money.

Compromise isn't our friend.

We will always make time for ideas.

We are stronger when we work with others.

We want good people to work in a good place.

Every year we will help a cause that matters.

We believe in a thing called Print."

3) What similarities do you notice between The Simple Things magazine and Oh Comely?

Oh Comely and The Simple Things have similarities due to them both being independent and niche magazines made by Iceberg Press. The target audience for both are also similar due to the aim towards middle-class audiences between the ages of 20-late 30s 

4) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?

Hearst UK and Iceberg Press are very different. One way in which they differ is through the fact that Hearst UK publishes many mainstream magazines such as Cosmopolitan and Elle whereas Iceberg Press publishes a smaller variety of independent niche magazines

Writer's Edit journal article

Read this excellent Writer's Edit academic journal article on the independent magazine industry and answer the following questions:

1) What is the definition of an independent print magazine?

The definition of an independent print magazine is “published without the financial support of a large corporation or institution in which the makers control publication and distribution…“independent” in spirit due to a maverick editor or publisher who leads the magazine in an exploratory, noncommercial direction” 

2) What does Hamilton (2013) suggest about independent magazines in the digital age?

Hamilton suggests that independent magazines in the digital age are quietly thriving even as the global newspaper and book industries falter” 

3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?

The aim of Kinfolk magazine is to find “ways for readers to simplify their lives, cultivate community and spend more time with their friends and family”. One similarity to Oh Comely, Kinfolk is an independent niche magazine that subverts mainstream magazine conventions 

4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?

The article suggests that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling as independent magazines use digital developments to their advantage, and have a strong online presence 

5) How do independent magazines launch? Look at the example of Alphabet Family Journal.

Independent magazines like Alphabet Family Journal launch by first identifying a goal for the magazine. For the first issue of AFJ, there had to be complete reliance on its online crowdfunding campaign for print publication. In order to raise enough funds to produce AFJ, Brimble employed a filmmaker to produce a short film to exemplify the mission of the magazine. With this film and the strength of an online media following built over three years, sufficient funds were received from online supporters donating to her Kickstarter campaign over a few short days to cover production costs as well as payments for contributors 

6) What does the article suggest about how independent publishers use digital media to target their niche audiences?

The article suggests that independent publishers use digital media to target their niche audiences as they can now easily recruit new readers, new collaborators and media interest. Where mainstream magazines compete for presence in a sea of similar products, independent magazines attract readers with extremely specific pastimes 

7) Why is it significant that independent magazines are owned and created by the same people? How does this change the creative process and direction of the magazine?

It is significant that independent magazines are owned and created by the same people because this is what allows them to hone in on such specific markets as everyone working on the magazine should then share a similar creative vision. This allows the creative process a lot easier as all of the creators have the same vision for what is to be produced 

8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?

The benefits of a 'do-it-yourself' approach to creating independent magazines are that the spirit of collaboration encourages like-minded creative people to produce work together without the confines of editorial briefs that typical mainstream magazine have. This emphasises semiotic self-determination in how citizens formulate and live out their identities and actions as citizens” 

9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?

Audiences may appeal to the printed form of magazines in the digital age more because of the aesthetics of certain publications. There is an increasing awareness of graphic design elements, brought about by online sites such as Pinterest, and indeed a glaring prevalence of poor design on various blogs and websites frequented by today’s magazine reader. The appeal of print magazines may be something to do with how they are “something real [that] will never go away. Because nothing beats the experience of print. There is beauty in the ritual of holding a physical magazine in front of you” 

10) What are the challenges in terms of funding and distributing an independent magazine?

The challenges in terms of funding an independent magazine are that while they might be able to accumulate the initial costs to produce their magazine through crowdfunding from there, creators have to rely on subscriptions and high cover prices to continue to produce, while not necessarily making a profit from each print run. While highly innovative, these methods require risk and a willingness on the part of the founders as well as contributors to expect little financial reward. 

With regards to distributing an independent magazine, it can be difficult to reach widespread distribution in news agencies and other typical magazine retailers. Brimble’s realisation that independent magazine production is “10% creative, 90% hustle” exemplifies this dilemma. A small print run prevents large-scale distribution, while founders need to locate venues where their readership may frequent in order to chase their market

Irish Times feature

Now read this short feature in the Irish Times on the growth of independent magazines and answer the following questions:

1) Why are independent magazines so popular?

Independent magazines are so popular as they are as much objects as magazines, collectible and shareable in the best sense of the word. These are magazines that play with the form, from open binding to multiple paper stocks. Their subject matter is as diverse as their production techniques, from mental health to trans rights, from football to street wear. They are driven by a passion, both for their content, and the printed form, and thanks to technology, they are able to reach audiences around the world. From Twitter to Instagram, from Patreon to Kickstarter, it’s never been easier to build an audience, and sell your creation to them 

2) Why is the magazine publishing industry set up to favour the big global conglomerates?

The magazine publishing industry is set up to favour the big global conglomerates as they can rely on advertising (rather than copy sales) for revenue. They have a relatively cheap cover price (a 12-issue subscription to Vogue UK costs less than £20), and are filled with adverts. On the other hand, independent titles are reliant on copy sales, as their print runs are too small for advertisers and the media agencies that represent them 

3) What does the article suggest regarding finding an audience for an independent magazine?

Regarding finding an audience for an independent magazine, the article suggests that figuring this out is key. Making the subject of the magazine too broad will lead you to get lost in the crowd while making the subject too narrow will leave you with too small of an audience therefore you have to get it just right. Once you know who your audience is, many other elements will fall into place 

4) What are the challenges for magazine distributors?

The challenges for magazine distributors are based around the cost of distributing. Shipping boxes of magazines is expensive, and with publishers taking all the risk (they pay for both shipping, and if the magazines don’t sell, the price of shipping them back), it’s key that publishers focus on getting as many direct sales online as possible. This goes back to building an audience - the more people aware you exist, the more people will purchase your magazine. That conversion rate will probably be less than 1 per cent, which shows how important it is to start building an audience before you publish 

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?

The article suggests that many independent magazines only make money by diversifying into other products such as if you set up a League of Ireland fan culture magazine you can host events, sell graphic prints, T-shirts and maybe even set up a Patreon account to host football podcasts 

Oh Comely Audience: Blog Tasks :)

Read Meet the Editor - Oh Comely in Media Magazine 65 (p26). Answer the following questions:

1) Summarise the ownership and production of Oh Comely - how did it start and who owns it?

Oh Comely was started by three friends at Oxford University who wanted to create the antidote to the women's magazines on the market. Photoshopped covers and features on diets saturated the women’s magazine market at the time. And the founders felt like they wanted to offer something much more than that: meaningful content, thoughtful stories, creative writing, and a safe space for honest discussion, arty photography and illustration. Iceberg Press owns Oh Comely, which is an independent publishing company set up by three friends who all worked together in a large magazine publishing company 

2) What is the print circulation and how many subscribers do they have?

The print circulation of Oh Comely is around 10,000 copies and they have more than 3,000 subscribers

3) How does the editor Alice Snape characterise the typical Oh Comely reader?

The editor Alice Snape characterises the typical Oh Comely reader as 18-35-year-old creative, intelligent women who may or may not be settled into careers and are looking for inspiration from other women/interesting characters. Oh Comely readers are educated and politically aware and looking for a unique and thought-provoking look at the kind of lives they aspire to lead. They like spending money and time on the things that matter to them – art, culture, music, theatre, clothes, jewellery, experiences, travel, home, craft/creative projects... Most don’t have children yet, but if they do, they’re not the kind of mothers who just want to read baby magazines 

4) What are the key aspects of the magazine's design aesthetic discussed by the editor? How might this link to audience pleasures?

The key aspects of the magazine's design aesthetic discussed by the editor are that it reflects the words, it’s thoughtful, beautiful – the clean and minimal layout allows the words and pictures to shine. They also love natural portrait photos to accompany interviews too, capturing people – no matter how famous. No photoshopping or editing – they do not believe in airbrushing, and are surprised at how many magazines still do that 

5) How does the magazine represent women in terms of its production team and editorial decisions?

In terms of its production team and editorial decisions, the magazine represents women in that the core small team is made up of four women and they also work with a number of female and male freelancers 

Now read the Oh Comely website page on advertising and audience to get a good idea of the demographics and psychographics for the Oh Comely target audience. Answer the following questions:

1) How does Oh Comely introduce itself ('what it's all about')?

Oh Comely introduces itself as a powerful mix of words and pictures, stylishly presented and much loved by its readers. It provides an alternative to the ‘pile-it-high-sell-it-cheap’ aesthetic of mainstream magazines for young women, and this is why it has carved a loyal niche of fans 

2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?

Oh Comely: 

• Social Media Reach: 100,000
• Readers Per Issue: 25,000
• Average Age of reader: 27
• Sold through independents, WHSmith and international outlets

Men's Health Key Stats: 

• Circulation (UK edition): 180,000
• Readership: Close to 1 million
• 905k are ABC1, aged 25-44

3) How is Oh Comely distributed to the audience?

Oh Comely is distributed to the audience through independents, WHSmith and international outlets 

4) What do you think the target audience demographics for Oh Comely might be?

The likely target audience demographics for Oh Comely are those that are aged 18-35 women who are creative, intelligent, educated and politically aware 

5) What psychographic groups might be attracted to Oh Comely?

The likely psychographic group likely to be attracted to Oh Comely are Reformers as they would appreciate both the style and values of the magazine 

6) What social class classification would you expect most Oh Comely readers to be? Why?

The expected social class classification for most Oh Comely readers to be ABC1 as the magazine costs £5-£6 which is not considered cheap. Also, the editor mentioned that Oh Comely's readers were creative which could mean that the minimalistic style of the magazine is likely to appeal more to the upper-middle class due to its unique style 

7) What level of education would you expect for most Oh Comely readers? Why?

The expected Oh Comely readership is likely to be university graduates due to the issues spoken about by the magazine. The relevance of the magazine is likely to be higher for university graduates or students because that is the stage of education that the editors are at so the content produced by them is more relatable to people in similar education levels 

8) What audience pleasures are offered by Oh Comely?

By applying the Blumler and Katz Uses and Gratifications theory, we can say that Oh Comely offers a sense of personal identity due to the models being presented naturally without photoshop which allows readers to feel a sense of realism from them which allows them to relate to them. It could also be said that Oh Comely also offers surveillance due to the insight into stories that the mainstream media may have ignored as it is a niche magazine so readers are able to learn things outside of mainstream media 

9) It has been suggested Oh Comely is a “magazine about people, their quirks and creativity rather than money and what it can buy”. How does the design and advertising content of Oh Comely support this view?

The design and advertising content of Oh Comely supports this view because the magazine focuses on sharing the thought-provoking stories of women and whole pages are dedicated just to scenery rather than irrelevant content like advertisements

10) Why do you think Oh Comely was able to build a loyal audience of subscribers in the years before it closed down? Think about audience demand, rival magazines and the overall media landscape in the digital age.

I believe that Oh Comely was able to build a loyal audience of subscribers in the years before it closed down as it had a clear goal and it ensured constant delivery to achieve it which fulfilled the lack of representation of women in the media. However, the niche element of Oh Comely causes mainstream rivals to have a wider reach than them which was likely the cause of the their downfall 

Media Paper 1: Learner Response :)

1) Type up your feedback in full (you do not need to write mark/grade if you do not wish to).

WWW: Really good focus on Q2 representations of masculinity with social/historical contexts with references to both print adverts 

EBI: Develop industry section for Q6- not enough subject knowledge on how new technology influenced marketing/distribution of the film industry 

2) Read the mark scheme for this exam carefully, paying particular attention to the 'indicative content' for each question. This is some of the best analysis you can do as it gives you an idea of what the exam board is expecting. For your LR blogpost, identify ONE point you could have added for the first three questions in Section A:

• Q1 (unseen text) additional point/theory: The black and white colour scheme offers connotations of class, traditional and style with the limited use of red drawing attention to the brand logo 

• Q2 (unseen text and CSP) additional point/theory/CSP reference: Applying van Zoonen: building on Butler, van Zoonen argues sex role stereotypes are reinforced by the media and this advert emphasises male power, wealth and professional success 

• Q3 (Letter to the Free) additional point/theory/CSP reference: There is also a cinema verité aesthetic which constitutes a viewpoint (black and white film, realistic location, element of historical accuracy)

3) Now focus on Section B. Section B began with two questions testing your knowledge of industry terminology. Make sure you know the answers to these (get the answers from the mark scheme if you have to):

• Benefits of vertical integration: 

- Greater control of the production process 

- Lower costs and higher profits 

• Definition and benefits of diversification: Diversification is when a media company branches out into a different area of the media industries. For example, in the film and TV industries major companies such as Disney have diversified into streaming to remain market leaders (Disney+) and prevent newer companies such as Netflix overtaking their market share 

4) The Section B CSP focus was on Blinded By The Light. The impact of new technology on distribution was a weaker area in most answers. Pick out three points from the mark scheme that you could have included in your answer here.

• Streaming has changed the way audiences watch films with audiences increasingly watching movies using streaming sites on smaller devices (such as phones and tablets) meaning cinema exhibition is struggling to retain its relevance and influence in the industry

• In many ways, Blinded By The Light is a very traditional film release – adapted from a book, directed by Gurinder Chadha who had previous success with Bend It Like Beckham and bought at auction by New Line Cinema for a traditional summer release 

• However, technology arguably has saved the film (and New Line Cinema who paid $15m for the rights to distribute) with deals to make Blinded By The Light available first on Amazon Prime and then on Netflix. This means the film will continue to generate income despite the initial disappointing box office figures 

5) Finally, identify three things you plan to revise before your next Media assessment or mock exam (e.g. terminology, particular theories or CSPs etc.)

• Revise different fonts so that I can refer to the typography in the unseen texts more confidently

• I also need to work on theories that relate to Common's Letter to the Free because I lost marks by not mentioning any theories 

• I need to revise Blinded by the Light in more detail because I need to ensure I use the names of the companies that bought the film and when 

Magazine Cover: Learner Response :)

1) Add your finished magazine cover as a JPEG image.

2) Type up your feedback from your teacher. You don't need to include a mark or grade if you don't want to.

WWW: This is a very good cover – there is a lot to credit here. The image is extremely convincing for Elle – particularly in terms of mise-en-scene and image focus. The cover lines are well written and capture the Elle style impressively. I also like your evaluation which is pretty much spot on. The fact that you are reflecting on your work and holding yourself to such high standards is a very good sign for the real coursework next year 

EBI: There are two factors that are keeping you out of the top level here. Firstly, the typography is very difficult to read – you needed a different font to fit the Elle house style. The three blocks of text are also compressed and make it slightly difficult to read so audiences they won’t take the full meaning of the cover such as the text ‘Mental Health’ has no space in between the words. In terms of hitting professional standards, we need to make sure everything is perfect. I have no doubt that this task was beneficial in you getting to grips with Photoshop and by the actual coursework you will be more confident with the software 

Mark: 12/15 

3) Consider your mark against the mark scheme. What are the strengths of your production based on the the mark scheme? Think about magazine cover conventions and the media language techniques you have used to communicate with your audience (e.g. mise-en-scene, camera shot etc.)

One strength of my magazine cover was that I upheld the Elle magazine convention of placing the model in front of the name of the magazine as well as the four-five cover lines which are typically about self-care about fashion. I have also strategically taken a picture of the model using a medium shot which is also another convention of Elle magazine in order to try replicate the Elle magazine cover to the best of my ability. I also tried to recreate the convention of a blank background as well as I could but struggled to make the lighting look natural 

4) Look at the mark scheme again. What can you do to move your mark higher and, if required, move up a level?

In order to move my mark higher, I could have ensured that the text for the cover lines was clearer to read by making it a colour that does not blend in with the background and spacing out the letters better. I also could worked on the lighting in order to make the image on the cover look clearer because the lack of naturalism likely made my mark lower 

5) What would be one piece of advice you would give a student about to start the same magazine cover project you have just completed?

I would give them the advice to familiarise themselves with Photoshop before they start so that they don't struggle while against a deadline 

Men's Health Language & Representation: Blog Tasks :)

Language

1) Write a summary of our annotations on the media language choices on the cover of Men's Health - e.g. colour scheme, typography, language, photographic codes etc. 

The title of publication is in Serif in order to bring forward the idea that Men's Health is a long standing brand as a reputable magazine. The cover lines on the magazine are Sans Serif which connotes a modern and informal attitude that suggests that Men's Health magazine is adapting to fit with modern society- the boldness of this font reinforces the aggressive hypermasculine stereotype that is emphasised throughout this whole magazine. The colour scheme on this cover is the emphasised use of clean colours such as light blue, dark blue, white and black instead of vibrant colours in order to represent a hegemonic masculine representation. The central image uses Vin Diesel as a model and he has been put in a position where his triceps are on display in order to reinforce a hypermasculine stereotype of strength. This is also an example of star power because the use of a celebrity that is associated with action and adventure would appeal to an audience that would read Men's Health so an element of relatability is provided due to personal identity (Blumler and Katz uses and gratifications theory). The model also has a menacing and fierce facial expression to reinforce hypermasculine aggression 

2) Identify three specific aspects/conventions/important points (e.g. cover lines, colour scheme, use of text, image etc.) from each page of the CSP that you could refer to in a future exam. Explain why that particular aspect of the CSP is important - think about connotations, representations, audience pleasures, reception theory etc.

• Front cover: 

-The central image uses Vin Diesel as a model and he has been put in a position where his triceps are on display in order to reinforce a hypermasculine stereotype of strength. This is also an example of star power because the use of a celebrity that is associated with action and adventure would appeal to an audience that would read Men's Health so an element of relatability is provided due to personal identity (Blumler and Katz uses and gratifications theory). The model also has a menacing and fierce facial expression to reinforce hypermasculine aggression 

-The main coverline is written with black Sans Serif typography in order to connote aggression and aspiration to be healthy and body-conscious because it has been used with the violent verb "blast" that implies further hypermasculinity as is emphasised by the exclamation mark. This also presents a moment of disequilibrium (Todorov) and the narrative suggests that the article provides a new equilibrium

-Alliteration of "wage war" reinforces toxic masculine tropes of war and fighting that suggests that flab is the antagonist and Vin Diesel is the hero or the dispatcher (by providing info to the recipient for the quest) by applying Propp's character theory- this may also link to bell hooks' idea of normalised traumatisation

• Editor's Letter and contents page:

-The colour scheme is a neutral beige colour which presents a "washed out" look that contrasts the other colours on the page. This neutral colour also provides authenticity due to the natural and unedited aesthetic that still feels rather traditional. There are also elements of modernity here because it seems to subvert the typical masculine colour schemes 

-The editor's letter contains diversity of content because it provides acknowledgement for men who are focusing on their mental health and not just physical health- this presents a changing landscape of masculinity that Gauntlett suggested (masculinity is not in crisis) 

-Pink and yellow pages have been featured on this page and perhaps this is because this colour scheme is attempting to recognise alternative colours that could be associated with masculinity in order to subvert hypermasculinity- these colours could be referencing the LGBTQ+ community because it may reinforce effeminate colour schemes 

• Feature - True Grit - 'The Marathon Man': 

-The image used is important because the model is in a running pose with a confident and content facial expression on his face- this places less focus on body image and clothing but more on his facial expression 

-The interviewer/interviewee layout of a Q&A reflects a more close-up and personal perspective in order to promote awareness, confidence and speaking out culture 

-The interview builds up a profile of alternate athletes that contrasts Vin Diesel who is a stereotypical masculine celebrity. There is an alternative representation of a "fit pensioner" to diversify and widen the target audience in order to motivate older generations 

3) Apply narrative theories to Men's Health - Todorov's equilibrium, Propp's character types, Barthes' action or enigma codes, Levi-Strauss's binary opposition. How can we use narrative to understand the way the cover has been constructed?

• Vin Diesel's flexed and exposed muscles as well as the violent verbs could suggest an action code if we apply Barthes' action codes because it suggests that he is ready to fight which reinforces hypermasculine ideas 
• The colour scheme is black, blue and grey which represents a hegemonic masculinity which links to Neale's theory of repetition and difference because the stereotypes of men are repeated 
• Alliteration of "wage war" reinforces toxic masculine tropes of war and fighting that suggests that flab is the antagonist and Vin Diesel is the hero or the dispatcher (by providing info to the recipient for the quest) by applying Propp's character theory- this may also link to bell hooks' idea of normalised traumatisation 
• The use of Vin Diesel as a model makes use of star power because the use of a celebrity that is associated with action and adventure would appeal to an audience that would read Men's Health so an element of relatability is provided due to personal identity- which applies Blumler and Katz's uses and gratifications theory

4) Read the cover lines and the Editor's Letter. Does Men's Health offer a cure for male insecurities or does it create male insecurity?

The magazine cover lines create male insecurity because there is an emphasised pressure that has been put on men to look a certain way (implied that the ideal body type is Vin Diesel) and this can lead men to think that their appearance is not ideal and not good enough compared to the body ideal that has been presented to them. However, the Editor's letter does attempt to offer a cure for male insecurities by asking the readers 'what was wrong with the old you?' in response to the 'new year, new you' bandwagon. This alternative approach encourages readers to truly accept themselves as they are and they don't need to look a certain way in order to be seen as desirable 

5) How does the 'Marathon Man' feature page offer an example of Steve Neale's genre theory concerning 'repetition and difference'?

The 'Marathon Man' feature page offers an example of Steve Neale's genre theory concerning 'repetition and difference' because running marathons is a repeated occurrence in Men's Health but the fact that a 69-year-old is doing the marathon presents a different outlook to the common marathon occurrence  

Representations

We have already covered many relevant theories in our work on Advertising and Marketing (for example, David Gauntlett's writing on Media, Gender and Identity). We now need to apply these theories and ideas to Men's Health and specifically the three pages from the Jan/Feb 2017 issue identified as our Close-Study Product.

Representations: applying theory

1) How can Gauntlett's ideas on masculinity, gender and identity be applied to the Men's Health CSP we have analysed?

The feature on Mental Health mentioned on the cover indicates the evolution in masculinity and reinforces how gender has become the focus of change linking to Gauntlett's idea that things change over time- this is because mental health in men was not recognised and acknowledged when the older generations were still growing up so there is a clear difference in generations (which was another one of Gauntlett's ideas) 

2) How could van Zoonen's work on feminist and gender theory be applied to Men's Health?

van Zoonen's "sex roles stereotypes" suggests that the media reinforces sex role stereotypes and helps to construct gender roles- representation of women's sexuality is generally submissive and disempowering whereas representation of men's sexuality is based off strength and power. Men's Health reinforces the representation of men as strong and powerful by using a muscular man on the front cover of the magazine and this suggests that strength is a key element to masculinity 

3) How could bell hooks's work on 'corrosive masculinity' apply to Men's Health?

bell hooks highlighted the corrosive and damaging effect of toxic masculinity on both men and women and how normalised traumatisation is damage caused by the representations that are simply accepted as a part of society. Alliteration in "wage war" from one of the cover lines reinforces toxic masculine tropes of war and fighting which is a contribution to normalised traumatisation and corrosive masculinity 

Representations: academic analysis

Finally, read these extracts from the journal article exploring the representation of masculinity in Men's Health magazine and answer the following questions:

1) Why is Men's Health defined as a 'lifestyle magazine'?

Men's Health is defined as a 'lifestyle magazine' because in every issue, they make sure to show their readers from the first pages that the publication is not just limited to healthy questions, but it includes more topics concerning men. The ‘lifestyle’ notion refers to the magazines which can be included under the ‘general interest-magazines-for-men’ label 

2) Why is advertising significant in helping to shape masculine identity?

Advertising is significant in helping to shape masculine identity because the wide catalogue of goods presented in the magazine can be understood as a way in which the reader is provided with a variety of goods that help him to perform effectively in society by expressing his identity in physical terms. Thus, in this context, men are understood as consumers whose maleness can be emphasized by the purchase of certain products 

3) The article suggests that the representation of masculinity in Men's Health is not fixed or natural and is subject to constant change. What media theorists that we have studied previously can be linked to these ideas?

The article suggests that the representation of masculinity in Men's Health is not fixed or natural and is subject to constant change. This uses the application of David Gauntlett's key ideas that identity is becoming more fluid, things change over time and there are generational differences in identity 

4) What does the article suggest Men's Health encourages its readers to be? What examples and statistics are provided to develop the idea of men as consumers?

The article suggests that Men's Health encourages its readers to be active consumers. An illustrative example of this is men’s increasing interest in fashion and personal products, as proved in a research conducted by Euromonitor International which shows that “the global market for male grooming products grew by an impressive average annual rate of 5.7% between 1997-2005” 

5) What representations of the male body can be found in Men's Health?

The representations of the male body that can be found in Men's Health are that of external beauty by using models who are 'fit' we are immersed in a narcissistic culture that, in Belén López’s words, “connects with a compulsive need for beauty which is linked to power and success”. Men's Health contributes to creating anxieties about their bodies in terms of age, strength, sexual performance and weight maintenance. In this sense, MH is another expression of the social fixation on physical appearance, which tries to impose its standards of beauty on the population. The fixation on being fit is because having a fit body supposedly shows the external consequence of self-discipline, effort, and

commitment; in this sense, the magazine urges its readers to “Get this body!” as seen in the

exclamations of most of its covers

 

6) What does the article suggest regarding the objectification of men?

The article suggests that the male body is objectified and exposed to the reader's gaze. "Men are increasingly and unapologetically objectified, both in terms of erotic spectacle and as targets of advertising for products beyond cars and beer, including many items once thought to be marketed for women alone" (MacKinnon, 2003: 99). “The sexual objectification of men has increased in the media, in terms of film, drama and soap-opera sex appeal" 

7) What is 'metrosexuality' and how can it be applied to Men's Health?

Metrosexuality is the most often used when talking about the new depictions within men’s

magazines since it refers to a man who is extremely aware of his physical appearance and is devoted to it by buying cosmetic and fashion products. This can be applied to Men's Health as according to TGI consumer data in 2016, Men's Health readers spend £1.1bn on fashion a year and a combined total of £211m on fragrance and grooming products, the average number of grooming products per Men's Health reader is 11. This indicates a clear awareness and devotion to their physical appearance as Men's Health readers buy quite a few cosmetic and fashion products, therefore, being an example of metrosexuality 

8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?

The representation of men in Men's Health discussed in the 'Homogenous bodies' section portrays the dominant depictions of maleness in physical terms, linked to power, strength, and youth. The representation of men in the magazine can be analyzed in three different aspects: his physical appearance, his external look (in terms of style), and his lifestyle (values). Concerning his external look, he wears fashionable clothing, presents a modern hairstyle, and carries trendy complements, which make him look elegant and tasteful. Finally, these features are the external expression of a healthy, sporty, and successful lifestyle. In a few words, they are the materialization of the man projected by Men’s Health; a hyperbole of the magazine’s proposal 

9) What are the conclusions drawn by the article with regards to the representation of masculinity in Men's Health?

In conclusion, the article draws that the representation of masculinity in Men's Health presents some similarities with other magazines, although it also has some peculiarities which make it unique. It portrays different visions of masculinity (i.e. new man, new lad, metrosexual) but also presents an instrumentalized conception of the body since it’s depicted as a machine that can be improved to perform better, faster and longer. The body, therefore, is a construction oriented to express the discipline and effort –financial effort sometimes– invested on it in public while the physical appearance turns out to be an important feature socially, and it is expressed like this in the rest of the mass media discourses 

10) What is your own view of the representation of masculinity in Men's Health? Is it a positive representation that encourages men to the best they can be or is it a hypermasculine, consumer-driven representation designed to undermine men's confidence and objectify their bodies?

I believe that Men's Health still presents the toxic masculinity that society is trying to steer away from- their entire magazine is full of hypermasculine ideas and even when they attempt to be inclusive (an example is the older man who still runs marathons), the idea of hypermasculinity is still presented. In today's society, women are looking to build muscle too and some men are single fathers who have to look after children and have no time to stay fit in the way that Men's Health promotes- this means that the magazine is not inclusive at all and they only focus on middle-aged men and tend to disregard any other audiences. This lack of inclusivity and representation can be very damaging for men because men some people don't feel seen and this can create serious insecurities for them because they feel like they should look like the men in the magazine and they will feel insecure if they don't 

Men's Health Industries: Blog Tasks :)

Hearst publishing

Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications. Then, answer the following questions:

1) What media industries and brands make up the Hearst Communications conglomerate?

The media industries and brands that make up the Hearst Communications conglomerate are newspapers, magazines, television channels, and television stations, including the San Francisco Chronicle, the Houston Chronicle, Cosmopolitan and Esquire. It owns 50% of the A&E Networks cable network group and 20% of the sports cable network group ESPN, both in partnership with The Walt Disney Company. The conglomerate also owns several business-information companies, including Fitch Ratings and First Databank 

2) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?

The global revenue for Hearst Communications for the most recent year on record, 2019, is $11.4 billion 

3) Focusing on Hearst UK, what other magazine brands are part of Hearst UK publishing? How many UK people do they reach in print and online?

The magazine brands that are part of Hearst UK publishing are best, Cosmopolitan, Country Living, delish, Digital Spy, Elle, Elle Decoration, Esquire, Good Housekeeping, Bazaar, House Beautiful, Inside Soap, Men's Health, netdoctor, prima, Red, Runner's and Women's Health. These brands reach millions of Britons, delivering positive content through print, digital, social and experiential 

Now read this Campaign interview with Hearst UK CEO James Wildman and answer the following questions:

1) What is James Wildman's plan for Hearst UK?

James Wildman's plan for Hearst UK is to grow share in print to stem decline, accelerate growth in digital, diversify revenues through events and partnerships, and look at acquisitions 

2) What does Wildman think about premium content and paywalls?

Wildman thinks that they should charge people for premium content but he also says that there are no plans for paywalls yet 

3) How has Hearst used diversification to grow the business?

Hearst has used diversification to grow the business by running about 100 events a year and he plans to focus on fewer, bigger events such as Esquire Town House. Merchandising deals such as a Country Living range of sofas with DFS have been a money-spinner. Hearst also wants to make more of Good Housekeeping’s respected accreditation team, which tests products. Its endorsements can drive sales for products such as Procter & Gamble’s Olay, which subsequently led to the magazine taking part in a TV ad 

The impact of digital media on the print magazines industry

Read the following two features on the print magazine industry: 

• BBC website feature on the print magazine industry 
• Guardian feature on the demise of NME magazine 

Now answer the following questions:

1) Why are traditional print magazines struggling?

Traditional print magazines are struggling due to the rise of the internet and a change in the tastes and fashions of audiences. The internet is also much more easily accessible and convenient than going out and getting a print magazine 

2) Look at the Guardian article in detail. What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?

The line graph in the Guardian article demonstrates the clear decline in the print magazine industry between 2010 and 2017. Sales of the top 100 actively purchased print titles in the UK – those that readers buy or subscribe to – fell by 42% from 23.8m to 13.9m between 2010 and 2017 

3) What percentage of ad revenue is taken by Google and Facebook?

The percentage of ad revenue taken by Google and Facebook is 90% 

4) What strategies can magazine publishers use to remain in business in the digital age?

Magazine publishers can use strategies such as building a brand beyond the core print publication to remain in business in the digital age 

5) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?

The Hearst UK CEO James Wildman suggests that the magazine industry is not dead as they still, "sell nearly 5m a month, that’s hardly dead, and we have 20 million unique UK users online a month, and more than double that on social media 

6) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams? What is the Men's Health branding used for?

The examples provided in the Guardian article to demonstrate how magazines are finding new revenue streams were “Endorsement, accreditation and licensing are increasingly lucrative. DFS sell House Beautiful and Country Living [named after titles] range sofas. And the bestselling premium home gym at Argos is branded after our Men’s Health magazine" 

7) What signs for optimism might there be for traditional magazine brands?

One sign of optimism for traditional magazine brands are that Immediate Media, which publishes 60 titles including Radio Times and Top Gear, was sold to the German publisher Hubert Burda, owner of Your Home and HomeStyle, for £270m. Despite the gloom, magazine publishers, like their newspaper counterparts, sense an opportunity as brand safety and measurement issues have prompted advertisers to closely scrutinise the once unquestionable value of investing in digital media such as YouTube and Facebook 

8) How does Men's Health fit into this picture? Why do you think Men's Health has remained successful in the digital age? Do you think Men's Health will continue to publish for many years to come? Why?

I think that Men's Health has remained successful in the digital age because they have managed to diversify and change as the media landscape and society is changing. This leads me to believe that Men's Health will continue to publish but are only likely to be successful in a digital format because of the convenience to access online editions and the concern for the environment 

The Men's Health website and social media

Visit the Men's Health website, Twitter feed and Instagram. Answer the following questions:

1) What similarities do you notice between the website and the print edition of the magazine?

The website and the print edition of Men's Health both seem to have a focus on physical well-being and staying fit but also on mental health. The muscular models on the front cover are also used throughout the website along with some celebrity interviews. It also advertises things like coffee machines, trainers and whiskey which is to be expected because the average Men's Health reader is expected to be part of the middle class   

2) What newsletters are offered by Men's Health what do they include? How does this help Hearst UK to make money? There is more information on newsletters here if you need it.

Men's Health offers many different newspapers for 3 days of the week, on Mondays, this is 'The Cut' which includes: workouts, meal prep, made easy, real-life transformations (inspirational weight loss stories), get fit at any age. On Wednesdays they have 'Men's Health Weekly' which includes: mental strength, put your best foot forward (reviews of latest fitness tech), food for thought (gourmet cooking advice), instant upgrades (style and grooming insights). On Fridays, this is 'The Pump' and it includes: Hollywood training tips from top celebrities, healthy eats and sweet treats, weekend workouts, smart purchases (best deals on top fitness kit) 

3) Choose one of the menu sections on the website (e.g. Mental Strength) and write a list of the features in that area of the website. What target audience are these features aimed at?

• 'The Murph Challenge' Tests Muscle, Lungs and Grit
• Use Dumbbells to get Chris Hemsworth's Arm Pump 
• Build Explosive Power in This Low-Kit Workout
• The Rock Shares His 'Brutal' Leg Training Routine
• Alexander Skarsgård's Warrior Workout Finisher

I think that the target audience for these features might be older mainstreamers because the use of star power that mainstreamers might recognise and aim to resemble 

4) Do you think the Men's Health website is trying to sell the print version or build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?

I think that the Men's Health website isn't trying to sell the print version but is instead trying to build a digital audience. The advantages of a 'digital first' strategy are that they can reach a wider audience at a smaller cost and it's more easily accessible for audiences. The disadvantages of a 'digital first' strategy are that older generations are not as comfortable and confident with using the internet and given that they are the main target audience, this could completely change the audience demographic 

5) How does the Men's Health Twitter feed use 'clickbait' to try and get users to click through to the magazine's website? Give examples of tweets that are designed to get the audience to click through.

The Men's Health Twitter feed uses 'clickbait' to try and get users to click through to the magazine website by quoting something from one of the articles on the website or just mentioning the main point followed by the link to the article in order to get the full context of the quote. For example, one tweet says, "this woman's strength astounds me" followed by a link to the article where this quote comes from and a thumbnail of Vikings' Alexander Ludwig. There's also an article that says "Get ready for a heavy pull session by giving this routine a try" followed by the link to an article that actually details what the workout is 

6) What does the Men's Health Instagram suggest about the Men's Health brand? Is this appealing to a similar audience to the print version of the magazine?

The Men's Health Instagram suggests that the Men's Health brand is purely about reinforcing hypermasculinity. There is very intense focus on physical appearance in that the muscular build of men is being presented as desirable and active which could potentially create insecurities in men. This might not appeal as much to the audience of the print magazine but instead to a younger demographic which has become increasingly more interested in their physical appearance. The Instagram page also doesn't advertise expensive products like in the print version of the magazine which perhaps suggests that the Instagram page is less targeted at a middle-class audience and more towards a working-class audience 

7) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?

I think that Men's Health social media is designed to build a digital audience as even the demographic that the social media pages are targeting is different from the print magazine in terms of age and class

8) Evaluate the success of the Men's Health brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?

It can be said that Men's Health online brand is quite successful based on the fact that they have 286k Instagram followers and 314.6k Twitter followers- this allows them to successfully communicate with their target audience. I believe that this increase in the use of digital platforms is the start of the replacement of the print magazines because more people are using the internet so there is a huge decline in the demand for print magazines 

Advertising Assessment: Learner Response :)

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

WWW: Mostly secure knowledge of social, cultural and historical contexts which link to Ad 

EBI: Not enough textual analysis referenced in responses or depth and detail 

2) Read the whole mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment.

• Q1: Monochrome (black and white) – stylish, sophisticated, reinforces traditional heterosexual meanings; consistent with aspirational branding. Low-key lighting, ‘chiaroscuro’, backlighting visible in shot – suggests stage lights/spotlights, perhaps a fashion show 

• Q2: Representation of gender reinforces Judith Butler’s idea of gender as performance – dominant/submissive gender roles clearly reinforced in construction of advert 

3) Look at your answer and the mark scheme for Question 1 (Diamonds advert unseen text). List three examples of media terminology or theory that you could have included in your answer. 

• Promise of irresistible appeal – ‘sex sells’ (common narrative in men’s grooming; Barthes’ action code) 
• Man as the hunted, looked-at object; objectification of men (Gill – female gaze) 
• Black tie as a phallic object (Mulvey) – being grabbed by female model 

4) Look at your answer and the mark scheme for Question 2. What aspects of the cultural and historical context for the Score hair cream advert do you need to revise or develop in future?

Cultural: 

• Hypermasculine, heterosexual image does not seem to reflect the significant social and cultural changes of last 50 years in terms of gender roles. Reinforces hegemonic masculinity 

• The representation of the male as hunter in a foreign jungle setting suggests a reference to the British Empire and the colonial dominance of the 19th century 

Historical: 

• Armani advert arguably reflects the ‘crisis of masculinity’ some refer to – assertively heterosexual, perhaps reflecting the struggle men face to find their place/role in the 21st century. Armani captures the way men wish to see the world 

• Aggressively heterosexual representation perhaps shows male insecurity in light of the decriminalisation of homosexuality in 1967 

5) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20-mark essay question on David Gauntlett and whether identities are becoming more fluid. Find two arguments in favour and two arguments against the statement from the anticipated content in the mark scheme.

In favour: 

• Gauntlett argues that gender representation and identity is constantly changing (a “moving target”) and suggests masculinity is not in crisis. Instead finds that men are finding their place in a changing world – Manny Gutierrez provides a compelling example of this 

• The explicitly heterosexual, hypermasculine representations of the Score hair cream advert demonstrate how much things have changed in 50 years – “Get what you’ve always wanted”. A company would likely face a social media backlash for a similar campaign today 

Against: 

• Identity is now a ‘culture war’ issue divided on partisan lines (left v right or in America Republican v Democrat). Therefore, it could be argued that an acceptance of liberal and fluid identities is still some way off (recent elections in the UK arguably reinforce this view) 

• Van Zoonen argues that media language constructs gender and that this largely reinforces traditional gender stereotypes. This would suggest gender identities are still largely restrictive and not as liberal as Gauntlett may suggest