COVERED Investigating The Importance of Music Magazine Cover Design Dominique Marshall
Opposite: Mojo Magazine, July 2004
CONTENTS AIMS
What the aims of my report are
COVER ANALYSIS
Visual deconstruction of 4 music magazine covers
CONSUMER OPINIONS INDUSTRY OPINIONS KEY FINDINGS REPORT STRUCTURE & NEXT STEPS
AIMS FUNCTION
Explore how a magazine cover functions. What makes them such a unique selling point?
ATTRACTION
Explore how different music magazines attract their target audience
OPINION
Find out industry opinions about the importance of the cover Find out consumer opinions and analyze comparisons & contrasts with industry
OVERARCHING AIM
Find out more about music magazines that I know of, with the view of possibly getting a work placement
COVER ANALYSIS
The magazines I chose to deconstruct the covers of were Big Cheese, NME, Rocksound and Terrorizer.
Masthead Selling Line Cover Image Key for deconstruction:
Page Layout Main Cover Line Cover Lines Barcode Dateline
Similarities: • Barcode is always placed on the bottom right • The main cover line is placed over the cover image in the centre of the page, except on the NME cover where the cover line has been placed on the bottom right above the barcode • The masthead is typically in the same place • The selling line is covered by the cover image, except on Terrorizer where the selling line has been placed next to the masthead on the left hand side • The cover lines are typically placed on the bottom left, middle left, middle right, above the masthead and at the bottom of the page
CONSUMER OPINIONS
General Magazine Consumers What genre of magazine(s) do you regularly read?
What is the first thing that usually attracts you to a magazine cover?
Name of the magazine Content Images used Cover Design
Please rate how important these factors are in your decision to pick up a magazine... Not important
Company Name
Neutral
Content
Very important
Cover Design
Images Used
Music Magazine Consumers Which music magazines do you read/browse through? • Kerrang, Metal Hammer • Kerrang • Kerrang magazine occasionally • Terrorizer, Metal Hammer, Kerrang • Metal Hammer, Kerrang, Rock Sound
What is the first thing that makes you want to pick up a magazine?
Name of the magazine Content Images used Cover Design
Please rate how important these factors are in your decision to pick up a magazine... Not important
Company Name
Neutral
Content
Very important
Cover Design
Images Used
“ Traditionally, 50% of the magazine’s impact is down to the cover.” David Hepworth
INDUSTRY OPINIONS ANDREW LOSOWSKY Writer & Editor (Turning Pages, We Love Magazines) JEREMY LESLIE Magazine Creative, Author and Writer of MagCulture DAVID HEPWORTH Development Hell Ltd (The Word) Editorial Director JAMES WEST Dazed & Confused Magazine Art Director DARREN TAYLOR Rock Sound Magazine Editor ED LE FROY Big Cheese Magazine Designer MIRANDA YARDLEY Terrorizer Magazine Managing Director/Publisher
ANDREW LOSOWSKY How important do you think the magazine cover design is in terms of attracting your target audience? It depends on how a magazine is distributed, and in what form. If you’re handing it out at Tube stations, not so much; if it comes free inside a newspaper, almost not at all. If it’s on the newsstand, or to be picked up for free, then it’s extremely important. What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? It depends on what consumers, in what circumstances. There is no single answer; some are attracted to the name, but the fact that they don’t subscribe suggests that they still need to be persuaded by the stories within. Others are pure dilettantes, picking up only what interests them, when they have a need for something to read. But it would take a hell of a cover to get a typical middle-aged football fan to purchase OK! for themselves, or for a left-wing reader to pay for an obviously right-wing magazine.
What personally attracts you to pick up a magazine? Anything that suggests that the inside content might surprise me. What do you think of the opinion that magazine designers aren’t ambitious enough, and aren’t going after ‘big ideas’ that will shock the public? The public don’t need to be shocked in order to include a big idea. And a cover can’t do all the work - in general, the newsstand is less vibrant and risk-taking than I would like. The design is just a part of that. What makes a magazine cover successful? It catches the eye, it surprises, it evokes a reaction, it intrigues. What makes a magazine cover unsuccessful? None of the above.
“Magazine editors worry more about the cover than any other part of the magazine…” How far would you agree with this statement? Disagree. Publishers tend to worry about covers more than the content; for editors, it’s an important element, but not their main preoccupation. JEREMY LESLIE How important do you think the magazine cover design is in terms of attracting a target audience? The magazine is the essential sales tool for a consumer magazine. It is a poster for the issue, and thus vital, the only thing a potential buyer will judge an issue on. You have to get the reader to pick up a copy and flick through. And that’s the cover’s job. What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? It depends on the market. If a loyal reader, the name counts for a lot (i.e. The Economist). But if its a weekly celebrity magazine, the face and headline matters more, that audience are more promiscuous. “The magazine cover is the greatest sales pitch of all” - what are your thoughts on this statement? As I said, the cover’s the poster. The greatest sales pitch of all? Its the most overwrought and over-worked sales pitch that’s for sure, editors and art directors agonize over every decision. And then its passed to the publisher who changes it all. The volume of shouting and selling on covers has surpassed what’s necessary and become a chaotic babble. Sadly. Perhaps a blank cover will stand out better now?
What personally attracts you to pick up a magazine? I’m too close in to see properly, my opinion is not relevant. I buy/receive loads of mags and I’m generally doing so because i want to check out a redesign/new issue/new launch and not because I’ve judged a cover as appealing. What makes a magazine cover successful? Success = the buyer picking up and becoming a reader. So whatever it takes to influence that decision. Again, if you’re an Economist reader, a photo of Cheryl Cole and a flouro headline will not work. But equally an illustration and polite list of subjects won’t work for Heat. What makes a magazine cover unsuccessful? First failure: the buyer doesn’t buy. But jump that, then second fail: a promise not kept inside.
“ Above all the cover is definitely one of the most important selling tools and can make or break an issue, regardless of what’s inside.” James West - Dazed & Confused
Rock Sound Magazine, September 2010
DAVID HEPWORTH How important do you think the magazine cover design is in terms of attracting a target audience? Traditionally, 50% of the magazine’s impact is down to the cover. What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? Combination of name and image. “The magazine cover is the greatest sales pitch of all” - what are your thoughts on this statement? True. What do you think of the opinion that magazine designers aren’t ambitious enough, and aren’t going after ‘big ideas’ that will shock the public? It’s nothing to do with designers. They just do what editors tell them. Big ideas are fine for Hoxton style magazines. They’re no use on Cosmo.
The things that have changed magazine cover design most have been the move to using recognizable faces (which women’s magazines didn’t bother with before the 90s) and the massive decline in football at the news stand. In a world where subscription might matter more than individual issue sales, brand identity might matter more than the look of a particular issue.
JAMES WEST How important do you think the magazine cover design is in terms of attracting a target audience?
“The magazine cover is the greatest sales pitch of all” - what are your thoughts on this statement?
Vital.
As with the question about what attracts you to the magazine, different things will attract different readers. But above all the cover is definitely one of the most important selling tools and can make or break an issue, regardless of what’s inside.
What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? Different groups will be attracted to different things. Regular readers might look for the logo or shelf position, casual browsers who don’t know the publication might be attracted by the cover image or cover lines. But then regular readers will also be attracted by these. So it’s a combination of things. A striking image is most important. Are any research methods carried out in order to find out what your target audience is attracted to?
What personally attracts you to pick up a magazine? I buy most magazines, I am a collector so I don’t get too selective! What makes a magazine cover successful? There is no exact science. Research shows that eye contact sells magazines, but then that’s a very general statement and might not apply to all titles and audiences, or covers
If they buy the magazine, they like it! Are there any rules that the team works by when it comes to creating the cover for each issue? The covers follow a general design template, but the concept for the cover shoot and story will be discussed each issue – but the cover stars and photographic treatment will both be something that is considered to be of interest to the Dazed reader.
What makes a magazine cover unsuccessful? An image that is not engaging on some level. You can also ruin a cover by plastering it with cover lines. But then that works well for some kinds of magazine. It all depends on your audience.
DARREN TAYLOR How important do you think the magazine cover design is in terms of attracting your target audience?
Magazine editors worry more about the cover than any other part of the magazine…” How far would you agree with this statement?
Very important. It’s the first thing a potential buyer will see so it needs to shout/catch them and draw them in.
This is essentially true - the cover is the major selling factor for the magazine but having strong contents inside the mag once a potential reader has made the purchase is also just as important.
What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? The brand name is important and we have regular people who purchase on a monthly basis but at the end of the day the cover band is the most important factor and many people will buy it for that reason alone. Are any research methods carried out in order to find out what your target audience is attracted to? Yes, we do readers’ surveys on a regular basis to work out who is reading the magazine via print or online. Are there any rules that the team works by when it comes to creating the cover for each issue? Having a strong image for the cover is essential. The band on the cover need to have good eye-contact with the reader too. Then we building everything else around the image including a strong quote/coverline to attract the reader to want to investigate further.
What personally attracts you to pick up a magazine? Aa strong cover image, the features that i will find inside. At the end of the day you buy the magazine because it promises you information that you feel you need to know.
ED LE FROY How important do you think the magazine cover design is in terms of attracting your target audience?
Are there any rules that are followed when it comes to creating the cover for each issue?
Vital.
Make it different from the one before! Got to be ‘understandable’ from 20ft away.
What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? Cover image
“Magazine editors worry more about the cover than any other part of the magazine…” How far would you agree with this statement?
Are any research methods carried out in order to find out what your target audience is attracted to?
Yes, totally. We can spend days on it.
Um, not really, it’s usually who is guaranteed to sell the most amount of mags - usually by having a new album / tour. As far as market research goes it’s usually the PR companies that prewarn us of what’s going to appeal to their target audience, i.e. ours.
What personally attracts you to pick up a magazine? Cover image!
MIRANDA YARDLEY How important do you think the magazine cover design is in terms of attracting your target audience?
Are there any rules that the team works by when it comes to creating the cover for each issue?
Critically. A consumer makes their decision in 1-2 seconds, so you live or die by the cover.
Yes, see (2)
What do you think consumers are mostly attracted to: The magazine name? The features displayed? The cover image? Branding and cover image, need a face on the cover. You should also identify your 4-5 types of reader and ensure the cover caters to each key group. Are any research methods carried out in order to find out what your target audience is attracted to? Yes, both informal (talking to people at shows and interns) and formal (end of year poll)
“Magazine editors worry more about the cover than any other part of the magazine…” How far would you agree with this statement? They often don’t, but it is central to any editor’s role to produce a killer cover every time. What personally attracts you to pick up a magazine? I’m a geek so I’m brand loyal to geek mags. But the cover is important (lesson here: I once bought Classic Rock ‘cos it had an iconic Hendrix picture on the cover, the Hendrix content was a single album in an admittedly sizeable “100 Best” feature),
“ A consumer makes their decision in 1-2 seconds, so you live or die by the cover.�
Miranda Yardley - Managing Director at Dark Arts Ltd (Terrorizer Magazine)
KF EY
INDINGS
Kerrang Magazine, April 2003
eople that work within the industry see the P cover image as the most important factor in attracting readers. This is definitely more apparent
magazine or not. If they are a loyal reader (subscribers for example), they will know what to expect from a particular magazine and will continue to read each issue, regardless of who or what may be featured on the cover. Familiarity will result in a consumer knowing what type of music will be talked about in a magazine, so seeing the name on a shelf can be all it takes for a consumer to want to buy a magazine.
In terms of the importance of a magazine cover, those within the industry see it as a vital selling point. Consumers view the cover lines as the most important thing that attracts them to a magazine, as well as the main images used. They view the cover as an information portal that will give them a quick insight into which bands are currently popular, and information about them that other magazines may not feature. They are more likely to want to pick up a magazine if a band they like is on the cover.
The cover design is seen as important too. Readers may be attracted to particular colours, typefaces and layouts used on a cover, so some magazines may look more appealing than others.
with music magazines, as ultimately people will pick up the magazine depending on who is featured on the cover. Example: One magazine shows My Chemical Romance, another shows Linkin Park. A person may pick up the magazine with Linkin Park as they don’t like MCR.
For those that are familiar with the different magazines available, the brand name is also an important factor in whether they pick up the
POSSIBLE REPORT STRUCTURE Intro Background on magazine covers chapter one The important visual components of a magazine cover How covers function & attract readers chapter two General industry opinions about the importance of magazine cover design Opinions of those that work specifically within music magazines Consumer opinions Comparisons & contrasts between industry & consumer opinions
CHAPTER THREE Short case studies of 2/3 (?) magazines (Need to choose from Kerrang, Metal Hammer, Rock Sound, Big Cheese, NME, Mojo) Quick background into each magazine Launch issue cover analysis Current issue cover analysis Circulation & readership figures What has changed between then & now? Conclusion Sum up the importance of the cover and give an overview of opinions
NEXT STEPS • • • • •
Continue reading up on the topic Start writing chapters Choose what magazine(s) to do case study on, collect information about them Possibly hold focus group with consumers Consider conducting short interviews with those that work at the magazines I choose for the case study - find out more about the brands from people that know them first hand, but face to face rather than by email
Big Cheese Magazine, August 2009