Friday 29 June 2018
Sunday 24 June 2018
Oh Comely close-textual analysis: blog tasks
1) What do the typefaces used on the front cover suggest to an audience?
2) What is the significance of the writer and photographer? How does this fit with the Oh Comelybrand?
The typefaces Suggests a more modern feel to the magazine. It gives it a very creative and alternative vibe to the entire magazine, this is reinforced by the border around it which makes it seem more like a piece of art and as if it's in a gallery.
2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?
2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?
An alternative and creative viewership which indulges in main creative hobbies for a wider amount of people to enjoy .
3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?
3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?
It suggests an alternative and creative idea of the content and the audience, with an emphasis on empowering women.
4) Write an analysis of the central image.
4) Write an analysis of the central image.
Her facial expression isn't entirely submissive nor dominant which gives it a very gender-neutral feel. Along with the minimal make-up (or possibly none) it reinforces that idea. Her clothing seems to be a mix between retro and posh, despite that it still looks somewhat cheap.
5) What representation of gender can be found on this front cover?
5) What representation of gender can be found on this front cover?
It's very transparent, and is suggesting a gender neutral representation, but seems to be edging towards femininity mainly from the confidence she look like she has from her body positions.
1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?
1) What does the headline and standfirst suggest about Oh Comely's feminist perspective?
It wan'ts to empower women and give them as many chances and opportunities as possible. Alsoe would inspire them to do something with their life.
2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?
2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?
It continuously reinforces the idea of empowering women and giving them opportunities to be independent.
3) How conventional is the page design in this feature? Why?
3) How conventional is the page design in this feature? Why?
It's a very minimalist cover offering little text, but the very necessary amount to maintain and preserve the art gallery feel of the magazine. This is because they dont want to be like other conventional magazines.
4) Pick out specific aspects of this feature that subvert the stereotypical representation of women in the media. Are they different to what we may find in conventional women's lifestyle magazines such as Glamour or Cosmopolitan? Why is the absence of men a key feature of Oh Comely?
4) Pick out specific aspects of this feature that subvert the stereotypical representation of women in the media. Are they different to what we may find in conventional women's lifestyle magazines such as Glamour or Cosmopolitan? Why is the absence of men a key feature of Oh Comely?
The magazine feature BAME females in the magazine that won't be seen in any magazine, not just female lifestyle magazines like Cosmo or Glamour. The traditional representations would be white and showing a full body image to highlight physique and promote products in the magazine. This magazine sell the feminist movements and alternative representations by showing females that are the alternative to mainstream outlets.
5) How does the photography offer a fresh or unusual perspective on women?
5) How does the photography offer a fresh or unusual perspective on women?
The photography shows that women can get out of their comfort zones with all the different range of pictures and try and take inspiration from them.
1) How does this feature offer a fresh perspective on gender and identity?
This is because from these pictures it give the reader to find out what to explore outside of their comfort zones and what they feel attached to.
2) What is the significance of the writer and photographer? How does this fit with the Oh Comelybrand?
It offers a personal experience, not just a conversation between the editor and the writer, it fits in with the brand of representing alternative lifestyles and about making a more personalised, non-commercial relationship with the reader.
3) What style of photography is used in this feature?
A kind of artistic style that feature a range of different shots of emotions.
4) What representations of the trans lifestyle can be found in this feature?
3) What style of photography is used in this feature?
A kind of artistic style that feature a range of different shots of emotions.
4) What representations of the trans lifestyle can be found in this feature?
The accepting nature that gender is fluid, it also mentions the mental health and psychological understanding that is usually ignored by mainstream magazines like Men's Health
5) Why is the biographical information at the end of the article significant? (Clue: the writer is also an editor of a niche, creative magazine called Entitle).
It creates some gender conformity that women are usually in the creative industries, even though the magazine is promoting feminism and empowerment of women, hegemonic societal representations of gender still play a big role into the cultural industries.
5) Why is the biographical information at the end of the article significant? (Clue: the writer is also an editor of a niche, creative magazine called Entitle).
It creates some gender conformity that women are usually in the creative industries, even though the magazine is promoting feminism and empowerment of women, hegemonic societal representations of gender still play a big role into the cultural industries.
Sunday 17 June 2018
Oh Comely - Audience blog tasks
1) How does Oh Comely introduce itself?
oh comely is a curious, honest and playful independent magazine. It’s a place to meet strangers, hear their stories and look at life a little differently – where our readers are our writers and our models, too.
2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?
Social Media Reach: 100,000
Readers Per Issue: 25,000
Average Age of reader: 27
In compared to men's health it is a lot smaller mainly due to the fact of their target audience. oh comely is aimed at a niche audience while men's health is a much wider audience which is way they have a bigger audience.
3) How is Oh Comely distributed to the audience?
The readers sign up for a annul copies of the magazine that get delivered to them.
5) What psychographic groups might be attracted to Oh Comely?
Oh Comely magazine's description of itself would suggest targeting the Reformer and Explorer psychographic groups with an emphasis on creativity, self-discovery and a rejection of consumerism and commercialisation.
6) What social class classification would you expect most Oh Comely readers to be? Why?
I think ABC1 social class as well as they are talking about alot more smarter topics that you would typically assume with them.
7) What level of education would you expect for most Oh Comely readers? Why?
At first i thought it was teen like related things so it would not be as smart but it talks a lot about feminism and other political events.
8) What audience pleasures are offered by Oh Comely?
Personal identity: Readers enjoy having their quirky, creative lifestyle and feminist viewpoint endorsed and reflected by the magazine.
Personal relationships: Oh Comely is presented in a particularly personal way. It is the creation of three university friends, the magazine offers background on the contributors and readers are encouraged to ‘get to know’ the editorial team.
Surveillance: Oh Comely deliberately looks to inform its readers about niche stories, events and people.
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?
Mainly from the art style and the colour scheme with its also feminine touch and also the kind of photography they use in every page with an odd art style in compared to magazines like men's health.
10) Why do you think Oh Comely has been able to build a loyal audience of subscribers in the eight years since it launched? Think about audience demand, rival magazines and the overall media landscape in the digital age.
I think mainly because the different art style and the political/women rights conversation interest their target audience and want to buy it again.
oh comely is a curious, honest and playful independent magazine. It’s a place to meet strangers, hear their stories and look at life a little differently – where our readers are our writers and our models, too.
2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?
Social Media Reach: 100,000
Readers Per Issue: 25,000
Average Age of reader: 27
In compared to men's health it is a lot smaller mainly due to the fact of their target audience. oh comely is aimed at a niche audience while men's health is a much wider audience which is way they have a bigger audience.
3) How is Oh Comely distributed to the audience?
The readers sign up for a annul copies of the magazine that get delivered to them.
5) What psychographic groups might be attracted to Oh Comely?
Oh Comely magazine's description of itself would suggest targeting the Reformer and Explorer psychographic groups with an emphasis on creativity, self-discovery and a rejection of consumerism and commercialisation.
6) What social class classification would you expect most Oh Comely readers to be? Why?
I think ABC1 social class as well as they are talking about alot more smarter topics that you would typically assume with them.
7) What level of education would you expect for most Oh Comely readers? Why?
At first i thought it was teen like related things so it would not be as smart but it talks a lot about feminism and other political events.
8) What audience pleasures are offered by Oh Comely?
Personal identity: Readers enjoy having their quirky, creative lifestyle and feminist viewpoint endorsed and reflected by the magazine.
Personal relationships: Oh Comely is presented in a particularly personal way. It is the creation of three university friends, the magazine offers background on the contributors and readers are encouraged to ‘get to know’ the editorial team.
Surveillance: Oh Comely deliberately looks to inform its readers about niche stories, events and people.
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?
Mainly from the art style and the colour scheme with its also feminine touch and also the kind of photography they use in every page with an odd art style in compared to magazines like men's health.
10) Why do you think Oh Comely has been able to build a loyal audience of subscribers in the eight years since it launched? Think about audience demand, rival magazines and the overall media landscape in the digital age.
I think mainly because the different art style and the political/women rights conversation interest their target audience and want to buy it again.
Monday 11 June 2018
mens health analysis
1) Write a one-paragraph summary of your notes for each key concept from the booklet:
Media Language (e.g. conventions, narrative, genre etc.)
The colour scheme of the magazine is blue, black and white which reinforces typical masculine stereotypes as well as reinforcing the idea of hyper masculinity. The front cover uses a popular action film star 'Vin Diesel' who is dressed casually in order to draw attention to his physique. His expression is quite serious and confident which also helps to reinforce masculine stereotypes. Also his casual clothing allows the audience to create a connection as that is how the typical men's health reader would seem to appear. The use of violent language such as "Slay" and "Blast" reinforces hyper masculinity, however their are 5 cover lines in the magazine about weight loss which are typically seen in women's magazines, reinforcing the idea that masculinity is not in crisis.
Media Industries (e.g. Hearst Communications)
The Men's Health magazine promotes hyper masculinity and hegemonic masculinity through the use of the front cover which the use of colour scheme and choice of clothing reinforces theses ideologies. Men's Health has a significant presence on the health industry as it is considered one of the biggest media conglomerates, along side Hearst Communications which is considered "one of the world's largest diversified communications companies".
Media Audiences (e.g. demographics, psychographics, pleasures)
This magazine would typically be aimed at an ABC1 audience as it features expensive brand advertisements as well as references to expensive restaurants in the cover lines "Detox for foodies". Other references seen in the editor's letter also reference expensive lifestyles such as Ski holidays which would typically be holiday's for wealthier people. The typical Men's Health reader would be succeeders and aspirers as they are the ones who would want a better lifestyle as well as being able to afford them.
Media Representations (e.g. masculinity)
Judith butler's theory of gender performances is reinforced in this magazine as it promotes the stereotypical notion of masculinity, being strong and being in shape. The use of violent language such as 'blast', 'demolish' and 'slay', reinforces these values.
2) Identify three specific aspects/conventions (e.g. cover line, colour scheme, 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: Vin Diesel
A famous Hollywood action film star is used in order to inspire the audience to look like him and follow the magazines ideologies and beliefs (eat healthy and work out). As the audience may be aspirers and succeeders, having Vin Diesel in the cover will allow the audience to be more interested to buy the magazine as well as attempt to look like him.
Editor's Letter and contents page
The editor's letter uses quite a conversational tone however maintains it intelligent and educated language in order to appeal to its audience. The use of featuring advanced vocabulary and Greek puns, appeals to the aspirers and succeeders that read this magazine as they are likely to be university graduates or working in successful high paid jobs.
Feature: True Grit - 'The Marathon Man'
The use of having the achievements "most over active pensioner" is used in order to help influence the audience to work out as Men's Health are trying to send the message of "If he can, you can too" to its audience in order to gain more popularity and encourage people to workout and eat right. The use of the quote "Your only limit is your self-belief", this links to Men's Health working as a mentor/helper to Propp's character theory.
3) Type up three media theories that you think are particularly relevant to analysing Men's Health and explain why they are significant:
Judith Butler theory of gender is a performance, men are seen to have to look in shape in order to feel good about themselves. Men are constantly feeling pressured to live up to societies expectations.
David Gauntlett theory that masculinity is in fact not in crisis. Men's Health have seen to have multiple cover lines about losing weight which are typically seen amongst women magazines. This trend among men and women have shown to reinforce the idea that masculinity is not in crisis and that they have found a place.
Todorov's Equilibrium theory can be applied to Men's Health as the disequilibrium is the audience are unfit and have gained weight, the solution to this would be to exercise and to eat healthy. The new equilibrium would be the audience look like the actor on the front cover and have successfully made themselves fit.
4) Type up three quotes from the booklet that you think are particularly useful for analysing Men's Health and explain why they are significant:
"Verbs such as 'slay, blast' and 'wage' connote a notation of battle" This is useful as it gives us a talking point fo the exam to support the idea of stereotypical masculinity, being strong, fighting etc.
Another useful quote is the demographics of MH, "ABC1 64%, AB Men 32%, C2DE 36%." This is a very useful quote as it can be used to back up points as well as reinforce ideas that I may be trying to prove in my essays.
The third useful quote I picked out is when the booklet claims the editors letter is "creating a sense of inclusivity and a relationship between the reader and the editor." This is particularly important as in the essay you can flip the meaning of the editors letter, perhaps saying that it contributes to the insecurities of men.
Media Language (e.g. conventions, narrative, genre etc.)
The colour scheme of the magazine is blue, black and white which reinforces typical masculine stereotypes as well as reinforcing the idea of hyper masculinity. The front cover uses a popular action film star 'Vin Diesel' who is dressed casually in order to draw attention to his physique. His expression is quite serious and confident which also helps to reinforce masculine stereotypes. Also his casual clothing allows the audience to create a connection as that is how the typical men's health reader would seem to appear. The use of violent language such as "Slay" and "Blast" reinforces hyper masculinity, however their are 5 cover lines in the magazine about weight loss which are typically seen in women's magazines, reinforcing the idea that masculinity is not in crisis.
Media Industries (e.g. Hearst Communications)
The Men's Health magazine promotes hyper masculinity and hegemonic masculinity through the use of the front cover which the use of colour scheme and choice of clothing reinforces theses ideologies. Men's Health has a significant presence on the health industry as it is considered one of the biggest media conglomerates, along side Hearst Communications which is considered "one of the world's largest diversified communications companies".
Media Audiences (e.g. demographics, psychographics, pleasures)
This magazine would typically be aimed at an ABC1 audience as it features expensive brand advertisements as well as references to expensive restaurants in the cover lines "Detox for foodies". Other references seen in the editor's letter also reference expensive lifestyles such as Ski holidays which would typically be holiday's for wealthier people. The typical Men's Health reader would be succeeders and aspirers as they are the ones who would want a better lifestyle as well as being able to afford them.
Media Representations (e.g. masculinity)
Judith butler's theory of gender performances is reinforced in this magazine as it promotes the stereotypical notion of masculinity, being strong and being in shape. The use of violent language such as 'blast', 'demolish' and 'slay', reinforces these values.
2) Identify three specific aspects/conventions (e.g. cover line, colour scheme, 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: Vin Diesel
A famous Hollywood action film star is used in order to inspire the audience to look like him and follow the magazines ideologies and beliefs (eat healthy and work out). As the audience may be aspirers and succeeders, having Vin Diesel in the cover will allow the audience to be more interested to buy the magazine as well as attempt to look like him.
Editor's Letter and contents page
The editor's letter uses quite a conversational tone however maintains it intelligent and educated language in order to appeal to its audience. The use of featuring advanced vocabulary and Greek puns, appeals to the aspirers and succeeders that read this magazine as they are likely to be university graduates or working in successful high paid jobs.
Feature: True Grit - 'The Marathon Man'
The use of having the achievements "most over active pensioner" is used in order to help influence the audience to work out as Men's Health are trying to send the message of "If he can, you can too" to its audience in order to gain more popularity and encourage people to workout and eat right. The use of the quote "Your only limit is your self-belief", this links to Men's Health working as a mentor/helper to Propp's character theory.
3) Type up three media theories that you think are particularly relevant to analysing Men's Health and explain why they are significant:
Judith Butler theory of gender is a performance, men are seen to have to look in shape in order to feel good about themselves. Men are constantly feeling pressured to live up to societies expectations.
David Gauntlett theory that masculinity is in fact not in crisis. Men's Health have seen to have multiple cover lines about losing weight which are typically seen amongst women magazines. This trend among men and women have shown to reinforce the idea that masculinity is not in crisis and that they have found a place.
Todorov's Equilibrium theory can be applied to Men's Health as the disequilibrium is the audience are unfit and have gained weight, the solution to this would be to exercise and to eat healthy. The new equilibrium would be the audience look like the actor on the front cover and have successfully made themselves fit.
4) Type up three quotes from the booklet that you think are particularly useful for analysing Men's Health and explain why they are significant:
"Verbs such as 'slay, blast' and 'wage' connote a notation of battle" This is useful as it gives us a talking point fo the exam to support the idea of stereotypical masculinity, being strong, fighting etc.
Another useful quote is the demographics of MH, "ABC1 64%, AB Men 32%, C2DE 36%." This is a very useful quote as it can be used to back up points as well as reinforce ideas that I may be trying to prove in my essays.
The third useful quote I picked out is when the booklet claims the editors letter is "creating a sense of inclusivity and a relationship between the reader and the editor." This is particularly important as in the essay you can flip the meaning of the editors letter, perhaps saying that it contributes to the insecurities of men.
Sunday 10 June 2018
Magazines: Industries on Men's Health
Hearst publishing
Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications.
1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?
Hearst communications is an American media conglomerate
2) What media industries and brands make up the Hearst Communications conglomerate?
The magazine and newspaper industry, television stations and channels make up Hearst Communications. Some of the brands include: Men's Health, Esquire and Cosmopolitan.
3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?
The record for revenue in recent years for HC is $10.8 billion in 2016.
4) 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?
Some of the brands associates with HC are: Men's Health, Cosmopolitanism, Esquire, 20% of ESPN, Good Housekeeping and Women's Health, to name a few.
Read this Campaign interview with Hearst UK CEO James Wildman.
5) What is James Wildman's plan for Hearst UK?
James plans to focus more on events, that being those of which are associates with respected brands, e.g. Esquire Town House. He also wants to focus on merchandising ranges.
6) What percentage ad decline are consumer magazines facing?
Consumer magazines are facing a decline on advertising by 10%.
7) What Wildman think about premium content and paywalls?
Wildman thinks that Hearst should be charging for the premium content that they provide and clearly is in favour of a paywall, despite this, no paywalls have been implemented.
8) How has Hearst used diversification to grow the business?
Hearst has used diversification to expand into not only print media, but also by hosting a range of event, as well as creating merchandise and products for their brands, e.g. supplements and health fitness orientated products for consumer to use. In addition to this, Hearst has shares in TV stations and channels, which expands their reach and target audience.
Read this Hearst UK press release for their late 2017 ABC figures.
9) Is Men's Health increasing or decreasing in circulation?
Men's Health is overall increasing in circulation.
10) What explanation is provided by Hearst for the success of their magazines in a tough print market?
The CEO of Hearst says that their "trusted print magazines can engage and inspire readers in a way that other media struggles to do. We proudly circulate over four million magazines a month, and I’m thrilled to see such a robust set of numbers."
The impact of digital media on the print magazines industry
Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general.
1) Why are traditional print magazines struggling?
This is because advertising in magazines has halved from £512m in 2010 to £250m
2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?
Women's lifestyle magazines are going against the grain and are selling more than 5 million copies a month, and have millions of users on social media.
3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.
Examples of magazines that are struggling are gossip magazines, things like Look; which weekly sales are down by 35% compared to last year , Now; which weekly sales are down by 20.8%, Heat; which weekly sales are down by 16.6% and Grazia; which weekly sales are down by 13.4%
4) 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?
5) What percentage of ad revenue is taken by Google and Facebook?
Facebook and Google take 65% of the ad revenue.
6) What strategies can magazine publishers use to remain in business in the digital age?
They may use a paywall to make added revenue, this makes viewers pay to see the content and is seen as unfair, but is the only way for them to survive.
7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?
Wildman suggests that the magazine industry has multiple ways to source revenue from, a main one being events, that of which Wildman held around 100, with tickets selling out for them.
8) 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?
Brand endorsement it a stream of revenue for that of magazine companies, an example of this is DFS selling House Beautiful branded sofas. The MH brand has been used for fitness products as well as their own line of gym equipment.
9) What signs for optimism might there be for traditional magazine brands?
For traditional brands an opotion may be to sell out in order to be under a media conglomerate and make revenue.
10) 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?
MH has remained successful, in my opinion, due tot he fact that a lot of people, young and old, are going to the gym and getting involved in fitness, meaning that they will turn to an iconic brand that is synonymous with fitness, like MH for guidance perhaps. This also means that it can be placed in gyms and waiting rooms for people to read.
The Men's Health website and social media
Visit the Men's Health website, Twitter feed and Instagram. You may need to complete this part of the case study at home if it is blocked in school.
1) What similarities do you notice between the website and the print edition of the magazine?
There is a similar theme of masculinity and displays a it in the same light as in the print version. That being that it is okay to care about yourself and how you actually are, whilst maintaining the whole fitness aspect about it.
2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?
3) Look at the menu bar along the top of the website. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?
The menu options are: Home, your summer body, muscle, fitness, nutrition, weight loss, style, watches. These suggest a hyper masculine, classy, successful audience. This is through the options like watches, which wealthier people will focus on more as they are heavily associated with class.
4) Choose one of the menu sections and write a list of the features in that area of the website. What target audience are these features aimed at?
Some of the features include: An in depth look at "The Rocks" shoe, How trainers went luxury, First look Nike's Air Pegasus 35, Why wearing glasses makes you look more intelligent. I think these are aimed at younger audiences as they had to do with how you look and your style, which I think that younger audiences take an interest in more than older audiences.
5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?
I think that MH is trying to build a reputation for the online version of the magazine, in doing so builds a reputation as a legitimate health website.
6) 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 MH twitter feed uses clickbait titles in order to generate a larger viewership, this may have been done to generate more ad revenue. "UK men are poorly-endowed says a global survey, so should be we all be considering penis surgery"
7) How does the Twitter feed uses images and video content alongside text and links?
The tweets will make use of a misleading thumbnail, like a girl where it can be used, but most of the time this is a male with bulging muscles who is most likely photoshopped to look how he is.
8) 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?
This appeal is quite similar to the print magazine as it portrays similar themes of self care and fitness.
9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?
I think that it has been designed to build a digital audience as there is little reference to the magazine as well as the fact that they give tips to their audience so there is a sort of relationship built between the two.
10) 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?
I think that MH slightly struggles to communicate with the older half of their audience, perhaps something in the 50s. I think this because for a older MH reader, they may not be worrying about looking good in clothes, and rather be worried about working out etc. Although, I think that they communicate with their younger audience quite well as they use social media effectively
Research Hearst publishing by looking at the Hearst UK website and the Wikipedia entry for parent company and conglomerate Hearst Communications.
1) Hearst UK is part of Hearst Communications. What is Hearst Communications and where is it based?
Hearst communications is an American media conglomerate
2) What media industries and brands make up the Hearst Communications conglomerate?
The magazine and newspaper industry, television stations and channels make up Hearst Communications. Some of the brands include: Men's Health, Esquire and Cosmopolitan.
3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?
The record for revenue in recent years for HC is $10.8 billion in 2016.
4) 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?
Some of the brands associates with HC are: Men's Health, Cosmopolitanism, Esquire, 20% of ESPN, Good Housekeeping and Women's Health, to name a few.
Read this Campaign interview with Hearst UK CEO James Wildman.
5) What is James Wildman's plan for Hearst UK?
James plans to focus more on events, that being those of which are associates with respected brands, e.g. Esquire Town House. He also wants to focus on merchandising ranges.
6) What percentage ad decline are consumer magazines facing?
Consumer magazines are facing a decline on advertising by 10%.
7) What Wildman think about premium content and paywalls?
Wildman thinks that Hearst should be charging for the premium content that they provide and clearly is in favour of a paywall, despite this, no paywalls have been implemented.
8) How has Hearst used diversification to grow the business?
Hearst has used diversification to expand into not only print media, but also by hosting a range of event, as well as creating merchandise and products for their brands, e.g. supplements and health fitness orientated products for consumer to use. In addition to this, Hearst has shares in TV stations and channels, which expands their reach and target audience.
Read this Hearst UK press release for their late 2017 ABC figures.
9) Is Men's Health increasing or decreasing in circulation?
Men's Health is overall increasing in circulation.
10) What explanation is provided by Hearst for the success of their magazines in a tough print market?
The CEO of Hearst says that their "trusted print magazines can engage and inspire readers in a way that other media struggles to do. We proudly circulate over four million magazines a month, and I’m thrilled to see such a robust set of numbers."
The impact of digital media on the print magazines industry
Read this BBC website feature on the print magazine industry and then this Guardian feature on the demise of NME magazine and print magazines in general.
1) Why are traditional print magazines struggling?
This is because advertising in magazines has halved from £512m in 2010 to £250m
2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?
Women's lifestyle magazines are going against the grain and are selling more than 5 million copies a month, and have millions of users on social media.
3) In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.
Examples of magazines that are struggling are gossip magazines, things like Look; which weekly sales are down by 35% compared to last year , Now; which weekly sales are down by 20.8%, Heat; which weekly sales are down by 16.6% and Grazia; which weekly sales are down by 13.4%
4) 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?
5) What percentage of ad revenue is taken by Google and Facebook?
Facebook and Google take 65% of the ad revenue.
6) What strategies can magazine publishers use to remain in business in the digital age?
They may use a paywall to make added revenue, this makes viewers pay to see the content and is seen as unfair, but is the only way for them to survive.
7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?
Wildman suggests that the magazine industry has multiple ways to source revenue from, a main one being events, that of which Wildman held around 100, with tickets selling out for them.
8) 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?
Brand endorsement it a stream of revenue for that of magazine companies, an example of this is DFS selling House Beautiful branded sofas. The MH brand has been used for fitness products as well as their own line of gym equipment.
9) What signs for optimism might there be for traditional magazine brands?
For traditional brands an opotion may be to sell out in order to be under a media conglomerate and make revenue.
10) 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?
MH has remained successful, in my opinion, due tot he fact that a lot of people, young and old, are going to the gym and getting involved in fitness, meaning that they will turn to an iconic brand that is synonymous with fitness, like MH for guidance perhaps. This also means that it can be placed in gyms and waiting rooms for people to read.
The Men's Health website and social media
Visit the Men's Health website, Twitter feed and Instagram. You may need to complete this part of the case study at home if it is blocked in school.
1) What similarities do you notice between the website and the print edition of the magazine?
There is a similar theme of masculinity and displays a it in the same light as in the print version. That being that it is okay to care about yourself and how you actually are, whilst maintaining the whole fitness aspect about it.
2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?
3) Look at the menu bar along the top of the website. What are the menu options? What does this suggest about the representation of men and masculinity associated with Men's Health?
The menu options are: Home, your summer body, muscle, fitness, nutrition, weight loss, style, watches. These suggest a hyper masculine, classy, successful audience. This is through the options like watches, which wealthier people will focus on more as they are heavily associated with class.
4) Choose one of the menu sections and write a list of the features in that area of the website. What target audience are these features aimed at?
Some of the features include: An in depth look at "The Rocks" shoe, How trainers went luxury, First look Nike's Air Pegasus 35, Why wearing glasses makes you look more intelligent. I think these are aimed at younger audiences as they had to do with how you look and your style, which I think that younger audiences take an interest in more than older audiences.
5) Do you think the Men's Health website is trying to sell the print version or simply build a digital audience? What are the advantages and disadvantages of a 'digital first' strategy?
I think that MH is trying to build a reputation for the online version of the magazine, in doing so builds a reputation as a legitimate health website.
6) 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 MH twitter feed uses clickbait titles in order to generate a larger viewership, this may have been done to generate more ad revenue. "UK men are poorly-endowed says a global survey, so should be we all be considering penis surgery"
7) How does the Twitter feed uses images and video content alongside text and links?
The tweets will make use of a misleading thumbnail, like a girl where it can be used, but most of the time this is a male with bulging muscles who is most likely photoshopped to look how he is.
8) 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?
This appeal is quite similar to the print magazine as it portrays similar themes of self care and fitness.
9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?
I think that it has been designed to build a digital audience as there is little reference to the magazine as well as the fact that they give tips to their audience so there is a sort of relationship built between the two.
10) 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?
I think that MH slightly struggles to communicate with the older half of their audience, perhaps something in the 50s. I think this because for a older MH reader, they may not be worrying about looking good in clothes, and rather be worried about working out etc. Although, I think that they communicate with their younger audience quite well as they use social media effectively
Representation And Men's Health: Blog Task
1) Why is Men's Health defined as a 'lifestyle magazine'?
Men's Health is defined as a lifestyle magazine as contains not just healthy questions and articles about healthy living but also includes more topics concerning men as a whole (lifestyle).
2) Why is advertising significant in helping to shape masculine identity?
Advertising was used in order to sell a lifestyle to the audience. The products shown within the magazine add status and are presented in a way for men to aspire to achieve and therefore many people are encouraged to 'work the body' in order to be able to succeed in the public world and relationships.
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?
One theorist that can be linked to that idea that representation of masculinity in Men's Health is not fixed or natural is David Gauntlett. David Gauntlett said that all genders are constantly changing and that representation of each one of them has changed throughout the years. One example seen in Men's Health is the constant reference to weightloss in headlines of Men's Health, these sort of headlines are typically seen in women magazines and are an example of how masculinity has changed.
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?
Men's Health appeal to an audience that are considered to be "Active Consumer" as they are likely to buy repeat purchases of different issues of the Men's Health magazine and likely to stay as loyal consumers. A profitable target market for Men's Health.
5) What representations of the male body can be found in Men's Health?
Men are expected to be fit, active and in shape. These representations are described to be society constructed and are constantly changing over time. The representation of something that is manly or masculine is always changing throughout society.
6) What does the article suggest regarding the objectification of men?
The objectification of men is increasing whilst the objectification of women is seen to be decreasing. As a consequence to this new concepts of masculinity have been socially constructed showing the more feminine side to men whose practices and appearance move away from the traditional manly image.
7) What is 'metrosexuality' and how can it be applied to Men's Health?
Metrosexuality is a term to describe males who are extremely aware of their physical appearance and are devoted to buying new cosmetic and fashion products in order to improve their physical appearance. This can be applied to Men's Health as the front cover of the magazine usually features a famous celebrity who's glamourised by their muscular appearance and physique.
8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?
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). 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?
Men's Health portray different visions of masculinity such as new man, new lad and metrosexual. As Men's Health still portray a traditional masculine representation that expect men to be strong, active and in shape however also highlight other aspect of masculinity such as metrosexuality which help attract a wider audience with different readers interested in other aspects of the magazine.
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?
In my opinion, Men's Health portray a traditional representation of masculinity that expect men to be strong, fit and active. These hypermasculine representations are shown throughout the magazine through the focus of the front cover as the physique of the model on the front is highlighted. However Men's Health do cover other aspects of masculinity which wouldn't typically be considered as hypermasculine or traditional as they cover issues such as mental health which traditional readers may consider as a weakness.
Men's Health is defined as a lifestyle magazine as contains not just healthy questions and articles about healthy living but also includes more topics concerning men as a whole (lifestyle).
2) Why is advertising significant in helping to shape masculine identity?
Advertising was used in order to sell a lifestyle to the audience. The products shown within the magazine add status and are presented in a way for men to aspire to achieve and therefore many people are encouraged to 'work the body' in order to be able to succeed in the public world and relationships.
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?
One theorist that can be linked to that idea that representation of masculinity in Men's Health is not fixed or natural is David Gauntlett. David Gauntlett said that all genders are constantly changing and that representation of each one of them has changed throughout the years. One example seen in Men's Health is the constant reference to weightloss in headlines of Men's Health, these sort of headlines are typically seen in women magazines and are an example of how masculinity has changed.
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?
Men's Health appeal to an audience that are considered to be "Active Consumer" as they are likely to buy repeat purchases of different issues of the Men's Health magazine and likely to stay as loyal consumers. A profitable target market for Men's Health.
5) What representations of the male body can be found in Men's Health?
Men are expected to be fit, active and in shape. These representations are described to be society constructed and are constantly changing over time. The representation of something that is manly or masculine is always changing throughout society.
6) What does the article suggest regarding the objectification of men?
The objectification of men is increasing whilst the objectification of women is seen to be decreasing. As a consequence to this new concepts of masculinity have been socially constructed showing the more feminine side to men whose practices and appearance move away from the traditional manly image.
7) What is 'metrosexuality' and how can it be applied to Men's Health?
Metrosexuality is a term to describe males who are extremely aware of their physical appearance and are devoted to buying new cosmetic and fashion products in order to improve their physical appearance. This can be applied to Men's Health as the front cover of the magazine usually features a famous celebrity who's glamourised by their muscular appearance and physique.
8) What representation of men in Men's Health is discussed in the section 'Homogenous bodies'?
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). 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?
Men's Health portray different visions of masculinity such as new man, new lad and metrosexual. As Men's Health still portray a traditional masculine representation that expect men to be strong, active and in shape however also highlight other aspect of masculinity such as metrosexuality which help attract a wider audience with different readers interested in other aspects of the magazine.
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?
In my opinion, Men's Health portray a traditional representation of masculinity that expect men to be strong, fit and active. These hypermasculine representations are shown throughout the magazine through the focus of the front cover as the physique of the model on the front is highlighted. However Men's Health do cover other aspects of masculinity which wouldn't typically be considered as hypermasculine or traditional as they cover issues such as mental health which traditional readers may consider as a weakness.
Men's Health - Audience
1) How does the magazine introduce itself?
The magazine introduces itself as the biggest-selling men's lifestyle magazine, both in the UK and worldwide.
2) What does the introduction suggest about the representation of masculinity in Men's Health's?s
3) How do the print statistics for Men's Health compare to GQ and Esquire?
Men's Health is seen to have the highest copy sales, highest readership and highest number of ABC1 and AB readers then the GQ magazine and Esquire.
4) What is the difference between circulation and readership?
Circulation is the actual number of copies printed and distributed. Readership is an estime of how many people read the magazine in total (Readers-per-copy).
5) What is the circulation of Men's Health in thousands? What about the readership for ABC1 men? AB men?
The circulation total for Men's Health was 180,000 whilst the readership for the ABC1 men is 995,000. The total readership for AB men is 321,000
6) How do readers generally interact with the digital version of the magazine?
More then half of the readers use their mobiles to read the Men's Health magazine.
7) How many people do Men's Health reach across social media platforms?
Men's Health reaches over 1 million followers across all it's media platforms.
Facebook - 944K
Twitter- 285K
Instagram - 66K
8) What is the audience profile for Men's Health readers?
Men's Health readers are considered to be affluent, intelligent and successful.
905K are ABC1, aged between 25-44
700K have a degree
200K earn over 50K
9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?
The Men's Health fashion philosophy is 'stylish, contemporary, wearable, individual. Men's Health readers spend £1.1bn on fashion a year (more then 3 times that of GQ).
10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?
Average watch collection value for the Men's Health audience is £4,123. This statistic suggests that the Men's Health audience could be considered either Aspirers, Succeeders and Mainstreamers.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73% of reader use moisturiser daily. This suggests that masculinity has changed as men aren't typically known for taking an interest in skincare, however a reader of Men's Health magazine may be more interested in ways to keep themselves looking 'good' and 'fresh' along side other information such as fashion.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
Men's Health readers are fitness evangelists and early adopters of tech. Men's Health readers spend £238M a year on sportswear, swimwear and trainers.
13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?
Urban Active - Sports lux magazine showcasing high end apparel
Synchronised - A Watch magazine
Epicure - Food, drink and kitchen skills.
14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
The words used to describe the magazine, "continuing trend for high-end performance fashion' suggests that the readers are likely to be upper middle class as they are likely to be able to afford this. Mainstreamers, aspirers and succeeders are likely to read this magazine.
15) What additional brand extensions do Men's Health offer?
Survival of the fittest - Biggest urban adventure race in the UK.
Men's Health Product Range - Premium products focuses around its core health and wellbeing editorial pillars.
16) What are the global statistics for Men's Health?
International Editions - 37
Countries Published - 60
Global Circulation - 4.5M
Global Readership - 26.7M
Websites - 25
Uniques - 23.7M
Social Media Footprint - 19.3M
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
This suggests that Men's Health have an audience that is dedicated to fitness and wellbeing as they are likely to take part in these events.
18) What audience pleasures are offered by the magazine?
Surveillance - The magazine informs the audience how to live a healthier life.
Personal Identity - They see themselves within the magazine.
19) What lifestyle and job would you expect the average Men's Health reader to have?
I would expect the audience of men's health to be either middle/upper class and have successful job.
20) Why do you think Men's Health has managed to remain profitable when many other magazines have struggled due to the rise of digital media?
Men's Health have been able to adapt their magazine due to the rise of digital media and have been able to have digital copies of their magazine online for readers to use instead of buying a physical copy. The use of the internet has made magazines less convenient, however Men's Health has been able to respond to this correctly by introducing an online magazine for people to view.
The magazine introduces itself as the biggest-selling men's lifestyle magazine, both in the UK and worldwide.
2) What does the introduction suggest about the representation of masculinity in Men's Health's?s
3) How do the print statistics for Men's Health compare to GQ and Esquire?
Men's Health is seen to have the highest copy sales, highest readership and highest number of ABC1 and AB readers then the GQ magazine and Esquire.
4) What is the difference between circulation and readership?
Circulation is the actual number of copies printed and distributed. Readership is an estime of how many people read the magazine in total (Readers-per-copy).
5) What is the circulation of Men's Health in thousands? What about the readership for ABC1 men? AB men?
The circulation total for Men's Health was 180,000 whilst the readership for the ABC1 men is 995,000. The total readership for AB men is 321,000
6) How do readers generally interact with the digital version of the magazine?
More then half of the readers use their mobiles to read the Men's Health magazine.
7) How many people do Men's Health reach across social media platforms?
Men's Health reaches over 1 million followers across all it's media platforms.
Facebook - 944K
Twitter- 285K
Instagram - 66K
8) What is the audience profile for Men's Health readers?
Men's Health readers are considered to be affluent, intelligent and successful.
905K are ABC1, aged between 25-44
700K have a degree
200K earn over 50K
9) What is the Men's Health fashion philosophy? How much do Men's Health readers collectively spend on fashion?
The Men's Health fashion philosophy is 'stylish, contemporary, wearable, individual. Men's Health readers spend £1.1bn on fashion a year (more then 3 times that of GQ).
10) What is the average watch collection value for the Men's Health audience? What do the statistics about watches suggest about the Men's Health audience demographics and psychographics?
Average watch collection value for the Men's Health audience is £4,123. This statistic suggests that the Men's Health audience could be considered either Aspirers, Succeeders and Mainstreamers.
11) What percentage of Men's Health readers use moisturiser daily? What does this suggest about Men's Health readers' view of masculinity?
73% of reader use moisturiser daily. This suggests that masculinity has changed as men aren't typically known for taking an interest in skincare, however a reader of Men's Health magazine may be more interested in ways to keep themselves looking 'good' and 'fresh' along side other information such as fashion.
12) What does the media pack suggest regarding the Men's Health audience for fitness and technology?
Men's Health readers are fitness evangelists and early adopters of tech. Men's Health readers spend £238M a year on sportswear, swimwear and trainers.
13) Men's Health luxe is a series of magazines distributed with Men's Health targeting a specific aspect of the Men's Health audience. What are these three brand extension magazines called and what do they cover?
Urban Active - Sports lux magazine showcasing high end apparel
Synchronised - A Watch magazine
Epicure - Food, drink and kitchen skills.
14) What do the Men's Health luxe magazines suggest about the demographics and psychographics of the Men's Health audience?
The words used to describe the magazine, "continuing trend for high-end performance fashion' suggests that the readers are likely to be upper middle class as they are likely to be able to afford this. Mainstreamers, aspirers and succeeders are likely to read this magazine.
15) What additional brand extensions do Men's Health offer?
Survival of the fittest - Biggest urban adventure race in the UK.
Men's Health Product Range - Premium products focuses around its core health and wellbeing editorial pillars.
16) What are the global statistics for Men's Health?
International Editions - 37
Countries Published - 60
Global Circulation - 4.5M
Global Readership - 26.7M
Websites - 25
Uniques - 23.7M
Social Media Footprint - 19.3M
17) What does the 2017 calendar editorial specials suggest about the Men's Health audience?
This suggests that Men's Health have an audience that is dedicated to fitness and wellbeing as they are likely to take part in these events.
18) What audience pleasures are offered by the magazine?
Surveillance - The magazine informs the audience how to live a healthier life.
Personal Identity - They see themselves within the magazine.
19) What lifestyle and job would you expect the average Men's Health reader to have?
I would expect the audience of men's health to be either middle/upper class and have successful job.
20) Why do you think Men's Health has managed to remain profitable when many other magazines have struggled due to the rise of digital media?
Men's Health have been able to adapt their magazine due to the rise of digital media and have been able to have digital copies of their magazine online for readers to use instead of buying a physical copy. The use of the internet has made magazines less convenient, however Men's Health has been able to respond to this correctly by introducing an online magazine for people to view.
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