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?
They have set up the ice berg press because they value making time for audiences  believe in working together for  a stronger outcome and they value making time for audiences as they have like to publish new ideas within the print industry.

2) What is the Iceberg Press mission statement? (It's on the Why Are We Here page and is a series of statements).
These statement reflect the ideologies of ice berg press as they strongly believe these ideas and encourage themselves by using ideas that are new and working together .
Their mission statement:
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 are the two magazines that Iceberg Press publishes?

•  simple things 
• oh comely.

4) What similarities do you notice between The Simple Things magazine and Oh Comely?
The similarities are that they both are very simple and artistic and both have quite a naturalistic and aesthetic style and cover has limited text available. They both give different ideologies that challenge stereotype like oh comely magazine states ''redressing gender'' and simple things reiterates the simple pleasures of life that can be explored.

5) What differences can you find between Hearst UK, publisher of Men's Health, and Iceberg Press?
The Hearst UK publisher is quite a broad and well known publisher aimed at mainstream audiences where as the iceberg press has niche audience and doesn't really have as high of readership or circulation as Hearst communications.
Writer's Edit journal article

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

1) What is the definition of an independent print magazine?
This is when magazines are not controlled by large institutions like media conglomerates but are solely independant and are published without any financial support of these large cooperation.

2) What does Hamilton (2013) suggest about independent magazines in the digital age?
He suggests that the independent magazines have been referred to the ''global niche'' and claims that large media conglomerate magazine companies are struggling from moving their audiences to online and claims that independant magazines have a advantage as they keep a strong presence online.

3) What is the aim of Kinfolk magazine and what similarities can you draw with Oh Comely?
This magazine was introduced so that audiences could simplify their lives and cultivate communities as it was published with various languages and has greater appreciation of their style and aestheticism on the magazine and believe in spending more on these things. This links with oh comley's magazine because the believe in simple things and present the magazine for appreciation rather than the money as it allows audiences to simplify their lives.

4) Why does the article suggest that independent magazines might be succeeding while global magazine publishers such as Bauer are struggling?
This is because the media conglomerate companies that are large institutions are struggling to maintain a good presence online where as independant magazine are not as they make a high digital influence.This is because the creators set their own terms and have full dominance and rely on collaboration instead.

5) How do independent magazines launch? Look at the example of Alphabet Family Journal.
Independent magazines launch through creating a loyal audience through crowdfunding by achieving a popular presence online an this helps to create a readership internationally.

6) What does the article suggest about how independent publishers use digital media to target their niche audiences?
They have strong online presence which allows them to interconnect, with a wide range of audiences as they focus on special groups interested in different things and attract readers through this as a result.

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?
This is significant because people are advantaged to what they are best at doing and the industry will happily accept them and  helps to recruiting new readers, new collaborators and media interest.  This changes the creative process as these magazines can help attract readers with extremely specific pastimes.

8) What does the article suggest regarding the benefits of a 'do-it-yourself' approach to creating independent magazines?
This term reflects the 'semiotic self determination'as it means that magazines have to achieve collaborations in order to be successful and emphasises the fact about how humans live and formulate their identities through this factor.


9) The article discusses the audience appeal of print. Why might audiences love the printed form in the digital age?
Audiences may love print in this digital age because some people will just buy the magazine due to its aesthetic approach it provides for audiences and it is claimed to have different effect on audiences by the physical presence of the magazine and is beneficial for them as well as the digital. Print may also be preferred to the older generation as because of the nostalgia it provides for them.

10) What are the challenges in terms of funding and distributing an independent magazine?
The challenges are that lack of financial support for these independant magazines as well as paying their contributors can be hard to handle and also independent magazines struggle to reach widespread distribution in news agencies and other typical magazine retailers.


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?
This is because they are different from other magazines normally aimed at niche audiences and not mainstream as they have a simple and artistic style. They also establish more of a challenge to stereotypes and subvert them by presenting ideologies that are not conventional which make them quite popular.


2) Why is the magazine publishing industry set up to favour the big global conglomerates?
This is because they have a cheap cover price and magazines normally rely on titles rather than the sales themselves and this is how they favour global conglomerates as more advertising is valued rather than actual sales.

3) What does the article suggest regarding finding an audience for an independent magazine?
The article claims that the audience is key for the distribution of your magazine as you have to get it right and actually know who your audience is for your magazine otherwise your audience can end being very small.

4) What are the challenges for magazine distributors?
The challenges include shipping charges for distribution and the distributors have to make sure they get as many direct online sales as possible.

5) The article suggests that many independent magazines only make money by diversifying into other products. What examples do they give?
They give example of the league of Ireland fan culture magazine that can sell products through holding events like graphic prints and t-shirts or even host football podcasts.


TCO interview with Ruth Jamieson

Finally, read this excellent interview on the TCO London website with Ruth Jamieson, who has written a book on the renaissance of the independent magazine sector. Answer the following questions:

1) Why does Ruth Jamieson suggest there's a renaissance in independent publishing?
Jamieson claims there is a renaissance within independant publishing because now things that are published within the media is only seen to be  half true as media may exaggerate and even claims that the whole print is dead and many people are not keeping the magazines.

2) What are the common themes for successful independent magazines?
The common themes include the magazines core idea, art direction, readership and their ethos.

3) How many of these aspects can you find in Oh Comely? Make specific reference to the CSP pages where possible.
oh comley magazines represents audiences with naturalistic ideologies and subvert stereotypes to the audience by presenting more gender fluidity and talking about sensitive issues like FGM that go o within society. Their core idea is to empower women in the more aesthetic way and has come across to audiences very well.

4) How does Jamieson see the future for the magazine industry?
He believes that we will see more magazines come and go and says that standards will eventually rise and also see the mainstream starting to look more like the indies. They have to learn from independents if they want to survive. So, there’ll be more investment in content and more focus on producing a quality product, more collectable issues, a move away from trying to compete with the internet and towards doing things only print can do.
5) How might this future impact Oh Comely? Do you think Oh Comely will survive the next five years - and why?
I believe that oh comely will survive within the coming years as now within the media there are loads of issues that are being raised and oh comely magazine does this really well by providing audiences with anew convention of looking upon these issues. The magazine itself is very artistic and culturally diverse which means that it speaks to many audience members which makes it quite unconventional.

oh comely close textual analysis blog tasks

Oh Comely close-textual analysis: blog tasks

Work through the following tasks to complete your close-textual analysis of the Oh Comely CSP pages:

Front cover

1) What do the typefaces used on the front cover suggest to an audience?
The typefaces show that it is quite a artistic and aesthetic magazine as the style is quite decorative by the use of sans serif and handwritten style writing.


2) The words under the title introduce the content and topics addressed. What do these suggest about the potential audience of Oh Comely?
These words depict that the audience are likely to educated as it claims to say words of hard wisdom and hard women wisdom suggesting that it is more applicable for audiences who are bale to understand 

3) How do the cover lines use narrative to create enigma? What do the cover lines suggest about the magazine's content and audience?
The cover lines suggest that the magazine raises awareness and gives words of wisdom for the audience suggesting that individuals will be able to get a different perspective of things around them and allow them to feel individualistic.
4) Write an analysis of the central image.      
The central image portrays a androgynous type of character as the image does not look over sexualised of hyper feminine and this is conveyed through the style portrayed along with the jewellery which seems to be associated with upper class ideals because of the use of combination of the British country clothing green and cream colour and provides a encoding image as she is not recognisable.

5) What representation of gender can be found on this front cover?
The representation of gender is given a neutralist perspective and giving ideology of gender fluidity because of the androgynous image provided to the audience empowering individuals on the whole.

Feature: Speaking Out

1) What does the headline and stand first suggest about Oh Comely's feminist perspective?
The headline and stand first suggests that this magazine is very individualistic and sets challenges to the stereotypes within society as it has been aimed at women to empower them the magazine focuses on the articles rather than swamping the reader with ad after ad. This makes it a lot easier to read and a lot more minimal.


2) What do the interviewees in this feature suggest about the values and ideologies that underpin this magazine?

3) How conventional is the page design in this feature? Why?
The subtitle “admire, follow and inspire” sets out a wide range of potential audience responses. The narrative indicated by the words “your own revolution” do, as mentioned before, seem to follow Todorov’s equilibrium – disruption – realisation – re-equilibrium model but that is because this is the pattern most narratives follow. The inclusion of website addresses and the semiotic signification lots of white space and centrally justified text both promote the reader to follow the individuals concerned, replicating online social media, and elevate them artistically into iconic figures. 

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 ares of the magazine that subverts expectations is the picture of Megan Jayne Cadde who is a digital Influencer about body shaming and her image provided in the magazine gives audience something new to perceive within the media. This is different to what we would find in conventional magazines because of the fact that less traditional approaches are given. 


5) How does the photography offer a fresh or unusual perspective on women?
The photography seems quite natural and simple within the magazine with various amounts of makeup or funky  looks it just takes a aesthetic approach and coveys simplistic perception of what women are not always represented as within the media.


Feature: More than gender

1) How does this feature offer a fresh perspective on gender and identity?
The more than gender fe modern allowing audiences to interpret their own meanings rather than writing them.ature article gives significant amount of binary oppositions as it also signifies aspects of the

2) What is the significance of the writer and photographer? How does this fit with the Oh Comely brand?
The photographer and writer have significant impact as it is quite artistic and modern values are transmitted to the audience 

3) What style of photography is used in this feature?
The style of photography is quite modern as it reflects the transition and the other interesting thing is that Andrea’s depression, and the walks and car journeys that allowed the two siblings to talk are as important as Ash’s gender. The photographs frame the conversation and open the text to different interpretations.

4) What representations of the trans lifestyle can be found in this feature?
They feel accepted as the change is highlighted through this picture and this could be represented through the bright colours and could be seen as semiotic Signifiers

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)
This is significant as it reflects the niche aesthetics of the magazine and gives the audience a sense of identity.












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oh comely representation blogs:

1) How do representations in Oh Comely challenge stereotypes? 
There is not the same binary oppositional drive here. Let’s work from the image out. There are androgynous elements to the choice of model and her clothing and body language are not either hyper-feminine or overtly sexualised. The model is also not a celebrity, nor is she a recognisable character. In this way the cover is an example of an open text  as the images and writing leave much up to the decoder.


2) What representations of race, ethnicity and nationality can be found in the 'Speaking Out' feature?
Individuals are given a perspective of freedom within this magazine and by giving this speaking out feature within the magazine allows audiences to see individual perspectives seen within the magazine as there are different ethnic backgrounds like Fahama Mohamed who is Black and Muslim and Jayne Crabbe who does not conform to the traditional body image associated within advertising and this all subverts audience expectations and by the magazine claiming to ''admire, follow and inspire'' allows individuals to pursue their own individualism.

3) What representation of women and femininity can be found in Oh Comely?
The representation of women given in this magazine is quite empowering as it talks about issues that are highly sensitive like Female genital mutilation and empowers women through providing aspect of the women's campaign at the beginning and deals with everyday issues that women cope with because it provides fashion which is quite individualistic and provides different body images of women.

4) Why might Oh Comely deliberately under-represent men? (The absence of men in the magazine appears to be a largely deliberate move by the editors).
This magazine does have some representation of men but not as much because maybe it is depicting the fact that men are seen quite a lot in the media so without their representation in this magazine allows audiences to get a insight of feminist attitudes.


5) Does Oh Comely fit into the possible fourth wave of feminism? Or is it evidence of post-feminism - that feminism is no longer needed?
I think that oh comely could fit into the idea of fourth wave feminism because it us variety of things that are from the social media and uses recognised figures like Megan who does not confide to the typical body conventions but could also be regarded as being in a post feminist state because could be reinforcing the power that women hold today if far more than what used to be.

6) How does the 'More than gender' feature challenge Levi-Strauss's structuralist theory of binary opposition?
This magazine breaks binary oppositions into lots of little pieces with not a hint of black and white anywhere to be seen. If traditional binary oppositions hold a male/female and masculine/feminine the transgender stories have disruptive effect on that structure . These binary oppositions are positioned to question audiences minds as Levi Strauss claims so it can intrigue audiences but this means that certain things like transgender can be lacking fluidity within the media.

7) Judith Butler argues gender is a performance. How does Oh Comely challenge traditional gender roles? You should refer to both the cover and the selected CSP features. 
This challenges the role of gender being a permanence as this magazine provides a gender neutral approach as the image of the person looks quite androgynous which heightens expectations for audiences and gives aesthetic pleasures.The typography is a combination of a hand-written title with sans-serif subtitles. This has the effect of making the magazine feel slightly home-spun, more personal and craft-like. This enables the magazine to challenge the traditional gender roles as now women are seen to be commiting to societies values as they used to.


8) Angela McRobbie explored the empowering nature of women's lifestyle magazines in the 1990s. Oh Comely seeks female empowerment in a different way. What differences can you find between Oh Comely and more traditional women's lifestyle magazines such as Cosmopolitan or Glamour?
 Oh comely provides audiences with issues that are not talked that much about in the media and magazines like glamour and cosmopolitan only provide audiences with distinct styles and looks that women can have within society but does not really emphasise any issues like this oh comely magazine.

9) David Gauntlett argues that identity is becoming more fluid, media representations change over time and that there are generational differences. Does Oh Comely support this viewpoint?
This is true to a significant extent as this magazine provides fluidity towards gender and how it is perceived within society which enables individuals to seek their own individual self within society and not conform to what is expected of these gender roles.

10) It has been argued that Oh Comely is a far more open text (Stuart Hall - encoding and decoding) with more room for negotiation in interpretation. Do you agree with this view? Why?
There is more room for negotiation and interpretation because this text is more open to audiences and provides audiences with a gender neutral approach and audiences change the way they respond because ideologies that are represented subvert expectations for audiences.

oh comely: audience blog tasks

1) How does Oh Comely introduce itself?
oh comely introduces itself as a substantial magazines that challenges certain stereotypes and presented as a minimalist magazine made for niche audiences. The style of this magazine is different from conventional magazines as it presents itself as more artistic style. This magazine is also made for mainstream audiences for young women and doesn't conform to any bandwagon as it is more about having loyal audiences.

2) How do the print circulation/readership statistics for Oh Comely compare to Men's Health?
The circulation is 100,00 and readership is 25,000 which means that it is lower than what it is for men's Health as the circulation for that magazine 180,000 and readership is around 1 million which means that men's Health is more of a popular magazine aimed at wider audiences.


3) How is Oh Comely distributed to the audience?
oh comely is distributed through social media and as a print magazine in various stores


4) What do you think the target audience demographics for Oh Comely might be? Some details are provided by the magazine (e.g. average age 27) but make an educated guess on further demographic details.
Personally I think that the target audience demographics are mainly a young educated audience who are aware of societal issues because the magazine emphasises things like body shaming and feminism.

5) What psychographic groups might be attracted to Oh Comely?
Personally I think that the target audience demographics for oh comely are reformers and explorers as they are always finding themselves within society and have solid rejection of consumerism and this magazine emphasises these matters to a significant extent.

6) What social class classification would you expect most Oh Comely readers to be? Why?
I think that this magazine could be read by working class or middle class depending on how much they are educated but overall middle class would read this magazine more as they are most likely to be aware of these societal issues.

7) What level of education would you expect for most Oh Comely readers? Why?
The level of education is mostly likely to be a degree level qualified person as they are more likely to aware of much of these issues raised and would have idea of political movements and current affairs.

8) What audience pleasures are offered by Oh Comely?
The audience pleasure that are offered are: 

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?
The design of the oh comely supports this view is because it takes a aesthetic approach and targets a loyal audience rather than trying to sell the magazine for consumerism and profit it creates a identity for individuals to pursue to find themselves in society. The design is kept quite simple on purpose so audiences are give a different kind of representation in media through this.

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 that oh comely has been able to keep a loyal audience because it has subverted stereotypes in the media and used them to help people identify themselves which has created a personal identity pleasure for audiences which enables this magazine to be established to a niche loyal audience. This means that as it is something old, something new and something that scares us a bit. Then we present our findings in a beautiful, art book style, putting new writing, photography and illustration talent at the heart of it.” which depicts the idea of the representations within this magazine being abke to provide visceral pleasures for audiences.

Men's Health Industry - case study blog tasks:

Hearst publishingResearch 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 UK publishes 21 brands  which reach one in three women and one in four men and uses Hearst as its name for the national magazine company.

2) What media industries and brands make up the Hearst Communications conglomerate?
Brands include Good living, cosmopolitan, country living, Elle, esquire and many more that make this company a media conglomerate.

3) What was the global revenue for Hearst Communications (in dollars) for the most recent year on record?
The Global revenue was $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?
Other brands:

• country living 
• esquire 
• cosmopolitan
• women's health

They reach over 17 million digital users in the UK and those readers include 30%  men and 25% women.

Read this Campaign interview with Hearst UK CEO James Wildman.

5) What is James Wildman's plan for Hearst UK?
He aims to diversify this magazine company by doing certain events and building partnership and declining printing to introduce  a digital presence of them.


6) What percentage ad decline are consumer magazines facing?
They are facing more than 10% as money is flowing to good and Facebook and online influences chipping away to print brands.

7) What Wildman think about premium content and paywalls?
He says that even though there are no paywalls yet there should be for premium content.

8) How has Hearst used diversification to grow the business?
They focus on 100 events a year which allows them to diversify for example Esquire townhouse and wants to be able to get more from the good house keeping accreditation team so that more endorsements can drive sales for certain products.

Read this Hearst UK press release for their late 2017 ABC figures.

9) Is Men's Health increasing or decreasing in circulation?
Mens health is increasing in circulation because it has retained leadership position in each of their respective monthly magazine competitive interest sectors. Men’s Health is up 1% pop with a combined ABC of 175,683 to retain its position as the number one monthly Men’s Lifestyle magazine.

10) What explanation is provided by Hearst for the success of their magazines in a tough print market?
Men’s Health have utilised optional analysis in their ABC certificates to demonstrate how each brand is targeting new readers using innovative routes to market. James Wildman, CEO of Hearst UK, says: “Our 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 now current affairs have got people do intrigued everyone wants to know facts and figures to do with this as even if celebrities  magazines are made there is social media for them that has a greater effect.


2) What genre of magazines is currently bucking the trend and increasing sales? Why is this?
Current affair and news but other things like celebrities gossip is still struggling this may be because people are so accustomed to see it online seeing it on print doesn't make too much of a difference. 

3)In contrast, what magazine genres are struggling? Give examples of magazines that have declined or stopped printing altogether.
Fashion publications and celebrities gossip is still struggling in the Magazine industry for example look weekly sales gone down to 20.8% and Vogue which has gone down 3%.

• Closer - down 19.8% to 196,126
• Heat - down 16.6% to 120,175
• Grazia - down 13.4% to 110,031

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?
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 and percentage decline has been 30% to 10% since those years,


5) What percentage of ad revenue is taken by Google and Facebook?
Google and Facebook account for 65% of the $6.5bn (£4.7bn) UK digital display ad market. They are also strangling attempts by magazine and newspaper publishers to build their digital ad revenues by taking about 90% of all new spend.


6)What strategies can magazine publishers use to remain in business in the digital age? 
Mounting pressure on the traditional print magazine business, which still drives most revenues, is forcing consolidation as publishers seek scale to survive and strategies like diversification allows magazine publishers to remain in digital age.

7) Why does the Hearst UK CEO James Wildman suggest that the magazine industry is not dead?
He claims as there is trust and context people are becoming more aware of what they read by being more media literate so now readers are able to associate with more trusted brands.


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?
As magazines are applied to more niche audiences than mainstream they are more likely to have targeted populations that will help them build and fan base.

9) What signs for optimism might there be for traditional magazine brands?
Audiences in today's society are more concerned about how much they trust a brand and wind man reiterates the fact about trusting as now audiences are much more media diverse and literate. 

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?
As this magazine is more applicable to niche audiences and create brand extensions like synchronised and urban active which creates special context that apply to specific audiences. Therefore this makes them more diverse and successful in the digital age as their website also helps to create things that apply to everyone to provide more information. They may continue to publish magazines as it will help them to reach wider audiences increasing the diversity.

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?
The similarities are that both the print and website versions of Men's health are depicting a healthy lifestyle of men by showing them as being muscular and having physical traits that build up this. Also shows high quality products like watches and low calorie diets to follow just like the print version promotes.  


2) What is the Men's Health daily newsletter and what does it include? How does this help Hearst UK to make money?
The men's health daily newsletter provides new products and things to try out to help remain fit and healthy by including highly branded products, health recipes and exemplar workouts.


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 your summer body, workouts, muscle, fitness, nutrition, weight loss, style, watches which all promote the stereotypical notion of masculinity because it is highlighting the important things that men need in order to be reputable in society and gain a good lifestyle. These things are conventional because representation of men, in this magazine is all about these physical traits that are necessary and made to be as it as seen as being to do with the norm of society.


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?
Menu section- Style:

• urban active style news.
• style advice 
• grooming 
• fragrance 
• style news

These are aimed at men as many ideas are given is way to look conventional in society such as hair grooming and teeth whitening so you can have a better impression in society.

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 mens health are simply trying to build a digital audience by adapting the digital first approach as it creates a flexible environment that allows audiences to optimise as many channels as possible so it can reach wider audiences and not just millennial.  

Advantages:

• faster because people more likely to be online.
• can go to multiple demographics simultaneously 
• wider audiences accessibility.
• creates brands interactions.
• higher levels of brand loyalty

Disadvantages:

• marketing campaigns can be copied
• there are judgements made on first impressions 
• can be ignored 

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.

7) How does the Twitter feed uses images and video content alongside text and links?
This shows men doing activities that will make you fit and healthier and transform your body which makes audiences engage with it because it almost is motivating to do better for themselves. The text is also key because it is trying to get audiences especially to seem like they can do it and also have the ability by emphasising the need for this physical strength.

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 is appealing to audiences because it is showing the diversity in society with the old and young people and also showing different cultures on the page.  Audiences may be able to relate to it and feel a sense of personal relationship as stated in the uses and Gratifications theory so it provides motivational images that will reinforce men to be physically active.


9) Is the Men's Health social media designed to sell the print magazine or build a digital audience? Why?
I believe that it is partially both because they would want to sell their magazine to make profit and have a digital audience so that more people are becoming active and motivated so that certain products can be bought. This may mean that it is gaining profit through synergy as well as the print magazine. There may be high significance attached to building a digital audience so that they can know what people actually prefer and don't prefer.

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?
The success of the mens health brand online is highly significant as it has been able to gain many viewers and audiences are increasing on social media and the magazine print edition audiences are decreasing so that it may mean that he digital platforms may take over the print magazine because audiences may not want to buy if they can access all of the same things online. This further indicates that the print magazine has less of a impact because of the digital first approach as they can reach wider audiences geographically as well as internationally and make profit through paywalls.