MOJO

By Ayesha and Reece

• Mojo is a classic rock magazine, produced by Bauer, a German company

• First published in 1993, the first cover stars being Bob Dylan and John Lennon

• It regularly includes a cover mount CD 

• It is renowned for its great depth, insight and quality of writing

Introduction

Front Cover The name of the magazine is obscured by the main featured rock artist. This shows that it is targeted at a very specific and niche audience, who are already familiar with it.

The main colours used are black red and white, mainly because black and red are colours which usually associate with the way classic rock is perceived in most of the Western world, and white stands out against the dark background, making the text easily read.

The photograph on the front cover is a close up shot, from a photo library. It is a dominant feature of the front cover which proves its importance.

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The suit and tie suggests that he is from the upper social class or of a high status and shows sophistication. This could also indicate the social status of the magazine’s target audience.

Contents Page•There are three different font types, indicating importance, such as the title of the magazine, colours that link- for example the page numbers and the feature titles.

• An image of Bob Marley on the contents page represents him as the second most important person to Paul McCartney discussed in the magazine. All the images on the contents page to indicate what is featured in the magazine.

Two Page Content• The picture covers most of the two pages, with some text on the left hand side page, perhaps because his pictures are so ‘rarely seen’, that the publishers decide to give their readers full advantage .

• The page title ‘High Times’ indicates the ‘golden age of reggae’ and links to Bob Marley ‘at the peak of his powers’.

• People have asked whether Bob Marley was Jewish because of the ‘chai’ necklace he was wearing, but it is simply because ‘chai’ means ‘life’ directly linking to the title and the photograph of him.

• The MOJO audience is predominately male (72%) and affluent (36% AB)

• Upper age of the male sector (between age 25 upwards)

• The use of colours layout language and the content (concentration of ownership) are evidence for this

Audience Profile

Magazine production• The advertisements are composed of about

half the number of imagery and text compared to the amount of editorial content

• This shows that the magazine uses

advertising as a way of balancing the cost of production, staff, and printing

• Although there are no Mojo radio or television channels, it uses self promotion to gain interest and customers by its website and the magazine itself

Figures and data • The cover price for the magazine is £4.50,

including the ‘free’ CD

• The NRS readership figures for Mojo, between April 2009 and March 2010 show that only 250 copies were bought and read during this time

• From this statistic, we can conclude that it has a well defined niche audience, with smaller production costs (including printing and staff) and therefore has a higher cover price

Thank You For Listening!