Print Media Analysis of 'Zoo' Magazine.
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Print Media Analysis of 'Zoo' Magazine 'Zoo Weekly' magazine was first published in January 2004, around about the same time as it's rival, 'Nuts'. These two magazines saw the introduction of the weekly 'lad's mag', as opposed to the monthly magazines, such as FHM and Loaded. It is competitively priced as opposed to the monthly's, costing only £1.20 as opposed to Loaded for example, which costs £3.20. "They're normal blokes who mostly read a red top paper and probably a men's monthly from time to time. They drink beer, go to the pub, and watch football. They are relatively high spender's vs retail indexes in clothes, media, and home electronics" ("Zoo Weekly" portfolio on HYPERLINK "http://www.emapadvertising.com" www.emapadvertising.com) Zoo's readership is ABC1C2 16-30 year old men, with a median age of 24. The content of the magazine reflects this. A news section covers topics of news for men with an interesting spin and some features give a more in depth view about around girls, crime, conspiracy, and sport. It has everything a man in their outlined readership would want to read about. There are various similarities to tabloid newspapers such as The Sun and The Daily Star, readers of which would also be the main readership of Zoo magazine.
The cars are almost presented in a similar way as the females in the magazine, sexy, but ultimately accessible, and the reader is left with the sense that maybe one day he will be able to afford one. The editors of Zoo know that everyone aspires to bettering themselves, and even though the readers of this magazine may be of the middle to lower classes, and may not be able to afford these cars, they will still aspire to one day owning one. In each issue of the magazine there is a Television guide, set out conventionally as you would expect to see in a tabloid newspaper, but with a manly twist. Each terrestrial channel has a column showing every programme to be shown on the day, yet there are no descriptions of daytime television programmes, because the intended audience are presumed to be at work, and these programmes are generally aimed at the female audience. Programmes that may be of interest are highlighted in bold print, and the programmes that the writers presume will be of interest to the audience are boxed - off and coloured yellow.
The traditional location at the back of the paper / magazine gives the sport a sense of separation from other articles also, which is important as certain people may not be interested in sport and will not be dissuaded from purchasing the magazine/paper. Zoo magazine has obviously used this convention so that readers will be familiar with the layout, thus making them more comfortable with the magazine. In conclusion, this magazine successfully appeals to the audience it targeted, by offering a weekly alternative to the numerous monthly "lads-mags", including all the content that men age 16-30 want to read about, and providing an easy on the eye, and all - importantly familiar layout. In their press pack, they describe the brand values of their magazine as being "Topical, sexy, sporty, and funny" , and this is exactly what it is. The whole ethos of this magazine is that it's not designed to inform you but keep you entertained on those train journeys to and from work. It doesn't last long, and is not as daunting to read as some of those super thick, glossy magazines such as Loaded are, but it sufficient for a weekly. Zoo Weekly is all the pub ammo a young man needs to know what to talk about and how to talk about it - every week.
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