Level: Grades 11 - 12

Overview

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In this lesson, students explore how magazines are developed to reach specific target markets. They begin with a class discussion about consumer magazines, and deconstruct magazines they have brought to class. In groups, students will learn about the publishing industry by assuming the roles of editors, writers, marketing staff and graphic designers to create a magazine geared to adolescents, young parents or seniors.

Outcomes

Students will:

• demonstrate understanding of the ways in which magazines, their sponsors and their advertisers target and attract audiences
• adapt messages for different audiences and explain how the characteristics of media forms and audiences influence production decisions and shape content
• select and use the conventions of magazine publishing and appropriate techniques to produce a magazine
• practice appropriate research and information handling and processing skills, including locating, analyzing, evaluating and communicating information from a variety of print and non-print sources
• practice specific skills involved in reading (locating key words, skimming and scanning, etc.), writing (a variety of literary forms including formal and personal essay, poetry, short story, report, etc.), listening, speaking, viewing and visual expression

Preparation and Materials

• Prior to class, have students collect magazines geared to a variety of target audiences.
• Photocopy the Evaluation Criteria form to review with students. (educational handout)

Photocopy and distribute the following student handouts:

• Senior Magazines (educational handout)
• Adolescent Magazines (educational handout)
• Parent Magazines (educational handout)

Procedure

Introduction:

It's estimated that there are over 24,000 general and special interest periodicals and newspapers published in the US and Canada - with new publications appearing, and others folding, every day. Some of these magazines, such as academic journals and trade magazines, are highly specialized publications that are not intended for the general public. But what you're most likely to encounter in the magazine racks of your local grocery store, are consumer magazines.

Consumer magazines appeal to a specific audience by demographic. For example, Seventeen is targeted to teenage girls and Nintendo Power is targeted primarily to teenage boys. Consumer magazines are supported by advertising dollars, and many will sell advertising on approximately 50 per cent of their pages. Consumer magazines appeal to marketers, because they help them reach their desired target audiences. (However, despite advertising, many consumer magazines do publish interesting, meaningful and thought-provoking articles.)

Give students several minutes to look at the magazines they've brought to class. While they are looking through their magazines, ask them to note:

• The demographic or target market of the magazine.
• How they know what the target audience is.
• A rough estimate of the number of pages dedicated to ads.
• A rough estimate of the number of pages dedicated to content.
• The number of staff and their different roles (i.e. in addition to contributing writers, you also need editors, managers, publishers, advertising staff, marketing staff, finance officers, production staff, art design, copy staff etc.)
• Topics that appear in magazine articles.
• Products that are advertised.
• The general tone of the magazine, and why it might appeal to the target audience. (Include references to language, images, layout, colour, type-face - any elements that would contribute to an overall "tone.").

Once students have had a chance to look through their magazines, discuss their findings.

Activity

Explain to students that they're now going to assume the role of a small publishing company. They've developed a concept for a new magazine and have to "sell" their concept to advertisers.

• Divide your class into three groups.
• Distribute a magazine overview to each group:
  • Senior Magazines (educational handout)
  • Adolescent Magazines (educational handout)
  • Parent Magazines (educational handout)
• Within each group, one person will act as editor-in-chief and one person as an assistant. All group members are expected to contribute to the magazine, but the editor and his/her assistant will make final decisions regarding layout, content, etc.
• Before groups begin, review the Evaluation Criteria with students
• Decide on the individual articles each member will write. Each article should be approximately 500 - 750 words and the author should take a definite stance on the topic to be investigated (e.g., "Teen Diets: Nutrition or Junk Food?").
• In preparing the articles, library and Internet research should be undertaken, using current materials. At the conclusion of each article, sources (at least three) should be cited, using proper referencing format.
• First drafts will be submitted the editor and his/her assistant for revising, proofing, and editing.
• Once the revisions have been completed, articles will be rewritten and typed for publication.
• Each group member will then work on advertising, cover design and layout as assigned by the editor or his/her assistant and on optional articles if needed. (Every member of the group must contribute at least one article and one advertisement or visual element - such as the cover - to the magazine.)
• Once the editor and assistant editor have received the final draft of all articles and visuals, the group will assemble the magazine for publication. Typed copy and coloured artwork are preferred.
• Using the group reflection criteria on the Evaluation Criteria form, ask students to submit their feedback on how they felt their group performed in this assignment.
  

Evaluation

Use the templates on the Evaluation Criteria form to determine:

• A group mark will for the finished magazine (including student reflections)
• An individual mark for articles and advertisements