Magazine treatment

The Magazine: Modern Man (see: arcade fire)




Target readership: The Modern Man reader is aged 18-35 and is (unsurprisingly) male. They have a steady income (ABC1) - enough to afford a fairly pricey, high-end magazine. Although this is a male lifestyle magazine, the content itself isn't reminiscent of your typical body-building and car magazines, but instead focuses on male-centric issues and interests with a liberal touch. The average reader will be left-wing, probably a labour voter, and will have a forward-thinking attitude. Similar to the reader, the magazine promotes liberal feminist and egalitarian values. The reader is sophisticated and intellectual, whilst also being down-to-Earth and having an interest in topics like entertainment and fashion.


Form and style: The magazine has a sleek, glamorous aesthetic, reminiscent of men's magazines such as esquire and GQ along with the likes of Vogue and Vanity Fair. The cover page and individual articles will use simple, stylish colour schemes which communicate luxury. The cover pages will tend to have a fairly simple and minimalist layout with a main title and a list of the main articles in the issue. The cover model will normally be either an actor, director or musician. The magazine will sell at £3.50 - fairly expensive for a magazine but affordable for someone in the ABC1 bracket.


Themes and Typical features: The magazine will contain sections for fashion, lifestyle, culture and entertainment. Articles will often focus on social issues such as traditional ideas of masculinity and sexuality. There may be some articles written by readers of the magazine, such as think-pieces and letters to particular people or companies. The tone will be fairly formal but not newspaper-like - the articles will focus on discussion rather than just news and exposition.


Potential advertisers: There will be lots of men's fashion brands (mostly fairly high-end) such as Ralph Lauren, Charles Tyrwhitt, Levi's and Lacoste. As the magazine also focuses a lot on entertainment, there will be advertisements for films, TV shows and new music.