Magazine Analysis – Time

Front cover

From Time magazine, November 2011

Masthead In the centre, which is unconventional and over the model’s face which is also unconventional. A large serif font in a red colour. The serif font makes it seem more traditional and educational, which could show the target audience of older, more professional people

Cover lines These are at the top of the front cover. This is conventional for magazines that target a more intellectual audiences such as the New York magazine, a news, politics and current affairs. A main cover line is in a large, serif font. The others are in a more modern, sans serif font which is smaller, which adds a modern feel to the magazine to make it look up to date.

Main image The cover model is a popular film star. Instead of the actor’s name, they use his character’s name as it is more recognisable for an audience. The model is using direct address which helps achieve intimacy. It is a close up image of the model with a white, basic background.

Strapline The main strapline is in a large, white coloured font which stands out. The font is sans-serif which adds a modern feel to the magazine, and because it is in bold, it stands out as it is the main selling point. There more text to the right in a more traditional, educational serif font with lots of information. This is conventional for more intellectual-targeting magazines.

Date, website The date is positioned at the top right of the magazine in small, serif font, and a website is positioned at the bottom right of the cover. It is conventional for magazines to add website addresses as many of the audience will visit.

Colour scheme Simple red and white colour scheme that stands out and red outline. Neutral colour scheme show the audience is older and more intellectual.

Contents page

Related image
From Time magazine, 2013

Masthead No ‘contents’ title, just the ‘Time’ masthead which is in a serif but contemporary font. This is unconventional, but makes the magazine have a more modern feel which is common in independent magazines.

Page numbers Same size as title and in same bold font type. The numbers are separated by a vertical bar which makes them easy to see.

Article titles Separated by vertical bar and same size and weight as page numbers but still stand out. A small synopsis of the article below in a medium weight serif, modern but traditional font which is conventional for more mainstream titles like Time than independent titles like Huck

Columns Separated into tow columns for contents, with a large middle section with four featured articles, which is conventional for more mainstream titles. Features have a small page number and large font title and synopsis, which is unconventional for mainstream titles but popular in titles like Huck

Images A main image with a caption. No link to an article which is unconventional, and the photo contains many people and no direct address which is also unconventional. At the bottom right, a small image taken from a film with no direct address but has a caption with details of a main article which is conventional.

House style A simple, basic colour scheme of black, white and red which fits in with the colour scheme of the front cover. Fonts are serif, which paired with the basic layout and colour scheme make the page look refined but modern, showing the target audience is older, well-educated people who do not need shiny colours or high profile celebrities to draw them in.

Main article

This image has an empty alt attribute; its file name is time-magazine-the-money-cop-reed-young.jpg
From Time magazine, December 2012

Headline ‘The Money Cop’ title links to the model and the article. The headline uses slang which brings in readers, and makes the article seem more interesting. It is in a black, bold, large sans-serif modern font which makes it stand out on the white page. Just above the headline is a red box which says ‘Finance’ which helps to categorise the article. The red links in with the Time colour scheme.

Standfirst Small synopsis on the article and cliffhanger. Smaller font than masthead and in serif, red font which links with the Time house style.

Copy Has a drop cap which is conventional for news articles. Drop cap is in bold, headline sans-serif font which is different to the copy’s main conventional serif font. Copy is split into three separate columns which make them easy to read. As the headline takes up a large portion of the page, there is not much space so the main part of the copy would be on the next pages.

Image Large main image of the model. Basic, black background and formal costume that fits the age of the model. Takes up the whole page, conventional. Uses direct address which achieves intimacy with the reader.

House style Black, white and red colour scheme which is used throughout the whole of Time magazine. Colour scheme is formal and simple which shows the audience of older people. Fonts are a blend of sans-serif and serif which is contemporary and conventional.

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