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Final media project research

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DanMorland

Daniel Morland conducted research on potential ideas for a theoretical magazine. He explored various racing categories and publications like Autosport magazine. Morland analyzed Autosport's branding, including its distinctive logo using white text on a red background. He also examined Autosport's target demographics, such as its primarily male readership given racing's history of low female participation. Morland considered factors like a reader's age, gender, ethnicity, family size, and interest in racing that may influence their likelihood to read Autosport.

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FMP - Research Daniel Morland
• https://www.tommccluskey.co.uk/dorco graphical edits interesting • https://vergemagazine.co.uk/verge-meets-tommo-f1/ Tommo interview • An Idea to contact potential advertisements to place in my theoretical magazine. Possibly website. Message actual companies? • https://www.smashingmagazine.com/2017/12/building-better-ui-designs- layout- grids/#:~:text=This%20structure%20helps%20designers%20to,be%20aligned %20on%20the%20page. • https://creatoracademy.youtube.com/page/lesson/brand- identity?cid=bootcamp-foundations&hl=en-GB • https://yougov.co.uk/profileslite surveys • "rule of 2" when editing, experiment with visual+audible technequies
Racing – My Subject of Choice In sport, racing is a competition of speed, pushing people to their extreme limits. Guidelines and rules are set so a level playing field can be created. To someone outside of the sport, racing appears to be cars completing the same lap/track again and again, to some people this is just boring. However, it so much more than that. It's about a driver finding a combination of mental and physical capabilities so they can extract the most out of a vehicle. Understanding this while watching the sport provides a viewer with an extra layer of excitement. Formula 1 GT3 BTRA British Tuck Racing Championship British Junior Saloon Car Championship
Racing – My Subject of Choice There are so many different categories, tracks and drivers so viewers can pick and choose the ones they enjoy the most. This could be down to many aspects, like the challenge of the category, the location it takes place and even down to the nationality of drivers. Everyone who enjoys racing has their own favorite category, track, car etc. with their own justifications to why they enjoy racing.
Racing – My Subject of Choice Media activity surrounding the sport always aims to illustrate in as a fine detail as possible feelings and opinions behind many political, economic and sporting subjects within the sport. There are channels for live community, opinions and predictions meeting the demands of the wide amounts of demographics within the sport from all different areas around the globe.
Racing – My Subject of Choice esport scene
Final media project research
Context Autosport, one of the first opinion-orientated magazines established itself with the creation of the Formula One World championship. It is one of the leading F1 reporting organizations. The Brand was founded in 1950, the same year of creation as the World Drives Championship in Formula One. When it established itself as a news organisation, Autosport aimed to present the latest racing news with article writers providing their own opinions on the stories in their weekly publications. Being published for over 70 Years, Autosport is one of the few firmly established magazines maintaining its F1 audience for that whole time. Autosport's headquarters are based in Richmond, London. It had its magazines published by Haymarket Media Group until HMG sold the rights to Motorsports Network in 2016. They continued weekly publications until 2020 when the global pandemic hit and the plug was pulled during the first lockdown. Stats https://www.abc.org.uk/product/2469 https://www.abc.org.uk/Certificates/49644869.pdf Reference https://www.autosport.com/netw/news/146462/motorsport-network- prioritises-digital-approach Screenshots taken 19/01/2020
Context Autosport began publishing again in August in time for the summer season. To the top left of the slide, you can see the two latest issues. Located at the bottom left is currently what is being displayed on the front page of Autosport's website at https://www.autosport.com/ (Dated 19/01/2021). From January 2019 to December of the same year Autosport maintained sales of 12,400 magazines per issue. Interestingly 75% of the copies sold were physical, standing at 9,918 physical copies sold globally, the remainder being digital. However, in 2019 Yavor Efremov, Motorsport Network President, CEO stated that: "Our digital-first path" has seen "tremendous growth and success" having over "50 million" users returning monthly to their "automotive and racing online properties." Stats https://www.abc.org.uk/product/2469 https://www.abc.org.uk/Certificates/49644869.pdf Reference https://www.autosport.com/netw/news/146462/motorsport-network- prioritises-digital-approach Screenshots taken 19/01/2020
Logo and Branding From my interpretation, Autosports logo looks as if the finishing flag is being waved by the first letter within their name. The finishing flag in racing symbolises the end of a race. A key part of any race and potentially the most thrilling part is when the drivers cross the finishing line. Autosport has two primary logos it uses for branding, the most commonly used being the full-length logo. This can be seen in areas like the front cover of their magazine, banner of their website and the background of live award events they host annually. The main logo is distinctive with capital letters and features hard 90-degree angles with rounded corners to most characters. Looking at the example on the magazine cover, you can clearly see the different font used for the subtitle which is distinctive in the sense that it uses more rounded fonts. As I'm explaining this, I must mention characters like the "S" or "O" in the examples. The "O" in the "Autosport" title is more of a rectangle then the subtitle's more conventional "O" which is rounded. Having these hard angles for their title gives it a more pronounced and unique look compared to the rest of the text on the front cover. This makes sense as Autosport would want their title to stand out. Autosport wants new, existing and potential readers to understand and remember the brand which produced the magazine that they are reading. Screenshots taken 19/01/2020 Magazine website Autosport awards
Logo and Branding The logo uses white text upon a red background. The same red is featured in so many of Autosport's brandings, products and videos. Having the same colour used across magazine front covers or in areas like a YouTube video is key for a brand like Autosport so that they can attract readers/viewers back to their content. The striking colour essentially a reference to their title and logo. Screenshots taken 19/01/2020
Logo and Branding The colour red itself symbolises emotions like anger, aggression and courage; behaviours seen commonly within racing and in particular Formula 1. Using the colour red makes sense for a magazine about racing because racing as a culture is about drivers and teams using all their resources to try to get as many points as possible. The continued annual push by teams to constantly keep adapting and improving to find a small margin of time is one of the reasons why people especially enjoy F1, which is stated as being the pinnacle of motorsport racing. The colour red itself physically "stimulates" the reader, targeting the adrenal gland which is the fight or flight response humans have to danger. Racing itself is thrilling because it’s a sport orientated around danger, excitement and potentially death. https://www.sensationalcolor.com/meaning-of-red/ "stimulates" https://www.google.co.uk/books/edition/The_Colour_Red/IZnTDwAA QBAJ?hl=en&gbpv=1&dq=colour+red&pg=PA4&printsec=frontcove r "courage" Screenshots taken 19/01/2020
Logo and Branding The second logo that Autosport uses is smaller and squarer in comparison. It is used in areas where larger title otherwise cannot be placed. However, the smaller logo is a symbol of the brand in its own right. It is used more for social media such as YouTube, where the maximum size of the logo you can use is 98 by 98 pixels while also being under 4MB (Megabytes) of space storage. With this limitation of size organisations need to understand; that if they want their logo to promote their brand it needs to be defined and simplistic. Autosport hit the nail on the head with their logo. The strong red seen across all their branding reminds the channel viewer of the creator who published the video/content that they are viewing. Screenshots taken 19/01/2020
Logo and Branding The logo itself only uses the first character of their title "Autosport" (A) along with the flag which can be found in the main title of the brand. This draws the connection of this "A" with the finish line flag to the name "Autosport." Whenever a viewer sees this symbol, they should recognize and remember the brand behind the logo. Autosport essentially stripped their title of all the characters and information that wasn’t needed. The 3rd image down on the left shows what it would have looked like if they had used their longer title which they use on their magazine and banner. Having a single large character; Autosport can reference their brand without displaying their full brand name. Screenshots taken 19/01/2020
Logo and Branding I created a theoretical example of the full name as a logo. The obvious problem with this is the readability. My personal computer has a screen that is 24″ (Inch's) in size and it has a resolution of 2560 x 1440 pixels. I measured out the size of the actual logo Autosport uses on Youtube. On my screen, it came out to be only 1.6cm (0.63″) in diameter. You can stand a distance away from my screen and still be able to read this logo. The same can't be said for the example I created. If the logo I created was the same 1.6cm size, the text would come out to font size 5 (measured to PowerPoint font size). This is completely unreadable from a distance, and barely readable from the recommended distance a person sits away from their pc monitor which is 20″. Other viewing devices like a mobile phone or a TV would be even more challenging. Concluding this examination of the second logo, Autosport essentially and effectively left the necessary visual information to trigger brand awareness. Screenshots taken 19/01/2020 Note: This is NOT a logo which Autosport uses on their YouTube channel. This is an example I created to display why they WOULDN'T use their longer logo in location like this. 1.6cm, on my screen
Target Demographic Autosport has different demographics of people interacting with their different media such as their magazines, YouTube videos and website. They are meeting the needs of the variety of audiences in the 21st century. As Autosport is one of the longest running magazines about racing it has a loyal older demographic who have continued to follow the brand for racing and primarily F1 news. Autosport uses its age to its advantage attracting all kinds of people because of the established mature nature of the magazine brand. 25/01/2021
Target Demographic The focus of the brand has shifted its to aim to attract the modern/younger generation of readers as stated in the article https://www.autosport.com/netw/news/1 46462/motorsport-network-prioritises-digital- approach where the brand declared that they are focusing on "evolving the digital offering." This is a clear shift by the brand to expand its market towards a younger reader base. But overall, for the print magazine I would expect the average reader age to be around the 50-70 mark. These are the people who have followed the brand through all the years of continued Formula 1 and other racing categories news reports. 25/01/2021
Target Demographic Racing itself is traditionally a male sport. Only men have held key racing seats for many years. Take for example Formula 1 which has only had 4 female drivers in a race EVER in the sport compared to 856 males. Autosport will lose a lot of potential markets when it comes to the gender divide in this particular sport because there is little to no inclusion of the female gender. F1 itself is making the effort to bridge this gap with the newly setup category: "W Series" (Woman Series) for a females-only to focus the efforts on getting women into the sport. In total, because of the majority male influence in racing. 25/01/2021
Target Demographic I would suggest that Autosport continues down the same lines of appealing to male readers for their magazines and other media. This is not to say that this is what Autosport would want. Because they are missing out on 50% of the market by not having an all-inclusive brand. In the future, the market will continue to shift towards attracting more women into the sport. 25/01/2021
Target Demographic The ethnicity demographic behind the brand is largely white. But this is not the fault of Autosport themselves; it reflects the trend of racing in general. When racing began around the early 20th century, there was still a barrier that unfortunately all non-white people had to overcome. In more recent years we have had this barrier smashed by the likes of Lewis Hamilton in Formula 1 where he has become the most successful driver in the sport to date. And being an individual from a poorer background, he overcame all barriers and changed the sport for the better. Lewis mentioned himself that he "knock[ed] down a barrier" https://www.lewishamilton.com/post/first- black-driver/ being the first black driver in the sport. This opens the doors for Autosport as a brand to also allow itself to market towards inclusivity, which all brands should be doing in the 21st century. 25/01/2021
Target Demographic A magazine like Autosport will require the reader to have the free time to read their magazine. So, when considering the amount of children/immediate family in the average 2.3 person https://www.statista.com/statistics/525489/aver age-household-size-in-great- britain/#:~:text=It%20can%20be%20seen%20t hat,to%202.4%20people%20per%20household household I would assume it wouldn’t matter. But one aspect to note, is when a potential reader has too many children. This could withhold this potential reader from having the necessary time to read the magazine. But most potential readers with the time and interest would have the chance to read Autosport.
Target Demographic One factor about Autosport demographics that I have missed until now, is the underlying interests in racing as a sport. The primary reason anyone would read this magazine is because of the amount of insider knowledge that Autosport reporters have in various championships and categories of racing. This insider knowledge, such as interviews and paddock accesses, is one of the primary unique selling points for Autosports. No everyday person will be able to see every race or be able to talk to individual drivers and team members in the respective categories. Autosport bridges that gap by being invited and having access to these races. Images of paddok
Target Demographic However, if an individual doesn’t have an interest in racing or a racing category, then they will have no interest in a magazine about racing. Unfortunately, Autosport slots right into that category of magazines. So, the potential market of Autosport readers will have to have an interest in a certain category of racing or racing as a whole which Autosport covers. This could be an occupation orientated around racing, like an engineer, other magazine journalists or another racing driver in a different category. A potential reader doesn’t have to have a job surrounded by racing, but it would greatly enhance the chance of them buying a racing magazine if they had motivations/interests to find out more in regard to their own or other categories. People with racing hobbies as well would be enticed gather more insider knowledge in categories they love and Autosport's whole magazine shares insider information and opinions. This is perfect for people with occupations/hobbies in racing. Images of paddok
Target Demographic The Autosport currently (25/01/2021) costs £3 per issue for a print/digital magazine as seen on https://www.autosportmedia.com/offer/Autosport. The potential audience of Autosport will have to at least have this amount of disposable income to have access to the magazine. However, most of the top stories can be found for free in areas like the Autosport YouTube channel and the Autosport website. We can see why Autosport has focused more on free content on YouTube and their website with the graph to the left; showing a falloff in newspapers bought over the years. The divide between Autosport's market of readers is split into two groups. One group prefers to read the print magazine because it is more conventional journalism and possibly what they have been reading for years, not only with Autosport but other news outlets. The more modern group prefers the new direction Autosport is taking by having free access to the stories on the website and YouTube channel.
Target Demographic The older market I would expect to have more disposable income which is above average; people with extra cash lying around because of a retirement fund or successful business. Autosport magazine readers clearly have spare time to read the magazine and racing itself is a highly expensive sport allowing advertisers to target the wealthy older generations. The new digital market allows Autosport to allow anyone to have access to current up-to-date stories regarding racing because the stories are funded through advertisements either on the website or at the beginning of videos.
Primary Content - Autosport Autosport focuses its attention on conventional print and digital magazines. As evidence of their website where they have a listing of prices of up-and-coming magazines. As of 2020, they create a new magazine monthly for a price of £3 per magazine. Autosport will want stick to the more conventional magazine structure because of the audience behind them. They have been operating as a news source in magazine form for 70 years so they will have a portion of readers who have continued to read them. However, this has shifted in recent years towards providing the same story format but on their website. This will be cheaper alternative to maintain for the brand and will also be cheaper for the readers of Autosport. The revenue generated will be filtered towards advertisements instead of revenue from the magazines themselves. But the website is not the focus currently for Autosport.
Primary Content - Magazine Front Covers One of Autosport's 2020 magazine has been hosted on the website Issuu. https://issuu.com/victorianeshko/docs/autisr34 Other examples are from google images under the search "Autosport magazine front covers." All Autosports magazine front covers follow the same format. The title is featured at the top of the magazine; this is a clear display of the brand. The front cover is the first page that a reader will see when viewing these magazines and they will be reading from top to bottom. By having the title/logo at the top, Autosport immediately makes the reader aware of who published this magazine. One feature to note, is the inclusion of a top catchline above the brand title only featured on two of the three magazines. This I can see is designed in a way to be read just after noticing the title, as it is the only information located above the title. The content it includes is aimed to manipulate the reader to want to "WIN" or collect the "FREE" object/experience listed on the front. Clearly the technique is used to provide an exciting enticing reason for the reader to buy the magazine.
Primary Content - Magazine Front Covers The images used have a compelling central object which the front cover describes with a secondary heading underneath the title. The top left example has a reference to the Ferrari team in conjunction with a Ferrari F1 car, one of the major talking points within F1, being the longest standing team within the sport. The second example has a Mercades-AMG car with the description "diva Mk2!" This is how the Mercades-AMG F1 car is viewed by the general fan of F1, as a diva, goddess and symbol of beauty. Lastly, there is an image of an in-house interpretation with reference to the 2021 F1 rules. Complemented by the large "F1 2020" title above it. What these three examples have in common with each other is a main picture and large title structure. This is designed in a way that allows the reader to first observe the image and continue onto the next biggest title to entice them into the magazine. This main story should be the reason why the reader should want to either read the rest of the front cover or want to continue to the page where the story is expanded.
Primary Content - Magazine Front Covers The last areas where the reader would be looking are in the areas with tertiary titles. The other main stories which could be aimed towards geographic locations, other racing categories or other major F1 news of the week. All the examples on the pages again follow a structure. And that is to provide a last-ditch reason for the reader to open the front cover and continue reading the magazine. References to "Britons" as a geographic location. "new Le Man challenger" as a competitor in another racing category, as well as "Vettel and Leclerc clashing" focusing on F1 news. One aspect to note about these tertiary titles is that they are written as if they could be written anywhere. What I mean by this is the capitalization of letters is 'correct'. These sentences are short and quick to read so as to be of no effort for the reader.
Primary Content - Magazine Front Covers Apart from the images, every page follows a colour scheme. Red for the logo and title. Yellow for important/enticing information and white for information backing up the yellow areas. The red is a continuation of the branding of Autosport, they want to affirm brand awareness. The yellow areas/texts are generally placed in 'dead space' of the page. Like the secondary titles, these yellow areas are eye catching. Autosport uses this yellow to signify important and relevant information to the reader. Evocative phrases and descriptions such as "GIANT SLAYER" and "REVEALED" in all capital letters and yellow shapes are employed. Autosport created a system which readers would continue to pick up on, with the colour yellow suggesting important information which they MUST read, or they will miss out. The colour becomes eye catching for the reader whenever they see an Autosport front cover. These phrases will paint a picture to the reader of the story to encourage the individual to delve inside of the magazine.
Primary Content - Magazine Front Covers Looking at the font, all areas of the page can be readable from a distance. This is because Autosport has used bold, basic font. This provides the freedom to all readers, no matter the distance and more importantly, no matter the reader's eye condition. Regarding eye conditions, Autosport has an older target demographic. They won't want to lose these potential readers by having their titles too small so they cannot be read by everyone.
Primary Content - Magazine Front Covers The overall layout of the magazine cover follows the same style and order of placement. 1. Large Autosport logo 2. Main image 3. Secondary title 4. tertiary titles 5. enticing yellow teasers Title Image, off centre to allows tertiary title placements Secondary title which could interact visually with the image And areas not taken up by main image used for tertiary titles Also, tertiary titles can interact with main image, like text wrapping or layers. How to make Autosport magazine front cover.
Primary Content - Magazine Single Page Now that we are finally inside the magazine, Autosport needs to inform the reader through easy-to-read but informative pages. This page as an example can be broken down into images, titles and textboxes. First, the images on the page are used on this page to provide context for the content on the page. The title references the F1 drivers: Max "VERSTAPPEN" and Charles "LECLERC" two major drivers, involved in two leading teams, key interests for an F1 enthusiast. The drivers are the largest objects on the page and reader attention is drawn to them not only through the large size of the image, but through the large title directly beneath and linked to the image. Having a connection between text and image is necessary and is shown in this example on the page with an intriguing title to bridge the gap between content text and the image itself. The title is in all capital letters makes the information loud and projected. Another example of bridging the image between the content text is seen on the second single page. Here an older image of [Robert] "Kubica 'returns' to Alfa team as reserve driver" Again, it provides context to the image and entices the reader to learn more about the situation, which can be found directly below. Every title on the page always follows the same: title above text rule.
Primary Content - Magazine Single Page There are only three different text colours on this page and only two different colours if there is white background. Black text is used as the most basic and easy to read colour, and this makes sense. Since humans by nature find it easiest to read black text on top of a white background, through the Helmholtz’s irradiation illusion. Black text on a white background makes up the bulk of the writing on the page. Next most used colour is red which is used to highlight certain key areas of interest. The difference in text colour can either draw the reader in or in turn make it simple for the reader to look at. The font also is an aspect to take note of. Autosport used organized, soft letters for the titles. These letters as per usual can easily be read by anyone and from obscure distances/angles. Not every title has capital letters on the page, but that means the readers' attention will be directed to the "VERSTAPPEN" "LECLERC" title because its more eye-catching. The other two titles on the page do have larger font sizes, but because they are not all capitals, it doesn’t draw my eyes to them as effectively.
Primary Content - Magazine Single Page I notice the overall structure of the page(s), and how this would look to someone not interested in the techniques/styles used. I used the rectangle tool from PowerPoint to just break down these pages into a simpler form. You can see the different overlapping features and layers on the page. When I started laying it out myself, I began by replicating the images first. And it was clear that the planning of the page starts with the story generation first. Then, images are picked, other structural features are then used such as the central statistic column. Lastly, the text is added along with any other features such as the text on the far left of Example 1. What I want you to notice is the unusual reading layout of the page. Example 1 Example 2
Primary Content - Magazine Single Page Moving onto the Example 2, this page looks a little more conventional in regard to its layout and structure. Again, the images used are to complement the text with the text being broken up into small columns. These columns reflect conventional text structure of magazines and newspapers. Example 1 Example 2
Primary Content - Magazine Single Page Looking at the structure of all text, there are areas of the pages which have white text with coloured backgrounds. These texts are placed in areas over images and coloured shapes. The font colour is the same as the background, as if they are punched/cut from the image. If they used black text like the bulk on the page it would be much more difficult to read, its key to notice the white is used to bring the text from the page. The fill around the text also highlights the text from the images. Structural designs overlay to grab the attention and direct the readers view into different areas of the page. Example 1 Example 2
Primary Content - Magazine Double Page Spread The story that this double page depicts is one that was mentioned on the front cover of the Issuu magazine. This shows that this story is significant and so it requires double the pages to signify its importance to the reader. However, as we will see, it takes up much more than that. When I opened the page two visual features stood out to me: 1. The image because it was the largest feature taking up 70% of the two pages. The size of the image highlights the huge story that the report is covering. If the same story was cover on a single page for example it wouldn’t have the same effect on the reader. The image itself could take up its own page. The image also is off centre of both pages and allows for text features on either side. 2. The sidebar "INSIGHT" 3. And the title "Ferrari." The story itself was about "Ferrari" so understandably Autosport needs to include both F1 teammates Vettel and Leclerc. The image shows the close teamwork and features the underlying rivalry between the two. The reader looking at the image will see it in sections, looking at from one car to the next, and importantly to the text which is to the right. The bottom and closest car shifts the direction of the reader's view through the angle it is placed on the page. Guiding them towards the story/text on the page. The main story on the front cover is found on this double page spread Blue arrows depict the direction of view the reader is designed to take.
Primary Content - Magazine Double Page Spread The title of this double page spread is what carries the story from being a more conventional update, to displaying to the reader the significant work put in by the team to overcome its rivals. The title suggests that "Ferrari" is changing its structure for the "New year" the "new decade" using "new methods" for a "new start" which can hopefully translate into results on track. The adjective "new" is repeated 4 times in the title, and more in other areas. This highlights to the reader, the number of unrevealed changes by the team. "New" also creates suspense because a reader be interested and will continue read on and find out the changes that have taken place within "Ferrari" because at the time, it was the second-best performing team. The continuing story of Ferrari doing everything to overcome the dominant Mercedes-Benz AMG team will greatly attract a reader who has any interest in F1 at the time of release. Interestingly the text is not broken up into columns. This suggests that the reader should take the time to read and decipher the information behind the story. The text wouldn’t have taken any longer to read then a split-up column layout. For me it shows the size and scope of the story, which otherwise would have been lost if it was broken up.
Primary Content - Magazine Double Page Spread Structurally, the page is split up into three parts: the sidebar, the image and lastly, the text. An orderly rigid use of the image directs the reader towards the text on the right. I created a theoretical layout of the page and it shows that if the image was placed on the other side of the text, then the text would have been viewed by the reader, then the reader would have looked at the image, only to go back to the text again to read the story. For me, this highlights the design choice made by the editor of Autosport to have the image in the middle, so as to allow the reader to flow from one part of the double page spread to the next smoothly. My theoretical example goes on to display that the design choice to place the image between the two areas of texts is intentional. Notice as you look at the design I made, how much more your focus moves compared to the one Autosport produced. The idea behind thinking of how the page is going to be viewed and looking at what the reader will see first is key when designing the structure of a double page spread and something I have not noticed until this example. A theoretical example of other possible layouts of the page Direction of view.
Primary Content - Magazine Double Page Spread Graphically, there are not many changes made to the image itself. It remains to include the two cars as the main feature of the page, relating back to the story. To note is the inclusion of text on top of the image; this time it is a white fill backdrop with black text on top. This white over black is as I have said commonly used to allow the reader to view/read the information in an easy manner. The editor would have chosen these colours to allow the text to be as small as possible. It barely takes up 5% of the image and the placement is out of the way so as to not distract the reader from the image. However, it is something the reader will notice with their second/third time looking at the image. The inclusion of the text adds an extra layer of insight into the story.
Primary Content - Magazine Double Page Spread After reading the page, there is the inclusion of two arrow-esk shapes. They are directly at the end of the text. The editor is visually communicating to turn over. All these techniques are used to entice the reader to continue reading and that the next part is found on the pages after. Suggestions of direction the reader should view each page is significant to the design of any page, but you can clearly see the guidance used. When you look at the example I created, the shapes suggest looking at the image rather than continue onto the next pages, a design flaw if that was what Autosport had done. A theoretical example of other possible layouts of the page
Primary Content - Magazine Double Page Spread Here, you see the obvious design and placement of the texts, first being on the right, then shifting to the left side of the next pages. Here we can see the effect that the arrows had on the last page. The article immediately continues at the top left. The text is only a below a small title/subheading to remind the reader about the story. Looking at the text first, it immediately continues from the last page, so as to not break in the readers concentration. No shapes are used at the beginning of the bulk text, but the reader shouldn't need any assistance to continue reading. Again, the arrows are suggesting the direction the reader should view the page, but this time it points towards the images, instead of a suggestion to flip over the page. What I would have changed here is to add another visual aid for the reader to imply that the story continues onto the page after, which it does. The image and direction of the two cars in the team kind of does the job of that visual aid, but it is not 100% implied that the story continues. Just something I noticed when reading this story. I would have added some of those arrows on the image to visually imply to turn the page. How the text continues from one page to the next. Points at the image, not at the side of the page. From here
Primary Content - Magazine Double Page Spread The bulk text is broken up by a quotation from one of the team members. It provides an insight for the reader in how the team is viewing the race results the team acquired. More suggestions of disappointment and a display to the reader that this team is not getting the results they hoped is again something I would have wanted to be included on this page. On the last pages of the story, I found an area where some text was placed over an image with no real changes to the photo. The text still fitted in that location, however. What I can observe is, that the text is white, it is placed on a grey to dark grey background. Even though the colours are similar, they do not prevent the reader from being unable to see each word clearly. Again, this touches on the ability for humans to decipher and read text if colours are opposed to each other using the Helmholtz’s irradiation illusion. This major racing story takes up 8 pages in total (4 double page spreads). This again signifies the magnitude of the story to the reader. No other story in this Autosport issue takes up even half the pages. Specifically chosen as I said to display the size and scope of the report. The white background with black text.
Primary Content - Magazine Advertisement/Product Placement To understand the advertisement Autosport has in this issue, we must reflect on the audience reading the magazine. I assumed that the people who read Autosport magazines are generally wealthy, males with disposable income and time, as well have a keen interest in racing/motor vehicles. This assumption can be can also be suggested in the advertisements seen in this issue of Autosport. On the left a just a few randomly picked examples from the issue. They include objects and experiences like expensive luxury cars, expensive car parts, luxury car lotteries, luxury motorhomes, expensive track days/events, and even links to other medias which potential reads could be interested in. A common theme between them all is the highlighting of luxury and unmissable opportunities for the reader. These advertisements have emotive and enticing phrases to encourage the reader to part with their money. Money that the advertisers and Autosport themselves know their readers have. The phrases include: "NOTHING LIKE IT", "WIN YOUR DREAM CAR", "FOR THE WINNERS" and my personal favorite "Living the high life". To note is the avid usage of capital letters again to signify the importance of the advertisement to the reader. Assuming that the reader has large amounts of disposable wealth and free time is key when observing these advertisements. Seeing similar images in a casual news magazine like The Sun or Daily Times would be obnoxious and unfitting. Because these advertisements are found in a racing magazine for readers with time and money, it is acceptable.
Primary Content - Magazine Advertisement/Product Placement The colours and style of the advertisements do not consider the style of the magazine. They use their own fonts, colours and images to all promote their own products/services. Each advertisement pays for their own pages to advertise on. The inclusion of Autosports own self advertisement can be seen over multiple pages. But usually, they are at the front of the magazine, where the reader would start reading from. Autosport owning the magazine has the luxury to self-promote wherever they want, but they will not want to be too invasive because Autosport will know that the reader already should understand the brand of magazine that they are reading. The placements are in areas to remind the reader that there are searches that they might be interested in, and in Autosports perspective; there is no harm in asking. Placements are small and in areas where text finishs. An advert of next week's issue referencing a story that the reader could find interest in. Note the location being on the third page.
Primary Content - Magazine Advertisement/Product Placement Over the entire magazine, 32 pages are dedicated to whole page advertisements out of the 113 pages total. Making up around 35% of the magazine. This isn't including smaller advertisements and product placements. The number of pages is including ALL types or advertisement, self-promotion included. there were at least 12 times where Autosport advertises their next week magazine or events Autosport hosts, like their car or award show. I wouldn’t say encouragements for readers to keep reading through the magazine is self- promotion, but this was also done countless time during the beginning and middle of the magazine, so as to increase the amount of reader getting to the end pages and see all the advertisements. An advert of next week's issue referencing a story that the reader could find interest in. Note the location being on the third page.
Secondary content Organizations/brands have multiple areas of focus so they can cover different markets. It has been common in recent years to see news organizations like the BBC, F1, Autosport have all in recent times created social media accounts on platforms like YouTube or Spotify. The graph shows screen time in minutes of 2000 participants from 2019. Screen usage on my phone.
Secondary content Now after reading all the primary content research, you might be wondering why I have split the category into Primary and Secondary contents. This is down to the fact that I understand businesses/organizations are not static when it comes to targeting their audience's. Often you will see organizations on two or three different media, which a range of textual, visual and even audible content. We have to consider the customers activity to fully understand Primary/Secondary content structure. I see it as a fantastic example of this is the evidence by ZDNet https://www.zdnet.com/article/americans- spend-far-more-time-on-their-smartphones-than-they-think/ where they display the range of different apps people use on their smartphones, PC's, laptops and other devices connected to the internet. What it shows is a variety of activity between multiple medias, not just one focused activity on one app. Just look at the variety of different applications people use; like Instagram, Internet, YouTube and even podcasts. Initially, I split the category because of my personal activity on the internet. My I found my activity on my phone (which is my secondary device) and I was unable to find screen usage statistic on my pc (which is my primary device). Where the graph shows a dispersed variety of apps by an average phone user, I primely prefer YouTube on my phone. I can wrap this back to how and when I use my phone. The average person will use their phone in sporadic period during the day, whereas I spend most of my time on my phone at the end of the day, the PC is what I use during and at the beginning of the day. Applications like YouTube for me are used to wind down to the end of the day, I watch videos before I go to sleep because the content is enjoyable and uncomplicated to watch. I don’t have to think about videos to watch on YouTube, because YouTube recommends my content. You can see why organizations like The Race and Autosport targeted YouTube in recent years, for people like me and my phone usage. I wish I could have found my PC usage, but I would have also shown YouTube to be accessed a lot. Maybe I watch YouTube too much, who knows. Apply what I have said here to all the channels I have researched. Screen usage on my phone.
Secondary Content Autosport, as I explained in the primary content research targets their magazine as their primary focus for content. But they have delved into YouTube, Spotify and their Website to expand their demographic base. When I do content research on an organization, it would be naive of me to just cover their magazine content, because they have so much content in other areas as well. YouTube and Spotify account for Autosport. Explanatory YouTube videos: primarily monologue Opinionated Spotify podcasts: Dialogue.
Secondary Content Looking at their YouTube first. The videos on their channel seem to be short but full of information. YouTube as a social media is for the people who want all the information but have someone else to read it for you (the viewer). Autosports most popular videos surround F1 as seen in the "Popular Uploads" tab, which displays the videos with most views from left to right. Informative/opinionated videos from Autosport like the "Inside Mercedes' controversial F1 wheel rims" and "F1’s flawed financial model explained" are videos which could are transferable between their magazine and YouTube channel. The same information is transferrable between different departments in their organization. The podcase by Autosport is similar in that regard. However, the videos are more opinion orientated. You must remember that people listen to podcasts in the background, only a few directly listen to a podcast if they prefer that media, because a visual representation of the subject could be found on YouTube. YouTube and Spotify account for Autosport. YouTube videos: monologue – factual Dialogue – opinionated Opinionated Spotify podcasts: Dialogue
Secondary content A story can be seen to traverse Autosports Website, magazine, YouTube account and Spotify. This only doubles-down on the idea that Autosport and other orgonistations are diversifying their product range to target different demographics. The main differene I can distinguish between a person who reads an Autosport magazine and someone who watches their Youtube account is the age. The difference between an older and younger persons internet activity is highlighted when considering older people tend to prefer to stick to what they have done for years; which is read magazines (esspessily in Autosport's case which has been running for 70 years). A younger indevigual will tend to watch media instead of reading it. The difference being, a magazine the reader has to read to decipher the information, they prefer to make their own opinion based on the information in the article, whereas the opinion is created in a video where the speaker provides their opinion. Take for example the titles of the Russell story. On the website, the story is an interview with the team principal Wolff, giving his opinion on the situation. The Youtube is different, where commonly at the end of video, presenters ask questions like "...and what are your thoughts [presenter name]?" Generating convosation and opinions in the video. The video asks a question which is disscussed by the 3 presenters. And the podcast is a more indepth discussion which asks for full opinions because there is no limit on the time, is easier to produce because there is little to no editing. Just look at the siilarities between the articles. All are discussing similar topics, including similar reporters who as we can see, work between the magazine, YouTube channel and podcast frequently. Magazine - https://www.autosport.com/f1/news/154632/wolff- russell-must-iron-out-mistakes-to-make-progress Reporters include Mark Gallagher, Ben Anderson and the main presenters Luke Smith. All are authors who have contributed to Autosport magazine. Podcast: Speaker - https://www.spreaker.com/user/mpodcast/flat-chat-gp-magazine- 2?utm_medium=widget&utm_source=user%3A10600217&utm_term =episode_title Video: YouTube - https://www.youtube.com/watch?v=Wi-eTiaYxBk
Secondary content What shines out to me (as part of their audience) is the expanded feel that other content from Autosport provides. The YouTube video in particular shows the reports face, who otherwise wouldn’t be seen in a magazine, where they just write facts and rarely give their opinions. It connects the audience more towards the brand, as viewers begin to connect face and voices more to the names on screen. Then the audience begins to see these names in appear other medias. Take for example, a viewer of the Autosport YouTube channel. A viewer will hear the names and see the faces of the people presenting it. They will remember that information and recognize them if they appear in other videos or when reporting for the magazine or podcast. The audience draws the connection between presenters and their appearance/voices for the, this cannot be found with just text. It is hard to drive emotions through a racing magazine like Autosport's factual style. monologue Dialogue
Secondary content Overall, diversifying the range of content benefits Autosport in a subliminal way. I realized that once I became attracted to the content, I remembered who presented videos, I recognized voices and had preferences towards certain presenters. It felt more connected compared to a magazine article which appeared formal and unemotional. The connection between audience and reporter recognition is the benefit received for Autosport and their other medias. The reporters essentially represent the brand.
Secondary content The content itself is pretty basic. The YouTube videos is a commonly split between informative monologues and discussion-based dialogues. Podcasts from Autosport are opinionated discussions primarily, with occasional racing news updates. Because it is an established news organization, it has access to many resources to create content for all areas. However, the content is produced based around the story at the time. It is common to see the same issue discussed in their magazine, videos, podcasts and website. So that they meet each demographics preference. Allowing the audience to choose what style they prefer. As we saw previously, the market of people doesn’t just target one certain media, but the range of people prefer different medias, like YouTube or a podcast.
Social Media Activity One more interesting aspect about Autosport, is the branding stays the same between all its media accounts for brand affliliation and awareness. Colours, fonts and logos remain similar. No matter the social media. Subheading fonts have changes to imply the overall mood they provide. Making sure the existing and potential demographics remember and recognise the cross-platform symbol is key for overall brand awareness. Autosport uses certain media in specific ways. Their magazine, website, Youtube, podcasts are used as content uploaders whereas media accounts on Facebook, Twitter and Instagram is used for promotional purposes. Posts can be seen to be copy-pasted across acounts linking the same media. So that it is visible to users of all social medias. Instagram Facebook Twitter YouTube Generic logo. Website The same post, found on Twitter and Facebook.
Magazines, Articles and Written Work
Final media project research
Context The Race was founded in February of 2020 with the aim to provide a "digital-only" format of motorsport coverage. This news organization was created for the "die-hard" fans in mind; however, they say it themselves that they are aimed at newcomers Aswell. The Race is new a magazine however, instead, they have a story-by-story format which they can post as frequently as they want. The image of the website on the bottom left is a clear illustration of the difference between other magazines and the Race's structure. Otherwise, it’s the same content, with added flexibility because they don’t need to wait for all the content which would go into a magazine. They can just post the story by itself. Another thing to mention about the Race, is that it is free for anyone. There is no barrier to entry for the target demographic when it comes to money. Unheard of until this news orgonisation entered the market. One interesting thing to note about the Race, is that it is a makeup of former Autosport writers who left the previously organization to set up this one. They took away the formal and factual writing from Autosport and built upon that, creating a product which more personalised and interactive and cannot be matched by its competitors like Autosport. https://the-race.com/about-us/ Screenshots taken 19/01/2020
Logo and Branding The Race entered the F1 reporting scene long after any other competitors, but in the last year they have seen a huge influx of viewers on their YouTube channel (they primary focus for content). Everything from the logo they use to the editing style is modern compared to their competitors. Looking first at the title "The Race" I notice immediately they use all capital letters whereas when they reference themselves in an article for example, they will have uppercase characters at the beginning of each word. But lowercase for the rest. The reason for this I believe is that the title is more refined, and they can play around with the sharper characters uppercase letters have compared to the lowercases. You can see this altering with the letter "A" in their title where the middle part of the "A" is removed. The letter "Λ" comes from the Greek alphabet. But this symbol has a close enough shape to the letter "A" so it can be recognised easily. It creates a modern look as I said. The font in the title is thin, whereas the symbol for the race is wide and pronounced. This thin text draws attention from the title itself and turns the viewers eyes towards the symbol. While still having the presence of the title "The Race." NOT a logo used by The Race.
Logo and Branding Speaking of the symbol, it only includes the letter "R." This R is taken from the word "Race" in the title. The symbol itself only uses half of the letter "R" by slicing it from the top left to the bottom right. Instead of looking like a normal letter, it becomes a continuous shape. Essentially, they had the same thought process here as they did with the letter "A" from before. For me, this logo would represent The Race in a more modern light than a conventional R would. Logos inherently need to include features which represent the brand and are interesting to look at. Comparing this logo design to the one found on Autosports YouTube channel, you can see that The Race has a more modern and sleeker look compared to the outdated design used by Autosport. NOT a logo used by The Race.
Logo and Branding The Race uses white font and logo over a solid black background. White and black are opposites (not in terms of colour but in terms of brightness) so by having a black background, you don’t need to use much space to create the illusion of being sharper and defended. Helmholtz’s irradiation illusion is a prime example of black on white features. A test conducted by "Getty" where they had participants to "increase the area of the black square until it appeared to be the same size as the white." They found that even though the areas of black and white were equal in size; the white area "appeared" larger. The article goes onto say that white to human eyes is more receptive to compared to black. And taken back to the Race's logo, it will bring out the white text and logo from the black background because of this "Irradiation illusion." NOT a logo used by The Race.
Logo and Branding The Race uses this logo in many locations from the YouTube channel they own, to social media accounts. Going off the 98 by 98 pixels measurement for the YouTube logo, the symbol is easily readable from a distance. I can see a common theme of having a title alongside an icon/logo which is used in areas for profile pictures on accounts on social media like YouTube, Twitter, Instagram Etc. More interestingly, The Race switches their colour scheme on their banner and magazine but I'll talk about that later in the PowerPoint. But it's interesting to note how the black symbol on the white background does look slightly thinner than the opposite colour scheme. https://blogs.getty.edu/iris/black-and-white-arent- opposites-after-all/ NOT a logo used by The Race. NOT a logo used by The Race.
Target demographic The Race strikes where Autosport lacks; And that’s with the modern approach to journalism. Where Autosport maintains its magazine for those who continue to buy them, The Race ditched that idea entirely. Putting all its effort towards new modern medias like its website, YouTube and even Spotify.
Target demographic The potential age range of The Race's readers will be the modern racing enthusiast. From the younger audience of 13-25 year-olds on YouTube, to the older (20-30s) more conventional audience reading the stories on The Race's website.as I mentioned just a second ago; The Race targets the lost readers from Autosport. New modern age groups like generation Z (people born between 1997 and 2012/15) who prefer video news over static magazine news. A large market of people on the internet use YouTube while browsing the web. 77% of 2000+ respondents from the USA between the ages of 15 and 35 showed that they use YouTube actively. A largely untapped market by more conventional magazines, but where The Race's focus lies. So, The Race will have a modern demographic who are connected with the internet.
Target demographic As stated earlier, racing as a sport is primarily male. Not by choice, but by history. Unfortunately, in the past women were not viewed to the same potential as men in sport and this continued over to the likes of racing. Because of this, racing is a male dominated sport which can turn females away from the unfortunate stigma that they cannot be as highly regarded as males in the same sport. We can see an example of this when a female racer named Carmen Jorda stated herself that "It’s not fair to be compared with men because we will never be on the same level" in the article https://www.racefans.net/2018/01/31/numbers-stacked-women- reaching-f1/, a clear underlying idea that females have less potential than males in the sport. However, The Race makes no effort to push towards male marketing of their news stories. They write with no discrimination to males or females. Slowly, overtime we should see more females entering more racing categories and with it they will bring the female audience to news organizations like The Race. But currently, the sport is male dominated and with it brings a male orientated audience. Like gender, race/ethnicity has been dominated by white people in history. This follows the same route and argument females have for racing and sport in general. However, as mentioned earlier, Lewis Hamilton smashed the stigma that skin colour has any interference on racing talent, and so this opens the market for all ethnicities. And overtime we will see more people from many different backgrounds take up interests in racing and more importantly, The Race's articles. But again, the reader base is filled predominantly by white individuals. So, I can say, the target gender and ethnicity is currently white males, but is shifting towards inclusivity and recognition that anyone can have the potential to participate in racing and reading The Race's magazine. The female driver: Carmen Jorda
The Race's audience follows the same lines as Autosports market when it comes to number of children. The key point being that they must have spare time to read the news stories, for that time to not be taken up by too many children. This is similar to occupation, referencing the occupational jobs/hobbies of readers/viewers of The Race. Having an interest in racing will greatly boost the chances of being a potential reader/viewer. But it is not required as a barrier to entry when reading and watching their reports. The Race differs in the regard to understanding/education of readers regarding racing sports. The Races tries, as stated themselves to: "Create the best motorsport coverage" to "those who are new to the sport" in the about us section on The Race's own website. A direct aim to include those who are new to racing and haven't got a full understanding of the sport. Autosport cannot say the same about audience education. Evidence of this comes down to the way The Race educates their audience in their videos, providing context to drivers, and past event. Which the general educated race fan would know. But not everyone is on the same page. So, the Race appeals to new and existing race fans. Target demographic
There is no barrier to entry when it comes to income in regard to accessing the stories published by The Race. All the stories they write are free to anyone through their YouTube, Spotify and website. The only cost that individuals need to pay for is the internet access and a device to access the internet through. The Race provides free content to their readers and viewers, generating income through other means like advertisement on their videos and other medias like Spotify. They also have the option to advertise on their website, as seen in the contact us section. Target demographic
Overall, The Race is a modern take on journalism focusing their efforts towards the new growing world wide web market. Currently this is limited to countries with vast access to the internet, but with efforts by technology companies like Space X to expand global internet https://www.aa.com.tr/en/science- technology/spacex-launches-satellites-to-improve- global- internet/1997810#:~:text=Starlink%20project%20aims %20to%20provide%20high%2Dspeed%20broadband%2 0internet%20service&text=SpaceX%20launched%20a% 20new%20batch,internet%20services%20around%20th e%20world.&text=While%20Starlink%20aims%20to%2 0start,near%2Dglobal%20coverage%20by%202021 we will see this market span the globe in a few years. As humans become more connected. Target demographic
Primary Content – The Race Website As I have mentioned before, The Race uses a website to display current stories/reports instead of the more conventional magazine. This targets the modern readers who prefer to use their computers and mobile phones instead of reading from a magazine. I fit into this category of people. This shifts The Race's audience to a younger age in comparison to Autosport. However, it still allows for in-depth written articles which could feature in a magazine issue. Access is free and regularly updated with each new story. Unlike a magazine, a website doesn’t have to wait for each issue to be ready before they can post the story. Allowing for quicker response times by The Race in comparison to its magazine orientated competitors. You will see the modern yet conventional style The Race has taken with their articles in reference to the writing, images, shapes Etc.
Primary Content – The Race Website What I must mention here is that fact that The Race has two primary sources of content because in essence they have two primary target market which are very closely located. The first primary content The Race is involved in is their website https://the-race.com/ where stories are written and updated as frequently as possible. And the seconds 'primary' source of content is The Race's YouTube channel https://www.youtube.com/user/nismotv2013. The reason I believe that the two are intertwined is because the same news stories that appear on The Race's website also appear on the YouTube channel. However, there are differences between them, and I do think that the website does take majority attention, but their video focus is very close behind. This is because the website can be updated with ease, allowing for quick reporting response time by The Race, whereas the YouTube channel requires The Race to record and edit a video, which will take longer. Personally, I am a watcher of The Race's YouTube channel and I am aware of the website, but I don’t use it as often. I wouldn’t be surprised if the general reader/viewer is like myself. A person who uses YouTube as a pass time, and if the individual enjoys F1/racing they will most likely have a preference towards the YouTube channel rather than the website. This is because it is more convenient/time-saving to watch a video compared to reading an article. The Race has resources allocated to the website and the YouTube channel; however, the YouTube channel has a lot less content because of the extra work needed to create a video. But the content chosen to be on the YouTube channel is of higher quality to the viewer. See it as the website has quantity and the YouTube channel has quality.
Primary Content – The Race Website Homepage Opening the homepage of The Race (https://the-race.com/) I can immediately see the biggest story being allocated the largest amount of space. The Race knows that if a reader is opening the homepage, they will want to see the biggest story first. Clearly this is being demonstrated here, by have a 50/50 divide of a story to image layout. As noted, before when looking at Autosports magazine, English readers will view the page from left to right. As if they were reading a book, they would start at the top left. More interesting is the placement of The Race's logo. Directly top left and the one of the first objects/graphic that a new reader would see. A reference back to the creators and writers of the website. Key for brand awareness. The Race must make the reader aware of who is providing the story as much as possible, but they have not been too invasive with their placement and size of the logo. The Homepage sticks to the colour scheme of The Race, however the logo colour is inverted so that it can appear black instead of white. Having it an inverted color means that it can be placed on a white background, also allowing the majority bulk text to be black Aswell. If the logo remained white, the background would have to be black. Which is harder to read, because text would appear smaller. The Race's homepage 26/01/2021. Appearing like this... Appearing like this... Logo used to represent the brand is commonly white on black It would mean that if the background what also black the bulk text would have to be white. Having the logo inverted allows the use of black text with a white background. Clearer to read, because of the Helmholtz’s irradiation illusion. It's also more conventional.
Primary Content – The Race Website Homepage The Race's homepage 26/01/2021. Over 60% of the immediate screen is being taken up by the main story, a large suggestion for the reader to find out more. In total, the main story consists of an enticing/luring title, under that is a brief description, below you can see how old the story is/when the story was uploaded to the website and last you can find the image. The 'lead in line' sentence has a similar design compared to a conventional magazine. It has the same incentive for The Race regarding encouragement for the reader find out more when it comes to the story. The quote "POTENTIAL CHAMPION" is used to suggest to the read that it might be possible, but to find out they must read the article. Like Autosport, The Race uses all capital letters to show the significance and volume of the story. The same suspense would not be found if capitals were not used. When hovering over the title of the story, the text changes colour from initially being black, to turning to an orange shade when over any of the letters in the phrase. Example seen on the left. A button like this is interactive and enticing for a reader. Buttons need to have a clear purpose for the reader. The symbology of a changing colour implies to the user that this title forwards them to the story. In the article by Just in Mind, https://www.justinmind.com/blog/button-design-websites-mobile- apps/ they found explained that buttons need to be predictable, and by having a changing colour when hovering over the title will imply to the user that the full story is accessed through clicking the title. Unfortunately, the only way to access the full story is through clicking the title, unlike the secondary stories where you can click in any area of the image. This is something I would like to improve on with my website. The description of the story is also designed to inspire the reader to continue reading this new story. Using referencing nouns to key figures and teams like "Lance Stroll", "Formula 1", "World champion", "Aston Martin", "Sebastion Vettel" to name a few. The references in the descriptive sentence will provide the reader with a short yet descriptive insight into the story, and if they have interests in these listed nouns the reader might be more inclined to read the article. Cursor over title. Normal.
Below the main story the reader will find the next biggest reports of the time. The freedom for the reader to click anywhere on the image is found here. This will forward them to the page hosting the respective story. When hovering over these stories/images, there are no graphical changes, unlike the main story. These secondary stories only include a title over the images. They don’t have as much description behind them creating a less painted picture compared to the main report. There is again usage of capital letters for the reasons as mentioned before. The layout of the stories is in a horizontal form. Creating the visual aid for readers. In general, people will read anything from the left to right. The horizontal layout will guide the reader from one article title to the next. Every story has white text over the images. To allow the text to be placed on each image, the images had their contrast increased to darken the overall brightness. Allowing for white text on a black background. Primary Content – The Race Website Homepage Horizontal design layout
Everything described here is what I immediately saw without having to scroll or click any link. It was what was on the face of the homepage. Also, just to be clear. I am viewing this page at 100% normal zoom. Shapes and sizes of images/titles changes in relation to the zoom. Primary Content – The Race Website Homepage
Primary Content – The Race Website Homepage After looking at the immediate images and stories I began to scroll down the page to look what else The Race had instore for me. Looking at the images with stories on the left. What I notice when I scroll down, is the stories become 'smaller' or of less interesting/impactful to an average The Race reader. Visually, The Race reduces the size of the font and the area each story takes up. Like the strip of images from before on the first part of the main page, they have images to illustrate the titles, however they are a smaller size and are also positioned differently. Bring in an organized grid form compared to a horizontal layout seen earlier. This grid form allows the reader to look at each story independently. As opposed to the continuation view from a horizontal layout. Breaking up the layout like this will prolongs the amount of time the reader looks at each story. The text in the grid formation is always located below the image. We saw this technique used before in the Autosport magazine. After looking at any image in a magazine, the reader will desire an explanation/description. The Race here uses lead in lines/titles which entices the reader to find out more in regard to the story. This idea behind giving enough context to entice the reader, but not giving away too much information so as the reader fully understands the full picture. Leaving the reader on a sort of cliff hanger, making them want more. Scrolling down the homepage. Showing the direction of view the reader is designed take. lead in line.
Primary Content – The Race Website Homepage Next the reader will notice the listed points. These points will be quick and simple to read. The same amount of space used for four articles in grid form, translates to fitting eleven articles. The points on the page have no images allocated to them, leaving the space free for more text. Having a layout like this, it will allow readers to skim read these points. Having racing news layout like this signifies to the reader that these stories are of smaller significance to them as a reader. They must be there because some readers will take interest in them. Evidently, you can see these stories have little importance to them, being about niche subjects like; "Le Mans," "Extreme E," "Daytona," " Formula E." Racing categories themselves. But they have little importance compared to bigger more marketable categories like Formula 1. so, I could say that this section is consists of quick-fire headlines which might be of interest to a few readers. Unlike a major headline in F1 which has the best location on the page, being the 'top' story on the website as seen earlier. Left of each headline is a symbol. I would expect this arrow to have the ability to be clicked on, but it doesn’t, so the use of this shape is to focus the reader's attention to each headline. The arrows pointing at the story will draw the focus of the readers to look at the headlines, but personally I feel the value of this symbology is lost with the sheer number of arrows in this section. But to note is the direction The Race would like the reader's attention to go, to at least be aware of the presence of other smaller news. The text for the stories is rather small in comparison to the large titles for the other stories around them. But this small size is used to cram as many stories into that area as possible.
Primary Content – The Race Website Homepage The further down the page, the less readers there will be. Purely down to the short attention span of readers in general. The BBC referenced studies which found that the average attention span of readers has fallen from being twelve seconds in the year 2000 to now being eight seconds (2017) https://www.bbc.co.uk/news/health-38896790. This shortened attention span will be something The Race has taken note of, because from below what I have already talked about, is only links to other medias. With references to The Race's YouTube channel, podcasts and even the twitter activity surrounding the brand. This is specific content which readers might be looking for, and if they are looking for it on the website, it makes sense to pace it lower down because it won't concern readers which are looking for that content. For me, I don’t think that The Race should have had any content below the social media links but I'm not the editor of the website. You can see here the transition from story to media link and then the return back to stories. Actual website layout.
Primary Content – The Race Website Homepage I do however accept that there is content below the social medias, and the placement will be for the readers who are purely browsing the website. While breaking down the website, I noticed that the reason I found interest in the stories below the media links was because I was still browsing the website. If a reader had remained on the website for time it took them to read all the major stories and links above, then that means they haven't found a story which interests them. Or it could be for the readers returning to the homepage, looking for more content. The Race has used the home as a portal to all its current content, instead of using a secondary page. I respect the fact that not all readers will only view the homepage just the once. Because all news articles have a link at the bottom of each story which returns the readers back to the homepage. Allowing the readers to extensively browse the website for more and more content. Actual website layout. The very bottom of every article. Clicking this button returns you to the homepage.
Primary Content – The Race Website Homepage At the very bottom of the page, is three things of note, the first being the bottom "Keep Reading." An invite from The Race to the reader to display the fact that there is more content. Content which is older or of less interest to the average reader. The Phrase itself "Keep Reading" is a call to action from The Race to the reader, as if to indirectly say 'the content is here if you' "Keep Reading." It’s a button to incentives the reader to stay on the homepage until they find the specific article/report which interests them. Maintaining the reader on the website is key for retaining and maintaining readership. Blow the button, is a section for "LATEST" and "MOST READ[s]" can also be found on bottom of articles. The section is to show the newest and most popular stories of the time. Updated based on the age of the story for "LATEST" and the number of readers interacting with a story for the "MOST READ" section. Readers on this part of the website who want to find the newest and most popular stories, and if they are an avid reader of The Race, a reader will know to look for this section if they want that content. After the provision of the extra content, the reader will find themself with miscellaneous bits of information like icon links to medias, information about The Race, and an account system to comment on The Race's posts. This is not an area that readers will specifically be on the homepage for. It is just here like on all posts to advertise The Race's other services like an account system and to "JOIN THE RACE COMMUNITY." miscellaneous information does play the part of creating a community behind The Race, as they are advocating a more interactive community compared to other news outlets like Autosport. An account system which allows readers to comment and interact on posts is not possible with a physical magazine, but it does allow the chance for readers to give feedback with their opinions of subjects The Race covers. In many areas of this section, The Race advertises to the reader to "Get involved" and "Comment on our content" because The Race knows that this interaction is only possible through new medias like their website and other medias like YouTube. Having reader interaction will change the culture behind conventional news reporting. With print magazines, only the voices of reports and interviewees will be heard. Having an interacting community allows another level of opinion on stories which the race uses in their articles and videos. Actual website layout. The very bottom of the website.
Primary Content – The Race Website Articles Now, I want to understand how The Race's articles differs compared to more conventional news reporting. What have they left out and what have they added. Immediately, the structure of the page is different compared to an article found on a magazine. This is down to the fact that websites have an unlimited amount of area to write in, unlike a magazine where information must be crammed onto each page. Having an unlimited amount of space allows The Race to go as Indepth as they would like for each story. However, something to take note again is the attention span of readers, specifically the younger modern readers of The Race. I spoke before about the reduction in attention span of readers from twelve seconds with the year 2000 to eight seconds in 2017. The article by the Slate https://slate.com/technology/2013/06/how-people-read-online- why-you-wont-finish-this-article.html goes on to specify that the majority of readers only read about 50% of an article. It is key for The Race to engage the reader by maintaining their attention with images and interactive areas of the page. Interactions which might lead them to other articles. The point of maintaining readers on the page is to generate income, because the longer a reader stays on The Race's website, the more interest will have for The Race's written content. I will talk about the routes readers take on the website later. Just know that the website is designed in such a way that readers will stay on The Race's website and continue reading their articles and not competitor's work. Data shows how long readers stay on a typical website article. Article: https://the- race.com/formula- 1/the-move-that- made-twice-rejected- sainz-worthy-of- ferrari/
Primary Content – The Race Website Articles The overall layout of the text is in simple to read forms, frequently broken up by images and links to medias. Each paragraph has a different shape and layout to the next. Being a dyslexic, I view words and shapes differently compared to the average reader and I find it hard to read a block of text. Take a novel as an example. I would prefer to have the words read to me by a narrator then to read them myself. Dyslexics have tendences to misread and skip words by accident because they don’t observe words by the spelling, they see them by the shapes they make up. Any reader looking at a piece of text like the ones found in magazines and novels might be could also be intimidated by the large and overwhelming size of text. The Race attempts to combat this with images and broken paragraphs. I created a visual example to the side of The Race's article which illustrates the different paragraphs and how they form more diverse and interesting shapes to read. Because there are plenty of images and links on the page, the article looks less of a challenge to read. A simple yet understandable technique used to maintain readership. Text layout in Autosport and in other magazines. You can see the difference between the bulk column text design and the more sporadic sentence design followed by an image, used on The Race and other websites. Example from another outlet. The MXGP Magazine https://issu u.com/mxgpmag/docs /mxgpmag087.
Primary Content – The Race Website Articles When first opening an article from The Race, the reader is immediately greeted by an image with title layout. Like a magazine, The Race uses this to paint a picture (literally with a picture) for the reader. The beginning of any article is the most important part. As seen before about maintaining readership, there is a spike in readers leaving the page at the before they start reading. The Race, like any website reporting organization needs to reduce the number of readers becoming uninterested before they begin the article. To combat this loss, The Race employs a large image with a large lead in title. Mentioning again the use of key nouns of interest to the reader like "Sainz" and "Ferrari" to explain what the reader will understand the tip of the ice burg in relation to the article and what it contains. Image to title layout. Shows the large number of readers leaving the page before even starting.
Primary Content – The Race Website Articles Without having to scroll to any areas of the page, readers can navigate to the homepage, F1 category and comment section of the story. this accessibility and useability of the user interface will be to allow for the reader's maximum amount of control. How easy it would be for a new reader to understand that these buttons are available is something to look at. First the homepage, it is accessed through The Race's logo/name. There is no change to the logo, just an indication from the cursor that it is clickable. It would be nice to see this logo have a more button 'esk' feel to it. Referencing the Just in Mind article again https://www.justinmind.com/blog/button- design-websites-mobile-apps/, button should be designed to have different states, like; Active, hover and pressed. By not including some visual aid, there is no suggestion to the reader that the button will do anything, let alone return them to the homepage. Next, the Formula 1 mini title above the main title turns from black to orange like the large title from the homepage. This does the job I hoped the logo would do, as it provides a more descriptive visual aid for the reader. The colour change while hovering over the title shows that there is more to the category title "Formula 1" then just the words. Last, is the comment section. To the left of the verb "comment" is a shape in the form of a speech bubble. This suggests to the page reader that this will bring them to the area where other readers have voiced their opinion of the story that they are on. You can also see the activity of the page, currently it is sat at 17. I presume that this number updates each time someone leaves a message. In total, buttons should be as visually aiding as possible for readers. Having buttons which don’t change when interacted with means that you will have a portion of new readers who will find it a challenge to navigate around your website. So, any designer must think about how readers/users will interpret their layout and buttons. Otherwise, you will lose readers purely because of poor navigation tools. The reader has access back to the homepage, comment section and F1 category without having to scroll at all. Cursor over Normal
Primary Content – The Race Website Articles I wanted to find the number of sentences between images, so that I could find a style that The Race stuck too. From looking at 5 random articles I found that the average Sentences Per Image (SPI) was 8.08. however, I choose to refine this number by not including the 3rd test because the length of the article was extremely short and inflated the result drastically. This inflated result of SPI in that article because there was only one break in the text (Image/Table). I decided not to include it in the final result. This showed that there is an average of 7.35 (7) sentences between each image/information breaks. In the test I included everything that cut off sentences completely. This included images and tables of information. These are objects on the page which the reader will find interesting while reading the articles. I choose to not include youtube videos which also break the text, but they would also completely distract the reader. Test/ article number Article length Number of Sentences Number of breaks. Either image or table. Sentences Per Image 1 Long 85 11 7.7 2 Medium 34 5 6.8 3 Extreme Short 11 1 11 4 short 22 3 7.3 5 Short 23 3 (1 image, 2 tables) 7.6 Average sentences per image (SPI) = 8.08 (And Avg SPI without test 3 = 7.35) Test/article number 1 - https://the-race.com/formula-1/the- move-that-made-twice-rejected-sainz- worthy-of-ferrari/ 2 - https://the-race.com/formula-1/the-four- aero-changes-creating-mercedes-most- intense-task/ 3 - https://the-race.com/formula-1/russell- albon-among-first-batch-of-virtual-gp- announcements/ 4 - https://the-race.com/indycar/jones-coyne- grosjean-2021/ 5 - https://the-race.com/formula- 1/mercedes-bids-to-completely-offset-aero- testing-handicap/
Primary Content – The Race Website Articles What the average SPI tells me, is that The Race tends to place an image/table after 7.35 sentences. This tells me that The Race uses breaks every 7 sentences to give readers a more interesting read. This follows back to the idea of attention span of readers while reading articles. Looking at the graph from the Slate article, it shows that a portion of their readers only look at the video and images in the article. The Race will have a similar experience with their readers, so to keep them entertained they will place a break in the text every 7 sentences. Test/ Article number Article length Number of Sentences Number of breaks. Either image or table. Sentences Per Image 1 Long 85 11 7.7 2 Medium 34 5 6.8 3 Extreme Short 11 1 11 4 short 22 3 7.3 5 Short 23 3 (1 image, 2 tables) 7.6 Average sentences per image (SPI) = 8.08 (And Avg SPI without test 3 = 7.35) A large portion of readers only view the videos and photos on the page. Instead of reading the text.
Primary Content – The Race Website Articles I defined breaks in the text as a visual object which required the text to be paused and placed below. Most of the articles only had images. However, in the fifth article there was the inclusion of information tables to illustrate what the article was talking about. This is an aspect that readers will be interested in, readers will take the time to look at these tables. I didn’t include videos in this data. This is because I only wanted to provide aspects which would keep the reader in the article rather then move them away to a video which is more distracting then just an image. The point of images is to provide the pause necessary, so the text appears less overwhelming and more manageable/pleasurable to read. I theorize that the average age of your readers will change the number of breaks in the text. A younger audience will have less attention for text, so they need more breaks to maintain interest in an article. Whereas an older average age will prefer a conventional layout, like a block/column style found in magazines. We can see this idea being backed up by data, from the Pew Research Center, they found that 65+ have a 63% tendency towards Newpapers. This could be for many factors, but one reason why they would prefer to read newspapers because they have become accustomed to the layout and style. The opposite end of the scale sees that 18–29 year old's have a huge majority at 81% preferring to read from online sources. The Race as an online source is targeting this group. Test/ article number Article length Number of Sentences Number of breaks. Either image or table. Sentences Per Image 1 Long 85 11 7.7 2 Medium 34 5 6.8 3 Extreme Short 11 1 11 4 short 22 3 7.3 5 Short 23 3 (1 image, 2 tables) 7.6 Average sentences per image (SPI) = 8.08 (And Avg SPI without test 3 = 7.35) Shows that the older the generation, the more likely to prefer newspapers.
Primary Content – The Race Website Articles Directly below every article are also sections designed to maintain the reader on the page. Aspects like a comment section, advertising other articles and the bottom information card are all in areas after the article. After reading an article, The Race will aim to display areas of interest for the reader. Other racing articles and other reader opinions are both key areas which will interest a portion of readers. I myself know that I like to look at other opinions, to see what other people thought about a situation. This is more on other platforms like YouTube, but the same idea of having a comment section below is found in all of The Race's articles for reader interaction and will appear more personalized for readers. The comment section.
Primary Content – The Race Website Articles Below the comment section as I said is an area used to advertise other articles. This will be for readers who want more content to read through, and instead of having the reader return to the homepage for that, The Race created this section to immediately displaying other articles. Requiring no effort from the reader. And at the very bottom of every article is a section referring to the account system that The Race has for the comment section and reader interaction in areas like the comments.
Secondary content Compared to Autosport, The Race has taken a similar, but more focused approach. They ditched the idea of a magazine entirely to focus the organization onto online sources like their website, videos and podcasts. The Race says it themselves when they state that they are a "digital-only" organization. Like Autosport, content on The Race is transferrable between their different media accounts on YouTube, podcasts and website. Again, re-enforcing the idea behind targeting multiple audiences to broaden the target demographic range. " " The Race's "About us" section. The same subject has been renamed by essentially copy-pasted between the website and YouTube. Article: https://the-race.com/formula- 1/hamilton-contract-update-hints- at-uncertainties-behind-delay/ Video: https://youtu.be/iVm3- nxdt2U
Secondary content The Race was the first of the two the two F1/racing news organizations to start heavily focusing its aim on online content, with Autosport starting earlier, but focusing its attention later. Videos are either informative monologues or discussion dialogues between The Race's reporters. Again, this has the same connection effect Autosport uses between reporters and the audience. This time however, The Race's website doesn’t just target informative interviews and updates like Autosport. They take a different approach styling their articles as a question/enticing statement. A direction like channels on YouTube. Whereas video took on the approach taken by magazines, in the regard to explanatory videos. Examples of each seen on the side. Videos with a ranking system have also been employed on the YouTube channel. Viewers will want to see how The Race 'ranks' the respective subject. One other thing that is reveled here, is the little logo that The Race has in the thumbnail. Allowing the potential viewer to know the publisher without having to read the title or look at the channel icon. Its all described in the thumbnail.
Secondary content The Race's videos, website articles and podcasts all include contributions from reporters. Seeing names like Scott Mitchell, Edd Straw and Mark Hughes to name a few. Building the reporter to audience connection is important for The Race, as they always ask for viewers thoughts at the end of their YouTube videos. This generates extra activity in the comment section, boosting the algorithms recognition of the video, showing it to more people, which in turn might leave a comment creating a snowball effect.
Secondary content Podcasts on sportify don’t have a comment section, so there is no reason for The Race to ask for comments. However, they do ask to look at their social medias. Building brand awareness for them. A common theme seen with The Race's internet strategy, is one of connectivity and awareness. The Race wants their demographic to be aware of all the content available to them. References to other content can even be seen in their website articles where, to the is of text; is a link to their podcast. And often videos break the text like images. It's all about diversifying their content, being allowed by the vast human and computer resources they have access to in The Race. Links to other medias and articles in the currently viewed article. All examples were from the same article. The process is repeated in all their online articles. Article example: https://the-race.com/formula-1/is- hamilton-mercedes-already-f1s-greatest-ever-combination/
Social Media Activity The Race's also has cross-platform logos. The Race's "R" appears on everything they do on social media. They have branched out to: • Personal Website • YouTube • Spotify • Twitter • Facebook • Instagram • And even Apple podcasts Again, the consistent theme of having the same logo for each account returns. However, The Race has expanded upon the idea behind their logos. Using different inverted colours. The YouTube channel is the only platform where they use the black logo, and that because they continue that theming with their title cards in videos. More interesting is the podcast logo that they use for Spotify and others like Apple Podcasts. It specifically targets F1, where other media accounts target racing in general. This is reflected through the logo and title of the podcast being surrounded by F1 branding and to commonly seen shapes, like the cars. The Race uses its media accounts in a similar regard to Autosport before it. Having platforms like its website, YouTube, Podcasts for content uploaders. And accounts on Twitter, Facebook and Instagram for promotional and community building reasons. Website Facebook YouTube Twitter Instagram Spotify/other podcast platforms
Final media project research
Context Tommo F1 (Tom McCluskey) is a youtuber who has become popular with the influx of viewers during the first lockdown. McCluskey's YouTube channel was relatively small compared to other channels in the same market however, he has experienced one of the largest increase of subscribers and viewers over the course of 2020. With an increase from 73 individuals at the beginning of the year, to a total of 109,000 by the end of 2020. He began to uploaded videos which garnered popularity for the catchy (clickbait) nature of his titles and engaging video formats. He saw his largest increase of viewers around the time I became aware of his content around early to middle of 2020 (March/April). Screenshots taken 19/01/2020
Context Although McCluskey's channel is 12 years old (as of 21/01/2020) he generated a brand image which boosted the professionalism surrounding his channel and you can see the boost it provided around Jan/Feb of 2020 when his channel started to gain traction. His content is aimed at creating opinionated content for viewers who want his personal views on F1 and racing news in general (primarily F1 because that is what is popular on YouTube as of 2020/21). To date, McCluskey has uploaded 150 videos to his channel. The majority of which being aimed at F1 content and the remaining videos being miscellaneous update or other content. Looking at his 42 most recent videos: 35 have had some sort of connection to Formula 1, 4 were his "Cool Down" podcast and the remaining were channel orientated or . Occasionally to promote his and other channels, McCluskey will collaborate with F1 commentary and opinion channels like Josh Revell (A new Zealand youtuber who also creates F1 opinion-based content) while also hosting a podcast called "The Cool Down" with youtubers and other content creators in the hopes to expand viewer awareness of his and other channels. Take for example the screenshot at the bottom which includes the sim racer: Jimmy Broadbent. Viewers who recognize the Broadbent channel might have more incentive to watch Tommo's video. As if it is security for the Broadbent viewer, because the viewer who watches and enjoy Jimmy's channel then they might find that same enjoyment with Tommo's channel. A video like this example bridges the gap between the two respective channels. Screenshots taken 21/01/2020
Logo/Branding Tommo F1 has entered the YouTube scene with logos already planned. His logo at the beginning of video is a prime example of how he has planned out his channel in conjunction with the colour scheme/Branding of said channel. A shade of pink which fits nicely between skin and rose pink. Behind that you see the optical illusion he uses on the F1 Tommo logo to give it the appearance of it coming away from the background. And last an off-shade dark gray. These 3 colours can be seen throughout his YouTube channel and it's in reference to his Brand/image. Just look at his video library. Every video has followed the theme of these colours. Primarily though, he only uses the off-shade gray and the pink in the thumbnails of his videos. I have noticed that whenever I see that colour in my recommended, I don’t even have to look at the name of the channel to know who made the video. Interestingly, this means that McCluskey has linked this shade of pink to his brand image. Even his YouTube profile picture and banner follow the same path of colours. Finding a similar colour scheme which grabs the attention and retains the viewer is something I need aim towards with my idea. Screenshots taken 21/01/2020
Target demographic Being the center of his channel, Tom McCluskey uses Tommo F1 to directly talk and interact with his audience. His content feels personal and involved. McCluskey only focuses his attention towards his YouTube channel, with other social medias being relitivly unused. As a media platform, YouTube has a relatively young but large audience. Again, I can mention the statistic that 77% of people from the USA between the ages of 15 – 35 use YouTube. This can be expanded out towards English speaking publics in general. By directly emailing the owner/creator, he possibly could provide insider information on his viewership like age, gender and geographic location. With this in mind, I sent out an email regarding this question on the 25/01/2021. McCluskey responded within the hour with plenty of statistics and relevant information. It's nice to see that youtubers are human too. Screenshots taken 22/01/2020
Target demographic The age of McCluskey's viewership is similar compared to what I mentioned earlier, with the majority being between the age of 18-34 (72%). This number could possibly be inflated due to the fact that individuals might not be the age they say because of age restriction on videos. What I mean by this is that a person who is aged 12 for example might register themselves as being 18 so they can bypass the YouTube age restriction on videos which have it. However, I would assume that the majority of which are of age. Tommo himself is within this category of people, being 27 (as stated in video https://www.youtube.com/watch?v=urBBBdGd9_ Q&t=501s at 2:35). What is shown in the figures of the Tommo F1 channel is that he has a generic viewing base. It's not majority viewed by an older or younger age range. It should be satisfying for McCluskey to know that he has a generic healthy viewing base on his channel. Tom McCluskey on his channel Tommo F1: "Age breakdown: 13-17 - 6.8% 18-24 - 39.5% 25-34 - 32.5% 35-44 - 10.7% 45-54 - 7.4% 55-64 - 1.8% 65+ - 1.3%" Screenshots taken 22/01/2021
Target demographic Moving on, the gender is a large outlier for Tommo. 94% of viewer are male. When describing the readers of Autosport and The Race, I mentioned that because they are directed towards racing that they will have a male viewership because the sport is filled and dominated by males. This 94% figure only goes onto re-enforces the idea that this theory is correct. This is an area McCluskey will improve in overtime but currently he will only have to maintain the current video structure he has to maintain the existing viewers to his channel. Possibly he could mediate this by expanding his channel out towards more subjects for both males and females, but this possibly could influence the viewers he already has by pushing them away to other channels with this theoretical shift in content. Tom McCluskey on his channel Tommo F1: "Percentage of viewers male: 94%"
Tom McCluskey on his channel Tommo F1: "Overall channel views: 12.3 million Overall watch time in hours: 1.3 million Average view duration: 6 minutes 7 seconds Top 10 country geography split: UK - 21.8% USA - 13.4% Netherlands - 5.4% Germany - 5.1% Australia - 4.9% India - 4.3% Canada - 3.7% Indonesia - 1.8% Sweden - 1.8% Italy - 1.8% Percentage of subscribers with notification bell switched on: 12.9% Percentage of viewers not subscribed: 62.6%" Looking at the geographic information, I can see that the viewership either has English as their main language or as a secondary language. Countries like UK, USA, Australia, Canada all have English as the first language. And countries like Netherlands, Germany, India, Sweden have English featured as a second language as stated by Babble's article https://www.babbel.com/en/magazine/best-non-native-english- speaking-countries. Significantly countries like the Netherlands have "71.45%" of their nation speaking English as a second language. Strangely, there are two outliers for me. The first being Italy and the second being Indonesia. I found that one in three native Italians speak English as a second/third language as shown by https://howwidelyspoken.com/how-widely- spoken-english-italy/ findings. Showing that globally English is highly significant in all areas within Europe. Next, I wanted to find the percentage of people within Indonesia who speak English, as I personally didn’t know if this country has English as a second language. Interestingly I found that more than half ("52.94%") of natives can speak English. And last I wanted to check the percentage of native Indians who can speak English and shockingly only 10% of natives can speak English according to the BBC https://www.bbc.co.uk/news/magazine-20500312. But as mentioned in the article, this might be a hybrid version which might not be audible to the average English speaker from London or New York. Don’t let this figure trick you however, because 10% of the Indian population translates to a figure of "125 million people." Second only to the USA. Like always, England always invents something but never retains the top spot for anything. This figure of 125 million people is "expected to quadruple in the next decade." A huge market within the regions of Aisa. As a sport, F1 is incredibly geographically diverse. Aquiring viewers globally with racing in countires on all continents, excpet Antarctica. Target demographic
Tom McCluskey on his channel Tommo F1: "Overall channel views: 12.3 million Overall watch time in hours: 1.3 million Average view duration: 6 minutes 7 seconds Top 10 country geography split: UK - 21.8% USA - 13.4% Netherlands - 5.4% Germany - 5.1% Australia - 4.9% India - 4.3% Canada - 3.7% Indonesia - 1.8% Sweden - 1.8% Italy - 1.8% Percentage of subscribers with notification bell switched on: 12.9% Percentage of viewers not subscribed: 62.6%" The Channel of Tommo F1 like Autosport and The Race, is primarily F1 orientated. What I stated about the last news organizations can be carried over to this content research. However, economically, Tommo F1 follows the direction of The Race's channel. Where an individual only needs to have internet access and a screened device to access the internet through to watch his content. Target demographic
Primary Content - Videos Tommo F1 focuses attention on video media, unlike conventional magazines. Which have a range of different medias in their portfolio. This means he can specialise his content and style towards YouTube and possibly other streaming platforms. Compared to magazines, videos on YouTube have a younger average viewing age and target market. As we already know, YouTube is a free source of content for viewers. Anyone with access to the internet will be able to watch Tommo F1's channel. Tom McCluskey uploads around 2/3 videos every week. Filming, researching and editing all the videos himself. McCluskey has been involved in graphical media as evidence of his personal website where he referenced the class he attended for 2020. Media bounty itself is a graphical design school and you can see in McCluskey's videos the design influence from what he learned during 2020 (https://mediabounty.com/privacy-policy/) Media bounty (reviews https://www.glassdoor.co.uk/Reviews/Media-Bounty- Reviews-E3188548.htm) is a well recommended media firm with plenty of past and present students advertising the ethics and styles taught in their programs. This is all reflected in the videos from Tommo F1 and his other medias. McCluskey's class of 2020.
Primary Content - Videos For my content research around Tommo's videos, I'm going to find the similarities between his styles and the types of content his covers in his videos. Please take note, that the videos I am watching have all been uploaded within the last 2 months. The oldest video (No. 5) was published on the January the 9th of 2020. This was to gather up to date content. But video 5 is a look how his content has shifted from last year. When it was published at the beginning of his channel's development. Finding the changes he made in the last year during his audience growth might give me a solid direction to take my channels design and content. if you view the videos yourself, please watch them from the beginning. All links to the media I looked at is posted in the top left. The videos I watched, ranked by most recent on Tommo F1's channel: 1 - (His most recent video as of 28/01/2021) https://www.youtube.com/watch?v=b1v3fecl Hcg&t=186s 2 - https://www.youtube.com/watch?v=TU6_BSr vaHs&t=717s 3 - https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s 4 - https://www.youtube.com/watch?v=TYx2C8 NjDXs 5- (The oldest video I reviewed as of 28/01/2021) https://www.youtube.com/watch?v=64- rzCMQsug&t=2s
Primary Content – Video 1 Before watching videos, the thumbnail and title is the most important part considering it is what the viewer must be interested in to click on and watch. similar to a title on a front cover of a magazine, the thumbnail and title is used to create a picture and advertisement of the video's content. It needs to create as clear a picture as possible for the viewer. the title must be short and to the point. You can see that the title even gets cut-off on my screen when viewing at 100% zoom on YouTube. Like a magazine, the title references key known nouns in the F1 sport. Names like "Cognizant" and "Aston martin." To give some context, these names that are new to the sport from 2021, having invested in the Racing Point F1 team last year. For an F1 viewer, this video will be enticing because not many people currently know of the brands "Cognizant" or the " Aston Martin" team. Viewers up until watching this video will most likely know one fact about the brand Cognizant. And that it is appearing on the Aston Martin F1 car for next year as a title sponsor. Because of this lack of information surrounding the brand, Tommo needs be to be careful of the fact that viewers watching will not know much, if anything about Cognizant. All this is in consideration to the portrayal of the video to the viewer, without needed the viewer to even start watching. Respectively, the thumbnail is of higher importance to the viewer, because not everyone will read the title. People generally will only read the title if the thumbnail looks interesting The title itself is designed to include as many loose terms as possible. This is so that the video appears in as many searches as possible. Video flashy thumbnail and title. Shows the Aston Martin team car. References to Cognizant. Clearly displays video subject. Asks a rhetorical question to entice the viewer in. Rhetorical question. As if to display that the video will explain this to the viewer Video 1 - "Who are Cognizant? Aston Martin's Brand- New Formula 1 Title Sponsor" https://www.youtube.com/watch?v=b1v3feclH cg&t=186s
Primary Content – Video 1 The first 5 seconds has visual references to the Tommo F1 brand colours. Opening with a full pink screen, naturally shifting to the channel's logo, then transitioning to a full shot of Tom McCluskey himself. Just observe how the first opening shot that you see of McCluskey is of him waving to the camera, a friendly gesture. Communicating the interaction of personalised friendliness. Because people will watch this content by themselves, McCluskey will be waving to the individual viewers as they watch the video. First frame of the video begins with the iconic pink of the channels brand. Transitions include his logo. Notice how the transition is smooth and consistent with the other transitions before it. McCluskey looks inviting with the natural facial expressions he is displaying.
Primary Content – Video 1 As a solo Youtuber, Tommo must play to his strengths. He does this by opening with a personalised start of the video. Beginning with the casual subject that he got a haircut in the time between his last video and this one. By referencing the fact that he cut his hair himself, he is showing how he is coping in these times of lockdown. A relatable subject for many viewers across the globe. Early of last year, it was common to see many people in all communities around the globe cutting their own hair so that they didn’t have to go out to a hairdresser to reduce the chances of catching Covid. Showing the viewer that Tommo also did this shows the casual nature of his channel. The way he wants to be seen is normalised and laid-back. He only talks about this relatively meaningless subject for 20 seconds, but it establishes the laid-back nature of McCluskey's videos. Notice how the transition is smooth and consistent with the other transitions before it. McCluskey looks inviting with the natural facial expressions he is displaying.
Primary Content – Video 1 The first seconds of a video on YouTube is the most important part for viewer retention. The article by Stone's Throw Media https://www.stmedia.co.uk/faqs/first-15-seconds- of- video/#:~:text=The%20first%2015%20seconds%20of%20 video%20is%20your%20opportunity%20to,a%20reason% 20to%20continue%20watching explains that the first 15 seconds a creator should design the video to "grab the viewer's attention" and to maintain their viewership. it goes on to explain how youtubers must provide a "reason" for the viewer to watch the video. Tommo uses this time to bond with the viewer, instead of explaining the video content. This comes across as friendly as if McCluskey is in convocation with the viewer. Unlike a conventional video from The Race, where the first 15 seconds in their videos is used to explain the opening context within this time limit. The difference between the two is that The Race is formal and to the point whereas Tommo comes across as natural and articulated.
Primary Content – Video 1 The time after the first 15 seconds is also highly important for content creators on YouTube. The time after is used to build more viewing retention. A creator wants the viewer to keep watching, they do this by using phrases like "Stay tuned" or "Stick around." Implying to the viewer, that the video will go onto explain fully, if they wait and "stick around." A hint of F.O.M.O (Fear of missing out) culture involved here, when understanding this phrase. Because if the viewer doesn’t take the time to sit and watch the video to the extent needed to understand what it is explain then they will essentially 'miss out' on what other viewers will take the time to learn. The similarities between magazines and videos about retains viewership is uncanny when you take a second to think about it.
Primary Content – Video 1 To keep all viewers on the same level of understanding, Tommo explains the context behind the Aston Martin team until the two-minute mark when he finally mentions the Cognizant name. Keeping viewers informed about the context is key when acknowledging that if a viewer doesn’t fully understand what they are watching then they won't find the same engagement when watching. A channel should do everything with the time available to make sure the viewer has as little unanswered questions as possible through in-depth monologues to the viewer. Tommo provides everything about the context to the Aston Martin team, the people who brought it to the place it finds itself in now, and even family connections within the team. When talking about Cognizant, Tommo provides the area which the business is located financially, where it first originated and even LinkedIn screenshots to imply the massive scale of the company. Providing a well painted picture for the viewer. When watching, I personally had no questions for the video, context wise. The question at hand, followed by a self-question: Directly transitions to: A summery for the viewer.
Primary Content – Video 1 Engagement with the audience is commonly found in Tommo's videos. Casual updates at the beginning, the 'jokey' nature of his writing as well as the inclusion of questions like "If you ask me." Building a friendly relationship with viewers is something Tommo is achieving. The question "If you ask me" found (6:40, Video 1) is a prediction that Tommo has of his audience. He knows that the opinionated nature of his videos is one of the reasons why people watch his content. The question is also singular, with the usage of the pronoun "me" is only referring to himself, and himself only. After asking the self-question he goes on to explain his view to the audience. He closes without asking the asking the audience about their own opinions. He could have asked "type your thoughts in the comments" below. This would give and extra layer of interaction which I believe he misses out on. This draws the connection between his videos being monologues and a viewer interaction which is textual dialogues between him and his viewers. The question at hand, followed by a self-question: Directly transitions to: A summery for the viewer.
Primary Content – Video 1 Acknowledgement from Tommo to his viewers (like many channels on YouTube) thanking his viewers for watching indirectly is an invitation to return to his channel and spend more time watching his content. Viewers don’t regularly get to this part his videos, as he shows me himself with the average watch-time being six minutes and seven seconds. Videos by Tommo extend further than that. Thanking the viewer is also personalized because Tommo is thanking YOU the individual viewer directly. Tommo: "Average view duration: 6 minutes 7 seconds" Text appears as McCluskey monologs information to the viewer. He focuses on when he says a word for the word to also appear on screen. Notice here, to represent the magnitude of the figure "billion", Tommo crams the number into the whole frame.
Primary Content – Video 1 Re-watching the video, I noticed how frequently frames changed every few seconds. From 3:35 seconds to 3:48 words change continuously. His uses the frame as if it was like captions on a video to help people read. However, it creates a different effect for the viewer, words become pronounced, engaging and fluid. Words spoken enter visually until it completes the sentence, which is then finishes and he has already started the next sentence. This quick-fire system is an audible and visual combination of words. The same effect of his speech would not be found in this example if he didn’t include the effect, he has had with illustrating his spoken words. Take for example the first frame at 3:38. He has prepared what he is saying with a script in a section, as he verbally begins to proclaim that "since their foundation in" it takes him to finish this sentence and start reading "1994" for the screen to begin its updating word technique. Before "1994" appears onscreen, the viewer will be verbally and visually aware of the question, as it literally is being asked twice. More interestingly is the "1994" this is more of the technique I was looking for. Each number becomes visible upon being spoken. Tommo will say "Nine(The one appears)- teen(the nine appears) ninety(the second nine appears) four(the last four appears visually)" it sounds like a long process but understand that the screen is updating as he says each independent number in "1994." When watching, Tommo's words were emphasized. The best example of this was at 3:46 when the word "billion" had the whole frame dedicated to it. The fill was inverted so the viewer had to look through the word to see Tommo himself. It really emphasized the point to the viewer that this was a large figure, as Tommo had to dedicate the whole frame to illustrate that fact. It is also more interesting to me as a view then if Tommo had not used this technique. Tommo: "Average view duration: 6 minutes 7 seconds" Text appears as McCluskey monologs information to the viewer. He focuses on when he says a word for the word to also appear on screen. Notice here, to represent the magnitude of the figure "billion", Tommo crams the number into the whole frame.
Primary Content – Video 1 Tommo also uses the zoom of the camera to emphasize points and make the frame move while speaking to make it more interesting to watch. From 0:07 to 0:10 the camera zooms in with the convention phrase "everything you can see" to provide an extra level of explanation by giving the viewer restricted field of view (FOV) focuses the view onto Tommo's face because that is the area, he wants to you look while he is explaining his new haircut to the viewer, evidence of this is with what he says "Everything you can see" is intended to draw the viewers' attention to his head as he explains his new haircut. It where he wants you to look while watching this part, no-where else. The frame returns when he says the phrase "[un]'til about there" specifically on the word "There" does the frame begin to expand to the frame he uses commonly for his shots. The amount of verbal, visual and human gestures all in combination emphasize and expand the detail of the miniscule but comical point; that he cut his own hair. There is no direct aid like an arrow or excessive reduction in FOV. The edit looks natural and not overly excessive. Thinking that he could have used visual aids like a flashing arrow to focus the attention, but this would have looked 'tacky' to watch. He used a small technique to large effect. Editing requires the editor to shift the viewers focus without violent techniques (like an arrow). Overall, this technique is entertaining and interesting to watch. Saying "Everything you can …" "...see" Notice also the hand gestures to his head, another level of focus. "...front" a directive of where the viewer should look. "and … [un]'til about there" changing view. This section has so many parts where Tommo is directing and aiding the viewers' attention with the camera and through what he is saying. Camera returns to normal FOV after the point.
Primary Content – Video 1 The images and screenshots that Tommo uses don’t just appear in frame without their own slide in effects. The point he is explaining here is about a racing team, the image seamlessly flows onto screen with fluidity. Tommo is using four different edits in this sequence of shots from 0:41 to 0:49. Being: image sliding in, filter over image, the filter dissipates over the car but not background of image, camera blurs, image falls off screen, and camera becomes focused again. The viewer will have their focus shifted in increments. Each time to a different subject. It starts on Tommo himself, moves the attention to the image while also blurring background to draw extra attention to the image, then filter is incrementally/slowly removed off the car only to again focus the action onto that specific subject. image remains onscreen for four seconds only. After which the image falls of frame and camera blur is removed to return the attention back on Tommo again. Seamlessly, the attention of the viewer is directed around the frame without too much known effort from the viewer. The techniques by themselves wouldn’t be as effective, but in combination of all of them brings together subtle shifts in the viewer attention from one part of the screen to the next. the viewer will be glued to the screen unconsciously because of the uses of different focuses. This unconsciousness is the key to this, Tommo has created a subtle yet impactful way of directing the viewer attention. Mentions "Racing point" the image of which will appear in a second. Image comes down, camera shot of him becomes blurred. Branding filter is slowly removed to reveal the image without effects over it. Remains for a few seconds in frame. Image falls off screen as the camera is being focused again. Finally, returns to his camera shot without any blurring effects.
Primary Content – Video 2 The rest of the videos, I'm going to explain the similarities and differences between his videos. Straight away, I see the common theme of him using the same intro and outros as in all his videos. This creates brand awareness; the viewer will immediately know what channel they are watching in the first seconds of viewing the video. This is assuming they have watched his videos before. If not and a person is watching his content for the first time, the introduction edit becomes a promotion/awareness of the channel. The viewer, experienced or not should be aware of the creator. Tommo needs to emphasize who created the content otherwise he could lose viewers if he missed this important part out. By including this introduction at the beginning of his videos he creates a visual connection to his brand at the start of every video. No matter the content/context. Video 2 - "I Tried to FIX the 7 WORST Formula 1 Tracks" https://www.youtube.com/watch?v=TU6_BSrvaHs&t=717s Introduction edit always play at the beginning. Intro includes introduction edit from 0:00 – 0:15 seconds. Question of video introduced, as well as context behind the video. Like "dirty air" for example. From 0:16 to 2:17. Tommo provides his opinion as content from 2:18 to 12:28 when he concludes on the phrase: "so there we go." Outro of video is Tommo's final thoughts on subject and thanking viewer for watching. From 12:29 to 13:31, after the outro care appears. Outro card from comes in from 13:35 – 13:48 (end)
Primary Content – Video 2 The structure returns; Intro – context – content – outro. Again, this will take less time for him to think about editing if he already understands how the video is going to be laid out. Allowing for more videos in a set time frame. Frequent uploads is something YouTuber's must learn to do, as the algorithm which displays their content favors frequent uploads by a channel. Also, by having more subjects covered, Tommo will attract more viewers because of different searches surrounding F1. Video 2 - "I Tried to FIX the 7 WORST Formula 1 Tracks" https://www.youtube.com/watch?v=TU6_BSrvaHs&t=717s Introduction edit always play at the beginning. Intro includes introduction edit from 0:00 – 0:15 seconds. Question of video introduced, as well as context behind the video. Like "dirty air" for example. From 0:16 to 2:17. Tommo provides his opinion as content from 2:18 to 12:28 when he concludes on the phrase: "so there we go." Outro of video is Tommo's final thoughts on subject and thanking viewer for watching. From 12:29 to 13:31, after the outro care appears. Outro card from comes in from 13:35 – 13:48 (end)
Primary Content – Video 3 Video three is a different video to his usual content. A plan from Tommo explaining where he wants to take his channel will be interesting content for returning viewers and fans of his content. New viewers of the channel will not find interest in this content. Because if they haven't watched the channel before, then they won't know who Tommo is and in turn not care about his channel. The video will appeal to the closer audiences to Tommo's channel. Follows the same structure as usual even when the content isn't the same. Doubling down on the idea behind the structure of his videos is for production and quality purposes. He keeps using the same fonts and colour like all his videos. Transitions are also of similar style to all his other video, maintaining theme of his channel. Video 3 - "My Plans for 2021" https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s Only bit of text, it slowly scrolls up and off on the screen. It doesn’t appear when spoken, because it isn't spoken. Content of the video starts from 0:17 and ends at 6:34. Introduction edit, from 0:00 to 0:05. miscellaneous information before the true content. Being from 0:06 to 0:16. Ending edit concludes the video lasting sixteen seconds.
Primary Content – Video 3 The objectively different thing about this video is the content covered. As usual, it starts with an introduction edit lasting from 0:00 to 0:05 seconds. The video moves onto the introduction including miscellaneous information he wants to inform the viewer about; it takes Tommo from 0:06 to 0:16. Only 10 seconds to give miscellaneous information to the viewer. And it shouldn't take long, because this information is not what the viewer is watching the video for. The video moved to the content at 0:17 seconds and lasts until 6:34, where he concludes by thanking the viewer for watching. Ending transition from 6:50 to the end at 7:06. This is the time where Tommo recommends other videos to the view. The ending transition always fades into the gray which gets overturned by the pink which again is the branding colour of his channel. It feels like every stage of Tommo's videos includes his colour and style. Video 3 - "My Plans for 2021" https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s Only bit of text, it slowly scrolls up and off on the screen. It doesn’t appear when spoken, because it isn't spoken. Content of the video starts from 0:17 and ends at 6:34. Introduction edit, from 0:00 to 0:05. miscellaneous information before the true content. Being from 0:06 to 0:16. Ending edit concludes the video lasting sixteen seconds.
Primary Content – Video 3 What is different about this video, is the amount of camera footage and the lack of visuals. The video itself is talking about HIS channel and so by displaying himself, it shows that HE is the subject. Not other topics like F1. Zoomed in effect used to center focus like last time, common editing technique from which implies added listening/explanation. The viewer is 'closer' to Tommo through the FOV decrease. Video 3 - "My Plans for 2021" https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s Only bit of text, it slowly scrolls up and off on the screen. It doesn’t appear when spoken, because it isn't spoken. Content of the video starts from 0:17 and ends at 6:34. Introduction edit, from 0:00 to 0:05. miscellaneous information before the true content. Being from 0:06 to 0:16. Ending edit concludes the video lasting sixteen seconds.
Primary Content – Video 4 Video 4 - "My 2021 Formula 1 Season Predictions" https://www.youtube.com/watch?v=TYx2C8NjDXs Opinionated content is fantastic for YouTuber's. This is down to the fact that everyone has their own opinions about subjects. No one opinion is the same, unless they are basing an opinion using some other content/social media like Twitter, Instagram or another channels video. one technique seen regularly, is the referencing of one channel by another in a video, or on social media. I spoke about this before when I found examples of Tommo collaborating with other youtubers similar. Having connections between channels will connect viewership's to the whole market. And connecting the viewership will promote the respective channels content in viewers homepage if the video includes a channel that viewer is already interested in. I bring a prime example of this, with Josh Revell's channel and Tommo's channel. Where viewers of Josh Revell might be interested in Tommo's video because the video include a channel they already enjoy. When searching F1 predictions Tommo's video appears as the sixth result. A highly populated market for this subject. Example of Josh Revell and Tommo collaboration. "ft. Josh Revell" is in the title, so that anyone searching "Josh Revell" for his content, might also see this video by Tommo. Tommo - "Average view duration: 6 minutes 7 seconds"
Primary Content – Video 4 Video 4 - "My 2021 Formula 1 Season Predictions" https://www.youtube.com/watch?v=TYx2C8NjDXs Moving on, the video itself is (like most of Tommo's content) opinion orientated. Using determiners like "My" in the title, will show the viewer the videos intention from Tommo to explain his opinion and reasons behind them. As we can see, this content is popular in regard to "F1 predictions" when I typed the phrase into YouTube and Tommo's video (the one I'm reviewing currently) is the sixth result. When searching F1 predictions Tommo's video appears as the sixth result. A highly populated market for this subject. Example of Josh Revell and Tommo collaboration. "ft. Josh Revell" is in the title, so that anyone searching "Josh Revell" for his content, might also see this video by Tommo. Tommo - "Average view duration: 6 minutes 7 seconds"
Primary Content – Video 4 Video 4 - "My 2021 Formula 1 Season Predictions" https://www.youtube.com/watch?v=TYx2C8NjDXs The video takes on the normal style of video from Tommo, including images talking about the subject, the same font, style and colours he always uses. Re-enforcing the brand. Like always, the video starts with the introduction edit, lasting five seconds (0:00 – 0:05). Introduction is quick again, not to waste the viewers time, lasting from 0:06 to 0:34 seconds, and after it transitions over to the content. The video is longer then average for Tommo, who regularly aims for the ten-minute mark. The is down to how long the average viewer watches his videos, so he won't want to make a video which won't be watched by most of his viewers. The average watch time (reminding you) is "6 minutes and 7 seconds." Tommo knows that after this time, 50% of his viewers have stopped watching: on average. When searching F1 predictions Tommo's video appears as the sixth result. A highly populated market for this subject. Example of Josh Revell and Tommo collaboration. "ft. Josh Revell" is in the title, so that anyone searching "Josh Revell" for his content, might also see this video by Tommo. Tommo - "Average view duration: 6 minutes 7 seconds"
Primary Content – Video 4 Overall, this video doesn't sway much from his typical videos. And as explained before; this isn't a bad thing. It's good to re-enforce the brand structure and style. He carries over the style of the channel when representing everything from: other brands images, text, questions Etc. I want to bring that towards my idea. Even small things, like logos from companies, have a twist only seen on his channel. A typical F1 viewer will still recognize the brand, but as I said; he has applied his own style on top. This is where viewer might look after finishing. Definitely intended by Tommo.
Primary Content – Video 4 The content of the video lasts from 0:35 to 14:58 where he concludes on asking the audience to give their own opinions on the topic. I'll talk about that when concluding his video content research. It finishes with a longer than usual ending edit. Lasting for 29 seconds from 14:59 when the transition begins and ending on 15:28. Having an ending card which is longer, gives more time for the audience to process what they have just heard. The ending card is about 50% longer than other I have reviewed on Tommo's channel thus far. It provides the viewer ample time to interact with the channel, by either browsing videos in their video feed or by commenting like Tommo requested. He deliberately prolonged the ending card so that the viewers will have more time to interact. This is where viewer might look after finishing. Definitely intended by Tommo.
Primary Content – Video 5 Video 5 - "Why is Nicholas Latifi so RICH?!" https://www.youtube.com/watch?v=64-rzCMQsug&t=2s The last video I'm reviewing is the most successful video on his channel. Currently sitting at 639,208 views (29/01/2021). Videos around this time is when Tommo's channel saw the most growth. Being an older video on the channel, Tommo won't have the same impactful feel of Tommo's modern content. the video was released on January 9th of 2020. Here you can see some of the impact on his subscriber growth because of the success around the video as it began to gather traction a few months after release. 0:00 seconds of the video. The thumbnail is one of his best, as evidence of the views it received.
Primary Content – Video 5 Video 5 - "Why is Nicholas Latifi so RICH?!" https://www.youtube.com/watch?v=64-rzCMQsug&t=2s Amazingly, the first change is in the very beginning of the video, as it lacks the initial edit sequence found at the beginning of his videos. Instead, it is replaced immediately by an explanation of the true content. This means that Tommo also skipped the miscellaneous information commonly seen at the beginning. Video 5 lacks the initial emotion Tommo creates using the time it takes for him to explain miscellaneous information. However, this system aids the view. After clicking the video, they immediately get greeted by what they wanted to watch. For Tommo, I don’t know if this is a good or a bad thing. He needs to promote his channel in the little time he has at the beginning. But it is good for Tommo, because there should be increased viewer retention because the content that the viewer is clicking for, is immediately begun to be explained. the video was released on January 9th of 2020. Here you can see some of the impact on his subscriber growth because of the success around the video as it began to gather traction a few months after release. 0:00 seconds of the video. The thumbnail is one of his best, as evidence of the views it received.
Primary Content – Video 5 Video 5 - "Why is Nicholas Latifi so RICH?!" https://www.youtube.com/watch?v=64-rzCMQsug&t=2s The thumbnail for the video is one of his best. It clearly shows (what at the time) the new driver "Nicholas Latifi" up until his last year in F1, the majority of viewers had no prior knowledge surrounding him. The thumbnail does the job of mentioning the new driver "Latifi" in the title and asks the viewer "Why is" he "So RICH?!" Emphasis on the adjective "RICH" by being in bold capitals, in the thumbnail and with the image of lots of money behind the driver. As if to display his wealth to the viewer. The money is so impactful, it even glows on top of Latifi. The thumbnail does however lack an image of Tommo. No visual aid to the creator of the video. the video was released on January 9th of 2020. Here you can see some of the impact on his subscriber growth because of the success around the video as it began to gather traction a few months after release. 0:00 seconds of the video. The thumbnail is one of his best, as evidence of the views it received.
Primary Content – Video 5 The next obvious standout is the lack of a camera. I'm guessing that Tommo was camera shy as he was just starting out this channel at the time. Instead of having camera footage of himself, Tommo puts extra attention towards the visual aid to expand on his points. Hand gestures, facial movement and overall body language was lost with the reduction of the camera. But it is made up with the vast amount of editing. This shows me that one of the main reasons why he uses a camera, is to reduce the amount of time and effort he needs to invest into his videos, if he uses a camera. Otherwise, the video produces content in essentially the same way, by having words pop on screen, images slide in and the pink remains to be the colour of choice (even this early in his channels career). He does state in the video at 6:02 that the video was "easier to set up." This for me translates to the hassle he must go through when setting up his camera. However, I bet he noticed that the video took longer to edit, due to the lack of the camera. Observe the placement of recommended videos initially being on the left and moving to the right in later videos. Because the viewer attention after a video will most likely divert towards the left to look for a new video to watch in their feed. While watching in default view of YouTube.
Primary Content – Video 5 Because the video lacks the initial start his videos normally have, the overall length is cut down to 5:48. This critically is below the average watch time of viewers (6 minutes 7 seconds) meaning more viewers will watch the full video to the end. Another aspect Tommo had not established at this point, was the ending card. In this video, he uses most of the time at the end (from 5:48-6:27) to give his closing thoughts like usual. However, he only leaves the final ending card onscreen for four seconds from 6:29 to 6:33. This leaves the viewer only FOUR seconds to browse the comments and other videos. You can see the innocence and purity of this channel's beginnings, clearly it is an aspect Tommo didn’t consider until later. When he began to extent this to 15-30 seconds long. Also, the ending card had no channel advertisement seen on his other more recent videos. Just a single waving emoji to encourage the viewer to leave the video. The recommended video and channel icon is far to the left. Tommo realized that viewers would be looking to the right and bottom of the video. Observe the placement of recommended videos initially being on the left and moving to the right in later videos. Because the viewer attention after a video will most likely divert towards the left to look for a new video to watch in their feed. While watching in default view of YouTube.
Primary Content – Video advertisement Tommo doesn’t really advertise on his channel to the same extent as news organizations like Autosport. This is because he doesn’t want to push viewer's opinion of him to be a 'sell-out.' The one brand he has allowed advertisement from is "Squarespace." A website builder. Squarespace appears on many different varieties of channels, so it to appear on Tommo's channel doesn’t provide much of an effect on his audience. Viewers won't care that Tommo shilled out to a brand like Squarespace. He has a few videos with the brand advertise, but it's by no means a common theme to see them in every video from Tommo. A video where the advertisement appears: https://www.youtube.com/watch?v=D_RkGm WiyN0&t=1s
Primary Content – Videos Conclusion Overall, the structure I notice while watching the video takes a certain path. Begins with McCluskey's opening card, displaying his logo and colours immediately to the viewer. Next, he establishes the context, making sure to fully explain everything behind a situation, to not allow any viewer to be uninformed. Following up next with the meat of the content, usually taking from 5-8 minutes depending on the length of the video. After which it closes with him thanking the audience for participating with the channel. A simple yet effective layout. Allowing Tommo to have full control over the viewers' attention in that short period of time. The idea behind having similar structures between videos will aid the production time taken for each video. Because Tommo has a plan even before researching, means that he can prepare what is going to appear, cutting the time taken on restructuring each video independently. Reducing the time it takes to produce a new video for his channel. A structure which the viewer can also become accustomed to. Asks the question of the video, commonly has title card to accompany his voice. Each image is an Example taken from different videos to show what I mean Video's true content is here in the structure. Commonly used questions to generate viewer interaction. Just to be clear, The blue was the theme of the video, not seen in any other video. Closing camera shots. Final screen Opening camera shots
Primary Content – Videos Conclusion Laying out the structure used by Tommo, we gather a clear image of the repeating colours he uses. As a colour, pink represents a "Joyful" and "Creative" mood as explained in the article by VeryWell mind (https://www.verywellmind.com/the-color-psychology-of- pink- 2795819#:~:text=Color%20psychology%20suggests%20tha t%20different,all%20things%20feminine%20and%20girly). Moods which I can say are replicated in the videos that McCluskey produces. McCluskey creates a brand with this colour, used profusely across everything from his logo icon, to the transitions in his video. Whenever a viewer is interacting with the Tommo channel, be it browsing his videos, to watching one. Viewers will repeatedly see this colour. What I notice about his colour is my unconscious connection to it. It took me to evaluate the videos by Tommo to understand this underlying connection my brains has with this colour and his channel are intertwined. I don’t even have to look at the title of a video in my feed to know that it is one of his videos, purely down to the colour. A fantastic use of subliminal messaging which I'd love to replicate with my brand. Asks the question of the video, commonly has title card to accompany his voice. Each image is an Example taken from different videos to show what I mean Video's true content is here in the structure. Commonly used questions to generate viewer interaction. Just to be clear, The blue was the theme of the video, not seen in any other video. Closing camera shots. Final screen Opening camera shots
Primary Content – Video Conclusions Tommo has consistent fonts, styles and edit which are cross-video. First to establish unconscious likes to these factors for the viewer. And next to cut production time so he doesn’t have to create new different font, style, edits Etc. For each new video. He can just copy past the same techniques he creates for each new video. The one usage I found of this font in a video. Video with different font: https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s The normal font which he uses.
Primary Content – Video Conclusions The font choice of Tommo is rounded and relaxed (the usage isn't relaxed however). Fonts have the ability to change the emotions created when read. An article by Digital Synopsis https://digitalsynopsis.com/design/font- psychology- emotions/#:~:text=Serif%20fonts%20portray%20tradition %2C%20sophistication,%2C%20classic%2C%20stylish%2 0and%20formal. explains that it is "imperative" to find the "intended tone and communication" the font displays. A font ("Rounded or Bubble") similar to Tommo's, is described as "Sociable," "Fun" and "welcoming." Traits which I believe carries over to Tommo's style of videos. He builds on this font with the different ways he brings it into frame. Like when he reveals words when spoken, or when they slide on screen. Also occasionally adding an italic twist, to simulate the text is in motion. The font choice greatly reflects his F1 content. Personally, this font is perfect in how it represents information clearly and builds upon his brand appearance with the number of times he uses it. The one usage I found of this font in a video. Video with different font: https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s The normal font which he uses.
Primary Content – Video Conclusions I found one example where he used a different font the font appears more authoritative and logical. Only using 90-degree angles unless it couldn’t, like with the letter V. having access to a few different fonts will allow to use text to represent emotions and in a sport like F1, emotions change quickly. Lastly, to include viewer interaction Tommo will use polling services found on social media. I have only seen him use twitter for this but twitter itself is a social media based around opinion, so it would make sense for him to use it for polls. But what poll do for Tommo, is give an insight into how his audience's opinion might differ to his own. The audience would pick up on this interaction especially if they answered the poll before the video, as if they contributed to the video in a way, by giving their answer to Tommo's question. The one usage I found of this font in a video. Video with different font: https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s The normal font which he uses.
Secondary content Being a solo channel, Tommo has no other areas of focus, other than a podcast, which he puts on his YouTube channel anyway. His common demographic is watching his channel for his opinionated YouTube content, and he treats the podcast as a secondary venture. The earliest podcast he created was on 5th of March 2020, a few months after he began investing time into the YouTube platform. Being a secondary focus of Tommo's, there clearly are more normal videos on his channel, and he uses the podcast to interview specific people and channels to collaborate with them. As mentioned previously, if a video has a collaborator with an individual previously watched, they might watch the podcast/featured video because they are already familiar with the collaborated channels content and opinions. This for Tommo will boost the chance of attracting new viewers from other channels. He also hosts his podcasts on other platforms, to again reach the market to each respective platform. Some people prefer to watch and listen on platforms other than YouTube.
Social Media Activity Relating the idea that Tommo's channel is a solo venture, he doesn’t have the human resources to expand his influence over social medias like Twitter, Instagram or Facebook. Instead, he uses these platforms for personally use, and that is respectable. His Twitter and Instagram activity are naive and personal to his character. Take note of the fact, that his twitter is the only real account on social media which links back to his main content on YouTube. I feel like if he promoted his content in these areas, he might find some extra attraction to his videos from these markets.
Email to the channel owner 25/01/2021
Email to the channel owner 25/01/2021 (enlarged text) "Hi Tom, Excuse my embarrassment reaching out to you, it's my first time doing this. I'm a Media Studies student at York college and viewer of your channel from early 2020. I'm currently starting my Final Media Project (FMP) for the course and have chosen to feature your channel. I am trying to gather data about your audience e.g. via the Comments section and Social Blade. There is only so much information an outsider can get, so I was wondering if it would be possible to observe some of your analytics and use it in my research. It doesn't have to be current information because I understand that its personal to your channel and income, but anything showing audience data would be perfect. My FMP will be posted publicly to a website to be assessed and evaluated, so this data won't be common knowledge or actively promoted. I'd be happy to send you my FMP when it's completed if you'd like. Keep the videos coming my man. Cheers Dan Morland Second year media student @ York college - https://www.yorkcollege.ac.uk/ "
Email response 25/01/2021
Email response 25/01/2021 (Enlarged text) "Hey Dan, This sounds wicked man, happy to help! What data are you looking for exactly? If you've got specific information you're looking for, I can pull it out. Here's a few figures I thought might be of interest. These are all figures pulled from the full life of the channel, so since August 2019. Overall channel views: 12.3 million Overall watch time in hours: 1.3 million Average view duration: 6 minutes 7 seconds Top 10 country geography split: UK - 21.8% USA - 13.4% Netherlands - 5.4% Germany - 5.1% Australia - 4.9% India - 4.3% Canada - 3.7% Indonesia - 1.8% Sweden - 1.8% Italy - 1.8% (Continues next slide)
Email response 25/01/2021 (Enlarged text) Percentage of subscribers with notification bell switched on: 12.9% Percentage of viewers not subscribed: 62.6% Percentage of viewers male: 94% Age breakdown: 13-17 - 6.8% 18-24 - 39.5% 25-34 - 32.5% 35-44 - 10.7% 45-54 - 7.4% 55-64 - 1.8% 65+ - 1.3% That's everything I can think of, hope it helps and best of luck with the FMP! Tom McCluskey Graphic Design / Photography / Animation / Video www.tommccluskey.co.uk "
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Final media project research

  • 2. • https://www.tommccluskey.co.uk/dorco graphical edits interesting • https://vergemagazine.co.uk/verge-meets-tommo-f1/ Tommo interview • An Idea to contact potential advertisements to place in my theoretical magazine. Possibly website. Message actual companies? • https://www.smashingmagazine.com/2017/12/building-better-ui-designs- layout- grids/#:~:text=This%20structure%20helps%20designers%20to,be%20aligned %20on%20the%20page. • https://creatoracademy.youtube.com/page/lesson/brand- identity?cid=bootcamp-foundations&hl=en-GB • https://yougov.co.uk/profileslite surveys • "rule of 2" when editing, experiment with visual+audible technequies
  • 3. Racing – My Subject of Choice In sport, racing is a competition of speed, pushing people to their extreme limits. Guidelines and rules are set so a level playing field can be created. To someone outside of the sport, racing appears to be cars completing the same lap/track again and again, to some people this is just boring. However, it so much more than that. It's about a driver finding a combination of mental and physical capabilities so they can extract the most out of a vehicle. Understanding this while watching the sport provides a viewer with an extra layer of excitement. Formula 1 GT3 BTRA British Tuck Racing Championship British Junior Saloon Car Championship
  • 4. Racing – My Subject of Choice There are so many different categories, tracks and drivers so viewers can pick and choose the ones they enjoy the most. This could be down to many aspects, like the challenge of the category, the location it takes place and even down to the nationality of drivers. Everyone who enjoys racing has their own favorite category, track, car etc. with their own justifications to why they enjoy racing.
  • 5. Racing – My Subject of Choice Media activity surrounding the sport always aims to illustrate in as a fine detail as possible feelings and opinions behind many political, economic and sporting subjects within the sport. There are channels for live community, opinions and predictions meeting the demands of the wide amounts of demographics within the sport from all different areas around the globe.
  • 6. Racing – My Subject of Choice esport scene
  • 8. Context Autosport, one of the first opinion-orientated magazines established itself with the creation of the Formula One World championship. It is one of the leading F1 reporting organizations. The Brand was founded in 1950, the same year of creation as the World Drives Championship in Formula One. When it established itself as a news organisation, Autosport aimed to present the latest racing news with article writers providing their own opinions on the stories in their weekly publications. Being published for over 70 Years, Autosport is one of the few firmly established magazines maintaining its F1 audience for that whole time. Autosport's headquarters are based in Richmond, London. It had its magazines published by Haymarket Media Group until HMG sold the rights to Motorsports Network in 2016. They continued weekly publications until 2020 when the global pandemic hit and the plug was pulled during the first lockdown. Stats https://www.abc.org.uk/product/2469 https://www.abc.org.uk/Certificates/49644869.pdf Reference https://www.autosport.com/netw/news/146462/motorsport-network- prioritises-digital-approach Screenshots taken 19/01/2020
  • 9. Context Autosport began publishing again in August in time for the summer season. To the top left of the slide, you can see the two latest issues. Located at the bottom left is currently what is being displayed on the front page of Autosport's website at https://www.autosport.com/ (Dated 19/01/2021). From January 2019 to December of the same year Autosport maintained sales of 12,400 magazines per issue. Interestingly 75% of the copies sold were physical, standing at 9,918 physical copies sold globally, the remainder being digital. However, in 2019 Yavor Efremov, Motorsport Network President, CEO stated that: "Our digital-first path" has seen "tremendous growth and success" having over "50 million" users returning monthly to their "automotive and racing online properties." Stats https://www.abc.org.uk/product/2469 https://www.abc.org.uk/Certificates/49644869.pdf Reference https://www.autosport.com/netw/news/146462/motorsport-network- prioritises-digital-approach Screenshots taken 19/01/2020
  • 10. Logo and Branding From my interpretation, Autosports logo looks as if the finishing flag is being waved by the first letter within their name. The finishing flag in racing symbolises the end of a race. A key part of any race and potentially the most thrilling part is when the drivers cross the finishing line. Autosport has two primary logos it uses for branding, the most commonly used being the full-length logo. This can be seen in areas like the front cover of their magazine, banner of their website and the background of live award events they host annually. The main logo is distinctive with capital letters and features hard 90-degree angles with rounded corners to most characters. Looking at the example on the magazine cover, you can clearly see the different font used for the subtitle which is distinctive in the sense that it uses more rounded fonts. As I'm explaining this, I must mention characters like the "S" or "O" in the examples. The "O" in the "Autosport" title is more of a rectangle then the subtitle's more conventional "O" which is rounded. Having these hard angles for their title gives it a more pronounced and unique look compared to the rest of the text on the front cover. This makes sense as Autosport would want their title to stand out. Autosport wants new, existing and potential readers to understand and remember the brand which produced the magazine that they are reading. Screenshots taken 19/01/2020 Magazine website Autosport awards
  • 11. Logo and Branding The logo uses white text upon a red background. The same red is featured in so many of Autosport's brandings, products and videos. Having the same colour used across magazine front covers or in areas like a YouTube video is key for a brand like Autosport so that they can attract readers/viewers back to their content. The striking colour essentially a reference to their title and logo. Screenshots taken 19/01/2020
  • 12. Logo and Branding The colour red itself symbolises emotions like anger, aggression and courage; behaviours seen commonly within racing and in particular Formula 1. Using the colour red makes sense for a magazine about racing because racing as a culture is about drivers and teams using all their resources to try to get as many points as possible. The continued annual push by teams to constantly keep adapting and improving to find a small margin of time is one of the reasons why people especially enjoy F1, which is stated as being the pinnacle of motorsport racing. The colour red itself physically "stimulates" the reader, targeting the adrenal gland which is the fight or flight response humans have to danger. Racing itself is thrilling because it’s a sport orientated around danger, excitement and potentially death. https://www.sensationalcolor.com/meaning-of-red/ "stimulates" https://www.google.co.uk/books/edition/The_Colour_Red/IZnTDwAA QBAJ?hl=en&gbpv=1&dq=colour+red&pg=PA4&printsec=frontcove r "courage" Screenshots taken 19/01/2020
  • 13. Logo and Branding The second logo that Autosport uses is smaller and squarer in comparison. It is used in areas where larger title otherwise cannot be placed. However, the smaller logo is a symbol of the brand in its own right. It is used more for social media such as YouTube, where the maximum size of the logo you can use is 98 by 98 pixels while also being under 4MB (Megabytes) of space storage. With this limitation of size organisations need to understand; that if they want their logo to promote their brand it needs to be defined and simplistic. Autosport hit the nail on the head with their logo. The strong red seen across all their branding reminds the channel viewer of the creator who published the video/content that they are viewing. Screenshots taken 19/01/2020
  • 14. Logo and Branding The logo itself only uses the first character of their title "Autosport" (A) along with the flag which can be found in the main title of the brand. This draws the connection of this "A" with the finish line flag to the name "Autosport." Whenever a viewer sees this symbol, they should recognize and remember the brand behind the logo. Autosport essentially stripped their title of all the characters and information that wasn’t needed. The 3rd image down on the left shows what it would have looked like if they had used their longer title which they use on their magazine and banner. Having a single large character; Autosport can reference their brand without displaying their full brand name. Screenshots taken 19/01/2020
  • 15. Logo and Branding I created a theoretical example of the full name as a logo. The obvious problem with this is the readability. My personal computer has a screen that is 24″ (Inch's) in size and it has a resolution of 2560 x 1440 pixels. I measured out the size of the actual logo Autosport uses on Youtube. On my screen, it came out to be only 1.6cm (0.63″) in diameter. You can stand a distance away from my screen and still be able to read this logo. The same can't be said for the example I created. If the logo I created was the same 1.6cm size, the text would come out to font size 5 (measured to PowerPoint font size). This is completely unreadable from a distance, and barely readable from the recommended distance a person sits away from their pc monitor which is 20″. Other viewing devices like a mobile phone or a TV would be even more challenging. Concluding this examination of the second logo, Autosport essentially and effectively left the necessary visual information to trigger brand awareness. Screenshots taken 19/01/2020 Note: This is NOT a logo which Autosport uses on their YouTube channel. This is an example I created to display why they WOULDN'T use their longer logo in location like this. 1.6cm, on my screen
  • 16. Target Demographic Autosport has different demographics of people interacting with their different media such as their magazines, YouTube videos and website. They are meeting the needs of the variety of audiences in the 21st century. As Autosport is one of the longest running magazines about racing it has a loyal older demographic who have continued to follow the brand for racing and primarily F1 news. Autosport uses its age to its advantage attracting all kinds of people because of the established mature nature of the magazine brand. 25/01/2021
  • 17. Target Demographic The focus of the brand has shifted its to aim to attract the modern/younger generation of readers as stated in the article https://www.autosport.com/netw/news/1 46462/motorsport-network-prioritises-digital- approach where the brand declared that they are focusing on "evolving the digital offering." This is a clear shift by the brand to expand its market towards a younger reader base. But overall, for the print magazine I would expect the average reader age to be around the 50-70 mark. These are the people who have followed the brand through all the years of continued Formula 1 and other racing categories news reports. 25/01/2021
  • 18. Target Demographic Racing itself is traditionally a male sport. Only men have held key racing seats for many years. Take for example Formula 1 which has only had 4 female drivers in a race EVER in the sport compared to 856 males. Autosport will lose a lot of potential markets when it comes to the gender divide in this particular sport because there is little to no inclusion of the female gender. F1 itself is making the effort to bridge this gap with the newly setup category: "W Series" (Woman Series) for a females-only to focus the efforts on getting women into the sport. In total, because of the majority male influence in racing. 25/01/2021
  • 19. Target Demographic I would suggest that Autosport continues down the same lines of appealing to male readers for their magazines and other media. This is not to say that this is what Autosport would want. Because they are missing out on 50% of the market by not having an all-inclusive brand. In the future, the market will continue to shift towards attracting more women into the sport. 25/01/2021
  • 20. Target Demographic The ethnicity demographic behind the brand is largely white. But this is not the fault of Autosport themselves; it reflects the trend of racing in general. When racing began around the early 20th century, there was still a barrier that unfortunately all non-white people had to overcome. In more recent years we have had this barrier smashed by the likes of Lewis Hamilton in Formula 1 where he has become the most successful driver in the sport to date. And being an individual from a poorer background, he overcame all barriers and changed the sport for the better. Lewis mentioned himself that he "knock[ed] down a barrier" https://www.lewishamilton.com/post/first- black-driver/ being the first black driver in the sport. This opens the doors for Autosport as a brand to also allow itself to market towards inclusivity, which all brands should be doing in the 21st century. 25/01/2021
  • 21. Target Demographic A magazine like Autosport will require the reader to have the free time to read their magazine. So, when considering the amount of children/immediate family in the average 2.3 person https://www.statista.com/statistics/525489/aver age-household-size-in-great- britain/#:~:text=It%20can%20be%20seen%20t hat,to%202.4%20people%20per%20household household I would assume it wouldn’t matter. But one aspect to note, is when a potential reader has too many children. This could withhold this potential reader from having the necessary time to read the magazine. But most potential readers with the time and interest would have the chance to read Autosport.
  • 22. Target Demographic One factor about Autosport demographics that I have missed until now, is the underlying interests in racing as a sport. The primary reason anyone would read this magazine is because of the amount of insider knowledge that Autosport reporters have in various championships and categories of racing. This insider knowledge, such as interviews and paddock accesses, is one of the primary unique selling points for Autosports. No everyday person will be able to see every race or be able to talk to individual drivers and team members in the respective categories. Autosport bridges that gap by being invited and having access to these races. Images of paddok
  • 23. Target Demographic However, if an individual doesn’t have an interest in racing or a racing category, then they will have no interest in a magazine about racing. Unfortunately, Autosport slots right into that category of magazines. So, the potential market of Autosport readers will have to have an interest in a certain category of racing or racing as a whole which Autosport covers. This could be an occupation orientated around racing, like an engineer, other magazine journalists or another racing driver in a different category. A potential reader doesn’t have to have a job surrounded by racing, but it would greatly enhance the chance of them buying a racing magazine if they had motivations/interests to find out more in regard to their own or other categories. People with racing hobbies as well would be enticed gather more insider knowledge in categories they love and Autosport's whole magazine shares insider information and opinions. This is perfect for people with occupations/hobbies in racing. Images of paddok
  • 24. Target Demographic The Autosport currently (25/01/2021) costs £3 per issue for a print/digital magazine as seen on https://www.autosportmedia.com/offer/Autosport. The potential audience of Autosport will have to at least have this amount of disposable income to have access to the magazine. However, most of the top stories can be found for free in areas like the Autosport YouTube channel and the Autosport website. We can see why Autosport has focused more on free content on YouTube and their website with the graph to the left; showing a falloff in newspapers bought over the years. The divide between Autosport's market of readers is split into two groups. One group prefers to read the print magazine because it is more conventional journalism and possibly what they have been reading for years, not only with Autosport but other news outlets. The more modern group prefers the new direction Autosport is taking by having free access to the stories on the website and YouTube channel.
  • 25. Target Demographic The older market I would expect to have more disposable income which is above average; people with extra cash lying around because of a retirement fund or successful business. Autosport magazine readers clearly have spare time to read the magazine and racing itself is a highly expensive sport allowing advertisers to target the wealthy older generations. The new digital market allows Autosport to allow anyone to have access to current up-to-date stories regarding racing because the stories are funded through advertisements either on the website or at the beginning of videos.
  • 26. Primary Content - Autosport Autosport focuses its attention on conventional print and digital magazines. As evidence of their website where they have a listing of prices of up-and-coming magazines. As of 2020, they create a new magazine monthly for a price of £3 per magazine. Autosport will want stick to the more conventional magazine structure because of the audience behind them. They have been operating as a news source in magazine form for 70 years so they will have a portion of readers who have continued to read them. However, this has shifted in recent years towards providing the same story format but on their website. This will be cheaper alternative to maintain for the brand and will also be cheaper for the readers of Autosport. The revenue generated will be filtered towards advertisements instead of revenue from the magazines themselves. But the website is not the focus currently for Autosport.
  • 27. Primary Content - Magazine Front Covers One of Autosport's 2020 magazine has been hosted on the website Issuu. https://issuu.com/victorianeshko/docs/autisr34 Other examples are from google images under the search "Autosport magazine front covers." All Autosports magazine front covers follow the same format. The title is featured at the top of the magazine; this is a clear display of the brand. The front cover is the first page that a reader will see when viewing these magazines and they will be reading from top to bottom. By having the title/logo at the top, Autosport immediately makes the reader aware of who published this magazine. One feature to note, is the inclusion of a top catchline above the brand title only featured on two of the three magazines. This I can see is designed in a way to be read just after noticing the title, as it is the only information located above the title. The content it includes is aimed to manipulate the reader to want to "WIN" or collect the "FREE" object/experience listed on the front. Clearly the technique is used to provide an exciting enticing reason for the reader to buy the magazine.
  • 28. Primary Content - Magazine Front Covers The images used have a compelling central object which the front cover describes with a secondary heading underneath the title. The top left example has a reference to the Ferrari team in conjunction with a Ferrari F1 car, one of the major talking points within F1, being the longest standing team within the sport. The second example has a Mercades-AMG car with the description "diva Mk2!" This is how the Mercades-AMG F1 car is viewed by the general fan of F1, as a diva, goddess and symbol of beauty. Lastly, there is an image of an in-house interpretation with reference to the 2021 F1 rules. Complemented by the large "F1 2020" title above it. What these three examples have in common with each other is a main picture and large title structure. This is designed in a way that allows the reader to first observe the image and continue onto the next biggest title to entice them into the magazine. This main story should be the reason why the reader should want to either read the rest of the front cover or want to continue to the page where the story is expanded.
  • 29. Primary Content - Magazine Front Covers The last areas where the reader would be looking are in the areas with tertiary titles. The other main stories which could be aimed towards geographic locations, other racing categories or other major F1 news of the week. All the examples on the pages again follow a structure. And that is to provide a last-ditch reason for the reader to open the front cover and continue reading the magazine. References to "Britons" as a geographic location. "new Le Man challenger" as a competitor in another racing category, as well as "Vettel and Leclerc clashing" focusing on F1 news. One aspect to note about these tertiary titles is that they are written as if they could be written anywhere. What I mean by this is the capitalization of letters is 'correct'. These sentences are short and quick to read so as to be of no effort for the reader.
  • 30. Primary Content - Magazine Front Covers Apart from the images, every page follows a colour scheme. Red for the logo and title. Yellow for important/enticing information and white for information backing up the yellow areas. The red is a continuation of the branding of Autosport, they want to affirm brand awareness. The yellow areas/texts are generally placed in 'dead space' of the page. Like the secondary titles, these yellow areas are eye catching. Autosport uses this yellow to signify important and relevant information to the reader. Evocative phrases and descriptions such as "GIANT SLAYER" and "REVEALED" in all capital letters and yellow shapes are employed. Autosport created a system which readers would continue to pick up on, with the colour yellow suggesting important information which they MUST read, or they will miss out. The colour becomes eye catching for the reader whenever they see an Autosport front cover. These phrases will paint a picture to the reader of the story to encourage the individual to delve inside of the magazine.
  • 31. Primary Content - Magazine Front Covers Looking at the font, all areas of the page can be readable from a distance. This is because Autosport has used bold, basic font. This provides the freedom to all readers, no matter the distance and more importantly, no matter the reader's eye condition. Regarding eye conditions, Autosport has an older target demographic. They won't want to lose these potential readers by having their titles too small so they cannot be read by everyone.
  • 32. Primary Content - Magazine Front Covers The overall layout of the magazine cover follows the same style and order of placement. 1. Large Autosport logo 2. Main image 3. Secondary title 4. tertiary titles 5. enticing yellow teasers Title Image, off centre to allows tertiary title placements Secondary title which could interact visually with the image And areas not taken up by main image used for tertiary titles Also, tertiary titles can interact with main image, like text wrapping or layers. How to make Autosport magazine front cover.
  • 33. Primary Content - Magazine Single Page Now that we are finally inside the magazine, Autosport needs to inform the reader through easy-to-read but informative pages. This page as an example can be broken down into images, titles and textboxes. First, the images on the page are used on this page to provide context for the content on the page. The title references the F1 drivers: Max "VERSTAPPEN" and Charles "LECLERC" two major drivers, involved in two leading teams, key interests for an F1 enthusiast. The drivers are the largest objects on the page and reader attention is drawn to them not only through the large size of the image, but through the large title directly beneath and linked to the image. Having a connection between text and image is necessary and is shown in this example on the page with an intriguing title to bridge the gap between content text and the image itself. The title is in all capital letters makes the information loud and projected. Another example of bridging the image between the content text is seen on the second single page. Here an older image of [Robert] "Kubica 'returns' to Alfa team as reserve driver" Again, it provides context to the image and entices the reader to learn more about the situation, which can be found directly below. Every title on the page always follows the same: title above text rule.
  • 34. Primary Content - Magazine Single Page There are only three different text colours on this page and only two different colours if there is white background. Black text is used as the most basic and easy to read colour, and this makes sense. Since humans by nature find it easiest to read black text on top of a white background, through the Helmholtz’s irradiation illusion. Black text on a white background makes up the bulk of the writing on the page. Next most used colour is red which is used to highlight certain key areas of interest. The difference in text colour can either draw the reader in or in turn make it simple for the reader to look at. The font also is an aspect to take note of. Autosport used organized, soft letters for the titles. These letters as per usual can easily be read by anyone and from obscure distances/angles. Not every title has capital letters on the page, but that means the readers' attention will be directed to the "VERSTAPPEN" "LECLERC" title because its more eye-catching. The other two titles on the page do have larger font sizes, but because they are not all capitals, it doesn’t draw my eyes to them as effectively.
  • 35. Primary Content - Magazine Single Page I notice the overall structure of the page(s), and how this would look to someone not interested in the techniques/styles used. I used the rectangle tool from PowerPoint to just break down these pages into a simpler form. You can see the different overlapping features and layers on the page. When I started laying it out myself, I began by replicating the images first. And it was clear that the planning of the page starts with the story generation first. Then, images are picked, other structural features are then used such as the central statistic column. Lastly, the text is added along with any other features such as the text on the far left of Example 1. What I want you to notice is the unusual reading layout of the page. Example 1 Example 2
  • 36. Primary Content - Magazine Single Page Moving onto the Example 2, this page looks a little more conventional in regard to its layout and structure. Again, the images used are to complement the text with the text being broken up into small columns. These columns reflect conventional text structure of magazines and newspapers. Example 1 Example 2
  • 37. Primary Content - Magazine Single Page Looking at the structure of all text, there are areas of the pages which have white text with coloured backgrounds. These texts are placed in areas over images and coloured shapes. The font colour is the same as the background, as if they are punched/cut from the image. If they used black text like the bulk on the page it would be much more difficult to read, its key to notice the white is used to bring the text from the page. The fill around the text also highlights the text from the images. Structural designs overlay to grab the attention and direct the readers view into different areas of the page. Example 1 Example 2
  • 38. Primary Content - Magazine Double Page Spread The story that this double page depicts is one that was mentioned on the front cover of the Issuu magazine. This shows that this story is significant and so it requires double the pages to signify its importance to the reader. However, as we will see, it takes up much more than that. When I opened the page two visual features stood out to me: 1. The image because it was the largest feature taking up 70% of the two pages. The size of the image highlights the huge story that the report is covering. If the same story was cover on a single page for example it wouldn’t have the same effect on the reader. The image itself could take up its own page. The image also is off centre of both pages and allows for text features on either side. 2. The sidebar "INSIGHT" 3. And the title "Ferrari." The story itself was about "Ferrari" so understandably Autosport needs to include both F1 teammates Vettel and Leclerc. The image shows the close teamwork and features the underlying rivalry between the two. The reader looking at the image will see it in sections, looking at from one car to the next, and importantly to the text which is to the right. The bottom and closest car shifts the direction of the reader's view through the angle it is placed on the page. Guiding them towards the story/text on the page. The main story on the front cover is found on this double page spread Blue arrows depict the direction of view the reader is designed to take.
  • 39. Primary Content - Magazine Double Page Spread The title of this double page spread is what carries the story from being a more conventional update, to displaying to the reader the significant work put in by the team to overcome its rivals. The title suggests that "Ferrari" is changing its structure for the "New year" the "new decade" using "new methods" for a "new start" which can hopefully translate into results on track. The adjective "new" is repeated 4 times in the title, and more in other areas. This highlights to the reader, the number of unrevealed changes by the team. "New" also creates suspense because a reader be interested and will continue read on and find out the changes that have taken place within "Ferrari" because at the time, it was the second-best performing team. The continuing story of Ferrari doing everything to overcome the dominant Mercedes-Benz AMG team will greatly attract a reader who has any interest in F1 at the time of release. Interestingly the text is not broken up into columns. This suggests that the reader should take the time to read and decipher the information behind the story. The text wouldn’t have taken any longer to read then a split-up column layout. For me it shows the size and scope of the story, which otherwise would have been lost if it was broken up.
  • 40. Primary Content - Magazine Double Page Spread Structurally, the page is split up into three parts: the sidebar, the image and lastly, the text. An orderly rigid use of the image directs the reader towards the text on the right. I created a theoretical layout of the page and it shows that if the image was placed on the other side of the text, then the text would have been viewed by the reader, then the reader would have looked at the image, only to go back to the text again to read the story. For me, this highlights the design choice made by the editor of Autosport to have the image in the middle, so as to allow the reader to flow from one part of the double page spread to the next smoothly. My theoretical example goes on to display that the design choice to place the image between the two areas of texts is intentional. Notice as you look at the design I made, how much more your focus moves compared to the one Autosport produced. The idea behind thinking of how the page is going to be viewed and looking at what the reader will see first is key when designing the structure of a double page spread and something I have not noticed until this example. A theoretical example of other possible layouts of the page Direction of view.
  • 41. Primary Content - Magazine Double Page Spread Graphically, there are not many changes made to the image itself. It remains to include the two cars as the main feature of the page, relating back to the story. To note is the inclusion of text on top of the image; this time it is a white fill backdrop with black text on top. This white over black is as I have said commonly used to allow the reader to view/read the information in an easy manner. The editor would have chosen these colours to allow the text to be as small as possible. It barely takes up 5% of the image and the placement is out of the way so as to not distract the reader from the image. However, it is something the reader will notice with their second/third time looking at the image. The inclusion of the text adds an extra layer of insight into the story.
  • 42. Primary Content - Magazine Double Page Spread After reading the page, there is the inclusion of two arrow-esk shapes. They are directly at the end of the text. The editor is visually communicating to turn over. All these techniques are used to entice the reader to continue reading and that the next part is found on the pages after. Suggestions of direction the reader should view each page is significant to the design of any page, but you can clearly see the guidance used. When you look at the example I created, the shapes suggest looking at the image rather than continue onto the next pages, a design flaw if that was what Autosport had done. A theoretical example of other possible layouts of the page
  • 43. Primary Content - Magazine Double Page Spread Here, you see the obvious design and placement of the texts, first being on the right, then shifting to the left side of the next pages. Here we can see the effect that the arrows had on the last page. The article immediately continues at the top left. The text is only a below a small title/subheading to remind the reader about the story. Looking at the text first, it immediately continues from the last page, so as to not break in the readers concentration. No shapes are used at the beginning of the bulk text, but the reader shouldn't need any assistance to continue reading. Again, the arrows are suggesting the direction the reader should view the page, but this time it points towards the images, instead of a suggestion to flip over the page. What I would have changed here is to add another visual aid for the reader to imply that the story continues onto the page after, which it does. The image and direction of the two cars in the team kind of does the job of that visual aid, but it is not 100% implied that the story continues. Just something I noticed when reading this story. I would have added some of those arrows on the image to visually imply to turn the page. How the text continues from one page to the next. Points at the image, not at the side of the page. From here
  • 44. Primary Content - Magazine Double Page Spread The bulk text is broken up by a quotation from one of the team members. It provides an insight for the reader in how the team is viewing the race results the team acquired. More suggestions of disappointment and a display to the reader that this team is not getting the results they hoped is again something I would have wanted to be included on this page. On the last pages of the story, I found an area where some text was placed over an image with no real changes to the photo. The text still fitted in that location, however. What I can observe is, that the text is white, it is placed on a grey to dark grey background. Even though the colours are similar, they do not prevent the reader from being unable to see each word clearly. Again, this touches on the ability for humans to decipher and read text if colours are opposed to each other using the Helmholtz’s irradiation illusion. This major racing story takes up 8 pages in total (4 double page spreads). This again signifies the magnitude of the story to the reader. No other story in this Autosport issue takes up even half the pages. Specifically chosen as I said to display the size and scope of the report. The white background with black text.
  • 45. Primary Content - Magazine Advertisement/Product Placement To understand the advertisement Autosport has in this issue, we must reflect on the audience reading the magazine. I assumed that the people who read Autosport magazines are generally wealthy, males with disposable income and time, as well have a keen interest in racing/motor vehicles. This assumption can be can also be suggested in the advertisements seen in this issue of Autosport. On the left a just a few randomly picked examples from the issue. They include objects and experiences like expensive luxury cars, expensive car parts, luxury car lotteries, luxury motorhomes, expensive track days/events, and even links to other medias which potential reads could be interested in. A common theme between them all is the highlighting of luxury and unmissable opportunities for the reader. These advertisements have emotive and enticing phrases to encourage the reader to part with their money. Money that the advertisers and Autosport themselves know their readers have. The phrases include: "NOTHING LIKE IT", "WIN YOUR DREAM CAR", "FOR THE WINNERS" and my personal favorite "Living the high life". To note is the avid usage of capital letters again to signify the importance of the advertisement to the reader. Assuming that the reader has large amounts of disposable wealth and free time is key when observing these advertisements. Seeing similar images in a casual news magazine like The Sun or Daily Times would be obnoxious and unfitting. Because these advertisements are found in a racing magazine for readers with time and money, it is acceptable.
  • 46. Primary Content - Magazine Advertisement/Product Placement The colours and style of the advertisements do not consider the style of the magazine. They use their own fonts, colours and images to all promote their own products/services. Each advertisement pays for their own pages to advertise on. The inclusion of Autosports own self advertisement can be seen over multiple pages. But usually, they are at the front of the magazine, where the reader would start reading from. Autosport owning the magazine has the luxury to self-promote wherever they want, but they will not want to be too invasive because Autosport will know that the reader already should understand the brand of magazine that they are reading. The placements are in areas to remind the reader that there are searches that they might be interested in, and in Autosports perspective; there is no harm in asking. Placements are small and in areas where text finishs. An advert of next week's issue referencing a story that the reader could find interest in. Note the location being on the third page.
  • 47. Primary Content - Magazine Advertisement/Product Placement Over the entire magazine, 32 pages are dedicated to whole page advertisements out of the 113 pages total. Making up around 35% of the magazine. This isn't including smaller advertisements and product placements. The number of pages is including ALL types or advertisement, self-promotion included. there were at least 12 times where Autosport advertises their next week magazine or events Autosport hosts, like their car or award show. I wouldn’t say encouragements for readers to keep reading through the magazine is self- promotion, but this was also done countless time during the beginning and middle of the magazine, so as to increase the amount of reader getting to the end pages and see all the advertisements. An advert of next week's issue referencing a story that the reader could find interest in. Note the location being on the third page.
  • 48. Secondary content Organizations/brands have multiple areas of focus so they can cover different markets. It has been common in recent years to see news organizations like the BBC, F1, Autosport have all in recent times created social media accounts on platforms like YouTube or Spotify. The graph shows screen time in minutes of 2000 participants from 2019. Screen usage on my phone.
  • 49. Secondary content Now after reading all the primary content research, you might be wondering why I have split the category into Primary and Secondary contents. This is down to the fact that I understand businesses/organizations are not static when it comes to targeting their audience's. Often you will see organizations on two or three different media, which a range of textual, visual and even audible content. We have to consider the customers activity to fully understand Primary/Secondary content structure. I see it as a fantastic example of this is the evidence by ZDNet https://www.zdnet.com/article/americans- spend-far-more-time-on-their-smartphones-than-they-think/ where they display the range of different apps people use on their smartphones, PC's, laptops and other devices connected to the internet. What it shows is a variety of activity between multiple medias, not just one focused activity on one app. Just look at the variety of different applications people use; like Instagram, Internet, YouTube and even podcasts. Initially, I split the category because of my personal activity on the internet. My I found my activity on my phone (which is my secondary device) and I was unable to find screen usage statistic on my pc (which is my primary device). Where the graph shows a dispersed variety of apps by an average phone user, I primely prefer YouTube on my phone. I can wrap this back to how and when I use my phone. The average person will use their phone in sporadic period during the day, whereas I spend most of my time on my phone at the end of the day, the PC is what I use during and at the beginning of the day. Applications like YouTube for me are used to wind down to the end of the day, I watch videos before I go to sleep because the content is enjoyable and uncomplicated to watch. I don’t have to think about videos to watch on YouTube, because YouTube recommends my content. You can see why organizations like The Race and Autosport targeted YouTube in recent years, for people like me and my phone usage. I wish I could have found my PC usage, but I would have also shown YouTube to be accessed a lot. Maybe I watch YouTube too much, who knows. Apply what I have said here to all the channels I have researched. Screen usage on my phone.
  • 50. Secondary Content Autosport, as I explained in the primary content research targets their magazine as their primary focus for content. But they have delved into YouTube, Spotify and their Website to expand their demographic base. When I do content research on an organization, it would be naive of me to just cover their magazine content, because they have so much content in other areas as well. YouTube and Spotify account for Autosport. Explanatory YouTube videos: primarily monologue Opinionated Spotify podcasts: Dialogue.
  • 51. Secondary Content Looking at their YouTube first. The videos on their channel seem to be short but full of information. YouTube as a social media is for the people who want all the information but have someone else to read it for you (the viewer). Autosports most popular videos surround F1 as seen in the "Popular Uploads" tab, which displays the videos with most views from left to right. Informative/opinionated videos from Autosport like the "Inside Mercedes' controversial F1 wheel rims" and "F1’s flawed financial model explained" are videos which could are transferable between their magazine and YouTube channel. The same information is transferrable between different departments in their organization. The podcase by Autosport is similar in that regard. However, the videos are more opinion orientated. You must remember that people listen to podcasts in the background, only a few directly listen to a podcast if they prefer that media, because a visual representation of the subject could be found on YouTube. YouTube and Spotify account for Autosport. YouTube videos: monologue – factual Dialogue – opinionated Opinionated Spotify podcasts: Dialogue
  • 52. Secondary content A story can be seen to traverse Autosports Website, magazine, YouTube account and Spotify. This only doubles-down on the idea that Autosport and other orgonistations are diversifying their product range to target different demographics. The main differene I can distinguish between a person who reads an Autosport magazine and someone who watches their Youtube account is the age. The difference between an older and younger persons internet activity is highlighted when considering older people tend to prefer to stick to what they have done for years; which is read magazines (esspessily in Autosport's case which has been running for 70 years). A younger indevigual will tend to watch media instead of reading it. The difference being, a magazine the reader has to read to decipher the information, they prefer to make their own opinion based on the information in the article, whereas the opinion is created in a video where the speaker provides their opinion. Take for example the titles of the Russell story. On the website, the story is an interview with the team principal Wolff, giving his opinion on the situation. The Youtube is different, where commonly at the end of video, presenters ask questions like "...and what are your thoughts [presenter name]?" Generating convosation and opinions in the video. The video asks a question which is disscussed by the 3 presenters. And the podcast is a more indepth discussion which asks for full opinions because there is no limit on the time, is easier to produce because there is little to no editing. Just look at the siilarities between the articles. All are discussing similar topics, including similar reporters who as we can see, work between the magazine, YouTube channel and podcast frequently. Magazine - https://www.autosport.com/f1/news/154632/wolff- russell-must-iron-out-mistakes-to-make-progress Reporters include Mark Gallagher, Ben Anderson and the main presenters Luke Smith. All are authors who have contributed to Autosport magazine. Podcast: Speaker - https://www.spreaker.com/user/mpodcast/flat-chat-gp-magazine- 2?utm_medium=widget&utm_source=user%3A10600217&utm_term =episode_title Video: YouTube - https://www.youtube.com/watch?v=Wi-eTiaYxBk
  • 53. Secondary content What shines out to me (as part of their audience) is the expanded feel that other content from Autosport provides. The YouTube video in particular shows the reports face, who otherwise wouldn’t be seen in a magazine, where they just write facts and rarely give their opinions. It connects the audience more towards the brand, as viewers begin to connect face and voices more to the names on screen. Then the audience begins to see these names in appear other medias. Take for example, a viewer of the Autosport YouTube channel. A viewer will hear the names and see the faces of the people presenting it. They will remember that information and recognize them if they appear in other videos or when reporting for the magazine or podcast. The audience draws the connection between presenters and their appearance/voices for the, this cannot be found with just text. It is hard to drive emotions through a racing magazine like Autosport's factual style. monologue Dialogue
  • 54. Secondary content Overall, diversifying the range of content benefits Autosport in a subliminal way. I realized that once I became attracted to the content, I remembered who presented videos, I recognized voices and had preferences towards certain presenters. It felt more connected compared to a magazine article which appeared formal and unemotional. The connection between audience and reporter recognition is the benefit received for Autosport and their other medias. The reporters essentially represent the brand.
  • 55. Secondary content The content itself is pretty basic. The YouTube videos is a commonly split between informative monologues and discussion-based dialogues. Podcasts from Autosport are opinionated discussions primarily, with occasional racing news updates. Because it is an established news organization, it has access to many resources to create content for all areas. However, the content is produced based around the story at the time. It is common to see the same issue discussed in their magazine, videos, podcasts and website. So that they meet each demographics preference. Allowing the audience to choose what style they prefer. As we saw previously, the market of people doesn’t just target one certain media, but the range of people prefer different medias, like YouTube or a podcast.
  • 56. Social Media Activity One more interesting aspect about Autosport, is the branding stays the same between all its media accounts for brand affliliation and awareness. Colours, fonts and logos remain similar. No matter the social media. Subheading fonts have changes to imply the overall mood they provide. Making sure the existing and potential demographics remember and recognise the cross-platform symbol is key for overall brand awareness. Autosport uses certain media in specific ways. Their magazine, website, Youtube, podcasts are used as content uploaders whereas media accounts on Facebook, Twitter and Instagram is used for promotional purposes. Posts can be seen to be copy-pasted across acounts linking the same media. So that it is visible to users of all social medias. Instagram Facebook Twitter YouTube Generic logo. Website The same post, found on Twitter and Facebook.
  • 57. Magazines, Articles and Written Work
  • 59. Context The Race was founded in February of 2020 with the aim to provide a "digital-only" format of motorsport coverage. This news organization was created for the "die-hard" fans in mind; however, they say it themselves that they are aimed at newcomers Aswell. The Race is new a magazine however, instead, they have a story-by-story format which they can post as frequently as they want. The image of the website on the bottom left is a clear illustration of the difference between other magazines and the Race's structure. Otherwise, it’s the same content, with added flexibility because they don’t need to wait for all the content which would go into a magazine. They can just post the story by itself. Another thing to mention about the Race, is that it is free for anyone. There is no barrier to entry for the target demographic when it comes to money. Unheard of until this news orgonisation entered the market. One interesting thing to note about the Race, is that it is a makeup of former Autosport writers who left the previously organization to set up this one. They took away the formal and factual writing from Autosport and built upon that, creating a product which more personalised and interactive and cannot be matched by its competitors like Autosport. https://the-race.com/about-us/ Screenshots taken 19/01/2020
  • 60. Logo and Branding The Race entered the F1 reporting scene long after any other competitors, but in the last year they have seen a huge influx of viewers on their YouTube channel (they primary focus for content). Everything from the logo they use to the editing style is modern compared to their competitors. Looking first at the title "The Race" I notice immediately they use all capital letters whereas when they reference themselves in an article for example, they will have uppercase characters at the beginning of each word. But lowercase for the rest. The reason for this I believe is that the title is more refined, and they can play around with the sharper characters uppercase letters have compared to the lowercases. You can see this altering with the letter "A" in their title where the middle part of the "A" is removed. The letter "Λ" comes from the Greek alphabet. But this symbol has a close enough shape to the letter "A" so it can be recognised easily. It creates a modern look as I said. The font in the title is thin, whereas the symbol for the race is wide and pronounced. This thin text draws attention from the title itself and turns the viewers eyes towards the symbol. While still having the presence of the title "The Race." NOT a logo used by The Race.
  • 61. Logo and Branding Speaking of the symbol, it only includes the letter "R." This R is taken from the word "Race" in the title. The symbol itself only uses half of the letter "R" by slicing it from the top left to the bottom right. Instead of looking like a normal letter, it becomes a continuous shape. Essentially, they had the same thought process here as they did with the letter "A" from before. For me, this logo would represent The Race in a more modern light than a conventional R would. Logos inherently need to include features which represent the brand and are interesting to look at. Comparing this logo design to the one found on Autosports YouTube channel, you can see that The Race has a more modern and sleeker look compared to the outdated design used by Autosport. NOT a logo used by The Race.
  • 62. Logo and Branding The Race uses white font and logo over a solid black background. White and black are opposites (not in terms of colour but in terms of brightness) so by having a black background, you don’t need to use much space to create the illusion of being sharper and defended. Helmholtz’s irradiation illusion is a prime example of black on white features. A test conducted by "Getty" where they had participants to "increase the area of the black square until it appeared to be the same size as the white." They found that even though the areas of black and white were equal in size; the white area "appeared" larger. The article goes onto say that white to human eyes is more receptive to compared to black. And taken back to the Race's logo, it will bring out the white text and logo from the black background because of this "Irradiation illusion." NOT a logo used by The Race.
  • 63. Logo and Branding The Race uses this logo in many locations from the YouTube channel they own, to social media accounts. Going off the 98 by 98 pixels measurement for the YouTube logo, the symbol is easily readable from a distance. I can see a common theme of having a title alongside an icon/logo which is used in areas for profile pictures on accounts on social media like YouTube, Twitter, Instagram Etc. More interestingly, The Race switches their colour scheme on their banner and magazine but I'll talk about that later in the PowerPoint. But it's interesting to note how the black symbol on the white background does look slightly thinner than the opposite colour scheme. https://blogs.getty.edu/iris/black-and-white-arent- opposites-after-all/ NOT a logo used by The Race. NOT a logo used by The Race.
  • 64. Target demographic The Race strikes where Autosport lacks; And that’s with the modern approach to journalism. Where Autosport maintains its magazine for those who continue to buy them, The Race ditched that idea entirely. Putting all its effort towards new modern medias like its website, YouTube and even Spotify.
  • 65. Target demographic The potential age range of The Race's readers will be the modern racing enthusiast. From the younger audience of 13-25 year-olds on YouTube, to the older (20-30s) more conventional audience reading the stories on The Race's website.as I mentioned just a second ago; The Race targets the lost readers from Autosport. New modern age groups like generation Z (people born between 1997 and 2012/15) who prefer video news over static magazine news. A large market of people on the internet use YouTube while browsing the web. 77% of 2000+ respondents from the USA between the ages of 15 and 35 showed that they use YouTube actively. A largely untapped market by more conventional magazines, but where The Race's focus lies. So, The Race will have a modern demographic who are connected with the internet.
  • 66. Target demographic As stated earlier, racing as a sport is primarily male. Not by choice, but by history. Unfortunately, in the past women were not viewed to the same potential as men in sport and this continued over to the likes of racing. Because of this, racing is a male dominated sport which can turn females away from the unfortunate stigma that they cannot be as highly regarded as males in the same sport. We can see an example of this when a female racer named Carmen Jorda stated herself that "It’s not fair to be compared with men because we will never be on the same level" in the article https://www.racefans.net/2018/01/31/numbers-stacked-women- reaching-f1/, a clear underlying idea that females have less potential than males in the sport. However, The Race makes no effort to push towards male marketing of their news stories. They write with no discrimination to males or females. Slowly, overtime we should see more females entering more racing categories and with it they will bring the female audience to news organizations like The Race. But currently, the sport is male dominated and with it brings a male orientated audience. Like gender, race/ethnicity has been dominated by white people in history. This follows the same route and argument females have for racing and sport in general. However, as mentioned earlier, Lewis Hamilton smashed the stigma that skin colour has any interference on racing talent, and so this opens the market for all ethnicities. And overtime we will see more people from many different backgrounds take up interests in racing and more importantly, The Race's articles. But again, the reader base is filled predominantly by white individuals. So, I can say, the target gender and ethnicity is currently white males, but is shifting towards inclusivity and recognition that anyone can have the potential to participate in racing and reading The Race's magazine. The female driver: Carmen Jorda
  • 67. The Race's audience follows the same lines as Autosports market when it comes to number of children. The key point being that they must have spare time to read the news stories, for that time to not be taken up by too many children. This is similar to occupation, referencing the occupational jobs/hobbies of readers/viewers of The Race. Having an interest in racing will greatly boost the chances of being a potential reader/viewer. But it is not required as a barrier to entry when reading and watching their reports. The Race differs in the regard to understanding/education of readers regarding racing sports. The Races tries, as stated themselves to: "Create the best motorsport coverage" to "those who are new to the sport" in the about us section on The Race's own website. A direct aim to include those who are new to racing and haven't got a full understanding of the sport. Autosport cannot say the same about audience education. Evidence of this comes down to the way The Race educates their audience in their videos, providing context to drivers, and past event. Which the general educated race fan would know. But not everyone is on the same page. So, the Race appeals to new and existing race fans. Target demographic
  • 68. There is no barrier to entry when it comes to income in regard to accessing the stories published by The Race. All the stories they write are free to anyone through their YouTube, Spotify and website. The only cost that individuals need to pay for is the internet access and a device to access the internet through. The Race provides free content to their readers and viewers, generating income through other means like advertisement on their videos and other medias like Spotify. They also have the option to advertise on their website, as seen in the contact us section. Target demographic
  • 69. Overall, The Race is a modern take on journalism focusing their efforts towards the new growing world wide web market. Currently this is limited to countries with vast access to the internet, but with efforts by technology companies like Space X to expand global internet https://www.aa.com.tr/en/science- technology/spacex-launches-satellites-to-improve- global- internet/1997810#:~:text=Starlink%20project%20aims %20to%20provide%20high%2Dspeed%20broadband%2 0internet%20service&text=SpaceX%20launched%20a% 20new%20batch,internet%20services%20around%20th e%20world.&text=While%20Starlink%20aims%20to%2 0start,near%2Dglobal%20coverage%20by%202021 we will see this market span the globe in a few years. As humans become more connected. Target demographic
  • 70. Primary Content – The Race Website As I have mentioned before, The Race uses a website to display current stories/reports instead of the more conventional magazine. This targets the modern readers who prefer to use their computers and mobile phones instead of reading from a magazine. I fit into this category of people. This shifts The Race's audience to a younger age in comparison to Autosport. However, it still allows for in-depth written articles which could feature in a magazine issue. Access is free and regularly updated with each new story. Unlike a magazine, a website doesn’t have to wait for each issue to be ready before they can post the story. Allowing for quicker response times by The Race in comparison to its magazine orientated competitors. You will see the modern yet conventional style The Race has taken with their articles in reference to the writing, images, shapes Etc.
  • 71. Primary Content – The Race Website What I must mention here is that fact that The Race has two primary sources of content because in essence they have two primary target market which are very closely located. The first primary content The Race is involved in is their website https://the-race.com/ where stories are written and updated as frequently as possible. And the seconds 'primary' source of content is The Race's YouTube channel https://www.youtube.com/user/nismotv2013. The reason I believe that the two are intertwined is because the same news stories that appear on The Race's website also appear on the YouTube channel. However, there are differences between them, and I do think that the website does take majority attention, but their video focus is very close behind. This is because the website can be updated with ease, allowing for quick reporting response time by The Race, whereas the YouTube channel requires The Race to record and edit a video, which will take longer. Personally, I am a watcher of The Race's YouTube channel and I am aware of the website, but I don’t use it as often. I wouldn’t be surprised if the general reader/viewer is like myself. A person who uses YouTube as a pass time, and if the individual enjoys F1/racing they will most likely have a preference towards the YouTube channel rather than the website. This is because it is more convenient/time-saving to watch a video compared to reading an article. The Race has resources allocated to the website and the YouTube channel; however, the YouTube channel has a lot less content because of the extra work needed to create a video. But the content chosen to be on the YouTube channel is of higher quality to the viewer. See it as the website has quantity and the YouTube channel has quality.
  • 72. Primary Content – The Race Website Homepage Opening the homepage of The Race (https://the-race.com/) I can immediately see the biggest story being allocated the largest amount of space. The Race knows that if a reader is opening the homepage, they will want to see the biggest story first. Clearly this is being demonstrated here, by have a 50/50 divide of a story to image layout. As noted, before when looking at Autosports magazine, English readers will view the page from left to right. As if they were reading a book, they would start at the top left. More interesting is the placement of The Race's logo. Directly top left and the one of the first objects/graphic that a new reader would see. A reference back to the creators and writers of the website. Key for brand awareness. The Race must make the reader aware of who is providing the story as much as possible, but they have not been too invasive with their placement and size of the logo. The Homepage sticks to the colour scheme of The Race, however the logo colour is inverted so that it can appear black instead of white. Having it an inverted color means that it can be placed on a white background, also allowing the majority bulk text to be black Aswell. If the logo remained white, the background would have to be black. Which is harder to read, because text would appear smaller. The Race's homepage 26/01/2021. Appearing like this... Appearing like this... Logo used to represent the brand is commonly white on black It would mean that if the background what also black the bulk text would have to be white. Having the logo inverted allows the use of black text with a white background. Clearer to read, because of the Helmholtz’s irradiation illusion. It's also more conventional.
  • 73. Primary Content – The Race Website Homepage The Race's homepage 26/01/2021. Over 60% of the immediate screen is being taken up by the main story, a large suggestion for the reader to find out more. In total, the main story consists of an enticing/luring title, under that is a brief description, below you can see how old the story is/when the story was uploaded to the website and last you can find the image. The 'lead in line' sentence has a similar design compared to a conventional magazine. It has the same incentive for The Race regarding encouragement for the reader find out more when it comes to the story. The quote "POTENTIAL CHAMPION" is used to suggest to the read that it might be possible, but to find out they must read the article. Like Autosport, The Race uses all capital letters to show the significance and volume of the story. The same suspense would not be found if capitals were not used. When hovering over the title of the story, the text changes colour from initially being black, to turning to an orange shade when over any of the letters in the phrase. Example seen on the left. A button like this is interactive and enticing for a reader. Buttons need to have a clear purpose for the reader. The symbology of a changing colour implies to the user that this title forwards them to the story. In the article by Just in Mind, https://www.justinmind.com/blog/button-design-websites-mobile- apps/ they found explained that buttons need to be predictable, and by having a changing colour when hovering over the title will imply to the user that the full story is accessed through clicking the title. Unfortunately, the only way to access the full story is through clicking the title, unlike the secondary stories where you can click in any area of the image. This is something I would like to improve on with my website. The description of the story is also designed to inspire the reader to continue reading this new story. Using referencing nouns to key figures and teams like "Lance Stroll", "Formula 1", "World champion", "Aston Martin", "Sebastion Vettel" to name a few. The references in the descriptive sentence will provide the reader with a short yet descriptive insight into the story, and if they have interests in these listed nouns the reader might be more inclined to read the article. Cursor over title. Normal.
  • 74. Below the main story the reader will find the next biggest reports of the time. The freedom for the reader to click anywhere on the image is found here. This will forward them to the page hosting the respective story. When hovering over these stories/images, there are no graphical changes, unlike the main story. These secondary stories only include a title over the images. They don’t have as much description behind them creating a less painted picture compared to the main report. There is again usage of capital letters for the reasons as mentioned before. The layout of the stories is in a horizontal form. Creating the visual aid for readers. In general, people will read anything from the left to right. The horizontal layout will guide the reader from one article title to the next. Every story has white text over the images. To allow the text to be placed on each image, the images had their contrast increased to darken the overall brightness. Allowing for white text on a black background. Primary Content – The Race Website Homepage Horizontal design layout
  • 75. Everything described here is what I immediately saw without having to scroll or click any link. It was what was on the face of the homepage. Also, just to be clear. I am viewing this page at 100% normal zoom. Shapes and sizes of images/titles changes in relation to the zoom. Primary Content – The Race Website Homepage
  • 76. Primary Content – The Race Website Homepage After looking at the immediate images and stories I began to scroll down the page to look what else The Race had instore for me. Looking at the images with stories on the left. What I notice when I scroll down, is the stories become 'smaller' or of less interesting/impactful to an average The Race reader. Visually, The Race reduces the size of the font and the area each story takes up. Like the strip of images from before on the first part of the main page, they have images to illustrate the titles, however they are a smaller size and are also positioned differently. Bring in an organized grid form compared to a horizontal layout seen earlier. This grid form allows the reader to look at each story independently. As opposed to the continuation view from a horizontal layout. Breaking up the layout like this will prolongs the amount of time the reader looks at each story. The text in the grid formation is always located below the image. We saw this technique used before in the Autosport magazine. After looking at any image in a magazine, the reader will desire an explanation/description. The Race here uses lead in lines/titles which entices the reader to find out more in regard to the story. This idea behind giving enough context to entice the reader, but not giving away too much information so as the reader fully understands the full picture. Leaving the reader on a sort of cliff hanger, making them want more. Scrolling down the homepage. Showing the direction of view the reader is designed take. lead in line.
  • 77. Primary Content – The Race Website Homepage Next the reader will notice the listed points. These points will be quick and simple to read. The same amount of space used for four articles in grid form, translates to fitting eleven articles. The points on the page have no images allocated to them, leaving the space free for more text. Having a layout like this, it will allow readers to skim read these points. Having racing news layout like this signifies to the reader that these stories are of smaller significance to them as a reader. They must be there because some readers will take interest in them. Evidently, you can see these stories have little importance to them, being about niche subjects like; "Le Mans," "Extreme E," "Daytona," " Formula E." Racing categories themselves. But they have little importance compared to bigger more marketable categories like Formula 1. so, I could say that this section is consists of quick-fire headlines which might be of interest to a few readers. Unlike a major headline in F1 which has the best location on the page, being the 'top' story on the website as seen earlier. Left of each headline is a symbol. I would expect this arrow to have the ability to be clicked on, but it doesn’t, so the use of this shape is to focus the reader's attention to each headline. The arrows pointing at the story will draw the focus of the readers to look at the headlines, but personally I feel the value of this symbology is lost with the sheer number of arrows in this section. But to note is the direction The Race would like the reader's attention to go, to at least be aware of the presence of other smaller news. The text for the stories is rather small in comparison to the large titles for the other stories around them. But this small size is used to cram as many stories into that area as possible.
  • 78. Primary Content – The Race Website Homepage The further down the page, the less readers there will be. Purely down to the short attention span of readers in general. The BBC referenced studies which found that the average attention span of readers has fallen from being twelve seconds in the year 2000 to now being eight seconds (2017) https://www.bbc.co.uk/news/health-38896790. This shortened attention span will be something The Race has taken note of, because from below what I have already talked about, is only links to other medias. With references to The Race's YouTube channel, podcasts and even the twitter activity surrounding the brand. This is specific content which readers might be looking for, and if they are looking for it on the website, it makes sense to pace it lower down because it won't concern readers which are looking for that content. For me, I don’t think that The Race should have had any content below the social media links but I'm not the editor of the website. You can see here the transition from story to media link and then the return back to stories. Actual website layout.
  • 79. Primary Content – The Race Website Homepage I do however accept that there is content below the social medias, and the placement will be for the readers who are purely browsing the website. While breaking down the website, I noticed that the reason I found interest in the stories below the media links was because I was still browsing the website. If a reader had remained on the website for time it took them to read all the major stories and links above, then that means they haven't found a story which interests them. Or it could be for the readers returning to the homepage, looking for more content. The Race has used the home as a portal to all its current content, instead of using a secondary page. I respect the fact that not all readers will only view the homepage just the once. Because all news articles have a link at the bottom of each story which returns the readers back to the homepage. Allowing the readers to extensively browse the website for more and more content. Actual website layout. The very bottom of every article. Clicking this button returns you to the homepage.
  • 80. Primary Content – The Race Website Homepage At the very bottom of the page, is three things of note, the first being the bottom "Keep Reading." An invite from The Race to the reader to display the fact that there is more content. Content which is older or of less interest to the average reader. The Phrase itself "Keep Reading" is a call to action from The Race to the reader, as if to indirectly say 'the content is here if you' "Keep Reading." It’s a button to incentives the reader to stay on the homepage until they find the specific article/report which interests them. Maintaining the reader on the website is key for retaining and maintaining readership. Blow the button, is a section for "LATEST" and "MOST READ[s]" can also be found on bottom of articles. The section is to show the newest and most popular stories of the time. Updated based on the age of the story for "LATEST" and the number of readers interacting with a story for the "MOST READ" section. Readers on this part of the website who want to find the newest and most popular stories, and if they are an avid reader of The Race, a reader will know to look for this section if they want that content. After the provision of the extra content, the reader will find themself with miscellaneous bits of information like icon links to medias, information about The Race, and an account system to comment on The Race's posts. This is not an area that readers will specifically be on the homepage for. It is just here like on all posts to advertise The Race's other services like an account system and to "JOIN THE RACE COMMUNITY." miscellaneous information does play the part of creating a community behind The Race, as they are advocating a more interactive community compared to other news outlets like Autosport. An account system which allows readers to comment and interact on posts is not possible with a physical magazine, but it does allow the chance for readers to give feedback with their opinions of subjects The Race covers. In many areas of this section, The Race advertises to the reader to "Get involved" and "Comment on our content" because The Race knows that this interaction is only possible through new medias like their website and other medias like YouTube. Having reader interaction will change the culture behind conventional news reporting. With print magazines, only the voices of reports and interviewees will be heard. Having an interacting community allows another level of opinion on stories which the race uses in their articles and videos. Actual website layout. The very bottom of the website.
  • 81. Primary Content – The Race Website Articles Now, I want to understand how The Race's articles differs compared to more conventional news reporting. What have they left out and what have they added. Immediately, the structure of the page is different compared to an article found on a magazine. This is down to the fact that websites have an unlimited amount of area to write in, unlike a magazine where information must be crammed onto each page. Having an unlimited amount of space allows The Race to go as Indepth as they would like for each story. However, something to take note again is the attention span of readers, specifically the younger modern readers of The Race. I spoke before about the reduction in attention span of readers from twelve seconds with the year 2000 to eight seconds in 2017. The article by the Slate https://slate.com/technology/2013/06/how-people-read-online- why-you-wont-finish-this-article.html goes on to specify that the majority of readers only read about 50% of an article. It is key for The Race to engage the reader by maintaining their attention with images and interactive areas of the page. Interactions which might lead them to other articles. The point of maintaining readers on the page is to generate income, because the longer a reader stays on The Race's website, the more interest will have for The Race's written content. I will talk about the routes readers take on the website later. Just know that the website is designed in such a way that readers will stay on The Race's website and continue reading their articles and not competitor's work. Data shows how long readers stay on a typical website article. Article: https://the- race.com/formula- 1/the-move-that- made-twice-rejected- sainz-worthy-of- ferrari/
  • 82. Primary Content – The Race Website Articles The overall layout of the text is in simple to read forms, frequently broken up by images and links to medias. Each paragraph has a different shape and layout to the next. Being a dyslexic, I view words and shapes differently compared to the average reader and I find it hard to read a block of text. Take a novel as an example. I would prefer to have the words read to me by a narrator then to read them myself. Dyslexics have tendences to misread and skip words by accident because they don’t observe words by the spelling, they see them by the shapes they make up. Any reader looking at a piece of text like the ones found in magazines and novels might be could also be intimidated by the large and overwhelming size of text. The Race attempts to combat this with images and broken paragraphs. I created a visual example to the side of The Race's article which illustrates the different paragraphs and how they form more diverse and interesting shapes to read. Because there are plenty of images and links on the page, the article looks less of a challenge to read. A simple yet understandable technique used to maintain readership. Text layout in Autosport and in other magazines. You can see the difference between the bulk column text design and the more sporadic sentence design followed by an image, used on The Race and other websites. Example from another outlet. The MXGP Magazine https://issu u.com/mxgpmag/docs /mxgpmag087.
  • 83. Primary Content – The Race Website Articles When first opening an article from The Race, the reader is immediately greeted by an image with title layout. Like a magazine, The Race uses this to paint a picture (literally with a picture) for the reader. The beginning of any article is the most important part. As seen before about maintaining readership, there is a spike in readers leaving the page at the before they start reading. The Race, like any website reporting organization needs to reduce the number of readers becoming uninterested before they begin the article. To combat this loss, The Race employs a large image with a large lead in title. Mentioning again the use of key nouns of interest to the reader like "Sainz" and "Ferrari" to explain what the reader will understand the tip of the ice burg in relation to the article and what it contains. Image to title layout. Shows the large number of readers leaving the page before even starting.
  • 84. Primary Content – The Race Website Articles Without having to scroll to any areas of the page, readers can navigate to the homepage, F1 category and comment section of the story. this accessibility and useability of the user interface will be to allow for the reader's maximum amount of control. How easy it would be for a new reader to understand that these buttons are available is something to look at. First the homepage, it is accessed through The Race's logo/name. There is no change to the logo, just an indication from the cursor that it is clickable. It would be nice to see this logo have a more button 'esk' feel to it. Referencing the Just in Mind article again https://www.justinmind.com/blog/button- design-websites-mobile-apps/, button should be designed to have different states, like; Active, hover and pressed. By not including some visual aid, there is no suggestion to the reader that the button will do anything, let alone return them to the homepage. Next, the Formula 1 mini title above the main title turns from black to orange like the large title from the homepage. This does the job I hoped the logo would do, as it provides a more descriptive visual aid for the reader. The colour change while hovering over the title shows that there is more to the category title "Formula 1" then just the words. Last, is the comment section. To the left of the verb "comment" is a shape in the form of a speech bubble. This suggests to the page reader that this will bring them to the area where other readers have voiced their opinion of the story that they are on. You can also see the activity of the page, currently it is sat at 17. I presume that this number updates each time someone leaves a message. In total, buttons should be as visually aiding as possible for readers. Having buttons which don’t change when interacted with means that you will have a portion of new readers who will find it a challenge to navigate around your website. So, any designer must think about how readers/users will interpret their layout and buttons. Otherwise, you will lose readers purely because of poor navigation tools. The reader has access back to the homepage, comment section and F1 category without having to scroll at all. Cursor over Normal
  • 85. Primary Content – The Race Website Articles I wanted to find the number of sentences between images, so that I could find a style that The Race stuck too. From looking at 5 random articles I found that the average Sentences Per Image (SPI) was 8.08. however, I choose to refine this number by not including the 3rd test because the length of the article was extremely short and inflated the result drastically. This inflated result of SPI in that article because there was only one break in the text (Image/Table). I decided not to include it in the final result. This showed that there is an average of 7.35 (7) sentences between each image/information breaks. In the test I included everything that cut off sentences completely. This included images and tables of information. These are objects on the page which the reader will find interesting while reading the articles. I choose to not include youtube videos which also break the text, but they would also completely distract the reader. Test/ article number Article length Number of Sentences Number of breaks. Either image or table. Sentences Per Image 1 Long 85 11 7.7 2 Medium 34 5 6.8 3 Extreme Short 11 1 11 4 short 22 3 7.3 5 Short 23 3 (1 image, 2 tables) 7.6 Average sentences per image (SPI) = 8.08 (And Avg SPI without test 3 = 7.35) Test/article number 1 - https://the-race.com/formula-1/the- move-that-made-twice-rejected-sainz- worthy-of-ferrari/ 2 - https://the-race.com/formula-1/the-four- aero-changes-creating-mercedes-most- intense-task/ 3 - https://the-race.com/formula-1/russell- albon-among-first-batch-of-virtual-gp- announcements/ 4 - https://the-race.com/indycar/jones-coyne- grosjean-2021/ 5 - https://the-race.com/formula- 1/mercedes-bids-to-completely-offset-aero- testing-handicap/
  • 86. Primary Content – The Race Website Articles What the average SPI tells me, is that The Race tends to place an image/table after 7.35 sentences. This tells me that The Race uses breaks every 7 sentences to give readers a more interesting read. This follows back to the idea of attention span of readers while reading articles. Looking at the graph from the Slate article, it shows that a portion of their readers only look at the video and images in the article. The Race will have a similar experience with their readers, so to keep them entertained they will place a break in the text every 7 sentences. Test/ Article number Article length Number of Sentences Number of breaks. Either image or table. Sentences Per Image 1 Long 85 11 7.7 2 Medium 34 5 6.8 3 Extreme Short 11 1 11 4 short 22 3 7.3 5 Short 23 3 (1 image, 2 tables) 7.6 Average sentences per image (SPI) = 8.08 (And Avg SPI without test 3 = 7.35) A large portion of readers only view the videos and photos on the page. Instead of reading the text.
  • 87. Primary Content – The Race Website Articles I defined breaks in the text as a visual object which required the text to be paused and placed below. Most of the articles only had images. However, in the fifth article there was the inclusion of information tables to illustrate what the article was talking about. This is an aspect that readers will be interested in, readers will take the time to look at these tables. I didn’t include videos in this data. This is because I only wanted to provide aspects which would keep the reader in the article rather then move them away to a video which is more distracting then just an image. The point of images is to provide the pause necessary, so the text appears less overwhelming and more manageable/pleasurable to read. I theorize that the average age of your readers will change the number of breaks in the text. A younger audience will have less attention for text, so they need more breaks to maintain interest in an article. Whereas an older average age will prefer a conventional layout, like a block/column style found in magazines. We can see this idea being backed up by data, from the Pew Research Center, they found that 65+ have a 63% tendency towards Newpapers. This could be for many factors, but one reason why they would prefer to read newspapers because they have become accustomed to the layout and style. The opposite end of the scale sees that 18–29 year old's have a huge majority at 81% preferring to read from online sources. The Race as an online source is targeting this group. Test/ article number Article length Number of Sentences Number of breaks. Either image or table. Sentences Per Image 1 Long 85 11 7.7 2 Medium 34 5 6.8 3 Extreme Short 11 1 11 4 short 22 3 7.3 5 Short 23 3 (1 image, 2 tables) 7.6 Average sentences per image (SPI) = 8.08 (And Avg SPI without test 3 = 7.35) Shows that the older the generation, the more likely to prefer newspapers.
  • 88. Primary Content – The Race Website Articles Directly below every article are also sections designed to maintain the reader on the page. Aspects like a comment section, advertising other articles and the bottom information card are all in areas after the article. After reading an article, The Race will aim to display areas of interest for the reader. Other racing articles and other reader opinions are both key areas which will interest a portion of readers. I myself know that I like to look at other opinions, to see what other people thought about a situation. This is more on other platforms like YouTube, but the same idea of having a comment section below is found in all of The Race's articles for reader interaction and will appear more personalized for readers. The comment section.
  • 89. Primary Content – The Race Website Articles Below the comment section as I said is an area used to advertise other articles. This will be for readers who want more content to read through, and instead of having the reader return to the homepage for that, The Race created this section to immediately displaying other articles. Requiring no effort from the reader. And at the very bottom of every article is a section referring to the account system that The Race has for the comment section and reader interaction in areas like the comments.
  • 90. Secondary content Compared to Autosport, The Race has taken a similar, but more focused approach. They ditched the idea of a magazine entirely to focus the organization onto online sources like their website, videos and podcasts. The Race says it themselves when they state that they are a "digital-only" organization. Like Autosport, content on The Race is transferrable between their different media accounts on YouTube, podcasts and website. Again, re-enforcing the idea behind targeting multiple audiences to broaden the target demographic range. " " The Race's "About us" section. The same subject has been renamed by essentially copy-pasted between the website and YouTube. Article: https://the-race.com/formula- 1/hamilton-contract-update-hints- at-uncertainties-behind-delay/ Video: https://youtu.be/iVm3- nxdt2U
  • 91. Secondary content The Race was the first of the two the two F1/racing news organizations to start heavily focusing its aim on online content, with Autosport starting earlier, but focusing its attention later. Videos are either informative monologues or discussion dialogues between The Race's reporters. Again, this has the same connection effect Autosport uses between reporters and the audience. This time however, The Race's website doesn’t just target informative interviews and updates like Autosport. They take a different approach styling their articles as a question/enticing statement. A direction like channels on YouTube. Whereas video took on the approach taken by magazines, in the regard to explanatory videos. Examples of each seen on the side. Videos with a ranking system have also been employed on the YouTube channel. Viewers will want to see how The Race 'ranks' the respective subject. One other thing that is reveled here, is the little logo that The Race has in the thumbnail. Allowing the potential viewer to know the publisher without having to read the title or look at the channel icon. Its all described in the thumbnail.
  • 92. Secondary content The Race's videos, website articles and podcasts all include contributions from reporters. Seeing names like Scott Mitchell, Edd Straw and Mark Hughes to name a few. Building the reporter to audience connection is important for The Race, as they always ask for viewers thoughts at the end of their YouTube videos. This generates extra activity in the comment section, boosting the algorithms recognition of the video, showing it to more people, which in turn might leave a comment creating a snowball effect.
  • 93. Secondary content Podcasts on sportify don’t have a comment section, so there is no reason for The Race to ask for comments. However, they do ask to look at their social medias. Building brand awareness for them. A common theme seen with The Race's internet strategy, is one of connectivity and awareness. The Race wants their demographic to be aware of all the content available to them. References to other content can even be seen in their website articles where, to the is of text; is a link to their podcast. And often videos break the text like images. It's all about diversifying their content, being allowed by the vast human and computer resources they have access to in The Race. Links to other medias and articles in the currently viewed article. All examples were from the same article. The process is repeated in all their online articles. Article example: https://the-race.com/formula-1/is- hamilton-mercedes-already-f1s-greatest-ever-combination/
  • 94. Social Media Activity The Race's also has cross-platform logos. The Race's "R" appears on everything they do on social media. They have branched out to: • Personal Website • YouTube • Spotify • Twitter • Facebook • Instagram • And even Apple podcasts Again, the consistent theme of having the same logo for each account returns. However, The Race has expanded upon the idea behind their logos. Using different inverted colours. The YouTube channel is the only platform where they use the black logo, and that because they continue that theming with their title cards in videos. More interesting is the podcast logo that they use for Spotify and others like Apple Podcasts. It specifically targets F1, where other media accounts target racing in general. This is reflected through the logo and title of the podcast being surrounded by F1 branding and to commonly seen shapes, like the cars. The Race uses its media accounts in a similar regard to Autosport before it. Having platforms like its website, YouTube, Podcasts for content uploaders. And accounts on Twitter, Facebook and Instagram for promotional and community building reasons. Website Facebook YouTube Twitter Instagram Spotify/other podcast platforms
  • 96. Context Tommo F1 (Tom McCluskey) is a youtuber who has become popular with the influx of viewers during the first lockdown. McCluskey's YouTube channel was relatively small compared to other channels in the same market however, he has experienced one of the largest increase of subscribers and viewers over the course of 2020. With an increase from 73 individuals at the beginning of the year, to a total of 109,000 by the end of 2020. He began to uploaded videos which garnered popularity for the catchy (clickbait) nature of his titles and engaging video formats. He saw his largest increase of viewers around the time I became aware of his content around early to middle of 2020 (March/April). Screenshots taken 19/01/2020
  • 97. Context Although McCluskey's channel is 12 years old (as of 21/01/2020) he generated a brand image which boosted the professionalism surrounding his channel and you can see the boost it provided around Jan/Feb of 2020 when his channel started to gain traction. His content is aimed at creating opinionated content for viewers who want his personal views on F1 and racing news in general (primarily F1 because that is what is popular on YouTube as of 2020/21). To date, McCluskey has uploaded 150 videos to his channel. The majority of which being aimed at F1 content and the remaining videos being miscellaneous update or other content. Looking at his 42 most recent videos: 35 have had some sort of connection to Formula 1, 4 were his "Cool Down" podcast and the remaining were channel orientated or . Occasionally to promote his and other channels, McCluskey will collaborate with F1 commentary and opinion channels like Josh Revell (A new Zealand youtuber who also creates F1 opinion-based content) while also hosting a podcast called "The Cool Down" with youtubers and other content creators in the hopes to expand viewer awareness of his and other channels. Take for example the screenshot at the bottom which includes the sim racer: Jimmy Broadbent. Viewers who recognize the Broadbent channel might have more incentive to watch Tommo's video. As if it is security for the Broadbent viewer, because the viewer who watches and enjoy Jimmy's channel then they might find that same enjoyment with Tommo's channel. A video like this example bridges the gap between the two respective channels. Screenshots taken 21/01/2020
  • 98. Logo/Branding Tommo F1 has entered the YouTube scene with logos already planned. His logo at the beginning of video is a prime example of how he has planned out his channel in conjunction with the colour scheme/Branding of said channel. A shade of pink which fits nicely between skin and rose pink. Behind that you see the optical illusion he uses on the F1 Tommo logo to give it the appearance of it coming away from the background. And last an off-shade dark gray. These 3 colours can be seen throughout his YouTube channel and it's in reference to his Brand/image. Just look at his video library. Every video has followed the theme of these colours. Primarily though, he only uses the off-shade gray and the pink in the thumbnails of his videos. I have noticed that whenever I see that colour in my recommended, I don’t even have to look at the name of the channel to know who made the video. Interestingly, this means that McCluskey has linked this shade of pink to his brand image. Even his YouTube profile picture and banner follow the same path of colours. Finding a similar colour scheme which grabs the attention and retains the viewer is something I need aim towards with my idea. Screenshots taken 21/01/2020
  • 99. Target demographic Being the center of his channel, Tom McCluskey uses Tommo F1 to directly talk and interact with his audience. His content feels personal and involved. McCluskey only focuses his attention towards his YouTube channel, with other social medias being relitivly unused. As a media platform, YouTube has a relatively young but large audience. Again, I can mention the statistic that 77% of people from the USA between the ages of 15 – 35 use YouTube. This can be expanded out towards English speaking publics in general. By directly emailing the owner/creator, he possibly could provide insider information on his viewership like age, gender and geographic location. With this in mind, I sent out an email regarding this question on the 25/01/2021. McCluskey responded within the hour with plenty of statistics and relevant information. It's nice to see that youtubers are human too. Screenshots taken 22/01/2020
  • 100. Target demographic The age of McCluskey's viewership is similar compared to what I mentioned earlier, with the majority being between the age of 18-34 (72%). This number could possibly be inflated due to the fact that individuals might not be the age they say because of age restriction on videos. What I mean by this is that a person who is aged 12 for example might register themselves as being 18 so they can bypass the YouTube age restriction on videos which have it. However, I would assume that the majority of which are of age. Tommo himself is within this category of people, being 27 (as stated in video https://www.youtube.com/watch?v=urBBBdGd9_ Q&t=501s at 2:35). What is shown in the figures of the Tommo F1 channel is that he has a generic viewing base. It's not majority viewed by an older or younger age range. It should be satisfying for McCluskey to know that he has a generic healthy viewing base on his channel. Tom McCluskey on his channel Tommo F1: "Age breakdown: 13-17 - 6.8% 18-24 - 39.5% 25-34 - 32.5% 35-44 - 10.7% 45-54 - 7.4% 55-64 - 1.8% 65+ - 1.3%" Screenshots taken 22/01/2021
  • 101. Target demographic Moving on, the gender is a large outlier for Tommo. 94% of viewer are male. When describing the readers of Autosport and The Race, I mentioned that because they are directed towards racing that they will have a male viewership because the sport is filled and dominated by males. This 94% figure only goes onto re-enforces the idea that this theory is correct. This is an area McCluskey will improve in overtime but currently he will only have to maintain the current video structure he has to maintain the existing viewers to his channel. Possibly he could mediate this by expanding his channel out towards more subjects for both males and females, but this possibly could influence the viewers he already has by pushing them away to other channels with this theoretical shift in content. Tom McCluskey on his channel Tommo F1: "Percentage of viewers male: 94%"
  • 102. Tom McCluskey on his channel Tommo F1: "Overall channel views: 12.3 million Overall watch time in hours: 1.3 million Average view duration: 6 minutes 7 seconds Top 10 country geography split: UK - 21.8% USA - 13.4% Netherlands - 5.4% Germany - 5.1% Australia - 4.9% India - 4.3% Canada - 3.7% Indonesia - 1.8% Sweden - 1.8% Italy - 1.8% Percentage of subscribers with notification bell switched on: 12.9% Percentage of viewers not subscribed: 62.6%" Looking at the geographic information, I can see that the viewership either has English as their main language or as a secondary language. Countries like UK, USA, Australia, Canada all have English as the first language. And countries like Netherlands, Germany, India, Sweden have English featured as a second language as stated by Babble's article https://www.babbel.com/en/magazine/best-non-native-english- speaking-countries. Significantly countries like the Netherlands have "71.45%" of their nation speaking English as a second language. Strangely, there are two outliers for me. The first being Italy and the second being Indonesia. I found that one in three native Italians speak English as a second/third language as shown by https://howwidelyspoken.com/how-widely- spoken-english-italy/ findings. Showing that globally English is highly significant in all areas within Europe. Next, I wanted to find the percentage of people within Indonesia who speak English, as I personally didn’t know if this country has English as a second language. Interestingly I found that more than half ("52.94%") of natives can speak English. And last I wanted to check the percentage of native Indians who can speak English and shockingly only 10% of natives can speak English according to the BBC https://www.bbc.co.uk/news/magazine-20500312. But as mentioned in the article, this might be a hybrid version which might not be audible to the average English speaker from London or New York. Don’t let this figure trick you however, because 10% of the Indian population translates to a figure of "125 million people." Second only to the USA. Like always, England always invents something but never retains the top spot for anything. This figure of 125 million people is "expected to quadruple in the next decade." A huge market within the regions of Aisa. As a sport, F1 is incredibly geographically diverse. Aquiring viewers globally with racing in countires on all continents, excpet Antarctica. Target demographic
  • 103. Tom McCluskey on his channel Tommo F1: "Overall channel views: 12.3 million Overall watch time in hours: 1.3 million Average view duration: 6 minutes 7 seconds Top 10 country geography split: UK - 21.8% USA - 13.4% Netherlands - 5.4% Germany - 5.1% Australia - 4.9% India - 4.3% Canada - 3.7% Indonesia - 1.8% Sweden - 1.8% Italy - 1.8% Percentage of subscribers with notification bell switched on: 12.9% Percentage of viewers not subscribed: 62.6%" The Channel of Tommo F1 like Autosport and The Race, is primarily F1 orientated. What I stated about the last news organizations can be carried over to this content research. However, economically, Tommo F1 follows the direction of The Race's channel. Where an individual only needs to have internet access and a screened device to access the internet through to watch his content. Target demographic
  • 104. Primary Content - Videos Tommo F1 focuses attention on video media, unlike conventional magazines. Which have a range of different medias in their portfolio. This means he can specialise his content and style towards YouTube and possibly other streaming platforms. Compared to magazines, videos on YouTube have a younger average viewing age and target market. As we already know, YouTube is a free source of content for viewers. Anyone with access to the internet will be able to watch Tommo F1's channel. Tom McCluskey uploads around 2/3 videos every week. Filming, researching and editing all the videos himself. McCluskey has been involved in graphical media as evidence of his personal website where he referenced the class he attended for 2020. Media bounty itself is a graphical design school and you can see in McCluskey's videos the design influence from what he learned during 2020 (https://mediabounty.com/privacy-policy/) Media bounty (reviews https://www.glassdoor.co.uk/Reviews/Media-Bounty- Reviews-E3188548.htm) is a well recommended media firm with plenty of past and present students advertising the ethics and styles taught in their programs. This is all reflected in the videos from Tommo F1 and his other medias. McCluskey's class of 2020.
  • 105. Primary Content - Videos For my content research around Tommo's videos, I'm going to find the similarities between his styles and the types of content his covers in his videos. Please take note, that the videos I am watching have all been uploaded within the last 2 months. The oldest video (No. 5) was published on the January the 9th of 2020. This was to gather up to date content. But video 5 is a look how his content has shifted from last year. When it was published at the beginning of his channel's development. Finding the changes he made in the last year during his audience growth might give me a solid direction to take my channels design and content. if you view the videos yourself, please watch them from the beginning. All links to the media I looked at is posted in the top left. The videos I watched, ranked by most recent on Tommo F1's channel: 1 - (His most recent video as of 28/01/2021) https://www.youtube.com/watch?v=b1v3fecl Hcg&t=186s 2 - https://www.youtube.com/watch?v=TU6_BSr vaHs&t=717s 3 - https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s 4 - https://www.youtube.com/watch?v=TYx2C8 NjDXs 5- (The oldest video I reviewed as of 28/01/2021) https://www.youtube.com/watch?v=64- rzCMQsug&t=2s
  • 106. Primary Content – Video 1 Before watching videos, the thumbnail and title is the most important part considering it is what the viewer must be interested in to click on and watch. similar to a title on a front cover of a magazine, the thumbnail and title is used to create a picture and advertisement of the video's content. It needs to create as clear a picture as possible for the viewer. the title must be short and to the point. You can see that the title even gets cut-off on my screen when viewing at 100% zoom on YouTube. Like a magazine, the title references key known nouns in the F1 sport. Names like "Cognizant" and "Aston martin." To give some context, these names that are new to the sport from 2021, having invested in the Racing Point F1 team last year. For an F1 viewer, this video will be enticing because not many people currently know of the brands "Cognizant" or the " Aston Martin" team. Viewers up until watching this video will most likely know one fact about the brand Cognizant. And that it is appearing on the Aston Martin F1 car for next year as a title sponsor. Because of this lack of information surrounding the brand, Tommo needs be to be careful of the fact that viewers watching will not know much, if anything about Cognizant. All this is in consideration to the portrayal of the video to the viewer, without needed the viewer to even start watching. Respectively, the thumbnail is of higher importance to the viewer, because not everyone will read the title. People generally will only read the title if the thumbnail looks interesting The title itself is designed to include as many loose terms as possible. This is so that the video appears in as many searches as possible. Video flashy thumbnail and title. Shows the Aston Martin team car. References to Cognizant. Clearly displays video subject. Asks a rhetorical question to entice the viewer in. Rhetorical question. As if to display that the video will explain this to the viewer Video 1 - "Who are Cognizant? Aston Martin's Brand- New Formula 1 Title Sponsor" https://www.youtube.com/watch?v=b1v3feclH cg&t=186s
  • 107. Primary Content – Video 1 The first 5 seconds has visual references to the Tommo F1 brand colours. Opening with a full pink screen, naturally shifting to the channel's logo, then transitioning to a full shot of Tom McCluskey himself. Just observe how the first opening shot that you see of McCluskey is of him waving to the camera, a friendly gesture. Communicating the interaction of personalised friendliness. Because people will watch this content by themselves, McCluskey will be waving to the individual viewers as they watch the video. First frame of the video begins with the iconic pink of the channels brand. Transitions include his logo. Notice how the transition is smooth and consistent with the other transitions before it. McCluskey looks inviting with the natural facial expressions he is displaying.
  • 108. Primary Content – Video 1 As a solo Youtuber, Tommo must play to his strengths. He does this by opening with a personalised start of the video. Beginning with the casual subject that he got a haircut in the time between his last video and this one. By referencing the fact that he cut his hair himself, he is showing how he is coping in these times of lockdown. A relatable subject for many viewers across the globe. Early of last year, it was common to see many people in all communities around the globe cutting their own hair so that they didn’t have to go out to a hairdresser to reduce the chances of catching Covid. Showing the viewer that Tommo also did this shows the casual nature of his channel. The way he wants to be seen is normalised and laid-back. He only talks about this relatively meaningless subject for 20 seconds, but it establishes the laid-back nature of McCluskey's videos. Notice how the transition is smooth and consistent with the other transitions before it. McCluskey looks inviting with the natural facial expressions he is displaying.
  • 109. Primary Content – Video 1 The first seconds of a video on YouTube is the most important part for viewer retention. The article by Stone's Throw Media https://www.stmedia.co.uk/faqs/first-15-seconds- of- video/#:~:text=The%20first%2015%20seconds%20of%20 video%20is%20your%20opportunity%20to,a%20reason% 20to%20continue%20watching explains that the first 15 seconds a creator should design the video to "grab the viewer's attention" and to maintain their viewership. it goes on to explain how youtubers must provide a "reason" for the viewer to watch the video. Tommo uses this time to bond with the viewer, instead of explaining the video content. This comes across as friendly as if McCluskey is in convocation with the viewer. Unlike a conventional video from The Race, where the first 15 seconds in their videos is used to explain the opening context within this time limit. The difference between the two is that The Race is formal and to the point whereas Tommo comes across as natural and articulated.
  • 110. Primary Content – Video 1 The time after the first 15 seconds is also highly important for content creators on YouTube. The time after is used to build more viewing retention. A creator wants the viewer to keep watching, they do this by using phrases like "Stay tuned" or "Stick around." Implying to the viewer, that the video will go onto explain fully, if they wait and "stick around." A hint of F.O.M.O (Fear of missing out) culture involved here, when understanding this phrase. Because if the viewer doesn’t take the time to sit and watch the video to the extent needed to understand what it is explain then they will essentially 'miss out' on what other viewers will take the time to learn. The similarities between magazines and videos about retains viewership is uncanny when you take a second to think about it.
  • 111. Primary Content – Video 1 To keep all viewers on the same level of understanding, Tommo explains the context behind the Aston Martin team until the two-minute mark when he finally mentions the Cognizant name. Keeping viewers informed about the context is key when acknowledging that if a viewer doesn’t fully understand what they are watching then they won't find the same engagement when watching. A channel should do everything with the time available to make sure the viewer has as little unanswered questions as possible through in-depth monologues to the viewer. Tommo provides everything about the context to the Aston Martin team, the people who brought it to the place it finds itself in now, and even family connections within the team. When talking about Cognizant, Tommo provides the area which the business is located financially, where it first originated and even LinkedIn screenshots to imply the massive scale of the company. Providing a well painted picture for the viewer. When watching, I personally had no questions for the video, context wise. The question at hand, followed by a self-question: Directly transitions to: A summery for the viewer.
  • 112. Primary Content – Video 1 Engagement with the audience is commonly found in Tommo's videos. Casual updates at the beginning, the 'jokey' nature of his writing as well as the inclusion of questions like "If you ask me." Building a friendly relationship with viewers is something Tommo is achieving. The question "If you ask me" found (6:40, Video 1) is a prediction that Tommo has of his audience. He knows that the opinionated nature of his videos is one of the reasons why people watch his content. The question is also singular, with the usage of the pronoun "me" is only referring to himself, and himself only. After asking the self-question he goes on to explain his view to the audience. He closes without asking the asking the audience about their own opinions. He could have asked "type your thoughts in the comments" below. This would give and extra layer of interaction which I believe he misses out on. This draws the connection between his videos being monologues and a viewer interaction which is textual dialogues between him and his viewers. The question at hand, followed by a self-question: Directly transitions to: A summery for the viewer.
  • 113. Primary Content – Video 1 Acknowledgement from Tommo to his viewers (like many channels on YouTube) thanking his viewers for watching indirectly is an invitation to return to his channel and spend more time watching his content. Viewers don’t regularly get to this part his videos, as he shows me himself with the average watch-time being six minutes and seven seconds. Videos by Tommo extend further than that. Thanking the viewer is also personalized because Tommo is thanking YOU the individual viewer directly. Tommo: "Average view duration: 6 minutes 7 seconds" Text appears as McCluskey monologs information to the viewer. He focuses on when he says a word for the word to also appear on screen. Notice here, to represent the magnitude of the figure "billion", Tommo crams the number into the whole frame.
  • 114. Primary Content – Video 1 Re-watching the video, I noticed how frequently frames changed every few seconds. From 3:35 seconds to 3:48 words change continuously. His uses the frame as if it was like captions on a video to help people read. However, it creates a different effect for the viewer, words become pronounced, engaging and fluid. Words spoken enter visually until it completes the sentence, which is then finishes and he has already started the next sentence. This quick-fire system is an audible and visual combination of words. The same effect of his speech would not be found in this example if he didn’t include the effect, he has had with illustrating his spoken words. Take for example the first frame at 3:38. He has prepared what he is saying with a script in a section, as he verbally begins to proclaim that "since their foundation in" it takes him to finish this sentence and start reading "1994" for the screen to begin its updating word technique. Before "1994" appears onscreen, the viewer will be verbally and visually aware of the question, as it literally is being asked twice. More interestingly is the "1994" this is more of the technique I was looking for. Each number becomes visible upon being spoken. Tommo will say "Nine(The one appears)- teen(the nine appears) ninety(the second nine appears) four(the last four appears visually)" it sounds like a long process but understand that the screen is updating as he says each independent number in "1994." When watching, Tommo's words were emphasized. The best example of this was at 3:46 when the word "billion" had the whole frame dedicated to it. The fill was inverted so the viewer had to look through the word to see Tommo himself. It really emphasized the point to the viewer that this was a large figure, as Tommo had to dedicate the whole frame to illustrate that fact. It is also more interesting to me as a view then if Tommo had not used this technique. Tommo: "Average view duration: 6 minutes 7 seconds" Text appears as McCluskey monologs information to the viewer. He focuses on when he says a word for the word to also appear on screen. Notice here, to represent the magnitude of the figure "billion", Tommo crams the number into the whole frame.
  • 115. Primary Content – Video 1 Tommo also uses the zoom of the camera to emphasize points and make the frame move while speaking to make it more interesting to watch. From 0:07 to 0:10 the camera zooms in with the convention phrase "everything you can see" to provide an extra level of explanation by giving the viewer restricted field of view (FOV) focuses the view onto Tommo's face because that is the area, he wants to you look while he is explaining his new haircut to the viewer, evidence of this is with what he says "Everything you can see" is intended to draw the viewers' attention to his head as he explains his new haircut. It where he wants you to look while watching this part, no-where else. The frame returns when he says the phrase "[un]'til about there" specifically on the word "There" does the frame begin to expand to the frame he uses commonly for his shots. The amount of verbal, visual and human gestures all in combination emphasize and expand the detail of the miniscule but comical point; that he cut his own hair. There is no direct aid like an arrow or excessive reduction in FOV. The edit looks natural and not overly excessive. Thinking that he could have used visual aids like a flashing arrow to focus the attention, but this would have looked 'tacky' to watch. He used a small technique to large effect. Editing requires the editor to shift the viewers focus without violent techniques (like an arrow). Overall, this technique is entertaining and interesting to watch. Saying "Everything you can …" "...see" Notice also the hand gestures to his head, another level of focus. "...front" a directive of where the viewer should look. "and … [un]'til about there" changing view. This section has so many parts where Tommo is directing and aiding the viewers' attention with the camera and through what he is saying. Camera returns to normal FOV after the point.
  • 116. Primary Content – Video 1 The images and screenshots that Tommo uses don’t just appear in frame without their own slide in effects. The point he is explaining here is about a racing team, the image seamlessly flows onto screen with fluidity. Tommo is using four different edits in this sequence of shots from 0:41 to 0:49. Being: image sliding in, filter over image, the filter dissipates over the car but not background of image, camera blurs, image falls off screen, and camera becomes focused again. The viewer will have their focus shifted in increments. Each time to a different subject. It starts on Tommo himself, moves the attention to the image while also blurring background to draw extra attention to the image, then filter is incrementally/slowly removed off the car only to again focus the action onto that specific subject. image remains onscreen for four seconds only. After which the image falls of frame and camera blur is removed to return the attention back on Tommo again. Seamlessly, the attention of the viewer is directed around the frame without too much known effort from the viewer. The techniques by themselves wouldn’t be as effective, but in combination of all of them brings together subtle shifts in the viewer attention from one part of the screen to the next. the viewer will be glued to the screen unconsciously because of the uses of different focuses. This unconsciousness is the key to this, Tommo has created a subtle yet impactful way of directing the viewer attention. Mentions "Racing point" the image of which will appear in a second. Image comes down, camera shot of him becomes blurred. Branding filter is slowly removed to reveal the image without effects over it. Remains for a few seconds in frame. Image falls off screen as the camera is being focused again. Finally, returns to his camera shot without any blurring effects.
  • 117. Primary Content – Video 2 The rest of the videos, I'm going to explain the similarities and differences between his videos. Straight away, I see the common theme of him using the same intro and outros as in all his videos. This creates brand awareness; the viewer will immediately know what channel they are watching in the first seconds of viewing the video. This is assuming they have watched his videos before. If not and a person is watching his content for the first time, the introduction edit becomes a promotion/awareness of the channel. The viewer, experienced or not should be aware of the creator. Tommo needs to emphasize who created the content otherwise he could lose viewers if he missed this important part out. By including this introduction at the beginning of his videos he creates a visual connection to his brand at the start of every video. No matter the content/context. Video 2 - "I Tried to FIX the 7 WORST Formula 1 Tracks" https://www.youtube.com/watch?v=TU6_BSrvaHs&t=717s Introduction edit always play at the beginning. Intro includes introduction edit from 0:00 – 0:15 seconds. Question of video introduced, as well as context behind the video. Like "dirty air" for example. From 0:16 to 2:17. Tommo provides his opinion as content from 2:18 to 12:28 when he concludes on the phrase: "so there we go." Outro of video is Tommo's final thoughts on subject and thanking viewer for watching. From 12:29 to 13:31, after the outro care appears. Outro card from comes in from 13:35 – 13:48 (end)
  • 118. Primary Content – Video 2 The structure returns; Intro – context – content – outro. Again, this will take less time for him to think about editing if he already understands how the video is going to be laid out. Allowing for more videos in a set time frame. Frequent uploads is something YouTuber's must learn to do, as the algorithm which displays their content favors frequent uploads by a channel. Also, by having more subjects covered, Tommo will attract more viewers because of different searches surrounding F1. Video 2 - "I Tried to FIX the 7 WORST Formula 1 Tracks" https://www.youtube.com/watch?v=TU6_BSrvaHs&t=717s Introduction edit always play at the beginning. Intro includes introduction edit from 0:00 – 0:15 seconds. Question of video introduced, as well as context behind the video. Like "dirty air" for example. From 0:16 to 2:17. Tommo provides his opinion as content from 2:18 to 12:28 when he concludes on the phrase: "so there we go." Outro of video is Tommo's final thoughts on subject and thanking viewer for watching. From 12:29 to 13:31, after the outro care appears. Outro card from comes in from 13:35 – 13:48 (end)
  • 119. Primary Content – Video 3 Video three is a different video to his usual content. A plan from Tommo explaining where he wants to take his channel will be interesting content for returning viewers and fans of his content. New viewers of the channel will not find interest in this content. Because if they haven't watched the channel before, then they won't know who Tommo is and in turn not care about his channel. The video will appeal to the closer audiences to Tommo's channel. Follows the same structure as usual even when the content isn't the same. Doubling down on the idea behind the structure of his videos is for production and quality purposes. He keeps using the same fonts and colour like all his videos. Transitions are also of similar style to all his other video, maintaining theme of his channel. Video 3 - "My Plans for 2021" https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s Only bit of text, it slowly scrolls up and off on the screen. It doesn’t appear when spoken, because it isn't spoken. Content of the video starts from 0:17 and ends at 6:34. Introduction edit, from 0:00 to 0:05. miscellaneous information before the true content. Being from 0:06 to 0:16. Ending edit concludes the video lasting sixteen seconds.
  • 120. Primary Content – Video 3 The objectively different thing about this video is the content covered. As usual, it starts with an introduction edit lasting from 0:00 to 0:05 seconds. The video moves onto the introduction including miscellaneous information he wants to inform the viewer about; it takes Tommo from 0:06 to 0:16. Only 10 seconds to give miscellaneous information to the viewer. And it shouldn't take long, because this information is not what the viewer is watching the video for. The video moved to the content at 0:17 seconds and lasts until 6:34, where he concludes by thanking the viewer for watching. Ending transition from 6:50 to the end at 7:06. This is the time where Tommo recommends other videos to the view. The ending transition always fades into the gray which gets overturned by the pink which again is the branding colour of his channel. It feels like every stage of Tommo's videos includes his colour and style. Video 3 - "My Plans for 2021" https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s Only bit of text, it slowly scrolls up and off on the screen. It doesn’t appear when spoken, because it isn't spoken. Content of the video starts from 0:17 and ends at 6:34. Introduction edit, from 0:00 to 0:05. miscellaneous information before the true content. Being from 0:06 to 0:16. Ending edit concludes the video lasting sixteen seconds.
  • 121. Primary Content – Video 3 What is different about this video, is the amount of camera footage and the lack of visuals. The video itself is talking about HIS channel and so by displaying himself, it shows that HE is the subject. Not other topics like F1. Zoomed in effect used to center focus like last time, common editing technique from which implies added listening/explanation. The viewer is 'closer' to Tommo through the FOV decrease. Video 3 - "My Plans for 2021" https://www.youtube.com/watch?v=bXIjtJTb g9M&t=3s Only bit of text, it slowly scrolls up and off on the screen. It doesn’t appear when spoken, because it isn't spoken. Content of the video starts from 0:17 and ends at 6:34. Introduction edit, from 0:00 to 0:05. miscellaneous information before the true content. Being from 0:06 to 0:16. Ending edit concludes the video lasting sixteen seconds.
  • 122. Primary Content – Video 4 Video 4 - "My 2021 Formula 1 Season Predictions" https://www.youtube.com/watch?v=TYx2C8NjDXs Opinionated content is fantastic for YouTuber's. This is down to the fact that everyone has their own opinions about subjects. No one opinion is the same, unless they are basing an opinion using some other content/social media like Twitter, Instagram or another channels video. one technique seen regularly, is the referencing of one channel by another in a video, or on social media. I spoke about this before when I found examples of Tommo collaborating with other youtubers similar. Having connections between channels will connect viewership's to the whole market. And connecting the viewership will promote the respective channels content in viewers homepage if the video includes a channel that viewer is already interested in. I bring a prime example of this, with Josh Revell's channel and Tommo's channel. Where viewers of Josh Revell might be interested in Tommo's video because the video include a channel they already enjoy. When searching F1 predictions Tommo's video appears as the sixth result. A highly populated market for this subject. Example of Josh Revell and Tommo collaboration. "ft. Josh Revell" is in the title, so that anyone searching "Josh Revell" for his content, might also see this video by Tommo. Tommo - "Average view duration: 6 minutes 7 seconds"
  • 123. Primary Content – Video 4 Video 4 - "My 2021 Formula 1 Season Predictions" https://www.youtube.com/watch?v=TYx2C8NjDXs Moving on, the video itself is (like most of Tommo's content) opinion orientated. Using determiners like "My" in the title, will show the viewer the videos intention from Tommo to explain his opinion and reasons behind them. As we can see, this content is popular in regard to "F1 predictions" when I typed the phrase into YouTube and Tommo's video (the one I'm reviewing currently) is the sixth result. When searching F1 predictions Tommo's video appears as the sixth result. A highly populated market for this subject. Example of Josh Revell and Tommo collaboration. "ft. Josh Revell" is in the title, so that anyone searching "Josh Revell" for his content, might also see this video by Tommo. Tommo - "Average view duration: 6 minutes 7 seconds"
  • 124. Primary Content – Video 4 Video 4 - "My 2021 Formula 1 Season Predictions" https://www.youtube.com/watch?v=TYx2C8NjDXs The video takes on the normal style of video from Tommo, including images talking about the subject, the same font, style and colours he always uses. Re-enforcing the brand. Like always, the video starts with the introduction edit, lasting five seconds (0:00 – 0:05). Introduction is quick again, not to waste the viewers time, lasting from 0:06 to 0:34 seconds, and after it transitions over to the content. The video is longer then average for Tommo, who regularly aims for the ten-minute mark. The is down to how long the average viewer watches his videos, so he won't want to make a video which won't be watched by most of his viewers. The average watch time (reminding you) is "6 minutes and 7 seconds." Tommo knows that after this time, 50% of his viewers have stopped watching: on average. When searching F1 predictions Tommo's video appears as the sixth result. A highly populated market for this subject. Example of Josh Revell and Tommo collaboration. "ft. Josh Revell" is in the title, so that anyone searching "Josh Revell" for his content, might also see this video by Tommo. Tommo - "Average view duration: 6 minutes 7 seconds"
  • 125. Primary Content – Video 4 Overall, this video doesn't sway much from his typical videos. And as explained before; this isn't a bad thing. It's good to re-enforce the brand structure and style. He carries over the style of the channel when representing everything from: other brands images, text, questions Etc. I want to bring that towards my idea. Even small things, like logos from companies, have a twist only seen on his channel. A typical F1 viewer will still recognize the brand, but as I said; he has applied his own style on top. This is where viewer might look after finishing. Definitely intended by Tommo.
  • 126. Primary Content – Video 4 The content of the video lasts from 0:35 to 14:58 where he concludes on asking the audience to give their own opinions on the topic. I'll talk about that when concluding his video content research. It finishes with a longer than usual ending edit. Lasting for 29 seconds from 14:59 when the transition begins and ending on 15:28. Having an ending card which is longer, gives more time for the audience to process what they have just heard. The ending card is about 50% longer than other I have reviewed on Tommo's channel thus far. It provides the viewer ample time to interact with the channel, by either browsing videos in their video feed or by commenting like Tommo requested. He deliberately prolonged the ending card so that the viewers will have more time to interact. This is where viewer might look after finishing. Definitely intended by Tommo.
  • 127. Primary Content – Video 5 Video 5 - "Why is Nicholas Latifi so RICH?!" https://www.youtube.com/watch?v=64-rzCMQsug&t=2s The last video I'm reviewing is the most successful video on his channel. Currently sitting at 639,208 views (29/01/2021). Videos around this time is when Tommo's channel saw the most growth. Being an older video on the channel, Tommo won't have the same impactful feel of Tommo's modern content. the video was released on January 9th of 2020. Here you can see some of the impact on his subscriber growth because of the success around the video as it began to gather traction a few months after release. 0:00 seconds of the video. The thumbnail is one of his best, as evidence of the views it received.
  • 128. Primary Content – Video 5 Video 5 - "Why is Nicholas Latifi so RICH?!" https://www.youtube.com/watch?v=64-rzCMQsug&t=2s Amazingly, the first change is in the very beginning of the video, as it lacks the initial edit sequence found at the beginning of his videos. Instead, it is replaced immediately by an explanation of the true content. This means that Tommo also skipped the miscellaneous information commonly seen at the beginning. Video 5 lacks the initial emotion Tommo creates using the time it takes for him to explain miscellaneous information. However, this system aids the view. After clicking the video, they immediately get greeted by what they wanted to watch. For Tommo, I don’t know if this is a good or a bad thing. He needs to promote his channel in the little time he has at the beginning. But it is good for Tommo, because there should be increased viewer retention because the content that the viewer is clicking for, is immediately begun to be explained. the video was released on January 9th of 2020. Here you can see some of the impact on his subscriber growth because of the success around the video as it began to gather traction a few months after release. 0:00 seconds of the video. The thumbnail is one of his best, as evidence of the views it received.
  • 129. Primary Content – Video 5 Video 5 - "Why is Nicholas Latifi so RICH?!" https://www.youtube.com/watch?v=64-rzCMQsug&t=2s The thumbnail for the video is one of his best. It clearly shows (what at the time) the new driver "Nicholas Latifi" up until his last year in F1, the majority of viewers had no prior knowledge surrounding him. The thumbnail does the job of mentioning the new driver "Latifi" in the title and asks the viewer "Why is" he "So RICH?!" Emphasis on the adjective "RICH" by being in bold capitals, in the thumbnail and with the image of lots of money behind the driver. As if to display his wealth to the viewer. The money is so impactful, it even glows on top of Latifi. The thumbnail does however lack an image of Tommo. No visual aid to the creator of the video. the video was released on January 9th of 2020. Here you can see some of the impact on his subscriber growth because of the success around the video as it began to gather traction a few months after release. 0:00 seconds of the video. The thumbnail is one of his best, as evidence of the views it received.
  • 130. Primary Content – Video 5 The next obvious standout is the lack of a camera. I'm guessing that Tommo was camera shy as he was just starting out this channel at the time. Instead of having camera footage of himself, Tommo puts extra attention towards the visual aid to expand on his points. Hand gestures, facial movement and overall body language was lost with the reduction of the camera. But it is made up with the vast amount of editing. This shows me that one of the main reasons why he uses a camera, is to reduce the amount of time and effort he needs to invest into his videos, if he uses a camera. Otherwise, the video produces content in essentially the same way, by having words pop on screen, images slide in and the pink remains to be the colour of choice (even this early in his channels career). He does state in the video at 6:02 that the video was "easier to set up." This for me translates to the hassle he must go through when setting up his camera. However, I bet he noticed that the video took longer to edit, due to the lack of the camera. Observe the placement of recommended videos initially being on the left and moving to the right in later videos. Because the viewer attention after a video will most likely divert towards the left to look for a new video to watch in their feed. While watching in default view of YouTube.
  • 131. Primary Content – Video 5 Because the video lacks the initial start his videos normally have, the overall length is cut down to 5:48. This critically is below the average watch time of viewers (6 minutes 7 seconds) meaning more viewers will watch the full video to the end. Another aspect Tommo had not established at this point, was the ending card. In this video, he uses most of the time at the end (from 5:48-6:27) to give his closing thoughts like usual. However, he only leaves the final ending card onscreen for four seconds from 6:29 to 6:33. This leaves the viewer only FOUR seconds to browse the comments and other videos. You can see the innocence and purity of this channel's beginnings, clearly it is an aspect Tommo didn’t consider until later. When he began to extent this to 15-30 seconds long. Also, the ending card had no channel advertisement seen on his other more recent videos. Just a single waving emoji to encourage the viewer to leave the video. The recommended video and channel icon is far to the left. Tommo realized that viewers would be looking to the right and bottom of the video. Observe the placement of recommended videos initially being on the left and moving to the right in later videos. Because the viewer attention after a video will most likely divert towards the left to look for a new video to watch in their feed. While watching in default view of YouTube.
  • 132. Primary Content – Video advertisement Tommo doesn’t really advertise on his channel to the same extent as news organizations like Autosport. This is because he doesn’t want to push viewer's opinion of him to be a 'sell-out.' The one brand he has allowed advertisement from is "Squarespace." A website builder. Squarespace appears on many different varieties of channels, so it to appear on Tommo's channel doesn’t provide much of an effect on his audience. Viewers won't care that Tommo shilled out to a brand like Squarespace. He has a few videos with the brand advertise, but it's by no means a common theme to see them in every video from Tommo. A video where the advertisement appears: https://www.youtube.com/watch?v=D_RkGm WiyN0&t=1s
  • 133. Primary Content – Videos Conclusion Overall, the structure I notice while watching the video takes a certain path. Begins with McCluskey's opening card, displaying his logo and colours immediately to the viewer. Next, he establishes the context, making sure to fully explain everything behind a situation, to not allow any viewer to be uninformed. Following up next with the meat of the content, usually taking from 5-8 minutes depending on the length of the video. After which it closes with him thanking the audience for participating with the channel. A simple yet effective layout. Allowing Tommo to have full control over the viewers' attention in that short period of time. The idea behind having similar structures between videos will aid the production time taken for each video. Because Tommo has a plan even before researching, means that he can prepare what is going to appear, cutting the time taken on restructuring each video independently. Reducing the time it takes to produce a new video for his channel. A structure which the viewer can also become accustomed to. Asks the question of the video, commonly has title card to accompany his voice. Each image is an Example taken from different videos to show what I mean Video's true content is here in the structure. Commonly used questions to generate viewer interaction. Just to be clear, The blue was the theme of the video, not seen in any other video. Closing camera shots. Final screen Opening camera shots
  • 134. Primary Content – Videos Conclusion Laying out the structure used by Tommo, we gather a clear image of the repeating colours he uses. As a colour, pink represents a "Joyful" and "Creative" mood as explained in the article by VeryWell mind (https://www.verywellmind.com/the-color-psychology-of- pink- 2795819#:~:text=Color%20psychology%20suggests%20tha t%20different,all%20things%20feminine%20and%20girly). Moods which I can say are replicated in the videos that McCluskey produces. McCluskey creates a brand with this colour, used profusely across everything from his logo icon, to the transitions in his video. Whenever a viewer is interacting with the Tommo channel, be it browsing his videos, to watching one. Viewers will repeatedly see this colour. What I notice about his colour is my unconscious connection to it. It took me to evaluate the videos by Tommo to understand this underlying connection my brains has with this colour and his channel are intertwined. I don’t even have to look at the title of a video in my feed to know that it is one of his videos, purely down to the colour. A fantastic use of subliminal messaging which I'd love to replicate with my brand. Asks the question of the video, commonly has title card to accompany his voice. Each image is an Example taken from different videos to show what I mean Video's true content is here in the structure. Commonly used questions to generate viewer interaction. Just to be clear, The blue was the theme of the video, not seen in any other video. Closing camera shots. Final screen Opening camera shots
  • 135. Primary Content – Video Conclusions Tommo has consistent fonts, styles and edit which are cross-video. First to establish unconscious likes to these factors for the viewer. And next to cut production time so he doesn’t have to create new different font, style, edits Etc. For each new video. He can just copy past the same techniques he creates for each new video. The one usage I found of this font in a video. Video with different font: https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s The normal font which he uses.
  • 136. Primary Content – Video Conclusions The font choice of Tommo is rounded and relaxed (the usage isn't relaxed however). Fonts have the ability to change the emotions created when read. An article by Digital Synopsis https://digitalsynopsis.com/design/font- psychology- emotions/#:~:text=Serif%20fonts%20portray%20tradition %2C%20sophistication,%2C%20classic%2C%20stylish%2 0and%20formal. explains that it is "imperative" to find the "intended tone and communication" the font displays. A font ("Rounded or Bubble") similar to Tommo's, is described as "Sociable," "Fun" and "welcoming." Traits which I believe carries over to Tommo's style of videos. He builds on this font with the different ways he brings it into frame. Like when he reveals words when spoken, or when they slide on screen. Also occasionally adding an italic twist, to simulate the text is in motion. The font choice greatly reflects his F1 content. Personally, this font is perfect in how it represents information clearly and builds upon his brand appearance with the number of times he uses it. The one usage I found of this font in a video. Video with different font: https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s The normal font which he uses.
  • 137. Primary Content – Video Conclusions I found one example where he used a different font the font appears more authoritative and logical. Only using 90-degree angles unless it couldn’t, like with the letter V. having access to a few different fonts will allow to use text to represent emotions and in a sport like F1, emotions change quickly. Lastly, to include viewer interaction Tommo will use polling services found on social media. I have only seen him use twitter for this but twitter itself is a social media based around opinion, so it would make sense for him to use it for polls. But what poll do for Tommo, is give an insight into how his audience's opinion might differ to his own. The audience would pick up on this interaction especially if they answered the poll before the video, as if they contributed to the video in a way, by giving their answer to Tommo's question. The one usage I found of this font in a video. Video with different font: https://www.youtube.com/watch?v=TYx2C8NjDXs&t=1s The normal font which he uses.
  • 138. Secondary content Being a solo channel, Tommo has no other areas of focus, other than a podcast, which he puts on his YouTube channel anyway. His common demographic is watching his channel for his opinionated YouTube content, and he treats the podcast as a secondary venture. The earliest podcast he created was on 5th of March 2020, a few months after he began investing time into the YouTube platform. Being a secondary focus of Tommo's, there clearly are more normal videos on his channel, and he uses the podcast to interview specific people and channels to collaborate with them. As mentioned previously, if a video has a collaborator with an individual previously watched, they might watch the podcast/featured video because they are already familiar with the collaborated channels content and opinions. This for Tommo will boost the chance of attracting new viewers from other channels. He also hosts his podcasts on other platforms, to again reach the market to each respective platform. Some people prefer to watch and listen on platforms other than YouTube.
  • 139. Social Media Activity Relating the idea that Tommo's channel is a solo venture, he doesn’t have the human resources to expand his influence over social medias like Twitter, Instagram or Facebook. Instead, he uses these platforms for personally use, and that is respectable. His Twitter and Instagram activity are naive and personal to his character. Take note of the fact, that his twitter is the only real account on social media which links back to his main content on YouTube. I feel like if he promoted his content in these areas, he might find some extra attraction to his videos from these markets.
  • 140. Email to the channel owner 25/01/2021
  • 141. Email to the channel owner 25/01/2021 (enlarged text) "Hi Tom, Excuse my embarrassment reaching out to you, it's my first time doing this. I'm a Media Studies student at York college and viewer of your channel from early 2020. I'm currently starting my Final Media Project (FMP) for the course and have chosen to feature your channel. I am trying to gather data about your audience e.g. via the Comments section and Social Blade. There is only so much information an outsider can get, so I was wondering if it would be possible to observe some of your analytics and use it in my research. It doesn't have to be current information because I understand that its personal to your channel and income, but anything showing audience data would be perfect. My FMP will be posted publicly to a website to be assessed and evaluated, so this data won't be common knowledge or actively promoted. I'd be happy to send you my FMP when it's completed if you'd like. Keep the videos coming my man. Cheers Dan Morland Second year media student @ York college - https://www.yorkcollege.ac.uk/ "
  • 143. Email response 25/01/2021 (Enlarged text) "Hey Dan, This sounds wicked man, happy to help! What data are you looking for exactly? If you've got specific information you're looking for, I can pull it out. Here's a few figures I thought might be of interest. These are all figures pulled from the full life of the channel, so since August 2019. Overall channel views: 12.3 million Overall watch time in hours: 1.3 million Average view duration: 6 minutes 7 seconds Top 10 country geography split: UK - 21.8% USA - 13.4% Netherlands - 5.4% Germany - 5.1% Australia - 4.9% India - 4.3% Canada - 3.7% Indonesia - 1.8% Sweden - 1.8% Italy - 1.8% (Continues next slide)
  • 144. Email response 25/01/2021 (Enlarged text) Percentage of subscribers with notification bell switched on: 12.9% Percentage of viewers not subscribed: 62.6% Percentage of viewers male: 94% Age breakdown: 13-17 - 6.8% 18-24 - 39.5% 25-34 - 32.5% 35-44 - 10.7% 45-54 - 7.4% 55-64 - 1.8% 65+ - 1.3% That's everything I can think of, hope it helps and best of luck with the FMP! Tom McCluskey Graphic Design / Photography / Animation / Video www.tommccluskey.co.uk "
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