Reflection Point : What Have I Learned About Independent Music Magazine Websites?

 Independent music magazine websites usually serve the purpose of extending and reinforcing the brand identity established in the magazine itself as well as using cross-media convergence. The masthead is usually central to the website itself and features in a prominent area of the website usually the primary optical area or at the top of the main page. This allows for instant recognition with long-time viewers as well as obviously linking the website to the magazine which means that the audiences of each media product will transfer over to all other components of the media company. Most music magazine websites feature their current edition in a prime area within the website usually appearing at the top of the main page. This allows for the magazine to engage with users of the website which may increase the likelihood of them purchasing the magazine and contributing money to the brand. A majority of independent music magazines share a similar colour scheme throughout their entire website which makes the brand instantly recognisable for a long-term audience with an understanding of the identity the brand presents. For newer consumers it becomes easily understood and they create a level of recognition with the brand. To emphasise the cross-media convergence, the socials are usually featured at the top of the main page so they are seen by consumers of the website. This increases their likelihood to engage with their social media which spreads their content and brand to a wider audience allowing for them to possibly gain more profits through the increased audience.

Independent music magazine websites appear to have a focus on making sure the website is easily digestible and navigable in order to capitalise on the time users spend engaged with it. The use of a search bar in most websites allows for consumers to specifically find information which appeals to them and may engage them as by seeing content about their interests it may entice them to look into other stories by the magazine. Websites which don't follow these conventions such as 'So Young' use it as a strength making their website easily navigable but making it so users have to view other stories in order to find their interest increasing their engagement and also the chance they will engage with other stories. The websites utilise hyperlinks in order to make the other notable sections of the website stand out to consumers increasing the time they'll spend engaged and captivated with the website increasing the chance they contribute to the brand in any way. The stories on the front page are usually broken down into sections, much like a contents page to make it recognisable, especially for audiences with limited knowledge of technology. This capitalises off of their knowledge of magazine and creates another element of cross-media convergence with the main pages often mirroring the house style used for the contents page. This means that consumers will be able to find their way through the stories in order to find something which interests them, boosting their likelihood to stay engaged with the website and to return to it.

As with most products, magazine websites maintain their focus of gaining a profit which is central to the whole identity and production of these sites. One way that magazines create profit is through physical sales so through the advertisement of the current edition, and often past editions, they maximise the viewership their product will receive increasing the chances that consumers will purchase it. The other way they can gain profit is through advertisements which are used throughout all of the websites. These usually have a link to the interests of those who would be engaged with the website and feature in prominent spots in order to entice brands looking into advertising. Independent music magazines also consistently advertise their subscription services, whether this be on advertisements or by placing them in prominent areas which attract the attention of viewers. This allows for them to maximise the number of readers who will purchase a subscription which again provides a boost in their profits which is a primary aim of the entire company not just the website.