I have chosen the genre of Jazz to base my magazine on. I have decided to name my magazine ‘Lounge’. I chose this brand name because when I think of jazz I think of the downstairs lounge to a club, with dark red and black low key lighting. With this image in my head, I will base my magazine with dark colours and a cool and calm theme and this will be my USP. The uses and gratifications of my magazine will aim to entertain and inform my customers while containing plenty of interviews to give a sense of social interaction, and my magazine will also be used to influence the personal identity of a reader as they will potentially inherit new characteristics through the reading of my magazine.  I will include lots of photos and advertisements to appeal to readers of most ages although the jazz genre mostly attracts individuals over the age of 40. I will include the views of critics in my magazine to appeal to the older generation. My mission statement is:

‘Lounge aims to satisfy and bring together jazz enthusiasts from all over the world. We keep you up to date with the latest news in the jazz world while including plenty of interviews and reviews to keep our audience interested. We will bring together jazz fans from all around the world to create a safe, comfortable and relaxed community for fans of Lounge to provide them satisfaction’