The Merseymart: Analysis.

Merseymart

The second paper I will analyse will be the Merseymart. This is a free local newspaper. I have chosen this as it is yet another local paper and with analysis, I will be able to examine not only the conventions of a newspaper but also, that of a local one.

The masthead is similar to that of the Echo’s, it is located at the top left of the front page and is a reasonable size, using the colours red and blue. The colours seem to be a typical convention of newspaper titles, which could be due to the Liverpool and Everton colours representing the local city's football clubs. It could also suggest that the colours are being used to purely attract the eyes of readers with its bright colours.

The paper displays necessary information such as publication date and the price which stands at FREE.

Below the masthead and details, there is a large image of what looks like a disastrous earthquake scenario. The story on the other hand explains that the earthquake was part of an exercise used to train firemen. The editors have used the image to attract readers to the paper. The image however, presents to readers a realistic disaster that will immediately attract the readers. The column for this lead is situated in a small box to the left and after reading; the dramatic story represented by the image unfolds.

It is then overruled by an immense white on black headline;

Splashing out over flood hell.

The headline becomes the next important feature of the paper visually drawing readers to the next news story which appears to be the lead story as it has more columns and a sub heading;

City to spend £500k on improving underground waterway.

However, with the news story using a vast amount of space, it only uses a minor sized image of a car splashing through what looks like the flood that the headline speaks of.

There are then three different advertisements located on the front page, two at the bottom and one in the top right. The adverts all target various ages and categories of audience.

-The first advert, located at the top right, is for a mobility shop including stair lifts and scooters, this advert directly targets the older audience or in certain cases, disabled people.

-One of the bottom two adverts is for a theatre art school for 4 to 16 year olds. This evidently targets families, and/or the parents who have young children.

-The final advert is for solicitors which would be intended for adults, preferably, those that work as the heading of the advert reads; Had an accident at work?

Overall, the front page tends to target a wide amount of readers. It also uses imagery to attract its readers and in the case of the Merseymart, it uses a white on black headline which goes against typical conventions of newspapers, compared to other newspaper that I have looked at.

The contents of the first page display about a third of the page on contacting the Merseymart for the use of advertising, distributing etc. The middle column of the page, also the largest column, is a news story on the TV show; The X Factor, which is very useful for entertainment purposes, however does not provide local news. In the case of the second page, it is very practical and encourages fans of the popular show to read, and then read on. The final column is split into five fillers which provide minor local news stories.

Another local newspaper which is also free is the Knowsley Challenge, however, this is useful as it is located for access at my college. I will collect a copy and analyse it.