The magazine’s masthead or logo is placed in the top right corner of the contents page; this is a common convention of contents pages, as the brand logo will usually appear. The heart that replaces the word ‘Love’ adds a feminine and youthful touch, while the fuchsia pink colour of the heart reinforces and emphasises this. The shape of the masthead/logo replicates that of a speech bubble, but also is very similar to the shape that appears on a smartphone when texting. This continues the youthful feel, will be something that the pre and early readership will be able to recognise and relate to and will represent the magazine’s brand aim to embrace new media technologies in its execution. Font-wise, an uppercase sans serif is used, with a funky variation on the ‘W’, which makes the text more fun and interesting and will appeal directly to the youth audience. As the masthead/logo appears on both the contents page and front cover, this cements We Love Pop ’s brand identity.

The contents page uses the title ‘We Love This...’ at the very top of the frame. The use of ellipsis encourages the audience to continue reading the material presented to them and almost builds up a sense of anticipation. To add an injection of fun, boldness and originality to the title, the ‘O’ is blocked in. This reflects the personality of both the readership and the magazine. The idea is repeated on the words ‘Inside’ and ‘Month’ further down the page, emphasising this idea even more. The wording of the title itself is significant, as it actually almost echoes the sound of the magazine’s name, while the use of the inclusive ‘we’ creates a sense of togetherness and unity between the magazine and readership. Positive connotations, meanwhile, are conjured up by the use of the word ‘love’ and it actively encourages the audience to fall in love with the content and the magazine as a whole.

A starburst in the very top left corner features the words ‘For Your Eyes Only’. This makes the readership believe that the magazine is exclusively, especially as direct address is used via the word ‘your’. The audience will feel special and cherished because of this and this will build up the bond between magazine and readership even more. The effect of this will be strengthened by the fact that this is the first thing they will see, the bright yellow colour, meanwhile, ensuring that it will grab their attention even more.

An editor’s letter, a common convention of contents pages, is placed on the left-hand side. This again will be one of the first things the readership will see, as we read from left to right in Western culture. Alongside the letter is a small image of the editor himself. He points playfully towards the material featured within the frame, actively encouraging the audience to take a good peek and has the same effect as the ellipsis used on the title. Within the letter, the name of the magazine is highlighted in bold to draw attention to it and further publicise the magazine. His name ‘signed’ at the bottom using a script font makes it look like he really has signed his name there, which adds a slight touch of informality and suggests to the audience that these words really have been expressed by him.