You can work on the syntagmatic line as you suggested it. You could also opt for the paradigmatic dimension Newspaper/ magazine are treasures of linguistic clusters linked to mythological codes.
the relations between images / texts, the lay out , redundancy, distortion? The semiotic is also to be taken into account.
Lexicology is a hint too ( levels - loanwords)
The magazine as an object internal links ( phoricity... )