Pitch done

Alternative culture magazine

“”

You have been commissioned by the northern echo to

produce a new magazine or newspaper product. Your

product could be in any style or genre but it must be self

financed through sales or advertising. You must also

produce your magazine for a specified audience segment

within the 16-25 age group.

Scout BRIEF Scout BRIEF

Meeting This Brief Scout BRIEF Scout BRIEF

The socioeconomic groups it is targeted at is BC1C2, overlapping The Northern Echo’s target of ABC1. Matches the high quality and standards of publishing that the Northern Echo upholds. Alternative Culture genre and the relevant content appeals to young people aged 16-‐25. The magazine I have created will be self Jinanced through advertising, creating a proJit. I have ensured my magazine is suitable for The Northern Echo Readership

Alternative culture

Scout Genre Scout Genre

Why alternative culture?

I am passionate about the contents alternative culture covers and writing about topics which will allow me to produce a successful product. A genre that is not usually covered for my target audience and therefore there is a gap in the market. I have an interest and good knowledge of local art and music. A more artistic and photography based magazine would be enjoyed by young people. Alternative culture is usually targeted at and older audience with a higher income.

Unique Selling Point Scout offers their readers content based around their interests in alternative fashion, music, art, writing, Jilms and events. Scout stands out from other Alternative Culture magazines because it offers content to a lower socioeconomic group and content that is accessible to people in the local area that the Northern Echo publishes in.

Scout BRIEF Scout BRIEF

target audience •  Age: 16-‐21 •  Gender: 60% Female, 40% male •  Socioeconomic: B, C1, C2 •  Tribe: Creative, Young Alt and Activist •  Education: College or University •  Employment: Part time or other low

income job. •  Interests:

Scout AUDIENCE Scout AUDIENCE

AUDI

ENCE

PR

OFIL

E


Secondary Audience The Secondary audience of my product is Northern Echo readers, along with my target audience’s family or those they live with. This means that the content must be

approved of by these people too, meaning that my articles must include:

•  No offensive taboo language •  No nudity •  No inappropriate content


How it will be tailored to my audience Scout AUDIENCE Scout AUDIENCE

Independent Press Standards Organisation

The IPSO replaced the Press Complaints Commission in 2014. They created an Editors’ Code Of Practice, referencing topics such as accuracy, harassment and privacy. All publications must follow these rules to ensure content is produced ethically. I will ensure I uphold them by following 5 Golden Rules:

Scout Constraints Scout Constraints

Golden Rules

1. Be honest and transparent 2. Create articles ethically 3. Source images in a fair way 4. Promote equality 5. Uphold the privacy of people I use to create content

Scout Constraints Scout Constraints

Mini focus group feedback

Good relevant title, that

gains the audience’s interest.

The lack of sell lines makes it hard to

tell the genre of the magazine or what it

includes.

The idea of promoting local art

and fashion is unique and

appeals to me.

Scout feedback Scout feedback

“ “

“

” ”

”

I tested my magazine idea to see whether it appealed to my target audience and improve it. I did this by explaining my idea, genre, target audience and ar;cle ideas to people and asked for their feedback and opinions on them, comments included:

Genre Research Scout Genre Scout Genre

Genre Research In-depth Scout Genre Scout Genre

Simplistic logo, allows for focus to be on imagery.

Two colour scheme Left aligned sell lines Close-‐up photography + young model that the audience are likely to know

Only 3 different fonts, adding to minimalistic appearance

Image to text ratio = 50:50

Branding

Q&A style article Quote break-‐out box

Simplistic masthead

Short Kicker

Range of imagery styles and angles

Genre convention

Doing this genre research had these effects on my product: •  I plan on following the idea of a simplistic

layout; through a minimalistic range of fonts and colour scheme

•  Use quote break-‐out boxes to make layouts more interesting

•  I will have an almost equal text to image ratio

Scout Genre Scout Genre

Aims of magazine •  Inspire my audience’s interests

•  Cover a range of contents under alternative culture to suit all of my audience

•  Inform them of local events

•  Push my audience to explore what’s available to them for their interests in music, art, fashion and much more

•  Inspire my audience to explore culture in the North East

Scout Contents Scout Contents

Simple and easily memorable Explorer connotations, allow the reader to Jind things they otherwise wouldn’t have Short, 5 letters like DAZED and Wired Original, not too generic.


Regulars Scout Contents Scout Contents

Features

Fonts Masthead: Bebas Neue Sell line: Felt Pen Sams handwriting

Headline: Bebas Neue Felt Pen Kicker: Abadi MT Condensed Light Article body: Cambria Math


Colours

Mock Ups I created two mock-‐ups to show different ways I could create my double page spreads in order to give the to my audience and get feedback. I gained this through doing a focus group with 8 people aged 16-‐19, 3 of which were male and 5 female. Additionally they all identi=ied with the tribes; Young Alt, Activist and Creative.



Positive Feedback “The gems on the model’s face stand out and remind you of the brightness of aspects of a festival” “The images look like pictures you’d take at a festival, these are the kind of photos you’d take with friends which makes it relatable” “The amount of columns works well with the text inserts and subtitles” “The article is not so informational that it’s boring because it has bits of humour spread throughout that will keep the audience entertained”

Negative Feedback “Brighten the colours of the bubbles” “These subtitles should be in the same font as the masthead or kicker” “I think the second image, with the bum bags, could be more interesting as the Jirst is active but that one’s not as interesting”


Positive Feedback “The imagery looks fun and is appropriate to the title” “There’s bits of the article where you can tell you’ve been to a festival because you mention bum bags and wellies, like you say ‘there’s always one person who doesn’t bring wellies’ and it makes you think yeah I should really take them.”

Negative Feedback “I’m not too keen on the layout, I think the collaging of the images makes it look too busy” “For a unisex magazine, the colour scheme is quite feminine” “You need to integrate the text within the imagery”0

Cover Style Imagery Ideal, relatable, close-‐up, model based, links to content. Layout Minimalistic, few sell lines, alternative. Colours Summery with disposable/polaroid camera style Jilters and tones, no obvious gender connotations. Fonts Masthead: Bold, all caps, branded font and layout.

Sell lines Easy to read, simplistic, modern.


Contents Page Style

Layout Central, small main text and page numbers large on the left side. Colours Black, White and Burgundy. Fonts Small serif for main central text and larger sans serif on the left, both modern and easy to read.


Festival Survival Article Style Imagery Relatable, Ideal, Candid, Model Based, Links to festival theme.

Layout One page is image, one text, 4 columns, quote inserts.

Colours Festival colours that link with imagery.

Fonts Simplistic, focus on imagery and article, bebas neue, cambria math.


Interview Article Style Imagery Relatable, candid, model based, of people mentioned in the article.

Layout One page is image, one text, 4 columns, quotation marks surrounding main body of text.

Colours Pink, black and white.

Fonts Simplistic, match branding of magazine, bebas neue, cambria math, felt pen.


Magazine Recommendations Article Style

Imagery Object based, links to text, polaroid frame and different Jilters.

Layout One page is image, one text, polaroid frame around relevant items.

Colours Burgundy, black and white.

Fonts Simplistic, match branding of magazine, bebas neue, cambria math, felt pen and sams handwriting.


Budget magazine

Free

60 pages long

40:60 advertising to contents ratio Low quality,

thinner paper

Full Colour

Scout Expenditure Scout Expenditure

A4

Magazine Quality conclusions I am creating a budget magazine, which will have these effects on my product: •  Length: 20 page magazine •  Size: 210 x 297 mm (A4) •  Type: Uncoated •  Price: Free •  Advertising: 35% •  Distribute: 33,000 •  Distribution: Fortnightly with Northern Echo


Printing costs Scout Expenditure

Scout Expenditure

Personnel Rates

Personnel

Journalist Photographer Model Subeditor Researcher Lighting Assistant Make Up Assistant

Freelance Hourly Rate

£13 £30 £26 £15 £7 £7


Personnel Expenditure Scout Expenditure Scout Expenditure

9%

15%

51%

14%

6% 3%

2%

Journalist Photographer Models Subeditor Researcher Lighting Assistant Make up Assistant

Equipment costs Equipment

Studio Space Flash Lighting Kit Camera Additional Lens Hire Indemnity Insurance Travel

Rate

£20 (Hourly) £125 (Daily)

With Photographer With Photographer

£100 (Daily) £45 (Hourly)


Equipment Expenditure

20%

36%

21%

23%

Studio Flash Lighting Insurance Travel


Total Expenditure Scout Expenditure Scout Expenditure

30%

14%

56%

Editorial Personnel Equipment Printing

Total Expenditure: £10,033.10

Rate Card

Double Page Spread -‐ £3850 Full Page -‐ £2000 Half Page -‐ £1050

Quarter Page Strip -‐ £650 Quarter Page -‐ £500 Eighth Page -‐ £320

ClassiJied Column -‐ rate per cm -‐ £20

Cover Positions: Outside Back -‐ £2900 Inside Front -‐ £2500 Inside Back -‐ £2100

Inserts-‐Per 1000 -‐ £90

SCOUT INCOME SCOUT INCOME

Income through advertising SCOUT INCOME

SCOUT INCOME

21%

19%

16%

44%

1 Back Cover 1 Inside Front Cover 1 Inside Back Cover 3 Full Page

Total Income: £13,500

Profit

£3466.90

SCOUT INCOME SCOUT INCOME

Thank You.

Art & Photos

Pitch done