Brief

Secondary target audience – Northern Echo readers

High production and editorial values.

Community spirit upheld by use of local advertisers.

Client Research

Things that need to be considered…

Secondary audience of Northern Echo readers – this will affect content and aesthetics.

The use of only local advertisers – this will affect which potential advertisers are chosen.

High production and editorial values – this will raise costs of production.

Weekend supplement strategy – this will affect print numbers and raise the costs.

Client Constraints

Alternative Women’s lifestyle

There is a gap in the market for alternative lifestyle magazines aimed at young

people.

Genre Research

New and successful alternative lifestyle magazine.

Influences:The Simple Things

Influences:Psychology Today

All articles are backed up by facts and research – they are not all ‘self help’.

Not a ‘soft’ approach like most typical women’s lifestyle magazines.

Genre Research

Both successful magazines – one is only recently established.

The Simple Things shows new alternative lifestyle magazines are viable and potentially successful.

Target Audience: Females/17-24 Year old/ABC1

• Aimed at ABC1 but is applicable to the life of 17-24 year olds.

• Difficult to balance between the socioeconomic groups and the age, as the two things can contradict.

• The issues addressed in the magazine will be ones that affect 17-24 year olds.

• Articles will be written in a style to suit ABC1.

Audience Research

Mock Ups

Mock Ups

Audience Viability

Factual article Least popular with target

audience Imagery better for this version Layout too simple

Anecdotal & factual article Most popular with target

audience The article is more interesting Best layout – more explosive More easily relatable to

audience

Two different versions were created of the Sociopath article:

Audience Viability

More relatable and interesting“ ”

Commercial Viability

Personnel Hours needed Freelance rate Total cost Additional Notes

Journalists 8 22 £176.00Photographers 16 23 £368.00 Including image editingModels 9 20 £180.00Subeditors 12 15 £180.00Researchers 6 14 £84.00Graphic Designer 4 20 £80.00Image Ediotrs 10 0 £0.00 Included with photographerLighting assistant 6 0 £0.00 Included in studio hireMake up assistants 3 35 £105.00Hair Stylists 3 25 £75.00

Total personnel expenditure: £1,248.00

Equipment Hours needed Hire rate Total cost

Studio space rental: 9 £25.00 £225.00Flash lighting studio kit: 9 0 0 Included with studio hireCamera: 2 days £20/per day £40.00

Total Expenditure: £265.00

Equipment

Personnel

Commercial Viability

17%

4%

79%

Total Expenditure

Editorial PersonnelEquipmentPrinting

Commercial Viability

Total expenditure: £7233.60

Total Income: £6140.00

Profit/Loss: £-1093.60

Advantages of an advertising only model:

Don’t have to charge for the magazine

Don’t have to split profit with retailer

Appeals more to the target audience because the magazine is free

 

Commercial Viability

Distribution

Distributed free within the Northern Echo

Gets distributed all over the North East

Free distribution Guaranteed audience Large secondary audience

ConstraintsConsidering the Press Complaints Commission…

Need to follow all guidelines and rules

Consider the Editor’s Code of Practice

Regulate all editorial content and aesthetics

PCC codes that need to be considered:

Privacy

Harassment

Children

Accuracy

Discrimination

Schedule

Potential schedule problems focus around not enough time for all aspects of production.

Dealt with by…

• Booking extra studio time

• Hiring staff on an hourly rate – work as much as needed

My Product

Simple layout

People-based image on the cover – Sociopath/Martial arts

Reflect target audience

Use a variety of fonts for the different sell lines

Aesthetically pleasing

The Sociopath Next Door Anecdotal article with a

psychological perspective

Informs people of how they can spot a Sociopath from their behaviour

Includes anecdotal evidence so the audience can relate easily

People-based imagery

Explosive layout to represent sociopathic behaviour

White & Black – medical connotations

Orange – gender neutral

Martial Arts For Women

Article highlighting the benefits of martial arts for women

Includes aspects of fitness, social life and safety

People based imagery – all women

‘Elegant but powerful’

Simple and sharp layout

Black & White imagery – elegance

Pink – femininity

First Impressions Article with tips on how to

improve first impressions

Based on Psychological research

People based imagery – all full length images

Explosive layout – all text and imagery intertwined

Text split into different points

More imagery than text

Red & Yellow colours – alarming, bold and bright

Conclusion USP – nothing else like it on the market.

Wanted to create something that was unconventional

Something that is ‘different’ or ‘alternative’ is new and exciting = more attractive

Doesn’t have to compete with existing products of the same genre

Establishing a new magazine

The Simple Things proved it was possible in this genre

What has been created…

An alternative lifestyle magazine

Aimed at 17-24 year olds

Self financed through advertising

Weekend supplement that adheres to all standards of the Northern Echo