Sarah Webster Inspire North East Final Pitch Presentation

INSPIRE Art and Culture magazine based on the

North East of England. Sarah Webster.

North East.

The brief...

‘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 adverAsing. You must also produce your magazine for a specified audience segment within the 16 to 25 age group.’

My client…

I was asked by you, The Northern Echo to; •  Produce a magazine of any style of genre which shall fill a gap in the market. •  Carry out research in order to get a clear understanding of my target

audience. Looking into factors such as buying behaviours, then incorpora?ng these into my product.

•  Create a product which is self financed through sales and adver?sing. Target the; •  16-‐25 year olds •  Readers of the Northern Echo (whom are typically middle aged-‐elderly

individuals) •  Socioeconomic classes A, B & C1.

Audience Profile... My Readers: •  Female: 75% •  Male: 25% •  Average Age: 17-‐ The majority of my readers are s?ll

in full-‐?me educa?on.

Educational Status:

•  Full-‐?me educa?on. (College or University) •  Full-‐?me employment.

Preferred music genres: •  Indie: 33.3% •  Pop: 33.3% •  Alterna?ve: 16.7%

Socioeconomic Classes:

•  A, B, C1. My poten?al readers shall be interested in generally crea.ve topics, I shall appeal to them through the content I include in my product such as; Art, Literature, Music, Current affairs, Fashion, Film and Culture. The majority of my poten?al readers use social media, incorporate this into my magazine to get my audience more involved with the product. In terms of buying behaviours, my readers tend to buy more expensive, high end items, looking for quality in what they buy. If I were to include fashion into my magazine content, I could include more expensive labels and high end high-‐street stores.

Unisex North East, England

16-25 year olds Alternative/ Leading Edge tribes

Things to consider- Audience...

Considering my secondary audience, the readers of the Northern Echo, I shall also need to appeal to an older audience, from middle-‐aged individuals to the elderly. •  Avoid using taboo lexis. •  Overall avoid content which could be seen as inappropriate or

offensive.

Considering my approach to stylis.cs and layout, I need to ensure this both fits well with the genre of my magazine, but also appeals to my target audience. •  Contemporary and modern-‐to try to create an exci?ng, new feel about

it.

•  Minimalis?c-‐similar to other Art & Culture magazines on the market.


My audience are classed under the socioeconomic classes A, B, C1 which are regarded as individuals which receive a fairly high income. •  Younger people are classed under the socioeconomic as their parents. •  Target audience are in full-‐?me educa?on or will have just started a full ?me

job. Therefore, their personal income shall not be par?cularly high.

•  S?ll have typically expensive buying behaviours.

THEREFORE, I have seMled for the Budget Products strategy and hoping to charge my readers £3 per copy, per month for the product.


Constraints… The Independent Press Standards OrganisaAon (IPSO)

Since 8th September 2014, The Independent Press Standards Organisa?on have been the independent regulator of the newspaper and magazine industry. Their job is to deal with complaints from members of the public about the content of magazines and newspapers. There are 16 codes which must be followed when producing a magazine or newspaper, if one of these codes are broken, the IPSO are informed and companies may be fined.

Constraints...

The IPSO codes which I shall need to be aware of in par?cular when producing my magazine are the following;

To ensure that I do not break any of the IPSO’s 16 codes, I have created 5 golden rules which I shall aim to follow…

Accuracy

Harassment

Privacy

Clandestine devices & Subterfuge

Discrimination

Opportunity to reply

Children

Confidential Sources

My 5 golden rules...

1.

2.

3.

4.

5.

Trustworthy Publishing-‐ Ensure that I am a trustworthy and accurate publisher, all informa?on must be accurate, I shall collect it first-‐hand or from sources which I can trust. All affairs which appear in my magazine must be current.

No models under 16-‐ To avoid the codes which regard children, I shall avoid using them as my models for my magazine so that I do not need to even consider the possibility of breaking them, throughout the produc?on of the product.

Respect & Decency-‐ I will treat individuals and organisa?ons which I work with during the produc?on of my magazine with the upmost respect, I shall respect their privacy and confiden?al informa?on as well as avoid any type of harassment, including trespassing on private land.

No discrimina.on or prejudice views-‐ I shall not discriminate any individuals nor use prejudice views to disregard individuals in the content of my magazine, I will not use derogatory behaviour against an individuals; race, colour, gender, religion, sexual orienta?on or to any physical or mental disability.

Avoid defama.on-‐ I shall not publish any material which uses defama?on to ruin an individuals, or organisa?on’s reputa?on; nor shall I publish any informa?on which could be classes as permanent defama?on, libel material.

Constraints... Having the Northern Echo as my client shall effect the producAon of my product in a number of ways, for example;

Advertising

Similar to The Northern Echo I shall use local adver?sing for my magazine as it is also a regionally based product on the

North East of England.

Local target audience

My product is targeted at individuals which live in the North East of England,

due to the fact the majority of its content is regionally based. I shall use local individuals to interview, discusses local places such as art galleries and feature events in the local area.

Imagery

I shall photograph local places which are recognisable, which should appeal to a local

audience as this makes the content relatable. I can take pictures of locals which live in the area and

even a_end local events to take imagery, which shall also keep my budget down in terms of cost of travel.

Constraints... Production Schedule

As my content shall be based of the North East, I shall not need to

travel far to collect imagery/informa?on, which should make my produc?on schedule much

quicker. It also gives me the op?on to go back and take addi?onal photographs if necessary (if the quality is poor for example.)

Language

Due to the fact my audience are from the local area, I could consider using local colloquialisms which could be seen as

appealing and also relatable. However, this could lead to my magazine being seen as much more informal which may seem

unprofessional.

Article Ideas

I shall relate back to and refer to the North East of England in as many ar?cles as I can, this will reinforce the regional feel of the product. I shall make sure the ar?cles are appealing to my target

audience and do not offend in any way.

Constraints...

Close relationship with readers/community spirit

I shall get my readers involved with the content of my magazine, giving them to opportunity to write in and discuss topics on social media which should create a closer rela?onship between the producers of my

magazine and my readers, and overall a community spirit.

High quality production & editorial values

My magazine shall be of a high quality, I will

ensure my content is from trustworthy sources and that the journalism is

sophis?cated. I shall take care not to break any of the sixteen codes set up by the IPSO.

Distribution numbers

Due to my magazine being distributed to the local area, this shall limit the amount of possible sales of the product, therefore my distribu?on numbers

shall be lower than a na?onal magazine would be. I shall aim to ini?ally distribute 10,000 copies.

Constraints... Newsquest

The Northern Echo is owned by the company Newsquest whom take

33% of profits made, I shall need to take into considera?on that money shall be taken from my profits. Attitude towards the North East

Similar to the aetude the North Echo has towards the North East, I shall support

individuals from the local area and promote local places and events in the North East, overall portraying it in a posi?ve light

throughout my content.

Stories to champion

The Northern Echo are par?cularly selec?ve about which stories they pick to champion inside their product, I shall

take a similar approach and especially choose stories which show the North East in a posi?ve light, and support

individuals in the local area.

Genre research- front covers...

Genre research...

Variety of Bold, Sans Serif fonts.

Sell-lines which clearly state what content the issue holds. Either graphically

constructed imagery or young model used.

Mix of black and white, then bright lively colours.

Minimalistic, simplistic layout.

Few sell-lines

Bold, fun imagery.

How it affected my design… •  Colours •  Choice of sell-‐

lines •  Fonts •  Imagery

Genre research- double page spreads...

Genre research...

How it affected my design… •  Style of layout-‐ minimalisAc

and contemporary. •  Choice of arAcles. •  Text to image raAo.

Black text on white background. Large, brightly coloured imagery. Variety of modern, Sans Serif fonts. No more than three columns Around a 6:4 image to text ratio. Minimalistic and contemporary approach- layout. Includes quote inserts.

Articles usually cover; Art, Literature, Music, Current affairs, Fashion, Film and Culture.

Briefing my idea...

I briefed my idea to focus groups and my assessor which involved discussing the genre, design, target audience and arAcle ideas

and gained this feedback…

‘The idea is really unique, there’s definitely a gap in the market for your product.’ ‘I believe your content will appeal

to your target audience’

‘This idea has the most potential out of the three!’

‘A creative and unique idea that is well thought out’

Audience Viability- My idea...

INSPIRe North East.

Art and Culture magazine based on the North East of England.

The magazine fits in well with other Art and Culture magazines currently on the market, however, the majority of my product’s

content is based on the North East of England making it different to those already being sold.

The only downfall of my magazine, is that due to it being based on the local area, this may limit sales figures a fair amount as I shall only be

distribu?ng the product in the North East of England.

Audience Viability... Why Art & Culture? •  I personally enjoy crea?ng pieces of artwork, reading literature, listening to music, I

show a great interest in fashion and love watching films, addi?onally, I take interest in reading about current affairs and being informed about culture. Therefore, I am passionate and have good knowledge about these topics which I would include in my own product’s content.

•  I personally know what it is like not to be informed on crea?ve based subjects in the North East, therefore, this provides the perfect gap in the market for a magazine which provides this.

•  I read Art and Culture magazines myself, so I have a good insight into what my target audience age range are looking for in a magazine on this genre. I also have a good idea how to write ar?cles and style them so that they are appealing to an audience, and I know what is missing in the magazines currently on the market.

•  I have the same needs and interests as my target audience.

My aims ... To ensure that I manage to meet the given brief I have carried out a large amount of research and concluded that I need to do the following; •  Iden?fy my target audience. •  Carry out extensive research into my target audience.

•  Iden?fy a gap in the market, then pitch possible ideas and see which of these would create a commercially viable product.

•  Ensure my product is of a high quality, to ensure it fits well with the

strategy I have chosen for the product.

•  Create content for my magazine which shall appeal to my target audience, but also content which they can relate to and learn from.

•  Create a magazine which does not cause any financial difficul?es.

Unique Selling Point...

Not only does ‘Inspire North East’ appeal to a gap in the market, focusing on creaAve subjects such as; Art, Literature, Music, Current affairs, Fashion, Film and Culture but its content is regionally based on the North East of England.

Audience Viability... I decided to chose one of my double page spreads ideas and create two different versions of this double page spread, then test them to gain audience feedback

concerning which was the most successful and why.

Audience Viability... Likes: Dislikes:

Imagery is appropriate-‐ it relates to both the ar?cle and the genre of the magazine. Layout flows well-‐ Reminded focus group of the Mondrian dress which appears in the YSL exhibit. Is modern and a good medium between busy and minimalis?c. Bold and modern fonts in Sans Serif which fits well with the genre of the magazine. Ar?cle is very informa?ve, interes?ng and easy to follow/read. Visually fun and exci?ng, appealing to the target audience. Good text to image ra?o.

Too much text which makes the ar?cle look monotonous which is overall, less appealing. Should cut down text in both ar?cle and break out box two. Colour pick from images for break out boxes. Get rid of outline of columns as it looks unprofessional, center the masthead and fix the text wrap I the second break out box. Could include quote inserts. Include names of the garments below the images for reader’s to reference. Include more images.

Audience Viability... Likes: Dislikes:

Looks more appealing due to the fact there is less text. Break out boxes are informa?ve and interes?ng. Imagery is appropriate for the double page spread, but also the genre of the magazine. It is colourful, eye catching and visually, very appealing. It shows the exhibit well. Ar?cle is straight to point and informa?ve. 6:4 Imagery to text ra?o-‐ appropriate for the magazine’s genre and the ar?cle. Layout is modern and contemporary-‐ shall appeal to the target audience.

Fix the second break out box, it is unclear to read and looks out of place with the general layout of the page. Colour scheme is very feminine, this ar?cle may not appeal to males. The magazine is unisex so the content should be appealing to both sexes. Could colour pick from the imagery. Include insert quotes. Could add more columns for the ar?cle. Should increase the size of the imagery, some has been cropped which is not appealing. Make the layout more minimalis?c-‐ more white space as it is quite busy.

Audience Viability... A`er producing my mock up double page spreads and then tesAng them on various focus groups, I have concluded that the ideas I shall be taking forward

are;

Overall Mock Up One was preferred out of the two.

Layout of mock up one closely links with the article due to the fact the layout is similar to the design of the Mondrian dress. Layout is contemporary which fits in well with the overall feel of the magazine’s genre.

Break out boxes of mock up one are unusual, interesting and informative.

Article of Mock Up two was preferred as it is more concise, yet still just as informative as the article of Mock Up

Two. The article is still interesting and appealing to the target audience.

Imagery of Mock Up Two is preferred due to the fact there is

more of it which is more appropriate for the article and

genre of the magazine, I shall need to make these images larger to

ensure non are cropped.

Needs more white space to make the DPS less busy and more minimalistic.

Need to cut down text of break out box two with student’s

opinions on the exhibit.

Keeping fonts used on Mock Up One. Include insert quotes.

Add the names of the garments underneath the images on the DPS, for readers to reference.

Alter the colour scheme- colour pick from the images and use this so that the page links together better.

Article Details- Flat Plans... Fewer sell lines on the cover similar to Dazed and Confused magazine, yet s?ll minimalis?c similar to other Art & Culture magazines.

Digitally constructed, bright, bold imagery on the cover which links in with the content of the issue.

Overall look should reflect the idea that the magazine is under the Art and Culture genre, through the layout, imagery and text.

Sans Serif fonts including Bebas, Autoradiographic Rg and Calibri.

Three colour pale_e; light blue, black and white. This shall brand the magazine, alongside the main font I have used through the magazine, Bebas.

Plain colour pale_e accompanied with brightly coloured imagery.

Bassline to conclude what the issue includes in terms of content.

Bold masthead which stands out and is modern & contemporary.

Article Details- Flat Plans... Bold masthead (?tle of the magazine) which stands out. Helps brands the magazine, a similar approach to Dazed and Confused magazine.

Sophis?cated imagery taken from one of the ar?cles in the issue. Links in with the content of the magazine.

Sans Serif fonts including Bebas, Autoradiographic Rg and Calibri.

Layout is kept par?cularly minimalis?c, the page is much less busy compared to others so that it is simple and easy to read.

Simple imagery taking up a third of the page.

Three colour pale_e; light blue, white and black. Reinforces the magazine’s branding and keeps the page minimalis?c/simple.

Brief descrip?on given regarding the more important ar?cles inside the issue. (The double-‐page spreads.)

Article Details- Flat Plans... 6:4 Image to text ra?o which is appropriate to both the ar?cle and the genre of the magazine.

Brightly coloured, high quality images from the exhibi?on, showing the readers what is being shown at the Bowes Museum. Visually a_rac?ve to the target audience.

Two break out boxes, one with general informa?on about the exhibit, the other featuring individual’s opinions on the exhibi?on.

Ar?cle explains about the Yves Saint Laurent’s fashion house, and what is being shown in the exhibit.

Bold masthead which clearly states what the double-‐page spread is based on.

Names of garments wri_en underneath the images of them on the double page spread for readers to reference.

Insert quotes featuring throughout the main body text of the ar?cle.

Colour scheme-‐colour picked from the images of the garments shown in the exhibit.

Article Details- Flat Plans...

Bold masthead which clearly states what the double-‐page spread is based on.

Very minimalis?c layout, five boxes throughout the double-‐page spread and a bold masthead n the Sans Serif font, Bebas.

An explosive layout which shall add character to the fairly simple double-‐page spread, making it fun and visually exci?ng for the target audience.

Informa?on about opening ?mes, the loca?on of the galleries and the current exhibits which are on at these. (States how long the exhibits are on for.)

Imagery of the gallery, or a part/parts of the exhibi?ons on show in them.

Fairly serious tone, however, this is due to the fact I shall be informing my audience on the exhibits and galleries, and want to show that the informa?on is accurate and from a trustworthy source.

Article Details- Flat Plans...

Break out box linking in with the ar?cle about the new series of This Is England, which features some subcultures such as Skinheads.

Informa?on about Subculture, what it is and why it became a thing. Sta?ng facts about the subject and poin?ng out the things people assume about it which are wrong. (Educa?ng my readers on the subject.)

Singular image covering most of the background of the double-‐page spread of the cast of This is England (showing the Skinheads which also links in with the front cover of the magazine.)

Bold masthead which clearly states the subject of the double-‐page spread in Sans Serif font, Bebas.

Fairly minimalis?c layout, similar to the layout of Art & Culture magazine, Juxtapoz.

Insert quotes sta?ng important aspects of the ar?cle.

More serious tone, to reflect the more serious subject of the ar?cle.

Commercial Viability...

Pricing Expenses: Equipment Expenditure

£260.00

£360.00

£170.88 £37.76

£450.00

£50.00 £30.00 Studio space rental Flash ligh?ng studio kit Camera

Addi?onal lens hire QE Indemnity insurance Travel

Props

£1,358.64

Pricing Expenses: Personnel Expenditure


£550.00

£750.00

£600.00

£280.00

£378.84

£35.00 £60.00 £450.00

£180.00 Journalists Photographers Models Subeditors Researchers Ligh?ng assistant Make up assistants Layout Ar?sts Graphic Designer

£3,283.84

Pricing Expenses: Total Expenditure


£6,994.38

£3,283.84

£1,358.64

£2,351.90 Personnel Expenditure

Equipment Eqpenditure

Prin?ng Costs


•  Selling adver?sing slots. •  Sales of the magazine. •  Inserts in my magazine. •  Sponsorships

As I briefed earlier, my magazine’s income shall be generated from;

The total income from adverAsing slots alone:

£6,240.00

Commercial Viability... I have made a profit of:

£14,622.81

As the cost of my magazine is:

£3

Pages: 20 Adver.sements: 35% of the magazine’s contents. Quality: Fairly high quality paper, with more expensive glossy laminated paper for front and back page. Quality of paper: 180 gm Size: A4

Commercial Viability... DistribuAon:

•  Record stores

•  Local event venues (such as the Forum in Darlington, or the Sage in Newcastle.)

•  Individual clothing stores (such as vintage/retro shop Scarle_ Ribbons in Durham.)

•  Newsagents

•  College Shops

•  Supermarkets

I shall distribute my magazine through different places in the North East of England, including;

Conclusion:


I believe my product shall fill a gap in the market, gain interest from my target audience and meet the brief issued by the Northern Echo because… •  The content covers a large variety of crea?ve topics including; Art, Literature, Music,

Current affairs, Fashion, Film and Culture.

•  I will successfully make a profit.

•  The content is fairly similar to other Art & Culture magazines on the market, however, the it is mostly based on the local area (the North East.)

•  Content is relatable to my target audience.

•  The profit is generated through adver?sements and sales of the product.

Thank you for listening…

Any quesAons?

Marketing

Sarah Webster Inspire North East Final Pitch Presentation