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Pitch
- 1.
- 2. My brief: “ Youhave 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 and advertising. You must also produce your magazine for a specified audience segment within the 16 to 25 age group.”
- 3. How I willmeet this brief: ² Create a high quality magazine of the standard that the Northern Echo readers expect. ² Create a suitable and appropriate magazine for my B/C1, 16-25 year old audience. ² Create a magazine of the ‘psychology’ genre where there is a gap in the market for it and is commercially viable. ² Make a self financed magazine through sales and advertising.
- 4. Why psychology? ² Iam passionate about psychology and enjoy broadening my knowledge about the subject which will therefore be reflected throughout the articles. ² I know that this subject is becoming more and more popular with people of my target audience and therefore know that there is a gap in the market for a psychology magazine directed at students. ² As someone who fits into my target audience, I know what they want from the magazine that they cannot obtain from current psychology magazines.
- 5. Audience profile ² Age18-25 ² Female ² B/C1 ² Mixture of the tribes Townies, Rahs, Stylers, Trendies, Activists ² College graduates, Undergraduates.
- 6. How will Itailor to my primary audience Fun Stylistics! Unusual Layouts! Eye-catching and girly fonts! Use techniques from Company magazine! Equal image to text ratio! Modern article styles! Informal Language! Interesting, modern content! Mature Tone!
- 7. Things to consider... Secondaryaudience: ² Males, older women, younger girls, Northern Echo readers This means that I will need to consider...… ² Include Northern references ² Less age specific articles ² No taboo language or too formal/informal overall ² Not always gender specific ² Cater for other tribes such as Blingers and Geeks
- 8. Things to consider... Constraints,the Independent press standards organisation: The independent regulator of the newspaper and magazine industry, people felt this was more strict and did the job better. It handles the complaints from the public about the editorial content of newspapers and magazines and any breaches of the Code of Practice. It is not a legal system instead just a voluntary agreement by newspaper and magazine industries, funded by the publishing industry. To ensure I don’t break any of the rules in the 16 clauses in this Code I came up with 5 golden rules:
- 9. Things to consider... 1. All models under 18 must sign a release form in order to ensure their consent to be involved in the shooting of the images. 2. All content of my magazine is accurate so that the audience are only reading true facts ensuring no complaints can be made about incorrect information. 3. Content needed by someone else’s ownership is given permission to be used obeying the copyright laws and I will not be held responsible for any fines. 4. None of my content is libel, no content will be offensive or defamatory that may damage any person’s reputation, no negative comments will be discussed in my magazine. 5. The privacy of the people featuring in my article will be considered so I will pay careful attention to asking personal questions and not invading a person’s privacy.
- 10. Briefing my idea:focus group feedback Before continuing with the idea I briefed my ideas to a focus group and received this feedback: “Interesting twist on a classic women’s lifestyle” “Gives a personal effect and views to a magazine” “May only appeal to a small audience”
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- 12. Genre research ² Mixturesof professional looks and more messy, youthful looks ² Fun, catchy language ² Young, female models, window to future self front cover image ² Interesting, eye catching imagery for the front cover ² Bright colours, psychology connotations ² Sans Serif and Serif fonts ² Different layouts ² Highlighted information, lines, blocks of information ² Wide ranges of fonts
- 13. Name Inside ² Links wellto genre of psychology – inside the mind ² “Connotations of the subjects and article topics” ² Inquisitive, mystery language
- 14. My Aims ² Psychology magazinefor the younger woman ² Discuss current issues today relating to the wide world of psychology ² Be a personal magazine to the audience ² Include basic lifestyle information to appeal to the overall young women
- 15. Content Features ² Feeling Blue? ² The Mind Monster ² The Right Place For Your Mind Regulars ² Horoscopes ² Monthly Quiz ² Ask Angie?
- 16. Fonts Masthead = Sell Lines= Headlines = Main Body = Geneva!
- 17. Mock Ups First FocusGroup ² 5 College Students ² Aged 17/18 ² Townies, Rahs, Stylers, ² B/C1 Second Focus Group ² 5 Psychology Students ² Aged 17/18 ² Townies, Rahs, Stylers, Trendies, Activists. ² B/C1
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- 20. Positive Comments: ² Funlayout ² Chatty, informal article ² Bright and colourful ² Liked the fonts ² Liked the idea of the imagery ² Informative article Negative Comments: ² Lots of space ² Needs more text ² Could use a more girly font ² Imagery quality needs to be improved ² Use a white background for the images
- 21. Positive Comments: ² Funlayout ² Liked the breakout box, colours used ² Informative article Negative Comments: ² Image heavy ² Needs smaller images ² Imagery quality needs to be improved ² Use a white background for the images ² Don’t like the formal article ² Didn’t like the colour of breakout box
- 22. Article Details Front Cover: Imagery- Woman, Close up, Half Butterfly Lighting, Half Dark Lighting, Relatable Layout – Simplistic, Minimal Colours – Blue, Purple, Black, White, Simplistic, Psychology related Fonts – Eye-catching, Different, Collage looking, Messy, Informal
- 23. Article Details Contents Page: Imagery- Women, Relatable, Ideal Layout – Less Conventional, Fun looking bullet points Colours – Blue, Purple, Black, White, Simplistic, Psychology related Fonts – Consistent fonts with front cover, Classy, Informal
- 24. Article Details 1: FeelingBlue? Tone – Light-hearted, Fun, Informative Language – 2nd and 3rd person Narrative, Extended Vocabulary, Informal Imagery - Women, Relatable, Ideal, Passive, Literal Layout – Mismatched style, Unconventional Colours – Multicoloured, Bright, Vibrant, Messy looking Fonts – Consistent, Informal, Serif-Girly, Brush technique links
- 25. Article Details 2: TheMind Monster Tone – Formal, Serious Language – 3rd person Narrative, Formal Imagery - Studio based, Passive, Natural, Emotional Layout – Conventional, Text Heavy Colours – Bright Purple, Bright Blue, Simple, Professional Look Fonts – Distorted, Eye-catching
- 26. Article Details 3: TheRight Place For Your Mind Tone – Light-hearted, Humorous, Informative Language – 2nd and 3rd person Narrative, Informal Imagery - Passive, Static, Naturalistic, Studio-based, Posed Layout – Mismatched, Random Style Colours – Bright Purple, Bright Blue, Simple, Professional Look Fonts – Typical college connotations, Serif, Eye-catching
- 27. Premium Pricing Strategy ² Company, Vogue – what my magazine is based on ² Good Quality ² Matte Finish – different look ² B/C1 socioeconomic status ² Different from current psychology magazines ² Only published monthly
- 28. Conclusions ² 16 Pages ² A4 Size ² Matte Finish ² Weight – Cover = 250gsm - Contents = 170gsm ² Price - £3.79 ² 5 Pages of adverts ² Distribute 5500 copies ² Printing cost = £3336.30 Distributer: Frontline ² Don't already publish a psychology magazine ² Range of magazines for different audiences
- 29. Personnel Rates Personnel FreelanceHourly Rate Journalists (5) £30 Journalists (3) £50 Journalists (2) £40 Photographer £100 Models (1) £60 Models (3) £80 Models (3) £100 Subeditors £40 Researchers £20 Lighting assistant £30 Make up assistants £20 These rates were found from internet research, looking at prices for a premium standard magazine.
- 30. Personnel Expenditure Journalists (20hrs) x5, £600 Journalists(7hrs) x3, £350 Journalists (2) x2, £80 Photographer , £1,400 Model (1hr), £60Models (3hrs) x3, £400 Models (12hrs) x3, £1,200 Subeditors (10hrs), £400 Researchers (5hrs), £100 Lighting Assistants (12hrs), £360 Makeup Assistants (4hrs), £80 Total Expenditure = £5030
- 31. Equipment Costs Equipment HourlyHire Rate Studio Space Rental (1hr) x2 £25 Studio Space Rental (2hrs) £45 Studio Space Rental (3hrs) x2 £55 Studio Space Rental (7hrs) £95 Flash Lighting Studio Kit Included in Studio Rental Camera £40 QE Indemnity Insurance £100 per day Travel £143.90 (total)
- 32. Equipment Expenditure Studio Space Rental and Ligh2ng (21 hrs) Camera (16 hrs) Addi2onal Lens Hire QE Indemnity Insurance (4 Days) Travel (12 hrs) Props Studio Space Rental £300 Travel £143.30 QE Indemnity Insurance £400 Camera £640 Total Expenditure = £1483.90
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- 34. Advertising Advert Type Cost DoublePage Spread £1800 Back Cover £2000 Inside Front £2000 Full Page £840 Half Page £400 Rates Prices estimated from Living magazine as this a Northern premium magazine
- 35. Sales Income Cover Price £3.79x 5500 Predicted Sales = £20,845 Advertising Income = £6520 50% taken off by wholesaler and distributor (25% each) ½...
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