brian - unit 13 lo4 - charm pitch

Brian Insua

UNIT 30: UK MEDIA PUBLISHING

LO4

Candidate Number 6055

Centre Number 64135

WELCOMEIntroduction

£18.5 MILLIONMusic Magazine Industry Annual Gross

CHARM & MUSE_ICNew Monthly Rock Music Magazine

PROPOSALCharm Music Magazine

CHARM VS. MOJOBattle of the Mags

• Articles, Reviews, Interviews & Exclusives• Contemporary Artists (i.e. Rising YouTube Stars)

• Legendary Artists from Classic Era

TARGET READERSHIPAudience Demographics & Hartley’s Subjectivities

• Intelligent Individuals• ABC1 Demographic

• Younger Bracket (16-25 years old) (Explorers)• Older Bracket (40+ years old) (Resigned)

WHY ‘CHARM’?Behind the Name

• Charm (noun)• Power/Quality of Delighting/Attracting/Fascinating others

• ‘Charm’ of Classic Era of Music (Older, More Mature - Resigned)• ‘Charm’ of Discovery (Youth - Explorers)

PROPOSALMuse_ic Music Magazine

MUSE_IC VS. MOJOBattle of the Mags

• Articles, Reviews, Interviews & Exclusives• Contemporary Artists

• Legendary Artists from Classic Era

TARGET READERSHIPAudience Demographics & Hartley’s Subjectivities

• Intelligent Individuals• ABC1 Demographic

• Younger Bracket (16-25 years old) (Explorers)• Older Bracket (40+ years old) (Resigned)

WHY ‘MUSE_IC’?Behind the Name

• Muse - Greek Mythology• Goddess of Arts and Science, Daughter of Zeus

• Connotes Power, Creativity, Magnitude• “Muse”Classics from the 1960’s-1990’s + “_”Contemporary

MARKETINGCharm Music Magazine

MARKETING ‘CHARM’Spread the Word

• Social Media = Cheap, Convenient & Always Online• Perfect Platform to Advertise Charm to Youth

• Benefits: Communication & Interaction = Build Relationship with Consumer & Product (Rapport)

MARKETING ‘CHARM’4C’s & Audience Psychographics

• Rich Demographic & Psychographic Targeting

to Speak to Consumers Most Likely to Listen

• Young & Rubicam = 4C’s(Cross Cultural

Consumer Characterisation)

• VALS = People Buy the Things they Think

will Enhance the View of their own Identities

MARKETING ‘CHARM’Push & Pull Marketing Strategy

• Push Marketing = Take Product Directly to Customer

• Pull Marketing = Motivate Customer to Seek you out• Push Strategy = Raise Awareness & Establish Brand

• Pull Strategy = Increase Market Share

MARKETING ‘CHARM’Above, Below & Through The Line Marketing

• Above the Line = Mass Media Advertising• Below the Line = Non-Media Advertising

• Above the Line + Below the Line = Through the Line

MARKETING ‘CHARM’Sponsorship

• Sponsor Download Festival 2015

• Raise Brand Awareness

• Heighten Brand Visibility

• Brand Exposure to Target Audience

PRODUCTION PLANCharm Music Magazine

PRODUCING ‘CHARM’Week 1

• Planning (Team Meeting to Plan Content)

• Content Acquisition (Photographs, Articles, Interviews, Reviews)


• Editing (Accuracy, Spelling, Punctuation & Grammar)• Layout (Magazine Layout & House Style)


• Printer Proofs• Mass Printing


• Distribution• Magazine Stock Delivered to Retailers & Consumers

• Launch Day - Last Friday of Previous Month

BUDGET PLANCharm Music Magazine

BUDGETING ‘CHARM’Job Roles & Staff Salaries

• (Excluding Freelance Work) Key 20 Staff Salaries =£437,000 - £720,000 per year

• Salary Depends on Experience Level

General Costs Total Estimated Cost

Staff Selection

Editorial (Content)• Freelance Work• Journalists (x3)• Editorial Assistants (x2)• Sub/Copy Editors (x2)• Features/Associate Editors

(x2)• Editor in Chief (x1)

Editorial (Design)• Freelance Work• Designers (x2)• Creative Director (x1)

Business• Publisher (x1)• Marketing Managers (x2)• Marketing Director/Executive

(x1)• Publishing Rights Manager

(x1)• Copyright/Rights Director

(x1)• Print Production Planner (x1)

Cost

• £420 - £700 per 1000 words• £12,000 - £26,000 per year• £15,000 - £23,000 per year• £16,000 - £35,000 per year• £18,000 - £60,000 per year• £22,000 - £65,000 per year

• £250 - £400 per day• £15,000 - £50,000 per year• £60,000+ per year

• £25,000 - £52,000 per year• £27,000 - £47,000 per year• £30,000 - £60,000 per year• £22,000 - £35,000 per year• £40,000 - £50,000 per year• £20,000 - £50,000 per year

Approximately between:£437,000 (excl. freelance work)and£720,000 (excl. freelance work)per year

BUDGETING ‘CHARM’Start-Up Cost & Equipment

• Apple MacBook Pro’s (x20) = £20,280 - £42,280 (one-off)• Office Space Rent = £231,000 per year

• Adobe Suite Creative Cloud = £7,240.80 per year

BUDGETING ‘CHARM’Printing Costs

• (x10,000) 60-page 118gsm matt paper copies + semi-gloss cover= £8,992.50

• Option to Convert to Digital Format (For Tablet & Mobile)

BUDGETING ‘CHARM’Distribution

• Magazine Distribution Companies = No Set Fee• Publisher Paid Percentage of Cover Price (25%-35%)• Year 1 Forecast - 10,000 Copies = £9,975 - £13,965• Year 2 Forecast - 20,000 Copies =£19,950 - £27,930

BUDGETING ‘CHARM’Advertising Revenue

• Magazine Advertisement Slots Sold in Page Fractions• Prime Advertising Spaces: Inside Front Cover, Inside Back Cover

& Back Cover• Advertiser Commits to Multiple Issues = Charge Lowers

BUDGETING ‘CHARM’Available Advertising Space

• Charm Not Established

• Unlike Mojo, Kerrang & Q

• Charm will Sell Advertising Space for -50%

BUDGETING ‘CHARM’Available Advertising Space

• (x7) Full Page Ad Spaces

• (x6) Half Page Ad Spaces

• (x2) Double Page Spread Ad Spaces

• (x1) Inside Front Cover Ad Spaces

• (x1) Inside Back Cover Ad Spaces

• (x1) Back Cover Ad Spaces

BUDGETING ‘CHARM’Advertising Revenue

• ROP (Advertiser Does Not Designate Placement)

• FH (Advertiser Has Preferred Placement)

• First Year :• £61,812 - £68,237 per month

£741,744 - £818,844 per year

• Second Year:£1,483,488 and £1,637,688 per year

BUDGETING ‘CHARM’Profit/Loss Breakdown

General Costs Total Estimated Cost

Staff Selection

Editorial (Content)• Freelance Work• Journalists (x3)• Editorial Assistants (x2)• Sub/Copy Editors (x2)• Features/Associate Editors (x2)• Editor in Chief (x1)

Editorial (Design)• Freelance Work• Designers (x2)• Creative Director (x1)

Business• Publisher (x1)• Marketing Managers (x2)• Marketing Director/Executive (x1)• Publishing Rights Manager (x1)• Copyright/Rights Director (x1)• Print Production Planner (x1)

Cost

• £420 - £700 per 1000 words• £12,000 - £26,000 per year• £15,000 - £23,000 per year• £16,000 - £35,000 per year• £18,000 - £60,000 per year• £22,000 - £65,000 per year

• £250 - £400 per day• £15,000 - £50,000 per year• £60,000+ per year

• £25,000 - £52,000 per year• £27,000 - £47,000 per year• £30,000 - £60,000 per year• £22,000 - £35,000 per year• £40,000 - £50,000 per year• £20,000 - £50,000 per year

Approximately between:£437,000 (excl. freelance work)and£720,000 (excl. freelance work)per year

Office SelectionEquipment

• Workstations (Macbooks)• Software (Adobe Creative Suite)• Office Supplies

Office Space• Renting Space

Misc• Printing Cost

Cost

• £899 - £1,999 per Macbook (x20)• £30.17 per month per user (x20)• £2,400 per year on average

• £231,200 per year • £8,992.50 per order (60 pages, 10,000 copies) (Blurb)

Equipment:£20,280 - £42,280 (one-off payment)Software:£7,240.80 per yearOffice Space:£231,200 per yearPrinting:£107,910 per year

• Income - Overall Expenditure = Annual Revenue Year 1 = £751,719/832,809 - £552,150/835,150 = £+199,569/-2,841

Year 2 = £1,503,438/1,665,618 - £552,150/835,150 = £+951,288/+830,468

PRE-PRODUCTION MATERIALSCharm Music Magazine

BRAND IDENTITYUnique Selling Points, House Style, Branding

• Masthead Font = Lithos Black• Font = Depends on Content

• Serif = Legendary Artists from Classic Era• Sans-Serif = Contemporary/Modern Artists

• Black & White Images = Legendary Artists from Classic Era• Coloured Images = Contemporary/Modern Artists

BRAND IDENTITYColour Scheme

• Yellow = Mind/Intellect (Young/Old)Colour of Expression - Connotes Optimism, Creativity

• White = Perfection/Purity (Young/Old)Symbolises Clean Slate/Blank Canvas - Connotes Neutrality, Balance

• Black = Power/Authority (Young/Old)Symbolic Barrier, Feeling of Protection - Connotes Sophistication/

Seriousness

• Red = Energy/Passion (Young/Old) Connotes Powerful Masculine Energy - Connotes Positivity/Ambition

FLAT PLANPart 1

FLAT PLANPart 2

DRAFT ARTICLEPart 1

CALENDAR EVENTS

• December Debut - Christmas!• Special Events/Holidays like Halloween & Easter

PRE-PRODUCTION MATERIALSMuse_ic Music Magazine

BRAND IDENTITYUnique Selling Points, House Style, Branding

• Masthead Font = Lithos Black• Font = Depends on Content

• Serif = Articles• Sans-Serif = Headings

• Black & White Images = Legendary Artists from Classic Era• Coloured Images = Contemporary/Modern Artists

BRAND IDENTITYColour Scheme

• Yellow = Mind/Intellect (Young/Old)Colour of Expression - Connotes Optimism, Creativity

• White = Perfection/Purity (Young/Old)Symbolises Clean Slate/Blank Canvas - Connotes Neutrality, Balance

• Black = Power/Authority (Young/Old)Symbolic Barrier, Feeling of Protection - Connotes Sophistication/

Seriousness

• Red = Energy/Passion (Young/Old) Connotes Powerful Masculine Energy - Connotes Positivity/Ambition

FLAT PLANPart 1

FLAT PLANPart 2

DRAFT ARTICLEPart 1

CALENDAR EVENTS

• December Debut - Christmas!• Special Events/Holidays like Halloween & Easter

CHARM FRONT COVER & DOUBLE PAGE SPREAD

Charm Music Magazine

FRONT COVER & DOUBLE PAGE SPREADDesign Progression

FRONT COVER & DOUBLE PAGE SPREADFirst Issue & Unique Selling Points

• First Issue

• iTunes Codes (Entice Younger Audience)

• Physical CD (Entice Older Audience)


• Exclusive Interviews with Big Name Artists

• High-Quality,In-Depth Features

• Unique Selling Point:Unique Ethos of

Celebrating Classics& Embracing the New

FUTURE ISSUESMock Ups of Future Issues

MUSE_IC FRONT COVER & DOUBLE PAGE SPREAD

Muse_ic Music Magazine

FRONT COVER & DOUBLE PAGE SPREADDesign Progression


• First Issue

• iTunes Codes (Entice Younger Audience)

• Based on Mojo’s Special Anniversary Edition


• Exclusive Interviews with Big Name Artists

• High-Quality,In-Depth Features

• Unique Selling Point:Unique Ethos of

Celebrating Classics& Embracing the New

CONCLUSIONConclusion & Closing Remarks

brian - unit 13 lo4 - charm pitch

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