delirious pitch
TRANSCRIPT
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LUCY GREEN
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“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 TO 25 AGE GROUP”
MY BRIEF
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HOW I INTEND TO MEET THIS BRIEF
IN ORDER TO MEET THE BRIEF I INTEND TO;
- CREATE A MAGAZINE THAT IS SUITABLE FOR THE A,B,C1 TARGET AUDIENCE THAT THE NORTHERN ECHO HAVE
- MAKE A MAGAZINE THAT IS SELF FINANCED THROUGH SALES AND ADVERTISING
- CREATED A MAGAZINE OF THE GENRE OF ‘WOMEN'S ALTERNATIVE LIFESTYLE’
- CHOSEN A GENRE OF MAGAZINE IN WHICH THERE IS A GAP IN THE MARKET FOR
- CREATED A MAGAZINE THAT MATCHES THE HIGH QUALITY OF THE NORTHERN ECHO, THROUGH WELL DETAILED ARTICLES AND HIGH QUALITY IMAGERY.
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NAME
QUIRKYEASILY RELATABLE TO THE GENREENFORCES STYLE OF THE MAGAZINE
OF SIMILAR LENGTH TO OTHER WOMENS ALT LIFESTYLE MAGAZINES
REPRESENTS THE AGE OF THE TARGET AUDIENCE
FUN LIGHTHEARTED CONNOTATIONS
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MY AIM
A MAGAZINE FOR FEMALES WHO ARE INTERESTED IN ALTERNATIVE LIFESTYLE
COVERS TARGET AREAS OF ALTERNATIVE LIFESTYLE FROM MUSIC, FASHION, ART AND
EVENTSIS RELEVANT TO A YOUNGER AUDIENCES
LIFESTYLEIS PERSONAL TO THEM AND THEIR NEEDS
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WHY WOMEN’S ALTERNATIVE LIFESTYLE - KNOWLEDGEABLE WITHIN THE AREA
OF ALTERNATIVE LIFESTYLE SUCH AS THE TOPICS OF FASHION, MUSIC AND ART.
- I READ ALTERNATIVE LIFESTYLE MAGAZINES SO I HAVE A GOOD IDEA HOW TO WRITE ARTICLES AS WELL AS GOOD PERSPECTIVE OF WHAT AN AUDIENCE IS LOOKING FOR
- CURRENT ALTERNATIVE LIFESTYLE MAGAZINES ARE AIMED AT OLDER AUDIENCES
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AUDIENCE PROFILE
- TARGETED AT THE INDIE TRIBE- AGE 16-24- PRIMARY AUDIENCE OF WOMEN- EDUCATIONAL STATUS: COLLEGE /
UNI STUDENTS- SOCIOECONOMIC GROUP C1,C2 AND
D- USUALLY ON A LOW INCOME IF
EMPLOYED
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THINGS TO CONSIDER SECONDARY AUDIENCE...
- SECONDARY AUDIENCE INCLUDES PARENTS, CHILDREN AS WELL AS A MALE AUDIENCE.
- IN ORDER TO KEEP THE SECONDARY AUDIENCE HAPPY THERE WILL BE ...
NO TABOO LANGUAGENO NUDITYNO INAPPROPRIATE CONTENT
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HOW I CAN TAILOR TO MY AUDIENCE- USE MODELS THAT ARE OF A SIMILAR
AGE AS MY TARGET AUDIENCE- USE EYE CATCHING COLOURS- HAVE A BALANCED TEXT TO IMAGE RATIO- USE A MIXTURE OF MODERN STYLED
FONTS- CHOOSING TOPICS RELEVANT TO THE
AUDIENCE'S INTERESTS: FASHION, MUSIC AND LIFESTYLE
- CONTENT RELEVANT TO YOUNGER PEOPLE- INCLUDE INTERVIEWS, TOP 10 AND HOW
TO ARTICLES
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THINGS TO CONSIDER - THE IPSO - THE PURPOSE OF THE ORGANISATION IS TO PROMOTE AND RETAIN THE
HIGHEST PROFESSIONAL STANDARDS OF JOURNALISM IN THE UK. - ARE FOUNDERS OF THE EDITORS CODE OF PRACTICE AND ARE
COMMITTED IN MAKING SURE THAT ENSURE THAT PUBLICATIONS ADHERE TO IT.
- THE EDITORS' CODE DEALS WITH ISSUES SUCH AS ACCURACY, INVASION OF PRIVACY, INTRUSION INTO GRIEF OR SHOCK AND HARASSMENT.
- THE IPSO ALSO HANDLE COMPLAINTS AND CONDUCT THEIR OWN INVESTIGATIONS INTO EDITORIAL STANDARDS AND COMPLIANCE.
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FIVE GOLDEN RULES- I WILL NOT PUBLISH ANY INFORMATION REGARDING AN INDIVIDUAL'S PERSONAL DETAILS OR
PERSONAL LIFE UNLESS GIVEN PERMISSION.
- I WILL NOT PUBLISH ANY INFORMATION THAT IS KNOWN TO BE UNTRUE OR SOURCED BY AN UNRELIABLE SOURCE.
- I WILL MAKE SURE THAT I USE MY OWN CONTENTS WITHIN MY MAGAZINE AND NOT COPY ANY INDIVIDUAL'S WORK.
- I WILL NOT DISCRIMINATE AGAINST ANY RACE, GENDER, RELIGION, SEXUAL ORIENTATION OR PHYSICAL OR MENTAL DISABILITY WITH MY MAGAZINE.
- I WILL MAKE SURE THAT I DO NOT HARASS ANY INDIVIDUAL BY INVADING THEIR PERSONAL SPACE OR BY CONTINUING TO QUESTION THEM AFTER BEING TOLD NOT TO.
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GENRE RESEARCH
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GENRE RESEARCH CONTINUED
YOUNG ADULT MODEL
MODERN SANS SERIF FONT
INTERVIEW/INFORMATIVE ARTICLE
BRIGHT COLOUR SCHEME
INTERESTING IMAGERY
SIMPLISTIC LAYOUT
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GENRE RESEARCH CONTINUED
ATTRACTIVE BRIGHT COLOURS
RANGE OF QUIRKY FONTS
UNORGANISED COLLAGE LOOK
VARIETY OF IMAGERY
SECTIONS OF TEXT HIGHLIGHTED OR UNDERLINED
LOTS OF LENGTHY TEXT
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WHAT WILL I IMPLEMENT?
THE INSPIRATION FROM MY GENRE RESEARCH HAS AIDED ME IN CREATING TWO MOCK UPS INSPIRED BY THE TWO DIFFERENT MAGAZINES THAT I HAVE ANALYSED. THIS ENABLED ME TO CREATE TWO MOCK UPS WHICH DIFFER FROM EACH OTHER AND HAS ALLOWED ME TO EXPLORE
DIFFERENT LAYOUTS AND FORMATS.
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MOCK UPSFOCUS GROUP- 4 COLLEGE STUDENTS- AGED 17/18- B,C1,C2- INDIE TRIBE- 2 FEMALES AND 2
MALES FROM A SECONDARY AUDIENCE
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*MOCK UPSPOSITIVE
- DIFFERENT RANGE OF IMAGES
- TEXT REPRESENTS THE VINTAGE ASPECT OF THE FESTIVAL, IS TYPEWRITER LIKE.
- INFORMATIVE ARTICLE
- APPROPRIATE ARTICLE LENGTH
- INTERESTING CONTENT
- 1ST PERSON NARRATIVE
NEGATIVE
- BLAND COLOUR SCHEME
- ADD MORE IMAGES- HEADLINE IS
HARD TO READ
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*MOCK UPSPOSITIVE
- VERY COLOURFUL, STRONG COLOUR SCHEME
- BUSY LAYOUT BUT EASY TO FOLLOW
- INTERESTING LAYOUT OF IMAGERY
- MIXTURE OF SANS AND SANS SERIF FONTS
- INTERESTING CONTENT
- APPROPRIATE ARTICLE LENGTH
NEGATIVE
-NEEDS A BYLINE
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*CONTENTSFEATURES
- REPORT/FEATURE OF A LOCAL EVENT: THE FESTIVAL OF THRIFT
- THE POWER OF FASHION- 2015: HOW TO SPICE UP YOUR YEAR
REGULARS
- BLAST TO THE PAST: NINETIES NOSTALGIA EDITION - NEW ON THE SCENE: MUSIC REVIEWS- INTERVIEW: THE BOYS IN THE BAND
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*FONTS
MASTHEAD -
SELL LINE FONT -
HEADLINE FONT -
MAIN BODY FONT -
COLOURS
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ARTICLE DETAILS: COVERIMAGERY- POSITIVE, COLOURFUL
LAYOUT- SIMPLE
COLOURS- BOLD, BRIGHT, YOUTHFUL, POSITIVE, EYE CATCHING
FONTS- MASTHEAD: UPPERCASE, BOLD, PROFESSIONALCELL LINES: MODERN, UPPERCASE, MIXTURE OF BOLD AND NOT BOLD, SANS SERIF - EYE CATCHING, EASY TO READ
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ARTICLE DETAILS: CONTENTSIMAGERY- POSITIVE, CONTENT RELATED, COLOURFULLAYOUT- STATIC, EXPLOSIVE ARRANGEMENT OF IMAGES IN POLAROID LAYOUT
COLOURS- &BRIGHT, BOLD, YOUTHFUL, POSITIVE, EYE CATCHING, SAME AS COVER
FONTS- TITLE: MASTHEAD FONTSUBHEADERS:Roboto, UPPERCASEMAIN BODY: SANS SERIF, SIMPLE, EASY TO READ
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ARTICLE DETAILS - FESTIVAL OF THRIFTTONE - UPBEAT, ENTHUSIASTIC, INFORMATIVE, POSITIVE
LANGUAGE - 1ST AND 3RD NARRATIVE VOICE, OPINIONS AND REVIEWS
IMAGERY - COLOURFUL, POSITIVE, DETAILED
LAYOUT - IMAGEs COLLAGES IN CENTRE OF PAGE, TEXT TO THE LEFT AND RIGHT HANDS SIDE OF THE IMAGES, BALANCE IMAGE TO TEXT RATIO
COLOURS - FESTIVAL COLOURS, BOLD BRIGHT, YELLOW, ORANGE BLUE, YOUTHFUL
FONTS - TITLE: BOLD, MODERN, FESTIVAL FONT, ATTENTION GRABBINGMAIN BODY: SANS SERIF, EASY TO READ
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ARTICLE DETAILS - NINETIES NOSTALGIA
TONE - INFORMATIVE, STRAIGHT TO THE POINT, PUNCHY
LANGUAGE - 2ND AND 3RD NARRATIVE VOICE
IMAGERY - WINDOW TO FUTURE SELF, COLOURFUL
LAYOUT - TEXT TO LEFT HAND SIDE OF IMAGE
COLOURS - BRIGHT, BOLD ,YOUTHFUL, MATCHES COLOR SCHEME OF MODELS CLOTHES
FONTS - TITLE: BOLD UPPERCASE, MODERNSUBTITLE: BOLD SANS SERIF FONTMAIN BODY: SANS SERIF, EASY TO READ
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ARTICLE DETAILS - THE POWER OF FASHIONTONE - INFORMATIVE, ENTHUSIASTIC, UPBEAT
LANGUAGE - 1ST AND 2ND NARRATIVE VOICE, EMOTIVE LANGUAGE PERSONAL
IMAGERY - WINDOW TO FUTURE SELF, COLOURFUL, IDEAL,
LAYOUT - SCRAPBOOK LAYOUT, COLLAGED PICTURES, STATIC
COLOURS - BRIGHT, BOLD ,YOUTHFUL, COLOURFUL
FONTS - TITLE: BOLD UPPERCASE, MODERNSUBTITLE: BOLD SANS SERIF FONTMAIN BODY: SANS SERIF, EASY TO READ
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MAGAZINE STRATEGY: BUDGET
COST BETWEEN £1 AND £3
USE OF MATTE PAPER
60 - 120 PAGES LONG
ADVERTISING TO CONTENT RATIO 30%-50%
OFTEN HAVE MORE STATIC COVERS
COMPETITIVE MARKET
USE OF MULTIPLE SELL LINES
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CONCLUSIONS
- RUNS MANY WELL KNOWN TITLES- SPECIALISES IN A WIDE RANGE OF MAGAZINES- RUN’S WOMAN'S LIFESTYLE MAGAZINE ‘COSMOPOLITAN’, HOWEVER
THERE IS GAP IN THE MARKET FOR WOMEN’S ALTERNATIVE MAGAZINES
PAPER SIZE: A5 148mm X 210mmPAPER TYPE: MATTEPRICE: £2 PER COPYADVERTS: ⅓WEIGHT: 170gms / 135gmsDISTRIBUTION: 10,000 COPIES
DISTRIBUTER - PINEAPPLE MEDIA
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PRINTING COSTS
TOTAL COST=£1139.81 FOR 10,000 COPIES
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PERSONNEL RATESPERSONNEL FREELANCE HOURLY RATE
JOURNALISTS £30
PHOTOGRAPHERS £35
MODELS £10
SUBEDITORS £50
RESEARCHERS £10
LIGHTING ASSISTANT £10
STYLIST £7
OTHER ASSISTANCE £30
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PERSONNEL EXPENDITURE
TOTAL EXPENDITURE= £1787
JOURNALISM £480
PHOTOGRAPHER £420MODELS £180
SUBEDITORS £300
RESEARCHERS £80
LIGHTING ASSISTANT £100
STYLIST £77
OTHER £150
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EQUIPMENT COSTSEQUIPMENT COSTS HIRE RATE
STUDIO SPACE RENTAL £60 PER HALF DAY
FLASH LIGHTING STUDIO KIT £90 PER DAY
CAMERA £120 PER DAY
ADDITIONAL LENSE HIRE £34 PER DAY
QE INDEMNITY INSURANCE £100 PER DAY
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EQUIPMENT EXPENDITURE
TOTAL EXPENDITURE= £2410
STUDIO RENTAL £240
LIGHTING KIT £900
CAMERA HIRE £600
LENS HIRE £170
INSURANCE £500
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TOTAL EXPENDITURE
TOTAL EXPENDITURE= £5336.81
PRINTING £1139.81PERSONNEL EXPENDITURE £1787
EQUIPMENT EXPENDITURE £2410
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ADVERTISING RATESADVERT TYPE COST
BACK COVER £1250
INSIDE FRONT £1100
INSIDE BACK £1000
DOUBLE PAGE SPREAD £1750
FULL PAGE £900
HALF PAGE £375
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ADVERTISING SALES
DOUBLE PAGE SPREAD £1750
BACK COVER £1250
INSIDE FRONT £1100
INSIDE BACK £1000TOTAL ADVERTISING INCOME = £5100
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PREDICTED SALES INCOMECOVER PRICE PREDICTED SALES
£2 x 10,000
= £20,000ADVERTISING INCOME
+£5100 ½ … 50% TAKEN OFF BY WHOLESALER AND DISTRIBUTION (25% EACH)
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NET PROFIT
£9,881.59
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THANK YOU FOR LISTENING, HAVE YOU GOT ANY QUESTIONS?