MO Pitch Presentation

1. FILM IN HERTFORDSHIRE
MAGAZINE PITCH
Miles O’Shea

2. PURPOSE
• To inform people of Hertfordshire’s historical significance within the film
industry
• Talking about the past, on how Hertfordshire’s legacy of becoming a
hotbed for film projects and directors who became famous, as well as
talking about the many places in Hertfordshire that have been used for
film shoots
• Talking about the present, what the film industry is like today, future
innovations within film, current news of film projects in Hertfordshire
• Isn’t as broad in reach as some film magazines, who talk about film
mostly from from an international perspective
• The magazine will focus on being educational and inspiring about its
subject matter
Elstree Studios,
Borehamwood

3. MAGAZINE
GENRE
• The magazine revolves around filmmaking and television.
• It takes a more historical approach in talking about film rather than
mainstream film magazines, who mostly talk about current events in film
around the world rather than focused, smaller articles about a singular
subject
• Talking about Hertfordshire's legacy as a place in which film was
innovated
• A more focused, historical approach would define this magazine's genre

4. COMPETITION
• Local competition is virtually non-existent. Hertfordshire’s regional
publications have no primary focus on film or TV, mainly their all-
purpose ‘life’ magazines, which have a broad range of subjects, including
to do with media like film and TV, but never in great detail.
• For the magazine nationally, it faces competition from big publications
like empire, total film etc.
• Their content is global in its reach, with it talking about film projects
from the Americas, Europe, Asia, Oceania.
• Their articles mostly have short stories with ongoing films in production
which are similarly structured throughout their monthly issue run
• However, the Hertfordshire centric approach of the magazine would
eliminate competition from the international stances of empire and total
film.

5. TARGET
AUDIENCE
• Film has many genres that appeal to different age demographics
• The purpose of the magazine being established that its going for a historical, focused approach.
• Appeal to the mainstream maybe difficult, but because of the magazine primarily being based in Hertfordshire, it would be in the
best interest of the magazine to target local cinephiles.
• Younger generations are more likely to see filmmaking as convenience and simple entertainment and may not have
the investment in getting interested, with streamable films in abundance.
• The more likely primary target audience would be those who are middle-aged, with them growing up at the time where innovation
in filmmaking was at its peak, and where the most interesting films were being released. But also because of their age, their more
sceptical of watching films purely in digital format, and so going to the cinema seems more valid to them, and from that,
filmmaking as something more than just quick entertainment
• However, taking the focused approach into account, the magazine could have universal appeal to all ages, with a minority of
young people highly invested in filmmaking.
• From that, we can establish a general target audience of 18-55, with the youngest of the demographic just beginning their
development of filmmaking to the oldest of the demographic, realistically speaking, older people tend to wander into more
mainstream programmes with them easier to understand, over time, complex films maybe too much. So, the goal is to get people
at their peak to like the magazine
• With gender and people's lifestyles in mind, the magazine is universal; with film topics being more subjective in what demographic
they appeal, the objective goal doesn’t change, as the film magazine covers a range of different genres which has no ulterior
motive of appealing to any group, and so Gender plays no part in the magazine.
• The price of a single issue is £3.99, which juggles only being available locally, while also attracting a broad range of readers for a
reasonable price.
• In terms of spending power, Hertfordshire has a large upper middle-class demographic particularly in country areas, while having
a larger working-class demographic in urbanised areas. Taking the fringe nature of the magazine to account, middle class
customers would have the surplus money to buy the magazine, using this target audience, it could help fund the magazine's
further outreach from less country areas and become more popular through social media or word of mouth. From this, it helps
reach the 2nd target audience of working class cinephiles who through the funding of a solid fanbase of the magazine, can help
make the magazine more affordable and available for those who want Engage with Hertfordshire's history of film.

6. COLOUR SCHEME
AND FONTS
• Gotham Sans font, impactful, provides a focal point on the page, used for
Barack Obama's 2008 Presidential campaign
• Times new roman for body copy (serif) legible at all sizes, comfortable to read,
popular font in general
• Black lettering for continuity- so people will become familiar with the magazines
look, feel, and style.
• A warm colour palette would be utilised, emphasising brightness to make it
seem more engaging to people
• An example of using colour would be marking sections with a distinctive one so
the magazine becomes easy to distinguish with what section. For example, a
double page spread would have a headline across both pages to hold the
feature together with a red colour to represent it.
Gotham font: A B C
Times new roman font: A B C

7. CONTENT
(ARTICLE IDEAS
AND SKETCHES)
Front Cover
Double page
spread
• Colour scheme: Warm colour palette uses of
orange, white, light brown, red. Use of
greens, to be in line with Hertfordshire
aesthetic.
• Initially the layout of the DPS is as is shown
to the top right, However through feedback
it was deemed ineffective in capturing
reader interest. The changes made:
• One large photo as a focal point
• Three columns of text with a pull-out quote
to break up the text- Keeps people invested
in reading the article due to its visual appeal
• With the front cover: issue number, price
tag, description of image, showcase
description, and description of famous
figure, have been shifted over to the left
side of the magazine. related images have
been placed in the centre of the front cover.
This is to be maximise visibility to a
customer who would purchase a magazine
from a store aisle, in which the front cover
despite being blocked from sight by other

8. UPDATED LAYOUTS

9. CONTENT
(ARTICLE IDEAS AND
SKETCHES)
Notable locations used in film:
Brockett hall, Hatfield house,
Knebworth house, Elstree studios,
Warner Brothers studios, Leavesden

10. DISTRIBUTION AND MARKETING
• Social media: Starting a Facebook or twitter would be the best option for the
magazine to gain interest with people, mainly in showing off the visual side
of the magazine, like archive photos from when Herts was being used for big
film projects. With the more informative side, it is important that posts on
there are easy to remember rather than chunks of information, which would
be dull to most. Also, with social media, it is common to have short and
snappy facts and figures along with some visual stimulus.
• Website: it would have to be set up in which it displays the same general
information as the magazine, albeit in a more condensed version. This
website's goal would be to promote the magazine and to get people signed
up to it, and its existence alone on the internet gives a greater chance to be
discovered by random people browsing, and it's very possible that they
would be interested
• Distribution: start locally where an audience are fully committed to buying
the magazine, with the aid of an active social media and online presence,
and popularity gained through word of mouth, growth of distribution to
more stores would be assured.

11. RESOURCES
• Software for creating a website e.g., wix.com
• a design team to match the physical magazine's visual quality. Also updating the website
with new information, updates on articles, showcasing films, and stories of a significant figure
• Access to windows 10 or Mac OS on a computer
• Administrative and publisher roles to maintain and update websites
• Bring your own device rules for staff in which access to social media can be maximised
(smartphones, laptops)
• Marketing team to create adverts for magazine physical and digital
• Software engineers/coders for website maintenance, prevent viruses, bugs, and other
malware
• A social media account for twitter and/or Facebook
• A social media team to keep up consistent posts of news, facts, history, pictures etc

12. CONCLUSION.
• Target Audience: Ages 18 to 55
• Marketing to be achieved through social media and the creation of a
website
• Visuals of magazine inspired by filmmaking aesthetic
• Stories involving events, notable figures, and production of films which
occurred in Hertfordshire
• And a general celebration of Hertfordshire's contributions to film

13. QUESTIONS?