The document outlines initial ideas for a new regional magazine called "Underground" focused on London. It would target young people and professionals living in or commuting to London aged 16-30. The magazine would have a modern, vibrant style with a focus on fashion, events, trends and lifestyle in London. Photography would have a simplistic style inspired by fashion magazines and highlight iconic London locations. Features would include opinions from local fashion bloggers and guides to popular neighborhoods and nightlife hotspots. The magazine aims to generate excitement around life in London while challenging conventions of typical regional magazines.

1. Initial Ideas (Pitch)
Lucy & Teddy

2. Ideas:
• Name : Underground
• Demographics: Young people who live in London and young
professionals that commute into the City
• Focuses: Fashion, Events, Trends, Lifestyle (etc)
• Aim: Generating a more exciting and modern approach for regional
magazines
• Look: Vibrant and bright
• Theme: The theme of the magazine will focus on the fact that it is a
London magazine made for people in London and will make use of an
underground design to highlight this.

3. Content:
• The content of our magazine will be based on everything London with main
focuses on fashion and lifestyle. The text will include content that will
interest and grab the attention of younger readers in order to meet our
demographics needs. Underground will provide a youthful and modern
perspective on life in London and it will not confine to the typical
conventions of other regional magazines whilst remaining easily
identifiable as being regional to London. By challenging the typical
conventions of other regional magazines such as ‘Essex Life’ or ‘Sussex Life’
it generates a unique selling point by which we will base our magazine.
Underground will include editorial style articles and feature the latest
trends of the City. Photography will be simple yet make an impact on the
reader as we will keep the design simple and clean.

4. Photography:
• The photography which will be featured in Underground will be sleek
and on the basis of a fashion magazine. We have looked at other
fashion magazines such as ‘Vogue’ and ‘GQ’ and have gained a wealth
of ideas by which we will base our photography on. We will aim for a
simplistic look in order for the audience to be able to appreciate the
fashion aspect of our magazine. Other Photography throughout will
highlight that our magazine is quintessentially British and defiantly
focused on London, as a significant city. Underground aims to
combine all aspects of London life into one glossy tabloid and through
use of effective photography we will fulfill the needs of our main
demographic.

5. Photography examples:
The type of Photography that we will feature
in our magazine will be simplistic and stick to
the codes and conventions of a fashion
magazine. However we will include
photography of scenery as well in order to
follow the conventions of a typical regional
magazine. The photography will reflect the
messgae that we will be trying tp send top
the reader which is that we are a trendy,
fashionable magazine

6. Features:
• We have decided to contact local bloggers in London in order to
comprise an article which compares fashion styles with this as an
‘expert opinion’. Through this contact we aim to be able to appeal to
different demographics, this then adds to our chance of success for
the magazine. Also, in recent years fashion blogging has gained a vast
amount of popularity with younger people and particularly those who
are fashion forward and wish to keep up with the latest trends.
Furthermore, Underground will include an exclusive outlook on
London’s hotspots and nightlife as well as lifestyle choices.

7. Location Ideas:
• Camden Market
• Oxford Street
• Kensington
• Hyde Park
• St. James Park
• Leicester Square
• Covent Garden
• Embankment
• Trafalgar Square
• China Town
• Brick Lane
• Borough Market

8. Fashion:
• The fashion that will be included in our magazine will be current and
reflect the trends of the time. We will not have any set fashion style
that we will stick to however it must be relevant. Follow the link
below to look at some of the examples which we have collated.
• https://www.pinterest.co.uk/teddyseansmith/london-fashion/

9. Feedback:
• “I really like the pictures and that the it’s a fashion magazine but
that it will also have pictures of London scenery in it. Its very
colourful!” Caitlin White, 17, London (College Student/shop assistant)
• “I get the gist of the magazine from reading this, I would read it if I
was going to go to London. The only thing is I wouldn’t read it if it
had too much fashion content and not enough of other things”
Toby Tang, 17, Essex (Sixth form Student)
• “I think the idea of the magazine is really great and I would
definitely read it. Just make sure that what is inside (content) is
relevant” Freya Smith, 13, Essex (High school student)