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LIQUORICE MAGAZINE
By Emily Harrison
Introduction:
•  My name is Emily Harrison, and I’m
here to convince you that my ideas
for a new magazine fit your brief.
...
The client
The Brief:
“You

have been commissioned by the
Northern Echo to produce a new magazine
product. Your product could be in a...
Aims:	
  
•  Publication Style: Magazine of high quality
•  Target Audience: 16-24 years
•  Socioeconomic: ABC1
•  Genre: ...
Northern Echo Client constraints:
•  Local Advertising – (mine needs to be local)
•  High quality content
•  Community eth...
Secondary Audience:
•  No taboo language
•  No extreme imagery
•  Suitable for many people; take into
consideration religi...
Pcc Constraints:
• 

Press Complaints Commission

• 

Regulating Body for the content of magazines and
newspapers which de...
Pcc Constraints:
• 

What action should I take?

1.  Make sure anything I produce is NOT misleading, inaccurate or
involve...
Gap in the market:
•  Where is the gap in the market?
•  Where is the competition?
•  Does my product confidently fill the...
Gap in the market: Fill the gap?
• 

Tailored for young people

• 

Written by a person within the target audience

• 

To...
Competition:
Magazines such as:
• 
• 
• 
• 

Clash
Trap
Cellardoor
This Is Fake DIY

Pose as competition
to my publication
LIQUORICE

Audience research
LIQUORICE

The audience:
•  16-24 Years
•  Socioeconomic: ABC1
•  Tribe: Creative, Leading
Edge
•  Key Words: Resourceful,...
LIQUORICE

The audience: issues
•  Small tribe: I need to make sure I tailor to a
wide variety of people
•  Make the magaz...
LIQUORICE

Design:
•  Follow similar designs of: Trap, This Is Fake DIY,
Cellardoor and Clash – relate to audience
•  Arti...
LIQUORICE

Genre research
LIQUORICE

Genre: what?
•  Alternative Lifestyle Hybrid – (taking
aspects of different magazines to create a
new one…)
LIQUORICE

Genre: stats
LIQUORICE

Genre: influences?
Layered
text, images
and layout

Blocked text –
bold, stands
out, prominent

LIQUORICE
Handmade Feel

Paragraphed
text –
c...
Bold masthead

LIQUORICE
3 colour
rule

Prominent
image

Varied use of
sell lines

Bold fonts
LIQUORICE

The name:

LIQUORICE

•  Why Liquorice?
•  What are it’s connotations?
•  Does it stand out?
LIQUORICE

aims:

LIQUORICE
•  Focus on young people
•  Inspirational
•  Wide Article Topics
•  In Depth
•  Informative
LIQUORICE

What will it contain?
Features:
•  University Blues
•  The Cuts Crisis
•  My Cities (York)
Regulars:
•  News
• ...
LIQUORICE

Fonts and colours
Masthead

Colour
Palette

Sell Line &
Headline

Subheader

Main Text

LETTER GOTHIC
CALIBRI	
...
LIQUORICE

Front cover:
• 

Imagery – relatable, white backdrop, butterfly lighting,
window to self

• 

Layout – simple, ...
LIQUORICE

contents:
• 

Imagery – relatable, create continuity, links to
articles

• 

Layout – simple, structured, easy ...
LIQUORICE

Article - Uni Blues:
• 

Tone – chatty, light, informative, relatable

• 

Language – mix of 2nd/ 3rd person, a...
LIQUORICE

Article – my cities..:
• 

Tone – chatty, light, informative, round up of the city

• 

Language – mix of 2nd/ ...
LIQUORICE

Article – cuts crisis:
• 

Tone – in-depth, focused, informative, expose style, insight

• 

Language – mix of ...
LIQUORICE

Flat plans:
LIQUORICE

Flat plans:
LIQUORICE

Mock ups:

5
College
Students

ABC1
Status

17-18 years
Mock up:

1
Mock up:

2
Mock up:

POSITIVE:
• 
• 

“Mock up 2 looks full of life”

• 

“The coloured one is better, it catches
your eye more”

• 
...
LIQUORICE

Commercial viability
LIQUORICE

Distribution:
•  Supplement to the Northern Echo
•  40,000 copies with the Saturday Issue
•  Monthly
•  Guarant...
LIQUORICE

Printing costs:
LIQUORICE

Budget projections
LIQUORICE

Personnel costs:
Personnel	
  

Hours	
  

Rate	
  

Total	
  Cost	
  

Journalist	
  

11	
  

25	
  

275	
  ...
LIQUORICE

Equipment costs:
Equipment	
  

Hours	
  

Hire	
  Rate	
  

Total	
  

Studio	
  

8	
  

20	
  

160	
  

Lig...
LIQUORICE

Total expenditure:

Total: 7,018.75
LIQUORICE

Advert income:
Advert	
  

Rate	
  

Number	
  

Total	
  Income	
  

Back	
  Cover	
  

525	
  

1	
  

525	
 ...
LIQUORICE

Profit/loss:

Loss:
4883,75
I will therefore
need to re-address
my expenditure on
printing
LIQUORICE

conclusion:
“You

have been commissioned by the
Northern Echo to produce a new magazine
product. Your product c...
Any
Questions?
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Media Pitch: Liquorice Magazine

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Media Pitch: Liquorice Magazine

  1. 1. LIQUORICE MAGAZINE By Emily Harrison
  2. 2. Introduction: •  My name is Emily Harrison, and I’m here to convince you that my ideas for a new magazine fit your brief. •  My magazine is called Liquorice. It’s an alternative lifestyle magazine, aimed at 16-24 year olds.
  3. 3. The client
  4. 4. The Brief: “You have been commissioned by the Northern Echo to produce a new magazine 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 24 age group
  5. 5. Aims:   •  Publication Style: Magazine of high quality •  Target Audience: 16-24 years •  Socioeconomic: ABC1 •  Genre: Alternative Lifestyle (Student Focus) •  Self Finance: Advertising
  6. 6. Northern Echo Client constraints: •  Local Advertising – (mine needs to be local) •  High quality content •  Community ethos •  Champion the North East
  7. 7. Secondary Audience: •  No taboo language •  No extreme imagery •  Suitable for many people; take into consideration religion, gender, disability, age. •  It should not be offensive •  It is a well respected publication
  8. 8. Pcc Constraints: •  Press Complaints Commission •  Regulating Body for the content of magazines and newspapers which deals with complaints from members of the public. They deal with the complaints under the ‘Editors Code of Practice’. •  The code has 16 sections, split into 4 main areas: Privacy, News Gathering, Protecting the Vulnerable, Accuracy
  9. 9. Pcc Constraints: •  What action should I take? 1.  Make sure anything I produce is NOT misleading, inaccurate or involve distorted information and images 2.  Make sure I have consent when photographing either children or adults – everyone is entitled to privacy 3.  Make sure I do not intrude or harass when contacting (persons) for information 4.  Completely avoid prejudicial reference to any individual unless entirely necessary to the story 5.  Make sure I have permission to be there – e.g on private property
  10. 10. Gap in the market: •  Where is the gap in the market? •  Where is the competition? •  Does my product confidently fill the gap in the market?
  11. 11. Gap in the market: Fill the gap? •  Tailored for young people •  Written by a person within the target audience •  Topics which revolve around the target audience •  Imagery which creates links to target audience (through use of models of same age) •  Aimed at both males and females •  Aimed at the young people of the North East
  12. 12. Competition: Magazines such as: •  •  •  •  Clash Trap Cellardoor This Is Fake DIY Pose as competition to my publication
  13. 13. LIQUORICE Audience research
  14. 14. LIQUORICE The audience: •  16-24 Years •  Socioeconomic: ABC1 •  Tribe: Creative, Leading Edge •  Key Words: Resourceful, Proactive, Influential, Experimental •  Base: North East •  60% Female 40% Male
  15. 15. LIQUORICE The audience: issues •  Small tribe: I need to make sure I tailor to a wide variety of people •  Make the magazine content engaging to all – take note of the age group, and tailor to 16 years as well as 24 years. •  Appropriate topics covered
  16. 16. LIQUORICE Design: •  Follow similar designs of: Trap, This Is Fake DIY, Cellardoor and Clash – relate to audience •  Articles and topics which are relevant – local focus e.g Uni Blues, The Cuts Crisis •  Pastel colour scheme – mix of stereotypical male and female colours •  Distributed through Northern Echo •  Written by someone within their age group
  17. 17. LIQUORICE Genre research
  18. 18. LIQUORICE Genre: what? •  Alternative Lifestyle Hybrid – (taking aspects of different magazines to create a new one…)
  19. 19. LIQUORICE Genre: stats
  20. 20. LIQUORICE Genre: influences?
  21. 21. Layered text, images and layout Blocked text – bold, stands out, prominent LIQUORICE Handmade Feel Paragraphed text – chunks, easier to read, link to images Handwritten style fonts Collaged Images – gives a handmade feel
  22. 22. Bold masthead LIQUORICE 3 colour rule Prominent image Varied use of sell lines Bold fonts
  23. 23. LIQUORICE The name: LIQUORICE •  Why Liquorice? •  What are it’s connotations? •  Does it stand out?
  24. 24. LIQUORICE aims: LIQUORICE •  Focus on young people •  Inspirational •  Wide Article Topics •  In Depth •  Informative
  25. 25. LIQUORICE What will it contain? Features: •  University Blues •  The Cuts Crisis •  My Cities (York) Regulars: •  News •  Culture Round Up •  Have Your Say
  26. 26. LIQUORICE Fonts and colours Masthead Colour Palette Sell Line & Headline Subheader Main Text LETTER GOTHIC CALIBRI   Light, Airy, Pastel
  27. 27. LIQUORICE Front cover: •  Imagery – relatable, white backdrop, butterfly lighting, window to self •  Layout – simple, structured •  Colour Scheme – purple, blue, pastel pink, black, grey, youthful, vibrant, light •  Font – bold masthead, handwritten style sell lines, simple, easy to read, continuity
  28. 28. LIQUORICE contents: •  Imagery – relatable, create continuity, links to articles •  Layout – simple, structured, easy to follow, effective •  Colour Scheme –blue, pastel pink, yellow, black, grey, youthful, vibrant, light (similar to cover) •  Font – mixture of handwritten style font, and type writer, main body font, easy to read
  29. 29. LIQUORICE Article - Uni Blues: •  Tone – chatty, light, informative, relatable •  Language – mix of 2nd/ 3rd person, anecdotal/quote introduction, inclusive, semantics of university •  Imagery – relatable, comical, creation of diagonals •  Layout – 2 columns, breakout box, 60:40 text/image ratio •  Colour Scheme –blue, pastel pink, yellow, green, black, grey, youthful, vibrant, light (similar to cover) •  Font – mixture of handwritten style font, tailored feel, type writer in upper and lower case, main body font, easy to read 1
  30. 30. LIQUORICE Article – my cities..: •  Tone – chatty, light, informative, round up of the city •  Language – mix of 2nd/ 3rd person, descriptive intro •  Imagery – act as guides to the city, prominent, descriptive •  Layout – broken into sections, one paragraph per image e.g ‘Where to get well read’ header followed by text and image •  Colour Scheme –blue, pastel pink, green, black, grey, youthful, vibrant, light (similar to cover) •  Font – mixture of handwritten style font, tailored feel, type writer in upper and lower case, main body font, easy to read, sans serif 2
  31. 31. LIQUORICE Article – cuts crisis: •  Tone – in-depth, focused, informative, expose style, insight •  Language – mix of 2nd/ 3rd person, inclusive, anecdotal/quote intro, engaging •  Imagery – less prominent, literal, simple •  Layout – 2/3 columns, text to image ratio 60:40, more emphasis on the text rather than images, structured •  Colour Scheme – pastel colours, subtle, only focused mainly on header •  Font – mixture of handwritten style font, tailored feel, type writer in upper and lower case, main body font, sans serif, easy to read   3
  32. 32. LIQUORICE Flat plans:
  33. 33. LIQUORICE Flat plans:
  34. 34. LIQUORICE Mock ups: 5 College Students ABC1 Status 17-18 years
  35. 35. Mock up: 1
  36. 36. Mock up: 2
  37. 37. Mock up: POSITIVE: •  •  “Mock up 2 looks full of life” •  “The coloured one is better, it catches your eye more” •  “Mock up 2 has more of a youthful feel” •  1 “ I think the coloured one feels more free” “I like the style of quote in mock up 1” NEGATIVE: •  •  2 “I don’t like the blocks of purple in mock up 1” On mock up 1 – “The only thing that attracts me is the bold quote. Other than that I wouldn’t read it. •  “Mock up 1 is too formal”
  38. 38. LIQUORICE Commercial viability
  39. 39. LIQUORICE Distribution: •  Supplement to the Northern Echo •  40,000 copies with the Saturday Issue •  Monthly •  Guarantee of sales and readership of 93,663 people •  Guaranteed distribution line (no extra costs) •  53% of readership is ABC1
  40. 40. LIQUORICE Printing costs:
  41. 41. LIQUORICE Budget projections
  42. 42. LIQUORICE Personnel costs: Personnel   Hours   Rate   Total  Cost   Journalist   11   25   275   Photographer   10   22   220   Models   7   15   105   Subeditor   15   25   375   Researcher   8   29   232   LighDng  Assistant   6   10   60   Make  Up  Assistant   4   62.5   250   Total  Expenditure   1,517  
  43. 43. LIQUORICE Equipment costs: Equipment   Hours   Hire  Rate   Total   Studio   8   20   160   LighDng  Kit   8   0   0  (with  studio)   Camera   11   7.5   82.5   Travel   3   0.5   18.25   Props   3   20   60   Total  Expenditure   320.  75  
  44. 44. LIQUORICE Total expenditure: Total: 7,018.75
  45. 45. LIQUORICE Advert income: Advert   Rate   Number   Total  Income   Back  Cover   525   1   525   Inside  Front   525   1   525   Inside  Back   525   1   525   Half  Page   560   1   560   4   2,135   Total  Income   Total: 2,135
  46. 46. LIQUORICE Profit/loss: Loss: 4883,75 I will therefore need to re-address my expenditure on printing
  47. 47. LIQUORICE conclusion: “You have been commissioned by the Northern Echo to produce a new magazine 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 24 age group
  48. 48. Any Questions?

×