Pitch

1. IN THE HEART OF THE RUGBY COMMUNITY
MULTI-GENDER RUGBY MAGAZINE
JASON MCLEAN

2. MY BREIF
“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
also produce your magazine for a specified
audience segment within the 16 to 25 age
group.”

3. HOW I WILL MEET
MY BRIEF •A/B/C1 AUDIENCE
•ESURED THE QUALITY OF MY
PRODCT IS HIGH
•RUGBY MAGAZINE FOR BOTH MALE
AND FEMALE AUDIENCE
• GAP IN THE MARKET AND IS
COMMERCIALLY VIABLE
•SELF FINANCED THROUGH SALES

4. WHY RUGBY?
Rugby has been a big part of my life since a very early age, its is a sport
which I am very passionate about and have a lot of knowledge of.
I share similar interests as my target audience and therefore completely
understand their needs.
I regularly read rugby magazines available on the market today, this has
given me a good understanding on how to write an effective article, I also
know what current magazines are missing.
Over the years I met many important characters in the rugby industry have
developed a vast amount of connections which I can use in order to acquire
content for my magazine

5. Audience profile
MALE - 69% (Primary Audience)
FEMALE- 31% (Secondary Audience
SOCIOECONOMIC CLASS- (A/B/C1)
EMPLOYED- 72%
STUDENTS- 38%
UK TRIBE- SPORTS JUNKIES

6. HOW CAN I TAYLOR TO
MY AUDIENCE? • Use models from my target audience (I.e. similar age)
• Adopt similar techniques which have proven to be successful for magazines that a poplar amongst
my Target Audience
• Have a reasonable and affordable cover price
• Make my magazine as active as possible to reflect the active lifestyle of my TA.
• Ensure that the tone of my articles is lively yet casual.

7. SECONDARY
AUDIENCE - Secondary Audience includes –
-Female Rugby Players
In order to appeal to my secondary target audience I
need to ensure that;
• Limited taboo language
• No derogatory language towards women
• No inappropriate/sexist content
• Articles and imagery are reflective of females
• Humour is suitable

8. considerations
Constraints- The Press Complaints
Commission The PCC is the current regulator of the magazine and
newspaper industry who enforces a number of rules and
regulations that journalists must by in order to protect the
welfare of other and prevent mistreatment. Moreover, the
PCC deals with all complaints made against the two
industries under the ‘Editors Code of Practice.’ which
places particular concerns on specific subject areas,
including; accuracy, harassment, discrimination and the
children's rights.

9. considerations
In order to ensure I don’t break any of the codes set by the PCC I have made 5 golden rules…
Rules
1. Always use reliable sources
2. I will personally take all pictures myself as opposed to obtaining them off the internet, this ensures that
I am not in breach of any copyright laws and have the freedom to edit my photographs freely. That said, I
must always ensure I have permission to take photographs.
3. I will be considerate and caring when discussing sensitive topics such as illness, shock and grief.
4. I will always seek the permission of the person holding copyrights over any information I gather to use so
not to go against copyright laws
5. In order to ensure accuracy, I will record all interviews and focus groups, so I have a record of everything
that was said.

10. Unique selling
point (usp)
Rugby Roots will dive deep in to the
heart of the rugby community, and
produce content that will appeal to
both male and female grassroots
rugby players.

11. Gap in the
market Although there are already some very popular rugby magazines available for purchase on
the current market today, I feel that I have come up with a magazine idea which is
completely unique. That said, I am extremely confident that my magazine will be able to
compete with established rugby magazines, including; Rugby World and Rugby Club.
Through my research I found out that all current rugby magazines today are
predominantly focused on producing articles on professional and international and do not
tend to focus on grassroots rugby and the less well-known clubs in the lower divisions. On
top of this, I also found out that women’s rugby is another topic which is heavily
overlooked by the majority of current rugby magazines on the market.
Unlike other rugby magazines, my magazine will not just focus on one specific type of
rugby, my product will cover rugby union, rugby league and rugby 7’s.
Current Rugby magazines aren't personal and interactive like my magazine.

12. BRIEFING MY
PRODUCT Originally I proposed 3 alternative magazine
ideas, I then briefed my idea to a focus
group which involved discussing the genre,
design, imagery, target audience and
potential article ideas.

13. Briefing my idea- FOCUS
GROUP FEEDBACK
Here is some of the feedback comments which I received for the
magazine idea which I chosen to pursue.
“This is a very unique idea and has there is a lot of potential
content for this magazine.“
“I can definitely see the potential gap in the market for this
idea.”
“You have put forward some very interesting article ideas”
“ Is this article achievable?”
“I suggest that you stick to a 3 or 4 colour pallet in order to
keep your article looking professional”

14. Genre research

15. Genre research
How has my genre research
impacted on my product design?
• Colour Scheme
• Imagery
• Sell Lines (size, length,
language)
• Fonts
• Layout
• Visual feature (i.e. banners,
splashes, skyline etc.)
Analysis of Front Cover (Key
Points)
• Active Layout (lack of white
space)
• Vibrant Primary Colours
• Overlapping features and
Imagery create field of depth
• Bold Masculine San-serif Fonts
• Short/Catchy Sell lines
• Use of Visual Features; skyline
& buttons
• Active Imagery
• Simplistic Language
• Reflective of TA

16. mastheadI have edited the letter ‘G’ to imitate a set of rugby posts.
This Graphological feature should help crate a recognisable
Creates Identity
Memorable
Simplistic
Relatable to the Genre
Enforces style of Magazine
Good Length (10 letters) – Same length as popular
rugby magazine; Rugby World
identity for my magazine.

17. House style
(fonts) Masthead Fontheadline
one Sell Lines Font Boris Black Boxx
Header Fonts PRIMETIME SOUSES NOUVELLE VAUGE
Article Fonts Coolvetica Gnuolane Rakesly

18. House style
(colour schemes) I have not chosen a specific colour scheme to run consistently throughout my
magazine, I chose to make this decision as I didn’t feel a consistent colour scheme
would suit my magazine genre. Moreover, each double page spread is going to
have its own colour scheme which will be completely based on the content of the
article and its imagery.
However the majority of colour pallets used for my double page spreads will consist
of bright and vibrant primary colours which should give a positive feel to my article.

19. MOCK UP 1

20. MOCK UP 2

21. FOCUS GROUP
I decided to conduct a focus group in
order to gain feedback on my mock up
DPS’ that I created. My focus group was
made up by my peers who all fall within
the age category of my target audience.
Conducting a focus group allowed me to
actively get involved in my research,
through allowing me to interact first-hand
with my target audience.
Moreover, during my focus group I had
the freedom to ask members specific
questions in order to gain the exact
feedback which I was looking for.

22. FEEDBACK MOCK
UP 1 Positive
Negative
Feedback
• “It looks professional” feedback
• “It is busy but it doesn't look too
busy because of the way you have
used your space.
• “I like the way you have picked up
certain colours from the pictures.”
• “The colours are relevant and they
work well.”
• “I think 3 images for the whole
article work well”
• “You have a good range of active and
passive imagery”
• “The image which is overlapping
looks out of place.”
• “The kicker is slightly too small,
making it hard read”
• “As it is an opinionated article, I feel
that you should have included more
quote inserts.”

23. FEEDBACK MOCK
UP 2 Positive
Feedback
Negative
• f“Teheree dis nbota encoukgh imagery in
relation to the text.”
• “It looks too busy because you haven't
go enough imagery and visual features
breaking it up.”
• “Although the purple and black work
well together, they don’t compliment
the imagery.”
• “The connotations of the colours
contradict the content of the article.”
• “The fonts down the sides of the
images are a bit too bold, and too
small.”
• I don’t like the drop shadow on the
quote inserts.
• “You have used good appropriate
imagery.”
• “I like your use of quote inserts, I
like how big they are and where you
have positioned them within the
text.”

24. Front Cover
(0verview) Imagery – creative, active & passive,
emotive, positive, representative
Layout – busy, overlapping imagery/visual
features, field of depth
Colours – primary colours, vibrant, active,
positive, reflective of imagery
Fonts – Header: headline one
Sell Lines: Boris Black Boxx

25. Contents page
(0verview) Imagery – creative, active, , positive, emotive
Layout – busy, overlapping imagery, field of depth
Colours – primary colours, vibrant, youthful, active, positive,
reflective of imagery
Fonts – Header: headline one Sub headers/Main Body:
Coolvetica

26. REGULARS
•Editors Note
•Fan Letter Section
•Monthly competition
•Meal Plan
•Workout Plan

27. ARTICLE IDEA 1
(0verview)
Highs and Lows of a Head Coach
Tone – advisory, enthusiastic, conversational, upbeat
Language 1st and 2nd person, informative, inspiring
Imagery –active, professional, positive,
Layout – balanced text to image ratio
Colours – primary colours, vibrant, positive, chosen from imagery
Fonts – Header: SOUSES- Sans-Serif, bold, powerful, connotes rugby
Main Body: Gnuolane- Sans-serif, simple, easy to read, user friendly

28. Flat plans (dps
1)

29. ARTICLE IDEA 2
(overview)
Tone – motivational, upbeat, punchy, enthusiastic, informative,
Language 1st and 2nd person, emotive language, shock intro
Imagery –active, positive, motivational, emotive, inspiring
Layout – text heavy, 3 columns
Colours – primary colours, vibrant, positive, chosen from imagery
Fonts – Header: PRIMETIME- Sans-Serif, masculine, bold, powerful
Main Body: Coolvetica- Sans-serif, simple, easy to read
All men are created equal, some
work harder at pre-season

30. Flat plans (dps
2)

31. ARTICLE IDEA 3
TACKLING THE CHALLENGES OF WOMENS RUGBY
Tone – motivational, upbeat, punchy, enthusiastic, informative,
Language 1st and 2nd person, emotive language, shock intro
Imagery –active, positive, motivational, emotive, inspiring
Layout – 3 columns, high image to text-ratio
Colours – primary colours, vibrant, positive, chosen from imagery
Fonts – Header: NOUVELLE VAGUE- Serif, bold, powerful
Main Body: Rakesly- Sans-serif, simple, easy to read

32. Flat plans (dps
3)

33. Magazine
overview PAGES: 16
ADVERTS: 4 PAGES (25%)
SIZE: A4
COVER QUALITY: 250 gsm. Coated (Gloss)
PAPER QUALITY: 150 gsm. Coated
COVER PRICE: £2.50

34. DISTRIBUTION
I AIM TO DISRIBUTE AROUND; 10,000 COPIES
IN ATTEMPT TO ACHIEVE MAXIMUM SALES I WILL DISTRIBUTE USING
COMPANIES WHICH ARE EASILY ACCESSABLE AND REGULARLY VISITED
BY MY TARGET AUDIENCE;
• POPULAR SUPER MARKETS
• WELL-KNOWN CORNER SHOPS
• SPORTS EQUIPTMENT/CLOTHING STORES
• COLLEGE SHOPS

35. DISTRIBUTION
costs The Distributor, which I have chosen to
distribute my magazine, is ‘Worldwide
Magazine Distribution’.
• Distribute to over 5000 different outlets
• WWMD distributes magazines from a vast
number of different genres covering a
wide range of market sectors
• On average WWMD’s customers usually
stock anywhere between a single title and
300 titles
• Specialize in the distribution of magazines
to both independent and multiple
retailers in niche markets.
Of my overall
predicted income
will be eaten up by
my Distributor.

36. Printing costs

37. Personnel rates
Personnel Hourly Freelance Rate
Journalist £40
Photographers £100
Models £100
Subeditors £50
Researchers £50
Lighting Assistant £30
Make Up Assistant £30
Wardrobe Assistant £30
Graphic Designer £60
Layout Artist £30

38. personnel
expenditure Personnel Hours
Needed
Journalist 17
Photographers 24
Models 21
Subeditors 17
Researchers 10
Lighting Assistant 9
Make Up Assistant 7
Wardrobe Assistant 6
Graphic Designer 9
Layout Artist 5
£680
£2400
£850 £2100
£180
£210
£270
£500
£540 £150
Total Expenditure: £7880

39. Equipment costs
Equipment Hourly Hire Rate
Studio Space Rental £100
Flash Lighting Studio Kit £90
Back Drop £40
Camera £40
Additional Lens £20
Post Photographic Work £40
Studio Lighting Technical
£50
Support
Indemnity Insurance £100

40. Equipment
expenditure
£1300
£1170
£520
Total Expenditure: £4640
£40 £250 £300
£100
£960
Equipment Hours
Need
Studio Space Rental 13
Flash Lighting Studio Kit 13
Back Drop 13
Camera 24
Additional Lens 5
Post Photographic Work 1
Studio Lighting Technical Support 5
Indemnity Insurance 3

41. total
expenditure Editorial Personnel
Equipment
Printing
£7880
£4640
£2596.72
Total Expenditure:
£15116.72

42. Personal
advertising
CrOVEaR POStITIONeS s
BACK COVER: £3500
INSIDE FRONT: £2500
INISIDE BACK: £2200
FULL COLOUR
DOUBLE PAGE SPREAD:£3500
FULL PAGE: £1800
HALF PAGE: £950
QUARTER PAGE: £500
EIGHTH PAGE £300
INSERTS: £100 (PER 100)

43. Advertising
sales 1 X BACK COVER
1 X INSIDE FRONT COVER
1 X INSIDE BACK COVER
2 X HALF PAGE
1 X QUARTER PAGE
£475 £3500
Total Income: £9875
£2500
£2200
£1200

44. PREDICTED SALES
INCOME
10,00
0
x £2.5
0
= £25,
000
ESTIMATED
SALES
COVER PRICE SALES INCOME

45. TOTAL INCOME

46. NET PROFIT/LOSS
£34,875
£19,758.28
£15116.72
£19,758.28
2
-
£9,879.14

47. THANKYOU FOR LISTENING
I WILL NOW ANSWER ANY
QUESTIONS