2. *MY BRIEF
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 product your
magazine for a specified audience segment
within the 16-25 age group.
3. *HOW I INTEND TO MEET
THIS BRIEF
In order to meet the brief that I have
been set I have done the following
- Created a magazine that is suitable
for the ABC1 audience that the
Northern Echo have
- Created a magazine which is of the
high quality that Northern Echo
readers expect, by employing highly
qualified journalists and staff.
- Created a magazine of the genre
‘dance’ which a topic for young people
in the 16-25 age group
- Chosen a genre of magazine that
there is a gap in the market for, and
is commercially viable.
-Made a magazine that is self financed
through sales and advertising.
4. *WHY DANCE?
- I have danced all my life so I
have good knowledge on the topic.
- I am passionate about dance so I
enjoy writing about it and this
will come across in my articles.
- I know what it’s like to have a
lack of information on the things
you need to know for dancing so I
know that there is a gap in the
market for a magazine that provides
this information.
- I read dance magazines so I have
a good idea how to write
articles/style articles, I also
know what they are missing.
- Current dance magazines aren’t
personal and interactive like mine.
- I have the same needs and
interests as my target audience.
5. *AUDIENCE PROFILE
- A mixture of the
tribes Townies and
Trendies
-Age 16-25
-Mixed Gender
-ABC1 socioeconomic
status
- Educational Status –
high school diploma to
college graduate.
- Not the
stereotypical C2/D
socioeconomic status.
- Usually on a low
income if employed
- Buying Behaviours –
magazines priced
between £1 and £5.
6. *THINGS TO CONSIDER…
SECONDARY AUDIENCE
- SecondaryAudience includes parents, siblings, and most
importantly dance teachers
- In order to keep the secondary audience happy there must be….
- No taboo language
- No nudity
- No inappropriate content
- Articles respected by dance teachers
7. *HOW I CAN TAILOR TO
MY AUDIENCE Have a
balanced
Use Use lively text to
stylistics but casual image ratio
that are fun tone
and youthful
Use Choose
limited interesting,
language practical
Have a content
reasonable
price
Copy techniques
Use trendy,
from magazines
eye-
that are
Use catching
popular with my
young fonts
audience
models
8. *THINGS TO CONSIDER…
CONSTRAINTS – THE PRESS COMPLAINTS COMISSION
The PCC regulates certain rules that journalist must
oblige by to protect the welfare of others. This
concerns subjects like accuracy, harassment,
children, clandestine devices, and discrimination. To
ensure I don’t break any of the codes set by the PCC
I have made 5 golden rules…
9. *THINGS TO CONSIDER…
1 - I will seek the consent of parent/guardian if
photographing children to protect against intrusion into
2
their lives
- I will seek the permission of the person holding
copyrights over any information I gather to use so not to
3
go against copyright laws
- I will record all interviews auditorily to ensure
accuracy
4 - I will take all pictures myself and not attempt to obtain
pictures of the internet or other sources so not to risk
5
going against copyright laws
- I will show all material I collect and intend to publish
concerning an individual to them so I can check they are
happy with it before it is published
10. *BRIEFING MY IDEA – FOCUS
GROUP FEEDBACK
After Briefing my idea, by explaining the genre, target audience
age and tribe, article ideas, this is some of the feedback I
received….
The idea is unique and different, and offers
things that other magazines don’t offer.
The idea could have more reference to males
May be difficult to use primary research
12. *GENRE RESEARCH (CONTINUED)
Young
Adult
models
Step by step - Informative
how to articles
articles - Interviews
Positive, with
happy
professionals
expressio
- News in the
ns and
body dance
language industry
- Health and
Body
- Costumes
Bright,
lively - Hairstyles
colours - Dance Steps
Fun,
perky - How this
language affected my
Active, articles
in-motion
images
Stylish,
upper case - Active layouts
sans serif - Mixture of candid and
Ideal studio photography.
font
imagery
13. *GENRE RESEARCH (CONTINUED)
Youthful, Lots of
attractive lengthy
but subtle text
colours
Wide range
of quirky
fonts Sections of
text
highlighted
or underlined
Messy,
Different collage
shapes look
14. *NAME
DYNAMIC
Good length – other titles with 7 letters
include company and glamour
Enforces style of
magazine cover
Easily relatable to
the genre
Not too obvious
Different
15. *MY AIMS
DYNAMIC
- AN INSPIRATIONAL MAGAZINE FOR BUDDING
YOUNG DANCERS
- COVERS ALL ASPECTS OF DANCE
- IS PERSONAL TO THEM AND THEIR NEEDS
- INDEPTH, AND TARGETS BRIGHT,
INDEPENDENT DANCERS
16. *CONTENTS
FEATURES
- Eat yourself Fit
- A Day In the life of
a Dance College student
- Thinking outside the
box
- 7 styles of dance you
never considered
- Stand Out on Stage
- Hair SOS
REGULARS
- Dancer of the Month
- Dance News
- Dance Video of the
Month
17. *FONTS
Masthead font
OPTIMUS PRINCEPS
Sell Line Font
FUNDAMENTAL BRIGADE
Fundamental brigade
Headline Fonts Levi ReBrushed Brain flower
Subheader Fonts COURIER NEW Nouvelle Vague
Main Body Font GeosansLight
*COLOURS
18. *MOCK-UPS
1st Focus group
– 3 college
students
- Aged 17/18
- Trendie tribe
- A/B status 2nd Focus group
-3 dancers
- Aged 16/17
- Townie tribe
- BC1 status
- 1 boy and 1 of
secondary audience
21. *POSITIVE RESPONSE
- Bright attractive colours
- Eye catching fonts
- Clear layout overall
- Digestible broken up text
- Explosive arrangement
attracts attention
- Appropriate for TA (tone
& style)
- Good use of imagery
- Professional appearance
- Interesting content
- Interactive
*NEGATIVE RESPONSE
- Weird arrangement of text
in places
- Could include models
- Highlighting colours can
make text unreadable
- Long sentences
- Confusing wording
- Lack of explanation
- Childish tone
22. *POSITIVE RESPONSE
- Modern, attractive
title
- Professional
Appearance
- Clear layout
- Easy to understand
*NEGATIVE RESPONSE
- Clash of font styles
- Subtitles are more
bold than header
- Stylistics are less
suited to TA
- Boring arrangement
- Inappropriate tone
- Not as interactive
- Not as related to the
genre
24. *ARTICLE DETAILS
CONTENTS
Imagery – ideal, active, animated, positive
Layout – Simple, explosive arrangement of images
Colours – pastel colours, bright, youthful,
positive, subtle, same as cover
Fonts – Title: Masthead font
Sub headers: Typewriter, uppercase
Main Body: sans serif, simple, easy to read
25. *ARTICLE DETAILS
EAT YOURSELF FIT
Tone – upbeat, punchy, enthusiastic, informative,
comical
Language – 2nd and 3rd narrative voice, some emotive
language, shock intro
Imagery – ideal, active, animated, positive
Layout – explosive, broken up, 2 columns, balanced
text to image ratio
Colours – pastel colours, bright, youthful,
positive, subtle, linked to various food
Fonts – Title: brush, youthful, attention grabbing
Sub headers: Typewriter, uppercase
Main Body: sans serif, simple, easy to read
26. *ARTICLE DETAILS
THINKING OUTSIDE THE BOX
Tone – serious, enthusiastic, informative
Language – 1st 2nd and 3rd narrative voice, emotive
language in interview, shock intro
Imagery – active, dynamic, emotional, window to the
future self, tells a story, tilt shows student as
inexperienced
Layout – two columns, more formal and structural due
to more serious tone, wrapped images.
Colours – More subtle, smaller range, more serious
looking, use of blue for emotional connotations, also
for male connotations
Fonts – Smaller range for formality
Title: tall, thin, uppercase, serious, quirky
Sub headers: retro, thick, serif, fashionable and chic
Main Body: simple, sans serif, easy to read.
27. *ARTICLE DETAILS
7 STYLES OF DANCE YOU NEVER
CONSIDERED
Tone – enthusiastic, informative, perky
Language – 2nd and 3rd narrative voice, slightly
emotive,
Imagery – window to the future self, active
Layout – distorted grid, straight, in uneven columns
Colours – varied, some subtle, some bright, youthful
Fonts – varied, title: modern, unusual, sans serif,
tall, thin, uppercase
Sub headers: mixture of typewriter
font and thick, serif, old-fashioned,
retro font
Main Body: mixture of typewriter font,
and sans serif simple font
28. *QUESTIONAIRE RESULTS
- 9/10 read magazines with paper which is in between
high gloss, expensive paper and thin, cheap paper
- 1/2 say low quality paper would not put them off
- 1/2 say they would still consider reading the
magazine if the content was good
- 70% said the most they would pay for a 60 page
magazine is £2
- 20% said they would pay up to £3
29. *THE MID RANGE
MAGAZINE STRATEGY
Competitive Cost between
£1 and £3
Often have 60-120
cover mounts pages long
Use a mixture of Lean towards
high quality balanced
paper and more advertising to
expensive content ratio
laminate covers (30%-50%)
30. *CONCLUSIONS
- 60 page magazine
- Paper size – 165mm x 200mm (roughly A5)
- Type - gloss
- Weight – pages: 150 GSM coated
cover: 170 GSM coated
- Price - £2
- 40% adverts
- Distribute 10,000 copies
DISTRIBUTER - COMAG
- Runs many well known titles
- Specializes in mid range
- Run ‘Dance’ magazine and ‘Dance Spirit’ magazine – of
the same niche genre but high quality
34. *EQUIPMENT COSTS
Equipments Hourly hire rate
Studio space rental £100
Flash lighting studio kit £90
Camera £40
Additional Lens Hire £20
QE indemnity insurance £16
Travel £46 (for return journey)
Props £75
35. *EQUIPMENT EXPENDITURE
Studio space rental
(12 hours)
£46 £75
Flash Lighting studio
£40 £496 kit (12 hours)
£1,200
Camera (31 hours)
£1,240
Additional Lens Hire
£1,080 (2 hours)
QE indemnity insurance
(31 hours)
Travel
Total
Expenditure Props (12 hours)
£4,177.00
37. *ADVERTISING RATES
Advert Type Cost
Back Cover £1,250
Inside Front £1,100
Inside Back £1,000
Double page spread £1,750
Full page £900
Half page £475
Quarter page £238
Eighth page £150 Prices estimated
from cost of adverts
in the Crack
magazine and halved
due to smaller
readership
38. *ADVERTISING SALES 1 Back Cover
1 Inside Back
£952 £600 £1,250 £1,000
£475
2 Double Page
Spreads
£3,500 12 Full Pages
1 Half Page
£10,800
4 Quarter Pages
4 Eighth Pages
I created a bible to help determine Total Income
whether the amount of adverts was £18,577
suitable and where they would go
39. *PREDICTED SALES INCOME
Cover Price Predicted Sales
Predicted Sales
£2 x 7000
= £14,000
50% taken off by
…
(Advertising Income)
wholesaler and
distributor (25%
+£18,577
each)
