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 produce
your magazine for a specified audience
segment within the 16 to 25 age group “
3. Meeting the brief
I have created an art culture magazine for 16 –
25 year olds.
• Suitable for the ABC1 audience of the Northern E.
(specifically A/B category)
• 16 – 25 year olds
• Ensured that there’s a gap in the market – no
combined genre high quality local arts magazines
• It is commercially viable
• It is self financed through sales and advertising
4. Client constraints
With the N/E as my client, I will have to be
aware of…
• Specified T/A (16 – 25)
• Local T/A
• The Northern Echo has high production and
editorial values
• Distribution numbers
• Production schedule
5. PRIMARY AUDIENCE
ü Creative tribe
ü Age 16 – 25
ü Mixed gender (50/50)
ü A/B socioeconomic status
ü Good income – educated
T/A
ü Affordable £3.00
Audience profile
Audience interests:
Ø YOUTUBE, FACEBOOK, CONVERSE, URBAN OUTFITTERS,
comedy films
Ø CONTEMPORARY ART, MUSIC, THE CINEMA, PHOTOGRAPHY
6. Audience appeal
Article
Ø non-gender specific
colours: Bold modern
Ø Creative articles e.g.
street art
Ø Powerful, image-heavy
Audience APPEAL
COLOUR
ARTICLE
IMAGERY
7. SECONDARY AUDIENCE
ü Northern Echo readers
ü The general public
Must be aware of:
ü Taboo language
ü Offensive content (to other tribes, religions
or ethnicities)
8. MY USP
ü It is a personal area of interest – this will come
across in my content
ü It provides broad content about a wide range of
the arts
ü Specifically N/E based content.
ü For a young target audience.
ü There are no high-quality art culture
magazines based in the N/E.
9. The name…
= Perspective
- Literal meaning: an attitude towards something, a point of
view
- Acronym intrigues + brands
- Connotes observance + thoughtfulness
- Related to genre
- Complex word for T.A.
10. //MY AIMS
- To be informative about art culture in the local area
- To provide a wide range of content to suit creative T/A
- To provide obscure new content to suit T/A
- To provide a high quality product
11. THINGS to consider
The PCC - a body who deals with complaints
from the general public about magazine content
and newspapers). I must be aware of these 16
codes.
I have created 5 golden rules that I must
follow to ensure that I do not break any of the
codes.
12. THINGS to consider
1. I will get permission for every photograph I take outside of
college grounds – Article 1 2
2. I will ensure that all of the information I collect is accurate
– Article 1 2
3. I will ensure that I will respect the privacy of people by
only taking permitted photographs and including permitted
information – Article 1, 2, 3
4. I will ensure that I do not engage in harassment or
persistent pursuit of a person I want for my articles – Article
3 (interview)
5. I will make sure that any young person will not be
interviewed about any personal information – Article 3
(interview)
14. GENRE RESEARCh
- Abstract/expressive
image
- 3-colour rule
- Subtly placed sell
lines
- Complex language
connotes educated
T/A
- Simplistic layout
- Urban sans serif
font
- Reliance on
imagery rather
than language to
attract attention
//How
it
affected
my
design
Ø Reliance
on
imagery
Ø Complex
language
usage
Ø Simplis4c
layouts
Ø Branding
is
key
16. articles
Front cover
Image ~ One image, high
contrast, black and white
Layout ~ Highlighted sell
lines, line orientation, branding
Colours ~ Limited colour
scheme, one colour for
background
Front cover image
17. articles
Contents page
Imagery ~ Semi-transparent
box, multi-layered appearance,
vibrant colours
Layout ~ graffiti wall
photograph, highlighted
features and regulars, branding
Fonts ~ serif sans serif
Colours ~ black and white,
highlighted features regulars
in primary colours, colour from
image
18. articles
//Article 1:
Hoult! Who goes there?
Imagery ~ One large, 3 small,
covers full page, dramatic, high
contrast, literal
Layout ~ 1 page image, 1 text,
line orientated, highlighted
Fonts ~ Serif article, bold,
modern sans serif,
Colours ~ White text, dark
grey/black background
//Informative article about street
art in newcastle location ‘hoults
yard’
19. articles
//Article 2:
O2 Academy: NEWCASTLE
Imagery ~ 60:40 ratio, inside,
outside, low angled, atmospheric,
large small, active
Layout ~ busy, image-heavy
Fonts ~ Bold, modern, serif, sans
serif
Colour ~ black background,
white lines, bright orange boxes,
bold, bright
//Informative article about the
HISTORY OF THE O2 ACADEMY in
newcastle
20. articles
//Article 3
INTERVIEW: Highlands
(band)
Imagery ~ main image, guitarist,
dramatic lighting
Layout ~ unusual layout, line
orientated
Fonts ~ serif, sans serif, bold,
urban, modern
Colours ~ white background,
black lines – COLOUR WILL
COME FROM THE IMAGES
Page No. feature~ branding
//INTERVIEW WITH GUITARIST FROM A
LOCAL UP-COMING BAND ‘HIGHLANDS’
21. Mock ups
feedback
I did two focus groups with a group of people in
my target audience to find out which of my
magazines layouts and articles was the most
successful.
23. //Positive
- Branding
- Creative layout
- Good aesthetic
features
- Powerful imagery
- Font choice
- “Looks like an art
magazine”
- Colour choice
- Good amount of text
//Negative
- Too much contrast
between pages
- Too many colours
(remove the red)
Mock Up 1
“Looks like an art
magazine”
24. Mock up 2
https://www.facebook.com/
WarehouseNewcastle
http://www.unit-44.
com
http://www.houltsyard.
co.uk/
buildings. There are over ten walls now in this outdoor exhibi-
“We write our own rules here and nothing is out of the
question, installations, over sized works, through the night
oults Yard – the urban, underground art scene
Built for its re-
Now, there are over 100 businesses and 500 professionals on
site, -
-
the huge scale projects the street artists partake in. Interna-
“We write our own rules here and nothing is out of the question, installa-
tions, over sized works, through the night perfecting and fine tuning. It all
culminates in our events which pull people from across the country to our
creative hive of activity”.
Unit 44
Coming up IN NEWCASTLE
ART FLOW - BALTIC
(24TH OCT - 2ND NOV)
PAGE.0 1
Hoults
Yard
///Unit 44 - ‘The White Walls’ Projectu44.
/ / / W e d e l v e i n t o N e w c a s t l e t o f i n d y o u t h e l a t -
e s t c r e a t i v e h o t - s p o t .
S i t u a t e d j u s t 5 m i n u t e s w a l k f r o m t h e c i t y c E N -
t r e , i s u n d e r g o u n d a r t s s c e n e , H o u l t s Y a r d / N . E .
i s s u e
01
02
03
04
25. //Positives
- Consistent colours
– pleasing to the
eye
- Good orange and
yellow boxes
- Good titles
- Good amount of
text
Mock Up 2 feedback
https://www.facebook.com/
WarehouseNewcastle
http://www.unit-44.
com
http://www.houltsyard.
co.uk/
buildings. There are over ten walls now in this outdoor exhibi-
“We write our own rules here and nothing is out of the
question, installations, over sized works, through the night
oults Yard – the urban, underground art scene
Built for its re-
Now, there are over 100 businesses and 500 professionals on
site, -
-
the huge scale projects the street artists partake in. Interna-
“We write our own rules here and nothing is out of the question, installa-
tions, over sized works, through the night perfecting and fine tuning. It all
culminates in our events which pull people from across the country to our
creative hive of activity”.
Unit 44
Coming up IN NEWCASTLE
ART FLOW - BALTIC
(24TH OCT - 2ND NOV)
PAGE.0 1
Hoults
Yard
///Unit 44 - ‘The White Walls’ Projectu44.
/ / / W e d e l v e i n t o N e w c a s t l e t o f i n d y o u t h e l a t -
e s t c r e a t i v e h o t - s p o t .
S i t u a t e d j u s t 5 m i n u t e s w a l k f r o m t h e c i t y c E N -
t r e , i s u n d e r g o u n d a r t s s c e n e , H o u l t s Y a r d / N . E .
i s s u e
01
02
03
04
//Negatives
- Too simple/basic
- Boring colour
schemes
- Doesn't’t have
branding
27. //features
Hoult! Who goes there? – An
article about an underground street art scene of
Newcastle.
O2 Academy –An article about
Newcastle’s well-known music venue, the O2
Academy.
//regulars
Interview – Music interview with
guitarist from N/E band Highlands
content
28. CONCLUSION
ü 16 pages
ü Paper size – A4
ü Paper type – gloss
ü Price - £3.00
ü 1/3 advertisements
ü Distributes 9,000 copies
ü Distributor – COMAG
Specializes in premium-priced publications and
they are a well known distributor.
37. 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 produce
your magazine for a specified audience
segment within the 16 to 25 age group “
