This document provides details on a proposed music magazine pitched to young adults aged 18. It will be published fortnightly to satisfy readers' interest in current music events without requiring a weekly issue. The cover price will be £2.20 based on survey findings that most young adults are willing to spend £1.30-£3.50. The magazine will focus on a wide range of music genres like rock, pop, chart music, metal and R&B to fill a niche, with rock music making up the majority of content. It will be titled "LIVE!" to suggest up-to-date, lively content and a feeling of understanding for its target readership of teenagers exploring their identities.

1. PITCH DOCUMENT

2. KEY STATS
Female 63%
Male 37%
Median Age 18
Publication Pattern Fortnightly
Cover Price £2.20
Genre Rock Music, Pop-Music, Chart-Music,
Metal and R’n’B
Working Title LIVE!

3. Publication
The magazine will be published fortnightly. This is
because my researched showed that my target
audience, young adults, buy music magazines
irregularly and so do not need a new issue every
week. But the readers also want to be informed
about current events and artists which means that
bringing out the magazine monthly wouldn’t
completely fulfil this task. So a fortnightly
publication perfectly strikes the balance and
satisfies the audience’s expectations.

4. Cover Price
Based on the survey which showed that the
most people are willing to spend between £1.30
and £3.50 for a music magazine, the cover price
of the magazine will be £2.20. As the magazine
appears fortnightly it can be a bit more
expensive than £1.30. It is aimed to young
adults who usually do not earn a lot of money so
it cannot be as much as £3.50. A cover price of
£2.20 is a satisfying midpoint.

5. Genre
This music magazine tries to cover a wide range of music
genres instead of only focusing on one. My research showed
me that this is a market niche. There are magazines like this
but aimed to an older audience. Music magazines like
Kerrang! which have the same target group as my magazine
are specialised on one particular music genre. To give the
magazine’s content a structure and to meet the audience’s
demands there will be a focus on rock music. The vast
majority of the participants in the survey declared the rock
genre as their favourite. This does not mean that the front-
page article always has to be about a rock band or artist. It
just states that in average the number of articles about the
rock genre prevail the amount of articles about Pop-music,
Chart-music, Metal and R’n’B.

6. Working Title
The magazine’s name is LIVE! It is a short
and catchy title which can be memorised
easily. You associate the word “live” with
live music like concerts or festivals in
which my target group likes to participate
in. It also suggests that the content of the
magazine is up-to-date, it reports live, at
the very moment, not delayed. Reading
the title words such as alive and living
pop into your head. The target audience
who are teenagers and young adults in
the prime of their lives trying to find their
own personality and identity as well as
their place in society should get a feeling
of understanding and belonging when
they see the name LIVE! on a magazines
front page.
This means the working title is a
connection to music much the same as to
the reader’s situation in life.

7. Mission Statement
Live! reports vividly and enthusiastic about the
latest sensations in the music business. We
deliver the current news about concerts and gigs
as this is what the typical young LIVE!-reader
wants to be informed about. Our audience can
identify with the magazine as it presents their
favourite artists and role models.
LIVE! brings music alive for you!

8. Reader profile
Amy is an 18 year old student at the York College. As the main
LIFE!’s audience she lives in Yorkshire. Like a lot of teenagers
she spends her weekends with her friends and goes out in the
evening to night clubs and bars.
When she goes shopping with her friends they usually take a
break in a café and gossip about the latest news in the music
world. Not only do they discuss new songs but also the
relationship of their favourite artist and their styling. Music is a
part of her life as much as sleeping and studying for college.
She listens weekly to the UK charts and watches casting shows
like the X-Factor or The Voice UK.
When she is in the bus or doing sports her earphones are
plugged in.
“A life without music? I don’t try to stop breathing
so why should I stop listening to music? For me these two
activities are on the same level.”
Her weekend-job in a supermarket makes it possible for her to
go to music festivals and concerts of her favourite artists.
At the moment she tries to figure out what to do after college
and ensured us that she is sometimes so confused and
overwhelmed with information, opinions and advices people
throw at her that she likes to escape the whole stress by going
to her room and turning up the music as loud as she can.
“Just to get my head clean for some moments and relax.”