2. “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 16-25 age group.
Scout BRIEF Scout BRIEF
3. Meeting This Brief
Scout BRIEF Scout BRIEF
The socioeconomic groups it is targeted at is
BC1C2, overlapping The Northern Echo’s
target of ABC1.
Matches the high quality and standards of
publishing that the Northern Echo upholds.
Alternative Culture genre and the relevant
content appeals to young people aged 16-‐25.
The magazine I have created will be self
Jinanced through advertising, creating a
proJit.
I have ensured my magazine is suitable for
The Northern Echo Readership
4. Alternative culture
Scout Genre Scout Genre
Why alternative culture?
I am passionate about the contents
alternative culture covers and writing about
topics which will allow me to produce a
successful product.
A genre that is not usually covered for my
target audience and therefore there is a gap
in the market.
I have an interest and good knowledge of
local art and music.
A more artistic and photography based
magazine would be enjoyed by young
people.
Alternative culture is usually targeted at and
older audience with a higher income.
5. Unique Selling Point
Scout offers their readers content based around
their interests in alternative fashion, music,
art, writing, Jilms and events. Scout stands out
from other Alternative Culture magazines
because it offers content to a lower
socioeconomic group and content that is
accessible to people in the local area that the
Northern Echo publishes in.
Scout BRIEF Scout BRIEF
6. target audience
• Age: 16-‐21
• Gender: 60% Female, 40% male
• Socioeconomic: B, C1, C2
• Tribe: Creative, Young Alt and Activist
• Education: College or University
• Employment: Part time or other low
income job.
• Interests:
Scout AUDIENCE Scout AUDIENCE
8. Secondary Audience
The Secondary audience of my product is Northern Echo
readers, along with my target audience’s family or those
they live with. This means that the content must be
approved of by these people too, meaning that my articles
must include:
• No offensive taboo language
• No nudity
• No inappropriate content
Scout AUDIENCE Scout AUDIENCE
9. How it will be tailored to my audience
Scout AUDIENCE Scout AUDIENCE
10. Independent Press Standards Organisation
The IPSO replaced the Press Complaints
Commission in 2014. They created an Editors’
Code Of Practice, referencing topics such as
accuracy, harassment and privacy. All
publications must follow these rules to ensure
content is produced ethically. I will ensure I
uphold them by following 5 Golden Rules:
Scout Constraints Scout Constraints
11. Golden Rules
1. Be honest and transparent
2. Create articles ethically
3. Source images in a fair way
4. Promote equality
5. Uphold the privacy of people I use to create
content
Scout Constraints Scout Constraints
12. Mini focus group feedback
Good relevant title, that
gains the audience’s interest.
The lack of sell lines makes it hard to
tell the genre of the magazine or what it
includes.
The idea of promoting local art
and fashion is unique and
appeals to me.
Scout feedback Scout feedback
“
“
“
”
”
”
I
tested
my
magazine
idea
to
see
whether
it
appealed
to
my
target
audience
and
improve
it.
I
did
this
by
explaining
my
idea,
genre,
target
audience
and
ar;cle
ideas
to
people
and
asked
for
their
feedback
and
opinions
on
them,
comments
included:
14. Genre Research In-depth
Scout Genre Scout Genre
Simplistic logo, allows for focus
to be on imagery.
Two colour scheme
Left aligned
sell lines
Close-‐up photography +
young model that the
audience are likely to know
Only 3 different fonts, adding
to minimalistic appearance
Image to text ratio = 50:50
Branding
Q&A style article
Quote break-‐out box
Simplistic masthead
Short Kicker
Range of
imagery styles
and angles
15. Genre convention
Doing this genre research had these effects on
my product:
• I plan on following the idea of a simplistic
layout; through a minimalistic range of
fonts and colour scheme
• Use quote break-‐out boxes to make
layouts more interesting
• I will have an almost equal text to image
ratio
Scout Genre Scout Genre
16. Aims of magazine
• Inspire my audience’s interests
• Cover a range of contents under alternative culture to
suit all of my audience
• Inform them of local events
• Push my audience to explore what’s available to them
for their interests in music, art, fashion and much more
• Inspire my audience to explore culture in the North
East
Scout ContentsScout Contents
17. Simple and easily memorable
Explorer connotations, allow the reader to Jind
things they otherwise wouldn’t have
Short, 5 letters like DAZED and Wired
Original, not too generic.
Scout Contents Scout Contents
19. Fonts
Masthead: Bebas Neue
Sell line: Felt Pen Sams handwriting
Headline: Bebas Neue Felt Pen
Kicker: Abadi MT Condensed Light
Article body: Cambria Math
Scout Contents Scout Contents
Colours
20. Mock Ups
I
created
two
mock-‐ups
to
show
different
ways
I
could
create
my
double
page
spreads
in
order
to
give
the
to
my
audience
and
get
feedback.
I
gained
this
through
doing
a
focus
group
with
8
people
aged
16-‐19,
3
of
which
were
male
and
5
female.
Additionally
they
all
identi=ied
with
the
tribes;
Young
Alt,
Activist
and
Creative.
Scout feedback Scout feedback
21. Scout feedback Scout feedback
Positive Feedback
“The gems on the model’s
face stand out and remind
you of the brightness of
aspects of a festival”
“The images look like
pictures you’d take at a
festival, these are the kind
of photos you’d take with
friends which makes it
relatable”
“The amount of columns
works well with the text
inserts and subtitles”
“The article is not so
informational that it’s
boring because it has bits
of humour spread
throughout that will keep
the audience entertained”
Negative Feedback
“Brighten the colours of the bubbles”
“These subtitles should be in the same font as the masthead
or kicker”
“I think the second image, with the bum bags, could be more
interesting as the Jirst is active but that one’s not as
interesting”
22. Scout feedback Scout feedback
Positive Feedback
“The imagery looks fun
and is appropriate to the
title”
“There’s bits of the article
where you can tell you’ve
been to a festival because
you mention bum bags and
wellies, like you say
‘there’s always one person
who doesn’t bring wellies’
and it makes you think
yeah I should really take
them.”
Negative Feedback
“I’m not too keen on the layout, I think the collaging of the images makes it look too busy”
“For a unisex magazine, the colour scheme is quite feminine”
“You need to integrate the text within the imagery”0
23. Cover Style
Imagery
Ideal, relatable, close-‐up, model based, links to content.
Layout
Minimalistic, few sell lines, alternative.
Colours
Summery with disposable/polaroid camera style Jilters and tones, no
obvious gender connotations.
Fonts
Masthead: Bold, all caps, branded font and layout.
Sell lines Easy to read, simplistic, modern.
Scout Contents Scout Contents
24. Contents Page Style
Layout Central, small main text and page numbers large on the left side.
Colours Black, White and Burgundy.
Fonts Small serif for main central text and larger sans serif on the left, both
modern and easy to read.
Scout Contents Scout Contents
25. Festival Survival Article Style
Imagery Relatable, Ideal, Candid, Model Based, Links to festival theme.
Layout One page is image, one text, 4 columns, quote inserts.
Colours Festival colours that link with imagery.
Fonts Simplistic, focus on imagery and article, bebas neue, cambria math.
Scout Contents Scout Contents
26. Interview Article Style
Imagery Relatable, candid, model based, of people mentioned in the article.
Layout One page is image, one text, 4 columns, quotation marks surrounding
main body of text.
Colours Pink, black and white.
Fonts Simplistic, match branding of magazine, bebas neue, cambria math, felt
pen.
Scout Contents Scout Contents
27. Magazine Recommendations Article Style
Imagery Object based, links to text, polaroid frame and different Jilters.
Layout One page is image, one text, polaroid frame around relevant items.
Colours Burgundy, black and white.
Fonts Simplistic, match branding of magazine, bebas neue, cambria math, felt
pen and sams handwriting.
Scout Contents Scout Contents
28. Budget magazine
Free
60 pages long
40:60 advertising to
contents ratio
Low quality,
thinner paper
Full Colour
Scout Expenditure Scout Expenditure
A4
29. Magazine Quality conclusions
I am creating a budget magazine, which will have these
effects on my product:
• Length: 20 page magazine
• Size: 210 x 297 mm (A4)
• Type: Uncoated
• Price: Free
• Advertising: 35%
• Distribute: 33,000
• Distribution: Fortnightly with Northern Echo
Scout Expenditure Scout Expenditure
36. Rate Card
Double Page Spread -‐ £3850
Full Page -‐ £2000
Half Page -‐ £1050
Quarter Page Strip -‐ £650
Quarter Page -‐ £500
Eighth Page -‐ £320
ClassiJied Column -‐ rate per cm -‐ £20
Cover Positions:
Outside Back -‐ £2900
Inside Front -‐ £2500
Inside Back -‐ £2100
Inserts-‐Per 1000 -‐ £90
SCOUT INCOME SCOUT INCOME
37. Income through advertising
SCOUT INCOME
SCOUT INCOME
21%
19%
16%
44%
1 Back Cover
1 Inside Front Cover
1 Inside Back Cover
3 Full Page
Total Income:
£13,500
