The document provides details for a proposed equestrian magazine called EQUO to be created for the Northern Echo newspaper. It outlines the target audience as females aged 16-25, and the genre as covering all aspects of horse care, riding, and events. Mockups of sample magazine pages show layouts with colorful banners and imagery relating to the articles. The financial plan estimates personnel and printing costs of £7,730, with projected advertising income of £3,314 and sales of 6,000 magazines at £3 each bringing total income to £18,000, resulting in an estimated profit of £4,936.50.

1. EQUO
By Kelly Aitkin
Equestrian Magazine

2. ”
“
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

3. Meeting the brief
• I will Create a magazine that appeals to the ABC1 audience of the
Northern Echo.
• It will be of high quality and will be a self financed magazine as the
brief states.
• The Equestrian genre of my magazine being aimed at the 16-25 age
gap is fulfilling a gap in the market.

4. *
*Primary Audience
• My audience are predominantly female and fit
the 16-25 age group of my brief.
• They are in the abc1 socioeconomic from
their parents but themselves will not have a
high income as they are still in education.
• Buying behaviors-magazine priced between
£1-£3.
• I WANTED TO CREATE THIS MAGAZINE AS
I AM INTERESTED IN HORSES AND BUY
MAGAZINES SUCH AS HORSE AND RIDER
MYSELF.
• I HAVE GOOD KNOWLEDGE ON THIS
TOPIC SO WILL FIND IT EASIER TO WRITE
ABOUT.
• THERE IS A GAP IN THE MARKET for
magazines aimed towards 16-25 year olds in
higher education with articles specifically
tailored to them.

5. *Secondary audience
The Northern Echo Readers.
I will have to make sure my articles are respectable,
o No taboo language.
o No inappropriate content.
o Fit the content towards a northern audience so including local events
and advertisements and be positive about the area.
o I must also make sure my magazine is of high value with high moral values
shown throughout.

6. Constraints
• I must receive consent to protect my models as one of them will be under
the age of 18.
• I must be accurate in my interview so will record the interview so that I
can copy my interviewee word for word and ensure I am accurate.
• I will need to ensure that I am not trespassing as I will be taking
images outside; in fields, farms and riding arenas.
• The photographs I take will need to be my own and cannot be from the
internet or other sources so that I do not break copyright laws.
• I will need to seek the permission of any information I public again so I
do not break copyright laws. This constraint will be prominent in the
Bramham HT Review article.

7. Genre Research

8. Quick, to the point
sell lines. 2nd
person pronouns.,
questions
Banners and stickers to
create depth in the layout
Imagery links into the
narrative, mixture of
candid and studio
photography. The apples
give layout a bit of depth
to catch the eye.

9. *EQUO
o The name of my magazine projects the genre straight away as it is the latin
word for horse and therefore gives it a cosmopolitan twist with a fresh take
on this word.
o A magazine for young horse riders
o Covering stories that would be specific to the northern, young equestrian
audience
o Covering all aspects of equestrian such as care, riding and events
o Has a house style throughout the magazine so the magazine keeps
attention

10. Fonts
Colours
Ride or
Revise?
Amatic
Article font
Abadi MT Condensed Light
From Grassroots to Great
Basic Title font
An interview with Charlotte Arnold
DK Petit Four
Bramham HT: Review
Neoteric
EQUOV
ulpes
Sell lines
Neou
Contents
Night still Comes
Contents/ numbers
Espacio Novo

11. FRONT COVER
The imagery will be a close up shot of a
horses eye. The eye will have a reflection
of horse and a female model inside to
meet the genre of the magazine as well
as being relatable for the audience.
Sell lines on this front cover will use the
Neou font. The main title will use Vulpes
and will keep to a colour scheme of pink
and white.
My sell lines are using questions,
alliteration and declaratives to capture
the audiences attention and be
memorable.
I will use banners and shapes to create
depth in my magazine. This will enable
me to include the pink of the house-
style and add eye catching shapes to
the front cover.

12. Contents
Reg
ulars
In the saddle Out and About
-Welcome
-Calendar
-Question + Answer
-Diary of a crazy horse girl
-Ride or Revise?
-Interview with Charlotte
Arnold
-Bramham HT
Colourful banners. Fit in
with the feminine, outdoors
colour scheme of the
magazine/ branding. Attract
the eye.
Imagery meets the
narrative of the article
to advertise them
Espacio Novo and
Night Still Comes
font for this text

13. Mock up 1
Positive Responses
• Colourful, liking the pastel colours
• Engaging
• Likes the metaphorical imagery and
that they meet the genre
• Can connect with the model
• Good amount of break out boxes
• Fonts are attractive and easy to read
• Quick tips box is a good idea
Negative Responses
• Think I need the break out boxes to
break up the text more
• Imagery is aimed at a younger
audience
• Could change the pink quick tips to
white
• The colour is strictly feminine so
wouldn’t work for a secondary male
audience
• Subheadings hard to read

14. Mock Up 2 Positive Responses
• I like the question mark imagery, it’s eye
catching
• Meet the age group and genre well
• Good use and amount of break out boxes
• Main article font easy to read
• Like the carrot bullet points
• Could possibly use some brushes to
attract the eye
Negative Responses
• Subheadings hard to read
• Don’t like the collages, think the image of
the horses eye is confusing
• Use a 2 colour, colour scheme instead
• Don’t like the font for ‘boots’ on title
• Find the layout of the article difficult to
follow

15. *From Grassroots to Great
Again this DPS fits in
with the banner/quote
insert/break out box
branding. Uses 3
columns
The imagery on this DPS will
be active and ideal. Window to
the future self , readers want to
be like Charlotte. Candid,
relatable, uses tilt. Relates to
narrative.
Abadi MT Condensed
Light for article
Basic Title Font for
main title and sub
headings. The subtitle
will use DK Petit Four.
Interview. Using 3rd person
narrative voice. Informal,
motivational. Local,
colloquial style
I will have a
breakout box that
will include tips from
Charlotte to break
up the bulk of the
article

16. *Bramham HT: Review
Humour, informative, motivational/
Emotive language.
Questioning introduction, 1st person
narrative.
Break out box of tips, banner at
the top of DPS, quote inserts all
fit the branding.
Imagery is active and shows a
window to the future self. As
well as being symbolic of the
event the article is reviewing
therefore linking into the
narrative. Relatable: brands,
female riders, courses
Layering of these bubbles
helps to create depth for
the DPS as well as
putting more imagery in to
attract the audience’s
eye.Using Abadi MT Condensed
Light for the main article and
Neoteric for main title and
subheadings.

17. *Mid-Range Price Strategy
Cost between £1-£4. This
magazine is at the high end
of the pricing strategy to
cover the cost of the paper
Medium quality paper
AND MORE
EXPENSIVE
LAMINATE COVERS
COMPETITIVE
Often have cover
mounts

18. Personnel Costs
£840
£2,600
£1,400£300
£135
£165
£750
£240
£50
£50
£1,200
Journalist
Photographers
Models
Researchers
Lighting assistant
Make up assistant
Layout artist/ Subeditor
Graphic Designer
Editor
Health + Safety Monitor
Horse Models

19. Expenditure
£7,730
£3,314
£1,775
Personnel
Printing
Equipment

20. Income
£3,314
£18,000
Advertising
Total sales estimate

21. Printing costs

22. Advertising Rates
£833
£666
£733
£158
£450
1 Back Cover
1 Inside Back
1 Inside Front
4 Quarter Pages
1 Full Page

23. Profit
£3 X 6000
=£18,000
+£3,314 ½…
£4,936.5
0
Cover Price Predicted Sales
Advertising Income

24. Thank you