Amy Brennan is pitching a new magazine called Culture Shock to a client. She details her target audience as 18-24 year old males interested in art, photography, documentaries and indie music. She presents two mockups and gets feedback, then outlines the final product which will include articles on graffiti, fur fashion, and local days out. It will be a free 16-page supplement distributed with the Northern Echo newspaper, making a profit through advertising revenue.

1. Product Pitch.
Culture Shock
Amy
Brennan

2. Hello my name is Amy Brennan and I'm here today to convince you that my ideas for a new magazine fits your brief and presents the best solution for your organizations needs.
Introduction.

3. Brief.

4. •Needs to have some relevance to the local area.
•Must be suited to a specific age group.
•Take into account secondary audience.
•No graphic or inappropriate images.
•Limit on taboo language.
•No inappropriate content.
Client Constraints.

5. Young people
Constraints.
IPSO
The Independent Press Standards Organisation officially replaced the PCC following the Leveson Inquiry. The IPSO are still following the Editors code set out by their predecessors however this new body has more power as fines up to £1million can be imposed and editors now have to publish corrections and/or apologies to remedy any wrong doing, this is no longer optional. This means I am going to take extra care not to contravene any of the 16 codes as the repercussions will have a huge effect on my product.
Other things to consider….
Slander/Libel
Accuracy
Finance

6. Golden Rules.
1
2
3
4
5
Use reliable sources when gathering information.
Ensure anything published about people is non intrusive
Always get permission before publishing photographs of anyone
If including photographs of children I will make sure I get a parent/guardians consent first.
Take care not to trespass by getting permission from land owners before accessing an area.

7. •Age: 18-24
•Gender: Male
•Socioeconomic group: A/B/C1
•Tribe: Young Alts
•Educational Status: College/University
•Buying Habits: Reformer
Target Audience

8. Audience research
Hobbies:
1.Reading
2.Photography
3.Drawing/Art
Watch:
1.Documentaries
2.Drama
3.Comedies
Listen to:
1.Indie/Alternative
2.Rock
3.Pop
Study:
1.Media
2. Photography
3.Sociology

9. Audience Appeal.
Use more masculine colours
Youthful/ taboo language
Models from target audience
Keep content interesting and current
Include cool and creative fonts
Use more masculine colours

10. •Not much competition within this genre
•Northern Echo does not currently have a supplement magazine.
•Most other products do not cater for my specific age range, usually older or younger.
Unique Selling Points

11. Idea Feedback.
“Original idea with a good USP.”
“Mould ideas to fit with the locality of brief and clients needs.”
“Good article headlines to catch attention.”
“Interesting article themes.”

12. Genre Research.

13. Genre Research.
-Limited colour palette
-Shocking imagery
-Few sell lines included
-Plain and simplistic design
-Quite ‘artsy’ and creative
How will this affect my product?
-Stick to a fairly minimalistic design
-Will not include a wide range of sell lines or colours
-Try and be as creative as possible without being controversial.

14. Mock up 1.

15. -Background is quite plain
-Too much white space in the top right corner
Audience Feedback.
The Positives
+ Preferred article style
+ Photography relevant to the theme of the article
+ Felt language was appropriate
The Negatives

16. Mock up 2.

17. -Background did not work well
-More images should be included
-A kicker would make the article more coherent
Audience Feedback.
+ Fonts easy to read and aesthetically pleasing + Good range of sentence lengths + Broken up style of article read better
The Positives
The Negatives

18. -Culture Shock front cover
-Contents Page
1. Graffiti: Art or Vandalism?
2.Is Fur Cool or Cruel?
3.Different Days out in Darlington
Overall Product.

19. Aesthetics.
BOMBING

21. Article Details.
Graffiti: Art or Vandalism
Tone: informal, relaxed, informative, debate based
Language: young, taboo, sometimes sophisticated
Imagery: linked to article, internal and external, arty
Fonts: creative, arty, eye catching, relevant
Colours: blue, bold, youthful, bright, masculine
Layout: well spread out, slightly more text heavy

23. Article Details.
Different Days Out
Tone: informative, laidback, informal
Language: 3rd person,
Imagery: linked to article, aesthetically pleasing
Fonts: bold, sans serif, easy to read, attention grabbing
Colours: range of colours from images, natural
Layout: Even text to image ratio, active, evenly spread, busy

25. Tone: formal, quite serious, informative and could shock
Language: 1st and 3rd person narrative, sophisticated and serious
Imagery: relatable, makes the reader ask questions
Fonts: bold, sans serif, easy to read
Colours: bright, youthful, symbolic
Layout: text heavy, static, images limited to one area.
Article Details.
Fur Cool or Cruel?

27. •Pages: 16
•Size: B5
•Adverts: 37.5%
•Copies Distributed: 40,000
•Distribution: Culture Shock will be distributed as a free supplement within my clients product The Northern Echo.
Product Overview.
•Page Quality: 120gsm
•Cover Quality: 130gsm
•Price: Free

28. Printing costs.

29. Personnel costs.
Journalists
Photographers
Models
Subeditors
Layout Artist
Photographic work
Graphic Designer
Researchers
Wardrobe assistant
Lighting assistant

30. Equipment costs.
Studio space rental:
External lighting
equipment
Camera:
QE indemnity insurance:
Travel:
Props:

31. Back cover= £2000 (x1)
Inside front= £2200 (x1)
Inside back= £2000 (x1)
Double Page Spread= £3500 (x1)
Full Page= £1800
Half Page= £950
Quarter Page= £475
Eighth Page= £300 (x8)
Adverting rates.
TOTAL =
£12,100

32. Product Viability.
Income: £12,100 Costs:£6748.49
Profit: £5351.51
Free supplement = No distribution costs

33. Have I met the brief?
New and individual product with very limited competition
Self financed through advertising making a profit of 5351.51
Created with those from the specified age bracket in mind