MEDIA A2 - Metropolis Pitch

METROPOLIS A NEW Regional Culture Magazine

BEGINNINGS THE BRIEF “To produce a self-financed, supplement product for a specified age range within 16-25 year olds. The client is The Northern Echo.”

THE NORTHERN ECHO CONSIDERATIONS Secondary Audience Quality Standards

Distribution Model Legal Issues & Libel

THE NORTHERN ECHO CONSIDERATIONS Production Schedule Local Stories & Content Finance & Budget Constraints

INITIAL IDEAS Hybrid Product, composing of multiple genres. Student-based product. Unique & Subversive Content. Fill voids within the student market.

GENRE RESEARCH

Hybrid Genre – Composing Multiple Aspects, Content & Design. Ideas & Influences Local Stories Local Trends Youth Culture

GENRE RESEARCH

LARGE, CLOSE UP IMAGE EDGY, EMOTIONLESS POSE DAINTY, ELEGANT & NON INTRUSIVE DESIGN LARGE, ROUNDED MASTHEAD NO REAL SELL LINES, JUST LIST OF FEATURES ONE MAIN SELL BLACK AND WHITE COLOUR SCHEME

GENRE RESEARCH

LARGE OPEN DESIGN LACK OF COLOUR DESIGN ELEMENTS (GRAPHICS, LINE USAGE) SINGLE COLUMNS GRID FORMAT FOR IMAGES SERIF FONTS, TRADITIONAL LARGE SANS-SERIF FONTS

CENTRAL PAGE FOCUS FULL PAGE IMAGES

GENRE RESEARCH MUSIC STORIES – EMERGINE ARTISTS

- EDITORIALS/REVIEWS - INTEGRATED INTERVIEWS

LOCAL STORIES – FEEL GOOD STORIES

- LOCAL EVENT REVIEWS - EDUCATION/STUDENT STORIES

ALTERNATIVE STORIES – TEEN CULTURE - TRENDS & STREET STYLE

- HOBBIES & INTERESTS

CASE STUDY: CLASH ALTERNATIVE MUSIC PRODUCT HELPED TO INDICATE/SHAPE: -PRINT NUMBERS -AUDIENCE & DEMOGRAPHICS -TONE OF PRODUCT/IMAGERY/CONTENT

CASE STUDY: ONE&OTHER URBAN CULTURE/TOURISM PRODUCT -PRINT NUMBERS -DESIGN ASPECTS – FONT, COLOUR, STYLE -CATERING FOR YOUNG STUDENT AUDIENCE TASTE -CONTENT + STORY DIRECTION

AUDIENCES PRIMARY AGE 17-22 GENDER 60% FEMALE,

40% MALE SOCIOECONOMIC

A/B RATING EDUCATION

COLLEGE/UNI (CURRENT) TRIBE TRENDIES OUTGOING, SOCIALLY CONFIDENT

10%

35%

30%

25%

AGE

16 17 18-19 20-22

40%

60%

GENDER

MALE

FEMALE

AUDIENCES

22%

22%

14%

22%

20%

ALT TEEN INTERESTS

MUSIC FASHION FILM ART LITERATURE

LESS THAN

ONCE A WEEK

ONCE OR TWICE A WEEK

THREE TIMES A WEEK

FREQUENCY OF FILMS WATCHED 27%

27% 27%

13% 6%

POPULAR GENRES OF BOOKS

DRAMA

BIOGRAPHY

MANGA

NON FICTION INFORMATIVE

ACTION

SECONDARY AUDIENCES NORTHERN ECHO READERS PARENTS CONSTRAINTS/CHANGES AND LIMITATIONS DUE TO AUDIENCE

AUDIENCES

AUDIENCE TESTING

AFRICANEXPEDITION

Thirty days without twitter, television and tuna. Would local student, Corinne Priestman, be able to cope

with being twenty four hours away from home?

orinne Priestman is no stranger to ex-treme adventure. After

a highly anticipated trek through the heart of Africa, she’s poised today to re!ect on her expedi-tion. “It’s like, we spent a good thirty days trekking through both Botswana and Zambia, and all I got out of it was a cheap photo with a baboon!” As Metropolis soon discovers, she’s a side-bustlingly fun-ny comedienne-to-be. Since discov-ering that she had been selected as one of sixteen students from Queen Elizabeth Sixth Form College in Darlington given the opportunity of a lifetime, the young explorer reached fevered temperatures in July 2013, just before she was ready to pack-up and set o" for the worlds warmest continent. But not least before enjoying her last few days of British free-dom, right? “After exams, I was endlessly going out, buying last minute supplies; I think I must’ve

only bought my sleeping bag a week before our !ight!” Her almost immediate shy undertones re-placed with candid and often brash personality, Corinne admits she’s not the most organized of people. The expedition, beginning fully three years ago, organized and put together by both Beccy Stanard, and Nancy Wall, local teach-ers at the college, yet fully orchestrated by expeditionary company, WorldChallenge. The month-long adventure speci#cally catered to

advance con#dence, construct team skills and create a collec-tive e"ort in which the college could be proud of. But did they honestly ex-pect anything to go smoothly? “There were a loads of almost un-explainable problems,

we were booked to do a number of activities which weren’t booked at all,” she states. “It was as if the company had booked us our !ights out there and just that. We were left wondering whether we would even be able to return home.” Earnestly, she declares that she did actually enjoy herself. “Seeing Victoria Falls was so impressive and really puts in perspec-tive how small you are!” She tells us, “No matter how bad things got composure was key!”

“I ONLY GOT TREKKING GEAR A WEEK BEFORE

OUR FLIGHT!”Corinne Priestman

“There was one night we had a malaria scare.” Her tone softens. “One of the boys in our camp found himself being taken to the hospital, we were all freaking out so bad!” The Bedale-born student who recently re-turned to college to pursue a foundation degree in art tells us more about her erratic endeavour through the Zambezi River. “It wasn’t as if we were even rowing the boat..” (They had polers to do it for them!) “-But me and Sarah spent forever trying not to capsize!” The panic in her voice still infuses her words. “We really couldn’t a"ord to, we both had our camping rucksacks on the boat, losing them would’ve wrecked the trip

W O R D S A N D P H O T O G R A P H Y : C H R I S T O P H E R P R I E S T M A N

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completely!” Luckily, they reached shore safely, narrowly avoiding a platoon of hungry hippo’s. Speaking from a much more personal place, Corinne decidedly and admittingly med-itates on the trek. “It sounds like a cliché, but I genuine-ly had the best experience of my life, and it couldn’t have been any di"erent without everyone else, it was a real team e"ort.” Her movements becoming much more re#ned and outgoing from her previous di"idence. Carefully contemplating her words, she begins eval-uating her maturity, post-trek. “I’ve grown up consid-erably” she convincingly adds “=There’s more to life than North Yorkshire and that’s had a signi#cant impact on me already!” The conversation turns to all seven hundred and four photos brought with her today, we spend a good hour looking through them all, each with a painstakingly funny story behind it. She was right. The photo of the baboon may be comically cheap, but it’s de#-nitely not the only thing she got out of being so far away from home.

AUDIENCE TESTING F E A T U R E I N T E R V I E W :

AFRICAN

EXPEDITIONThirty days without twitter, television and tuna. Would

local student, Corinne Priestman, be able to cope with being twenty four hours away from home?

orinne Priestman is no stranger to extreme adventure. After a highly anticipated trek through the heart of Africa, she’s poised today to re!ect on her

expedition. “It’s like, we spent a good thirty days trekking through both Botswana and Zambia, and all I got out of it was a cheap photo with a baboon!” As Metropolis soon discovers, she’s a side-bustlingly funny comedienne-to-be. Since discovering that she had been selected as one of sixteen students from Queen Elizabeth Sixth Form College in Darlington given the opportunity of a lifetime, the young explorer reached fevered temperatures in July 2013, just before she was ready to pack-up and set o" for the worlds warmest continent. But not least before enjoying her last few days of British freedom, right? “After exams, I was endlessly going

out, buying last minute supplies; I think I must’ve only bought my sleeping bag a week before our !ight!” Her almost immediate shy undertones replaced with candid and often brash personality, Corinne admits she’s not the most organized of people. The expedition, beginning fully three years ago, organized and put together by both Beccy Stanard, and Nancy Wall, local teachers at the college, yet fully orchestrated by expeditionary company, WorldChallenge. The

month-long adventure speci#cally catered to advance con#dence, construct team skills and create a collective e"ort in which the college could be proud of. But did they honestly expect anything to go smoothly? “There were a loads of almost

unexplainable problems, we were booked to do a number of activities which weren’t booked at all,” she states. “It was as if the company had booked us our !ights out there and just that. We were left wondering whether we would even be able to return home.” Earnestly, she declares that she did actually enjoy herself. “Seeing Victoria Falls was so impressive and really puts in

I ONLY GOT TREKKING GEAR A WEEK BEFORE

OUR FLIGHT!Corinne Priestman

perspective how small you are!” She tells us, “No matter how bad things got composure was key!” “There was one night we had a malaria scare.” Her tone softens. “One of the boys in our camp found himself being taken to the hospital, we were all freaking out so bad!” The Bedale-born student who recently returned to college to pursue a foundation degree in art tells us more about her erratic endeavour through the Zambezi River. “It wasn’t as if we were even rowing the boat..” (They had polers to do it for them!) “-But me and Sarah spent forever trying not to capsize!” The panic in her voice still infuses her words. “We really couldn’t

W O R D S A N D P H O T O G R A P H Y : C H R I S T O P H E R P R I E S T M A N

C

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a"ord to, we both had our camping rucksacks on the boat, losing them would’ve wrecked the trip completely!” Luckily, they reached shore safely, narrowly avoiding a platoon of hungry hippo’s. Speaking from a much more personal place, Corinne decidedly and admittingly meditates on the trek. “It sounds like a cliché, but I genuinely had the best experience of my life, and it couldn’t have been any di"erent without everyone else, it was a real team e"ort.” Her movements becoming much more re#ned and outgoing from her previous di"idence. Carefully contemplating her words, she begins evaluating her maturity, post-trek. “I’ve grown up considerably” she convincingly adds “-There’s more to life than North Yorkshire and that’s had a signi#cant impact on me already!” The conversation turns to all seven hundred and four photos brought with her today, we spend a good hour looking through them all, each with a painstakingly funny story behind it. She was right. The photo of the baboon may be comically cheap, but it’s de#nitely not the only thing she got out of being so far away from home.

AUDIENCE TESTING CONCLUSIONS -  Prefer Colour/Colour Scheme -  Imagery & Overlay of Colour -  Article needs expansion/slowing down -  Orange/Peach tones need enforcing -  Enjoy overlaid text, bit busy. -  More playful for Students -  Less Serious

COMMERCIAL VIABILITY -BUDGETING

-PRINTING

-ADVERTISING

-CONTINGENCY

Income & Expenditure Overview

EXPENDITURE Editorial Personnel £2,288.50 Equipment £3000.00 Printing £1,168.50 TOTAL EXPENDITURE £6,457.00 INCOME Advertising Income £8,810.00 Cover Price £1.25 Total Sales Estimate 1000

Sales Income £1,250.00 TOTAL INCOME £10,060.00 NET PROFIT/LOSS £3,603.00

88%

12%

INCOME

ADVERTISING RETAIL

28%

37%

15%

20%

EXPENDITURE PERSONNEL EQUIPMENT

PRINTING CONTINGENCY

COMMERCIAL VIABILITY DISTRIBUTION METHOD PRICING STRATEGY WHERE SOLD, LOCATIONS? REASONINGS FOR RETAIL METHOD AUDIENCE RESPONSE TO PRICE

COMPETITORS CLASH (MONTHLY) CIRCULATION: 115,000 READERSHIP: 43,000 PRICE: £3.99

ONE&OTHER (BIMONTHLY) CIRCULATION: 15,000 PRICE: FREE

I-D (BIMONTHLY) CIRCULATION: 75,000 READERSHIP: 135,930 PRICE: £6.00

CONSTRAINTS THE PCC’S RULES A COUPLE EXAMPLES I MAY ENCOUNTER HOW TO AVOID THEM RISKY GENRE, AVOID BEING TOO EXPLICIT LIBEL COPYRIGHT

SCHEDULE PRODUCTS SALE DATE: 1ST MARCH 2014 1ST SPREAD NEAR COMPLETION, NEXT FEW WEEKS TO ADJUST

2ND/3RD WEEK OF DECEMBER – COMPLETE, INCLUDING ARTICLE EXTENSION AND A THIRD, INTRODUCTORY PAGE. (CONTIGENCY – FINISH DURING FIRST/SECOND WEEKS OF JANUARY)

2ND SPREAD COMPETE THE SECOND LAST WEEK OF JANUARY 1ST WEEK OF JANUARY – ARTICLE WRITING/PHOTOSHOOT 2ND WEEK – PUT TOGETHER 3RD WEEK – REFINE PRODUCT/COMPLETE (CONTIGENCY – FINISH DURING 4TH WEEK OF JANUARY

SCHEDULE 3RD SPREAD COMPLETE THE SECOND WEEK OF FEBRUARY

4TH WEEK OF JANUARY, ARTICLE WRITING & PHOTOSHOOT

5TH WEEK OF JANUARY, SPREAD DESIGN & CONTENT INPUT 1ST WEEK OF FEBRUARY, COMPLETE SPREAD/FINALISE (CONTIGENCY – FINISH DURING SECOND WEEK OF FEBRUARY)

CONTENTS PAGE & COVER COMPLETE FOR THE LAST WEEK OF FEBRUARY

2ND WEEK OF FEBRUARY, PHOTOSHOOT AND SELL LINES 3RD WEEK OF FEBRUARY, ASSEMBLE COVER, BEGIN CONTENTS DESIGN 4TH WEEK OF FEBRUARY, FINALISE THE CONTENTS PAGE 5TH WEEK OF FEBRUARY, REVIEW EACH SPREAD AND PAGE FOR PRINT

METROPOLIS; ISSUE #1 16 PAGES 3 SPREADS, TWO TRIPLE, ONE DOUBLE

•  MAKE THE MOST OF THE MARKET

•  BLOGGING: A TEENAGE RITUAL

•  SPOTLIGHT: AFRICAN ADVENTURE

1:2 RATIO OF ARTICLES TO ADVERTS

58%

14%

28%

AUDIENCE RESPONSES TO

ADVERTS

YES INDIFFERENT NO

24%

35% 41%

PREFERRED SUPPLEMENT

LENGTH

5 - 8 PAGES 9-12 PAGES

13-16 PAGES

METROPOLIS; ISSUE #1 METROPOLIS (NOUN) ME·TROP·O·LIS [MI-TROP-UH-LIS] PLURAL: ME·TROP·O·LIS·ES. 1) ANY LARGE, BUSY CITY. 2) THE CHIEF, AND SOMETIMES CAPITAL, CITY OF A COUNTRY, STATE, OR REGION. 3) A CENTRAL OR PRINCIPAL PLACE, AS OF SOME ACTIVITY: THE MUSIC METROPOLIS OF FRANCE. 4) THE MOTHER CITY OR PARENT STATE OF A COLONY, ESPECIALLY OF AN ANCIENT GREEK COLONY.

CONNOTATIONS SCIENCE FICTION THE FUTURE CURRENT TRENDS BUSTLING COMMUNITIES THE BIGGEST, BOLDEST & BEST PLACE TO BE

ALTERNATIVE LIFESTYLE / TOURISM & CULTURE INTELLECTUAL, SMART, EDUCATED BOLD, DARING, STARK AND VISUALLY DIFFERENT FUN, YOUTHFUL & PLAYFUL LOCAL, DEDICATED & DOWN TO EARTH

METROPOLIS; ISSUE #1

MAINLY BLACK AND WHITE ACCENT COLOURS, PINK, VIOLET, PEACH & LIGHT BLUE FOCUS ON CONTENT, NO BREAKOUT BOXES OR UNNECESSARY DISTRACTIONS SIMPLISTIC DESIGN, MINIMAL ELEMENTS, VERY FLAT & ARTISTIC



CASUAL PHOTOS, INFORMAL, AUTHENTIC STYLE NO REAL STUDIO SETUP, CANDID & INTIMATE

MEDIA A2 - Metropolis Pitch

Art & Photos

Transcript of MEDIA A2 - Metropolis Pitch