Proposed New Magazine For Scouting In

Croydon

Presentation By James Henley

Proposal

• Campfire

• Monthly magazine for scouts and residents local to Croydon

• Priced at £5.00 to cover publishing costs

Scouting• Scouting, also known as the Scout Movement, is a worldwide

youth movement with the stated aim of supporting young people in their physical, mental and spiritual development, that they may play constructive roles in society.

• Scouting began in 1907 when Robert Baden-Powell, Lieutenant General in the British Army, held the first Scouting encampment at Brownsea Island in England. Baden-Powell wrote the principles of Scouting in Scouting for Boys (London, 1908), based on his earlier military books, with influence and support of Frederick Russell Burnham (Chief of Scouts in British Africa), Ernest Thompson Seton of the Woodcraft Indians, William Alexander Smith of the Boys' Brigade, and his publisher Pearson. During the first half of the 20th century, the movement grew to encompass three major age groups each for boys (Cub Scout, Boy Scout, Rover Scout) and, in 1910, a new organization, Girl Guides, was created for girls (Brownie Guide, Girl Guide and Girl Scout, Ranger Guide).

• In 2011, Scouting and Guiding together had over 41 million members worldwide. The two largest umbrella organizations are the World Organization of the Scout Movement (WOSM), for boys-only and co-educational organizations, and the World Association of Girl Guides and Girl Scouts (WAGGGS), primarily for girls-only organizations but also accepting co-educational organizations. The year 2007 marked the centenary of Scouting world wide, and member organizations planned events to celebrate the occasion.

Scouts in Croydon as a market

• Approximately 390,000 scouts in the UK

• Approximately 1200 scouts in the Croydon area

• Around 160 adults volunteers

• 41 groups in Croydon

Scouts in Croydon as a market

• Beavers are 5-7 years old

• Cubs are 7-10 years old

• Scouts are 10-14 years old

• Explorers 14-18 years old

• Leaders 18+

Scouts in Croydon as a market

• Scouting is open to anyone so all interests would have to be catered for

• Some people may not be able to afford the costly magazine

Research

Questionnaire• 20 school students• 20 scout members• 5 scout leadersFocus group/ discussion• 10 scout members• 3 scout leaders

Used to follow up areas not covered in the survey

Constraints

• The scout association

• Parents

• Scout groups

The competitionScouting magazine

Nationwide

Doesn’t cater for local area scouts

Sometimes contains reports on camps etc.

This seems to be the only competition this magazine would have as there are no magazines for scouting in Croydon, however there are magazines that are for other local area scouts.

Naming the magazine

• “Be Prepared”– 35% chose this– “OK but some people may not know

what it means (relates to scouting)”

• “Campfire”– 65% chose this– “Everyone knows what it means and

know it relates to scouting”

• “I promise”– 0% chose this– “Kind of boring, not very catchy”

Design

• The use of a campfire image/clipart would be needed:

Simple and catchy

Too detailed and rough

Too simplistic

Designing the mastheads

“Very eye catching and the colours work well”

“The font isn’t the best but it looks OK”

“Not very eye catching and generally doesn’t look very good”

Front Page/Double Page Spread Design

Front Page Survey Results

67% Liked the one I used

33% Disliked the one I used

Advertising

Pricing

• Only 20% of those asked were prepared to pay >£5.00 for this type of magazine

• Cost of printing £955.52 for 250 copies• We would have to sell at least 200

copies to make profit

Any Questions?