Brief
Secondary target audience – Northern Echo readers
High production and editorial values.
Community spirit upheld by use of local advertisers.
Client Research
Things that need to be considered…
Secondary audience of Northern Echo readers – this will affect content and aesthetics.
The use of only local advertisers – this will affect which potential advertisers are chosen.
High production and editorial values – this will raise costs of production.
Weekend supplement strategy – this will affect print numbers and raise the costs.
Client Constraints
Alternative Women’s lifestyle
There is a gap in the market for alternative lifestyle magazines aimed at young
people.
Genre Research
New and successful alternative lifestyle magazine.
Influences:The Simple Things
Influences:Psychology Today
All articles are backed up by facts and research – they are not all ‘self help’.
Not a ‘soft’ approach like most typical women’s lifestyle magazines.
Genre Research
Both successful magazines – one is only recently established.
The Simple Things shows new alternative lifestyle magazines are viable and potentially successful.
Target Audience: Females/17-24 Year old/ABC1
• Aimed at ABC1 but is applicable to the life of 17-24 year olds.
• Difficult to balance between the socioeconomic groups and the age, as the two things can contradict.
• The issues addressed in the magazine will be ones that affect 17-24 year olds.
• Articles will be written in a style to suit ABC1.
Audience Research
Mock Ups
Mock Ups
Audience Viability
Factual article Least popular with target
audience Imagery better for this version Layout too simple
Anecdotal & factual article Most popular with target
audience The article is more interesting Best layout – more explosive More easily relatable to
audience
Two different versions were created of the Sociopath article:
Audience Viability
More relatable and interesting“ ”
Commercial Viability
Personnel Hours needed Freelance rate Total cost Additional Notes
Journalists 8 22 £176.00Photographers 16 23 £368.00 Including image editingModels 9 20 £180.00Subeditors 12 15 £180.00Researchers 6 14 £84.00Graphic Designer 4 20 £80.00Image Ediotrs 10 0 £0.00 Included with photographerLighting assistant 6 0 £0.00 Included in studio hireMake up assistants 3 35 £105.00Hair Stylists 3 25 £75.00
Total personnel expenditure: £1,248.00
Equipment Hours needed Hire rate Total cost
Studio space rental: 9 £25.00 £225.00Flash lighting studio kit: 9 0 0 Included with studio hireCamera: 2 days £20/per day £40.00
Total Expenditure: £265.00
Equipment
Personnel
Commercial Viability
17%
4%
79%
Total Expenditure
Editorial PersonnelEquipmentPrinting
Commercial Viability
Total expenditure: £7233.60
Total Income: £6140.00
Profit/Loss: £-1093.60
Advantages of an advertising only model:
Don’t have to charge for the magazine
Don’t have to split profit with retailer
Appeals more to the target audience because the magazine is free
Commercial Viability
Distribution
Distributed free within the Northern Echo
Gets distributed all over the North East
Free distribution Guaranteed audience Large secondary audience
ConstraintsConsidering the Press Complaints Commission…
Need to follow all guidelines and rules
Consider the Editor’s Code of Practice
Regulate all editorial content and aesthetics
PCC codes that need to be considered:
Privacy
Harassment
Children
Accuracy
Discrimination
Schedule
Potential schedule problems focus around not enough time for all aspects of production.
Dealt with by…
• Booking extra studio time
• Hiring staff on an hourly rate – work as much as needed
My Product
Simple layout
People-based image on the cover – Sociopath/Martial arts
Reflect target audience
Use a variety of fonts for the different sell lines
Aesthetically pleasing
The Sociopath Next Door Anecdotal article with a
psychological perspective
Informs people of how they can spot a Sociopath from their behaviour
Includes anecdotal evidence so the audience can relate easily
People-based imagery
Explosive layout to represent sociopathic behaviour
White & Black – medical connotations
Orange – gender neutral
Martial Arts For Women
Article highlighting the benefits of martial arts for women
Includes aspects of fitness, social life and safety
People based imagery – all women
‘Elegant but powerful’
Simple and sharp layout
Black & White imagery – elegance
Pink – femininity
First Impressions Article with tips on how to
improve first impressions
Based on Psychological research
People based imagery – all full length images
Explosive layout – all text and imagery intertwined
Text split into different points
More imagery than text
Red & Yellow colours – alarming, bold and bright
Conclusion USP – nothing else like it on the market.
Wanted to create something that was unconventional
Something that is ‘different’ or ‘alternative’ is new and exciting = more attractive
Doesn’t have to compete with existing products of the same genre
Establishing a new magazine
The Simple Things proved it was possible in this genre
What has been created…
An alternative lifestyle magazine
Aimed at 17-24 year olds
Self financed through advertising
Weekend supplement that adheres to all standards of the Northern Echo