pitch
DESCRIPTION
Pitch of Magazine Idea for the Northern EchoA2 Media ProductionTRANSCRIPT
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MEDIA PRODUCTION PITCHROHO MAGAZINE
Kate Dow
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Introduction
Hello, my name is Kate Dow and I’m here today to convince you that my ideas for your brief present the best solution for your organizations needs.
My magazine is called ROHO, it’s a fashion and beauty magazine for teenage girls in the North East.
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Client Research
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Brief
“You have been commissioned by the Northern Echo to produce a new magazine or newspaper product. You product could be in any style or genre but it must be self financed through sales or advertising. You must also produce your magazine for a specified audience segment within the 16 to 25 age group.”
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USP
“To create a local magazine for teenage girls that places emphasis on being a part of your community and supporting your community, but supporting it by doing something that interests you.”
Get girls more involved in the community that they live in.
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AIMS
Publication name -ROHO: Target Audience Age- 16-21
Genre- Fashion/Beauty
Publication- Magazine
Financial- Finances through advertising (selling advertising slots within the magazine pages).
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Problems
The Northern Echo like to cater for a secondary audience. No extreme language. No extreme nakedness. Nothing inappropriate or offensive. Range of readership ages.
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Overcoming the Problems
Using appropriate language. No taboo subjects. No content that is too mature/shocking for the possible
younger readers. Varied content.
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Is there a gap in the market?Does it fill this gap?What kind of competition will it be up against?
Gap in the Market
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My Market Competition
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Focus Group Feedback
“There is a gap in the market for your product because there aren’t a lot of magazines for teenage girls that are local. Most of them are general to girls from everywhere and they don’t have the specific information to somewhere like the North East. You‘d have little competition.”
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What does ‘local’ mean?
Local businesses advertise. Feature local girls in articles. Run articles on things to do within the North East
or Darlington. Support the local
community by changing shopping habits to independent stores.
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Audience Research
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MAIN STREAMERS 16-21
Students
B, C1/2Female
North East England
Why did I choose this audience?
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Problems
Age Range Financial Issues
Students B, C1/2
Style Interest Appropriate Female Topics
Make-up/hair/skin-care/relationships etc... Advertisers
Location
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Design of Product for Audience Styled on the likes of ‘Cosmopolitan’ and
‘Glamour’. Includes articles and content on areas of
interest. Used a colour scheme that isn’t strongly
female, but still attractive. Range of topics. Very local. Free.
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‘Range of Topics’
Not just focusing on fashion and beauty alone. Article examples:
Uni ‘v’ Gap Year- what is right for me? Coping with Addictions Dare to Be – EXTREME The Great Escape To Date... But where to date?
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My Ideas
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The Name
“Will people understand it?”
“Is the name too obscure?”
“Do you think you should change the name?”
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Idea
Local fashion and beauty magazine for teenage girls.
Centred around community/spirit/ developing as a person through your interests.
Strengths- fashion and beauty magazines are known to be popular. Localised, so will be of interest to the local girls.Specialised content to the North East area.
Weaknesses- a lot of competition.
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“Doesn’t really fit in with the style of the article.”
“Too twee and girly. Might put off people from
reading it.”
“Can’t read the text over the image.”
“Too Messy.”
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“Really like the bar displaying the clothes, it looks very professional!.”
“Stronger font, stands out more from the page.”
“More structured and easy to read.”
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Audience Feedback (Focus Group) Preferred Mock-up 2 Tidier more
professional layout. Better interviewing
style.
Although they did like the ‘peg’ aspect of mock-up 1.
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Flat Plans Front Cover
Bold and bright masthead. Short and snappy name.
Enigmas, sell-lines and teasers.Large text size. Only a few fonts. Justified around the main image.
3 colour palette. Blue, orange and black (black base colour).Colour scheme would change with each issue, like Cosmopolitan and Glamour.
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Flat Plans Contents Page
Masthead, magazine name.
Colour scheme brought forward from the front cover.
Sub-headings:
•Breaking up the content logically.•On the cover- easily find what interested them.•Features- the ‘varied content’.•Fashion and Beauty- simple to find.
Image- winner of the ‘HOT off the Streets’ from last issue.
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Flat PlansDouble Page Spread 1
Photos of the girls that I stopped on the street.
Column including a bit of information about the girl; name, age, style etc... And where her clothes had been
bought from. Photo shoot image taken of the winner (voted by readers) of
the last issue.
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Flat PlansDouble Page Spread 2
Own experience.
‘Challenge!’ and
Interview with the person
who took part in the challenge.
Clothing bar,
showing the items bought, where they came
from and prices.
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Stylistics
Font: impact
Font: Candara
Font: Arial
Imagery: REAL girls.
No stereotypical ‘model’ clones.
Front Cover: 3 colour palette. Changes with each issue.
Content: Each article is styled and colour schemed individually.
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Articles (Language etc…) Colloquial Friendly Some regional dialect/slang Relatable 1st and 2nd person narrative
voice: Address the reader Personal experiences/anecdotes
Short paragraph length 1:2 text to image ratio.
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Genre Research
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Fashion and Beauty
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Magazine Producers
Cosmopol-itan
Glamour
Vogue
Marie Claire
BBC Good Food
Elle
Weight Watchers
Mag
Company
Slimming World Mag
Mother And Baby
0
200
400
600
800
1000
1200
1400
12381150
911
664 636 613516 491 466 440
Top 10 Magazines as read by Younger People
Fashion and Beauty Magazines = POPULAR!
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Ideas and Influences
Looking through fashion magazines such as: Glamour Cosmopolitan Elle Marie Claire (generally those who are my
competitors!) Talking to the target audience and putting out
questionnaires, see what they WANTED. Attracted to the ‘local’ and community USP.
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Commercial Viability Research
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Photographer£300
Models£700
Makeup Artist£270
Journalist£700
Studio Space Rental£160Travel Expenditure£30Catering£50
Loaction Images£ 220
Layout Artists£200Sub Editors£145
Graphic De-signers£100
Printing Costs £1,956.70
Expenses
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Prices
Major Expenditures: Models £700 Journalist £700 Printing Costs £1,956.70
Overall Cost of Magazine:
£4,831.70
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Income
Selling advertising slots. Creating advertorials. Sponsorship Inserts in the magazine. FREE magazine.
Total Income from Advertising Slots:
£4,883(Income figure from advert slot sales ALONE, this is without a sponsor and without charging businesses to have
inserts put into the magazine.)
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Profit/Loss
Profit
£51.30 First Issue Advertisers will slowly come to hear about the magazine. Longer it is out there, the more popular it will become
which will generate interest in sponsors/advertisers.
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Savings?
Local girls as models. Save £700.
New Profit:
£751.30
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Distribution
Distribute in places that the target audience are normally at, such as: Colleges/Universities Independent Shops Make Up Counters Dolphin Centre/ Gyms Coffee Shops/Arts Centre Services
Hair salons (e.g. Trish Brown Hairdressing) Nail salons Waxing/tanning/massage places etc...
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Conclusion
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Why did I do this?
Largest common interest.
How’s it different? Varied content topics. E.g. Extreme sports articles, dating
articles, future pathways articles, holiday planning articles etc...
SUCCESS
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Any Questions?