Centre StageThe new leading edge dance

magazine

By Jess Davison

“You have been commissioned by the Northern Echo to produce a new magazine or newspaper product.Your 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 16-25 age group.”

My brief

• The target audience I have selected is ABC1 and 16-20 years old. – represented through the sophisticated theme.

How I have met the brief

• Played on the new found trend of teenagers and young adults wanting to get involved in the dance/performing arts industry.

• There is a gap in the UK market for a youthful and fun dance mag rather than old and boring one which focuses on one style only.

• Generated the same high quality in my magazine that the Northern Echo’s clients expect

• Doesn't’t provide any limitations in terms of styles.

• Generates all profits through self financing –advertising and sales

But Why pick dance?

• Have a genuine interest and therefore enjoy writing about dance, this will be reflected in my work.

• Due to having an interest, I read dance magazines and therefore know what to expect and also what is missing from existing magazines.

• I am my target audience, so I can cater for their needs much better than other people could.

• Many of the contacts I need within my magazine I already know, so will be dependable and easy to get in contact with.

• I have 13 years of dance experience, so have good experience.

• A variety of tribes; Creatives, Leading Edge and Urban Trendies

• ABC1 16-20 year olds

• Buy expensive brands such as Mac makeup which suggests a high disposable income

• Care a lot about their appearance and fitness

Audience Profile

• Secondary Audience:Parents, Dance Teachers, Family members etc.This means there is to be no;Extreme Taboo LanguageNudity or indecencyInappropriate content orSex appeal

How can I cater for my audience?

Don’t bore them with too much writing – keep it fun and young

Use young models that

are of a similar age (WTFS)

Make the articles and

content interesting and current

Remember that dancers will be

branded on their parents

socioeconomic range – don’t put the price too high

Be cheeky and take existing

working ideas and make

them my own

Try not to make the magazine

too sophisticated and lose the youthfulness

Stay away from using anything which is not my

own – avoid copyright

infringement

Limit the amount of

sexual references on

the celeb article

What to bare in mind (the golden rules)

In order to comply with the laws of the PCC (press complaints commission) I will do the following;

Golden rule Explanation1. Accuracy at all times. I will ensure that during my articles, I am always proof reading, spellchecking and constantly re reading my work, to catch any

mistakes before the go to print. This is to avoid any upset to the people involved in my magazine, by removing anything in which could be misunderstood or misinterpreted.

2. Don’t include personal opinions. After seeing some of the controversy regarding certain words or phrases being taken the wrong way, I feel it will be easier not to voice my own opinions within the magazine. This will prevent me from being responsible for any discrimination against anyone within my magazine as all the information I will be including is information they have said is OK for me to use, therefore I am not using any new information or anything in which they can dispute against. This is to prevent legal libel.

3,Always get permission from anyone taking part in the magazine.

No matter how small their part in my magazine may be, I should always ask permission before photographing or writing about anyone within my articles. This is to avoid anyone making a complaint regarding not giving consent to be represented in a certain way. I will have to contact the parents of under 16’s for their consent before using imagery involving their children. This also goes for people in background imagery.

4.Don’t force people to be in your magazine.

Unfortunately, not even may be willing to be in your magazine, and there isn’t anything you can do to persuade them. This can be for multiple reasons, such as; they are too upset to talk about their experiences, they don’t wish people to know about what has happened to them or they may simply just not like being photographed/identified. If this is the case, I will have to find an alternative story as under no circumstances will I pester people to be in my magazine, as this may result in complaints. I want people to want to be involved in my articles, not forced.

5.Make sure everything I am using is my own.

Originality is key, so I don’t want to be using other people’s work if I can help it. This includes imagery and articles. If I do need to use some other imagery for my Diversity article for example, I will ask their permission via twitter for the copyright permissions. If they don’t allow me to use some of these images, then I simply will not. The only time I would ever consider using other people’s articles is to take quotes, even then I would have to ask permission from the person who wrote it directly to do this. The same permissions to copyright of imagery would apply. Mainly, I should be taking my own images and writing my own articles, to avoid any copyright infringements.

‘Centre Stage’ – focus group feedback

“Centre Stage is good because not everyone needs help with the same thing, so making it different is better

as it is helping a larger amount of people and not just one style of dance like

ballet, like most other dance magazines do”

“I like the style of writing”

“I want to look like the girl on the page” “more professional than

other magazines, they make dancers look fake”

Genre research

Genre research

Youthful male and female fit and Healthy dancers – represents them positively

Font represents the edition –college varsity jacket look

Bright and Vibrant colours

Active image – non static, all holding a position

Ideal imagery – want to look like the cover models

Complimenting colours – work well with youthful audience

Title colour scheme sets the tone of the page – red means active

How to articles - informative

Genre research

Serif font is used, this is also going to be represented in my work

Multiple imagery – studio and on location

Large amount of text – also will be used in my work

Title colour is reflected in the colour scheme of the article

Male and female again

My Aims• To educate and influence people into

wanting to be better dancers

• To provide useful information

• Make boring subjects exciting

• Personal and unique experience – want the magazine to feel catered for them

• Bright, vibrant and youthful yet sophisticated

• Appeal to many styles of dancer – various dance styles

So What will my magazine look like? – Fonts and colour schemes

Fonts

Cambria -For the main body text and for some possible sub-headers/headers.

EDITION –Main font for masthead,

headlines and sub-headers

So What will my magazine look like? – CONTENTS PAGE

Features:

Regulars:

-Secret Superstar-Exclusive interviews-Competitions-Standout Style

-Shooting with the stars-Chorus Line

So What will my magazine look like? -Dps mock ups

Focus Group16-18 Year old

dancers7 female 2 maleA/B/C1 status

Leading Edge/Creatives

1

So What will my magazine look like? – DPS MOCK UPS

2

So What will my magazine look like? – DPS MOCK UPS

2

So What will my magazine look like? – DetailsFont –

Title – same as Masthead fontSub-header – edition Body text – serif and easy to read

Colour-I want my page to be vibrant and youthful so bright and bold, blues, greens, yellows etc. Mix of pastel and vibrant shades.

Imagery- Exciting and inspiring.

Youthful dancers to reflect target audience

Impressive

Layout- I am planning on doing the layout just like this.

Need it to be active imagery.

Simple, yet affective.

So What will my magazine look like? – Details

Fonts-Edition and Cambria

Colour-Black, white and greySophisticated

Imagery- Window to the future self -inspirational Active ClassicPositive representation of northern people

Layout-2 full pages of Imagery and staggered text-methodicalTheatre mirror borderTone-

EnthusiasticEnergeticInformativeInformal/chatty

Language –Sophisticated yet understandable/youthful 2nd and 3rd person narration

A CHORUS LINE(how to article)

So What will my magazine look like? – Details

FontEdition and Cambria-possible addition of another

Colours-Match dv so red, black, white with the addition of yellow and blue/green – add varietyComplimenting colours

ImageryMixture of candid and studio imagesActive ,Energetic, dynamic, engagingInspirationalIdealpositive

LayoutClapper board-film photo strip2 columns4 how to boxes

ToneFriendly and invitingInformativeUpbeatEnergeticEnthusiasticinspirational

Shooting with the stars(day in the life –real)

Language –Sophisticated yet understandable/youthful 2nd and 3rd person narration

So What will my magazine look like? – Details

FontPossible different dribbling affectCambriaColour

A varietyPastel blue shadesVibrant and inviting

Imagery-Mixture of candid and studioReal life MotivationalNot really that active

LayoutDinner plate cut into sectionsBreakout boxes with the 5 different areas

Tone-InformativeMotivationalInspirationalPersonal to the reader

Winter Warm-ups(how to article)

Language –Sophisticated yet understandable/youthful 2nd and 3rd person narration

The important stuff • Paper type – high quality

and glossy• Paper size – roughly A4• Distribution 10,000 copies• 1/3rd advertisements• Selling price for 16 page

teaser £0.75• Normal RRP £3.20 for

between 40 and 60 pages

The important stuff- costing's

The important stuff- costing's

The important stuff- costing's

The important stuff-advertising rates • Back Cover - £1,250

• Inside Front - £1,100• Inside Back - £1,000• DPS - £1,750• Full Page - £900• Half Page - £475• Quarter Page - £238• Eighth Page - £150

Centre StageThe new leading

edge dance magazine

Forward planning

Predicted sales income(approx.) £3.00 X10,000 predicted

sales = £30,000Plus advertising income of approx.

£15,808 per issue Total income of £45,808

Centre StageThe new leading

edge dance magazine

Forward planning

Total income of £45,808After deductions for personal,

printing, 50% going to distributer and equipment costing's I estimate that I will be having a net profit per

issue of £17,979

Centre StageThe new leading edge dance

magazine

Thank you for your time, now Open to questions