MEDIA PRODUCTION PITCHROHO MAGAZINE

Kate Dow

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.

Client Research

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.”

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.

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).

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.

Overcoming the Problems

Using appropriate language. No taboo subjects. No content that is too mature/shocking for the possible

younger readers. Varied content.

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

Click icon to add picture

My Market Competition

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.”

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.

Audience Research

MAIN STREAMERS 16-21

Students

B, C1/2Female

North East England

Why did I choose this audience?

Problems

Age Range Financial Issues

Students B, C1/2

Style Interest Appropriate Female Topics

Make-up/hair/skin-care/relationships etc... Advertisers

Location

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.

‘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?

My Ideas

The Name

“Will people understand it?”

“Is the name too obscure?”

“Do you think you should change the name?”

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.

“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.”

“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.”

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.

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.

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.

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.

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.

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.

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.

Genre Research

Fashion and Beauty

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!

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.

Commercial Viability Research

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

Prices

Major Expenditures: Models £700 Journalist £700 Printing Costs £1,956.70

Overall Cost of Magazine:

£4,831.70

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.)

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.

Savings?

Local girls as models. Save £700.

New Profit:

£751.30

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...

Conclusion

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

Any Questions?