CLASH MAGGUIDELINE

CLASH MAGGUIDELINE

CONTENT

P. 3

P. 4

P. 10

P. 11

P. 12

The BrandVision & Mission

Values

Mission & Aim

MainstayCulture

Tone Of Voice

Audience

MainstayMusic

P. 5

MainstayFashion

CLASH MAG Guideline

P. 2

P. 7

P. 9

MainstayFood

P. 13Technical Information

PaperFrequenzyDistribution

-Advertisements

BudgetCosts

BRANDCLASH

CLASH MAG Guideline

VisionEmbrace colour and follow your impulses

Clash believes in self-empowerment through the use of colour and the realisation of one’s own impulses. Freedom and happiness are key for the

brand, so this is what we want to share with our audience.

MissionCreate contrast and step out of the ordinary and into a world of contradictions.

By stepping out of the known and ordinary, a new perspective on life is created. Clash brings excitement and a very individual expression to

those, who feel the need to clash with what is out there.

Important ValueBravery.

We believe in the strength of character. Hence, bravery is our distinctive brand value, as it stands for self-empowerment. The Clash brand stands

for a courageous and self-expressing youth culture in which each individual can shape their own way of life.

P. 3

MISSION&AIM

What?The Clash Mag is a monthly published sponsored magazine, targeted to

the brand’s audience.

Why?The magazine’s aim in to create a strong bond between the brand and its

target audience.

How?.The magazine includes topics that are in line with the interests and needs

of the target audience. Fashion, Culture, Music & Food + more playful content like horoscopes, agenda with interesting events, etc.

CLASH MAG Guideline

P. 4

AUDIENCE

Who?The audience Clash Mag is targeting are young women between sixteen and twenty years. They are dreaming about a free and creative lifestyle, in which they can express their own identity. They are either starting a study with a creative subject or already have started. To finance their life and study they keep themselves busy with part-time work as waitresses or shop personnel.

These young women usually still live with their parents or in a shared apartment with their friends. Due to their age and financial situation they cannot afford their own place nor an expensive lifestyle. These women are very busy with their social and professional networking. Group activities with friends, such as going to parties, watching the latest chick flicks or hanging out in the park to meet new and exciting people, all of these are common components of their life.

As the Clash audience keeps up with everything that is new and on trend, the internet and social media are very important communication tools. Keeping in contact and sharing information via facebook, intagram or similar platforms, no matter if at home or outside, is very important to them. These tools influence them and shape their way of communication while helping them to portray themselves in the way they want to be perceived - as young, creative & outgoing personalities.

Apart from social media, this audience is also affected by print media. They read low-culture magazines like Cosmo Girl or Fancy to keep up with the latest trends and celebrity news. On the other side they are interested in more political and cultural subjects as well, thus Vice magazine is an example for the more intellectual side of their interests.

Like most young people the Clash girls like to sleep in and have a stress free day. They get up at 9 and get ready for school and since their look is important, there is no time for breakfast. In the break they get some sandwiches with friends and socialize till class starts again. After school it is time to go to work the early shift at a bar to earn some money but also to meet new people and be seen. When back home around ten the homework needs to be done quickly, then feet up and TV-time, while texting with friends or uploading news and pictures on their facebook page. Usually by the end of the day their macbook is filled with the latest fashion news.

CLASH MAG Guideline

P. 5

TONE OF VOICECLASH MAG Guideline

Why?The magazines audience is young and active but highly interesting in

creative and intellectual subjects.

What?Clash Mag’s tone of voice is bold and a bit cheeky but always toned down

to an intelligent level.

How?The content is a mix of fun and sophisticated subjects, each visually and

textually upmarket but always given a personal and saucy undertone.

ExampleThis revolution, the information revoultion, is a revolution of free energy as well, but of another kind: free intellectual energy. It’s very crude today, yet our Macintosh computer takes less power than a 100-watt bulb to run it

and it can save you hours a day. What will it be able to do ten or 20 years from now, or 50 years from now?

-Steve Jobs-

P. 7

MAINSTAYFASHION

Why?The Clash brand is based on an individual and free lifestyle.

In the magazine this will be represented by fashion photography.

What?Clash Mag includes a fashion editorial each issue, that represents a

counter trend to a mainstream relevant development.

How?.The fashion editorials will show models styled and dressed according to

the Clash coutnter fashion principles.

~ 10 spreads

CLASH MAG Guideline

P. 9

MAINSTAYCULTURE

Why?The magazines audience is highly interested in the creative industry in various aspects. Thus updates on artists, exhibitions, etc are essential.

What?Clash Mag incorporates a section dedicated to influential artists or

upcoming talents.

How?.Featured in the magazine will be upcoming talents, exciting student’s work

fromm local art schools, or upcoming exhibitions of established arists.

~ 4 spreads

CLASH MAG Guideline

P. 10

MAINSTAYMUSIC

Why?Clash Mag’s target audience has an interest in music and relevant

developments in the music industry.

What?Clash Mag presenst and reviews new and exciting artists, albums and

concerts.

How?Mainly contemporary artists, that represent a young and energetic musical

taste.

~ 4 spreads

CLASH MAG Guideline

P. 11

Why?Clash Mag’s target audience has a taste off the mainstream and little

spare time, thus they are interested in fast and tasty dishes.

What?The magazine will present a small selection of easy and delicious recipes

that are made of interesting ingredients.

How?.Clash Mag will work together with innovative chefs, that question the borders of food as much as the magazine questions the mainstream.

~ 4 spreads

MAINSTAYFOOD

CLASH MAG Guideline

P. 12

TECHNICAL INFOCLASH MAG Guideline

Frequencypublished 1x per month

10.000 copies

Paper120g glossy paper A3 fold

staple binding

Distributionpick up in store

&mailing list

&promotional give-away in town

P. 13

TECHNICAL INFOCLASH MAG Guideline

BudgetGiven in the Strategic Marketing Communication Plan: €50.000

AdvertismentThe magazine includes the brand’s own advertisements plus additonal

advertisements. Approximately 2 speads + 6 single pages + back coverExamples: MAC Cosmetics, Apple iPod, Nokia Mobilephone

CostsExample PrintNinja:

10.000copies printed in China: ca. €6.000per copy: €1,66

P. 14

Jasper Schröder Georgia Lindley