NO REGRETSMagazine PitchBy Connor Davis

Introduction

• My name is Connor Davis. I’ll be pitching a tattoo and art magazine idea to you, in hopes that you’ll see it’s potential commercial viability.

• Thank you for your time

• The Northern Echo asked me to create a magazine that has commercial viability, and fills a gap in the market.

• This effects my product by limiting the ideas and the content.

• The target audience that I’m appealing to is older than me, so this will require me to interview potential TA candidates.

• The Northern Echo is a respected company, so I need to make a respectable magazine. News Quest owns 33% of The Northern Echo, so 33% of my profits must go to them.

The Northern Echo

Clients Description

• My clients requested a magazine that covers the local tattoo scene in detail, as well as covering the international scene.

• I’ve successfully developed a magazine that has a good blend of coverage in both areas, that doesn’t sacrifice quality or quantity in either.

• I’m confident my magazine covers a gap in the market, due to the fact there isn’t a tattoo magazine that specialise in the north east, and very few that focus on Britain.

Audience Research

• My audience average age is 16-25, and they fit into the B/C1/C2 socioeconomic group.

• They prefer to be spoken to in first person, to get the feeling that the person reading to them has lived through the experience themselves.

• My audience has changed what content I put in my magazine, by telling me what they would like to see more of, and what they would like to see less of.

• I’ll be hiring young models with tattoos or piercings for my magazine. I’ll be talking to them with informal language, using words that my audience will understand and associate with.

Audience Research

My magazine genre and my aim for the audience• The genre of my magazine is Tattoo and Art. I’ll be covering the broad

side of Tattoo culture, including body art, body piercing, event coverage, and general artwork made by the tattoo community.

• I got my ideas from having spending a lot of my time around tattooists, and noticing a gap for the local scene.

• The aim of my magazine is to inform the local community that tattoo culture is a lot more deep than the media are covering, and to spread awareness of the culture.

Genre Research

• While researching my genre, I’ve managed to come up with a multitude of different ideas that appeal to my target audience.

• My flat plans at the moment resemble professional products in term of text and image placement, and image to text ratio.

Commercial and audience viability

• My audience feedback is that the layout on my first plat plan is more suitable. The image to text ratio is what my TA are looking for.

• During testing, I was told that “The colour scheme is a nice contrast, but work out ways of making both the font and images highlighted, rather than clashing”

• The total expenditure, which includes production, post production and printing, comes to £13,419.

• The total income that I’ll be making, including advertising and sales, comes to £20,238.

Money spent

Total amount spent - £13, 419

Total Income - £20,238

Profit - £6,819

Commercial and audience viability

• Double Page Spread - £875• Full Page - £450• Half Page - £237.50• Quarter Page strip Solo Position - £150• Quarter Page – £118.75• Eighth Page – £75• Classified Column per cm - £4.50• Cover positions• Outside Back £ 625• Inside Front £ 550• Inside Back £ 500

• 1/3 of my overall magazine is advertising, while the other 2/3 makes up the bulk of my magazine with content.

Rates

Commercial and audience viability

• During my focus group, I was told “the idea is nice and different, and it’s suitable for the audience that you’re going for”

• My magazine will be distributed around the North East and the surrounding areas. The paper will be A4, and it will be printed on gloss paper. I made these choices as I want to distribute a high quality magazine to my local area.

Distribution Objectives

• My print objectives are to create 5000 prints of a 32 page magazine, which is a relatively small amount of prints for a magazine.

• When distributing, I’m aiming to be able to distribute to many stores around the UK, starting off with the north east, to gather a local scene.

Magazine overview

• The front cover will have a centrally positioned man, with a white background.

• My first double page will be based on an interview with a local tattoo artist in Newton Aycliffe, and his tattoo parlour, No Regrets.

Magazine overview

• My magazine will be A4, and will be printed over 32 pages, including the front and back covers. This is a suitable size for the content I am producing.

• The majority of my magazine will include images and advertisements, as it’s more image based than text based.

• The colour scheme will be predominantly black and white, causing high contrast with the images and text, allowing readers to be drawn to them.

Magazine overview

• The font that I’ll be using for the front cover will be Blackflag, and Old English, to give the feeling of classic tattoo text, and of gnarly lettering, relevant to tattoo culture.

• The sell lines and the mastheads will be eye-catching and relevant to my target audience.

Magazine overview

• The colour control that I’m aiming for is to use a simple black and white colour scheme for the entire magazine itself, excluding images.

• The image content will contain tattoos, artwork, and people relevant to tattoo culture.

Magazine overview

• I am creating a magazine that covers both artists and their work, in both a tattoo and art genre.

• My audience suggested that I cover more than just the work of artists, and that I should also focus on covering the artist themselves, their backgrounds, their area of work and generally about them as person.

• My research as a whole is what led me to what I’m creating now, as it allowed me to find out just what my TA wanted.

Conclusion

• My aim for this magazine is to fill a gap in the tattoo magazine industry. My USP is that no other tattoo magazine will cover the areas I cover in as much detail.

• I approached my magazine this way, as the most effective way to sell an art magazine is to focus on a fixed area, to appeal more to my TA than I normally would.