It’s necessary to evaluate the cohesion between my main media production and my two ancillary products, in order to assess the success of my whole campaign – including the first four pages of my regional magazine, radio advertisement and billboard advertisement.

COHESION

BILLBOARD POSTER ADVERTISEMENT

BILLBOARD POSTER

• I didn’t use the same images found within the regional magazine on the billboard poster as an image of the regional magazine, portraying the prime images, is found on the billboard anyway. I couldn’t see how professional it would have been if I’d illustrated a repetition of the same image on the billboard poster (e.g. an image of Wentworth Woodhouse being shown twice; one on the billboard itself, maybe as a main focal image, and another seen within the image of the regional magazine on the billboard advert – shows a lack of professionalism/effort/variation in images).

• The repetition of images would have been quite a narrow marketing technique for a new brand; an oppositional reading could have taken place, being that ‘there isn’t much in the magazine’. I was keen to give my older readers a range of content, therefore, I didn’t want this kind of oppositional reading to take place, which is partly why I didn’t want to show a repetition of images on the billboard poster from the regional magazine. It’s evident that the more variety of content seen on the advertisement, the increase in appeal from a wider range of my A/B income bracket consumers (however, still maintaining simplicity).

• However, maybe I could have featured the same images found within the regional magazine on the billboard poster itself, in order for my target audience to immediately recognise the images or for there to be a clearer link between the two products (would may have illustrated some consistency of conventions).

BILLBOARD POSTER

• Consistency in the use of colours…- I have used the same tone of pink found within the puff on the front cover, within the oval shaped

design on the billboard (found behind ‘RURAL LIFE’) – I wanted there to be more variation in colours, instead of the constant use of blue, green and white.

- Indirect colours of green and blue found within extreme long shot of the countryside on billboard, similar to the tone of indirect colours in the other images found within the regional magazine – i.e. green of the trees, grass, fields (connoting the beauty of the natural colours found within the rural countryside – all have links with nature).

- Continuity of white coloured text to contrast against the darker background on billboard – similar to white text on front cover.

• Continuity of style of font…- Same style of font used known as ‘Accord SF’ within the tagline and masthead on billboard, and

found on the contents page and front cover – style of masthead is consistent throughout the marketing campaign, in order for the audience to receive some recognisability in the brand’s conventions.

- A suitable style of font for the billboard poster (and magazine) as the sharpness in its design and similarity with the front ‘Times New Roman’ connotes the sophistication of the nature of the brand campaign in itself and its target audience – is conventionally the type of font other existing regional magazines use.

How does the billboard advertisement and regional magazine link together?

Consistency in HOUSE STYLE

BILLBOARD POSTER

• It would make sense if a local billboard advertisement portrays a focal large image of an iconic location/subject found within the region, in order for the local audience to recognise immediately the particular region the product is based on in which the billboard is promoting.

• However, although the main focal image on my billboard advert is of a plain generic countryside, which doesn’t really clearly portray any links with the region of South Yorkshire, the image along the bottom of the Yorkshire flag makes up for it and acts as iconography – straight away conveys strong connections with my chosen region the product being promoted is based on.

• On the other hand, I could have portrayed an image of the statue of the famous sports cricketer Dickie Bird, found in Barnsley Town Centre, South Yorkshire, as this subject is popular with its local audience.

• In general there is a constant link of images portraying iconic subjects/areas which are only found in South Yorkshire within the regional magazine, and the iconography of the Yorkshire flag on the billboard poster.

BILLBOARD POSTER

• There is a sense of regional pride within the community, which is illustrated through the use of images on the billboard and regional magazine – e.g. the Yorkshire flag connotes how patriotic and proud the community are of their region, or the images of the monument illustrating the names of the children who died in the Silkstone mining disaster connote that the local audience will always remember this key event that tragically took place in their own region (they don’t feel sorry for the working class as much, since my primary audience are A/B income bracket, but are still proud to share the story in order for others to receive some information & surveillance – may also receive some personal identity or social interaction from the billboard poster and magazine product).

• The large volume of the rural countryside and nature portrayed within the images on the billboard and regional magazine would make the older audience want to receive some entertainment & diversion – want a sense of escapism from their busy lifestyle, therefore, causing them to find out more about the magazine (primarily on the website on web 2.0) and see if the magazine offers their personal needs.

• Both the billboard and regional magazine inform the audience that the magazine being promoted is a monthly magazine, and they convey the contact details in which the target audience can use to find out more information about the product (via the website) – informs where the magazine is available by using strong brand trademarks at a central point on the page.

How does the billboard advertisement and regional magazine link together?

• My regional magazine product will be produced through the large conglomerate known as ‘Archant’ – a publishing company who are vertically and horizontally integrated and use a wide range of media products and platforms (but primarily in the magazine area); concentrate on producing regional identity magazines all around the UK (e.g. such as ‘Yorkshire Life’, ‘Derbyshire Life’ or ‘Kent Life’ etc.) – however, don’t specifically have a regional magazine based on SOUTH Yorkshire.

• They are an established company, therefore, would have distribution deals with established shops such as ‘WHSmith’ , ‘Asda’ and ‘Tesco’ – would be able to focus their regional productions to their location on a nation wide deal.

• The regional magazine will be sold in these particular shops because the majority of people like to shop at established shops, therefore, would feel more confident in buying a niche product – however, I hadn't portrayed these stores on my billboard poster as I believe it would have been too overwhelming if there were too much content/information about the magazine conveyed on the billboard, and conventionally the logo of the shops aren’t typically found on this particular advert product (only need one form of contact on the billboard, and I decided on showing the website address which is also found repeatedly within the regional magazine; however, I did mention on the poster that the issue can be found ‘at local stores only’) – if the primary audience wanted to find out more on whereabouts the magazine is sold, they can find out on the website on web 2.0.

ARCHANT

• The support of these companies (‘WHSmith’, ‘Asda’ and ‘Tesco’) will allow easier and an increase of direct access to the public, excluding the audiences’ time and effort of having to go and search for the magazine - this forms a connection between the regional magazine and the shop, enabling a association between the target reader and the magazine product.

ARCHANT

BILLBOARD POSTER

• At the end of the radio advert, the voiceover (Stacey Flowers) states the website address, the name of my regional magazine (‘South Yorkshire Living’) and the tagline (‘Your key guide to rural life’), which is also found on the billboard poster so there is some link between the two products – creates a cohesive marketing campaign as the target audience may see the product and then relate to that experience once they hear it again (recognisable/memorable conventions); the repetition of the website being mentioned may eventually cause the audience to take some form of action and actually have a look through the magazine’s website online (part of the AIDA theory).

• For both the radio advert and billboard poster, I didn’t mention any social media network sites (such as ‘Facebook’ or ‘Twitter’) as this extra detail isn’t necessary for an older audience of 35-5 year olds who aren’t really digital natives themselves, and additionally only one form of contact should conventionally be mentioned on the advertising products anyway (the website) – the audience can still be active and have direct access to information based on the magazine on the website, which may convey a link to our ‘Twitter’ and ‘Facebook’ page; still some use of social media, appealing also to the digital natives within my primary audience (as I am still marketing to a secondary audience who have the capability to purchase luxury converged devices where they can read the magazine).

• In order to produce a bigger brand identity, I could have added more social media marketing although this isn’t the most necessary distribution channel – but as print becomes less popular and online/web 2.0 increases, I would be able to still communicate to my primary audience through social media.

• I believe traditional marketing is still effective today and it’s this type of marketing I will primarily be using to promote my regional magazine, however, online marketing will supplement this and will make sure my magazine product will reach as much of my target audience as possible (digital natives or not).

How does the billboard advertisement and radio advert link together?

• As I have already briefly stated, I didn’t mention any social media links / web 2.0 on my billboard poster. However, I can still apply a couple of online theories to the relationship between the audience and promoting my brand, to evaluate how necessary web 2.0 would be for my audience...

• Tapscott and Williams Wikinomics (global village); if companies don’t adapt to the audience power, by engaging them in user-generated distribution of their brand, and web 2.0, then they will fail. It makes sense that I should have included more web 2.0 within my productions, even though my target consumers aren’t really digital natives, as it illustrates a lack of adaptation to the growing audiences’ power, meaning it could be argued that my brand isn’t as successful as it could have been due to the lack of social media links present. It’s necessary to understand the growing audience, and adapt to their power in order to create a successful brand.

• Gautlett’s making and doing culture theory; web 2.0 has empowered the audience to make their own product (e.g. YouTube). The active audience are who will share my brand content but if there was more social media links present within my brand, such as ‘Facebook’ or ‘Twitter’, then the share of content would have been wider as more connections between the audience and the brand would have been made and available for them to help promote my magazine (through social interaction online as well as word of mouth).

• Anderson’s The Long Tail; niche products become as successful as mainstream due to the unlimited shelf space online – my own product could have been more successful if it had more connections with web 2.0/online, which highlights generally how necessary web 2.0 would be for my target audience.

ONLINE THEORIES

• Many of the conventions within my three productions send a positive ideology that you can receive a sense of escapism and belonging (from their busy lifestyle) if you purchase and read the regional magazine product – Blumler and Katz Uses and Gratifications can be applied as the older audience want to receive some entertainment & diversion, as well as social interaction (mainly applying to the females) and information & surveillance (are hedgehog thinkers); e.g. the use of imagery on the front cover and billboard poster of an extreme long shot of the countryside with indirect colours of green and blue connote that sense of escapism the audience can feel if they buy ‘South Yorkshire Living’, along with the foley sound effects of nature (i.e. the wind) heard within the radio advert – all three products work as a campaign as they link together on the kind of message they are sending to the target audience and have similar connotations.

RADIO ADVERTISEMENT

GEM 106

• Gem 106 is my most preferable radio station to promote my regional magazine based on rural South Yorkshire.

• I was planning on using one of the BBC stations to feature my radio advert promoting the magazine, however, this wouldn't be suitable as none of the BBC stations are a commercial station, and only promote products that are made by the BBC; additionally, the BBC stations don’t really play advertisements – my chosen institution is ‘Archant’ not the BBC.

• The BBC don’t publish magazines as such anyway, as they sell their magazines product to a separate publisher (BBC Worldwide UK Publishing), but aren’t regionally specific in their magazine output.

• Gem 106 is a regional radio station broadcasting to the East Midlands.• If I was to use Gem 106 as my most preferable radio station, then I would have access to a variety

of factors.

• The events on the contents page aide the older audience to receive a sense of belonging as well as ‘an escape from reality’, which help creates a cohesive marketing campaign.• There is a connection between the two through the distribution of the radio advertisement on the well-known radio station Gem 106, and the marketability of the radio advert.

How it markets the personality of the brand...

• There is cohesion - in terms of the reader being able to place themselves in the ‘getting ready for a day out’ situation, and gain a cathartic effect; applying the identification theory (suggests the audience identifies with a media product for stress relief and are after a cathartic process).

• There is also the significance of concern for the past within the region, which is consistently shown as part of the issue’s nature (with the Silkstone mining disaster), along with the activities/places to visit within South Yorkshire – this is where hegemony can be applied of the status quo being maintained for those who dictate education.

GEM 106 (online & interactive)

• Even on the Gem 106 website, it proves that advertising with them will be beneficial for my brand.

• They claim that supporting my campaign online can provide my business with an additional platform to reach the target audience.

• They additionally have a clean database of over 100,000 listeners that I can utilise to promote my business.

• According to RAJAR figures (December 2013), the station was listened to by 510,000 people (out of a possible 2,384,000 listeners) per week, with each listener tuning in for an average of 8.9 hours over the course of 7 days.

• These figures illustrate the popularity of the station with its target audience, who (partly the older 35-55 year olds) continue to listen and aim to receive some entertainment & diversion as well as information & surveillance (particularly from my own brand being promoted).

• Interactive and Online – this is marketing on a different platform if my campaign is supported on the Gem 106 website; enabling to email people, podcasts and vodcasts for their and our own website (use of web 2.0, aiming particularly at digital natives).

• Promotion and Sponsorship – in order to create more awareness of the brand, can have access to promotional and sponsorship packages.

• Access to potential international corporations to aid with campaigns (where cost is only applicable when advertisements must be recorded) – writers’ help to guarantee the campaign creates a good impression and receives positive results.

• Airtime of advertisement – account managers assisting with development and comprehension of the radio market, and timings of what would be most beneficial.

GEM 106

Marketing Plan...

• It’s necessary to build relationships/convergence with local businesses as a form of synergy marketing and tie-ins – e.g. the P.H Painting and Decorating company, who offer quality, reliability, and a professional and affordable service in all aspects of interior and exterior painting and decorating, plastering and general property maintenance, based in Sheffield and operate throughout South Yorkshire and Derbyshire (cover all areas of South Yorkshire, so very local and would appeal my older refined audience).

• I can maybe offer them cheaper advertising space, which will be beneficial for them.

(I wouldn’t be able to promote them obviously inan article as this contravenes IPSO regulation).

RADIO ADVERT

• My radio advertisement has links with both my regional magazine and billboard poster advertisement.

• This includes some form of online presence; (the website) - website address found underneath the masthead in small text on the front cover, and along the bottom of the contents page and double page spread (additionally found on billboard poster and mentioned at the end of the radio advert).

• The tagline ‘Your key guide to rural life’ and the masthead ‘South Yorkshire Living’ is said at the end of the radio advert, and is found on the front cover of the magazine and billboard.

• The diegetic ambient sound/foley sound effect of the birds tweeting, the wind and the sound of footsteps create connotations of the outdoors, and connotes a sense of escapism and tranquillity of being surrounded by rural nature in the countryside; the target audience want to receive some entertainment & diversion as well as information & surveillance from my product - my front cover and billboard poster also present these connotations of the beauty of nature, due to the use of imagery (e.g. extreme long shot and wide shot over the hills and fields of the countryside as the main focal image on the billboard advert, as well as similarly found as the main image on the front cover).

How does the radio advertisement, regional magazine and billboard advert link together?

FRONT COVER (Regional Magazine)

FRONT COVER

• On the front cover, I have slightly broken the house style by adding a pink colour (within the puff and the text within the skyline) – I think this makes the page stand out more and creates more appeal to my older readers; more vibrant. I believe if I had used the simple colour black within ALL of the text in the skyline, the front cover would have looked quite plain and even for a sophisticated magazine, it has to have some engaging conventions.

• Despite this, the magazine product still fulfils its cohesive purpose – the billboard poster also has the same tone of pink behind ‘RURAL LIFE’, which connotes consistency of the brand’s conventions (reflective of the other products).

• Even though the colour of pink doesn’t really fit the refined nature of my magazine, the connotations of this particular colour are based on positivity and vibrancy which positively reflects my brand – I know pink doesn't really have any associations with nature, so I could have used yellow which connotes the bright colour of sunshine, therefore, is a prominent feature of nature (as well as consisting of happiness and joy) – however, I though the colour yellow wasn’t refined enough to be found on my regional magazine, despite its slight links with nature.

How does the front cover and billboard advert link together?

Both the billboard poster and front cover portray a large focal image of the countryside, conveying indirect colours of green and blue. However, if I had to change something, the main image would have illustrated an iconic location found within South Yorkshire, as showing an image of a plain countryside may seem too generic. On the other hand, both the billboard and front cover show some hint to the reader that the magazine is based on South Yorkshire – the billboard shows an image of the Yorkshire flag, and the front cover conveys a secondary image of Wentworth Woodhouse within the skyline (plus, the cover lines state the different areas within the region; e.g. Barnsley, Doncaster etc.) – therefore, there’s some form of recognisability of the region the magazine is based on (but I could have conveyed it a little clearer).

FRONT COVER

• Something else I could have improved on was to create a clearer link with the cover lines (the content found within the magazine) to the main image on the billboard – my magazine states all these areas found in South Yorkshire, such as Barnsley, Doncaster and Sheffield, however, the main image on the billboard poster just simply shows a plain countryside.

• I could have taken an image of an iconic location, such as Sheffield (e.g. Meadowhall Centre), and edited it as the primary focal image on the billboard – so there’s a stronger connection and cohesive link between the main magazine and advertising product; would more likely appeal the local audience, who would want to get active and maybe visit these locations - although, Meadowhall Centre doesn’t really fit in with the rural nature of my magazine, but still supports this idea; additionally, Meadowhall would also have supported the conventional consumerism found in regional magazines who rely on selling advertising space and, it could be argued, promote a status quo of capitalism.

• In general, I may have limited the cohesion between my billboard ancillary product and my main magazine production because of this.

How does the front cover and billboard advert link together?

FRONT COVER

• “You can win exciting prizes such as a tour of Wentworth Woodhouse, the biggest house in the country” – this is mentioned on the front cover as well as in the radio advert, within the skyline where it states “WIN a whole family tour at the longest country house…”; engages the active older reader, who may choose to get involved with their own social groups (they may be A/B income bracket, therefore, would have enough money to spend, however, the local audience would appeal to a free win of a tour of Wentworth Woodhouse as people in Yorkshire are stereotypically known to be quite tight with their money).

• In addition, because there is a reference of Wentworth Woodhouse on the front cover (and puff) and within the radio advert, people can directly link the magazine and the radio advert together.

• I think there is a strong link between the radio advert and the magazine product compared with the billboard – the voiceover names an iconic place (Wentworth Woodhouse) found in South Yorkshire, which immediately appeals the local audience who are wanting to receive some more information & surveillance.

• To create a better cohesive campaign or a clearer link specifically between these two media products, I could have featured some long reviews to entice the older hedgehog thinkers and just so there were some further connections between the media productions (as well as some more appealing conventions to attract a wider range of my target audience).

How does the front cover and radio advertisement link together?

The Tagline; ‘Your key guide to rural life’

• The tagline plays a key role in this cohesive campaign as this particular convention is featured throughout all of my three media productions;

- Underneath the masthead (front cover),- In a large focal font (on the billboard poster),- Mentioned by Stacey Flowers (the voiceover; near the end of the radio advertisement).• The repetition of the tagline being portrayed/mentioned throughout my campaign will

eventually be memorable to the target audiences’ ears, and will increase recognisability of the brand – therefore, my primary audience will pay more attention to the rest of the media products, and will more likely be persuaded to purchase my magazine product.

• Additionally, the tagline promises to provide a large volume of key information/articles/content based on everything rural in South Yorkshire to the reader – who’s aiming to receive some information & surveillance and entertainment & diversion; the tagline creates hope for the older 35-55 year olds to receive some escapism from their busy lifestyle by experiencing being in the rural countryside, in South Yorkshire.

• Furthermore, the representation of my target readers is active, but the advice of the double page spread article is to stay rooted in the past; thus, submitting to the status quo (Marxist reading).

CONTENTS PAGE (Regional Magazine)

CONTENTS PAGE

• The purpose of the contents page is to inform the sophisticated reader on the whereabouts of a range of articles – the contents page links with the front cover and double page spread as it mentions the topics/cover lines found within the regional magazine (e.g. ‘Mining caused minors to die’); audience primarily gain some information & surveillance on this page.

• The rural representation, supported with the images, creates a tight community for the rural locals living in South Yorkshire – represented throughout my brand.

• The page concerns information on people, cooking, travelling, competitions and more - maintains the interest of my target audience who desire to read upon a variety of up-to-date news within the area and knowledge about their local community (and as they are quite socially active, may receive some social interaction; personal relationships).

• If I could change something about my contents page, it would be to present an iconic location that clearly relates to the regional identity my magazine is based on and is easily recognisable to my audience – I feel like the images illustrated on the contents page are quite generic or not iconic enough for my target readers to immediately recognise the region the subject is based in. In order to improve the cohesion of my brand, my regional magazine pages and ancillary tasks could have presented more popular iconic locations found within rural South Yorkshire.

CONTENTS PAGE

• Cohesion is prominent throughout this particular page as the image of the magazine front cover is found on the bottom right corner of the contents page – image of the front cover is also found on the billboard poster; immediately informs the audience on what the advert is specifically promoting.

• Additionally, I could have added the images found on the contents page (such as the medium long shot of the memorial) onto the billboard poster to create a better cohesion campaign – would have stronger links between the main product and ancillary tasks, and there would have been some mention of the Silkstone Mining Disaster on the billboard poster; as I believe my billboard advert is lacking a connection with the main article found within the regional magazine, which is the Huskar Pit Mining Disaster – would have shown that the topics mentioned on the billboard (such as ‘Wentworth Woodhouse Stable Block’ or ‘Mining caused minors to die’), are passed through the media platforms to the genuine content of ‘South Yorkshire Living’ magazine.

CONTENTS PAGE

• The contents page has some links with my radio advert as well as my billboard advertisement…

• The radio advert mentions that my regional magazine “offers a wide range of topics based on the region’s rural lifestyle…to visit with friends or family”, and my contents page illustrates that wide variety of content/information found throughout the whole magazine to my readers (covers people, food, events and competitions etc.) – in order for the audience to receive some information & surveillance, as well as social interaction.

• This page indicates the whereabouts of Wentworth Woodhouse and a range of upcoming festivals and events (with page numbers), which is talked about within the radio advert by the voiceover Stacey Flowers – however, the radio advert should have probably made reference to the mining disaster in Silkstone as this is the main article found throughout the whole magazine (would have made sense).

• On the other hand, not mentioning the mining disaster within the radio advert was probably the better option because it’s based on quite a negative topic which some of the local audience may not want to hear about so sudden on the radio (based on their own region; may be too personal) – also, this suggests that the topic for my splash could have been more positive to be conventional, and positive representations of the locals’ region would have probably have been more appealing.

• The masthead ‘South Yorkshire living’ is revealed on both the contents page and the radio advert, including the website address so both products indicate some form of online presence for the digital natives within my target audience – continuity of the website address throughout the advertising of the magazine, and on the pages within the regional magazine itself (it’s the main form of contact).

How does the contents page and the radio advert link together?

CONTENTS PAGE

• The minimal and formal style of text, the white background and the organised/structured layout of the images creates a representation of class, and relates to the refined nature of my magazine brand and primary audience, therefore, it’s a successful page – the representation of the upper middle class is consistent throughout all of my media productions, which is a hegemonic process; the audience recognise and desire that lavish rural lifestyle that they could be living in (the clear blue skies, the green fields etc.) – hegemony would argue the purpose of this upper middle class representation is to spend money and support the economic system.

• In general, my target audience will respond to the range of content found within the regional magazine as the older readers are interested in nature, events and the news (etc.) within South Yorkshire and the tight-nit local community.

DOUBLE PAGE SPREAD (Regional Magazine)

DOUBLE PAGE SPREAD

• In order to create cohesion, I think it’s important that the double page spread has references to the website as it is a recent conventional source of marketing, even though it may not be conventional when taking into account my target audience – the primary reader will unknowingly be consuming this information, even if not intending to, therefore, they will most likely remember this key info when it come to future reference; additionally, there should be a higher chance of my target audience remembering these online references as the website address is also repeatedly found on the billboard poster (and on the front cover & contents page), and mentioned within the radio advert – illustrating a cohesive campaign.

• It may not be hegemonic, however, it offers the impression of an active alternative within my target audience (which influences across all three productions) – but my main product and two ancillary tasks drive for a single standpoint, and so the status quo isn’t threatened as it’s a festivity of a rural traditional lifestyle.

• The article within the double page spread is based on a particular geographical location (Silkstone), which creates a sense of community between the locals and this is emphasised throughout my three productions as the locals in Yorkshire are stereotypically known anyway to be quite close nit.

DOUBLE PAGE SPREAD

• However, there is something I could have improved on to make a stronger cohesive campaign between all three of my productions. The main cover line on the front cover is based on the Huskar Colliery Mining Disaster, including the article within the double page spread and is also mentioned on the contents page. On the other hand, there isn’t really any reference to this particular disaster on the billboard poster or within the radio advert. The Huskar pit disaster in Silkstone is the main story within my regional magazine, therefore, it makes sense that it should have been mentioned on my two ancillary tasks – e.g. the large main focal image on the billboard poster could have been of something related to the mining disaster, and the voiceover could have mentioned the disaster at some point during the advert (maybe instead of “…such as a tour of Wentworth Woodhouse, the biggest house in the country…”, the voiceover could have said “and find out more about one of Britain’s most significant mining disasters that had taken place in the old village of Silkstone”).

DOUBLE PAGE SPREAD

• I would imagine that the main theme of my double page spread (the history of South Yorkshire) would only be relevant for one issue, so I would aim to continue cohesion in future issues and would also then transfer them onto the billboard – as I did mention wanting to feature the main splash on the billboard as an improvement.

• As the main theme within the current issue is based on the Silkstone mining disaster, I could link the next issue being based on the top most popular historical events that had taken place in areas within South Yorkshire (i.e. Doncaster, Sheffield, Rotherham etc.) - this would still be based on the history topic, however, then there could be an article about only one of these areas within the region in the issue after that.

• There could be a theme based on a particular aspirational person who is known within an area in the region for something inspiring, which the A/B income bracket audience may like to read about and maybe receive some personal identity instead of only gaining information & surveillance (which is what would be primarily received from the current issue on the Silkstone mining disaster).