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L04 Magazine Pitch

William Eze

Welcome to greatness, this is the pitch for Golden Era Magazine. Today we will be talking all the main factors of how my magazine will be made and how much money will be required for this process. Golden Era will be competing against XXL, Mojo and Q Magazine. My aim for the next few years is to make GE Magazine the top brand for Bauer Media.

Introduction

Proposal 1: Golden Era

Proposal 2: Inspiration

I chose to name my alternate magazine ‘TRAP’ because based on the fact that it’s a music magazine and the music is inspirational, I named it TRAP because it traps you into the magazine’s content because it’s so interesting.

Connotation of TRAP masthead

I chose to name my main magazine ‘GOLDEN ERA’ because we’re in an era where records are broken in terms of album sales and record singles so I based my name on that stat because more records will be broken in the future and I want Golden Era to document that.

Connotation of Golden Era masthead

Promotion

I made a Facebook page to promote my magazine and this helps to build synergy within my audience as this can help to promote my brand and gain a bigger following.

I think that my target audience will be teenagers/adults. They would mostly E and Don the chart however I think that I will have an audience from all of the sections shown on the graph.

Target Audience

A Higher management, bankers, lawyers, doctors and other professional

B Middle management, teachers, creative and media people e.g. graphic designers etc.

C1

Office supervisors, junior managers, nurses, specialist clerical toff – white collar

C2

Skilled manual workers, plumbers, builders – blue collar

D Semi-skilled and unskilled manual workers

E Unemployed, students, pensioners, casual workers

My magazine of inspiration is Q magazine and my choice of music genre is an Eclectic of Hip Hop/ R ‘n’ B/ Rap music. According to the socio-economic graph the target audience would be in my chosen demographic of E and D. I have chosen this demographic group because for E they are unemployed but they might have money to buy my magazines and the students who are unemployed are quite young so my choice of genre could influence them to buy my magazines. I have chosen D because they’re most likely older but they can buy more articles as compared to the E group.

This defines the adult population largely by the job they do.This is based on the National Readership Survey (NRS)

AUDIENCE DEMOGRAPHICS

Graham Burton: Socially and Media grouped audiences

Graham Burton has a theory about classifying audiences by their social and media grouping. According to the socio-economic graph the target audience would be demographics of D and E because the demographic would be fairly young because they probably won’t have jobs but they would have enough money to buy their articles. The social grouping of Q Magazine’s target audience is centred for ages 25+ of all genders. The likeliness will be that they’re American but they could be British as well because all the publications are circulated around those countries; they’ll most likely be fans of rock music and white. The media grouping for Q Magazine’s target audience will be fans of rock music and other forms of rock and indie.

PSYCHOGRAPHICSMAINSTREAMERS

SEEK SECURITY. Tend to be domestic, conformist, conventional, sentimental – favour value for money family brands. Nearly always the largest group

ASPIRERS SEEK STATUS. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents, Typically younger people, clerical and sales jobs.

SUCCEEDERS SEEK CONTROL. Strong goals, confidence, work ethic, and organisation. Supports stability. Brand choice based on self-reward, and quality. Typically higher management and professionals.

RESIGNED SEEKS SURVIVAL. Rigid and authoritarian values. Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people.

EXPLORERS SEEKS DISCOVERY. Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction, and instant effect. The first to try new brands. Younger demographic – students.

STRUGGLERS SEEKS ESCAPE. Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets. D and E demographic.

REFORMERS SEEKS ENLIGHTMENT. Freedom of restrictions and personal growth. Social awareness and independent judgment. Anti-materialistic but aware of good taste. Has attended higher education and selects products for quality.

Katz, Hartley and Mazlow Theory

1. Diversion – This means where the audienceCan RETREAT from their reality and engage Themselves into the content.

2. Personal Identification – This means where the Audience are able to relate to a character or Their problem.

3. Personal Relationship – Where the audience are able to gain a following (audience) and bondwith character or a bunch of different characters.

4. Inform & Educate– Where the audience LEARN something from engaging into the text/content.

Production Plan

Planning and Pitching –Production Plan (GE Magazine)

Week starting from 23rd January 2016

Monday Tuesday Wednesday Thursday Friday Saturday SundayDecide a target

distribution date

for GE. After that,

create a

production plan

detailing

deadlines for

each story and

timing for

proofreading as

well as detail the

printing

deadlines.

DEADLINE:

23/1/16

Managementteam should also decide what content will be included in the magazine, i.e. information on artist, double page spread, tour dates and reviewsDEADLINE:25/1/16

Management

team should

decide on a

budget for the

production of

magazine,

artists,

resources,

printing.

DEADLINE:

27/1/6

Editorial staff should plan thestyle and layout of the pages for the magazine production. DEADLINE: 27/1/16

Editorial staff should plan thestories and for each story, there should be a detailed plan which includes content, it’s type, i.e. interview and background information. DEADLINE: 30/1/16

N/A N/A

23/1/16 24/1/16 25/1/16 26/1/16 27/1/16 28/1/16 29/1/16

Week starting from 30th January 2016

Monday Tuesday Wednesday Thursday Friday Saturday SundayMeet the artists

that will be

interviewed and

put them in a

photo-shoot for a

few pictures.

DEADLINE:

30/1/16

Structure and

start to plan the

pages for the

magazine,

including…DPS,

Interviews,

Reviews and

other content.

DEADLINE:

10/2/16

Think about what

stories other than

the interviews

that will be

included and

choose what

albums and songs

to review for the

magazine.

DEADLINE:

3/2/16

Decide on what

pictures will be

included in the

content pages

DEADLINE:

2/2/16

Start to type up

information for

the content and

the pages.

DEADLINE:

9/2/16

N/A N/A

30/1/16 31/1/16 1/2/16 2/2/16 3/2/16 4/2/16 5/2/16

Week starting from 6th February 2016

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Continue to

develop the

pages for the

magazine,

including…DPS,

Interviews,

Reviews and

other content.

DEADLINE:

9/2/16

Continue

developing the

pages for the

magazine,

including…DPS,

Interviews,

Reviews and

other content.

DEADLINE:

9/2/16

Think about what

stories other than

the interviews

that will be

included and

choose what

albums and songs

to review for the

magazine.

DEADLINE:

9/2/16

Add in images to

the final drafts

for the magazine

pages.

DEADLINE:

9/2/16

Proofread all the

pages and send

feedback if

needed. An

example of this

could be that the

proof-readers can

look through the

pages and tell

them to change

anything if

needed.

DEADLINE:

10/2/16

N/A N/A

6/2/16 7/2/16 8/2/16 9/2/16 10/2/16 11/2/16 12/2/16

Fourth Week of the Magazine Process

Monday Tuesday Wednesday Thursday Friday Saturday SundayPages should

have been read

through and the

planning of how

the magazine is

to be structured

will start

tomorrow.

DEADLINE:

13/2/16 –

14/2/16

Structure all the

pages together

and make a

practise magazine

issue with all the

pages thoroughly

checked and

added in.

DEADLINE:

14/2/16

Make any

changes to the

magazine if

needed and re-

read the new

copy and make

any changes from

there.

DEADLINE:

15/2/16

Once changes are

done then start to

create the

magazines and

after finishing the

printing process,

determine as a

group to mutually

decide the cost of

the magazine

based on printing

costs, budget,

paper distribution

and hardcover

material.

DEADLINE:

16/2/16

RELEASE

DATE FOR

TODAY!!!

N/A N/A

13/2/16 14/2/16 15/2/16 16/2/16 17/2/16 18/2/16 19/2/16

Magazine Editor – Average salary - £27K

Publishing Editor – Average salary - £25K

Art director – Average salary - £20K

Interns – Average salary - £10K

Photo editor – Average salary - £11K

Assistant in editing – Average salary - £12K

Proof reader – Average salary - £9K

Sub-editor – Average salary - £15K

Recruitment costs – £800K

Marketing costs – 2k

Start up costs – 600k

Budget Summaryhttp://www.prospects.ac.uk/magazine_features_editor_salary.htm

Profit-Loss

Profit: Annually Loss: Anually

Advertising: 1,525,725 M Office Space: £600,000 K

Per issue: 32,505 Equipment: £80,525 K

Printing: £450,702 K

http://www.prospects.ac.uk/magazine_features_editor_salary.htm

Profit(1,558,330)- Loss(1,031,227)= £527,103 loss

Outgoings and Income

Unit 13 – Planning and Pitching – Spending Power for GE

Source: http://magazines.bauermediaadvertising.com/magazines/detail/Q

My magazine; GE, will have a spending power that will be predicted based on the target and social class of my targeted audience. I will be observing the statistics of fellow music magazines; Q and XXL, to compare to my magazine as their my main sources of information.

The average reader for my inspiration; Q magazine is of ages 15+. My intended target audience is based aroundthe statistics of Q and XXL. The content may be Controversial due to the explicit content and the useOf profanity. I’ve referred this to the Seven Subjective by Hartley. The subjectives are Class, Nationality, Family, Ethnicity, Age, Gender and Self-Image. My spending power for GE magazine willBe compared to the likes of Q, Mojo and XXL. TheirAverage readers fall into the C-E bracket of the chartWhich means the content will be more appropriate for them and the price for the magazine will be affordable for them. The only difference between GE magazine and the other magazines are that there target audience isn’t clear enough as they don’t identify what gender they’re focusing on while my magazine focuses on specifically just males who are over 15+.

Unit 13 – Planning and Pitching – Spending Power for TRAP

Source: http://magazines.bauermediaadvertising.com/magazines/detail/Q

My alternate magazine; TRAP, will have a spending power that will be predicted based on the target and social class of my targeted audience. I will be observing the statistics of my rap magazine inspiration: XXL, to compare to my magazine as their my main sources of information.

The average reader for a XXL magazine is usually 16 and over. My intended target audience is based aroundThe statistics of XXL. The content may be Controversial and crude due to the explicit content and the use of profanity for this magazine. I’ve referred this to the seven subjective by Hartley. The subjectives are Class, Nationality, Family, Ethnicity, Age, Gender and Self-Image. My spending power for TRAP magazine willbe compared to the likes of XXL. TheirAverage readers for TRAP fall into the D-E bracket of the chart which conveys the content will be more ‘Hip’ and ‘Urban’ for them and the price for the magazine will be affordable for the lower demographic. The only difference between TRAP magazine and other rap magazines are that there target audience isn’t clear enough as they don’t identify what gender they’re focusing on while my magazine focuses on specifically just males who are over 16 years old.

Demographic of GE Readers – Socio-Economic NeedsTarget Audience

I observed the socio-economic need chart and I overlooked at the target audience and it’s readership. Referring to the chart, GE readers have a 70% majority that are within boundaries A-C1 which is very similar to that of Q’s. This means that they would have large disposable income and are more likely to lead opinions within a group as compared to the boundaries below.

When looking all 7 of Hartley’s Subjectivities, the chart on the right shows my predicted demographic of readers that will be male and aged over 16+.

The overly dominated demographic of males is mainly because GE Magazine have a highly dominant amount of male artists.

Source:http://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdf

My target primary demographic for GE magazine is going to be mostly males that are aged from 16+. This is because their content and use of rock/rap music is popular among my combined demographic teenagers. The mixture of artists is unique and willbring in an audience to my content.

Demographic of TRAP Readers – Socio-Economic NeedsTarget Audience

I observed the socio-economic need chart and I overlooked at my intended target audience and it’s readership. Referring to the chart, TRAP readers have a 70% majority that are within boundaries C1-E which is very similar to that of XXL’s. This means that they would have a low disposable income.

When looking at Hartley’s Subjectivities, the chart on the right shows my predicted demographic of readers that will be male and aged over 16-18+.

The high demographic of males as compared to females is mainly because TRAP Magazine have a highly dominant amount of male artists and rap groups.

Source:http://www.bauermedia.co.uk/uploads/QMediaPack-Feb2013.pdf

My target primary demographic for TRAP magazine is going to be mostly males that are aged from 16-18+. This is because their content and use of hip hop and r ‘n’ b r is extremely popular among my urban demographic teenagers.

Unit 13 – Planning and Pitching – Magazine’s Market Place

My aim is to gain a high demographic. This can be done if I reduce my magazine at a costly price of £1.75.

Rivalling pioneer music

magazines

My magazine will be the next Mojo or Q on the market. My conception will be rivalling many competitors who have made it in the industry and are currently dominating. This means that the magazine will have to have an original market advantage and leverage which will that can ensure popularity for the magazine.

One of the ways that that the magazine are able to be on the main market is by releasing original content that is going to be published. Most of the advertising for the magazine will be from social media and possibly other Forms of promotion and marketing.

For 40,000 copies it will cost around £100,000-150,000 . This means if I sell all 40,000 copies I will make a high profit in the region of 140,000-£180,000(each magazine sold for £1.50). I will also be making around £8,000 from each advertisement which is presented in a double page format. The outgoings will be in the region of £537,000 for the use of salaries, printing and office space.

Budget summary

60

Office for Golden Era

1,375ft² [128m²] Total Office Space Required

Access 24/7

24/7 security

Air-conditioning

Administrative support

Macbook Air (20 computers) – in the region of £48,000-£50,000

Desks will cost around £1,400 for 20 desks costing £70 each.

Office Space

Unit 13 – Planning and Pitching –Magazine Flat Plan 1 – Weekly version – Golden Era Magazine

Unit 13 – Planning and Pitching –Magazine Flat Plan 2 – Monthly version – TRAP Magazine

There are 60 pages in total.

For 40,000 copies it will cost around the region of £120,000-180,000

Advertising Revenue for Golden Era Magazine

7 Double Page Spreads included in the magazine. £9,510 x 7 = £66,570

Advertising Revenue for TRAP Magazine

5 Double Page Spreads included in the magazine. £9,510 x 18 = £171,180

Hand Drawn FC Templates

Hand Drawn DPS Templates

Test Photography - Filters

Test Photography

Unit 13 – Planning and Pitching – Magazine’s Market Place

My aim is to gain a high demographic. This can be done if I reduce my magazine at a costly price of £1.75.

Rivalling pioneer music

magazines

My magazine will be the next Mojo or Q on the market. My conception will be rivalling many competitors who have made it in the industry and are currently dominating. This means that the magazine will have to have an original market advantage and leverage which will that can ensure popularity for the magazine.

One of the ways that that the magazine are able to be on the main market is by releasing original content that is going to be published. Most of the advertising for the magazine will be from social media and possibly other Forms of promotion and marketing.

Photoshop Front Cover #1

Photoshop Front Cover #2

Photoshop DPS #1

Photoshop DPS #2

Generation of Ideas

Colour

Names for my

Masthead

Identity of Brand

Images used for

my Magazine

Release Date

Target Audience

Range

Price of my Magazine

Price: The price range that I will set on my magazine will be set around £1.30, this is so that my fans can buy the magazine all the time without worrying about their own expenses. Identity of brand : There

will be certain features that will be seen consistently throughout the magazine which will include technical convergence, this is like self-advertisement of the brand, it will be applied through social media links such as Facebook, Twitter and Instagram

Images: For my front cover, the main image will always be centred in the middle with new stars and musicians. This implies that the presence and strength of the eclectic of both genres; rock and hip-hop, as well as promoting and advertising the main article of the artist that is featured. The technical code of this image will most likely be a medium shot or a close up.

Masthead Names:

Golden Era = GE (chosen name)Music = M

Release Date: The magazine will be released on a weekly basis. Strategically, I chose to release it on a weekly basis because the price is affordable and I can achieve a regular fan base by selling weekly.

Target Audience: My target range for the magazine will be of ages 13- 25. I chose this range mainly because of the genre of the magazine consist of rock music but may also have odd features of R ‘n’ B and Hip Hop. The target gender of the magazine will be dominantly male, within the content there will be a balanced amount of adverts that are aimed at both genders. I looked at other magazine such as XXL to make my choice on the content and age range. Additionally on the front cover the person who is featuring will have some appeal to both males and females.

Colour Scheme:The colour scheme of the magazine will be black, gold and white. I have chosen this colour scheme as this can convey to the reader that the content is earthly and natural but can be effective as the colours are sort of similar to what XXL or Q would use. They use their main colour consistently throughout some of their magazine layouts. The colour scheme in both drafts are the same but the layout will be different to convey originality and it’s different.

Planning and Pitching – “Mind Map’’ 1

Planning and Pitching – “Mood Board’’

Generation of Ideas

Colour

Names for my

Masthead

Identity of Brand

Images used for

my Magazine

Release Date

Target Audience

Range

Price of my Magazine

Price: The price range that I will set on my magazine will be set around £3.50, this is so that it makes my audience more anticipated to buy my magazine and it makes them more interested waiting for the next edition to come out.

Identity of brand : There will be certain features that will be seen consistently throughout the magazine which will include technical convergence, this is like self-advertisement of the brand, it will be applied through social media links such as Facebook, Twitter and Instagram

Images: For my front cover, the main image will be of new stars and musicians. This implies that the presence and strength of the hip hop genre, as well as promoting and advertising the main article of the artist inside. The technical code of this image will most likely be a medium shot or a close up. This is because the reader will be able to judge their facial expression and body language which will entice them to find out more about the artist.

Masthead Names:

BEATS! = B+Music Edition = MET = TRAP (chosen name)

Release Date: The magazine will be released on a monthly basis. Strategically, I chose to release it on a monthly basis because the price is set so high that it will be unattainable for a normal person to buy all the time so it was smarter to keep the fan base interested

and more anticipated for the next release.

Target Audience: My target range for the magazine will be of ages 14- 35. I chose this range mainly because of the genre of the magazine consisting of mostly R ‘n’ B and Hip Hop. I have based my idea from the statistics of Q magazine, where the highest proportion of readers are younger. The target gender of the magazine will be equal, within the content there will be a balanced amount of adverts that are aimed at both genders. I looked at other magazine such as XXL to make my choice on the content and age range. Additionally on the front cover the person who is featuring will have some appeal to both males and females.

Colour Scheme:The colour scheme of the magazine will be red, black and white. I have chosen this colour scheme as this can convey to the reader that the content is plain but effective as this similar to other magazines such as Q and XXL. They use their main colour consistently throughout the magazine layout.

Planning and Pitching – “Mind Map’’ 2

Planning and Pitching – “Mood Board’’

Font Name:

Test:

Official font for

Masthead: LEMON

MILK

Times NewRoman

Didot

Didot Bold Regular

Unit 13 – Planning and Pitching – Magazine Masthead/Logo

When I was creating my masthead, I wanted to it to be eye-catching. Therefore when it is on magazine shelves it will be the first thing that is seen because of it’s style and choice of colour. I had to make clear that the logo was at least inspired from my magazine of inspiration Q and XXL magazine, hence I made sure it was one bold block colour, in the end I chose gold so it connotes to the readers that this is a professional, holy ,reliable and of high quality magazine. For my logo, I will just include the initials of the magazine name (GE), I wanted to choose a font that at least the same or similar to that of Q magazine. I tried and tested different font styles on Adobe Illustrator and dafont.com/fontspuirrel.com to overview how I wanted to final product to look. In the end I found a font called ‘LEMON/MILK’ , this is a very conservative font that is easy to read and I feel will work well on the front cover of the magazine.

After editing the font on Illustrator I created the main logo. When creating the logo I used different effects. I believe that all of these features made the logo appear more realistic and professional. The background colour for the logo is just plain white, I plan to continue using this colour throughout the magazine. By exploring the fonts and colour choices for the magazine I have been able to develop and plan where I will include consistency throughout the magazine features. An example of this is using the main magazine ‘GE’ logo on all pages of the magazine like Q. By including it next to the page number at the bottom of the page, this can connote to the reader the professionalism and reliability of the magazine.

Unit 13 – Planning and Pitching – House Style of the Magazine – GEMagazine

Masthead:For the style of the masthead, I have chosen to use a square shape for the base rather than a rounded Rectangle because the shape would make it much more noticeable and similar to Q magazine. My main inspiration is Q and XXL so it’s important that my layout is somewhat similar to theirs. The strapline for the masthead is ‘’THE FUTURE OF MUSIC MAGAZINES’’; I chose the name because I want Golden Era to be a legacy in music magazine and I want to document the rise of Hip-Hop and Rap music as well as Rock genre over the new generations.

Colour Scheme:The gold colour will connote to the reader the prestige of the magazine as well as make it a colour that it fairly eye catching to an average reader who’s interested in buying a magazine. I’ve also chosen to use the colours; black and white, because both colours contrast in emotion and mood which can influence my audience’s sense of emotion when reading my content and having a perceived opinion and expectation of music and the way life is.

Unit 13 – Planning and Pitching – House Style of the Magazine –TRAP Magazine

Masthead:For the style of the masthead, I have chosen to use a square shape for the base rather than a rounded Rectangle because the shape would make it much more noticeable and similar to Q magazine. My main inspiration is Q and XXL so it’s important that my layout is somewhat similar to theirs. The strapline for the masthead is ‘’THE FUTURE OF MUSIC MAGAZINES’’; I chose the name because I want Golden era to be a legacy in music magazine and I want to document the rise of Hip-Hop and Rap music over the new generations.

Colour Scheme:The red colour will connote to the reader the prestige of the magazine as well as make it a colour that it fairly eye catching to an average reader who’s interested in buying a magazine. I’ve also chosen to use the colours; black and white, because both colours contrast in emotion and mood which can influence my audience’s sense of emotion when reading my content and having a perceived opinion and expectation of music and the way life is.

INSPIRATION

Font Name:

Test:

Official font for

Masthead: LEMON

MILK

FIRA SANS

CHUNKFIVE

Unit 13 – Planning and Pitching – Magazine Masthead/Logo

When I was creating my masthead, I wanted to it to be hip-hop and urban. I had to make clear that the logo was at least inspired from one of my magazines of inspiration; XXL magazine, hence I made sure it was one bold block colour with a shiny reflective gradient, in the end I chose red because it conveys to the readers that this a future competitor in the magazine industry and it supposed to replicate the magazine; XXL. For my logo, I will just include the initials of the alternative magazine name (TRAP), I wanted to choose a font that at least the same or similar to that of XXL magazine. I tried and tested different font styles on Adobe Illustrator and found the right font on fontsquirrel.com to overview how I wanted my final product to look. In the end I chose to use the same font ‘’LEMON/MILK’ but make the writing much thicker and wider.

The making of the logo wasn’t very difficult, it was actually quite simple to construct. First thing I did was make a proportional rectangle and used a dark and light red tint to give it that sparkling effect to the logo then I used the text tool to measure the width and length of the logo so that it fits evenly across the rectangle. The logo is simple but at the same time looks professional.

For my final magazine, I have chosen to produce Golden Era over TRAP because the costs for production, office space, use of content and printing will be more beneficial for Golden Era over TRAP.

Final Magazine

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