A student has created a proposal for a new local newspaper called the Sunderland Echo. They have developed ideas for the newspaper itself including layout, stories, and target audience. They have also created ideas for supporting materials like a poster and website to advertise the newspaper. For the website, they considered using a similar color scheme and layout to the newspaper to keep the brand consistent across formats. The student incorporated research on existing newspapers to help inform the design of their new publication.

1. New Local Newspaper

2. Initial Idea
• The first two pages of a new local
newspaper, together both of the following:
-A poster for the newspaper;
-Two hyperlinked pages from the paper’s
website; a video on one or both of the pages
-Radio jingle that will be advertising for the
newspaper.

3. Reasoning
I have decided to use number 5 for my initial idea as I felt that because of
making a new magazine last year I would already have some knowledge of
the industry.
Another reason for choosing this idea is because I really enjoyed looking
through different prints of real life stories and past pupils work and seeing
how I could incorporate that into my own work and also seeing how mine
could be different to theirs so that my new print would stand out above
theirs.
I would like to continue to create a range of print work and decided that with
the other options available – filming, I have seen other pupils work and have
found that it is quite easy to make it bad and so thought that I should play to
my strengths however I would like to think I could some how still use the
filming skill in my website.

4. Inspirational Text – The Sunderland
Echo
• The Sunderland Echo is my local news paper and because of this I can get
easy access to and know where to buy this style of newspaper.
• I like that they use black, white and red colours in their newspaper to outline
the three different aspects of their newspaper and so would like to use this
format in my newspaper.
• When looking through the Sunderland Echo’s front pages I noticed that they
don’t just talk about one theme of news (good/bad), they give a mixed view
of the world by doing this and also keep people informed about what their
local area is actually like however when reading into some of the
empowering stories about ‘my hero husband’ and ‘teen’s lucky escape’ and
then compared it to other main stories like ‘BANNED FOR CRUELTY’, the
Sunderland Echo do talk about the bad things happening however they do
try to give readers a positive outlook. For example with the story I have just
mentioned, the person who starved the poor animal has been banned and
so cannot treat another animal in this way again however this is a sad thing
to read of such cruelty when it was unnecessary.

5. Deconstruction
The colours in this newspaper are
simple in the sense that there are
only three colours just like there
would be in a magazine. Newspapers
are usually a little longer than the
typical magazines.
In my opinion the reason why the
colour format is the way it is for a
newspaper, is black and
white, because when reading black
text on a white background you do
not get strained eyes because there
are no strong colours except some of
the sub-titles.
I think they have chosen these three
colours red, white and black
because of the simplicity format of a
newspaper as newspapers care more
about what storylines are than the
colours however in some newspapers
they do like to use large photographs
to entice the reader as well as there
sub heading for the main story.
In this example here you can see that the colour format is the same as it
would be for a newspaper however the white text overlapping the image can
be a little harder to see in comparison to the newspaper as the newspaper has
a white background and black text which stands out much better.

6. DeconstructionThe layout of this newspaper is that the
main storyline is set out in the middle of the
page and take up the most of the front page
and for the rest of the storylines on the front
page, unlike magazines they actually have
the majority of the story on the front page
and then have the continuation of the story
on another page inside the newspaper.
I have found two different newspapers which
have both opted for the same story to be on
the front page however they have opted for
different appoaches as the sun have used ¾
of the front page, pull quote, small story in
the corner and a image of Amanda Holden
with her baby. Where as the Daily Mail has
opted for an image of Amanda Holden by
herself and a pull-quote in the middle of the
page surrounded by the main story ‘BEHAVE
OR WE TAKE YOUR iPOD’ and another
story to the right. Although the Daily Mail has
included a image to make readers want to
read about the article however when creating
my newspaper I would like to use both style
in layout by using The Sun’s main storyline
and if people where not as interested in that
storyline I could still keep them interested by
putting storylines along side the main
storyline.
Apart from the differences with the storyline layout both newspapers have chosen
to put the advertisement on the top of the newspaper underneath their masthead. I
feel that they have done this as when reading the newspaper you look at the main
storyline and then start reading the newspaper from top to bottom and by using this
style of layout you are not taking the attention away from the storylines.

7. Deconstruction
With newspapers they give more
information into different sections of
the news rather than what a magazine
would do as different magazine would
have different genres: film, music and
television however if you flick through
pages of a newspaper you get all of
the local news of what is happening in
your area including what would
probably be involved in a magazine.
The Daily Mail in this edition have even
opted to use a image to entice
reader’s into reading the storyline as
she is looking quite distressed.
In the right hand far corner of the front
page there are a few poster/books free
inside the newspaper for Weight
Watchers.

8. Deconstruction
I feel that having this wide variety of things inside your
newspaper you are more likely to appeal to more
audiences however saying that, with the use of the
internet younger people are probably not going to go out
of their way to buy a newspaper and would estimate the
target audience for my newspaper would be 15-45 year
olds.
I have chosen to use particular edition of the Daily Mail as
they have chosen to use ‘iPod’ in the main headline of the
newspaper which would probably catch the eye of the
younger audiences, which is all a newspaper organisation
needs to get people to read a newspaper.
When you look more at the content of the newspaper you
will see that the target audience are probably more
marketed for the older generation as they are targeting
parents with childeren ‘BEHAVE OR WE TAKE YOUR
iPOD’ and people a little older than that ‘ How you can still
look fabulous in your 50s’.
From looking through the front page of this newspaper I
can see how you can use imagery and text to appeal to
your target audience.

9. Deconstruction
The storyline I have found two
different newspapers which have both
opted for the same story to be on the
front page however they have opted
for different approaches as the sun
have used ¾ of the front page, pull
quote, small story in the corner and a
image of Amanda Holden with her
baby, however in the Daily Mail it isn’t
the main storyline which would suggest
that they have different target audience
and age range to please.

10. Who publishes local newspapers?
Paying?
• As I have used the Sunderland Echo as my inspiration for most of the
examples given I have researched into more detail about the company.
• The owner of The Sunderland Echo is Johnston Press. Johnston Press is a
company which sells 13 daily newspapers, 154 paid for weekly
newspaper, 37 free weekly newspapers along with other magazines.
• The publisher for the Sunderland Echo is North East Press.
• The newspaper was founded on the 22nd December 1873 as well as this
newspaper there are also sister newspaper which are the Hartlepool Mail
and Shields Gazette.
• When looking at who could publish my newspaper I thought it would be a
good idea to chose a company which already had an audience.
• However the downside to doing this would be that there would a rival
newspaper already in the company you will be publishing with.

11. My Idea - Newspaper
• I would like to create a new improved version of the Sunderland
Echo and plan to reach out to a wider audiences as now a days
younger people are not known to read newspapers and so plan to
entice them in by reading the newspaper online and then when
they get older they would more likely to want to continue reading
and actually then go out and buy a newspaper.
• The main target audience for my new newspaper would be for 15-
45 year olds as I would like them to consider using the website
version of the new newspaper however that doesn’t mean to say
they couldn’t still read the newspaper.
• The colouring for this new newspaper are going to be the
traditional colour: red, white and black as I think that basic colours
will help to attract usual newspaper readers.
• I would like to use white for the background of the
newspaper, black for the main part of the text and I would like to
use red to attract the reader eye for example the masthead or main
stories of the news.

12. My Idea - Newspaper
• The types of stories that I would like to publish on daily basis would be those that evoke
the heart, stories that never get mention on the main parts of the news, stories about
how people are trying to better the world even if it is just within their street or even
amongst their friends.
• I would like to try the idea of a mention of the week of some kind, which would be where
a person within the local community get recognized for all the things they are doing within
their community and then they could get the chance to win one of prizes that is
advertised in the newspaper.
• I like the idea of getting the people who would read the magazine do actually want to
benefit their community and their surroundings and so I thought of the idea that if
somebody has been awarded the ‘Mention Of The Week’ more than 10 times in one year I
would like the newspaper to recognize this by nominating them into The Pride Of Britain
Awards. Unfortunately when researching this I found that the Daily Mirror are already in
association with this organization along with Lidl, ITV, Daybreak and the Prince’s Trust but I
think that if there is a newspaper already in place for this, this means that what I am
trying to achieve can be done.
• After reading up on some research about typical news stories and what would and
wouldn't be in the news and found that my idea would be something that wouldn’t
normally be generalized as news however I would like to change that because I would like
to step out of line from ordinary day newspapers and this means I will have something
else to offer my readers that no other newspaper today can offer them - good news.

13. Newspaper front page

14. Newspaper inside page

15. Newspaper second inside page

16. My Idea - Poster
The main idea for making the poster will be to advertise the newspaper and the
website and the possibility of having a radio jingle also. The poster will also used to
advertise small stories of what is to be expected in the newspaper and website.
As the poster will be advertising both the newspaper and the website the target
audience for this poster will be ranging from the ages of 15-45 years old. I will try to
appeal to my target audience by using pull-quotes or headlines of a story that would
either appeal to all of the target audience or have a range of stories that would help to
appeal to the majority of my target audience. When choosing what to put on my
posters I will need to be very wary of what I put as they will attract people to the new
local newspaper and website and so I will need to make a good impression.
The colouring for this poster is going to be the same as the newspaper as I want it to
use the same conventions in all aspects of what I am going to create, so it is going to
consist of a white background, majority of the text been black and key parts of the
poster, such as big stories/masthead will be in red.

17. Poster

18. LIVERWEB - Liverpool Collectables - Poster
Magazines
For this poster they have obviously targeted their
sport audience by using the colours of Liverpool
however when looking at these colours I noticed that
by using a quite bright sign it can be quite eye
catching and thought that it could be a way to stand
out from other newspaper posters as they are usually
black and white and as I am trying to appeal to my
target audience, of 15-45 year olds with different
stories to other newspapers, this could be a good
way to attract attention.
I also like the layout of the poster as it follows in the
same conventional layout of a newspaper poster as
they have a masthead at the top main
image/storyline and then smaller stories at the
bottom.
Obviously I cannot use the exact layout for my poster
however I would like to use images on the poster as
some people are interested images and others in text
and by placing both on the poster it will appeal to a
wider audience.

19. The Evening Standard Paper have opted
for 3 special edition posters with Michael
Jackson.
They have been very brave in only
publicising one story on three posters and
I think that if I were to create three posters
I would try to aim the posters at different
age ranges in my target audience.
However seeing that the person they have
made the special edition about it is quite
understandable that they would use three
posters as he was a very famous singer
and dancer and by giving these bold
statements ‘LONDON BLAMED FOR
JACKSONS DEATH’, it would make you
want to read more into the story as there
were several unanswered questions
hanging over the death of Michael
Jackson.

20. With this being an actual
newspaper magazine the layout
and structure is more organised as
they have used coloured sections
to separate the text from the
images and separate pieces of text
from each other which I like in
particular the poster on the right as
the blue help to box frame the main
story in the middle of the poster.

21. Newspaper - Website
• The idea behind creating a website as well as a newspaper is so that I can reach out to a
wider range of ages and make the target audience of my newspaper bigger as the older
generation would like to go into a shop and buy a print of newspaper where as the
younger generation would like to know about the news however using the internet and
not have to pay for it. But saying that I do realise that the older generation would not
always be able to use the print version available all the time and so feel to make it easy
for the older generation I thought that I could use a subscription service for them to use
if they were not computer literate.
• The content I am planning to put in my website will be practically the same in the
newspaper as I don’t want the people who read the newspaper to feel as if they have
not received as much information as they have actually paid for what I am creating and
so would like them to continue buying.
• Just like the poster I would like to carry on using the same colour theme as this will stick
to the conventions of all newspaper’s that have website’s as they want to make their
product recognisable in the three aspects – newspaper, website and a poster.
• I want the website to feel like it has order and so will try to keep the layout very simple
as over loading the website with too much information will put people off both young
and old.

22. Website

23. On all the websites that I have looked
on they have got a masthead in the
left hand corner and at least 1 advert
either beside the mast head or above
it. I would like to use a different layout
to this as I don’t want people first
opinion of the website to be that there
are going to be full of adverts and that
is not an element I would like to
portray.
I like that the layout of the website
allows you to view small parts of
stories and show a little picture to the
right of the page all the way to the
bottom as this doesn’t overfill the
page and still allows the viewer to
read small exerts of the story and then
allowing them to click onto to read
more. This way they will probably see
more and want to read more than if
you had to click onto certain links and
search for 1 particular story.
The colour for this website is more
stereotypically more manly because of
so much use of blue however they do
have a strip of pink for the ‘FEMAIL
TODAY’ stories just meant for women.

24. The Sun in my opinion doesn’t have a
very good layout however I do like how
they have columns broken down into
different section on the left hand side of
the page which does make this easy to
find the link you are after.
They do have a massive search engine
right at the top of the page which would
make things a lot more appealing to my
target audience as both young and old
don’t want to have to manually search
around the site they want instant
results.
The content shown in this particular
edition of the website does appear to
appeal mainly towards the older
generation for example Bingo
advertisements and one of the main
stories when you go onto the page is of
a older presenter quitting.

25. Website hyperlink 1

26. When I moved onto looking
at the hyperlink page 1 and
two I noticed that they used
videos rather than images. I
feel they have done this so
that you get a first hand view
in photographs of what has
happened and different
people giving their version od
events of what they know to
have happened if you did not
want to read ablout the story
you have the option to watch
it instead.
In this video they have used
person of authority, MP, as
he a children and family
minister. I would like to use a
person of authority in my
video for the hyperlinked
page as I feel that when
talking about serious stories
people more well thought
of, the story seems to come
across more important as
they know about it.

27. Although this hyperlink is from the
same website – bbc news, they have
opted for a different layout for the
second page and that is exactly what
I have done for my website as the
BBC news is not the only news site
that has this style of layout from page
to page.
About the layout they have used
videos similarly to the previous
hyperlink however they have placed
the videos to the side and there are
several videos to watch and look
through.
The colouring for the two hyperlinks
are identical for the masthead and
strip along the tp however in the
second hyperlink they have used an
eye catching orange to attract your
attention to the videos and features
of the website.

28. When clicking onto the hyperlink from the home
page the layout of the page is completely different
as the content is solely relying on one story
however if you look at the industry side to this, the
newspaper has already got you to come onto their
website, look on the home page and yet you still
continue to look through the hyperlinks and so this
would indicate that you were interested in what
this particular newspaper (website) had to say.
The colours are again more stereotypically manly
however one thing that I do like about the home
page and the hyperlink is the flow from one to the
other as they both have the same colour scheme.
I think that the Mail Online are targeting a very
narrowed audience by using this particular story
as it shows a young female singer naked on
different iconic building (and a dolphin). So if I
were to take guidance from this would be to use a
shocking news story and yet still try to appeal to
all of my target audience by not going to
racy, technical or dated.

29. Website hyperlink 2

30. Just like all websites they all seem to have
an advert at the top of the page of the
website however I feel that the masthead
should have pride of place at the top of the
website and follow with the stories and
right at the bottom should they place
advertisement and so when creating my
website I would like to either have it
discretely at the side or have it right at the
bottom.
The colours that the Sunderland Echo
have used match that of the newspaper
and so feel that this continuity throughout
the website and newspaper/poster will be
crucial to appealing to my target audience
as well as the correct content.
Content is essential to keeping the reader
interested and so I feel that the layout of
the stories will dictate whether or not they
would like to read on and so using a
moving story board will keep people
interested and it will also reduce space
taken up by stories and so more stories
could be put onto the website that would
appeal to hopefully even more of my
audience
An overall occurrence that I keep
noticing is that the top article that the
reader will see first is something that is
shocking or heart braking story and so
feel I should include at least one of these
at the top of each hyperlink.

31. Tabloid Newspapers
• Tabloid newspapers are commonly known for
sensational crime stories, astrology, celebrity
gossip and TV.
• The typical tabloid newspaper would be things
like The Independent and The Times.

32. Past students
work
alongside
real
newspapers

33. Additional Ideas/Information
• I would like to use a simple font and something that would be
conventional to a newspaper rather than to a magazine and so decided to
look on the internet to see what newspapers font looks like:
-Times
-Helvetica
-Franklin Gothic Book
I have decided to use Times for the font for the newspaper as I think
that this is most similar to what newspapers use today.