Pitch of Magazine Idea for the Northern Echo A2 Media Production

1. MEDIA PRODUCTION PITCH
ROHO MAGAZINE
Kate Dow

2. Introduction
 Hello, my name is Kate Dow and I’m here
today to convince you that my ideas for your
brief present the best solution for your
organizations needs.
 My magazine is called
ROHO, it’s a fashion
and beauty magazine
for teenage girls in the
North East.

3. Client Research

4. Brief
 “You have been commissioned by the Northern
Echo to produce a new magazine or newspaper
product. You product could be in any style or
genre but it must be self financed through sales or
advertising. You must also produce your magazine
for a specified audience segment within the 16 to
25 age group.”

5. USP
 “To create a local magazine for teenage girls that
places emphasis on being a part of your
community and supporting your community, but
supporting it by doing something that interests
you.”
 Get girls more involved in the community that they
live in.

6. AIMS
 Publication name -ROHO:
 Target Audience Age- 16-21
 Genre- Fashion/Beauty
 Publication- Magazine
 Financial-Finances through advertising (selling
advertising slots within the magazine pages).

7. Problems
 The Northern Echo like to cater for a secondary
audience.
 No extreme language.
 No extreme nakedness.
 Nothing inappropriate or offensive.
 Range of readership ages.

8. Overcoming the Problems
 Using appropriate language.
 No taboo subjects.
 No content that is too mature/shocking for the possible
younger readers.
 Varied content.

9. Gap in the Market
Is there a gap in the market?
Does it fill this gap?
What kind of competition will it be up against?

10. My Market Competition

11. Focus Group Feedback
 “There is a gap in the market for your product
because there aren’t a lot of magazines for
teenage girls that are local. Most of them are
general to girls from everywhere and they don’t
have the specific information to somewhere like
the North East. You‘d have little competition.”

12. What does ‘local’ mean?
 Local businesses advertise.
 Feature local girls in articles.
 Run articles on things to do within the North East
or Darlington.
 Support the local
community by changing
shopping habits to
independent stores.

13. Audience Research

14. Students
MAIN
STREAMERS
16-21
North East England
Female
B, C1/2
Why did I choose this audience?

15. Problems
 Age Range
 Financial Issues
 Students
 B, C1/2
 Style Interest
 Appropriate Female Topics
 Make-up/hair/skin-care/relationships etc...
 Advertisers
 Location

16. Design of Product for Audience
 Styled on the likes of ‘Cosmopolitan’ and
‘Glamour’.
 Includes articles and content on areas of
interest.
 Used a colour scheme that isn’t strongly
female, but still attractive.
 Range of topics.
 Very local.
 Free.

17. ‘Range of Topics’
 Not just focusing on fashion and beauty alone.
 Article examples:
 Uni ‘v’ Gap Year- what is right for me?
 Coping with Addictions
 Dare to Be – EXTREME
 The Great Escape
 To Date... But where to date?

18. My Ideas

19. The Name
“Will people understand it?”
“Is the name too obscure?”
“Do you think you should change
the name?”

20. Idea
Local fashion and beauty
magazine for teenage girls.
Centred around
community/spirit/
developing as a person
through your interests.
Strengths- fashion and
beauty magazines are
known to be popular.
Localised, so will be of
interest to the local girls.
Specialised content to the
North East area.
Weaknesses- a lot of
competition.

21. “Too twee and girly. Might put
off people from reading it.”
“Doesn‟t really fit in with the
style of the article.”
“Can‟t read the
text over the
image.”
“Too Messy.”

22. “Stronger font, stands
out more from the
page.”
“Really like the bar displaying
the clothes, it looks very
professional!.”
“More structured and easy to
read.”

23. Audience Feedback (Focus Group)
 Preferred Mock-up 2
 Tidier more
professional layout.
 Better interviewing
style.
 Although they did like
the ‘peg’ aspect of
mock-up 1.

24. Flat Plans Front Cover
Bold and bright masthead. Short and snappy
name.
Enigmas, sell-lines and teasers.
Large text size.
Only a few fonts.
Justified around the main image.
3 colour palette.
Blue, orange and black (black base colour).
Colour scheme would change with each issue, like
Cosmopolitan and Glamour.

25. Flat Plans Contents Page
Masthead, magazine name.
Colour scheme brought forward from the front
cover.
Sub-headings:
•Breaking up the content logically.
•On the cover- easily find what interested them.
•Features- the „varied content‟.
•Fashion and Beauty- simple to find.
Image- winner of the „HOT off the Streets‟ from last
issue.

26. Flat Plans Double Page Spread 1
Photos of the girls that I stopped on the street.
Column including a bit of
information about the girl; name,
age, style etc... And where her
clothes had been bought from.
Photo shoot image taken of the
winner (voted by readers) of the
last issue.

27. Flat Plans Double Page Spread 2
„Challenge!‟ Clothing
and bar,
Interview showing
with the the items
person who bought,
took part in where they
the came from
challenge. and prices.
Own experience.

28. Stylistics
Front Cover: 3 colour palette.
Changes with each issue.
Imagery:
REAL girls.
Content: Each article is styled and No stereotypical
colour schemed individually.
‘model’ clones.
Font:
Candara
Font: impact
Font: Arial

29. Articles (Language
etc…)
 Colloquial
 Friendly
 Some regional dialect/slang
 Relatable
 1st and 2nd person narrative
voice:
 Address the reader
 Personal experiences/anecdotes
 Short paragraph length
 1:2 text to image ratio.

30. Genre Research

31. Fashion and Beauty

32. Magazine Producers
Top 10 Magazines as read by Younger People
1400
1200
1238
1150
1000
800 911
600 664 636 613
400 516 491 466 440
200
0
Fashion and Beauty
Magazines =
POPULAR!

33. Ideas and Influences
 Looking through fashion magazines such as:
 Glamour
 Cosmopolitan
 Elle
 Marie Claire
 (generally those who are my
competitors!)
 Talking to the target audience and putting out
questionnaires, see what they WANTED.
 Attracted to the ‘local’ and community USP.

35. Commercial Viability Research

36. Expenses Photographer
£300
Models
£700
Printing Costs
£1,956.70
Makeup Artist
£270
Journalist
£700
Sub
Editors Loaction Studio
Graphic Designers £145 Images Space Rental
£100 Layout £ 220 £160
Travel Expenditure
Artists
Catering £30
£200
£50

37. Prices
 Major Expenditures:
 Models £700
 Journalist £700
 Printing Costs £1,956.70
 Overall Cost of Magazine:
£4,831.70

38. Income
 Selling advertising slots.
 Creating advertorials.
 Sponsorship
 Inserts in the magazine.
 FREE magazine.
 Total Income from Advertising Slots:
£4,883
(Income figure from advert slot sales ALONE, this is without a sponsor and without charging businesses
to have inserts put into the magazine.)

39. Profit/Loss
 Profit
£51.30
 First Issue
 Advertisers will slowly come to hear about the
magazine.
 Longer it is out there, the more popular it will become
which will generate interest in sponsors/advertisers.

40. Savings?
 Local girls as models.
 Save £700.
 New Profit:
£751.30

41. Distribution
 Distribute in places that the target audience are
normally at, such as:
 Colleges/Universities
 Independent Shops
 Make Up Counters
 Dolphin Centre/ Gyms
 Coffee Shops/Arts Centre
 Services
 Hair salons (e.g. Trish Brown Hairdressing)
 Nail salons
 Waxing/tanning/massage places etc...

42. Conclusion

43. Why did I do this?
Largest common
interest.
 How’s it different?
 Varied content topics.
 E.g. Extreme sports articles, dating
articles, future pathways
articles, holiday planning
articles etc...
SUCCESS

44. Any Questions?