éLan+pres..[2] final
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ÉLAN‘n. energy, style and enthusiasm’
(Oxford English Dictionary)
A pitch byChloe Jemison
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ÉLAN...energy, style and enthusiasm
new magazine
young women16-25 age range
County Durham, North Yorkshire & Teesside
self-financing
Brief from the Northern Echo
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ÉLAN...energy, style and enthusiasm
Audience Research
• young women• 16-25• groups A, B, C1, C2
so. what are they interested in?
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ÉLAN...energy, style and enthusiasm
Audience Research• disposable incomelike:• buying clothes• buying beauty products• computers and mobile
phones• food and drink• exercise
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ÉLAN...energy, style and enthusiasm
ÉLANwill feature:articles and promotions related to healthy lifestyles... giving diet, fitness, beauty and general well-being tips and information.
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ÉLAN...energy, style and enthusiasm
Genre ResearchHealthy lifestyle magazines• females 18-45, abc1 • advice on health, fitness,
beauty, healthy eating, travel, also celebrity features
• modern and bright in appearance
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ÉLAN...energy, style and enthusiasm
Genre ResearchLocal magazines• different target
audiences• different focus areas• different styles and
quality
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ÉLAN...energy, style and enthusiasm
The concept
• quarterly magazine• full colour• glossy cover• 36 pages• 5000 print run• cost 90p• widely available
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ÉLAN...energy, style and enthusiasm
Focus Groupfeedback...mock-up 1
informal, chattybright colourshigh quality
images/visual‘...you feel like you’re being spoken to rather than being told things.”“more striking with having the colour streak down the middle.”
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ÉLAN...energy, style and enthusiasm
? more fonts? more
professional? less ‘cosmeticy’
colour scheme
Focus Groupfeedback...mock-up 2
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ÉLAN...energy, style and enthusiasm
“I would definitely be interested in buying a magazine that
contains articles such as this.”
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ÉLAN...energy, style and enthusiasm
‘Ideal self’
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ÉLAN...energy, style and enthusiasm
Contents• Editorial & contents• New this month• Zumba your way to fitness• Get beautiful the natural way• Warming winter recipes• Prepare your skin for winter• How healthy’s your smile?• Super smoothies• Dangers of smoking• Sleep solutions• Tried it yet?• Reviews• The perfect diet to suit your shape• How healthy are you quiz• Interview with a local personality
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ÉLAN...energy, style and enthusiasm
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ÉLAN...energy, style and enthusiasm
Financial viability: Production Costs
£6,597
£549
£3,958
£330
Total £11,434
PersonnelEquipment & miscel-laneous costsPrinting & FinishingDistribution
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ÉLAN...energy, style and enthusiasm
Financial viability: Income
£7,385£1,500
£2,550
Total £11,435
AdvertisingSponsorshipSales
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ÉLAN...energy, style and enthusiasm
What else?
• Website• Twitter• Blog
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ÉLAN...energy, style and enthusiasm
In conclusion
• unique selling point• viable market• quality product• financially viable• morally and ethically
sound
Thank you