IN THE HEART OF THE RUGBY COMMUNITY

MULTI-GENDER RUGBY MAGAZINEJASON MCLEAN

MY BREIF“You have been commissioned by the

Northern Echo to produce a new magazine or newspaper product. Your

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.”

HOW I WILL MEET MY BRIEF•A/B/C1 AUDIENCE•ESURED THE QUALITY OF MY PRODCT IS HIGH•RUGBY MAGAZINE FOR BOTH MALE AND FEMALE AUDIENCE• GAP IN THE MARKET AND IS COMMERCIALLY VIABLE•SELF FINANCED THROUGH SALES AND ADVERTISING INCOME

WHY RUGBY?Rugby has been a big part of my life since a very early age, its is a sport which I am very passionate about and have a lot of knowledge of. I share similar interests as my target audience and therefore completely understand their needs. I regularly read rugby magazines available on the market today, this has given me a good understanding on how to write an effective article, I also know what current magazines are missing.

Over the years I met many important characters in the rugby industry have developed a vast amount of connections which I can use in order to acquire content for my magazine

Audience profileMALE - 69% (Primary Audience)FEMALE- 31% (Secondary AudienceSOCIOECONOMIC CLASS- (A/B/C1)EMPLOYED- 72%STUDENTS- 38%UK TRIBE- SPORTS JUNKIES

HOW CAN I TAYLOR TO MY AUDIENCE?• Use models from my target audience (I.e. similar age)

• Adopt similar techniques which have proven to be successful for magazines that a poplar amongst my Target Audience

• Have a reasonable and affordable cover price

• Make my magazine as active as possible to reflect the active lifestyle of my TA.

• Ensure that the tone of my articles is lively yet casual.

SECONDARY AUDIENCE - Secondary Audience includes –

-Female Rugby Players

In order to appeal to my secondary target audience I need to ensure that;

• Limited taboo language• No derogatory language towards women• No inappropriate/sexist content • Articles and imagery are reflective of females • Humour is suitable

considerationsConstraints- The Press Complaints Commission

The PCC is the current regulator of the magazine and newspaper industry who enforces a number of rules and regulations that journalists must by in order to protect the welfare of other and prevent mistreatment. Moreover, the PCC deals with all complaints made against the two industries under the ‘Editors Code of Practice.’ which places particular concerns on specific subject areas, including; accuracy, harassment, discrimination and the children's rights.

considerationsIn order to ensure I don’t break any of the codes set by the PCC I have made 5 golden rules…

Rules

1. Always use reliable sources

2. I will personally take all pictures myself as opposed to obtaining them off the internet, this ensures that I am not in breach of any copyright laws and have the freedom to edit my photographs freely. That said, I must always ensure I have permission to take photographs.

3. I will be considerate and caring when discussing sensitive topics such as illness, shock and grief.

4. I will always seek the permission of the person holding copyrights over any information I gather to use so not to go against copyright laws

5. In order to ensure accuracy, I will record all interviews and focus groups, so I have a record of everything that was said.

Unique selling point (usp)

Rugby Roots will dive deep in to the heart of the rugby community, and produce content that will appeal to

both male and female grassroots rugby players.

Gap in the marketAlthough there are already some very popular rugby magazines available for purchase on the current market today, I feel that I have come up with a magazine idea which is completely unique. That said, I am extremely confident that my magazine will be able to compete with established rugby magazines, including; Rugby World and Rugby Club.

Through my research I found out that all current rugby magazines today are predominantly focused on producing articles on professional and international and do not tend to focus on grassroots rugby and the less well-known clubs in the lower divisions. On top of this, I also found out that women’s rugby is another topic which is heavily overlooked by the majority of current rugby magazines on the market.

Unlike other rugby magazines, my magazine will not just focus on one specific type of rugby, my product will cover rugby union, rugby league and rugby 7’s.

Current Rugby magazines aren't personal and interactive like my magazine.

BRIEFING MY PRODUCTOriginally I proposed 3 alternative magazine ideas, I then briefed my idea to a focus group which involved discussing the genre, design, imagery, target audience and potential article ideas.

Briefing my idea- FOCUS GROUP FEEDBACK

Here is some of the feedback comments which I received for the magazine idea which I chosen to pursue.

“This is a very unique idea and has there is a lot of potential content for this magazine.“

“I can definitely see the potential gap in the market for this idea.”

“You have put forward some very interesting article ideas”

“ Is this article achievable?”

“I suggest that you stick to a 3 or 4 colour pallet in order to keep your article looking professional”

Genre research

Genre researchHow has my genre research impacted on my product design?• Colour Scheme• Imagery• Sell Lines (size, length,

language) • Fonts• Layout• Visual feature (i.e. banners,

splashes, skyline etc.)

Analysis of Front Cover (Key Points)• Active Layout (lack of white

space) • Vibrant Primary Colours• Overlapping features and

Imagery create field of depth

• Bold Masculine San-serif Fonts

• Short/Catchy Sell lines • Use of Visual Features;

skyline & buttons • Active Imagery• Simplistic Language• Reflective of TA

Creates IdentityMemorableSimplistic

Relatable to the GenreEnforces style of Magazine

Good Length (10 letters) – Same length as popular rugby magazine; Rugby World

mastheadI have edited the letter ‘G’ to imitate a set of rugby posts. This Graphological feature should help crate a

recognisable identity for my magazine.

House style (fonts)Masthead Font headline

oneSell Lines Font Boris Black Boxx

Header Fonts SOUSESPRIMETIME NOUVELLE VAUGE

Article Fonts RakeslyGnuolane Coolvetica

House style (colour schemes)I have not chosen a specific colour scheme to run consistently throughout my magazine, I chose to make this decision as I didn’t feel a consistent colour scheme would suit my magazine genre. Moreover, each double page spread is going to have its own colour scheme which will be completely based on the content of the article and its imagery.

However the majority of colour pallets used for my double page spreads will consist of bright and vibrant primary colours which should give a positive feel to my article.

MOCK UP 1

MOCK UP 2

FOCUS GROUPI decided to conduct a focus group in order to gain feedback on my mock up DPS’ that I created. My focus group was made up by my peers who all fall within the age category of my target audience. Conducting a focus group allowed me to actively get involved in my research, through allowing me to interact first-hand with my target audience. Moreover, during my focus group I had the freedom to ask members specific questions in order to gain the exact feedback which I was looking for.

FEEDBACK MOCK UP 1Positive Feedback Negative feedback

• “It looks professional”

• “It is busy but it doesn't look too busy because of the way you have used your space.

• “I like the way you have picked up certain colours from the pictures.”

• “The colours are relevant and they work well.”

• “I think 3 images for the whole article work well”

• “You have a good range of active and passive imagery”

• “The image which is overlapping looks out of place.”

• “The kicker is slightly too small, making it hard read”

• “As it is an opinionated article, I feel that you should have included more quote inserts.”

FEEDBACK MOCK UP 2Positive Feedback Negative feedback

• “There is not enough imagery in relation to the text.”

• “It looks too busy because you haven't go enough imagery and visual features breaking it up.”

• “Although the purple and black work well together, they don’t compliment the imagery.”

• “The connotations of the colours contradict the content of the article.”

• “The fonts down the sides of the images are a bit too bold, and too small.”

• I don’t like the drop shadow on the quote inserts.

• “You have used good appropriate imagery.”

• “I like your use of quote inserts, I like how big they are and where you have positioned them within the text.”

Front Cover (0verview)Imagery – creative, active & passive, emotive, positive, representativeLayout – busy, overlapping imagery/visual features, field of depthColours – primary colours, vibrant, active, positive, reflective of imagery

Fonts – Header: headline one Sell Lines: Boris Black Boxx

Contents page (0verview)Imagery – creative, active, , positive, emotiveLayout – busy, overlapping imagery, field of depthColours – primary colours, vibrant, youthful, active, positive, reflective of imageryFonts – Header: headline one Sub headers/Main Body: Coolvetica

REGULARS•Editors Note•Fan Letter Section•Monthly competition •Meal Plan •Workout Plan

ARTICLE IDEA 1 (0verview)

Tone – advisory, enthusiastic, conversational, upbeatLanguage 1st and 2nd person, informative, inspiring Imagery –active, professional, positive, Layout – balanced text to image ratio Colours – primary colours, vibrant, positive, chosen from imageryFonts – Header: SOUSES- Sans-Serif, bold, powerful, connotes rugby

Main Body: Gnuolane- Sans-serif, simple, easy to read, user friendly

Highs and Lows of a Head Coach

Flat plans (dps 1)

ARTICLE IDEA 2 (overview)

Tone – motivational, upbeat, punchy, enthusiastic, informative,Language 1st and 2nd person, emotive language, shock introImagery –active, positive, motivational, emotive, inspiringLayout – text heavy, 3 columnsColours – primary colours, vibrant, positive, chosen from imageryFonts – Header: PRIMETIME- Sans-Serif, masculine, bold, powerful Main Body: Coolvetica- Sans-serif, simple, easy to read

All men are created equal, some work harder at pre-season

Flat plans (dps 2)

ARTICLE IDEA 3TACKLING THE CHALLENGES OF WOMENS RUGBYTone – motivational, upbeat, punchy, enthusiastic, informative,Language 1st and 2nd person, emotive language, shock introImagery –active, positive, motivational, emotive, inspiringLayout – 3 columns, high image to text-ratioColours – primary colours, vibrant, positive, chosen from imageryFonts – Header: NOUVELLE VAGUE- Serif, bold, powerful Main Body: Rakesly- Sans-serif, simple, easy to read

Flat plans (dps 3)

Magazine overview PAGES: 16 ADVERTS: 4 PAGES (25%)SIZE: A4COVER QUALITY: 250 gsm. Coated (Gloss) PAPER QUALITY: 150 gsm. CoatedCOVER PRICE: £2.50

DISTRIBUTIONI AIM TO DISRIBUTE AROUND; 10,000 COPIES

IN ATTEMPT TO ACHIEVE MAXIMUM SALES I WILL DISTRIBUTE USING COMPANIES WHICH ARE EASILY ACCESSABLE AND REGULARLY VISITED BY MY TARGET AUDIENCE;

• POPULAR SUPER MARKETS• WELL-KNOWN CORNER SHOPS• SPORTS EQUIPTMENT/CLOTHING STORES• COLLEGE SHOPS

DISTRIBUTION costsThe Distributor, which I have chosen to distribute my magazine, is ‘Worldwide Magazine Distribution’. • Distribute to over 5000 different outlets• WWMD distributes magazines from a vast

number of different genres covering a wide range of market sectors

• On average WWMD’s customers usually stock anywhere between a single title and 300 titles

• Specialize in the distribution of magazines to both independent and multiple retailers in niche markets.

50%Of my overall predicted income will be eaten up by my Distributor.

Printing costs

Personnel ratesPersonnel Hourly Freelance Rate

Journalist £40

Photographers £100

Models £100

Subeditors £50

Researchers £50

Lighting Assistant £30

Make Up Assistant £30

Wardrobe Assistant £30

Graphic Designer £60

Layout Artist £30

personnel expenditure Personnel Hours

NeededJournalist 17

Photographers 24

Models 21

Subeditors 17

Researchers 10

Lighting Assistant 9

Make Up Assistant 7

Wardrobe Assistant 6

Graphic Designer 9

Layout Artist 5

£680

£2400

£2100£850

£500

£270

£210£180

£540 £150

Total Expenditure: £7880

Equipment costs Equipment Hourly Hire Rate

Studio Space Rental £100

Flash Lighting Studio Kit £90

Back Drop £40

Camera £40

Additional Lens £20

Post Photographic Work £40

Studio Lighting Technical Support

£50

Indemnity Insurance £100

Equipment expenditure

Total Expenditure: £4640

£1300

£1170

£520£960

£100£40 £250 £300

Equipment Hours Need

Studio Space Rental 13

Flash Lighting Studio Kit 13

Back Drop 13

Camera 24

Additional Lens 5

Post Photographic Work 1

Studio Lighting Technical Support 5

Indemnity Insurance 3

total expenditureEditorial Personnel

Equipment

Printing

£7880£4640

£2596.72

Total Expenditure: £15116.72

Personal advertising ratesCOVER POSITIONS

BACK COVER: £3500INSIDE FRONT: £2500INISIDE BACK: £2200

FULL COLOUR

DOUBLE PAGE SPREAD:£3500FULL PAGE: £1800HALF PAGE: £950QUARTER PAGE: £500EIGHTH PAGE £300

INSERTS: £100 (PER 100)

Advertising sales1 X BACK COVER1 X INSIDE FRONT COVER1 X INSIDE BACK COVER2 X HALF PAGE1 X QUARTER PAGE

Total Income: £9875

£475 £3500

£2500

£2200£1200

PREDICTED SALES INCOME

10,000

x £2.50=£25,000

ESTIMATED SALES

COVER PRICE SALES INCOME

TOTAL INCOME£34,875

NET PROFIT/LOSS

£15116.72£34,875

£19,758.28

£19,758.282

-

£9,879.14

THANKYOU FOR LISTENINGI WILL NOW ANSWER ANY QUESTIONS