Print Advertising Treatment/Proposal

Branding Objectives

What is the genre of your magazine? What are you informing your audience about? How will it branded? What are the connotations of your branding decisions? What are the connotations of the magazine’s name?

My magazine is a sports and health genre magazine. My target audience is students between the ages of 16 and 24. I will be aiming my product at people that are already involved in sports and those who are not but would like to know or learn about it. I will advise my audience on different health routines and fitness diets, the Martin Gray football academy and footballing referees. My secondary target audience will be people who are not necessarily interested in sports but want to find out about health and fitness as the diet and health article will appeal to them. I believe this is going to interest my audience because they are involved in a subject they are interested in and they offer a certain level of interaction. When reading my articles my audience may be inspired as they are reading about opportunities that are available for them. Begin able to read about something and know that the chance is there for them to become involved with the activity should give the audience the self-belief that they can be involved with what I am informing them about. Therefore the guidance and facts I give in my articles can direct them to the activities they may want to become involved in which they will like about the magazine as no other product does this. This then highlights how the health article can give the guidance to make themselves better at what they already do or to make them better for the activities they may soon start to be involved in. I believe this can make the audience coming back to new issues of the magazine as they seek new activities to be involved in and look for ways to better themselves each time and I will be able to inform them of new ways and new places to become involved throughout issues. To create a branded image for my magazine I will use different techniques such as a logo, the use of borders and colour schemes. I plan to use borders throughout my product as this will create a continuity that can link the pages together. The border colour can differ depending on the colour use within the article however the style can stay the same so that the audience recognise the style and the border almost serves as a line that the audience will follow through the pages of the magazine. The logo I plan to use will be kept simple and can use the ‘I’ from Impetus, it can be placed near the page numbers and seeing this will make the audience begin to recognise the font and colour of the logo meaning when they see it elsewhere they are able to create a link to my product. My colour scheme can become a section of my branding as I use reds, greens, blues and yellows. Keeping the same colours throughout can make the product recognisable to audiences and the use of these colours means that they can appeal to both genders as I use this as another way to reach the female section of my audience using colours they can feel comfortable with and know that it is aimed at them and not just male audiences. My magazine will be called ‘Impetus’. I choose this name as it is able to give the audience a sense of what the product is about immediately. The connotations of energy and force can make the young audience know that the product is going to have an energetic feel and an impact on them. The word can be linked to a range of fields within sports which also shows the audience that the content is going to be dynamic as it can be focused into different sections of sport. This should make it appealing to the audience as they look for information in different areas and something they can do which involved working themselves.

Audience communication objectives
Who is your audience? Identify: tribe, socioeconomics, age, gender split.	My target audience is both males and females aged 16-25. This mixed gender split will be around 85% male 15% female. Making my primary target audience the males who are likely to already be interested in sports, health and fitness. This will mean they are going to be associated with the sports junkie tribe. Therefore I know that the articles I include in my product are going to appeal to the audience as they will be interested in its contents. The audience will also be able to associate the name of the magazine with sports through its connotations so they should find a recognisable name helpful. The female section of my audience can be reached through my branding which can make the product look attractive and inclusive for them and the health article shows no gender bias so can be interesting for females however the other articles may seem more masculine due to their content and topic area.   Their socioeconomic group is likely to be C2,D and as my product is free to view the disposable income will not be a factor so they do not need to be judged by their parents status group. My audience will likely include students, undergraduates, sports club members along with sports fans who do not have to be paying sports but may be interested in becoming involved, or those who just want to read about the topics they enjoy. Their educational status’ will include completed school, college graduate, undergraduates at university meaning they are looking for a certain level of formality which I will be able to offer them through my article writing. My secondary target audience will include siblings, parents, school friends and club leaders such as small league managers and people that are interested in fitness. The health article can be interesting for them as it shows no age cap or gender bias so can satisfy the larger target audience of my product. The articles about refereeing and Martin Grays football academy will be able to teach the secondary audience about opportunities for people they know so they can pass the product or the information included in it, onto people they know that may be interested. This keeps the product in circulation and having more people talk about it which can expand the products popularity.   Northern Echo link to the audience means my articles must include no taboo language, no nudity or other inappropriate content and ensure that they represent true views of people involved in the articles. This will help to cater for the A,B,C1 socioeconomic group of the clients audience.
Your unique selling point	The unique selling point of my magazine is going to be its links within the local area. No other magazine on the market is specific to a region and therefore cannot focus on the activities available for its readers. The market has a gap to exploit in the north east as no magazine goes in-depth about the opportunities for people to become involved in sports near them. Therefore two of my articles are going to feature new content for my audience and will be something they have not been exposed to before. I am hoping this can be inspiring for my audience as they realise the opportunities that arise for them in the local area and if they have been wanting to find a new activity to become involved in I am offering them just some of the things they can do to become more experienced n something they love.

Overview
Description of front cover and contents page Content. Imagery to be deployed: metaphorical, ideal, window to the future self	The front cover of my magazine needs to be eye catching and immediately attract an audience to it’s contents. This is why I plan on using bold colours such as reds and blues on my front cover to make it stand out. I will also be using greens and yellows as they will be used in some of my articles and this can start the branding from the front page through the magazine so the audience begins to recognise the product from the first page to the last. I will use imagery that is linked to my main article on the front cover and will make it the focal point of the page. The image will be literal as it reflects the activity the audience can become involved in and I plan to make it an exclusive image so that it is not the same as the ones that I feature within the article so the audience are seeing something new once they open the page and do not feel the content is being recycled. Those included in the imagery will be linked directed to the article subject and will not be models brought in. The font I use will be large and link to the branding of the magazine as I can use it again within the magazine. This will mean using a sport linked font such as: This makes the title easy to spot and read and the audience will intake the font as being active and hopefully attractive. This will link to the active imagery on the page that the audience will be drawn into which then makes them want to read into the magazine. This should make the magazine appealing to my audience as the colour and font is something that aesthetically pleases them. The sell lines I offer will be rewarding, quoting and questions for my articles which should make them intriguing for my audience which then leads to them wanting to read the articles and taking the product. The text to image ratio of the cover is going to be somewhere between 60-70% image and 30-40% text as I have my main image for the cover alongside smaller images that will accompany the sell lines on the page. The sell lines will be attractive de o the branding and wording of them but the images are likely to catch the audiences eye so the sell lines become a secondary form of appeal. My contents page will begin the branding of the magazine as I introduce the borders and the logo of the product. The contents title will be large and underneath have the introduction to the articles next to their page number and an image from the article. The page numbers are going to include some form of branding also as they will be used again just smaller versions in the corner of each page. The fonts and images used will correspond to the article they are going to be used in making it recognisable for the audience once they reach that page. I will make the image text ratio a near even split although the images will be bigger than the fonts so they may have a larger ratio, they will be again some exclusive photos so they can look appealing and the audience does not have to see the exact same image twice.
Double Page 1 Title, content and article type	The opening article of my product will be the ‘Who put you in charge’ article which is the refereeing article. The article will include an interview with a local official referee and will focus on their experience and the ways in which he got involved so that the audience then can learn how to be involved with the activity and can read a detailed account of what they would be acquired to do and at what cost. I am hoping the audience will be influenced and inspired to become involved in sports in a rather unique way as the refereeing angle of sports is not reported on often so many readers of my product are not going to know about the subject and will be learning as they read. Reading the account of someone who has already gone through the process will hopefully be motivating for my audience as they know how much work they will have to do and know the benefits of what they are going to be doing. The article will set a serious tone showing the interviewees enthusiasm about the topic which I hope can then rub off onto the audience so they begin to feel as passionate about sports as they do. The interview will fit into the flow of the article so it is not a Q’n’A and the input from the referee will be brought into the writing when it is relevant to the section of the article. It will include 1st & 2nd person language meaning quotes are used alongside my own input to give the personal account and then give facts the audience will need if they want to become involved. This will be done over one page using 3 columns with the paragraphs being around 80 words long on average. There will be active imagery involved to reflect the enthusiasm of the text meaning I will show the interviewee in the images in his uniform and using his props so the audience would also get to look at what they could be wearing. This is literal window to future self-imagery if they are interested in becoming involved in refereeing. The 50/50 text to image ratio will make for an even layout which is spread over 2 pages with a large image taking up one whole page and the text being based on the other page. This will also include a border on each page as the branding is created and the audience begin to recognise the branding from the first article. The header will be placed on the top left of the DPS as that is where the readers will look first and the by-line will be situated underneath this and further along the page so that it draws the eye line through to the article and the image simultaneously. The images used will be literal but studio based so that the lighting and be controlled so the model is clearly visible and the background can be chosen. I will have a plain background so that the image can fit in the article naturally and not have a standout background as that would not be aesthetically pleasing.   The use of colours will make the article seem professional and bold as they will be bright and create the brand image using reds amongst simple white and black to make the article seem professional. The black will be reflecting the uniform that the model wears and will be used for the article writing. The font used for the article will be kept simple whereas the title font will be sport orientated and more active to give the article a sporty feel and the audience will see it as more attractive and appealing to read making them interested in the article.
Double Page 2 Title, content and article type	This article is the largest in my magazine and will be called ‘The inside track’. I choose this name as track has connotations of sports such as racing, but also the meaning of track in the sense that the article is going to follow what goes on within a section of the sports. This meant that this could become a regular feature within my product with the focus point of the article changing each issue. For this issue the inside track is going to be on the Martin Gray football academy. This is because the academy is situated in the local area and offers a unique opportunity to people in the north east area as they can get involved. The tone of the article will be positive giving inspiration and factual information on the subject. I aim to help to inspire the audience to get involved through the language use as I can describe the academy and advertise it so that it will become an attractive prospect for the audience. Being able to give factual information on the topic means that the readers are able to know exactly where to go and who to contact to get involved. I will also be able to give them a view at what they will need, what dedication they would need and where the academy can take them further in life. This information means that the audience are really going to learn about the academy and can from then on follow what happens and when to get involved. If they have a passion for sorts or want to pick up something to have a passion about this can be an attractive prospect for them as it is such a different opportunity that would not be shown within other magazines. This links to the USP of my magazine as it is a local chance that the readers can become involved in. With my magazine being able to offer this information I believe it makes it stand out from the crowd as a magazine fanatical about its work and shows it is a product that believes in itself making it an attractive prospect to advertisers. The language use will be 3rd person narrative and include any quotes I collect when doing my research. If there is an opportunity to have an interview with a member of the academy I will ask them some questions which I can then import into my article. This will show the audience an ‘inside track’ as they are reading the real views and experiences of someone who has been through the academy and knows what it is all about and where it is taking them. It will link well with the images helping to tell the story. The imagery will be very literal and will show some of the facilities that the academy has, as it is situated around different areas of the north east I will have some natural images from one of the facilities that is used for the training at the academy. I hope to offer a window to future self through the imagery if it is possible to get a member of the academy into the studio so that I can have literal imagery that is going to show the reader the kit of the academy. The layout will be active including 3 columns, a breakout box and images throughout. I plan to use this article as a 3 page spread with the opening page having a full page image alongside the title of the article. The DPS will then include the article writing with paragraphs around 80-100 words long. 100 words is quite long so I plan on this being a maximum of any paragraph but it is going to be a longer piece as it is the most informative of my three articles meaning more writing is going to be needed. The breakout box will include the information details of how to get in touch with the academy such as websites and numbers. The colour scheme of the box will be kept within the branding and will be placed on the DPS near the end of the article so that it is used as a way to round off the article.  This is why I would like a 3 page spread so more imagery can be involved but one used on a full page. Other images on the DPS will mean the article is around a 60% writing and 40% image split this is not accounting for the full page image however and is just on the DPS. Colour use should reflect the colours in the images keeping it simple and structured around a simple palette. This will mean greens and reds are involved as this reflects the kit colours and the facilities. This also links to the colours I will have used throughout the magazine so that this article follows the branding of the product. Fonts will be reflective of the article content being active within the title and by-lines however the informative article will be kept in a font the same as previous articles so that branding is created through the font and the article can be read in a way that is both encouraging and factual for the audience.
Double page  3 Title, content and article type	My third article is going to be my top ten list and will include fitness drills and health tips. As this would be too lengthy of a title I plan on having a Top Ten title followed by a second title of the tips followed by the by-line that will be a short paragraph on the content of the article that mentions it is a mix of both health tips and fitness exercise.  The tone in the article will be positive and enthusiastic to encourage the reader more when taking part in the drills or when trying to follow the tips. I am hoping if the language can encourage them then they are more likely to want to follow the guidance the article is giving and will be able to better themselves in different ways by becoming healthier and fitter. The language will be simple and encouraging using a 2nd person language. Using ‘you‘ can make the article seem more interactive and direct to the audience as they read it in a way that makes the writer seem to be behind them and just as enthusiastic as they should be. The images will be literal although artificial as they will be taken in a studio environment and equipment that cannot be reached may include images taken from the internet however I plan to avoid using these images as much as possible so that I can use as much original photography as I can. I will include a mix of the equipment used in the drills and the foods that can help to be healthy. If a model is used it means there is an image to future self included so that the audience will be able to see some direct effects of just what the tips can help them to become and what they can achieve health wise. The layout will be a countdown with the numbers on the page counting down from 10-1 they will be accompanying an image and the paragraph about each tip as the countdown moves across the columns and goes down each page. This is a technique used by other magazines in their countdown so I believe this is the best layout to follow when creating my own article. This affects any fonts used as they must be encouraging to make the reader enthusiastic about involving themselves with the mentioned tips however being bold would help this it is not really common in magazines and therefore I will use a formal font that seems to make a statement so that the writing seems to take a stand on the tip and makes it seem like a rule which can further encourage the audience to follow the tips as they will still look professional. The colour scheme will be used to continue the branding of the product with a mixture of the different colours with stronger colours coming out as the tips count down so that the final tips seem to take more importance as they are followed by bolder colours. The branding will be followed by this and the borders can be used in a different way within this article as they can be used to separate the tips. I will use three columns again as this is part of the branding of my product. It will be used more on the second page of the DPS as the title will take up some of the first page and the images are going to take up room aswell which is why I did not choose only 2 columns for the article. This means the text image ratio will be 50/50 as I will look for an image to go alongside each of the tips so they will be even as there is one for each.

Distribution objectives

Regional or national? Circulation: how many and why this number? Outlets and rationale: Pricing: premium, mid or free to view? Why? Print quality: Discuss print finishing, magazine size, paper quality. Number of pages. Advertising to content ratio

My magazine ‘Impetus’ is going to be distributed as a regional free to view product. This is due to the unique selling point of my magazine including regional news meaning that although others may be interested in the content, it will be centred around matters that take place in the north-east. As it is free to view the circulation numbers will be kept low however the number of sports fans in the north east is high so I will be printing 15,000 copies of my product. I think this is reasonable when looking at the demographics for the Northern Echo’s audience as it will be able to reach the young male audience in the area and should supplement both the primary and secondary audiences. It is also reasonable for a new product as not many people will recognise the magazine at first but will become familiar when it is published din the local area. To have this many copies printed it will cost £2,522 for 16 pages on 115 GSM coated paper. As the product is free I am using this lower quality paper and making the money back through maximizing the money made from advertising. I will have an A4 sized magazine as it was the most popular within the sporting range of magazines. With this size paper and half of the magazine being used for advertising I will be able to make income to recover loses from printing expenditure.

Visual Aesthetics
Story control Objectives	The main purpose for my magazine is to encourage the readers to become more involved and more active within sports that they enjoy or want to become involved in. I believe that if the reader fees like the writer is behind them and encouraging them to become involved then they are more likely to. When each issue can offer new opportunities and the writing can continue to be encouraging and passionate then the magazine will begin to put this message into the reader making them more enthusiastic about what they want to do. Once this comes across to the audience they will keep coming back as they seek further opportunities to get involved and will feel the magazine will offer some morale support aswell as offering them the new chances they are looking for within different areas of sports. This can create a loyal reader as they become familiar with the content of the magazine and begin to look forward to receiving the new issue of the magazine each time.    I also want my magazine to have an entertaining function so that they enjoy reading into the articles and learn about the topic they have an interest in before then involving themselves in what the articles talk about.
Image content objectives	I want all of my imagery to be literal as it is showing the audience what they need or will have by becoming involved in the activities the article mentions. Also as this accounts for the aesthetic appeal of the magazine I want the images to be literal and seem fun. This means light hearted imagery may be used when models are involved. Natural imagery will be used for the facilities in article 2 as mentioned so that it shows the real location. However the majority is likely to be studio based photography through articles 1 and 3 as I have the referee for a model and will shoot some props within the studio to place within the 3rd article. The models used will be links to the  article and within the age range of my audience offering a window to future self that is seemingly achievable for my readers.
Language Control Objectives	The articles will have a similar tone as they all aim to achieve an overall goal of getting the reader actively involved. This may mean the same semantic field will have words drawn from it and included in the articles as the writer is enthusiastic about getting this message to the reader which will make them see that the writer cares about how the reader receives their articles.
Colour control objectives	The colour use in my magazine will be kept to the simple palettes to create branding this will include normal whites and blacks alongside greens, reds, blues and yellows as these will feature throughout my magazine in different articles and the front cover. However they will not all be used in all the articles as I will be sticking to a three colour palette throughout my articles but may use 4 on my front cover as I need it to stand out and be very aesthetically pleasing.
Typography objectives	The typography that I use will be similar for the articles as they will use the same simple formal font such as: Arial, Minion Pro, Lucida calligraphy. However for the titles and by-lines in my articles I will be using different fonts to make the articles more appealing and attractive, they will also be coloured to keep up the branding of the magazine. The title font on the front cover can be used for the ‘I’ logo to keep the branding going and the contents page will also have fonts that are used on the front cover. This means the audience will be expecting to read the same font within the articles as a sense of branding but will be able to look forward to a new active font for the titles of each article. These fonts will include: Sports World, Hard Sports, Sport Center, EA Sports Covers.
Layout objectives	I will be using a 3 column layout throughout my magazine as I believe this gives me enough room for all of my articles. With 4 columns being too expansive and 2 seeming quite short I believed 3 looked best. This is different on each layout however as in article 1 the 3 columns are on one page of the DPS with the second being taken up by a full image. The second article will include a full page image followed by a DPS that has 3 columns on both pages but with images around this. Article 3 includes a DPS with both pages including 3 columns but with 50/50 split of imagery so the layout will be different in each of my articles. 3 articles seem to be the best way to present the article and allows me to avoid words being stretched over 2 lines which would make sections of the articles difficult to read. The articles will be active and try to reflect the enthusiastic writing that is in the articles. For articles 1 and 3 the header and by-line will be on the top left side page and article 2 has the header on the full image page. This leaves more space for writing on the DPS of article 2 which will allow for room for the breakout box within this article. As this is the largest article in the magazine it allows me to bring all the detailed information together in one place for the readers after they have read the article so they can find it again, without having to read the whole article again, which is more convenient for them.