Key Terms For Proposal
Connotes -> For every convention how it will appeal to your genre and target audience or Sheffield audience.
Denotes -> Describe what each convention is going to look like or say.
Photos -> Camerawork, Shot types, Angles, Locations, Aperture, Shutter Speed, Lighting, Mise en scene, Props, Costumes
People -> Carl Rogers 1980 - > Ideal Self/Partner
Women -> Laura Mulvey 1972 -> Male Gaze
Men -> Hertz and Katz -> Men have a pathological need for control and violence
Preferred Reading -> Hall 1980 -> What do you want your audience to understand, meanings and messages. What will I mediate to the audience through colour, font, costumes, props.
Stereotypical or challenged -> Are you using ____ because it is common in the genre?
Specific examples (i.e. names of methods and platforms you are going to use to market (sell/advertise/promote/let your audience know about your product) and distribute (where your audience can access your product) your magazine.
Marketing -> Niche audience, Below the line advertising methods.
Flyers -> The Moor, Cathedral, Devonshire Green
SPH (Sheffield Publishing House) -> Socials
Launch events -> Peddler, Tropical Butterfly House, Botanical Gardens, RSPB Old Moor
Posters -> Meadowhall, Light Cinema, Millennium Gallery, Winter Gardens, Ecclesall Road, Tropical Butterfly House, Botanical Gardens, RSPB Old Moor, Yorkshire Sculpture Park, Wentworth, Castleton, Cannon Hall Farm, Weston Park Museum, Yorkshire Natural History Museum, National Trust
Posters -> Posters fit into my genre because of my target audience being of an older generation. This is for two reasons firstly because they are digital migrants and are familiar with this printed type of media but social media posts are most likely confusing or inaccessible to them. The second reason is because older people have much poorer eyesight than younger people do meaning a larger advert would make it more visible to them. As well as this it would also have the bonus advantage of making it more appealing and eye-catching to younger audiences too. Furthermore using posters would make a main cover image of an animal more poignant to the viewer especially if the animal is looking at the camera/them.
Local Radio -> Sheffield Live,
Readership is always higher that circulation
Proposal
Purpose: The purpose of my magazine is to inform people about nature and the natural environment. It is also to educate people with facts and statistics about the climate crisis, pollution and habitat loss of wildlife, not to mention the continual outdated tradition of hunting game and wildlife across the UK. It will also help promote the RSPB charity and its various locations around the UK as not only are the sites educational for novice birdwatchers and animal enthusiasts, because the sites are also fun places to go for families for a day out.
Form: I intend to make my magazine a regional magazine like other existing nature magazines such as Nature’s Home because it focuses on multiple RSPB sites across the UK. I also intend to make the fonts I use throughout have connotations of intelligence and importance. This is so I can make my magazine become more eye-catching and seem like there will be exclusive content inside it; making the relatability and importance of my magazine. I will have one main cover image and main cover line, to fit into the codes and conventions of magazines. But also, because having one giant
Genre: My magazine will be a nature genre magazine and I intend for it to adhere to the usual codes and conventions of the genre. I will be particularly focusing on the fauna and wildlife aspect of the nature genre; as well as making it about animals, birds and insects that are local to me. As well as taking a stance on habitat loss and showing statistics about hunting and deforestation etc.
Masthead - For my front cover I want to use the Cavilant font from DaFont. Com for my masthead due to the fact that the font is distinctive and bold, not to mention the fact that the characters are spaced from each other making it easy to read. This will appeal to my target audience because it is an older age demographic and thus will more than likely have difficulty reading things from a distance. I want the Masthead to cover the top part of the magazine centred to the right. I also want it split into two parts the first will be the acronym of my magazines name the other will be the full version of the magazines title. This is because The Wild Insider has clear denotations to what the magazine is about, but TWI is far easier to read and more eye-catching from a distance. I want it to be in either white or black font depending on the main cover image and placing of the white space as these are both bold colours and will appear brighter and more vivid to the audience. For my main cover image, I want it to be a high detail high focus image of one or more type of wildlife that I photograph, I want the photo to have a personal feel so it would be ideal if I manage to photograph them looking at the camera however this may not be practical. I also want it to be apparent in the image that the bird or animal pictured is in the wild meaning some grass, leaves, reeds etc. has to be present in the image too. My main cover line has to link directly to the main cover image and thus follow the same connotation as the image. For instance, if there is dead grass in the main cover image then the font of my main cover line should be the same/ a similar colour. It also needs to be in a similarly bold font so I will use Cavilant again. However, I might instead opt to use Haarlem Serif because using Cavilant on another big title may retract from the Masthead's boldness. Although it could also create a synergy between the two texts and thus the reader will move from one to the other instinctively and keep reading rather than losing interest or ignoring the rest of the magazine.
I want there to be a minimal amount of white space on my magazines front cover as I feel that the main cover image should be the ultimate focus of the magazine which could mean it covers the whole background of the front cover and everything else is imposed on top. To combat the majority/all the background being the main cover image and thus multi-coloured. Each cover line, cover image, and plug should have a banner so that they can be easily distinguishable. My house style colours will consist of a mixture of colours that overall connote 'nature' and 'warmth' with the three main colours I have opted for dark green, light brown and light grey. Firstly, I have opted to use dark green as my main background colour because it has the denotations of nature and of peace but also connotes oozing luxury like a nice warm armchair or rug. This is ideal because it links with the genre of my magazine, but it will also help it resonate with my target audience demographic as them being older and or rich they will prefer the finer things in life, and this will hopefully reflect that we understand that. Secondly, I have chosen to use light brown because it is the same colour as dry grass and reeds in the wild but also the colour of many types of birds and wildlife such as Roe deer and Reed Warblers. This will help make the magazine have natural connotations and make it seem like we have a real indestructible link with nature which no other nature magazine has.
As well as this the light brown colour is highly common use in the genre due to its connotations which will make the audience of those magazines see our magazine in the same light. On top of this light brown also has connotations of warmth and a calm summer breeze, which would hopefully relax and calm our audience making them want to never put it down and or not hesitate to pick it up. Thirdly I have chosen to use light grey as the third main colour of my house style colours because it connotes the clouds, skies and weather that many avid nature enthusiasts are familiar with and hopefully it will make them want to 'seek shelter' inside our magazine away from the harsh/cold colours on our front page. I also wanted to include it because having the rest of the house style colours be warm and inviting could overpower the reader so having a colour on the opposite end of the spectrum with opposing connotations should hopefully balance out the magazine's colours. Finally, I also opted to use this colour because many species of wildlife are grey such as pigeons, wolves, woodlice and baby geese (goslings) which further appeals to the nature and wildlife genre and to the target audience. My sell line will be 'at The Wild Insider we consider every tree, leaf and spider.' This sell line references the fact that my magazine incorporates all levels and aspects of the environment and what can be found in nature i.e., Plants, invertebrates, arachnids, birds, fish, mammals etc. The use of rhyming will hopefully allow the readers to memorise my sell line easier but also memorise the name of the magazine connoting familiarity.
Cost Per Month
7” x 9-1/2” = 177.8mm x 241.3mm
8” x 10.5” = 203.2mm x 266.7mm
8-1/4” x 10-3/4” = 209.55mm x 273.05mm
4mm given for bleed.
Front Cover
3300 Width pixels
5100 Height pixels
DPS
6600 Width pixels
5100 Height pixels
ROS: Return On Sales
CPM: Cost per thousand impressions
Resources and Personnel:
For my magazine TWI I am the photographer, editor and graphic designer as I, personally, am making the magazine. The hardware I will require includes an Apple Mac computer and my personal camera to take photos with. I will use the Apple Mac in order to upload the photos I take on my personal camera and add them to the creation process of my magazine. The software I will use includes Adobe Photoshop, Microsoft PowerPoint, OneDrive, and Outlook. With Outlook I intend to share assets to myself then upload them to OneDrive (to create a digital copy) and download them to Adobe Photoshop for the production process. Adobe Photoshop will also help me edit the photos before I add them to my pages. I do not require other personnel such as actors or models due to the genre of my magazine my models will be limited to plants and animals only.
Marketing and Distribution:
TWI or The Wild Insider is a Wildlife and Nature magazine that features many subtopics such as biology, conservation, foraging, walking and running tracks, and photography locations and tips. The Wild Insider will also be linked to a website/online version of the magazine which will help reach a younger target demographic of 14-21. this is because the age range are digital natives who grew up around and using technology so it is integrated into their lives. My competitors such as RSPB's Nature's Home also has a website and online forum to target a similar audience. I will synergise the advertising of my magazine with the online version because I mainly want to target the age gap in the market (14-21.)
The Wild Insider will have a circulation of approximately 600 copies throughout Sheffield. I will distribute issues in busy public spaces such as train, tram and bus interchanges and also have a focus on local indie businesses in order to target a mass demographic as possible. This includes businesses such as The Bird House café and tearoom. I chose this business in particular because it is frequented particularly by the older spectrum of my target audience and above.
However I also want to partner my magazine with this company in order to advertise their business and my magazine at the same time. A special issue could be released discussing how to forage for your own tea ingredients for example. This is a popular topic at the moment due to the cultural shift back to local business and natural and organic farming. This focus on renewability fits the codes and conventions of my genre and mirrors common themes presented in other nature and wildlife magazines. This is particularly popular with an ABC1 audience because they have a disposable income able to afford the higher price higher quality items that are often organic or indie made.
I want TWI to be distributed in outdoor locations such as Heritage sites, Wildlife Trust sites and RSPB sites as this targets the niche genres of my magazine directly. I also want to circulate to the Scouts and other outdoor groups in order to target the age demographic as well as the Nature and Wildlife niches. This works in favour of advertising the brand of my magazine because these are all social activities and promote conversation and sharing of property such as books, comics and particularly magazines. Therefore I estimate my readership will be around the mark of 1,900 because I will be directly targeting the niches of my magazine. My magazine will be monthly in order to promote quality over quantity and better flow with the passing of weather and seasons.
Advertising rates for TWI are;
Double Page Spread: £495
Full Page: £295
Half Page: £195
Quarter Page: £95
Outside Back Cover: £600
Inside Front Cover or Back Cover: £550
Sole Advertiser Deal:
£1000 but gives 25% discount next advertisement purchase
Two magazines: 7.5% discount
Five magazines: 15% discount
Ten magazines: 30% discount
Loyalty Discount is + 5% on any other advertisement purchase (after 2 months on and off or continued purchase.)
These prices are based on a mixture of other magazines in my genre such as Nature's Home and National Geographic. How appropriate subsidisation of being a local brand and not having the brand of either of the aforementioned magazines has been taken into consideration.
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