Treatment

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?

The genre of my magazine is Women’s Lifestyle magazine aimed at a target audience of 16-14 year olds. The articles within my magazine have mainly a summery theme as one of my articles is about getting a flat stomach. Most people are usually most bothered about their body around summer time so this article would most likely to be read around that sort of time.   Also, another article is about the build up of stress in exam time, this is also around the summer period when most exams take place.   My 3rd article isn’t as summery from the outset but is does talk about a holiday within it. All of them give advice and ideas on how to improve your lifestyle and ways in which to do this effectively. I feel as though the consistency and similarity of my magazine articles will give my audience faith in the magazine and therefore they will be able to rely on it to give them the necessary information they want or need.   I will brand my magazine with the font impact as it is a strong, bold, simple text will really stand out, as soon as people see this font I was them to think ‘unorthodox’ straight away. I will also go for a colour scheme of pale orange, black and white. Again the shading of orange will be original to my magazine and my audience will recognise it straight away.   The connotations of the colour scheme I have chosen is that it is very unusual, hence the magazine being called Unorthodox, to a colour scheme any other magazine has as they usually go for pinks or reds. This will also make my readers feel that they are reading a magazine that is suited to them.   Unorthodox to me, gives me the imagery of something quite rebellious, something that likes to break the rules which therefore gives my magazine a connotation a youthful and quite playful and therefore the articles will be interesting to my target audience.

Audience communication objectives
Who is your audience? Identify: tribe, socioeconomics, age, gender split.	My magazine is aimed at a target audience of female, 16-24 year olds who have a rather low attention span and therefore a few percentage of imagery is necessary. Also socioeconomic groups A,B and C1 as this makes the magazine need to be aimed at a higher class.   My primary target audience would be females who are stereotypically very ‘girly’. They like fashion, shopping, diet plans, learning about relationships, getting advice on things, make-up, perfume etc. For example a lot of my advertisements will me of make-up brands and perfume. My articles e.g. ‘Sea, Sun and a flat tum’ will cover diets, ‘Stress Mess’ will give advice on things and ‘How to tame your man’ will give the audience something to read about on relationships.   However some male readers who are interested in fashion may be interested to read some of the articles so there will be a 10% readership of a male audience compare to a 90% female readership.   It will also be aimed at the tribe trendies, as they would be the most interested in my magazine as they are really interested in high street fashion and therefore my articles would really appeal to them.   My T.A will mainly be college/university students but around 30% may be involved in full or part-time work.   My secondary target audience will be the leading edge tribe, both genders could come from this tribe and therefore I predict that the 10% male readership will come from here. This is a very mainstream tribe, they are mostly interested in music but fashion is high in there interests.
Your unique selling point	My unique selling point will be that I will be the only magazine to have an interview each week with a different style icon. These will be exclusive articles and we will discuss different topic on their career. This will really appeal to my target audience as they will fine whatever they have to say really interesting and hopefully this will encourage people that don’t always buy the magazine to by that particular weeks and there for the sales for my magazine will increase. I think there are many young people who have career goals they are willing to achieve and eventually I would like my magazine to influence them to go further and fulfil this.

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 bright, youthful and standout. My colour choice of orange will be very eye catching, as it will be different to all the other magazines. My imagery for the front cover will be studio based as a fell as though this will make the image of the model stand out more. I will be using a woman dressed in the latest fashion to create a window for future self as this is what they will aspire to be like them. I also think this will be the most appropriate imagery for the genre of my magazine. UNORTHODOX The font ‘Haettenschweiler’ will brand my magazine as the letters are fairly close together whereas most magazines space their lettering out in order to brand it. This will make my magazine very unusual. Also the fact that all the latters in my masthead are capitalised will also show the originality of my magazine and make it stand out. It is a very bold text and easily read which is important to my target audience. It is a sans serif font which again will strongly appeal to my target audience as a serif font has connotations of a serious, mature magazine which wont appeal to my primary or secondary target audience.   The sell lines will show a wide variety of different techniques. There will be reward sell lines, quotations, questions, exclamatives and commands. The variety of sell lines will help persuade them to buy the magazine, everyone is drawn in my different sell lines so a variety of these is important to attract everyone within my target audience.   There will be an equal text to image ratio as the image and masthead are the first things that catch the eye of my target audience. To much text on the front cover will change the feel of the magazine and they will feel as though the articles will be too text based as well as the front cover and therefore not read it. However, sell lines are a main aspect of the selling point so you need to get an equal balance of the amount of sell lines you include in your front cover compared with your image.  My contents page will appear on the 3rd page after one advert. I think that the first advert really states the genre of the magazine and therefore the audience will straight away know if the magazine if for them or not. The contents page then welcomes them to the magazine and shows all the different aspects they are covering within this particular issue. I will include 1 large image of a fashion icon as the main feature as you will then know the magazine will include a lot abut fashion and again this will help you determine whether the magazine is for you or not. I will use the same front for the contents page as I did for the Masthead on the front cover as this will help promote the branding of my magazine and help it to me mope recognisable the more you see it. I will make the text to image ratio around 60:40 as my target audience have a short attention span and therefore to much text will put them off but too much imagery will make them feel as though they are to old for the type of articles within the magazine so it is important to get the balance absolutely right.
Double Page 1 Title, content and article type	This article will be called: Sea, Sun And A Flat Tum. This article will be about the best tips to loose weight and tone your tummy for the summer. It will be an inspirational piece as it will also include a break out box of people that have followed these tips and lost a vast amount of weight. The main part of my article will be educational as you will learn the best things to do in order to have a successful diet and keep the weight off as the majority of diets you can follow, yes you will loose weight but as soon as you stop it all piles back on again. I also feel that this article will help people become healthier as even if you don’t want or need to loose weight it will help you tone up your muscles and eat much healthier so therefore it will have a large audience for this magazine. I feel for this genre it is important to have an article about being healthy within it as women’s life style magazine have a large target audience and healthy eating is important to be promoted. I will be writing my article in the 2nd person as this draws the reader in and makes them feel more involved which will hopefully encourage them to follow my advice. It will be using fairly chatty language as I think these types of articles appeal to a youthful audience which is who I am aiming my magazine at. These too aspects will create a relationship between the reader and the journalist but at the same time fulfilling the purpose of the article. This article will consist of short paragraphs as again due o the short attention span of my audience this will really appeal to them as it wont like they have too much to read. There will be 4 columns per page which will be broken up in a quirky way. Some paragraphs will cover over two columns and others will go straight down in one column. This original layout will appeal to my target audience as it will be different to any other article within my magazine. Sea Sun And A Flat Tum I will try to make my article have a ratio of 40:60 as seriously text heavy base articles don’t appeal to many people never mind my target audience.
Double Page 2 Title, content and article type	This article will be called ‘Stress Mess’. The article will be about how to handle stress regarding exams and work demands. This will be an educational piece as it will educate its readers as to how they can minimise stress in a tense environment. I feel as though this is an important aspect to report on as due to my youthful target audience they will have very little knowledge as to how to deal with stress so hopefully my target audience will now have a stronger understanding on how to manage it I will be using inspirational language at the same time of keeping it chatty as I think this well keep a strong relationship between the journalism and the target audience as well as completing the purpose of my article and making sure that they all know how to get through stressful times. The length of paragraphs will have a consistency of short to medium due to the short attention span of my audience but also making sure I can get as much information in there as possible. The short paragraphs and layout of my article will make the article appear to have a much smaller text base and therefore I can still include all the information I need but also still catch their eye making them want to read it. The font for the body of my article will be Arial as this is a simple, non serif font which is therefore easy to read. This font Is also generic in many of the magazines I have researched and therefore it obviously appeals with my target audience. For my header I feel as though I need to link it with the connotations of stress so I have chosen a font that looks hand written and fairly wobbly as if they were writing fast which many people will do when they are stressed. It also needed to be bold to stand out from the rest of the text on my DPS. I will aim to ensure that again the text to image ratio is around 40:60 as too much text can be off putting to me target audience. I will include mainly active imagery as I want the images to look like they are doing something but these will all be staged in the studio. I think this will be appropriate for my type of article as work or college places are fairly organised and therefore I think that I can represent this in my imagery and show a sense of realism. Also a plain background will really draw the eye to the main image and therefore you will concentration completely n the image rather than something that may be going on in the background. It is also very generic for the genre of my magazine. I will be using books and a table as props as any working environment always consists of books and files. I want my pictures to be back lit as this will also focus he eye on the main image and make it look more 3 dimensional. The background of my article will be plain which as this is again very generic of my genre of magazine and it also sets a feeling of cleanliness which is very popular with my target audience. I will also include a margin and 2 holes do the right hand side of my DPs as if it was hole punched in lined paper. This will give a connotation of a working environment again. On the other side of my margin I will include a breakout box with extra tips on how to manage stress. My article will begin with a rhetorical question as I feel as though this will really draw the reader in. Also it will help them differentiate whether the article will be of any interest to them as if the answer is no then they won’t waste their time reading It. I want to create a strong relationship with my readers so therefore again I will be keeping my article fairly chatty and using plenty of second person pronouns to make the reader feel involved. A few images will be among my text as well as a few quotes as hopefully this will entice my audience by the images making them want to read it. The header and kicker of my article will be based on the left hand side of my DPS with one large image as this is where the human eye is drawn to first. The introductory paragraph will also be place on the left hand side. On the right hand side will be the main body of text including a few small images and my breakout box.
Double page  3 Title, content and article type	This article will be called ‘How to tame your man’. This article will be a real life story about a woman who married the love of her life, well she was going to change him into the love of her life. She fell in love with his good side even though a nasty man came out of him as if he had bipolar. I will use lots of emotive language in my article to make the audience feel sorry for her and feel the pain she was going through as she had fallen in love with a monster. This will hopefully inspire my target audience to have more confidence if they got into a sticky situation like the lady I the article. I think as a genre, it is important or my magazine to include several real life stories as these really connect with the readers as they or ordinary people like themselves. I will also continue with the chatty nature of my articles as this is exactly what keeps my audience reading. The length of my paragraphs will vary between 4-6 lines as I think this will create the correct ratio on my DPS of text and imagery. However I don’t want them to long as this will put my target audience off reading them as there is too much text. There will be 3 columns per age as this is a generic feature of my type of magazine. This will also make the DPS look very spacious and less text heavy which will appeal to my readers and make them more likely want to read it. The font for the body of text will be Arial as I would like this to be a small feature of the branding and have it as the main font throughout my magazine. Or the header of this article I have chosen -------- as this is a bold, sharp text which suggests the connotations of dominance. I will try and make the text to image ratio as tight as possible. In this article it will have a ratio of 50:50 as there is a lot more to right about and therefore to make the ratio 40:70 it could look fairly clustered which will not appeal to my audience. The main image for this article my imagery will be externally set as I want it to be in a bedroom and look like a living environment. I think this will be more appropriate for the article and connect with the audience more. I will be putting a slight tilt on the image, focusing down on the man to portray his innocence and vulnerability. This will also make the woman look more dominant as she Is looking down on him. The props I use will be handcuffs which will be on the man as this again portrays the imagery of dominance. I will use back lighting as this will make the main focus of the image stand out. I will change the aperture of the image to make the background out of focus and the foreground strong and clear. The background will be a pale grey as it is quite a sinister article and therefore the connotations of grey inform the reader that this article won’t be a light subject. My article with begin with a quotation as I think this will hook the reader and make them want to read more and find out more information. The language used will be emotive due to the fact that the beginning of the article is a fairly personal subject due to the paranoia and aggression from her newly wed husband. The purpose of my article is to inspire women to be able to keep their man on the straight and narrow. I want to continue the personal relationship with my reader by again using the 2nd person pronoun ‘you’. I feel as though using one, strong, large image will make my article a lot more powerful and therefore my audience will take my article a lot more seriously. My head will mainly cover the right hand side of my DPS but overlap on the left slightly. This will get my target audience to look at the photograph first as this will be positioned on the left hand side, which will entice the reader firstly. The kicker will be placed directly underneath the head to separate this from the main body of text. This will also be in a different font as this will make my header stand out even more.

Distribution objectives

Free to view, supplement, retail? 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

Unorthodox will be a retail magazine and will be in regional circulation. This is due to the fact that the articles and advertisements will be in relation to locals and therefore a larger circulation would be unnecessary. I will be printing 4000 copies per issue as I expect to sell around 2000 and therefore 4000 copies will be sufficient due to the distribution to lots of different newsagents. I think this is a reasonable amount to expect for a new start up magazine. To print 4000 copies of Unorthodox it will cost £1071.40 for 16 pages. I price my magazine at 50p as I think I am more likely to sell a larger amount if the pricing is smaller. I also think this is appropriate to my target audience. The size of my magazine will be A4, there was an even amount of A4 and A5 magazine for my genre but I think A4 is highly suited for my target audience. Just over a third of my magazine will consist of advertisements as this leaves plenty of space for articles but at the same time the magazine is still making plenty of profit to make it worth wile.

Visual Aesthetics
Story control Objectives          & Language Control Objectives	For the magazine in general I would like to create a strong personal relationship with my target audience. To me this is the most important aspects when creating a magazine. If there is no relationship, the reader won’t feel a need to continue buying issue after issue. If they don’t feel this consistency that should be seen in a strong, upmarket magazine and the readers don’t feel a part of the magazine then they are less likely to feel obliged to be loyal to the magazine. The length off ‘Stress Mess’ and ‘Sea, sun and a flat tum’ will be of a similar article length, around 450 word with a quick to medium read speed. This is due to the 40:60 text to image ratio as I don’t want the article to be to lengthy. Both these articles will be written in 2nd person as this creates the strongest connection with the reader.  My article ‘How to tame your man’ will be around 600 words as this has a higher text ratio than the other 2 articles. This is due to the fact it has more information to be included in the magazine. All 3 articles will have roughly 4-6 line paragraphs as due to the short attention span of my target audience, long paragraphs may be very daunting so they may not read it. Again this article will be written in 2nd person.  It is important to remember that they are reading the magazine for pleasure rather than for information so it has to look appealing and entertaining. The visual aspect is very important! Throughout the magazine therefore I would like my magazine to entertain and inform as the reader then benefits in every aspect. The majority of articles will have similar tones as I want this to be a consistent feature throughout my magazine as this will keep the relationship strong rather than changing it constantly. It will be chatty but formal keeping the reader entertained but taking in knowledge at the same time. I will use a little mild taboo as this is popular with my target audience. However, it must be used tastefully and very mild.
Image content objectives	My magazine will include a variety of different imagery. ‘Sea, sun and a flat tum’ will have some external and some internal imagery as I feel as though this will be most appropriate to this article. Due to the fact it Is a summer topic; external images in the sun will set the perfect imagery. Also studio based imagery will be used for the main image of this article as this will create the clean, professional look that really appeals to my target audience. The models will be around the same age group as my target audience as I think this will make them identifiable. Also for this article wit will create a window for future self as if they are interested in reading this article then they are wanting to gain a flat stomach which my model will have. I also think that my model sound be at the higher range of 24 as this way the majority of my target audience can aspire this in the future. If she was 16, the elder of my target audience may not bother as she looks like a young girl and therefore they may feel as though the time has gone to be like that. I want my imagery to look fairly symbolic as I want to show my audience that it actually isn’t that hard to be the way you want yourself to look. I will do this by having an image of a woman whom has a smooth, flat stomach. Alongside the success stories this will really give them the confidence and engage with my advice. I will have the stomach of the woman and the header inline with each other as this will connect with the human eye before any other areas of the page. My model will be dressing in a short read crop top and some denim shorts as this again will give the connotation of summer and at the same time emphasis her flat stomach. ‘Stress Mess’  will consist of mainly studio based photography due to the fact that any working environment e.g. at work, University or college, will have a natural feel and I think having a studio based shoot will really create the correct connotations for a working environment. Another benefit from doing a studio shoot is that there wont be any distractions in the background of the image and therefore the eye is completely drawn to the main focus of the photograph. I will be using several large books as props in this photo shoot. The imagery will be non ideal as you want to prevent yourself from being like the person in the photos. Again the model will be a 24 year old female, however it doesn’t matter what her appearance is like for this article as my audience will feel no ambition to be like this person. If anything, they want to be the opposite. I will use a slight tilt down on my lens to show the naivety of this stressed person as this will create great connotations and feel as though she is looking upwards for help. I will use three books on either side of my model to create a metaphorical frame and suggest that she is boxed in. She will be dressed smart/casual as again this will portray a hard working environment. In my 3rd article ‘How to tame your man’ I will be using only external imagery as I feel that a studio based shoot for this article will look to ‘staged’ and therefore my audience wont believe when I am writing about. If my imagery is used carefully and tastefully I should be able to create a sense of realism and therefore my audience are more likely to believe what I am writing about.. This image will be take in a room that looks fairly homely and like their natural habitat. The guy will be wearing handcuffs so portray the dominance of the woman. The imagery will be active as I want the audience to have a flavour of what goes on within their marriage. This will create a stronger relationship with the reader and therefore they are more likely to want to read this particular article. The models for this article will be reasonably older as I want my target audience to aspire to have a relationship like theirs and I feel as though this can be resolved the best by having an elder couple in their late 20s early 30s. I will have the woman stood up and the man knelt down on the floor again to represent the dominance of the woman and the innocence of the man. The man will look fairly muscular to show he his manly and strong but his love for his wife makes him soft as he would do anything for her, hence him being knelt down on the floor. The main focus of the image will be the man on the floor as the whole article is around how to get your man to cherish you as much as the couple in the article. I will use narrow lighting to focus the human eye on this
Colour control objectives	In my first article ‘Sea sun and a flat tum’ I will be using a colour scheme of Red, yellow and orange to create connotations of summer and portray to my target audience as to that the article is going to be about. This sort of goes against the 3 colour rule as I will have a white background and black for the main body of text. However these 3 colours are only for the header, anything else I want to stand out will be in the colour orange as this is the branding colour of my magazine. These 3 colours also give you a warm feeling which will appeal to my target audience along side the chatty nature of the article. My second article ‘Stress Mess’ will have a colour scheme of black, white and yellow. Yellow has a connotation of caution and therefore next to black this will portray the fact that this article is trying to prevent something.. Black had a connotation of coldness, being alone so along side yellow it should work rather well. My 3rd article ‘How to tame your man’ will have a colour scheme of red and grey. Red has a connotation of love and tense emotions which will be the colour that stands out straight away. I chose grey over the colour as black would give a connotation of evil when along side red and therefore grey gave it a much softer tone. My branding colour will be a simple pale orange. I chose this colour as it gives a playful connotation which will appeal to my target audience. Also it is generic of my genre of magazine to have a branding colour which is recognisable to just their particular magazine. This will create a strong popularity for my magazine as this colour will always be recognised as ‘Unorthodox’. I will also use this colour on articles that our in each issue of the magazine e.g. Horoscopes.
Typography objectives	My typography will be a plain font as this will be easy on the human eye and easy to read. If the font is too complicated my target audience wont even attempt to read it. The font I have chosen for my main body of text is Arial as this font is used in several other magazines I have looked at of the same genre. For headers I will use bold, sans serif font as these are the fonts that stand out the most and  again are very generic for my genre of magazine. However they do change depending on the article, sometimes they even use two different fonts to create a connotation. My masthead will be in a font such as Impact as it is easily recognisable and therefore will create strong branding typography.
Layout objectives	My first article ‘Sea sun and a flat tum’ will consist of 4 columns, Its pointers/tips will be separated making it much easier for my target audience to absorb the information and also making the read speed much slower. I will have one large image of a girl laying down covering the majority of both pages of my DPS, the header will fit just under her so it gives the illusion she is laying on top of the header. There will be a break-out box of success stories down the right hand side which will be separated from the main body of text by a red line. My 2nd article ‘Stress Mess’ will also have 4 columns. The first page will consist of one large image, the header and then the kicker. The 2nd page will consist of the pointers/tips as to how to minimize stress. These will be arranged in an unusual way, some pointers will spread over two columns and others just over one. There will also be several smaller images scattered within the text to break it up and also guide lines in order for the reader to initiate which paragraphs belong to which subheading. My 3rd article ‘How to tame your man’ will have the main image on the left hand side of the page. The header will be at the top of the left page leading downward which will draw your eye to the main focus of the image. The kicker and introductory paragraph will be at the bottom of the left page. The article will then proceed on the right hand page over 3 columns. I will break the columns up to make them look less lengthily with major quotes to entice the reader. I will also include, again, a breakout box at the bottom of the right hand page which will include her favourite techniques.