Treatment

Print Advertising Treatment/Proposal

Product name:

Client: Northern Echo

Date: 07/11/12                                                   Project completion date:

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 an alternative lifestyle magazine aimed at the 18 -24 age range. The magazine takes the interests and passions of this demographic giving them articles that relate to them that they are interested in which many articles in the alternative lifestyle genre do not cover already. The magazine is written, published and sold to the North East so includes many references and language associated with the North East.

Audience communication objectives
Who is your audience? Identify: tribe, socioeconomics, age, gender split.	My audience is a 50/50 split of male and female between the ages of 18 - 24. It covers the B, C1, C2 socioeconomic groups aiming the middle class incomes. The magazine is also aimed at the young alternate tribe as this tribe is linked with other tribes like the Emo tribe and the Indie Scenesters tribe.
Your unique selling point	My magazines unique selling point is the genre and age range it targets. most alternative lifestyle magazines such as the Red Bulletin and the Shortlist aim at the 25+ age range and therefore cover topics that are uninteresting to my target audience. Therefore I have taken topics and interests covered in other magazines such as film and technology which are aimed at my target audience such as Kerrang! to give my readers relevant topics they will want to read.

Overview
Description of front cover and contents page Content. Imagery to be deployed: metaphorical, ideal, window to the future self	The front cover will consist of 3 women in the age group of my target audience. This offers a window to the future self for my female readers and also an object of desire for my male readers. The colour scheme consists of orange, a grey gradient and white. Orange is chosen as it co notates with energy and fun which represents my target audience perfectly. The grey gives the magazine a modern tone to the magazine and the white is purely cosmetic.
Double Page 1 Title, content and article type	The title for this article is "For Queen and Country". It takes an opinionated look at patriotism in the UK and debates whether it is just a fad or if the public are really proud to be British. It is to be written in first person narrative with a comic tone to the article. It also uses taboo language which is similar to the language my audience uses as well as references to pop culture to appeal to my audience. The imagery like the article takes a none serious approach to Britshness by incorporating cartoonish style images of traditional British things such as a bulldog, Big Ben and the Angel of the North to go with the theme of the North East. The font will be a very simple sans serif font to go along with the non serious theme f the article.
Double Page 2 Title, content and article type	The title for this article is "Social Problems" referring to the problems of addiction to the social networking site Facebook. This article looks at the growing problem of Facebook addiction, what causes it and how to overcome it. The article will be a first person narrative with some comic elements as well as some taboo language. The colour scheme for the article will be predominately blue and white as these are the colours of Facebook. The font will be a sans serif font much like that of the Facebook logo to again link in with the theme of social networking sites. The imagery will be dark and sinister linking with the articles theme of something being a much bigger problem then what we all think.
Double page  3 Title, content and article type	The 3rd double page spread is titled "The History of Hammer" which takes a retrospective look at the Hammer production company. The colours will be much like the posters of the movies Hammer is famous for which traditionally consisted of oranges, reds and blacks. It will use a horror style font to connotate with the theme of horror movies. It will look at all the major and most famous films from hammer and the influences it has had on modern films including the latest hammer horror film "The Women In Black".

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

The magazine will be a free to distribute magazine being given out at popular student areas across the North East. The reason for my magazine being free to distribute is because the current market for my magazine is far too competitive for a new magazine like mine. Another reason is because of the prices of distribution. As a free magazine I do not have to fight for sales as a new magazine with an unproven fan base. Because I am a free magazine, the quality of the paper cannot be of the same quality as some of the established magazines because of the prices printing comes to. Therefore the quality of the paper will be similar to that of NME; the front cover will also not be the best quality much like that of NME or Kerrang! Advertising will take up a quarter of the magazine. This is because the only income I will receive will be through advertising.

Visual Aesthetics
Image content objectives	The images I will use will consist mainly of people for my target audience’s age group (18-24), which will show an image to the future self. The images main purpose however I feel must reflect what the article is about. This means serious articles will have a darker tone with gritty filters to the imagery like in the Facebook addiction article, whilst the lighter hearted articles with humour will reflect the humour and use much more vibrant colours.
Language Control Objectives	I will try to make the language for my articles both male and female appropriate.
Colour control objectives	I will be sticking to only using 3 colours per DPS. This is because I don't want too many colours on 1 DPS as it will look cluttered and unappealing to my TA. Also I will try not to repeat colour schemes as I don't want to bore my target audience with repetitive colours and similar looking articles.
Layout objectives	I will try to be keeping the text to image ratio for my double page spreads fairly equal for each article. This is mainly because I don't want attention to be lost because an article is too long or because the imagery doesn't capture the audience because it is too small or unappealing to my target audience.