Flatplans

Treatment/Proposal

Print Advertising Treatment/Proposal

Product name: RoughCut

Client: The Northern Echo

Date:                                                    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?

The genre of my magazine is a film magazine. This will be aimed at students in the age range of 16-24.The main aim is to appeal towards students who are interested in film and film making techniques. I will look to educate my readers in the film industry, indie filmmaking and the production of film, how a screenplay is written and formatted to interviews with indie filmmakers. To draw in a secondary audience I will include an interview with a YouTube channel in the gaming side this appealing to gamers and people who use YouTube in general. I think this will be interesting and benefit my audience, as this is what the target audience is initially interested in. The reason that I am doing an article on screenwriting is because it is a format that the professional film industry use and recognise. This means that I am providing information that is very helpful for my audience It also flows well with the indie filmmaking theme of the magazine. Another example of an article that fits with this theme is the ‘top 5 YouTube filmmakers’ as this article is about success stories of indie filmmakers. This flows well as they are both around the area of films and shows well what a good screenplay can eventually become. I feel the educating and informative articles of my magazine will allow my audience to learn and develop film knowledge but also fuel a passion for the topic meaning I will insure that they receive the best amount information possible. The branding of my magazine will come from a recurring theme of colours that contrast with each other but not painful to view. The use of a 3-colour rule only will apply to all pages to help the magazine flow and not make the magazine look to cluttered or to full on. The uses of blue will be frequent as this colour has phycology of been one of the best colours to help learning. Other uses of colour will be black and white to contrasting colours but also white connotes a clean feel and very organised and black contrasts with white to look atheistically pleasing. Colours like blue white and black and red are not gender related colours they stick to genre conventions of a film magazine. This means that they will be recognised with my audience, as they already will have existing colour branding of similar products and also remove the magazine from becoming associated with a certain gender. However my magazine due to it having a indie filmmaker theme will be more edgy than many film magazines. Indie film makers mainly do not work for big companies so are not restricted in what content they upload or create this means that they have much more creativity in their work and my magazine will try to mirror some of this edgy creativity in layout, design and colour use but also stick to some genre conventions to still keep a professional look though out. My magazine name will be ‘RoughCut’. This name I feel connects my audience straightaway, as it is a film editing related term meaning my audience should recognise. The name connotes film and the professional aspect, as rough-cut is a term used in the film industry meaning it is professionally recognised. My magazine name also can be shortened to RC meaning it can create a logo but also a brand recognition from just two letters.

Audience communication objectives
Who is your audience? Identify: tribe, socioeconomics, age, gender split.	My target audience is both male and female students aged 16-24.The gender split will be a ratio of 60% male and 40% female this means that it will be more sided towards a male audience but also appealing to females. The tribe I will be focusing on will be young alt’s as they use and rely on media a lot. They use the disposable income they have to buy and access media much of this on magazines or products advertised in magazines. This meaning that advertising for my magazine would be easier to obtain, as there would be an audience with the disposable income to purchase the products advertised. From this it shows that my target audience would have a reason to read my magazine if they where interested. With my tribe using a lot of social networking and the internet a supplement magazine that looked and appealed to them could be better to gain an audience than if it was a buy to read magazine. Another tribe that I will be aiming my magazine at will be nerds they spend much of their time on the internet meaning the same applies to the point of a supplement magazine being better suited than a magazine that has to be bought. They use YouTube and sites film, gaming and TV series related a lot this already linking some of my articles with my target audience.  The socioeconomics will be aimed at ABC1C2, as with my magazine being a supplement of the northern echo it will have to be suitable and aimed at the same socioeconomic groups as the northern echo. This also is the groups that have the most disposable income to spend on things such as the northern echo or products that would be advertised in my magazine. However with my audience being students and generically they do not have much money, this is why my articles try to offer as much free information as possible as they do not have money to spend on equipment they might of needed for something. My magazine will be aimed at ages of 16-24 meaning my magazine will have to appeal to a young target audience. The gender split will be more male than female around 60% male 40% female.
Your unique selling point	My unique selling point would be the fact that there are many film magazines in circulation today but hardly any if one that are aimed at low budget indie filmmakers. Also aimed at students of a specific topic of film, my magazine is in a very niche market. However I think that there is a market as today technology has advanced so much that you can create and show high quality films for low budget. With the help of my magazine my target audience can learn industry standard techniques and help develop their interest in film. I think with these tips and also inspirational articles will benefit my target audience greatly.

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 suitable for my audience using certain colours to connote the correct message and appeal to my audience. With my magazine having a slight twist on the conventions of a film genre magazine it will use slightly edgy colours than normal. The use of colours that are very bold and no use of pastel colours.
Double Page 1 Title, content and article type	This article will be called: SCREENWRITING FOR DUMMIES. This article will be about the process of writing an industry standard film screenplay. This is an educational and beneficial article that will hopefully inspire young people of my target audience to write their own screenplay. I feel this is a genre that is very helpful towards my target audience as it provides information that could help them towards a foot in the door of the competitive industry of film. The language I will use will be informal to connect easier towards my target audience, reasons for this is because the young age of my target audience will relate and be more comfortable with informal language and this also allows a light feel towards the article making it convey a more friendly and inviting article.  The paragraphs will be relativity short around 3-6 lines as this allows the text space and brakes down the length of the article. I will use 3 columns as from research his is a number that the professionals prefer. In turn it will provide my article with a more professional look and will also help with the layout and composition of the pages. Using 3 columns will also make the article look less text heavy as it would be making my target audience more likely to read the article. For the main article font I will use a simple easy to read athletically pleasing font something like HELVETICA OR ARIAL. This means that the article looks appealing and not confusing to look at or off putting and conveys a clean look. As for the headline it will need to standout more so it will be a bold coloured text that could be the same font as the article or a font like Impact for example. All 3 pages will have imagery and text mixed however the first double page spread will be around 80% image to 20% text ratio. This is because it will be a unique image that will draw in the target audience it will be studio based with a take on film noir light techniques. Then on page 3 it will be more text heavy more like 65% text to 35% image ratio. The full article will consist of 3 pages one image on the first and second page and two smaller images on page 3. It will have one column on page 2 and then 3 columns on page 3. The article type will be a very informative and educational but will be light and friendly and this will be done with the language used. I will use second person because it connects to the reader on a much higher level but is not first person as it is not my opinion.
Double Page 2 Title, content and article type	This article will be called ‘Top 5 YouTube filmmakers’. I chose this tittle as it is a tittle that is easy to work out what the article is about and relate words with the target audience. This article is also informal but will be less depth as it will be a short paragraph outlining the YouTube channel and what they provide. This means that the short length of the paragraphs and the constant changing of focused information from the content variation of the channels that it will cater for a short attention span. This will keep the reader reading on as it is not to depth and long to bore them. The font I will use will be an easy to read bold font with a little stroke around the text It will also be in all capitals to allow it to stand out more. The content of the article will be all information on 5 YouTube filmmakers and the help and advice they offer towards the readers of the article and there viewers. The double page spread will consist of a ratio of 50% text to 50% image this will balance the article and make it more visually appealing towards the readers. The first page will consist of a single main focus image that will draw the attention of the reader in it will be relatable imagery towards the article. However it will have an edgy feel towards the image this will be done via the lighting, the pose and mise-en-scene used in the image. The second page will be the article with the tittle at the top and a 3 column layout to continue the theme and also make it look professional. It will also help to reduce the feel of being a lot of text. Each new YouTube filmmaker in the article with have a sub heading with the name of their tittle above this also helps brake down the amount of text. The article itself will start with an introductory paragraph explain the importance of YouTube and the way YouTube has shaped filmmaking today. The article will be written in 3rd person and will have a tone of light and friendly throughout.
Double page  3 Title, content and article type	The third article’s tittle will be called ‘Review & Interview’ I chose this tittle as it has repetition in and also flows well as a tittle. The tittle also highlights what the article will be about. The font will be in bold to highlight the text and allow it to standout more the font will be a very simple and atheistically pleasing font. This will be an article all centred on a YouTube channel that creates weekly content. It will be written in two stages, the articles first part will be information about the channel and the approach it takes. Then the second part will be an interview wrote in a question and answer form and the layout will be in the same format as professional magazines. The 3 pages will consist of a mixture of images and article the first page will be half and half one main image to set the articles feel and then the rest to back up the article. It will be in the same format as all the other pages with a 3 column layout to every page.

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 distribution objectives are to distribute to regional local areas and will be a weekend supplement to be sent out with the northern echo and around 45 thousand copies. The pricing is free with the northern echo the reasons for producing a product in the form of a weekend supplement is because one of the main reasons is you can effectively piggyback on the brand recognition of the northern echo. This means that The Northern Echo can reach around 112,000 people a day and 24,120 of the audience are the same age for the target audience of the product. This is a major contrast towards the retail magazine and also the free magazine. This means the product will have a very good reach another advantage for using the weekend supplement is that the printing cost are cheaper as the quality does not have to be at retail standard this means producing costs will be cheaper and help with trying to gain a profit. The magazine will be 16 pages long and will be in a4 and use medium to low quality paper to save on costs. It will have advertising to content ratio of 1/3 advertising to 2/3 article and content.

Visual Aesthetics
Story control Objectives
Image content objectives	Studio based imagery will be used throughout the magazine as this I feel will produce the best quality and doable imagery. I want to use unique lighting for my imagery and I feel the studio lighting is the best approach and will result in the best possible effects compared to externally shoot imagery. The imagery will be very relatable but also have a edgy feel to back up the magazine theme.
Language Control Objectives	The language will be 1st person chatty style language. This means that it links towards my target audience but also have a more personal feel towards the article. The interview will be wrote ina casual question and answer as this suits my target audience more than a serious article.
Colour control objectives	The colours will be related to the imagery I use and also the will be the 3 colour rule. These colours will be contrasting colours that have on main predominant colour then two accent colours to add detail and page variety.
Typography objectives	The font will be very relatable towards the content of the magazine and also use a font that has being throughout my magazine promoting a house style towards my article.
Layout objectives	The layout will be very objective and atheistically pleasing it will consist of straight line to fit with the house style of my magazine but also manage the content well enough to flow and not look empty or cluttered just look busy.

Content Research Log Screenwriting For Dummies

A2 Media Production: Content Research Log

Name: Matthew Jopling

Source	Date located and  reference(2)	Key Findings
(1) http://www.oscars.org/awards/nicholl/resources.html	15/1/2014	·         This source has helpful information summed up into small note form. It will help with adding tips to my article that will greatly benefit my target audience. ·         The source also has a linking page to a bibliography that provides many articles and book names on helping with screenplay writing this helps with my research when writing my article. ·         The source provides both the correct formatting information but also problems that are normally wrong and mistakes people make helping adding variety of content in my article.
(2) http://www.writersstore.com/how-to-write-a-screenplay-a-guide-to-scriptwriting/	15/1/2014	·         This source provides imagery that I can draw from on the correct formatting of a screenplay. It also has additional detail into the reason why certain things are how they are and also how to correctly use them. ·         It provides measurements for the exact sizes of a screenplay making it allowing me to add attention to detail information in my article.
(3) http://www.youtube.com/watch?v=403el1Tzk8E	15/1/2014	·         This source is a 11 minute video by Indy mogul explain exactly how to write a screenplay. ·         It provides me with very detailed information and also programs that could be help towards my readers on helping with creating a screenplay.
(4) http://www.scriptologist.com/Magazine/Formatting/Formatting_II/formatting_ii.html	15/1/2014	·         This source has a large example of a screenplay that shows exactly how the dialogue should be formatted also has an example of the correct font to use. ·         This will help with making usre the information is correct I am providing to my readers.
(5) http://www.screenplays-online.de/screenplay/56	15/1/2014	·         This is a professional screenplay wrote by the director Quentin Tarantino and shows how the professionals do it. ·         I can take my own thoughts on this screenplay but also use it as an example in article helping my readers understand what my article is about.

Additional Research Top 5 youtube filmmakers

A2 Media Production: Content Research Log

Name: Matthew Jopling

Source	Date located and  reference(2)	Key Findings
(1) http://leviathyn.com/videos/2013/01/07/top-5-youtube-filmmakers/	13/9/2013	·       Graham is known for his videos depicting extreme sports ranging from the extreme (wing suit racing and human slingshots) to the wacky (drifting on tricycles). His cinematography is always excellent, and his soundtracks are equally top notch. ·       The information is well known YouTube filmmakers and give an insight into how a article such as top 5 would be wrote and the opinionated writing style.
(2) https://revision3.com/filmriot	18/9/2013	·       This is a website for one of the YouTube’s it gives insight depth into what film riot do and how it is done ·       It provides information on the content they upload
(3) http://www.youtube.com/user/filmriot/	18/9/2013	·       The link to film riots YouTube channel is great information as it allows me to find content research the approach they have towards their content. ·       It also allows me to look at specific content that will be beneficial for my target audience. ·       The channel has an about page which summaries what the channel offers which will be helpful for when writing my article
(4) http://www.rocketjump.com	19/9/2013	·       This is the official website for the YouTube filmmakers Freddie Wong and Brandon Laatsch and provides an insight into what they do. ·       The website has useful information such as links to their blog where they discuss the techniques they use and this is beneficial towards my target audience making it easy to reference educational use in my article. ·       There are many tutorials on the website making it a key finding for my article as it provides another benefit that I can write about in my article for my target audience.
(5) http://devinsupertramp.com	19/9/2013	·       This is the official website of the YouTube filmmaker Devinsupertramp or also know as Devin Graham it has many helpful links to his twitter Instagram and Facebook pages. ·       The website has all of his videos he has created also with behind the scenes with helpful information on the content he creates but also background information about his life and how he come to where he is today. ·       The website has a link to his YouTube page witch is helpful as I can gather facts and statistics such as viewing figures and also subscriber numbers.

Project monitoring 4

This week I have almost completed my contents page with the correct imagery used and size font. The reason i have changed the size of the font is because it is athletically pleasing and also flows with the layout i am basing my contents page off. The use of three colour rule is used on my contents page as i feel this gets the best results and looks the most professional. This is means it will be more appealing towards my target audience I also finished my final photo-shoot of the production process. The imagery i was getting was for my front cover I used a model the same age as my target audience to help identify with my readers. I also used my prop of a shoulder mounted rig for a dslr to relate this to my genre of magazine and to use on my front cover. The photo-shoot i used simple butterfly lighting and then took images portrait to get more of the model in the image to help with the layout of my front cover. I then using photoshop edited my imagery adjusting the levels brightness and contrast and adding a slight unsharp mask filter to the imagery. I did these alterations to improve the overall atheistic look of the imagery and also to make them standout more and feel professional.

Due to my alterations on my contents page and photo shoot being behind on booking due to no space for booking i had to do it a week later i have not managed to achieve fully what i have set out to do for this week according to my schedule I have started my layout for my 'screenwriting for dummies' article and also started to layout my 'review and interview' pages but i have not yet to start my front cover this i will try and do over the half term and have caught up to my schedule ready for the start of when i come back after the half term.

Project monitoring 3

This week I have started to alter my contents page layout I did the week before to make it look better as and more professional. I did this using an example from a well know magazine layout and changed the image to text ratio of the page as it was slightly text heavy and this does not appeal towards my target audience. I also incorporated the social networking sites into the design as they are heavily used by my target audience and would help with promotion. The text sizes have been changed and also the tittle of the page font has been changed. The stroke was removed from the tittle to connote a clean crisp white look it also makes the tittle more aesthetically pleasing and easier to read. There has been alterations to the leading on tittle and sub-headers to make them look more presentable.

I also carried out a photo shoot as there was time in a lesson I could use someones slot for my Review & Interview imagery that was going to take place next week. This means I did not have time to work on my headers for my font cover instead I took my images. The images were using a simple lighting such as butterfly so it was easy and quick to set up and was what I needed for my images. The lighting connotes a pleasant friendly athletically pleasing look to the image this I feel will play well for my target audience as it will make the whole article look more friendly and inviting to the readers. I then started to put my images into Photoshop and edit them seen below adjusting contrast and levels but also playing with the unsharpmask tool. This sharpens the whole image making it look cleaner and also the levels adjust lightness and darkness in the image to make the image standout more.The t-short colours for example you can see the logo design much clearer in the edited version than the original image. (see below unedited image then edited image)

I have also wrote my article 'Review & Interview' using my recording of the interview i did to put quotations in and deciding on the intro using and now the article is in its final stages it is around 800 words with small review going in a brake out box on the same article. This is quite a long article however i feel my target audience will not mind as it is beneficial to them and also has international qualities that I feel will bide well wit my readers.

Project Monitoring 2

This week I have started to design a layout for my article "Screenwriting for dummies" pages 3 and 4. I have added the appropriate colour scheme  to them and also a drop cap designed. I also carried out my interview for my article review and interview and recored it for help on my first draft of the article this meant that I could do my first draft of my article which is nearly complete.

For my planned photo shoot it fell through at the last minuet as my model did not bring the props I needed from them for the photo shoot. For this i should have planned more ahead and maybe made sure the props where in the studio or the college a day before to make sure I had everything needed. This meant I had to reschedule my photo-shoot to the Wednesday the 13th of February. Due to this I spent the lesson doing a contents page that was scheduled for later on in the production time. This means I have put back on the layout design and colour scheme of the article "Review and Interview" for a week. Instead focusing on completing articles and other things scheduled later on. I will design my headers and kickers for my article "Review and Interview" in this final lesson of the week and continue the final drafts of my articles for homework ready for the next production week.

Project Monitoring

In this session this week I had a successful photo shoot for a few reasons. At first I could not find the designed effect I wanted for my lighting because the lights where not working from my set up planed. This could of been resolved quicker if i had tested lighting before hand. However with persistent experimenting I used the snoot light instead of my planned honeycomb lighting. With this I took an hour for my homework task to get this desired effect of a film noir look I was going for. (see image below)

Using photoshop it took longer than i had expected to edit and refine my image for my article screen writing for dummies. This is due to a few factors them being not remembering all the editing techniques that help enhance my photo straight away but also they took longer to execute correctly than once planned. However after more time on the photo i managed to edit it using effects such as levels changing it to black and white and using unsharp mask. (see image below)

As for not completing my schedule fully because some tasks took longer than expected i was unable to write out two intros for my article screenwriting for dummies. This means that i will have to add this in to a homework task over the weekend to have it all up to speed ready for second week of production on my magazine.

However due to colour scheme research I found that the colour scheme yellow and black was a much suited colour when i was designing my layout. This has meant i have changed my original colour scheme and in fact page numbers and layout completely. Instead of doing a 16 page magazine I will now be doing a 20 page one with two additional pages of advertising but also a double page spread with just my image and headline on and now another double page spread with the article on.  (see Image below)