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.