Treatment Handbook

Print Advertising Treatment/Proposal

Product name: Contender

Client:

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 sports genre, I opted for a sports magazine, this is because this is probably my area of expertise. I really enjoy sport and the things it brings with it, like the fun and the competition that it brings. I felt sport was my best option due to the fact that this was probably my strongest area, I also had music down but I felt that I am more involved in sport being a big lover of football than I am with music. My magazine will be informing the audience of sport, but I thought I would go for something a little different to that of the weekly matches or the transfer news or everything surround the present and future of sports, my magazine looks at more the sides that you don’t see in some sports, my articles are not really reviews or interviews of the weekend game. My articles focus on things such as injuries, physiological effects, the love of football, the youth aspect of sport, it also looks at things such as ways in which you are able to enhance your game and it looks at the side of sport you don’t really see involved in normal sports magazines, for instance my rugby article focuses on speed and agility not strength and power. My magazine will be branded as a high end magazine, it will be projected in to the competitive field and the competitive area of sports magazines as it will try to compete with magazines such as ‘Rugby World’ and ‘Four Four Two’, this will make it a little difficult for it to gain its recognition at first due to the fact they are top magazines and have a large readership and with mine just coming in to the industry it will have to be extra special. Due to the fact that my magazine is a little bit different to that of your every day magazine it may be seen as new and different, this will then allow it to grow and fulfil its prospect.  The connotations of the branding will be that it may create professionalism and with this it will allow me to maybe move on up, if the audience think that it is professional then they might decide to buy it or they may feel that is has some good professional qualities.  This will give connotations of strength and a little bit of assertiveness meaning that magazine will be of good quality and draw you in.  The connotations of my magazine name are that I wanted something that applied to sport its self and I wanted something that would apply to the serious nature and the love of the sport, the fight, I felt contender really linked to that of this nature, the contender means that there is always competition, the word contender could also be linked to the fact that in this genre of magazine that there will always be some kind of competition and some kind of decision to push and work hard to the best that you are able to be.

Audience communication objectives
Who is your audience? Identify: tribe, socioeconomics, age, gender split.	My audience will be males between the age of 16 to 24. My primary audience are most likely to be young lovers of sport who are passionate for the game and enjoy being involved in sport, playing it and watching it. They will all most likely be students who have maybe played sport for a large majority of their life, due to the fact my audience are of a younger age than the broad sporting audience, I have tried to create articles that will link to the whole age situation, for example my main article of ‘Broken Dreams’ about my friend involves a 17 year old teen, so therefore it may be relatable including the whole story, also my ‘Jumpers for Goal Posts’ article is about the youth, the younger and why people seem to love sport.  My secondary target audience may be the just delving out of my age range, due to the fact it is included in the Northern Echo there may be other readers than the youth, adults may be intrigued by such stories sot therefore I have to monitor the kind of material I include and the way I word things.  My socioeconomic group is ABC1, this is purely because this is more or less the socioeconomic group for the readership of the Northern Echo, so therefore they are most likely to be the ones reading. But due to the fact it is a sports magazine the whole world are lovers of sport so therefore I cant pick and choose who will read it, as a member of the D socioeconomic group will love sport just as much as someone from the A group, but the structure and format of my magazine will be aimed at ABC1, as I will use intellectual and interesting articles.  My tribe is ‘Sports Junkies’ I have chosen sports junkies as even though there is a hint in the name that they love sport, they actively live the sport and absolutely love the sport they do and are always involved on the sports scene allowing them to fulfil their love for sport. Sports Junkies aren’t people that just ‘like’ playing sport, they are known as young people that actively live it. They’re passionate about sports and they feel anyone can take part regardless of income or environment.
Your unique selling point	My USP would be the fact that my magazine doesn’t actually focus on things that your everyday sports magazine would focus on, liker reviews of the weekend or sport or the big things happening in sport, it goes under the radar and looks at the things that people don’t recognise and it allows them to delve deeper in to the sport and look at other aspects and look at it in other ways, allowing them to see a different side to sport and this means they will get a full understanding, and this is why I feel this is my unique selling point.

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 is going to need be very colourful and very bright to attract the audiences eye line right to my magazine. My image will be a studio based image of one person holding a football and another throwing a rugby ball in the air, they are both friends of mine as this puts across the age of the audience, and if I put teenagers in it will give that feel. Also the use of Josh is needed on the front as he is my main article and him being at the front will show he is the main article.  The imagery deployed is no metaphorical imagery or a window to the future self. It is idea due to the fact it is imagery that links to my articles.  contender his font here does not represent that of a sports magazine as such as the use of maybe footballs or something, I used a kind of edgy in your face army style font, I used this because of the name contender as a contender is someone which competes and tries their hardest to be the best which is exactly what the army do.  Even though it is a little bit plain and a sans serif it will still attract the audience due to the fact that it will be a use of blues, I want to use blues as blue is a vibrant colour that stands out and catches ones eyes. As for my sell lines there will be a range, I will have quotes, questions and rewards giving the audience a variety of articles to look through and read. The text to image ratio on the front cover may be in favour of text due to the fact it needs to be aesthetic and it needs to draw the readers in, a lot of text may make the magazine look a little boring. My contents page is going to come after an inside front cover advert, my contents will be a photo on the background a small one of Josh and Callum sat talking with some form of ball in their hands, over them will be a contents page that includes the article names and some brief over view of the articles involving the kicker explaining what the articles are about, the contents page title will probably use a different font.  CONTENTS I have chose this one as I feel it looks a little like my headline on my front cover, as I think it gives off the same feel but does not steal the limelight of the front cover.
Double Page 1 Title, content and article type	This article is going to be called ‘Jumpers for goal posts’ this article is going to focus the love of the game and why young people get in to the game of football so early, what attracts them and what draws them to the game and looks at why its so popular at such a young age. This is a educational article that will hopefully explain why football is so popular and why everyone loves it so much at a young age.  The length of the article will be an average length, not too big but not too small, this means that it will be filled with information but won’t seem to lengthy so that the audience get bored and want to move on. The paragraphs will be again of an average size, about 5-8 lines per paragraph. I will be using 3 columns per page, as this is not too many and with it spaced out correctly, it will allow it to look professional. The font I will use will be a sans serif style, due to the fact that article is youth related, as are most of my articles, I will be using the sans serif font as it will give it that youth feel that the target audience will most likely want. The heading of the article will be the same, this is because it will need to stand out, and “jumpers for goal posts” is a very well known phrase for footballers, so if it stands out and attracts them with a bold font i think it will work very well. The font I will be using for the headline will be off dafont. And is called Star Avenue. Jumpers for goal posts My text to image ratio is most likely to be 50/50 as if I have too many photos they may see it as just stupid but it may bore readers if I have too much text. My imagery is going to be very active imagery, this is because my image will be really in to the article, my image is going to be of my friends younger brother who through permission of the parents I have been able to take photos of. My photoshoot will be external but they will be posed, I may take a few sort of action shots as they may give a better feel to the article, but I am hoping for a posed photo of the young boy with a football at his feet, wearing a football kit, looking happy. My photo here will be literal as the young boy is representing most young boys around the world, so the use of him is relatable.  The only real costume involved in the picture will be his chosen football kit and the only prop will be the ball.  The background of the image is hopefully going to be the external features the outdoors, to show the love for football and the setting that you play in. The fact there will be lots of colours coming off this setting it will give it that vibrant and alive feel, which is what you usually give to a youth magazine, a nice attractive, in your face feel. The article is going to start with a rhetorical question, get the audience thinking, “what made you start playing football?” I will use this rhetorical question as it will allow me to answer it within the article. And the use of the question may want them to read on. I will use a small amount of slang to make the audience feel at home, but I will be writing in second person narrative , this is because I will be trying to get my point across to the audience and make them understand my article, by addressing them it will help them get in to the article a lot more. I will be involving statistics and facts to back up my points and make the article that little more interesting. I will also be using rather intellectual words as I have a job to interest my secondary target audience of the larger northern echo readership. But my tone will still be rather informal and light allowing my relationship with the audience to still be strong. My kicker is going to be situated just underneath the header, this is because they will read the header then their eyes will be drawn straight to the kicker.
Double Page 2 Title, content and article type	This second article is my main article, this article is called ‘Broken Dreams’, this article is an anecdote and quite an emotional article. This article will focusing on leg breaks in football and the physiological and mental sides of breaks, my article is an interview with a friend of mine who broke his leg playing football, I could of interviewed anyone but because football is such a big thing in his life I decided to interview him on how it affected him mentally.  The text involvement in this article will be more than the previous article as this is because it is a large interview and there is a lot of text, and the image is going to be a large one of Josh, and due to the fact the article will be integrated it means the article is rather long. This article starts with an anecdote, and introduction to Josh and his story, I decided to go with the anecdote as it would make the reader think and really draw them in, the emotional slant I put on it will hopefully draw them in a lot more.   I will stick to shorter paragraphs this time, rather than that of the first article where my articles were long, due to the fact this article may be longer, the short snappy sentences may create a lot more flow, and make it a lot easier to cope with and easier to read.  My imagery for this article is studio based, the image will be taken with Josh smiling in to the camera holding a football, this will show the positives of him continuing playing football and enjoying life after the broken leg.  The use of a studio image will make the article seem a lot more structured and make it seem a little more professional, and having it on a white background will create that lighter feel to the article that I need. My imagery will create a positive feel, and the fact I may turn the sharpness up may create a more profound look to make it look as if he is better than ever. I will put no effect, as I feel if I put any effect on it, it may ruin the image its self. The image is passive as there is no form of movement in the image meaning that Josh is not active. The only prop I will need is a football as this straight away identifies the sport that he plays and gives away the style of the story, drawing the football fans in. I will be writing in 3rd person as I will be addressing Josh, not myself or the audience, this means I have to use 3rd person to be addressing the person involved in the article. My article will be an integrated interview, so therefore it will have a lot of questions being answered, a lot of quotes, I may add a few facts and statistics in there as this may make it look a lot more interesting and draw the readers in a lot more.  My tone will be a light tone as I am explaining the positives of him coming through after such a horrific accident, but I will also have a sympathetic tone as it is such a horrible thing to happen to someone. I will be using light colours, as light colours will create a happy mood and will catch the readers eyes, I will use light blues and bright colours such as greens and yellows, this is because the bright colours might draw the reader in and attract them and it sets a light happy mood.  My font will most likely be sans serif again as the light tone will need a light font to try and create that light positive feel, where as if I put serif it may make it look boring and dull and that’s not what I want, I want people to feel happy for Josh. Broken Dreams I have chosen this font, because as you can see it looks a little shattered and a little bit broken, this means that it gets across that feel of broken dreams and it gives it a good edgy feel.  As for the rest of the article it will be a normal sans serif font that as I have already explained creates the light tone.  The amount of columns I will use per page will be 3 as I believe this spaces it out well and gives it a professional feel and look.
Double page  3 Title, content and article type	My third double page spread is called ‘Try Harder’, this is a rugby article. Now this article is an article that explains how you can become a better athlete involved in rugby, stereotypically rugby players are seen as big butch man who love violence, but no one gives credit to the small wingers who give the pace and that finishing gloss to the team, they are the pace and the agility that helps score and create try’s.  So I thought I would home in on these type of players and discuss how it is you can become a faster runner or more agile. I will look in to research and look at what certain players say and running coaches say. The imagery for this one will be again studio based and I will asked a friend who plays rugby to come in his rugby kit and I will use a ball and put it on the ground, then get him to get in to a starting position as if ready to run a race, I will have two images, the other one will be of him, smiling, position at the side of the page. My narrative voice this time will be second person, as I will be addressing the audience and trying to engage them with this article, by doing this it means I can talk to them about the article and focus on them and allows me to in a way of having a one on one conversation, talking to them about the article and explaining.  My tone will be a rather serious tone, but also a light tone, as I am trying to be helpful and advising them on how they can do certain things, this article will have a lot of sub headings, such as “sprinting” and “turns”, I will add these in as it will give it some form of structure and some way of being able to explain my article in better detail as if its divided it’s not all over the place and the article will make much better sense. I will be using intellectual words, with paragraphs of about 3-5 lines, this means I can fit a lot in and make it look as detailed as possible.  My font will most likely be sans serif as again with a light tone I don’t want a serious , blunt font and due to the fact the audience is teenagers then it means they may think it looks boring and not worth reading.  Try Harder I have used this font as I think in a way it portrays a kind of run, as if its moving, this gives it a bit more of an edgy look. My text to image ratio will be 50/50 as I don’t want too many photos but I don’t want too much imagery, it needs to look well-spaced out not all crammed together.

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

Contender will most likely have a regional circulation. The audience is a wide spread audience due to the fact there are many different ages, it could be seen as national as the genre is a genre which is widely read. But due to the fact it’s a local paper means that it will most likely have to be aimed at the regional audience. My magazine is a supplement, I went for this as I think it will be the easiest to make and I will be benefit from it the most, as I feel the retail will hard to in time make a large profit, and with the fact you are involved in the Northern Echo it means that I will have more stable structure. I will have to print around 44,000 copies as these will be included in the Northern Echo and this is how many they distribute, so I will have to produce just as many, To print all these copies it will cost me 5,615, my price is free due to the fact it’s a weekend supplement. The size of my magazine will be A4 I think that’s a good size and will be easier to make.

Visual Aesthetics
Story control Objectives	Within my magazine I feel it necessary to make a relationship with my reader. I feel this important because if I create this relationship it means it will create loyality with in my audience, and the audience will come back and keep reading it.  If they feel they know the readers they may grow to like the way they write stories, so it may mean they will enjoy this magazine a little more. My text to image ratio will have to be balanced, this is because I feel if its not balanced it may not look professional, text may look to boring and too many photos may look a bit silly. But if its not balanced I would prefer there to be more photos as this means the audience will find it more aesthetic.  Most of my articles will be educational and rather entertaining as this means my audience can understand what I’m saying in an enjoyable way. The tone that I will produce in the articles are all light and will all be very positive as I want to be able to put across a positive magazine, this will hopefully make the audience keep coming back and keep reading. My magazine will not have much slang, taboo or colloquial language due to the fact my secondary audience are a lot older and will not see this as very professional, but I may use a little so that my primary audience don’t think its too serious and boring.  The only time I will use emotive language will be when I explain Josh’s story, this is because it’s a rather touchy subject.
Image content objectives	My imagery is most likely going to be studio based as I feel this creates professionalism and makes it look a little more structured and my images don’t really require an external setting as most of my stories are educational articles. One articles imagery will be external this is because it means I can get across that felling of football, the love, if I used a studio you would not get the image across of a young kid playing football and looking content and happy. The ages of my models will most lilely be in the 16-24 age range, but due to the fact I need a young child for my ‘Jumpers for Goal posts, I will need someone younger”
Language Control Objectives	My language will be informal due to the fact my age group is young adults, I don’t want to be coming across boring and formal as they may not want to read. I will involve some slang/taboo/colloquial as I feel to give it a real young feel there is some of these features needed, but not too many as the readership of the Northern Echo is much larger than my magazine and they will not approve.
Colour control objectives	My colours will be bright, light and positive colours, colours that catch they eye, I want this because then my readers will be drawn to them and the fact they are light compares with my positive articles.
Typography objectives	My typography will be sans serif fonts. I want to use these as they don’t look boring and will be suitable for the age of my target audience. The fact I use these and bright colours will make the audience notice my magazine, and will brand it as a positive and youthful magazine, and this is what I want, I want it to be known as a very educational but youth orientated magazine. I haven’t chosen my fonts yet, as I feel when I write the articles the font I want will come to me.
Layout objectives	The layouts of the articles will most likely be 3 columns, this is because I feel the same structure should be involved through out, show professionalism and structure. On A4 this allows room for large photos and lots of breakout boxes but still enabling me to get the detailed article in.  My layouts will be active and explosive.  This is because I want the reader’s attention and there approval. The header will always be at the top of the page as this is what you see first and this is what I need them to read first, and it will probably be on the left side as this is generic. Most articles will have breakout boxes as it gives a bit of edge to the article.