ÉLAN‘n. energy, style and enthusiasm’

(Oxford English Dictionary)

A pitch byChloe Jemison

ÉLAN...energy, style and enthusiasm

new magazine

young women16-25 age range

County Durham, North Yorkshire & Teesside

self-financing

Brief from the Northern Echo

ÉLAN...energy, style and enthusiasm

Audience Research

• young women• 16-25• groups A, B, C1, C2

so. what are they interested in?

ÉLAN...energy, style and enthusiasm

Audience Research• disposable incomelike:• buying clothes• buying beauty products• computers and mobile

phones• food and drink• exercise

ÉLAN...energy, style and enthusiasm

ÉLANwill feature:articles and promotions related to healthy lifestyles... giving diet, fitness, beauty and general well-being tips and information.

ÉLAN...energy, style and enthusiasm

Genre ResearchHealthy lifestyle magazines• females 18-45, abc1 • advice on health, fitness,

beauty, healthy eating, travel, also celebrity features

• modern and bright in appearance

ÉLAN...energy, style and enthusiasm

Genre ResearchLocal magazines• different target

audiences• different focus areas• different styles and

quality

ÉLAN...energy, style and enthusiasm

The concept

• quarterly magazine• full colour• glossy cover• 36 pages• 5000 print run• cost 90p• widely available

ÉLAN...energy, style and enthusiasm

Focus Groupfeedback...mock-up 1

informal, chattybright colourshigh quality

images/visual‘...you feel like you’re being spoken to rather than being told things.”“more striking with having the colour streak down the middle.”

ÉLAN...energy, style and enthusiasm

? more fonts? more

professional? less ‘cosmeticy’

colour scheme

Focus Groupfeedback...mock-up 2

ÉLAN...energy, style and enthusiasm

“I would definitely be interested in buying a magazine that

contains articles such as this.”

ÉLAN...energy, style and enthusiasm

‘Ideal self’

ÉLAN...energy, style and enthusiasm

Contents• Editorial & contents• New this month• Zumba your way to fitness• Get beautiful the natural way• Warming winter recipes• Prepare your skin for winter• How healthy’s your smile?• Super smoothies• Dangers of smoking• Sleep solutions• Tried it yet?• Reviews• The perfect diet to suit your shape• How healthy are you quiz• Interview with a local personality

ÉLAN...energy, style and enthusiasm

ÉLAN...energy, style and enthusiasm

Financial viability: Production Costs

£6,597

£549

£3,958

£330

Total £11,434

PersonnelEquipment & miscel-laneous costsPrinting & FinishingDistribution

ÉLAN...energy, style and enthusiasm

Financial viability: Income

£7,385£1,500

£2,550

Total £11,435

AdvertisingSponsorshipSales

ÉLAN...energy, style and enthusiasm

What else?

• Website• Twitter• Blog

ÉLAN...energy, style and enthusiasm

In conclusion

• unique selling point• viable market• quality product• financially viable• morally and ethically

sound

Thank you