Tag: Research

Competitor Research

Looking into competitors for our magazine was important for me to carry out as it means that I can research into their audience, social medias, content, media packs and aesthetics. By researching into competitors i can see what works well for each and what doesn’t work as well to be able to make sure our magazine doesn’t make the same mistakes.

To find our competitors i went into magazine shops, newstands and online to find those with similar content. Focusing on the magazines which were interview based, that had creative content and that they were multimedia brands. I found a variety of magazines that were interview/profile based content, however only a few focusing on the same topics, such as creators or those making a difference and inspiring others. There for i believe i found 6 perfect competitors to focus on, 3 smaller magazines brands and 3 bigger known magazines brands. The six magazines ill be focusing on are; LAGOM, THE GREAT DISCONNECT, DUMBO FEATHER, THE GENTLEWOMEN, INTERVIEW and 1883 MAGAZINE. Shown bellow is the each magazine front over and a small description taken from each of their websites.


Pricing is something i looked into as our target market will be similar to our competitors, there for our magazine needs to fall within a price range readers will be used to and willing to pay. It would not sell will with our target market is we started to charge £20-£30 for VOIX magazine if readers that would be interest in the content could get similar things for a lot less, it would loose us customers and loyalty.  Price ranges for our competitors are £6-£15 there for as a magazine we will fit within the same price category.

Something else i have began to research into is how often they publish a year and where they stock their magazines. Knowing where who each of their stockists are is important as we are then able to see where is most popular, the locations and if its available online. It means as a brands we are able to choose the best options for us and our target market, knowing where they shop the most and sell best around our competitors to create a higher interest and sales. All our competitors stock online, and they are mainly all stocked in bookshops and newsstands some within less well known smaller retailers. I think for our magazine our best option for stockists is being within retailers such as Foyles and Whsmith along with smaller independent retailers such as Brighton magazine and charlotte street news. As a magazine we will be stocking all over the UK and aim to be able to build up the brand to be able to ship globally.

Another thing that i have focused on is looking into their target markets. Researching into ho whey describe their readers, what their demographics are, their ages, incomes and lifestyles. As a group we are beginning to build up psychographics for our magazine to base our choses around. By knowing what our competitors market towards means its easier to create small SWOT analysis on what works best to draw in the attention of our target market from layouts, to the content to price ranges.

LAGOM MAGAZINE

  • £10.00
  • ‘Lagom is a lifestyle magazine connecting a global community of like-minded creatives who care about thoughtful design, independent travel, and a balanced approach to life.’ https://readlagom.com/who-and-what-is-lagom
  • Published twice a year
  • Stocked all over the world (Foyles, Magama, The Tate)
  • Partners – they work with brands who share their messages and vision. (Sugarspace, The Ghostly Store, MailChimp…)
  • Target readers who are interested in hearing other peoples stories. Those looking for inspiration and advice on how to have a career and lifestyle in their passion.
  • A magazine that will have a  balance between interviews, creative projects and space for everyday tasks.
  • White space with a focus of graphics and font types.

Lagom magazine

https://readlagom.com/who-and-what-is-lagom

DUMBO FEATHER

  • £8.00
  • ‘Dumbo Feather magazine has provided a platform for people to tell their stories. The people in our pages are not necessarily famous. They are changemakers, leaders, artists, writers, lawyers, activists, philosophers, teachers, builders, scientists. They use their craft to make the world a better place and, by telling their story, they are motivating others to do the same.’ https://www.dumbofeather.com/about/what-is-dumbo-feather/
  • Published 4 times a year
  • Australian based publication however is stocked all over the world.  Its found in independent retailers.
  • Partners of the magazine, Bank Australia, KeepCup, EcoStore…
  • The target readers who are looking for motivation.
  • A magazine that has an exchange and discussion of new ideas.

https://www.dumbofeather.com/about/advertise/ 

THE GREAT DISCONNECT

  • £15.00
  • ‘The Great Discontent (TGD) is a print and online magazine featuring inspiring, in-depth conversations with today’s artists, makers, and risk-takers. Focusing on beginnings, creativity, and risk, TGD provides a memorable look into the lives of its subjects via long-form interviews and short features, a podcast, a live event series, and film-based projects.’ https://shop.thegreatdiscontent.com/pages/about
  • Targets readers who are enthusiastic and are looking to be inspired or challenged.
  • Published 3 times a year
  • Online shop and stocked all over the world. Stocked in retailers all over the world as well as the smaller bookstores and boutiques. (Magma, Foyle, good news, Tate modern, Magazine Brighton)
  • Work with brands are connect with readers in a compelling way, and work with them in a range of way such as; interview sponsorships, digital and print, event partnerships and podcast sponsorships.

https://thegreatdiscontent.com/advertising

THE GENTLEWOMEN

  • £6.50
  • ‘Offers a fresh and intelligent perspective on fashion that’s focused on personal style – the way women actually look, think and dress. Featuring ambitious journalism and photography of the highest quality, it showcases inspirational women through its distinctive combination of glamour, personality and warmth.’ http://thegentlewoman.co.uk/about
  • Published 2 times a year
  • Online stocked and in retailers, Subscriptions  pushed on website.
  • Targets female readers, ages 25-40 with a high income with the extra to spend on luxuries. Those who live in the city and are fashion conscious.

INTERVIEW MAGAZINE

  • £7.90
  • ‘Interview is an authoritative magazine about life style: fashion, art, beauty, cinema, music. Our heroes are the up-to-date and well-known characters. The magazine contents are made of exclusive materials (surveys and interviews, expert classified columns), reliable news from proven and authoritative sources.’ http://www.interviewrussia.ru/public/mk/mk_2015_eng.pdf
  • stocked in popular retailers such as Whsmiths, Amazon and Brighton magazine.
  • Targets modern women of ages 25-40 who are stylish and confident. They have a creative community following and very loyal readers.

1883 MAGAZINE

  • £10.00
  • ‘1883 is a On-Going Multimedia Platform and Lifestyle Brand dedicated to showcasing the freshest emerging talent and ideas from the worlds of fashion music, film, travel and arts.’ http://www.1883magazine.com/about/about
  • Target 18-35 year olds, who have an interest in the creative industry. Getting the attention of loyal fans of artists.
  • Published in the US and UK and stocked within known and independent retailers. offering a range of different covers depending on the articles inside. Online stocked and pre-orders offered.
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David Ogilvy Research

David Ogilvy – Ogilvy & Mather Worldwide ad agency

In 1948 he founded ad agency Hewitt, Ogilvy, Benson and Mather.  Became the most famous copywriter in the world and the 10th biggest agency in the world.

‘ Advertising is not an art form, it’s a medium for information, a message for a single purpose: to see’

Ogilvy always said that he didn’t want people to find his advertisements creative he wanted people to find them so interesting that they had to go out and buy the product. Along with this its said that its not just about a advert being creative or witty just for the sake of it but its more important to build a trust with your audience and to increase sales.

Ogilvy strongly believed in in depth research to be able to create the best advertisements. Its important to know everything about the product/service and the audience before writing/creating a campaign. Creating the correct message for your audeicne to make sure they connect with it on a one to one basis.

 

7 Commandments In Advertisements

1- Your role is to sell (don’t let anything distract from that) explain briefly – what you sell, and how buying it will improve the readers lives.

2- Cleary define your positing – what and who for? Study the target audience, strong promotional campaign

3- Study the consumer in detail – market research and surveys. Who are you writing for? How the person thinks? What the person needs?

4-Think of the advertisements as a women, give as much information as possible. – respect you audience, supply with the correct information, don’t lie,

5-Talk in a langue they use everyday., as if a close friend. Write as if there is only one reader.

‘If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.’

6-Write great headlines. 8 out of 10 people only read the headline., a headline is getting the attention to make them read more. Know the product inside out to write the best headline.

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.’

7-Highlight the product by making it the hero and Don’t sacrifice sales just to be creative

 

Examples of his best known adverts




Some of the most iconic campaigns that gave Ogilvy his name in the industry are;

  • The man from schweppes is here
  • The Rolls-Royce ad
  • Pablo Casals is coming home
  • Only dove is one quarter moisturising cream
  • The man in the hallway shirt

The ad he created for Dove made it become the best selling soap in the united states and the brand still uses the same target market and message today.

Advertorials: How To Write Them & Why They’re Awesome

https://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/

 

 

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Advertorial Research

As my role in this group project is PR (Branding and advertising) I decided a good way to start my research is looking into advertising. Within our magazine we have decided the adverts need to fit with the tone of voice and message we are putting across there for, for me to be able to make the right choices for our adverts ill need a in depth understanding of different adverts, structures, messages, types and brands.

Im first researching into advertorials. Below is my sketchbook with basic annotations on examples i found of different advertorials.

 

The definition of advertorials from the oxford english dictionary – A newspaper or magazine advertisement giving information about a product in the style of an editorial or objective journalistic article

https://en.oxforddictionaries.com/definition/advertorial

To best advertorials are those that are an advertisement with the elements of editorial content. Brands will pay for their product or service to be advertised in a magazine as an advertorial so they can put their content and imagery into a publication but still make it look like a article. An advertorial needs to be something readers will pay attention to, so having the correct balance of promotional imaging and content is so important. A popular thing for brands to do is to sponsor a article about something that links with their message and place a banner at the top while also making sure they are mentioned within the content. 


Article 1
Article 2

Advertorials: How To Write Them & Why They’re Awesome

Article 1 is of online platform ‘The Onion’, its an article all about productivity and Starbucks have decided to sponsor this advert as they are known for their coffee, this having a link due to the connection people have between coffee and being productive and ready to work. Therefor through this article the brands logo pops up in banners and next to the titles. Its subtle advertisement but will catch attention of most readers as its a logo they are going to be aware of.

Article 2 is from ‘BuzzFeed’, an article about bands therefor Spotify is the sponsor. A brand that fits perfectly with the content and blends in, it makes the advert seem so natural. Again its a brand that is so recognisable to many but still creates promotion and use of their service. The logo is seen 4 times just through banners and pop ups along the side of the page.

An advertorial needs to link with the magazine and article, as readers are automatically going to trust the credibility of the product or service if its in a magazine they trust and are familiar with. Advertorial is all about the content and giving readers information and less about sales unlike a simple brand avert. The aim is to increase brand interactions and word of mouth advertising as content will strike discussions.

Advertorials change layout depending on the platform its on or what magazine its within. They will usually fit the same design as the rest of the magazine so its looks just like the other editorials and articles within the print, this meaning readers are more likely to take in the content and the message its putting across. Advertorials are more read then adverts as they are promoting and selling a product/service less obviously or indirectly.

Advertorial 1
Advertorial 2




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Layout research.

After going picking my final pictures and what order i wanted to display them in. I went onto Pinterest to look at different examples of Lookbooks in detail. Getting ideas for layout, picture placement and size, cropping, text, graphics, lengths, white space, clothing information. By looking at these examples its helped me develop a more detailed flat plan.

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Palomo Spain research

Palomo spain, outfits and look book photoshoots.

Boys walks in an Exotic Forest

Objecto Sexual

Orlando

Social media is kept up to date on all collections and looks from all the different look books. (Instagram bellow)

‘“Aesthetically and sexually, I have never felt that there should be clear distinctions between masculinity and femininity.” For Alejandro Gómez Palomo, the designer behind Palomo Spain, gender is ancient history.’

http://www.dazeddigital.com/projects/article/35431/1/palomo-spain-designers-biography-dazed-100-profile

‘Altogether, the Palomo Spain fall 2017 collection looked like what would happen if a young Spanish prince got into his mother, the queen’s, wardrobe’

http://www.wmagazine.com/story/palomo-spain-was-the-most-exciting-show-at-new-york-fashion-week-mens-and-it-wasnt-even-mens-wear

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WGSN research

Researching on WSGN for trend board layout ideas, names and aesthetics for both male and female fashion. Wanting to see what fabrics are being pushed and if any silhouettes are changing. Helping with ideas for my own trends and how to begin a macro trend board.

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The Vulgar: Fashion Redesigned

The second of the three exhibitions i plan to go to. The vulgar fashion was at the barbican in London, this one being the one that has inspired me within the module of styling and photography and is something I’m connecting and using as my research for inspiration. I really liked the idea and view on fashion as ‘vulgar’ from some individuals perspectives, where as there are collections and designers i have really enjoyed.

I made notes of specific collections i liked best and researched into all the pieces and designers and i have selected a few to put into my sketchbook for refecneces and ideas. The two collections that i was drawn to was a collection i remember seeing launch, The Chanel shopping centre and the other was Alessandro Michele for Gucci collection. I liked the bold patterns used and the colours this linking and helping me with the pattens work shop that i did later on in the week.

Chanel - Shopping Center
Alessandro Michele for gucci The idea of vulgar fashion really interested me and i wanted to use this within my sketchbook, this being why i have chosen to use clashing pattens within a shoot for experimentation. The bold patterns is something that i didn’t think i would lean towards, so the workshop really helped me with seeing how to work with them correctly to make it look classy and professional on the camera.

 

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