ROSH
the gastronomy & fashion magazine
1. EDITORIAL LINE OF THE PLATFORM 2. LAYOUT 3. SECTIONS 4. WEBSITE 5. DIGITAL COMMUNICATION 5.1 social media 5.2 digital communication structure and plan 6. ADVERTISING 7. REFERENCES
1. Editorial line of the platform (gastROnomy + faSHion = ROSH)
In this paper, a new editorial platform will be developed. An alternative printed magazine in addition to a web page will be proposed. This editorial project will be named ROSH. The reason for this name is the conjunction of the words gastronomy and fashion. The two letters on the centre of the two words were picked to create not only a word and brand name, but a concept (gastROnomy + faSHion = ROSH). This concept represents that the editorial platform aims to be the center of reference of the target which is interested in both gastronomy and fashion. The idea of this editorial platform was brought through the thought of how fashion and gastronomy influence and take part in society in similar ways. “Food, like fashion, is driven by trends, seasonality and the occasional gust of hype.� They both tell a story and connect the consumer to tradition and artisan. The printed magazine will be published biannually. The editorial platform will be focused in a wide target age, as the main objective is to be the main inspiration reference for all the creative minds and people working in the creative industry. For this reason, the age range is from 18 to 60+. The target of this platform has been divided into primary and secondary. The primary target has been defined as THE CREATIVES; it represents the audience directly involved in the creative industry and visuals. These individuals are alternative, wanting to broaden their knowledge in terms of gastronomy and fashion. Exclusivity and creativity will be defining our target and values. The secondary target has been defined as THE I WANTERS; it represents the audience who would love to be a part of the creative industry. They are aspirational and want to acquire a wider knowledge in terms of gastronomy and fashion but are not inside the primary target group yet, even though they would like to.
2. Layout
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(Keirnan Monaghan & Theo Vamvounakis, 2016)
The layout of the magazine will be very colorful and it will have mixed typographies and styles, as we do not want to focus in a structured layout because we wanted to make the magazine in a creative and different way. We want to keep in mind and remind people that sometimes making what makes you feel good and not care much about what others think about your creativity and style can make you succeed (or fail, but that is still ok and a part of life). We have defined our layout as “vintage funny” because we have been inspired by the advertising of the 80’s full of different colors, typographies, figures and backgrounds. The size of the magazine will be A4.
(Advertisements from the 80’s (unknown author))
3. Sections The content of our magazine will not be organized by proper sections. As we want it to be an alternative magazine, it will include these topics; editorials, recipes, industry forecast, news, and interviews, but they will not be portrayed by order.
(Iain Graham, unknown date)
Editorials
The magazine will include both gastronomic and fashion editorials such as these pictures from the editorial â&#x20AC;&#x153;The American Dreamsicleâ&#x20AC;? styled by Michelle Maguire and shot by Kelsey McClellan. This type of editorials will be included in order to be a source of inspiration for the reader or to illustrate an article, interview or story.
(Kelsey McClellan, 2017)
(Unknown, viewed March 2018)
Neoprene trend in fashion vs nitrogen trend in gastronomy
Industry forecast
In this section, we will include the latest trends (in both fashion and gastronomy), such as; the pantone colors of the season, the trends regarding textures in both fields, the latest trends spotted in restaurants and in the runways and much more. (David Schwen, 2013)
(Unknown, source from Pinterest)
News
This section will include relevant news such as the newest emerging designer or chef, the brand you should follow or the bread you should be buying.
Recipes
In addition, it will include recipes, both healthy and not that healthy, from different countries and regions. In every issue, the recipes will be done by a chef (for example Magnus Nilsson, Tom Sellers, Davy Schellmans, MichaĂŤl Vrijmoed or Hisa Franko). (Bompass and Parr 2017)
These recipes will have a main product, and this main product will be the main element of the fashion editorial that will go with the recipe. (see the example on the printed magazine).
(Rika Vanhove, unknown date)
Interviews
The magazine will also include interviews with designers, chefs, people working in the creative industry interested in gastronomy and fashion and micro influencers.
(Yotam Ottolenghi by Unknown, Unkown date)
(Snow Xue Gao by Unknown, 2018)
Fashion-food still life
We will also include editorials of gastronomy and fashion still-lifes which we will use to advertise products from
(Sophie Leng, 2017)
both subjects.
(Lucy Ruth Hathaway, 2016)
(Unknown, 2017)
(Aaron Tilley, unknown date)
4. Website
We have decided to create an e-commerce website (roshmag.com) in which we will sell the magazine and include videos which will be linked to our Youtube channel. The videos will be; interviews with chefs and designers, behind the scenes of our editorials, fashion films and â&#x20AC;&#x153;questions and answers styleâ&#x20AC;? videos with people from the creative industry. In addition to being an e-commerce site, it will also be an editable brochure website. The e-commerce site will be redirected to the main one but will be a different one,
The website will have different domains depending on the country. The general domain will be .com. As our target regions are; the UK, Spain, Italy, France and Scandinavia we will also use; .uk, .it, .es, .fr, and .nl. As for Search Engine Optimization, our website will be focused on only two things (selling the magazine online and the videos). In the Youtube Channel, we will include a link to our webpage in every video. We will also include the link in the physical magazine. Our Youtube channel will be updated every two weeks, every two weeks we will post a new video and immediately post it in our website too.
roshmag.com
đ&#x;?&#x2030; INSTAGRAM YOUTUBE
ABOUT
MAGAZINE
ROSH The gastronomy and fashion magazine
VIDEOS
CONTACT
roshmag.com
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ABOUT ROSH is the ultimate gastronomy and fashion magazine you were looking for. We know you love fashion as much as you love eating (or maybe even more), so prepare yourself to dig into pure pleasure of somewhere in which both topics have been merged through extremely creative eyes with an obvious artistic hint.
And REMEMBER: embrace your own style and form of creativity and feel free to interpret our pages in your own personal way. In ROSH, limits are not available.
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MAGAZINE
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ABOUT
MAGAZINE
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MAGAZINE ROSH is a biannual gastronomy and fashion magazine that embraces art and creativity in all forms. Each issue is full of diďŹ&#x20AC;erent content that for sure wonâ&#x20AC;&#x2122;t leave you indiďŹ&#x20AC;erent.
Issue 1 25â&#x201A;Ź ADD TO CART
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VIDEOS
Painterly Still-life; Behind-the-scenes with Thomas Kuoh Photography
Interview: Magnus Nilsson (Chef, Faviken Restaurant, Sweden) Cook it Raw Lapland
đ&#x;&#x2DC;&#x2039; visit our Youtube channel đ&#x;&#x2DC;&#x2039;
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CONTACT đ&#x;&#x2DC;&#x2030;đ&#x;&#x2DC;&#x2030;đ&#x;&#x2DC;&#x2030; info@roshmag.com
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roshmag.com
(Lucy Ruth Hathaway, 2016)
5. Digital communication
(Halfmoon, 2017)
5.1 Social media
The only social media accounts ROSH will have are Instagram and Youtube. This is due to the fact that we consider them to be the most relevant channels for our magazine to succeed. At first, we also considered having a Facebook account, as most brands have, but finally we decided that we rather concentrate on Instagram and Youtube.
(Kelsey McClellan, 2015) (Courtney Reagor, 2011)
Instagram & Youtube :D
(Lucy Ruth Hathaway, 2016)
FOR MORE INFO, CHECK OUR INSTAGRAM ACCOUNT @roshmag #givemethenutrients
#chiaseedsarethenewsequins
#idratherhaveabagel
Our Instagram account name is @roshmag. Content will be updated daily. The content will consist of; previews of editorials and content of each issue, funny facts, images of important photographers and much more. The tone of voice will be ironic and funny. It will not be a serious Instagram page, instead, it will be content that can brighten up your day or inspire you. This is the purpose of the Instagram account. The direct link to purchase de magazine will also be in the Bio of the Instagram page and many posts will invite you to purchase the magazine. Hashtags such as; #idratherhaveabagel, #chiaseedsarethenewsequins #readingissexy #givemethenutrients or #byebyemenstrualpain will be included in every post.
Our Youtube account name is @ROSH. Content will be updated every two weeks, at the same time as the videos will be uploaded to the website. The content will consist of; interviews with chefs and designers, behind the scenes of our editorials, fashion films and â&#x20AC;&#x153;questions and answers styleâ&#x20AC;? videos with people from the creative industry. The tone of voice will still be ironic and funny but more serious than Instagram, as the will also use this channel to provide real information about the industry but never in a boring or usual way. With the Youtube channel we are still aiming to brighten up your day and inspire you. We want the viewers to evade from their problems while they are watching our videos but still learn content that will enrich their knowledge. The direct link of the website will be included in the description box of each video, inviting the viewers to visit the website and purchase the magazine.
Youtube (Kelsey McClellan, 2017)
(Freja Wewer, picture from Pinterest, unknown date)
Social media strategy: influencers
(Pictures from @tasteofstreep Instagram account, 2018)
We will not use influencers to promote our magazine. The reason for this is that, as we want ROSH to be an alternative magazine and our target also belongs to this group, we think that influencers do not match with our editorial platform. Instead of using influencers to promote directly the magazine, we will interview people from the fashion industry which match our target that can have an influence and can offer interesting content to our magazine. In addition, we will also collaborate with other Instagram account, posting some of their pictures or creations (of course with their permission and tagging them in our posts). An example of these accounts could be; @tasteofstreep, @famous_food or even @thenewpotato.
(Pictures from @famous_food Instagram account, 2018)
Metrics To measure the impact of our website and social media, we will use some quantitative and qualitative metrics.
We will measure our growth by tracking the number of followers. In addition, we will measure our success by the engagement we have on our social media accounts. We aim to interact with our followers in the comment section of Instagram and
Quantitative
Youtube. On Instagram, we hope for people to tag their friends in the comments thus to create a bigger community. We will respond to every comment on both Youtube and Instagram. As for the timing, we will post every day at between 1 to 2pm to or between 9 to 10pm.
In terms of qualitative metrics, we will not use influence because we are not going to use influencers, as stated before. We will use sentiment analysis to know the feeling people have about our brand. Although there is a margin of error of this tool we still think it will be useful to use it to calculate it more or less. In addition, we will also use conversation drivers. This technique will help us to know the topics of conversation our target is having and what they think about our
Qualitative
(Kelsey McClellan, 2015)
(Kelsey McClellan, 2015)
5.2 Digital communication structure and plan
đ&#x;§&#x20AC; (Michelle Maguire, 2018)
(Kelsey McClellan, 2017)
Objectives
(Unknown, 2012)
* Reach 50k followers on Instagram and 50k subscribers on Youtube in 2 years. * Create a strong community which interacts and participates in conversation. * To have engaged readers who are excited to buy our magazine. * People who tag our magazine in their posts. * People talking about our videos and content.
(Unknown, 2011)
Competitors analysis
The launch of the magazine will be Monday 16th of April. We will launch on a Monday because we think that, as it is the first day of the week, it will be a good day for people to receive the announcement. We will start posting on Instagram one week before the launch (Monday 9th April) to create buzz and for people to start talking about the magazine. We will publish the first Youtube video the same day of the launch.This is a preview of the social media schedule for the month of April .
(unknown, source from Pinterest)
Schedule
6. Advertising (Terry Richardson, 2014)
Advertising in the physical magazine We will have different types of ads in our magazine. The ads in the first pages have the hashtag #ad in the pages they appear in. In addition, we will have ads inside the editorials (which will not have the hashtag). Also, in the recipes, we will also advertise food brands. Examples of brands we will work with are; Sun Country, Gisou, Isabel Marant, Calvin Klein, Loewe, Nathan Korn, Palomo Spain, Gucci, Supreme, Chanel, Philadelphia, Prada, Spotify, Dolce and Gabbana, Pink Lady, Juicy Fruit and Gisou.
(Gisou by Negin Mirsalehi, unknown, 2016)
(Sølve Sundsbø, 2017)
Advertising in the website
We will use the same brands as inside the magazine to advertise in our website as banner ads.
We will advertise our magazine through our social media account and with a below-the-line ROSH will be sold in bookstores such as; Daikanyama Tsutaya Books T-site (Tokyo), Do You Read Me?! (Berlin), Artazart (Paris), Printed Matter (New York), Arcana (California), Lia Wolf
advertisement which will be explained in the following pages. (Aaron Michael, 2018)
(Vienna), Artland Book Company (Taipei), Art Metropole (Toronto), Freebook (Sao Paulo), Papercup (Beirut), Around The World (New York), Magazine Cafe (New York), Powellâ&#x20AC;&#x2122;s City of Books (Portland), Acqua Alta (Venice), City Lights Books (California), Shakespeare and Company (Paris), Free Time (Barcelona) and many more. In addition, it will be sold online in our ecommerce site linked to our website.
How will we advertise our magazine?
Digital below the line
For the below the line techniques, we will create a bag for each issue of our magazine which will be sold in stores such as Voo Store in Berlin for people to carry their purchases in it. In addition, in these stores in which the bag will be sold, the magazine will also be available for purchase.
Images
7. References
Aaron Tilley, unknown date, photograph, viewed April 2018 < http://www.aarontilley.com/> Courtney Reagor, 2011, photograph, viewed April 2018 <http://cargocollective.com/courtneyreagor/2011> David Schwen, 2013, Pantone Pairings, photograph, viewed February 2018 < https://www.awwwards.com/ pantone-pairings-project-by-david-schwen.html> Iain Graham, unknown date, viewed February 2018 <http://www.iaingrahamchef.com/cherry-bombe-1/> Keirnan Monaghan & Theo Vamvounakis, 2016, Wired Magazine, photograph, viewed February 2018 <http:// www.keirnanandtheo.com> Kelsey McClellan, 2015, Pancakes is ready, photograph, viewed March 2018 < http://kelseymcclellan.com/ pancakes-is-ready> Kelsey McClellan, 2015, Pancakes is ready, viewed March 2018 < http://kelseymcclellan.com/pancakes-isready> Kelsey McClellan, 2015, Pancakes is ready, photograph, viewed March 2018 < http://kelseymcclellan.com/ pancakes-is-ready> Kelsey McClellan, 2017, The American Dreamsicle, photograph, viewed March 2018 < https://www.michellemaguire.com/the-american-dreamsicle/> Lucy Ruth Hathaway, 2016, photograph, viewed March 2018 <http://www.lucyruthfood.com/conceptual/> Michelle Maguire, 2018, Interview Magazine, viewed April 2018 <https://www.michelle-maguire.com/ interview/> Rika Vanhove, unknown date, Chefs, photograph, viewed March 2018 <http://rikavanhove.be/chefs/> Sophie Leng, 2017, photograph, viewed April 2018 <https://www.sophieleng.com/about/>
Unknown, 2011, Gucci campaign, viewed March 2018 <https://angelicalnataliavodianova.wordpress.com/ page/51/>
Unknown, viewed March 2018 <https://m.blog.naver.com/PostView.nhn? blogId=jongddee&logNo=100208633595&proxyReferer=https%3A%2F%2Fwww.google.es%2F> Unknown, viewed March 2018 < http://www.omnicateringsb.com/2015/03/07/food-trends-interactive-liquidnitrogen-station/>
Unknown, unknown date, Yotam Ottolenghi, photograph, viewed April 2018 <https://www.google.es/search? biw=1200&bih=544&tbm=isch&sa=1&ei=IjrHWqe5I8baUYzjYAG&q=yotam+ottolenghi&oq=yotam+o&gs_l=psy-ab. 3.0.0j0i30k1l9.90782.91650.0.92723.7.7.0.0.0.0.78.513.7.7.0....0...1c.1.64.psy-ab.. 0.7.512...0i67k1j0i10k1.0.ZbCE5G8tO5I#imgrc=DxOQC0ikOtLsbM:>
Unknown, 2018, Snow Xue Gao, photograph, viewed March 2018) <https://www.surfacemag.com/articles/ snow-xue-gao-chinese-womenswear-designer/> Unknown, unknown date, Freja Wewer, viewed April 2018 <https://www.pinterest.dk/pin/ 299489443961365619/>
Text Audiovisual, E. and &rarr;, V. (2018). Historia de la Publicidad: La evolución de los anuncios (Parte I). [online] EL DOCUMENTALISTA AUDIOVISUAL. Available at: https://eldocumentalistaudiovisual.com/ 2014/02/05/evolucion-de-los-anuncios-parte-1/ [Accessed 3 Apr. 2018].
Magazine Designing. (2018). Elements of a Magazine Page. [online] Available at: http:// www.magazinedesigning.com/magazine-page-elements/ [Accessed 12 Mar. 2018].
Editorial Platform Project CWK2 Clara Casas Bonilla & Andrea Urquijo Canal BA Fashion Marketing & Communication Level 5, 2017 Communication Techniques & Strategies Editorial OďŹ&#x192;ce & Digital Identity Carlos Moreno & Carlos SanandrĂŠs