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Finn.

Fi - n.

A male name with connotations of a beginning and an end it speaks of a story.

Finn is a niche magazine, which aims to deliver fictional and non-fictional content to young professionals with key importance placed on relevance and applicability within an ever-evolving world.

FINN

‘I am a part of everything that i have read’ Theodore Roosevelt.

I interviewed a book club in Worcester, keen to find out what a group of avid book fanatics thought. Many of the woman interviewed have children belonging to generation Y. ‘Time’ Mary Ann Williams said, ‘they never seem to have time to read a book’; ‘their university reading lists are so extensive that I can see how reading for pleasure has lost all appeal’ (Serrano, H. 2014).

HYPER-

INFO overload

CONNECTED -

What we choose to absorb CATEGORISES

D

us within a tribe.

FIVE times the amount of

information daily as we did in

174 -

1986

newspapers of data a day per PERSON

INFOma- tioN -

aGE

HOW MUCH CAN

YOU ABSORB?

FINN bringing FUN back to reading.

AUGMented REALITIES INTELLI-gent ESCAPISM keeping people SWITCHED on, even when ESCAPING.

INSPIRE and motivate consistently providing quality and intelligent reliving- escapism for our consumers –

classic novels enabling them to AND FIC- switched on.

TION RELATABLE yet INSPIRATIONAL

post, RECES

SIONAL attitudes. ideas + energy = change

trends born out of the recession include; a demand for simplicity, discretionary thrift and creativity, ethical business governance and the need to create

‘mental space’

FINN

over saturationover satu of lifestyle rationand of LIFEST YLE and CULT URE maga zines

culture magazines EMERGENCE of the

trend of Aspiational-

Aspiration

DEATH of ESCAPISM

‘the DO-ers of the world together – the movers and shakers, the disrupters and the change-makers and ask them to tell their stories’

IDEAS + energy =

change

OUTdated

individualism & that they are the

BEST

rise of the male consumer in the last year males becoming the biggest consumers of CHOCOLATE more and more males buying

magazines young creatives,

purchasing for inspiration

ful

THOUG HT -

SELF

The ded Shar-

the ‘OVERLY IMFORMED’ writers/CREATIVE/ journalists/pho-

d

Cultural Capital is a more

accessible commodtity than fincial capital.

61% nEWSPAPER 61% TRavel 58% - bOOKS & mAGZINES

‘The entire landscape of the literacy world is changing’

‘Of course I read. I read all the time’ Heawood writes, ‘I use the Kindle app on my phone while a child tries to get my attention, or while I’m trying not to miss my stop on the bus. I read books in bed while also looking at Twitter and writing notes to myself about work, and then I look at the other half-read books on my bedside pile and wonder if I should switch.

And then I change radio station three times because the talking is distracting me, but silence was worse.

And then I notice that it’s 1am and I’ve got through a mere 18 pages of my book but an impressive 157 page refreshes of Facebook, again.’

Yet for generation Y the idea of ‘switching off’ is more of an ideal than a reality.

suffer-from

70%

fomo

The inability to switch off is a

-MODERN CURSE Nomophobia:

no mobile phone phobia

toothpaste, TOI-

LETPAPER

ting

and

tex-

CUS

O-

RELEVANCE

S M A R T P h o n e o b e s s e d retention of that information that is key to the success of both online and offline content.

You and READING survey

WH TH ON

DO YOU READ FOR ENJOYMENT?

73% read for their enjoyment WHAT DO YOU READ?

70% books 59% magazines 55% newspapers TOP 3 GENRES

music/sport/film

HAT WAS THE LAST HING YOU SHARED NLINE?

//VICE article //BUZZFEED article //NEWS article //FUNNY video

sTORY TeLLin Power OF readING wind DOWN

tEMporaily switich OFF iNFORMATIVE

INTELLIGENT INFORMATION PROCESSINT INTELLIGENT INFORMATION PROCESSING Our computers, on average, store the

500,000

equivalent of half a million books.

ng G

F

milliennials DO read under 30 read a book in 88% the PAST YEAR

believe books and their reading reflect their cultural and knowledge capital

58%

FINN The Hybrid Spirit.

(Generation Y Male)

FINN The Pre-Archetypal Male.

(Generation Y Male)

FINN The Postmodernist.

(Generation Y Male)

1663

窶連 co I see w is tha

ommon quality e of people who are successful at they are

voracious readers’

we stand for relevant information, applicable content.

the drive to succeed and the information necessary to achieve success

the framework for personal and intellectual growth and the game plan for informed conversation.

we are creativity in a

strategic format. time wasted without wasting time.

the correct application of intellect, creativity and relevance to aid and inform,

inspire.

stimulate and

man is lazy, MAN

IS LAZY Man is

lazy

CUS FO-

multi task

RELEVANCE

‘more time to play, fight sharks, catch baddies... and it the heights

they

deserve.’

FINN in partnership w/

“be CREATIVE and unconstrained by one track publishers� collaborating and supporting up and coming talent.

FINN Reingniting the flame for literacy through the collaboration of reading and immersive technology

how finn with target problems woth reading foe generation y and our consumers