CONTENTS INTRODUCTION BRIEF SYNOPSIS CONTENT PRODUCTION MARKETING & PROMOTION SUMMARY TIMELINE BUDGET
This document identifies the logistical implications of producing a print publication. Showing the process of planning, implementing and controlling the efficient, cost effective flow for the book, â€˜Behind the Scenesâ€™. The report is broken down into 6 chapters:
This section will explore book sections, images used throughout the publication, studio hire, use of text and typefaces. The layout of the book inside and front cover, colour schemes used and finally the finishing process.
2. Production This section will explore the printing and finishing process, where the book will be print-
ed commercially and why. How the publication will be bound and what finishing techniques will be used to enhance the printed product
3. Marketing and Promotion
This section will explain how the publication will be marketed and who will represent the brand. Exploring different outlets will ensure that the targeted customer is aware of the publication; Product launch, online Website and social networking.
This is an in-depth week by week time plan. Showing the production from start to finishing.
This is a graph of every cost included in the production and promotion of the publication.
‘Behind the Scenes,’ is a bi-annual hardback publication based in London. The book gives an insight into the fashion magazine industry for recent and under graduates needing guidance towards their desired job. There is a clear gap in the market for this publication, past publications that follow similar concepts are published in book format, whereas ‘Behind the scenes’ will be a bi-annual hardback magazine, which is also known as a, ‘Bookzine’ keeping up to date with the industry, and inspiring fashionistas.
CONTENT This section will explain how the content of the book is decided; layout, images, written words, typefaces, dimensions and colour.
Book Sections At the early process of the document there were 5 sections for the Bookzine. During research it was concluded that the content would need to be spread out into more chapters instead of filling vast amounts of information into each of the chapters. The final outcome was 9 chapters, these include: 1. Internships 2. Fashion 3. Beauty 4. Online 5. Contributors 6. Photo Shoots 7. Design & Layout 8. Fashion Shows 9. News & Events The names of the chapters are clear and understanding, the readers will see the contents and automatically get a rough idea as to what is included in each section.
Image Images are taken from behind the scenes at Look magazine with a professional Canon SLR camera. Some were on location at studios and Fashion shows and others were in the offices. Images from past interns at other magazines will be included in the final publication, to show other peoples insights into the industry. Editorial and Beauty Studio shoots will take place for the publication.
Photo shoots Editorial fashion and beauty studio shoots will take place at Snap studios. Snap Studios is a brand new studio based in North London set up as a high end creative workspace. They provide the best in vintage and modern recording equipment with up to 4 studios to choose from. Former knowledge indicates that studio 2 reflects the best criteria for the publication, the dimention of the room is 2000 sq ft. Breakfast supplied by Snap will be served to everyone involved in the shoot. Hair and make up will be done by Justina, who has worked with magazines such as VICE and Dazed & Confused, the photography will be taken by Natasha Corne, a freelance photographer based in London. The striking models used on photo shoots will be booked from Models 1 agency., and finally the styling will be created by Siouxsie, a freelance fashion stylist based in London. Price for a 0900 - 1800 day - £695 Breakfast per head - £6.00 Lighting - £459 Hair & Make up Artist (8 hours) - £250 Stylist - £750 Photographer - £700 Model - £660 Extras Include Steamer - £18.00 Full length Mirror - £25.00 Clothes rail - £12.00 Changing Screen - £20.00
Written Word Written word will run throughout the publication in a variety of different layouts to give the effect of a magazine/scrapbook. Including bullet points, quotes, tips, contacts, guides and fact. Some text will be hand written and scanned in, in the form of letters, interviews and note pages.
Type Faces The main two typefaces used throughout will be: â€˘ â€˘
Travelling_typewriter Rockwell extra bold
Travelling typewriter was chosen for the content written words because the style of the font is fun, young and laidback, reflecting the concept of the publication. Rockwell extra bold will be used for the front cover title. As the finishing process will be UV spot varnished, the font needs to be bold for the coating to stand out. Typefaces were thoroughly researched, looking at different types of typewriters and handwritten fonts. Using these as the primary fonts running throughout the book keeps a link to the text and imagery.
Layout Due to the target audience focusing mainly on under and recent graduates studying something that links with fashion, the layout is a crucial part to the publication. As most readers will have a creative mind, the publication should feel personal to the reader, unique and could become a keepsake. The layout will include different types of photographic collages and some handwritten pages to give the impression of a combination of a blog, a personal notebook and a fashion magazine. The design of the layout will be created using Adobe InDesign CS5. Editing will need to be done using Photoshop CS5 before placing it in InDesign.
Dimensions The Bookzine will be slightly smaller than an A4 publication, giving it the appearance of a magazine. As this is a bi-annual publication it will be produced as a hardback, to stand out from the monthly fashion magazines. Once trimmed and bound the bookzine will measure 215 X 280mm.
Colour According to brandingstrategyinsider.com, colour psychology shows that shoppers who plan and stick to budgets, such as students, respond best to the colours, teal, navy and light blue. Due to the outcome, this colour scheme will appear throughout the publication. As for the text, black or grey will be used keeping it clean and clear for the reader.
Front Cover The design of the front cover needs to be clean and modern, simple yet effective. As this is not a regular monthly fashion magazine, there will not be a model on the front, or advertisements. As this is the first impression a consumer will have of the publication concept, the cover needs to stand out and look original. Therefore the book will be in hardback format yet still reflecting the form of a magazine. The colours used for the front cover will be quite neutral with a matt varnish and spot varnish gloss on the text, highlighting the Title.
Below are some mock up front covers for the publication
This section will explain different production methods explored to create the printed and bound book; researching into commercial printing, binding and finishing methods, and looking into different paper types available. Production, printing and binding methods are essential, and need to be planned out in detail, ensuring the quality desired is achieved. Commercial printers were explored to find the best quality and cost for the publication. Narrowing it down to two reliable commercial printers, both of which were analysed in detail.
Staff Costs There are always contributors involved in the process of producing a publication. To hire a Development Editor, Fashion Editor, Art Director, Copy Editor and Production Editor for 2-3 months during production comes to an overall price of £20,000
COMMERCIAL PRINTING CAMBRIAN-PRINTERS.CO.UK
Llanbadarn Road, Aberystwyth, Ceredigion, SY23 3TN Tel: 01970 627111, Cambrian Printers are specialists in short run colour printing for magazines, books and journals. The company was very helpful, however they did not have the exact finishing method that was needed for the publication. They also did not produce hard back binding in-house which would have increased the timescale for the production. QUOTE - FINISHED COPIES PRICE 10,000 £13,747.00
PrintHouse Corporation, St Leonard’s Road, London NW10 6ST The chosen commercial printers were, PRINTHOUSE a London based business-tobusiness Design and Print Company. Specialising in litho and digital print solutions to serve all communication needs. Printhouse is also a FSC certified environmentally friendly, printing company, the Printing presses are powered by renewable energy and the printing inks are made from vegetable waste. They were more than willing to send paper samples to compare the different weights and decide what would be best for the book. The company was very helpful, giving advise on the finishing process of the front cover and how to make it stand out effectively, and also very enthusiastic about the publication. QUOTE - FINISHED COPIES PRICE 10,000 £33,440.00
Finishing process The finished publication will have a Matt laminate and spot UV Varnish. This will be used on the outer cover to enhance the printed product with a high gloss effect, the gloss is applied to specific areas of the front cover such as the title. The rest of the cover will be matt laminated to ensure the desired areas stand out.
Binding Printhouse will also do the binding, this is included in the price quote. The publication will be hardback bound, the cover Is printed on a lighter weight material of 150gsm then mounted onto a 3mm thick grey board. The inner pages are sewn, bound and then have plain end papers added which attach to the inside of the cover.
Paper types Behind The Scenes will be printed on 130gsm, the material will be Club Silk paper. Silk-coated papers have a low surface shine, and are not as toothy feeling as matt coated papers, or as smooth a feel as gloss coated paper. Overall a good compromise between the two and reflects the concept giving the publication a smooth, silk finish.
ISBN An ISBN number from the website isbn.nielsenbook.co.uk, is pending certification for the publication. This is an essential step in making the publication available to online book websites such as Amazon.
Distribution Behind The Scenes will be distributed to locations which students and graduates are most likely to go visit. The publication should be easy to access and situated in familiar surroundings within a book shop. As the publication is a bi-annual Bookzine it would need to be positioned with other fashion related magazines, preferably bi-annual publications, which will help consumers to locate the book. Seymour distribution will be distributing the publication as they are very familiar to the required market. Their experience in magazine distribution, market leading systems and market intelligence will help the publication succeed in todayâ€™s market. 10,000 copies will be distributed to popular bookshops such as, WHSmith, Blackwells and Tesco, and online bookshops such as Amazon. The distribution of 10,000 hardback publications will cost
Publishing Berg publishing will publish the publication. The company is very well suited to the concept as Berg publishing is an academic publisher of books and journals with a strong focus on visual culture. They have an international reputation in fashion and design. Berg Publishing would get a percentage of the publications sales.
Marketing & Promotion This section will show different ways to increase awareness of Behind The Scenes in the fashion market place. A launch, PR Agency and online promotional methods will be explored.
Magazine Launch A magazine launch will be held at the vinyl Factory located in Soho, London. The location holds many events suitable for exhibitions, presentations, trade and fashion shows, press days and launch parties. There are two rooms available for hire, which covers approximately 6,000 sq ft, holding 350 people comfortably. As this is a launch party the event will start at 7pm and finish at 10.30pm. Entertainment – Up and coming singer Sunday Girl, will perform on the evening playing 8 songs from her album, followed by DJ Joelle Atkins, who will perform at the event for the rest of the evening.
Combined space on the event day - £4,500 Late opening fee - £1,125 Total - £5,625.
DJ Joelle Atkins - £1,250 Sunday Girl - £2,500 Benefit Cosmetics - £450
Frank PR Having a PR agent for the publication is essential for marketing and advertising. They provide a more widespread coverage, enabling breaking news to reach a much larger and broader reader base. Frank PR are a specialist pr agency for the fashion and lifestyle industry. For the pr agency to manage the launch party, organize pre and post publicity and supply the food, drinks and invites will cost, ÂŁ5,500. The entertainment and venue hire is not included,
Online Promotion These sections explore online promotion. The most modern form of advertising and communicating. • Website Addictivity is a website design agency who deliver bespoke design concepts for each project. Having a website will help publicise the product to millions of potential customers, also helping increase sales. The websites home page will consist of the front cover of the book. Down the side of the home page will be links to the Twitter and Facebook pages, creating brand awareness. There will also be a few pages of the book to view online so consumers can get a feel for it before purchasing. The three main pages on the website will include; Homepage/About Us, Services and Contact page. The website will constantly be updated with latest news and events, there will also be links to different blogs and jobs available. QUOTE - £3,125 • Social Network The many popular social networking sites such as Facebook, and Twitter are used by millions of people each day. A large percentage of these people are students concluding that this is a great form of online promotion for the publication. By posting information about the product, the sites can bring in endless supply of traffic..
Social Networking - Facebook
Face to Face Advertisement Flyers will be handed out during GFW to students to sign up to the Behind the Scenes website and where they can purchase the book. Advertising is essential around GFW as the main target market consumers will be here looking for jobs and advise.
Advertising Rates The brands that will be advertised in the publication will be mainly student related events such as GFW, LFW, Vauxhall Fashion Scout, exhibitions and job related websites such as Fashion Monitor. Loose inserts from high street brands such as, H&M and Mango will generate good revenue for Behind The Scenes without spoiling the aesthetics of the design. Position Rate Single page £400 Single page Specified Position £500 Double page Spread £650 Double page Spread Specified position £700 Inside Front Spread £800 Inside Front Cover £500 Inside Back Cover £300 Loose inserts £62 per thousand All advertising rates are subject to VAT.
To summarise the logistics plan, I have explored all the issues associated with the Behind the Scenes concept, in thorough detail. The overall cost of the publication process is ÂŁ76,492. This total is excluding the publishing cost, however Berg Publishing will recieve 35% profit rate of the final selling price. The book will be sold in stores and online for ÂŁ12.00 Problems that may encounter which are out of my control are issues such as, a model, stylist or photographer failing to turn up for a photo shoot. A reserved contributor would solve this problem. Problems at the launch could include a lack of celebrity guests, press and editors, which could be prevented by ensuring advanced confirmed bookings were made. A lack of such important presence could have an effect on the endorsement of the magazine.
Future Growth As the magazine becomes more established and admire, a natural path of progression would include shelf space in art galleries and design museums such as, V&A, Tate Modern and the Saatchi Gallery.
The timescale for the production of the publication will occur over a 7 month period. This begins on January 3rd with defying the brand identity and finishes with the Launch, going into Sales the next day on July 10th. Following an organised plan ensures everything is completed to the highest standard possible.
Defining Brand identity. 2 week process
Content creation first draft 8 week process
Create page order 7 day process
Launch Meeting Individuals involved in editiong and producing the book meet to discuss the manuscript. Set schedule for production and make formatting & price decisions (2 days)
Initial idea research for concept. This includes; Content, images, production, promotion. This will be an 8 week process
Design inside pages will be an 8 week process
PR Agency, Frank Pr spend the next month contacting press, organising pre and post publicity for the publication & launch event. (2 months) Branding of the Website Find publishers & Distributors. (4 days)
Find a PR Agency to represent the brand (4 days)
Source commercial book printers (3 days)
Book models, photographer, stylist, hair and make up artist for photo shoots (3 days)
Sales Send out press releases
Photoshoots will take place across a 10day period
Send invitations out 1 month before event
Organise photo shoots Research into modelling agencies, photographers, stylists & studio space (3 days)
Book Printhouse printers; Printing, Binding & Finsihing the publication will take upto 4 weeks
Design front cover (3 weeks) Source potential advertisers (7days)
The Lauinch Party
Budget The overall budget works out at a total of
DANIELLE ALLEN FASHION COMMUNICATION 8017969