LONDON’S FINEST YOUTH RUN MAGAZINE NOw AvAILAbLE CITY-wIDE
FREE Summer 2011 vol 2, Issue 3
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MEDIA PACK 2011-2012
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FREE Vol 2 Issue 2
KING OF THE WORLD BEHIND THE SCENES WITH SB.TV’S JAMAL EDWARDS
FIRST AID HEROES PROTEST SURVIVAL GUIDE! KATY B, BMX PARKS, MALORIE BLACKMAN
What happens when you put young people in charge of their own media empire?
trusted content for its audience
u Influential, opinion-shaping content works to your CSR agenda
u Brands and organisations gain deep
insights into the attitudes and behaviours of young people to your audience, by your audience.
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Live’s content is proven (via independent research: source DUBIT) to INFLUENCE YOUNG PEOPLE’S BEHAVIOURS AND ATTITUDES, with a mixture of cutting-edge entertainment and crucial, credible social issues.
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Launched in 2001, Live is the UK's biggest youth culture magazine. Its unique production process sees expert media mentors working with young writers, bloggers, designers, video producers and photographers to produce cutting edge content across Entertainment, Arts & Culture, Politics, Fashion and Sport.
Live Magazine is distributed across London, Manchester, Liverpool and Birmingham to all the places that young people hang out - from schools, colleges and unis to many of the boutiques on Brick Lane.
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"Live is perfect for adidas - it really is London. What better way to reach them than by using a title created by the audience itself." - Rory Morrin, Communications Planning Manager, Carat 33
Creativ Proje e Director ct : Produc Manager Jermaine : Ri Stylist tion ManagCeleste Ho cardo Ro binson : ulk Stylist Jayson Hi er: Tolu Co er nd ker Photog Assistant’s: ley raphy: Bee Du RE Mak GUeLA M blon ungo Up Pearce Hair St RSArtist: M im yli i Ni : Rach 1Models: Anstdr el Am cholls ma e King horn, Duah Lea Bl ack an
How do you reach one of the hardest-to-reach audiences in the world?
Britain’s inner city youth are one of the most influential groups in the market. The melting pot of different ethnicities, social groups and cultures cross-pollinate to produce new permutations in fashion, language, music, behaviour, attitude and style that resonates across the UK and is imitated worldwide.
Quarterly: 200,000 (average 4 readers per copy)
50/50 male to female
Answer: You commununicate with the most influential groups in the market… with an attitude and style that resonates across the UK and is imitated worldwide.
12 – 15: 28% | 16-20: 42% | 21 - 24: 28% | 24+: 2%
How much they spend on* a pair of trainers music games going to the cinema renting movies food & drink (non alcoholic) phone credit stationary fashion accessories cosmetics & grooming
up to £100 £20 a month £60 a month £40 a month £10 a month £100 a month £35 a month £5 a month £30 a month £45 a month
Unique distribution channel
Live is distributed across the whole of London, into every borough, via three channels: 5,000 copies via PEER-TO-PEER directly into the hands of the audience by the LIVE STREET TEAM at strategic times and high traffic locations. 45,000 copies go to an established network of retailers and youth provisions built over ten years: fashion boutiques, Nando's, secondary schools, colleges, youth clubs, gyms. 20,000 copies go to 55 university locations including student unions, reception areas and halls. Includes Kings College, University of the Arts, Goldsmiths, Imperial College, LSBU and UEL. Live is also mailed out to an ever-growing database of tastemakers and opinion-formers within print, online and broadcast media, politics, marketing, charity and voluntary sectors.
'LIVE magazine are an inspiration to Nando's in all that they do' - Amy Schoeman, Regional Marketing Manager, Nando's
Find out more about our readership: call Andrea on 020 7326 5979 * based on results from Livity insight research August 2011
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music, culture, life
Online Developed by a team of google sponsored young digital experts under the mentorship, training and support from well established media professionals, including those at GOOGLE, SONY, SBTV, YOUTUBE, ENGINE, LIVITY & THIS FLUID WORLD, Live Online has a brand new look! Covering the main passion areas of 1624s, Live online is current, relevent and gives readers their daily fix of style, sport, entertainment, real life issues and opportunities. Live Online came to the forefront of the London riots debate in August when our contributors became representative of the #voiceofyouth in the UK's media. Featured in the Guardian riots blog, in Time Out's "We Love London" feature, Radio 5 Live, and on Dazed Digital, Live's online team - aged 12 to 21 - had a global audience, that included writer Neil Gaiman and Ed Milliband. Brought together by our mentor from the New Statesman, the online team became a fast paced newsroom for the week creating content unlike any other media organisation#voiceofyouth started trending, and @livemaguk was the 65th most #ff'd on twitter that Friday, generating support from youth organisations, media, politicians, young people and adults all over the world. Live Online is contributed to by a network of young, media savvy, trendsetting, influential inner city Londoners who already run their own popular culture, fashion, politics and music blogs and blog for MTV The Wrap, Guardian, Independent and the Huffington Post UK Blog. And Live pulls in young guest bloggers who are celebrities in their worlds - people like
Sabian Muhammad who is on the youth panel for London 2012 and Liam Tootill, the Managing Director of SBTV. We also have a youtube channel youtube.com/ livemaguk which sees video exclusives as an extension of our magazine and online content. 20,000 channel views and growing. Site Traffic: August - 35,000 unique visits We are celebrating the official launch of our new site in November with GOOGLE, and forecast the following traffic: November - 80,000* unique visits January - 100,000* unique visits *Livity Marcoms campaign to support What we offer your brand: Display Advertising - Leaderboards, MPU Sponsored Content Twitter / You Tube Reskin Social Media Promotion Bespoke branded e:zine / blog
"We worked with Live for 2011's Future Film Festival, which saw them spread the word across their large online network via content and social media. The festival was a sell out event; and they pulled the largest crowd we've seen into our delegate centre for their live music showcase." - Noel Goodwin, BFI Future Film Marketing & Communications
What can we offer your brand?
Traditional print display advertising in Live Magazine and online has high level stand out to our infuential audience. We've seen advertising from across Film, Music, Fashion, Arts & Culture, Sports, FMCG, Government, Health and Telecoms sectors. Advertisers like Red Bull, Channel 4, adidas, DAIRY COUNCIL, BARBICAN, WALKER BOOKS, and OPTIMUM FILMS. We are taking options now for Winter 2011 and Spring
1. Advertising 2. Creative Solutions 3. Youth Insight / Consultation 4. Contract Publishing 5. Training & Apprenticeships
But away from the spotlight there are music careers that are just as rewarding and exciting, often better paid and nearly always longer-lasting than the artists’, that anyone with the determination can go and get.
SOCIAL MEDIA MANAGER
What do they do? Run Facebook pages, Twitter, YouTube and other social network accounts to help build an active community of fans and followers. Where? Freelance, or for a label or management company Best part? Getting paid to hang out on Facebook all day! Worst part? It’s less 9-5, more round-theclock, including weekends. Useful skills? Sociable, tech smart, funny, good spelling and grammar. Need any qualiﬁcations? No. But a big social network fan base of your own would prove you have what it takes. Good money? No. But can be done alongside other jobs and can lead to a career in this growing industry. People skilled in this area will be able to make a lot of money in the future.
What do they do? Represent artists or companies, negotiate contracts, draft agreements, and get the required result for clients. Where? Either freelance, at a label, or at one of the big entertainment law ﬁrms. Best part? People will always need lawyers! Worst part? Lots of very long boring documents to read and write. Useful skills? Attention to detail, ability to look good in a suit. Need any qualiﬁcations? Oh yes. A good law degree, then a LPC (legal practice qualiﬁcation) which takes another year or two. Good money? For sure. Starts around £20k during training, rises quickly every year that to £100k and beyond.
Spotlight on PR:
icould.com explains brilliant careers you may not have thought of through the video stories of people who do them. This summer, in partnership with BlackBerry, icould are shining the spotlight on some of the great music careers connected to big stars like Jessie J and Tinie Tempah and telling how you could do what they do too. Here are just a few of the careers in every star’s orbit...
Four years ago Monique Wallace was music editor of this magazine you are holding in your hands. Today she is a Regional and Online Publicist at the legendary Island Records, part of the global Universal Music Group, home to artists including Jessie J and Amy Winehouse.
What does a publicist do? My job is to try and make sure as many people as possible know about our artists and records. To do this I have to get to know lots of journalists, editors and bloggers and send them information and stories about our artists and encourage them to write about them. At the moment I’m working on Nicki Minaj, Devlin, Encore and Angel’s online PR. And for regional PR I do artists from PJ Harvey to Tinchy Stryder.
What do they do? Their job is to ﬁnd new talent and then guide their musical output by advising on studios, producers, song selection or remixes. Where? Usually start as freelance scouts then work for labels or publishing companies. Best part? Listening to demos all day, going to gigs every night, working closely with artists. Worst part? See above! Useful skills? Music obsession. Being able to say no. Need any qualiﬁcations? Proven musical knowledge and taste helps. Many start as journalists or DJs. Good money? Junior scouts get paid little or nothing but top A&Rs can earn six ﬁgure sums.
What do they do? Everything from gigs through to doing deals with labels, publishers, brands, promoters and media. Where? Self-employed or for a company. Best part? Power, excitement, travel, money. Worst part? High stress, never off duty, dealing with big egos. Useful skills? Opportunism, networking, negotiation and organisation. Need any qualiﬁcations? It’s all about being trusted. That’s why many stars are managed by family or old friends. Good money? Managers often support acts ﬁnancially before they get their break, but after, they can take 20% of everything the artists earn. Which can be a lot.
What skills do you need? You need to be calm under pressure and be very organised. You need to be clued up on newspapers, magazines, blogs, and journalists. I’m a bit of a blog geek. I read them every day, just to keep updated with what’s going on. How did you become a PR? I got involved with Live just before I started my Journalism and English degree. After I graduated I did loads of work experience. I just kept applying to major labels and music PRs asking for a job. I got my job three years after graduating. It was a very proud day.
HAIR AND MAKE-UP ARTIST
What do they do? Make the stars look gorgeous for photoshoots, videos, concerts and TV shows. Where? Most are freelance but some very big stars have hair and make-up people on their payroll. Best part? Very sociable, creative, lots of travel and networking. Worst part? Lots of waiting around, early starts, unpredictable income. Useful skills? Lots of chat, resourceful, persuasive, conﬁdent, stylish. Need any qualiﬁcations? Not essential but there are good courses. Most start by assisting established pros. Good money? Like most creative careers you have to work for very little for the ﬁrst few years, but pay can rise up to 3K per day for the top hair stylists.
What’s the secret to doing your job well? It really helps to be efﬁcient, and that’s true at all stages of your career. If you’re asked to do something, do it and do it well. Also persistence; publicists are always chasing journalists for features. Be polite, ‘please’ and ‘thank you’ are good nice words! Keep updated music-wise and make sure you’re across new music. What is the most exciting aspect of your work? It’s always a good feeling when I’m given a new campaign to work on. It’s also really exciting when you work with artists you admire. I don’t usually get star struck, but I was when I met Erykah Badu, I can’t lie! Who has been the biggest inﬂuence in your life? My biggest inﬂuence has to be my Mum. She’s a strong woman who taught me never to give up.
Get exclusive extras online
Design Ricky Diaghe 24
Design Thomas Salter 22
Words Seana Thomas 17
FEATURES Words Lilufa Uddin 17
Our in-house content and production teams create exceptional one-off publications and online content solutions. Saturday Magazine, for example, was a unique partnership between Livity’s media professionals and young people, producing a co-created customer magazine that was distributed into every USC store in the country. In addition to this we also produce branded video content.
In association with
To find out more about our case studies or to brief the team contact firstname.lastname@example.org
BlackBerry®, RIM®, Research In Motion® and related trademarks, names and logos are the property of Research In Motion Limited and are registered and/or used in the U.S. and countries around the world. Used under license from Research In Motion Limited.
To become a successful music artist you need lots of luck, patience, a thick skin, deep pockets, oh and at least a bit of natural talent.
We respond to creative briefs in a unique way, collaborating between our young contributors and the expertise of our core adult team. The solution is always bespoke for the client, we don't operate in off the shelf packages - it's about truly understanding the client's objectives and what will make the audience tick. Solutions run across online, video and print, and can include co-creation, sponsored content, behind the scenes, competitions and promo campaigns. Clients include Nando's, BFI, Blackberry, O2 and youtube.
3. CONTRACT PUBLISHING:
STAR CIRCLE ICOULD.COM AND BLACKBERRY INVITE YOU TO LOOK BEYOND THE STARS FOR A FULFILLING CAREER IN MUSIC.
2. CREATIVE SOLUTIONS
Live’s editorial team has also produced bespoke publications for DIESEL, CHRISTIAN AID and THE GUARDIAN. Call Kay or Andrea on 020 7326 5979 to discuss your publishing or online content brief
4.YOUTH INSIGHT / CONSULTATION:
Our team develop and deliver tailored youth audience insight solutions to immerse your teams in the lives of young people. For BBC3, we created a permanent, 50-strong, nationally representative and targeted niche panel of 16-24 year olds to help BBC programmers understand their audience and produce higher quality TV. We can also consult on your Marketing and development. Clients also include Nike, Blackberry, adidas and Unilever. To discuss your youth insight brief, contact Callum@ livity.co.uk
5. TRAINING AND APPRENTICESHIPS: s for me!" bout it. Work a g n ri a e h people are es and more ro e h ll a e ’r u Education "Basically, yo or, Channel 4 it d E , n a sm O - Faraz ADI301Live110118.indd 2
Livity have excelled in delivering creative apprenticeship schemes in partnership with a range of corporate partners, solving diversity and recruitment challenges. MUSIC4GOOD is the UK’s music industry apprenticeships for disadvantaged young people, backed by Sony Music, Universal and Domino Records amoung others. And our new Google backed Digital Marketing apprenticeships are starting in October 2011. Contact Mark at email@example.com to find out how we can help energise and diversify your workforce
RATE CARD & SPECS
Publishing Dates 2011 Dates WINTER Issue: out week commencing 14/11
SPRING Issue: out week commencing 13/02 (Olympics Special Issue) SUMMER Issue: out week commencing 14/05 (Paralympics Special Issue) AUTUMN Issue: out week commencing 13/08 WINTER Issue: out week commencing 12/11
Rate Card Display Advertising (supplied creative)
DPS Full Page Covers 1st RH Half Page Premium Positions A2 pull-out poster Leaderboard 728x90 MPU 300x250
Sales: Andrea Gamson firstname.lastname@example.org
£5,800 £3,500 £4,200 £3,900 £2,150 £Rate + 15% £6,500 £30 CPM £35 CPM
Production: Kay Daylami email@example.com
Live Magazine Piano House 9 Brighton Terrace London SW9 8DJ Switchboard: 020 7326 5979
Other Opportunities £Media +40% £65 cpt £ On request
Online Sponsored feature Main Homepage Feature Twitter / You Tube Reskin
from £800 for 1 week from £1250 for 1 week £1000 each for 1 week
price on request
Contract Publishing Branded e-zine/ blog Print Publication
price on request price on request
Database Mailout price on request Social Media Promotion £65 per hour
Street Team Use our 100-strong Street Team to reach 5,000 young Londoners with our competetive rates Sampling £450 cpt Sponsorship of branded uniforms £ On request Event specific distribution £ On request For further information please contact firstname.lastname@example.org
AD Artwork Creative Solutions Online
4 weeks prior 8 weeks prior 4 weeks prior
Magazine Mechanical Data
Media costs: 15% discount on media/ insertion costs to PPA registered media agencies.
Print Advertorials Inserts Covermounts
Corporate Subscriptions If you would like to receive a bulk order of LIVE Magazines each quarter BEFORE it hits the streets to distribute as you wish please contact the sales team. 4 x10 copies per issue per annum - £2.00 per copy + postage.
Trim Bleed Type
275.x 210mm 281 x 216mm 255 x 190mm
Trim Bleed Type
275 x 420mm 281 x 426mm 255 x 400mm
Trim Bleed ype
134.5 x 210mm 140.5 x 216mm 114.5 x 190mm
Trim Bleed Type
275 x 102mm 281 x 108mm 255 x 82mm
Trim Bleed Type
510 X 400mm 516 x 406mm 490 x 380mm
Data to be supplied as Pass4Press standard Pdfs. CMYK, Maximum ink density 320%. Proofs to Fogra 39L profile. A full data spec is available on request.
Most updated media pack for Live Magazine, including national distribution breakdown, readership stats, user spend research and digital oppo...