Radio script

This is the script for my radio advert. I decided to emphasise the fact it is a local newspaper by having a 'posh' - well spoken person talking in the beginning, discussing typical things you would hear in a national newspaper. Then to contrast I had someone with a strong Liverpool accent butt in, which leads to a series of people talking about what they want from a local newspaper. At the end I decided to bring back the posh voice just as a bit of humour and also because it is easier to understand than the other voices, so it is required when advertising the actual name of the newspaper. I think I will have music and some sound effects added in after I have recorded the voice but I have not planned it as of yet. When I work with sound I like to just mess around with everything until I find something I like rather than sticking to a fixed plan.

Designing and justifying my adverts on the inside page

For my basic pinky coloured advert I took the idea from a newspaper I read at home. It was a small advert at the side of the page which filled roughly the same space as mine and was extremely simplistic yet effective. I chose to do a simple side banner advert as my page has 5 pictures on already and I thought adding any more to my adverts would be abit excessive. My orange PPI advert actually took a bit of research! I always see adverts on T.V and in newspapers talking about PPI compensation so I decided it would be logical to add in mine. I found out how to know if you have been mis sold PPI on this website:
http://www.which.co.uk/campaigns/personal-finance/the-ppi-campaign/mis-sold-ppi/
I basically took the information, put it into my own words and added it to my advert.

Pictures for my inside page

I spent a day walking around Maghull and taking pictures for my inside page. I have created all of my adverts and stories so all I need to do now is add my pictures and add some finishing details. My story involved a police station, a train station and a bridge, so naturally I took pictures of all of these locations. It was tricky getting pictures of the police station as when I took out my camera and started snapping a policeman came out and began to question me on what I was doing and asked if I was taking part in any illegal activities! After explaining it was for media coursework he was happy to let me take more pictures, although I had to stay at a distance. Once I had got all my pictures I remembered that I had another story to fill the bottom left of the page and noticed there was Santa just across the road, so I quickly ran over, had a quick chat and took his photo. That was my inside page done! The pictures of the two boys was captured in college a while before I started my inside page so I simply used them to add more substance to the story. As you can see I have more pictures than necessary, as I continued taking pictures in various locations across Maghull just in case I needed them in future, also I will probably not be using all of those pictures on my inside page. Only a few are necessary to make my story stand out and the rest will be filled with text.

Starting my poster

 For my poster I decided to use a loudspeaker to match with the name of the print 'Liverpool Voice'. Initially I wanted to use a bugle but after talking it through with my teacher and friends I decided it didn't make much sense. I managed to borrow a loudspeaker and take a few pictures until I found the one I wanted to use. I used a teacher in my picture as I have used teenagers in all of my other photoshoots, and since I want my newspaper to appeal to a wider audience it didn't seem logical to use another student. When the shoot was done I struggled to think of anything creative to do with it (since it is just my teacher standing near a wall with a loudspeaker) so I chose to cut out the background and turn him into a silhouette (which i guess defeats the point of using an older model!). I'm currently working on coming up with more ideas for my poster but I will definitey be using the bottom silhoutte picture in my final product. 

Inside page ideas

Today I looked inside a local newspaper to get some more ideas for my inside page layout. I was surprised to see that there was quite a wide variety of layouts on each page within the same newspaper, so it wasn't such a linear decision as I first thought. Some of the pages had a massive amount of text and little amount of pictures whilst some others had a lot of adverts and pictures with a minimal amount of text. After looking through all the pages I decided to follow a similar layout to the bottom picture, with the story in the top left corner of the page, related pictures surrounding it and a big space for adverts at the bottom. Unlike this layout I won't use the bottom half of the page primarily for adverts, but I may add another short story in the bottom right corner just because I think it will look more professional. A lot of people choose to follow the same layout as the second page or something similar so I'm happy to do something a little different that is to my own taste, yet still stick to a conventional newspaper layout.

Designing the inside page

Now that I have completed the raw design of my front page I am going to begin taking pictures for my poster and second page. Whilst I was waiting for my 'models' to arrive I did a quick search for designing the inside page of a newspaper and found a useful picture of a typical inside page layout. On top of this I also came across a very useful website to aid my designing process. Once I have the necessary pictures I plan to begin my inside page and search for more information regarding layouts etc. The picture is helpful but I still require more ideas before I stick to one specific layout.

http://www.newspaper-info.com/more/design.htm

Possible fonts

Here are a few of the possible fonts I can use for the headline on my front page. Whilst they all have very subtle differences it can make a massive impact on the overall appearance of my newspaper. I'm still undecided as to which font to use, but I will trial each one individually after completing my front page until I come to a conclusion as to which fits in best.

Front page adverts

Here are 2 of my front page adverts. I tried to make the colour scheme of the adverts similar to the colour scheme of the newspaper so they did not look too out of place but still stand out on the page. They are roughly the same size so they take up an equal portion of the front page, bearing in the mind that there will be a possible two other adverts to be created. In addition I chose not to use pictures as I do not want to clutter the front page, but the text is adequate for the style of advert. A final touch was to add a 'cut out' border around the 20% off voucher to make it look more authentic.

Front page advert photoshoot

This is a quick video of me taking pictures for my front page furniture advert. We made the most of what we had and used an old couch that we found laying around college. I put it against a white background and began taking pictures so that I could edit out the background later on in Photoshop. To my dismay this was easier said than done since the couch was near enough the same colour as the background! Amateur mistake.

Outtakes

This is an outtake from the photoshoot for my front page advert. I was completely unaware she was filming.

Newspaper posters

I looked everywhere for posters of local newspapers but couldn't find any at all. However, I did find these 2 posters advertising The Guardian/Observer and The Star so I will analyse these instead.


The Star were looking for an effective advert to promote the RAF Cosford Air Show. They couldn't think of anything orginal so gave the project to the 'Positive Advertising' company. After putting the ideas down on paper they came up with something so blindly obvious yet very smart in advertising an air show. A paper airplane, or more specifically a newspaper airplane. This is the kind of image I want to use to promote my local newspaper as it is simple but eye catching.


The Guardian/Observer advert is more vague (I assume it is the corner spot of a football pitch since it is advertising 'Around-the-clock World Cup coverage) but I am especially inspired by the use of colours. It is very eye catching and draws attention to the text, unlike The Star which uses a very dull colour scheme.


If I can find a happy medium between a clever concept and eye catching colour scheme I believe that my poster will be a success. In the future I will begin to brainstorm ideas for a possible product, but for now I will continue to work on my front page and make daily updates on the blog.

Starting my newspaper

This is the top section of my newspaper so far. I have looked at various local newspapers and took ideas for themes/layouts/colours to use in my project. I noticed that in local newspapers there is an advert just below the masthead as this is the first place people tend to look. I am happy with the design of my newspaper so far but I am unsure about where to put "the people's choice" slogan. I would like to fill the dead space next to the liver bird but am yet to come up with an effective way to place the slogan there as it looks bland at the moment. Another possible issue is the white gap between the masthead and the purple banner (and also the masthead to the plasma screen t.v) I am still unsure as to whether I should close this gap and will most likely decide as I progress towards finishing the front page.

Advertising prices

Just some information I found on how much it costs to advertise in a local newspaper that I thought was interesting.

Feedback to advertising in the Champion

Primark

We are pleased to have seen such a positive

reaction from the people of Southport to the

opening of the new Primark store, as advertised

in the Champion. Everyone involved with the

store is delighted at the number of shoppers

who have been attracted to the store.

— Breege O’Donoghue,

Director

Jessops

Our recent opening in Southport has proved

a huge success exceeding all expectations.

You will recall we published a wrap with the

Southport Champion with over 2,500 coupons

already returned to the store, with more coming

in daily. The response has been magnificant

and compare more than favourably with

Jessops Store openings across the country.

The Champion has proved to be a highly read

newspaper with a wide coverage and we look
forward to working with you in the future for our
local press requirements.
— Andrew Morton,
Store Manager

Sainsbury’s

During the recent Southport Shopping Festival,

Sainsbury’s ran a “Be Good To Yourself” Trolley
Dash competition (exclusively in the Champion),
the responce was excellent. We received 352
applications.
— Lesley Eccleston,
Store Manager

 

Specsavers Opticians

I am delighted to be able to tell you that the week

following the advert was our busiest since we

opened the practice...

— Stuart Roberts, Director

Allied CarpetsJust a short note to thank you for your help in therecent relaunch of our Southport store. You will
be pleased to note that we have had a fantastic
response to the coupon advertisment in last
week’s Champion. As you know we placed the

same full page in the Southport Visiter on the

same week and 90% of coupons presented have

come from the Champion.

— Adam Hankinson,

Store Manager

Broadbents & Boothroyds

I would like to thank you for the prominent

coverage your newspaper gave us for the

Lancaster Lipstick give away. The first 20

lipsticks had gone before lunch time, on the day

your newspaper came out, Just goes to showthat people really are reading the Champion.— Neil E Russmann,

Store Director

Tesco

We recently refitted our Southport store and

extended our range of products and through

our advertising agency, placed a four page

wrap in the Southport Champion. Through coupon redemption we have closely monitored

responce. We received 6,216 ‘money off’

coupons back to the store.

— Simon McNeil,

Customer Service Manager

Readership survey - Champion Newspaper

Southport, Formby and
Aintree & Maghull Champion titles
Average Issue Readership (A.I.R.)
• Total 143,000 Adults (15+) in the Champion Area
• A.I.R. 85%
• Readership 122,000 A.I.R.
men 55,000 (45%) / women 67,000 (55%)
• Readership per copy 1.64
Demographic Variation in A.I.R.
• ABC1 83,000 (69%) (area average 62%)
• C2DE 38,000 (31%) (area average 38%)
Social Class Profile
• AB 15% • C1 54% • C2 13% • DE 18%
Age Profile
• 15-34 26,000 (21%) (area average 25%)
• 35-55 41,000 (33%) (area average 34%)
• 55+ 55,000 (45%) (area average 41%)
Sex Profile
• Male 55,000 (45%) (area average 49%)
• Female 67,000 (55%) (area average 51%)
Weekly Readership
• 85% read 4 weeks out of 4 (every week)
Time Spent Reading
• 19 minutes

Ormskirk and Skelmersdale
Champion titles
Average Issue Readership (A.I.R.)
• Total 75,000 Adults (15+) in the Champion Area
• A.I.R. 83%
• Readership 62,000 A.I.R.
men 29,000 (46%) / women 33,000 (54%)
• Readers per copy 1.7
Demographic Variation in A.I.R.
• ABC1 33,000 (56%) (area average 60%)
• C2DE 29,000 (44%) (area average 40%)
Social Class Profile
• AB 18% • C1 38% • C2 16% • DE 28%
Age Profile
• 15-34 16,000 (25%) (area average 35%)
• 35-55 23,000 (36%) (area average 35%)
• 55+ 23,000 (37%) (area average 30%)
Sex Profile
• Male 29,000 (46%) (area average 49%)
• Female 34,000 (54%) (area average 51%)
Weekly Readership
• 83% read 4 weeks out of 4 (every week)
Time Spent Reading
• 19 minutes

Demographics (Newspaper Society)
JIGREG Database 01/01/2010
Households . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109,586
Population Adults 15+ . . . . . . . . . . . . . . . . . . . . . . . . 215,078
– men . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102,023
– women .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. . 113,055
Age Total Readers
15-24 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31,754 29,831
25-34 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23,271 22,253
35-44 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33,688 32,156
45-54 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37,647 35,902
55-64 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35,142 33,458
65-74 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28,397 26,933
75+ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25,179 22,627
Social Class Total Readers
ABC1 .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 140,247 132,670
C2DE .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. .. 74,831 70,493
AB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65,995 61,887
C1 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74,252 70,781
C2 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40,234 38,301
DE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34,597 32,192

Coverage area

This is a picture of the coverage area for the Echo newspaper. It shows that the Echo extends it's reach across merseyside, so it's stories have to appeal to everyone across Merseyside. This also means that the price will most likely be more expensive to place an advert as more people will view it. By booking an advertising campaign in print and online, your advertisement has the opportunity to be seen 5,997,052 times.

• Advertising on local newspaper websites is 77% more likely to be believed and relied-upon than advertising on other websites
• Advertising on local newspaper websites is nearly 2 x more trustworthy and reliable than ‘national' websites

Source: Newspaper Society, Wanted ads III, 2007

Reader profile's - In print and online

This is the audience profile for the Echo newspaper in Liverpool. It gives a clear representation as to what age, gender and social class the audience generally is. From this information I can see that the audience is generally split half and half between males and females, with the females having the slight advantage. The age group with the most print readers is 15-34 and interestingly the age group with the most online users is 45-54. This is a very diverse and unexpected age difference as it is usually the younger generations that use technology such as the internet and the older generations that read the actual newspapers. The social class with the most print readers is lower middle class/working class and the amount of online users is spread fairly evenly throughout the different social classes. This is particularly helpful in the design for my local print as it gives me an idea of who I should be appealing to with my stories/advertisements. From this information I can see that I need stories that will appeal to both men and women between the ages of 15-34 in the lower/working classes. Since liverpool is generally classed as a working class city this seems like the best option for me.

Newspaper adverts

These are a few newspaper adverts I gathered off the internet to give me a basic outline of how I should design my print adverts. A common advert I have noticed in my local newspapers are gold adverts (Cash 4 Gold etc) I will try to take a picture of one of these adverts later on in the week and post it in my blog. I will most likely use a gold advert along with a few other adverts of a similar theme to the pictures on the left. All of the adverts have block capitals in bold colours to draw attention to them since they only accupy a small area on the page. I need to take these factors into account when designing my newspaper adverts.

Research into difference between local and national newspapers



Daily Mail (National)



Daily Mirror (National)



Daily Star (National)



 The obvious difference between local and national newspapers is that local newspapers provide local news! Whilst this is clear from the beginning I want to look into the design and layout of local newspapers in contrast to national ones so I can make my product look like a legitimate local print.  The first thing I noticed is that local newspapers have adverts on the front page, whereas national newspapers generally have other smaller stories surrounding the main article. Local newspapers need more money to keep going so adverts are an obvious choice, also some local newspapers (The Champion) are completely free so they rely on adverts from local businesses to remain in circulation. This not only keeps local news going it also helps to give exposure to local businesses. It is an advantageous situation for the whole community. For my local newspaper I will have to begin looking into the adverts used by local newspapers and attempt to replicate the same style in my print. As for the layout, national and local generally share the same characteristics (other than national news have shocking headlines which are usually about celebrities) so all I have to consider now is what I am going to use as adverts for my local print.

 

Daily Post (Local)



Liverpool Echo (Local)



Champion (Local)





Photoshoot



Picture 1



Picture 2

Photoshoot for my newspaper front page

 Today I gathered a few friends and went to Winstanley's music block to take pictures for my newspaper. For the headline I'm thinking of something along the lines of "Local band achieve multi-million record deal". I got some overhead shots of Jamie (the 'producer') working on some music software along with some shots of the actual band. I used an old vinyl as a prop along with various instruments to make the shoot more interesting instead of just having a boring band shot. The first 2 pictures of Jamie at the Mac are good but are not ideal for a front page as he is not facing the camera, it may possibly used on one of the inside pages as a small insert to show who produced the album.





Picture 3



Picture 4



Picture 3 would be good for a front page image as it shows the 'band' with their multi million record. It isn't boring but at the same time I am not completely satisfied with it. Picture 4 would have been a good image to use if two of the people had not been looking away from the camera, this is an example of one of the pictures I will not be using.



Picture 6



Picture 5

Picture 5 is also a good picture but not ideal for use on the front page, this may be used as one of the inserts along with picture 1/2. Picture 6 was my favourite picture of the whole shoot and would be perfect to use on the front page. It is a attention grabbing, uses props and represents the band and record well. I will definitely be using this for my front page picture.