Evince Interior Magazine by Amy-Jane Twelvetrees

CONTENTS 1. INTRO DUCTION

5. METHO DOLOGY

45. MORE THAN JUST A MAGAZINE

49. Polarization vS. NEAUTRALISATION

Introducting the project to the reader

Insight into primary and secondary research

Case study into Monocle magazine

Identifying the difference between the two genders

23. CHANGING TRENDS

29. EXISTING MARKET

53. TECHNO LOGY

59. CONCLU SION

How trends have changed in the magazine industry

publishing of interior design magazines

Looking at Summary of research combining the magazine with up to date technology

35. CASE STUDY

41. NICHE VS. MAINSTREAM

61. IMPLEMENTATION

Looking into Nest

Identifying the differ-

86. Bibliography

magazine

ence between the two

94. Illustration List

12. APPENDIX 83. Reference List

97. Questionnaire 101. One to one interviews 110. Interview with professionals 122. Competitors 125. Perceptual map 127. SWOT analysis 129. Consent forms 133. Critical Path 135. Tutorial sheets 139. Emails 143. Declaration

INTRODUCTION

In an already hectic magazine market is there a gap for a new publication? The magazine industry has been influenced profoundly by a fast moving technological world that has introduced the publishing industry to a whole new array of digital platforms. A new magazine in the market today would primarily integrate all media platforms together and still retain the traditional print issue. The availability of digital platforms provides the opportunity for publicists of today to target and capture a global audience. Magazines in general are very gender orientated, an obvious example being GQ for men and Red for women. I feel there is an opening in the market for a gender-neutral magazine that would naturally attract a wider audience. A magazine of this nature would require an impartial subject that will appeal to both sexes.

INTRODUCTION

“…The reasons for this at first seem obvious—Cosmo and Maxim present an unbreachable divide: pink and purple v. navy and gray, makeup ’n’ fashion v. sports and cars, relationships and self-improvement v. beer ’n’babes...’ (Designing Magazines, online, 2012) Consideration of a neutral subject has directed me towards envisaging a magazine that will focus on artistic elements and will involve cultural and social issues, a subject that will contribute towards an enhanced personal lifestyle. The publication will generate ideas with a view to better ones existence and thoughts. The magazine will give coolness to the individual’s creative imagination. The editorials will demonstrate ingenious design that the audience can appreciate and channel their thoughts towards. The intention would be for the audience to stretch their creative flair and consequently apply features to their living environment that surrounds them, it will encourage and help individuals to appreciate and explore their personal space. “When you learn to use your creative brain more efficiently, there is no limit to the innovative ideas, products and new ways of doing things that you can explore” (Carson, S. page 5, 2010)

INTRODUCTION

Aim To produce a magazine that will challenge its competition, capture a gender-neutral audience and consequently hold itself within the competitive market. The aim for the publication is for it to gain credibility for its creative uniqueness.

Objective In order to achieve the above aim I realise that objectively innovation is of the essence. It is imperative to carry out thorough primary and secondary research into the magazine market with a view to establishing what is selling at the moment and whether or not it is a viable project. The habits and trends of existing readers will have to be analyzed. It will be necessary to objectively investigate, Polarization vs.neautralisation in genders, Mainstream magazines Vs. Niche magazies and changing trends in the publishing industry, combined together with todays economic climate and technology today.

METHODOLOGY

fig1. ponihi. 2012

METHODOLOGY PRIMARY RESEARCH Survey- online I primarily commenced my research with an online questionnaire. It’s a quick and simple way to gather a varied set of results within different age groups in a short amount of time. Another advantage to this type of research is the fact the questionnaire is anonymous and therefore gives the participant more confidence in answering exactly what they want. The disadvantages to this type of questionnaire is it’s difficult to know how carefully the participant has read the question and have they been 100% truthful in their answers, the answers can also be easily misinterpreted. The website I use is survey monkey which provides quick and easy results that can be easily quantified and compared (a1: 97). I targeted the questionnaire out to all consumer demographics; the 5

questions were very broad but based on consumer magazines and their content and peoples buying habits. In view of my intention in creating a magazine targeted at mixed gender and therefore wanting a neutral aspect I decided at this primary point to get peoples opinions with regards to home interiors and design. I was also asking the question about personal expenditure on the purchasing of magazines and their reading habits. My objective to this research method was to get a feel of the consumer’s attitude towards the purchasing of magazines and the type of content they read. As a practical place to start, and typical of such questionnaires I quickly achieved some informative results. 6

METHODOLOGY

Results

It became very apparent that the feedback was not equally balanced amongst the age groups; a high percentage (approx. 35%) was within the 16-25 age bracket. My participants also included a high number of females and students, this is a disadvantage here being that these are not qualitative results and I will consider this during analysis.

There was a significant trend of people owning tablet devices (50%) however it was apparent that the people who owned tablets were still very much in the habit of buying print magazines.

Key Point The feedback I received from my questionnaire introduced me to a new title of magazine I had never heard of before being “Hunger”. A significant number of participants made reference to the magazine.

Useful information I did obtain told me that 50% of participants bought a magazine at least once a month and that 91% did buy magazines. Additional information gained suggested popular magazines were mainly based on the subjects of lifestyle, music, fashion and photography. When the specific question was posed as to whether the participants had purchased a general magazine based on art/ culture and design 70% said yes. At this stage of the questionnaire I asked for specific names and popular recurring titles included Elle décor, Wallpaper*, and Hunger. The general feedback was that the magazines were bought for general interest and background reading but also for a specific project. With reference to the price of magazines 32% suggested that they were overpriced. 44% of people said they found magazines inspiring. With regards to peoples attitudes towards their home the general consensus was to spend money on their homes but to not necessarily keep up with trends as illustrated within design magazines. Feedback implies that choosing interior design of ones home is an individual and personal aspect. This information that I have gained as a result of this questionnaire has assisted me in preparing questions to take to an interview stage of market research.

METHODOLOGY

In person surveyone to one interview

fig2. Photo emailed in Anonymously. 2012

Moving on from my brief questionnaires I conducted one to one interviews on the Nottingham high street. (a2:101) One to one interviews allowed me more flexibility with the questions for example I could skip or add relevant questions depending on the direction the interviews were taking. You can tune in to the persons tone of voice and therefore more accurately sense what the participant is depicting. This method of research provides immediate, positive and qualitative feedback. The disadvantages to these interviews is that they are very time consuming and it can be difficult for participants to agree to the interview on the street. I guided my questions selectively to obtain certain aspects of information to get an indication of what type of magazines were being bought at the present time and how the magazines content might influence the persons lifestyle. I also wanted to get a good idea of consumer’s views with regards to the price of magazines and whether they were good value for money. In addition I needed to investigate whether people were using the Internet or tablets to view their favorite magazines.

“Do you read magazines on it? I’ve tried to but I just cant get to grips with it, its not the same as holding a magazine, I definitely prefer reading a magazine. You can’t even turn the pages!“ (Patel A, Interview, 2012) These interviews informed that every one of my participants still reads printed magazines, and of various kinds from music to gardening. The results told that me that a high percentage (90%) of participants had at some stage purchased an interior magazine. It was interesting that when I posed the question as to which interior magazine they had read it was obvious that in general people could not be specific in naming the magazine. “I usually get, what is it country homes or something like that, I don’t live in the country but it’s the closest I ever get to the country. Do you no the one I mean”. (Leadbetter V, interview, 2012) The general consensus was that consumers were happy to pay in the region of £3 for a magazine. Results indicated that the homeowners within the age bracket between 28 and 40 were more passionate about their home interiors than the lower and higher age brackets.

METHODOLOGY

“…I love it; I’m still quite new to owning my own home so I do still really enjoy doing it up and moving things around…” (Leadbetter V, interview, 2012) Feedback from the participants implied to me that a lot of interior magazines of today do not reflect realism. They suggested that the magazines were over the top and full of adverts marketing products that were too expensive. “…It influences it to a certain extent but usually you can only take bits of what you see in these magazines to put into your home because they’re just quite over the top sometimes…” (Natasha Hudson, interview,

Key point The above results suggest to me that the existing market has on offer a good selection of interior magazines but that they all tend to blend into one another. I got the feel during these interviews that no specific interior design magazine stood out. The feedback also implied that several of the popular interior magazines display a content that does not truly relate to the homes of the average everyday reader. Signifying that there is a gap in the market for a magazine to have content that conveys more realistic home design.

“…I do obviously pick up on some elements within the magazines that I buy but a lot of the things I see I find very unachievable…” (Leadbetter V, interview, 2012) These interviews advised me that the existing interior magazines are female orientated. “I find that the interior magazines at the moment are focusing on one particular style, which is kind of Christmassy, glitzy, and very feminine; there is no GQ of interiors” (Garlerhead J, interview, 2012)

fig3. the last days of w. 2012

METHODOLOGY

Results The results uncovered several different issues that reflect the magazine industry of today. In general the interviews revealed that the participants were very open minded about the purchasing of their magazines, and that whilst they had their preferred favorites they didn’t just stick to buying them but purchased others as well depending on what they had to offer. It became apparent that more niche, hybrid, innovative and boundary pushing magazines were favoured. The hybrid concept brings together different social and cultural aspects like linking fashion and art together, a style that many mainstream magazines don’t really portray. This suggests to me that the hybrid magazines quoted like Pop, Love and Garage all have a lot more to offer in the form of more interesting editorials and generally being more sophisticated and intelligent, than the typical mainstream fashion/gossip magazine.

fig 4. bogota. 2003

Personal Interviews with professionals I deliberately chose to conduct one to one interviews with professionals inside the art and design sector knowing that they are both passionate about art and design and also knowledgeable with reference to the media industry (a3:110W) I intentionally asked open-ended questions with a view to achieving lots of subjective data, but that would be delivered with a very different slant. Having posed the questions I continuously allowed them to talk freely without interrupting them by questioning their opinions, as I didn’t want to affect their natural line of thoughts. The disadvantages of this type of interview are that the results are not statistically reliable because the interviews don’t represent a large enough percentage of the population and will obviously have biased opinions. 11

It became apparent that whist the interviewees showed a strong interest in creative, arty magazines Lucy Norris made a point of stating that she wasn’t of the habit in buying or reading magazines that focused mainly on conventional interior design. The reason being she was not a homeowner and therefore doesn’t feel the need or have that much of an interest on interior décor at this stage of her life. Lucy did however make reference to buying Wallpaper. “I don’t buy Elle deco um but I think its because of where I am I am in rented accommodation so if I own my own place I think I would probably be more engaged with making it something... Wallpaper and interior you no garage magazine I would class as an art magazine…” (Norris L, Interview, 2012) The participants delivered very similar views with regards to the successful elements of a magazine. It became obvious that they felt that magazines should have defined personality and so readers will know exactly what to expect from future editions. 12

METHODOLOGY

“…I think that’s the most important thing that a magazine really is, has a strong personality or has a real definition of what they want in the market and who they are… I know which voice I’m going to get I know how its going to respond to me…”(Norris L. Interview, 2012) The interviewees described photography as being very stimulating towards editorials.This links back to my initial online survey research, which also gave me positive feedback, suggesting that innovative photography is an appealing selling feature. It was revealed that some magazines try to cover too much within their content and don’t fully understand their reader. Elle decoration as a popular mainstream, fashion magazine based on home interiors was used as an example, as being a publication that focuses too much on trend and therefore has no sense of direction and that separate editions can be recurring offering no excitement. “Elle decoration I think they are very monotone, they tend to get obsessed with one particular look…I think Elle decoration is trapped not quite knowing which way to go, also they are completely obsessed with anything that is black or white and Danish… ”(Rundle T, interview, 2012) Compared to world of interiors that was described as a more niche magazine being far more individual and exclusive. It targets a far more creatively skilled audience with a higher income. 88% of the unique audience doesn’t read Elle decoration. “…And I am also very interested in interior design so I will buy interior design magazines like the world of interiors, I just think globally they get to really interesting spaces, I don’t think it is very trend led which is a good thing…” (Rundle T, interview, 2012) Timothy Rundle commented on his loyalty to world of interiors informing me that he had been buying it for twenty-five years. He quoted “its things like world of interiors which will always survive because it’s got nothing to do with trend, it’s just the editors fine extraordinary type of magazine”. The interviewed participants compared some of their favourite magazines to having similarities to books, like the biannual editions. They retain the copies as they would a book. 13

METHODOLOGY

“I haven’t thrown away my magazines for 30 years. I don’t have all of them but I have the best ones, so to me there is a kind of collective impulse to do with magazines the best issues last with me forever”.(Rundle T, Interview, 2012) Interviewees acknowledged that commercial advertising is a crucial element to a magazine. They insinuated that adverts could be inspiring to a magazine content and not detrimental. “…So I’m very aware that a lot of these brands are seen setting your future disposable income not so much the current one now. So yeah I will buy a magazine as much for the adverts as much for the editorial…” (Norris L, Interview, 2012) It was suggested that the adverts are beneficial and not just useless content; implying that it can be linked to art itself. For example Lucy Norris spoke about the acclaimed fashion photographer Steven Meisel, who in the spring and summer of 2012 shot a fashion shoot for Louis Vuitton. This commercial advert went on to be used in many fashion and other magazines. At the same time Steven Meisel has conducted photography work for best selling books like Madonna’s “sex” book, this puts across the fact that commercial advertisements are using influential award winning photographers making the commercials a work of art. “I do have a slightly distorted relationship with commercial advertising… Its true that you do feel that at least 40% of the content is advertising but actually I find that really interesting because everyone of those images has had to be considered to be put in and styled the same way any other photo-shoot is in the magazine”. (Rundle T, interview, 2012) Whilst the above favours commercial advertising the interviewees portrayed a negative side being that if you’ve seen the adverts in one magazine do you really want to be seeing them in other magazines you may buy. “I think there is a tipping point where the problem with that is that if you’ve bought a lot of magazines that month and your very familiar with those brands ad’s and you buy a magazine, you think seen it, seen it, seen it…” (Rundle T. Interview. 2012) The interviewees had differing answers with regards to where they purchase their magazines which demonstrated various selling points being mentioned; 14

METHODOLOGY

including subscriptions, W H Smith, Magma and slightly more unique locations like the Tate modern museum. The interviewees clearly stated that they observed magazine content online and viewed blogs and other material, however it was evident that that they believed the printed magazines still retained a significant legacy. “If your asking me if my relationship has any relationship with bloggers has in anyway eroded my relationships with magazines the answer is no”. (Rundle T. Interview. 2012) “…I do scour the internet for kind of like art direction and design and architecture and then out of that, a lot of interior stuff seems to come…But pop magazine doesn’t have its own website, well it does but its not great. So yeah no I don’t find that there’s any style magazines that have great websites…”(Norris L, interview, 2012) Whilst Tim Rundle confirmed that he still retains a strong bond with printed magazine he did further suggest that it might be a generational thing. Hinting that the younger generation who has grown up with Internet might not have the same relationship with printed magazines. This indicates that digital media today plays as much as a role as print. The interviewees informed me that if the content was right and favoured that they were prepared to pay a higher price for the magazines, particularly for the less frequent magazines like the biannual publications. “ Yeah so I like to buy a magazine, I don’t mind paying more for a magazine say 6,7,8,9,10 pounds, even self service (a biannual) I’ll buy that occasionally, which is £25” (Norris L, Interview, 2012) This obviously implies that if you have the content right and are targeting the right audience you can choose a higher selling price particularly where the magazine might be someone’s favourite and only released biannually or quarterly. I discussed magazine genderism. My interviewee Tim Rundle is of an age where by he could comment on how magazine genderism has evolved over the last thirty years. In his mind as a teenager he was of the view that magazines didn’t target a male gender and therefore he was prepared to buy female orientated magazines. In today’s market there is an availability of magazines directed towards the male gender, however 15

fig 5, hackney, 2012

my earlier research implied that the market is still saturated by female orientated magazines that men will avoid buying for this reason. There was reference that interior magazines had a tendency to be feminine. Lucy Norris was of the opinion that the style magazines she reads like Dazed and Confused, ID and Garage are not gender specific, Lucy made comment that glamour magazine like Grazia and Elle are targeted at females. “… Grazia and Elle there not magazines I tend to read because I am more interested in design, culture and film and photography and all kinds of things and architecture…I like intelligent magazines and I think men do too…” (Norris L, Interview, 2012) This is implying that the mixed gender magazines referred to above have to be more smart with clever content to ensure that they are capturing an audience of both genders.

Key points A successful magazine has an identity within the market with an obvious personality. It knows itself and it recognises its target audience. Magazines wanting to target a mixed gender have to have a clever approach with more sophisticated and intelligent content. The mainstream glossy fashion magazines target the female audience compared to the innovative hybrid magazines that clearly target both genders. Commercial advertising plays a significant role to the content of magazines and wasn’t necessarily just seen as yet another advertisement.

“…In the 80s the birth of a huge boom you know magazines like Face and Arena and ID were talking to men in a way that have never before… Now they do speak very successfully to men…” (Rundle T, Interview, 2012) 16

METHODOLOGY

Focus group Further to my successful one to one interviews, I felt it wasn’t necessary to do a focus group. Focus groups provide similar subjective research to one to one interviews. Also in my mind Magazine choice is a very personal matter and to get a full group of participants to provide me with genuine information I feel would be a difficult task. 17

“Focus groups tell more about group dynamics than about market dynamics. Control types take over focus group sessions and try to persuade others. Peoples views get changed and distorted by other people’s views- your selling to individuals, talk to individuals”(p 33 selling the invisible)

METHODOLOGY

Field Trials

Results

I wanted to gain an insight and get a reaction from both male and female participants with regards to the front cover of magazines. A cover of magazine that was targeting mixed gender and depicted the contents being based on unique interior design/culture/art. I designed two mock front covers that I felt met the above criteria. I then went and asked the public their opinion on the magazine cover.

Unfortunately this research proved tough. I carried out the research in the morning, which in hindsight was a bad choice because the majority of my targeted group was at work. The age group I found myself observing was approximately 55+. However I did gain some useful knowledge. I observed 18 people that browsed through the home and garden section magazines ( 2 male, 16 female). Five of the female partakers picked up my mock magazines. When I stepped forward to explain and ask why they had selected the magazine, one expressed a liking to the name Inhabit, others said they found the cover of the magazines unusual and therefore inviting. This Suggesting that different appeals. Whilst undertaking this research I did noticed a high percentage of the consumers spent a substantial amount of time browsing through a number of pages of the magazines obviously doing a quick take of the contents before purchasing. I also noticed that people that were buying more than one magazine. The best seller of the morning was Country Living, I observed 3 copies leave the shelf. A magazine targeted at the female, slightly older 40+, sells at £3.90. “Country Living is for anyone whose heart is in the country. It offers a unique lifestyle package, mixing homes and decorating with food and farming; crafts and gardening with fashion, health and beauty” (Hearst, 2013,online). The magazine is popular and as a brand has developed a standing aside of the magazine which might add to its popularity. “There are now 11 Country Living Fairs nationwide where artisan businesses from all over Britain come together to bring the magazine to life. The Country Living style and ethos has been extended into books and stationery, a gift collection with the John Lewis Partnership and a range of furniture with dfs.” (Hearst, 2013,online)

To take this research one step further I then went on to exhibit them on the shelves of WH Smiths for a set period of time in Nottingham City center. This gave me the opportunity to observe peoples attitudes towards thie front covers within a realistic environment and provide me with an indication as to whether the magazines were enticing towards an audience.

fig6, magazine front covers, 2012

METHODOLOGY

Observational Research Research indicates that a high percentage of consumers read their magazine during public transport travel. So therefore I conducted observational research on Train transport and the London underground. The intention of this research was to observe peoples reading habits, were they reading magazines, or were they using tablets.

Results

Whilst I conducted this research the results donâ&#x20AC;&#x2122;t necessarily truly reflect, because I wasnâ&#x20AC;&#x2122;t able to tell reading material people were looking at on their tablets and without asking it was difficult to tell what type of magazines were being read.

Key Point fig 7. train excercise. 2012

This research showed me that printed magazines proved to be just as popular as tablets. 22

CHANGING TRENDS

CHANGING TRENDS IN THE MAGAZINE INDUSTRY fig 8, bogota2, 2003

There is lots of hearsay that the print magazine industry is dying however research into changing trends of publishing implies conflicting views. A major contributing factor to the above is digital technology. It’s very true that new forms of digital media platforms blended together with a new younger Google generation are most certainly altering the culture of publishing today, however this doesn’t have to mean that print magazines are a thing of the past. “Despite what you may have heard, reports of the “death of print” have been greatly exaggerated. A survey in April 2012 by Deloitte found that 88% of magazine readers in the UK still prefer to consume articles via print” (Hooper M, 2012, online) Whilst the above states that consumers prefer print, the print magazines are being naturally challenged by the ever increasing popular electronic pads, e book tablets, laptops and smart phones; devices of this nature are becoming more readily available at more reasonable prices due to competition amongst brands, 23

“kindle vs Nooks vs. Sony vs. Kobo” (Natividad A, 2011, online) As well as the above are the availability of phone apps that can be downloaded onto smart phones and turn the phone into an e reader. “Amazon has taken their kindle one step further and also offers it as an app for smart phones and in doing so provides an endless supply of reading opportunities which the public is happily utilizing”(SCHUSTER,2011, P3) These competitive prices of electronic pads have allowed the average person to buy these products and consequently have an influence on their magazine buying habits. This is more so on the younger side of the market as the audiences are that much more familiar with digital material. The popular “lads” magazine FHM targeted at an audience in the 2035 age bracket has experienced sale losses the last few years and in the US the printed version was discontinued, with the online version remaining. 24

CHANGING TRENDS

“The online option was also said to have been an attractive route for mens magazines as it involved technology; a theme which is of interest to the target readers of FHM and its rivals.”(Woods P. 2009. online) Compare FHM to the “saga” magazine targeted at the over 50’s which indicates positive circulation figures. “The latest ABC release shows that Saga Magazine has delivered another strong performance, with total circulation up 2.3% period-on-period and also achieved year-on-year growth of 0.8%.” (SAGA. 2012 online) This demonstrates how challenging the digital content is to the print magazines particularly those targeted at the younger age brackets, and is a factor that publishers must bear in mind. Alongside other changing lifestyle trends and factors like the recession other sectors of the magazine industry have suffered. But still this is not true of all magazine publications. “Today's ABC release, for the January to June 2012 period, paints a fairly bleak picture for the consumer magazine market, with just a few exceptions.” (Jaques l. 2012. Online) The mainstream weekly women’s magazines like Women’s Own, Take a Break, Bella, Hello, Chat etc. suffered significant turn down in sales “The challenging economic climate is still having a huge impact on the Women's Weekly sector, which is down -11.1% on last year (and -6.9% PoP).” (Jaques l. 2012. Online) Whereas compared to other sectors of the market like the home interest segment the results are more encouraging. “Overall, the Home Interest market is down by a small -0.1% on last year and -0.4% on the second half of 2011, however a number of titles enjoyed positive results, including IPC Media's Country Homes & Interiors, Living etc and Style at Home (with an impressive 52% YoY increase), as well as Kelsey Publishing's GoodHomes and Hearst Magazines' Elle Decoration.” (Jaques l. 2012. Online) 25

fig 9, the last days of w 2, 2008

CHANGING TRENDS

This suggests that it’s not all discouraging and the above is looking at sectors in general and not separate magazines. When the circulation figures of individual brands are analysed it becomes apparent that some of them are performing well and increasing sale figures. The positive sales increase of “Style at Home” was staggering at 52%. Research suggests several contributing factors; it’s a new magazine launched in January 2011, its reasonably priced at £1.99 a copy, and every issue provides a free 50+ recipe booklet, it’s a discerning magazine perhaps offering a more hands on approach to home decor and maybe suited to the present economic climate. Its key element explains “Style at Home's key features are roadtested by a panel of real women, Stylists at Home, who offer their own authentic and original tips and ideas, thus keeping the magazine fresh and relevant in the fast changing homes consumer environment. It offers women who take a hands-on approach to decorating, revamping and styling their home.” (ipc media, 2012, online). The above backs up some of the primary research and might be why at present the magazine is doing well. In tough economic times the magazine provides value for money especially with its freebie cook book, it also targets a more specific audience being that it is targeting a woman who knows she wants to do some hands on decorating and get involved, the magazine displays a sense of purpose, giving it a little more individuality amongst all it competition.

CHANGING TRENDS

“For all the wily charms of the digital world and its tweets, feeds, blogs and apps, there is nothing like the pleasure created by ink and paper”(Hooper M, 2012, online) Primary research introduced me to the Hunger magazine, which is a publication that has clearly made use of all media platforms, and whilst being a relatively new magazine it’s proving to be quite successful. The interrelationship and staging of social media elements could be a major contributing factor of its increasing popularity. Launched in 2011 and is into its 3rd edition, being a biannual publication. It is a magazine edited by John Rankin founder editor of the successful 20-year-old magazine Dazed and Confused. “… Hunger provides a new platform for uncompromised self-expression, innovation and discovery. Working with both experienced and emerging talents in the arts, fashion and editorial…each issue of the magazine features both a male and female cover…the hungertv.com website launched simultaneously with the magazine, with a unique focus on video content …”(Hunger, Internet, 2011)

fig10. alanapaterson. 2013

Moving on there is no eluding the fact that the print industry is undergoing changes and it’s easy to be convinced that print is dying; nevertheless evidence suggests that magazines presented in an original format with the right content are not ready to vanish just yet. At the same time print and digital, both offer something different and therefore it’s essential that a magazine brand wanting to stay ahead of the game must take advantage of all media platforms. “e.g. GQ – are investing in the Kindle Fire for example by modifying their advertising specs and we expect other publishers to follow suit.” (Bale Z, 2012, online) The print and digital formats can work as a synergy and benefit one another and this can be seen in that leading fashion.com sites like style.com and ASOS and others now produce their own printed magazine. 27

It is interesting to note the magazine produces both for female and a male cover presumably to attract both genders. It launched successfully with a major digital platform being hungertv.com and finally its initial success may have a major contribution to the fact that it’s a sidekick to dazed and confused. Another changing trend in the magazine industry is the increasing esteem of niche magazines and zines. Niche publications are magazines that devote their content to a specialise subject, and therefore they have a tendency to target a lesser audience. Compared to the traditional magazines that have a much broader audience appeal. A zine follows a similar format but are typically self published and handmade, and their distribution is based on a small circulation. In todays current fast changing publishing market, the zine is proving a growth product.

“while a small and dedicated do it yourself zine culture has been publishing for decades, zines haven’t enjoyed this much popularity in 20 years”. (Melnick M, 2011, online) 28

EXISTING MARKET

fig 11, Akeley, 2007

EXISTING MARKET

The existing market for magazines based on the subject of interior design indicates a massive selection. Just a quick glance at the magazine racks in any high street newsagents clearly displays this fact. The popular, best selling, mainstream and glossy styles, include titles like “Elle Décor”, “Ideal Home”, “House Beautiful”, “House and Home”, “Country Living” etc. In my mind these periodicals tick all the boxes for casual page flicking and placing on your favourite coffee table. They are domineered by advertisements mixed in with a few worthwhile editorials and classic photography. They are well-liked femaletargeted magazines that have proved themselves and stood the test of time, but in a changing age of fast moving technology thrown together with the present economic climate some of these magazines have experienced a decrease in sales.

INTERIOR MAGAZINES

EXISTING MARKET

When theses various magazines are evaluated and the basic elements of each publication is considered you soon realize that each magazine actually tends to offer something a little different from the other. There are several different aspects to each magazine that can be compared, for example the price, the number of pages, the main theme, the target age group etc. (a4:122) However having analyzed the magazines and suggested that they all have their differences in some form or another, it is very easy to get the sense that each publication tends to blend into the other giving an impression that if you’ve seen one you’ve seen them all. The above details make you question the fact that because so many magazines already exist, is there an opportunity for yet another? “There isn’t really a good interiors magazine I don’t think that has really edgy, really interesting, quite surprising brave stuff in it” (Rundle T. 2012 Interview) “Mintel’s exclusive research shows that almost two thirds of women agree that ‘there are too many similar magazines in the shops, not enough that are really different’. Women remain more loyal than men to print magazines, but there is a sense of dissatisfaction.” (Mintel segment. 2012. Online)

EXISTING MARKET

“The successful publishers of tomorrow will be those media entrepreneurs who get the content balances right,”(Hancock J. 2012. online) In addition to the above mentioned popular mainstream magazines it is critical to recognize that there is a successive generation of interior design magazines like “Wallpaper”, “Apartamento”, and “Objekt”. These offer something a little diverse. Instead of being typical and targeted towards a likely audience they challenge the conventions and are aimed at a more selective lesser audience and have a lot more persona going for them. The following quotes support the notion that presenting a magazine angled from a different concept can prove successful.

“It sells out in days…Unlike many traditional interiors magazines, which feature cold, minimalist rooms full of unaffordable designer gadgets, the living spaces in Apartamento are often small, cluttered and have a lived-in feel. The people covered are largely creative types – photographers, artists, musicians – who are invited to talk about their living spaces” (Jonze T. 2012. Online) “Posting an ABC of 105,328 Wallpaper*, the international design, fashion and lifestyle bible, is at the forefront of multi-platform publishing and continues to extend its brand in creative fields. Sales of its iPad and Zinio editions also continue to grow. Its innovation was honoured at the BSME Awards with editor-in-chief Tony Chambers awarded Editor of the Year 2011 for lifestyle magazines”.( News Desk, 2012, online)

The quotes concur with my feelings that because all these existing magazines don’t actually display a totally unique personality of their own, then there is a gap in the market for something innovative to challenge the it.

fig 12, broken Manual, 2010

EXISTING MARKET

The online and digital side of the interior magazine is also typically vast. There is an abundance of global online interior magazines, some of which are free and others you have to subscribe to. There is also an endless supply of interior design blogs. As expected the majority of the popular print magazines have a supporting web site, some are presented better than others. They have a tendency to be all very similar, busy and to the older generation 50+, they could come across as overwhelming. However the younger generation will relate to them better. “I do look at some magazines websites but not heaps to be honest with you, just because the kinds of magazines I read don’t have really great websites so you’ll tend to find that magazines such as Elle have really great websites but id website isn’t that comprehensive” (Norris L. 2012. Interview) The magazine brands also take the opportunity of promoting themselves by providing phone apps, and joining them at Facebook and Twitter, as discussed earlier, in today’s digital world this is a predictable norm.

CASE STUDY NEST

fig 13, nest magazines, 2004

CASE STUDY

American Nest magazine was founded in 1997 and sadly had a short life span of 6 years, when it ended in the winter of 2003/2004. It was an interiors/art magazine with complete originality that pushed all boundaries. The editor Joseph Holtzman made some amazing design choices with his team including great designers like Karl Lagerfeld. The magazine developed a reputation for extreme creativity. Each issue was uniquely formatted; one issue had holes punched through it, another issue was placed inside of a clear zipper bag, one had scalloped edges, one was bound with red string, and others included embossed paper and glitter. The magazine focused on a variety of aspects including architecture, landscaping, graphic design, interior design and general culture. “In its seven years, Nest won two National Magazine Awards and gained a loyal following in creative circles, less for the interiors it featured than for the risky ways it featured them” (Bernstein F, 2004, online) The magazine became renowned for using the element of surprise therefore gaining the attention of the reader and the reader looking forward to the next issue. It

would display to the consumer unlikely spaces for example the insides of prisons and bird nests. This allowed the audience to feel privileged and therefore encouraged a relationship with the reader. “Focusing on found sites and the often overlooked world of design - spaces people really lived in as opposed to the ubiquitous, vacant, exclusive interpretations of beauty that filled the pages of most interior design magazines”. (DeMers D, 2011, online) This quote supports some of my primary research where an interviewee suggested that they felt the existing interior magazines were full of false impressions and he wanted to see a more realistic view of living. Although the magazine was a hit and developed a dedicated following there were occasions that its content offended. A mere example would be “The article complimenting Hitler as an interior designer was probably the one that did it for me. In my view, you can be counter-culture or whatever Nest is trying to be, while still realizing that a murderer on the magnitude of Hitler has no redeeming feature that can make up for the loss of millions of lives”. (modernmarvel. 2004. Online) 36

CASE STUDY

Whether the magazine failed financially or whether the editor just lost interest has been difficult to establish, I have researched many conflicting suggestions. It was a fact that the magazine didn’t tend to use a substantial amount of advertising, which would have jeopardized the magazines place in the market.

fig 15, nest summer 2001, 2012

“So I think there isn’t really a magazine, I mean there are there have been lots that have been and gone and one of my favourite magazines ever was a magazine called nest. But it just didn’t last it was amazing it was really cookie and weird and really kind of you know when you think of something that’s really kind of edgy” (Rundle T. 2012. Interview)

“each copy of Nest that sold on the newsstand for $12.50 and costs Holtzman $15.50 to make, For that reason, Nest has embarked on its first-ever subscription drive, sending out 250,000 booklets to what Holtzman calls a "carefully targeted group." (Bernstein F, 2004, online)

fig 14, nest winter 1998, 2012

“I have been really feeling the absence of Nest: A Quarterly of Interiors magazine lately, more than four years after it became defunct. On a whim I Google searched “I miss Nest Magazine” this week and found out how very not alone I am. Photos of people’s Nest Mag collections above are from Flickr—see here, here, here and here. I think it can be argued that no interior design and architecture magazine has ever matched Nest for creativity and artistry. Its smart and well-researched essays, its wildly imaginative layouts and covers, and its heterogenous, outward-looking understanding of design have all helped elevate it to cult status.”( Brown L. 2008. online. )

“A few national advertisers -- including Volkswagen and Target -- took space in the magazine. But the content was far from advertiser-friendly.” (Bernstein F, 2004, online)

fig 17, Nov 2003, 2012

Research indicates that Nest magazine was a successful but short lived publication and that it is missed as a magazine, but also that its followers don’t feel as though anything has really replaced it.

“Content was far from advertiser-friendly. Those sponsors who did sign on had to adapt to pages that might be parallelograms instead of rectangles, or might have slits cut through them. And he would not sell the most valuable advertising space -- the back cover -- which he designed himself”. (Bernstein F, 2004, online)

fig 16, spring 2002, 2012

Whilst being offensive and shocking, an editorial of this nature could be described as pushing the boundaries and this type of article would generate natural hype that would in itself create some viva voce marketing.

CASE STUDY

The above quotes suggest that Holtzman didn’t have the best business acumen and if he had taken this side of the business more seriously it might still be in print. Having said that it is evident that he was very much an artist and he even suggested himself that he became bored with the publication. Matthew Stadler, a novelist who served as Nest's literary editor, said, ''I think he could have made a profit if he'd been willing to compromise artistically.'' (Bernstein F, 2004, online) Carl Skoggard, Mr. Holtzman's partner of 23 years, said, that the magazine could afford to go on, but suggested if he wasn't feeling challenged artistically, there was no reason to spend the money.''(Bernstein F, 2004, online) “But it didn’t survive because those people wanted to migrate to fashion they didn’t want to do that for interiors”. (Rundle T. 2012, interview) Financially, he said, ''It wouldn't have been a problem to do another 26 issues.''(Bernstein F, 2004, online) Holtzmen quotes "Just to keep from being bored, I do something," this quote suggests to me that he founded this magazine almost as a hobby instead of a dedicated business product. fig18, nest 21, 2012

NICHE VS MAINSTREAM

Many articles and statistics show strong evidence that there are sectors of the magazine industry suffering and showing a decline in sales but amongst the losers there are certain publications leading the way.

NICHE VS.

MAINSTREAM

“We've all heard the rumors, print is dead. But many magazine editors are resisting this notion, including some of the lesser known niche magazines”  (Goldman L. 2010. Online) Are niche magazines overtaking the popularity of mainstream magazines or are they doing well because we’re in the midst of a recession? In my mind there are several debatable matters. In addition to the recession there are other external factors affecting the magazine industry like the consumer migration towards online and the reluctance of consumers to pay for online content, the green environmental issues, reduced advertising revenue and increase in cost of publishing and printing. But internal factors may also be to blame; perhaps some of the publishers and editors of the popular mainstream magazines are responsible for not recognizing and keeping up with the fast changing market and social culture. There’s very clear evidence that the circulation figures of so many mainstream big title magazines have fallen at varying degrees, (figure) whilst at the same time there is proof that niche magazines are a thriving market. Is this because the niche magazines have done their groundwork and realize that the consumer is demanding the diverse?

fig19. Facts. 2013

NICHE VS MAINSTREAM

Primary research suggested to me that consumers were still spending on magazines but with caution, and that they wanted value for money. The success of niche magazines could be as fundamental as consumers being more selective over their choice of magazines and instead of buying their regular copy of streamline magazine, they purchase a new title magazine that has something fresh to offer with more valuable content and appeal. The attraction of a niche magazine might be because it’s more related to the consumers’ lifestyle and therefore the expenditure can be justified at a time when consumers are tightening the purse strings. However niche magazines are unique compared to mainstream and this could stand for their rise in popularity. The individuality of niche magazines gives them an exclusive personality; they have more prestige within a mass market. Niche magazines can be compared to a book in the sense that the reader will want to retain their copy and not just chuck it in for recycling like you might a copy of “Chat”. My primary research suggested that consumers wanted a more focused magazine and it was apparent that an important element to a successful magazine was of it having a strong personality and knowing its direction, a niche magazine displays these elements. “When something is produced as a work of passion, customers feel passionately about the product. As a result, there is a constant audience.” (Philby C. 2009. Online)

CASE STUDY

MONOCLE BRAND

fig 20, monocle store, 2012

Monocle magazine falls into the bracket of niche. Launched in 2007, and founded by Tyler Brule the man responsible for wallpaper* magazine, it focuses on culture, design, global affairs and business. It’s slightly expensive at £6.00, and is published 10 times a year plus 2 newspapers “Mediterraneo” for summer and “Alpino” for winter. Hamilton Nolan, editor for Gawker, described Monocle magazine as a lifestyle magazine for young, stylish, 45

business-oriented jetsetters who receive free subscriptions (Nolan, 2008, online) When the magazine first published there were many critics ready to see it crash within its first year. However, displaying innovation and inspiration the magazine proved critics wrong; demonstrating how a magazines success can be based on more than just reading material, the brand quickly evolved and established itself as a strong product

incorporating its own 24 hour radio station, café’s, and 5 merchandising stores across the world, based in New York, London, Toronto, Tokyo and Hong Kong. The success of the subsidiaries has helped to establish the brand and retain a following, obviously also contributing to the financial side of the business.

CASE STUDY

Fig 22, Monocle shirt, 2009

CASE STUDY

fig 21, Monocle may 2010, 2010

With its widespread market Monocle demonstrates how globalist the world of consumerism has become today. The magazine editorials share cultures from around the world. When the progress of the brand is considered it is easy to recognize how this globalism itself has played a major role in the success of it. The magazine has a positive global distribution in over 100 markets and “investors from various countries including Spanish banking family and Japanese, Australian, Swedish and Swiss backers”. (Rushton S, 2008, online)

What’s interesting is that Monocle has absolute confidence in the publishing industry and they have demonstrated this by limiting their sociability on their The global accomplishment of Monacle and its web page by not offering Twitter or Facebook. There are popularity suggests an opportunity for a magazine reviews suggesting this is a restricting decision based around interior design/art and culture. Interior design is very influenced by cultures from around the “There are no social plug-ins to empower visitors to world and a magazine involving worldly designs/art, post to Facebook, neither to Tweet articles from their alongside other selective material could in itself target Twitter account nor even to email the article to friends… a niche audience. Having social media integration would not only increase “Global travel has had an extraordinary impact on the impression of the site being dynamic but also give all our lives, and nowhere is more evident than in the interested prospects the opportunity to connect, comment and convert into loyal followers” (Guinness. 2011. online) arenas of fashion and design. Throughout the ages, artists have been inspired by the exotic and unusual and However maybe the decision to deliberately limit have strived in their work to harmonise and balance the social media makes the reader feel an intimate personal different elements that make up the world we live in.” connection with the brand, the brand making them feel HOPPEN, K., CAMPBELL, A., & BATTEN, B. 1997. p9 special as an individual. 48

GENDER

VS.

NEUTRALIZATION

The magazine industry analysed as a whole demonstrates how very gender orientated it is, typically pink for female in the form of “Cosmopolitan” and blue for male “GQ”. This has always been the tendency throughout the history of magazine publication and filters right through all age brackets; demonstrated in children comics like “beano” for boys and “princess kingdom” for girls. The market consists of some typical gender-neutral magazines like “Radio Times”, and music’s “mojo”, however principally so many magazines today are stuck in a very stereotypical gender stream. Content preferences split strongly along gender lines

Fig 24, antiagingpills, 2012

POLARIZATION

Fig 23, pink puke zine, 2013

GENDER

lie in the images, colours, content and adverts etc. the attitude as a whole is presented to the gender audiences very differently. However in today’s post modernistic world we supposedly live in a more gender equal society and gender neutrality within the commercial world can be easily recognised, even Hamleys the famous London toy store has done away with its floors dedicated to boys or girls in 2011. “Toy signs changed after Hamleys accused of sexism Hamleys, the London toy shop, has removed the signs which divide boys’ toys from girls’ after protests by feminists that it was sexist stereotyping.” (Bloxham, A. 2011. online)

But when you look critically at the magazine industry with regard to sexism it would appear to be lacking and Magazine content preferences tend to be very gendered in stuck in a rut and perhaps this issue needs to be shaken terms of their general reader profile. The only content type to up. have an evenly balanced appeal to both sexes is film/music/ The last 30-40 years has seen massive cultural book/arts features and reviews. (Mintel, 2012, online) transformations within the western society and gender roles have taken dramatic changes; If the stereotypical gender targeted magazines are analysed it is easy to recognise how the design and content of the “And. Likewise, gender relations are constantly changing. magazines address their gender audiences in very different Indeed we are often told that western democracies are tones. Language could be described “cupcake” for girls, experiencing nothing short of a“genderquake”, so and “nazi” language for men, other significant differences profound are the current transformations”(GILL. R.2007 p2) 50

GENDER

Further to these radical changes both male and female attitudes and how these sexes see themselves within society is significantly differently now to past decades. This post feminism period has essentially created a liberated woman that plays a significant role very different to post war periods when women were still attached to the kitchen sink and bringing up children; consequently this demonstrates how woman might want to be viewed with more worth and spoken to in a more intelligent manner by the media and magazines. “The success of the freemium weekly title Stylist may have something to do with its conscious strategy of ‘speaking to women intelligently’ and its ethical, feminism-lite approach – banning diets, paparazzi shots and cosmetic surgery ads from its pages and offering a balance of ‘weightier’ issues alongside fashion and beauty” (Mintel, 2012. online) Similarly the males identify themselves differently within society and their roles, expectations and values are altered. “Many of the traditional behaviours expected of men are also becoming less emphasized in some modern cultures. For example, an increased willingness to share feelings and express fears and concerns may be one way men's behaviors have changed” (Barksdale , M. 2012. online) Interestingly whilst researching this subject I even found a quote suggesting men read cosmopolitan “Interestingly a magazine like Cosmo is well aware that they have a much wider readership than their actual sales figures would suggest – and a large proportion of those who read friends’ copies are men!” (SCALES , 2010, online) The above advocates that the readers of magazines are perhaps ready for something different along the lines of a gender neutral publication. From a business angle and with regard to hitting necessary circulation figures a gender neutral magazine would have the added benefit of selling to a mixed gender audience and therefore hitting a much wider market. Also magazines of a gender neutral nature will attract a different kind of advertiser and this would be significant towards a profitable business and surviving in a competitive market. 51

fig25. Cafecito Neptuno.5online 2

TECHNOLOGY

Due to current trends being centered on technology certain sectors within the publishing industry need to stand up to these challenges and adopt a sense of foreboding. An attitude of complacency might explain some adverse results that have already taken place within the industry. “Digital magazines are increasingly capturing the attention of the media industry due to their ability to attract readers through interactive content, without involving high costs in production and distribution as traditional magazines”(SILVA, online) The digital revolution of the 1990’s has seen the Internet provide us with a world of blogging. “Today, weblogs seem to be everywhere in and around journalism:…” The blogosphere is expected competition for the publishing industry; bloggers are indeed free journalists of today.

fig 26, Jamie Florence, 2012

“Then there are blogs that can be recognized as fully fledged websites or media outlets. They have infrastructures resembling those of print publications, but the content unabashedly sticks to their cornered niche” Style Feed: The World’s Top Fashion Blogs (Oliver. P10. 2012) 54

TECHNOLOGY

Although these blogs challenge magazine brands they do have a different concept to a magazine for example they are one persons choices, thoughts and opinions, and they are just a blog that doesn’t transmit the strength or personality that a well delivered magazine can. As well as blogs the Internet has given us YouTube, founded in 2005 this media platform has established itself immensely. “Founded in February 2005, YouTube allows billions of people to discover, watch and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small”. (Youtube, online) Also the popular social media sites like Facebook, Twitter and Pinterest. All the above mentioned platforms test the future of magazines and demonstrate how crucial it is that any print magazine of today supports itself with a fully exploited digital online version, and in doing so maximises the opportunities of reaching a target audience. “Many major magazine publishers have enthusiastically embraced converting their magazines into digital publications. Their designers have been leaders in using Indesign Digital publishing suite for designing interactive apps to achieve exciting results” (COHEN, S., & BURNS, D. 2012. P5)

TECHNOLOGY

Fig 27, botoga 3, 2003

There are endless quotes online saying exactly the same thing and this again demonstrates the important role that an interacting web site will have in reaching the audience. As previously discussed the Internet allows media to go instantly global, and this is an implication that has to be considered and is a contributing factor towards the success of a magazine today. A magazine making use of a digital version allows a level of interaction to occur between the seller and the consumer and this can quickly develop a bond between the two that will hopefully develop into a loyalty. Having the correct content displayed on the web site is just as important as that of a printed magazine. Being aware of advanced technology and knowing how it can be used within the publishing industry it is important for any magazine to offer innovation and stay ahead of the game. For example Aurasma technology is a new app setting a new trend. It allows the physical to meet the reality; once the app has been downloaded onto the smartphone, the phone can be scanned over a link in a magazine to display an interacting screen. 57

“We’re changing the way people see and interact with the world…Since launching in 2011, Aurasma has quickly risen to become the world’s leading augmented reality platform with over 15,000 partners operating in over 100 countries.” (Aurasma ,online) One magazine to use aurasma in its winter publication was “Brides” magazine. “We’re thrilled to partner with Brides and bring a new level of engagement and value to its traditional printed magazine,” (WOffers L 2013) The use of aurasma within an interiors magazine could work extremely well; offering a 360 degree video of space that would present a completely different outlook to that of a photograph and also offer the audience prompt digital interaction. In addition to aurasma but along the same lines and another example of how technology can be used within magazines was the Marie Claire October issue 2012. It was the first UK magazine to contain within the pages an advert involving a video.

“The ad, for a fragrance from the luxury fashion label Dolce & Gabbana, is appearing in a few thousand copies of the 396-page October issue.…The ad includes music and is embedded on the page in an insert. When the page is opened the advert begins to play. The technology used for the ad was developed by the US firm Americhip” (Dowell. 2012. online) Another available app that is affecting magazine industry is a phone app that links in with magazine subscription. “In addition, magazine publishers have created new subscription options. Many print subscriptions now also include access to the digital version. Conde nast, Hearst, Meredith, News Corps. And Time inc. have created a new subscription model called Next Issue, sometimes referred to as “Netflix for magazines” it allows, for a monthly fee, unlimited access to the publishers entire catalogue of magazines” This kind of business strategy is another example of how influencing technology can be towards the magazine industry and its future hold within the market. As suggested above, magazines of today that are targeting a millennial audience must offer innovative technology as this is nothing less than expected of this generation. 58

CONCLUSION

Fig 28, bed, 2011

I have learnt that at present several magazine publications are dropping in sales and research has suggested print is slowly fading away. But I also have reliable evidence to suggest this is not true of the magazine market as whole. There is evidence to show that certain magazines are thriving in the present market. Of all the people involved in my research 91% still regularly bought magazines.

As we move into the future and technology still gets even more complex I predict the reading habits of consumers will move more towards online content. But at the moment there is still the opportunity for a new print magazine within the market so long as it is backed by good digital, online content. I have established that a magazine today must work as a media brand rather than just a print magazine. This was noted as an opportunity in my SWOT, (a:127) Itâ&#x20AC;&#x2122;s essential that it reveals itself from all media platforms, and with the print and digital online material harmonizing together it stands a chance of success. As and when the print magazines become less and less this magazine will hopefully have identified itself as a leading brand. A magazine must have a defined personality and understand its reader; once it has found itself within the mass market the publication must stay intent so as not to disappoint its audience. 60

IMPLEMENTATION

CONTENT The original objective was to launch a brand new magazine into the market aimed at a neutral gender audience. The subject matter needed to appeal to both sexes and therefore I was leaning towards art, design, culture and social issues. The magazine was to have a very creative stimulating feel to it. Further to much research I am now ready to assert my thoughts and announce yes to my intention in creating an inspirational magazine based on design for interiors and not just another mundane “ interior design magazine”.

PRODUCT The magazine “Evince” will have individuality and a defined personality. This is imperative for its survival because the market already offers a well established array of interior magazines, like World of Interiors; this title is recognized as doing well, its classic, its premium and has a loyal following; there’s no avoiding the fact that it’s a tough market with lots of competition. However further to my analyzing the existing market, I am convinced that the majority of interior design magazines are all transmitting a very similar experience to their selective audiences, and there is a gap in the market for something different. Mintel’s research shows that 61% of adults agree that ‘there are too many similar magazines in the shops, not enough that are really different’. (Mintel Market size, 2012, online) The design of the magazine itself will be individual. Unlike the traditional glossy magazine smart consideration will be given to paper stock, colour and texture. There are many design elements like size, binding, logo etc that need to be addressed to give Evince the correct image. 63

fig 29, front covers, 20136 4

IMPLEMENTATION

NICHE OR

MAINSTREAM I want Evince magazine to have a unique and superior quality about it and for it to be exclusive, whether it would fall into the bracket of a niche magazine I’m thinking why not? Based on a wisely selected content (with a difference) of art and design within interiors it straightaway has a very different position within the market compared to the average traditional interior design magazine, and it certainly won’t appeal to the same audience. I envisage it having a more targeted audience than the existing mainstream like Elle Décor, House Beautiful etc. The followers of Evince will have far more appreciation and passion for design and creativity. I don’t want Evince to portray itself as being totally niche because I feel some niche magazines can be a little too daunting and detract from new consumers. The most important thing is getting the content and personality of Evince accurate. Niche magazines are renowned for being very focused on one subject; however my research implied that hybrid magazines mixing together a few elements were a way forward for magazines today and therefore in publishing a magazine with a varied content will assist the cause in targeting both genders; but at the same time the sense of direction and hence the personality must not be misplaced. Therefore Evince will not be holding entirely to design and art but will incorporate editorials associated to culture and social elements with a smidgen of humour. “Humour and arts/culture remain the most popular types of magazine content amongst magazine readers overall”. (Mintel content preference, 2012, online)

IMPLEMENTATION

CONSUMER AGE The target age group of Evince is set at being 25-40. The whole concept of Evince would appeal predominantly to this age group, a youthful group that are maybe establishing themselves within the housing market. The limited age bracket could be seen as a weakness, (a:127). The magazine industry is very typical in targeting age brackets. This age bracket according to Mintel research falls within an area of the market predicted to do better within the magazine market. “Three age groups with high growth forecast over the next five years offer potential opportunities for the magazine market: over-65s, 25-34s and children aged 5-9.”(Mintel broader market, 2012, online) The way forward for the magazine industry is online digital media and mintel research suggested that the under 35’s are prepared to pay for online media content compared to the older age brackets, “This illustrates the importance for digital news or magazine content providers of bringing younger consumers on board, and building up a sense of loyalty”. (Mintel, online, 2012) 67

IMPLEMENTATION

GENDER Of the existing home and design magazine market the main gender targeted is categorically female. The gender split of readers Elle decor the split is 68% female, 32% male, Country living 75% female 25% male World of interiors 58% female 42% male. There are few design magazines out there that equally balance the content to target a neutral gender. The fashion/design/travel Wallpaper* magazine that targets both genders leans towards the male gender a little too far, 60% male, 40% female. The aim is that Evince will achieve a well balanced content to appeal to both genders and address both in a suitable mode. Targeting both genders naturally widens your audience.

READER The readers of Evince have an ultimate enthusiasm for art and design in all forms, and have a desire and ability to absorb resourceful creativity way beyond. Targeting an age group of 25-40 these educated and proficient youthful people want to be ahead and ambition drives them forward. Affluent and fresh to the professional world and loving life, they take gratification in cultural and social influences around the globe. They identify with Evince and welcome its ability to sway their inspired minds.

fig30. consumer profiles. 2013

IMPLEMENTATION

SUBJECT

Evince will venture to stand alone with its content, the leading element being design for interiors with an inclusion of culture, art and social issues. The possible main competitors like Apartamento, Objekt and Wallpaper* all offer similar content but for example Objekt is very committed to interior design only, compared to Wallpaper* where design takes a lower standing and where fashion has a strong input. “The only content type to have an evenly balanced appeal to both sexes is film/music/book/arts features and reviews.” (Mintel content .2012. online) Getting the content right will be a huge factor in the success of the magazine, and I am fully aware that it will not be an easy task. It will involve carefully choosing the right contributors and pouring in lots of innovation.

living space and a cultural editorial. Magazines rely on advertisers for a significant amount of their revenue, so obviously the more adverts included within the more funds, yet I don’t want Evince to be overrun by adverts. But obviously adverts will make up a quantity of the content and I visualize adverts being displayed in different configurations. “Advertising takes many forms within the magazine.” (COLTON , R. email, 2013) (a:141) My earlier research led me to believe that many consumers were put off by a swamping of adverts within magazines, at the same time I also learnt that other readers felt that sophisticated well shot adverts contributed to the value of a magazine.

I believe advertorials would work well within Evince. Advertorials as the name suggests are a blend of adverts “The problem with a lot of men’s magazines is that they worry too much about who they’re addressing, when and editorials. Using advertorials is a more subtle way to advertise. For example, I conducted some research into an they should be worrying more about the quality of their online interior design magazine named Roco, and within content.” (Jones, D. 2009, online) one of its isssues was displayed a 4 page article based on an interview with an interior designer for the brand Laura I intend Evince displaying an amount of high quality, Ashley. The editorial was fairly interesting and at the end original photography, which was proved in primary research a popular subject matter for magazine. To take was www.lauraashley.com. the project and this element forward I would collaborate with an up and coming photographer; who has ambition “In other words, decent advertorials deliver a respectable and wants to make a stance, this collaboration would be chunk of useful and well written content, theoretically right in line with the philosophy of the magazines they appear in.” beneficial to both parties. As well I would help Evince (Giordano, P. 2007, online) can work along side photographers who have already established themselves particulary those that would link together the chosen features of the magazine. For example The mixed gender concept in Evince can be utilised to attract different advertisers, see SWOT (a:127) and this award winning photographer Kalpesh Lathigra did a project where he stayed with a Native American family in would overcome a concern singled out in research where South America and documented the space they live in and it was suggested the same adverts appear in simular the way they interact; it blended together photographs, publications and can become monotonous. 69

IMPLEMENTATION

fig 31. lost in the wilderness. 2012

IMPLEMENTATION

PRICE

PLACE

The deciding price of Evince will be influenced by the frequency of the magazine. It’s interesting how the number of issues published per annum vary with different magazines. The majority of the traditional interior design/home magazines publish monthly. Less frequent magazines like apartamento (biannual) and objekt (4 issues per annum) I feel demonstrate a far stronger ethos and persona;

In todays tough market it would be unwise to suppose that a magazine delivered only in print form is likely to survive, especially one that’s targeting the google generation. Would Evince lose credibility taking advantage of all media platforms? Personally I don’t think so. Ensuring that the magazine conveys its language with a suitable tone, I believe that alongside a well constructed website Evince should take the opportunity of using all digital media platforms by providing a tablet issue, a phone app and using the classic social media sites like facebook, twitter, pinterest, tumblr etc.

“But no matter how big its circulation gets, Holtzman says Nest will stick to its quarterly publishing schedule. He worries that a higher frequency would dilute the individuality of each issue”. (Bercovici, J. 2001. online) I agree with this quote and feel less is more. Obviously the less frequent a magazine the less work involved and consequently less financial outlay, but as a new magazine would biannual be frequent enough? Consumers of today are demanding and would only two issues a year be enough to satisfy them. Taking things into consideration like the target consumer being digitally minded and wanting Evince to portray a sense of quality I feel it would hold more prestige if it were published only 4 times a year. But to support the print copy the digital side will be frequently updated. If Evince is a quarterly publication I feel this can reflect the price and it can be set slightly higher but then as a new publication I don’t want it to price itself out of the market. Therefore I anticipate it being marketed at approximately £6.00-£8.00. 71

IMPLEMENTATION

"It’s not just about how many people are buying that magazine on the newsstand it’s about who’s using the website, who’s looking it up on the iPad, who’s on its Facebook page and that can’t be ignored.” (Banham M. 2012. online) By using the above I will increase the likelihood of capturing potential customers and this whole concept will contribute towards a brand engagement strategy. With regard to the point of sale for the print issue it will require more consideration. Selling the magazine in carefully selected retail outlets I think will give Evince a higher credibility and also target the chosen audience. With it being niche and having a focused content I would envisage it selling in outlets like Magma and other more selective bookstores and museums like the Tate modern. 72

IMPLEMENTATION

fig32, website, 2013

BUSINESS PLAN Open minded but hesitant the plan would be to self publish the magazine. In order to proactively implement the project a strategic business plan would need to be put in place. Job responsibilities would have to be allocated to those involved to ensure all essential tasks are covered. It would require an overall manager to make eventual decisions, an individual to oversee writing and editing, a Graphic designer taking charge of all media platforms, a Publication manager and a sales manager. Depending on the size of the venture the responsibilities of each section could be covered by more than one person. To keep costs to a minimum I would freelance people where possible. The team would need to make decisions on several deciding factors to take the project forward. 73

I envisage one of the first tasks to set the ball rolling would involve the putting together of a well devised website this will set down the brand name â&#x20AC;&#x153;Evinceâ&#x20AC;? and provide the links to other social media platforms. The web site would provide teasers of what to expect from Evince and give an idea of content so an audience can begin to get a feel for the brand. It would be very interactive so as to compete with appealing digital platforms like YouTube and blogs. The website would include a section for contributors and give a clear indication of material Evince would want to publish. I would like the web site to offer the opportunity to up and coming ambitious journalists and photographers the chance to submit their work and ideas with a view to using the material within Evince. As well a media kit would need to be created which is a critical package to send out to prospective backers and advertisers. Beginning to search out advertisers is a key element of the business plan with them being a significant financial aid to the business. Alongside these tasks groundwork would begin in preparation for the execution of the first edition of Evince.

fig33. facebook. 2013

fig34. twitter. 2013

IMPLEMENTATION

For Evince to embark on gaining a personality I intend it to combine elements of elegance and boldness. I have decided to concentrate on clean-cut edges, with opacity added in selective places to demonstrate a sense of feeling. Clear fonts will be used throughout to portray an optimistic attitude and a red and black colour 75

fig 35, Moodboard1, 2013

scheme will assist in achieving the bold temper. Additional colour will be added to soften when felt necessary. The whole style concept of Evince will be similar to this report layout. Evince should put across a very easy but crucial feel and will not be afraid to use negative space to represent a sophisticated elegance. fig 36, Moodboard2, 2013

IMPLEMENTATION

PROMOTION

â&#x20AC;&#x153;welcome to Camelot, the first company in the UK to introduce property protection using Live-in guardians. Are you looking for a low-cost temporary home? Does adventurous living in a former school, monastery, office block or factory appeal to youâ&#x20AC;? Research suggested that a way forward for a magazine (CAMELOT, 2013. online). The decided venue would be of the future was to view the publication not just suitably designed for the occasion. as a magazine but as a brand, and this was clearly Individuals from appropriate professions would be demonstrated within the Monocle Magazine research selectively sought and invited to attend the party. For and Country life. During the promotional marketing example the invitations would be invited to the inventors of Evince this is something that I want to achieve, I of the top rated interior blogs, photographers, interior donâ&#x20AC;&#x2122;t just want Evince to be launched and recognised designers etc. The opening party would include providing as just another magazine but instead to have a whole free first addition copies to the partygoers including the brand engagement scheme going on in the background. press members. The foundation of this strategy will be laid in the initial As well as a launch party to celebrate the first addition, I web site and accompanying blog site. But when the first feel it would be necessary to promote the brand at other edition is due to launch it would be necessary to have selective venues. I would see Evince being promoted other promotional campaigns coming into place. from stands at interior design exhibitions and design I anticipate a launch party to which the press would be and modern art museums. A promotional stand would invited. Initial thoughts involve collaborating with a involve giving away teaser freebies, all marketed towards property guardian company to hopefully rely on them to Evince; this would all promote and expand the name of provide an interesting venue. the brand. 77

fig 37, Moodboard3, 2013

PRESS RELEASE

APPENDIX

REFERENCE LIST

APPENDIX

Aurasma (n.d.) About Us - Aurasma. [online] Available at: http://www.aurasma.com/about-us/ [Accessed: 22 Jan 2013] BALE, Z. (2012) MAGAZINE ABCs: The agency view on the winners and losers - Media news - Media Week. [online] Available at: http://www.mediaweek.co.uk/news/1145941/MAGAZINE-ABCs-agency-view-winners-losers/ [Accessed: 17 Jan 2013]. Banham , M. (2012) MAGAZINE ABCs: FHM tumbles another 9.5% in "extremely challenging" market - Media news - Media Week. [online] Available at: http://www.mediaweek.co.uk/news/1117600/MAGAZINE-ABCs-FHMtumbles-95-extremely-challenging-market/ [Accessed: 23 Jan 2013]. Barksdale , M. (2012) How are gender roles in society changing? - Curiosity. [online] Available at: http://curiosity. discovery.com/question/gender-roles-society-changing [Accessed: 17 Jan 2013] BERNSTEIN F, 2004, A Champion Of the Quirky Writes Finis, [online]. http://www.nytimes.com/2004/08/19/ garden/a-champion-of-the-quirky-writes-finis.html?pagewanted=all&src=pm [accessed 16/12/2012] Bercovici, J. (2001) Nest as the interior of imagination. [online] Available at: http://www.medialifemagazine. com:8080/news2001/apr01/apr23/1_mon/news3monday.html [Accessed: 23 Jan 2013]. Bloxham, A. (2011) Toy signs changed after Hamleys accused of sexism - Telegraph. [online] Available at: http:// www.telegraph.co.uk/finance/newsbysector/retailandconsumer/8952627/Toy-signs-changed-after-Hamleys-accusedof-sexism.html [Accessed: 17 Jan 2013].

GILL , R. (2007) Gender and the media . [e-book] Cambridge : Polity Press. p.2. Available through: Google Books http://books.google.co.uk/books?id=igeFoFdh5iIC&printsec=frontcover&dq=GENDER+AND+THE+MEDIA&hl=en &sa=X&ei=8Xj4ULjFJ6KM0wX-rIGAAw&ved=0CC4Q6AEwAA#v=onepage&q=GENDER%20AND%20THE%20 MEDIA&f=false [Accessed: 12/1/13]. GOLDMAN L (2010) 13 Expensive Niche Magazines That Are Still Surviving In Print. [online] Available at: http:// www.businessinsider.com/most-expensive-niche-magazines-2010-11?op=1#ixzz2GEs1ZyCS. [Accessed: 17 Jan 2013]. Guinness, C. (2011) Site Review: Monocle.com. [online] Available at: http://www.communitymanager101.com/sitereview-monoclecom [Accessed: 17 Jan 2013]. Hancock, J. (2007) Why Local News and Niche Magazine Publishing Are Winning. [online] Available at: http:// ezinearticles.com/?Why-Local-News-and-Niche-Magazine-Publishing-Are-Winning&id=4408553 [Accessed: 17 Jan 2013]. HOOPER, m, 2012, Who says print, is dead? [online] http://www.guardian.co.uk/media/2012/jun/03/who-says-printis-dead [assessed 12/11/12] HOPPEN, K., CAMPBELL, A., & BATTEN, B. (1997). East meets West: global design for contemporary interiors. New York, Rizzoli. p9 HUCHISON J.(2011) ABC Results: publisher reaction. [online] Available at: http://inpublishing.co.uk/news/articles/ abc_results_publisher_reaction.aspx [Accessed: 17 Jan 2013].

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COHEN, S., & BURNS, D. (2012). Digital Publishing with Adobe InDesign CS6. Berkeley, US, Peachpit Press (us). P5 COLTON , R., editor@rocomag.com (2013) Information Required . [email] Message to Twelvetrees, A. (amyjane12@live.co.uk). Sent 8th January 2013. COMMUNITY MANAGER. (2011) Site Review: Monocle.com. [online] Available at: http://www. communitymanager101.com/site-review-monoclecom [Accessed: 17 Jan 2013]. DEMERS D, 2011, Remembering Nest, [online]. http://designer-in-exile.blogspot.co.uk/2011/07/rememberingnest.html [accessed 15/12/12] Dowell, B. (2012) Marie Claire claims UK first with October issue to feature video ad. [online] Available at: http:// www.guardian.co.uk/media/2012/sep/07/marie-claire-october-issue-video-ad [Accessed: 22 Jan 2013]. DOMINGO, D. and HEINONEN, A. (2008) Web blogs and journalism . [e-book] http://jclass.umd.edu/classes/ jour698m/domingoblogs.pdf [Accessed: 12 January 2013]. GARLERHEAD , J. (2012) Interview with public. Interviewed by Amy-Jane Twelvetrees [in person] Waverly Building, Nottingham Trend University , 27th November 2012.

APPENDIX

Giordano, P. (2007) Advertorials - Powerful Ads in Camouflage. [online] Available at: http://ezinearticles. com/?Advertorials---Powerful-Ads-in-Camouflage&id=853757 [Accessed: 23 Jan 2013].

IPC MEDIA (n.d.) IPC Media | Brands | Style At Home. [online] Available at: http://www.ipcmedia.com/styleathome [Accessed: 17 Jan 2013]. IPC MEDIA (2011) IPC MEDIA ABC FIGURES: JULY - DECEMBER 2011. [online] Available at: http://www. ipcmedia.com/news/ipc-media-abc-figures-july-december-2011 [Accessed: 17 Jan 2013]. JAQUES L, 2012, ABC Consumer Jan-Jun 2012: Overview, [online] http://mediatel.co.uk/newsline/2012/08/16/abcconsumer-jan-jun-2012-overview/ [accessed 12/11/12] JAQUES L, ABC Consumer Jan-Jun 2012: women’s weeklies, [online] http://mediatel.co.uk/newsline/2012/08/16/abcconsumer-jan-jun-2012-womens-weeklies/ [accessed 13/12/12] Jones, D. (2009) A manifesto for men’s magazines - FT.com. [online] Available at: http://www.ft.com/cms/ s/0/83644306-35dc-11de-a997-00144feabdc0.html [Accessed: 23 Jan 2013]. JONZE T. 2012. Cult interiors magazine Apartamento develops global following [Online] . http://www.guardian.co.uk/ world/2012/jul/10/interiors-magazine-apartamento-global-following [Accessed 13/12/12] LEADBETTER , V. (2012) Interview with public. Interviewed by Amy-Jane Twelvetrees [in person] Waverly Building, Nottingham Trend University , 27th November 2012. MELNICK M, 2011, Anatomy of a zine: when magazines go indie, [online] http://www.time.com/time/arts/article/0,8599,2091194,00.html accessed [16/12/12]

APPENDIX

Mintel (n.d.) Broader market environment . [online] Available at: http://academic.mintel.com/ display/626825/?highlight=true#hit1 [Accessed: 25 Jan 2013]. MINTEL (2012) MARKET SIZE - Mintel Group Ltd.. [online] Available at: http://academic.mintel.com/ display/626828/?highlight=true#hit1 [Accessed: 25 Jan 2013]. MINTEL (2012) Segment performance . [online] Available at: http://academic.mintel.com/ display/626829/?highlight=true#hit1 [Accessed: 24 Jan 2013]. MINTEL (2012) content preferences . [online] Available at: http://academic.mintel.com/ display/626835/?highlight=true#hit1 [Accessed: 25 Jan 2013]. NOLAN, H. (2008) Lifestyle Magazine Is Ashamed Of Itself. [online] Available at: http://gawker.com/5028854/ lifestyle-magazine-is-ashamed-of-itself [Accessed: 17 Jan 2013]. NORRIS , L. (2012) Untitled. Interviewed by Amy-Jane Twelvetrees [in person] Waverly Building, Nottingham Trend University , 6th December 2012. Offers L (2013) Brides Magazine - Aurasma. [online] Available at: http://www.aurasma.com/campaigns/bridesmagazine/ [Accessed: 22 Jan 2013]. OLIVER, W., & BUBBLE, S. (2012). Style feed: the world’s top fashion blogs. Munich, Prestel. Page 10 PATEL , A. (2012) Interview with public. Interviewed by Amy-Jane Twelvetrees [in person] Waverly Building, Nottingham Trend University, 27th November 2012. PHILBY, C. (2009) The niche magazines riding out the gloom. [online] Available at: http://www.independent.co.uk/ news/media/press/the-niche-magazines-riding-out-the-gloom-1622760.html [Accessed: 17 Jan 2013]. PHILBY, C. (2009) The niche

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APPENDIX

Giordano, P. (2007) Advertorials - Powerful Ads in Camouflage. [online] Available at: http://ezinearticles. com/?Advertorials---Powerful-Ads-in-Camouflage&id=853757 [Accessed: 23 Jan 2013]. GHORI N. (2012) How to Make a Magazine. [online] Available at: http://www.wikihow.com/Make-a-Magazine [Accessed: 17 Jan 2013]. GILL , R. (2007) Gender and the media . [e-book] Cambridge : Polity Press. p.2. Available through: Google Books http://books.google.co.uk/books?id=igeFoFdh5iIC&printsec=frontcover&dq=GENDER+AND+THE+MEDIA& hl=en&sa=X&ei=8Xj4ULjFJ6KM0wX-rIGAAw&ved=0CC4Q6AEwAA#v=onepage&q=GENDER%20AND%20THE%20MEDIA&f=false [Accessed: 12/1/13].

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APPENDIX

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APPENDIX

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fig 1, ,ANON, (2012), ponihi [online]. Available at http://bloodoftheyoungzine.com fig2. ANON. (2012), Photo emailed in Anonymously. [ONLINE] available at http://bloodoftheyoungzine.com fig 3, SOPH. S. (2008) the last days of w, [online] available at http://alecsoth.com/photography/projects/the-lastdays-of-w/ fig 4, Soph a, (2003), botoga [ONLINE]. Available at: http://alecsoth.com/photography/projects/dog-daysbogota/ [Accessed 15 January 13]. fig 5, Nelson z , (2012), Hackney [ONLINE]. Available at: http://www.zednelson.com/?Hackney [Accessed 09 January 13]. fig 6, TWELVETREES A. (2013) magazine front covers. Own Image. fig 7, Twelvetrees, (2013) train exercise, own image. fig 8, Soph a, (2003), botoga 2 [ONLINE]. Available at: http://alecsoth.com/photography/projects/dog-daysbogota/ [Accessed 15 January 13]. fig 9, fig 3, SOPH. a. (2008) the last days of w, [online] available at http://alecsoth.com/photography/projects/ the-last-days-of-w/ fig10. Paterson A, (2012), The slow death of a shit box. Tompkins, NY, Winter 12/13 [ONLINE]. Available at: http://bloodoftheyoungzine.com/post/40211055140/alanapaterson-the-slow-death-of-a-shit-box [Accessed 09 January 13]. fig 11, Soph A, (2007), Akeley [ONLINE]. Available at: http://alecsoth.com/photography/projects/parisminnesota/ [Accessed 09 January 13]. fig 12, Soph A, (2010), Broken Manual [ONLINE]. Available at: http://alecsoth.com/photography/projects/ broken-manual/ [Accessed 09 January 13]. fig 13, Nagler E , (2011), Nest magazine [ONLINE]. Available at: http://www.designmeans.com/work/ magazines/nest.html [Accessed 09 January 13]. fig 14, ronald van tienhoven, (2012), nest winter 1998 [ONLINE]. Available at: http://www.flickr.com/ photos/86697087@N00/8207733341/in/set-72157632074701074/ [Accessed 09 January 13]. fig 15, van tienhoven R, (2012), nest summer 2001 [ONLINE]. Available at: http://www.flickr.com/ photos/86697087@N00/8207730903/in/set-72157632074701074/ [Accessed 09 January 13].

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fig 21, Magpile, (2012), Monocle May 2010 [ONLINE]. Available at: http://magpile.com/monocle/may-10/ [Accessed 13 January 13]. Fig 22, Por Homme, (2009), Monocle Shirt [ONLINE]. Available at: http://www.porhomme.com/tag/monocle/ [Accessed 13 January 13]. Fig 23, pink puke zine, 2013 http://bloodoftheyoungzine.com/post/40694941620/from-pretty-pukes-new-zine Fig 24, antiagingpills, 2012, http://bloodoftheyoungzine.com/post/37838807983/antiagingpills-my-bud-maxhartley-skating-in Fig 25. Williams P, (2012), Cafecito Neptuno [ONLINE]. Available at: http://www.highsnobiety. com/2012/12/11/cafecito-neptuno-at-the-standard-spa-miami-beach-by-jose-parla/ [Accessed 08 January 13]. Fig 26, Florence J, 2012, http://bloodoftheyoungzine.com/post/39134881940/jamie-florance fig 27, Soph A, (2003), botoga 3 [ONLINE]. Available at: http://alecsoth.com/photography/projects/dog-daysbogota/ [Accessed 15 January 13]. Fig 28, EISEN L. (2011) Bed. [online] available at http://leanneeisen.com/home.html Fig 29, Twelvetrees, (2013) Front Covers. Photoshop. Fig 30 Twelvetrees, (2013) Consumer profiles. Photoshop Fig 31. Lathigra K, (2012), Lost in the wilderness [ONLINE]. Available at: http://www.kalpeshlathigra. com/#/work/lost-in-the-wilderness/16-1 [Accessed 16 January 13]. Fig 32. Twelvetrees, (2013) website. Photoshop Fig 33. Twelvetrees, (2013) facebook. Photoshop Fig 34. Twelvetrees, (2013) twitter. Photoshop Fig 35. TWELVETREES A. (2013) Moodboard1. Own image. Fig 36. TWELVETREES A. (2013) Moodboard2. Own image. Fig 37. TWELVETREES A. (2013) Moodboard3. Own image.

fig 16, van tienhoven R, (2012), nest summer 2001 [ONLINE]. Available at: http://www.flickr.com/ photos/86697087@N00/8207730903/in/set-72157632074701074/ [Accessed 09 January 13]. fig 17, van tienhoven R, (2012), Nov 2003 [ONLINE]. Available at: http://www.flickr.com/ photos/86697087@N00/8207726847/in/set-72157632074701074/ [Accessed 09 January 13]. fig18, van tienhoven R, (2012), nest 21 [ONLINE]. Available at: http://www.flickr.com/ photos/86697087@N00/8207727253/in/set-72157632074701074/ [Accessed 09 January 13]. Fig 19, Twelvetrees, (2013) Facts, own image.

fig 20, Couture Lab, (2012), Monocle [ONLINE]. Available at: http://www.couturelab.com/magazine/people/ monocle/ [Accessed 09 January 13]. 96

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QUESTIONAIRE

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What’s your name, age and gender? My name is veronica leadbetter and I am 34 and I am a female. Do you read magazines? Yes, Which ones do you read? Well I do enjoy food magazines um I would say I kind of like lifestyle magazines if you no what I mean? Yes, Do you read Art/interior magazines? Yes What ones do you read? I usually get, what is it country homes or something like that, I don’t live in the country but it’s the closest I ever get to the country. Do you no the one I mean. Do you find this kind of magazine influences your home interior? Um yes because I do obviously pick up on some elements within the magazines that I buy but a lot of the things I see I find very unachievable.

ONE TO ONE INTERVIEW TRANSCRIPT

Due to the recession have your buying habits changed towards your magazine purchasing? No. Have you become more price conscious since the recession? Yes I guess I have with some things. What’s your ideal price for a magazine? Um around £3 I am willing to pay. Do you read online or own a tablet of some kind? No, I still like to read a print magazine. Do you mind me asking are you a homeowner? Yes, Yes I am Veering away from magazines, can I just ask do you enjoy interior design within your home? I love it; I’m still quite new to owning my own home so I do still really enjoy doing it up and moving things around. Everything you own is within your home, so its obviously very valuable to my partner and me.

Whats your name, age and gender? Avarni Patel, 36, Female Do you read magazines? Yes Which ones do you read? Um I read a bit of all kinds really. Do you read Art/interior magazines? Yes I do.

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Do you find this kind of magazine influences your home interior? I think it influences me as a person but I don’t carry it through to my home. Well thinking about it though I do have a stag head in my flat and I have seen them in quite a few magazines and shops at the moment. Due to the recession have your buying habits changed towards your magazine purchasing? No I don’t think so, if I like a magazine and it catches my eye I will buy it.

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Do you read online or own a tablet of some kind? No I have an iPhone, I’m always surfing the net though. Do you mind me asking are you a homeowner? No

Have you become more price conscious since the recession? Yes What’s your ideal price for a magazine? I do think a lot are quite steep for what they’re worth, for example Elle décor. Do you read online or own a tablet of some kind? I own an Ipad … Do you read magazines on it? I’ve tried to but I just cant get to grips with it, its not the same as holding a magazine, I definitely prefer reading a magazine. You can’t even turn the pages! Do you mind me asking are you a homeowner? Yes, I own a flat Veering away from magazines, can I just ask do you enjoy interior design within your home? Yes I just wish I had more money.

What’s your name, age and gender? Natasha Hudson, female, 30 Do you read magazines? Yes Which ones do you read? Um a bit of all sorts really. Do you read Art/interior magazines? Yes there the main ones I read, I love ID, Vice, Love- those kinds of ones you no? Oh cool, where do you buy these? Do you subscribe to them? I have a subscription to ID my boyfriend bought it as a present but I like to have a choice on the magazine I want that month if I buy any at all! Do you read any interior magazines? If something there that catches my eye I will pick it up. For example Objekt always has an interesting cover.

What’s your name, age and gender? Jenny Martin, 28, Female Do you read magazines? Yes Which ones do you read? Gossip magazines, hello, ok and the rest… Do you read Art/interior magazines? No Ok have you ever in the past read an art/ interior/ culture magazine, perhaps like Elle décor? Yes I read them for a university project, I studied art history, and so these magazines did come in handy occasionally. But they don’t really hold any interest for you then? No not really. Due to the recession have your buying habits changed towards your magazine purchasing? Yes I probably don’t buy as many as I used to. Have you become more price conscious since the recession? Yes What’s your ideal price for a magazine? £2 maybe less 103

Do you find this kind of magazine influences your home interior? Umm It influences it to a certain extent but usually you can only take bits of what you see in these magazines to put into your home because they’re just quite over the top sometimes, do you see where I’m coming from. Due to the recession have your buying habits changed towards your magazine purchasing? No I don’t think so Have you become more price conscious since the recession? Not really What’s your ideal price for a magazine? £4 for a good magazine, if I have the money I will but what magazine I want. Do you read online or own a tablet of some kind? Yes I have an iPad and I do go onto the magazine websites because they are obviously being updated a lot. Do you mind me asking are you a homeowner? Yes Veering away from magazines, can I just ask do you enjoy interior design within your home? Oh yes! I find it so therapeutic! (laughs) its something that you have to keep on top of, your home is a symbol of you and all your friends will judge you on your home- don’t you think?

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What’s your name age and gender? Michael underwood, 39, male

Do you read Art/interior magazines? No

Do you read magazines? Yes

Why don’t you read them? I find that the interior magazines at the moment are focusing on one particular style, which are kind of Christmassy, glitzy, and very feminine; there is no GQ of interiors.

Which ones do you read? Gardening and fitness magazines- although you wouldn’t be able to tell would you! And when I go on holiday I buy a men’s magazine at the airport, like GQ.

Due to the recession have your buying habits changed towards your magazine purchasing? Yes kind.

Do you read Art/interior magazines? Um I think my wife does and I might occasionally browse them, but my jobs the garden.

Have you become more price conscious since the recession? Yes I have become very mean very, very mean. I have to shop around a lot more for the things I want.

Can you be specific on any names? We get home and garden and I look at the gardening pages.

What’s your ideal price for a magazine? £3 maybe cheaper

Do you find this kind of magazine influences your home interior? Kind of I suppose. We obviously get out ideas from somewhere. My wife’s always commenting on the photos of different homes in the magazines.

Do you read online or own a tablet of some kind? Yes I have an iPad.

Due to the recession have your buying habits changed towards your magazine purchasing? No not at all Have you become more price conscious since the recession? No What’s your ideal price for a magazine? Wouldn’t know

Do you read magazines on it? No Do you mind me asking are you a homeowner? Yes Veering away from magazines, can I just ask do you enjoy interior design within your home? Yes, love it! Who wouldn’t enjoy decorating their own home that they live in? It’s something that is all yours that you can make into your own. You’d be foolish not to take advantage of it.

Do you read online or own a tablet of some kind? My wife has an iPad, I don’t read online at all. Do you know if she reads magazines on it? I’d have said no because of all the magazines lying around the house.

What’s your name, age and gender? John Nicklin, aged 34, male

Do you mind me asking are you a homeowner? Yes

Do you read magazines? Yes

Veering away from magazines, can I just ask do you enjoy interior design within your home? Yes my wife and me love our home and our garden. It’s our form of escape from work life if you no what I mean, and therefore we like it to be nice and were very proud of it.

Which ones do you read? I like architectural and garden magazines Do you read Art/interior magazines? Um yes I suppose I do

What’s your name age and gender? Crikey! Um James Garlerhead, 31, Male Do you read magazines? Yes Which ones do you read? Yes GQ 105

What ones do you read? Umm, I can’t really think of the names of them I think maybe one called icon. Do you find this kind of magazine influences your home interior? Yes to some extent I think it does because I obviously buy it to get ideas. So yes I think it probably does. Due to the recession have your buying habits changed towards your magazine purchasing? No 106

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Have you become more price conscious since the recession? Yes something’s I have but I still buy what I like to buy.

What’s your age, name and gender? My name is frank Reynolds, age is 31 and I’m male.

What’s your ideal price for a magazine? Around £3 I think is normal

Do you read magazines? Yes

Do you read online or own a tablet of some kind? Yes, I read articles on my iPad but never magazines. Its not really a magazine if its on a screen is it?

Which ones do you read? Ahh Music magazines, you no I’ve bought like NME, vibe…all of those but I do find them too mainstream, so I try and go for some smaller magazines.

Do you mind me asking are you a homeowner? Yes Veering away from magazines, can I just ask do you enjoy interior design within your home? Um yeah I suppose I do. I’ve never really thought about it but me and my wife are always buying new things and rearranging the home.

Like what? I’ve looked at Wire but its very expensive, and Prog. Do you read Art/interior magazines? I have yes. What ones do you read? I’ve looked at dazed and confused, and id.

What’s your name, age and gender? Kevin Adamson, Male, 37 Do you read magazines? Yes, Which ones do you read? I get sent magazine through because of my work Yes, Do you read Art/interior magazines? Yes as part of my work What ones do you read? Trade magazines in line with my work Do you find this kind of magazine influences your home interior? Yes because I can gather ideas I suppose, but my wife takes part of that kind of thing. Due to the recession have your buying habits changed towards your magazine purchasing? Well I don’t really buy them anyway.

Do you find this kind of magazine influences your home interior? Umm I wouldn’t say so, I’m quite individual with what I like. Due to the recession have your buying habits changed towards your magazine purchasing? Yes and no Have you become more price conscious since the recession? Obviously I have to spend a little bit less money but I still like to splash out now and then. But no not really. What’s your ideal price for a magazine? It varies on the magazine, I honestly couldn’t say. Do you read online or own a tablet of some kind? No Do you mind me asking are you a homeowner? No, I rent Veering away from magazines, although you don’t have your own home do you enjoy decorating within your home? I love to freshen my home up a little now and then.

Have you become more price conscious since the recession? Definitely, Yes What’s your ideal price for a magazine? Well were lucky enough to get sent the magazines in line of our work to help us out. But if I were buying a magazine I would spend around £2

What’s your name, age and gender? Susan Fisher, Female, 42

Do you read online or own a tablet of some kind? No

Do you read magazines? Yes

Do you mind me asking are you a homeowner? Yes

Which ones do you read? A variety.

Veering away from magazines, can I just ask do you enjoy interior design within your home? Yes I like it but I just get told what to do by my wife. 107

Like? Lifestyle magazines, food magazines, gossip magazines. 108

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Do you read Art/interior magazines? Not as a rule, but I do buy interior magazines when I am wanting to update my home. What ones do you read? I probably, well I mean… the best selling ones. Springing to mind is home interiors. I’m sorry I can’t be specific. Do you find this kind of magazine influences your home interior? Yes it does, I buy it with the view of that it will give me ideas. Due to the recession have your buying habits changed towards your magazine purchasing? I think they have slightly, yes. Have you become more price conscious since the recession? As a general rule do you mean? Yes I look at prices a lot more than I ever use to, in everyday living. What’s your ideal price for a magazine? I’m happy to spend up to a fiver, so long as I feel its good content. Do you read online or own a tablet of some kind? I read online a lot, I use the Internet to research but I have to say I do like the hard copy as well. Do you mind me asking are you a homeowner? Yes Veering away from magazines, can I just ask do you enjoy interior design within your home? Yeah I love it. I like my house to look nice.

INTERVIEW PROFESSIONALS WITH

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Amy- Ok so firstly, name age and gender? Lucy- ok my name is lucy Norris I am 34 years old and I am female Amy- are you in the habit of buying magazines? Lucy- yes I am, yes, I buy them as much as I can. Amy- What’s your personal favorite? Lucy- personal favorite magazine is garage magazine. Amy- Why that one? Lucy- um garage magazine um because um it is the mist creative in terms of the um it it’s a merge of, basically it’s a hybrid of an art and fashion magazine so some of the arts greatest artists collaborate with the magazine so people like Dinos chapman, Damien Hirst, um Richard Prince and I just feel that a lot of kind of what they do creatively is really innovative, they push boundaries. Like I said a hybrid between an art and a fashion magazine. Amy- ok, so what was the mast magazine you bought and why?

LUCY NORRIS

Lucy- oh um, let me think, probably that one, that magazine actually. I do buy far less magazines than I use to, so I use to be a kind of like a real um, I use to buy ID quite frequently and um I buy biannual’s more so than monthly’s to be honest with you. So I’m more likely to buy another, pop um, and love and arena homme plus, and garage than I am to buy you no vogue and stuff like that. Yeah so I like to buy a magazine, I don’t mind paying more for a magazine say 6,7,8,9,10 pounds, even self service um I’ll buy that occasionally which is £25 but its more like buying a book, um so for me magazines now are about kind of um delivering something that online can never do, yeah so the most beautiful photography, the most stimulating editorials. But I do like the weekend supplements as well so the telegraph magazine, Sunday times style, um culture magazine from the Sunday times. So I count those as magazine as well. Amy- Yes, so can you remember anything specific about garage magazine? Maybe a specific article or something like that? Lucy- Yeah um in garage at the moment they have this really great cover, um from the most recent issue. Which has been done by sam mcknight and um its starring a really great kind of big industry model Lindsay Wixon but it’s a hybrid between magazine and graphic so they basically ripped of the whole kind of phenomena of texting like guess like on your iphone you no you can see the dialogue go between people like when your on whatsapp or something like that, and like emotion you no things like that, its kind of like she’s a super hero and its an amazing shoot and its like shes getting her heart broken by a guy but the whole conversation is taken place so it kind of looks like a comic strip. Um when it’s actually like a fashion shoot merchandising things like Prada and Armani, but it doesn’t feel like a fashion shoot and its something that makes you question the lines between art and fashion because you no its fashion/art. If that had been done by an artist it would be art but its just a great… like I said it just merges the lines between fashion and art. Amy- so has commercial advertising changed your buying habits. Lucy- um oh ok. Yes hugely, yeah definitely not so much so maybe for the mediate, you no it might be that I cant afford to buy a langchamp bag, well I do have a longchamp bag. But it might be that I cant afford for example a Chanel bag now but I maybe will able to in 15 years time, so I’m very aware that a lot of these brands are seen setting your future disposable income not so much the current one now. Um so yeah very very, um I will buy a magazine as much for the adverts as much for the editorial. So I choose fashion advertising for example to be as indicative of the season and what’s going on in trend. Because the same photographers that are shooting the adverts are also shooting the editorial inside. There obviously working to a different brief but you no for example you no Louis Vuitton and Steven Meisel what they did for Louis Vuitton spring summer of this year when they had the

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girls sort of um eating sorbet and milkshakes in that pastel sort of café, the whole collection Is around niceness and um basically how marc Jacobs’s feels that the word nice is um a word that we kind of don’t really respect you no we use it as a derogatory term, “og that’s nice” but what’s wrong with being nice, what’s wrong with being sweet, why aren’t we kinder to one another in the world. The whole art direction of that commercial was about models being really nice to one another, flattering, complimenting each other being sweet, in fact that then goes all the way through to the colours of the pastels being nice sweet colours, so its fashion theory really but actually there isn’t even a logo on the advert, you don’t even need to say its Louis Vuitton, so its Louis Vuitton almost saying you no this is fashion creativity, this is fashion editorial, just happens to be for us, but they put it right at the beginning of vogue in front of all of vogues commercials its more about the seasons in vogues editorial, you no marc Jacobs created that whole trend that we saw in spring summer with the pastels and the 50’s, all those shapes, what hes saying by putting that in the front of vogue is “I’m directing the season not vogue, and I don’t even need to put my logo on here to say that because I am marc Jacobs and I am Louis Vuitton and the collection is famous”. Amy- The magazines you are buying how do you differentiate what gender they are for? Lucy- oh um I don’t think I do buy any magazines that are specifically um feminine or you no female orientated because I think with the style magazines so like the id’s and the dazed or wallpaper magazines I’m very interested in those titles and I don’t think they are gender specific so much, I’d say that reading glamour or Grazia or Elle there not magazines I tend to read because I am more interested in design, culture and film and photography and all kinds of things and architecture. You no those conversations exist within style publication vertical and um you no men are as prevent there as females are so I like intelligent magazines and I think men do to. Amy- yeah, how do you think the magazines you are buying can be improved Lucy- um I think it’s just that great combination of escapism as well as information and I think that men are driven by information more than women are, women are drawn in by emotion. Do you know what I mean? So if you look at that things women take about um you no women spend the majority of there time having a conversation with other women talking about emotional issues, do you no what I mean? Boyfriends, friends, family stuff like that. But men if you look at them in the pub they talk much more so about um you no nonemotional things as well as to explore politics, do you no what I mean? Music, film, much fore factually based, much more competitive with there knowledge base, I no this you no that, do you no what I mean? So I think that really um the killer magazine combines both great information, which I want but as a women I do want escapism I do want fantasy and I do want visual kind of intoxicating imagery that I no isn’t realistic that’s why I don’t go buy a magazine for pure realism and news, I buy it for um to be visually stimulated.

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Lucy- yeah so yeah I buy wallpaper, garage, pop I buy… I don’t buy Elle deco um but I think its because of where I am I am in rented accommodation so if I own my own place I think I would probably be more engaged with making it something, do you no what I mean? So its maybe just about its not maybe that accurate because maybe its just because I’m not in that kind of frame um that stage in my life. Um but yeah I certainly would read, if someone gave me Elle deco id look through it but I just wouldn’t proactively go out and buy it because u do think there is a certain element of you no I wouldn’t buy Elle deco unless I was wanting somewhere to do up and I haven’t got anywhere to do up. Do you no what I mean? Amy- where do you buy your magazines? Lucy- um museum shops so that’s somewhere I buy them from. Say if I’m at the Tate and things like that. Places in London like magma and um also another shop on north Compton street so like up and down charring cross road kind of round there they have magma there, sort of specialist magazine stores, um id very rarely find myself in WH smith because obviously its just not really where its at. But yeah say if I was just at say example somewhere like the union shop and I saw id I’d just buy it on a whim but terms of kind of like the biannial’s um yeah I think that kind of places like the Tate have an amazing selection of kind of like more obscure biannuals of magazines you probably wouldn’t find, same with magma. Amy- What do you think are the key points to a successful magazine? Lucy- um that it knows itself, that it has a real definition of what it is, that it has defined personality. That’s why I really like vice. Its not everybody’s cup of tea but they know who they are. Similarly with garage, similarly with um you no even with a magazine like the week which is a political news based magazine that I read they no who they are, I no that when I buy the week I no what I’m going to get. Do you no what I mean? I no which voice I’m going to get I no how its going to respond to me, I no that it is going to make me laugh and I think that great magazines are like somebodies friend you no who they are and what your going to get every fort night, week or month and um yeah so I think that there quite a lot of magazines that don’t know who they are but I think that’s the most important thing that a magazine really is, has a strong personality or has a real definition of what they want in the market and who they are. Amy- and what magazine do you think has been most successful? Lucy- In that respect? Amy- Yes

Amy- do you look at the magazines websites and what do you think of them? Lucy- I do look at some magazines websites but um not heaps to be honest with you, just because the kinds of magazines I read don’t have really great websites so you’ll tend to find that magazines such as Elle have really great websites um but id website isn’t that comprehensive, dazed digital have a really great and I definitely go on there because like I say its great to find out the latest music, film, fashion and art. So that’s really great. But pop magazine doesn’t have its own website, well it does but its not great. So yeah no I don’t find that there’s any style magazines that have great websites because they don’t have the funding or the staff to do something as big budget as say glamour magazine or vogue.

Lucy- yeah vice I would say. In terms of its like you no. For example they tackle very politically kind of controversial issues um such as they have just done an issue on Syria, but you no I like the fact that they are very political and very social and at the same time you no you can take there humor with a inch of salt. I mean yeah certain things are offensive they are kind of suppose to be tongue in cheek they are suppose to be quite ironically kind of whatever, but um I do think that they are a mini phenomenon they are kind of carved out that kind of um socially aware kind of sort of offensive space (laughs) do you no what I mean? They very kind of right but then not right on, but very all knowing kind of like wrongness. Do you no what I mean? Amy- Yeah, Do you follow interior blogs?

Amy- do you buy interior/ art magazines? Lucy- um wallpaper and interior you no garage magazine I would class as an art magazine so I would class pop as a you no arts based fashion magazine as well um. Yeah I mean I coming back to your previous question I go on vogue.com a lot and again that’s more for news, do you no what I mean so you no they are just really great at delivering news um no what was the question you were just asking… Amy- do you buy interior/ art magazines? 113

Lucy- I don’t necessarily go on any interior blogs as such but I do scour the internet for kind of like art direction and design and architecture and then out of that um a lot of interior stuff seems to come but yeah no I wouldn’t say I have a regular interior blog that I go to. Amy- what is your view on recycling? Lucy- ok in terms of what, furniture or? 114

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Lucy- yes, no I think its um you no up cycling and find a new kind of um use for something you no a new kind of era for a piece of furniture a new kind of sort of um, yeah a reinvention, I really like that idea and I am totally kind of embrace that in an interior style when that needs doing. Amy- and what’s your opinion on an interior designer? For example, someone coming in and changing someone’s home with out really having too much of a say in it? Lucy- oh would I hire an interior design? Amy- yes and what’s your view on them? Lucy- oh I wouldn’t hire an interior designer, no. I think that your space is very personal to you because I am a creative I wouldn’t ever want someone else coming in, unless they were like a very close friends and that’s the thing with interior designers its about relationships with there clients. But yeah no having someone come in and doing that I just think your home and your space is the most personal kind of element of your life and handing that over to someone else, its fine if your in, you no your loaded and maybe your not quite sure what your doing but I do have a particular taste level and a particular interest in certain things, would very much enjoy curating and putting things together in my own home and to hand that over to someone else is like saying, asking somebody else to name your children. You just wouldn’t do it.

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Amy- so what’s your name age and gender?

Amy- how much has commercial advertising affected your spending habits within magazines?

Tim- Tim rundle, male, 47

Tim- you see I have a slightly distorted relationship with commercial advertising as much as I really like the ads, its kind of my job to be interested in ads so when people complain like for instance with American vogue or American magazines and I buy quite a lot of American magazines whether they be fashion/ lifestyle or interior magazines and its true that you do feel that at least 40 percent of the content is advertising but actually I find that really interesting because every one of those images has had to be considered to be put in and styled the same way any other photo shoot if in the magazine, do you see what I mean? so it says a lot to me about what brand are thinking and what the stylist are doing and you no, so in that sense um I think there is a tipping point where the problem with that is if you’ve bought a lot of magazines in that month and your very familiar with those brands ads and you buy a magazine you think seen it, seen it, seen it, seen it, seen it, and its only till you get to the second half of the magazine that this content that your not familiar with becomes a problem.

Amy- are you in the habit of buying magazines and how often? Tim- yes, I probably buy a magazine a week probably about if not every week then I will probably buy 5 magazines a month. Amy- what is your favorite magazine and why? Tim- I don’t really have a loyalty to any one magazine, so I tend to change. I’m trying to think what my favorite would be. See I don’t think any one magazine does everything that I need, do you see what I mean? I don’t have a favorite really, so to me at one time I will have a cluster of favorites, so I would say at the moment I would say monocle is a good magazine because its kind of a new way of talking to men about fashion, culture, politics, commerce those kinds of things, and that kind of feels like a new kind of voice to me who’s been buying men’s magazines for over 20 years, so I don’t like everything about it but it’s a slightly different take, and I will buy that and I will buy Italian vogue because I just think that the editorial, and the art direction and the photographers that they commission are some of the best in the world and I like the overall creative approach to Italian vogue and I definitely think it is the best vogue in the world. It’s still pretty commercial and relatively conservative compared to some other cutting edge magazines but I kind of feel like because of my job I should really look at this one. And I am also very interested in interior design so I will buy interior design magazines like the world of interiors, I just think globally they get to really interesting spaces, I don’t think it is very trend led which is a good thing because a lot of magazine like Elle decoration I think they are very monotone they tend to get obsessed with one particular look. So I would say that probably favorites as apposed to fads, because I have faddy loves I like a magazine for around 3 issues and then I don’t buy it again, but my favorites that I might buy for at least a year if not more I would probably say monocle, vogue Italia, and world of interiors. Amy- what was the last magazine you bought? Tim- the thing is at the minute I am not buying anything, because I cant leave the house (Tim has a very bad leg), I do have subscriptions so I’m trying to think of the last magazine that I actually bought. Um Amy- what subscriptions do you have? Tim- I have a subscription to the world of interiors, I have a subscription to the monocle and I have a subscription to Elle decoration because someone gave it to be as a present but I don’t really like it. (Laughs) and everything else I don’t, I mean I am not a huge fan of subscriptions just because I feel that I like to make my choice every month based on good issues or bad issues in all sorts of particular magazines. So I guess if I said what was the last magazine I bought? The last magazine would be a copy of living etc. actually only because they have approached me to do a story for them you see. Amy- and what do you think to the price of them like living etc. for example. Tim- living etc. is value for money, you see what I mean, its not a big cover price and theirs lots of editorial content and I think that it is pretty well targeted for its audience, its accessible its attractive do you no what I mean? It’s very user friendly, its not elitist or intimidating; do you no what I mean? I think it’s a good pitch. Its one of the counties biggest selling interior magazines because I think it has a kind of universal appeal.

Amy- so where do you buy your magazine from, when you do buy them? Tim- um I buy magazines locally here in Nottingham from places like water stones and WH smith, water stones currently have a problem with there supplier so they don’t quite have the breadth they would have had this time last year, otherwise Water stones definitely would have been a favorite. Wh Smith have reduced there international section they use to have a special gondola in the shop especially dedicated to national titles where you could buy French and Italian magazines so its dwindling a little bit locally so I will buy my magazines when I am in Birmingham or when I’m in London or because I do a lot of work you no with work and personally I will try to buy international copies so I mean last year I was in Antwerp, Copenhagen, berlin, Tokyo, Paris, new york, Delhi, do you see what I mean. so that’s not normal I understand, but it does mean I have access to a lot of titles and um I will always think to myself part of my trip will be treating myself to the magazines I can find there but I cant find elsewhere. So I’m always thinking that in terms of my luggage allowance, you no all of that kind of stuff. Amy- what are the key points that you think make a magazine successful? Tim- that’s the million-dollar question isn’t it! Um I think its really meeting the expectations of your reader and I think that happens when you have created a clear dialogue with your reader so they no what to expect. So the magazines that I think really work for me are they magazines where I have a real sense of anticipation about what that group of creative people are going to deliver to me next month and then that they don’t let me down. So if it’s a magazine that my expectations are to do with the writing or to do with the investigative journalism, do you see what I mean…? Then that’s what I think that brand is and if I think that brand is and if that brand has done a good job of allowing me to believe that I’ve done that well and it meets my expectations the that’s a great magazine and if it’s a magazine where my relation with that is entirely visual and there’s lots of magazines where I don’t read a sentence of the content because I don’t feel they have great writers but I feel they commission great visual creative’s and if that’s what they have come to build in terms of there dialogue with there reader then they have met that expectation. So I think its consistency not consistency in the way that they do it, consistency in the way they meet your expectation, if your expectation is that they are going to surprise, they need to surprise you every time. So that for me takes a lot from an editorial team to decide what there delivering. What is there marker, what is there usp. Do you see what I mean? Magazines that are too scattery that try to do everything those are they magazines that I find, you read them and you just think there is nothing here, you just think what your doing is your doing a bit of what other people are doing do you no what I mean, you’re a bit this a bit the other. Its mismatch and you don’t seem to have any confidence in what you as a group of people independently have to offer that’s different from other magazine subjects. Its like anything else you no your looking for something that has an identity and a point of view visually intellectually and I think weaker magazines are ones that don’t do that. Amy- how do you differentiate what gender the magazine is targeting?

Amy- can you remember anything specific about it? Maybe an article or something? Tim- I didn’t buy the magazine to read cover-to-cover, so not really no. 117

Tim- you see that’s not an issue to me because I have spent a life time buying magazines who are not speaking to me as a man because actually most magazines you no when I was your age when I was a student men’s magazines because they were because in the 80s the birth of a huge boom you no thing like face and arena and id were talking 118

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to men in a way that have never before so I’m not saying there was nothing out there but there wasn’t a lot um so I am very use to thinking if I wait for them to do this and talk to a man I’ll wait for ever so I’ll buy it when there talking to a women do you see what I mean. so you no I’ve been buying magazines for 30 years certainly since I was in um teens and um I have come to completely ignore the target audience and buy things that appeal to me and it doesn’t put me off, it doesn’t bother me that that magazine, I mean I like it when they speak to me its nice to recognize yourself you no in the readership and in the imagery of a magazine, to be honest with you that’s been a luxury that my generation really haven’t had so really now I’ve come to an age group where that never happened, it didn’t happen when I was young and now im too old for it to happen, so I’ve kind of missed the slot where. But now they do speak very successfully to men, men that are 10 years, 20 years younger than me do you see what I mean. There not really talking to you no an age group that is nearly 50 that are interested in fashion because that male just doesn’t exist.

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I think they do that quite well, where as I think elle decoration is trapped not quite knowing which way to go, also they are completely obsessed with anything that is black or white and Danish, and for the last two years you cant find an issue of Elle decoration without at least three of those copies being from Scandinavia and I’m just sick of it, last months issue if you look at it every single home in there is Scandinavian or monochrome, they get completely obsessed with a particular trend, I don’t think they can see beyond it. I don’t want that. So I think there isn’t really a magazine, I mean there are there have been lots that have been and gone and one of my favourite magazines ever was a magazine called nest. But it just didn’t last it was amazing it was really cookie and weird and really kind of you know when you think of something that’s really kind of edgy in terms of fashion magazines I mean anything wonderland, tank you know all these, imagine that for interiors and that’s what nest was. Do you see what I mean? Really abstract a bit mad, quite sexy in a weird way do you see what I mean. But it didn’t survive because those people wanted to migrate to fashion they didn’t want to do that for interiors so there isn’t really a good interiors magazine I don’t think that has really edgy really interesting quite surprising brave stuff in it.

Amy- so what kind of interior magazines do you buy? Amy- do you follow any interior blogs or websites? Tim- I don’t think there is a perfect interior direct magazine going around, I thinkthere is a huge gap in the market I think that most of them… I no a lot about the difficulty of trying to make a successful interior magazine, I no that it is quite hard. Amy- why do you think it is hard? Tim- because I think its one of the things that has been diluted a little bit by the pressures, I just think that um I no a lot of magazines that initially use to have a bit of bite that really have had to go a bit more main stream and I no that um… so I mean to give you an example of a couple of magazines we’ve mentioned you no like world of interiors that doesn’t tend to give any accessibility to it at all it’s a picture book do you see what I mean. Here are beautiful photographs of some of the most beautiful spaces in the word there not spaces that you and I- unless something happens dramatic in out lives are ever going to really have access to they are embassies and chateaux’s and palaces and extraordinary apartments and crazy architects homes, do you see what I mean. So you don’t buy that because it tells you what’s on your high-street do you see what I mean- you don’t buy that, there just extraordinary spaces there still inspiring creatively you no I see lots of things in there that I just think ok boil that down you no I really like that colored wall that’s reminded me of how beautiful art deco is or that’s reminded me how beautiful, it still prompts you and I think they are a good source for people who are not put of by having to project and process the ideas itself where as something like living etc. they want to do it for you there looking at the world of interiors and there saying lets do a photo shoot that’s mostly grey, remember that amazing concrete building we saw once lets do a photo shoot with that and lets get all the grey stuff off the high-street and show our reader how grey can work for them, do you see what I mean, but if you’re an you don’t want to be fed like a bird, d you see what I mean, so you will look at something like the world of interiors so you will look at all kinds of stuff but I’m just saying as something that comes through your mail box that shows you some really you no big… so things like that and things like architectural digest they are, they show some of the biggest architectural projects in the world, some of the most impressive hotels, some of the most impressive private homes some of the most interesting clubs do you see what I mean? And I want to look at those I don’t really want to look at Elle or living etc. because they… that’s what there looking at and there doing the job you no… being a bit arrogant but it depends where you are…. Whether you’re an early adopter or whether you’re a you no all this you see what I mean. in terms of interpretation of trend and in terms of confidence of style processing, so um its things like world of interiors will always survive because its got nothing to do with trend, its just the editors fine extraordinary type of magazine. They make quite a big decision not necessarily to follow trend the Magazines does change slightly it has to but I’ve been buying that for 25 years and I mean you can pull a copy out from 25 years ago and as strong as the copy I bought yesterday see what I mean. Because they are just beautiful spaces and they always will be. Because they are some of the most extraordinary spaces in the world. And then you jump to something like Elle decoration which has had to become more populist because there sales dinned they’ve had to be much more trend aware and they have to be more offering free solutions to real people on a high-street market. But I think they are a bit conflicted and I think living etc know who they are and I think they do that well, they don’t pretend to be arch or cutting edge they have good people working for them who have good trend interpretation ideas friendly voice, the magazines quite fussy, they don’t try and be cool but 119

Tim- yes I look at a lot of the things that I think that the people I work with look at. So I look at so I look at blossom, deor8, I look at the biggies. The big ones with a lot of followers and mass art Dec otherwise I tend to look at agencies rather than blogs so I will send you an email link, in a minute I will give you my Hotmail address and send me an email and say “Tim send me the agencies you like” and I will send you their links because I cant rattle them off the top of my head. Amy-Oh cool thank you! Tim- Because what I’m looking at there is really some of the work of some of the best stylists that I think, and I’d rather just look directly at that and those are people …because those are people that come up with good interior ideas that always come from interior design a lot of them come from retail design, visual merchandising and styling for the industry you no, because I think some of the brave ideas that happen there are the things that filter down to product and interiors so um so yeah otherwise in blogs I’m really not trying to look for somebody who’s telling me where to look I want to do it for myself so I’m sort of which is arrogance again I feel like I want to be one step above if I’m honest. But I do look a lot at blogs but I don’t have… I check about three regularly a… because those blogs have featured my blogs so there’s a bit of an interaction their and also my book is going to be published in April so my publicist is trying to create a dialogue with those bloggers because they have a huge following. I would rather we went for some of the more slightly edgy bloggers but they don’t have the following. If your asking me if my relationship has any relationship with bloggers has in anyway eroded my relationships with magazines the answer is no. But I think that is probably a generational thing I still love a magazine I will never lose that. I haven’t thrown away my magazines for 30 years. I don’t have all of them but I have the best ones, so to me there is a kind of collective impulse to do with magazines the best issues last with me forever. Amy- I do think a lot of creative people are like that though, because although I’m only 21 I still have my favourite magazines stored away somewhere Tim- yes and I think blogs have a very particular role to play its often about speed of response which magazines cant match its often about access, free access to imagery which magazines cant match because they have to get copyright, do you see what I mean so in that sense blogs provide a different stream of imagery. Um and there are people out there who’s mind set and who’s appetite and taste level is the same as mine I don’t mean as high as mine I just mean you no that I can look at a blog and think yeah you have a mindset a bit like mine, currently I can’t find that in magazines, there isn’t a mind magazines that says Tim rundle and people like him, do you see what I mean. Where as there are blogs that do. So affirmation I do think blogs work really well but I what I really want is surprise and um currently interior magazines don’t offer that for me. Amy- What’s your opinion on recycling? For example rearranging things within your home and redecorating? Tim: Yes, Well that’s my world really, I think that it is very important to have a relationship with the new and with 120

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the old or the forever. So there are objects in your home which are there forever, its no the same as clothes you no I think it is important to have a home and it where there are all kinds of things that are in your home, or kinds of reasons that have no trend value, no hit value. They are there organically, sentimentally they are there because they were given to you, you’ve inherited them, you’ve had them so long they have a meaning just about the past and nostalgia all those objects are really important so I think there has to be a kind of bedrock in your space that has all of those meanings, I’m also a completely faddy superficial, fickle, trend magnet and that’s important to. So I think the balance is what’s really vital and you have to no that you’re the hit and the love affair that your having with an object that is new is temporary and the love affair that you have with an object that has real memory is permanent. And you have to be a bit suspicious of the temporary and remind yourself of the value of the permanent, so what I always think is the new refreshes your relationship with the old. It doesn’t eclipse it, its not like a value this shiny new thing more than I value the old thing but the old thing gets a second life because it now has a different relationship with the new thing, if you see what I mean. Amy- And what’s your opinion on interior designers? Tim- Well I have lots of opinions; I’m not quite sure what you mean? Amy- For example do you think it’s correct that someone should hire interior designers instead of giving it a go themselves? Tim- I Think it’s a case of needs must, it’s a bit like saying when do I need a doctor. You need a doctor when you’re not able to medicate yourself. You need an interior designer if its something you don’t feel you can do yourself and I think its completely fair to assume there is some authority expertise in interior design, and you no I don’t feel everyone should feel under pressure in busy lives to feel they no everything about that particular skill set and I do think it’s a skill you no. So I think its important that your home is reflective of you. I think it’s the most important of self expression and I don’t believe people only make beautiful homes if they hire interior designers but the same way that I believe in any other expertise I do think sometimes its important interesting or valuable to have an opinion outside of yourself even if its about yourself. You no all of these thing in life from doctors to psychiatrist to life coaches to stylists all of these are just a way of augmenting your self-expression. A good interior designer is not someone that will walk in and say this is what you should do, a good designer like any other graphic design/ architect will say what are you looking for in your home, who are you what’s the things that are meaningful to you. And they are going to give you confidence, techniques and processes, which will allow you too achieve the end result. But for most people hiring an interior designer or a decorator is really not within the scope of most people is it. Because the person you want is probably the person you cant afford, so I don’t know many people who have hired interior decorators but I no people who have had architects and interior designers but to hire a decorator which I think most people think a interior designer is mistakenly because interior designer is really about the hardcore structural spaces an interior decorator is dressing and putting a skin on those spaces. I wouldn’t call myself an interior designer I would say I’m a decorator. I don’t go into people’s houses and say we need to rebuild, because I don’t think that right I think its you no. But so um I do think if people, I do think its something to consider. I think people in my world have exaggerated belief about what it has to have a beautiful home and how powerfully and valuable supporting that is. I think there’s huge sense of well-being and nurture from a beautiful space. I think having a space that you like is a really recharging thing.

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PERCEPTUAL MAP

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STRENGTHS - Targeting mixed gender – larger audience. - Mixed gender will allow for mixed gender adverts – more opportunity for different adverts. - New fresh concept - Linking with technology in strong way - Digital platforms nowadays you can go global easily – increase customer base and circulation - A continual supply of up and coming artists/ designers/ photographers to work with.

SWOT ANALYSIS

WEAKNESS -Limited audience due to being niche -It will not appeal to all age brackets. -Poor economical - Less disposable income for consumers -Operating as a viable business. -Printed magazines are not environmentally friendly. -Other interior magazines already exist. -Not yet an established brand.

OPPORTUNITIES -Taking advantage of new technology -Carrying the magazine forward as a brand beyond just a publication. -To have a global audience -Sponsorship -Linking with another successful magazine/ brand -Promote as ethical, an ethical product i.e. environmentally friendly

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THREATS

-Print is dying – competition from online -Existing competition – the market already has many popular interior magazines. -The recession is a threat. The number of advertisers has dropped as businesses close and existing have had their budgets cut. -Increasing mailing costs are very high for magazine subscriptions

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School of Art & Design

TUTORIAL SHEETS

Tutorial Record Sheet

School of Art & Design

bafcp3 Module: Research Project Stage 1 Ref. no: FASH30001 Date: 27/11/12 Name : Amy-Jane Twelvetrees

bafcp3 Module: Research Project Stage 1 Ref. no: FASH30001 Date: 4/12/12 Name : Amy-Jane Twelvetrees

Tutorial / Seminar Record Sheet

Work to bring / prepare for session:

Learning issues to discuss in session:

• •

PRESENTATIONS

Introduction to be done for next session Chapter plan writtien

Learning issues to discuss in session: • The difference between and aim and objective • Funnel introduction • Difference between conclusion and Introduction • Need to be able to write about every chapter heading. • Conducting own experiments • The romeo and Juliet effect

• Consideration of current market, and identification of gap in the market. Feedback from session:

Tasks for next session:

• Consideration of current market, and identification of gap in the market. • Insightful questionnaire • Tank good visual reference • Good case studies • Understanding of consumer behavior • Good primary research.

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Tasks for next session:

Have an introduction and chapter plan

• Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

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Tutorial Record Sheet

Have research completed

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1

Signed (Tutor)

Signed (student)

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School of Art & Design

APPENDIX

Tutorial Record Sheet

bafcp3 Module: Research Project Stage 1 Ref. no: FASH30001 Date: 10/1/13 Name : Amy-Jane Twelvetrees School of Art & Design Tutorial Record Sheet 2012/13

School of Art & Design Tutorial Record Sheet 2012/13

bafcp3 Module: Research Project Stage 1 Ref. no: FASH30001 Date: 15/1/13 Name : Amy-Jane Twelvetrees

bafcp3 Module: Research Project Stage 1 Ref. no: FASH30001 Date: 22/1/13 Name : Amy-Jane Twelvetrees

Tutorial / Seminar Record Sheet

Learning issues to discuss in session:

Work to bring / prepare for session:

• Analyse Competitors • Making the link throughout the report • Snappy Sentences. • Evaluate throughout Feedback from session:

• Visuals • Writing

•

Tutorial / Seminar Record Sheet Work to bring / prepare for session: • • •

• • • •

Carry on with writing the report. Create a detailed SWOT Case studies

Need to make sure I am analyzing competitors. Know my competition What will make my magazine stand out Research should flow through out report

Learning issues to discuss in session: •

Tutot Absent

Feedback from session: •

Tutot Absent

Tasks for next session:

•

Have the writing completed to start on visuals

Report Done.

Please indicate progress to hand in (1 = Not ready / 5 = Please indicate progress to hand in Ready and Prepared) (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 1 2 3 4 5 Signed (Tutor)

Signed (Tutor)

Signed (student)

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Visuals and report

Learning issues to discuss in session: • • •

Harvard Referencing- Illustrations and quotes. Progress so far Discussion on editing work. Proof Reading

Feedback from session: •

To consider all finishing elements for the report

Tasks for next session: •

Go to print

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student) 138

EMAILS

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, woiadvertising@condenast.co.uk, philip@onofficemagazine.com, marketing@objekt-international.com marketing@wallpaper.com, info@apartamentomagazine.com, houseandgarden@condenast.co.uk, chris.jones@onofficemagazine.com

How do you make an income, am I correct in assuming the following? Income is based the same as print industry on advertising Do the brands like Laura Ashley, The Merchant Hotel and Paul Bryan Stone and Tile co. pay for the full page adverts? Adverts can be purchased singly or as part of a package Do you have different rates for the more prestigious brands?

l.burton@camelotproperty.com, arthur@liveinguardians.com

No, that would be unfair, like all print advertising we have rate cards. Companies purchase what they can afford and what will work for their marketing plan and target audience With reference to the pages that display the products with a web link, do you consequently take a percentage of a sale that has come from your magazine site? Do you have any other sources of income? I notice you ask for donations. Is the online magazine making a profit? Iâ&#x20AC;&#x2122;m guessing it would generate more profit if it included more adverts, is the minimal advertising intentional? Advertising takes many forms within the magazine. And finally have you thought about a print magazine to support the online edition? Not at present s

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WORD COUNT 7634 EXCLUDING QUOTES

School of Art & Design

Declaration Form 2012/13

bafcp3 Module: Negotiated Project Stage 1 Module Leader: Tim Rundle Ref. no: FASH30001 I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project. This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University's regulations on assessment contained in its handbook. signed .................................................................................................................... date ....................................................................................................................... 143

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