conGen text Y
FO-
CUS
Male Con -sumer sociocultural
Cultural Capital is a more accessible commodtity
than fincial capital.
social ANTHROPOLOGY 61% nEWSPAPER 61% TRavel 58% - bOOKS & mAGZINES
1) Professionals in public service; high in culture capital, low in economic capital. Pursue active lifestyle, and participate in cultural and community activities. 2) Managers and Bureaucrats; instinctive patterns of consumerism, average to low levels of exercise and little engagement with cultural activities. 3) Postmoderns; a lifestyle lacking in any defining principles, containing elements not commonly associated with each other e.g. horseriding and classical literature as well as extreme sports, drugs and raves.
/CREATIVE/
writers
journalists/pho-
“In the new social world, it is not that we are trying to be all things to all people, but rather we have to be all things to our own self-image� Lloyd Sederer, medical director, New York State Office of Mental Health
SELF
The ded Shar-
the ‘OVERLY IMFORMED’ ‘weaned on the web’
toothpaste, TOItex-
‘only 34% of people were able to recall what they had justed viewed on their smatphones.’
RELEVANCE
CUS
ting
and
FO-
LETPAPER
Raw Print Lecture Another Escape Escapism trends born out of the //
recession include; a demand for simplicity, discretionary thrift and creativity, ethical business governance and the need to create
‘mental space’
The Gravity of Greenery.‘Rebranding and redefining gardening could excite and engage younger gardeners.’ WGSN marco trend; Everyday Utopia.
“Everyday Utopias looks at the growing need to find pockets of paradise in the everyday– from pauses in the work routine to short breaks for nature and craft in the evenings.’
post, RECES-
SIONAL
and
tudes.
atti-
ideas + energy = change Discretionary thrift and creativity. The Creative Mind states that: Creativity is associated with a mind that exhibits a variety of interests and knowledge, enriched with diverse experiences and perspectives.
The Past, Present & Future with the emergence of Niche
1663
Vogue
The Lady’s Magazine
1892
1770
The Scots Magazine
The Gentleman’s Magazine
1974
1954
Life Magazine
Playboy
Rolling Stone People Magazine
1967
Sports Illustrated
1953
Seventeen Magazine
1936
The National Geographic
1944
1899
1739
1731
Erbauliche Monaths Unterredungen
THE HISTORY OF PRINT
PRESENT DAY
“I think mainstream magazines are going to keep suffering and most will end up as apps or online, and we’re going to see a proliferation of indies focusing on what print can do that online can’t,” she says. “There isn’t just one dominant conversation going on here anymore, there are multiple conversations happening in multiple places and that’s what the indies are about – reaching out to their own cultural tribe.”
“Reading used to be considered a quiet, contemplative, and solo experience. And yet it’s increasingly being accompanied by an MP3 soundtrack, or it’s collaborative and communal.” Jeff Gomez
The emergence of the escapism trend, as people want to escape the fast paced society of today which is based online with magazines such as Cereal. A lot of magazine categories to do with ‘How To’ have emerged.
ONLINE VS OFFLINE
1 Tangibility 2 Credibility 3 Branding
4 Target Marketing
“Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15 second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper.”
FORBES, 2012
5 More Engaging Less Print Ads
“what has struck me as the overriding reason to subscribe to a digital magazine is timeliness.” FORBES, 2012
PRINT DEAD?
30% DROP IN 2006
Peak of 31,570 titles by 1999
CRITICAL PATH 28 NOVEMBER -
Finish all secondary research of consumer & market.
04 DECEMBER -
Gather all primary research on consumer, analyse.
10 DECEMBER -
Think what do we need to know. Contine to contact indusry experts. Narrow ideas.
05 JANUARY -
Finalise idea. Use all information to inform your big idea.
15 JANUARY -
Think of money, advertisements and online. Think Presentation.
01 FEBRUARY -
PRESENTATION.
BIG IDEA
Brainstorms, research and our progress.
BRAINSTORMS
NICHE SCENT
CONTACTS DR MORGAINE GAYE JOHN AYERS JOSHUA ANG GRANT OSBORNE “I do think it would be a brilliant idea, although it would be quite difficult to store the scent in the publication. One way might be to include numbered sample vials that correspond to the places in the publication where you want the reader to experience a certain smell” - Joshua (smellyvagabond.com)
ODOU magazine explories smell and perfume through memory, science, art, design, personal reflections, and photography.
What’s already out there?
The Pre-Archetypal Male Born out of a reaction against ‘default man’, Pre-archetypal man, breaks free from the shackles of conformity and aspires to have more than a career, he desires a lifestyle; a lifestyle of substance and depth; one that challenges the prototype man, creating new tracks, rather than walking where others have already trodden. ‘Default Man’ is a term coined by Grayson Perry, who studies into identity, class and social hierarchy have been crucial in the development of my consumer market, in understanding social types so engrained into our mundane everyday existence that they have become invisible and overlooked. Pre-archetypal man possess the skills and intellect to identify the dominance of ‘default man’ and has the drive to alter this veneer. ‘Default’ means ‘the result of not making an active choice’ – the Great White Male continues to colonies high-status, high-earning, high power roles. John Scalizi, in this blog; Whatever, thought that being straight white male was like playing the computer game called, Life, with the difficulty setting on ‘Easy’.
.