This document is to investigate the process of producing “Red Thread” magazine, also looking into publishing, promotion and budget plan. It aims to introduce a contemporary green look to audience and to arouse public’s awareness of protecting the environment. “Red Thread” is a magazine not only selling green concept, but also being produced in an eco-friendly way. This is a proposal starts from August 2013 to July 2014. In order to enhance the identity of “Red Thread” and to reach the target audience, a series of promotion strategy will be carried out. There are short term and long term promotion method, such as Launching event and online advertising representatively. In addition, budget plan and timescales will be clearly shown in table. All the pricing will be shown in Hong Kong dollars as this project is target in Hong Kong market.
SIZE&SHAPE The magazine will be produced for 80 pages. Its size is 297mm x 297mm which is a square. It will be printed in A3 size and cut the abandon area which is 123mm x 297mm.
PAPER TYPE In order to separate 2 sections in magazine, 2 different paper will be used. From page 1 to page 44 use 113 gsm glossy paper which is known as fashion and beauty part. From page 45 to page 80 use 160 gsm recycle paper which is known as environment and culture part.
GATEFOLD& 3D EFFECT In page 7 to page 8 is a 3 pages gatefold and images with 3D effect that audience needs to wear 3D glasses to read. 3D glasses will be provided alone with magazine.
CONCEPT DEVELOPMENT Before launching the first issue in January, there are 3 months for promotion which is from October to December. Therefore, our team starts developing concept in August and cover story should be decided before September. Only cover story will be promoted during 3 months promotion period. In September, Photographer and journalist should be working their own part. Moreover, during the editorial stage, legal issue is considered, such as copy right. Therefore, text and images should be legally produced. After proved read the story by editor, it will pass to graphic designer to design layout. On the 1st of October, the cover story will be on newspaper, magazine and online advertisement.
ARTICLES Writer is responsible for collecting different resources on each topic after concept development. When the article is finished, it will pass to editor to prove read. To improve the quality of the work, writer may have to rewrite or make smaller changes so as to ensure that the work matches the style and grammatical requirements of each market. Also, editors often choose or refine titles and headlines. Editing may also involve structural changes and requests for more information. Then it will be passed to graphic designer for layout design.
STUDIO Photography is an essential part of visual in the design and production process. It requires studio, photographer and model. Alpha Studio provides professional facilities and equipment which costs $100 per hour. There are a total of 4 styles with the wedding shoot is on 2nd September; the lovers shoot on 1st October; and the shark and beauty shoot on 8th October. Therefore, studio will be rented for 3 days. The facilities and equipment included: • Professional makeup table with light and chair (2 makeup table for 3hrs $250) • Washroom • Free wi-fi • water dispenser • 2.7M black, white, grey and colourful background paper • Studio Flash Lights 600w x 5 (1/500s) • Softboxes 60x90x2, 80x120x4, 120cm • Umbrellas • Speedrings • Remote Shutter Release • Tripods • Reflectors • C stand • Autopole • Radio Slave Alpha Studio rain12180@hotmail.com Tel: 62912235
MODEL Starzpeople provides exclusive models and talents of all ages are available for a wide range of occasions including advertisements, publications, fashion exhibits, image consultations and promotional activities. Therefore, it is an experiential and potential model agency to be cooperated. Our magazine targets on young and energetic models with Asian face. 4 female models and 2 male models are needed on the first issue. Starzpeople provides modeling service costs $880 per model for 4hours. Indoor photo shoot: • Wedding shoot: 1 female model • Lovers shoot: 1 female and 1 male models • Beauty shoot: 1 female model • Shark shoot: 1 female model Outdoor photo shoot: • Chinese opera shoot: 1 male model
Starzpeople(HK) Ltd. Room 3901A 39/F Windsor House, 311 Gloucester Road, Causeway Bay, Hong Kong (852) 2536-0225 enquiry@starzpeople.com http://www.starzpeople.com
PHOTOGRAPHY& STYLING In order to have a better service for photography and styling, one stop service is the best choice as it can reduce time and cost. ICE-CREAM" theme production aims at providing service on fashion, design and photo shooting. It includes styling, makeup, hair, photo shoot and photography editing. There are 4 styles indoor shooting, 1 style outdoor shooting, and 2 outdoor view shooting. In total, 5 days will be booked for the service.
• 4 styles indoor shooting 4 Topics and 4 Theme concepts. Color and Skin Retouched 42 Photos ($4,200) • 1 styles outdoor shooting 1 Topics and 1 Theme concepts Color and Skin Retouched 12 Photos ($1,200) • Fashion Styling with fashion Dress 1 person costs $700 (6person=$4200) • Professional Hair + Make up with 1style costs $500 (6person=$3000) • Photographer for outdoor shooting (Day view costs $1000, night view costs $2,000) 20 Color & Style Retouched Photos
ICE-CREAM" theme production TEL: 9506 6566 setsumitou@hotmail.com www.facebook.com/fotosuet
DESIGN SOFTWARE A serious of design software will be used in the production stage. Adobe Photoshop CS6 will be used for photography editing.
Adobe Illustrator CS6 will be used for graphic design.
Adobe InDesign CS6 will be used for layout design.
During the layout design stage, graphic designer will be working on cover design, typesetting, typography design and layout design that take about 2 weeks. Moreover, the final files are saved as formats appropriate to the target operating systems of the hardware used for reading, such as PDF files. After the magazine has been approved by editor, it is ready for printing.
PAPER TYPE&SIZE
Printing is one of the most important processes when producing a magazine. Therefore, it is considerable to cooperate with a printing expert who provides high quality printing and services. Red Thread will be cooperated with Teams printing Co., Ltd. It is a company mainly printing and publishing magazine and catalogue in Hong Kong, such as Milk monthly magazine and Diesel catalogue. In order to reach our target market, our magazine aims at large scales production that 10000 magazines will be produced. 80 pages will be produced. Its size is 297mm x 297mm. It will be printed in A3 size: 297 x 420 mm and cut the abandon area which is 123mm x 297mm. (For details please refer to p. 6-8 Magazine format) From page 1 to page 44, 113 gsm glossy paper, 4c x 4c, is used. From page 45 to page 80, 160 gsm recycle paper, 4c x 4c, is used. Also, cover and back will use 190 gsm art card, 4c x 4c, one side pp lam
There are different costs for different paper. 190 gsm art card costs $0.2 per sheet. 113 gsm glossy paper costs $0.1 per sheet. 160 gsm recycle paper costs $0.2 per sheet. Therefore, 1 magazine costs $12.4 and 10000 magazines cost $124,000. For gate fold, it will be printed individually. It is printed on A2, 594mm x 420mm, and the waste will be cut as 123mm x 594mm. Therefore, 297mm x 594mm is left and it can be folded in half. (For details please refer to p. 9-10 Magazine format) Moreover, to make sure no unprinted edges occur in the final trimmed document, 3mm bleed need to be applied. It is the part on the side of a document that gives the printer a small amount of space to account for movement of the paper, and design inconsistencies.
Teams Printing Co., Ltd. 4/F, Prince Industrial Building, 5Sun Yip Street, Chai Wan, HK Tel: 34283837 Email: info@teamsprinting.com.hk http://www.teamsprinting.com.hk/
PRINTING MACHINE&PROCESS Before printing, pre-press production is very important. This stage makes sure that all files are correctly processed in preparation for printing. This includes converting to the proper CMYK color model, finalizing the files, and creating plates for each color of the job to be run on the press. For example, all Photoshop files should be at least 300 DPI and the text in Illustrator should be created in Outline. A sampler will be printed out for publisher to prove read, so as to make sure colours and content are right. This takes 3 days to for editor prove read and 2days for staff in printing company to check the details. If there is nothing to change, large volumes of prints can be printed.
In addition, in the printing process, offset printing machine is used which is commonly used for printing magazines. It is best suited for economically producing large volumes of high quality prints in a manner that requires little maintenance. For magazine binding, Perfect binding is applied. Put all the pages together, roughens and flattens the edge, then a flexible adhesive attaches the paper cover to the spine. For the total time consumed, it only takes 6 day for pre-press production and 3 days for printing and binding.
The final stage in producing a magazine is making the product available to the public. Therefore, magazine launch and distribution is very important. Variety of channels for distribution will be used. It will be sold in local book stores such as Eslite and Commerialpress. Eslite is the largest book store in Hong Kong that opening for 24 hours on Friday to Saturday. And Commerialpress has more than 20 stores in Hong Kong which is very popular.
Also it will be sold in convenience store such as seven-eleven and Cricle K. These stores are the places that young people always visit. In addition, the range of magazine’s retail price in Hong Kong is $10-50. Hence, the retail cost of Red Thread will be set as $30 as it target on youth.
Anyprint is a logistic company for distributing publication which products can be distributed within one day. All magazines will be distributed to every location before each issue has been launched. 4000 magazines will be distributed to Kowloon, 4000 magazines will be distributed to Hong Kong Island, and 2000 magazines will be distributed to New Territories. The distribution cost is $80, $130 and $150 representatively. As Hong Kong Island and Kowloon have higher population than New Territories, and CBD is located in these two areas, it is easier to reach our target audience. Therefore, more quantity will be distributed in Hong Kong Island and Kowloon.
AnyPrint HK Limited 7D, Phase 4, Kwun Tong Ind Ctr., 436446 Kwun Tong Rd, Kwun Tong, Kln Tel: 23472347 info@anyprint.hk http://www.anyprint.hk
There are different ways to promote a product in different areas of media. We are using internet advertisement, magazines, newspapers and social media to advertise our magazine as long term promotion. Also, we are using special events and collaboration with brands to further promote our magazine as short term promotion.
LONG TERM PROMOTION COMMERCIAL
Yahoo searching engine advertisement will be used to promote our magazine in long term. It is a fixed position advertisement which costs $8,000 per month when audiences enter featured keywords. It is located at the top of advertising with an image and text details provided.
Secondly, we will promote the magazine through Yahoo HK Homepage. It is located at HK Site Main Rich Media banners, size 350x200, 30KB (GIF/JPG), 60KB (FLASH) for 10 seconds. Every 1 hour plays once which costs $340. Every day plays 10 times. Therefore, it costs $102,000 per month.
Moreover, WWF is our sponsor; therefore, this organization will help with promoting our magazine on their website www.wwf.org.hk. The advertisement will be located in front page and the page of Publication.
All the online advertisement is going to be promoted one month before publishing our magazine. However, to further reach our target audiences, before first issue is launched, online promotion will be lasted for 3 months.
ADVERTISEMENT Milk magazine will be used to promote our magazine which is positioning in R.O.P. half page horizontal. It costs $ 5,000 per issue. Before launching the first issue, the advertising will be lasted for 3 issues in Milk. Also, it will be promoted before each issue is published.
The advertisement will be placed in Headline daily located in R.O.P junior page 175mm x 215mm with full colour which costs $177,000 per adv. News will be promoted on every Friday.
SOCIAL MEDIA Facebook will be used to communicate with audience and release news. Sustainable competition will be hold every two months, such as Eco-fashion snap shot, DIY and eco photography. Winners’ work will be shown on Facebook fan page and shown in each issue.
SHORT TERM PROMOTION LAUNCH EVENT
A special event for launching our first issue will be hold in Harbour City in Tsim Sha Tsui on 5th January 2014 on Sunday, from 3 p.m. to 6 p.m. It is located in Ocean Terminal Lobby, Level 1, Harbour City, Size (ft2): 908. It costs $30000 for weekend. The venue will be book for 2 days. On 4th January from 11a.m. to 8 p.m. is for decoration and setting. 4 staff will be hired for decorating the venue, and 4 staff will be hired for security on event holding day.
This event is sponsored by WWF Hong Kong, and we are going to collaborate with local fashion and homeware brand G.O.D. The CEO of G.O.D and Red thread will be invited. Celebrities such as Gin Lee, Moses Chan and Louis Cheung will be also invited. Moreover, Red Thread magazine will be selling in the event with a small gift from G.O.D.
Address : 3 - 27 Canton Road, Tsim Sha Tsui, Kowloon,Hong Kong Website: www.harbourcity.com.hk Facebook: www.facebook.com/HarbourCity Business Hours: 10 a.m. - 10 p.m. (Monday Sunday)
Gin Lee
Sugar Club
Louis Cheung
Harbour City Level 1 Map
PRESS RELEASE
A press release is used to make an announcement about the launch of Red Thread. Our PR department is responsible to write the press release and contact the publisher of magazine and newspaper. It will be published in Milk magazine and Headline daily on the next day of the launch event. Also, it will be released on yahoo HK news.
EXHIBITION A large exhibition will be hold in Hong Kong Book Fair at Hong Kong Convention and Exhibition Centre to sell and promote our magazine. It starts on 16th July to 22th July in 2014. It will be located in exhibition hall 1AE. Standard Booth: 9sq.m. (2M x 3M) will be used which costs $14490. 15th July from 11a.m. to 8 p.m. will be rent for decorating the venue. Also, 4 staff will be hired to manage the exhibition and selling magazines. Moreover, Ecoblogger Queenie Chan will be invited as guess speaker on the first day of book fair.
The opening time of book fair is as follow: 16th July to 17th July and 20th July to 21st July is 10 a.m. to 10 p.m. 18th July 19th July is 10 a.m. to 12 a.m. 22nd July is 9 a.m. to 5 a.m.
Hong Kong Convention and Exhibition Centre Tel:+852 2582 8888 Address:1 Expo Drive, Wanchai, Hong Kong, China http://www.hkcec.com/
COLLABORATION In order to enhance the excitement to target audience, every issue we will collaborate with different brand, company and even blogger.
January issue will be c o l l a b o ra t e d w i t h l o c a l fashion and homeware brand G.O.D. Magazine will be sold in their retail store.
March issue will be collaborated with Japanese fashion brand Uniqlo.
May issue will be collaborated with beauty brand Body Shop.
July issuewill be collaborated with Eco-blogger Queenie Chan.
2014 August to December Production stage timescale
2014 August to December Printing, distribution and promotion stage timescale
2014 January to July Production, printing and distribution stage timescale
2014 January to July Promotion stage timescale
2014 AUGUST TO JULY BUDGET PLAN
PRODUCTION STAGE 3 days of studio will be booked, each day 4 hours for $400. Total cost per issue is $1200. There will be 4 issues to be produced in this period. Total cost is $4800. For professional makeup table, it costs $250 for 3 hours. Therefore, the total cost per issue is $750, and $2300 for 4 issues. 4 styles indoor shooting costs $4,200. 1 style outdoor shooting costs $1,200. Fashion styling with fashion dress per model is $700. Therefore, 6 models cost $4200. Professional hair and makeup per style is $500. Hence, 6 models cost $3000. Moreover, Photographer for outdoor shooting costs $1000 for day view and $2,000 for night view. Therefore, it costs $15600 per issue and $62400 for 4 issues. For hiring model, it costs $880 per model for 4hours. Therefore, 6 models cost $5280 and total costs $21120 for 4 issues.
PRINTING&DISTRIBUTION STAGE There are different costs for different paper. 190 gsm art card costs $0.2 per sheet. 113 gsm glossy paper costs $0.1 per sheet. 160 gsm recycle paper costs $0.2 per sheet. Therefore, 1 magazine costs $12.4 and 10000 magazines cost $124,000. It costs $496,000 for 4 issues. In addition, as the cost of 1 magazine is $12.4. Moreover, the retail price is set as $30. 4000 magazines will be distributed to Kowloon, 4000 magazines will be distributed to Hong Kong Island, and 2000 magazines will be distributed to New Territories. The distribution cost is $80, $130 and $150 representatively. It costs $360 for once. Therefore, it costs $1,440 for 4 issues.
PROMOTION STAGE Yahoo searching engine advertisement costs $8,000 per month. Therefore, it costs $80,000 for 10 months promotion. Advertising on Yahoo HK Homepage is located at HK Site Main Rich Media banner which plays for 10 seconds per hour and it costs $340. Every day plays 10 times which costs $3,400. Therefore, it costs $102,000 per month. WWF is our sponsor; hence it is free for promoting our magazine on www.wwf.org.hk. Advertising in Milk magazine costs $ 5,000 per issue which placed in R.O.P. half page horizontal. It costs $50,000 for 10 issues. Advertising in Headline daily located in R.O.P junior page with full colour which costs $177,000 per adv. News will be promoted on every Friday. Therefore, it costs $708,000 per month, and $7,080,000 for 10 months. Renting Ocean Terminal Lobby in Harbour City, Size (ft2): 908 costs $60,000 for 2 days. Pops, Stage and lighting cost $10,000. Hiring 4 staff to decorate the venue and 4 staff for operating and managing the event cost $4,800. Celebrities such as Gin Lee, Sugar Club and Louis Cheung will be also invited as volunteers to support green event. Therefore, it total costs $74,800 for whole event. Venue for Hong Kong Book Fair will be located in exhibition hall 1A-E. Standard Booth: 9sq.m. (2M x 3M). It costs $14,490 for the participation fee and rent. Total 8 staff will be hired for decorating the venue and selling magazines. It costs $10,240. Pops and booth cost $5,000. Eco-blogger Queenie Chan will be invited on the first day of book fair as volunteer to support event. Therefore, it costs $29,730 for whole event. To conclude, it needs $8,923,290 for whole year’s budget. In addition, WWF is going to sponsor us for 30% of producing Red Thread. Therefore, total budget from 2014 August to July is $6,246,303.
IMAGE REFERENCES
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