Fashion Writing Critical Study Marie-Claire Mills

FASHION WRITING CRITICAL STUDY MARIE-CLAIRE MILLS C3497520

REFLECTION OF PRODUCTION AND PRACTICE MARIE-CLAIRE MILLS WORD COUNT: 1026

INTRODUCTION THE FOLLOWING REPORT IS A REFLECTION INTO THE PRODUCTION AND PRACTICE OF MAGAZINES LOOKING AT THE PAST, PRESENT AND FUTURE AND HOW THE SPOILED NATION AGENCY IMPLICATED PROFESSIONAL PRACTICE. THE FIRST SECTION IS ON THE HISTORY OF MAGAZINE PRODUCTION AND PRACTICE AND EXAMINES WORK BY WHITTAKER (2008) AND MILLER AND MCNEIL (2018). THIS SECTION ALSO LOOKS AT PREVIOUS AUDIT BUREAU OF CIRCULATION REPORTS BY THE GUARDIAN ONLINE, REGARDING CIRCULATION RATES IN PAST YEARS. THE SECOND CHAPTER REFERS TO THE MAGAZINE INDUSTRY TODAY DRAWING UPON THE IDEAS OF READER EXPERIENCE OF ONLINE MAGAZINES VERSUS PRINT MAGAZINES SET OUT BY JOHINKE (2017). THE REPORT WILL THEN DISCUSS THE FUTURE LANDSCAPES OF THE MAGAZINE INDUSTRY BASED ON THE BELIEFS OF GRIFFITHS AND OOI (2018) AND VILJAKAINEN AND TOIVONEN (2014).

FINALLY, THE REPORT WILL CLOSE BY REFLECTING BACK ON THE ACTIONS OF THE SPOILED NATION AGENCY, CONCLUDING PRINT MAGAZINES AND ONLINE MAGAZINES SHOULD WORK HAND IN HAND.

HISTORY OF MAGAZINE PRODUCTION AND pRACTICE PROVIDING A WIDE SELECTION OF PRINT MEDIA, MAGAZINES, OR PERIODICALS, TODAY ARE COMMON IN THE WORLD AROUND US (WHITTAKER, 2008). MAGAZINES WERE INTRODUCED TO SOCIETY AS A PRODUCT OF COFFEE HOUSES. COFFEE HOUSES ENABLED THE PUBLIC TO GATHER IN A MORE CIVILIZED SITUATION THAN THAT OF A PUB, LEADING TO PERSONAL OPINIONS BEING EXPRESSED (MILLER AND MCNEIL, 2018). MILLER AND MCNEIL EXPLAIN THE FIRST MAGAZINE WAS DEVELOPED AS A HANDBOOK FOR MEN, CALLED ‘THE GENTLEMEN’S GUIDE,’ AND THE RISE OF MAGAZINES CAUSED A DECLINE IN THE USE OF PUB’S AND COFFEE HOUSES AS A FORM OF MEDIA WHERE PEOPLE WOULD ‘MEDIATE.’ MANY MAGAZINES IN MANY DIFFERENT CATEGORIES HAVE BEEN DEVELOPED SINCE THE COFFEE HOUSE DAYS AND MAGAZINE CIRCULATION IS NOW SO LARGE IT IS TRACKED BY THE AUDIT BUREAU OF CIRCULATION (ABC). THE BEGINNING OF 2007 SAW THE RISE OF CIRCULATION OF GOSSIP MAGAZINES DUE TO A MULTITUDE OF NEW COVERS INTRODUCED TO THE MARKET (TRYHORN, 2007). BY THE END OF 2007, GOSSIP MAGAZINES SAW A DECREASE IN CIRCULATION BY 10% DUE TO NEWSPAPERS REPORTING SIMILAR CONTENT OF CELEBRITIES TO THE MAGAZINES – PEOPLE WOULD BE LESS INCLINED TO BUY TWO PUBLICATIONS WHEN THEY COULD GET THE SAME INFORMATION FROM ONE (ALLEN, 2008). HOWEVER, BY THE END OF 2008, CELEBRITY MAGAZINES AND MEN’S MAGAZINES SAW AN INCREASE AGAIN, COINCIDING WITH THE MARKET CRASH OF 2007 (SWENEY, 2008).

The Magazine Industry Today SINCE THE NOUGHTIES, THE MAGAZINE INDUSTRY HAS BEEN INTRODUCED TO THE ONLINE WORLD WHICH HAS CAUSED THE INCREASE OF E-ZINES, OR ONLINE MAGAZINES (NEW YORK FILM ACADEMY, 2015). THE RISE OF SOCIAL MEDIA HAS DRIVEN MAGAZINES INTO MAKING AN ONLINE BRAND ACROSS SOCIAL MEDIA PLATFORMS AND THE INTERNET, VIA WEBSITES AND BLOGS, ALLOWING FOR NEW AUDIENCES (WHITTAKER, 2008). STEVEN (2014) DISCUSSES HOW, EVEN THOUGH DEVELOPMENTS OF ONLINE MEDIA AND SOCIAL MEDIA HAVE PROGRESSED GREATLY, A PRINT MAGAZINE IS A TIMELESS PRODUCT THAT CAN COEXIST ALONGSIDE ONLINE MEDIA; “PRINT AND WEB SHOULD BE SEEN AS A COMPLEMENTARY EXPERIENCE, FOR DIFFERENT CONTENT AND TIMES OF DAY.” IN RECENT YEARS, ABC FIGURES HAVE SEEN AN INCREASE IN CIRCULATION OF PUBLICATIONS ON TOPICS RELATING TO BREXIT, AND WOMEN’S WEEKLY MAGAZINES HAVE SEEN A DECREASE AS ONLINE ALTERNATIVES ARE MORE READILY AVAILABLE AT THE END OF A SMART PHONE OR TABLET (RUDDIK, 2017).

IT COULD THEREFORE BE ARGUED THAT THE ACCESSIBILITY OF SOCIAL MEDIA AND THE RISE OF THE ONLINE INFLUENCER OR BLOGGER HAS TAKEN THE ATTENTION OF SOME OF MAGAZINES AUDIENCE AS THE INFORMATION IS MORE READILY AVAILABLE TO THEM. JOHINKE (2017) SUGGESTS THAT THERE IS NEAR TO NO DIFFERENCE BETWEEN THE READERS EXPERIENCE OF READING A MAGAZINE ONLINE OR READING A MAGAZINE IN PRINT, PROPOSING READERS HAVE TO GO THROUGH THE PROCESS OF CONVINCING THEMSELVES THEY HAVE A BETTER EXPERIENCE READING SOMETHING ONLINE THAN THEY DO READING A ‘BULKY PRINT MAGAZINE’. THIS INFORMATION COULD SUPPORT THE RISE OR CONTINUITY OF CIRCULATION OF PRINT MAGAZINES IN THE NEAR FUTURE.

Future landscapes of the magazine industry THE FORTH INDUSTRIAL REVOLUTION IS FAST APPROACHING AND AS IT IS KNOWN TODAY SOCIETY IS GOING TO CHANGE, MEANING THE MAGAZINE INDUSTRY AS IT IS KNOWN WILL CHANGE AGAIN (GRIFFITHS AND OOI, 2018). VILJAKAINEN AND TOIVONEN (2014) SUGGEST THE FUTURE LANDSCAPES OF MAGAZINES WILL SEE AUDIENCES DISPERSING DUE TO THE TRADITIONAL PRINT MAGAZINE ADOPTING ‘VALUE ADDING’ ELEMENTS TO THEIR BRAND, FOR EXAMPLE, PODCASTS AND YOUTUBE, WHERE BRANDS CAN OFFER A SERVICE TO READERS VIA SOCIAL MEDIA AND ONLINE PLATFORMS AS WELL AS A PRODUCT (THE TRADITIONAL PRINT MAGAZINE). IN PREVIOUS YEARS, JOURNALISTS HAVE BEEN ABLE TO UTILISE THE ‘CLOUD’ TO SEND FILES BETWEEN THE PRINT ROOM, THIRUVATHUKAL (2015) SUGGESTS THAT DEVELOPMENT OF THE CLOUD MEANS MORE POTENTIAL OUTPUTS MAGAZINES CAN USE - MAYBE THE INDUSTRY WILL ONE DAY BE ABLE TO ‘DROP’ MAGAZINES STRAIGHT INTO THE CLOUD’S OF READERS? WHITTAKER (2008) AGREES WITH STEVEN (2014) SUGGESTING THAT PEOPLE USE MULTIPLE FORMS OF MEDIA IN DIFFERENT WAYS. MAGAZINES THAT WISH TO EXIST SOLELY ONLINE HAVE TO DEVELOP MORE ENGAGING CONTENT, TO KEEP READERS RETURNING, THAN PRINT MAGAZINES, WHO HAVE CONFIDENCE IN THEIR READERSHIP BUYING THE PHYSICAL PRODUCT FOR EQUAL SATISFACTION. HOWEVER, WHITTAKER (2008) STATES THE IMPORTANCE OF DRIVING TRAFFIC TO A BRAND VIA AN ONLINE PRESENCE.

Spoiled Nation

THE SPOILED NATION AGENCY CONFORMED WITH SOCIETAL CHANGES BY CREATING AN ONLINE VERSION OF THE PRINT MAGAZINE INCLUDING SHORTER ARTICLES ON FASHION, CULTURE AND CURRENT AFFAIRS, PROVIDING INSPIRATION FOR THE NATION. SPOILED NATION ALSO USED SOCIAL MEDIA PLATFORMS TWITTER AND INSTAGRAM, WITH TWEETS AND POSTS ABOUT ONLINE CONTENT AND CONTENT SOON AVAILABLE IN THE MAGAZINE. THESE MARKETING ACTIVITIES CREATED A BRAND AWARENESS FOR SPOILED NATION MAGAZINE ONLINE AND IN THE RUN-UP TO THE PRINT RELEASE SOCIAL MEDIA WILL BE A GREAT WAY TO ADOPT A WIDER AUDIENCE (QUEENSBURY, 2018).

Conclusion

TO CONCLUDE, THE PRODUCTION AND PRACTICE OF MAGAZINES HAS CHANGED DRAMATICALLY FROM ITS INITIAL FORM OF MEDIATION IN COFFEE HOUSES, TO PRINT, AND NOW ONLINE AND FURTHER. HOWEVER, IT IS BELIEVED THAT EVEN WITH THE DRASTIC ADVANCES OF TECHNOLOGY IN THE NEAR FUTURE, THE INITIAL IDENTITY OF A MAGAZINE WILL REMAIN THE SAME AS A PRINT PUBLICATION. THE PRINT WILL COINCIDE WITH ONLINE AND ANY OTHER ADDED VALUE ASPECTS ADDED TO A MAGAZINE BRAND (VILJAKAINEN AND TOIVONEN, 2014).

FINAL MAJOR PROJECT PROPOSAL 1 MARIE-CLAIRE MILLS WORD COUNT: 1083

INTRODUCTION

THE FOLLOWING PROPOSAL WILL EXPLORE AN IDEA FOR MY FINAL MAJOR PROJECT (FMP) COMPLETED IN MY FINAL SEMESTER OF STUDYING MY UNDERGRADUATE DEGREE AT LEEDS BECKETT UNIVERSITY. THE PROPOSAL WILL START

BY REFLECTING BACK ON THE WORK I HAVE COMPLETED ACROSS MY STUDIES AT UNIVERSITY AND OUTSIDE OF THE CLASSROOM, LOOKING AT THE WORK OF BROCKBANK ET AL., (2017) AND DUNNING ET AL., (2018). THEN THE PROPOSAL WILL OUTLINE MY IDEA ALONG WITH REFERENCES OF MY INSPIRATION FROM COSMOPOLITAN MAGAZINE AND DEBUT MAGAZINE AND WHY I WISH TO PURSUE THIS IDEA. NEXT, THE PROPOSAL WILL LOOK INTO THE COMPETITION, AUDIENCE AND HOW THE PROJECT WILL BE MARKETED. FINALLY, THE PROPOSAL WILL CONCLUDE WITH A MINI-TIMELINE OF THE PROJECT.

Reflecting Back on writing I have completed

DUNNING ET AL. (2018) EXPLAIN IN A STUDY INTO REFLECTIVE LEARNING THAT WE ARE TOO HARSH ON OUR OWN WORK DURING REFLECTION, SO ANOTHER PERSON’S OPINION CAN BE BENEFICIAL TO REFLECT PROPERLY ON OUR WORK. IN ADDITION, BROCKBANK ET AL. (2017) STATE THAT REFLECTIVE LEARNING CAN HELP SELF-GROWTH AND DEVELOPMENT. THEREFORE, I WON’T BE PASSING JUDGMENT ON MY PREVIOUS WORK IN THIS PROPOSAL, INSTEAD I WILL FOCUS ON AREAS I HAVEN’T YET EXPLORED OR BELIEVE I COULD EXPLORE FURTHER; - TREND REPORTS - CONTRACT MAGAZINES ONLINE AND IN PRINT.

Final Major project Proposal FOR MY FMP I WOULD LIKE TO CREATE A PRINT MAGAZINE WHERE BLOGGERS AND INFLUENCERS ARE SEEN AS PROFESSIONAL JOURNALISTS. MODERN DAY PEOPLE SPEND AN AVERAGE OF 24 HOURS ONLINE A WEEK (HYMAS, 2018), AND THE ONLINE WORLD IS SATURATED WITH BLOGGERS AND INFLUENCERS (ROCAMORA, 2018), THEREFORE, PEOPLE WILL WANT TO ENGAGE WITH THIS PUBLICATION. THE QUARTERLY MAGAZINE WILL INCLUDE BLOGGING TREND REPORTS, INTERVIEWS WITH THE BLOGGING COMMUNITY, RECOMMENDATIONS INFLUENCERS IN DIFFERENT AREAS, A ‘HOW TO’ SECTION, AND WILL BE TITLED TASTEMAKER. THE PURPOSE OF THE INTERVIEW CHAPTER WILL BE SIMILAR TO THE SELF-MADE SUMMIT EVENTS OF COSMOPOLITAN MAGAZINE (SAVIN, 2017) AND DEBUT MAGAZINE’S COMMITMENT OF SUPPORTING WOMEN IN THE CREATIVE INDUSTRIES (DEBUT MAGAZINE, 2019). I AM CONSIDERING MAKING TASTEMAKER MAGAZINE FOCUSED TO ONE PARTICULAR PLATFORM, FOR EXAMPLE INSTAGRAM AND THE INSTAGRAM INFLUENCER, AS THE TOPIC OF THE MAGAZINE WILL MORE PARTICULAR AND ATTRACTIVE TO A TARGET MARKETING INSTEAD OF THE WHOLE BLOGGING COMMUNITY BECAUSE OF THE SATURATION ROCAMORA (2018) TALKS ABOUT IN HER STUDY. ROCAMORA (2018) ALSO EXPLAINS HOW JOURNALISTS WRITING FOR MAGAZINES PERCEIVE BLOGGERS TO BE THE UNEDUCATED JOURNALIST AND LOOK-DOWN UPON THEM. INFLUENCERS WILL BE ABLE TO SEND TASTEMAKER THEIR CONTENT WHICH WILL BE REVIEWED, ALLOWING THE INFLUENCER TO ADD A TASTEMAKER SYMBOL TO THEIR POSTS WHICH WILL ACCREDIT THEIR WORK IN A PROFESSIONAL WAY. AS WELL AS THIS, TASTEMAKER WILL INCLUDE MULTIPLE VISUALS MAKING IT EASY TO READ AND WILL HAVE A HUMAN SIDE TO ITS

WRITING STYLE SO TASTEMAKER MAGAZINE WILL FEEL ACCESSIBLE TO DIFFERENT PEOPLE WITH DIFFERENT INTERESTS. TASTEMAKER MAGAZINE WILL ALTER THE COLOUR SCHEME WITH THE SEASONS OF THE YEARS WITH A DIFFERENT COLOUR FOR EACH ISSUE, SOMETHING BLOGGERS AND INFLUENCERS ENSURE ON THEIR BLOGS AND SOCIAL MEDIA THEMES TO AESTHETICALLY PLEASE READERS.

Competition, Audience and Marketing Concept TASTEMAKER MAGAZINE’S MAIN RIVAL WILL BE BLOGGING MAGAZINE BLOGOSPHERE AS THE TARGET MARKET OF THE BLOGGING COMMUNITY IS THE SAME AND THEREFORE THE AGE DEMOGRAPHIC WILL BE THE SAME. THE MAGAZINE SALES HOUSE (2019) CLAIM THAT BLOGOSPHERE’S CIRCULATION FIGURES ARE AT 6600 AND BLOGOSPHERE HAVE A READERSHIP OF 13200. BLOGOSPHERE HAS A GENDER RATIO OF 76 WOMEN TO 24 MEN. 83 PER CENT OF THE BLOGOSPHERE READERSHIP ARE AGED BETWEEN 18 AND 38 YEARS OLD. RICHARDSON ET AL (2015) EXPLAIN THE BEST WAY TO TACKLE COMPETITIVE RIVALRY IS TO STATE WHAT YOU ARE DOING, WHY YOU ARE DOING IT AND WHO YOU ARE DOING IT FOR. THEREFORE, TASTEMAKER IS A TASTEMAKER’S GUIDE TO INFLUENCING HELPING BLOGGERS STAND OUT ON SOCIAL MEDIA AND A PLATFORM WHERE BLOGGING IS PERCEIVED AS A TYPE OF PROFESSIONAL JOURNALISM. TASTEMAKER WILL STAND OUT FROM ITS COMPETITORS BECAUSE TASTEMAKER IS ABLE TO CREDIT BLOGGERS WOK IN A PROFESSIONAL WAY. TASTEMAKER WILL BE AIMED AT 18 TO 24 YEAR OLD’S WHO ARE BOTH IN AND OUT OF THE BLOGGING AND INFLUENCER COMMUNITY. THE MAGAZINE WILL HAVE A FEMALE FLAIR TO ITS PAGES, HOWEVER, TASTEMAKER IS A GENDER INCLUSIVE MAGAZINE, AIMED AT

EVERYONE, CONSEQUENTLY TASTEMAKER WILL NOT STATE THEIR GENDER DEMOGRAPHIC. TASTEMAKER WILL BE MARKETED MAINLY OVER SOCIAL MEDIA AND THROUGH THE INFLUENCERS WORKING IN COLLABORATION WITH US. THERE WILL ALSO BE A TASTEMAKER ONLINE WHERE READERS CAN SIGN UP TO A NEWSLETTER THAT WILL BE A FORM OF DIRECT MARKETING COMMUNICATIONS (FILL, 2011). AS SUGGESTED BY LEA-GREENWOOD (2013), ALL MARKETING ACTIVITIES WILL BE PERFORMED IN-HOUSE TO KEEP A CONSISTENCY WITHIN THE TASTEMAKER BRAND.

Conclusion TO CONCLUDE, MY FINAL MAJOR PROJECT WILL BE A QUARTERLY, PRINTED MAGAZINE NAMED TASTEMAKER, FOR INFLUENCERS, BLOGGERS AND ANYONE INVOLVED IN THE INFLUENCER COMMUNITY TO GAIN CREDIBILITY AND PROFESSIONALISM FOR THEIR WORK. TASTEMAKER MAGAZINE IS INCLUSIVE OF EVERYONE AND WILL HELP BRANDS GROW AND DEVELOP IN A SATURATED MARKET. ALL MARKETING COMMUNICATION ACTIVITIES WILL BE CARRIED OUT

BY THE IN-HOUSE MARKETING TEAM ENABLING SYNERGY AND THEREFORE CONSISTENCY ACROSS THE TASTEMAKER BRAND (LEAGREENWOOD, 2013). ON THE NEXT PAGE IS A SHORT TIMELINE OF AN ACTION PLAN WITH SMART GOALS – GOALS THAT ARE SPECIFIC, MEASURABLE, ACHIEVABLE, RELEVANT AND TIMEBOUND – TAKING INSPIRATION FROM THE JOBS.AC.UK ACTION PLAN (JOBS.AC.UK, 2019).

Timeline of FMP

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