Which Old Witch Photography by Lauren Rady Styling by Melinde Dzabiri
02 Concept 04 Layouts 06 Magazine Profile 08 Demographics / Circulation 10 Competition 15 Budget 19 Editorial Images
Concept This editorial, expected to appear in an issue of Vogue this spring, was founded on the idea of dualism. Dualism is the division of something conceptually into two opposed or contrasted aspects, or the state of being divided. To illustrate this idea, our editorial subjects include references to the fictional character in The Wizard of Oz, Glinda the Good Witch, and the opposing fictional character, Elphaba, from the broadway show called Wicked. To integrate our idea with the season it will appear in Vogue, the wardrobe styling for this editorial included lots of spring essentials. The editorial features the best of this season's embellished tops, flowing dresses and loose silhouettes. Vogue is the world's go-to-guide for fashion, so we knew we had to keep the wardrobe styling on trend. By including heels with socks, asymmetrical hemlines, thigh-high slits and eccentric nail designs, this editorial is very current and true to today's most sought after looks.
Layouts
Magazine Profile BACKGROUND INFORMATION In 1892, Arthur Baldwin Turnure started Vogue as a bimonthly publication. After he died in 1909, CondĂŠ Nast, a division of Advance Publications, took it over and began growing the publication. In 1960, the magazine began to adjust to the likings of the era's youth by focusing on contemporary fashion and editorial features that openly discussed sexuality. In 1973, Vogue went from a bimonthly publication to a monthly publication. The magazine also underwent extensive editorial and stylistic changes to respond to changes in the the lives of its target audience. Since its start, Vogue has entered many different countries around the globe and has gained a reputation as the fashion bible. For 120 years, Vogue has been dazzling our eyes and broadening our minds through the use of fashion in the context of the larger world we live in. The magazine illustrates to readers how to dress, live, socialize, what to eat, listen to, watch and who to be inspired by. For many women each month, Vogue is a life advisor. Vogue influences, inspires and challenges its readers to see things differently, in both themselves and the world. Aspirers: Age 20 - 25, most of this target segment is still at college and working part time. Affectionate fashion followers and trendy, they are usually the fashion leaders in their group of friends. They hope to one day be just like the young female professionals they read about in Vogue. Young Professional Female: Age 25 - 35, earnings in the top 20% of the population, usually in managerial positions, have tertiary education or higher, affectionate fashion followers and trendy and they are usually opinion leaders who try new things and are admired by the general female population for their achievements. Trendy Middle-aged Women: Age 35 - 45, usually belongs to the high society, usually in managerial positions or housewife of top income households, usually had higher or tertiary education, likes to look elegant, young and trendy.
Demo / Circulation VOGUE
DEMOGRAPHICS Sex Women: 89% Men: 11% Age Median Age: 37.4 HHI Median HHI: $63,094 Education Any College: 64% Employment Status (FT or PT) Employed: 64%
CIRCULATION Ratebase: 1,200,000 Subscriptions: 887,721 Single Copy Sales: 360,400 Total Circulation: 1,248,121
Competition Harper's Bazaar DEMOGRAPHICS Sex Women: 89.5% Men: 10.5% Age 18-34: 30.6% 35-54: 40.6% 55+: 28.8% Median Age: 44.8 Average Age: 45.1 HHI HHI $50,000+: 68.5% HHI $75,000+: 47.2% HHI $100,000+: 35.2% Marital Status / Family Married: 48.7% Single: 29.7% Any Kids: 37% Education Any College: 78.5% Graduated College+: 39.4% Postgraduate Degree: 17.3% Employment Status Employed: 63.5% Employed FT: 50.2% Professional/Managerial: 26% CIRCULATION Ratebase: 700,000 Subscriptions: 554,079 (77.6%) Single Copy Sales: 136,621 (19.1%) Readers Per Copy: 4.43
Competition W Magazine DEMOGRAPHICS Sex Women: 76% Men: 24% Age 18-49: 64% Marital Status Married/Not Married: 44% / 36% Education Any College+: 75% Employment Status Professional/Managerial/Executive: 63% CIRCULATION
Rate Base: 450,000 Subscriptions: 444,379 Single Copy Sales: 19,006 Total Circulation: 465,920 Total Audience: 1,421,000
Competition ELLE DEMORGRAPHICS Sex Women: 87% Men: 13% Age 18-34: 51.7% 25-49: 55.4% Median Age: 34.2 HHI HHI $75,000+: 44.4% Marital Status / Family Married: 60.4% Single: 39.6% Education Any College: 70% Employment Status Employed: 66.6% CIRCULATION Ratebase: 1,100,000 Subscriptions: 904,125 (79%) Single Copy Sales: 241,339 (21%) Readers Per Copy: 5.83 Total Audience: 6,302,000
Estimate Lauren Rady CCC Photographer Spring 2012 Editorial Photography Budget FEES Photographic Fee Usage Fee Prep fee (photographer) Casting/Scouting (photography) Travel fee (photographer)
1,000 4,000 500 600 100
Crew Assistants Hair & Makeup Stylist Digital Technician
200 250 345 200
Digital Retouching fee Post production Digital Production charges Talent Talent (adults) Fittings Travel (talent) Miscellaneous Catering Studio expendables Misc. Printing Paper (8.5x11 & 5x7) Printer rental time Studio Backgrounds/backdrops Set builder Set design/research Light Rental Studio Rental Total
500 100
780 (includes agency fee) 55 40 170 47 (CDs/labels/cases) 68 20 460 75 700 800 11,010
Final Invoice Lauren Rady CCC Photographer Spring 2012 Editorial Photography Budget FEES Photographic Fee Usage Fee Prep fee (photographer) Casting/Scouting (photography) Travel fee (photographer)
1,000 4,000 500 600 100
Crew Assistants Hair & Makeup Stylist Digital Technician
200 250 345 200
Digital Retouching fee Post production Digital Production charges Talent Talent (adults) Fittings Travel (talent) Miscellaneous Catering Studio expendables Misc.
600 100
780 (includes agency fee) 55 40 170 47 (CDs/labels/cases)
Printing Paper (8.5x11 & 5x7) Printer rental time
68 20
Studio Backgrounds/backdrops Set builder Set design/research Light Rental Studio Rental
460 200 75 700 800
Total
11,310
Total Budget FEES Photographic Fee Usage Fee Prep fee (photographer) Casting/Scouting (photography) Travel fee (photographer)
1,000 4,000 500 600 100
Crew Assistants Hair & Makeup Stylist Digital Technician
200 250 345 200
Wardrobe
1,441
Digital Retouching fee Post production Digital Production charges
600 100
Talent Talent (adults) Fittings Travel (talent) Miscellaneous Catering Studio expendables Misc.
780 (includes agency fee) 55 40 170 47 (CDs/labels/cases)
Printing Paper (8.5x11 & 5x7) Printer rental time
68 20
Studio Backgrounds/backdrops Set builder Set design/research Light Rental Studio Rental
460 200 75 700 800
Total
12,751