Glaze
Clarity. Integrity. Honesty. Reality.
The Slow Almanac Creative Strategy Document
Creative Strategy Document
Glaze Almanac
Contents
Concept .............................................................................page 1-2 Almanac .............................................................................page 3-4 Film, Community & Online .............................................................................page 5-6 Identity .............................................................................page 7-8 Rationale & Analysis ..........................................................................page 9-10 Target Market & Customer Profile ........................................................................page 11-12 Primary Market Research ........................................................................page 13-14 Drivers ........................................................................page 15-16 Industry Competitors ........................................................................page 17-18 Retailers ........................................................................page 19-20 Logistics & Project Management ........................................................................page 21-22 Funding, Costs & Budget ........................................................................page 23-24 Strategic Timeline ........................................................................page 25-26 Bibliography ........................................................................page 27-28 Image References ........................................................................page 29-30
Creative Strategy Document
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Glaze Almanac
Concept
“To let work take over our lives is folly. There are too many important things that need time, such as friends, family hobbies and rest. People worry about missing out on life if they slow down, but life is what’s happening right here, right now”. -Carl Honore (2015) Clarity. Integrity. Honesty. Reality. Glaze is a new print/digital platform consisting of stunning visuals, knowledge and human communication. It is a trend driven independent, lifestyle publication that will build a community and social circle based around shared ideals and passions. This first issue of Glaze launching in May 2015, will find its focus around the theme of ‘Slow’. Its mission being to inform and inspire the reader/viewer about how to adopt slower traits and practices, which will benefit and enhance their lifestyles and change their outlook on life. Reducing clutter and enhancing clarity. Each issue of Glaze will focus on a different theme or trending topic of conversation, however all printed and digital outputs will maintain the same creative concept and brand identity. The key messages promoted by and to be gained from the first issue of the Glaze Almanac and its outputs are... • Strive to live a simpler/slower life. • Appreciate all that you see, have and do. • Be part of a supportive, unbiased community which encourages sharing and creativity. • To build self esteem and confidence. • To dream big, even in the smallest of spaces. • To foster a sense of curiosity and enrichment.
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Glaze Almanac
Almanac This independent lifestyle concept will be realised in the physical form of an Almanac. A lifestyle guide advising, informing and inspiring readers about how to slow down and appreciate the beauty surrounding them every day. ‘Almanac’ Noun: almanac; plural noun: almanacs; noun: almanack; plural noun: almanacks. A handbook, containing information of general interest or on a sport or pastime An annual calendar containing important dates and statistical information such as astronomical data and tide tables Synonyms: yearbook, calendar, register, annual, manual, handbook, compendium. Published quarterly (in January, May, July, November) and produced to compliment, support and develop the views of the reader/viewer, Glaze will encourage sharing and the creation of a community of collective readers with similar lifestyles and personal taste. The visual treatment, colour ways, texture and styling of the imagery within Glaze is realistic and approachable, aiming to inspired the reader/viewer. Imperfect pages of rich, solid colour compliment photographic, hand crafted, collaged imagery, inspired by craft and stitch, a handmade and honest aesthetic is central to the visual identity of Glaze. The Glaze Almanac will have the dimensions of 165mm x 124mm. For this first issue of the Glaze Almanac, Copenhagen will be the location around which the written and photographic content will be based and built. Comparisons of lifestyles will focus on the complexity and speed of modern life, topics that have in the past been discussed by the BBC and the Guardian. The written content of Glaze will use a personal, recollective tone of voice, with subtle hints of creativity, allowing the reader to imagine themselves in the writers position. There will also be written opinion pieces within Glaze, such as album, event and film reviews. Photographs will be taken in a sensitive, documentary style. Encapsulating the essence and emotion of a moment in time and the beauty of our everyday surroundings, these images will create photo essays and colour stories. With its first issue, of the Glaze Almanac will aim to document social ritual and behaviour and encapsulate trend, and the essence of a place and moments in time. “Place is a fundamental aspect of what it is to be human. We are place makers and place lovers”. -Alastair Bonnett (2014)
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Glaze Almanac
Film A film, produced by Glaze (using a DSLR Canon 700d) hosted by Vimeo sits on the homepage of the website acting as a hook or visual teaser, complimenting and promoting the printed publication and leading onto Glaze’s e-commerce platform and sign up system for the Pen Pal sharing community. There is also potential for the Glaze film to be hosted on Nowness, a online video channel which showcases contemporary culture through film. Inspired by holistic, lifestyle, craft and makers films, this first Glaze film is a stunning, enriching and stimulating output which will encourage escapism and reflection. This films narrative will compliment the written ‘slow’ theme covered in the physical printed output, the 1st issue of the Glaze Almanac. It will be complimented by a relevant and fitting sound track provided by a British folk artist and storyteller Laura Marling and her new album ‘Short Movie’, which was released in late March, 2015. 11
Online Glaze’s online presence will be solely represented by its website or ‘hub’. As a concept and brand Glaze will not be present on any social media platforms, aiming to remove and relive people from their invasive and addictive digital lives. This website will use HTML5, making it viewable on all digital devices. It will be easy to navigate and simple, with a clear and concise hierarchy of functions and visual/graphic design, consisting of white space and complimentary colours, mirroring the aesthetic of the printed Almanac.
www.glazealmanac.co.uk Homepage Mockup
The domain name www.glazealmanac.co.uk is available to purchase from ‘123 Reg’ for a cost of £4.99 for 1 year. The Glaze web page will be designed with the help of Sitely, a web design agency based in the North East, who specialise in websites for small, start up creative businesses.
Creative Strategy Document
The Glaze website will be used as a Hub and a platform to... • Host film/photographic content and extracts of written content produced by Glaze, in order of issue. • Promote and explain the essence of the publication and the particular themes that each quarterly issue covers. • Activate and promote the ‘Pen Pal’ community, allowing readers to sign up and register into the community. • Host e-commerce sales of the publication and subscription service. • To enable reader to contact Glaze directly via the email address talk@glaze.co.uk and its postal address. • To present, collect and collate press coverage.
Pen Pal Community
This extension will be promoted both within the physical printed Almanac (using a postcard or double page spread) and online. It will be realised in a physical format, connecting the publication and website to its targeted reader and creating a dialogue and sense of community and belonging. A place where ideas can be shared and where creativity can thrive. Beautifully prepared and intricate collage, writing, crafts and gifts can be shared anonymously between two fans of Glaze, anywhere in the world, through this ‘care package’ style sharing community creating an air of positivity and support. Anyone who purchases a printed Glaze Almanac (RRP £10) can be a member of the ‘Pen Pal’ system with no addtional costs (if you buy online you will have the opportunity to sign up at the point of purchase). Physical copies of Glaze will have a double page spread inside advising readers about how to sign up online or via post. Subscribers details will be stored securely online using Mail Chimp and parters will be assigned using a random combination generator. If you wish to be connected with a stranger via the ‘Pen Pal’ system but have not purchased a copy of the printed publication, you can at a cost of £5; once you have submitted your details online or via post, you will then be assigned an anonymous partner with which to share, communicate and connect. Photographs of previous care packages that recipients have shared and received will be collated and documented to used as online promotion and to build the sense of community and a buzz around the ‘Pen Pal’ movement. A map feature, hosted online will document the subscribers in different locations around the world; the ‘Pen Pal’ community will have an international reach, carrying on the themes of exploration and discovery that are present in the publications imagery and written content. This slow, community style output and scheme allows for the potential creation of Glaze community events in the future, once the brand has been established and has reached success and recognition. All subscriber data will be stored securely online using MailChimp and will be stricly used only for communication and sharing purposes.
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Creative Strategy Document
Glaze Almanac
Identity
Pantone 478
Pantone 357
Pantone 7535
Pantone 8281
Pantone 438
Pantone 9580
Pantone 27
Pantone 446
Pantone 1807
Pantone 557
Pantone 421
Pantone 30
The visual/written identity and aesthetic of Glaze will be consistently carried across all of its content, platforms and promotional devices. It will consist of wholesome, subtle Pantone colours and textures which compliment Glaze’s visual imagery and typographic choices. Over time and with natural progression, this brand identity may evolve and alter. From the outset and throughout, the following considerations will be applied in all methods of production and curation... • Consistent fonts will be used across all platforms Ahellya and Lato are the fonts to be used in Issue 1. • Graphic design and editorial layouts will be consistent, understated and coherent. • Relevant and suitable visual treatments will be utilised in all film and photographic outputs. • There will be as little editing and image manipulation as possible, to promote a realistic and achievable aesthetic. • An approachable, fair and light hearted tone of voice will be used in all written copy, both online and in print. • Packaging used for e-commerce delivery and all forms of physical communication will be fitting and appropriate.
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Glaze Almanac
Rationale
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Glaze is being conceived and produced in response to the rise in interest and apparent need for slower and simpler lifestyles. It is a reaction to the growing appreciation for beautifully collated imagery and the current popularity of stunning and visually considered, independently produced publications and zines. Glaze Issue One, is an Almanac for those wishing to simplify and enhance their lives and experiences within a community of like minded individuals. All with an appreciation of realistic, beautiful visuals and honest, thought provoking words, based around topics that interest and intrigue them.
Creative Strategy Document
Glaze is created with the purpose of enhancing self esteem, creativity and awareness, this will be achieved using a narrative of beautiful imagery capturing texture and emotion and thought provoking, relevant and relatable writing. The lack of a social media presence in regards to Glaze is to allow the reader/viewer to escape from these invasive platforms which can be addictive and detrimental. Enabling them to be engaged in something different and meaningful. Inspired by current movements such as ‘Zine Swap’, a service that allows people to swap their zines through the post. Glaze’s ‘Pen Pal’ style sharing community is slow communication in practice, as all outputs must be hand written and send out as physical objects, not electronically. Many people find this a relaxing and meditative process a topic discussed by Natalie Goldberg in ‘Writing Down the Bones’, who compares writing to a from of Zen Meditation.
Analysis Strengths • Glaze is a personal, approachable and small scale concept. • New, unique and targeted towards trend setters and early adopters. • In line with current independent publishing trends. • Relevant topics of discussion and inspiring writing. • Links to the current popularity of independent publications based around lifestyle trends. • The Almanac is published quarterly to stay relevant and up to date (January, April, July, and November). This gives potential for seasonal issues/topics to be covered and will keep readers interested in current trend related topics and ideas. • Aesthetically new and exiting. • High quality visuals, both (photography and film) and written content. • Glaze has the opportunity to cover all topics, including social, geographical, creative and political areas. Weaknesses • Little online presence and no social media presence. Glaze aims to remove people from their invasive and addictive online lives and to focus more on their personal and physical lives. • Niche target market/reader base, until word of mouth promotion and sharing takes off. • Start up business, potential financial issues. • Issues could potentially arise with production time and available resources. • The initial small size of the staff base and production team could potentially be an issue as the Glaze brand grows, both in popularity and size. • Glaze currently holds a small share of the current market sector. Opportunities • There is the potential for future collaborations with freelance writers and illustrators. • Potential global reach with small online presence and Glaze the care package system which will be launched and available world wide. • Huge potential for word of mouth promotion between early adopters and initial reader base. • Room for expansion and further outputs, for example events could potentially be planned in the future regarding the Pen Pal scheme, films and the release of further printed publications. Threats • Resistance to the slow lifestyle/lack of interest, Glaze has a relatively niche targeted audience demographic. • Online rivals and existing publications. • Financial issues surrounding print publishing. • Potential technical, printing and production issues.
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Target Market Glaze is targeted towards a lifestyle and beliefs based ‘tribe’ rather than a group that is categorised by age or gender. These individuals are culturally aware and appreciative of/ involved in the creative industries. Being early adopters, Glaze’s readers and viewers are the first to try and approach new ideas and trends in all aspects of life, from food to home wares. They are mindful and socially active within their own communities and enjoy sharing ideas. This group wish to live more sustainably and on a smaller scale, leaving less of an impact and concentrating on honesty and integrity, within both their work and personal lives. The interests of this group lie within the areas of music, food, home, travel, culture interiors and family life. They, as an ever growing amount of people do, crave an equal and realistic work/life balance and possess a love of beautiful visuals, objects and sensory experiences. They enjoy life concepts such as slow food, home grown produce and slow gardening, movements that are not about being lazy; rather aimed at getting more out of what we do and can realistically achieve.
Customer Profile Sloane Cameron is a 23 year old Surface Design student (and part time waitress) based in Leeds with a love of interiors and product design. She and her boyfriend Lewis, an Engineer, live in a simple one bedroom apartment with a balcony full of greenery. They are not huge fans of social media, only really using ‘Instagram’ to capture their experiences. As a couple they subscribe to Stack Magazines, for a monthly dose of publishing inspiration. Sloane sources her design inspiration for her print creations from her surroundings, experiences at cultural events and Internet browsing on sites such as ‘Pinterest’ and Trend Tablet. With a love of print publishing, she is a magpie when it comes to collecting leaflets and interesting independent publications covering all aspects of life and culture. She and Lewis are avid followers of lifestyle blogs such as ‘Hip Shops’ and ‘Freunde Von Freunden’. With a keen eye for colour and coordination, she is a fan of beautiful imagery and appreciates the beauty in seemingly normal objects and moments, wishing to capture these for her own personal archive of memories and experiences. She hopes to balance her work and personal life with a correct ratio and to not get bogged down with the stresses and strains of modern life work and university commitments. Sourcing her clothing from retailers such as ZARA, Whistles, Dr Martens and Levis, Sloane appreciates classic simplicity and an understated ‘cool’ aesthetic, opting for comfort and naturally styled hair and minimal if any makeup. Sloane and Lewis both enjoy listening to BBC Radio 6 Music whilst they work, socialise and relax at home.
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Glaze Almanac
Primary Market Research
The following statistical results have been gained from an anonymous, online survey of 42 individuals based in the UK. They show a positive outlook for the Glaze concept and brand. With the majority of respondents preferring a mix of visual and creative written content. 64% of respondents said ‘Yes’ they are interested in Home/Lifestyle Trends, and 80.49% of individuals are interested in living a slower/simpler way of life. Which do you prefer, reading or looking at high quality visuals (photography & film)? • Both 50% • Visuals 28.57% • Reading 21.43% Which styles of writing are you attracted to? • • • • •
Creative 61.90% Factual 40.48% Biography 33.33% Current Affairs 21.43% Interview 11.90%
Are you interested in Home/Lifestyle Trends? • Yes 64.26% • No 35.71% Do you find it hard to balance your work & personal life? • Yes 61.90% • No 38.10% Which side of life is more important to you? • Personal 88.10% • Work 11.90% Are you interested in living a slower/simpler way of life, perhaps including more creativity? • Yes 80.49% • No 19.51%
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Drivers “Beautifully curated and printed on thick, uncoated paper, these tomes are more than just magazines: they are luxury products for a discerning reader, a respite from the frenzy experienced by the always-on generation. This is a revolution against the digital revolution, an organic farmers’ market to rival the supermarket culture of online media”. -Rena Smith, The Telegraph (2015)
Glaze is inspired by themes of escapism and exploration, which are more widespread today than at any point in the past. Glaze will take the reader on a journey, providing a pocket of escapism in which to get away from the familiar and the routine. Glaze will be a holistic publication giving readers a rest bite from their busy lifestyles, which provide little time to relax and little space to move in. These themes are covered in recently released literature such as ‘Off the Map’ by Alastair Bonnett and ‘The Outsiders - New Outdoor Creativity’ by Jeffrey Bowman. Issue One of Glaze is inspired by the ‘slow food, slow life’ movements and the works of Carl Honore, author of the book ‘In Praise of Slow: Challenging the Cult of Speed’. Kinfolk Magazine, a publication that describes itself as a ‘slow lifestyle magazine’ recently featured Honore in their 15th issue.
Creative Strategy Document
Glaze and its outputs, are driven and supported by the current popularity of lifestyle brands who strive to make everyday objects beautiful, meaningful and enriching. An example of a retailer focused around slowness is ‘Tortoise and Tortoise General Store’ founded by Los Angeles creatives Taku and Keiko Shinomoto to combat all that is cheap and quick, and instead focus on quality and longevity’, a conceptual belief that is shared by Glaze and its targeted audience. Individuals who aim to avoid fast fashion in favour of fewer important items and give objects longer, more fulfilling lives, filled with memories. Glaze is inspired by the current cultural shift towards heightened emotional awareness and recognition and acceptance of mental health issues. In 2016 many people find it hard to balance their work and personal lives, Glaze will explore this theme with an exploration a slow, modern life in the UK and in Denmark. Furthermore, Glaze will aim to build self esteem and confidence. Writing as a form of communication is gaining popularity once again in 2015, perhaps in retaliation towards the
power and ever expanding presence of online ‘social’ media platforms. As highlighted in an article in the Guardian by Jessica Bateman published in June 2014, titled ‘Dear pen pal: how writing letters to strangers is making a comeback’, in wish she states ‘you might assume email and social media had killed the traditional Pen Pal, but simple letter writing has an enduring appeal’. Furthermore, the trend for sharing and creativity is supported by Oh Comely Magazines care package system, the ‘Perfect Strangers Project’. Glaze is inspired by this trend for handwriting and slow, meaningful methods of communication. Furthermore, Glaze is influenced by a trend for collaged imagery, in particular the works made popular by Danielle Krysa in her book ‘Collage’, she states that ‘the process of creating something new from found ephemera, collage has long been essential to the art world’. ‘Print is Dead, Long live Print’ is a new publication by Ruth Jamieson and published by Prestel, it is a ‘dynamic and generously illustrated survey of independent publications that are breathing new life into old media’. Glaze is inspired and supported by publications such as this, as well as the rising popularity of books as ornaments and beautiful objects for the home. In Issue 9 of Cereal Magazine in a written piece titled ‘Print Matters’, Rosie Sharratt explains that ‘alongside bookshops, you can find stationary shops and creative emporia, a select assortment of independent magazines and all the materials you need to hone your own penmanship’, this is the exact environment in which Glaze sees itself existing and thriving. Glaze is also driven by the popularity and growth of the print industry and independent publishing in the face of mass online publishing. According to www. thecreativeindustries.co.uk, ‘the UK customer publishing industry is the most developed in the world and is worth over £1bn each year. There are over 3,210 consumer magazine titles in the UK, reaching 87% of the total adult population’.
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Glaze Almanac
Industry Competitors
Kinfolk Magazine www.kinfolk.com Vestoj ‘On Slowness’ www.vestoj.com Haven Magazine www.haven-magazine.com Hole & Corner www.holeandcornermagazine.com Smith Journal www.smithjournal.com.au Earnest Journal www.ernestjournal.co.uk Gather www.gatherjournal.com Travel Almanac www.travel-almanac.com Mjolk www.mjolk.ca Inventory Magazine www.inventorymagazine.com Works that Work www.worksthatwork.com Wilder www.wilderquarterly.com So it Goes www.soitgoesmag.com Yonder Journal www.yonderjournal.com Ancestry Quarterly www.ancestryquarterly.com Day Job www.dayjobmag.com
Glaze places itself in the same market place as current, relevant and innovative print publication. These printed outputs are both aspirational and realistic, focusing their attention on the lifestyle, design, craft and fashion sectors. Vestojs 5th issue ‘On Slowness’ advises readers to ‘be idle, to dwell a moment, to delay and iterate. Use your hands to make something a machine could make much faster. Look for the beauty in the impermanent, the imperfect and the incomplete. Take your time’. Many of these publications encourage readers to appreciate the present and to be aware of what is happening around them, this is a trait that Glaze will strive to achieve, further enhancing this theme of appreciation, with meaningful relationships forged through the Pen Pal community. Glaze’s content will compete with these existing publications, by maintaining a current and relevant tone of voice, which forges strong relationships with readers and heightens their awareness and self esteem. The photographic content of these publications is realistic and comes in a documentary style. Glaze will follow this existing template, but also apply further focus to colour and texture, creating photo essays and colour stories which flow with and compliment the written content. In addition to this, Glaze’s digital content, the film, will allow for visual cohesion and excitement, which can be enhanced further with a appropriate soundtrack. This connection between imagery and music is an exciting development in the existing world of print publishing. A development which will be developed further with the inclusion of music & film reviews within the physical, printed Glaze Almanac.
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Retailers
Glaze will be sold via its own e-commerce platform and through independent book and print retailers, initially based in the UK, then potentially expanding to Europe the US as the business grows, both financially and in popularity. As well as the following retailers, Glaze will be sold in cafés, galleries, museums and concept/lifestyle the UK and eventually worldwide, this will be coordinated as interest grows around the Glaze brand. Having these physical retailers, as well as e-commerce sales will help sustain and grow Glaze’s core readership group. Initial Retailers of Issue One • • • • •
Magpile, Online Retailer People of Print, Online Retailer Magma Books, London and Manchester Folklore, London Cow & Co, Liverpool Potential Future Retailers
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City Grounds, Los Angeles, USA Reading Frenzy, Portland, USA Do You Read Me, Berlin, Germany Overkill, Berlin, Germany 290Squaremeters, Amsterdam, Holland Papercut, Sweden Merci, Paris
Many of these retailers are active on social media platforms such as Instagram, allowing Glaze to be promoted to a wider, relevant reader base. Glaze could also potentially be stocked by independant subscription services such as Stack and Magpile, who select the best independent magazines and deliver them direct to the reader’s door every month. As reported by the Telegraph, last year Stack reported a 78% increase in revenue, with its number of subscribers growing by 76%. Stack Magazines state that ‘the magazines we send out mix quality writing with cutting-edge design and the most exacting production values to guarantee that you’ll want to keep them on your shelf long after you’ve finished reading’, this statement supports Stack as a perfect partner for Glaze, as it is a publication which aims to be more of a lifestyle object, talking point and ornament than just a magazine.
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Logistics & Project Management People Managing Editor - Rachael Moore Printers - Ditto Press Web Design - Sitely Premises 36 Lime Street, Newcastle is the initial address if the Glaze brand. These studios are situated in the heart of Newcastle’s Ouseburn Valley to the east of the city centre. Formerly a flax mill, the building is now home to over 40 artists, makers and designers across five floors. Being based in the North East will mean cheaper rental costs in comparison to London; furthermore the creative industries in the region are growing and expanding rapidly. Glaze Almanac 36 Lime Street Limited Ouseburn Warehouse Workshops & Studios 36 Lime Street Ouseburn, Newcastle upon Tyne NE1 2PQ ISBN & Copy Writing ISBN numbers are required for all books and printed publications, allowing stockists to retain a reference code and record of each issue. Copy writing and intellectual property will also need to be sought and established to protect Glaze and its content, all of which will be credited to its creator on which ever form it is shown, in print, online and in any press coverage. Sales (Issue One) • Independent Retailers - 500 copies. • E-commerce - 500 copies. • Pen Pal subscription for 1st ¼ - unlimited number (est. 100 for 1st issue). • Annual Pen Pal subscription - unlimited number (est. 150 for 1st year).
Creative Strategy Document
Press, Promotion & Marketing • Glaze’s online platform and digital content will be regularly updated and relevant to current cultural happenings and trends. • Glaze’s website will be designed by Sitely. • Vimeo and Nowness are the platforms which will be used to host and promote Glaze’s film outputs, there will be one film per quarterly print issue. • Internal advertising of the Pen Pal community will be held within the physical printed publication. • A press release will be sent to relevant innovators, influencers, writers and retailers 8 weeks prior to the launch. This time scale will allow for global and UK based coverage, both in print and online. • Internal, print advertising will not be used within the first issue of Glaze, however there will be the opportunity for brands and products to be promoted through the written, feature and journalistic content.
Content - Film, Photography & Words • All of Glaze’s visual content will be captured using a Canon 700d DSLR. • Glaze’s written copy (both creative and factual) will be crafted and produced using a specific, suitable tone of voice. Initially, all written/ visual content will be produced internally, however as time goes on, it may be an option for Glaze to recruit Freelance writers, photographers and creatives. This would be done with the help of the National Union of Journalists and through existing industry contacts. • Both written and visual content will be arranged and edited using Adobe Creative Suite and exported as a print ready PDF (with a 3mm bleed) ready for printing, cropping and binding. • All musical content feature in the Glaze film will be sourced, credited and purchased ethically and the relevant licenses will be sought in order for it to be used and played online and perhaps in the future at events. Locations • Locations featured in Glaze will include Copenhagen and the Northumberland Coastline in the UK. • Glaze’s photography/film will be shot in a documentary style, therefore images will be unedited and will portray the reality of the locations featured. • There will be no styled photo shoots within Glaze, only street style images and photographs that capture the actions of individuals going about their every day lives. Production - Print & Binding • Ditto Press is the chose printer for the Glaze Almanac, based in London Ditto Press supports many small scale print publications. • 1000 copies of Glaze’s will be produced and printed per quarter. • The Glaze Almanac will have the dimensions of 165mm x 124mm and will be printed on matte, uncoated GF Smith stock. The final printed publications will be trimmed and cropped to size, printed as double page spreads and folded by Ditto Press, ready to be bound using a 5 hole pamphlet stitch. • With Ditto Press being based in London and Glaze’s main premises being Newcastle, Ditto Press will distribute copies of Glaze to retailers in the South of England and send remaining copies to Glaze, to be distributed in the North and in Scotland. Risk Assessment & Ethics • When shooting on location, Glaze and its producers will always be sure to be safe, secure and to gain permissions or permits if these are necessary to avoid any legal complications. • Informed and ethical consent will be compulsory for all photographic and interview content published under the Glaze name, both online and in print format. • With regards to the Pen Pal community, customer service, data protection and anonymity will be of the up-most importance for subscribers and members. Glaze will ensure that all personal information be kept anonymous. Furthermore, all primary market research will be kept anonymous and within ethical guidelines.
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Glaze Almanac
Funding, Costs & Budget Glaze, as a creative start up could potentially apply to the Princes Trust and National Lottery for funding. Additionally, meetings could be arranged with the British Arts Council to discuss other funding opportunities as the business grows. Furthermore, regional North East business grants/loans could be a potential funding option as could Kickstarter schemes. This start up finding and initial financial injections will allow Glaze to be researched, designed, curated and printed to the best quality. Premises (Expense) • 36 Lime Street, Newcastle = £350 per ¼ • Wifi & Landline Connection = £50 per ¼ Print, Binding & Distribution (Expense) • • • •
Print by Ditto Press (1000 copies) = £2000 Binding, In House (1000 copies) = £450 Shipping to UK retailers (500 copies) = £250 Bussiness Cards = £50 Production & Maintenance Costs (Expense)
• Personal hourly rate (inc. equiptment) = £8 p/h = £1600 Advertising (Expense) • Press Release distribution = £50 Online Presence (Expense) • • • •
Web Design by Sitely = £799 Domain name ‘www.glazealmanac.co.uk’ = £4.99 Mail Chimp database = £0 Film hosting on Vimeo = £0 Travel (Expense)
• Copenhagen travel and accommodation = £500 • Petrol for regional travel for production & printing = £50 Expenses = £6,153.99 Required Budget for Issue 1 = £7000 Subscription (Takings) • Pen Pal subscription only (1 ¼) = £5 x 100? = £500 • Cost for annual subscription = £15 x 150? = £2250 Sales (Takings) • 500 copies to retailers in wholesale (£5 per unit) = £2500 • 500 copies via e-commerce at full RRP (£10) = £5000 Takings for Issue 1 = £10,250 Takings - Expenses = £4,096.01 (Total Profit for Issue 1)
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January 2015
• Source Financial Funding (£7000)
• Move into Premises at 36 Lime Street
• Location Scouting & Permissions
• Photography & Film Production March 2015
Pre Launch
February 2015
• Research for Issue One
• Writing, Editing & Proofing • Liaising with UK Retailers • Travel to Copenhagen (Film, Photography & Writing)
April 2015
• Press Release Sent to National/International Press • Editorial Layout, Final Checks & Proof Reading • Final Almanac PDF’s sent to be Printed & Bound at Ditto Press • Website Launch • Online Promotion • Promotion of Care Package May 2015
Launch
• Film Launched on Vimeo • Send to Retailers • Subscription Service Registration Launched • Issue 1 Almanac Launched (instore & e-commerce) • Film Hosted on Nowness
Post Launch
• Issue 1 Pen Pal packages sent & received
• Feedback Survey for Issue 1 • Budget Reassessment • Issue 2 Planning, Development & Production
July 2015
Creative Strategy Document
June 2015
• Pen Pal Registration Deadline
• Continued Online Promotion & Communication • Commission of Freelance staff & Creatives
Strategic Timeline
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This Strategic Timeline outlines the initial plans for time period which will consist of the creation, promotion, sales and evolution of the Glaze Almanac, community, film and website. Key dates are highlighted in navy blue in May 2015, the month when the first issue of Glaze will be launched, along with its corresponding web-page and the Pen Pal community. Key dates to be gained from this chart are as follows... • • • • • • • • • •
March 31st - Travel to Copenhagen Mid April - Press Release sent to National Press Mid April - Final PDF sent to Ditto Press Late April - Website Launched & Film launched on Vimeo May 12th - 500 copies sent to UK retailers May 14th - Issue One Launched May 14th - E-commerce sales begin May 25th - Film hosted & promoted by Nowness Early June - Issue 1 Pen Pal packages sent June 1st - Planning/Research for Issue 2 begins
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Glaze Almanac
Bibliography
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Image References 1. http://36.media.tumblr.com/6cd534e0e6280f6884503a7fa9e5e202/tumblr_ mfbdf5fPt51r7eiedo1_500.jpg 2. https://s-media-cache-ak0.pinimg.com/736x/3f/a9/bf/3fa9bf969e31bb4c2c036abd212aae7f.jpg 3. http://2.bp.blogspot.com/-t2c4cjs5Hvk/UM11mUlpYpI/AAAAAAAAF5w/ER1BFvZt8II/s1600/Joulukukkia.jpg 4. http://www.google.co.uk/imgres?imgurl=http://media.virbcdn.com/cdn_images/resize_1024x1365/f6/90d08af4cafb5c78-smoorelovin_ApartmentDreams. jpg&imgrefurl=http://smoorelovin.com/blog/14113810&h=523&w=1024&tbnid=i69ZK1iqRrjNlM&zoom=1&tbnh=160&tbnw=314&usg=__Hx1eqMaJHXLNLyplPuepsmQ-PQU=&docid=uLhkfAlhUfaFUM 5. http://www.google.co.uk/imgres?imgurl=http://arielberk.com/wp-content/uploads/2014/06/3a6f3c1c34bc91ead5af050b4ea65091.jpg&imgrefurl=http://arielberk.com/blog/&h=482&w=300&tbnid=unaliAbJIG84WM&zoom=1&tbnh=285&tbnw=177&usg=__6PdRhtKPgjQIMT_Kv2RQJBNDBH8=&docid=U_cgNyS5i-ndkM 6. https://s-media-cache-ak0.pinimg.com/736x/2c/c7/8b/2cc78b16e586c77f1af6fd13e50b34c2.jpg 7. Own Image, Collage by Rachael Moore 8. http://www.annaemilia.com/Images/Paintings/GrandmothersBouquet.jpg 9. http://40.media.tumblr.com/513ad97528b8d44a411983ade05e436f/tumblr_ mwyc97qRxG1qi4k4oo1_400.jpg 10. http://a1.s6img.com/cdn/0011/p/3160701_13773215_pm.jpg 11. http://www.theguardian.com/music/gallery/2015/feb/01/laura-marling-in-pictures#img-9 12. Own Image, Collage by Rachael Moore 13. http://www.cameralink.se/uploads/picture/file/57354/medium_petrabindel-interiors-473d79ae-a8bf-4cc9-b981-afbf80409588.jpg 14. http://41.media.tumblr.com/458c42a07f84d3d78ec8e6223d4982e0/tumblr_ mlupr99iID1qdd0hjo1_500.jpg 15. http://www.freundevonfreunden.com/wp-content/uploads/Freunde-von-Freunden-Andrew-Trotter-04629-461x692.jpg 16. http://www.cameralink.se/uploads/picture/file/57353/medium_petrabindel-interiors-7d56202b-6c0a-4e1b-93ab-a701446db1fe.jpg 17. http://40.media.tumblr.com/tumblr_lhmpztPFXk1qahuhjo1_500.jpg 18. http://media-cdn.tripadvisor.com/media/photo-s/07/43/1e/8d/cow-co.jpg 19. Own Image, Collage by Rachael Moore 20. Own Image, Collage by Rachael Moore
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Creative Strategy Document
Rachael Moore
4,800 words
12010714 DE0931
Glaze Almanac