CONTENTSPAGE

MISSION STATEMENT...................................................................................................................................3CONCEPT.....................................................................................................................................................6AIMS &OBJECTIVES......................................................................................................................................7READERSHIP..........................................................................................................................................9/10DEMOGRAPHICS........................................................................................................................................11SWOT ANALYSIS........................................................................................................................................13COMPETITORS......................................................................................................................................14/15ADVERTISEMENTS................................................................................................................................16/17PROMOTION..............................................................................................................................................19LAUNCH....................................................................................................................................................20SPECIFICATIONS........................................................................................................................................22ADVERTISING RATE CARD...........................................................................................................................24STOCKISTS................................................................................................................................................26BIBLIOGRAPHY..........................................................................................................................................27APPENDIX..................................................................................................................................................27

GIRL YOU GOT ME is what every other teen magazine isn’t. We’re not going to tell you what to do, what to wear and who to like. This is your dirty little secret, representing and documenting all that you do, all you wish you could do and all you can do with a little help from GIRL YOU GOT ME. Bursting onto the British teen scene, GIRL YOU GOT ME boasts the most exciting styles and sounds to stimulate our girl’s individu-ality. She wants to be inspired, not dictated to, presented with fashion in a way that brings out her own individual style. This monthly fashion fanzine sends the mainstream downstream and individuality bubbles its way to the top, right to the top. Catering to the girl largely forgotten in the Uk teen magazine market, GIRL YOU GOT ME sparks creativity when presenting fash-ion and beauty, no longer is style dictated.

4

CGirl You Got Me is aimed at an audience of 16-18 year olds who feel current teen magazines do not provide them with what they want. With most existing teen magazines aiming at a younger audience than the average 16 year old, there is not yet a British teen publication containing inspiring fashion shoots and lifestyle features appealing to the mature creative teenage girl. Existing teen magazines focus on celebrity, fashion shoots lack inspiration and the art direction tends to resemble gossip magazines. Girl You Got Me reflects and documents the British teen generation. Inspiring not dictating, fashion, music, illustration and social issues fuel the readers individual style.

5 6

AIMS

OBJECTIVES

To inspire young fashion forward teenagers who don’t want to be dictated style - what to wear and how to wear it, but to be motivated by fashion stories that can be assimilated to progress their own individual style.To create a magazine with features and articles relevant to an age group formally grouped with younger teen readers, who still want a personal aspect to creative fashion magazines and are not yet fully relating to the content available in such existing publications, which are aimed at an older market.To create a sense of community of which the reader can identify. The reader is reflected in the content, the magazine documents her surround-ing lifestyle.To be what other teenage magazines aren’t.

Create a clean, sophisticated teen magazine with beautiful and innovative art direction and fashion shoots, making the magazine exclusive and dif-ferent to current teen publications.We want to provide a magazine that will cultivate originality and resist mainstream culture, such as the ‘celebrity’ that has become a focus in teen media. By providing a community feeling within the magazine we can bring teenagers together, cele-brating uniqueness and individuality we cultivate difference.

7

8 9READ

ERSH

IP Girl You Got Me reader is a savvy, fashion conscious teen who oozes individuality and style. Being in her mid to late teens, she is eager to experiment and unearth her own unique style, taking inspiration from music she hears, places she goes and people she meets.‘I really gather inspiration for the clothes and things that I wear from the people around me, shows I watch, things I hear or listen to, and people that I see.’Our reader will look at Girl You Got Me for direction and stimulation. It will be picked up on the way home from school, taken to her bedroom and read cover to cover, sometimes with a friend, sometimes alone.Our reader wants something to refer back to, images she wants on her bedroom wall, something she can optionally flick through and then chuck or keep and treasure.

DAge: 16-18Sex: FemaleFamily size: AverageStage in family: TeenagerIncome: Disposable income from part time job, EMA allowance or parental allowance (around £200 P/A)Education: Approaching the end of secondary school or starting collegeReligion: Content relates to most teen girls but some content may not appeal to stricter religionsNationality: British with hopes to launch internationally in the futureSocial class: Mainly social groups B and C1/C2 (with hopes of appealing to some A and D classes)Occupations: Student/Part-time work

Psychographics:

Interests: Our target reader’s main interests include going to club nights, gigs and festivals as well as house parties and chilling out with friends at home “smoking and bitching”-socializing is the most important aspect of their lives. Fashion and shopping play a major role in theses girls lives, they appreciate high fashion and will be aware of the newest and coolest designers, they enjoy searching for vintage gems and will also shop in high street store such as Topshop and Urban Outfitters and would save for a key designer item such as a belt, purse or t-shirt. Although they do shop on the high street they prefer to stand out from the crowd in one off pieces and vintage finds. Music is also very important to our reader; they have an eclectic taste in music and appreciate older bands such as sonic youth and the smiths but have the latest and undiscovered bands playing on their iPods. Gigs and festivals are an event these girls will save up for, as it is a way to socialize, listen to their favorite bands and show off their style.

Activities:As well as going to school and college other activities may include working part time. The reader doesn’t have much interest in out of school activities such as sports clubs or youth clubs and prefers to socialize with her own social hub which will be mainly school friends. They may have a blog and if not will read other peoples blogs for style inspiration, they will also spend time on social networking sites such as Facebook and Myspace (for music) talking to friends.

Opinions:The Girl you got me reader has an anarchic point of view compared to other teen girls and will rebel against the celebrity culture advocated by bands such as girls aloud, glamour girls such as Katie Price and reality TV stars. Even though they’re main objective is to have as much fun as possible they are intelligent young women and have a clear view on world events they will have opinions on social and political issues. Although they are viewed as “rebellious” by their parents and elders they will have a close relationship with their family.The view education highly and aspire to have a high profile job.

Personality:They are outgoing, sociable, fun, humorous forward thinking and curious. They will have a large social circle of like-minded males and female friends. She will enjoy experimenting in fashion, music and some illicit activities.

10

12

SWOTANALYSISStrengths

• There is no other magazine on the market in the UK like us catering specifically for 16-18 year old individual fashion savvy girls• GYGM fills the gap between young teen magazines and older publications• A large target readership that have disposable income• Cheaper than available fashion publications at £3.50• Readers are impressionable attractive to advertisers

Weaknesses

• Doesn’t appeal to the “average” teenage girl instead appeals to the anti-celebrity fashion savvy girl, rebellling against the norm and standing out from the crowd• Young readers can be fickle and easily bored• Content will have to be controlled to be appropriate for teens

Opportunities

• Technology would allow us to expand the magazine into online magazine, blog• Ever changing scenes makes the content interesting and appealing every issue• Girl You Got Me could expand into events such as club nights, sponsoring gigs

Threats

• Established magazine titles are known and trusted by consumers• Blogs and online magazines are free and easily accessible• Target market could be considered small compared to other magazines• Content is only aimed at females

13

Teen VOGUE

Activities:•Focuses on fashion and celebrities •Features designer fashion as well as some high street, this creates an aspirational feel•Features articles on current issues and events which affect teens •Created The Teen Vogue Handbook: An Insider’s Guide to Careers in the Fashion Industry.

Strengths:•A version of Vogue (one of the leading women’s fashion and lifestyle magazine, published in 18 countries) for the younger audience.•Vogue is seen as recognised and trusted brand name•Teen Vogue is proving popular in the United Kingdom, becoming the best selling magazine at Newsstand.co.uk.•Small travel size•Affordable price for teenage girls•Features celebrities who appeal to teenage girls in fashion stories, features etc.•Clear brand awareness•Has its own website and blog

Weaknesses:•Lack of exciting fashion stories•Disappointing content in terms of photography and fashion in comparison to Vogue•It is American based and so issues do not relate specifically to British teenagers

£2.30

Sales Methods: Sold in news agents, and book shops

BLISS

Activities:•Offers competitions for audience to be involved in•Features latest celebrity news, current events, beauty, music, relationship advice, plus teenage problems

Strengths: •Covers everything a ‘typical’ teenage girl would want to read from celebrity gossip to serious lifestyle features•Easy to read, compact in a useful travel size•Often offers free gift with magazine•Availability makes it easy to go out and buy

Weaknesses:•Expensive for the amount of content•Girls are disinclined to read Bliss as it seems to appeal to a much younger audience than its target audience•Too many advertisements•Not exclusive

£2.30

Sales Methods: Sold in newsagents, and supermarkets. Available monthly.

NYLON

Activities:•Fashion and lifestyle magazine featuring fashion, beauty, music and travel.•Aimed for women aged 18- 34•Collaborated with Urban Outfitters•Followed a tour with Urban Outfitters and Live Nation.

Strengths:•Interesting fashion stories•Attracts a large audience•Holds a distinctive style•Involved in brand extension through recent collaboration with Urban Outfitters•Uses You Tube, MySpace to provide audience with a behind-the-scenes take on editorial, fashion and music

Weaknesses:•Expensive price for their teenage audience, although aimed at older women.•Fashion content can be weak•In comparison to other magazines at a similar price of Nylon, such as Pop magazine bought at £5, there is not nearly as much content, in terms of fashion and photography•American based

£4.50

Sales Methods: The magazine can be bought in newsagents and bookshops.

VICE

Activities:•A ‘do and don’t’ article that features people from all over the world•Cover and host music events in different London clubs•Hold a website: Viceland, as well as a blog about current events•The Vice Store: subs, back issues, books, DVD’s, music and apparel

Strengths:•Has no limitation to what is acceptable to publish, with a very ‘in your face’, truthful approach•It is free•Only available in trend-led areas and shops •It is associated with Vintage, music and fashion shops which attracts a wide range of customers•The magazine is not high fashion so photo shoots do not require a large budget

Weaknesses:•No distinctive theme to the magazine, apart form being very crude•Could be hard to find•Fashion stories could be viewed as ‘bland’ and uninteresting Free (or £35 if you subscribe for a year)

Sales method:•Published monthly, the magazine is given to a certain number of shops e.g. Beyond Retro (where it can be picked up for free)•Online subscriptions

COMPETITORS

14 15

16

Marc by Marc JacobsRed Label by Vivienne WestwoodLevi’sConverseDr. MartensMiu Miu TIGI Bed HeadTOPSHOPH&MLlamasquaChloeSonia RykielAmerican ApparelStella McCartneyDaisy by Marc Jacobs

ADVERTISEMENTS

PROMOTIONIn understanding our internet savvy audience we will invite influential fashion, style and music bloggers to post a piece on Girl You Got Me by emailing our press release along with an invitation to the launch of the magazine.A viral campaign will be released in which a short video clip will preview the first issue of the magazine. This will be linked to the website allowing further information to be obtained. This clip will be placed on sites such as Myspace, which remains popular with teens interested in music.A Girl You Got Me facebook and Myspace group will be linked to the Underage Club group to promote a launch night held at their venue, generating a buzz and excitement about the magazine.

18

LAUNCHTo launch the magazine we will be holding an event in conjunction with the Underage Club nights, which provide teenagers theopportunities to see Bombay Bicycle Club and Dj Jessica Horwell who feature in the first issue.There will be a link on the Underage Club web page to the GYGM website allowing teenagers to purchase tickets at a reduced rate with a queue jump policy, these tickets will be limited. The limited tickets and exclusive feel provided with the ability to queue jump will aim to create a word of mouth campaign through facebook/myspace groups and website; the urgency to purchase tickets will prompt visits to the Girl You Got Me website.

20 21

22

23 cm

30 cm

TECHNICAL SPECIFICATIONS

SIZE : PAGE DIMENTIONS :SINGLE PAGE 23 cm X 30 cm PAPER STOCK IS NEWSPRINT - Matte DOUBLE PAGE 46 cm X 30 cm SADDLE-STITCHED BINDING - Numerous sheets of HALF PAGE 23 cm X 15 cm paper are folded and then stapled in the fold.

IMAGE :

FULL COLOUR IMAGE300 dpiCMYKTIF or EPS

24

GIRL YOU GOT ME Advertising Rates 2010

Size/Position £ Rate

1st Double Page Spread......................................................................................£DPS Specified Position.........................................................................................£DPS Run of Magazine..........................................................................................£Page Facing Contents/Masthead.........................................................................£Page Specified Position.......................................................................................£Page Run of Magazine........................................................................................£Outside Back Cover.............................................................................................£8 - Page Campaign Showcase..............................................................................£6 - Page Campaign Showcase..............................................................................£4 - Page Campaign Showcase..............................................................................£Machine-bound Inserts/scent-strips.....................................................................£Advertorial Per Page Rate...................................................................................£

Loose InsertsMachine Insertion Cost.......................................................................................£ Per 1,000Hand Insertion Cost............................................................................................£ Per 1,000

Promotions/AdvertorialsPromotions are carried out by arrangement and only at theconsent of the Editor-in-Chief and Associate PublisherFor enquiries regarding promotions call +44 (0) 207 567 6324Colour and mono advertisements are charged at the same rateAll advertisement rates are subject to VATBlack & White discount 10%Payment terms for advertising 30 days

SSTOCKISTS

Dover Street Market17-18 Dover Street, London W1S 4LT

Institute of Contemporary ArtsICA Bookshop, The Mall, London, SW1Y 5AH

Magma117-119 Clerkentwell Road, London EC1R 5BY

Magma 8 Earlham Street, Covent Garden, LondonWC2H 9RY

Rough Trade EastDray Walk, Old Truman Brewery, 91 Brick Lane, London, E1 6QL

Rough Trade West130 Talbot Road, London, W11 1JA

Selfridges London400 Oxford Street, London W1A 1AB

R.D. FRANKS 5 Winsley St. London, W1W 8HG

TATE MODERNBankside, Southwark, London SE1 9TG