Advertorial

After deciding upon taking on a somewhat tedious challenge, I discovered that Vogue has a whopping 263 adverts placed in its March 2013 issue. Aa a first impression, I believed that this seemed a little overdone, but after researching and figuring out the reasoning behind this, I gained understanding. Such prestigious magazines need a method of making big money if they want to produce the best possible outcome in each issue. In consideration of the fact that 150,000 people actively purchase the magazine each issue, and that it is priced at £3.99, the magazine makes approximately a mere £600,000 per issue through purchases. I say mere, but only mere in comparison to the amount of money it gains from advertorial. Now, as irritating as the adverts in Vogue are (and we can all admit to that), it makes sense for an overabundance to be incorporated into their magazine, for it is one of the most prominent ways to make money in this day and age.

As the vast majority of adverts in Vogue are one page, and this sis the most common advert seen in the magazine, I will be using this as the average. A one page advert is priced at $173,000, so 263 of these would make Vogue approximately a whopping $45.5 million every issue. This is a staggering amount of money, and shows that advertising really does play an important role in accumulating money in the corporate world.

The amount Vogue is able to make through advertising is 75x the amount of money they make through the likes of their audience purchasing the magazine, which means that is minuscule amount in comparison barely even affects their total. 

Synopsis of ideas

Initially, as I mentioned in an earlier post, I was going to portray stereotypes of Cornwall in my regional magazine though fashion; more specifically, the particular style that is similar to farmers/countryside wear. After looking at various locations, all extremely beautiful, where I could locate my photo shoot, I decided that it would be best to select a different 'theme' as to say, and take advantage of the beauty that Cornwall has to offer rather than just using a field, which can be found almost anywhere around the country. Whereas I would like to portray Cornwall in my regional magazine with places that are unique to the county. Also, this is not the particular type of fashion that I am interested in, therefore will not find the work enjoyable; it would be much better to focus on something that I am interested in, rather than not being able to find joy in my work.

In consideration of this, and through the observation of current trends, I have decided upon completing a vintage shoot to base my feature spread and cover for my magazine on. There is a lot of clothing in boutiques around Cornwall that are this style, so it will be really quite easy for me to source vintage fashion. Also, in the textiles department, I know that there are some dresses that could easily reflect this era. So, the clothing would be both original and suited to my shoot; if the clothing is original, the 

Primarily, I will focus on the vintage shoot. Although, I do want to produce more photographs for both the contents page and billboard advertisement. Rather than doing another shoot involving location, I would like to focus more on studio work, which I am able to do in the photography department, where they have multiple different backdrops for me to focus on. To do this, I will need to preplan another shoot, set up lighting and book models. A good idea, as the hair and beauty department are right next to our media class, would be to ask them to do each of my model's hair and makeup to ensure there is a professional aesthetic appeal to my photography.

An idea for the feature article would be to find different boutiques with style that coincide with vintage fashion, which would also be a good idea if I needed money to fund the magazine, as the boutiques could potentially spend money on advertisements that would get out to an audience who'd be interested in their fashion.

Legal Requirements

In terms of the legal requirements, when it comes down to the content which can and cannot be published, there are many differing 'rules' of the press, often which are avoided or completely rebelled against. It is important not to defy the law in this particular industry, and a good example of the consequences of breaking the law are prominent in the News of the World scandal. Here is an interesting article on the News of the World phone hack: http://www.guardian.co.uk/uk/2011/jul/04/milly-dowler-voicemail-hacked-news-of-world

One of the most ridiculously sidestepped around laws is the one in which states that you cannot lie. The statements must be researched and true, yet we as a nation hear an overabundance about how much gossip magazines do not adhere to this law, and how they fabricate stories in order to heighten sales, making their own product more interesting, therefore more appealing to their target audience.

There are two regulatory bodies that monitor the content of magazines: the PCC and the ASA. They both have different jobs when it comes down to what it is that they must each regulate. The PCC monitor whether the content that a magazine publishes is suitable for the particular audience it is targeting, as well as having set up particular codes and regulations that publishers and editors must follow themselves. One of the codes is 'accuracy', to ensure that all content in a magazine is as true as it can possibly be, as not to provide the audience with false information; the same rule applies to images as well. Another code is 'opportunity to reply'; the content must cover not one but both sides of the story, guaranteeing that both sides of a story are heard, rather than feeding information from one source to the readers, which would essentially give the audience an unfair opinion enforced by one side against another. They must also be open to add any 'replies' if their information is inaccurate. The final rule is 'privacy', so before publishing anything in magazines, the producers must first seek permission from any subjects involved, and also ensure that said content does not go against certain things that subjects may have asked not to be published. The ASA's role is to 'regulate the content of advertisements, sales promotions and direct marketing in the UK'. They do this through the investigation of any complaints made about adverts, sales promotions or direct marketing, and whether advertising adheres to its advertising standards codes. These codes specify that before distributing or submitting a marketing communication for publication, marketers must hold documentary evidence to prove all claims, whether direct or implied, that are capable of objective substantiation, and that no marketing communication should mislead, or be likely to mislead, by inaccuracy, ambiguity, exaggeration, omission or otherwise.


/Can't lie- statements must be researched and true- no misleading
No pornography
No racism
No phone tapping!



The ASA controls the adverts that are put in magazines to ensure they are fit for purpose and the target audience. 

Code of Practise-

All members of the press have a duty to maintain the highest professional standards. The Code, which includes this preamble and the public interest exceptions below, sets the benchmark for those ethical standards, protecting both the rights of the individual and the public's right to know. It is the cornerstone of the system of self-regulation to which the industry has made a binding commitment.

It is essential that an agreed code be honoured not only to the letter but in the full spirit. It should not be interpreted so narrowly as to compromise its commitment to respect the rights of the individual, nor so broadly that it constitutes an unnecessary interference with freedom of expression or prevents publication in the public interest.

It is the responsibility of editors and publishers to apply the Code to editorial material in both printed and online versions of publications. They should take care to ensure it is observed rigorously by all editorial staff and external contributors, including non-journalists, in printed and online versions of publications.

Editors should co-operate swiftly with the Press Complaints Commission in the resolution of complaints. Any publication judged to have breached the Code must publish the adjudication in full and with due prominence agreed by the Commission's Director, including headline reference to the PCC.

1	Accuracy
	i) The Press must take care not to publish inaccurate, misleading or distorted information, including pictures. ii) A significant inaccuracy, misleading statement or distortion once recognised must be corrected, promptly and with due prominence, and - where appropriate - an apology published. In cases involving the Commission, prominence should be agreed with the PCC in advance. iii) The Press, whilst free to be partisan, must distinguish clearly between comment, conjecture and fact. iv) A publication must report fairly and accurately the outcome of an action for defamation to which it has been a party, unless an agreed settlement states otherwise, or an agreed statement is published.
2	Opportunity to reply
	A fair opportunity for reply to inaccuracies must be given when reasonably called for.
3	*Privacy
	i) Everyone is entitled to respect for his or her private and family life, home, health and correspondence, including digital communications. ii) Editors will be expected to justify intrusions into any individual's private life without consent. Account will be taken of the complainant's own public disclosures of information. iii) It is unacceptable to photograph individuals in private places without their consent. Note - Private places are public or private property where there is a reasonable expectation of privacy.
4	*Harassment
	i) Journalists must not engage in intimidation, harassment or persistent pursuit. ii) They must not persist in questioning, telephoning, pursuing or photographing individuals once asked to desist; nor remain on their property when asked to leave and must not follow them. If requested, they must identify themselves and whom they represent. iii) Editors must ensure these principles are observed by those working for them and take care not to use non-compliant material from other sources.
5	Intrusion into grief or shock
	i) In cases involving personal grief or shock, enquiries and approaches must be made with sympathy and discretion and publication handled sensitively. This should not restrict the right to report legal proceedings, such as inquests. *ii) When reporting suicide, care should be taken to avoid excessive detail about the method used.
6	*Children
	i) Young people should be free to complete their time at school without unnecessary intrusion. ii) A child under 16 must not be interviewed or photographed on issues involving their own or another child’s welfare unless a custodial parent or similarly responsible adult consents. iii) Pupils must not be approached or photographed at school without the permission of the school authorities. iv) Minors must not be paid for material involving children’s welfare, nor parents or guardians for material about their children or wards, unless it is clearly in the child's interest. v) Editors must not use the fame, notoriety or position of a parent or guardian as sole justification for publishing details of a child’s private life.
7	*Children in sex cases
	1. The press must not, even if legally free to do so, identify children under 16 who are victims or witnesses in cases involving sex offences. 2. In any press report of a case involving a sexual offence against a child - i) The child must not be identified. ii) The adult may be identified. iii) The word "incest" must not be used where a child victim might be identified. iv) Care must be taken that nothing in the report implies the relationship between the accused and the child.
8	*Hospitals
	i) Journalists must identify themselves and obtain permission from a responsible executive before entering non-public areas of hospitals or similar institutions to pursue enquiries. ii) The restrictions on intruding into privacy are particularly relevant to enquiries about individuals in hospitals or similar institutions.
9	*Reporting of Crime
	(i) Relatives or friends of persons convicted or accused of crime should not generally be identified without their consent, unless they are genuinely relevant to the story. (ii) Particular regard should be paid to the potentially vulnerable position of children who witness, or are victims of, crime. This should not restrict the right to report legal proceedings.

10	*Clandestine devices and subterfuge
	i) The press must not seek to obtain or publish material acquired by using hidden cameras or clandestine listening devices; or by intercepting private or mobile telephone calls, messages or emails; or by the unauthorised removal of documents or photographs; or by accessing digitally-held private information without consent. ii) Engaging in misrepresentation or subterfuge, including by agents or intermediaries, can generally be justified only in the public interest and then only when the material cannot be obtained by other means.
11	Victims of sexual assault
	The press must not identify victims of sexual assault or publish material likely to contribute to such identification unless there is adequate justification and they are legally free to do so.
12	Discrimination
	i) The press must avoid prejudicial or pejorative reference to an individual's race, colour, religion, gender, sexual orientation or to any physical or mental illness or disability. ii) Details of an individual's race, colour, religion, sexual orientation, physical or mental illness or disability must be avoided unless genuinely relevant to the story.
13	Financial journalism
	i) Even where the law does not prohibit it, journalists must not use for their own profit financial information they receive in advance of its general publication, nor should they pass such information to others. ii) They must not write about shares or securities in whose performance they know that they or their close families have a significant financial interest without disclosing the interest to the editor or financial editor. iii) They must not buy or sell, either directly or through nominees or agents, shares or securities about which they have written recently or about which they intend to write in the near future.
14	Confidential sources
	Journalists have a moral obligation to protect confidential sources of information.
15	Witness payments in criminal trials
	i) No payment or offer of payment to a witness - or any person who may reasonably be expected to be called as a witness - should be made in any case once proceedings are active as defined by the Contempt of Court Act 1981. This prohibition lasts until the suspect has been freed unconditionally by police without charge or bail or the proceedings are otherwise discontinued; or has entered a guilty plea to the court; or, in the event of a not guilty plea, the court has announced its verdict. *ii) Where proceedings are not yet active but are likely and foreseeable, editors must not make or offer payment to any person who may reasonably be expected to be called as a witness, unless the information concerned ought demonstrably to be published in the public interest and there is an over-riding need to make or promise payment for this to be done; and all reasonable steps have been taken to ensure no financial dealings influence the evidence those witnesses give. In no circumstances should such payment be conditional on the outcome of a trial. *iii) Any payment or offer of payment made to a person later cited to give evidence in proceedings must be disclosed to the prosecution and defence. The witness must be advised of this requirement.
16	*Payment to criminals
	i) Payment or offers of payment for stories, pictures or information, which seek to exploit a particular crime or to glorify or glamorise crime in general, must not be made directly or via agents to convicted or confessed criminals or to their associates – who may include family, friends and colleagues. ii) Editors invoking the public interest to justify payment or offers would need to demonstrate that there was good reason to believe the public interest would be served. If, despite payment, no public interest emerged, then the material should not be published.
THE PUBLIC INTEREST There may be exceptions to the clauses marked * where they can be demonstrated to be in the public interest. 1. The public interest includes, but is not confined to: i) Detecting or exposing crime or serious impropriety. i i) Protecting public health and safety. iii) Preventing the public from being misled by an action or statement of an individual or organisation. 2. There is a public interest in freedom of expression itself. 3. Whenever the public interest is invoked, the PCC will require editors to demonstrate fully that they reasonably believed that publication, or journalistic activity undertaken with a view to publication, would be in the public interest and how, and with whom, that was established at the time. 4. The PCC will consider the extent to which material is already in the public domain, or will become so. 5. In cases involving children under 16, editors must demonstrate an exceptional public interest to over-ride the normally paramount interest of the child.

http://www.dailymail.co.uk/news/article-2240715/Leveson-Report-Investigative-journalists-breach-data-protection-rules-face-2-years-jail.html This article was interesting to read in regards to changes that are being made to ensure journalists can't use personal information which is an important issue since the phone hacking scandal. 

Graphics

As an aspiring Graphic Designer, hoping to go into the area of magazine design and layout, I feel as though it is one of the more important aspects when trying to make a magazine feel comfortable. Here is a video on youtube that helps me to gain a better understanding on design.