E-mail back from the Norwich Evening News.

About a week agao, i sent an email to Norwich Evening News asking about the demographics of their newspaper's audience. Eventually, i did get an e-mail back:

I was planning to print screen the e-mail, hwoever, there was a warning at the bottom of the e-mail NOT to do that because of copyright and private reasons.

If this cant be read, it says: "Hi Olivia, Please use the link below to gain information on all our local titles.  
http://www.edp24.co.uk/contact-us/advertising.

The link sends me to a website page on the Norwich Evening News website which tells me how to get an advert in the newspaper and other newspapers. It doesnt have any information about what the demographics of the newspaper are. Here is the page i was sent to:

After all that, i never found out exactly what the demographics of the newspaper are. From my research of other newspapers i have decided that there is still a gap in the market for my newspaper to be for educated adults. I think i wasnt given this information because it could be considered to private to disclose.

Comparing my planned newspaper against an existing one.

I am going to do this with the list of things I'm definitely going to do: this post! and the Norwich Evening News as it is a local, traditional newspaper. By using a variety of technologies and medias throughout my blog, i have made a PowerPoint to compare the two using scans and photos of the newspaper.

So here is my PowerPoint presentation which i then uploaded to Slideshare:

Comparing my planned newspaper to a existing one

View more presentations from osmithas

In conclusion, I have found that I'm not really taking the traditional local newspaper route with general news, sport and many an advert. I am instead taking my newspaper into a more cultured direction, which local newspapers do not normally do because they are local and want to write about the news only in their area. I am going to include a headline of a local news story, but also on the same page have reviews on art, music and film. This brings my newspaper to the 21st century - hooking in a wide audience of up-to-date educated people. I will probably do the traditional thing of having puzzles on one of my pages so that the reader stays as entertained by my newspaper for as long as possible.

I have decided that i want to combine the advantages of broadsheet newspapers with the advantages of a tabloid newspaper. Why?

- Broadsheets are very informative but unusally do not include any celebrity gossip. I have chosen not to include any celebrity stuff because i feel like it wouldnt attract a educated adult audience who has a family.
- Tabloid newspapers are less formally written which i think is more relatable and less intimidating, even to an educated audience.
- More people in the UK read tabloid newspapers.
- Combining the two isnt usually done
- Broadsheets have an overall more structured and formal look to them, whereas tabloids are still structure, but less formally so.

Overall, i must remember that i only have two pages to fill, therefore must choose wisely what i include and do not include in order to attract my target market.

Interviewing an 'educated adult' who reads newspapers.

I have decided to interview an 'educated adult' in order to further my research into newspaper and radio audiences. The person i have asked has a degree and does read the newspaper regulary, listens to the radio and has seen newspaper's posters. The questions are purposely vague and are similar to the questionnaire questions i asked on SurveyMonkey and handed out. I tried to make these questions vague so that the person interviewed could say anything, therefore giving me more information. Here are the questions i asked them:

Here is the interview i recorded on my ipod and then uploaded to vimeo:



Untitled from Olivia Smith on Vimeo.


If this recording cannot be heard, then here is the link to it:
http://www.slideshare.net/osmithas/interviewing-educated-adult


In Conclusion:

I found that a newspaper must be new and interesting in order for an audience to be interested, but it cant be so different that it is intimidating. The person i interviewed liked the traditional way of newspapers, but liked my ideas of creating a new and different newspaper.

Identifying my Target Audience.

I have said throughout this blog that i am aiming for my target market to be 'educated adults'. I have defined what educated means and what my target audience is likely to like and do through questionnaires and interviews. On nearly every post i have done i have written about how my plans will affect my target audience but i have found some specific posts which i have selected which are about my target audience. Here are the posts which i have done which could relate to indentifying my audience:

• What defines an educated person?
• My Focus Group
• My results from SurveyMonkey
• Making a SurveyMonkey Survey
• Demographics in Norfolk
• Production, Distribution and Exibition of newspaper posters
• Newspaper radio advert and its audience
• Distribution and exibition of radio adverts
• Statistics and audience demographics of existing newspapers
• Radio Norwich's Audience Demographics
• Facebook Questionnaire
• My questionnaire results and analysis

Overall i have written a lot about my newspaper's and other newspaper's audiences as well as radio advert's and poster's audiences. The type of audience of a product greatly affects the way the product is sold, what it looks like and what it does etc.

Script for my radio advert.

I have decided that I want to have enough time to write and record my radio advert in order to ensure I get it finished with enough time to analyse it afterwards. The script and the way it is said must be hooking, catchy and rememberable in order for my target audience to be interested and know that my newspaper exists.

The script also has to be easy to understand, quick and informative in order for me to gain potential buyers of my newspaper. I only would want one speaker to be in it as i think it would make the advert certain and not so jumbled if i was to have a couple of speakers. I haven't yet decided if i want humour to occur in the advert, but i have to keep in mind my target audience.

I have done some research into other people's (students) radio adverts to see if i can get some ideas and know what i am aiming to do:

A2 coursework Radio Advert

View more presentations from Anne Horne

His radio advert was okay, it does sound home made, but i will put that down the the equipment that was possible available to him.

I do think that the information was vague and i didn't get the whole picture, which i something i need to learn from. But also, i cant give too much information away because i will not have time and my target audience would switch off - their brains or their radio.

Focus Group.

I have been advised to have a constant focus group of people of my target audience to get their comments and reactions to everything i do. This group could be around 2-3 people (small) so that i can get a detailled, honest and productive comments on my ideas so far.

Throughout my blogging process i will be contacting these people again to see what they think of the work i have done so far. I will also be thinking about different ways i can document or record them giving me feedback, such as: voice recording, written interviews, video recording etc.

I am not able to get them all together, but this gives me a chance to get detailed information.

My focus group is going to be 'educated adults' as that is who i am aiming my newspaper at.The first set of interviews i will do will be about my newspaper's basic concept. I may show this prezi to them because it show the main ideas im planning to do: http://prezi.com/sl8utabrj6sl/genresubjectthemearticle-ideas/. I will probably show them the post about my definate ideas.

I will then put the information and the recordings i gathered in order to log my findings and provide evidience at the bottom of this post.

Research Methods

• Voice recordings - I will also have to provide what they say in text form. They may be a bit hesitant to do this, but it will provide relyable information.
• I could ask them to write constructive notes on my plans.
• I could do a basic interview in text form.
• Video them in person.
  

My findings and the research i gathered:

Here are the voice recordings, interview answers and notes i gathered from the three people that i asked. These three people were all educated at a university or college level, therefore suit my target audience for my newspaper. They all have children so would be interested in days out.

1. I got my an individual from my focus group to comment on a map i had drawn to see what they thought of my ideas so far. I have also analysed it:

Analysis

This is the part where i analyse what information i have been given, but first there are a few things i need to explain. The writing, i know, isnt easy to see, however i think if you click the photo it becomes closer. Also, the writing is in capitals and may not be easily to read, but as i am going to analyse it, i will explain what needs to be explained. Also, the information i was given was very honest, and i also have a few overall comments which i recieved from the individual who done this map. They are male as i got a spoken interview from a woman.So here is my analysis of what i was told and learnt from this research in a prezi:

Focus Group Map Analysis on Prezi

There are some overall really good points that i was told:

• If i was to use colour ink all over my pages and then glossy paper, it would be very expensive to produce, therefore would cost wayy more than £1 to buy, meaning i would loose out of buisness. To sort this out, i have decided to make my newspapermore expensive to buy and not so colourful.
• He thought that there is no middle ground between a traditional newspaper and a brand new newspaper which is completely different to anything out there. But, i seem to disagree on this. iI have been planning for ages to keep some traditional points and create new features for a local newspaper. I decided to do this because i believe i would hook in the audience who like something and something traditional, therefore gaining a wider and bigger audience.

What have i decided to change and keep? Well, i have decided to keep my newspaper a combination of traditional and new even when she said not to. I have decided to make my newspaper not as colourful as i thought i was going to do. but i am planning to keep my plan of a traditionally size newspaper, but with glossy paper.



2. And here is one voice recording i got after asking for comments on the points on this post: http://oliviasmitha2mediastudies.blogspot.com/2011/11/definate-features-i-am-including-in-my.html



Untitled from Olivia Smith on Vimeo.

My Tag-line.

A tag-line is basically is a catchy slogan which is used in marketing and advertising, and sums up the tone and image of the brand. It is also used to reinforce the audience's memory of that product.

This is the phrase i will use on my newspaper, poster and radio advert. It has to be catchy and rememberable, and also not too long so it can be said on my short radio advert and short enough to fit in print on my paper and poster.

After some research i found that there are many different categories of tag-lines:

• Descriptive - If a product is confusing or unknown, a tag-line may create clarity.
• Benefit-Based - If a product has a key benefit, the tag-line may focus on that.
• Point of Difference - Telling an audience how good a product is can help the product stand out in a highly competitive market.
• Witty Catchphrase - Tag-lines that get popular and are spread virally can  boost the brand's effectiveness.
• Personality - A tag-line can convey a brand's identity.
• Visionary - A tag-line that evokes the mission or vision of the company can help a company with a lot of products in many countries present a unified message
• Provocative or Motivating - A tag-line which can cause thinking and motivation to do something.

Websites of Information

I found a website of a lady who tells you the keys things to think about when choosing a tag line: http://www.1099.com/c/co/gw/lf/linda015.html. I have kept in  mind that whatever adverts she is talking about is based on the American way of consumerism, not the British, therefore it may be slightly different.

I also found another website which is about slogans of newspapers, both American and British. It is very good at giving me an insight into what sort of slogan i should be thinking up:

http://www.textart.ru/database/english-advertising-slogans/newspapers-advertising-slogans.html

Here is the main page of it which is very simply layed out:

I have thoughout of some examples of slogans that i could use and i have also said what category they could be in. I have kept in mind that this is a slogan used for my entire paper, not just the two first pages. I will also feature on my radio advert and possibly sandwich board poster:

- Whats on. Whats new?  - I think this could either be a benefit-based slogan because i have focused on my newspaper's key benfit of telling an audience what is on at the moment and what is new. I also think that it would be in the category of personality bacause the slogan conveys my newspaper's identity of being new. I think it also asks the audience what is news, therefore the news they are thinking of will be in my newspaper. It is short enough to fit onto a poster and to be said on a fast radio advert.
- Weekly Culture. New Culture - This tells the reader that my newspaper is weekly, new and has lots of culture content in it, therefore would may my target market interested.


After thought and research i have found that i want to use the tag-line:

                    'Weekly Culture. New Culture'

It tells the audience/reader everything i want them to know about my newspaper - it is new, cultured and weekly - therefore pursuading them to want to buy my newspaper for a £1. Culture does include music, films and events, but as a whole represents the way we live.