Ownership -
The company Penguin Books is owned by the worldwide Penguin Random House, a newly emerging conglomerate which was formed in 2012 by the merger of the two publishers. Formerly Penguin Group was wholly owned by Pearson PLC, the global media company which also own the Financial Times, but it now retains only a minority holding of 47% of the stock against Random House owner Bertelsmann who controls the majority stake.
What they own -
Noel Carrington, an editor at Country Life magazine, first approached Lane with the idea of publishing low-cost, illustrated non-fiction children's books in 1938. Inspired by the Editions Père Castor books drawn by Rojan and the technique of auto-lithography used in the poster art of the time, Carrington's suggestion for what was to become the Puffin Picture Book series was adopted by Penguin in 1940 when, as Lane saw it, evacuated city children would need books on farming and natural history to help adjust to the country.
Lane expanded the business in 1937 with the publication of George Bernard Shaw's The Intelligent Woman's Guide to Socialism and Capitalism under the Pelican Books imprint, an imprint designed to educate the reading public rather than entertain. Recognising his own limitations Lane appointed V. K. Krishna Menon as the first commissioning editor of the series, supported by an advisory panel consisting of Peter Chalmers Mitchell, H. L. Bales and W. E. Williams. Several thousand Pelicans were published over the next half-century and brought high quality accounts of the current state of knowledge in many fields, often written by authors of specialised academic books. (The Pelican series, in decline for several years, was finally discontinued in 1984.)
Other products/ services -
Penguin, used to also published magazines "A gap in the magazine market that Lane hoped to fill. In January 1941 the first issue of Penguin New Writing appeared and instantly dominated the market with 80,000 copies sold compared to its closest rival, Cyril Connolly's Horizon, which mustered 3,500 sales in its first edition."
History -
Penguin were found in 1935 by Sir Allen Lane, "Lane decided that good quality contemporary fiction should be made available at an attractive price and sold not just in traditional bookshops, but also in railway stations, tobacconists and chain stores."
Terms which can be applied -
It was originally a local and national publishing industry however on the 1st July 2013 Penguin and Random House officially united to create Penguin Random House, the world's first truly global trade book publisher. Therefore a term which would best describe this Penguin Publication would be; Multi-national.
Due to the company now working amongst a global scale, in terms of employees it would be a medium sized facility. As both the companies have merged in terms of control it would be subsidiary a mixture of both a public company; aiming towards anyone and everyone. Also, a vertical integration as they used to publish magazines as well as their books.
Customers -
Originally penguin was created for the everyday person who wanted a good read wherever he/ she may be. It also gained the attention of soldiers who took part in the war; "A Penguin could fit into a soldier's pocket or his kit bag ... It was especially prized in prison camps"- Martin Bell therefore aiming towards both female and male. Not only this, but penguin also have a section of their publication devoted to children books too; therefore the publication is universal as well as friendly amongst all ages and sexes.
Reading/ Viewing figures -
unable to find
Financial -
Their competition consists of a variety of other publications, however their most biggest rivalry are the 'kindles' which allow individuals to read without an actual book rather another piece of technology.
Who is responsible for regulating your industry, and what powers do they have?
The CEO Markus Dohle; in charge of the company as a whole.
Tuesday, 6 May 2014
Friday, 2 May 2014
Task 4D: Written Research Summary
The way in which I collated, evaluated and summarised all my research was through firstly taking part with my actual research process which consisted of three parts. Questionnaire, Vox pops and a Focus Group. When creating questions for each I attempted to make them all unique as possible so that I was not obtaining the same information from each process. For example, in terms of my questionnaire the questions consisted of 8 simple and short questions based around getting to know the audience better. Asking questions such as their age, gender, ethnicity and occupation. These were the main 4 which I aimed to find out about my target audience which I gained as well as whether or not they are fans of Television/ watch both shows as well as the T.V adverts which are shown. Not only this, but as my plan is to initially advertise clothes and the brand I also went out to find out what clothing brands my audience are fans of so that I can also from the clothing collection I have aim to pick clothes of a similar style to capture my targets audience.
In terms of the design/ clothing to gain a much more in depth feedback I printed off the chosen designs for the clothing and showed my focus group in which I received constructive feedback on both logos/ designs as well as this I found out more about my target audience and their relationship with this particular clothing brand the CEO. Many where aware of the owner however lacked knowledge of him owning his own clothing brand.
In terms of my Vox Pops they consisted of questions based on the spending habits of my target audience as well as in a way finding out which physchographic category they belonged too. It became apparent that all members belonged to the same therefore making my job in terms of creating an advert to aim towards the whole of my target audience easier. The questions asked were:
In terms of finding out their physchographic's the questions which I asked in particular to focus on this were the last two focused on the spending of money as well as other clothing brands which similar to my chosen product is owned by a well known artist.
In conclusion the quality of my findings were all exceptionally influential as well as helpful. They've made me make strict decisions in terms of what clothing designs I will be using as well as how I will approach the filming/ story board for this project.
In terms of the design/ clothing to gain a much more in depth feedback I printed off the chosen designs for the clothing and showed my focus group in which I received constructive feedback on both logos/ designs as well as this I found out more about my target audience and their relationship with this particular clothing brand the CEO. Many where aware of the owner however lacked knowledge of him owning his own clothing brand.
(the same logo of this tank top, but placed on a t-shirt)
In terms of my Vox Pops they consisted of questions based on the spending habits of my target audience as well as in a way finding out which physchographic category they belonged too. It became apparent that all members belonged to the same therefore making my job in terms of creating an advert to aim towards the whole of my target audience easier. The questions asked were:
- How old are you?
- Are you a fan of cloth shopping?
- If you had £30-50, what’s the first thing you would buy, and why?
- Are you a fan/ enjoy/ listen to any artists who have their own clothing brand? E.g. Kanye West, Rihanna
In terms of finding out their physchographic's the questions which I asked in particular to focus on this were the last two focused on the spending of money as well as other clothing brands which similar to my chosen product is owned by a well known artist.
In conclusion the quality of my findings were all exceptionally influential as well as helpful. They've made me make strict decisions in terms of what clothing designs I will be using as well as how I will approach the filming/ story board for this project.
Monday, 28 April 2014
Review on research
What have I learned -
- That my immediate target audience consists of the age boundary of 16 and above - as well as this my target audience are also all fans of shopping
- They are aware of my chosen artist - who he is/ what he does
- I will plan on aiming my advert towards both sexes however I am aware that it has more of an appeal to males as it is a male centered clothing brand however; my chosen brand also designs clothes for females too so that will be in one point whereby I will try to stretch/ expand the capability of my ad.
- As the clothes aren't exactly cheap yet not entirely expensive my aim in terms of occupation would be those who have part time jobs and are in around the C1 area.
- In terms of the ethnicity as my chosen artist is a global star he appeals to a variety of ethnicities therefore my advert will aim to do the same.
Focus Group -
The focus group helped me in terms of my chosen clothing items, what to pick/ what to use; as I received constructive feedback as to why/ they like the particular/ not. Not only this, but it was beneficial due to the ratio of male to female within my focus group were 3:1 this fact was beneficial in terms of my actual company/ product aiming towards males mainly yet still create clothes for females too therefore I want my main aim towards men but a female aspect to be apparent also. The company itself do not have any advertisement for their clothing/ brand therefore I want to create one which is unique to mainstream clothing ads as the brand is not only different but very special. It was a surprise to find, that not many individuals were aware of this brand. Aware of the artist 'Pharrell' but not that he has a clothing brand.
Vox Pops/ Survey -
I found out a bit more about my target audience, in terms of how they would spend their money and if they are actual fans of shopping as well as if they buy merchandise from other artists.
New findings
Channel Research -
The channels that me and my partner - Damilola have chosen to place our advertisement on for Pharrell's clothing line - Billionaire Boys Club but within that his particular line 'ice cream' Our chosen channels which we will aim to advertise with are both 'E4 and MTV' the reason being is because both channels have a high sense of popularity throughout our chosen target audience of young adults (18+) In terms of the channel 'E4' it is indeed popular within the U.K due to it having a high rate of 'American' T.V sitcoms such as How I met your mother, Rules of Engagement, Ugly Betty and Revenge etc. Due to these shows, being rooted/ based around American culture it is only logical that we also advertise an American artist across a British T.V Channel which not only broadcasts British shows but American too.- Another reason for our choice of 'E4' is primarily because E4 also has a connecting channel known as '4 Music' which as implied by the name bases around music- Showing the most recent music videos as well as advertising albums/ artists singles.
Target Audience Research -
In terms of target research, the way in which we went about finding out was through a variety of techniques/ forms. Through, vox pops, questionnaires and a focus group- all three were very helpful/ informative in terms of how me and my partner will address the filming of our advert.
The channels that me and my partner - Damilola have chosen to place our advertisement on for Pharrell's clothing line - Billionaire Boys Club but within that his particular line 'ice cream' Our chosen channels which we will aim to advertise with are both 'E4 and MTV' the reason being is because both channels have a high sense of popularity throughout our chosen target audience of young adults (18+) In terms of the channel 'E4' it is indeed popular within the U.K due to it having a high rate of 'American' T.V sitcoms such as How I met your mother, Rules of Engagement, Ugly Betty and Revenge etc. Due to these shows, being rooted/ based around American culture it is only logical that we also advertise an American artist across a British T.V Channel which not only broadcasts British shows but American too.- Another reason for our choice of 'E4' is primarily because E4 also has a connecting channel known as '4 Music' which as implied by the name bases around music- Showing the most recent music videos as well as advertising albums/ artists singles.
Target Audience Research -
In terms of target research, the way in which we went about finding out was through a variety of techniques/ forms. Through, vox pops, questionnaires and a focus group- all three were very helpful/ informative in terms of how me and my partner will address the filming of our advert.
Friday, 4 April 2014
Article for magazine
Perks of citrus fruit - The writing in red was all edited out for the final DPS.
Citrus fruits, are ever so underrated and by the end of this article I hope I've brought you to the brighter and perkier side of eating/ using citrus fruits. First of all lets start with lemons! Lemons are a source of calcium, vitamin C, magnesium and potassium minerals and antioxidants that improve the appearance and condition of our hair, skin and nails- However lemon juice should not be left on the body for extended periods of time as you may have severe reactions if exposed to the sun. Always consult with your doctor if you have any concerns. Lemons' antibacterial and anti-fungal properties make them a natural alternative to treat acne. Simply slice open a lemon and rub it across your face. Or you can add a few drops of honey to a lemon half before applying it directly to the area where you have blackheads. Wait five to ten minutes before rinsing off with cold water. And if that's not to win you over lemons also whiten teeth. Professional teeth whitening treatments can cost a fortune, so save yourself a lot of money and time with a homemade teeth whitener! Using baking soda and lemon juice. Mix the two ingredients into a bubbly solution and apply to your teeth with a cotton bud. Leave on for no more than one minute (the acid is strong enough to break down tooth enamel) and gently scrub off with a toothbrush.
Limes! The tiny green balls (of fruit) of happiness. Limes pack a powerful amount of vitamin C in a small package. One whole lime, typically about 67 grams, contains 35 percent of your daily vitamin C requirements. Vitamin C may help prevent colds from developing and may minimize cold symptoms. Adding lemon or lime juice to your meals may help protect you from developing arthritis. Similar to an orange, a lemon has 53 milligrams of vitamin C per 100 grams, while a lime has 29 milligrams. English researchers who studied more than 20,000 arthritis-free people reported in the journal "Annals of the Rheumatic Diseases" that those with the highest intake of vitamin C were at least three times less likely to develop arthritis than those who took in the lowest amount of vitamin C. Limes also help the digestive tract. The acidic nature helps breakdown food and due to the intense scent, digestive juices ad acids are encouraged, aiding to a smoother digestion which can also help constipation. Limes and lime juice have been used for hundreds of years as bleaching agents. It can help rejuvenate the skin as it is an anti-biotic, an anti-oxidant and has great disinfectant properties. The health benefits of lime juice also stretch to eye care such as clearing up conjunctivitis.
Oranges can be sweet or bitter; the sweet ones are best for juicing or eating out of hand, while the bitter ones hold up well to sugar in marmalades and candies. Navel oranges, named for the indentation in the skin at the fruit’s stem end, are easy to peel and virtually seedless, with a sweet and juicy flesh. Smaller Valencia oranges have smooth skin and abundant juice, which is great for drinking and blending into vinaigrettes and sauces. Aromatic blood oranges have a reddish blush on the skin and intensely flavourful, deep red flesh and juice. Mandarin oranges are smaller and less acidic than other varieties, with loose peels and mild flesh.
Citrus fruits, are ever so underrated and by the end of this article I hope I've brought you to the brighter and perkier side of eating/ using citrus fruits. First of all lets start with lemons! Lemons are a source of calcium, vitamin C, magnesium and potassium minerals and antioxidants that improve the appearance and condition of our hair, skin and nails- However lemon juice should not be left on the body for extended periods of time as you may have severe reactions if exposed to the sun. Always consult with your doctor if you have any concerns. Lemons' antibacterial and anti-fungal properties make them a natural alternative to treat acne. Simply slice open a lemon and rub it across your face. Or you can add a few drops of honey to a lemon half before applying it directly to the area where you have blackheads. Wait five to ten minutes before rinsing off with cold water. And if that's not to win you over lemons also whiten teeth. Professional teeth whitening treatments can cost a fortune, so save yourself a lot of money and time with a homemade teeth whitener! Using baking soda and lemon juice. Mix the two ingredients into a bubbly solution and apply to your teeth with a cotton bud. Leave on for no more than one minute (the acid is strong enough to break down tooth enamel) and gently scrub off with a toothbrush.
Limes! The tiny green balls (of fruit) of happiness. Limes pack a powerful amount of vitamin C in a small package. One whole lime, typically about 67 grams, contains 35 percent of your daily vitamin C requirements. Vitamin C may help prevent colds from developing and may minimize cold symptoms. Adding lemon or lime juice to your meals may help protect you from developing arthritis. Similar to an orange, a lemon has 53 milligrams of vitamin C per 100 grams, while a lime has 29 milligrams. English researchers who studied more than 20,000 arthritis-free people reported in the journal "Annals of the Rheumatic Diseases" that those with the highest intake of vitamin C were at least three times less likely to develop arthritis than those who took in the lowest amount of vitamin C. Limes also help the digestive tract. The acidic nature helps breakdown food and due to the intense scent, digestive juices ad acids are encouraged, aiding to a smoother digestion which can also help constipation. Limes and lime juice have been used for hundreds of years as bleaching agents. It can help rejuvenate the skin as it is an anti-biotic, an anti-oxidant and has great disinfectant properties. The health benefits of lime juice also stretch to eye care such as clearing up conjunctivitis.
Oranges can be sweet or bitter; the sweet ones are best for juicing or eating out of hand, while the bitter ones hold up well to sugar in marmalades and candies. Navel oranges, named for the indentation in the skin at the fruit’s stem end, are easy to peel and virtually seedless, with a sweet and juicy flesh. Smaller Valencia oranges have smooth skin and abundant juice, which is great for drinking and blending into vinaigrettes and sauces. Aromatic blood oranges have a reddish blush on the skin and intensely flavourful, deep red flesh and juice. Mandarin oranges are smaller and less acidic than other varieties, with loose peels and mild flesh.
Audience Profile
Leon
Age - 17
Gender - Male
Ethnicity - British Caribbean
Sexuality - Straight
Psychographic - A lover of music and fashion. Takes pride in what he wears. Quite relaxed, works out weekly - Busy social life as well as educational. In terms of social life, as he works within a shopping centre he spends most of his time there, therefore socially it's usually where he and his friends spend most of their time. Shopping, eating- talking. Not only this, but due to Leon being a lover of music as well as studying it he spends as much as he can on tickets for gigs, concerts and merchandise.
Geodemographic - Lives within England, South West London - Originates from St.Lucia - Caribbean. Migrated to London in 1994- Born and raised; but keeps a healthy relationship with his family back home- Via through mobile and social networking sites such as facebook and Skype. Not only this but through the famous app 'Viber' whereby it allows him to communicate with people in different countries for free (through wi-fi)
Socio-economic - Although he has a part time job, he also does over-time. Not only this, but due to him taking pride in what he wears he doesn't mind spending an obscene amount for it either. Leon, would be held within a C1 category as he would classify himself as working class due to him as well as his parents working constantly.
Occupation - Part time job, working at Topshop/ Topman
Education - A student currently studying media and music B-TEC
Yasmin
Age - 22
Gender - Female
Ethnicity - British Guyanese
Sexuality - Bisexual
Psychographic - An all round film and fashion enthusiast. Again similar to Leon, Yasmin takes pride in what she wears but is an individual who is weary of price. Mostly obtaining clothes from charity, vintage, thrift and pop up shops. As she is a Uni student, she knows that time is money and money is everything. Not because she is obsessed and wants nothing but money but because it's a waste of time in terms of obsessing. However, the most money she would ever spend clothes on would be mainstream artists clothing for example- Jason Mraz, Paramore and 30STM. As a big film fan, Yasmin spends most of her social time in indie and mainstream cinemas- watching foreign as well as Hollywood movies and sometimes reviewing them for fun.
Geodemographic - Currently lives on campus at Bournemouth, however her family lives in Greater London - Coulsdon but originate from Guyana now and then speaks to family from Guyana but doesn't really have the time. Does when she can, but that's usually her mum and dad's place.
Socio-economic - Due to Yasmin being a University student she hardly has the time spare to obtain a job as sometimes her lectures go from morning till evening leaving no time for her to barely eat let alone work. Her Mother and Father both obtain B categories demographically as her Mother is a Vice Principle as well as her Father being a doctor owning his own private clinic. Some would say they were upper class but due to her family/ parents having a traditional and strict upbringing they view themselves as working.
Occupation - Volunteer work at local Charity Shop as well as a weekend job at Tesco.
Education - Studying Fashion & Design at the University of Bournemouth
Tuesday, 25 March 2014
Feedback on front cover
I received feedback on my magazines front cover today, as shown below is my final piece which I was given feedback on. The majority of my feedback is positive with the exception of three people stating that I must change the colour of my 'white' font- As they believe it doesn't stand out. In terms of my positive feedback it all based around the 'layout' of my cover which is quite plain but works as my background image is quite busy. However, one inparticular stated that I must add more cover lines as she believes it to be too 'plain'- there is a reason as to why my front cover has a lack of cover lines and the reason being so is because my magazine is based around food and travel therefore with all food magazines the front cover primarily bases around the photo and one cover line on top of the masthead.
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