Existing Products: Mercury

The Wymondham and Attleborough Mercury is also published by Archant and has a sister paper (featuring most of the same stories), The Diss Mercury. It is the most local newspaper to me as I receive it, along with everyone else in my area, free every week (as a weekly newspaper). It is also available to buy for anyone that wants to. It again has Facebook and Twitter and I now know this is something essential to include in my newspaper campaign.


Example Front Page: 7/11/2013
This front page is unusual in that the main photograph is not linked to the main headline. There is instead almost a sub box which features another story further elaborated on in the newspaper. This is most likely because the main story is one of a more solemn theme than 'Lemon Day' and therefore a picture isn't as neccesary or appropriate. Where as 'Lemon Day' is a more mysterious headline and may confuse readers who do not know what 'Lemon Day' is and therefore a picture is perhaps needed for a sense of explanation. The rest of the front is filled with adverts, again important in getting money for a newspaper that is distributed to thousands of houses for free. These adverts are for 2 places in Wymondham, 1 in Diss and 1 in Attleborough, truly covering the whole area of the newspaper's audience. One this I noticed about these adverts is the bright colours used to make it stand out, especially the Yellow in Diss' dentist advert. This is perhaps to do with the connotations of yellow, happiness, opposing those general associated with the dentist, i.e., fear, and therefore show an attempt to change this view and portray it in a more positive light using this colour. The garden centre has very naturally chosen Green as it's main colour for advertisement, along with red to create not only a nature theme but a Christmas one also. There is also an offer at the bottom of the page, something I will likely include as one of the adverts in my newspaper as I feel that everyone is always looking for ways to save money and it would therefore be a way to attract readers to my newspaper. One thing I do not like about this front page is the advert for 'Howards Cycles' on the top right hand corner. It seems randomly places and too small for the space it occupies, and for that reason I would be very careful if considering putting an advert next to the masthead, and it would be more likely I would keep the top part of the newspaper reserved for the masthead only. 

Example Double Page Spread

The first thing I notice about this double page spread is the dominance of adverts on the page. Throughout this newspaper this was the case for pretty much all the double page spreads and its therefore probably something I will strongly consider when planning my own double page spread. There is also two smaller articles rather than one large one, this is something I feel is unique to local newspapers as there is less likely to be large stories and events to cover, and is something I will bear in mind. I really like how busy this newspaper page is, every cm is covered and it has clearly been carefully designed to fit everything in, which makes me think I must think very carefully about my design in order to make it most effective. 

Example Double Page Spread
This double page spread also caught my eye because of the involvement of the General public in the newspaper. This page is entirely dedicated to Letters and I feel this may be an aspect to consider in my newspaper. It will make it stand out in comparison to normal articles as id adds a personal touch, attracting a larger audience as they know if there is anything they want to say, they are able to. I am considering incorporating the two designs above to have one side letters and the other side an article, obviously with adverts as they are very prominent. Either this or I would have letters along with my editorial on my second page. 

Exisiting Products: Eastern Daily Press

This is an example of another Local Newspaper from my area: Eastern Daily Press or EDP. It covers the larger area of Norfolk, North Suffolk and Eastern Cambridgeshire. It is the 'sister' newspaper to Norwich Evening News and consequently shares not only many of the same stories, but also without a doubt the same ideology. Although it is a regional newspaper, it aims to cover the most poignant national news also to allow it's readers to get a wider perspective. It does however aim to be impartial to any political party, with a mission statement of: 'champion a fair deal for the future prosperity of the region'. Like many of the newspapers in the region it is also published by 'Archant'. Again as you can see it uses the same modern technologies that are arguably essential in today's ever-changing world. 

Example Front Cover: 30/04/2011


Headline:
This headline is both simplistic but eye catching and cliché  It does not detail what the story about, however, as a nationwide story as well as one that is relevant to the region (an example of the EDP's wider stance on news), there is no need for a descriptive headline. It is almost associated with fairy tales, therefore making this story have an emotional appeal as the audience both enjoys reading a 'happy ending' and longs for a happy ending themselves. 

Main Image:
This not only compliments the existing headline but also as an image that will surely become iconic in years to come, adds a sense of 'up-to-date' to the newspaper, as it is including one of the most pivotal events, and therefore photographs of the year. 

Masthead
Like many newspaper masthead, it is sans serif, with a colour that is not only simple, but ties in with the rest of the newspaper. It has also become a recognised logo that is associated with the newspaper where ever the same font/colour is used.

Advert
The advert is arguably placed to link to the main article. As an article about a wedding, there is then an advert about 'Formal Fashion', this is a marketing technique that is commonly seen, such as on TV when an artist is featured on a chat show, their album is then featured in the adverts. It is expected that the readers of this issue would be interested in formal occasions and hence the inclusion of the advert.

Other Features
At the bottom there is an almost contents page listing the articles in the issue, this is particular important in this issue as much of the main body is taken up with the same story: the Royal wedding. It is therefore essential that EDP continue to provide the same service to the readers as usual with things such as weather, letters, and lottery numbers.

Example Front Cover: 11/11/13

Headline
The headline starts by using a collective pronoun, not only supporting the ideas and respect behind Remembrance day, but also encouraging readers to show their support too. In addition, this is overall a very simple statement which, along with the poppy, immediately portrays the meaning behind the article and exactly what it is about. 
Image (s)
The main image on the article shows a man bowing his head in respect, showing him 'remembering them' as 'we' should too (according to the headline). The composition of the photo allows a British flag to be shown to the left hand side of the image, with a black clothed man in the foreground this clearly makes him stand out, as a symbol of respect and someone to idolise on this day. In keeping with combining local with international and national news, a smaller photo of the Queen is also included to give the headline a wider and important stance.

Adverts
Adverts are often more featured in local newspapers than they are in national due to the smaller audience and therefore the need to earn money in other ways. Whilst this advert is for furniture, it is something for a local company, important to consider for my newspaper as otherwise it would become very irrelevant to my audience if I were to advertise something national and perhaps less to do with the local area. 

Other Features

There is a box in the right hand corner which also features the rest of the articles under 'INSIDE TODAY'. This is a simple but effective way of featuring a few other stories on the front page as although it does not take up a lot of room, it includes a lot of information and is therefore something to consider when doing my own newspaper.

Exisiting Products: Norwich Evening News

This is an example of a Local Newspaper from my area: Norwich Evening News. It is the best selling newspaper in Norwich and in 2011 it topped the UK regional newspaper league table. It is published daily, currently costing 60p. It is published by Archant, the company which is in charge of nearly all publications and newspaper in Norwich and Norfolk. It has its own website, Twitter and Facebook. I feel it will be important to include such technologies when creating my own newspaper as it will allow me to market the product to my audience easily and quickly. In addition, I feel it would be beneficial to not only create my own newspaper brand, but a publication brand such as Archant also, as this gives the newspaper a recognised logo and strong reputation. This social networking and websites also fit in with the house style of the newspaper, with the same colour scheme, fonts and logos. As a local newspaper, the register of the newspaper and its news agenda is therefore changed accordingly. The register, like most newspapers, is formal and the agenda of the news concerned with local news and priorities within the local area, in this case, Norwich. Its news values are very much to do with proximity and what is close to home in terms of the readers of the newspapers, as when they read a local newspaper they expect to read only local stories, as for national stories they would read a national newspaper.

Example Front Cover: 18/10/13

Colour Scheme

There is a clear colour scheme of red, white and black. This ties in with the logo of ‘Archant’ which is also red, and shows a clear link between the two.  This is

continued throughout the red of the front page, with the main article also being in these 3 colours. 

Archant's Logo

The inclusion of Archant’s logo is

important as it links it to other publications in the area and makes sure the audience is clear that this is a reliable newspaper and one that is likely to contain accurate, relevant and up-to-date news due to Archant’s reputation within Norfolk.

The Website

The website, whilst it is small, is also included in the front page of the newspaper. This is important in portraying that the target audience are more modern than perhaps first considered as this shows and

encouragement to get online as well as read the actual newspaper. It is interesting however that Twitter or Facebook are not referenced on the front cover as perhaps social networking is not as relevant to audience who read the newspaper as a website may be. 

Price

As a daily newspaper I would consider 60p a pretty reasonable price, however, if you

consider that the main headlines are also available on their website, twitter and Facebook, it becomes considerably more expensive. This is therefore arguably a price that is aimed at those who still enjoy buying an actual paper and not necessarily aimed for everyday purchase. 

The Main Article

The main article is set against a black background, immediately portraying the dark  mood of the story. A rhetorical question is used as the headline, making their reader question their own knowledge of the story and therefore be drawn in. In addition, the inclusion of a seemingly sinister photograph of the man the article is talking about also catches the readers eye as he is looking directly into the camera and therefore almost directly at the reader. The article also has evidence of the Inverted triangle with bullet points at the beginning

portraying the most important information, and then smaller writing for those who want to know more. 

Adverts

The adverts included are for a wide range of businesses, from a bus company, to carpets, to gold buyers. This allows a wide audience to be draw in to these different businesses as they are presented with a wide ideology of the newspaper and therefore there is likely to be at least one product, if not then an article, that appeals to them.

Iwitness24

Iwitness24 is an important advertisement to include as it links to a southern organisation  that allows readers to send in their own photos and news into papers in not only

Norfolk, but all over the south. It lets the reader feel involved in the news and therefore encourages interest in the paper.

Masthead

The masthead, as expected in a newspaper, is kept very simple and addresses straight to the point. Particularly poignant is the way Evening News is one logo whereas Norwich is then added on. This makes the idea of Evening News seem like a nationwide thing, and this issue is just particular to Norwich, improving the reputation and appeal of the newspaper.

Sub-articles

These smaller articles that are also featured on the front page are

important in drawing the reader in, as even if they are not immediately appealed to the  main story, these stories, both of which are about local places in Norwich, Dragon Hall and the Royal Arcade, may be of some interest and draw them to the newspaper. In particular on the Dragon Hall article, the colour scheme is continued and the red makes the box stand out against the white background. 

Example Front Cover: 26/10/12 

Here is another example of a Front Cover. Much of the same applies with the previous page, with some minor changes. On this newspaper the cover story is much more light hearted and even includes a rhetorical question, this is also shown through the more coloured, most notably in yellow and green (Norwich City Football Clubs colours) as well as the exciting image and the costumes within it. The adverts on this newspaper also appear to be more family aimed, with a voucher for a popular local restaurant, as well as tickets for a local family day out. As a year previously, the price is also notably 5p cheaper, something I would need to address should my brand be a continuing one. The prominence of the website still remains but this time the sub-article is featured at the top as opposed to the side. This is likely because it is a sports article and therefore those interested would know to turn to the back and it does not therefore need a place in the main body of the newspaper. 

Inverted Triangle Narrative Theory

• This is a structure used by journalists to set out articles, with the most important information first.
• Who, what, where, when and how are always in the first paragraph, followed by supporting evidence and information, and finally, the less important details.
• This allows readers to stop reading at any time and still be able to understand the story, and also makes it easier for the editor to shorten the article as they are able to remove all the less imfortant information at the end.
• Furthermore, by including the more important and perhaps therefore more interesting information first, it leads the reader into the article. This is known as the 'anecdotal' lead and is closely associated with the Inverted Triangle. 
• I have included a diagram to illustrate this theory:

Brief

For our Year 13/A2 Media Coursework, We had a choice of 13 briefs to create. I have chosen to do the below option.

The first two pages of a new local newspaper, together with two of options

a poster for the newspaper;

a radio advertisement for the newspaper;

 My initial ideas are to do a local newspaper aimed at teenagers, with an aim to portray news that is both easy to understand and relevant to them. Furthermore, the news stories features would portray teenagers in a positive light and in realistic way. The conventions and codes used in my newspaper would of course transfer to my poster and radio advert, with the same house style and ideology throughout the three products. Teenagers voices would be used in the radio advert and a slogan addressing teenagers would be used in the poster. Links to twitter and other social networking sites will also be used in order to keep the newspaper relevant to this modern age and address my target audience. My product would also be based around hypodermic needle theory as I would aim to influence my audience with the opinions I portray.