Billboard Advertisement Initial ideas and try out.

CBS Research into Advertising via Billboards

CBS Outdoors

For my Ancillary task of creating a billboard I have chosen to present this through CBS Outdoors. As a company they have been operating since 1997 and clearly understand the market offering advice and case studies to optimise your method of advertising and marketing. Comprising of the largest amount of outdoor advertising sites and indepth knowledge of consumer attitudes and travel patterns I believe this company can easily give my magazine a boost into the public sector. Regulations imposed by CBS Outdoors:

48 sheets across track from jed06eh1

• Must not include a QR code/NFC tag.
"Advertisements will not be accepted for, or retained on display in the sites managed by CBS Outdoor if in the opinion of CBS Outdoor they:
1. do not comply with the law or incite anyone to break the law 
2. do not comply with the Advertising Standards Authority (ASA) guidance or the UK Code of Non-Broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) which includes regulations regarding advertising, sales promotion and direct marketing 
3. do not promote equality of opportunity for all persons irrespective of their race, sex, disability, age, sexual orientation or religion 
4. are likely to offend the general travelling public or depict or offend ethnic, religious or other major groups on account of the nature of the product or service being advertised, the wording or design of the advertisement or inference contained therein
5. are likely to be defaced
6. depict men, women or children in a sexual manner, or display nude or semi-nude figures in an overtly sexual context. For example, whilst the use of undressed people in most underwear advertising may be seen as an appropriate context, gratuitous use of an overtly sexual nature will be viewed as unacceptable
7. depict or refer to indecency or obscenity, depict bodily functions or use obscene or distasteful language
8. advertise lap-dancing, gentlemen’s clubs, escort agencies, or massage parlours
9. depict direct and immediate violence to anyone shown in the poster or to anyone looking at the poster
10. condone or provoke anti-social behaviour 
11. advertise films which have not been granted permission for public exhibition or which do not show the required certificate except when the name of the cinema is not shown. Films carrying an 18 certificate must also carry the Advertising Viewing (AVC) logo
12. contain images or messages that relate to matters of public controversy and sensitivity
13. are of a political nature calling for the support of a particular viewpoint, policy or action or attacking a member or policies of any legislative, central or local government authority (advertisements are acceptable which simply announce the time, date and place of social activities or of a meeting with the names of the speakers and the subjects to be discussed)
14. contain illustrations which depict, or might reasonably be assumed to depict, quotations from or references to a living person unless the written consent of that person is obtained and is produced to CBS Outdoor. CBS Outdoor will require an indemnity against any action by that person or on that person’s behalf before such illustrations, quotations or references will be accepted
15. use handwriting or illustrations that would suggest the poster has been damaged, defaced, fly posted or subjected to graffiti, after it has been posted.
16. might adversely affect in any way the interest of the site owner e.g. The London Underground, The Docklands Light Railway and all Bus, Tram or Coach company franchise partners (e.g. negative references to the environment)


The size of the advertisement

Actual size: 304.8mm 606mm
Without Border area: 287.8 /589mm

I will have to create my billboard to these specifications.

Billboard Regulation

In the UK outdoor advertising is regulated by the Town and County Planning system and requires their explicit consent; the displaying of content without consent can face the charge of £2,500.

Advertising Standards Authority (ASA) guidance
The Advertising Standards Authority is the UK’s independent regulator of advertising across all media. We apply the Advertising Codes, which are written by the Committees of Advertising Practice. Our work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.
CAP Code
The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing covers ads that appear in a wide array of media including newspapers, magazines, cinema, billboards, mailings, leaflets, paid for space online, sales promotions (wherever they appear), texts, e-mails and on UK based company websites.

Ancillary 1:Website

Mock up

3rd Page Ad -Development of Ideas

Finished Products

Page 1: Front Cover

Page 2: Map

Page 3: Advertisement

Page 4: Contents page

History of Magazines

1663	World's first magazine created ‘Edifying Monthly discussions’ published in Germany.
1731	First General Interest magazine The Gentlemen’s magazine is published in England designed for entertainment purposes.
1739	The Scots magazine created Remains the oldest publication to date and is still in circulation
1741	General magazine attempts to be published. Franklin tries to publish America’s first magazine.
1770	First women's magazine. The Lady’s Magazine published focusing on fashion and embroidery patterns.
1843	The Economist starts Magazine solely concerntrating on the economy and politics.
1895	The first weekly magazine starts publication Collier’s magazine runs until 1957; highly influential in the magazine industry.
1896	Pulp Fiction magazines created. Magazines begin to be published on cheap wood pulp paper, making magazines more accessible and cheaper to print.
1897	Saturday Evening Post circulation Becomes the most widely circulated weekly magazine.
1912	Photoplay begins circulation The first magazine aimed at the Film industry; convergence starts.
1912	Time magazine starts circulation. First news magazine in the US.
1933	Esquire starts publication First specific men’s magazine.
1936	Conglomerate media begins Life is started as a branch of Time magazine
1944	Seventeen magazine First magazine aimed at adolesents.
1967	Rolling Stone Mag Shows the demand for special interest magazines unlike previously.
1967	New York magazine First regional magazine to hit publication.
1990	Entertainment Weekly begins One of today’s largest grossing magazines begins publication http://www.uncp.edu/home/acurtis/Courses/ResourcesForCourses/MagazinesHistory.html

Distribution and Fall in Sales Figures

Distribution’s typical sales are through newsstands, vendors, mail order whilst free distribution favours selected pick up locations which have set redistribution patterns at regular intervals.

The three main circulation methods are paid, free and controlled depending on the means of the magazines intent:-

·         Paid: Sold to the reader and relies on that revenue to fund its resources and content.

·         Free: The issues are freely distributed but rely upon advertising revenue to fund the issues.

·         Controlled: Generally a ‘free’ publication distributed to only those who are eligible such as consumer magazines.

Although, in recent years the trend of magazines has declined significantly; the ABC figures show a vast decline in the yearly circulation of NME magazine by 17.6% from 56,000 to 18,000. This appears to be a trending event throughout all magazines with Q magazine fell by 20% respectively. As of 2012, the biggest selling music magazines Mojo’s circulation also fell by 2.4% to 85,000.

This correlation of falling magazine sales and the distribution increase of free title magazines such as Fly to 108,827 copies displays the trend in which magazines are going, relying upon advertising rather than selling to the public.

Title	Publisher	Jun End 2012	Yr / Yr Change
Empire	Bauer Consumer Media	167,096	-2.3%
Total Film	Future Publishing	68,897	-4.1%
Mojo	Bauer Consumer Media	85,149	-2.4%
Q	Bauer Consumer Media	64,596	-19.7%
Uncut	IPC Media	63,003	-4.5%
Kerrang!	Bauer Consumer Media	40,203	-6.6%
New Musical Express	IPC Media	23,924	-17.6%

In relation to regional magazines Time Out magazine has recently advocated to a free title instead of paid after being established for more than 40 years. ABC figures in 2009 show Time Out’s circulation figures from 44.6% to 61,397 in the 2^nd half of the year; a trend which was further exploited by the annual year by year drops of 20.7% of annual readership and subscribers.  In Time Out’s first monthly debut as a free title the publication reached its 3month target in the first 4 weeks of 305,000 copies. This represents clearly the powerful effect which free distribution has on the climate and on the method of publication emerging as the most prominent in the industry, especially when compared with its distribution peak as a paid for title of only 50,000 annually.