The Statement of Intent

 What is my Intention with this Magazine?

My magazine called 'Stander' will be based around promoting a sustainable and healthy lifestyle for young people aged 16-25, people who are most likely at university, school or college and have many pressures around them but need to be able to stand up for themselves and their futures. This magazine will show how they can improve mental health around them and fight for social and environmental issues. Each issue of 'Stander' will focus on one individual who is fighting for something important for young adults, positively represented by mise-en-scene linked to what they do so that others are inspired to do the same. This will cover a niche audience which Hearst magazines does not cater for as any lifestyle magazines for young people in the past have often been discouraging through exaggerated body images. Hearst already wants to change these representations in other magazines like Vogue. Therefore, 'Stander' will cater to that younger audience, inspiring them to act like the models on the front cover but emphasising they do not need to look like them to create change. These individuals will be represented mainly by what they do for society but positive representations of all races and backgrounds will be pursued to encourage unity as well. To further cater to this young audience, ‘Stander’ will use familiar signs and symbols like emojis and hashtags to identify with a younger audience who understand these through cultural capital.

The website will reinforce a connection with the magazine through synergy between the mastheads and the overall colour palette unique to each week’s issue depending on the theme. The magazine will also contain links to social media as will the website to satisfy audience demand for further content. A greater level of interaction will be achieved through an interview page with audio-visual bites to engage with the product more effectively. The website will also contain images of the models which will change every week so the audience return to see which figure is covered. Overall, the dynamic nature of the website with images and audio-visual elements will cater to this younger audience of 16 to 25-year old's who demand further content and interactivity than the print magazine. Links to social media will reinforce this interactivity further and attract them back to the magazine, website or social media because they can view the information on their chosen format with greater interplay.

In conclusion, the magazine is intended to fill a younger, niche market not yet hit by Hearst through interactive media. This interactivity between multiple platforms will be backed up by a strong brand identity centred on the masthead which will remain constant and the colour palette which will change according to the models used for that week (but will match across each of the three platforms). This will create successful and trusted branding for a very large audience which has not been tapped into, namely college and university students whose lifestyles can be influenced by this magazine in a positive way and who will finally have positive representations of their age group to look up to.