Ancillary 1: Website

Existing product analysis:

A website is an effective online media platform; accessible by millions of people. This medium consists of a collection of online pages, linked to the world wide web, involving other forms of multi-media content.
Layout:

• Easy to navigate
• Simple 
• Clear
• Grid system- separate sections of the website that include information relevant to the tab
• White background 
• Headline- top left
• Tabs lining the top of the page, under the title 
• Search bar- top right 

Colour:

• white background 
• colour palette comes from the images 
• two or three main colours
• complimentary scheme 

Text use: 

• fairly minimal
• to the point
• intriguing- making the audience want to read more
• white/ black  font 
• Sentence case
• Mix of serif and sans serif 
• Chatty language 

Content:

• regional features
• beaches
• food
• top destinations 
• photo gallery 
• activities- 'out and about', 'what's on', 'things to do' 

Page features: (most seen)

• home
• food 
• subscribe/ advertise 
• activities 
• beaches 
• top destinations 
• competitions 

Website institutions:

How a website is made:

In the starting years of the internet, web pages were created using hard coded techniques and uploaded content to the bed server using specific software. Constructing a website was a rare skill to have as it was complicated and time consuming. Since the 2000, websites have become a common, everyday necessity. Website building is just another skill that can be aided by apps or websites; it is a free process that many people are joining. 

Websites are used for many purposes, hence why there are so many of them. Advertising, expression, information, communication are just a few reason why people decide to create their own webpage. It is unusual for a business to not have a website; this can actually damage their reputation and economic growth if they fail to construct their own online forum. It is an easy way of connecting with potential and existing customers, keeping them updated with new stock or even to buy item form the online base.  
Website creators now have a growing audience, as this development allows anyone to create a webpage without knowing how to code. The text, videos, images and links can be formatted to the page quickly and easily. This is evidence that anyone can be the producer of media (Gauntlet 2002).

The cost:
Drag and drop builder (monthly)- £4- 30 

Advance website builders (monthly)- £100- 300 

Custom- £1000-13000

Custom (with professional advise)- £1000- 15000

The use of magazine websites:

Magazines, such as Cornwall Today, Cornwall Living and Cornwall Life all have well established websites in correspondence with their print products. By having this additional form of medium it creates synergy; allowing the audience to explore the product on a different media platform, especially when targeting a younger audience. This becomes a beneficial factor as print is becoming an outdated mode of media, therefore by introducing a more modern and up to date forum to serve with the magazine is a crucial factor. Most webpages have an unlimited count of information that they can feed to their audience, unlike magazines, there isn't a finite amount of space to write about the topic. Taking this into consideration, the stories/ articles can be extended then included on the webpage. This makes the information feel more exclusive as it is not in the corresponding issue of the magazine. Interactive features such as, videos, quizzes, questionnaires and competitions can be incorporated into the design of the webpage; aspects that couldn't be added to the magazine.
Some websites may be exclusive, in terms of needing a membership. This is a good way of the brand making an extra profit. The idea that the audience have to pay a certain amount every month to access the extra elements that the website has to offer. This is rare in the regional webpage genre.

How the internet and websites have impacted magazines:

40% of tablet owners read digital magazines and newspapers. The becoming outdated is a true and accurate statement. How long it will take until the print media industries will totally be overtaken by the internet is an unknown factor however. The production of online magazines has rocket in the last decade. The popularity has seen an increase...the forum is cheaper or sometimes even free. Buying a hard-copy is becoming inconvenient, travelling with a mobile or tablet comes much more at ease.


"Print is a technology as much as desktop computers and tablets are technology. One of the qualities most natural to the user experience of print is the sense of potential completion, defined by the physical edges. It is a quality that is wholly unnatural to digital formats"- Craig Mod 2012

Despite the negative impacts that the internet has had on magazines in recent years, some positives has also been apparent. For example, the use of promotion on social media sites as been a largely beneficial tactic. Magazine brands have brought their products up to date, building their own websites to encourage the growth of their concepts. More ideas can be shared via this forum, consumer can often use this data base to contact one another, discussing the content of the monthly issue of the magazine or to enter a competition advertised on the front cover.
In addition to this, not all people find reading from an electronic devise as satisfying or as relaxing as reading a hard copy of text, this has be to brought into consideration when a company decides to completely turn to the web as their only platform.


How magazine companies have responded to the growth on online media:

The magazine industry as a whole, has had not choice but to join the development of the internet. The impacts it has had and may have could potentially be damaging to many products i.e. magazines, newspapers, books. But the internet has a limitless growth pathway so print medium have to adapt and evolve with it. Despite the negative effects, some brands have found beneficial aspects such as their own online forum and social media sites.

Target audience survey analysis:

Question 1:
The use of social media benefitted my audience research survey. Once I has completed the construction stages of my survey, I posted the corresponding link on social media. This encouraged a wider range of participant responses.  It is evident that I had responses form an older body; 7 out of 16 participants were aged between 14 to 16, a slightly younger consumer group than my target market. I will not discard these responses as I still consider then to hold vital data. Despite the younger majority of participants the second largest age group were my intended audience.

Question 2:

The majority of participants were female, therefore predominantly showing their favoured results. This is a factor I must consider when using my survey results. I will not discount the findings however, will take into account that a high percentage of the survey was done by a female audience. 

Question 3:

I asked this question in order to get to know my audience, what they like and dislike. This allows me to also know what topics to incorporate if required. For example cover lines or images. It is clear to see that two of answers dominate the results the most. For example, sports and listening to music have the highest percentage of responses. 

Question 4:

I wanted to know from a consumers perspective if they found webpages an effective way of advertising. I thought this would give me a good idea whether producing a website would help boost the popularity of my brand. The majority of the participants said yes in response to my question, indicating to me that a website will be a successful form of advertising. However, when constricting this additional product, it is key to keep in mind those consumer that do not use online forums, such as a small percentage of my secondary audience.

Question 5:

A popular conventional aspect of a website is to have a range of different 'tabs' or a variation of features. I listed a some potential elements to consider when I am constructing my webpage. The most popular were; Things to do, food & drink and what's on guide. Theses follow a conventional pattern that fit with what is expected form regional magazines. I asked that the participants selected four different answer response in order to give me a clear indication of what features I should have in my webpage.

Question 6:
The most popular response for this question was 'one to three'. This is a slightly reduced number to what is usually seen on a regional magazine website. However, when designing my webpage, I think it is important not too minimise the text but have a good balance of writing to imagery.   

Question 7:

I think it was important to include this question as it gives me a clear idea of what colours to use when panning and designing my advertisement. The responses to this question prompt the use of colour, which evidently complies with my magazine front cover, contents and double page spread. The bright colour scheme will be help invite a clear house style throughout all my products.

Question 8:

The reason I included this question was on the basis of getting a better understanding of my audience. From the responses, it is clear to see that 'simple and easy' was most popular. Although I have a young audience, I comply with this data as my webpage will be used for entertainment purposes. Therefore it should not be a complicated process when looking through it.

Question 9:

By giving the participants the option to see three existing regional magazines gave me an indication of  what style is most favoured. Cornwall Today and Cornwall Life were the most popular of the varying regional webpages.

Sections research:

Cornwall Today website:
This website displays a range of sections evident on the initial page. Each topic includes an image and a 'snip-it' of what the article/ report will be about. This will aim to entice the audience to continue reading the available information. The subjects are themed of titles in correlation to which section of the webpage they belong to; creating an ease when navigating the website. Each section is associated with a particular colour, this helps build the colour scheme as well as making it a more visually recognisable concept. Cornwall living have included a search bar, again making the website more user friendly. This is helpful as their target audience are older and may not be as familiar with online forums as the more youthful generation.  
There is a variation of sections shown on the primary page of Cornwall Today's magazine. Each part specifically aids the requirements of the audience, for example Dog Friendly Cornwall' this is a strong indication of the audiences interests. This aspect will have been researched in order to identify this passion and enthusiasm. By having a range of topics it ensures that the audience will have a section relevant to them and their interests; despite being from the same targeted market there is room to include a variety of topical sections. 
The sections all form a regional genre as they account for hobbies, activities, blogs, articles that the audience consider to be 'close to home'. 

Cornwall Life website:
This section of Cornwall Life's 'Visiting Cornwall' includes a range of articles including dog walking and beach trips, it also features a small advert for 'SW Dinning' which links to one of the other sections on this webpage. The direct network connotes a sense of togetherness over the relevance of the website. I think it is an important and clever aspect that the editor has included. Each topic includes an image and a 'snip-it' of what the article/ report will be about. This will aim to entice the audience to continue reading the available information.
There are social media links featured on each section of the website creating synergy between the pages associated with this product. This shows that the brand is keeping up with the times and reacting to the needs of the audience. 
Unlike the layout of Cornwall Today's webpage the sections are listed directly above the contents of the separate pages, it does not have a break down of the content referring to the search. However, it does have a search bar; meaning that the consumer of this medium can look for their desired topic. 
The field of topics are diverse as each sectional content is vast. This allows he editor to input a range of subjects from section to section, making the read exciting and new. There are five sections evident on this website, showing there is a concentrated amount of information given, connoting a more precise and accurate approach to the content of the articles. The audience will become familiar with their favoured section however can explore the other topics as there is not an overwhelming number of sections to dissect. Considering the targeted market of this magazine (middle aged), keeping the information 'to the point' is important. Each topic includes an image and a 'snip-it' of what the article/ report will be about. This will aim to entice the audience to continue reading the available information.

Cornwall Living website:
This section of Cornwall Livings 'Out and About' includes a list of popular destinations. The editor has used design features that correlate with print magazine, making the house style more familiar to the consumer. There is use of multi media forums on this page evidently more so than the other two websites. Titled 'Video of the month' each section has a link to the visual, moving imagery and sound. To add to this there is also a link to the online version of the magazine, showing that the brand are diverse in the skills that they display. There are eight sections on this website, each titled and full of different content. This is key when attracting Cornwall Livings audience who are younger and easily adopt boredom. Therefore, by having a large topic foundation there is no chance of the audience finding this 'dull' or losing interest. Each topic includes an image and a 'snip-it' of what the article/ report will be about. This will aim to entice the audience to continue reading the available information. The sections of this website are interactive as videos, slide shows and links are included. 
The list of sections are again directly above the contents of the separate sections. Unlike the Cornwall Today and Cornwall Life there is not a search bar, implying that the website i there to be explored thoroughly. 
Each topic includes an image and a 'snip-it' of what the article/ report will be about. This will aim to entice the audience to continue reading the available information.There is reference to Hebdige's theory that refers to "youth as fun" by using young characters who are smiling and appear to be having a good time. 

Available sections:

Cornwall Today- uses seven different section headings. There is a wide range of content covered within each section, they don't required a specify topic or detail; this leaves opportunity for a diverse selection of stories to be included on the webpage. 'Dogs Friendly Cornwall is an unusual and dedicated section included on this tool bar. It is relevant to the target audience therefore has been included to cover the needs of the intended market. Cornwall Today has chosen to mount there sections tool bar on a grey background with white text, this connotes a clear and crisp impression to the design.

Cornwall Life- uses six different section headings. These section are relatively specific in terms of implying what the content will hold. The editors will be limited to what they can include each month; inviting an inconsistency throughout each issue. The sections are separated by small images, the plus connotes that there is more information than what is directed by the section heading. There is a search feature on the top right hand side of this tool bar. The search element allows the consumer to easily and quickly get the information they want; being a desirable feature to some audiences. Cornwall Life have based their section tool bar on a black back ground with white writing, this connotes an element of sophistication as well as sticking to the house style created by the masthead on the print magazine. Once a section I selected it turns blue, which partners the relationship between the website and regional genre.



Cornwall Living-  uses eight different section headings. This magazine website includes a wider range of sections than Cornwall Today and Cornwall Life. The combined topics  are similar to those found in a lifestyle magazine, in particular property and shopping. Cornwall Living have also incorporated two other linked product concepts to their section tool bar. This could help promote this brand and create a field of synergy as it is also included in the print media form. Again, this section tool bar differs from the other two regional websites as is uses a heightened range of colour. The background is white and the text is black and multi- coloured, not often seen on a regional website.

Multi media research:

Multi media:

A multimedia product uses a combination of images, words and sounds to present information. Multimedia is becoming an increasingly used concept throughout most forms of online platforms. Combinations of feature that create multi media context can be displayed as:

Text and sound

Text, sound, and still or animated graphic images

Text, sound, and video images

Video and sound

There are a wide range of possibilities used within the multimedia field. Most companies use this technique subconsciously when advertising or branding their product.


Multi media advertising:  

Multimedia advertising is the process by which a company conducts an advertising campaign for its products or services over multiple media outlets. These media outlets often include, television, radio, newspapers, magazines, internet websites and mobile devices, and outdoor advertising like billboards or posters. By using these form of multi medium a company can effectively reach all of its targeted audiences ie. primary and secondary. This process can be expensive especially for small businesses, therefore it is important the messages conveyed by the company is clear and consecutive throughout all the advertising techniques. This maximises the concept exposure, even if there are not extensive advertise on every medium.
The advance of computing technology is constantly rising, making multi media a easy forum to achieve. Most advert campaigns are constructed using up to date applications (usually what makes the process so expensive), having a professional finish to an advert makes it more successful.

How it impacts the audience:
Audiences can be influenced by the effects of multi media. The mass of different platforms can provide a range of focused advertising techniques that engage the target audience in a 'sub- conscious' way. Due to the varying use forums, companies can spread their information quickly and effectively; making the audience a varied group.

The multi media I will use:

Throughout my advertising process I intent to incorporate the forum of multi media. For example, using the basic technique of involving differing platforms into one medium. By doing this I feel the connotation of my product will become of more high status and a respected brand as well as increasing the production value. In particular when designing my webpage, I intent to include images, videos (containing sound) and a range of text shapes, colour and sizes. Each individual method will having a connection to the overall design implication and house style. This way my magazine makes a clear link between every element; helping to create synergy throughout my product.

Photography planning:

Photography ideas:

When planning what frames and composition of shots to include on my website, I will firstly reflect on the existent use of imagery within my forms of print media as well as my billboard advertisement. This is an important factor when striving to create a clear house style. During my target audience research it is evident that action shots are deemed mot popular. Therefore I think this should be the most used photography genre throughout my multiple products. By planning on capturing action shots it allows a wide range of content, colouration, models and focus points. However, when forming this type of image, a different group of camera setting are required in order to get the best results.

• Fast shutter speed: Shutter speed is the most important aspect in order to capture an action shot. If the shutter number is not compatible with this particular genre, the image will develop with a blurry finish that cannot be changed. 1/500 is usually fast enough for most active participations.
• Increase the aperture: The aperture reading needs to be high in order to be comparable with the fast shutter speeds. As the lens closes so quickly, more light is required to ensure the image is bright enough, especially at night.
• Heighten the IOS: Again, due to the fast shutter speed this reading must also be adapted. If this setting is not correct the scene may not get enough exposure if the aperture is fully open. Still using the lowest IOS reading possible, an increase to the setting will be necessary.
• Turn off the flash: As long zoom lenses are usually used when capturing action images the flash will not be effective in these circumstances as the subject is often relatively far away. The flash can also be distracting to the model, especially when taking sports imagery. 

Flat pans:

Main section (home page):



Food + Drink:

Cornwall Active:

Equipment list:

The software I intend to use during the construction stages of my website is predominantly Dreamweaver. This application is new to me and will require an understanding of the basic tools, which I will practise in my own time. Dreamweaver is a professional piece of equipment that will enable my webpage to have a heightened production value as the intended conventions will be met, for example; a menu, different pages, imagery and text. By using this softwear I will carry over design features form my print products and therefore provide a platform in which continuity can take place.
I will use Photoshop along side this programme in order to resize and edit my images so that they will fit with the intended characteristics of my website. 

Original images:

Slider:

Home page: 

Linked page 1 (Cornwall Active):

Linked page 2 (Food + drink):

Text:

Home page:

• Welcome to Cornwall Scene! The best location to find the latest on; travel, food + drink, days out, sport and interiors. Cornwall Scene is an award winning, contemporary magazine based in the heart of Cornwall. The Duchy itself has inspired the combination of regional stories and photography. Follow our content as the sun hots up this July.
  Whether you are a local or frequent visitor to the Duchy, this magazine will make sure you never miss out, as we are passionate about what Cornwall has to offer.
  If you are enthusiastic about sport, simply like taking in the breath taking scenery or exploring culinary delights; this magazine is your monthly pass to all things Cornish. Come and join our monthly adventures with Cornwall Scene.
• Must visit! The best places to grab a Cornish cone this summer.
  Which flavour will you choose?
  Many build an association of summer with long days, walks along the sea side holding a Mr. Whippy with a flake. Long gone are those days. Hours are spent deciding on flavours...there are just so many! "Do I fancy that? That looks good! Oh, but what about that one?" From exotic to chocolate, spiced to fruity.
  Our 'professional' food tasters have been out and whittled down all the ice cream, flavour, colours and shops Cornwall has to offer.
• Lifeguard keeps Cornwall's beaches safe.
  24 year old, Tyler Johnson
  The friendly locals really appreciate our work, which makes it all worth the while. Witnessing people enjoying their time on the sand is so good to see. But knowing they are doing it whilst under our safety makes it even better.
  Being a lifeguard is the most physically demanding job I’ve ever had. It’s more than just chilling at the beach everyday. Our fitness training is a non-stop agenda, but I love it!

Linked page 1 (Cornwall Active):

• Here at Cornwall Scene we like to keep up to date with every active. From rugby to surfing, running to rowing there's always something in terms of staying busy this summer.
  "Opening the eyes of Cornish people and inviting them into a world of new things has always been my aim! Being an enthusiastic sports personal myself I love giving anything a go. I have always been aware that sport isn't for everyone, however you enjoyment can still be found by keeping active. Getting people involved helps new friendships be developed and fresh interests blossom whilst making your body feeling good".Cornwall Active Editor
  Cornwall Scene offer a partnership which allow sports teams, clubs and association to promote and advertise their activates. An option for those who are looking for something to get involved in is also offered. There is so much that can be explore just by having a look. Don't just be active, be Cornwall Active!
• Cornwalls sea and surf.
  There no doubt about Cornwall being renowned for its perfect surf conditions but what really makes the waves so good?
  Despite the weather being an unreliable factor, it doesn’t seem to faze the millions of surfers that visits the country ever year. Wet suit or not the water can be very chilly! The majority of Cornwall’s tourists are surfers, people from all over the world come to trial our waters. This is why: the Cornish waves that hit the coastline are produced by a deep Atlantic low pressure system. This creates powerful swells which build and develop into the excellent surfing conditions Cornwall is famed for. The sport is a great part of Cornwall, so go and have a go! 
• Perks of running solo and social- we spoke to professional athlete Lily who gives an insight on how to achieve the best of both worlds.
  "I been a runner from a very young age, it's always been my release from the stresses in life. In the summer I usually race as a solo competitor, but I often run for the relay team at events. However in the winter, I take a step back and let my body recuperate. So I use running to fill my recreational time, I often meet up with a group of friends to take part in the local park run or pack jog. These events are always goof fun! I get the chance to meet other athletes and just people who do the sport for fun".
• Iscles of Scilly- World Championships.
  The small islands are set to host the 26th year of annual gig racing. Crews form all around the world attend this strenuous test of physical and mental capability.The historic event attracts many athletes and spectators filling out the capacity of the island.
  “Gig rowing is the most hard-core sport I’ve been involved in. It’s great for any age’s group, providing you’re tall enough to reach the stretchers! There are many regattas that lead up to the racing in and around Cornwall. Gig rowing is a recognised for its historic relevance to the county and numbers of competitors rise every year. If you're interested in becoming a part of this legacy, go and join your local club. They will be happy to have you!"- Jack Madson (Coverak Gig Club)

Linked page 2 (Food + drink):

• Our tasters:
  We have chosen a group of individuals who have talented taste buds. Their power to recognise good food is a rarity.
  “Out team have been intensity boot camped to provide you with the best the ratings of Cornwall’s culinary establishments. Tasting is their number 1 forté".Cornwall Scene Chief Taster
  Enjoy all that Cornwall has to offer with Cornwall Scene. 
• Kynance Cover Café - "In a world of its own".
  A wide selection of locally sourced Cornish food and drink can e found on the Kynance Cover Café menu. Including fresh crab sandwiches, salads, cream teas, pasties, pastries and so much more! Located in the nestles above the cove the café proved a perfect place to stop, stay and explore. Whether you decide to walk to coast paths, play on the beach or just relax. Take time to sit and enjoy the view whilst tucking in to a delicious meal.
  “We take pride in our homemade scones and cakes which go lovely with our range of teas and coffees”
•  Cornish Candy Company- Its fudge time! Homemade fudge is filling up the shelves of St. Austell’s favourite sweet shop.
  Alongside the rare American goodies, the Cornish Candy Company has decided to introduce a product that is recognised a little closer to home. Made with fresh, local produce there is a flavour for everybody! And I mean everybody… vegans and lactose-free will have a field day with these treats. Cornish fudge is a respected part of the regions edible delights, it a common scene throughout the county but just wait until you discover the range of original flavours on offer. They go above and beyond all expectations.
• Visit Jess @ the Jam Jar.
  This trendy, organic corner café in Newquay has been a huge hit since opening early last year. Tourists are surprised when they find this gem, hidden in the back streets of the Cornish surf town. The Jam Jar is delightfully quirky, serving homemade pasties, freshly brewed coffee and other unique delicacies. Well-being enthusiast Jess promotes a high profile lifestyle to her customers by offering healthy foods and teas.