Self initiated project – Client Brief

As this is a project that I have had to find myself, I have been given full scope to design my own brief.  This has been something that I have had to rein myself in with, as I had so many ideas that it was felt that I had enough content to create enough work for more than one project.

After consultation with my tutors, I have narrowed the workload down, but that gives me the opportunity to give 100% to it, rather than trying to spread myself too thinly.

I have completed my assignment brief and attached below, but I would like to continue with the project over the next few months, including over the summer break.

Assignment Brief – Self Initiated Project

David Whitfield – 24-page Magazine Spread – PDF and Online

Following the formative feedback, I have re-uploaded my magazine spread to the same online tools, Issuu and Joomag.

I have kept the original documents on there, together with this new version, so that I can see the changes made side by side




David Whitfield Magazine, published on Issuu


24 page David Whitfield Magazine, published on Joomag

24 page David Whitfield Magazine, published on Joomag


David Whitfield - 24 page PDF

David Whitfield – 24 page PDF


David Whitfield – Changes to Magazine Spread – PDF and Online

After creating my initial magazine spread for David Whitfield, I submitted it for formative feedback from my tutor, and was pleasantly surprised with the comments that I received.

There were a few alterations that were suggested with the first draft, which I completely agree with.  As I have been so focused on the magazine spread for a few weeks, it was nice to have a few things pointed out that could take a good product, to one that is of a far superior quality.

The suggested amendments were

  • Checking images for stretching out of proportion.
  • Ensuring hyphenation is turned off throughout all text boxes.
  • Consistent use of full stops on captions – Either use them, or don’t.
  • An adjustment of line spacing – Not paragraph spacing, but the actual gap between the lines.
  • A larger background image, leaving a margin on all sides of the main text boxes.
  • Use of photos in larger frames to break up the text frames.
  • Change of colour on the headline on pages 8-11 – Background and text colour.

I also noticed another couple of items that I felt needed to be changed.

  • The “Followed In” section had been expanded from initially 8 bands on 2 pages, to 4 pages, whereas I feel that each artist could benefit from a band per page, taking account of the expanded line spacing, and by giving more space to the headline photo.
  • Slight adjustment of some photos, so that the background images can be seen on all sides, rather than the image merging into the margin.


I will be publishing the new version on the same 2 online websites, Issuu and Joomag to be able to show the changes from initial to final output


David Whitfield 12-page Magazine Spread – PDF and Online

After creating my magazine spread for David Whitfield, I have published it on 2 online websites, Issuu and Joomag.

On both websites, I uploaded a PDF, created using the “PDF Export” function within InDesign, which the software added the pages together to create magazine spreads.

24 page David Whitfield Magazine, published on Issuu

24 page David Whitfield Magazine, published on Issuu


David Whitfield Magazine, published on Joomag


David Whitfield Magazine, exported from InDesign into an Adobe Acrobat PDF document.

By using a variety of online tools, the audience reach of the document, will be available to a wide cross-section of people.  The magazine also exists as a print based document, and can be sent for printing within the client’s outlet.





Investigating Online Magazine Tools

As part of my Creative Futures module, I am creating a magazine spread, featuring a famous son or daughter of the city of Hull.

My subject is David Whitfield, the renowned Tenor, who achieved recording success in the 1950’s and 1960’s, who went on to wow fans across the world, before his untimely death in 1980.

Creating a print based magazine spread is a relatively straightforward process, but in this digital world, getting the product to the widest audience possible is something that I need to consider carefully.

There are many products on the marketplace that can give the print feel, but with the interactivity of an online product.

I have researched into these tools, and will be looking at the pros and cons of each of them, before making a final decision as to which one to use.

The products I have looked at are:




Lucidpress is an online magazine tool, that allows the user to create magazines as well as brochures, business cards and flyers amongst others.

There is also a link that allows the user to import an InDesign project directly into Lucidpress.

Using Lucidpress is straight forward, and quick to use, via drag and drop, and entering text into the product.

Lucidpress gives the user a free 7 day trial, which allows for full functionality of the product, but after the trial, the user is asked to sign up to a paid account.

The free account gives little storage, 25mb, and the product is branded with Lucidpress once the trial is over.

Paid plans range from $9.95- $19.95 per month, and give other benefits in addition to the free account.

As I am a student on a limited budget, I am impressed with Lucidpress, but feel that there are other products out there that can offer better value, especially as I already have an InDesign layout and PDF export to work with.



Issuu is a collection of publications that have been created by professional publishers.

With Lucidpress you can create the document online, whereas with Issuu, a PDF is required to upload to the site, so that it can be published as an online magazine.

Once a PDF has been exported from InDesign or Microsoft Publisher, this is then imported into Issuu, and arranged into a magazine spread of 4, 8, or 12 pages.

Interactive video and audio links can be added to the document before publication, and statistics can be accessed to see how many people are reading, and for how long.

Issuu is a product that I have used before as a reader, and now I have investigated what it can offer to me as a publisher, I will be using this to publish my magazine spread once it is created in InDesign.



Joomag is product that I first looked at in Year 1, when I saw the projects completed by the second year students.

As with Issuu, once a PDF is exported from a magazine spread design tool, this is then imported into Joomag, and presented as a online publication.

Once the PDF is imported, videos from Vimeo and Youtube, and sound files either as MP3 or from Soundcloud can be added to the document.

Joomag has an online collection of magazines through the Newsstand section, so publications can be found easily.

The product is easy to use, and it will be something that I consider using, either on it’s own, or in conjunction with another outlet, either online or print based.

Daily Mirror from Print to Online

Harvard referencing is contained within a separate document here


The Daily Mirror was first published in 1903, by Alfred Harmsworth with the remit to provide “a paper for gentlewomen”.  At the time,  the editorial staff were predominantly women, but only for the first year of publication.  [1]

After it’s first year, Harmsworth appointed Hamilton Fyfe as editor, and the editorial staff were replaced, so that a new direction could be taken in terms of output. [1]

By 1964, the Daily Mirror had a circulation of 5 million copies, which at the time was the largest newspaper across Europe. [1]

By the mid 90’s, the internet was starting to feature within homes across the United Kingdom, first with dial-up connections which were slow.  Loading websites that had lots of pictures and video, was not an option unless you had a lot of time.  Over the last 20 years, broadband speeds have increased, so companies and organisations are now able to feature more content and higher qualities.

The Daily Mirror website dates back to the mid 1990’s, the example below is from December 1998 [2], and shows the basic format of the website, with the masthead used on the print version transferred to the website.  The newspaper in 1998 was simply referred to as The Mirror, and this is also reflected on the website image below.



The current Daily Mirror website is free to access [3], as opposed to it’s main competition in the “Red Top” sector, The Sun, which allows front page access, but clicking on the links takes you to a pay wall. [4]  At the time of writing, The Sun charges £7.99 for full access to their website [5].  In addition to the website access offered by the Daily Mirror, it offers complete e-versions of it’s newspapers during the week, but charges £3.99 to access the e-version on Saturdays and Sundays [6].

Over a period between October and November 2014, the Daily Mirror’s daily print circulation was calculated by the Audit Bureau for Circulation 918,024 copies sold [7], compared to The Sun, which sold 1,931,640 copies sold [8].  The National Readership Survey from November 2014, notes that the Sun Online has 60,000 viewers per day, compared with the Mirror that has around 800,000 viewers per day. [9]

Comparing the Daily Mirror print issue and website on the 1st January, the two main headlines of the different forms of media are different.

As displayed below, the main print copy features the headline regarding the nurse contracting Ebola, and being diagnosed after returning to the United Kingdom.  The website main page does not feature the article on it’s home page.  In order to find the same story, you have to use the search facility, or click on the Trending button for Ebola.





The print coverage of the story takes half of the main front page, and a large majority of pages 4 and 5.   The “Human Guinea Pig” headline and article are not listed on the Daily Mirror website, either in terms of content or headline.  It is just used in order to grab the print readers attention, so that they will turn to the inner pages, where there is more space to cover the story.  The image used on the front page of Pauline Cafferkey is used in another story on the website.

When looking at the inner pages of the newspaper, there are 3 articles.  One with in-depth coverage of the story, one concentrates on an angle on the story from a taxi driver that transported Pauline Cafferkey home from the airport in Glasgow, and the final article describing the healthcare that is being used to control the virus.

The website features these articles word for word in terms of the story, but uses headlines that are more Search Engine Optimisation (SEO) friendly.  For example, the main website story headline is “Ebola nurse Pauline Cafferkey’s experimental treatment taking her into unknown territory”, whereas the newspaper headline on pages four and five is “Into The Unknown”, which would not be picked up by SEO as effectively.  The website address for the story features key words that would help the search engines to ensure that it is high up the rankings.  The web address being, feaures five words at the end of the address, with Ebola at the start, which is a highly searched word within the likes of Google, Yahoo, and Bing.  There are also 3 links to other articles within the Mirror website, and links to galleries and a four minute video.

The website allows the user to explore further into a story, with linked content within the Mirror website, and the opportunity to comment via Social Media on Facebook (840,000 Likes) [10] and Twitter (281,000 Followers) [11] with the newspaper, and also the individual journalist that has written the story [12].

By encouraging the readers to communicate directly with the newspaper and journalists, it is building a relationship with people who can control the destiny of the newspaper and the wider organisation in the future.

Newspapers have had to make changes to the way in which they serve their audience.  The Daily Mirror’s publishers, Trinity Mirror, have actively promoted the fact that their content is free, whereas it’s largest competitor in the tabloid sector charges for it’s online content.  Newspapers that fail to serve their audience online are struggling more than those who embrace their web based readers.

According to the ABC, The Mirror’s sales have dropped by over 500,000 since 2008, which has taken them to less than one million copies sold per day.  That is compared with their main rival, The Sun, which has dropped by one million, from 3.2 Million, to just less than 2.2 Million.  These figures are correct as of October 2014. [13]

Newspapers are in a marketplace that is increasingly diverse, with people able to access news via online websites and apps either via computers or mobile technology, multi-channel digital television and radio.  The decline of print, is largely due to the younger audience using these methods of accessing news who are more comfortable using these platforms.  The older generation, who are more used to printed newspapers, still purchase their daily newspaper.  It can also be said that some sectors of the younger cohort, buy a newspaper, purely based on the fact that it has been that way during their childhood, and it’s carried on into their adulthood.

One thing is for certain, the printed newspaper sector will have to keep pace with technology in order to survive.  Those that stand still, will continue to struggle, and eventually fade away, possibly once and for all.