Please enable JavaScript.
Coggle requires JavaScript to display documents.
The Big Issue - Coggle Diagram
The Big Issue
Industry
- Independently published by Dennis Publishing Ltd and The Big Issue Publishing Ltd
- First published in September 1991 with a weekly average of 82,000 copies sold
- It is published on 4 continents and is the world's most circulated street newspaper - international versions
- Since 1991, they have sold over 200 million copies in Britain alone
- Street magazine founded by John Bird and Gordon Roddick
- Set text is October 2016, 25th Anniversary edition
- Slogan - 'A hand up, not a hand out'
- Mission statement - 'Our mission is to dismantle poverty by creating opportunity through self-help, social trading and business solutions'
- They have moved into digital distribution with Zinio (large company that distributes thousands of magazines online)
- It allows customers to purchase one digital copy of a magazine or subscribe to 12 months upfront - option to 'try' one edition gives audiences a taste of the magazine without long-term commitment
- Helps to target audiences who are online regularly, don't have a vendor locally and those avoiding paper copies due to environmental reasons - helps to reach a global audience as Zinio distributes to over 174 countries
- Place adverts in the print magazine and on the website to increase the revenue - reserve space for adverts about charities/community projects but also more expensive ones (Sky Westworld) for the ABC1 audience
- Producers collab with celebs for cover photos, interviews and guest editors for an issue - pre sold fans of the celebs - David Bowie, Robert Downey Jr
- Have collective editions - adds exclusivity - encourages readers to buy multiple copies to collect them
- Sold 125,000 copies a week in 2011 compared to 300,000 in early 2000s so redesigned and relaunched
- Featured a more political and social reform content, featured more celebs - sales picked back up
- It is sold by street vendors who are homeless/in poverty - In the UK there are 2000 vendors, 500 of which are in London
- Vendors buy the magazine for £2.25 and sell them for £5 - operates on a not for profit basis using excess revenue to support homeless people
- In 1995 they created The Big Issue Foundation - providing homeless people with training, workshops and information on how to get support with issues such as mental health, domestic abuse and housing
- In 2005 they set up The Big Issue Invest which is a financial fund available for charities and small businesses - TBI are able to provide funds to people with business plans who may have been turned away due to impoverished backgrounds
- In 2016 they made an online shop including synergetic merch and that money goes to helping the needy
-
-
Audience
- Target audience: 18-35, Working-middle class, ABC1, Men and women, Explorers/Reformers, Socialists - left wing
- 'Chain of hope' advert:
- Emotive language, direct address, script font that looks like the handwriting of a child, emotive statistics ('One in every 100 babies worldwide are born with heart disease')
- Clear colour palette theme throughout ad
- Older woman represented - links to middle class older target audience (reformer, social justice and equality), rhetorical questions
- 'Southdown Duvets' advert:
- Appeals to ethical audiences as products are 'cruelty free'
- Pictures of cute animals, offers in order to appeal to audiences making them want to buy the product
- Contact details along with 'Call Jessica' to give audiences a personal connection to owner
- 'redmolotov.com' advert:
- Nostalgic t-shirt designs to appeal to an older target audiences
- Science jokes and ironic jokes ('bespoke upper-torso coverage solutions') to appeal to an intellectual audience
- Name of company is a reference to socialism - anti-establishment - left-wing audience