project introduction When I was thinking about what I wanted to accomplish with my first semester grad project, I decided that the best direction for me to go in would be one that involved cultural elements I was completely devoted to in my own life. As such, I thought it would be important for me to focus on desiging for culture, with an emphasis on technology. I chose to go in this direction because I have a genuine and deep interest in our relationship, as a society, with technology, and I feel that my particular immersion in gaming and popular culture allows me to have a different perspective on the matter than many others. This process book takes you through my development of PIXI, the gaming magazine for women. I had a surprisingly tough time breaking through this concept, but I am ultimately happy with my end result and hope that this document serves as an effective archive for PIXI s creation. marcela huerta 3
PIXI MAGAZINE phase one
Initial proposal statement of problem: There is a wealth of new information concerning gaming and new media scattered throughout the print and digital world, yet even though the information is available, it is rarely grouped and exhibited in engaging ways, and is even more rarely presented in a way that appeals to contemporary, current-events minded people. There are exceptions Wired casts a wider net than most technology magazines in its articles and editorial focuses, and attempts to appeal to a more general audience, but it is the anomaly rather than the rule. The result of this is that the publishing world has a lack of well-designed, mature magazines that incite readership in audiences outside of the gaming and technology world, and that women are being excluded from the burgeoning world of technology in which they have a vested interest. What this gap in the print and digital realm means is that gaming magazines fall to the wayside and are not as well respected as other, more serious publications. These magazines are not as economically viable (Game Informer is the only one that cracks the 25 bestselling magazines list) and do not usually accumulate regard in the design world (Wired is a huge exception, racking up spd award nominations and wins on a yearly basis). There is room in the magazine industry, particularly in the mobile/portable world, for a mature but fresh weekly magazine that focuses on topics in the realm of technology while still remaining interesting to 20-35 year olds, because I believe it behooves individuals to involve themselves in the social discussion revolving new media, and an accessible publication may be a step in that direction. objectives: I propose to develop a weekly magazine with a corresponding ipad application that delivers up-to-date video game reviews, new media reviews, and articles that identify the many ways that technology and media are affecting our lives 5
every day. The project will have the following deliverables: 1. A magazine structure that allows for: Video game reviews Current technological development articles Social commentaries on technology New media articles Social media and mobile game reviews and commentaries 2. An issue of the weekly magazine, with a template set up for future issues 3. A semi-functioning ipad application version of the magazine, with a wireframe structure set up for potential programming jumping off points: Bloomberg Businessweek Wired Magazine Weekly magazine with a redesign that took it in a more accessible direction Audience shift Using the economy as a diving board for large social issues Dramatic covers, simple aesthetic Wide net cast for articles (not just focused on one topic) within technology issues Forward thinking digital design elements (ipad application and website) Design that is friendly for visual thinkers 6
Transmedia Following stories between platforms and media Technique of telling stories across multiple platforms and formats using current digital technologies Content on different platforms Edge Magazine Step in the right direction for mature and interesting video game publications What not to do: body copy and layouts for inspiration on what doesn t work Exciting covers PocketGamer, GamePro, Game Informer, Electronic Gaming Monthly Examples of existing, strictly video game magazines What is successful in the publication industry? questions to ask: How do I get people interested in this topic? How do I engage people and encourage consistent readership? Who is my audience? Who considers themselves a gamer? How do people feel about technology? Gaming? New Media/Interactive Media? What are the bestselling magazines in Canada? What are the bestselling magazines worldwide? Who buys the most magazines, men or women? Who buys the most ipad apps, men or women? What age are gamers, usually? What age are magazine purchasers, usually? 7
What are the most read digital magazines worldwide? What are the bestselling ipad applications worldwide? What are the most popular games in the US? Canada? Worldwide? How do women feel about gaming magazines? How do men feel about gaming magazines? How do women feel about gaming? What is the level of dedication to gaming (hours played daily, commitment to finishing games, time spent daily reading about technology and games) amongst teenagers aged 13-19, women and men? 20 to 30 year olds, women and men? What does my audience use the internet for? What do 20-30 year old women use the internet for? What jobs are occupied by women aged 20-30 in Canada? USA? Worldwide? What percentage of women 20-30 have an ipad? What do women aged 20-30 do in their spare time? How much spare time do 20-30 yr old women have? How do 20-30 year old women get to work? What is the average commute of women 20-30? What magazines do men aged 20-30 read? What magazines do women aged 20-30 read? Are there gender neutral magazines? What does it mean for a magazine to be gender neutral? 8
What is the gender split of readership for Entertainment Weekly? NY Mag? What video games/interactive media do women 20-30 years old play? How many hours a day do female video game players spend playing video games? Interactive media? What is the most pleasurable part of playing video games/interactive media for men aged 20-30? Women aged 20-30? What is the least pleasurable part of playing video games/interactive media or men aged 20-30? Women aged 20-30? What is the most popular video game for women 20-30 years old? What do video game magazine readers look for in a video game magazine? Questions to ask them: Why would you read about gaming? What features would you be interested in that your current video game magazine doesn t offer? What are you most interested in regarding gaming? How do you feel about gaming? What will the structure of the magazine be? What would be the source of content? 9
what didn t work... What didn t happen here was that I didn t have an effective method at presenting examples in a concise way, and the tone was too conversational for a graduation thesis project proposal. I never quite worked out how I should communicate myself in this statement, but the shift in direction from a video game magazine for a general audience to a video game and technology magazine specifically for women. 10
edited proposal statement of problem: There is a wealth of new information concerning gaming and new media scattered throughout the print and digital world, yet even though the information is available, it is rarely grouped and exhibited in engaging ways, and is even more rarely presented in a way that appeals to women. There are exceptions Wired casts a wider net than most technology magazines in its articles and editorial focuses, and attempts to appeal to a more general audience, but it is the anomaly rather than the rule. The result of this is that the publishing world has a lack of well-designed, mature magazines that incite readership in audiences outside of the gaming and technology world, and that women are being excluded from the burgeoning world of technology in which they have a vested interest. What this gap in the print and digital realm means is that gaming magazines fall to the wayside and are not as well respected as other, more serious publications. These magazines are not as economically viable (Game Informer is the only one that cracks the 25 bestselling magazines list) and do not usually accumulate regard in the design world (Wired is a huge exception, racking up spd award nominations and wins on a yearly basis). There is room in the magazine industry, particularly in the mobile/portable world, for a mature but fresh weekly magazine that focuses on topics in the realm of technology while still remaining interesting to business-minded, professional women, as well as casual gamers and media savvy women. It would behoove women aged 20-35 to involve themselves in the social discussion revolving new media, and an accessible publication may be a step in that direction. objectives: I propose to develop a magazine with a corresponding ipad application that delivers up-to-date video game and new media reviews, and articles that identify the many ways that technology and media are affecting our lives every day. The 11
project will have the following deliverables: 1. A magazine structure that allows for: Video game reviews Current technological development articles Social commentaries on technology New media articles Social media and mobile game reviews and commentaries 2. An issue of the weekly magazine, with a template for future issues 3. A demo ipad application version of the magazine, with wireframe structure set up for potential programming jumping off points: Bloomberg Businessweek Wired Magazine Weekly magazine with a redesign that took it in a more accessible direction Audience shift Using the economy as a diving board for large social issues Dramatic covers, simple aesthetic Wide net cast for articles (not just focused on one topic) within technology issues Forward thinking digital design elements (ipad application and website) Design that is friendly for visual thinkers Edge Magazine Step in the right direction for mature and interesting 12
video game publications What not to do: body copy and layouts for inspiration on what doesn t work Exciting covers PocketGamer, GamePro, Game Informer, Electronic Gaming Monthly Examples of existing, strictly video game magazines What is already successful in the publication industry? questions to ask: How do I get people interested in this topic? How do I engage people and encourage consistent readership? Who is my audience? Who considers themselves a gamer? How do people feel about technology? Gaming? New Media/Interactive Media? What are the bestselling magazines in Canada? What are the bestselling magazines worldwide? Who buys the most magazines, men or women? Who buys the most ipad apps, men or women? What age are gamers, usually? What age are magazine purchasers, usually? What are the most read digital magazines worldwide? What are the bestselling ipad applications worldwide? What are the most popular games in the US? Canada? Worldwide? How do women feel about gaming magazines? How do men feel about gaming magazines? 13
thesis statement Including young women in the gaming and technology world through a gaming publication could increase their confidence in themselves and their careers. 14