Treatment

Print Advertising Treatment/Proposal

Product name: Mirror

Client: The Northern Echo      

Date: 18.11.13                                                

Branding Objectives

What is the genre of your magazine? What are you informing your audience about? How will it branded? What are the connotations of your branding decisions? What are the connotations of the magazine’s name?

I will be creating a product which fits into the alternative lifestyle genre and will predominantly be aimed at women aged 18-24 from socioeconomic groups ABC1. I decided to create this genre of product as I thought that a magazine for women which wasn’t based around fashion and beauty was very different and does not really currently exist on the market. I felt that when reading many women’s lifestyle magazines that overall they were all very much the same so with my product I will include alternative articles which will benefit my readers in some way. This will appeal to my client as the Northern Echo is a publication which exists to serve the public with high morals and my product will be similar in this way. I aim to inform my audience about subjects which wouldn’t usually be included in a women’s magazine. One of my articles will be particularly feminine as it is based around beauty blogging. However I think have chosen to cover a subject in a different way as not many magazines cover the subject of making money out of being interested in make up and beauty. I aim to brand my magazine in a number of ways. Firstly, I will choose my advertisers carefully as I want it to have a high class feel so I will choose well known quality brands so that my magazine is associated with being a luxury item. Secondly, I will try not to use such garish colours as other women’s lifestyle magazines do as I feel this would make my magazine look cheap. I do not have to worry about my magazine standing out on a shelf as it is being distributed through the supplement strategy. Therefore, I am able to use softer colours which I think will make it look more luxurious. Within my magazine I will use fonts and elements on my pages which will help to create a brand. I really like the style that Cloth magazine follows as it includes elements such as lace on the pages which helps it to feel feminine but in a subtle way. This is something I am likely to include in my magazine as I have received positive feedback on this idea and I think it will create a feminine brand but not in the same way that other women’s magazines do. I decided on the name of Mirror as I thought it would link to the Echo aspect of The Northern Echo. The word ‘echo’ suggests that something is repeated a number of times in some way. Mirror also suggests this as a mirror shows reflections and creates a repeated image of whatever is in front of it. I was worried that readers would mistake my publication for being linked to the newspaper The Mirror however I think I will be able to overcome this in the way I brand my magazine and the fact it is given away as a supplement with The Northern Echo. ,

Audience communication objectives
Who is your audience? Identify: Tribe Socioeconomics Age Gender split	I will be aiming my product at trendies, aspirants and young alts. This is because these tribes are generally slightly more alternative and usually from higher socioeconomic groups. I have chosen these groups as my magazine will feature more alternative articles and I feel this audience will be more open to this and not as interested in superficial issues. As my tribes are each described as wanting something new and exciting I really think that my magazine will appeal to them as I am aiming to create something different from what is already on the market. I have chosen socioeconomic groups A, B and C1. This is because they are likely to be better educated which means I am able to use more complex vocabulary to create a high class brand and they will still understand it fully. My articles will also be able to go into more depth as my audience will be able to cope with large amounts of information. As I am also choosing high class advertisers it is important that they appeal to my audience therefore by choosing the higher socioeconomic groups it means that my audience is more likely to have the money to spend on these more luxury brands. I will be aiming my product at 18-24 year olds as I feel that readers of this age will be more interested in in reading a magazine which includes articles which are a bit different and go into more depth. A younger target audience would have a shorter attention span which would limit the topics I could include and the level of detail as they would possibly dismiss articles which are more alternative. Young women will be my target audience. As I have previously mentioned, I want my product to benefit my readers in that it encourages women to be independent and it will not be focused around superficial issues like the latest make up trends. The articles I include won’t be specifically feminine as I plan to include a young farming article which is not typically interesting to women. However I think the audience I have chosen will enjoy reading about an alternative subject as this and some males may even be intrigued as to why it is included in my product.
Your unique selling point	I have wanted my product to have a very unique selling point from the start of my ideas planning. Initially I was going to go ahead with creating a normal women’s lifestyle magazine. However, when looking through a large number of women’s magazines I found that I didn’t actually like any of them and wasn’t inspired to re-create any of them. I felt that a large proportion of the subjects covered were all the same and appeared in each magazine at some point. The subjects covered were also very superficial-focusing on being perfect and changing yourself to fit societies perception of the perfect woman. This is something I disagree with strongly and I want this to be evident in my product. Instead of including articles which only seem to focus on fashion and beauty I will include very different subjects which are truly interesting. This is definitely a unique selling point as there are very few magazines on the market which do this and those which are around already around are only known about by a small number of women. My product will reach a large number of readers as it will be given as a supplement with The Northern Echo.

Overview
Description of front cover and contents page Content. Imagery to be deployed: metaphorical, ideal, window to the future self	The front cover of my magazine is likely to feature a shot of a young woman-possibly a university student, on a street in York. This will link to the fact that my magazine features a piece about the city of York and the fact that my product is aimed at women around the university age. I also like the idea of having the image in black and white with maybe something such as a bag in colour such as red or whatever colour scheme I choose to follow for my front cover. I want the image to look as if the woman is independent and looks confident. I will aim to ensure my model is walking towards the camera with a strong stride and hopefully the street will be fairly empty so that the viewer focuses on my subject. By creating a shot like this I hope that my image will reach out to my target audience of women who want to be independent and confident in their own skin so is likely to be a window to future self image. The masthead of my magazine is likely to stretch across the top line of my front cover as I think it will create a strong effect. The font at the beginning of this music video below really appeals to me and I hope to find one similar to use as my masthead font. This font looks good as I like the simplistic, retro feel it creates and it seems as if it would come from a 1950’s film as it seems sophisticated and glamorous. I think that this alternative choice of font will fit really well in my magazine, as I want it to look sophisticated and luxurious. For the cell lines I will use a different font however I hope to use one which is a similar style so that the cover of my magazine has a glamorous theme and looks very different to a lot of other women’s magazines. I then managed to find a very similar font on Dafont and this is the one I am likely to use I think it looks retro but I will use a light colour to make it stand out on my image which is likely to be black and white. I am really pleased I managed to find this font as I think it will create a really strong brand for my magazine. For the contents page of my magazine I do not want to follow a conventional layout as I want the theme of my magazine being alternative to be evident right from the very beginning. Below is a quick mock up I constructed to show the layout I am likely to use. I want imagery to be a very strong element throughout my magazine therefore I want to include images from my different articles on my contents page. I will be able to include images from my 4 articles within the circles but I will also take images to fit in the other and come up with other article ideas that could feature in my magazine purely to make my contents page look realistic. I definitely want to include a welcome letter-style introduction to my magazine as I think this will appeal to readers who like the friendly style of newspaper The Northern Echo is as it aims to serve the community and I want my supplement to follow this theme. As for a colour scheme I am likely to use the purple I have chosen here alongside a turquoise colour for the descriptions underneath the images. At the bottom of the page I am likely to include a list of credits showing who has been involved with the magazine. This will help to make my contents page look realistic and will ensure that my page does not look too bare.
Single Page 1 Title, content and article type	This article will only take up 1 page as it is a fairly small article on the subject of Young Farming. If I was to make this article into a DPS I feel that my audience would be bored by it as this is the most alternative piece in my magazine and I am not 100% about how it will be received. By keeping it short I feel that it will be read by more readers as it is going to be short but interesting. The title of my piece is likely to be ‘Down on the Farm’ as it directly links to the subject covered but doesn’t feel too serious. Imagery will be important in this piece as I will aim to carry out a photo shoot with a young farmer involving a farm scene which will be the main image. Down the side will be polaroid images showing activities that young farmers are involved with. I want these images to not look too posed as I want the whole piece to look fun so it appeals to my audience and encourages them to get involved. I will ensure that my model looks happy to ensure that readers see the more fun side of farming and how much young girls can enjoy it. The article itself will be fairly informal describing what Young Farming is about and how to get involved. I think this very alternative article will stand out and links to the fact I am targeting women who are looking for something a bit different. The overall aim of my article will be to get young women involved with Young Farming. I feel that it is a subject which is not very well known about and will make for a very interesting article and will make my readers think about getting involved in a hobby they had possibly never known about. I like the idea of following a purple and green colour scheme as shown below. I feel that these colours contrast well with each other and link well to nature. I am likely to use the green for the main body of article text while the purple will be used for the title and kicker in some way. I need my title to stand out well due to the alternative nature of my article. With a low-impact title I feel that readers would flick past this piece as they won’t be interesting in farming at first glance. Below I have experimented with a font and title layout style that I think would possibly work well. This was just a quick experiment I conducted and I will definitely develop this further.
Double Page 2 Title, content and article type	The article will be named ‘Dare to Blog’ and will be based around the field of beauty and fashion blogging. I will take up 3 pages with this article as I am filling one full page with my imagery concept. Even though this article is predominantly feminine I will be approaching it in an alternative way as a lot of women won’t be aware that it is possible to earn a living just from writing a blog. I am likely to follow a similar theme to what I used in my mock ups following a blue and grey colour scheme. The imagery concept I will use is largely metaphorical as it will show a girl whose thoughts are full of makeup and fashion ideas showing her addiction to the hobby. This shot will be shot from above with her laid down. It is important that I have a lot of empty space around her so that I am able to insert thought bubble shapes containing images of makeup. I will also be shooting the images of the makeup items. I will ensure that I have my camera well focused so that the products can easily be distinguished so the reader understands the concept I am following. After I have taken these images I will cut them out in Photoshop and insert them into my thought bubble shapes to create her ‘thoughts’.  This will take up all of my second page. I will use the imagery concept from my second mock up on my third page as my focus group all agreed that I should include it and replace my logo collage with my own images instead. This will include the girl from the first image twice-she will have her hand out to the side as if she is holding something and I will have a shot of her doing this at each side. In the image to the left she will look happy as she looks at the make up product she is holding. To the right she will be holding a bag of money and be looking shocked. The idea is that she is shocked as she has turned her makeup hobby into a money making scheme. The style of the article will be similar to the farming article in that it will describe the concept of blogging and give readers tips on how to get involved and make money from their blog. The break out box will feature top tips on how to create and run a popular blog and within the article itself will be websites which are most regularly used by top bloggers. For the title I will use 2 fonts. In my mock ups I used a typewriter-style font and a handwritten one and my audience liked this contrast when I carried out my focus group. Below are the fonts I plan to use. The handwritten font makes it look more decorative and slightly more feminine than it would if I just used the typewriter font. The typewriter font is likely to be in the grey colour shown below while the handwritten font is likely to be the turquoise colour. My focus group really liked this colour scheme as it was not feminine in an obvious way but it was delicate enough not to look masculine and out of place. I personally really like this colour scheme as I think it looks really modern and fits in well with the alternative style of my magazine. To decorate my page I also plan to use elements such as small decorative symbols and a decorative lace stamp along the top of my page. This will ensure that my pages do not look too bare and I will fill them more than I did on my mock ups.
Double page  3 Title, content and article type	This story will be about a girl who lost all of her belongings in a flat fire at the end of her 3rd year at university. This is going to be in the style of a real life story as I will carry out an interview with the girl so I will be able to include quotes. The title is likely to be something along the lines of ‘I lost everything…’ as this will catch the reader’s attention as they will be curious as to what the incident was. I want to make my audience buth empathise and sympathise with my interviewee as I want my article make them think what it must feel like to lose everything at one of the most crucial times in life. I have decided to include a more serious article as I feel that my other pieces are very light hearted but I want my readers to be aware of issues going on around them to people of the same age. I have decided to include this article as it will appeal to the age group I am targeting. I don’t want this article to take on a chat-style magazine article but I want to instead document the event in an interesting and hard-hitting way. For the imagery I hope to carry out a photo shoot with the girl and include images of the fire as I know there is a video on YouTube I could screen cap and also include images of burnt items which could have been in the flat at the time. I want the images to be hard hitting so that the seriousness of the article is also put across in a visual way as well as the information given in the article. I want the imagery to create sympathy for the girl but this will mainly be done through my article. I want the layout of this page to be very simple as I want to ensure the reader’s attention is focused on the article rather than the imagery as it will have quite a serious, hard-hitting tone. I am yet to decide on a colour scheme for this piece but it is very likely to follow the pastel colour scheme used throughout my magazine. I feel that orange may be appropriate as it links to the subject of fire but it is not so obvious and garish as red.
Single Page 4 Title, content and article type	This article will be a simple city guide based around York. Below is an image of an article I found in Cooler magazine which I will be basing my page around. I really like the idea of having a speech bubble containing the title of the piece which will be ‘City Guide…York’. I will not include the image of the girl as I want to include more images of the city itself and including an image like Cooler have will take up too much space. This article will be a student guide to the best hidden cafes, bars and places to visit within the city so will be quite informal and urge readers to visit the city. The imagery of this piece will be very important as I will be photographing the places I mention within my article and I will include 5 medium sized images within circles down the right hand side of the page. By choosing a layout like this I think the page will look clean and not cluttered which may happen if I was not to do this as 5 images is quite a lot. This page will probably be the simplest to construct as it will have a really simple layout with a title, simple image layout and an article just outlining the best paces to visit. With this article it is the research that will take the longest as I will have to find out the best hidden-away places to visit for students.

Distribution objectives

Regional or national? Circulation: how many and why this number? Outlets and rationale: Pricing: premium, mid or free to view? Why? Print quality: Discuss print finishing, magazine size, paper quality. Number of pages. Advertising to content ratio

The distribution of my magazine will be through the regional newspaper The Northern Echo and will follow the supplement strategy. Therefore, the circulation number will be around 45,000 as I will need to provide a copy to go with each copy of the newspaper. This also means that my publication will be free and the reader will only have to pay to purchase the Northern Echo which is 65p-a very small amount. This means that my publication is very affordable and The Northern Echo is the most popular newspaper in the North East meaning that my supplement will reach a very wide audience. The Northern Echo is sold in just about every newsagents and supermarket in the North East meaning its sales figures are high and it is very well known. This strategy will work best for me as if I was to sell my magazine it would only reach those who are willing to purchase a brand new and different magazine. Even though my magazine is effectively free I still want it to have a luxurious feel. This means that that my print and paper quality will be high. To be able to afford this I will approach high class advertisers who are willing to pay a lot for advertising. I think that my magazine will appeal to advertisers purely because it will reach so many people through its high circulation. My magazine will be 16 pages long and I have chosen to include two 3 page articles and two single page articles rather than just three double pages as I think my readers will like the mix of the longer and shorter articles and they are less likely to get bored which they might do if they were to be only given double page spreads. Using 3 pages for my blogging article and house fire means I am able to go into a lot more detail and this is something I want to do as these are the more serious articles that I want my readers to pay more attention to. The pieces on the Young Farming and the York City guide are more designed to be quick-reads which provide information on topics not usually included. I wanted to include the City Guide as I wanted to include a piece loosely based around travel and using the city of York keeps the piece local so it will appeal to young people from around the area who are targeted by The Northern Echo. The advertising to content ratio will be around 50:50. It is important that I include a lot of advertising for me to be able to afford giving my magazine a luxurious feel. I don’t think that my readers will get sick of all of the advertising included as I am also including a lot of content which will interest them. I will not include several pages of adverts at the front of my magazine which is something that many luxury women’s magazines do. Personally I do not like this as readers have to flick past a number of pages until they reach the actual content of the magazine. Instead, I will include single pages of advertising in between my content so that readers do not feel as if my magazine is purely advertising.

Visual Aesthetics
Story control Objectives	Down on the Farm Short article filling only a single page Mid-length paragraphs Text to image ratio will be about 50:50-large image with 2 polaroid style images to one side Message-Encouraging young women to get involved with a hobby they have never considered before and see how farming can be fun Unusual angle-The subject itself is very alternative and I will make it seem like an appealing hobby to get involved with and how farming doesn’t have to be all tractors and mud. Intro style-likely to be a question intro asking readers why not get involved with young farming and whether they know anything about it Dare to Blog Long article-3 pages Slightly heavier image to text ratio-1 page taken up completely by imagery and imagery also featured on 3rd page Message-Getting young women to think about making money from their strong interest in fashion and beauty-outline how-advertising etc. All about getting readers involved with something new but is very easy to do and fun. Unusual angle-Making money from a hobby in a very simple way-not usually thought about Again a question intro-questioning if the reader knows that its possible to make a living from blogging. University Flat Fire Long article-3 pages Quite long paragraphs broken up by quotes so doesn’t become boring, Long in length so that details and seriousness of incident is conveyed. 50:50 text to image ratio-ideally would be heavier towards text but I don’t want to overload readers with big blocks of text on a serious subject as they may be put off. Will use imagery to lighten article slightly but imagery likely to be metaphorical-showing burnt objects that can be linked to the fire. Message-Getting readers to sympathise with the girl I interview and make them consider what it would be like to lose everything. Unusual angle-The subject itself. I was shocked when I heard the story myself so think that the subject is interesting and alternative enough to interest readers. York City Guide Short article-only 1 page Short paragraphs outlining the different places I suggest to visit plus some info on the city itself Heavier image to text ratio but laid out in alternative way-5 small circular images down right-hand side so page isn’t cluttered. Message-Encouraging readers to visit somewhere new and not just stick to the well known tourist spots, instead going down the more unknown streets and finding the hidden gems of the city. Unusual angle-Finding the best hidden spots in the city and not just including the usual places to visit. Include places loved by students so that readers can visit on a budget.
Image content objectives	Cover The front cover of my magazine is likely to feature a shot of a young woman-possibly a university student, on a street in York. This will link to the fact that my magazine features a piece about the city of York. May be a  black and white image with a splash of colour on something such as a bag to link to the colour scheme of my cover.  I will aim to ensure my model is walking towards the camera with a strong stride so she looks confident and independent.  The street will be fairly empty so that the viewer focuses on my subject.  I hope that my image will reach out to my target audience of women who want to be independent and confident in their own skin so is likely to be a window to future self image. Down on the Farm I will aim to carry out a photo shoot with a young farmer involving a farm scene which will be the main image. Down the side will be Polaroid images showing activities that young farmers are involved with.  I want these images to not look too posed as I want the whole piece to look fun . I will ensure that my model looks happy to ensure that readers see the more fun side of farming and how much young girls can enjoy it. Model will be of similar age to my target audience so that the audience can see themselves getting involved with the club too. Dare to Blog The imagery concept I will use is largely metaphorical as it will show a girl whose thoughts are full of makeup and fashion ideas showing her addiction to the hobby. This shot will be shot from above with her laid down. It is important that I have a lot of empty space around her so that I am able to insert thought bubble shapes containing images of makeup.  I will also be shooting the images of the makeup items. I will ensure that I have my camera well focused so that the products can easily be distinguished so the reader understands the concept I am following. After I have taken these images I will cut them out in Photoshop and insert them into my thought bubble shapes to create her ‘thoughts’.  This will take up my entire second page. ·       I will use the imagery concept from my second mock up on my third page as my focus group all agreed that I should include it and replace my logo collage with my own images instead. ·       This will include the girl from the first image twice-she will have her hand out to the side as if she is holding something and I will have a shot of her doing this at each side. In the image to the left she will look happy as she looks at the make up product she is holding. To the right she will be holding a bag of money and be looking shocked. The idea is that she is shocked as she has turned her makeup hobby into a money making scheme. York City Guide 5 simple images taken in the city of York This will include images of the places included in my article These images then placed into circles down one side of my page Will follow concepts such as rule of thirds to ensure that images are appealing to readers Take a large number of images to ensure I have a good choice of ones to use Ensure that lighting is interesting and highlights the place I am capturing in the best way I will also take the image for my cover on the same day so will have to choose a bright day and visit early to ensure I am able to capture the images I want
Language Control Objectives	Down on the Farm Fairly informal describing what Young Farming is about and how to get involved. Introduction style-question asking reader if they have ever considered young farming Friendly tone outlining why readers should get involved and will convey how fun the girl I focus my magazine finds the hobby No need for emotive language-will be more persuasive and questioning readers just why shouldn’t they get involved 50:50 text to image ratio Dare to Blog Similar to farming article in that it will describe the concept of blogging and give readers tips on how to get involved and make money from their blog. Mainly using descriptive language kept quite formal to give information-something which is important to my client. No need for emotive language as is just describing the hobby. Only slightly emotive language I may use is how passionate some women are about fashion and beauty. Imagery will be very strong in the article and so the ratio may be around 60:40 as the article is also very large. House Fire I will use a descriptive introduction which will also shock readers and draw them into reading the article. Most emotive article in my magazine. Will shock readers with the imagery of the burnt flat and the story itself. I am also including the text the girl got when she found out about the fire which is very dramatic so will draw in readers. Text to image ratio is likely to be slightly heavier towards text as I want to give a lot of detail on this real life story. Images will only be used to show how destructive the fire was and how the girl lost everything. York City Guide This article will be informative and is likely to use a descriptive intro to simply describe why readers should visit York. I may also ask readers why they haven’t visited York already. No emotive language, likely to use colourful descriptive language to really entice readers into visiting the different places I include in York. 50:50 text to image ratio, images enclosed in circles to keep the page looking clean.
Colour control objectives	Down on the Farm I will be using the colours above as they are quite natural colours and I feel that they link to the topic of young farming. I have kept the colours fairly light to fit with the style of my magazine. Using these light colours will follow the style of my brand as I am using a lot of pastel colours throughout my product. I am following the 3 colour rule but I am using two shades of green to break it up. Purple will be the accent colour and I am likely to use the grey for the text. Dare to Blog  As this article is the most feminine of all of my articles using pink was the obvious choice of colour scheme. However, I wanted to keep my colour scheme alternative but still feminine. I chose this light turquoise colour as it looks fresh and is feminine but not in an obvious way. Again my use of pastel colours follows the style of my brand. I will use the grey for the text and the turquoise as my accent colour. House Fire I have chosen this colour scheme as it directly links to my article and the subject of fire. However I have kept the colours fairly light and not included red as I do not want to include such strong colours such as this in my magazine. I am likely to use the darker orange for my article text as I cannot use a lighter colour as it will not stand out on my page. Again I am using the 3 colour rule but not using conventional colours such as black and white as I want to use as little of these colours in my magazine as possible as I want to keep my branding alternative. York City Guide I have chosen this colour scheme as I wanted to include pink somewhere in my magazine but I have kept it alternative by choosing slightly different shaes of pink and pairing them with grey. I think this combination works well as it does not look too feminine due to the grey colour. I will be using the grey colour for my article text and the two shades of pink as my accent colours. Using 2 shades of pink will mean that the page doesn’t look too full of pink due to the variety and I will use the two colours to break up the page.
Typography objectives	See overviews of pages.
Layout objectives	Down on the Farm I will be using 3 columns for this article as I want to keep it brief. Using 3 columns makes it easy to read so my audience are more likely to read it. As the subject is so alternative I feel that I should use every technique possible to get my readers interested in reading my article and breaking my text up is one method of doing this. I will have 1 main image behind my headline while the others will be contained in boxes to keep the page uncluttered. I am likely to enclose my headline in a coloured box which links to the headline as I think this will help it to stand out and I want to give this piece a slightly less ‘fussy’ feel than my other articles. I will be using a circular cell in the bottom right hand corner to enclose the website address for the Young Farming as it is key information and this is a technigue often used by magazines to present information such as this. Dare to Blog I will be using 3 columns with article spanning 3 pages. The first will feature text, the second imagery and the 3rd a mix of the two with the top third of the page featuring imagery. This will work to break up the text so that the reader is not put off by this long article. My headline and kicker will take up the first half of the first page and I will be using things such as lace to edge the page, logos and lines to dress the page so it doesn’t look too bare. The layout I have gone for is quite alternative but I think it works really well in symbolising my brand and what the magazine is about. The headline will be made up of 2 fonts-one being a typewriter-style font while the other is handwritten. I gained positive feedback for this when I carried out my focus group and I personally think it works really well. House Fire Again I am likely to use 3 columns for this article as it will be the longest piece in my magazine. Therefore, I want to ensure that my text is broken up so that my young readers do not become bored. I will also be using images and quote inserts to break up my text. I will make the images into poloroid style images and insert them into my text at relevant times to show how destructive the fire was. I will use a really strong font for my masthead to make my article really stand out but I will largely rely on the impressive imagery that I have been given from my interviewee to draw my readers in as well as the interesting nature of the story itself. I largely want to keep the layout minimal and fresh looking-similar to that of my Dare to Blog piece as it really conveys the style of my brand. York City Guide I am basing my layout of this piece around one I saw in a magazine when I was carrying out my research and I have included an image of this article previously in this piece of work. I really like the idea of enclosing my masthead in a speech bubble as to me that suggests that someone is reporting on the city they have visited. I will then enclose my images in circles down the side of the page as this enables me to feature a lot of imagery in the piece without it looking cluttered. I will use 3 columns so that I can include a lot of detail and information on the subject without the page looking as if it is only made up of text. My kicker will be inserted just beneath the speech bubble with the headline inside it as I want to keep details such as this in the top left corner. By placing my headline here it will be the first thing the reader sees when they are reading the article or just flicking through my product.