Comment

Examining the concept of 'best value' What is best value? Is it a factor that can be determined on cost and availability alone.

Best value for magazine design is seldom dictated by the price alone. Several factors sell the message. The leading factor is where the product creates an emotional bond. The worlds leading brands are aware of this emotional attachment.

In the case of a lifestyle magazine the product is audience orientated. The style of design requires the designer to establish an empathy with the the reader. Buying into their frame of reference. When this happens the designer may become specialised in the readers natural areas of interest, such as sports, fashion, or music. The designer becomes the readers advocate.

We cannot count on monotone mass communications to answer the problems of producing a lifestyle magazine that connects emotionally with the reader.

With a lifestyle magazine we need to examine the communications equation of (sender + message + receiver = sale). The design of a lifestyle magazine requires a response to the full potential of audience diversity, shaping and enriching the readers experience.

In the case of the Perthshire G8 Publication it's now obvious that local companies have the ability to provide the emotion to sell the Perthshire message.

The value of emotional attachment is priceless.

G8 contracts ‘handled fairly’

THE CONTROVERSIAL decision to award a lucrative G8 Summit magazine contract to a company from outwith Perthshire has been defended by a leading councillor.

Councillor Alan Livingstone, convener of Perth and Kinross Council’s enterprise and infrastructure committee, insisted the contracts were dealt with “fairly and on the basis of best value.” The decision to snub local companies ahead of the summit at Gleneagles in July was criticised recently by Auchterarder-based businesswoman Jayne Shenstone. She said the move was a “kick in the teeth” for Perth and Kinross businesses.

A dozen companies were given the chance to tender for an interactive CD-Rom and a glossy 96-page lifestyle magazine showcasing the best of the Big County, which will feature in information packs for media representatives at the G8 Summit. Despite five of the six companies on the shortlist being locally-based, the contract was eventually awarded to a Paisley business.

Councillor Livingstone stressed: “This decision was based on the capacity to deliver, experience, ability to produce and costs.” While it’s understood the council might have been tempted to go for a local business if the price differential had been marginal, the PA understands the gap was substantial. Councillor Livingstone refused to comment on costings but insisted: “In an ideal world a local business would have got the contract and some Perthshire companies are disappointed but the contract was awarded fairly and on the basis of best value.”

With the G8 fast approaching, the councillor stressed that all the tenders for major business opportunities were being handled by the Foreign and Commonwealth Office, which is taking the gathering of world leaders to Gleneagles Hotel. “There seems to be a misconception that these contracts are being handled by the local authority. That is not the case,” he said. It is, however, likely that local businesses will reap knock-on benefits and sub-contracting work.

Councillor Livingstone said: “I am very much aware of the need to support our home-based companies. “The vast majority of local businesses have a workforce of less than 25 people so small and micro businesses are crucially important to the health of the local economy. “It is my intention to give them every assistance.” He said the local Economic Partnership will be progressing plans to arrange a seminar later in the year which will provide local businesses with information on how best to access tenders and submit contracts. He said Lib-Dem MSP Robert Brown and journalist Antonia Swanson had already indicated they would take part in a forum designed to guide small businesses.

Perthshire Chamber of Commerce president Bill Duncan said the organisation would be delighted to back an initiative which would lead businesses through the tendering maze. He said: “A seminar along these lines could prove very informative and productive and the chamber would be delighted to ensure the message got through to our member firms.”

Original story from the Perthshire Advertiser 08/03/05