Ethical Fashion SOURCE Magazine: WRITING GUIDELINES FOR CONTRIBUTORS This document provides you with guidelines to help you to research, interview for, write and submit articles to SOURCE Intelligence, the online magazine powered by the Ethical Fashion Forum. SOURCE Intelligence aims to offer style with substance. The site look and feel is fashion and design led, and in terms of content, we seek to offer the very latest developments around sustainability in the fashion industry: an inside picture of current and future developments, tailored to the needs and interests of fashion professionals. INDEX 1) 2) 3) 4) 5) 6) 7) 8) 9) 10) 11) 12) 13) SOURCE Intelligence Mission and Aims Understanding the Audience Article Submission Checklist Submission Instructions Article Format, Structure & Style Images Research Opinions & Critical Analysis Language Use Referencing Copyright More about SOURCE Intelligence magazine More About Ethical Fashion Forum 1) SOURCE INTELLIGENCE: MISSION AND AIMS THE FOUR PILLARS: Every article should fulfil these four main aims. To inform and share expert knowledge, with a focus on sustainability in the fashion sector To be inclusive of and relevant to our diverse readership To be time well-spent for our readership (i.e. value-for-money) To support, connect and open doors for businesses to become more sustainable & profitable The EFF SOURCE platform, which includes SOURCE Intelligence, Database, and Network, (http://www.ethicalfashionforum.com/source) aims to: Save time and money for fashion professionals and businesses, breaking down barriers to sustainable sourcing. Inspire and motivate wide scale engagement by fashion professionals with sustainable practices- reaching 50% of the industry within 5 years. Transform the fashion industry from the inside out, making ethical practices the norm- rather than the exception to it. Increase opportunities and improve livelihoods for up to 2.5 million people in the developing world within 5 years, through linking fair trade and community suppliers to market. Make it easy for fair-trade and community suppliers to get a high quality web presence, include guidance to support this, and link with partners that will help smaller groups access online facilities. Create a precedent for other industries: proving that values are profitable A SOCIAL ENTERPRISE: Managed by the not for profit Ethical Fashion Forum, the SOURCE is structured as a social enterprise. All income generated through members subscriptions is dedicated towards the goals of the initiative. If readership grows such that income exceeds what is required to deliver excellent content, funding will be dedicated towards supporting access to the resources- and promotion through the site- for exemplary fair trade and community initiatives that are changing lives through fashion. 2) UNDERSTANDING THE AUDIENCE FOR THE SOURCE: SOURCE Intelligence magazine is a B2B resource. Content, particularly subscribers content, should not be available anywhere else. The magazine sets out to save time and money, inspire and motivate, and facilitate commerce for fashion professionals, with a focus on integrating social, environmental, and commercial sustainability at the heart of business practices. The primary target audiences for the magazine include the following: Representatives from fashion (clothing, footwear and accessories) SME’s (Small to Medium sized Enterprises) and start ups, including designers, business owners and entrepreneurs: This sector currently forms the largest part of the EFF’s network membership. This audience is most interested in how they can secure success and open doors for their businesses while maximising their positive social and environmental impact. They are seeking clear and concise information on the market, business best practices, connecting with exemplary suppliers, how to source fabrics for and produce their range, and sourcing and production best practice. This sector includes both established SME’s and those who are making initial decisions about their approach, product range, target market and supply strategy. Representatives from more established fashion businesses including mainstream retailbuyers, merchandisers, designers, technical and production staff: This audience is interested in market, business, supply and product developments, sustainability innovation and best practice. They are also interested in how larger businesses and individuals within larger businesses have pioneered sustainability initiatives, the business case for sustainability, and how to motivate and inspire teams around ethical, fair trade and eco initiatives and policies. Representatives from suppliers and manufacturers of fabrics, textiles, components, CMT, both mainstream and fair-trade and community cooperatives all over the world: This audience is interested in sharing as well as learning about supplier best practice, new and innovative production initiatives and products, developments in the business sector and the market for ethical production and textiles, geographical developments related to fashion markets and sustainable sourcing and supply. Other professionals engaged in the fashion sector from consultants to press and media professionals, representatives of NGO’s, trade bodies and trade shows, service providers such as illustrators, graphic designers, photographers and others: This audience is interested in staying up to date of developments in the ethical fashion business sector, including developing opportunities relevant to their businesses/ expertise. Fashion students and graduates, academics and researchers: This audience is interested in staying updated of developments in the ethical fashion sector as well as accessing more in depth research, surveys and articles related to sustainability and fashion business, market and supply. The SOURCE is a B2B resource, NOT a consumer magazine. 3) ARTICLE SUBMISSION CHECKLIST Before submitting an article, please make sure it ticks the following boxes: CONTENT: ☐ Does the article have an explicit sustainability angle? ☐ Will the article help the reader save time and / or money for their business? ☐ Does the article provide expert knowledge and/or unique insight? ☐ Is the article timely? ☐ Does the article share best practice? ☐ Does the article both inform and inspire? STRUCTURE: ☐ Does the article have a clear structure with headings and sub-headings? ☐ Does the article have all relevant citations and references where needed? ☐ Did you include an 100-word executive summary explaining what the will article deliver to the reader? ☐ Did you include at least 2 high-res images with proper accreditations or permissions? ☐ Is the article concise? 4) SUBMISSION INSTRUCTIONS Content on SOURCE Intelligence is organized around monthly themes. There are two submissions deadlines monthly: the last week of the month, and the second week of the month. Please liaise closely with your Editor in relation to articles you are submitting. Submissions should include: First draft of commissioned article Article Summary to accompany it Completed CHECK LIST (copy and paste from the above) Two hi-res images with accreditation or permission Full references if necessary (see below for info on the Harvard Referencing Guide) Proposal for next month’s article written with the Content Guidelines in mind. Submitting Proposals: Every Contributor should, in discussion with their SOURCE editor, prepare an article proposal for each article Proposals should be submitted on our PROPOSAL SUBMISSION FORM, which includes: Subject/ Theme Format of article How the article will meet the Four Pillars of SOURCE, see above What the article will offer of value to the target audience of the SOURCE Key points/ areas of focus Details of how research will be carried out Interviews planned and example questions to interviewees 5) FORMAT, STRUCTURE AND STYLE Planning the article: Structure The best submissions are clearly planned and structured before they are researched or written. This ensures that the article flows, reads well, is consistent - as well as being easily read and digested by its reader. Consider the 4- 5 key point or key areas that your article will cover and then consider how you will most effectively get these points across. Bear in mind that EVERY WORD COUNTS: the main readership of the SOURCE is busy fashion professionals and they need information to be straight to the point, clear and concise. A well-structured article will help them to take the best from the article to meet their specific needs in the least possible time. Recommendations on structure: Approx 100-word summary (write this on completion of your article) Main body of article should deliver on what the Executive Summary has promised the reader and why the article is useful for businesses. Please use headings and sub-headings where appropriate, to make the article as clear and easy-tofollow as possible. References using Harvard system (see below) Article Summary: For all articles that are made available to subscribers only, we include a summary for non-subscribers. The goal of this summary is to offer a concise snapshot of what the article includes. The summary should persuade readers of what is valuable in the article and how it is relevant to their needs. It should be compelling, concise, and accurate. It is best to write the summary last of all, after the article is complete. Please refer to articles already on the SOURCE for examples of how articles are summarised. They tend to be around 100 words. Article Format and Length options: 10 point summary: up to 1000 words Feature, Interview, Overview, Review: 500 – 2500 words In-depth Report: from 2500 words Other possible article formats: Quick fire questionnaire (200-300 words) Poll (1 question max 30 words) Editing: EVERY WORD COUNTS The key readership for SOURCE Intelligence is busy fashion professionals. They have very little time and therefore the style of content on the SOURCE aims to be clear, concise and to the point. Please refer to the links below for some useful tips on editing. http://www.lifehack.org/articles/communication/improve-your-writing-with-these-editing-tips.html http://www.writingforward.com/polished-writing/proofreading-and-editing/proofreading-and-editing-otherpeoples-writing http://www.archetypewriting.com/articles/writing/selfEditing.htm Liaising with your SOURCE editorial contact: Contributors have only one editing opportunity with their SOURCE team contact. Contributors are therefore encouraged to ensure that their article follows all Writing Guidelines and is of an appropriate standard for publication on the SOURCE Magazine. At editing, the SOURCE editorial team may make comments for improvement of an article and return it to a Contributor. In such circumstances, we would be grateful if Contributors could make the changes, do any further research and follow up as necessary in time for submission before publication. We reserve the right to not use an article if it does now meet the content guidelines after the one editing opportunity. Practical information: Font- Arial Size- 10 Saved as windows documents (1997-2004 compatible) Have the Contributors full name on document and in title 6) IMAGES A minimum of 2 appropriate images should be supplied with each article submission, where possible. Images must be: Jpeg format High resolution (but no more than 2 megabites) Good quality, fashion led Appropriate and relevant to the article and to the industry standard of the SOURCE Magazine. Permission for use must have been acquired if Contributor is not original owner (see Copyright section) 7) RESEARCH Contributors may be requested to provide their articles, together with copies of any research carried out in connection with that article (especially for internet sources as links can be taken down from the internet). Interviews: Contributors are asked to provide full transcripts of any interviews undertaken for EFF articles or resources at the time of article submission. N.B. When interviewing corporate figures/companies the contributor should make sure the press office is aware, so somebody can be present – this can avoid a lot of red tape later. 8) OPINIONS AND CRITICAL ANALYSIS Expert analysis is an important component of content on the SOURCE. However as the audience for the site includes experts from across the sector, it is important that any critical analysis is carried out by the foremost experts in the field. Please consult with your Editor if your article involves expert analysis beyond what your background covers. We can connect you with appropriate experts from out extensive network. The EFF is an inclusive body, working to develop a collaborative movement towards sustainability in the fashion sector. To this end, we do not focus upon negative campaigning or the exposure of negative practices. Several of our partners offer platforms for this. The focus for the SOURCE is to promote, grow and build upon best practice. If you come across examples of mal practice that you think should be exposed, speak to your editorial team contact as we may be able to offer other channels for this. The SOURCE does aim to offer a balanced view and this may involve comparing and contrasting the pro’s and cons of different approaches and offering expert opinion. We encourage interesting, opinion-led articles but please do bear the above in mind. All topics for articles must be agreed with the relevant editor and EFF may edit any articles submitted to reflect the tone, values and voice of the EFF. Do: Use opinions of reputable organisations or professionals to present your point. Present both sides of an argument/ point Don't: Quote from unreferenced facts, make assumptions or unqualified remarks 9) LANGUAGE The Ethical Fashion Forum (EFF) is the industry body dedicated to a sustainable future for fashion. All written and verbal communication and behaviour in connection with your volunteering activities for the EFF must reflect the high professional standard of the organisation. When conducting interviews as a volunteer for the EFF please remember that your conduct will reflect on the EFF. The use of evocative language or “promotional” copy from brands own advertising literature should be avoided, particularly when it is not qualified by factual material. Instead articles should stick to the presentation of facts in an unbiased way. All content of articles should be useful, clear and relevant, grammatically correct and communicate all points in a straightforward and easy to read way. Please read existing content on SOURCE Intelligence and the Ethical Fashion Forum site for examples of terminology and voice of the EFF. Articles containing slang, abbreviations (e.g. 'u' instead of 'you') or offensive language will not be accepted. 10) REFERENCING All facts, figures and quotes used in articles submitted to the SOURCE need to be qualified with a full reference. EFF uses the Harvard System of referencing. You can use this website to quickly generate Harvard References for all sources, from electronic to printed media: http://www.harvardgenerator.com/ 11) COPYRIGHT Assignment of copyright for the articles that you write for the SOURCE magazine to the Ethical Fashion Forum: We request that all SOURCE magazine contributors assign the copyright for all the work they prepare for the SOURCE to the Ethical Fashion Forum. All contributors are requested to sign a Copyright waiver form. We do this because the value of content on the SOURCE magazine to its users depends upon the content being unique and not copied elsewhere. Some exceptions to this may apply to certain content in the free sections of the SOURCE magazine, when we have partnerships with other organisations or publications to offer content from their websites in return for promotion of the SOURCE on their web and other platforms. As a SOURCE contributor you are requested and encouraged to promote the content you are producing for the SOURCE through links to the site- rather than through duplicating content elsewhere. This also means that you can offer a link to your profile on the site as a contributor alongside the link to your article. Depending on the nature of the articles you are producing, they may be housed in free or members only sections of the SOURCE magazine. If your work is housed in subscription only sections of the magazine, there will also be a summary or introduction in the free section that you can promote links to. This copyright waiver does not prevent you from retaining copies of your work for personal use, for reference when seeking future writing opportunities etc. If you would like to consider using articles you have written for other purposes, and are unsure how the copyright terms apply, please don’t hesitate to contact the SOURCE team at [email protected], or your editorial contact. We may be open to other uses of the work or promotion of the articles if this is in line with the goals of the SOURCE magazine in relation to poverty reduction and the environment, however agreements in relation to this would need to be secured in writing. Copyright guidelines in relation to your sources of information and research for the articles you write: The following is a brief summary of copyright so that you may be mindful of not infringing the copyright of others when preparing contributions as part of your volunteering activities with the EFF. However, please note that the below is not legal advice and the EFF accepts no responsibility if the event that your activities result in proceedings for copyright infringement. It is the responsibility of Contributors and not the Ethical Fashion Forum to ensure that they do not infringe copyright. Please refer to the Intellectual Property Office http://www.ipo.gov.uk/copy.htm if you are unsure on copyright and would like further guidance. Copyright can protect: literary works, including novels, instruction manuals, computer programs, song lyrics, newspaper articles and some types of database dramatic works, including dance or mime musical works artistic works, including paintings, engravings, photographs, sculptures, collages, architecture, technical drawings, diagrams, maps and logos layouts or typographical arrangements used to publish a work, for a book for instance recordings of a work, including sound and film broadcasts of a work You should only copy or use a work protected by copyright with the copyright owner's permission. Copyright applies to any medium. This means that you must not reproduce copyright protected work in another medium without permission. This includes publishing photographs on the internet, making a sound recording of a book, a painting of a photograph and so on. Copyright does not protect ideas for a work. It is only when the work itself is fixed, for example in writing, that copyright automatically protects it. This means that you do not have to apply for copyright. A copyright protected work can have more than one copyright, or another intellectual property (IP) right, connected to it. For example, an album of music can have separate copyrights for individual songs, sound recordings, artwork, and so on. Whilst copyright can protect the artwork of your logo, you could also register the logo as a trade mark. The law of copyright and its related rights in the UK can be found in the the copyright sections of the Copyright Designs and Patents Act 1988 (as amended) Copyright applies to: Original works - works must be original to have copyright protection. Websites and the internet - The same rules apply on the internet as with any other medium. Written work including software and databases - Software and databases can be protected as written work. Theatre - Dance and mime can receive protection too. Music - Music can have numerous types of work capable of protection. Artistic works including photographs - Photographs are also artistic works. Performances - performers may receive protection. TV and Film - Numerous types of work can be protected in the case of TV and film. Ownership of copyright works: Creator and first owner - The creator of an original copyright work is usually the first owner. Works created for an employer - works created by an employee in the course of his employment may belong to his employer. Commissioned works - some commissioned works may be owned by the commissioner. Joint authors - A single work may be created and owned by more than one person. Other people's copyright works: As well as owning copyright works yourself, you may wish to make use of someone else's copyright protected works. There are certain very specific situations where you may be permitted to do so without seeking permission from the owner. If your use does not fall within these exceptions then you may consider buying the copyright or, as is more usually the case, obtaining a licence from the owner for your agreed use. Locating the copyright owner can sometimes be difficult but failure to get permission may result in legal action against you. Permitted uses of copyright works You would not normally need to seek permission if you wish to use less than a substantial part of a copyright protected work. Additionally there are a number of exceptions in copyright law, which allow limited use of copyright works without the permission of the copyright owner. These can be found in the copyright sections of the Copyright Designs and Patents Act 1988 (as amended) Please note that this list is not exhaustive and particular care should be taken if you intend to rely on an exception: Non-commercial research and private study Criticism, review and reporting current events - Fair dealing for criticising or review and reporting current events is allowed for any type of copyright work (except a photograph) as long as it is with a sufficient acknowledgment. As stated, a photograph cannot be reproduced for the purpose of reporting current events. The intention of the law is to prevent newspapers or magazines reproducing photographs for reporting current events, which have appeared in competitor’s publications. Teaching in educational establishments Not for profit public playing of recorded music Helping visually impaired people Time shifting Certain exceptions require you to give sufficient acknowledgment when making use of a copyright protected work. It is not an infringement of the copyright in a work if you draw, take a photograph or make a film of, buildings or sculptures or works of artistic craftsmanship which are located in a public places or in premises open to the public. Copyright is not infringed in any material when it is used in legal proceedings. Substantial part: Copyright is infringed where either the whole or a substantial part of a work is used without permission, unless the copying falls within the scope of one of the copyright exceptions. A substantial part is not defined in copyright law but has been interpreted by the courts to mean a qualitatively significant part of a work even where this is not a large part of the work. Therefore, it is quite possible that even a small portion of the whole work will still be regarded as a substantial part. All the other economic rights also apply where the whole or a substantial part is to be used, but it is worth considering whether the use falls within the scope of any of the copyright exceptions. Source: Intellectual Property Office. More information can be found here: http://www.ipo.gov.uk/copy.htm 12) MORE DETAILS ABOUT SOURCE INTELLIGENCE: The SOURCE Magazine aims to support fashion businesses towards sustainable success without compromise to people or to the environment. It is part of the EFF's SOURCE platform, which includes the SOURCE Directory - the ethical sourcing and business database for the fashion sector, and the SOURCE Network, the online community of fashion professionals dedicated to sustainability. The online SOURCE magazine is the leading source of sustainable fashion business intelligence, from brand leaders and why they are succeeding, to pioneering suppliers, what buyers are buying and why, and market developments. Content is organized in four sections: BUSINESS FOCUS, MARKET AND SALES WATCH, SUPPLY FOCUS., and EXPERT ANALYSIS. The primary target audience of the SOURCE magazine is fashion professionals and businesses, not consumers. The magazine offers content in two sections; FREE which is open and available to all, SUBSCRIBERS ONLY. PREMIUM content will launch in 2013. The SOURCE magazine is a NOT FOR PROFIT initiative, as is the Ethical Fashion Forum. All income gained through subscriptions to the SOURCE magazine is dedicated towards the core goals of the Ethical Fashion Forum as set out below. As a social enterprise, the magazine aims to: Offer subsidised or free access to content to individuals and organisations that need it most- for example small and fair trade cooperatives and groups based in the developing world. Generate income through subscriptions from users with the means to pay for content- that can be used to subsidise access by small and fair trade initiatives, and increase their capacity to market and sustainable income. Our research shows that site users are most willing to become subscribing members on the basis that content will SAVE THEM TIME, SAVE THEM MONEY or MAKE THEM MONEY – i.e. offer real value in return for their investment of membership fees- alongside informing them in relation to fashion and sustainability, and therefore we request that all contributors consider this carefully when writing articles. Please refer to the document: “SOURCE Intelligence: Content Guidelines” for further details. Our Niche and Position in the Sector: The SOURCE Magazine fills a market niche for edited, concise and up-to-the-minute business intelligence on the topic of fashion and sustainability. The magazine was launched in 2011 in response to repeated requests for information on this topic from thousands of network members since 2006. At present our most similar partner media platforms/ competitors, and the way the SOURCE differentiates itself form them in terms of style and content, are as follows: Drapers: www.drapersonline.com (UK’s leading magazine for the apparel business) The SOURCE offers industry intelligence with a sustainability focus. We try to be more inspirational, cutting-edge and innovative. WGSN: www.wgsn.com (Global leader in online trends and business information to the fashion sector) The SOURCE offers valuable content at the fraction of the cost of subscription to WGSN. The SOURCE has a sustainability focus rather than a design trends focus. WGSN’s pricing structure makes it less accessible to small businesses and startups. ECOTEXTILE NEWS: http://www.ecotextile.com (Online and printed magazine targeting fashion business professionals with updates and in depth content about environmental developments in the textile sector) The SOURCE differentiates itself from Ecotextile news through more fashion led content, and covering social, marketing and business strategy content rather than an exclusively environmental focus. The EFF works closely with EcoTextile News and its partner organisation, the RITE group, to avoid duplication of content and increase the reach of both publications. SOURCE editors will edit article proposals to ensure that they do not duplicate Eco Textile News core content, such as articles on technical textiles developments, chemicals and dyes. Green online magazines with a fashion focus, targeting primarily consumers and members of the public: Including for example Green My Style, www.greenmystyle.com , Eco Fashion World, www.ecofashionworld.com , Tree hugger, www.treehugger.com, Ecouterre www.ecouterre.com/ SOURCE Intelligence seeks to differentiate itself from these sites through offering more in depth and insider information designed to meet the needs of fashion professionals as opposed to consumers. IT IS IMPORTANT that SOURCE contributors are familiar with these publications/ online sites and recommended that you join their mailing lists, which are free, in order to gain updates on content. In particular, writers should regularly review Drapers (online or, preferably, through reading the printed weekly magazine) to stay on top of mainstream fashion news and developments relevant to industry professionals. 13) ABOUT THE ETHICAL FASHION FORUM: The ETHICAL FASHION FORUM (EFF) is the industry body dedicated to a sustainable future for fashion. Our goal is to create a collaborative movement that will transform social and environmental standards in the fashion industry within a decade. A not for profit organisation, the EFF works with the industry and consumers to reduce poverty, create sustainable livelihoods and reduce the impact of the industry on the environment. A not for profit organisation, EFF aims to make it easy for fashion professionals to integrate sustainability at the heart of what they do, to further the success of fashion businesses with responsible practices, and to put the businesses which excel in ethical practices in the spotlight. EFF is not a campaigning body, although we work closely with campaigning bodies in the sector. We aim to offer a neutral platform that promotes best practice and presents positive, constructive and practical tools and solutions to the barriers faced by fashion businesses in relation to sustainable sourcing and practices. When presenting opinions or analysis through the SOURCE magazine, this neutral and unbiased stance, based in factual information and with a focus on constructive solutions, is very important to the credibility of articles in the magazine amongst our professional and often expert audience. At the same time, the Ethical Fashion Forum is a new organisation and a social enterprise, led by a dynamic team of entrepreneurs. Our network represents thousands of social entrepreneurs all over the world. We are flexible, open to new ideas, and we have a lot of fun. We want to inspire, motivate, and catalyse change, and we see this as an exciting process, not a chore. As a contributor to the SOURCE magazine, we request that you take account of the goals and approach of the Ethical Fashion Forum when writing articles. EFF Current Membership Base - Characteristics: The EFF core and most loyal audience is represented by over 6000 network members in over 100 countries, including: Thousands of designers, including womenswear, menswear, accessories, childrens wear, jewellery, footwear and bags, as well as interiors and furnishing designers. Buyers and retailers Manufacturers and suppliers Academics including graduates, lower, higher education and PHD students as well as tutors and university lecturers Members of press including journalists, editors or writers. Business professionals, consultants or ethical organisations. Geographical make up of these members is as follows: UK and Europe based members make up more than 50% of the EFF network, with the vast majority based in the UK followed by Germany, France, Italy, Ireland, Spain and Scandinavia North America represents the second largest portion of our membership, representing almost a quarter of members. The vast majority of these are based in the USA, followed by Canada. Members based in Asia represent the third largest component of our network- approximately 10%, of which about half are based in India, followed by China, Hong Kong, the Philippines, and Sri Lanka. Our network of members throughout Africa is not insignificant, with membership hotspots in South Africa, Kenya and Cameroon. Other international membership hotspots include Australia, New Zealand, and Brazil. Approximately 13% of network members are based in the developing world, spread across 65 countries. In addition to its 6000 core membership base the EFF engages with a further 7000 industry professionals through mailing list and events. This includes many larger and more established businesses. THANK YOU AND LOOKING FORWARD TO HAVING YOU ON THE SOURCE INTELLIGENCE TEAM OF CONTRIBUTORS.
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