Business-based reality show. The teams are called to Fleet Street, where Lord Sugar informs them that they will be creating and publishing a free magazine.
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This is not a job. I'm not looking for bloody salespeople,
I'm looking for someone who's got a brain and can start a business with me.
'Heading to London, 16 of Britain's entrepreneurial elite, keen to start a company.'
I'm going to inject £250,000 into a business.
Your business. And you're going to run it.
'On offer, a 50/50 partnership
'with the nation's toughest investor.'
If you go sitting in the office for three hours and do nothing or three weeks or three months,
I ain't going to be a very happy bunny.
'Passionate about new money-spinning ventures,
'Lord Sugar's on the hunt for a winning business partner.'
If you see someone else that you think is superior to you, you might as well go home.
'It's a deal worth fighting for.'
-We might have just got thrashed.
-Are you not understanding?
-I don't think you understand.
I am not having that at all!
-'12 tough weeks.'
-I didn't even take a penny off!
'One life-changing opportunity.'
You're fired. You're fired. I don't think I could go into business with you. You're fired.
'Previously on The Apprentice...'
-You're going to set up your own junk removal business.
-You've got the boys on board.
'It was down and dirty, turning garbage into gold.'
"We are collecting any type of metal."
-I've got a barbecue here. We can't just take that, can we?
-Not at all.
'Team leader Helen weighed in early.'
We could clear away the stainless steel and the timber and there would be no charge for that.
'To win valuable commercial contracts.'
-'Leaving Zoe's team with scraps.'
We've had the most horrific time, messed the entire lot up.
-You give us £20...
-And we take the copper. The lot.
-'But some heavy metal...'
-Guys, we need to get a move on.
-If we weigh your copper first...
-'..put them back in business.'
-I think we are happy with that.
-'In the boardroom...'
-£6 for a kilo of copper.
'..Helen's team snatched a victory.'
Tom, you've had your first win. Helen, you're like the lucky mascot.
-'Zoe came clean.'
-I put myself forward, I put my neck on the line, I got it wrong. Sorry.
-'Before things got dirty.'
-Either you made the appointment or you didn't.
-I sealed the job.
-But you didn't make the appointment.
-'But Edna dropped a clanger.'
-I have a proven track record.
I train chief executives how to be better at their jobs.
-Do you need training?
-No, I don't think so.
-'Finishing up on the scrap heap.'
I just don't think that me and you are going to gel in business. Edna, you're fired.
Thank you, Lord Sugar.
'Edna became the seventh casualty of the boardroom.
'Now nine remain to fight for the chance to become Lord Sugar's business partner.'
-"Good morning. Lord Sugar would like you to meet him at 65 Fleet Street.
-"The cars will leave in 30 minutes."
Cars will leave in 30 minutes. We're going to 65 Fleet Street.
Something to do with newspapers, then.
-Media or newsagents or...
-I have no idea.
-Can you find out and get back to me in five minutes?
'At the heart of Britain's newspaper industry until the mid-80s,
'London's world-famous Fleet Street.'
-ALL: Good morning, Lord Sugar.
Well, this building was once owned by Rupert Murdoch's organisation.
Roughly where you are standing, the printing presses
used to churn out national newspapers every single day.
Now the latest innovation in publishing
is free premium magazines.
In the trade, they're known as freemiums.
And your task is to come up with a new freemium magazine
and pre-sell the advertising space to some of the biggest media buyers in the country.
The team that comes up with the highest amount of advertising revenue will win.
The one that brings in the least will lose
and in that team, one of you will be fired.
OK, I'm going to tinker with the teams a little.
Jim, you step over there to Venture.
And you're going to be team leader, Jim.
Leon, pop over there to Logic.
And Natasha, no choice, you are team leader.
OK, good luck, off you go.
'Today, both teams must create free magazines.
'Tomorrow, they'll pitch their publications
'to Britain's three biggest buyers of advertising space.'
-Just thinking what is going to appeal to the advertiser's target market.
That's all. Forget about everybody else, however tempting it might be
to create something well-rounded or something we would enjoy reading.
'Base for both teams - free magazine publisher Shortlist Media.
'In just four years, it's gone from zero to a £16 million turnover.
-'Its boss, Mike Soutar.'
-Welcome to Shortlist Media.
For you to create the next big hit launch in this marketplace,
first of all, you're going to have to understand your readers and their needs.
So this is all about understanding your consumer.
Also, in magazines, deadlines are absolutely critical.
Miss your deadlines and the printing presses will roll without you.
'12 hours to the print deadline.'
-I've never worked with you, Zoe.
-I've never worked with you, Jim.
-Look forward to it.
I'm sure you're very good.
The whole point is to get the most revenue from the advertisers.
-Kwik-Fit, Diageo, Kellogg's, Nivea...
-They'll pay top-end.
'First job - find a target market.'
I've worked in the baby industry before. It's a very lucrative market.
Lads' mag. Any benefits?
'Leading Team Logic, Natasha.'
I feel comfortable with lads' mag. Yeah?
-We've got two lads. I don't read lads' mags very often.
Guys, I'm going to make a decision and I'm going to go for lads' mags, yeah?
So let's get moving.
-We're creating a lads' mag.
-Lads' magazines are about lads, yeah?
Any guy from 21 through to about 35.
The kind of guy that's got a bit of cash in his pocket.
They like to get credit cards, spend their money on fashion, travel, gadgets.
Let's get in the zone, Melody. Let's become ladettes.
-I'm trying my hardest.
-Maybe we could feature in this.
-OK, let me stop you right there.
'On the other team, a more buttoned-up approach from project manager Jim.'
-I'm aiming towards over-60s.
-What do any of us know about being over 60?
If we pitch an over-60s magazine, I don't know how seriously they'll take us.
It's an opportunity to be classy rather than cheap. More intelligent.
They have the biggest circulation figures, as well.
People need leadership. Some people are happy to follow
and they need to know what they're doing.
There's health and there's fashion...
I can take their hearts and minds. I'm good at making them do what I need them to do.
I want people's genuine support. Who would you pick, Zoe?
The over-60s will challenge us but I think we could put more effort in
-and hopefully get more fruit out of that one.
-I think we could go with the over-60s.
-Are you strongly opposed?
-No, I'm not strongly opposed at all.
-Grab a granny.
Trying to nail anything on Jim
is a bit like trying to nail a jelly to a wall.
He never isolates himself
to take his own decision. It's always with people around him.
We need to think of a unique selling point for our lads' magazine. A USP.
'Advertising buyers will want to see mock-ups,
'a catchy title, pictures, headlines and dummy features.'
I've never seen so many boobs in one mag.
A lot of these mags have almost porn lines in the back.
-Now, I don't...
-If you're Mercedes Benz, you're not going to want to be associated with it as an advertiser.
-It would be quite difficult to create content with that tone.
We could do an entrepreneurial side. A lot of people are starting businesses.
Just more business-focused in general, not just entrepreneurs.
Just for more professional lads.
Does that translate into boring? I don't know.
It would be nice if you get a couple and you got them to do face-to-face shots and stuff.
'While Jim and Zoe knock the layout into shape, Susan and Glenn head for a bowling club
'to find out what older readers want.'
-I can think of a million questions I want to ask them.
-What's the first one?
-Stuff like, "What do you guys do?"
Hello! How many of you guys read magazines?
My principal magazine is The Economist.
-My principal magazine is Viz.
One basic problem. You're aiming a magazine at over-60s
but over-60s who look at it don't feel that they're over 60.
-Tell me what's good about getting old. I want holidays without kids. We can still ski.
What about something to aid you memory, like crosswords or little puzzles
-to help your brains going?
I don't want knitting patterns, either, thank you.
The focus should be on fun and enjoyment.
Humour. I don't know whether you guys take any notice of that,
whether it's the difference between you picking it up or not.
Just to quickly move onto the name of the actual magazine.
-I'm just going to fire some at you. Free 60.
-Something I feed my cat.
-Oh, my God, they're all horrible.
-They're all horrible! OK.
-Any names of magazines that you do like?
-You've got to hit the thing head-on, like The Oldies.
-As long as it's a magazine title that you'd actually pick up.
'In Central London, tackling Natasha's lads' mag with a student rugby team, Tom and Helen.'
What we're doing is, we're creating a traditional lads' magazine,
but also have quite a lot of input in there about business.
-Yeah, that's good.
-I wouldn't in any way say that it was a lads' mag.
-I wouldn't want to give it that sort of brand.
-So altogether more tasteful.
-But still girls in there, but maybe not so blatant.
Would that be honest? You're not just saying that cos I'm a girl?
Call it Boob-Free Business. THEY LAUGH
What we're all saying is just raise the tone of the whole thing.
They were quite keen on the business idea.
Sort of, how to make money, how to set up in business. They liked that concept.
-I think it would be a good read.
-We can incorporate business.
I still feel like our primary unique selling point is naked-free.
The only problem with naked-free is that's what sells.
But they wanted to "raise the tone" were their words.
Is tasteful a strong enough USP to base our magazine around? I don't think it is.
Helen, do you want to shoot your names at us?
My name was Covered.
It would be reflective of the content, wouldn't it? It'd be reflective of our USP.
-OK, do you have an alternative, Tom?
-I like Covered.
-I know that's my name anyway.
-I like Covered, too.
-Have you got it covered?
'Not covered, Jim's team.'
OK, we ran through all the ideas we had for the name of the magazine and they hated every single one.
They're all too cliche. We need to be satirical.
Why don't we call it Coffin-Dodger?
Pension Mention or something like that?
-I don't think we should mention pensions.
-The Old Boot or The Old Soak or The Old...
-What's a term that you'd call an old person?
What about Golden Oldie? No?
-For the young oldies.
-For the young at heart.
-For the young hearted.
-For the young at heart.
For the old-looking young-hearted.
-I don't know.
-I think for the young at heart.
How about something to do with being hip? Be hip. Hip replacement.
Zoe's thought of a good one. Hip Replacements.
Yeah, Hip Replacement. I like that. Yes.
We've found common ground there, yeah.
-I'm just thinking, is that a bit of a sensitive topic?
-No, I think it's...
-All agreed on Hip Replacements say aye.
-Was that an aye, Susie?
No. But I'm happy to support it. No problem at all.
'Hip Replacement fixed, next the text.'
I think it's got to be 60 is the new 30, like...
..get your arse out, get slimmed down, get active, get the fashion.
You need to change your mental state first.
Everyone thinks you die at 60. You need to change that.
-No, you start at 60.
-Life begins, yeah.
Front cover. Covered here.
'Laying out headlines to lure the lads, Leon.'
And then the work would have...
-How to make £1,000...
-How to make a grand in a day.
This is a lads' mag. We haven't used innuendos.
-How do you blow your load? It sounds a bit rude, but it's also laddy.
-How do you spend your cash?
-What do you do for release? I like that.
'With a picture deadline in two hours,
'Tom and Helen line up ladies for their cover shoot.'
When you're taking photos, we need to get a little bit appealing to lads.
-And we were thinking that you could use Tom's suit jacket and Tom's glasses.
Have her naked underneath. I'm thinking dirty secretary.
Is it fitting into our target audience as we'd established from the focus group?
Yeah, but one thing we need to bear in mind is our focus group was quite focused.
OK? Stick to what we've got, OK?
I've genuinely got no idea what I'm doing here.
That's good. OK, thank you.
You're thinking business and you're thinking surfing.
Can we try with the working hard hat, as well?
If I was PM on this task, it's not the avenue I would've gone down,
but I have made my views clear. I thought it might look slightly tacky
but I'm hoping they open it and it's what they want.
Dear, oh, dear.
I do wonder whether Logic have really understood
the fact that this is a free magazine.
They've seen the list of advertisers they have to pitch to.
Are those the sort of people that want to stand right alongside somebody in a bikini?
-Do you want me to...?
-No, I'm fine.
'3:30pm. Half an hour to the picture deadline.'
Do something spontaneous, like "Whoa!"
'Testing the stamina of her senior citizens, Susan.'
Big smiles! Really, really happy!
One, two, three, jump! Very happy! Fantastic!
-I think we're wasting bloody time.
-You guys are going on a really amazing holiday, riding somewhere.
-OK. Yeah, very good.
-Suze, do you want to direct? One of us can go through these photos.
OK, so, lift her up! Lift her up!
Very happy! Big smile, Simon! As though I just told a really funny joke.
-Brilliant. Ohh! Get a little bit closer, guys.
Big smiles. Really, really happy.
-A little bit more love.
-Big, happy smiles. Fantastic, guys.
-Are we done with all the shots?
-I think we are, yeah.
I have no idea what was good and what wasn't,
so that was all Glenn's decision. I'll go by Glenn.
-I like this.
-OK. No, I don't.
-Right, turn it over.
-I like this angle.
-No, I don't.
I think that's too teenage girl.
I came up with the concept Hip Replacement
and "out with the old, in with the new."
It does worry me. There is a danger that we could stray off the concept and I'm very worried about that.
-Do you like that, as well?
-Yeah, I do like it.
-What are you trying to do?
-I'm making it a bit classier.
Do you like that font? I just think you're taking all the irony out of it.
-I was just playing with it, Zoe.
-I don't like it, but if you want to change it...
No, I'm just playing with it.
'Out looking for lads, the editorial team from Covered.'
-How do you blow your load?
-How do you blow your load?
-I'd rather not.
-That's fine, you don't have to say.
-Doing a feature on "How Do You Blow Your Load?" Do you want to say what you spend your money on?
-How do you blow your load?
-I blow my load going to the cinema, going to the theatre.
-How do you blow your load?
-I am just very into fashion.
Have you got your boxer shorts...?
Are you ready? Perfect.
'8pm. One hour to the print deadline.'
I'll take a print-out of the contents page but I'll go over it again.
One's called Pension Power. The second feature is Don't Forget The Kids.
There's Taxing Stuff. That's basically money matters.
And the two regulars that we've homed in on
are It's Your Call and Love Technology.
My concept is hip as in hip-hop, as is young, as if funky.
Ensure to insure. E-N-sure to insure.
He's produced a medicinal, health-feature magazine, which just looks idiotic.
I think we're pretty happy with the one where she's pulling her underwear down. Love it. Good work.
I never thought I would be excited about a lads' mag
until I was involved in creating one and now I think it's brilliant.
We just wondered if you had a contents page for us?
We need to make this snappy, we're running out of time. How to make a grand in a day.
Finance geek. How do you blow your load? Happy with that at this stage?
Myself and Helen are uncomfortable with the "How to blow your load" label.
-I've made a decision on that.
-I just want to check.
Are we pitching this as raising the tone of lads' magazines?
Not particularly, no. Helen, this is not a conversation we need to have now
-so I want to wrap it up, OK?
Oh, dear, what a day.
'The print run has started.
'Tomorrow the teams must pitch their magazine mock-ups to media buyers.'
Good morning. I'm here to tell you about our new magazine called Hip Replacement.
'And try to pre-sell as much advertising space as possible.'
Hey! How you doing, guys? It's all going good.
The key thing we want to establish, where are you at with the pitch and who's buzzing to deliver it?
I deliver pitches literally as I'm there.
Do you think that's appropriate in this situation?
-Suzie, have you given pitches of a professional nature before?
I was expecting to come in here and somebody to say, "I'm doing it, I feel so hyped about it"
-and I haven't really got that.
-I'd like to do it,
but if you ask me who I think would hit the nail on the head, I'd say you.
-I personally think you, Jim.
-I think you. SHE LAUGHS
-Do you think me?
I think I've got three people who are happy to follow. Maybe they think I have all the answers.
But I'm putting my neck on the chopping block. There's no hiding from that fact.
I'm going to do the pitches tomorrow, but I want you tomorrow morning buzzing about it, too, OK?
-Good morning! I'm the editor of Covered Magazine.
-There you go.
-Lovely. Thank you very much.
-Right, pass a couple around.
-This is well good, guys!
-That's really very good.
-Looks appealing, doesn't it?
This is what it's all about. Oh, wow!
-Oh, my God!
-Glenn, first impressions?
-I absolutely love it!
-That's a fantastic reaction!
-I absolutely love it.
'Armed with a rate card, the teams have add space in 35 pages to sell.
'Total potential value, £100,000.'
The way I'm going to price this, it's going to be rate card price of £6,000
and a reduced offer to £5,495.
'Lord Sugar has arranged three media buyers for the teams to pitch to.
'First up, mass-market buyer Carat.'
Hi, guys. Thanks for giving us the opportunity to speak to you.
We've got a really exciting new magazine that we've been working on. We've called it Covered.
It's great looking at naked women,
-but we thought it'd be nice if there was an approach to a business side of things.
-Very busy marketplace.
We think that this angle of work hard, play hard
gives something that's really fascinating and very relevant for today.
We've run a three-page feature and it's "How To Make £1,000 In A Day".
We managed to make £1,000 in a day, so it's based on a true story.
-Tell me about commercials.
-Our rates are starting from £1,500 for a half-page
and going up to £5,200 for the back cover.
OK. So how negotiable is that?
What I would say is that if you purchase the 35 pages,
-we can include the back cover free.
-So what's the total amount of money we're talking about for 35 pages?
I think you're a bit off the mark if I owned the whole magazine with all our clients
-but there's definitely a market, it's a tough market, but there is a gap in the market.
-Thank you, guys.
'After the pitches, media buyers will tell Lord Sugar
-'of any ad page space they'd like to buy.'
-That was really good!
-Jim. Pleased to meet you.
-'Next, something new for oldies.'
-Hi, I'm Zoe.
Gentlemen, firstly, thank you very much for giving us the opportunity to come in.
I present to you Hip Replacement.
-That's the title?
-That's the title, correct.
I don't like the title. I don't like the launch title at all.
Imagine me going to see one of our clients, I'd be laughed out of the room.
The demographic that we're targeting don't want to be patronised
and they appreciate the irony of the fact that they are of an age.
What I mean by the strapline is "Out with the old, in with the new".
I like the concept, I just don't like the title. How much are you selling it to us for?
-We're selling it to you based on the prices listed.
-No negotiation on that?
-They are our rate card prices.
-You'll find this when you go to agencies.
-We don't talk rate card.
-It's a difficult proposition and I appreciate where you're coming from.
To be fair across the market and give us a solid base, we're happy to exist with the rate card.
We're not looking for fair. Remember that we're trying to support you with your launch magazine.
-We really hope that your advertisers are interested in our concept.
-Thank you. Good.
Today is all about selling and negotiating.
And he didn't negotiate at all, really.
I'm worried we're being too greedy about the prices.
They're buyers. They drive a hard bargain. They want a better price.
-Let's not lose our shirt straight off the bat.
-What if the other two advertising agencies
aren't interested at all because of the price and we lose out on all three?
-I'm happy to take the reins on that.
-For me, we should really slash our pricing.
'Next up, with a client spend of over a billion pounds a year, Mediacom.'
I mean, I'm banking a lot on this one, so this one's got to be the creme de la creme.
I'm deliberating, Leon, between me taking the pitch and you taking it.
-I think we should stick with Leon.
-I vote me.
I thought you did well. It's a bit unfair to bring it up and say, "I might take it".
Cos the thing is, we've got five minutes.
What I'm saying is, all I want is for us to win. Yeah?
So I'm uber, 100 percent taking the last one.
-My name's Natasha, I'm the editor.
-Hello, I'm Claudine.
-Hiya, I'm Leon.
-This is Leon.
-Nice to meet you.
First of all, I think it's about time we uncovered our brand.
It's actually called Covered.
The USP is the work-hard, play-hard.
We see it as a little bit of a gap in the market
in regards to being able to combine both.
In order to play hard, you've got to work hard.
-Right, we're certainly going to talk about...
-Start from the top.
We're going to talk about the money, which is the feature for the first launch. We're going to have, er...
-A finance geek. We've got "How do you spend your cash?"
What I would say, Leon, is certainly we are a lads' magazine. Yeah?
We don't want to hide from that. That's what we want to project.
So do you work with an existing lads' magazine?
-We work with all of them.
-All of them. OK.
Our spend in this market has massively gone down year on year.
Would you suggest that the decline in the market is due to the economy?
No, I think the decline in the market is down to people not understanding young guys as they are now.
OK, which is more than a fair comment.
-So do you think we've missed... The tone isn't quite what they'd be looking for?
-That's a shame.
-I'd really be looking at about £1,500 a page
and that would have to be facing some relevant editorial.
We need to be hitting a benchmark, really, of at least £2,000 per page.
-That isn't going to happen.
-If you're telling me no...
-I'm telling you no.
I will agree on £1,500 per page.
'After a painful first step, another try for Hip Replacement.'
So our target market is the newly-retired, say, from 60 to 70.
This demographic that we're most interested in is the intellectual and the educated.
Little granny sitting in a rocking chair knitting, that stereotype has long gone.
So basically, we're being a bit risky, a bit edgy,
and it's a magazine for that demographic called Hip Replacement.
And we wanted to be ironic.
I kind of bought into it all the way up to there,
but the name just gives it the whole stereotype back again.
And I'm not necessarily sure that they would think that that's a play on words.
-So maybe when I see some of the editorial...
We have an area called The Old Favourites, appreciating that you've got a phone network.
Love Technology, Claudine. Beginner, intermediate and advanced.
So the beginner wants to just be able to make calls.
The intermediate might like to take pictures. The advanced might like to use it for email.
It's a bit patronising. OK, there is a gap in this market
so would you be willing to do a rate of around £2,000?
'£500 a page better than lads' mag Covered.'
I'm wondering if we should take a softer approach.
We're not going to change our magazine based on one pitch.
Not change our magazine, but the way in which it's presented is important, I think.
Is a soft approach basically an insurance approach where we have no conviction?
We don't want to drop our pants before the end.
-Did you like my pitch or not?
I think you stumbled a bit and it is what it is.
Let's just hope you can do the full pitch without getting interrupted.
-Hey? Sorry, say that again, Leon.
-It was more of a joke. Yeah, I think you'll be fine.
'Final pitch - Maxus, a boutique buyer with blue-chip clients.'
-Here we go. "Work hard, play hard" is our unique selling point.
Let's face it, lots of guys like to get a bit of dollar in their pocket to impress the ladies. Yeah?
So we feature in our lads' magazine, "How do you blow your load?"
which translates into, "How do you spend your cash?"
-Are you happy with that?
-We embrace that we are a lads' magazine.
-How do you think advertisers will feel about blow your load?
I think it's a lads' magazine.
I do feel like I've gone back to the 90s.
That's what Loaded was doing in 1995 and I think men have grown up.
You have straight away alienated probably 80 percent of our client base.
We believe that the business aspect balances everything out.
-Our advice would probably be, in the future, to tone that down.
'Stepping up with Hip Replacement, Glenn.'
Now, the reason we've picked the over-60s is because we feel
that they are a massively untapped resource
and we've come up with Hip Replacement
with the tagline, "Out with the old and in with the new".
We want to dispel this image. We want it out that the old are done and dusted.
We want to say that they're in with the new, basically.
-This is the front cover.
-Could we give you some immediate feedback?
My heart slightly sank, and I think John's jaw dropped.
This does look like Viz have done a magazine for the over-60s.
-You've got a picture of someone in a cardigan.
-We're showing that... We're showing both sexes.
We're trying to get through to people. We feel that, erm...
..basically, the content is what sells it.
That looks...pretty good.
-You like this?
-Yeah, I like that.
We're taking the demographic who are, by their very nature, becoming more modern
and we're keeping it modern and keeping it fresh.
I'm interested in this. I think there is a gap in the market.
If I went to my client and said the rate card's £5,000 for the inside front cover,
we've getting 50 percent discount off that, it might be something I can sell.
OK. 50 percent is bold in terms of what we were considering.
A lot of launch magazines give their advertising for free to encourage other advertisers in.
-I preferred when it was 50 percent as opposed to free.
-That's your final offer.
Everybody in agreement with that?
OK, we'll take that back and talk to clients.
We weren't on the back foot in the negotiation because he liked it.
That kept us in a strong position.
'Tomorrow, given away free in the boardroom,
You can go through to the boardroom now.
-ALL: Good afternoon, Lord Sugar.
Well, there's been a big shift in the market towards these free magazines.
A very popular thing these days. The media has changed tremendously over the years
and, of course, the main commercial aspect of that is the advertising revenue.
Now, Natasha, I made you team leader. Natasha was a good team leader?
-Yeah, very passionate.
-She made a good editor.
-Your team came up with this, right?
-Covered, that's right.
-Tell me about it.
-We came up with the concept and the unique selling point
of "work hard, play hard" for lads' magazines.
-It's for the lads and finance. So it's...
-The work hard, play hard balance.
-Like the FT with a swimwear section in it?
-Not exactly, no.
It was trying to be business related, entrepreneur related, work related.
-Who went to the focus group?
-Myself and Tom.
-What did you glean from the focus group?
They were saying stop under-estimating us.
They read lads' magazines but they're interested in careers...
Don't be condescending, don't talk down to us.
We are interested in finance and our careers.
They told you, "Don't talk down to us," and you're coming up with the same old stuff.
Bearing in mind your business model is all about being supported by advertising,
tell me about who you think the potential advertisers are going to be in the book.
We had the three agencies and a list of their clients. There was a lot of finance clients.
You've got articles in here, "How to blow your load".
-Who would be advertising next to that, then?
-There's companies that alcohol, there's a strip club.
Banks wouldn't go anywhere near that.
Hindsight is a lovely thing. Helen and I pushed hard at one stage
-to move away from the "blow your load", but we didn't push hard enough.
-You did, to be fair.
I think I was the one most strongly against the concept.
I see one of the articles, "How to make £1,000 from rubbish".
-Whose idea was it to include that?
-That was my feature.
Good. That is entrepreneurial spirit.
You found out how to do it from the previous tasks and you decided to make a feature of it.
I think that's quite smart.
-Yes, Lord Sugar.
-Do you feel you had a good team leader?
-OK. I said, "Let's go for over-60s". Zoe said, "Let's go for over-60s".
Glenn says, "Over-60s" and Susan was sitting on the fence but then backed us on over-60s.
It's a good market. Us over-60s, we are a huge market.
-Lot of disposal income. I want to know, where did you get this name from?
I somehow came up with this Hip Replacement,
but this developed into a whole concept,
as in replacing where hip is.
-It's a play on words, isn't it? Meaning it's quite cool.
-And it's also...
-But unfortunately, in my opinion, it's kind of backfired here.
Hip Replacement. I'm reading it exactly what it means.
-I mean, you know...
-We've got the tagline at the bottom, "Out with the old, in with the new".
-That makes it worse, doesn't it? Out with the old hip and in with a new one!
It's like a do-it-yourself hip replacement.
-They came up with some very tedious names, like Pension Mention.
-Somebody, I can't remember who it was, came up with Coffin Dodgers.
-They said, "Really push the boundaries, really break the mould."
-We felt it was risque and edgy
and with a medical connotation that is applicable to that age group.
All right. Look, you went and pitched your magazines to the professionals.
So we're going to find out what they thought and where they'd put their money.
So, I'm going to start off with Maxus.
Karren, how did Logic do?
They didn't really like it. Didn't like the "How to blow your load" angle but said they'd take £9,000.
9,000. And Maxus for Venture?
More impressed. They would take £12,000.
-Again, they thought it was dated.
They thought it was very stuck in the 1990s.
They decided to take £7,500 worth of advertising.
-Nick, on Mediacom?
-Claudine at Mediacom was prepared to
put her toe in the water to the tune of £16,850.
Right. OK, so we've got 28 grand on the clock against 16.
While I'm with you, Nick, Carat.
-Carat loathed it and weren't prepared to buy anything.
For Logic, Karren?
Well, they liked it so much,
they wanted to buy every page in the book
and they offered £60,000 to do that.
-For kind of an exclusive.
-For an exclusive, yeah.
That's a very, very good deal. Yeah. Now, I'm not sure about the front cover.
Did you ever go to work looking like that, Karren, in your 20 years?
-I can safely say no, I have never been to work looking like that.
Well, look, having battled it out in the world of publishing, I've got a treat for you.
Something a bit unique. I'm going to send you into some gentlemanly sport.
You're going to be trained by some British champions in the art of fencing.
So have a good time and I'll see you on the next task, OK?
-And I'll be looking forward to hearing who is the Errol Flynn amongst you.
I'm surprised, to be honest, because I think you had the biggest market. Jim, take your team away.
Go and have a chat about what went on.
I'll see you back here shortly. One of you will be leaving today.
OK? Off you go.
En garde! Bravo! So two steps. One, two.
Good. Two steps back. Very good.
-Well done, girls, great effort.
We certainly haven't been given the booby prize
but I think it was the boobies that made us win the treat,
Right, guys, we lost. Was there anything you would've changed, Glenn?
Maybe that first pitch.
They did say, "We could fill the 35 pages if you give us a cheap price"
and it went straight over Jim's head.
-If we'd gone in at bottom price...
-We didn't get it cos he hated the name.
We all endorsed the name. That's the reason why.
Zoe thought of the name, OK?
We backed it, but she thought of it.
We tried to tap into a market that none of us knew anything about.
I completely disagree. I don't think you can back out at this late stage and say, "The whole thing was wrong".
I was the only one who opposed the name Hip Replacement.
Everyone else seemed to be really gunning for that.
I'm not backing out, I'm just trying...
Every single view that I had, the entire team was opposed.
We lost and it is what it is. We know what happens next.
Yes, could you send the four of them in, please?
Yes, Lord Sugar.
Lord Sugar's ready for you now.
OK, well, Jim, clearly something went wrong with the pitching to the advertising agencies.
-Yeah, I do have thoughts. They made a point straight off the bat
that their advertisers would not want to be in a magazine with that name.
The name Hip Replacement is bad.
-It is bad.
-I'm disappointed that all four of you stuck to that title.
I was the only person who disagreed with the name.
-But you didn't...
-I didn't hear...
-Your voice must have been lost in translation.
-I absolutely did.
-I definitely did not hear. Did you?
-She did say she wasn't agreed with it but there was no strength.
-It's a whisper in the night.
-Zoe, you started off with a concept of "60 is the new 30".
-When I look at this, I don't see that being projected.
-I don't, either.
-Who didn't project it properly?
-That's what I don't understand.
I thought we came up with this "hip" which was the digital font
and then I came back and it was Vanity Fair text
-and I genuinely don't understand...
-You were there.
-Were you in front of the screen?
-I was sat at the table behind.
-I said when we put the digital font on, "That doesn't look right"
and you agreed and I said, "We'll revert back to the text which was more legible" and you said OK.
-Jim, Jim. This must have come about by your direction.
It's not exactly how it went, but yes, the finished cover has got more of my hand on it then anybody else's
-but at all stages of that, Zoe contributed.
-I personally wanted a different front cover.
-That photo's awful.
-This is pretty old-fashioned stuff.
I gave a brief tighter than a duck's behind for the photo shoot.
A young couple who were younger than their age. The only shot we could use was that shot.
We gave you a selection of photos and that was your choice.
And they were based on your brief.
-If we give you what you want, you can't complain.
-My brief was single shots, as well.
I showed the piggyback shot with the title Hip Replacement.
-A piggyback and Hip Replacement...
-It's ironic. It probably would've done better.
-Jim, what did you want to see?
-I wanted people like that.
People like that, but anything that could show a bit of action or activity.
-I said, "Show that they're having fun and doing things that aren't in their age group."
-Did those photos not contain that? They did.
-They didn't. I wish they did.
-We had bikes, we had boxing gloves, we had princess lifts.
-They were there.
-So many different types of scenes.
I think you're missing the point. Some of the content in here is condescending to say the least.
-Technology. You're a bit of a technologist.
Do you think us people who are 60 are so bleeding thick, we need to go, "How do make a phone call"?
Are you taking the piss or what? I'm supposed to be 60 thinking I'm 30.
But Lord Sugar, you're in the technology industry.
-I look at him as a classic example
and even he has glided through technology.
He'd be insulted if you said to him how to make a bloody phone call!
You pitched to three different companies
and I think, Jim, you did two of the pitches, and Glenn, you did one.
Actually, this is the essence of the failure of this task.
Two factors - contribution and cowardliness.
Contribution - 60 percent, 25 percent, 10 percent, 5 percent.
-Let me finish.
"I'll pitch, but you'll be better, Jim."
You had five hours to prepare a pitch, but I'll be much better.
The next morning, I manned up and took it on.
-Susie never stepped up at all.
-Why didn't you do it, Susan?
-I did actually put my hand forward. The reason...
-You know what?
-Please, be true to yourself with your answers.
It's unfair to say that I didn't contribute to the pitch.
I'm going to make a valid point, because it looks as if we're all trying to shoot Bambi.
-Which one is Bambi?
-Susie is Bambi because of her lack of contribution
-and her half-hearted nature.
-It's not unfair, Susie. I wish it were.
-It was actually Bambi's mother that got shot.
I did honestly put myself forward for the pitch.
-Others are saying you didn't.
-I did say it! Honestly!
You did say it, but it was less than half-hearted, no disrespect. I felt if I didn't pitch all three...
Before we get terribly carried away with the pitching side, Jim, you might be interested to know that
one of the major media buying companies, the one that didn't give you any money, said you were,
"Inflexible, not prepared to negotiate..."
This is on the prices matter. I was going to bring that up.
What discount did you offer them?
-They weren't interested in taking...
-They said to us...
"What's your best price?" and we didn't offer any discount at all.
-They did not like the title. OK?
This is business acumen now.
-The business talk in this industry is, "What's your discount from the rate card?"
Am I hearing correctly, that you didn't offer them anything?
-We did offer...
-Expected them to pay rate card for a brand new magazine?
-We offered them discount if they...
One of the people you did get an order from, what did you give them by way of discount?
-We gave them more aggressive discount.
Because we were in a more informed position.
In order words, the penny dropped that you'd made a cock up on your first pitch.
-Jim, who's responsible for the failure of the task out of this four? Who should go home today?
I would happily bring all three back, but who's responsible for the failure of this task
is the meek little mouse and that's Susan, followed closely by Glenn and not too far behind by Zoe.
I was the project manager that they loved and I led them to defeat.
It's not about love. Let's not get carried away.
Love? You've been doing enough talking today that some of it is on my behalf, really.
My question is, who are you bringing back with you?
-I'm certainly bringing back Susie and Glenn.
-Zoe, I'll see you on the next task, OK?
-Thank you, Lord Sugar.
OK, you three, step outside and I'll call you back in a bit. I want to talk to Karren and Nick.
I tell you what, he can talk, that Jim, can't he?
But the thing is, he always covers his arse.
He never takes a unilateral decision.
It's interesting Susan comes into the boardroom time and time again
-with all these wonderful task-saving ideas...
-And turns into a mouse.
-This is the mousetrap.
The thing about Glenn is, he always falls back to, "I've never done it before, this is my first time".
To be honest, his pitch was very, very average.
-Lord Sugar will see you now.
Right, Jim, you said in a rather derisory manner,
referring to Susan as a mouse, is that right?
-I didn't mean to be offensive. My point was...
-It wasn't complimentary, was it?
No, but it was to highlight her meek attitude.
I think, during the tasks, I do try to voice myself,
but I think I lack respect from the rest of my team members. But I actually have my own business
and that is something that these two can't say. They've only ever worked for other people.
-They've never taken the initiative to work for themselves.
-Fair comment. The mouse that roared.
-What have you got to say about that, Jim?
-It was refreshing. It was interesting to hear the mouse roar.
But there are some times where she whispers and maybe goes unheard
and there are some times where she doesn't say things.
-She says she does.
-For example, I started the discussion about pricing
and Susan said, "I brought up pricing". That's not true.
Susan said, "Let's slash the price. We must slash the price."
-She was at it all the time.
-Thank you very much, Nick.
Nick, what we're both saying is true.
-In the third pitch, I brought up the topic of price
and I said, "We need to have a discussion..."
Susan's still pushing for greater percentage, "We've got to come away with something".
-I actually said that, Nick.
-Glenn, it's your dream to be in business, right?
You described yourself as a barrow boy who done well.
I've promoted live music, I'm a social secretary at a football club, they both turn money over.
-So you're not a bit of a Del Boy, then?
-I'm not a Del Boy.
I thought you were one of those people who thought Fools And Horses was a business documentary.
-I've reached a position which is reserved...
-You're an engineer.
I have started ventures on my own and I have not failed in anything I've tried.
The pitch that I went forward for where I've had no experience we pulled money away from.
-I think that's pretty good for a first go.
-I wonder, would Nick agree
that when you were looking for your words, I stepped in, and come the negotiation, I led that.
Because you're a control freak. You never let anyone finish a sentence.
-Do you honestly believe that?
-To be honest...
-I heard a little "Mm" from Nick here when you said that.
-Have you come across him as a bit of a control freak?
You are what I would call a passive aggressive. You charm people into going along with your ideas.
I don't try to deceive anybody, Karren and Nick.
I put myself out there. I don't think that these two punters to my left and right can say that.
-I think they can.
-I really don't...
-You wouldn't let anyone.
-I asked you to do the pitches.
And, yes, we make mistakes, and I hold my hand up and say,
"If I had more industry experience, I might have given more discount"
-and I feel the noose tightening.
-One could argue that is the biggest error.
You said the noose is around your neck. You've got her in the mousetrap.
It sounds like a bleeding Agatha Christie play.
Who should get fired, then? I'm sure you're going to exclude yourself.
Susie should be fired for obvious reasons. She's front of house and all style, no substance.
All style, no substance.
-Every single thing that you asked me to do on this task, I did to the best of my ability.
-Do you think...
-I asked you to pitch.
-I didn't put myself forward as strongly as Glenn.
I admit I lacked confidence and I should've put myself forward more.
You lacked passion, enthusiasm, contribution, getting involved.
I feel that every single thing I have done has been overlooked.
-You have tunnel vision.
-You put blinkers on and ignored everyone else...
-I want this.
I want your investment more than anyone else in this room.
-I've had my own business, I know what it is like to create something
-that you've produced yourself. I am 21 and I have had...
-Stop using your age. It doesn't make any difference.
-We're all in this process together.
-You didn't have the initiative to do what I've done.
Where's your initiative in this process?
She ain't doing too bad now. You beat her up before. She's got no support from you lot.
But what sticks in my mind is finding yourself in this position all the time
-where no-one's ever agreeing with what you're saying.
-I honestly feel that they look at me and they think,
"Young, naive, no experience, let's pick on her, let's get rid of her, she's an easy target."
-That is how I feel.
-I think that you're just marginally worse than Glenn, so I'm not picking on you.
-You are a different class, son.
-You never make a decision without passing it out to everyone.
You never just say, "That was my idea". You don't take responsibility.
You want to go to someone who has natural business acumen.
You don't know how to do business. With the agents, you didn't even think to discount the price.
OK, look, I think I've had enough.
Jim, I'm starting to think about whether I want to be in business with somebody
who finds its difficult to admit that he's done something wrong.
-You're great at deflecting questions away.
-May I speak, Lord Sugar?
No, I don't want any more speaking now. It's not once, it's several times
that I've been told by Nick that you have, I suppose, this manipulative manner
to get everybody on side and never make a decision on your own
and anybody who goes into business with me has to make decisions on their own.
Glenn, you said that you run some social club and all that type of thing.
That's not real business. I've had a problem in the past few weeks
grasping what your USP is, really.
Susan, it's not an excuse, your age, yeah?
Cos I was younger than you when I started my business.
And no-one shoved me around, OK?
You want to play in a big person's world, you have to become a big person.
Susan, I may have heard it too many times and you may be too young.
But I think that Glenn, I have never yet come across
an engineer that can turn his hand to business.
So, Glenn, you're fired.
Thank you for the opportunity, Lord Sugar.
Now, you can talk the hind legs off a donkey.
-But what I've forgotten about bullshit you ain't even learnt yet. Do you understand me?
So you know what I like. I saw a glimmer in you of some kind.
Play to it, yeah? And Susan,
it's what you've done in the past outside of this process that's left you here.
-Now you have to show me that you can actually do what you claim you've done.
-Go back to the house. I'll see you on the next task.
All the best.
Glenn, I don't know, I didn't see much from him.
I think you've given Susan an opportunity now to actually stamp her personality in this process.
-If she doesn't do it, you're quite entitled...
-And him, also.
It's not the ending I wanted. He just doesn't want to work with an engineer.
I honestly don't know why.
I didn't fail at one thing.
Obviously, I failed at impressing Lord Sugar, but, you know...
Jim kind of went, "Lord Sugar, you're implying that it's arse-covering going on"
and Lord Sugar was like, "Yeah, that's exactly what I'm implying."
And Jim took exception to that.
I think Jim has been fired.
-I think Susie's probably gone.
Oh, my God!
'In the fight for Lord Sugar's quarter-million-pound investment,
'eight candidates remain. Next time...'
-I hope you've got your passports cos we're off to Paris.
-'It's the fast track to France...'
'..with the best of British.'
He said it's not nice.
I've got Euro signs in my eyeballs now.
'And for one, it's the guillotine.'
You should've stuck with your guns because you're fired.
Subtitles by Red Bee Media Ltd
E-mail [email protected]
The teams are called to gleaming offices in Fleet Street, home to London's oldest newspaper district. Lord Sugar informs the candidates they'll be creating and publishing a free magazine. But first he shuffles the teams, appointing the project managers.
Free magazines earn money by selling advertising, but advertisers only buy space in titles with a surefire market. As such, the teams must choose a hit subject, produce appropriate editorial content and convince advertisers they will reach a big audience.
As Karren keeps notes, one team is led downmarket by their editor with a low-brow lads' magazine. The other team, accompanied by 67-year old Nick, goes for the oldies market, and on the way comes up with some patronising names (causing raised eyebrows from Nick!). But despite some research with sprightly over-sixties, it soon descends into stereotypes. Karren winces as the lads' mag embraces innuendo and photoshoots get racy. Spot research on the street sends signals that the lads' mag may be off-course, but the magazine editor continues to push the boundaries.
At the pitches, one team doesn't know what it's selling, while both teams fail to negotiate until it is almost too late. In the boardroom the final ad sales surprise Lord Sugar, leaving the losing team bickering in a blame game. But when the final page is turned, the end words are: "You're fired!".