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MEDIA KIT 2011


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MISSION

Moholy Ground Magazine is a journal of photography that creates unique opportunities for artists from the San Francisco Bay Area to gain exposure, experience, and present significant new work in a stunning print format. Moholy Ground Magazine also provides a venue for discounted print advertising for small arts-related businesses, independent movies, non-profits, and art organizations.

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Photo By: Trevor Traynor

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Photo By: Trevor Traynor

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HISTORY AND BACKGROUND

Moholy Ground Project, Inc. began in the Fall of 2007, blossoming out of what was initially a birthday gift to an aspiring photographer from a group of like-minded and culturally diverse artists. This collective wanted to create a high-quality photography portfolio to kick start the photographer‘s career. During this process, they were approached to assist local non-profit arts groups with publishing, printing, and design projects to promote various causes. The need for organization became clear. The collective galvanized under the name Moholy Ground Project, Inc. (MGP), strategizing ways to broaden the appeal and scope of arts-related events. Believing that weekly newspapers and existing websites are insufficient at relaying the feel and scope of artists’ work and are generally 4


out of the artists’ and non-profits’ control, the collective sought ways to crosspollinate communities. MGP dedicated themselves to becoming a resource, providing marketing collateral, advertising, and promotional material at reasonable rates. Benefiting from MGP’s services, non-profits are free to use more of their resources to pursue their work. MGP recognizes that too many brilliant artists spent more time promoting their work than creating it. The Moholy Ground Project was officially incorporated in the state of California in 2009. MGP then opened offices on 148 Townsend Street and acquired the printing and binding equipment necessary to share their dream with the Bay Area arts and non-profit community. One inspired path towards empowering creative individuals and non-profits of the Bay Area to develop and thrive is through publication. In Spring of 2010, Moholy Ground Project, Inc. published their first periodical with the journal of photography, Moholy Ground Magazine. Committed to stimulating critical discourse as well as documenting and fostering connections within the contemporary arts, Moholy Ground Magazine features the work of emerging photographers and informative essays, interviews, and articles. The journal takes a diverse approach to photography by publishing compelling and authentic images about the people and places in the San Francisco Bay Area. Issue 1 of Moholy Ground Magazine features the work of Gabriel Wheeler, Leo Docuyanan, Amal Mongia, and John Coyne. Issue 2, released in Winter of 2011, presents work by Trevor Traynor, Unnikrishnan Raveendranathan, Josie Ramondetta, Scott Walker, Scott MacDonald, and Richard H. Hart. Reasonably priced at $10, the glossy-paged, high-quality issues of Moholy Ground Magazine can be found at retail outlets, art galleries, book stores, and MGP sponsored events.

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MOHOLY GROUND PUBLICATIONS CREATE UNIQUE OPPORTUNITIES FOR EMERGING AND ESTABLISHED ARTISTS TO PRESENT SIGNIFICANT NEW WORK. Photo By: Scott Walker


Photo Coutresy of: moholy-nagy.org

LAZL O M O H O L Y - N AG Y 8


Named after Lazlo Moholy-Nagy, an iconic twentieth century renaissance man, modernist, and visionary, MGP honors the spirit and relentless dedication to experimentation that Moholy-Nagy encompassed in his life and work. He was perpetually fluent and outspoken at the vanguard of painting, photography, film, graphic and industrial design and sought to democratize art forms rather than envelop them in avant-garde elitism, believing equally in the necessary heroism of the modernist and necessary humility of the pedagogue. In his first Bauhaus book, Nagy established photography as a fine art equal to painting. His experiments in light and shadow reinforced photography’s value as a subjective medium, and therefore an artistic medium, rather than simply a means to document reality. He taught people to think - that designing is a euphemism for thinking, and that “man, not the product, is the end in view�.

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MOHOLY GROUND TARGETS A SPECIFIC AUDIENCE WITHIN THE ART WORLD, GIVING YOU ACCESS TO AN EDUCATED AND SAVVY CONSUMER WHO IS INTENTIONALLY SEEKING OUT AND CONSUMING ARTS RELATED MEDIA.

Photo By: Richard Hart


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ADVERTISING

Moholy Ground magazine offers the chance for readers to study the benefits of an advertised product or service at their leisure; ads can be referred to again and again and passed on easily. There’s a built-in higher concentration of your target audience with Moholy Ground magazines and an emotional reader response toward advertising that corresponds with our specific editorial environment. Our magazines have a winning formula - they are compact, high quality and truly local containing interesting and relevant images and information about the San Francisco Bay Area. Moholy Ground magazine reminds us to slow down. It reminds us to look at and truly take in the intensity of each moment and shows us how subtle changes in our environment, strung together create a gradient of reality that is inextricably altered from our original experience. Moholy Ground magazine serves its market effectively with a synchronized editorial and advertising mix. Our readers expect our advertising to target them and read the magazine for the advertising and editorial content. By advertising in Moholy Ground magazines, you can reach your target audience, educate them about your products or services, and move them closer toward creating a lasting relationship with your organizational ideals.

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Photo By: Trevor Traynor

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AUDIENCE

Our readers are smart and young at heart. They have college degrees, talk politics, attend art shows, go to concerts and music festivals, involve themselves in their communities, tool around in the garden, and think of the possibilities. They will buy a camera or piece of art before they invest in a car. Moholy Ground readers are cultured, well travelled, early adoters and also like to have a good time. According to readers’ surveys, our readers are knowledgeable and enthusiasts of food. Moholy Ground’s audience is very sensitive to over-saturation. Our promotions and media executions are kept at a grass roots level. Our readership includes:

Art Makers

Young professionals

Curators

Patrons of the arts

Arts administrators

Experimenters

Professors and academics

Evolving artists

Art & design students

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Art collectors


Photo By: Scott Macdonald

OUR SUBSCRIBERS 89% regularly attend art exhibitions and performances 88% save/collect a magazine issue after reading it 91% buy music every month, both digital and analog 89% see live music 3-4 times a month 93% eat out 4-5 times a week 82% go to a bar or club at least twice a week 89% go to the cinema every month 96% have a mobile phone with multi-media functions 39% buy movies, videos or DVDs every month, 86% buy quality health and beauty products every month 47% shop online regularly with established accounts 70% intend to travel overseas in the next year College graduates, 86%; Current students, 27%

*NUMBERS BASED ON READER SURVEYS AND PSYCHOGRAPHIC ANALYSIS OF TARGET MARKET

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DISTRIBUTION

Moholy Ground Publications are available in small or independent book stores, newsstands, coffee shops, music stores, and clothing stores at a cover price of $10 per issue.

55% 24% 15% 6%

SUBSCRIPTIONS

NEWSSTANDS

DIRECT RETAIL

Total projected circulation after 4th issue:

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PROMOTION

2000


EDITORIAL CALENDAR

SPRING SUMMER FALL WINTER

ISSUES

2011 APRIL JULY OCTOBER JANUARY

15TH 15TH 15TH 15TH

CLOSING

MATERIAL

STREET D AT E S MAY 1

AUGUST 1 NOVEMBER 1 FEBRUARY 1

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A D V E R T I S I N G R AT E S & D E TA I L S

TRIM SIZE 8 X 10 Specifications 1. Full page with bleed 8.75 x 11.25 inches 2. Full page without bleed 7 x 9.5 3. Half page vertical 3.375 x 9.5 4. Half page horizontal 7 x 4.625 Payment & Discount Single ads are billed per issue at time of publication. Four consecutive ads are billed in full at time of publication of the first ad. Full payment is due 30 days from billing date. Advertisers who contract for four consecutive ads will receive a 20% discount on the total amount due. Ads not published within the contract period are subject to price change. Ad Design Rates $90 includes design and two revisions for all ad sizes. Image scanning: $25/scan, slide or original up to 8.5 x 11 inches. File Formats Macintosh or PC: Illustrator, InDesign, Photoshop or high resolution (300 dpi) PDF. Include all font and image files. Image files must be TIFF or EPS & 300 dpi. Ads print as four-color process (CMYK). RGB and Pantone colors will be converted to CMYK. Cancellation No ad will be accepted without a signed ad contract. Advertisers who contract for single ads and who cancel an ad prior to material deadlines must pay a 15% cancellation fee. Advertisers who cancel a single ad after the material deadline must pay the full amount for the ad. Advertisers who contract for four consecutive issues must pay for all four ads even if they cancel an ad prior to the material deadline. Notice of all ad cancellations must be made in writing and sent to johnmccoy@moholyground.org. All contents of advertisements are subject to publisher’s approval. Publisher reserves the right to reject or cancel any advertisement, insert order, space reservation, or position commitment at any time without cause. Publisher reserves the right to insert the word “advertisement” above or below any copy.

Moholy Ground is not responsible for color accuracy unless a color correct hard proof accompanies ad submission. 18


STANDARD RATES Back Page

$680

Front-inside cover

$510

Back-inside cover

$510

First page

$400

1 of 4 pages before feature section

$150

Standard Interior Pages Full Page

$120

Standard Interior Pages 1/2 Page

$80

NON-PROFIT & ART GALLERIES Back Page

-

Front-inside cover

-

Back-inside cover

-

First page

$110

1 of 4 pages before feature section

$100

Standard Interior Full Page

$60

Standard Interior 1/2 Page

$35

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148 TOWNSEND STREET SAN FRANCISCO, CA 94107 415.347.6674

Moholy Ground Magazine Media Kit  

Media Kit for non-profit San Francisco based photography magazine Moholy Ground