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“Jacket� Launch Wenbo Pei catherine adreani spenser stevens


Audience Profile demographic and psychographic data Male/Female: 54/46 Graduated College or More: 65: Postrgraduate Degree: 30% Professional/Managerial: 25% Creative Arts: 28% Median Age: 25 Single: 81% Married: 19% Own Home: 18% Household Income: $68,000 Median Individual Income: $42,500 Own a Valid passport: 90%


Editorial Plan Jacket will be a budget travel magazine targeted to college students, recent college graduates and yuppies alike. Jacket will be a versatile source of travel ideas including unique destinations, creative itineraries, alternative travel methods, and lodging and dining suggestions. It will offer arts and sporting events listings, as well as special coverage of music festivals. Jacket will also include a section dedicated to Study Abroad Programs with comprehensive resources for all interested parties. Jacket will embody the character, the voice and the spirit of its readers by fostering community discourse; it will become a forum environment where readers will be able to contribute valuable content like reviews, anecdotes and suggestions.

EDITORIAL CALENDAR Jacket will be issued on a bi-monthly frequency. The editorial calendar will look like this: January/February: Spring Break Edition March/April: Study Abroad (Fall) Edition May/June: Summer Travel Edition July/August: Summer Festivals Edition September/October: Study Abroad (Spring) Edition November/December: Winter Travel Edition


Circulation Plan Our competition will be primarily from other magazine titles such as Arthur Frommer’s Budget Travel, Vagabond, Wanderlust, Get Lost, Lonely Planet Traveler. Most of these magazines are supported primarily by advertising revenue, are published monthly or bi-monthly and are staffed by a mix of seasoned journalists and freelancing contributors. Jacket will be a bimonthly print publication distributed to subscribers and select booksellers (including chain booksellers, independent booksellers, and specialty stores such as Anthropologie). This strategy will be advantageous because, unlike the competition, the editorial meat of the publication will only be available in print format, thus driving subscription and bookseller sales, rather than less expensive digital subscriptions. While Lonely Planet Traveler and Wanderlust produce 12 and 10 issues per year, respectively, the majority of their content is also available online. Budget Travel, Vagabond, and Get Lost are currently offering all of their editorial content online for free from both current and past issues. First Year Projections: Single-Copy Sales: 40,000 Subscription Sales: 6,500


Advertising Plan The consumer marketing strategies will focus heavily on social media, direct mail marketing, local online advertising, and print advertising in non-travel magazines that target the same demographic such as music magazines, fashion & lifestyle, food, sports and technology magazines. Another focus will be influential blogs among the same communities. In terms of Ad sales prospects, the initial client categories the sales staff will be targeting are: affordable lodging websites, hotels, B&Bs and hostels, airlines, rail companies, ground transportation companies, bicycle rental shops, restaurant owners, local retailers specific to the destinations featured, music festival organizations, various general events organizations, Universities, travel abroad programs associations, travel agencies, travel equipment retailers, clothing retailers, food manufacturers, farmer’s markets associations.

ADVERTISING COVER PRICE PROJECTIONS Our CPM would be around $80 (Budget Travel is $86, National Geographic Traveler is $120). The ad cost would be $50,000 for a full page, $40,000 for 2/3 page, $30,000 for a ½ page and $20,000 for a 1/3 page. The cost for cover #2 would be $70,000 and Cover #4 would be $80,000.


Brand Extensions Some of the opportunities in terms of brand extensions will be Special Interest Publications, like seasonal travel editions, the issue of travel guides that could be sold as printed publications as well as in the shape of paid apps; and various types of travel related merchandise –in partnership with local manufacturers and retailers-. Other brand extensions will include an online store for travelers to compare, review and purchase trip related equipment. Events will be held occasionally to encourage our target demographic to browse the site and engage with selected sponsors and advertisers. We will also develop mobile apps on different platforms and operating systems, serving as search engines as well as providing select editorial content. This will allow the brand to build long term relationships with customers and advertisers while securing additional cash flow. These apps and the online content will support our magazine by offering extra resources for readers and new marketing channels for advertisers. The apps would be offered for a $2.99 charge and will provide full access to coupons and services in addition to the content.


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