magazine business plan assignment #3 Morgan Fraser Richard Fukahara
magazine business plan assignment #3 Morgan Fraser Richard Fukahara Megan Heesterman Alex Ng Andrew Ou Emily Taylor Joanne Tran TABLE OF CONTENTS !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"! ! REVENUE MODEL / / / / / / / / / / / / / / / / / / / pg. 1 !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"! MARKETING STRATEGY / / / / / / / / / / / / / / / / pg. 1 !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!" CIRCULATION STRATEGY / / / / / / / / / / / / / / pg. 3 !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"! ADVERTISING STRATEGY / / / / / / / / / / / / / / pg. 5 ! !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"! ALTERNATE REVENUE STRATEGIES / / / / / / / / pg. 6 ! !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"! ADDITIONAL MATERIAL / / / / / / / / / / / / / / / / / / pg. 10 ! !"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!"!" REVENUE MODEL Kodiak is a privately owned, for-profit cultural magazine with a commitment to local business, destination tourism, environmentalism and most importantly – west coast board sports. Our private ownership enables us to only publish content that we wholeheartedly believe our audience will enjoy. We are solidly Canadian in all aspects of our business: ownership, audience, mandate, content and production. We are funded by a combination of our paid circulation, bulk sales to our network of corporate partners, advertising sales, Canadian government grants, ancillary revenue efforts and in kind contributions. Our niche audience of west coast boarders and our intimate knowledge of them and their interests make us a valuable business partner and an engaging, current and one-of-a-kind magazine. MARKETING STRATEGY As a magazine that seeks to be an integral member and cultural leader for our niche audience of west coast boarders, we at Kodiak spend a necessarily large amount of time, effort and money on marketing. We have identified our audience; formed our online marketing plan of daily, monthly and one-time strategies; outlined a print marketing plan that includes free, low, medium and high cost options; and are planning to be attendees and organizers of many boarding-related events. Our Audience Our extensive demographic (PMB) and psychographic (audience surveying) research informs us that our Kodiak reader is as follows: - One of 180,000 British Columbian high school and/or university graduates, aged 18-34, with an average household income of over $100,000 - An avid boarder (surf and/or snow), who practiced their sport 3-9 times in the past 12 months - They board as an escape from daily life, as a way to relax, to challenge themselves, and to interact with other boarders in their community - They pay extreme attention to the quality, style and function of their gear (which they spend an incredible amount of money on), as it represents their identity as a boarder, and keeps them comfortable, fashionable and safe during their adventures Our primary marketing goal is to gain maximum exposure to our audience through directly relative and correlated retail outlets, websites, apps and accommodations. Print Marketing Plan: Free/Low Cost The following marketing efforts have no or little direct cost, and instead operate on an exchange model, where we exchange discounted advertising or a deeper discount on sellable copies to retailers for promotional discounts to their outlets, resorts or for their services. - Incentives: discounts on gear, season’s passes and/or accommodations for current subscribers (proof of subscription purchase would be shown at select locations for a discount) - Copy free with purchase: in select high-traffic corporate partner outlets we will give copies free to be included with purchases over $50.00, as well as incentive online marketing to the retailer for distributing. (This will attract seasoned boarders upgrading equipment as well as those new to the sport, as they are purchasing new gear and will want to know more about the sport) - “Fundraiser” issue: include content focused on environmentally oriented charities and industryrelevant non-profits in order to increase exposure and receive endorsements from the organizations Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(1 - Exposure: our Burton-partnered Kodiak design contest (see “Alternate revenue strategies” for details) will result in Burton boards being given away as prizes/sold by Burton outlets that are designed with our brand Medium/High Cost The following marketing efforts involve a direct cost and have been factored into our budget (see P&L) under “Marketing expenses”, “Tradeshow/event expenses” and “Shows and events per year”. Our retailer recruitment strategy, which is executed by our marketing and circulation departments, will be covered under “Circulation strategy”, and the cost of this strategy is found under “Retailer recruitment” in the P&L. This portion of our plan represents our long-term marketing strategy, as we would never execute all of these efforts in a single year. - Corporate partner strategy: the fact that our magazine is distributed in many high-traffic retail outlets and resorts means a lot of exposure in areas that our audience frequents - First issue free: at our launch event we will give out physical copies of our first issue free; as well as offer parts of our digital version online for free during first issue launch - Direct emailing/mailing: we will purchase emailing/mailing lists from key advertising brands like Burton and from our corporate partners and include a discount code or contest incentive on the ad to use when subscribing - Public relations: send out complimentary issues to famous boarders or identified leaders in the boarding community in order to hopefully garner support and receive endorsements from them - Paid advertising: we will advertise our magazine in newspapers, tourism magazines, and on radio and television stations local to prime BC boarding locations - Product placement: we will have our magazine present, being read or referenced in films or television shows that have a character or theme that relates to boarding culture Online Marketing Plan: The following plan is divided into daily, monthly and one-time online marketing efforts that aim at promoting our print and online magazine content. The majority of these efforts will be executed by interns with the latest knowledge of social media and online marketing strategies (such as SEO, etc). Daily: - Website: our website will contain new videos daily (user and Kodiak staff generated), a social media reel, a weekly blog by a featured member of the boarding community, website-specific articles and coverage/a schedule of current boarding events on the west coast - Twitter: establish official hashtags and create a Twitter account and post relevant retweets, articles, events and photos relating to boarding culture (incorporate hashtags as much as possible) - Facebook: create a Facebook page and post relevant photos, videos, comments and contests relating to boarding culture - YouTube: create a YouTube account and use it to upload all videos that we feature on our website, so that it gets continual updates and readers can subscribe - Pintrest: create a Pintrest account and post pins and repin things relating to boarding culture - Flickr: create a Flickr account that people can submit photos of their boarding experiences/lives to Instagram: create an Instagram hashtag so that users can generate photos relating to boarding culture and include your tag Social media management: manage all accounts through Hootsuite to ease cross-media content and post scheduling Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(2 Monthly: - SEO optimization: intern implementing SEO optimization techniques to increase website traffic from search results - Analytics: intern continually experimenting and reporting on analytics of our website and social media pages in order to optimize traffic, shares and page view duration - Photo contests: best user generated photos win incentive prizes (sponsored lift passes, etc.) - Paid online ads: purchase Facebook, Twitter and Google search engine ads that direct to our website and social media pages - Social bookmarking sites: get on stumbleupon and digg.com to drive web traffic Bloggers: Find popular bloggers (from the design or boarding communities) to write reviews on our publication and design, and give them endorsements on our website in exchange One-time: - Kodiapp: mobile application that gives live updates on wave and snow conditions at key BC boarding destinations, as well as a live feed of the online discussion (aggregated from website and social media) will be useful to users and promote brand awareness/loyalty - Brand association: link our brand with top boarding brands like Burton in order to establish prestige by linking our website to theirs and occasionally linking where to purchase their products within related content CIRCULATION STRATEGY Kodiak’s circulation strategy reflects its commitment to building relationships with members and leaders in the west coast boarding community. Our readers encounter our magazine in their favorite board shops, destination accommodations, online and in their own mailboxes. Subscription Based on our demographic research, our total potential audience of British Columbians who have snow- and/or surf- boarded at least 3-9 times per year is 2.8% of British Columbia’s total population (4,500,000 approx.), or 180,000 people. We certainly do not expect that every single individual in this population will subscribe to our magazine, so we make the modest projection of aiming to have 10% of this audience (1800 people) subscribe by our third year of publishing. Our subscription goals are 1000 subscribers in our first year, 2500 in our second year, and 6000 in our third year, at a rate of $20.00 per year for four issues of Kodiak. We will acquire our subscribers from a multitude of sources. In keeping with conservative spending and environmental conscientiousness, we avoid acquiring new subscribers through physical mail outs and paid advertisements as much as possible. We instead focus on our website, email campaigns, bind-in cards, trade shows and promotional events as means of attracting new subscribers (see P&L for detail). We spend a lot each year on acquiring new subscribers and retaining our current ones (at an industry standard rate of 65% conversion/renewal), but we also aim to make an industry standard of 15% of our revenue from circulation by our third year. Corporate Partners Strategy (bulk sales) Our unique bulk sales strategy is a significant part of what drives our magazine’s revenue. We devote a small team of highly skilled, paid staff (wages and travel) to continually seek out leaders in the boarding community (retailers, accommodation sites and attraction locations) and create mutually beneficial partnerships with them. We dedicate $1000 to acquiring each new partner, and $500 annually towards maintaining our relationship with our present retail partners. Our projections for bulk sales/partnerships are as follows: Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(3 • • • Year 1 (20 copies per issue, 4 issues per year, 50 corporate partners, for a total of 4000 bulk sales; Year 2 (20 copies per issue, 4 issues per year, 100 corporate partners, for a total of 6000 bulk sales); Year 3 (20 copies per issue, 4 issues per year, 250 corporate partners, for a total of 10,000 bulk sales) Our corporate partners are more than just customers who purchase our magazines for a 50% discount; they are co-creators in our vision, a connection to our readers, and contribute to our future direction. We frequently engage in contests with them, in sponsorship opportunities and co-organized events that drive their business and ours. Most partners will sell our magazine for its industry-standard cover price of $6.99 and receive 50% of the profit. Although, we do offer the option of including the magazine free to their customers with large purchases, for a discounted rate on advertising within the magazine. Single Copy Sales We at Kodiak have made a commitment to our west coast environment, and therefore have decided not to participate in physical newsstand sales after our first year due to their incredible negative impact on the environment. This strategy also aligns with our “insider community” vibe, as we do not cater to a mainstream audience found in grocery and convenience stores. We are where the boarders are: in shops, in resorts, and online. Internally, this helps reduce our circulation expenses significantly, making our magazine more financially viable. However, we do sell single copies in verbatim tablet/digital format through virtual newsstands, as they are zerowaste and much more cost effective, and will be sold at an industry-standard rate of $6.99 per copy. Online Distribution For readers who only want to receive free online content, we also offer the option of subscribing to our website updates via email for no charge. This option (and our website) will be promoted within our print magazine, where there will be a QC code and link on these ads that will direct to a survey on our website. If readers fill out the survey, they will be offered a chance to win one of our many contests, sponsored in part by our corporate partners. This will enable us to collect more information on how readers interact with our print and online products, as well as drive our website traffic (and thus subscriptions). Events and Promotion The following events are part of our larger subscription and marketing strategies, and have been factored into expenses in the P&L under any line that mentions “Events” or “Tradeshows”. Launch events In our first year we will have a launch event concurrent with each of the four issues we publish, which will take place in a relevant, high-traffic boarding venue. For example, in winter it would take place in Whistler Blackcomb Mountain Lodge (Whistler), and in summer it would take place on Long Beach Lodge (Tofino). We will provide food and drinks, supplemented by sponsors in exchange for discounted advertising. Musicians identified as popular amongst our demographic (by researching boarding videos) would be hired to play at our event. A snow/surf competition would also be integrated as part of the event, as well as many contest incentives for free merchandise from our sponsors, subscriptions and free copies of the magazine, and our grand prize of our Kodiak surf and snow boards (see “Alternate revenue strategy” section for detail). Other events - Special event issue launch: Publish an issue featuring a large event like the X Games and promote the magazine at the actual event - Coffee shop/pub promo events: free issues given out at promotion events in coffee shops and pubs in prime boarding destinations - Tradeshows and competitions: we will attend surfing and snowboarding exhibitions and competitions, and advertise, promote and sell our magazine at them through contests and incentives Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(4 ADVERTISING STRATEGY Kodiak’s niche audience is of incredible value. As seen in the marketing and circulation sections of this plan, our readership of west coast boarders has identifiable, consistent and established interests, brand awareness and high expendable incomes. Our readers frequently encounter our magazines right in the heart of the marketplace – in retail stores – so our endorsements to our advertisers are mere meters away from their readily available products. The brands and products our readers use aren’t just objects; they’re part of their identities as west coast boarders. Therefore, our business model relies more heavily on advertising income than other Canadian cultural publications because, quite frankly, brands want ads on our pages. The Numbers In our first year, our ad-to-editorial ratio is the standard 40:60 because we understand that building relationships with advertisers takes time. Our CPM in our first year is also a conservative $33.00 because we’re starting small and want to stay realistic. We expect advertising to be 29% of our revenue in our first year, or $39 600, with the expectation that this will grow as we do. In our second year, our ad-to-editorial ratio rises to 50:50, because by now we have established some relationships and are incorporating brand and retail partnerships more heavily into our marketing strategy. Our CPM will increase with our circulation, to a rate of $53.00. We expect advertising to provide 41% of our revenue, or $150 368, as the static rate of government funding we will hopefully receive will no longer be enough to cover a significant portion of our costs. In our third year, our ad-to-editorial ratio will remain at 50:50, and our CPM will increase with our significantly larger circulation and more established relationship with our readers, to a rate of $143.00, which is not uncommon for a niche market magazine with an affluent, young readership that trusts the publication’s endorsements. We expect ads to supply 55% of our revenue in Year 3, or $848 960. The Concept Kodiak is dedicated to providing our readers with quality content, which includes our selection of advertisers. We will ensure that all ads and their associated corporations are relevant, excellent, ethical and aligned with our editorial and visual concepts. Our advertisers will promote brands and products that fit with our audience’s interests in fitness, nature, adventure and most importantly – boarding. We will support local BC businesses (board shops, accommodations and tourism destinations) by providing opportunities for retail advertisers, while ensuring that our readers know what brands are the best in their sport through national advertising. The Advertisers We have identified the following list of brands and stores as potential brand and retail advertisers that align with Kodiak conceptually, visually and ethically: National: • • • • • • • • • • • Oakley* The North Face* Mountain Equipment Co-op* Giro* Quiksilver* Rome SDS I/S Eyewear Salomon rockette Atomic Burton Columbia Retail: • • • • • • • • • • • • onethirtythree, Courtenay, BC West 49, Nanaimo, BC Surface Board Shop,Victoria, BC Snowcase Snowboards,Vancouver and Whistler, BC Frozen Ocean,Vancouver, BC West Coast Sports,Vancouver, BC Live to Surf, Tofino, BC Longbeach Surf Shop, Tofino, BC Urban Alpine, Squamish, BC Summit Sport, Whistler, BC Mount Washington Alpine Resort, Courtenay, BC Long Beach Lodge Resort, Tofino, BC Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(5 *Local Vancouver surf/snowboarder survey respondents of our psychographic research campaign reported preferring these brands or already owning snow/surf gear by these brands. Rate Card – Year 1 (2014) Advertising Cost Full page ad Half page ad 1/3 page ad $198 $120 $80 *Note: Our cost for advertising pages increases as our audience and their loyalty increases. The following rates for a full-page ad are as follows:Year 2 ($508);Year 3 ($2653). See P&L for detail. Publication Schedule Volume/Issue Spring- Vol.01 1st March 2014 Summer- Vol.02 1st May 2014 Fall- Vol.03 1st Sept 2014 Winter- Vol.04 1st Dec 2014 Pub Date Space Close Art Deadline 1/17/14 11/18/13 11/22/13 3/20/14 1/18/14 1/25/14 7/17/14 5/16/14 5/21/14 10/26/14 8/15/14 8/20/14 Issue Highlights 50:50 snow-to-surf ratio 25:75 snow-to-surf ratio 50:50 snow-to-surf ratio 75:25 snow-to-surf ratio Sample Ads with Visual Concept See: Additional Advertising Material (pg. 10) for a selection of sample ads that convey the visuals that are aligned with Kodiak’s visual concept. ALTERNATE REVENUE STRATEGIES Government Funding Opportunities We plan to make $15,000 in government grants per year from a variety of Federal, Provincial and Municipal sources. The funding we hope to receive will primarily be funding meant to support arts and culture organizations and Canadian magazine publishers. Because of our magazine’s commitment to local business, destination tourism and the environment, there is the potential for us also receiving funding from those categories as well. Note: Eligibility for specific cases like ours applying to BIA/tourism/environment grants such as these was by consultation only. Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(6 The specific are grants we are eligible for are: Grant Amount Canadian Heritage $2000+ (Canadian Max: 1.5 Periodical Fund) million Annual+ Due+Date Source Nov 24 1. Minimum average subscription price of $12/year Max: 75% of publisher expenses Canada Council for (Demonstrat the Arts -ed need) Requirements Mar 1 (Grants to Literary ~$2000+ and Art Magazines) 2. 3. 4. 5. 6. 7. 1. 2. http:// www.pch.gc.ca/ Private sector DAMAssetPub/ DAM-magsMajority Canadian owned/controlled mags/STAGING/ Paid circulation texte-text/fcpcpf_2011ATPGu One 12-month interrupted cycle completed ide_131975035 2168_eng.pdf? Published at least 2 times per year WT.contentAut 80% Canadian content hority=12.1.1 http:// published at least two issues of the magazine before applying for a grant and be committed to a www.canadacou ncil.ca/grants/ continuing magazine publishing program writing/ have identified the target audience for the ec12722735007 magazine and developed an appropriate 8125000.htm distribution method to reach it 3. have a paid circulation of at least 40 percent of the copies printed (except for electronic magazines 4. have and honour a clear policy with respect to the use of contributors’ writing and intellectual property 5. be written principally in English, French or one of Canada’s Aboriginal languages 6. be at least 75 percent Canadian-owned 7. be published at least twice a year 8. focus mainly on editorial content written or created by Canadians 9. have a demonstrated editorial capability and financial stability 10. focus mainly on previously unpublished material 11. have a print run of at least 500 copies per issue (except for electronic magazines). Canada Council for $5000+ the Arts Mar 1 1. new magazines devoted to literature and the 2. (New Magazine grant) http:// www.canadacou ncil.ca/grants/ Seed grants of $5,000 or more will be awarded to writing/ the new magazines judged most deserving in ec12722735007 terms of literary and artistic potential 8125000.htm contemporary arts in Canada. 3. The eligibility criteria for this component are the Canada Council for $15,000 the Arts (Strategic Fund for Magazines) Mar 1 same as stated above, with the exception of the following technical criteria: The publisher’s average print run must be a minimum of 200 copies per issue (except for electronic magazines) http:// 1. targets one-time initiatives that will produce www.canadacou lasting results and foster the development of strategies for broadening market access, sharing ncil.ca/grants/ resources, establishing partnerships, creating tools writing/ adapted to digital environments and developing ec12722735007 8125000.htm experience Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(7 Vancouver 50% of Foundation (Arts budget for and Culture Grant) proposal Mar 15 1. a professional arts or cultural organization based http:// www.civicinfo.b c.ca/181.asp? Preference will be given to organizations that have grantid=314&r= not received Arts and Culture funding from 197&r=198&r= Vancouver Foundation in the previous funding 132&r=189&r= 317&r=314#.U year ThlqRysiSo in British Columbia 2. 3. Preference will be given to projects with a new initiative or work 4. Geographic & Regional – Organizations serving The Arts Office (City of North Vancouver) OPERATING GRANTS <30% operating budget Feb 25 communities throughout the province with emphasis on regional collaborations 1. Groups that demonstrate a clear mission, mandate and artistic vision 2. Groups that create and present work produced primarily by local artists http:// www.artsoffice. ca/funding/ operating_grant s.php 3. Groups that operate year-round in a fiscally responsible manner with a sound governance model 4. Groups that demonstrate leadership, innovation and collaboration in their artistic and community engagement practices 5. Groups that provide opportunities for creative Canada Summer Jobs Minimum wage of 1-2 students for a 4 month term Feb 28 sector development that include employment to artists and creative sector workers servicecanada.gc 1. small businesses with 50 or fewer employees 2. desire to create summer work experiences for .ca/csj2013 students between the ages of 15 and 30 In Kind revenue projections Kodiak intends to offer university student interns the opportunity to gain experience working for a Canadian magazine in the following areas: - Social media management - App design and programming Website content creation and management Research and writing projects Fact-checking and copyediting - Design and photography projects Media relations and marketing Circulation and production Advertising and sales Canadian cultural business grant management Business administration Interns will work on 4 or 8 month projects, and will either be unpaid or will be supported by a Canadian Summer Jobs grant (subject to funding). Projected in kind revenue is 13% of our gross revenue, or $17,419 in our first year. This represents about five interns, working 20 hours per week, for four month terms. Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(8 Ancillary/alternate revenue activities: Crowdfunding - Kickstarter: run a 40-day all-or-nothing campaign designed to raise $5000 with a focus on the artistic/ photography/design elements of the magazine; promoted on all online and social media platforms and within print magazine well in advance; every donator over $1 gets the “Perk” of being entered into a prize draw for a free year subscription; donators over $100 get entered into a prize draw for our Kodiak board - Indiegogo: run a 40-day campaign designed to raise $10,000 with a focus on the business/boarding culture elements of the magazine; promoted on all online and social media platforms and within print magazine well in advance; every donator over $1 gets the “Perk” of being entered into a prize draw for a free year subscription; donators over $100 get entered into a prize draw for our Kodiak board Crowdsourcing - - Branded, partnered surf and snow boards: (Cost: $4000 and the production of the prize boards) o Crowdsource the design of a surfboard and snowboard that are inspired by Kodiak’s branding and publication o Pay the winner of the crowdsourcing campaign and feature them in a full page article in our print magazine and a full page article on our website with a link to their portfolio o Partner with a well known brand (Burton for snowboard, Sitka for surfboard) and create the winning board o o Use the board in major contests intended to boost subscription rates and raise funds Website design: (Cost: $1000) o o - Percentage of the board, sold in Burton and Sitka retailers, goes towards Kodiak’s publication Crowdsource the initial design of our website Pay the winner and feature them in a sidebar of our magazine and a full page article on our website with a link to their portfolio App design: (Cost: $1000) o o Crowdsource the initial design of our Kodiapp Pay the winner and feature them in a sidebar of our magazine, a full page article on our website with a link to their portfolio, and credit their name within the app Alternate advertising techniques - Website advertisements: allow corporations that align with our mission and brand to advertise on our website; primary source of complimentary/exchange advertising in sponsorship deals - Inserts: allow advertisers to produce inserts to be included in our print magazines, for a premium price - E-newsletter: available for subscription on our website; includes ads for sale to very specific regions (example:Vancouver-only emailing list,Vancouver Island-only emailing list, etc.) which allows for more targeted, efficient advertising. Sponsorship: allow corporations to sponsor our events to align their brand with ours and connect with our audience Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(9 Additional Advertising Material: sample ads with visual concept NorthFace This advertisement relates to Kodiak’s visual concept with its subdued colouring (especially use of blues and purples) and west coast imagery. The North Face would benefit from having an ad like this in Kodiak because it would blend seamlessly in with the design of the editorial content in the magazine. Like the other advertisements below, this ad is trying to sell a product that would be used by the primary audience of the magazine. http://www.erikseo.com/blog/ 2012/08/and-it-begins-the-northface-ad-tom-wallisch-in-alaska/ Quiksilver The abstract imagery used in this advertisement relates to the artistic and subtle point of view of Kodiak. Instead of selling a product, Quiksilver is selling their brand, which carries products our audience could use all year round. http://www.behance.net/gallery/PlayQuiksilver/4618301 Burton This ad speaks to the minimalist visuals of the magazine, using bold but simple typography that lacks decorative elements. Advertising the brand, Burton is in tune with the experiences our audience wants to have. http://www.jdk.com/services/ advertising/burton-snowboards/ burton-est-ads Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(10 Atomic The softness and artistic perspective of this Atomic ad aligns with the visual essence of Kodiak. There is a certain subtlety and cleverness present in this ad that we believe our audience would appreciate when reading our magazine. http://www.coloribus.com/ adsarchive/prints/atomic-skischairlift-5206355/ Columbia This Columbia advertisement is selling the experience of adventure in the greater outdoors, which our magazine is also visually displays. The type of photography used and the calmness it exudes parallels the type of photography that we intend to use for the visuals of Kodiak. http://www.advertisingserved.com/ gallery/Columbia-Sportswear/ 319304 Kodiak'Magazine(Business(plan(Assignment(#3(((pg.(11
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