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Local publishers bet big on Columbus
At what might seem an inopportune time to launch a new print publication, a pair of local publishers are betting big on Columbus and its largest demographic with the launch of 614 Magazine.
“We call ourselves “Generation Columbus”. There is nothing that really speaks to our group and there are more than 150, 000 people in this city between 25 and 35. That is what got us started thinking about this magazine. We wanted something good to read,” said Wayne T. Lewis, publisher.
Lewis, along with Clark Gaines are the publishers of the new, free monthly that will launch April 1, 2009. Despite being five months away, the publishers have approached the launch of their new publication in a unique way. They have produced a 104-page pilot issue which displays the depth and quality of the magazine to potential advertisers.
“This pilot issue has given us the opportunity to invest early in the sales team that will help make this a success. If advertisers have learned anything in the last few years, it’s that targeted advertising gives them a better bang for their buck and 614 will deliver that,” said Lewis. “Plus, the quality of our content and the way we do business will reflect highly on our advertising partners.”
614′s high-quality, original content covers a wide range of interests from the city’s dynamic arts and cultural scene to its music, both national touring acts and local artists. From personal finance to real estate and from fitness to fashion, the magazine shines a light on all that Columbus has to offer its largest group of residents.
“614 Magazine isn’t just for young professionals. We have reflected the wide variety of tastes, styles and values that make up our demographic. We are a true niche publication, rather than a typical, general-interest, “city magazine”,” said Gaines.
The editorial staff includes a certified culinarian, Angela Theado. In her At Home Chef feature, she shows readers how to prepare a gourmet-quality dishes in their own home, from ingredient selection to presentation. Also setting the magazine apart are other unique features like Adventure Girl. Spunky Stephanie Reighart explores a variety of adventures close to home, from hang gliding to spelunking, and provides tips for do-it-yourself weekend-adventurers. Walker Evans of columbusunderground.com contributes his deep knowledge of Columbus with city and dining news.
“The magazine is large, it is gorgeous, and people are going to pick it up,” said 614′s editor-in-chief, David S. Lewis. “The content is focused and intelligent, the photos are beautiful, the layout is clean, modern and very Columbus. It’s going to fly off the racks.”
The magazine will be distributed at over 250 locations designed to effectively target the audience. Over 100 of those locations will receive custom-designed, stainless steel displays which will help push 25,000 copies into readers hands.
It is no secret that print media in general has not fared well in the face of the shift to online media consumption. That, combined with the general economic uncertainty has not deterred the publishers from making a considerable investment in the project they believe will pay off.
“During tough economic times, advertisers make a flight to quality, and we intend 614 Magazine to be the quality print media in Columbus,” said Gaines. “We realize that’s a high place to set the bar right off the bat, but we would have it no other way.”
Columbus-area businesses seem to agree.
“We’re delighted to be participating in the pilot issue of 614. We take a very targeted approach to marketing in Columbus and are always looking for ways to reach out to the upwardly mobile, tech-savvy 25-35 demographic, said WOW! Internet and Cable Marketing Manager, Denise Bauer. “It looks like 614 Magazine will fit the bill perfectly.”
“I can honestly say I’ve never seen anything like it in Columbus,” agreed Allison Sweeney, Field Marketing Manager for Buca di Beppo restaurants. “We are very excited to be involved with this new magazine and, from what I’ve seen so far, I think it’s going to be a huge hit.”
The company’s continued growth & success with their two other niche print products, Tiger Weekly at LSU and UWeekly at Ohio State, has reinforced their confidence in launching another niche publication in Columbus. The publishers have also enlisted the help of an advisory board made up of the demographic which will meet each month to help keep the magazine on target.
“April can’t get here soon enough. We have hired great people, we’ve developed a unique concept, Columbus is the perfect city and we have the experience to make it a reality,” said Wayne T. Lewis. “That, and I’ll finally have something engaging to read while I’m waiting for lunch.”
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By: Walker
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you’re hired.
:lol:
please, don’t give her any ideas. I can see the headline now “Local Modeling Agency Owner Wants to Burn Schoolchildren Using Newspaper Issues”
i love you. but your headlines are terrible.
How about this to combine yours & Enzo’s proposals: “Top Models Model TOP; Parent Paper, Children, Burned Alive”
They should give you Ms. Teter’s job.
As long as I don’t have to start in paper distribution & work my way up, I’m stoked.
my death fever has risen two degrees. it’s time to slink back to my cave.
say nice things about one other while i’m gone.
and the product. say nice things about the pro ………..
I hardly think you have any standing talking about what makes people feel foolish.
We are talking about Alive, 614Magazine, Roopan’s mag, NOT ENZO JOEV!!!! You need to stick to the subject and stop giving me a hard time.
You need to stop ruining perfectly good threads with your mindless board pollution, please keep it contained in the ridiculous threads you create. That way, I and the dozens of other people here (who all think you should be banned) can avoid it.
This thread is hysterical…
Bringing it back on topic and being a lil’ more serious:
One question I have about all of these people who have such great ideas to “target the young professionals of Columbus” as if it’s a new concept: why do all of them seem to be people who aren’t from Columbus? Or who have called Columbus home for a fairly short amount of time?
Just curious…
CBUS magazine’s founders came here by way of Long Island and D.C., for example, where at least one of them had set up and run similar publications in those areas. Clark comes from the south (Louisiana, if I’m not mistaken?) and, again, owned/ran very similar if not the same publication at LSU as UWeekly. Roopan is from wherever he says he’s from and I’m not entirely sure of his publishing history. All of whom haven’t been in the city for very long.
It makes me a little wary because I’m seeing a history of people who establish a hometown in a city and then run a publication based there saying “I’m your hometown publisher who cares about the city!” Then move here and do/say the same thing.
Don’t get me wrong, I welcome people who decide to move here because they recognize the potential of this city and it’s a sound business move. I also welcome people with open arms who want to make the city great. And if that’s truly the feeling that Clark has, that’s fantastic.
I’m just wondering why people who really know Columbus and have some deep roots here aren’t the ones stepping up to put out a quality publication to “target the YPs”?
I’m just sayin’ I’d be more apt to a) advertise in and b) read a publication from people whom I actually believe to have paid more than a handful of Columbus city taxes. Perhaps most important: I would back any of them if I was sure they wanted to make the city a better place and not just here to make a buck off the YPs (be it from paid subscriptions or using us to get advertising $).
+1(million). I get more value out of the (quickly deleted, I should note) viagra spam.
fixed that for ya!
:lol:
Thank you.
I am Clark’s business partner, Wayne. I figured I would chime in here in attempt to clarify our intent and clear up a few things.
1. No disrespect was intended toward Ms. Lessner. We’ve never met her though we know her establishments and the level of respect she commands on this board and in other corners of Columbus. However, when one of our businesses is publicly and yes, falsely accused of something, we will respond. A simple “I will fix it, thanks” response would have implied that we were guilty of what Ms. Lessner claimed. We aren’t perfect, but her claims were simply inaccurate.
2. Our online distribution list is incorrect and will be fixed. However, we provide live distribution lists to any advertiser who requests them. There is no attempt at deception here. We manage our distribution VERY tightly to avoid waste and our returns (# copies not picked up) are far lower than any other local publication. This is not just good for the environment, its good for business.
3. No one has “piled on” C Magazine or The Alive. The first put a PORN website up using our tradename. We obviously have a duty to inform people that we are not associated with that. And concurring with another poster’s opinion about Alive distribution doesn’t seem like piling on to me.
4. No one is trying to “dish out” anything or insult anybody here. Look, we’re a couple fairly young guys investing a lot of money and employing many local people to put out the best products we can. If it isn’t something you’re personally not interested in, fine. It’s not meant for everybody. No business is or should be. However, we do things honestly and above board and consider our business reputation to be important. We didn’t choose this forum to raise these issues but will certainly respond here if need be. Again, if it were your reputation, wouldn’t you?
5. Columbuzz: 614 Magazine is not a YP publication. It will attempt to reflect the interests of 25-35 residents from a wide-range of socioeconomic backgrounds. Clark and I aren’t from Columbus, true. However, that doesn’t lessen the investment we’re making in Columbus does it? We currently employ 8 fulltime people here and dozens more part time and freelancers. Clark and I are committed to Columbus personally and professionally. We hope whatever contributions we can make to the Columbus media scene and the local economy will be welcomed. If there is something you think we can be doing better we more than welcome your input via email.
Sorry for the length![/i]
I’m confused by this. She’s either being delivered papers that she doesn’t desire, or she’s not. She says she is, you say your distribution list suggests that she’s not (which, of course, is not the same thing as saying that they’re not being delivered).
So… clarify: what is Liz saying that is inaccurate?
1. No disrespect was intended toward Ms. Lessner. We’ve never met her though we know her establishments and the level of respect she commands on this board and in other corners of Columbus. However, when one of our businesses is publicly and yes, falsely accused of something, we will respond. A simple “I will fix it, thanks” response would have implied that we were guilty of what Ms. Lessner claimed. We aren’t perfect, but her claims were simply inaccurate.
Stating her claims were inaccurate, while she has a bit of a reputation of confidence building and your own public documents stated she was right, is ridiculous. Add to that, this is now the 3rd enumerated “answer” to her false claims, you guys have not represented yourselves well in the matter.
2. Our online distribution list is incorrect and will be fixed. However, we provide live distribution lists to any advertiser who requests them. There is no attempt at deception here. We manage our distribution VERY tightly to avoid waste and our returns (# copies not picked up) are far lower than any other local publication. This is not just good for the environment, its good for business.
Stating this and having it be true…not the same thing. Sorry to say, I’m inclined to believe Liz in this situation without much more question. I see absolutely no reason she would make up a story about the number of issues being sent to her restaurants, especially when it’s supported by your own distribution lists
3. No one has “piled on” C Magazine or The Alive. The first put a PORN website up using our tradename. We obviously have a duty to inform people that we are not associated with that. And concurring with another poster’s opinion about Alive distribution doesn’t seem like piling on to me.
I’m far from a Roopan fan, but the post was an attack on C and Roopan…period. You could have simply put out the information that your site was this, that it wasn’t this, and that the other site had faulty information…without naming names. You chose to do that, and in doing so, launched an attack of your own. It was entertaining as hell, don’t get me wrong…but if you want to throw punches, be prepared to take some
4. No one is trying to “dish out” anything or insult anybody here. Look, we’re a couple fairly young guys investing a lot of money and employing many local people to put out the best products we can. If it isn’t something you’re personally not interested in, fine. It’s not meant for everybody. No business is or should be. However, we do things honestly and above board and consider our business reputation to be important. We didn’t choose this forum to raise these issues but will certainly respond here if need be. Again, if it were your reputation, wouldn’t you?
You actually did choose this forum to raise these issues, as the response to Liz could have been sent privatey…the issues with Roopan dealt with privately…and the “young guys” excuse is empty and unfulfilling
Again…great job on the magazine, hope it’s a big success…but either find another venue to slam your competitors, or thicken up your skin when it comes back on you.
Lessner 2
614 Weekly 0
Roopan 0 x![]()
http://upload.wikimedia.org/math/d/2/4/d245777abca64ece2d5d7ca0d19fddb6.png
I hardly think you have any standing talking about what makes people feel foolish.
We are talking about Alive, 614Magazine, Roopan’s mag, NOT ENZO JOEV!!!! You need to stick to the subject and stop giving me a hard time.
You need to stop ruining perfectly good threads with your mindless board pollution, please keep it contained in the ridiculous threads you create. That way, I and the dozens of other people here (who all think you should be banned) can avoid it.
Ndcent, you start some of the most mindless threads ever and some people think you should be banned because you are so hateful, go write about Unicorns, bacon, and LOL cats and stop with your personal attacks on me. I am on subject, just because you do not appreciate my contributions, you can express your dislike in a more mature, less damaging manner, unless of course you do have a rock or Xanax for a heart.
ANYWAY—-I am super excited for 614 Mag and I love Clark Gaines. I hope people focus on being happy rather than being right and having consideration for other people and their businesses—–I really want someone to do an article on great office space decor….our new space is truly award winning!!
wait…the topic was fashion shows made of Columbus Alive for 3rd graders?!?
wait…the topic was fashion shows made of Columbus Alive for 3rd graders?!?
Her mind is expanded and she can not help it.
So… upwardly mobile, tech-savvy 25-35 demographic that fits WOW’s marketing plan perfectly. That sounds very YP to me…
You’re right, though, I apologize. YP is not the same as the entire 25-35 gen. pop. But let’s face it, of the 25-35 gen. pop. of Columbus that would be reading the pub., most, if not all, would qualify as being in the YP segment.
My point is, a lot of people from out of the city lick their chops when they look at our demographics. Those of us in the target age group you are attempting to reach tend to be skeptical of people who come into the market to do some “new and unique” niche magazine targeted directly to us. We’ve seen what happens: we get used so that you can sell ads. Then the ads that are sold are packaged together with editorials. All of that equals shitty publication. Not saying that’s what 614 will become, just saying that’s the history we’ve seen in the city thus far. Hopefully this will buck that trend.
I think it’s great that you’re both committed to the city, and I truly do look forward to it and hope it’s a great success.
…
614’s high-quality, original content covers a wide range of interests from the city’s dynamic arts and cultural scene to its music, both national touring acts and local artists. From personal finance to real estate and from fitness to fashion, the magazine shines a light on all that Columbus has to offer its largest group of residents.
“The magazine is large, it is gorgeous, and people are going to pick it up,†said 614’s editor-in-chief, David S. Lewis. “The content is focused and intelligent, the photos are beautiful, the layout is clean, modern and very Columbus. It’s going to fly off the racks.â€
The magazine will be distributed at over 250 locations designed to effectively target the audience. Over 100 of those locations will receive custom-designed, stainless steel displays which will help push 25,000 copies into readers hands.
No disrespect, but none of this is new.
This is a good idea. It should help this publication succeed where others have failed. Also, having Walker on board (someone that is established in the community and also trusted).
Agreed.
Indeed. YP is derivative from Yuppie- a term that has been in the lexicon for (gasp!) 25 years (time magiazine, 1984). Wikipedia traces the idea/term back to 1980.
It is an old idea and I intuit that the maximum capital realization derived from this term/concept are by folks like NG consulting who have made a business of the idea of the YP and how to cater to this demographic rather than those who actually build a model for a specific business around it.
I’m at a loss wondering why anyone would- deep roots or not. The antiquated YP demographic is not granular enough, but too specific to cast a wide enough net – add to that a 614 location constraint and where’s the market? It seems like a size limited asset from the onset. Hell- web sites with wide audience, but local-only appeal have trouble breaking the 10K/month barrier (unique visitors) without other significant assets in place to boost them up and advertising trends are downward for the last few years (offline, and more recently online).
No one should build a business simply out of “love for a place”. “I loved it so much I bought the company” is marketing, not reality. It could be argued that the aforementioned publications are the by-product of the desire to build a media empire more so than that- maybe a blend of place-love is in there… but c’mon.
If print isn’t your business, though, is it a diversification or a dilution? Print companies who venture online are taking the obvious action to keep pace with a changing market place. Online assets who move toward print puzzle me.
Just show us a copy already…PLEASE…….I can’t wait until April….
It is an old idea and I intuit that the maximum capital realization derived from this term/concept are by folks like NG consulting who have made a business of the idea of the YP and how to cater to this demographic rather than those who actually build a model for a specific business around it.
Exactly my point for a while now, thank you Mike! Too many people look at the demographics with dollar signs in their eyes just because of the sheer number. Rarely do people actually look at the psychography of the group. That’s where groups like NG consulting come in.
In the paraphrased words of Ian Malcom, everyone is so concerned with doing it that they never stop to think if they should.
I work in advertising, so that’s the way I think. You can tell me until you’re blue in the face why this age group and the YPs are a great group that need to be tapped into, but at the end of the day, YPs in general don’t have the discretionary income to buy what I’m selling. I’ve got too much competition with restaurants, bars, clubs, overpriced events, and, quite frankly, their time.
If I’m going into print, I’m targeting the aging baby boomers. Why? they may be tech-savvy (most iPhone/blackberry/whatever owners and users are actually baby boomers), but they prefer print (saves their eyes). And they read a lot of it. Cover to cover. Advertisers are almost always assured that their ad gets seen and read. This is also the group with discretionary income and they’re willing to spend it.
YPs (sorry, the 25-35 age group) are too concerned with finding cheap and/or free stuff.