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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.”
Comments
- Eliza Ho: Looking forward to try both TILL and Glaze! This interview educates my sens
- James: We went tonight for Valentines. It was absolutely sublime. The house wine,
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- Down the Lane: @mbeaumont,@SJT, @Mercurius, @drew thanks for all the love and support! @J
- SJT: We had our employee xmas party here and the service and food were excellent
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614 Magazine to launch in April 2009
By: Walker
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bill bishop is my favorite blogger.
614, woooo. I don’t know, I’m over this magazine. Maybe we should just start a “Crazy shit JimL2 said to me last night….” thread. Way more entertaining. Though I will ask anyone chatting after 10pm on a weeknight to please direct him to bed. Thanks for your cooperation in keeping him rested and not grumpy.
Here’s what I woke up to this morning via text file on my desktop. Gotta love him :)
tinyproxy (BAD)
bolivar28 (BAD BAD BAD)
bface2.dat
install_flash_player.exe (original infector)
Probable infection is some new form of koobface. Probably started to spread 12/3/08. Symantec antivirus will not detect anything wrong, maybe because it hasn’t had a DAT update for two days. Oh, and now it’s complaining that it can’t update its definitions, “Make sure that your system disk is not full.” Thanks guys, totally helpful.
MY SINCEREST APOLOGIES to any corporate IT types reading this. I am the client’s boyfriend, I used to work in IT, and I am drunk. I know that makes me your greatest enemy. I hope I didn’t make your job much harder.
I informed your client that you were probably going to want to just backup her files, then dust off and nuke the HDD from orbit. It’s what I would do, if I were getting paid to fix this. Instead, I’ve spent 2 hours trying to pull it out by hand.
…
Wait, that doesn’t make any sense. Why am I even doing this? I’m going off to get drunk(er).
Yrs Truly,
-Not Named for Legal Reasons. Maybe the virus wrote this too.
Thats a T-SHirt I may just make for you!
I had that KOOBFACE on my facebook last night!!!! It was sending messages to people I never send messages to and other weird things!!
Dont trust those dumb facebook applications.
JUST SAY IGNORE!
It wasn’t an app, but yes that’s why I’ve blocked anyone who’s ever sent me one, haha. I thought Facebook was supposed to be safe from all this shit, the anti-Myspace. Anyway, it was a horribly done thing that I only clicked on because since Jim downloaded Firefox I’ve been getting a lot of legit requests for downloads (I think) so I thought it was another one of those. Once he showed me what an idiot I am I got it, but I just wasn’t paying attention :( I hate the INTERNETS!!!
JUST SAY IGNORE!
Yeah, sorry but I will never accept new applications from friends. Don’t take it personally when I ignore; I just hate to see Facebook turn into (ugh) MySpace.
JUST SAY IGNORE!
Yeah, sorry but I will never accept new applications from friends. Don’t take it personally when I ignore; I just hate to see Facebook turn into (ugh) MySpace.
I’m not a huge social networker, but I just made the switch to Facebook. I hadn’t logged onto Myspace in like 6 months, the user experiece was so bad.
True to an extent, but that’s kind of like saying young people move to San Francisco because of Apple (they’re in Cuppertino). Much like voting usually is – I think young people move to places because of culture (and what they think the culture of these cities holds), a city’s brand and more often than not, it’s not in their own self economic interest to move to these cities. I think people being drawn to cities because of industry did dominate an era, I just don’t think it’s the dominate force that attracts young people anymore.
I’d say Portland, Seattle, San Fran, and a ton of West Coast cities really boomed during the dot com era (google, yahoo, microsoft, apple, craigslist…). Going back through their economic history, they seem to be the ones to survive better than most during the subsequent fallout – even building up when others weren’t able.
But don’t industries contribute to and often influence the culture and branding of a city? Or at the very least give the appearance of doing that? Knowing that the headquarters for Apple, Microsoft, Google, Yahoo, Craigslist, etc. are nearby certainly attracts YPs who are interested in getting into the high-tech industry and I would even go so far as to say that many move to those areas purely because of it. But I think it goes hand-in-hand. Those companies want the best and brightest and they need to sell the city also as a place to begin your career, home, family, etc. So they influence quite a bit the feel of the city.
We have Nationwide, Abercrombie, LimitedBrands, OSU, etc. Each puts their own stamp on the city.
Hopefully 614 can put theirs, as well.
Hopefully 614 can put theirs, as well.
Totally agreed. I think having a singular draw, which is industry can be detrimental to attracting young people.
I can’t ever recall meeting a transplant in Columbus (though, I’m sure they exist) who packed up everything, didn’t know a soul here, had no job but aimed to secure one upon arriving, simply because they were drawn to the culture and lifestyle of the city. Like I said, I’m sure these people exist, but I would be willing to bet it’s a TINY group. The other cities we’ve mentioned DO attract their fare share of these type of transplants. People come here because of work or school. It would be great to attract people to Columbus beyond that. I think there is an opportunity and I guess my point is I’m not counting on industry to make that happen.
Sorry, I’m so off topic. I’m passionate about the issue and think a new magazine has an opportunity to address it. I hope 614 does well and amplifies the voice and snapshots of the culture of this city well beyond – this city. That would be a great measure of success in my book. You know damn well people in other cities aren’t sharing links like Enzo did to something like – Cmagazine and going – “Damn – I really want to live in Columbus.”
C Magazine =
How can the women resist?
How can the women resist?
What women?
Here is the only cool thing about Columbus Magazine
[url]http://www.columbusmag.com/paparazzi/?level=album&id=9[/url]
This made me happy to live in Columbus,OH because it was such a fun party :wink:
[url]http://www.columbusmag.com/paparazzi/?level=album&id=9[/url]
This made me happy to live in Columbus,OH because it was such a fun party :wink:
That makes me happy to live in Columbus, OH because it seems that there are a ton of fine women who like to dress up like skanks on Halloween. Awesome. Bookmarked.
[url]http://www.columbusmag.com/paparazzi/?level=album&id=9[/url]
This made me happy to live in Columbus,OH because it was such a fun party :wink:
That makes me happy to live in Columbus, OH because it seems that there are a ton of fine women who like to dress up like skanks on Halloween. Awesome. Bookmarked.
This chick has it all:
Is that you? Were you there?
Noooooo, it’s a picture on the album of the link YOU provided.
I know but I did not know everyone at the party and I do not know what all CU posters look like either….so it is possible this is Columbuzz??
The best thing about the magazine is a bunch of pictures from a party you were at?
Tough demographic.
Also, needs more Bengali Tiger.