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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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614 Magazine to launch in April 2009
By: Walker
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Dude, Lyndsey Teeter herself says Lyndsey Teeter is hilarious. How can you argue with that?
ROFL
Not dead. Dying.
Specifically, the company must deliver $400 million to lenders in May of 2009, six months from now.
[url]http://www.alleyinsider.com/2008/11/cash-crunch-at-new-york-times-nyt-400-million-due-in-may[/url]
I wouldn’t wish the newspaper or magazine business on my worst enemies.
What’s going to happen to CU then?
Will be shutting down in April 2009 since I’m unable to multitask. :P
That’s what I was afraid of. I guess I be spending more time on CB then or Columbus-ite.com :D :cry: :) :( :? :o :P
Well, that certainly was a speedy transition from internet-meme to IRL-usage. I heard this new verb used by no less than 10 people tonight. :shock:
Is this the Roopan you speak of?
What’s the story with him? I’ve only briefly looked at C magazine and it’s only full of adds and pictures of him.
The chick in that picture reminds me of a Tini-Puppini:
P.s. In the top left picture, is Roopan doing “Blue Steel”?
You know how I do my best to love and tolerate everyone–they are a challenge because the do not even have the courtesy to return a polite civil greeting in public or private parties……I do not get people who think they are so ULTRA fantastic they cannot even be polite—Yoooooooo Hoooooo everyone poops and when you are rude to people you invite rude into your life.
Wow. Roopan is dreamy.
Definitely one of the funniest posts on CU I’ve seen to date. Thanks for the laughs! It made my week.
The owner of that website is Roopan Dey, publisher of C Magazine. Roopan owns the 614magazine.com website, however we own the copyrights and trademarks to the name. He has put this content up on that website in an attempt to confuse the general public.
The domain name http://www.roopandey.com is available. Just sayin’.
The domain name http://www.roopandey.com is available. Just sayin’.
No actually according to GoDaddy I think he already owns it.
Hmm. No registrant address listed? Bad godaddy.
Edit: Whoops, my mistake. Godaddy just doesn’t follow protocol in terms of responding to whoises.
Names that AREN’T registered:
BengaliTiger.com
Bengali-Tiger.com
TheBengaliTiger.com
BengaliTigerLimited.com
BengaliTigerLTD.com
TheBengaliTigerLimited.com
TheBengaliTigerLTD.com
BengaliTigerOhio.com
BengaliTigerColumbus.com
ColumbusCMagazine.com
I wonder if tool.com is registered?
The Bengali Tiger thing explains why he is so grouchy. Part of his “self branding”?
Just so we’re clear here, your problem with this guy is that he won’t say “Hi” to you?
Cookie please do not start on me today….read the rest of the thread…the impolite behavior is in addition to uncool business dealings with some of my close friends.
I just can’t imagine caring if he talked to me or not. On second thought, I’m pretty sure I’d prefer that he didn’t.