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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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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.
i would be devastated if he didn’t acknowledge my existence. His dreamy stare has made me drool all over my keyboard and unable to stand.
Ohhhhh right…….I just crack up at people who want to be successful in a community type project and they act like assfaces–maybe just immature or egoic self out of control.
I can’t tell if you’re being sarcastic or not, but I would laugh in this guy’s face.
Bengali Tiger! Hee!
I think it would be super funny if people went up and asked him for his autograph…just to be funny
Back on topic please.
I got to see the promo issue of 614 last night and it looks really great. I think it will be a nice addition to Columbus media.
I got to see the promo issue of 614 last night and it looks really great. I think it will be a nice addition to Columbus media.
I know they need to tell advertisers about their desirable demographics and all, but I can’t say I’m terribly interested in a magazine that isn’t even on the stands yet that’s already informed me that I’m too old to read it.
I got to see the promo issue of 614 last night and it looks really great. I think it will be a nice addition to Columbus media.
I know they need to tell advertisers about their desirable demographics and all, but I can’t say I’m terribly interested in a magazine that isn’t even on the stands yet that’s already informed me that I’m too old to read it.
I thought that too…..why did they do that? They should have been more PC—–that was not smooth—-I think
I got to see the promo issue of 614 last night and it looks really great. I think it will be a nice addition to Columbus media.
I know they need to tell advertisers about their desirable demographics and all, but I can’t say I’m terribly interested in a magazine that isn’t even on the stands yet that’s already informed me that I’m too old to read it.
I thought that too…..why did they do that? They should have been more PC—–that was not smooth—-I think
I mean being PC is not a thing for them I guess , Not to mention who would that offend ? not there target demographic as much as others right?
Nothing speaks “upwardly mobile and savvy” like Buca and WOW…
That is HILARIOUS!!! I’m so doing it!
chaaaaaaaaaa! :lol:
you’re sounding more and more like a pr–
like a pr–
sorry. you’ll have to forgive me. i keep throwing up in my mouth every time i try to type it. i always feel a bit nauseated by the thought of traditional media …
what i meant to say was … you’re sounding more and more like a cynical PRINT JOURNALIST every day.
i did it!
I got to see the promo issue of 614 last night and it looks really great. I think it will be a nice addition to Columbus media.
I know they need to tell advertisers about their desirable demographics and all, but I can’t say I’m terribly interested in a magazine that isn’t even on the stands yet that’s already informed me that I’m too old to read it.
I thought that too…..why did they do that? They should have been more PC—–that was not smooth—-I think
I mean being PC is not a thing for them I guess , Not to mention who would that offend ? not there target demographic as much as others right?
I do not think it is offensive to the outside groups/demographic, but could be limiting to their readership…Maybe something like for people who are 25-35 or feel like they are!!!
No actually according to GoDaddy I think he already owns it.
Looks like I need to learn how to tell an available domain name from one that’s merely “parked.” :oops:
BengaliTiger.com
Bengali-Tiger.com
TheBengaliTiger.com
BengaliTigerLimited.com
BengaliTigerLTD.com
TheBengaliTigerLimited.com
TheBengaliTigerLTD.com
BengaliTigerOhio.com
BengaliTigerColumbus.com
ColumbusCMagazine.com
Alright, then who’s responsible for THIS? http://www.bengalitiger.com
Alright, then who’s responsible for THIS? http://www.bengalitiger.com
HILARIOUS……….
I have a question for those that have seen the first copy. I was interviewed for this magazine a month or so ago about drinking and driving while I was at Grandview Cafe. Does anyone know if that article made it into the first edition?
Oh, man, this just keeps getting better and better…
Good thing it’s not his day job.
How about we all get copies of 614 and ask Roopan to sign his autograph on the cover just for funny fun.
How about I continue to not care about him or this magazine?