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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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I just want to know if I need to move to some area code for old people.
But Caucasoid is a racist term. In the same way it’s not OK to call a person of East Asian descent a “Mongoloid,” or a person of African descent a “Negroid,” it shouldn’t be OK to use the term “Caucasoid” or Caucasian” to describe a person of European, North African, Middle Eastern or Indian descent. The racial theory these terms were based on is completely bunk, and has been out of vogue for the past 50 years. So please update your vocabularies.
please complete the madlib:
“i think what matters is separating the fact that someone’s not from the _________ region of the world VS. being a general tool from Columbus.”
what would be the preferred term – “white,” “European,” “westernized” – all of them are loaded. the subject was implicit racism, and i think caucasoid fit the concept pretty well.
perhaps 614 can do an article on this.
(*Walker, since I’ve gone from pointing out racial sensitivities to being a vocabularic, or perhaps un-vocabularic racist, i am fine if you want to delete this entire portion of the thread.)
You don’t have to fit 100% of the criteria of the target advertising demographic to be qualified read a publication. I feel like you should probably be old enough to understand that. :P
You don’t have to fit 100% of the criteria of the target advertising demographic to be qualified read a publication. I feel like you should probably be old enough to understand that. :P
Yes, but that only addressed whether I can read the magazine, not whether I can still reside in the 614 area code.
Oh. Well then. I guess that’s technically something different.
I suggest you just get a new cell phone with a Florida area code.
Maybe all area codes should start a magazine and someone should sell franchise rights to using the area codes!!
Oh my christ I think I just burst a blood vessel.
Area codes are probably not the kind of thing you can copyright and then “sell franchise rights” to. For an extremely related example, see: Feist vs. Rural Telephone.
You could get the domains and then resell to them for a super high price if they want it for a website!!
+1
I already have a raging headache. This isn’t helping.
That’s your mind expanding.
LOLz @ Florida area code change !
But seriously is this upsetting you that bad ? Not being in the demographic? It’s just another magazine that you most likely would never read anyway
No but you do need to take your golden buckeye card to Grandview Cafe for happy hour.
Yup, article is in there. Blurb on the front page too.
But back on topic, I’d like to know if 614′s publishers call their publishing company “Lewis and Clark.” And if not, why not?
Yes in fact that’s the name of our LLC :)
Is there a Pocahontas?
Agreed.
But Caucasoid is a racist term. In the same way it’s not OK to call a person of East Asian descent a “Mongoloid,” or a person of African descent a “Negroid,” it shouldn’t be OK to use the term “Caucasoid” or Caucasian” to describe a person of European, North African, Middle Eastern or Indian descent. The racial theory these terms were based on is completely bunk, and has been out of vogue for the past 50 years. So please update your vocabularies.
please complete the madlib:
“i think what matters is separating the fact that someone’s not from the _________ region of the world VS. being a general tool from Columbus.”
what would be the preferred term – “white,” “European,” “westernized” – all of them are loaded. the subject was implicit racism, and i think caucasoid fit the concept pretty well.
perhaps 614 can do an article on this.
(*Walker, since I’ve gone from pointing out racial sensitivities to being a vocabularic, or perhaps un-vocabularic racist, i am fine if you want to delete this entire portion of the thread.)
This would be a very interesting article , I am african american and i really don t care what you call me/ It won t affect(effect?) anything in my life. however i am bothered if someone hates me for any other reason than me not being a nice guy (which i don t know to many people that don’t like me)…The point is …we need to move past words ….if you strip them of their power they don’t mean anything. I hope tht makes sense to everyone
Over the years I have watched Columbus Underground grow and have become quite a fan of the site. However, I am sad to see recent posts that are clearly racially motivated, hate oriented, libelous, and organized by contributors to the site.
I started the magazine 7 years ago and with my team we have worked very hard to get where we are. Not only have I invested heavily in the shared belief both CU and C Magazine have in Columbus, Ohio, it’s people, and the city’s potential, we have worked hard to highlight upcoming artists and musicians in the city that typically do not receive much press. Who else highlights local musicians every month in a full page/full color layout? With an original concept for the city, we did not try to replicate any other publication in the Columbus, Ohio. Unfortunately, we’ve had to deal with quite a few imitators throughout the years which ultimately hurts the market and the advertisers.
Though I typically do not respond to items like this and can enjoy a good laugh at my expense. The comments that have been posted on CU and the spawned site are defaming to me and my company. Not to mention, the items posted about me on these various websites are inaccurate.
For the record:
1) 614Magazine and 614Mag.com are URL’s owned by me that were registered in 28-11-2006. 614Columbus.com was registered 03-Jun-2008, more than 1 year afterward. The URL’s were not purchased in response to the possible 614 Magazine.
We are going to use those URL’s as we originally intended and will be positioning those sites as online resources and guides for other products.
2) We pay our contractors and employees for all work done. If you believe that you have not been compensated for completed work as contracted or “know” someone who has supposedly has not received payment, they can contact me directly at the email address located at the end of this posting.
3) I am of Indian decent (India) and was born in NYC and do not have any accent, nor do I speak as depicted. The picture was taken off my own Myspace profile that I put on there as a joke.
7 years ago, I started this magazine with a belief that this city is not a cow-town nor a desolate undesirable place that people flee as soon as they can. I have always believed that Columbus has some of the most unique art experiences, urban landscapes, original fare, and companies that go unappreciated. C Magazine was created to showcase these people places and things without a negative light. We feature the best of Columbus and what makes this city special. Aside from the recent posts on CU, I believe that this site is an excellent asset to the community and I wish Walker continued success on this venture.
If you believe so strongly in your posts, I ask you to contact me directly without your veiled screen names so that I can address your concerns and comments directly at roopan@columbusmag.com.
Though we may not always agree, the flight of young professionals continues to be an issue in this city. However, with the contributors of CU and the members of the excellent young professional organizations, we can continue to make Columbus a strong heart of our metropolitan lives.
Sincerely,
Roopan Dey
CEO & Publisher
C Magazine
I didn’t know C Magazine came out monthly?
I thought the magazine also doesn’t say what month the issue is, perhaps I’m mistaken?
You do realize we saw what you had parked at 614magazine.com prior to this well written, ridiculously insincere letter…right?
Unless your “original intention” was a porn directory and fake announcement about a magazine you’re not connected with…