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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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The only reason UWeekly is worth picking up is for that fashion faux paus deal or whatever they call it.
Those girls in pajama pants and ugg boots are some seriously hot messes, gets me everytime. :lol:
As to your claim that we falsely advertiser to potential clients, we sell them on our overall reach, which is 18-24 yr old readers in the OSU area, which we reach quite well. To date, no one has bought an ad because we distribute copies at Betty’s, or any specific location.
UWeekly is not a glossy magazine, it is a newspaper. Again, our target demographic for that newspaper is 18-24, so if you don’t enjoy reading it, that would surprise no one (unless you are an OSU student). If you do enjoy reading it, then we’re glad to have you.
@ JonMeyers, I agree. On Wednesday I had lunch at Press Grill and was walking to my car and there were two fresh bundles of Alive that had been dropped in front of the door to a 2nd floor apartment building. As I kept walking the man who lives there approached his door, took the bundles and threw them down the street in disgust!
@ MissKitty I couldn’t agree more :)
No offense intended here, because I’m actually interested in the magazine and how it turns out…but…
You have now been fairly quick to “pile on” about Columbus Alive, and targeted C Magazine in an earlier post in the thread…but seem kind of unwilling to accept the word of someone who’s pretty close to above reproach here that you may have some fault in delivery of U Weekly…or that you shouldn’t be listing Betty’s on your distribution list. Now, I am sure you’re right…that list is changing constantly, so it’s hard to keep current, but by your own statements Betty’s was removed between 6 months and a year ago and was still on the list.
Seems a little bit of the “I can dish it but can’t take it” mentality, which tends to have a short lifespan in communities like this one.
The bums really enjoy wiping their ass with them (and I’m sure appreciate the gesture) and the drunken post college crowd loves coming to the ‘Sho No’ gettin’ crazy and throwing them around, but for the rest of us it’s a serious source of litter on the street. Not to mention just F’n annoying. I’ve called three times to stop the papers and it does absolutely no good. For anyone else leaving piles of shit up and down the street they’d be cited. In this case it’s just marketing? Distribution?
:lol:
Maybe someone could design a suit and dress out of the alive papers and used different colored duct tape or do an entire fashion show with all the outfits made from papers–like the AMEX card dress, grocery bag dress—as another way to use the papers. Why don’t they distribute them out to outlying areas (or maybe they do)? Dr’s offices?
Is it cost effective for them to over produce? Why do they do this?
Yeah. I don’t understand why the first response to Liz needed to be any more in-depth than, ‘I’ll fix it’.
Yeah, really all that is necessary is a “Thank you for bringing this matter to my attention, I apologize for the inconvenience & I will see to it that your complaint is addressed as soon as possible” kinda message…dude. Anything else just goes downhill pretty quickly.
I’ve been in Europia before when paper distribution guys would try and sneak in and drop off stacks of free magazines/papers…and the employees would catch them and jump over the counter and chase them out! It’s pretty funny…like shoplifting but in reverse. :D
:lol:
I tried to find a clip of it, but reminds me of the scene in If Lucy Fell where Eric Schaeffer goes crazy on the menu guy.
When I see the name Clark it reminds me of superman….he is going to do a great job I can just tell…..
Sounds like you are in need of services to keep you up to date because, no I can’t understand why this hasn’t been updated in the last year, though monthly or quarterly would be much more appropriate. You aren’t giving people enough credit if you don’t think anyone cares about this, especially potential advertisers for your new magazine.
I’ve seen the first copy and for now it seems like the same boring YP BS that we saw in CBUS and that didn’t cut it so I’m curious as to what content is going to get people reading again. Here’s the thing, we ARE your target audience and you’re dismissing us like we’re children who don’t understand your industry. Get us excited about something and we’ll back it like there’s no tomorrow. Be a jerk and insult people we respect and you join the ranks of the out of touch – see TOP.
In Clark Kent’s day, people still read the paper :P
Sounds like you are in need of services to keep you up to date because, no I can’t understand why this hasn’t been updated in the last year, though monthly or quarterly would be much more appropriate. You aren’t giving people enough credit if you don’t think anyone cares about this, especially potential advertisers for your new magazine.
And if the website distribution list can’t be updated within a year, why would anyone have confidence that the actual distribution list would be updated properly.
I’m just sayin…it’s not a stretch.
Oooh snap.
Maybe we should gather all the bundles and dump them in front of the Alive building.
Maybe we should gather all the bundles and dump them in front of the Alive building.
When I worked at Jacks aquarium in Hilliard they dumped tons of Alive and Other paper’s there. The best part was they were perfect liners for our dog cages fit nice and neat. :D
Or, in a delicious display of new media cattiness, have CU sponsor a bonfire?
I really like my idea of a fashion show…maybe the schools could do this? Donate them to schools for a fashion show project but the information contained is sometimes not PG rated.
How about we use the papers for a big bonfire party!!!
How about we use the papers for a big bonfire party!!!
Are lots of elementary schools doing fashion shows these days???
How about we use the papers for a big bonfire party!!!
Are lots of elementary schools doing fashion shows these days???
Only on the days they light giant bonfires.
How about we use the papers for a big bonfire party!!!
Are lots of elementary schools doing fashion shows these days???
Only on the days they light giant bonfires.
Are they burning the children?
The horror!!!!
How about we use the papers for a big bonfire party!!!
Are lots of elementary schools doing fashion shows these days???
Only on the days they light giant bonfires.
Are they burning the children?
The horror!!!!
Columbus Alive: We Burn Children.
Didn’t she get a whole thread dedicated to her “ideas.”