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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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Well, this is getting off to a great start.
I was honestly offering a solution to the problem…..art projects in schools….fashion is art or they could do the Alive Paper Fashion show in sewing class if they still offer sewing?? A creative solution. Bonfire. What about for training pets or using them under blankets in pet beds? Lining cat boxes? There are tons of positive things.
As awesome as that solution is, I think a better solution would be to prevent the papers from being wasted (print fewer, collaborate with distribution points to determine realistic numbers and inform advertisers of circulation/distribution changes.) But thanks for trying.
or people could read it…or recycle it if they don’t.
Seems a bit simpler than trying to turn all the excess issues of Columbus Alive into gowns created by 9 year olds using paste and pipe cleaners.
:roll:
EDIT: fixed for Joe LOL!
or people could read it…or recycle it if they don’t.
Seems a bit simpler than trying to turn all the excess issues of Columbus Alive into gowns created by 9 year olds using paste and pipe cleaners.
Uh – AND googly eyes.
As awesome as that solution is, I think a better solution would be to prevent the papers from being wasted (print fewer, collaborate with distribution points to determine realistic numbers and inform advertisers of circulation/distribution changes.) But thanks for trying. But then they wouldn’t be able to lie about how large their viewership is.
My solution was a positive use of the papers to get their attention to stop producing so many…..if they noticed schools doing a fashion show with left over papers they would probably feel a little foolish wasting so many resources, and perhaps modify their distribution/production.
RoopDude is hated by 614 mag people
614 mag people is UWeekly
UWeekly has perturbed Lis Lessner
Lewis and Clark is UWeekly
UWeekly/614/Lewis and Clark periodically bitch-slapped on on CU
CU is owned by Walker Evans
Walker Evans is working for Lewis and Clark
Walker Evans and Liz LEssner are both People to Watch.
People to Watch was published in Alive
Coremodels wans to burn Alive in a bonfire.
it’s a tangled web weaved, people.
has anyone bought rights to the docu-drama?
614 mag people is UWeekly
UWeekly has perturbed Lis Lessner
Lewis and Clark is UWeekly
UWeekly/614/Lewis and Clark periodically bitch-slapped on on CU
CU is owned by Walker Evans
Walker Evans is working for Lewis and Clark
Walker Evans and Liz LEssner are both People to Watch.
People to Watch was published in Alive
Coremodels wans to burn Alive in a bonfire.
it’s a tangled web weaved, people.
has anyone bought rights to the docu-drama?
You should totally put that in your newspaper.
I hardly think you have any standing talking about what makes people feel foolish.
614 mag people is UWeekly
UWeekly has perturbed Lis Lessner
Lewis and Clark is UWeekly
UWeekly/614/Lewis and Clark periodically bitch-slapped on on CU
CU is owned by Walker Evans
Walker Evans is working for Lewis and Clark
Walker Evans and Liz LEssner are both People to Watch.
People to Watch was published in Alive
Coremodels wans to burn Alive in a bonfire.
it’s a tangled web weaved, people.
has anyone bought rights to the docu-drama?
You should totally put that in your newspaper.
:lol:
please, don’t give her any ideas. I can see the headline now “Local Modeling Agency Owner Wants to Burn Schoolchildren Using Newspaper Issues”
I hardly think you have any standing talking about what makes people feel foolish.
We are talking about Alive, 614Magazine, Roopan’s mag, NOT ENZO JOEV!!!! You need to stick to the subject and stop giving me a hard time.
614 mag people is UWeekly
UWeekly has perturbed Lis Lessner
Lewis and Clark is UWeekly
UWeekly/614/Lewis and Clark periodically bitch-slapped on on CU
CU is owned by Walker Evans
Walker Evans is working for Lewis and Clark
Walker Evans and Liz LEssner are both People to Watch.
People to Watch was published in Alive
Coremodels wans to burn Alive in a bonfire.
it’s a tangled web weaved, people.
has anyone bought rights to the docu-drama?
Awww… is TOP feeling left out?
I hardly think you have any standing talking about what makes people feel foolish.
We are talking about Alive, 614Magazine, Roopan’s mag, NOT ENZO JOEV!!!! You need to stick to the subject and stop giving me a hard time.
No, we’re talking about solutions to this problem. I laid mine out. I think it’s better than yours. Your “solution” for most problems seem to include a fashion show.
:lol:
please, don’t give her any ideas. I can see the headline now “Local Modeling Agency Owner Wants to Burn Schoolchildren Using Newspaper Issues”
i love you. but your headlines are terrible.
:lol:
please, don’t give her any ideas. I can see the headline now “Local Modeling Agency Owner Wants to Burn Schoolchildren Using Newspaper Issues”
i love you. but your headlines are terrible.
I’d rather read a terrible headline than a terrible article.
And EDM! And balloons! And an indoor golf course! And colonics for everyone!
Her mind is expanded she cannot help it…..her vision is universal, not just local :!:
Awww… is TOP feeling left out?
no … i think someone has already mentioned how irrelevant we are.
they always do.
where is the button for maniacal laughter on this machine? :lol: :twisted:
:lol:
please, don’t give her any ideas. I can see the headline now “Local Modeling Agency Owner Wants to Burn Schoolchildren Using Newspaper Issues”
i love you. but your headlines are terrible.
How about this to combine yours & Enzo’s proposals: “Top Models Model TOP; Parent Paper, Children, Burned Alive”