quirky food magazine

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  • DOUBLEDIPDOUBLEDIPA Q U A R T E R LY P U B L I C A T I O N F O R T H E E C L E C T I C P A L E T T E

    BUSINESSPLAN

  • CONTENTS

    MASTHEAD 4

    mission & purpose 6

    COMPETITION 8

    EDITORIAL CONCEPT 10

    DIGITAL CONCEPT 12

    FINANCIAL PLAN 14

    MARKETING STRATEGY 16

    CIRCULATION strategy 19

    ADVERTISING STRATEGY 22

    art direction 25

    FINANCIAL Statements 30

  • 7+(7($0

    )( "

    04

    G 7 )$ %3

    PUBLISHER

    EDITOR

    DIGITAL CONTENT EDITOR

  • %G !" ) ( ( )"G(

    )$ "!

    ART DIRECTOR CIRC U L A TOR

    MARKETINGDIRECTOR

    ADVERTISING

    DIRECTOR

    05

  • our purposeDoubleDip is an entert

    ainment

    and service magazine intended

    to provide readers with fun and

    engaging articles on unique food

    and dining experiences.

  • 2850,66,21DoubleDip is a quarterly publication, complemented by a digital counterpart, that is committed to bringing the bizarre and unique side of food to the forefront of food culture. Unlike other publications in the market, our team strives to present food culture through a friendly and inclusive lens. Each issue is centered around a particular theme, and is comprised of a unique combination of art, writing, recipes, interviews, and beautiful photography many of which come straight from the readers themselves. Were here to create a community of food lovers who are unafraid to explore, experiment, and expand their gastronomic horizons!

    07

  • 08

    &203(7,7256DoubleDips strongest competitors are

    publications within the food magazine

    market that are centered on art and

    culture. These magazines include: Fire

    & Knives, Lucky Peach, and Meatpaper.

    DoubleDip sets itself apart from

    these publications by focusing on

    bizarre foods and publishing a lot

    of user-generated content. While

    television features a number of shows

    dedicated to strange food, there is

    currently no magazine in the market

    that does so. Lucky Peach is a general

    food culture magazine, Fire & Knives

    revolves around English food culture,

    and Meatpaper only talks about meat!

    DoubleDip seeks to fill the gap in the

    market by publishing articles on the

    types of food that are often left out of

    restaurant menus.

    Current publications in the market

    often employ experts to produce

    material for their magazines. We, on the

    other hand, want to create a community

    of adventurous food lovers. A dedicated

    website will act as a hub for reader

    engagement which is a new concept

    for a niche food magazine (Meatpaper

    is the only magazine that has a proper

    website, and even that lacks sufficient

    content).

    Lastly, many culture-centered food

    publications are unapproachable to

    a mainstream audience. If the food

    publication industry was a high school,

    Lucky Peach, Fire & Knives, and

    Meatpaper are those exclusive cliques

    who only invite fellow cool kids to their

    lunch table (where they can have deep

    conversations on obscure artwork and

    their hipster style). On the other hand,

    DoubleDip is the class clown, the

    friendly one who introduces himself to

    the new kid and shows him the ropes.

    Simply put, we showcase food culture

    through a friendly and inclusive lens.

    Well feature your best friend who

    loves to blog about those crazy dishes

    hes eaten around the world, research

    the strange ingredients in your local

    supermarket, and publish a photo of

    that awesome lunch you had last week.

    We engage in conversation with our

    readers. We dont just talk AT you, we

    talk WITH you. And while other trendy

    food publications are busy writing their

    literary articles on good food, were

    right there beside you, experimenting

    with crazy dishes!

  • 09

    ) ( \ 3 )2 ! 3 $ %(

    THE LITERARY ONE FROM

    THE UK

    THE THEMED

    ONE BY

    MCSWEENEY S

    THE ONEOBSESSED

    WITH MEAT

    Fire & Knives has a more literary

    component making it feel like an

    academic journal (or even someones

    personal journal), focusing on topics

    of food that are not printed elsewhere,

    and written in an amateur perspective.

    The contributors are professional food

    critics but their tone in their written

    pieces are carefully thought out in

    a gracious manner. Their biggest

    difference with most mainstream food

    magazines is that it doesnt get involved

    with advertisers, celebrity chefs or

    restaurant reviews. Their format is

    small and thick in matte pages, just

    like an actual journal. Their readers

    are described as literate-focused

    food lovers. Fire & Knives is serious

    about food writing, beautiful graphic

    design, and content about food thats

    intertwined with film, architecture,

    history, literature and much more

    (especially British food culture!). And

    unlike most food publications, there

    are no recipes in sight.

    Lucky Peach is a quarterly publication

    with a uniquely unrefined, unapologetic

    style. Each issue is focused on a

    single theme (as simple as fish, or

    as wacky as the Apocalypse). The

    articles are loud and opinionated, and

    are often illustrated with urban art

    or disconcerting photography. They

    showcase cooking in a funny and

    outrageous manner, often with vulgar

    language, in the form of fiction, non-

    fiction, interviews, and recipes. Unlike

    other niche magazines that stay away

    from mainstream media, famous names

    can be read in the bylines of articles

    found in Lucky Peach. The magazine

    is quite large, with over 150 pages per

    issue. The many ads in the publication

    makes Lucky Peach appear more

    commercial than niche, especially

    considering its concentrated covers

    filled with sell lines. The magazine is also

    sold in the food section of mainstream

    locations, such as Chapters, revealing

    the publications attempt at reaching

    out to a larger audience, despite having

    a more cultural-centered editorial and

    urban appeal.

    Meatpaper, a quarterly magazine, came

    into existence as the fleischgeist

    or literally, spirit of the meat with

    articles that discuss meat in various

    themes and issues. They examine

    the relationships between humans

    and meat that leads to investigating

    psychology, history, culture, art, values

    and ethics. They state that meat is

    a metaphor, and a powerful symbol

    of what it means to be human, and

    emphasize cultural investigation in

    their editorial. Meatpapers target

    audience include butchers, artists,

    vegetarians, professors, chefs,

    students, home cooks, farmers,

    architects, writers, poets...pretty much

    anyone curious about meat. For their

    editorial content, they often debate

    about the moral consumption of meat,

    and publish insightful articles on

    anything and everything meat-related.

    Priced at $11.00 with only 47 pages,

    the magazine itself is quite expensive.

    And with an ad-to-editorial ratio of

    about 10:90, Meatpaper is clearly not

    a commercial magazine.

  • (',725,$/&21&(37DoubleDip is the product of a few

    food-loving, experience-driven, and

    adventerous individuals passionate

    about bringing food to people in an

    effort to bring people to food. This

    passion is what weaves through every

    story, idea, photo, and experience we

    deliver in our magazine.

    Each issue of DoubleDip will be

    centered on a particular theme, and

    every article in the publication will,

    consequently relate to that theme (i.e.

    an issue dedicated to insects, strange

    meat, or unique seafood).

    While our publication is distributed

    throughout Canada, our content will

    be international. DoubleDip strives to

    educate readers on the unknown side

    of food culture, which would most

    definitely have to include unique food

    experiences from around the world!

    One of the most important aspects

    of our publication is the fact that were

    inclusive. We write as if were speaking

    to our readers, not as if were submitting

    a piece to an academic journal. No one

    should have to feel like theyre reading

    a paper just because the topic is

    informative! On top of this, we ensure

    that our content is also fun. Our team

    believes that a culture magazine should

    also have applicable articles for people

    who want to eat. This is why DoubleDip

    has a department dedicated to recipes,

    tips, and how-tos. After all, we want

    our readers to experience food, not just

    read about it!

  • 11

    (G %$ 7G(Readers can explore different culinary

    and social experiences from around the

    world. The focus will be on the many

    cultural differences that we run into,

    which will allow readers to develop an

    appreciation for different food on an

    international level. The written content

    will be presented often in the form of

    short essays or on occasion through

    non-fiction storytelling.

    $G7Q%GThis department is dedicated to giving

    reade