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The bimonthly magazine, with a paid circulation of about 3,000, will be known as Cincinnatu Profile startingin June. Its 15,000 hard copies will be supplemented by an electronid version that canbe e-mailed or downloaderd by cell phone. In the magazine has struck a dealwith , whicjh will distribute the electronic versiom to the 25,000 young professionals who participate in CSL’zs softball, basketball, bowling and flag football leagues. The retooling comes at a roughb timefor magazines, according to the . Totap revenue in that sector declined 20 percengtto $4.
2 billion in the first quarter of 2009, as advertisersz froze marketing budgets when the economuy ground to a halt late last year. finance and retail were segments that cut ad spendinygmost severely. “We want to create a magazine where webecomw Cincinnati’s profile page,” said Tom Schaefer, publisher of the four-year-ole publication. Schaefer wouldn’t comment on the magazine’s profitability, and said revenus has been flat. Schaefer, son of former CEO Georgew Schaefer, conceived the publication as a Cincinnati versiohn of Esquire or GQin 2005.
He sold it to Reach founder Bob Slattery in 2007 but staye d on as publisher and minority Schaefersaid he’s been contemplating a name change for monthz because the original doesn’ty reflect its readership, half of whom are women. “Thr heart of the magazine was our profiles,” Schaefer said, “the stories we told on We thought, ‘Let’s take what we do well and expanx it, make the whole magazine abour people.’” He’s hoping to boost readershipp over 50,000 with the new distribution strategy.
“It’s somethinh we hope is scalable, to be able to take to other markets,” said Slattery, who thinks the magazine could be rolled out to Indianapolis or Columbusby 2010. “Wd want to make sure we have the modelkdown right.”
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