Unrestrained . college . lifestyle \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ NATIONAL MEDIAKIT
TUNE INTO THE COLLEGE NICHE
What is back\slash ......................................................................... back\slash is the Unrestrained College Lifestyle Magazine. The free magazine is available to students nationwide. back\slash’s content is specifically tailored to trendsetters among the college niche–ranging from articles about sex, drugs, and rock n’ roll, to in-depth features about politics, sports, and religion.
Who reads back\slash ............................................................pg 3 Unrestrained college lifestyle magazine \\\\\\\\\\\\\\\\\\\\\\\\
back\slash’s readers are College Students in more than forty cities across the US. This demographic is a gold-mine for advertisers, because college students are new consumers who: (a) have not yet established significant brand loyalties (b) are still supplemented by their parents’ income (c) have enormous purchasing power (d) are anxious to experiment with new products and brands
How is back\slash Circulated ..................................................pg 4 volume 2 issue 3 \\ april — may \\
back\slash is circulated to students free of charge each issue through the following distribution channels: (a) in more than 550 Venues across the US (b) to more than 160 Group Subscribers Nationwide (mostly fraternities, sororities, and student governments) (c) on Campus in publication bins at seventeen colleges (in markets where back\slash is enhanced by the localized bonus-mag) (d) and to individual mail subscribers nationwide
When is back\slash Published ................................................pg 6 back\slash is published at the begining of each semester of the traditional school year. The next issue of back\slash is Spring, which will be released in mid-January.
What about Web, Digital, and E-mail ......................................pg 7 back\slash offers clients the option of targeting students across three other platforms besides print, including: web (through backslashonline.com), digital (via the iPhone and the iPad), and email (via the back\slash e-mail newsletter).
Localized Markets ...................................................................pg 8 Currently, back\slash is enhanced by a localized bonus-mag, which includes local advertising and local articles, in Miami, Orlando, Tallahassee, Tampa, Jacksonville, Atlanta, and New York.
Rate Sheet ..............................................................................pg 9 Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
readership Who Reads back\slash back\slash’s readers are trendsetting students; they are the fraternity presidents, the hipsters, the musicians, and the leaders. In general, most students are new consumers, anxious to experiment with new products and brands. The vast majority of students are still
supplemented by their parents’ income, and they subsequently have tremendous purchasing power--the average student spends over $32k per year, according to the 2010 US CES. The table below outlines where students spend their money.
Table 1: Where students spend their money Average Expenditures Per college Student*
back\slash’s 55,000 College Readers Spend
Total Annual Expenditures
$32,375
$1,780,625,000
Housing
$9,975
$548,625,000
Transportation
$5,464
$300,520,000
Food
$4,447
$244,585,000
Food at Home
$2,330
$128,150,000
Food away from Home
$2,117
$116,435,000
Education
$1,691
$93,005,000
Entertainment
$1,608
$88,440,000
Apparel and Services
$1,351
$74,305,000
Household Furnishings
$942
$51,810,000
AV Equipment and Services
$681
$37,455,000
Alcoholic Beverages
$448
$24,640,000
Gifts
$429
$23,595,000
Personal Care Products
$370
$20,350,000
Fees and Admissions
$271
$14,905,000
Tobacco & Smoking Supplies
$251
$13,805,000
* Source: 2010 US Consumer Expenditure Survey, 18 - 24 College Demographic
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
circulation How is back\slash Circulated back\slash is circulated to students in more than 40 cities, through the following channels: Retail, On-campus, Controlled Group Subscriptions, and Controlled Individual Subscriptions
Retail Circulation
On-campus Circulation
Individual Subscriptions
Group Subscriptions
Table 2: Breakdown of Overall Circulation Channels of Circulation
% of Overall Circulation
Retail
35%
On Campus
50%
Group Subscribers
15%
Indiv. Subscribers
0%
Table 3: Breakdown of Retail Circulation Types of Retail Distributors
% of Overall Retail Circ.
Total Number
Restaurants
23%
125
Smoke Shops
18%
98
Bookstores
14%
76
Other Types of Stores
13%
70
Bars
12%
65
Coffee
12%
65
Tattoo
8%
43
Retail Circulation back\slash is circulated free of charge to students at 567 retail venues across the US. Our retail partners are all in the vicinity of college campuses. Most are independently owned: tattoo parlors, smoke shops, restaurants and bars, extreme sports venues, book stores, and coffee shops. Retail copies are mailed directly to our retail partners who are contractually bound to make them available to customers for free. Thirty copies are mailed to each retail partner, along with a countertop publication display. On-Campus Circulation In markets in which back\slash is enhanced by the localized ‘bonus-book’, back\slash can be found on campus, in freepublication bins. Currently, on-campus circulation is fully implemented at seventeen colleges. On campus circulation is fulfilled by 3rd party distributors in each local market. Controlled Group Subscriptions back\slash’s controlled group subscriptions enable organizations of more than thirty members to request copies of back\slash for their members (mostly fraternities, sororities, and sga’s). The exact number of copies requested are mailed to each controlled group subscriber at no charge. The average number of copies per group subscriber is fifty. Controlled Individual Subscriptions Individual subscriptions are a brand new option for back\slash readers, and currently have not been marketed. Beginning in January, students nationwide may subscribe to back\slash for 80 cents per issue.
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
Table 4: Spring 2011 Circulation per City
Arizona Phoenix California LA San Diego San Francisco Fresno Colorado Denver Colorado Springs District of Columbia Washington DC Florida Miami Orlando Tampa Tallahassee Pensacola Jacksonville Gainesville Georgia Atlanta Illinois Chicago Louisiana Baton Rouge New Orleans Maryland College Park Massachusetts Boston Michigan Detroit Missouri St Louis Nebraska Omaha Raleigh New Jersey New Brunswick Monteclaire New York New York City Buffalo North Carolina Durham Charlotte Charleston Pennsylvania Pittsburg Tennessee Memphis Texas Austin Dallas Houston Virginia Charlottesville Washington Seattle Wisconsin Milwaukee 22 States 40 Cities
Retail Distribution Sites 5 5 5 5 5 5 11 5 80 50 52 48 7 55 5 55 5 6 5 4 4 5 4 6 8 4 5 55 4 6 5 7 5 4 4 4 5 6 4 4 567
Total Retail Copies 150 150 150 150 150 150 330 150 2,400 1,500 1,560 1,440 210 1,650 150 1,650 150 180 150 120 120 150 120 180 240 120 150 1,650 120 180 150 210 150 120 120 120 150 180 120 120 17,010
On Campus Copies
0 0 0 0 0 0 0 0 8,000 5,000 5,000 5,000 0 5,000 0 5,000 0 0 0 0 0 0 0 0 0 0 0 5,000 0 0 0 0 0 0 0 0 0 0 0 0 38,000
Group Subscription Copies 150 125 125 125 125 125 125 125 1,600 515 500 775 125 450 700 500 125 125 125 125 125 125 125 125 125 125 125 500 125 125 125 125 125 125 125 125 125 125 125 125 9,565
Individual Subscribers
Total Circulation
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
300 275 275 275 275 275 455 275 12,000 7,015 7,060 7,215 335 7,100 850 7,150 275 305 275 245 245 275 245 305 365 245 275 7,150 245 305 275 335 275 245 245 245 275 305 245 245 64,575
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
editorial schedule and content When is back\slash Circulated back\slash is published at the beginning of the Fall and Spring semesters of the academic school year. The next issue of back\slash will be published in the Spring, and it will be circulated from Mid-January until May. The content of each issue of back\slash is focused on a different theme every issue, in accordance with the actual college lifestyle and how it changes throughout the cycle of the school year. Table 5 (below) breaks down the themes and main stories for the next four issues.
Recurring National Columns Poli-Sci Feature Collegiate Entrepreneurs Nationally Relevant Campus News 4 Albums Worth Listening to on Repeat 2 Dope Documentaries 2 Books That Aren’t Boring 1 TV Show and a Board Game 8 Hot New Products Long Awaited Upcoming Releases Issue of the Issue Elderly Wreaking Havoc Religion of the Issue Rant of the Issue Striking Statistics Epic Jokes Adult Beverages The Art of Dorm Room Sex Drinking Games Random Idiots Pats on the Back You Tube Gems Life-Saving Web Searches
Table 5: Editorial Schedule, themes, and main stories Issue
Release Date
Ad Deadline
Issue Theme
Spring
February 6th 2012
January 26th 2012
Spring Break
Summer
April 10 2012
March 25 2012
Moving Forward
th
th
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
digital, e-mail, & web What about Digital, E-mail and web
Aside from print, back\slash offers the option of targeting students across three other platforms: web (through backslashonline.com), digital (on the iPhone and iPad), and e-mail (in the back\slash e-mail newsletter). The unique viewership for each of these platforms is exhibited in Table 6 (below). A more detailed digital media kit is available upon request. Digital back\slash’s native iPhone application allows students to read and watch back\slash content, as it is published. The application can be downloaded from the Apple App Store, and is also available to iPad users.
Web www.backslashonline.com is the official website of the college lifestyle magazine. It is updated daily with new content. Users are able to register, upload videos and pictures, see old and new issues, read updated national news, submit article ideas, join our staff, share articles with friends via facebook, twitter e-mail and many other social networks, fill out surveys, and submit articles for publication.
Digital Version
E-mail Newsletter
Website
E-mail back\slash’s E-mail newsletter is basically a condensed version of what is found in back\slash magazine, except the E-mail newsletter contains content that is more timely. The E-mail newsletter is disseminated on a weekly basis.
Table 6: Non-print Marketing Solutions Absolute Unique Monthly Viewers www.backslashonline.com
4,500
back\slash weekly E-mail newsletter
available upon request
Total Digital Readers (kindle, nook, iPad, android)
available upon request
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
localized markets Miami, Orlando, Tampa, Tallahassee, Jacksonville, Atlanta, New York The national version of back\slash is enhanced by a localized mini-mag in Miami, Orlando, Tampa, Tallahassee, Jacksonville, Atlanta, and New York. Circulation is much denser in these cities.
The localized mag includes: a local happy hour guide, local bar/restaurant reviews, local features, profiles of local entrepreneurs, a local happy hour guide, and local advertising. The size of the mini-mag is 8.375� (W) x 5.1875� (H).
the 52 page national portion the 32 page localized mini-mag
attached along this edge
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
rate sheet Syndicated Rates Clients interested in using back\slash as a way to market to students should contact Joey DiFrancesco, the Senior Account Manager for back\slash Niche Advertising.
Although we prefer to present our clients with custom proposals, Table 7 (below) lists the rates for various print advertising solutions inside the national version of back\slash Magazine. Table 8 (below) lists the frequency discounts offered to clients who contract for multiple issues.
Table 7: Standard Advertising Rates Standard Advertising solutions
National Rate (64k Copies)
Full Page
$3,000 (CPM = $47)
Half Page
$1,800 (CPM = $29)
Back Cover
$7,000 (CPM = $110)
Gate-Fold Four Page Inside Cover
$9,000 (CPM = $141)
Inside Front Cover 2-Page Spread
$5,000 (CPM = $78)
Frequency
Discount
2x
10%
3x
20%
4x
30%
Table 8: Frequency Discounts
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com
back\slash’s clients from under-dogs to national market leaders back\slash’s advertising partners range from mom-andpop shops (that only advertise in our local versions) to international brands like NOS and Vitamin Water (that reach students on a national scale through back\slash). Despite priding ourselves with being committed to the underdogs, many of our advertising partners are industry leaders, like Live Nation, Universal Studios Orlando, Dunkin Doughnuts, and the Art Institutes. Even the US Marines and the Florida National Guard have advertised in back\slash. More important than our client roster, is the fact that 71% of our clients have returned to advertise in multiple issues.
The latest smartphone. Only smarter. WIN A SAMSUNG CODE & 3 MONTHS OF SERVICE
Text COLLEGE to Metro1 (638761) to enter*
Is your wireless service as smart as your phone? Switch to MetroPCS and talk, text, email and surf all you want for one flat rate. And you never sign a contract.
888.8metro8 www.metropcs.com
Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com