UNION
prospectus
CONTENTS
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table of contents UNION magazine Spring 2014
PUBLISHERS: Benita Brown, Bethany Christo, Edward Hart, Laura Heck, Allison Pohle DESIGNERS: Jessie Lueck, Justin Brisson, Janelle Pfeifer
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CONTENTS
U Introduction OUR MISSION
EDITORIAL PHILOSOPHY
PAGE 4 PAGE 5 PAGE 6
EDITORIAL LAYOUT
PAGES 7-9
EXPECTED TABLE OF CONTENTS
PAGES 10-13
DESIGN PHILOSOPHY STYLE GUIDE
UNION ACROSS PLATFORMS
PAGES 14-15 PAGES 16-17
PAGE 18
WEBSITE
PAGE 19
TABLET APPS
PAGE 20
SOCIAL MEDIA
PAGE 21
AUDIENCE THE UNION READER
COMPETITION COMPETITION ANALYSIS
ADVERTISING PHILOSOPHY
PAGE 22 PAGE 23
PAGE 24 PAGES 25-29
PAGE 30
PROSPECT LIST
PAGE 31
RATE BASES
PAGE 32
BRAND EXTENSIONS
PAGE 33
CIRCULATION
PAGE 34
UNION | PROSPECTUS | 03
INTRO
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Welcome to UNION
The number of legal unions between gay couples has increased into the hundreds of thousands, but currently, there’s only one UNION — the first and only print magazine for gay men who are preparing for their weddings. There’s never been a better time for UNION simply because there’s never been a better time to celebrate our readers’ love. Men who live in style want to get married in style. It’s our mantra as well as yours. But until now there’s been almost no guidance for gay men on how to plan their nuptials. That’s where UNION comes in. Although UNION will always strive to feature the latest in wedding trends, we’ll never be just a seasonal look book for how to plan a wedding. Every year, in every issue, we’ll advocate for our readers and help them celebrate their love. Here’s to the next step of the journey.
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MISSION
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UNION our mission
There’s never been a better time to celebrate your love. And there’s never been a better time for UNION, the first and only magazine for gay men who are getting married. Our readers are men with a taste for trends and traditions, men who live in style and want to get married in style. Whether you’re incorporating family rituals or creating your own, we’ll help you say, “I do” however you choose. From the night you propose to the morning you leave for your honeymoon, UNION is here to take the next step with you.
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EDITORIAL
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editorial philosophy
Helping our readers marry their husbands in style UNION is, first and foremost, a wedding magazine, and our readers are men who want to marry their future husbands in the most meaningful way possible. UNION is the only print wedding magazine dedicated to gay men. In this way, UNION is the trusted authority, the voice that speaks to a community of readers both in print and online
We have identified the increasing number of gay men who are planning to get married as our prime readership demographic and keep their best interests in mind when creating our distinguished editorial content. Before UNION, these hundreds of thousands of men never had a publication speak directly to their wedding-planning needs.
But we also know how important the grooms’ traditions are and how much getting it right means to them. They’re celebrating with their families as they start their own. UNION will help tasteful grooms navigate both the new and the old of wedding culture. In each issue, UNION presents the latest in wedding style and etiquette in a polished product. We give our readers the authoritative word on everything from family to food to fashion — and we do it with photography that emphasizes the extraordinary beauty in even the most overlooked wedding traditions. Our features focus on the newest venue options and luxury fashion for the wedding day, and we also take readers inside the weddings of some of the most inspirational and famous figures in the LGBTQ community. Online, we will share stories of real men and their wedding hopes, fears and triumphs. We’ll provide a forum for readers to answer one another’s questions, share advice and find inspiration. The UNION Store will allow readers to purchase top-of-the-line accessories and supplies to enhance their wedding days, all of which will be curated by UNION editors with an eye toward the latest in wedding style. Our readers are men who know their options have never been greater and will only continue to grow. They’re ready to publicly celebrate their love, and we’re here to write the future with them.
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Before UNION, these hundreds of thousands of men never had a publication speak directly to their wedding-planning needs.
EDITORIAL
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editorial LAYOUT In every issue, UNION will be at the forefront of gay wedding festivities. From planning the nuptials to booking the honeymoon, UNION offers a polished and elegant take on how our readers can make the wedding, and everything that surrounds it, one to envy.
FRONT-OF-BOOK DEPARTMENTS Each department offers a sleek and sophisticated take on weddings, with an emphasis on planning. We walk our readers through the stages of designing an unforgettable wedding: from the beginning of the book, which starts by explaining the planning, etiquette and ceremony, to the final pages, which feature impressive honeymoon locales.
PLANNING & TRENDS
CEREMONY
STATE-BY-STATE
We offer the definitive word on what to consider when it comes to vendors, fashion, invitations and caterers. From getting it right with exceptional savethe-date cards to carrying out the perfectly themed wedding, UNION’s advice will always be on point and up to date.
There’s no one to tell grooms-to-be who should walk them down the aisle or what their vows should say. There’s also no guide on what the ceremony should look like, especially if our readers are creating their own vows rather than relying on religious traditions. That’s why each issue will provide insight into how to make the special day an elegant, refined affair.
Can’t get legally married in your state? Don’t let that stop you. Thousands of gay couples are planning destination weddings to get married in a locale that will recognize their marriage. We highlight some of these destination wedding hotspots in every issue.
ETIQUETTE
FOOD
Stumped on where to hold the ceremony if a church won’t provide services? Worried about how to manage invites for family members who are homophobic? What about how to handle the wedding party? UNION’s etiquette section will offer advice on how to pull off a seamless ceremony without ruffling any feathers.
Food and drink usually make up the largest percentage of wedding costs — but too often the meal becomes an afterthought. We offer tips on how to pick the perfect caterer as well as how to save on the reception dinner so grooms’ plates, stomachs and savings accounts stay full.
PARTY
Our readers might already know how to throw a great party, but they might not know what to do about cake toppers or how to find gender-neutral songs to use for their first dance. We take on these and other potential gray areas, in addition to providing timeless advice on what makes a reception one that all of their friends will want to imitate.
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EDITORIAL
U editorial LAYOUT FEATURES
In our feature well, UNION will take a deeper look at wedding venues, day-of fashion and gay men in the news. Although each feature will have a distinct focus, here are the content areas we will explore in each issue.
VENUES From intimate settings to exotic locales, we feature the preeminent venues to host your wedding and reception. This thematic take on wedding venues will focus on the lavish and luxurious spots that will make a UNION wedding the talk of the town.
FASHION There’s getting married in style, and then there’s getting married in UNION style. Our fashion feature hones in on suit and tuxes that are in vogue and offers a sleek and sophisticated take on exceptional wedding menswear.
MEN WHO INSPIRE US How did Lance Bass propose to his future husband? How is the cofounder of Facebook settling into married life with his husband? We’re as curious about how gay celebrities celebrated their special days as our readers. Every issue of UNION will take a look at the weddings of gay role models and celebrities.
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EDITORIAL
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editorial LAYOUT BACK-OF-BOOK DEPARTMENTS At the back of our magazine, we switch our focus from the planning and anticipation of our readers’ big days to the way other men have celebrated their marriages — both around the world and here at home. And, of course, who can forget the honeymoon?
HONEYMOON After spending months planning their wedding, there’s nothing our readers need more than a perfect post-ceremony getaway. UNION features the most covetable destinations for readers who have earned their postnuptial paradise.
GLOBAL As gay couples around the world are starting to celebrate their love in the open, we give readers a global perspective on the trends and traditions that gay men are incorporating into their weddings.
VOWS Behind every marriage is a love story, and UNION wants to share our readers’ stories. The Vows section portrays intimate and touching portraits of gay couples, from the moment they met to the day they said “I do.”
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EDITORIAL
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FIRST ISSUE Table of contents for Spring/Summer 2014
Front of book PLANNING: SHINING, SHIMMERING, SPLENDID
food: kick-ass catering
The hottest trend in wedding décor is regal gilded accents. From subtle place cards to extravagant chandeliers, we show you how to cash in on the golden standard.
Admit it: Pasta and chicken are stale. We give you the skinny on the latest trends in catering without skimping on fun or flavor.
ETIQUETTE: SAVE THE DATE
party: bottoms up
It’s your day, so you can invite whomever you want. We’ll help you navigate the details of your commitment, from managing a tricky guest list to deciding whether to change your last names.
If there’s a bar at your reception, consider concocting a custom drink for you and your guests to enjoy. Try out one of these trendy beverages, from moonshine to shrubs to Moscow mules. Also, see our suggestions for perfect first-dance songs.
CEREMONY: DIY VOWS
state-by-state: WHERE TO WED
To pen your own prose or pronounce prewritten vows? To stand among a wedding party or keep your party limited to two? We explain how to update antiquated rituals to make saying “I do” unique to you.
Picking a venue is all about location. Even though less than half the country legally recognizes same-sex marriage, we find where to book unique and romantic places in America without any hassle.
FEATURES
BACK OF BOOK
iN SYNC, IN LOVE
HONEYMOON: POSTNUPTIAL PARADISE
Lance Bass is saying bye, bye, bye to the single life. Find out how this former teen heartthrob met the man of his dreams, and get the inside scoop on how he’s planning his wedding.
We’ve compiled a list of five of the best places to visit based on their open laws toward marriage equality, but also because they happen to be idyllic locales for postnuptial escapes.
BREAKING BLACK TIE
global: unions around the world
You don’t have to blacklist your black tie. Instead, achieve flair and finesse through these tuxedo alternatives that transform a stale standard to suave chic.
Discover weddings four differenct countries through these couples who infuse their country’s heritage on their big days, proving love can cross borders.
THE INDUSTRIAL STANDARD
VOWS: gym rats
These modern wedding venue marvels are simultaneously cultivated and cutting edge. See just how in vogue industrial weddings can be with our suggestions for sophisticated simplicity.
Real-life couples share their love with us. Meet Stephen and Juan Pablo, two CrossFitters who fell for each other in the gym, and Alex and Tristan, a fantasy sports couple who can’t stop challenging each other.
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EDITORIAL
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Fall/winter 2014 Table of contents
Front of book
features
PLANNING: get excited; you’re invited
presidential material
The first sign of an amazing wedding is not an open bar; rather, it’s letting the guests know that they’re in for an unparalleled event early on through the use one of these exquisite save the dates.
He made his fortune as one of Facebook’s co-founders, and his husband is one of the most politically ambitious gay men in the country. Chris Hughes and Sean Eldridge talk about the fight for marriage equality, Eldridge’s congressional race and married life.
ETIQUETTE: out with the altar Deciding to leave religion out of your wedding is your choice. We can help you break the news to your religious family members and show you how to create your own wedding titles.
ceremony: short and sweet From short and sweet to a lengthy liturgy, we give you five customized ceremonies that feature a varied mix of the nuptial necessities.
party: make an entrance Chicken Dance, anyone? Why do the Wobble when you can thrill with “Thriller”? We advise whether these line dances should make an appearance at your party. Of course, once the liquor kicks in, all rules are off.
food: caring for your caterer Whether you’ve got a third cousin allergic to peanuts or a sister who’s on a gluten-free diet, we help you pick a menu that can withstand all dietary restrictions.
state-by-state: STEP TOGETHER Do you know how your state recognizes gay weddings? We’ll tell you the steps to finding out and how to get the wedding you want if there are legal roadblocks in your way.
back of book honeymoon: the wedding fifteen
Ten exercise-friendly locales for the outdoorsmen in all of us. There’s nothing sexier than matching six-packs.
global: the first dance The ceremony is over. Time to party! Find out how men around the world get down on the dance floor on their wedding day.
VOWS: digital getdown Meet Jacob and Ben, a couple who first chatted OKCupid-style but then relied on years of Gchats and emoji-filled Facebook messages to keep each other “notified” during their two-year, long-distance relationship. 12 | PROSPECTUS | UNION
bistro brewery weddings Cheers to the brewlyweds! The craftiest of grooms tie the knot in brewery hop garden bistros while surrounded by the crisp smells of fall ales. When the lighting inside gets low, rest assured that the beer will get stronger — and darker.
sole mates A match made in heaven: Follow your personal style to discover your best fit — literally. The latest footwear fashion has us head over heels with how good you’re going to look.
EDITORIAL
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Front of book
FEATURES
PLANNING: MUST LIKE BIKES
hidden palms
Both hipster and refreshing (and freaking adorable), bike-related accessories are the coolest décor trend since the invention of the wheel.
A hotspot for gay travel, Palm Springs is quickly turning into one of the most sought-after locations for destination weddings.
ETIQUETTE: KID INQUISITION First comes love, then comes marriage, then comes a baby ... Wait! We’ll help you find ways to answer the ever-pressing “Kids soon?” question and fend off uncomfortable probes into adoption.
CEREMONY: TYING THE KNOT WITH TECH To embrace love in the digital age or to eliminate electronics during the ceremony? Here are five pros to a technology-based wedding (robot ringbearer included) and five reasons to switch off the smartphones.
PARTY: PON DE REPLAY The age-old question: band or DJ? We run down each of your options and help you decide what would work best to keep your guests kickin’.
FOOD: Hors d’oeuvres, hors don’t? More and more couples are ditching the sit-down dinner for an hors d’oeuvres spread. We detail why this is a potential reception ruiner and should be avoided.
gone glamping Both intimate and rustic, glamping weddings bring style and charm to the great outdoors for a perfect summertime ceremony set against a sunset backdrop.
they do know they’re beautiful Whether you think they’re the next big thing in boy bands or a bunch of pubescent have-nots, One Direction is doing something right in the style department. Get their Sunday-best inspired duds, swooped hair not included.
BACK of book honeymoon: state-of-heart Visiting a city with a vibrant arts scene can rejuvenate the maestro in all of us. These ten recommendations house dozens of world-class institutions and influential collections.
global: international foodies From sake to shepherd’s pie, wedding dishes worldwide offer fascinating ways to avoid that dreaded chicken. We look at some of the food couples across the globe serve at their receptions.
state-by-state: the name game
VOWS: can i buy you a drink?
What’s in a title — civil unions? Domestic partnerships? The labels put on gay marriages can be a burden. Our graph will explain the differences in titles that vary from state to state.
Meet more real-life Romeos. One couple, Dan and Jess, told us about meeting at a bar — it actually worked out this time. UNION | PROSPECTUS | 13
design
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design philosophy Our readers savor the little things in their lives, and that’s why we focus on making the details stand out through our crisp, clean design. UNION jumps off the page with a cool, bold color palette. The color scheme plays off traditional wedding colors but adds a deeper, masculine tone to the standard salmon and teals. We use clean lines, strong fonts and white space to create a refined feel on our pages. Our expertly shot photos are the focal points of our pages and bring color and life to our elegant spreads. All of our magazine design decisions come back to our dedication to helping our readers make the most important commitment of their lives.
feature spread
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design
U examples of pages front-of-book department spread
back-of-book department spread
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design
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STYLE GUIDE COLOR SCHEME
DESIGN ELEMENTS
example
U Department marker
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Example of a pull quote style
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Example of a number or statistic displayed
Directional markers
design
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font TREATMENT DEPARTMENT HEADINGS -Clear Sans Bold, pt. 8 Sitting inside U shape, facing right
FEATURE WELL
-FOLIO: Clear Sans Thin, Size 8
HEAD: whatever fits the aesthetic of the design
DISPLAY TEXT TREATMENT
HEAD: Clear Sans Bold, pt. 18/20, ALL CAPS RECURRING SECTION HEADER: Clear Sans Bold, pt. 10, ALL CAPS, line pt. 0.25 between header and headline
BODY: Adobe Caslon Pro, pt. 9/11
DEK: Clear Sans Thin, pt. 15/18 SUBHEAD: Clear Sans Bold, pt. 10, ALL CAPS
SUBHEAD: Clear Sans Bold, pt. 10, ALL CAPS
OTHER -Any lines are 0.25 pt. -Use photo cutouts or full-bleed photos with small chunks of text (as much as possible) -12 margins set up on template - columns of text should be three colums or four columns wide depending on design
Use spot color accordingly
PHOTO CRED: Clear Sans Thin, pt. 8, ALL CAPS
BODY TEXT
BYLINE: Adobe Caslon Pro, pt. 10
DEK: Clear Sans Thin, pt. 15/18
-Adobe Caslon Pro, pt. 9/11
SIDEBAR TREATMENT
HEAD: Clear Sans Bold, pt. 15 or Adoble Caslon Pro
Semibold, pt. 16
BODY: Clear Sans Thin, pt. 9/11
BOX TREATMENT: Light gray box behind each sidebar (black, tint: 7) LINE TREATMENT: 0.25 pt line separating box from other page treatment with spot color (pick either box or line for sidebars)
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PLATFORMS
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UNION ACROSS PLATFORMS The UNION brand intermixes our readers’ traditional values with the trends, styles and innovations of the present day. UNION’s website and iPad app will feature exclusive content between the seasonal publishing dates to ensure engagement beyond the print product and to provide a tool to organize wedding-planning needs. Our platforms will also serve as a place for our readers to buy some of the unique items mentioned in our content through the UNION Store. Social media is essential to both promote the UNION brand and to open a dialogue with our readers that will allow us to share photos and multimedia content.
platforms
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U PLATFORMS
home page
Union store
webSITE The website, UNION.com, will provide three major functions for our brand. Its first purpose is to publish online-exclusive content. This content will create a trusted place for readers to turn for wedding help. Feature stories, especially those about celebrities, will be available online to generate traffic to the site. Because UNION will initially be published in print only twice a year, the website will be the platform where readers can go to search for content, photos and videos at any time. This is where our advocacy journalism will appear along with service content ranging from the latest laws for same-sex marriage to suit trends to emerging celebrities. Most
of the content will be provided by freelance bloggers and editorial staff. A digital version of the magazine will be available on the site and can be downloaded on a computer or tablet. The distinguished collection of items in the UNION Store will be carefully tested and vetted by the editorial team. The products will be manufactured by our partners, who are outside vendors. Although the items are chic, they are not budget-breakers. Our readers can find same-sex wedding cake toppers, guest favors, cufflinks, bow ties and more with the assurance that the items won’t send them over budget and will arrive in time to
be admired by guests. Our website will also be a forum for our readers to have open dialogue about gay marriage and their own weddingplanning experiences. UNION celebrates our readers’ stories, so this space will be dedicated to posting wedding photos, reflecting on the planning process and reviewing products and venues. The store will also sell a digital version of the magazine, which readers can download for $9.99. Because most of UNION’s print content is not available on the free online site, the downloadable version will offer digital-first consumers the opportunity to read the magazine on their computers. UNION | PROSPECTUS | 19
PLATFORMS
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tablet app
Offering more services to readers UNION’s app will be an interactive planner that readers can use to save ideas for their own weddings. Readers will be able to log on to the app, share content, keep track of dates and start a wishlist of items from the UNION Store. The planner will provide a central place for couples to create a to-do list and organize information about the ceremony, such as the guest list and budgeting. The app will also function as a visual extension of the online store that will allow our audience to see themed collections of items from each issue. It will be available for both Apple and Android tablets and phones. The app will allow readers to tap on images to read more on the website and buy items if desired. The app will cost $6.99 and will feature a free PDF copy of the current magazine that can be viewed through the app. Readers can purchase both the latest issue and issues from the past for $9.99 each on the app.
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PLATFORMS
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social media PRESENCE We have carefully selected several channels that will extend our brand and allow us to best interact with our readers. By focusing on platforms that have strong visuals, we hope to reinforce our dedication to stunning photography and thoughtful style. Through these platforms, we will also be able to focus on our readers by sparking conversation, promoting serviceable content and sharing reader-submitted photos and videos.
TWITTER UNION will use Twitter as a platform to curate both our original content and outside content, which will distinguish us as the place to turn to for all things in the world of gay men’s weddings. We want to use Twitter to directly respond to readers and make this platform our most conversational outlet. UNION will engage in weekly conversations about relevant topics that can be monitored through hashtags as we encourage and add to the discussion of gay weddings.
FACEBOOK UNION’s Facebook page will be a slightly more formal presentation of our brand compared to the casual interactions used with other social media platforms. Beyond linking to the website and promoting subscriptions to the magazine, we will curate outside content that our audience will find interesting. We want our Facebook page to provide service information and be the conversation starter for wedding fashion, locations and venues in addition to changes in laws and local and international news pertaining to gay men.
YOUTUBE UNION will use YouTube for sharing the behind-the-scenes videos of some of the weddings featured in the magazine and the cover story. We want to share videos from our readers’ special days as well as create brand-specific content. We will launch our contests and sweepstakes on YouTube so that our readers can make video responses that can be shared on other social media platforms. UNION will post content, such as drink recipes for bachelor parties, biweekly to keep our readers updated on fun, visual ideas.
INSTAGRAM UNION’s Instagram will feature excellent photography and visually engaging images. It will tease to the book’s upcoming stories with cover reveals, behind-the-scenes images and video snippets. Every Wednesday, we will share some of the best photos of our readers’ weddings to initiate midweek traffic. We’ll use the hashtag #WeddingWednesday and promote it across all of our platforms, though Instagram will be the main focus.
PINTEREST Collecting and sharing aspirational projects such as center pieces and table arrangements will be the main purpose of UNION’s Pinterest account. We want to use Pinterest to visually display the interests of our readers pertaining to wedding planning. This platform will also be a way to link back to items featured in the UNION Store with boards such as “Editors’ Picks.” By selecting beautiful images to display, we will be able to drive traffic to our website and store through users’ repins.
SPOTIFY UNION readers know how important the mood and atmosphere is for any gathering — but especially their weddings. Like our readers, we believe music can help create a happy wedding day and a happy life. We will carefully cultivate playlists for our readers to peruse, from soft jams for de-stressing while wedding planning, sensual sounds for falling more in love with their groom and fist-pumping anthems for dancing the night away at the reception. We will tease playlists in print and help our readers connect to our profile.
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AUDIENCE
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AUDIENCE Reaching a growing, untapped market
Dozens of wedding magazines on newsstands today show images of blushing brides in couture gowns. Until now, no magazine has ever acknowledged that weddings are more than a day that revolves around the bride. UNION, whose cover features not a bride, but two joyful grooms, can now percent be seen on increase in the number newsstands of same-sex households across from 2000 to 2010.
80.4
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America to show that weddings are more than gowns, cakes and honeymoons — they are open celebrations of love between two people committing their lives and futures to each other. Once they’ve found their lifelong partners, gay men are eager to declare their love. Research from the Pew Center shows that more than half of gay male respondents plan to get married, yet only 4 percent have already tied the knot. A survey from Here Media, which publishes Out and The Advocate, reported that 20 percent of readers plan to get married in
the next one to three years. This leaves a large number of gay men who will get married soon, demonstrating a sizeable growth opportunity for UNION’s readership. As they look to the future, our readers are seeking a publication to help them make that transition, a brand that understands not only the significance of the ceremony but also the concerns specific to gay men on this occasion — from the obvious to the nuanced. UNION is the only print publication to help them say “I do” however they choose.
AUDIENCE
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the union reader Is... ...a man who plans to marry his husband in the next one to three years. He is between the ages of 35 and 55, and he is paying for the big day himself — he is affluent and has an annual household income of more than $100,000. The UNION reader lives with his fiancé in an urban area, and both members of the couple are highly educated. The couple is interested in luxury brands and products and has a higher brand loyalty than their straight counterparts. Money burns a hole in our reader’s pocket, and he is eager to spend his cash on fashion-forward suits and accessories for his ensemble. But he also can’t resist splurging on fine liquors. He is environmentally conscious and values paying more for “green” products. The UNION reader also loves to travel and sees a world full of international vacation possibilities. He spends his spare time surfing the Internet, reads classic novels on his tablet and always picks up a print magazine when he walks past the newsstand. He consumes his media in many ways, which is why UNION reaches him on every platform. The UNION reader values tradition but is up to date on the latest trends. He wants to incorporate both into his ceremony and turns to UNION for inspiration from both the editorial content and advertisements.
When we surveyed prospective readers, we found a clear niche that isn’t being fulfilled.
Here’s what they said:
“
I would hate for my wedding to be a tasteless pastiche of heterosexual marriage, in general. So my main concern is finding things to make it my own. Obviously, there are the additional issues of legality and discretion (that is, I would hate for my reception to be the target of protest, for example).” — jon page
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Gay weddings are a pretty new industry, so I would imagine a lot of queer couples don’t know how to incorporate traditions that might please their friends/family while also making it special and unique to them.” — ben brown
“
I think all weddings are different — straight or otherwise, and LGBTQ relationships aren’t any different than straight couples. But when I look at traditional wedding magazines, the most obvious thing I ask is, ‘Where the hell are the LGBTQ couples in this godforsaken magazine?!’” — richie bernardo UNION | PROSPECTUS | 23
COMPETITION
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competition FINDING AN UNSERVED NICHE IN THE MARKET Our publication appeals to loving and imaginative men who were not previously served by existing publications. Unlike traditional gay magazines, UNION focuses solely on weddings. And unlike pre-existing wedding magazines, UNION speaks directly to gay men to address their individual concerns and dreams so every reader will have a stunning and meaningful wedding day. Before making the decision to launch UNION, our editorial team researched potential competitors.
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COMPETITION
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OUT MAGAZINE MISSION STATEMENT
OUT SUMMED UP
OUT DIGITAL
HOW UNION STACKS UP
Issue after issue, Out enriches your gay experience with thoughtful writing, stunning visuals and authoritative coverage of fashion and design. Out showcases today’s hottest creative talents from the worlds of music, theater and the arts. Plus you’ll receive our celebrated annual “Out 100” issue and our collectible Spring and Fall Fashion specials. Out, the world’s leading gay fashion and lifestyle brand, offers the latest trends and service information for the highly evolved and active LGBTQ consumer. Out.com provides further information for the trendsetting gay audience.
First printed in 1992, Out is published 10 times a year by Here Media. A one-year print subscription costs $19.95 and provides access to Out’s fashion, entertainment, lifestyle, travel and news content. Its rate base is 190,000, and its wedding coverage is limited to a handful of articles that brush the surface of honeymoons, venues, flowers, etiquette and fashion.
Out’s most trafficked online features include a cover story on Daniel Radcliffe and its “Most Eligible Bachelors” list, which do not compete with the content UNION will produce on its own website. Out’s website is welldesigned and includes content that is updated daily, but, as with the print product, covers a wide range of content that is not specific to weddings.
Out’s wedding guide is essentially a bare-bones version of UNION. It includes content for both gay and lesbian individuals, whereas UNION caters directly to gay men. Simply put, though Out specializes in content for gay readers, it is not a wedding magazine. The wedding content is a secondary focus at most and is not an editorial priority. UNION’s focus on weddings distinguishes it from Out, and further, our innovative editorial content fills in the many gaps Out creates about incorporating etiquette, revamping traditions, answering the legal questions and showcasing top wedding fashion trends.
THE ADVOCATE MISSION STATEMENT
THE ADVOCATE SUMMED UP
THE ADVOCATE DIGITAL
HOW UNION STACKS UP
Celebrating over 40 years, The Advocate and Advocate.com serve as the world’s leading gay news source. The magazine reports monthly on news, politics, business, medical issues, fine arts and entertainment, while the website keeps readers abreast on breaking news and current events.
The Advocate is the oldest and largest LGBTQ publication. It was first published in 1967. Like Out, The Advocate is owned by Here Media. A one-year subscription also includes a subscription to Out and costs $29.95 per year. A circulation of 175,000 readers receive political, op-ed, arts, entertainment, health, comedy, parenting, business and travel news from the magazine six times each year.
Advocate.com appeals to The Advocate’s mission because it allows the editorial team to post daily, timely updates. The website is produced entirely with a news angle, but the information is not specific to wedding trends or fashions and is instead driven by an agenda focus on current events and politics.
The wedding articles published by The Advocate all have a political or current events focus. Some detailed celebrity engagements and weddings, such as that of Jesse Tyler Ferguson, while others look at why certain cities are experiencing a record number of gay weddings. UNION readers, however, are focused on creating the day itself. They come to our magazine looking for meaningful and practical information. We answer all of our readers’ questions and provide fashion-forward advice that suits our sophisticated audience. We leave most of the politics to The Advocate and focus on the joy of the day. UNION | PROSPECTUS | 25
COMPETITION
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DETAILS
MISSION STATEMENT
DETAILS SUMMED UP
DETAILS DIGITAL
HOW UNION STACKS UP
Details is the definitive destination for modern men seeking to curate a more refined lifestyle. Details’ exacting filter guides readers to the very best in fashion, grooming, fitness, design and entertainment. With inspiring, actionable information, thought-provoking ideas and sophisticated imagery, Details keeps today’s man on the leading edge of contemporary culture.
A rate base of 475,000 subscribers receives men’s lifestyle and fashion coverage 10 times a year. The magazine, which is published by Condé Nast, costs $10 for an annual subscription and $5.99 on the newsstand. All of Details’ issues are themed with a special editorial focus that is usually anchored by a celebrity cover story. The median age of readers is 34, and 70 percent of readers are male. The wedding coverage in the print edition is sparse, but the “Daily Details” blog on the web does include some style and grooming tips for weddings.
Like the print magazine, Details.com has a significant focus on celebrity, and the display elements on the website’s homepage emphasize celebrity content from the magazine. In addition, the website has a vertical “Daily Details” blog that has a mix of news and style content. In this blog, the magazine has routinely run content about marriage trends, including stories about marriage equality’s impact on the wedding-apparel industry. The website receives an average of 848,000 unique visitors each month and 1.1 million total monthly visits.
Although UNION is not a direct competitor with Details, the lifestyle magazine has established itself as a trusted resource among gay men for fashion and culture coverage. UNION, then, will seek to occupy a similar market space while also speaking directly to gay men who are getting married through compelling coverage that is actionable for our readers. We provide a direct service to our readers by speaking to their marriage needs in an authoritative way.
MISSION STATEMENT
BRIDES SUMMED UP
BRIDES DIGITAL
HOW UNION STACKS UP
For the woman who wants style and substance in a chic, sophisticated publication, Brides and Brides.com deliver fresh ideas, expert advice and visually inspiring fashion, beauty and lifestyle features to help her tackle the next stage of her life.
Condé Nast, which bought the magazine in 1959, publishes Brides every month. Often, the issues are themed around specialized content, including dresses, money, style, beauty, engagement and ideas. Brides aims to be the authority in wedding information for women who are getting married and reportedly reaches 5.2 million readers each month, of which 330,605 are subscribers. The nation’s largest wedding magazine sells on the newsstand for $5.99 per issue while a yearlong subscription is $15.58.
Each month, Brides.com receives an average of 9,806,000 page views. About 1,127,681 of these are unique visitors. In addition to the numerous features, Brides.com also uses interactive media to attract readers. Visitors to the site can access a wedding planning checklist, design their dream rings and watch runway videos of designer gowns. The blog is updated daily and includes a good deal of celebrity news. It also aggregates the best wedding tips of the week. There are links to wedding registry sites, as well as online shopping to further establish Brides as the go-to location for brides-to-be.
The most obvious difference is that UNION is for men, while Brides is for women. The Brides audience is also primarily heterosexual females, and not much time is spent on content for lesbian women. Brides is all-inclusive as a site and features tips regarding every aspect of the proposal, wedding and honeymoon. However, gay men will be much better served by UNION, as it is a magazine that speaks directly to them and their individual ceremony, ritual and etiquette needs.
BRIDES
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COMPETITION
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PINK WEDDINGs MAGAZINE MISSION STATEMENT
PINK WEDDINGS SUMMED UP
PINK WEDDINGS DIGITAL
HOW UNION STACKS UP
Pink Weddings Magazine is our bright and beautiful magazine to help gay couples plan a perfect civil partnership. We bring you the expertise, ideas and advice to make the most of your big day. Every issue we showcase the most innovative and exciting ideas for your ceremony, review the latest trends from suppliers and venues and give advice on suggested etiquette and legal requirements that are now in place, both in the U.K. and abroad.
This magazine, based in the U.K., is published by the Pink Weddings Group. Much of the content revolves around advertorials, but there are also features that detail the top places to get married, receptions, entertainment, real couples and even horoscopes. The magazine caters to both men and women, and the magazine is not published on a regular schedule. Single copies are available for the equivalent of $4.75.
There is no exclusive web-only content, but the magazine does upload the print publication to the site in PDF form so it can be viewed for free in its entirety.
With a limited website and no tablet or mobile capabilities, Pink Weddings does not appear to be a trustworthy or modern authority. It also caters to audiences in the U.K. This magazine attests to the viability of gay wedding publications. However, the content is sponsored by a wedding-planning company, which gives it a bias. UNION has no loyalties to any companies and will be both modern and a trustworthy authority, which gives it an edge over Pink Weddings Magazine.
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COMPETITION
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EQUALLY WED
MISSION STATEMENT
EQUALLY WED SUMMED UP
EQUALLY WED DIGITAL
HOW UNION STACKS UP
Equally Wed is the world’s leading wedding and honeymoon magazine and digital resource for gay, lesbian, bisexual, transgender, queer and allied couples. We offer a modern, elegant and unique guide to gay wedding planning, from ring shopping and proposing to tying the knot and living happily ever after — and everything in between. Engaged couples can plan their weddings using our comprehensive suite of wedding planning tools, including a guest list manager, a budget manager and an extensive interactive to-do list.
Equally Wed was launched in March 2010 by Palladino Publishing. It is a free, digital magazine, and new content is uploaded daily. Equally Wed prides itself on service-based content and features tips about everything from planning to seating charts to local vendors, but much of the content focuses solely on the wedding and honeymoon planning only. The magazine also covers families, fashion, beauty and news. In the social community section, readers submit photos of their own weddings.
The magazine is published only online as a free publication. Beyond the title and its related content, Equally Wed’s brand also aggregates vendors and sorts the businesses by geographic region.
Although Equally Wed has a broad range of content, it is not well-designed and is more focused on lesbians than on gay men. The website itself is cluttered and uses garish pink accents, which is alienating to gay men. Additionally, UNION establishes itself as more authoritative with a print product that is supplemented by an online forum. We curate the “best of ” for our readers, which is a service they rely on, instead of dumping everything we find on to a cluttered site as Equally Wed does.
MISSION STATEMENT
THE KNOT SUMMED UP
THE KNOT DIGITAL
HOW UNION STACKS UP
From ultimate planning guides and stunning gowns to the latest in bridal beauty and the most romantic honeymoon hot spots, The Knot gives real brides the “best of the best” on everything weddings.
The Knot is a seasonal publication printing four issues per year. Its content is also available on the website as well as The Knot’s iPad app. Each issue includes information on wedding style, fashion and beauty, registries and honeymoons. Its circulation is about 150,000. However, The Knot also produced two digital magazines for gay couples, one for lesbians and one for gay men. The free digital issues include style inspiration, tips and advice from experts, as well as real weddings. The emphasis is decidedly on photos from “real weddings.”
TheKnot.com is an extensive hub for all things wedding-related. It includes thousands of images of rings, dresses, decorations and themes. It includes service elements such as an interactive checklist, budget builder, guest manager and wedding web-page builder. The site is also home to a wedding supply retailer with more than 1,000 accessories, favors, books, attendant gifts and more.
The Knot appeals to the Pinterest-loving bride who is in the earliest stages of wedding planning. It is primarily geared toward women who want to view pictures of real weddings for inspiration. Although some wedding topics are genderneutral, UNION will better serve its readers by appealing directly to their tastes and individual concerns as men. Further, unlike the special gay issue of The Knot, UNION will appear in print and won’t have a primary focus on real weddings.
THE KNOT
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COMPETITION
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ADVERTISING
U ADVERTISING PHILOSOPY Harnessing loyal readers Our readers are loyal to UNION and will be loyal to those who advertise within its pages. Because the high-caliber men reading our magazine are already spending money on a high-end magazine to plan their upscale weddings, it’s a safe to assume that they will turn to the brands featured within our pages for more guidance. There are approximately 4 million gay people living in the U.S. today, according to the Williams Institute at UCLA, and there are more than 600,000 same-sex couple households in the U.S., according to the most recent census data. As of June 2013, there were only about 71,000 married gay couples in the country, according to the Pew Center. Although these numbers attest to a relatively small population of gay married couples, the figures also suggest that there’s ample space to be optimistic for growth in this market. To date, approximately one-third of states have legalized same-sex marriage. This gives many gay couples the option to get married, and favorable court rulings and ballot initiatives promise to make gay marriage a possibility in more and more states. Moreover, for the first time the majority of American are in favor of legalizing same-sex marriage. An increase in the number of gay partnerships has accompanied this legal shift. The number
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of gay households in the U.S. grew by more than 80 percent in the first decade of the 21st century. In addition, whereas 4 percent of gay men are married today, more than half of gay men in this country want to get married, according to the Pew Center, which shows that the market for gay weddings is only going to increase in the coming decade. Given this information we believe that UNION can fully expect to see a rate base of 80,000 within the first eight years of publication. Our audience, by and large, shows a high amount of brand loyalty and typically has a higher household income than their straight counterparts, meaning your advertising dollars will be wellspent. According to Advertising Age, the LGBTQ market is typically urbane, educated and financially successful. These gay couples, typically reward
brands that advertise directly to them, according to Advertising Age. They are also ideal consumers for many advertisers because they show a higher-than-average interest in luxury brands, are typically willing to try new products and services and are often willing to pay more for environmentally friendly or high-quality products. LGBTQ advertising spending rose 18.2 percent to $381 million last year alone, according to a study released by Rivendell Media. That’s because advertisers around the country are finding that appealing to LGBTQ readers can be beneficial to their brands and their bottom lines. UNION provides advertisers with a direct channel to that market. With such loyalty, you’ll want to get the UNION reader’s attention because you’ll never lose it.
ADVERTISING
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PROSPECT LIST FASHION
LIFESTYLE
WEDDING & TRAVEL
INC Clothing at Macy’s Louis Vuitton Gucci Prada Dior Armani Tom Ford Calvin Klein J. Crew
Mercedes-Benz Lexus Subaru Grey Goose Absolut Jack Daniel’s Rogaine NJOY cigarettes Viagra Gillette
Target weddings Crate and Barrell weddings Eddie Bauer weddings William Sonoma weddings Pottery Barn weddings Hallmark weddings Tiffany & Co. Las Vegas travel FL Key West
ACCESSORIES
HOUSEHOLD
LGBTQ
Cartier Movado watches Azzaro cologne Jean Paul Gaultier fragrance Tom Ford Noir fragrance
Jenn-Air ventilation system Clorox AT&T IKEA Wayfair.com
Startout.org (LGBTQ entrepreneurs) The Out NYC urban resort ChicagoPride.com
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ADVERTISING
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ADVERTISING RATES RATE BASE 80,000 rate card Full page: $28,000 Half page: $16,000 Quarter page: $9,000 Premium rates Facing content: add 10% Specified position: add 5% Inside back/front cover: add 20% Back cover: add 25% CPM $350
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Web PRICES Leaderboard: $6,000 Skyscraper: $5,000 MPU: $3,700 Gallery Interstitial: $15,000 Sponsored Newsletter: $9,000 iPad PRICES Static: $500 Static with link: $1,500 Video ad :15 seconds: $3,500 :30 seconds: $6,000 :60 seconds: $10,000 Packages Save 10% off the combined price of two or more print and digital ads
ADVERTISING
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brand extensions Connect to our readers through our online store, contests and annual convention
ONLINE STORE
WEDDING CONTEST
WEDDING EXPO
The UNION Store will sell wedding-related wares from thirdparty vendors. UNION will make a 20-percent cut of everything sold. The types of items sold can be related to gay men getting married, such as male-male cake toppers, invitations, save the dates and embossed champagne glasses, but it will also sell general wedding items such as wedding party gifts, wedding favors and ceremony decorations. The products sold at our store have been vetted for their high quality, which we designate as “UNION-approved.” The store will help us foster stronger relationships with advertisers and vendors.
Each spring, UNION will hold a contest to sponsor one couple’s wedding. The sponsorship will include paying for the venue, catering and entertainment. The couple whose wedding is sponsored will be chosen based on a random drawing from the customers who’ve purchased from our online store. Therefore, those who buy more items will have a greater chance of being chosen. In addition, the wedding will get an advertorial page in the magazine that includes photos of the wedding and testimonials from the couple about their positive experience. This will double as advertising for the UNION Store.
In November of each year, UNION will host a wedding expo in Chicago that invites our major wedding advertisers to display their products for UNION readers. Advertisers who aren’t directly related to weddings (i.e. liquor and cars) have the opportunity to set up booths or sponsor programming to increase saliency of their brands. There can also be give aways and contests at this convention depending on what advertisers are willing to donate.
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circulation
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circulation For the first year, UNION will publish biannually for the spring and summer issue in February and for the fall and winter issue in August. Once the magazine produces its expected profit in three years, UNION will expand and shift to a quarterly magazine with release dates during the months of February, May, August and November. These dates reflect the peak sell times for newsstands and will ensure high readership rates.
$12.99
NEWSSTAND PRICE
PARTNER VENDORS
UNION will sell on newsstands and in select locations at the price of $12.99 and have a yearly subscription rate of $19.99. This price is based off our competition’s pricing. Publications such as The Knot, Out and Details have newsstand prices that range from $5.99 to $9.99. Because UNION expects a lower circulation than these magazines the first few years, the price will be slightly higher to make up costs. UNION’s expected circulation is roughly 80,000 within the first eight years of publication. Four percent of gay men are married today, and more than half of gay men in America want to get married, which shows that the market for gay weddings will increase in the coming decade. With this rising demand for gay weddings and planning ideas, UNION will have an edge over our competition despite our higher newsstand price.
Along with our newsstand placement in 10 major cities, the other half of our circulation focus will be at select stores nationwide. We want to test how well each method works and compare the number of copies sold at the end of the year in order to adjust the ratio distributed for the following year. The select locations for bulk shipment of the magazine include: Urban Outfitters, Bookmarc (Marc Jacob’s bookstore), Target and Kitson (a group of Los Angeles-based boutiques). These locations represent style, high fashion and quality, which coincides with the UNION brand. We want to diversify our placement in the market to ensure we reach our target audience as well as keep up with trends of publishers distributing beyond
NEWSSTAND LOCATIONS
SUBSCRIPTIONS
Circulation of UNION will focus on selling on newsstands in 10 major cities. Based on census data where large populations of the LGBTQ community reside, the 10 cities will be New York, Washington DC, Chicago, San Francisco, Cincinnati, Philadelphia, Minneapolis, Austin, Miami and Los Angeles. The magazines will be placed on traditional newsstands via street vendors, drug stores, such as Walgreens, and bookstores, such as Barnes & Noble.
UNION will offer a subscription service for the price of $19.99 for print, and a digital copy of the magazine will cost $9.99 for nonsubscribers. Subscribers receive a year’s worth of content (currently two issues). The subscription marketing will include promotion on the website, the app’s push notifications and blow-in cards. We anticipate higher single-copy sales because consumers tend to purchase wedding magazines based on the time frame of their wedding plans. However, we expect wedding planners and others in the industry to purchase and renew yearly subscriptions.
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UNION