DOUBLEDIP A 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
BUSINESS PLAN
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
EDITO
R
PU BL IS HE R
DI GI TA L CO NT EN T ED IT OR 04
AR T DI RE CT OR CIRCULATOR
MA RK ET IN G DI RE CT OR
AD VE RT IS IN G DI RE CT OR 05
o u r pu rp o se me nt Do ub leD ip is an en te rt ain en de d an d se rv ice ma ga zin e int fu n an d to pr ov ide re ad er s wi th iqu e fo od en ga gin g ar tic les on un an d din ing ex pe rie nc es .
DoubleDip 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. We’re here to create a community of food lovers who are unafraid to explore, experiment, and expand their gastronomic horizons! 07
08
DoubleDip’s strongest competitors are
Current publications in the market
their hipster style). On the other hand,
publications within the food magazine
often employ experts to produce
DoubleDip is the class clown, the
market that are centered on art and
material for their magazines. We, on the
friendly one who introduces himself to
culture. These magazines include: Fire
other hand, want to create a community
the new kid and shows him the ropes.
& Knives, Lucky Peach, and Meatpaper.
of adventurous food lovers. A dedicated
Simply put, we showcase food culture
DoubleDip sets itself apart from
website will act as a hub for reader
through a friendly and inclusive lens.
these publications by focusing on
engagement which is a new concept
We’ll feature your best friend who
bizarre foods and publishing a lot
for a niche food magazine (Meatpaper
loves to blog about those crazy dishes
of
While
is the only magazine that has a proper
he’s eaten around the world, research
television features a number of shows
website, and even that lacks sufficient
the strange ingredients in your local
dedicated to strange food, there is
content).
supermarket, and publish a photo of
user-generated
content.
currently no magazine in the market
Lastly, many culture-centered food
that awesome lunch you had last week.
that does so. Lucky Peach is a general
publications are unapproachable to
We engage in conversation with our
food culture magazine, Fire & Knives
a mainstream audience. If the food
readers. We don’t just talk AT you, we
revolves around English food culture,
publication industry was a high school,
talk WITH you. And while other trendy
and Meatpaper only talks about meat!
Lucky Peach, Fire & Knives, and
food publications are busy writing their
DoubleDip seeks to fill the gap in the
Meatpaper are those exclusive cliques
literary articles on good food, we’re
market by publishing articles on the
who only invite fellow cool kids to their
right there beside you, experimenting
types of food that are often left out of
lunch table (where they can have deep
with crazy dishes!
restaurant menus.
conversations on obscure artwork and
TH E LI TE RA RY ON E FR OM TH E UK
EMED THE TH Y ONE B E N E Y ÈS MCSWE
THE ONE OBSESSE D WITH ME AT
Fire & Knives has a more literary
Lucky Peach is a quarterly publication
Meatpaper, a quarterly magazine, came
component making it feel like an
with a uniquely unrefined, unapologetic
into existence as “the fleischgeist”
academic journal (or even someone’s
style. Each issue is focused on a
or literally, “spirit of the meat” with
personal journal), focusing on topics
single theme (as simple as fish, or
articles that discuss meat in various
of food that are not printed elsewhere,
as wacky as “the Apocalypse”). The
themes and issues. They examine
and written in an amateur perspective.
articles are loud and opinionated, and
the relationships between humans
The contributors are professional food
are often illustrated with urban art
and meat that leads to investigating
critics but their tone in their written
or disconcerting photography. They
psychology, history, culture, art, values
pieces are carefully thought out in
showcase cooking in a funny and
and ethics. They state that “meat is
a gracious manner. Their biggest
outrageous manner, often with vulgar
a metaphor, and a powerful symbol
difference with most mainstream food
language, in the form of fiction, non-
of what it means to be human”, and
magazines is that it doesn’t get involved
fiction, interviews, and recipes. Unlike
emphasize cultural investigation in
with advertisers, celebrity chefs or
other niche magazines that stay away
their
restaurant reviews. Their format is
from mainstream media, famous names
audience include butchers, artists,
small and thick in matte pages, just
can be read in the bylines of articles
vegetarians,
like an actual journal. Their readers
found in Lucky Peach. The magazine
students,
are described as ’literate-focused
is quite large, with over 150 pages per
architects, writers, poets...pretty much
food lovers.’ Fire & Knives is serious
issue. The many ads in the publication
anyone curious about meat. For their
about food writing, beautiful graphic
makes Lucky Peach appear more
editorial content, they often debate
design, and content about food that’s
commercial than niche, especially
about the moral consumption of meat,
intertwined with film, architecture,
considering its concentrated covers
and publish insightful articles on
history, literature and much more
filled with sell lines. The magazine is also
anything and everything meat-related.
(especially British food culture!). And
sold in the food section of mainstream
Priced at $11.00 with only 47 pages,
unlike most food publications, there
locations, such as Chapters, revealing
the magazine itself is quite expensive.
are no recipes in sight.
the publication’s attempt at reaching
And with an ad-to-editorial ratio of
out to a larger audience, despite having
about 10:90, Meatpaper is clearly not
a more cultural-centered editorial and
a commercial magazine.
editorial.
Meatpaper’s professors,
home
cooks,
target chefs, farmers,
urban appeal.
09
DoubleDip is the product of a few
While our publication is distributed
informative! On top of this, we ensure
and
throughout Canada, our content will
that our content is also fun. Our team
individuals passionate
be international. DoubleDip strives to
believes that a culture magazine should
about bringing food to people in an
educate readers on the unknown side
also have applicable articles for people
effort to bring people to food. This
of food culture, which would most
who want to eat. This is why DoubleDip
passion is what weaves through every
definitely have to include unique food
has a department dedicated to recipes,
story, idea, photo, and experience we
experiences from around the world!
tips, and how-to’s. After all, we want
food-loving, adventerous
experience-driven,
deliver in our magazine.
One of the most important aspects
Each issue of DoubleDip will be
of our publication is the fact that we’re
centered on a particular theme, and
inclusive. We write as if we’re speaking
every article in the publication will,
to our readers, not as if we’re submitting
consequently relate to that theme (i.e.
a piece to an academic journal. No one
an issue dedicated to insects, strange
should have to feel like they’re reading
meat, or unique seafood).
a paper just because the topic is
our readers to experience food, not just read about it!
departments ons submissi ARTWORK & culture
Each issue, a few people in the culinary world will be featured and profiled, giving readers an insight into their experiences with the theme of the issue. These people range from experts on the given topic, chefs, world travelers, or even food bloggers.
Readers can explore different culinary
The Gallery will be a collection of art and
and social experiences from around the
photos produced by professionals and
world. The focus will be on the many
readers alike. These images can take
cultural differences that we run into,
the form of photo essays, illustrations,
which will allow readers to develop an
or even Instagram snapshots. The
appreciation for different food on an
purpose of this department is to
international level. The written content
present the issue’s theme in a strictly
will be presented often in the form of
visual environment, and allow people to
short essays or on occasion through
share their point of view with the rest of
non-fiction storytelling.
the DoubleDip community.
This department is dedicated to giving
One of the best ways that we can
readers ideas and instructions on how
allow the reader to get a glimpse into
to actually create delicious meals using
the different social experiences that
the food that we discuss. Recipes will
are related to food would be through
be offered but the content may also
the use of narrative. This department is
materialize in the form of a discussion
dedicated to written work in the form of
about a particular ingredient and show
essays, poems, and short stories about
readers the many ways in which it
the theme of the issue, and includes
can be used and introduced into their
both user-generated and professionally
everyday eating experiences.
written content.
11
There has been a recent trend in the
Anthony Bourdain is an American chef, author and television personality who is known for his ability to introduce his audience to a wide variety of culinary experiences from around the world. He also has an innate ability to use food as a vehicle for highlighting the cultural context of these experiences. This feature will be a no-interviewer style piece in which Bourdain will offer a journal-like account of his cultural experiences as he travels the world in search of little known destinations and
culinary
gems.
By
culinary world that revolves around the
This feature article will look at the idea
idea of cooking tail to snout and making
of horsemeat as a culinary ingredient
full use of the entire animal. The idea of
and the way in which it is perceived
using the entire animal when cooking
within different regions and cultures
is something that is not always valued
around the world. Countries, like
in Western culture and this feature will
the U.K., Ireland, the U.S. and to a
investigate why this is the case. Tail
large extent Canada, do not consider
to snout cooking exists (in different
horsemeat to be part of a conventional
variations of course), in cultures all
diet. This feature article gives us
around the world and by presenting a
an opportunity to look at the issue
cultural comparison of these cooking
surrounding horsemeat from a cultural
techniques this feature will celebrate
perspective and investigates the taboo
the way in which chefs and readers at
that is often associated with horsemeat
home can utilize all parts of an animal.
in Western culture.
allowing
Bourdain himself to write about these experiences it will allow his witty and raw personality to be reflected in his writing style and offer the reader a much more intimate and adventurous Andrew Zimmern is a man regarded
reading experience.
as one of the most versatile and knowledgeable food personalities in
features Q U IR K Y GLOBAL & e n l ig h t e n in g
This feature will highlight some of the stranger and more bizarre food options that might not look overly appealing but are actually able to offer health benefits that readers may not know about. By giving our readers a different perspective on strange exotic foods, and not only talking about how delicious they are, but also pointing out the many heath benefits they can provide, the article will broaden the palate of our readers and hopefully introduce them to an entire host of foods they have never experienced before.
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the culinary world. Zimmern is a chef, television
personality,
food
writer,
teacher and is also the creator, host and co-executive producer of several of Travel Channel’s hit series. This feature will highlight the way in which Zimmern interacts with and has come to develop an appreciation for different cultures around the world and how these cultures value everyday food in unique and interesting ways. This piece will also ask Zimmern to describe and share several cultural experiences that tie in with the current theme of DoubleDip’s issue.
HE SO THAT T VEN BOOK IS E BETTER!
SO T HA T P E O P LE LO VE T HE SI T E !
For DoubleDip magazine, we want the
The DoubleDip website will include
digital concept to closely resemble the
For each issue we produce, only a
exclusive
print version while taking advantage
limited portion of printed content will
deliverable via print media, such as
of the participatory environment the
be available online for comments and
videos, sound tracks, digital coupons
online medium allows. The digital
cross-platform sharing (eg. Facebook,
and social media feeds. There will
version of our magazine will aim to be
Twitter and Pinterest etc.). This is
be specific features that encourage
interactive and user-friendly in order to
to ensure that our magazine retains
users to generate and publish their
create an online community among our
the value in its print publication. To
own content, such as a recurring
readership. We want to work towards
supplement the print magazine, there
photo contest on a given topic.
the establishment of an informative,
will be in-depth elaboration on the
Furthermore, our site will be the hub
fun, interactive and engaging online
print articles from contracted freelance
of interaction between our team and
community
not
writers or bloggers. For example, our
our audience. Users can communicate
how-to department will be present
with us through online comments, and
achieve this goal, we will start from the
on the website in the form of video
submit material with the possibility of
following two methodologies:
tutorials and extra recipes that readers
being featured on either the website or
can experiment with.
published in the actual print magazine.
above
are
and
the
goes
that
magazine. To
beyond
that
content
OTHER ONLINE CONSIDE RATIONS
BE C AU SE W E 'R E AL W AY S T HI N KI N G AH E AD !
1. Online Advertising: align online content with advertisers, reach sponsers for coupons and other benefits 2. Social Media Maintentance: maintain tone across platforms, interact with readers, update constantly 3. Reader Engagement: moderate user generated content, implement user feedback on content design 4. Creative Content: simplify editorial content for the web, outreach to qualified freelance writers 5. Print & Digital Content Coordination: sync content between print and online publication
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D EP A RT M EN TS Supplements the how-
Holds all our written content
This department is where
Three bloggers are chosen
to
(fiction and non-fiction) in
readers can submit material
each
one
to be published by our team.
exclusively on our site on
This
recipes,
topics and issues related
department
with videos of our team
convenient
location.
submissions
that
includes:
month
to
blog
cooking various recipes.
Quality
Also includes a database
do not make it to the print
literary work, letters to the
to the theme of the current
of all of our recipes.
publication can be found
editor and photography.
issue.
here.
DOUBLEDIP ABOUT
FOOD
EVENTS
C U LT U R E
G A L L E RY
f SEARCH DOUBLEDIP
BLOGGERS
SUBMISSIONS
STORE
FEATURES FROM THE MEAT MISFITS ISSUE » Horsemeat Controversy
SUBSCRIBE TODAY!
» F r o m S n o u t t o Ta i l » A n t h o n y B o u r d a i n : Ta k i n g t h e R o a d L e s s Tr a v e l e d » T h e B i z a r r e Wo r l d o f A n d r e w Z i m m e r n » Not Strange, Just Misunderstood
EMAIL PA S S W O R D
LOGIN
purchase D Othis U Bissue LEDIP A 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
download the IPAD EDITION
from snout to tail DEVELOPING A TASTE FOR UNDERAPPRECIATED PARTS OF THE PIG
MEAT
TWITTER FEED
» D r i n k : J u s t s a y n o t o g r e e n b e e r a n d o t h e r S t . P a t r i c k ’s D a y l e s s o n s
@FirstLastName Lorem ipsum dolor sit amet, consectetur adipisicing elit
» Video: The food Bear Gr ylls could not eat
» V i d e o : T h e J o u r n e y f r o m t h e O y s t e r B e d t o t h e R e s t a u r a n t Ta b l e ALSO INSIDE: HOST OF CNN’S “PARTS UNKNOWN”
ANTHONY BOURDAIN BIZARRE FOOD EXPERT
» Horses for Courses by Andrew Zimmern
11.95 CAD
HORSEPLAY the history behind the horsemeat taboo
FOOD PORN CONTEST SUBMIT YOUR PHOTOS!
» Duis aute irure dolor in reprehenderit in voluptate velit » More
in the kitchen with john doe: LEARN HOW TO COOK BEEF TONGUE
@FakeName natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam. @FirstLastName Lorem ipsum dolor sit amet, consectetur adipisicing elit
ANDREW ZIMMERN
SPRING ‘13
HELP
WHAT OUR READERS ARE TALKING ABOUT
» E v e n t : C e l e b r a t e Va n c o u v e r M a c a r o n D a y o n M a r c h 2 0 , 2 0 1 3
MISFITS
REGISTER
MEET OUR BLOGGER OF THE MONTH: CHEF ED WITT
FEATUR ES A photo contest for the tastiest
A special piece written by Andrew
This fun little quiz tests readers’
looking dish. Readers are encouraged
ZImmern exclusively for our site. This
knowledge on general bizarre food
to upload pictures of food with a
article details everything readers need
knowledge.
brief message on a given topic.
to know about horse cuisine.
Winning photos are featured on the website and are published in the print publication.
14
DoubleDip is a for-profit magazine
with established contributors that are
is incorporated into our budget. As our
and will earn revenue through paid-
also online bloggers or Youtube stars.
business expands, we expect a number
circulation, advertising, in-kind, and
Besides
from
of volunteers to leave our team, and the
Canadian cultural grant funding. We
advertising (see Advertising Goals for
revenue from this group will decrease.
will incorporate our multitude of online
expected revenue from ads), another
Once our business generates a positive
and print media marketing tools in order
part of our income will come from
net profit, we will conduct structural
to generate traffic to our website, which
Cultural Industry (Civic Grant) Funding,
changes in our employee numbers.
will lead to potential subscriptions for
in which we hope to receive $4,500 in
Intern and volunteers, or anyone that
our magazine issues. This includes
year 3.
may fall under the inkind category may
revenue
generated
social media interactions with our
Another portion of our revenue is
subscribers and non-subscribers, email
generated through in-kind. During the
marketing, insert cards, discounted
first year, many of our contributors will
offers on Groupon, and partnerships
be volunteers or free-lancers, and this
be considered paid employees in the future.
O T H E R R E V E N U E S T R A T E G IE S DoubleDip will encourage partnerships
DoubleDip is a Canadian-produced
Given the fact that DoubleDip is
by endorsing local restaurants or food
cultural magazine and it fulfills the
a startup magazine with very little
related products that are aligned with
requirement
Culture
circulation, a large percentage of
our brand image. As a mutual benefit,
Funding. Since there is limited funding
our revenue will come from in-kind
DoubleDip will be able to get special
available for new magazines, we
contributions, supported by unpaid
offers as an add-on value for existing
conservatively project that DoubleDip
interns, volunteers, freelancers and
subscribers and a way to attract new
can get approximately $4,500 every
business partners. Rather than just
ones. DoubleDip will also develop a
year in funding from Canada Council
cash,
free app downloadable for users,
for the Arts.
supplies and equipment, the use of
for
Federal
such
contributions
include
although a subscription will be required
corporate services or facilities, and
to view all the content. The revenue
professional services or expertise.
forecasted from the app and web subscriptions will be reflected as part of our ‘web new orders’ on our profit and loss statement.
15
DE MO GR AP HIC S q Sex: Guys and Gals, we like ‘em all q Age: from sweet eighteen to thirty (four), flirty, and thriving (53% of 18-34 year olds enjoy a cultured and active lifestyle according to PMB) q Income: mid-income is good income! (56.9% of 18-34 year olds have a personal income of under $15,000 CND as per 2012 PMB data) q Nationality: Canadians and proud of it
P S Y C H O G R A P H IC S q Social butterflies that love to fly (According to the PMB, 54.6% of our target age bracket value ambition, education, and socialization) q Risk takers and thrill seekers q Thrifty is nifty — good times don’t need high prices (74.9% of our target age audience enjoy preparing meals at home according to the PMB) q Junkies of popular culture q Internet worshippers and social media connoisseurs (61.8% of 18-24 year olds and 56.8% of 25-34 year olds reported to the PMB that they could not imagine life without the internet)
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The un Doubleique ip readeD r!
OUR MARKET
SHARE
Our readers are our friends. They live
latest and greatest copy of DoubleDip,
DoubleDip will provide everything our
lives of social activity and find pleasure
or going online to read and learn
audience is looking for by delivering
in
and
more about the happenings through
our stories in a language they can
sustaining relationships. Our friends
DoubleDip’s efforts, our good friends
understand and offering a place for
thrive off new culinary experiences and
are willing to make food and culture a
open discussion and idea sharing. We
are absolutely thrilled with participating
part of their lifestyle. Needless to say,
will place a heavy emphasis on the
and contributing to the trendy food
they are quick on their thumbs when
interests of our readers by constantly
community. Money isn’t a major issue
it comes to sharing their awesome
looking to social media platforms to
— after all, it doesn’t take much to
experiences with the online community
interact with our friends and build on
have a good time when you’re with
through social media platforms and
the foundation of our magazine. By
good people. Our friends are initiators.
community blogs. Quite simply, our
creating interesting content, using high
Discovering the best food in the nooks
thrill seeking DoubleDip buddies are
definition photography, and writing
and crannies of their cities is among
enthusiastic, delightful to be around,
engaging stories, we will capture and
several things they do best. Whether
and nothing short of the finest people
sustain the interests of our DoubleDip
this means getting their hands on the
you’ll ever meet (and eat) with.
pals.
networking,
connecting,
N L IN E P R IN T & O
M A R K E T I NEGS O BJ ECTIV
M A RK ET IN G
COSTS
q Increase brand awareness by
LAUNCH
P R O M O T IO N q Partner with like-minded food
connecting with our audience both
associations to plan a launch party
on and offline
in large public spaces throughout
q Fostering trust with our audience in
Year 1: $1,875.00
our expertise as a food and lifestyle
Year 2: $3,750.00
q Set up tents/booths relating directly
magazine
Year 3: $6,525.00
to DoubleDip’s departments to give
q We want to create relationships
Canada
the public a better understanding
with our audience by interacting
of what DoubleDip is all about
and listening to constantly improve
through the use of engaging
the publication
speakers, interactive presentations, Year 1: $12,000
and promotional material
Year 2: $15,000
q Implement a raffle draw for a 1 year
Year 3: $20,000
free subscription, a free copy of our first issue, and other promotional
P R IN T
M A R K E T IN G
PLAN
q Magazine inserts have proven to be successful in generating more interest in the magazine with additional promotional material q Inserts can be used to speak directly to our audience regarding contests, promotions, subscriptions, and sponsorship opportunities
materials (stickers, buttons, tattoos)
MOBILE MARKETING PLAN
WHA T
q A mobile application available for Apple, Android, Windows, and Blackberry users q Provides features such as maps, recipes, upcoming events, YELP integration, and social media compatibility
WHY q Majority of our audience are mobile phone users q Application will further enhance the online and print experience with the ease of attaining DoubleDip tips at our audience’s fingertips
WHAT q Create a DoubleDip Instagram and Pinterest accounts that readers can follow, interact with and post photos on q Create hashtags including #DoubleDip, #DoubleDipFoodPorn to supplement our website initiatives and print features
WH Y
q It provides an additional platform to interact with our audience and foster user-content generation with the collection and feature of appropriately hashtagged and pinned photos
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ONL INE MAR KETI NG PLAN WHA T
q Connect with our audience through Facebook and Twitter q Launch contests, announce promotions, and advertise offers q Create dialogue with our current and potential readers q Provide a platform of easy information gathering that will drive traffic to the DoubleDip website
WHY q Our audience is young, socially active, and users of social media q They enjoy sharing personal ideas, photos, and experiences, and value hearing from people like themselves as well q Doing so will allow us to connect on a more personal level with our readers and build relationships with our audience q Helps build our credibility and reputation in the online world q Can lead to potential sponsorship or advertising opportunities
WHA T q Build relationships with the Canadian food blogger community (e.g. Anger Burger, Bon Appétempt, Food Junk, The Sneeze) q Can lead to potential collaborations, special features, and interview opportunities q Cross-promotion with other food bloggers
WHY q Our audience is likely to subscribe to Canadian food bloggers through their heavy use of social media q Talented and passionate food bloggers have valuable experiences to share where we can leverage DoubleDip’s coverage q Bloggers including foodbloggersofcanada.com, have a solid ‘following’ status and strong credibility that will help with our launch
EVE NTS & TRA DE SHO WS WHA T
q Trade show attendance to increase brand awareness in person with potential advertisers, restaurants, and potential audience
WHY q Trade shows bring together likeminded individuals that will serve as fruitful grounds for promotion q Networking in person builds our brand and our presence in the public realm q Gain subscribers and publicity
18
WHAT
q Acommunity wide celebration at an outdoor venue, complete with music and dance q We will provide entertainment and promotional material to introduce people to the wacky food that can be found in the publication
WH Y q Networking in person to increase brand awareness with potential audience q Interact in engaging ways to leave an impression on the public q Gain subscribers and publicity
WHA T
q Collaborate with Groupon to generate a deal where customers are eligible to receive 50% off their subscription price q Offer the 1st issue for free as they subscribe for 4 issues/per year.
WHY q Generates brand awareness for promotional efforts q Increases first year subscription rates q Creates a brand presence to a wider consumer market
WHA T q Creating innovative videos to further connect with our audience q Supplement magazine content with special features including, but not limited to: recipes, how-to’s, event coverage, interviews & promotional efforts
WHY
q Videos can be engaging and are easy to share online q Videos are more likely to appear on Facebook news feeds than text, generating a larger brand awareness beyond our target audience (family, friends, etc.) q It will speak to a different type of ‘reader’ who enjoys the interactivity of the online video experience q Will aid in generating a stronger relationship with our audience and allows them to get to know the magazine in a different way
ov er v ie w
circulation GOALS
q Paid circulation model q Revenue through:
q 1000 circulation
q 2000 circulation
q 3000 circulation
subscription sales, single
q 300 single copies sales
q 600 single copies sales
q 800 single copy sales
copy sales through direct
q 300 bulk sales
q 400 bulk sales
q 500 bulk sales
distribution to niche
q 400 subscribers
q 1000 subscribers
q 1700 subscribers
locations, and bulk sales to restaurants and cafĂŠs for increased exposure
CIR CU LA TIO N MO DEL As a quarterly publication that appears
To gain exposure and get people to pick
more like a book than a magazine, our
up our relatively pricey magazine, we
circulation model relies on readers
will utilize bulk sales and sell discounted
who view the magazine as a novelty
copies to trendy restaurants and cafés
item — something that is meant to be
in Canada, such as Toronto’s Rooster
kept and collected, rather than just
Coffee
read. By the end of our first year, we
Revolver. These urban hotspots attract
hope to obtain 400 subscribers (400
DoubleDip’s urbanite demographic.
out of 1000 copies circulated). The
What better way to get them to hold
following year, we hope to gain an
a copy of DoubleDip than to offer the
additional 740 subscribers through
publication free of charge! 600 copies
increased exposure, and continue the
will be distributed and 300 copies will
momentum into our third year where
be sold at a discounted price in the
our subscription total will reach 1700
first year, followed by a slight increase
(57% of our circulation).
to 800 copies distributed and 400
House
and
Vancouver’s
copies sold in the second year, and finally 1000 copies distributed and 500 sold in the third. We hope that by the third year, DoubleDip will have A publication with such a small niche
had enough exposure that most of our
like DoubleDip’s can’t simply be
audience will either be subscribers, or
sold on newsstands. Rather, we will
willing to spend $11.95 per book at
establish relationships with various
quaint locations across Canada.
trendy shops throughout Canada, and use our partnerships to distribute directly
at
these
niche
locations
(including Vancouver’s Old Faithful Shop and Toronto’s Drake General Store). In our first year, 600 copies will be distributed, which will be increased to 1600 copies by the third year.
20
REACHING
THE AUDIENCE
Canada has a lot of amazing food More free goodies! The free content of
festivals and events that are perfect
our website will be used to showcase
venues to reach out to fellow foodies.
DoubleDip to new audiences. People
From EAT! Vancouver in BC to the
can get a taste of the types of articles we
International Shellfish Festival in Prince
write, the unique food we feature, and
Edward Island, the Rocky Mountain
the fun we have, which will hopefully
Festival in Alberta to the Street Food
attract them to buy or subscribe to
Block Party in Ontario, DoubleDip will
the print publication. Speaking of
never miss an important chance to
which, readers will be able to use
network (not to mention, chow down
the site to purchase subscriptions as
on good food!). Our team will be a
gifts for friends with good taste. Gift
part of all food-related events, and
subscriptions are a great way to grow
either sell the magazine while we’re
our readership.
there, or sell in bulk to event organizers beforehand so that attendees are given copies during the festivities.
Yes it’s more expensive than email, and yes we have limited funds, but the novelty of DoubleDip lies in the off-beat, unpredictable, and priceless
At the onset of our publication, it’s
tangibility that is the book itself. It’s
vital to get people to bring home the
a beautiful book, what can we say.
book and see DoubleDip for all it’s
It would be a shame to waste a
worth. Our cheeky name and daring
good opportunity to provide another
content can easily frighten readers
collectible
out
from ever buying it. Freebies, on the
renewal letters via uninviting pixels. A
other hand, are always welcomed. Free
packaged outsert (as opposed to a
magazines at places like coffee shops
simple paper insert...because we’re
and indie restaurants (through bulk
anything but simple) taking different
sales) not only builds awareness, but
forms each renewal period becomes
allows readers to actually own a copy
something that subscribers can look
and be enticed by our brilliancy in the
forward to. Whether it’s on whimsical
comfort of their own home. Once in,
stationery or wrapped in butcher
DoubleDip’s natural charm will be hard
paper, subscribers can keep the quirky
to resist, and before we know it, word
token of DoubleDip’s love, and mail the
of the magazine will have spread like
response card indicating that yes, they
wildfire!
by
hastily
dishing
desire more than anything to renew their subscription to such a wonderful magazine.
21
The magazine is structured around
As we reach the third year, our
at $250 with advertising to editorial
a balance of editorial content and
expected ad sales will increase greatly,
ratio of 10%. Using these calculations,
advertisements in order to generate
consequently increasing the number of
it is determined that we will generate
revenue.
made
ads in the publication. Our ads will be
$30,000 in total advertising revenue
towards a higher number of ads in
more expensive compared to previous
in year one. In the second year of
order to meet the requirements for the
years with a jump up to $710 (though
production, our CPM will be $275 and
Cultural Industry Grant. In the first year,
they range in price depending on their
our advertising to editorial ratio will
we are trying to reach our audiences,
size and positioning in the magazine)
increase to 31%. This leaves us with
but given that our ad costs are fairly
but we hope to attract advertisers with
$158,224 in advertising revenue. In
high for a first issue, we’re aiming to
our highly specialized audience.
the third year of production, our CPM
Attention
willl
be
accumulate a number of advertisers
The advertising to editorial ratio
will be $236 and our advertising to
that could potentially sign up for long-
for DoubleDip will gradually increase
editorial ratio will increase to 60%. This
term
and
beginning in Year 2 and capping off at
will give us $530,400 in advertising
perhaps negotiate some fixed costs
60% advertising in Year 3. In the first
revenue in our third year of production.
with them if they choose to sign up.
year of production, our CPM will be
advertising
agreements,
nu mb er of
ADVERTISING GOALS
pa g es
q Year 1: 56 pages
q Year 1: 40:60
q Year 2: 64 pages
q Year 2: 50:50
q Year 1: $250
q Year 2= $275
q Year 3: 88 pages
q Year 3: 60:40
q Year 2: $550
q Year 3= $236
q Year 1= $250
q Year 3: $710
22
ra tio na le fo r sel ec tio n of key AD VE RTI SER S The advertisers that will want to
its niche market and ideals will best
Show” that have a strong emphasis
advertise in DoubleDip are national
facilitate the best reader experience.
on “bizarre” food culture and dining
companies that are food related, share
Potential
experiences.
DoubleDip’s mission and voice, and
targeted audience with DoubleDip. We
appeal to online advertisers such as
that dabble in the weird and wacky
will advertise restaurants, carnivals,
“Groupon and “Social Shopper”.
things of our world. DoubleDip feels
festivals and trade-shows, such as the
that advertising that is conducive to
“Flavour safari” and the “Ice-cream Bar
po ten tia l ad ve rti ser s
advertisers
will
share
a
DoubleDip
Retail Stores
Trade Shows/Events
Restaurants
Coupons
will
also
23
Total Circulation for 2013: 1000 copies 4 issues per year 2013 CPM: $250 (CAD)
AD DIME NSIO NS FULL PAGE
1/2 PAGE
8"x10"
8"x5"
2013 nat ion al RAT E FUL L PRO CES S COL OUR Gross Rate (CAD)
1X
2X
3X
4X
Full Page
250
225
202.5
182.25
1/2 Page
125
112.5 101.25 91.125
1/3 Page
125
75.6
68.04
61.235
1/3 PAGE
2.75"x10"
A) Copy content and design: All advertising content and design must be acceptable to DoubleDip Magazine, which reserves the right to postpone or refuse, without penalty, publication of any advertisement. B) Production charges: A surcharge will be levied if production is required. Production costs will be provided upon request. C) Cancellations and liability for error: Cancellations must be received in writing four weeks prior to space closing. A cancellation fee of 50 percent of the order will be charged to any cancellation past the space closing date. Covers and premium positions cannot be cancelled. Maximum liability for error is restricted to the space rate for the advertisement. D) All rates are net, in Canadian dollars. E) Early cancellation of the contract is subject to short rating.
24
The design of DoubleDip remains
obscure artwork, and following a grid
be clean and colourful, with large
true to our team’s voice: fun, edgy,
(for the most part). The main focus
photographs and relatively little text.
urban. We figured, what better way
of our visuals is to ensure that the
The design of the nameplate is very
to showcase that than to freestyle
publication is still accessible to a wider
laid back, to show readers that we
the layout and typography a la Stefan
audience in addition to being a beautiful
aren’t your typical food magazine.
Sagmeister!
book that people would want to collect.
Handwritten
typefaces
trendy,
and most importantly, friendly. Although
publication a relaxed character, while
urban tone by utilizing a relatively
some readers may feel uneasy with the
Futura is used in subheadings to keep
muted colour palette and incorporating
name of our publication, the nameplate
the spreads looking clean and refined.
fun illustrations here and there. The
is meant to be inviting. It also shows
from
website will complement the print
that we acknowledge the critique of our
competitors like the Lucky Peach,
design by incorporating a combination
name, but that we’re harnessing it as
we keep our visuals a lot tidier by
of minimalism and freestyle illustrations.
our method of individuality.
incorporating more whitespace, less
The overall aesthetic of the site will
are used on headings to give the
To
differentiate
Headings:
various
Subheadings: Body:
ourselves
Futura, Medium Condensed
DoubleDip
maintains
a
The sketched look is fun, quirky,
TYPE
CO LO UR PA LE TT E
Bodoni
23
S P R IN G 2 0 13 F LA T P LA N
BA C K C O VE R
26
FR O N T C O VE R
ADVERTISEMENT - 22
MAST HEAD
TABL E O F CONT ENT S
02
03
04
PEOPL E
PEOPL E
PEOPLE
11
12
EDITORIAL - 24
FEATURE - 10
56 PAGES
L E T T E R FR O M T HE E D I T O R
05
06
07
14
15
HO R SE P L AY
HO R SE P L AY
PEOPLE
08
09
10
H O W- TO
H O W-TO
HOW-T O
16
17
18
19
20
21
22
23
H O RSEPLAY
H O R S E PLAY
HORSEPL AY
HORSEPL AY
FR O M SN O UT T O TA I L
FR O M SN O UT T O TA I L
FR O M SN O UT T O TA I L
FR O M SN O UT T O TA I L
24
25
26
27
28
29
30
31
AROUND T HE WORL D
AROUND T HE WORL D
A R O UN D T HE WO R L D
34
35
36
32
33
L I T E R A RY
LI TE R A RY
40
41
42
G A L L E RY
GA LLE RY
G AL L ERY
48
49
50
13
HOW-T O
A R O UN D T HE WO R L D
37
L I T E R A RY
38
39
G A L L E RY
G A L L E RY
43
44
45
46
47
51
52
53
54
55
DOUBLEDIP A 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
from snout to tai l DEVELOPING A TASTE FOR UNDERAPPRECIATED PARTS OF THE PIG
MEAT MISFITS
A LS O I N S I D E : HOST OF CNN’S “PARTS UNKNOWN”
ANTHONY BOURDAIN BIZARRE FOOD EXPERT
ANDREW ZIMMERN
S P R I NG ‘ 1 3 11.95 CAD
HORSEPLAY the history behind the horsemeat taboo
27
OV E R S Y R T N O C T A E M E S R HO
On January 15th, 2013, Food Safety Authority of Ireland announced research results that would spark an international debate on the safety of horsemeat consumption. We investigate the scandal that appears to be more about cultural differences than health concerns. BY SAM PULL Us ipis et re nonsecaerunt esed que nulpa volore adignis ipsum nosant, con nisqui in et elis ullanto quam, evelit et ratur sa ped mint faccaerias esed esed quos mo quaest es is et que dolut explite vel molupitatiis doluptiorrum coresendias auda sed etur as iur, nis sin et exeraestist eossimusda voleste consectium alitibusciet accus mod quaspel luptatia etur, sum quati voles de nosam laceperi nonse pele. 24
DOUBLEDIP
D O U B L E D I P. C O M
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beef was rationed in the United States
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rerume incides saniae prae velici
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aut quam, omnihilitas sitium que
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PH O TO CO URTESY O F LAWTO N G O WEY
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et enistrum debit, tes dipit, veres aperercim int.
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“
PIKE PLACE MARKET CIRCA 1942
nemos que pre re, volor sitint el ipsae
teniate mperrov idusto consequ
experum volorrum.
25
TO DATE, THERE IS NO EVIDENCE THAT THE
CONSUMPTION OF HORSEMEAT IS INHERENTLY MORE DANGEROUS TO HUMAN HEALTH THAN BEEF.
26
28
DOUBLEDIP
D O U B L E D I P. C O M
27
THE SITE LAYOUT DS FOR LOADS OF A REVENUE E N I L N O N A STREAM!
WE 'R E AL L OV ER TH E WE B!
DOUBLEDIP ABOUT
FOOD
EVENTS
CULT URE
GALLERY
f SEARCH D OUB L E D IP
BLOGGERS
SUBMISSIONS
STORE
FEATURES FROM THE MEAT MISFITS ISSUE » Ho rsemeat C o ntro versy
SUBSCRIBE TODAY!
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purchase DDO Othis U BLEDIP issue A 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
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from sn out to tail DEVELOPING A TASTE FOR UNDERAPPRECIATED PARTS OF THE PIG
MEAT
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» D r i n k : J u st say no to green beer and other St. Patrick’s Day lessons
@F i rst L a st Na m e Lorem ipsum dolor sit amet, c o nse c t e t ur a d i p i si c i ng e li t
» Vi d e o: T h e f o o d B ear Gr y lls co u ld no t eat
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» Hors e s fo r C o u rses by Andrew Zimmer n
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» Ev e n t: Celebrate Vanco u ver Macaro n D ay o n March 2 0 ,2 0 1 3
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» D u i s a u t e irure dolor in reprehenderit in voluptate velit » M ore
in the kitchen with john doe: LEARN HOW TO COOK BEEF TONGUE
EMENTS: CENTRAL EL EMENT, USER ENGAG COLOUR CONSISTENT D PALETTE, AN MULTIMEDIA
@F a k e Na m e na t us e rro r si t vo lup t a t e m a c c usa nt i um d o lo re m q ue la ud a nt i um , t o t a m re m a p e ri a m . @F i rst L a st Na m e Lorem ipsum dolor sit amet, c o nse c t e t ur a d i p i si c i ng e li t
MEET OUR BLOGGER OF THE MONTH: CHEF ED WITT
PEOPLE L OVE VIDEOS
CONSTANT N INTERACTIO WITH OUR AUDIENCE THROUGH TWITTER 29
SUBSCRIPTION SALES ASSUMPTIONS Year 1
Year 2
Year 3
Numbers of issues published
4
4
4
Beginning Number of Subscribers
0
400
1000
From website
50
150
295
From direct mail/email
0
Number mailed/emailed out
5000
8000
12000
Net response rate
3.00%
3.00%
3.00%
Net New orders
150
240
360
From ads
75
100
140
From Bind in cards
15
30
35
Trade shows
10
20
20
Groupon
100
200
200
400
740
1050
400
1000
New Orders (number of new subs per subs year New Orders (number ofsold new sold per year)
Other TOTAL NEW ORDERS Conversions Conversions Last year’s new orders
30
Conversions/renewals
65.00% 65%
65.00% 65%
65.00% 65%
TOTAL CONVERSION/RENEWAL ORDERS
0
260
650
TOTAL SUBSCRIPTIONS
400
1000
1700
Subscription rate
$32.00
$32.00
$32.00
TOTAL SUBSCRIPTION REVENUE
$12800 $32000 $54400
TOTAL COPIES PRINTED & DISTRIBUTED Year 1
Year 2
Year 3
4
4
4
Newsstand copies distributed per year
600
1,200
1,600
Sell Through
50.00%
50.00%
50.00%
Net Newsstand
300
600
800
Cover Price per issue
$11.95
$11.95
$11.95
Discount to distributor
65.00%
65.00%
65.00%
Net revenue per copy
$4.183
$4.183
$4.183
TOTAL SINGLE COPY SALES PER YEAR
$1,255
$2,510
$3,346
Copies bulk sales distributed per year
600
800
1,000
Cover price per issue
$11.95
$11.95
$11.95
Net Bulk sales
$7,170
$9,560
$11,950
Discount to retailer
50.00%
50.00%
50.00%
TOTAL SINGLE COPY SALES PER YEAR
$3,585
$4,780
$5,975
TOTAL SINGLE COPY SALES PER YEAR
$4,840
$7,290
$9,321
TOTAL SUBSCRIPTION REVENUE
$12,800
$32,000
$54,400
TOTAL PAID CIRCULATION
$17,640
$39,290
$63,721
Numbers of issues published Newsstand/Single copy sales Newsstand/Single Copy Sales
Bulk Retail Bulk Retail Sales Sales
Total paidPaid circulation Total Circulation
advertising Year 1
Year 2
Year 3
4
4
4
Advertising percent per issue
45%
65%
72%
Total issue pages
50
64
88
Number of editorial pages
28
22
25
Number of ad pages per issue
23
42
63
$250
$550
$710
Numbers of issues published Issue TotalSize Paid
Circulation
Ad AdPricing Pricing Average rate for full page ad
31
Year 1
Year 2
Year 3
EXPENSE PROJECTION Editorial/Art Editorial/Art
Set Set Rates rates
Editor
$35,000
$35,000
$35,000
$35,000
Writer cost per page
$200
$36,000
$32,016
$20,800
art cost per page
$100
$18,000
$16,008
$10,400
Designer per issue
$3,000
$12,000
$12,000
$12,000
Website writing/art costs
$1,500
$6,000
$6,000
$6,000
TOTAL EDITORIAL/ART
$107,000 $101,024 $84,200
Production/distribution Set Rates rates Set Production/Distribution number of copies per year
3400
6135
10605
$1.15
$1.15
$1.15
printing costs total
$3,910
$7,055
$12,196
website development/maintenance
$12,000
$15,000
$20,000
cost per printed copy
$1.15
freight (specialty stores) costs
$0.40
$960
$1,920
$2,560
postage (subscription) costs
$0.59
$944
$2,360
$4,012
$17,814
$26,335
$38,768
5625
22880
44985.6
$0.00
TOTAL PROD/DISTR COSTS Advertising Sales Sales Advertising sales commission and ad revenue
Set Set Rates rates 25.00%
Promotional materials per year Shows and events per year TOTAL AD SALES COSTS
Circulation Promotion Circulation Promotion
Set Set Rates rates
Circulation Director Direct mail per 1000 pieces
$600.00
Direct email per 1,000 names
$100.00
$0.00
$0.00
$2.00
3200
8,000.00
$26,075
$34,550
$45,325
marketing expenses fulfilment exp per issue TOTAL CIRCULATION EXPENSES Administration Exp Admin Expenses
32
Set Rates rates Set
Rent
$1,200
$14,400
$14,400
$14,400
phone
$60
$720
$720
$720
web access
$60
$720
$720
$720
part time staff
$15,000
$15,000
$15,000
$15,000
office postage
$200
$2,400
$2,400
$2,400
bank fees
$100
$1,200
$1,200
$1,200
supplies
$200
$2,400
$2,400
$2,400
other expenses
$100
$1,200
$1,200
$1,200
TOTAL ADMINISTRATION EXP
$38,040
$38,040
$38,040
TOTAL PUBLISHING COSTS
$199,054 $227,329 $255,818
PROFIT & LOSS STATEMENT SUMMARY Year 1
Year 2
Year 3
4
4
4
TOTAL SINGLE COPY SALES PER YEAR
$4,840
$7,290
$9,321
TOTAL SUBSCRIPTION REVENUE
$12,800
$32,000
$54,400
TOTAL AD REVENUE
$22,500
$91,520
$179,942
GOVERNMENT GRANT (Cultural Industry: Civic Grant)
$0
$0
$4,500
OTHER REVENUE (in-kind)
$28,000
$20,000
$7,500
$68,140
$150,810 $255,663
Numbers of issues published
Revenues REVENUES
OTHER REVENUE TOTAL REVENUE
Expenses EXPENSES EDITORIAL/ART
$107,000 $101,024 $84,200
TOTAL PROD/DISTR COSTS
$17,814
$26,335
$38,768
TOTAL AD SALES COSTS
$10,125
$27,380
$49,486
TOTAL CIRCULATION EXPENSES
$26,075
$34,550
$45,325
TOTAL ADMINISTRATION EXP
$38,040
$38,040
$38,040
TOTAL EXPENSES
$199,054 $227,329 $255,818
NET PROFIT/LOSS
-$76,520
-$155
33