The Lookout Business Plan by Nicole Kasperbauer

S E E

K N O W

EDITORIAL CONCEPT ‣ THE BASICS

R 1

B U Y

the lookout business plan

The Lookout 2 0 1 4 b u s ine s s plan

Image Source ‣ Rossetti Art

The Lookout S E E A R T

K N O W A R T

BU Y A R T

Editorial Concept, Marketing Plan and Budget Sponsored by PrSrt Std uS PoStage Paid deS moineS, iowa Permit # 2934

203 FiFth Street weSt deS moineS, iowa 50265 tel 515 277 6734 Fax 515 277 4413 Gallery Hours tueSday – Friday 11 – 5 Saturday 11 – 4

Proposal by Nicole Kasperbauer View more artwork by all Gallery artists online www.olsonlarsen.com

stay updated on exHibitions and eVents Send your email address to info@olsonlarsen.com Find us on Facebook Follow us on twitter @olgalleries

EDITORIAL CONCEPT ‣ THE BASICS

Why buy THE LOOKOUT? The Lookout delivers a publication that consumers count on for informational content to inform and communicate up-to-date art scene messages.

the lookout business plan

The Lookout S E E A R T

K N O W A R T

BU Y A R T

EDITORIAL PURPOSES ‣

very issue delivers precisely what our devoted clients and E prospectives want and need to be a part of the creative Midwest. We invite consumers to comment and critique all content. The information utilized from the region’s art industry offers insight and exploratory outreach on multiple concepts.

to create in-depth features that inform and inspire. ‣ WOure strive purpose is to maintain and engage with readers. We will keep the audience abreast of new exhibitions on view and the latest art scene news. The feature stories will cover large and diverse topics in well-written, well-edited stories that offer a dependable and relevant voice.

ith partnering sponsorships and online content, we create ‣ Wan authoritative, visually rich chronicle of information for those passionate about art and who are looking for art through thoughtful analysis.

SPONSOR PURPOSES

‣ D evelop new ways of promotional services and events. ncrease public interest and enthusiasm within the art ‣ Icommunities of the region and create a stronger reputation with artists and the community.

onnect with in-depth, local and regional services of all ‣ Cextraordinary artistic talent and build positive publicity. 2

VOLUME 1

PrSrt Std uS PoStage Paid deS moineS, iowa Permit # 2934

cover painting by sophia longman 203 FiFth Street weSt deS moineS, iowa 50265 tel 515 277 6734 Fax 515 277 4413

Gallery Hours tueSday – Friday 11 – 5 Saturday 11 – 4

The Lookout ‣ Front Cover

View more artwork by all Gallery artists online www.olsonlarsen.com stay updated on exHibitions and eVents Send your email address to info@olsonlarsen.com

new work

Find us on Facebook Follow us on twitter @olgalleries return Service requeSted

openinG reception and Gallery niGHt Sharon Booma | Karen chesterman | Peter Feldstein

OCtOber 11 – nOvember 30, 2013 openinG reception and Gallery niGHt friday, OCtOber 11 5 –9 pm upper left: Karen Chesterman edo Oil On Canvas 36 x 50 inChes lOwer left: peter feldstein 6-11-13-14 inKjet print 10 x 10 inChes abOve: sharOn bOOma somewHere in tHe equation Oil/mixed media On paper 22 x 44 inChes

museum-quality, arcHiVal framinG

on-site design and custom framing consultation | decades of experience | corporate accounts welcome

celebrate with us. our thirty fifth anniversary representing 70 of the finest artists in the midwest. opening reception and gallery night

friday, april 11 5 – 9 pm / on view april 11 – June 7 featuring works by all gallery artists

O l s O n -l a r s e n GallerIes a contemporary gallery representing 70 of the finest artists in the midwest

a contemporary gallery representing 70 of the finest artists in the midwest 203 fifth street west des moines, iowa 50265 515 277 6734 www.olsonlarsen.com

The Lookout ‣ Back Ad Cover

EDITORIAL CONCEPT ‣ SPONSOR RESEARCH

background

the lookout business plan

staff, educated and experienced in the arts. OlsonLarsen offers the same attention and quality services to individuals as to businesses and assists homeowners with everything from on-site consultations to formal proposals to art out-on-approval to installation. Assists facilities personnel, art committees, and officially designated individuals with the selection of public and also private collections or major acquisitions. 1

Established in 1979, Olson-Larsen Galleries is a contemporary gallery representing 70 professional Midwest artists. These artists are distinguished by fulltime commitment to their careers, national honors, and competitive placements in regional, national, and international exhibitions. Most have either shown their work in major museums or have work included in permanent collections throughout the country. Recipients of NEA grants, Fulbright fellowships, other prestigious awards, and subjects of feature articles in Short term: arts journals, Olson-Larsen artists are recognized as Expand our client base to include a younger, but among the best in their various fields. Working in a affluent group. wide range of both two- and three-dimensional media, To gain access and establish working relationships Olson-Larsen artists offer paintings, photography, with new corporate based on their needs and not sculpture, various types of prints, and mixed media merely artwork purchases, but framing collections, work. The gallery presents a diverse and extensive conserving work and documentation. 1 inventory of art to the discriminating collector and first-time buyer. In addition to individuals and Long term: hundreds of smaller businesses, our clients have Grow both the individual and corporate client base included major corporations, such as Pioneer Hi-Bred of the gallery. International, Farm Bureau Financial Services, Allied Continue our relationships with the Greater Des Group, and Sprint. They have worked with architectural Moines Community and create new ones. and design firms in Iowa and neighboring states on Continue to represent the finest artists in the both large and small projects. 1 region. 1

Goals ‣ ‣ ‣ ‣ ‣

Mission Representing the finest and most compelling local and regional artists continues as the guiding mission of Olson-Larsen Galleries. 1

Services

audience The Olson-Larsen Galleries attracts clients that are enthusiastic about artwork, they have a genuine interest in the artists, processes and subjects of the artwork. Clients are well traveled, well read, and curious. 1

Olson-Larsen is a full service gallery providing everything from initial assessment, proposals, and selection of art to conservation framing, delivery and installation, documentation, and appraisals on artwork sold. All services are rendered by an excellent in-house 3

1. Olson-Larsen Galleries

EDITORIAL CONCEPT â&#x20AC;Ł SPONSOR RESEARCH

Partnerships 20th Century Investors (Kansas City) Allied Group American Republic Insurance Co. Anderson Erickson Dairy Art on Campus Collection, University Museums, Iowa State University Bankers Trust Baudino Law Firm Belin Harris Law Firm Boone County Hospital Bradshaw Fowler Proctor & Fairgrave Brown Winnick Graves Gross Baskerville & Schoenbaum Brunnier Art Museum Business Publication Corporation Center for Health & Well-Being Central College Citibank City of Clive Community State Bank (Johnston) Covenant Medical Center (Waterloo) Daum Museum Davis, Brown, Koehn, Shors & Roberts Des Moines Club Dickinson, Mackaman, Tyler & Hagen PC Dorsey & Whitney Drake University - Dept. of Biology EMCO Enterprises, Inc. Employers Mutual Company Equitable Life of Iowa Ernst & Young Farm Bureau Financial Group Grinnell College Grinnell Regional Medical Center Hallmark Cards, Inc. Hawkeye Bank of Jasper County Holiday Inn Gateway Center (Ames) Home State Bank Homz Management Company Hopkins & Heubner P.C. Hotel Pattee Hubbell Realty Company Iowa Bankers Association Iowa Lutheran Hospital Iowa Methodist Medical Center Iowa Network Services Iowa Retired Persons Pharmacy Iowa State Bank Iowa State Memorial Union Iowa State University ISU Credit Union Junk Architects, PC (Kansas City) Knapp Properties Inc. KPMG Peat Marwick Kum & Go Ladco Development Inc. MacNider Museum Magna Bank Marketswitch (Northern Virginia) Marshalltown Medical & Surgical Center Mary Greeley Medical Foundation

the lookout business plan

Maytag Corporation McFarland Clinic (Ames) McKee, Voorhees & Sease Medicap Pharmacy Mercy Hospital Medical Center Meredith Corporation Montgomery County Memorial Hospital Murk-n-T, Inc. National Benefit Corporation National Travelers Life Norwalk Cumming State Bank Pella Rolscreen Perry State Bank Pioneer Hi-Bred International, Inc. Principal Financial Group Qwest Communications Rain & Hail Insurance RDG Crose Gardner Shukert Ruan Corporation Sioux City Art Center Sprint PCS (Kansas City) State Employees Credit Union State of Iowa - Iowa Department of Cultural Affairs State of Iowa - Iowa Economic Development Authority The Integer Group The Iowa Clinic The Vernon Company The World Food Prize Corporation Thomas McGee, L.C. (Kansas City) University of Iowa Hospitals & Clinics University of Iowa Museum of Art University of Northern Iowa VA Central Iowa Health Care System Weiler Corporation Wellmark / Blue Cross - Blue Shield Wells Fargo Card Services Wells Fargo Home Mortgage West Bank 1

1. Olson-Larsen Galleries

EDITORIAL CONCEPT ‣ MISSION STATEMENT / PLATFORMS

the lookout business plan

Mission statement The Lookout seeks to advocate regional artists’ creativity within displays of gallery work. We provide presentation of regional art designed by some of the finest artists of the Midwest. We give a stage to interested consumers wanting to purchase inventory and view the wide range of both two- and three-dimensional mediums. By providing a spotlight to the Olson-Larsen Galleries multi-dimensional service, we help further the process of curiosity and interest from past and future consumers.

platforms The Lookout will provide a detailed close-up of representational displays of art. This will provide distinguished artists, particular mediums, exhibitions and the art itself to be promoted.

twitter You can find the Olson-Larsen Galleries @olgalleries. These are daily updates of current art news, gallery exhibitions, spotlights, previews and showcases. This is intended for traditional consumers to stay in-tune and to encourage future followers to want the “in” on what they are all about. With 380 followers, they have room for improvement and exposure.

instagram

The Olson-Larsen Galleries doesn’t currently run an advertised Instagram account. By tapping into this social media outlet, The Lookout would cater to an audience interested in a more visual media outlet. This account would post current and creative snapshots of exhibitions, art, artists, and sneak peaks of upcoming events.

website

The Olson-Larsen Galleries has an alluring and cohesively designed website. It provides background and information for traditional users. It is linked to their blog, Twitter and Facebook for promotional reasons.

blog facebook

The Olson-Larsen Galleries has a well-developed Facebook page with over 1,000 likes. It is filled with informative information and current posts distinct to their audience. These posts are similar to Twitter, but would ultimately have more detailed information.

The Olson-Larsen Galleries blog features #studioselfies of galleries artists. Anything from descriptions of creativity, studio work, life endeavors and overall previews of the artist and their work. This can be updated to a more cohesive design similar to the website and future prototype. The Lookout subscribers will receive access to all platforms and will be provided with a full range of up-to-date content and prompts to subscribe.

EDITORIAL CONCEPT â&#x20AC;Ł PLATFORMS twitter

the lookout business plan

facebook

blog

1. www.twitter.com/olgalleries 2. www.facebook.com/olson.larsengalleries 3. www.olsonlarsen.com/en/about_us/blog/

EDITORIAL CONCEPT ‣ AUDIENCE

general audience

Home Owners

The Olson-Larsen Galleries audience is a frequent face of the area’s artistic scene. The gallery’s profit is drawn in by anyone who may hear of the collections by wordof-mouth to people who are considered dedicated clientele. The artists and gallery space inspire affluent homeowners who desire to decorate with higher end, thought out pieces. They work with corporate offices in healthcare, facilities, law, hospital and insurance, among others. They develop a new exhibition every six weeks to promote new inventory and approach a wider audience. They want to attract to consumers who frequently go to exhibitions and galleries and are in touch with their artistic side; people with an eye for design. Their brand, see art, know art, buy art explains the Olson-Larsen Galleries story. They want the art to complement beautiful spaces. They offer consultations and proposals. They deliver and install collections that matter to the buyer. They do not promote to sell to individuals who would typically shop at Michael’s or Hobby Lobby. The gallery promotes to clientele who believe in the quality of what they are buying and are willing to spend the extra dollar for the best.

They seek a living head quarters of top notch quality. They have built a strong relationship with who they buy materials and decorations from and rely on local business to satisfy their needs. They promote their dedication through word of mouth because by this time they have fully invested in where they buy products and desire to go nowhere else. They believe in living in a contemporary, beautifully designed home that is sophisticated and clean. They are most likely empty nester’s who have sent the kids off into the world and are now willing to live in a home where unique, tasteful ceramics can sit around and not be broken. These decorations are to be seen for all. On a Saturday night, you may see these home owners throwing dinner parties and game nights, showing off their exquisite home to family and friends. These customers are ones who believe in the image that surrounds them from day-to-day and care enough to spend the extra dollar.

Architect/interior designers They are architects and interior designers looking to complete a look. They want the highest quality of material and strive to make their clients happy. They paint an image in their head while constructing a look and feel for the environment they create. They believe in building a space that feels put-together but not in a deliberate, painfully thought out process. They seek adventure and creativity in all aspect of life. Even when not on the job, they earn for beauty as it comes before them. Their philosophy is to create a reflection of the client’s personality that is functional for their lifestyle. They actively listen to the client and work to evoke every part desired for that particular duty. 7

the lookout business plan

office owners These customers want to make their customers feel right at home. They are willing to pay almost anything to have a designer put together a space that doesn’t feel like going to the doctor’s office. They want something simple, but still catchy. If the customer leaves happy, the customer will most likely come back for another visit. They believe in the motto that the customer is always correct. Overall, they strive to make their experience the best it can be.

EDITORIAL CONCEPT â&#x20AC;Ł AUDIENCE

the lookout business plan

portrait of the lookout reader The Lookout readers are people for whom art is essential or has become essential with age. They are collectors, affluent home owners, business owners, well traveled and creative professionals, as well as those who have a general interest in the world of art. They are well educated, creative leaders in their fields who start trends and enjoy engaging with the community.

audience demographics

our readers

Average Age Approx. 50/50 male/female 43 Average household income $92,500 Savings and investments of $300,000 18% Personal Art Collection 78% Post-grad education 73% Live in major urban centres 51% Own their own homes 78% Subscribers have a personal art collection Subscribers will purchase art in the coming year

78% 18%

Gallery-goers make up large cultural tourist Readers visit museums/galleries 10+ times per year Subscribers like their travel to include exhibitions

---88% 75%

Geographic Location: Iowa, Illinois, Minnesota, Nebraska, Kansas, Michigan, Missouri, Wisconsin, Indiana, Ohio and the Dakotas.

Like to lead others Considers themselves to be very stylish Challenge themselves to be the best they can be in life Important to improve their status in society Donâ&#x20AC;&#x2122;t mind paying for quality Important to be an individual and stand out from the crowd Appearance says a lot about who I am

New Hampshire

Washington

Maine

Vermont North Dakota

Montana

Massachusetts

Minnesota

Oregon

New York

Wisconsin South Dakota

Idaho

Michigan

Wyoming

Pennsylvania Nebraska

Iowa Indiana

Illinois Utah Colorado

California

Kansas

Delaware

Ohio

Nevada

Missouri

West Virginia

Kentucky

Oklahoma

Maryland Virginia

District of Columbia

North Carolina

Tennessee Arizona

Rhode Island Connecticut New Jersey

South Carolina

Arkansas

New Mexico Alabama

Texas

Georgia

Mississippi Louisiana Florida

1. www.artsmarketing.org/

EDITORIAL CONCEPT ‣ AUDIENCE

psychographics The Lookout seeks to enrich its community by producing and presenting exceptional art that touches the heart, engages the mind, and delights the spirit. According to the Arts Foundation research, art consumers are belongers and believers. This is the largest group in most urban populations which adds up to about 35%. For them, community, family and friends are what matter. They need to belong to a group, something larger than themselves. They count among their best times on earth spending time hanging out with friends, family, and having fun. They undeniably work hard and over 60% of this segment are somewhat or deeply religious. They respond to messages filled with references to family, friends, fun, and community, along with images of the US flag and US heroes. They respond to things that appear solid, that never appear to change. They buy from people - not from ideas, ideals, abstractions of any sort - and they respond particularly to people they already know or think they know. They respect loyalty and relationships and will always remain faithful to their brands. Ultimately, they are people who are based on the idea of “different strokes for different folks.” Not every person is equally drawn to every work of art. They are motivated by different things; new experiences, reliable entertainment, exposure to old and new, opportunities to learn. They seek education, inspiration and a adequate social status. They value continued support and interest; consistent users will represent a target audience that attend and promote to a new audience.

the lookout business plan

Technographics

nline Shopper: They actively search for ways to find ‣ Othe best deal. These shoppers know where to find the

highest quality from the comfort of their home. They demand high-quality connectivity on all art levels. They want to discover and collect fine art from renowned artists, galleries, and cultural institutions worldwide. They visit websites like Artspace which offers a more populist approach to collecting...by leveraging an extensive network of partnerships with galleries, museums, and foundations. According to the BBC, the online art market is estimated to grow by 20% each year.

logger: The audience connects with interests on all topics. ‣ BArt bloggers write in consideration of their consumers.

According to Hootsuite, well-known bloggers post at specific times and specific topics. They tailor each update to appeal to their audience. Social Media: Technology is a trusted source of information, especially for those who attend frequent exhibits and want to stay up-to-date on the art scene. Online users have realized the most effective use of social media is to stop thinking about selling art online via these channels altogether. Instead, they use it to drive traffic to their website or blog by letting their audience get to know them as a real person. They are not only utilizing Facebook and Twitter, but showcasing visual elements of their wide range of art on search engines like Pinterest.

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1 2

1. www.7artsfoundation.org/ 2. www.artsmarketing.org/

EDITORIAL CONCEPT â&#x20AC;Ł AUDIENCE

the lookout business plan

Michelle Art connoisseur Michelle, a 45-year-old Caucasian female, a Des Moines native, and an aficionado of the Midwest art scene. After her children grew up, started their own families and moved to the coasts, she, along with her spouse, built their dream home full of expensive, elaborate art pieces. She dedicated long days working with the interior designer, architect and local gallery to embellish her new home. She purchased pieces with lifelong value that would create visually compelling rooms. She even traveled to Europe to high-end exhibitions to get one-of-a-kind pieces. Her husband believed in her vision and expected price to never hold her back. She made sure the architects planned plenty of wall space for art. Her main goal was to create a multifunctional space; one that spoke to occasions of family reunions, casual gatherings and home enjoyment.

Henry Art Goer/seeker Henry, a 54-year-old Caucasian male, grew up in the suburbs of a large city in Colorado and now lives in the suburbs of Minneapolis, Minnesota. He pursued a career that allowed room for travel and relocation and has comfortably settled in a contemporary decorated flat. He envisions himself viewing the city from his balcony every morning, sipping on his brisk, dark coffee, embracing the full impact of every delicate piece placed throughout his living arrangement. Both he and his significant other enjoy exploring the city, exhibitions, and are always staying up-to-date with all the latest art scene news in the region. They frequently travel to indulge in remarkable pieces. The two are constantly entertaining, connecting with talented and educated people around the world. Henry spends money on looking good, feeling good and captivating that enjoyment in others.

EDITORIAL CONCEPT ‣ COMPETITION ANALYSIS

points of difference ‣ ‣ ‣ ‣ ‣

Unite Midwest art buyers and collectors. Provide a needed source of informational content to the readers. Offer an array of platforms enriching the awareness of the art scene in the Midwest. Support regional artists and buyers throughout the various communities. Stay up-to-date on both local and regional content, providing a collaboration of culture to the consumers.

Comparison: American art collector American Art Collector is a monthly magazine specially written for collectors, galleries and painters of traditional art. It was launched in 2005 as a completely different art magazine compared to others. The magazine’s unique editorial format features previews of what major artists are painting for sale at their upcoming shows. Each monthly issue is in collector’s hands the month before the show, buyers are able to contact the galleries before the shows even open.

Magazine Philosophy “Instead of publishing profiles of artists and images of paintings that were sold long ago, American Art Collector’s monthly format is based on previewing the best new art to be hung in upcoming shows across the country. This means readers are the first to know about what’s available from America’s finest living artists, giving them a distinct advantage over other collectors. Magnificent, large-scale images of new works in each issue allow collectors to judge the quality of the art on the pages of the magazine. The result is that the American Art Collector magazine and website have quickly become the resources that top collectors and galleries turn to every month to find the finest new art 2 becoming available.”

the lookout business plan

distribution

131,000 ‣ Circulation: 12 issues/year ‣ Frequency: ‣ D71%emographics: Married

82% College + 14.5% have HHI over $500,000 57% over 60 yrs. old

Ad rate and cpm

Rate: $3,100 for full page ‣ Ad ‣ CPM: $23.66

Strengths

‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣

rticles emphasize mainstream art by today’s A favorite living artists. Showcases nationwide galleries each month. Compares prices of work in upcoming shows in specific art destinations. Online content is updated frequently. Helps collectors find new galleries. Covers content from coast-to-coast. 10 days before the printed version of the magazine arrives, they email a virtual magazine out. Dedicated to maintaining a strong presence on social media sites. They continuously market to a broader audience.

weaknesses

a very limited scope of categories of art. ‣ CTheoversinformation and news is limited to nautical, ‣ Midwestern and realistic themes.

opportunities

he Lookout can take American Art Collector’s ‣ Tinitiative to email a virtual magazine ahead of

print to catch their audience’s attention. This will promote the magazine earlier and give a quick “sneak peek” of the magazine before the print publication becomes available.

1. www.americanartcollector.com 2. www.amazon.com/review

EDITORIAL CONCEPT ‣ COMPETITION ANALYSIS

Comparison: Art in america

Strengths

Art in America is the premier art magazine since 1913 that creates a fascinating picture of the ever-changing art scene both in the U.S. and abroad. Everything from contemporary to classical… painting, sculpture, photography… critiques of exciting new talents and important new books.

Magazine Philosophy

the lookout business plan

Art in America focus’s on all types of artwork and its interviews with leading artists sets this magazine apart from its competitors. They showcase gorgeous photographs and unique insights into each type of artwork. The language is easy for beginners to understand. The large full-color photographs that accompany each article help the reader better understand the techniques used by each artist. Many of the issues include interviews with some of the top names in the art world. In addition to reporting on talented well-known artists and beginners, they have interviews with art collectors and museum curators who give the reader a better understanding of different types or styles of artwork. Art in America showcases multiple gallery reviews that typically occur once a gallery launches a new exhibit.

ommissions artists to design special covers for the ‣ Cmagazine idely read by art dealers, collectors, historians, art ‣ Wprofessionals ontains news and art criticism of painting, sculpture, ‣ Cphotography, installation art, performance art, digital art,

video and architecture in exhibition reviews, artist profiles, and feature articles. Provides an online destination for its readers, offering timely, original features: including a calendar of art world happenings, videos, live coverage of art fairs, auctions and many other events. Connects advertisers with an audience of collectors, critics, artists, dealers, historians, designers, and other art enthusiasts.

‣ ‣

weaknesses

t is an international magazine concentrating on the ‣ Icontemporary art world in the United States. C ontains mainly advertisements and little informational ‣ content.

opportunities

Lookout can work to build additional partnerships ‣ Tandhe advertisements within a wider distance across the

Midwest. These partnerships will bring in new artists and informational content.

distribution

75,000 ‣ Circulation: Frequency: 12 issues/year ‣

Ad rate and cpm

Rate: $3,900 for full page ‣ Ad ‣ CPM: $52.00

1. www.artinamericamagazine.com/magazine 2.www.amazon.com/review

EDITORIAL CONCEPT ‣ COMPETITION ANALYSIS

Comparison: veranda magazine Veranda delivers content to affluent readers who have perfected the art of living well. Veranda is a forum for the very best in living well. Always gracious, and never pretentious, we keep readers abreast of the finest in design, decorating, luxury travel, and more, inspiring them with beauty and elegance. Veranda is both an ideas showcase and a deeply pleasurable escape, a place where homes feel as good as they look.

Magazine Philosophy

“Veranda is building on our legacy while shifting the paradigm. From Veranda as a treasured shelter magazine to Veranda as a multi-platform lifestyle brand for affluent readers, the magazine illustrates and inspires living well through the lens of the home.”

distribution

478,001 ‣ Circulation: 6 issues/year ‣ Frequency: Demographics: ‣ 77.3% Married

the lookout business plan

Strengths

ighlights news, trends and people to watch, ‣ Hoffering a curated selection of the very best in

‣ ‣ ‣ ‣

fashion, jewelry, beauty and home Enriches readers lives from the worlds of culture, travel, entertaining and art. Covers every aspect of the well-lived life. Showcases brilliantly conceived spaces that are in a category all their own. Resource for living well, from decorating and architecture to fashion and beauty.

weaknesses

of content contains advertisements that are full ‣ 7of5%expensive and over the top material. ainly contains beautiful photography, but the few ‣ Marticles it contains are usually shallow and provide dull reading.

opportunities

Lookout can work to showcase more imagery ‣ Tofhehigh quality and thought out design. Veranda’s audience is somewhat representational of The Lookout, so we can benefit from their luxurious photographs placed on thick glossy pages.

95.6% Any College 40.2% have HHI over $250,000 46.7% 35-54 yrs. old

Ad rate and cpm

Rate: $72,560 for full page ‣ Ad ‣ CPM: $151.80

1. www.veranda.com/# 2. www.amazon.com/review

EDITORIAL CONCEPT ‣ COMPETITION ANALYSIS

Other competition

the lookout business plan

EDITORIAL CONCEPT ‣ EDITORIAL FORMULA

Publication Basics ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣

Frequency: 6 issues annually Total number of pages: 64 Pages of editorial: 38 Pages of advertising: 26 Ad/edit ratio: 40/60 Number of department pages: 21 Number of feature pages: 15 Department/features ratio: 60/40

Departments Each department section will be given section dividers that are easily identified by tab and color. TOC: 2 pages

‣ ‣ Editor’s Letter: 1 page ‣ Masthead: 1 page Story of Olson-Larsen Galleries: 2 pages ‣EachT heissue will feature up-to-date deliverables from

the sponsor gallery. The department will be 2 pages, including original photos and brief statements, quotes and real life situations from the day-to-day operations of the gallery. All information included will allow the readers to get a taste of the Olson-Larsen Galleries and physically adapt to what they have to offer. The audience will get a chance to hear the voice of the gallery and sincerely appreciate what they bring to the table.

Recap: 4 pages ‣ThisExhibit department will display photos, descriptions,

exhibition reviews, artist blurbs and overall exhibition summaries that happened since the last issue. This will inspire readers to seek out the artist’s at similar galleries, the Olson-Larsen Galleries itself and add artistic vocabulary to their already wide assortment of knowledge.

Art: 3 pages ‣ThisModern department will highlight bits and pieces of

what the Olson-Larsen Galleries does to update art for their clients. This will display graphics and imagery

the lookout business plan

displaying how it has worked for them and how it is physically done. There will always be something new to “modernize.” This department will be guided off the galleries contemporary art displays and how the client is always looking to create something new out of something used. The visual content will be displayed with a modern tone to help relate the material to the physical design.

Art: 2 pages ‣ThisPublic department will feature regional pieces of art that

have been staged in locations for years, are new to an area and have respectable meanings behind them. This section will boost excitement to travel and explore the Midwest. The design will hold this section together and truly boost the sophisticated look of the magazine.

Consumers: 1 page ‣ThisEducating department will feature quick, but useful tips to

“re-liven” art they can’t let go. It will include insight from bloggers, preservers, and DIY’ers. This page will include recommendations and what “the stars” are doing. Only informative pictures will be available to help key in on specific ideas written about. The point of this informative page is to interact with the readers and allow them to submit questions or topics to be written about.

Art in Your Home: 3 pages ‣ThisPlacing department will ask itself what different types of

homes are we decorating and how can we achieve what the client wants. It may include exhibition blurbs of art recently displayed and on sale along with other realistic pieces our audience would consider aesthetically beautiful. This department will feature the adaptability the art can create and the function it will bring to each room. There will be blurbs from interior designers, specialists in the area and architects that build the foundation from the beginning. This helps the readers solve a common problem about displaying artwork in your home.

Palette: 2 pages ‣ThisColor department is placed behind placing art in your

home to bring a bit of home decorating into the swing of things. We want the reader to not be able to only see

EDITORIAL CONCEPT ‣ EDITORIAL FORMULA art, know art and buy art; we want the reader to know where to put the art once it is bought and know how to make it coexist with other decorations in the home. It will be a brief editorial piece centered around a theme and room. Ultimately, this department will integrate multiple sections to complete the finished look. Preserving Art: 3 pages ‣These three pages will feature preservation stories

and different processes of preserving artwork. Clients may not always want all their art to be displayed or may want to switch up their looks occasionally so they may want to store their collection in inventory. We will show them how to make the art ever lasting. There may be sidebars with material that covers reframing, colorization, past projects, etc.

Showcase: 1 pages ‣ThisArtist back of book editorial department piece will

showcase individual artists that have contemporary work in Midwest galleries including The OlsonLarsen Galleries and Moberg Galleries. This will be a portion of the book that is visually captivating and is simply designed similar to the brand of the OlsonLarsen Galleries. We want to display why the artist’s work defines them as an artists. We want to build a relationship between the message and experience. We want to create a final experience for the reader to be pulled back in, one last time, to want to see more talented artists in the future.

the lookout business plan

Features Each feature will be 5 pages long in each issue. The feature breakdown for The Lookout will be equal parts of informing and featuring specialties of the Midwest. These will be special to each issue and appropriate for what the reader wants to learn.

Regional Museums: 5 pages ‣What are the latest and greatest galleries that everyone

is raving about? How have they gotten the word out? What is so special about their gallery compared to other galleries in the Midwest? Location will be key. Artists will be displayed. Specific, unique qualities will be wide open for the readers to interpret and instantly be intrigued. We’re trying to spread the love of art and allow readers to be even more aware of the art scene in the Midwest region. Did You Buy A Deal?: 5 pages Every consumers taste is unique to them. They fall in love with a look, so they begin to buy more and slowly begin a collection without even knowing it. We want to help readers start a collection that matters to them now and find ways to keep that same satisfaction 20 years from now. We’ll inform them of budgets, interior space, outdated and updated and where to find the right pieces for their collection. This feature leaves room for readers insights to be listened to and explained through editorial content. 15 Reasons To Buy Art: 5 pages This feature section will include detailed reasoning how art will impact your life and home environment. With our helpful tips the reader will start living a more intentional lifestyle and will develop an eye for the type of art that moves them. These reasons will push the reader to expand away from their comfort zone and inspire others surrounding them to pursue the same, well-rounded mindset.

‣

EDITORIAL CONCEPT ‣ EDITORIAL FORMULA

the lookout business plan

break of book Cover

Inside Inside front front cover (ad) cover (ad)

TOC

Editor’s Letter

Masthead

OlsonLarsen’s Story

Exhibit Recap

Modern Art

Public Art

Educate Ad Consumers

Place Art In Your Home

Color Palette

Preserve Art

Feature 1

Feature 2

Feature 3

Artist Showcase

Inside Back Back Cover Cover (ad)

EDITORIAL CONCEPT ‣ EDITORIAL FORMULA

Prototype Design

the lookout business plan

EDITORIAL CONCEPT ‣ MEASUREMENT TOOLS

Print-based methods

Questionnaire: Every magazine will include ‣ Fa ly-out 5 × 7 fly-out page. Readers will be asked to send the short form back, informing the magazine what content they did and did not like and what they would like to see.

se of the Olson-Larsen Galleries Services: The ‣ UOlson-Larsen Galleries will be discussed within

neak Peek at Every Six Weeks: The Olson-Larsen ‣ SGalleries presents a new exhibition every six weeks to deliver to a wide audience. We want to email a quick blurb, image and story about each exhibition to their dedicated customers and those interested. This will show their large collection of inventory and artists. This method allows a quick preview to consumers, especially those who are from distant locations.

specific articles of the magazine and will be made apparent that the Olson-Larsen Galleries services are beneficial to them. The two departments will be there to teach the reader information they do not already know.

Social Media methods

message of one of their partnerships. This will help promote for other businesses in the region and help create more interest in awareness. These inserts will be strategically placed within the magazine to catch the readers attention.

raming Videos: Videos of their framing ‣ Fdepartment will show an additional feature to what

artnership Advertisements/Inserts: The Lookout ‣ Pwill place in one insert every issue of a simple

Web-based methods

The Olson-Larsen Galleries has created ‣ Ba logging: blogging center to focus on what their artists

are creating. This allows for the new artists, #studioselfie’s and reflections of exhibition (not only Olson-Larsen’s) to be examined and spoken about. This is the voice of the gallery that represents the little quirks they have to offer.

vent Promotions: This print department ‣ Eessentially exists to drive consumers, who get their

hands on this, to come support the latest exhibition, gallery talk and showcase. The online portion of this will be emailed out to past buyers, artists, clients, and community members, to physically see what’s going on.

the lookout business plan

ashtag Campaign: Create a voice and vision to ‣ Hremember. If we use #OlsonLarsen it will bring

insight to consumers who remember specific art, artists and locations similar to the gallery. This will deliver a more signified online presence.

the gallery is capable of doing. This short 30-second video spread across multiple media platforms allows curiosity and interest to jump into the hands of their consumers. They will also feature how-to’s to teach the consumer their unique techniques.

ocial Media Likes: Pinterest, Tumblr and the ‣ SOlson-Larsen Galleries website will create a “like” promotion similar to Facebook and how sharing works. Images and posts will be uploaded daily. Numbers will be delivered back and will show engagement from the consumers.

EDITORIAL CONCEPT ‣ PROMOTION AND DISTRIBUTION

Overall strategy

the lookout business plan

The Launch

The Lookout plans to distribute at a reasonable cost to the customer around the Midwest region. Magazines will be located in art centers, partnership locations, and specific store/newsstand locations. They will be distributed mainly at local events and exhibitions throughout the areas, as well as subscriptions.

The premiere issue of The Lookout will be published and issued to the public on the first exhibition (opening) night of the new year. At this time, art seers and interested readers will have the opportunity to interact with the management of the sponsor and get a real taste of what the magazine’s theme and brand are. This event will introduce the readers to the real-life To get the word out there, magazines will be distributed story of the art scene. Particular sections of this night at local stores, restaurants and coffee shops where most will be recorded for issue two of The Lookout volumes. interest will be driven. Sponsorship has created a brand for themselves. These magazines will help promote their story and what the contemporary art world has to offer in the Midwest. 1. First issue will be free of purchase and specifically located in galleries and convenience locations in the Midwest. 2. Free issues for any purchase within the gallery, subscription will be presented at this time for a facebook discount price of $12.95 for their first year. We will utilize their already developed Facebook page 3. Reduced price for online version subscription. to drive traffic to the magazine’s website and Olson4. Newsletter distributed free of charge to all Larsen’s blog. This will be pushed through to create a subscription holders. more digital audience and younger generation. There

Circulation strategy

Social Media marketing

will be availability for user feedback. What was your favorite part of The Lookout? What else would you like to learn about the Olson-Larsen Galleries? What do you want to learn about next issue? All questions and answers will be available to readers, which will create more awareness of the magazine and sponsor.

Twitter

We will utilize their already developed Twitter account to drive more traffic to the magazine’s website and Olson-Larsen’s blog. Tweets of 140-character’s or less will be built to push the brand and story of The Lookout. Hash tags will be built to spread events, art, artists, among the rest. All posts will be available to all readers across multiple platforms.

Distribution The Lookout will be strategically distributed in specific stores and newsstand locations, partnership locations and regional art centers. *First editions will be more broadly circulated to promote to a wider audience and grab their attention first hand. This will test the interest of community members, consumers around the Midwest and curious people with whom the magazine comes across.

MARKETING PLAN ‣ CIRCULATION

the lookout business plan

Magazine

Circulation

Frequency

Sub. Price

Cover Price

American Art Collector

131,000

12 times per year

$36 for one year + online magazine each month

$6.95

Art in America

75,000

12 times per year

$34.95 for one year + four issues of MODERN Magazine

$11.00

Veranda

478,001

6 times per year

$15.00

$5.95

The Lookout

75,000

6 times per year

$15.95

$5.95

circulation

subscriptions

The Lookout compared to others, will be pushed more through subscription and interested clientele. You won’t find these magazines on department store shelves, but instead specialty stores where most people know what they are looking for.

The largest target for The Lookout will be their target audience of 30-50, or people whose children have left the home, so they are willing to redecorate and buy more elaborate art. This audience has put more thought into their home settings and care about the style and look of where they spend their time. They are willing to spend the extra dollar for the best quality.

frequency The Lookout looks to publish six times per year with a possible additional “bonus” deal to promote a specific exhibition or artist of the time.

cover price The Lookout will have a cover price at $5.95 making it less expensive than competitors and still affordable for interested and curious consumers.

The subscription price is $15.95. This price perceived in the eyes of the audience is plausible for the information and quality of what they will be receiving. The sponsor will be able to deliver their message and distribute everything they have to offer, allowing the readership to embark on their journey.

MARKETING PLAN ‣ ADVERTISING / REVENUE SOURCES

advertising vision The Lookout allows the Olson-Larsen Galleries to further build a partnership with Midwest communities and deliver an artist presence to a wider audience. The magazine plans to provide a valued product to their desirable audience. The Lookout invests in affluent consumers who are attracted to both print and digital content.

products

ickets for regional events: sponsored events ‣ Twill be located around the Midwest. These events

will connect readers to the artistic community and engagement. Look books of Midwest artists: photographic and informational 12-page look book will provide a high in quality, memorable look at what is featured within the magazine and sponsor. Art supplies: higher, unique quality materials that the reader typically searches hard to find will be for sale at events and through online platforms. Frames: unique, high quality frames for all types of work. Readers will be interested because of the content of the magazine and informational resources outputted to them.

‣

advertising specifics

‣

of Art, Des Moines Art Center, Art Institute of Chicago, Akron Art Museum

‣

Valley Junction: Polly’s Place, A Okay Antiques, Wines of Iowa, Le Gourmet Kitchen & Food Emporium, Sisters in the Junction, Ivy Lane, Mainstream Boutique, Last Tear, Gallery V, Space Doctors Interiors, Wicker & The Works, Café Su, Blaser Photography

ashion: Accenti, Artisan’s, Velvet Coat, Village ‣ FBoutique, Vitae Design Collection, Hubert White, Ikram, 8 fifteen, Standard Style, Libby Story

ancillary products and services The Lookout will benefit from the sale/giveaway of 22

ancillary products. These products will be marketed through both print and digital platforms. The Lookout looks to provide an additional incentive to implement their significance and unique message they deliver.

These consumers are readers with annual incomes of $92,500 with a Bachelor’s degree or higher. They are engaged, artistic and dedicated to tradition. Advertisers in the Midwest and with local and regional partnerships will promote products and services of quality to the consumer.

idwest Museums: Midwest Museum of American ‣ MArt, Indianapolis Museum of Art, Cleveland Museum

the lookout business plan

‣

services

useum quality framing: Availability for sponsor ‣ Min-shop framing services rt Preservation: Committed to preserving original ‣ Aart and high quality art and recognize the need and desire for informative services to be delivered to the consumer. Delivery and installation of art: Allow for best quality, affordable and functional process for delivery and installation of work. Interior design consultation: Assist experienced and in-experienced collectors in expanding, transporting and displaying their words to best advantage.

‣ ‣

MARKETING PLAN ‣ ADVERTISING RATES

Magazine

Circulation/Rate Base

Frequency

Ad Rate

CPM

American Art Collector

131,000

12 times per year

$3,100

$23.66

Art in America

75,000

12 times per year

$3,900

$52.00

Veranda

478,001

6 times per year

$72,560

$151.80

The Lookout

75,000

6 times per year

$4,250

$56.67

cpm

ad rate

The Lookout’s print CPM is reasonable compared to its competitors and can be justified due to it’s audience. The Lookout is regionally distributed and circulated in areas of which advertisers know their content will be viable to the consumers reading the magazine. The advertisers are able to strategically place their ads within the magazine’s body content to sell to the right reader.

The ad rate for The Lookout is calculated based on CPM. The estimated rate base is set at 75,000 with a CPM of $56.67 with a full-color ad rate at $4,250. The Lookout’s ad rate is relative to its competitors.

rate base The Lookout guarantee’s advertisers a primary target audience that attends galleries, artist showcases and talks, information sessions, among various other events in the Midwest. The Lookout roughly estimates 10% of their audience to be interested in the magazine due to the predicted base rate of 75,000. If the magazine advertises with the correct tools to draw in a wider audience, there will be possibility for growth in subscribers and single sale copies.

the lookout business plan

BUDGET â&#x20AC;Ł SALARIES

the lookout business plan

salaries The Lookout will need small staff to publish 6 issues per year. With the assistance of The Olson-Larsen Galleries as the sponsor, most work will come from partnerships and freelance through the first 5 years. Salaries will increase for all positions in reference to increase of sales and profit.

Employee Title

Year 1

Year 3

Year 5

Editor

36,000

38,000

41,000

34,000

36,000

Editorial Director

Managing Editor

27,000

28,000

30,000

Freelance Writer

10,000

10,500

11,500

Creative Design Director

34,000

36,000

38,000

Freelance Photographer

9,000

9,500

11,000

Freelance Illustrator

8,000

8,500

10,000

Copy Chief

21,000

24,000

26,000

Wed/Social Media Editor

27,000

28,000

29,000

Total

172,000

216,500

232,500

DESIGN ‣ DESIGN PHILOSOPHY

Concept

The Lookout’s print publication aims to please the sharpest eye. High-quality photography and artwork choices carry the design. It displays an understanding and appreciation of the visual arts. The inspirational art helps display and connect the reader with the message of the content. They’ll capture white space, sophisticated photography and repetition of color and design.

general look of cover

The Lookout’s image is bold, vibrant, and a publication to catch the audience’s eye. It guides the reader through what they are going to open. The cover will be simple with little to no words, only listing the title, tagline, volume, artist, and sponsor. The photograph will impact the reaction of the reader; it will be visually captivating. The design will lead into what the magazine’s design will entail throughout.

typography choices

The Lookout will only use clean, simplistic sans serif fonts for largest text and a fresh, modern serif for the body copy. This magazine thrives on imagery and design, so the typography is not the focal point to every page; it is only there to tell the articles message. There will be a small handful of other unique typography choices for headlines and pull quotes.

design elements

Design elements will be simple, but highly impactful. White space will be utilized often and imagery will be pushed to the extreme. Geometric shapes and the clean, simplistic design will set The Lookout apart. The color scheme may change from issue to issue; due to seasons, stories, photography and layout. Overall, The Lookout will stray from the typical art magazine and give the reader the opportunity to view a high quality printed publication to grasp and touch with their fingertips. 25

the lookout business plan

specifics

Number of Pages per issue: 64 Trim Size: 10 3/8 in x 13 3/8 in Binding: Perfect Bound Choice of Cover Stock: Dull, Groundwood #3 grade stock matte Choice of text stock: #75 matte

typography

GeoSansLight, akaDora, Gentium Folioline: GeoSansLight, 20 pt

departments

Overline: GeoSansLight, size depending on layout Title: GeoSansLight, size depending on layout Deck: Gentium Book Basic, 22 pt Call-Out: Gentium Book Basic, 10 pt Body Text: Gentium Book Basic, 11 pt Caption: Gentium Basic, 9 pt

features

Title: Depends on layout Deck: Gentium Book Basic, 22 pt Call-Out: Gentium Book Basic, 10 pt Body text: Gentium Book Basic, 11 pt Caption: Gentium Basic, 9 pt

approach to artwork

Only high-resolution photography will be placed within the publications design. The magazine will rely on the full-color imagery for visual representation of content. Basic graphics will be utilized only when necessary. Charts, graphs and info graphics will be displayed only in imperative ways to present the reader with clean, easy to read designs in which is needed.

FINANCES â&#x20AC;Ł 5 YEAR BUDGET

the lookout business plan

Year 1 Number of issues per year

Year 3

Year 5

Number of subscribers

45,000

55,000

60,000

Number of single-copy sales (per issue)

30,000

40,000

45,000

Total circulation (rate base)

75,000

95,000

100,000

15.95

16.95

5.95

6.95

40/60

45/55

26 (+ cover pages)

30 (+ cover pages)

Editorial pages per issue

38 pages

34 pages

Editorial pages per year

228

204

Full-color ad rate

2,250

2,750

3,250

CPM

56.67

30%

28%

1,575

1,875

2,340

Revenue from subscriptions

717,750

877,250

1,101,750

Revenue from single-copy sales

535,500

714,000

938,250

Revenue from advertising

245,700

292,500

421,200

1,498,950

1,884,750

2,461,200

Advertising

344,759

376,950

393,792

Circulation

614,570

678,510

787,584

Salaries

149,895

188,475

246,120

Distribution

164,885

207,323

270,732

Production

269,811

339,255

418,404

Administration

119,916

150,780

196,896

Total expenses

1,663,836

1,941,293

2,313,528

-164,886

-56,543

+147,672

Subscription price ($) Cover price ($) Total pages per issue Ad/edit ratio Ad Pages per issue (no house ads)

Average discount (%) Ave. Revenue per ad page (w/ discount)

Revenues

Total revenues expenses

Net income/(loss) 26

PROTOTYPE ‣ APPENDIX

‣

Psychographics: http://www.artsmidwest.org/programs/ArtsLearningXchange/advanced-training-program/profiles/park-squaretheatre http://www.artsmidwest.org/programs/ArtsLearningXchange/audience-research?page=1 http://www.scarborough.com/search/node?keys=art+goers&form_id=search_form http://glasstire.com/2013/02/06/psychographic-consumer-profiling/ http://www.7artsfoundation.org/custom_2.html http://www.artsmarketing.org/sites/default/files/documents/practical-lessons/lesson_3.pdf

‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣

Technographics: http://adwil.tv/portfolio/advertising/abid/Forrester_ConsumersCatchAuctionFever.pdf http://www.bbc.com/news/technology-23054641 http://www.artspace.com/about http://www.artsyshark.com/2014/11/11/is-social-media-really-the-key-to-selling-art-online/

‣ ‣ ‣ ‣

Competition Anaylisis: http://www.contemporaryartfairnyc.com/participants. php?events=30-32 https://www.americanartcollector.com/ http://www.artinamericamagazine.com/magazine/ http://www.veranda.com/#

‣ ‣ ‣

Design Philosophy: http://jayce-o.blogspot.com/2012/12/stylish-examples-layouts-magazine-design.html http://inspirationhut.net/inspiration/36-stunning-magazine-and-publication-layouts-for-your-inspiration/ http://bestdesignoptions.com/?p=17321

the lookout business plan

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Cover: http://sophiafine.com/

‣ ‣ ‣

Advertisements: http://www.dmhsperspective.com/2013-2014/2013/10/08/ ernest-and-young-2/ http://www.olsonlarsen.com/en/exhibitions/ https://visionsacrossamerica.files.wordpress.com/2014/10/ vaa-twin-cities-pc1_page_1.jpg

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Table of Contents: http://sophiafine.com/main/

‣

Olson-Larsen Galleries: http://sophiafine.com/main/

‣

Modern Art: http://www.notable-quotes.com/a/art_quotes.html

‣

15 Reasons to buy Art: http://sophiafine.com/main/

‣

Public Art: http://www.gratisography.com/

‣

Luis Rosenfeld: http://luisrosenfeld.com/