2010/11 media kit
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{ } outlook media
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table of contents pg 02 - table of contents pg 03 - our company pg 04 - our brands • outlook: columbus • high street neighborhoods magazine • outlookcolumbus.com • highstreetmoneysavers.com • network columbus • outlook television • radio outlook • outlook consulting pg 05 - our consulting pg 06 - our philanthropy pg 07 - our demographics pg 08 - our kudos pg 09 - our calendars pg 10 - your choices pg 11 - our rates pg 12 - our contact info 2
our company At Outlook Media our core purpose is to continually create relationships and dialog that promote, encourage and educate society to take up acceptance and equality. Our company lives by its core values of 1) advocacy and relevancy; 2) honesty, integrity, and gratitude; 3) being industry vanguards in both products and business model; 4) constantly building relationships, creating partnerships and a return on investment to all of our stakeholders; and, most importantly, 5) always having fun. Outlook Media strives to produce the most successfully franchised community-based magazine in America by 2015. Outlook Media’s success comes from our connection to the communities we service by constantly promoting social commentary. People read our magazine, listen to our radio show and watch us on TV in order to see what we will say next. We are a premium boutique product line that showcases our advertisers while being fun to consume and intellectually relevant. Our magazine is the avant-garde in design, focus, content and franchise structure. Our networking events foster growth for business owners across all inclusive communities. Our TV and radio shows are relevant and funny. We will always honor our roots in the GLBT community, even after full equality is gained and work to preserve our unique and diverse culture, which is the cornerstone of our success. Outlook’s other success lies in the community that makes up the company. Our business culture is a relaxed, fun and intense place to work where our team members uniquenesses and strengths are nurtured and celebrated. Team members are encouraged to be as successful and ingrained in the company’s growth as they desire and there is no boundaries to their achievements. Our collective success will be a testament to our ultimate objective: to change the world for the better. Welcome to Outlook Media.
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our brands
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outlook: columbus magazine
high street neigborhoods magazine
outlook: columbus is a monthly lifestyle and advocacy publication for Ohio’s queer and urban progressive communities. Our unique blend of local columnists and exclusive international writers make it unparalleled among other alternative magazines. Our motto is “everything is political,” and as such, our content is focused on the nuances and politics surrounding the human condition. Our mix of columns includes editorials, commentaries, politics, small business spotlights, local celebrities, public official profiles, the environment, health, self-help, faith, arts, books, music, film, fashion, entertainment, sports, celebrity interviews, horoscopes, event photos, features and qmunity news.
High Street Neighborhoods magazine showcases, promotes and markets Columbus’s distinctive neighborhoods by promoting each area’s unique shops, restaurants and events. High Street Neighborhoods offers an affordable opportunity for local businesses to reach the urban, value-conscious shoppers that live in their neighborhoods, while offering larger corporations a chance to brand across a variety of niche markets. By using coupon-driven campaigns, businesses have a verifiable ROI. Committed to promoting the arts, High Street Neighborhoods magazine dedicates the front section of each issue to galleries, arts organizations and special events and funds many non-profit organizations through the High Street Fund.
www.outlookcolumbus.com
www.highstreetmoneysavers.com
Our online cohort to outlook: columbus magazine, outlookcolumbus.com is an interactive intellectual playground. Boasting 10 times the content of the print publication, our website keeps readers engaged all month long with new daily content, event photos, contests, polls, videos and reader comments.
Our online arm of High Street Neighborhoods magazine, highstreetmoneysavers.com is where readers can peruse feature content, neighborhood information and can print not only the coupons that appear in the print publication, but special onlineonly promotions as well.
outlook television
radio outlook
Hosted by outlook’s publishers Chris Hayes & Michael Daniels, the outlook Television talk show is our televised extension of the print publication. outlook Television features commentary on current events, area entertainment, and interviews with personalities appearing in the current month’s print edition.
Hosted by outlook’s publishers Chris Hayes & Michael Daniels, Radio Outlook is a talk show focused on politics, news and entertainment as they relate to the GLBT and urban progressive communities. First hitting the airwaves on WVKO 1580AM Progressive Talk Radio, Radio Outlook now resides as a podcast on outlookcolumbus.com and the outlookmedia YouTube channel.
network columbus
outlook consulting
Our 21st-century chamber of commerce servicing the GLBT & allied business community. Network Columbus’s programming includes a free, fun, monthly networking event, career fairs, educational seminars and speaker forums.
As experts in niche marketing, we offer our consulting expertise to teach the power of niche markets and to help businesses craft a customized niche outreach plan to achieve their marketing goals within a desired timeline and budget.
our Consulting As a company that is fifteen years strong, housing a collective 110 years of marketing, journalism, graphic design, project management and sales experience, we kind of think we know what we’re doing. In fact, we’re pretty sure we’re experts at it. Hence why we created Outlook Consulting, our niche marketing and advertising arm. “The OC” is an excellent way for you to tap into our expertise and help your business grow.
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Servicing a niche market ourselves, Outlook Consulting isn’t complete altruistic. But at Outlook Media, we follow a community partnership philosophy. We believe our responsibility is to create relationships and partnerships, both B2B and between our business partners and our readers, and not just sell you advertising into our product lines. We are more interested in longterm partnerships than short-term goals. To that end, we will tell you straight up if our products are or are not an effective use of your dollars. And if not, we’ll tell you were to put those dollars to be most effective. We of course want your money, but we want you to be successful even more so. It’s just good business.
As winners of The American Marketing Association’s 2010 Achievement In Marketing Award for our niche marketing research, we can teach you all about niche markets, as well as, perform customized analysis of your niche, demographics, customers, spending trends, spending patterns and the buying power of your market. From that analysis, we can then create a customized niche outreach plan to help you achieve your client acquisition and retention goals within your desired timeline and budget.
Our consulting services are complimentary to those who advertise with us, and competitively priced for those who do not but who value a comprehensive and objective review of their diversity and niche marketing strategies.
niche marketing training
niche marketing analysis
Not sure what the power of niche markets in your area are or what a niche market is for the that matter? We offer a comprehesive presentation on just that with a post analysis of your market. Let us teach you where the future of marketing is and how you can tap into that goodness.
Want to know what niche markets you’re hitting or what niche markets are in your sphere of influence? We can tell you that and more! We’ll give you a complete overview of your niches with strategies to hold, strengthen and grow your market share.
demographic analysis
customer analysis
Want to know what demographics you’re hitting? Want to learn how to target the demographics you’re not? We can give you a complete breakdown of what your customer base looks like and a plan for reaching the consumers you want to capture.
By knowing more about your customers, you can not only target your marketing better, but you can also build affinity with them. We can tell you crazy amounts of information on your customers from what they eat to where they shop to what media they consume to where they live, work and play. Armed with this info you can create relationships with your customers like never before.
spending trends & patterns
buying power
Knowing how, where and why your customers and potential customers spend their money is crucial to effectively targeting them and offering services that they want. We can give you this information with strategies to take full advantage of the results to maintain and obtain your clients.
Do you know the buying power of your customers? We can teach you what each segment of your customer base spends in the market. Using this data you can leverage dollars, target advertising and create price points that will maximize your returns.
our philanthropy Philanthropy is a core value of Outlook Media, Inc. In fact, our corporate core purpose is “to continually create relationships and dialog that promote, encourage and educate society to take up acceptance and equality.” Our entire business model is built upon this foundation.
in-kind advertising We believe that it is incumbent upon us, as citizens of our community, to give back. In that vein, we donate a minimum of 10% of our advertising space in each issue to non-profit and community organizations that support the progressive and GLBT communities. Since 2009, outlook:columbus has donated more than 300 ads, comprising more than 58 pages of advertising space, to nearly 100 organizations and more than 100 events. These organizations include: •African American Male Wellness Walk •AIDS Resource Center •American Heart Association •BalletMet •Bat n Rouge •Bike Columbus - City of Columbus •Bike the Cbus •Broadway Across America - Columbus •Buckeye Rainbow Alliance of the Deaf •Buckeye Region AntiViolence Organization •Camp Sunrise •Capital Area Humane Society •Central Ohio Rescue and Restore •Central Ohio Restaurant Association •Central Ohio Workforce Investment Corporation •City Year Columbus •Cleveland Pride
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•Columbus AIDS Task Force •Columbus Gay Men's Chorus •Columbus Housing Partnership •Columbus Metropolitan Club •Columbus Museum of Art •Columbus Pride •Columbus Stompers •Columbus Women's Chorus •Columbus Young Professionals •Columbus Zoo and Aquarium •Community Shares of Mid Ohio •Courage Unmasked •Craftin' Outlaws •Dave Thomas Foundation for Adoption •Dining by Design •Diversity Matters •Doo Dah Parade
•Equality Ohio •Fudha •Gay Games 2014 •Gay Ohio History Initiative •Glass Axis •Grange Audubon Center •Harvey Milk National Stamp Campaign •Hispanic Chamber of Columbus •Hot Times Festival •Human Rights Campaign •Internal Revenue Service •International Fund for Animal Welfare •Junctionview Studios •Juvenile Diabetes Research Foundation International •Kaleidoscope Youth Center •King Arts Complex •Latino Small Business Development Center •Legacy Fund •Lifeline Ohio •Mark Moffett
Scholarship Fund •Marriage Equality USA •Mid Ohio Food Bank •Multiple Sclerosis Society •Muscular Dystrophy Association •NAGAAA - Gay Softball World Series •National Equality March •National Gay and Lesbian Task Force •Nationwide Children's Hospital •New Albany Classic •North Market •Ohio Civil Rights Commission Hall of Fame •Ohio Historical Society •Ohio Leather Alliance •Ohio Roller Girls •Ohio Secretary of State Voting Rights Institute •Planned Parenthood of Central Ohio •Qualia •Queer the Census
•Richard Crabtree Memorial Fund •Shadowbox •Short North Business Association •Skate for Hope •Stonewall Columbus •Susan G Komen Foundation •Telluride Gay Ski Week •TransOhio •TRAUMA •United Way of Central Ohio •Vail Gay Ski Week •Victorian Village Tour of Homes •Vision Council •Wellington School •Westgate Neighbors Association •Wexner Center for the Arts •Winter Party Festival •WOSU Public Media
board service
charity funds
Additionally, as leaders in our community, we believe it is our duty to serve in more than a professional work capacity. Therefore, we strongly request and suggest that each employee serve on a non-profit board of his/her choosing – for organizations either within or without the GLBT community – and if board service is not available, that each employee volunteer for a non-profit of his/her choosing while continuing to seek board service.
The outlook Fund The outlook Fund is an endowed fund of the Columbus Jewish Foundation that aims to help give people a voice that typically would not have the skills or funding to do so. High Street Neighborhood Fund High Street Neighborhood Fund is an endowed fund of the Columbus Jewish Foundation that maintains a grant distribution of approximately $5,000 per year to High Street area non-profit organizations. HSNF has contributed over $80k over the last ten years.
our demographics outlook: columbus Our readers, by virtue of their incomes, station in life, and education level, are consumers, property owners and art & entertainment aficionados. Our readers are among the most loyal customers to brands and businesses - particularly so to those that advertise directly to them on our pages. They are socially conscious and environmentally aware. They are voracious consumers of information and entertainment, as well as, early adopters of technology and gadgetry. They are renovators, restorers and investors. They are devout vacationers and patrons of nightlife, the arts, dining, sporting events, concerts and casinos. If you are looking to acquire a new market, get more customers with high disposable income, and keep those brand loyal customers coming back, take note of these demographics. Our readers are: • three times more loyal to companies and brands that advertise directly to them on our pages and in other GLBT media • are strongly influenced in favor of a company over others because of its positive progressive social image, and conversely will refuse to do business with companies that do not meet their standards of social responsibility • $71,040 average household income • 55% male, 45% female • 66% are 21-49 years old • 75% have attended college and/or hold a college degree
outlook:columbus is: • the #1 media choice of the GLBT and allied community • the #1 magazine for financial optimists – those who believe they will be better off six months from now • the #2 print publication for African Americans • a top publication of choice for newcomers to the City, all people of color, young progressives, working women, urban residents, dual income households, and households with children. We provide customized market analysis for your business, based on who your customers are, and more importantly, who you want them to be. And if we’re not the right venue for your marketing dollars, we’ll tell you so. We’re about making sure that our advertisers build relationships and achieve results, not about just selling you a canned package of advertising. Call us today for a personal presentation of our award-winning Niche Marketing seminar and learn how we can help you grow your customer base.
15 • 25 • 71/2 outlook readers are 15% of the metropolitan Columbus population, spending 25 cents of every dollar - which equals $7.5 BILLION per year in economic impact.
high street neighborhoods A recent reader’s survey poll conducted bt the magazine, provided the following results: • Household Income: 43% had incomes of $30K - $60k and almost 50% had incomes in excess of $60k
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• Education: 38% are college graduates and 24% hold graduate degrees.
• Home Ownership: 74% own their own home. Dining: 83% reported eating in a restaurant 1-4 times per week. • Zip Codes: Most frequent respondents were from Clintonville, Bexley, German Village and Reynoldsburg.
our kudos Awards Throughout our history, we have been honored to receive many awards, accolades and certificates of appreciation from community and national organizations in recognition of our editorial coverage and marketing expertise. Among those for which we are most proud are: • Best Publication, presented by Out in Columbus (1999, 2001) • Outstanding Media Award, Stonewall Columbus (2001, 2007) • Corporate Caring Award Nominee, presented by Business First (2005) • Stonewall Columbus Media Award (2005) • Columbus AIDS Task Force President's Award for HIV/AIDS awareness and advocacy (2005) • Leadership in Media Advocacy on Alcohol and other Drug Prevention Treatment and Recovery Issues, presented by the Ohio Department of Alcohol and Drug Addiction Services (2006) • Corporate Caring Award Winner, Arts and Humanities division, presented by Business First (2006) • Achievement in Marketing: Research Driven Campaign of the Year for “Niche Marketing 270,” presented by the American Marketing Association, Columbus chapter (2010) • Social Justice Reporting of the Year, presented by Community Shares of Mid Ohio (2010) • Top 150 Things for Our Community to be Proud Of, for our interview with OSU head football Coach Jim Tressel, named by The Advocate (2010)
Testimonials “Our partnership with outlook has been incredible, delivering almost unheard of ROI, and growing our market share in ways we hadn’t imagined. They are, and will be part of our marketing strategy for years to come.” Pat McCloughlin VP Marketing AT&T U-Verse “outlook allows our company to reach a loyal market that consistently buys at a higher price point, and they’re fun to work with, too!” Brian Creative Director, Blooms Direct
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“outlook is fantastic at discovering what a client needs and then finding interesting methods to bring it to them. outlook’s excellence is in their unique ability to bring people together. Over the course of our longterm business relationship, I’ve not only met clients, I’ve met friends, and learned an enormous amount of information along the way. Their products are not only a part of our advertising strategy, but their consulting services are something we wouldn’t do without.“ Peg Buerhle ActionCoach
“We regularly have more than 1,000 coupon redemptions per issue. Your magazine is our most important marketing tool.” Michael E. Hill, Co-owner Caskey Drycleaning Company - South on High “The coupon redemptions far surpass all of our other advertising in bringing in new customers to our restaurant.” Joe Spinelli, Co-owner Spinelli’s Deli - Short North, Victorian Village “In these tough economic times, we evaluate every dollar we spend. Our ad in HIGH STREET Neighborhoods has proved to be one of our best advertising investments.” Leo J. Brown, Co-owner Columbus Handyman - Clintonville “Our customers loved to be “Thurmanized!” We sold more than 300 T-shirts with our $2.00 off coupon in the last issue. It was a great success.” Aaron Suclescy, Manager The Thurman Café - German Village
our calendars outlook: columbus magazine January 2011 Technology & Modern Media
July 2011 Trans, Pans, & Automobiles
February 2011 Youth & Aging
August 2011 Creative Class: Columbus
March 2011 Agendas & Politics
September 2011 Business, Brilliance & Savoir Faire Network Columbus Awards
April 2011 I Heart CBus / Urban Living End All Be All Awards May 2011 Food, Farms & Festivals
October 2011 Our Community, Our History / GOHI Who’s Who in GLBT Central Ohio Party November 2011 Feel Good / Health & Wellness
June 2011 Pride Holiday
December 2011 Tale of 2 Sissies / Holidays
high street neighborhoods magazine Spring / Summer 2011 Living, Working & Playing in the Neighborhoods
Fall / Winter 2011 A Taste of Columbus’s Creative Core Cuisine
network columbus January 12, 2011 February 9, 2011 March 9, 2011 April 13, 2011
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2nd wednesday each month • 6p-8p May 11, 2011 June 8, 2011 July 13, 2011 August 10, 2011
September 14, 2011 October 12, 2011 November 9, 2011 December 14, 2011
your choices advertising submission specifications (all publications) • submit ads CMYK; 300 dpi; jpeg, pdf or tiff. • make all black text or reverse text on newsprint • pages 100% K (black) - no 4c black • keep text 1/8” from inside ad edges. • send files to : art@outlookmedia.com
• ad reservation, signed contract, payment and art work deadline is the 15th of the month prior to publication
outlook: columbus magazine
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width full 9.25” 2/3H 9.25” 2/3V 6.167” 1/2H 9.25 “ 1/2V 4.562” 1/3H 9.25” 1/3V 3.02” 1/3B 6.167” 1/3VB 4.562” 1/4H 9.25” 1/4V 2.328 1/4B 4.562” 1/6V 3.02” 1/6B 4.562” 1/8H 4.562” biz card 3.02” calendar banner 11.75” back cover
includes 1/2” bleed 11.625” live area 10.75”
height 10.75” 7.167” 10.75” 5.312” 10.75” 3.52” 10.75” 5.312“ 7.167” 2.625” 10.75” 5.312” 5.312” 3.52” 2.593” 1.708” 2.292” 13.12” 12.12”
high street neighborhoods magazine
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our rates outlook: columbus magazine • 15,000 distributed monthly • rates are per insertion 12x bw 9x bw 9x color open bw open color newsprint (4c or bw) full 1600 1800 2400 2700 2/3 1275 1450 1925 2150 1/2 1050 1175 1575 1750 1/3 750 850 1125 1250 1/4 600 675 900 1000 1/6 425 475 650 725 1/8 350 400 525 575 biz card 175 gloss (4c only) outside back cover 3500 4000 inside front/back 2800 3500 sponsor* 2250 3000 *outlook: columbus sponsor benefits include: a full page advertisement on glossy page; listing on masthead of outlook; logo placement in eblasts, promotional materials and at events; web link on outlookcolumbus.com; a seat on The outlook Community Advisory & The outlook Fund boards; and a percentage of sponsorship is donated to The outlook Fund on behalf of sponsor.
High Street Neighborhoods magazine • 75,000 distributed biannually • rates are per insertion 2x color open color gloss (4c only) outside back cover 4725 5250 inside front/back 3780 4200 full* 3150 3500 1/2 1620 1800 1/3 1125 1250 1/4 855 950 1/6 675 750 1/8 495 550 calendar 500 standard premium standard sponsor* (in addition to price above) + 1000 / 1250 + 1000 / 1250 premium *Standard HSN sponsor benefits include: prime advertising placement; name recognition on index page, logo placement on neighborhood page header, logo on neighborhood locator map, web link on HighStreetMoneySavers.com, a seat on both The HSN Community Advisory & The High Street Fund boards; and $250 of sponsorship is donated to The High Street Fund on behalf of sponsor. Premium sponsors enjoy the above benefits plus logo placement on: front cover of HSN; promotional materials (ie posters, event flyers etc); newstand billboard; cubside mobile billboard; and coopertive advertising in other publications.
Network Columbus Sponsorship • $5000 per year
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Network Columbus sponsor benefits include: a 12-time, 1/7 box ad on glossy Network Columbus page in outlook; opportunity to host or speak at one Network Columbus event per year; promotion table at Network Columbus events; logo placement on Network promotional material and ebast; seat on The outlook Fund advisory board; and percentage of sponsorship donated to The outlook Fund on behalf of sponsor.
our contact info OWNERS AND PUBLISHERS Michael Daniels & Christopher Hayes HEADQUARTERS Outlook Media, Inc. 815 N High St, Bsmt Ste Q Columbus, OH 43215 614.268.8525 phone 614.261.8200 fax www.outlookmedia.com
REBEL COMMANDER (aka Business Director) Michael Daniels mdaniels@outlookmedia.com
MASTER OF THE UNIVERSE (aka Editor-In-Chief & Art Director) Christopher Hayes hayes@outlookmedia.com
FANCY PANTS (aka Relationship Manager) Chad Frye cfrye@outlookmedia.com
RELUCTANT DIETY (aka Managing Editor) Jon Dunn jdunn@outlookmedia.com
SLAYER OF THE STATUS QUO (aka Relationship Manager) Mary Malone mmalone@outlookmedia.com
CHEESE STEAK (aka Editorial Assistant) Phillecia Cochran pcochran@outlookmdia.com
ADVERTISING DEADLINES Reservations by the 15th of month prior to publication. Art in by the 20th of month prior to publication.
INTERNS intern@outlookmedia.com
SUBSCRIPTIONS & DISTRIBUTION Call 614.268.8525
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CYBERSPACE http://www.outlookcolumbus.com http://www.outlookmedia.com http://www.networkcolumbus.com http://twitter.com/outlookcolumbus facebook @ outlook: columbus
have a good day!