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STREETSTAR. MAGAZINE. Rebecca Cummings Sarah Gregory Dan Jozwiak Jessica Roop Joi Sims Stephan Williams. A dollar and a dream. HISTORY. Stephan J. Williams Perfect 10 magazine Opportunity at O.S.U Applied as student organization Online application $500

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Presentation Transcript
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STREETSTAR

MAGAZINE

Rebecca Cummings

Sarah Gregory

Dan Jozwiak

Jessica Roop

Joi Sims

Stephan Williams

slide3

A dollar and a dream...

HISTORY

  • Stephan J. Williams
        • Perfect 10 magazine
        • Opportunity at O.S.U
  • Applied as student organization
        • Online application
        • $500
  • First issue released in December
        • Cam’ron
        • Not much content
        • Disorganized layout
  • January 5, 2004 (10:30am)
        • This wonderful 750 course

STREETSTAR

Lil Flip

slide4

Industry Overview

Threat of New Entrants

- Free newsletters

- High at O.S.U

Threat of Rivalry (Competition)

- The Source Magazine

- XXL Magazine

- King Magazine

- Vibe Magazine

- Columbus, based magazines

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Threat of Substitutes

- newspapers

- books

- internet

I love this magazine

Threat of Suppliers

- publisher

- writers

- photographers

Threat of Buyers

-buyer power

Sean Combs

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OPPORTUNITIES

-Expand circulation

-New distribution channels

-Acquire new advertisers/collaborators

-Brand extension

STRENGTHS

-Low Price (Free)

-Dedication of staff

-Cheaper cost structure

-Localized point of view

SWOT

WEAKNESSES

-Small customer base

-Low brand awareness and recognition

-Lack of collaborators

-Lack of monetary backing

-Content

THREATS

-Competitors (stronger financial backing, more subscribers, better distribution)

-Low barrier to entry

research technique
Research Technique
  • Focus Group: Eight people that represented the target market in a one-hour discussion
  • Goal:To generate ideas on potential new content. The most popular will be made into survey questions.

I’m focused man…

  • Survey:Seventy people in the
  • Columbus area
  • Goal:To gain demographic
  • information of potential subscribers
  • as well as what content is important
  • to them in music magazines.

Jay-z

consumer insights
Consumer Insights
  • Important content:Local/underground artists, newest electronics, and informative celebrity gossip.
  • Unimportant content:horoscope, crossword puzzles, video games.
  • Implementation
        • Underground Kingz
        • N Tech
        • Gossip Folks

Eamon

statistics of survey results
Statistics of Survey Results
  • Local/Underground Artists
    • Mean=3.641
    • STDV=1.417
  • Consumer Electronics
    • Mean=3.429
    • STDV=1.41
  • Celebrity Gossip
    • Mean=3.057
    • STDV=1.632

Joan Rivers

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Marketing Mix

Product

-Urban Music Magazine

-Variety of Content

Promotion

-Word of Mouth

-CABS

-Flyers

-Sidewalk Chalk

-CD Tie in

Jam Master Jay

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Marketing Mix cont.

Place

-Urban University Settings

-High Traffic Areas

-On/Off Campus Events

Price

-FREE, FREE, FREE

-Market Penetration

I was just thinking that

Alicia Keys

strategy
Strategy
  • Segmentation:

Magazines  Music Magazines  Urban Music Magazines

  • Target Market:College students in urban university towns who have a particular interest in urban music.
  • Positioning:Innovative, informative, and entertaining source for the urban lifestyle.
future
Future
  • Expand to other large universities in urban areas
  • Tailor the local viewpoint to national markets
  • Continuous research and quality improvement of content
  • Create awareness by building the brand
  • Obtain distribution contracts to gain exposure
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Come on Uncle Scrooge, relax. StreetStar has to get some of the money…we can’t keep it all.

Bill Gates