Magazine Publisher Business Plan

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Group Publishing, Inc. (Group Publishing), the publisher of “Artists In Business” magazine is The Group Publishing, Inc. The magazine, which has already printed an initial issue in July/August 1996 is directed at artists at all levels of business throughout the United States. Group Publishing aims to achieve a combined total circulation of ‘#8220’ Artists In Business of 206,000 in the first year and 310,000 by year three. The magazine will appear bi-monthly. Press runs will increase over the next three years. Sample distribution, organizational sales, and direct mail to targeted lists of artists will be utilized to build subscriptions.

Group Publishing will also market books through direct marketing, as well established artist distribution channels. Group Publishing’s magazine readers will provide direct marketing for its books.

Publishing is a high income and high margin business. Successful marketing is the key to success. The Group uses a highly targeted multi-dimensional marketing and sales plan to quickly build its total circulation base. The same channels, methods and strategies were used to establish a circulation level of 500,000 in just one year for Visionary Artist’s periodical.

The Group’s plan will be successful in generating sales revenues of $3.1million in year one, $4.8million in year two and $6.4million in year three. Net profit will increase steadily over the next three years.

The highlights of the business plan are illustrated in the following chart. Every year sales, margins, net profit, and profits increase. The first year has the lowest margins due to marketing costs for building the circulation base.

1.1 Objectives

The Group’s first objectives are the following:

1. To raise seed capital in excess of $150,000 to publish the book by month 2 and establish a cash reserve for future market subscriptions.
2. Direct sampling and marketing will allow us to reach 90,000.
3. To have an additional 50,000 subscribers by the end of year one through organizational sales.
4. To sell 10,000 additional two-year subscriptions.
5. To publish two 36 page issues initially with press runs of 50,000 promotional copies each.
6. To reach 48 pages in issue number 3 and increase press runs by 75,000 promotional copies.
7. In issues five and six, increase to 100,000 promotional copies
8. Average ad-page cost increases from $1,819 à $2,618 at the end the first year.
9. In the first year, to sell an average 17.5 ads pages per issue.

1.2 Mission

“Artists in Business” magazine is for any artist who works at any level. The magazine is dedicated to being a platform for artists who can represent artistic vision in a marketplace and who can both inspire and provide role models to others. Group Publishing through its magazine, books as well editorial content will provide information to artists about artistic principles in everyday businesses and encourage interaction among businesspeople. Our mission is to spread the idea of “community” in the workplace.

1.3 Keys To Success

The keys to success are:

• Attaining targeted circulation levels.
• Controlling your costs while still spending as much as possible on subscription marketing within the first year.
• Monitoring all media executions closely for the highest response rates.
• Two to four books titles will be followed-up in the second year.
• Attain targeted advertising sales revenue
• Each issue should contain quality editorial content.
• Making all production and distribution dates in a timely fashion for each issue.

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