Rebecca Cummings

Sarah Gregory

Dan Jozwiak

Jessica Roop

Joi Sims

Stephan Williams

HISTORYHISTORY

-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 courseLil Flip

Industry OverviewIndustry Overview

Threat of New EntrantsThreat of New Entrants

- Free newsletters- Free newsletters

- High at O.S.U- High at O.S.U

Threat of Rivalry Threat of Rivalry (Competition)(Competition)

- - The SourceThe Source Magazine Magazine

- - XXL XXL MagazineMagazine

- - KingKing Magazine Magazine

- - VibeVibe Magazine Magazine

- Columbus, based magazines- Columbus, based magazines

I love this magazine

Threat of Substitutes

- newspapers

- books

- internet

Threat of Suppliers

- publisher

- writers

- photographers

Threat of Buyers

-buyer power

Sean Combs

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

THREATS

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

-Low barrier to entry

WEAKNESSES

-Small customer base

-Low brand awareness and recognition

-Lack of collaborators

-Lack of monetary backing

-Content

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.

• 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.

I’m focused man…

Jay-z

Consumer InsightsConsumer Insights

Important content:Important content: Local/underground Local/underground artists, newest electronics, and informative artists, newest electronics, and informative celebrity gossip.celebrity gossip.

Unimportant content:Unimportant content: horoscope, horoscope, crossword puzzles, video games.crossword puzzles, video games.

ImplementationImplementation– Underground KingzUnderground Kingz– N TechN Tech– Gossip FolksGossip Folks

Eamon

II

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

Marketing MixProduct -Urban Music Magazine

-Variety of Content

Promotion -Word of Mouth

-CABS

-Flyers

-Sidewalk Chalk

-CD Tie inJam Master Jay

I was just thinking

that

Place -Urban University Settings

-High Traffic Areas

-On/Off Campus Events

Price -FREE, FREE, FREE

-Market Penetration

Marketing Mix cont.

Alicia Keys

StrategyStrategy

Segmentation:Segmentation: Magazines Magazines Music Magazines Music Magazines Urban Music Urban Music MagazinesMagazines

Target Market:Target Market: College students in College students in urban university towns who have a urban university towns who have a particular interest in urban music. particular interest in urban music.

Positioning:Positioning: Innovative, informative, Innovative, informative, and entertaining source for the urban and entertaining source for the urban lifestyle.lifestyle.

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

Come on Uncle Scrooge, relax. StreetStar has to get

some of the money…we can’t keep it all.

Bill Gates