Rave! Magazine
North America’s source for electronic music media
Frequency of publication: Eight months /year
Average pages /issue: 96 pages
Single copy sale price: $4.49
Subscription price: $24.95 /year
Circulation policy: Paid
Circulation: 75,000
Subscriptions: 60,000 (80%)
Single copy sales: 15,000 (20%)
Advertising CPM: $60 (.598)
Max Greenwood
414 West 18th St.
Apt. A
Lawrence, Kansas, 66044
Mgreenw3@ku.edu
(913) 593-5113
1
Table of Contents
Introduction……………………………………………………………...3
Vision………………………………………………………………………..3
Uses………………………………………………………………………….4
Core Values………………………………………………………………….5
Mission………………………………………………………………………6
Evidence of Need……………………………………………………………7
Content Layout………………………………………………………….8
Content Overview…………………………………………………………...8
Departments…………………………………………………………………9
Editorial Well……………………………………………………………….12
Multimedia………………………………………………………………….14
Competition Analysis………………………………………………….15
Overview……………………………………………………………………15
Competition Description……………………………………………………16
Competitive Advantage……………………………………………………..17
Audience………………………………………………………………….18
Audience Profile…………………………………………………………….19
Circulation Planning…………………………………………………..20
Circulation Numbers………………………………………………………..20
Circulation Policy…………………………………………………………...20
Pricing………………………...…………………………………………….20
Distribution………………………………………………………………….21
Circulation Strategies……………………………………………………….22
Advertising Marketing………………………………………………..23
Overview……………………………………………………………………23
Potential Advertisers………………………………………………………..24
Advertising Goals………………………….……………………………….25
Obstacles……………………………………………………………………26
SRDS Listing……………………………………………………………….27
Media Kit…………………………………………………………………...30
Editorial Calendar…………………………………………………………..31
Management and Finance…………….……………………………...32
Ownership…………………………………………………………………..32
Key Management……………………………….….….……………………32
Financial Projections……………….……………………………………….34
2
Introduction
Vision
Rave! Magazine is a niche, consumer and artist-based magazine dedicated to
providing electronic music-related content to music lovers. Rave! Magazine
focuses on a diverse audience of fans and electronic groups, ages 18 – 40,
inquiring about the latest events and trends in the electro/house/dubstep music
genre, and provides content primarily to a North American (United States and
Canada) audience.
Readers will use this magazine to keep up with their favorite electronic artists,
stay up-to-date with tours and CD releases, and be informed of new groups and
individual artists.
The magazine will be a standard, 8-½ inch x 11-inch publication, combining
design concepts from other music-based magazines, while also incorporating a
unique look and feel. The cover page will feature an artist and/ or electronic
group, most often featured in a department or feature story in the centerfold. In
the special edition Festival Time publications, printed twice a year, readersubmitted photographs taken from a nationwide poll will be selected for the cover
photo, given proper authenticity and attribution to the photographer. A total of 96
to 100 pages will accommodate each issue.
3
Uses
Readers will use Rave! Magazine to:

Stay up-to-date on the latest trends in the electronic music industry

Keep up with mainstream groups and artists

Learn new techniques about how to make and /or produce
electronic music at-home

Discover new, up-and-coming groups in the electro music scene

Get a behind the scenes look at some of today’s top artists

Be informed of nationwide music festivals
4
Core Values
Rave! Magazine is dedicated to meeting the consumer-driven needs of the
electronic music genre aficionados. The magazine adheres to the following
values:
 We believe the electronic music scene is growing rapidly, and electro
music lovers should have access to new content
 Electronic music is worthy of media attention
 Electronic groups and artists deserve attention, based on a different unique
style of music
 We believe that fans and at-home DJs’ interests should be met
 We believe in providing unique and original content to readers different
from competitors
5
Mission
Rave! Magazine provides fans with everything related to electronic music. Its
overall goal is to inform electro music lovers of new and exciting music content,
shows and festivals, group and artist bios, trends in the genre, and other important
elements. Rave! Magazine strives to be the top provider for electronic musicrelated content, primarily to North American consumers, in order to increase
popularity and promote new trends in the electro music industry.
6
Evidence of Need
Rave! Magazine focuses on the fans’ wants and needs. Since the electronic music
genre is rapidly increasing in popularity in North America—since dubstep first
originated in 1999 in London, changing the music landscape in the U.K.—more
fans and readership are interested to see new publications that cover more features
and content addressing electronic music, rather than just the basics.
Apple, Inc., says that since the invention of the synthesizer in the 1970s and early
1980s, electronic music has been on the rise. With new computer programs,
programming software, electronic instruments, and production concepts being
developed each day, the electro music genre spiked into popularity at the turn of
the new millennium.
Currently, publications in North America focusing on the electronic music genre
are limited, and only provide brief content to a select niche of consumers. These
select magazines cover a much more narrow field of media and entertainment, for
example, mostly new up-and-coming artists and digital downloadable content for
subscribers, while others focus primarily on at-home DJs and sound production
equipment. Rave! Magazine addresses more issues than these, and incorporates a
mixture of the electronic music scene—both the aesthetics and lifestyle that
surround the growing music phenomenon.
Most other publications are in Europe and Australia, and are only available for
North American viewership through online methods. Rave! Magazine covers all
these fields of interest and more, and provides fans with all the information they
want to read about. Clubs in America, artists (both old and new), and fans all want
something more than what the previous publications offer, and with Rave!
Magazine, the potential for larger numbers of readership is constantly expanding.
7
Content Layout
Content Overview
Rave! Magazine strives to provide electro music lovers with the most up-to-date
electronic music-related media, and assisting the needs of both fans and artists.
This publication covers bands and touring information, festivals and attractions,
new releases and reviews, and promotes community involvement in order to
further relations and overall attraction to readers and subscribers. The department
stories in this magazine pertain to readers’ wants and needs, providing a wide
variety of different concepts relatable to electronic music.
Feature articles will appeal to consumers’ music-related interests—whether a
festival or artist /group—and the editorial well features stories and insight from
well-known artists and producers. The purpose of these stories is to further inform
readers of the growing popularity of electro music and broaden readers’ opinions
related to select music content.
Although the magazine focuses primarily on North American content and
readership, Rave! Magazine also emphasizes artists and groups abroad.
The interior layout of this publication includes high-quality photos and
illustrations, fan-contributed content, and other visual elements to intensify the
reader’s experience when he and /or she folds over the cover page.
8
Departments
Spotlight – This section covers one particular electronic artist who’s taking
America by storm. This section includes artist and /or group interviews, and
reasons why they are so successful.
1.
“Small time to Label” – Colorado-based electro group Big
Gigantic talks about how they took the leap from local artists to
popular moneymakers, and their independent label, Paradigm
Agency.
2.
“Q-and-A” – BBC 6 Music’s own electronic music enthusiast,
Mark Jones, sits down with Matt and Mark Hill from The Floozies.
Tour – This section addresses groups and artists currently on tour, traveling
around North American venues. Readers want to know just what it’s like for these
groups on the road.
3.
“Dashboard” – We ride shotgun with artist DJ Galactic on his tour
bus to Las Vegas, where he’s performing a show at the MGM
Grand Casino and Hotel, and get a glimpse of life on the road.
4.
“Roadside Blunders” – Readers experience a first-hand account of
what happens when dubstep artist DATSIK experiences technical
difficulties on the road and has to cancel his next show.
Review – Rave! Magazine stays up-to-date with album releases, downloadable
content from groups and artists, and new faces in the electronic scene.
5.
“New Release” – Kansas-based DJ Corey Langdon reviews newly
released album “Do It in the AM,” by electronic artist Frankmusik.
6.
“Best and Worst” – We cover some of the best (and worst) live
sets from touring group Sound Tribe Sector 9 (STS9), telling
readers which shows were awesome and which shows were not
quite up-to-par.
Community – This section covers the electronic music fan base. We want to know
what you’re saying about the latest trends in electro-music media.
7.
“Shout out” – Contrary to on-air shout outs, this is hardly the case;
Kansas-based DJ Loren Haas goes to venues hosting shows and
concerts and gets crowd reactions to some of the biggest, most
popular performances.
8.
“Connect” – Myspace.com founder Tom Anderson talks about
some of the best online sites for electronic artists and fans.
9
Reality Check – A department that covers artist reactions to their own music; also,
artists who make the switch from a different music genre to electro music, and
why they chose to become a music technician instead of a traditional musician.
9.
“Front man” – Dubstep artist Sonny Moore, Skrillex, talks about
the transition he made from rock ‘n’ roll to electronic, when he left
the band From First to Last and started Skrillex.
10.
“Soundboard” – Electronic music producer Inigo Kennedy gives
readers a first-person look at what music producers and sound
technicians like and dislike about electronic music versus other
genres; the shows, the recording, everything.
Festival – This section covers music festivals and other big events happening year
round, ranging from most recent to sneak peaks of what’s to come, and updates
readers about hot spots around the country.
11.
“Coast to Coast” – When Travel Channel star Anthony Bourdain
isn’t busy with his show, No Reservations, he’s crowd surfing at
the Electric Forest music festival in Rothbury, Mich.
12.
“Across the Pond” – Electronic music started in Europe, so we
teamed-up with Jeremy Clarkson (Top Gear, U.K.) to keep us
updated with the Fusion Festival in Lärz, Germany.
Teach – A department that focuses primarily on the do-it-yourself sound
producers and up-and-coming house DJs, covering a variety of techniques and
other useful tips.
13.
“DIY” – Dubstep artist Lorin Ashton, Bassnectar, gets down and
dirty with do-it-yourselfers and shows readers how to get that
perfect “whomp” sound for your next mix.
14.
“What’s New?” – Apple, Inc., vice president of OS X software
design Craig Federighi discusses new software for electronic
media, and includes a brief tutorial on how to use the new
programs.
Tech – A section that covers different instruments and technology used by the
pros, this department illustrates everything from electric guitars and synthesizers
to MIDI sound files and computer programs.
15.
“Nerd Out!” – Electro-funk artist Derek Vincent Smith, Pretty
Lights, talks about the new M-Audio Venom 12-voice analog
synthesizer, and how it’s changing his music and stage
performance.
16.
“In With the Old, Out with the New” – This section focuses on
how analog instruments can be used to make electronic music,
featuring Dominic Lalli, Big Gigantic, saxophone player.
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Experience – Artists and electro groups talk about their trials and errors, and
discuss their journey from small time to big time—how they made it where they
are, and what they had to do to get there.
17.
“School vs. Street” – Luke Miller, Lotus guitarist and keyboardist,
talks about how his band first started at Goshen College, Ind., in
1999, and how they eventually signed to SCI Fidelity record label.
18.
“From the Ground, Up” – Loren Haas, producer for Sick Nifty, tells
readers about how his music career has taken off since he first
started—without attending school past junior college—and how he
is mostly self-taught.
Submit – Rave! Magazine takes reader-submitted questions, pictures, etc., and
puts them in the magazine. Electronic artists answer several readers’ questions
each issue, and we also include photos from the fans.
19.
“Murph Meets the Masses” – David Murphy, Sound Tribe Sector 9
(STS9), answers reader-submitted Q-and-A in this issue. The only
dumb questions are unasked questions—Murph tells all!
20.
“Picture of the Month” – Rave! Magazine posts a different fansubmitted picture each month, ranging from concert photos,
festival pics, or anything else related to electro music—and of
course, we include photo attribution. Show us what you got!
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Editorial Well
Rave! Magazine bears all in this exposé section, answering reader’s questions and
providing viable information about other electronic music media not previously
covered in earlier sections. This editorial well covers all interest groups, ranging
from the fans to the pros, themselves.
1.
“Stage Crew” – Derek Miller, sound technician at the Granada Theater
in Lawrence, Kan., tells readers what it’s like to run lights and sound
for electronic shows.
2.
“Top Ten” – Adam Levine, Maroon 5 front man and Billboard Music
Charts representative, lists off his top ten picks for best album/artist,
specifically pertaining to the electronic music scene.
3.
“Remembering Varèse” – Michael Travis, EOTO, writes a memoir
about the “Father of electronic music,” French composer and producer
Edgard Varèse (1883-1965).
4.
“U.S. vs. Europe” – Rave! Magazine sits down with hard-style electro
group, Q-Dance, to talk about the Dutch festival, Qlimax, and how it
compares to big festivals in North America.
5.
“Gearing Up” – Jason Hann, EOTO, talks about his group’s onstage
gear and the significance of each: Two MacBook Pro computers MIDI
synched together, Korg MS 2000 keyboard, Pearl drums, etc.
6.
“A Day in the Life” – We follow electro artist Joel Zimmerman,
Deadmau5, around for a whole day with the tape recorder rolling,
describing an average day in the life of this smash-hit artist.
7.
“CDs or MP3s?” – Matt Hill, producer and guitar player for The
Floozies, talks about how all their music is available for download
online, and the benefits of going digital versus analog (CD/tape).
8.
“I know what you did… at the Festival” – Brett Mosiman, co-founder
of the Wakarusa Music Festival held every summer in Mulberry
Mountain, Ark., talks about last summer’s performance and the
changing trends from bluegrass groups to more electronic artists.
9.
“Seasonal Sensations” – Electronic group Sound Tribe Sector 9
(STS9) returns to the Tabernacle in Atlanta, Ga., for a five-night New
Years Celebration event. We sit down with Hunter brown
(guitar/keyboard) and Jeffree Learner (drums) to get their opinion of
the upcoming end-of-the-year blowout party down south!
10.
“Inventory Check” – Rave! Magazine interviews Kansas-based music
shop owner John Flynn, about the popularity of electronic digital
instruments being purchased versus analog acoustic instruments, since
12
more do-it-yourselfers are making the switch and joining the electro
scene. We get his personal reaction, sales numbers, and reviews.
11.
“Ask the Editors” – We take fan-submitted questions and answer as
many as we can fit on one page. As long as proposed questions deal
with electronic music, we’ll be happy to answer readers’ inquiries.
12.
“Lights, Camera, BASS” – Rave! Magazine goes beyond the music to
the visual show—the lights, the feeling, the dance floor—and we send
Daft Punk legend Guy-Manuel to the Ultra Music Festival in Miami,
Fla., reporting first-hand.
13
Multimedia
Rave! Magazine offers more than just print content for its readership. It offers a
variety of electronic music-related online multimedia for subscribers, and some
content for the general public inquiring about the magazine and its contents.

“Video Archive” – This online multimedia segment features video
footage ranging from music videos, to live performances, to prerecorded interviews with groups and /or artists. The live shows posted
online will give viewers a sense of what it’s like to see their favorite
band live, in case they missed a show or are planning on eventually
seeing [them] perform.

“Festival Finder” – Rave! Magazine teamed-up with online website
www.festivalfinder.com to create an interactive search engine on the
magazine’s website, allowing users to search nationwide for upcoming
electronic music festivals, coast to coast.

“Post-a-Pic” – Similar to our picture of the month article in the print
magazine, this multimedia element features a thumbnail gallery where
users can post their pics from shows and festivals, tag themselves and
friends, or just view other’s pictures for leisure.

“Web Chat” – Every week, we will have a new electronic group and
/or artist sign onto the website for a two-hour instant message chat
with fans. Due to limited attendance, users must sign up two days in
advance in order to participate in the chat.

“Remix-a-lot” – We’ve teamed-up with FL Studios (formerly Fruity
Loops) to create an interactive re-mixer online. Users can upload any
song from their music library on their computer and mix it, master it,
dub it, add bass drops, and just about anything else you can think of!
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Competition Analysis
Overview
Today’s economy is proving difficult for record labels and music production
companies. According to an article published in Ars Technica, Digital Rights
Management (DRM) is directly related to an increase in consumers illegally
pirating music, contributing to the decline of CD and MP3 sales. With this
magazine, readers will be more informed about the electronic music scene, further
boosting companies’ overall production and gross income through indirect
methods, while also providing more publicity to electro artists and groups, and
allowing them to improve their own income. Rave! Magazine focuses entirely on
the electronic genre and improving its popularity among consumers.
Some problems with this scenario—and these apply to any new magazine—is
getting its start and increasing its popularity among readership. With the recent
death of Steve Jobs in 2011, Apple, Inc., has managed to boost its own publicity
and increase sales relevant to electronic media: music production software,
recording software, and laptop sales for DJs. However, companies like Apple
aren’t popular amongst most music magazines, due to the specific genre in which
the company applies to/provides equipment. With Rave! Magazine, music
software designers and other electronic music-related companies would have
access to advertising in a North American-based publication specifically related to
the music industry, rather than Wired magazine and other tech-based publications.
Rave! Magazine provides readers with not just news and information about
electronic groups and artists—similar to other electro-based magazines—but
rather, everything that surrounds electronic music media. The electronic music
scene is a lifestyle for fans and artists, and Rave! Magazine takes that niche and
expands it into something all-inclusive for readers to enjoy.
15
Competition Description
Rave! Magazine faces no immediate threat, in regards to industry competition,
since most electronic music-related publications are primarily European. There is
currently just one other major competing publication (in North America) that
jeopardizes the magazine’s readership and online content.
XLR8R
According to the magazine’s website, XLR8R “focuses on emerging trends in
music, style, and technology.” The North American publication emphasizes
mostly on its online content and multimedia, while incorporating electronic artist
information into its print publications. XLR8R differs from Rave! Magazine, in the
sense that it provides most emphasis on breaking new bands and independent
artists, while failing to address more popular artists, music festival content, and
at-home DJs.
Editorial Profile
XLR8R boasts that it is the “leading voice in independent electronic music in the
US,” according to its website, thereby posing a challenge for new music
magazines pertaining to the same genre (electronic). The magazine provides
feature content—dealing mostly with new artists and international media—and
artist bios, reviews and downloads (online), and recent news primarily related to
independent electronic groups and artists in North America.
Frequency:
Total circulation:
Subscriptions:
Single copy sales:
Subscription price:
Single copy price:
Standard ad rate:
CPM:
12 months/year
96,000
18,240
57,600
$20
$4.99
$8,000
$83
Igloo Magazine
Igloo is an online electronic music publication that addresses different genres
strictly relatable to electronic music media: dubstep, electro, techno, industrial,
etc. The magazine utilizes newswires, features, reviews, and artist profiles to
appeal to its online fan base.
Editorial Profile
Since it is strictly an online publication and doesn’t provide print material, Igloo
utilizes ad banners and multimedia to further promote its e-zine. Its primary
audience is independent musicians and electronic artists, whereas XLR8R and
Rave! Magazine address a fan-based readership. Igloo derives its income from
newsletter subscriptions and donations, since the online content is free.
16
Competitive Advantage
Rave! Magazine satisfies readership in multiple ways that XLR8R fails to address.
The magazine provides all-inclusive content—information for at-home DJs,
independent and mainstream artist bios and reviews, software and tech, and
festival content—all relevant to the reader’s interests. Rave! Magazine overcomes
its primary competition, according to the following:

Addressing an audience that XLR8R neglects: the at-home DJ and doit-yourself artists. Rave! Magazine makes a point to provide helpful
information and useful tips to up and coming artists trying to make a
fresh start, whereas XLR8R deals primarily with independent groups
and artists who are already sharing the spotlight with other, more
mainstream artists.

Providing readership with festival content. The magazine incorporates
an entire department, as well as Festival Time issues—published twice
a year—to electronic music-related festivals and larger scale shows
and concerts, all of which are directly applicable to the audience.

Giving readers access to inside information and an exclusive behind
the scenes look at audience favorites. Articles in the magazine are
designed to give readers more than just album reviews and artist bios;
departments are specifically designated to provide fans with artist
lifestyles and interests, and make readers feel more inclusive with their
favorite electronic artists on a more personal level.

Providing readership involvement. Rave! Magazine encourages
readers to submit their own photos from shows, festivals, etc., as well
as their own personal media content dealing exclusively with
electronic music. By doing so, the magazine helps to indirectly
promote new artists and at-home DJs, whereas XLR8R does not.
17
Audience Description
Matt: The Typical Reader
Matt wakes up to his unconventional alarm clock—rather, a downloadable
application on his laptop that plays songs from one of his dozens of playlists at
random—around 10 am. He goes to the kitchen and gulps down a 5-hour Energy
shot and some cereal, and then sits down at his MacBook Pro and skims through
his music selection on his iTunes. Getting ready isn’t on his mind yet. Instead, he
browses through new album releases online until 12 pm.
Twenty-four year old Matt graduated from ITT Tech in Missouri with a degree in
audio programming. He makes roughly $30,000 a year as a freelance DJ,
performing at nightclubs and special occasion parties. Currently, he’s working on
his first EP as an independent recording artist. After browsing online for a while,
he stumbles across a new recording program by Apple: Logic Pro II. Excited, he
jumps to his feet and runs to the garage.
Matt gets into his car—a 1998 Honda Civic, the same car he’s driven since high
school—and drives to the Apple store downtown. He lives in Kansas City, Mo.,
and his days are often spent sleeping in, getting caught-up on the latest electronic
music media, and preparing for shows at night. It’s Saturday, and he has a DJ gig
at a local club later that night. He arrives at the store and inquires about the new
product, and a sales clerk lets him test the product on one of the store’s
computers. Since he is already well known in the community as an independent
artist, the employees don’t mind him trying the products before deciding whether
or not to purchase the new program.
Unfortunately for Matt, Logic Pro II is too expensive for him and he returns to his
duplex. He stops at a nearby fast food restaurant and grabs a cheeseburger before
arriving back home. Quickly, he loads his playlist for the night onto his hard drive
from a USB drive and shuffles the songs, putting the finishing touches on his
remixes and testing his equipment before finally getting in the shower.
He arrives at the club an hour early for sound check, re-testing his equipment and
putting the finishing touches on his party playlist. Later, the guests arrive and
Matt puts on one of the best shows of his young career. As an independent artist
without a record label backing him, any show is great for publicity. The party
finally ends around 2 am, and Matt retires back to his duplex by 3:30 am.
18
Audience Profile
Demographic Information:
Gender
Male: 70%
Female: 30%
Age: 21-30+
Education: College
Income: $0-$50,000
Occupation: Music/Multimedia
Marital Status
Single: 75%
Married: 25%
Children
None: 89%
One under 2 years: 11%
Home Value
Rental: 80%
$50,000-$150,000: 20%
Psychographic Information:
Club/bar goer:
DJ:
Own a smartphone:
Tech enthusiast:
Plays videogames:
Own a laptop/computer:
Music producer:
Skateboarder:
Own a digital camera:
Mac user:
PC user:
Drives a car:
Attends shows/concerts:
Own an MP3 player:
Buys music online:
Own a home stereo:
Watch TV:
94%
58%
91%
60%
51%
98%
47%
33%
79%
63%
42%
77%
90%
75%
69%
56%
88%
19
Circulation Planning
Circulation Numbers
Universe
500,000
Optimum Circulation
115,000
Launch Circulation
75,000
Subscriptions
60,000 (80%)
Single Copy Sales
15,000 (20%)
Controlled
N/A (0%)
Year 2 Circulation
95,000
Year 3 Circulation
115,000
Circulation numbers are based off of electronic music fan base percentages and
competition research in North America. Concert and ticket sales were averaged
with album sales and online content purchases to further estimate numbers.
Circulation Policy
Rave! Magazine is a paid circulation publication. Select electronic instrument and
software vendors will receive 100 free copies each of the first month’s issue to be
given out to consumers at TOP (time of purchase). These 100 issues will also
include subscription discount coupons (10% off) for a limited time only.
Following this test run and comparing sales and online site hits, successful
vendors will be given substantial discounts for providing magazines to customers
in the following months after the first issue.
The magazine is not audited, at the moment. Further test run and field research is
required before making this decision. Also, since the magazine is being provided
mostly for music fans and independent artists, popularity of the magazine’s
success must be further evaluated for at least one year prior to auditing.
Pricing
Rave! Magazine is available on the newsstand for $4.49. This price is in
comparison to other competitors’ pricing and compensates for publication costs.
For non-vendors, basic first-time subscriptions cost $24.95 for eight issues or
$42.99 for 16 issues with a $23.99 one-year renewal rate. Rave! Magazine is
priced in comparison with XLR8R, providing readers with a cheaper single copy
price while maintaining a slightly higher subscription cost, due to overall content
and magazine departmental development. The single copy rate is cheaper in order
to give readers a chance to compare content and decide whether to subscribe.
20
Distribution
Subscriptions
Rave! Magazine subscriptions are distributed by second-class postage through the
U.S. Postal Service. Subscriptions are not managed in-house; a fulfillment house
manages subscription distribution, receiving $1.29 per name per year. Since Rave!
Magazine is a new publication, its resources are incapable of managing
subscriptions in-house. Also, writers are mostly based out-of-house rather than in
an office setting, giving freelance reporters a broader outlet and providing staff
writers with a more informal workplace setting. The chain of command is relayed
through phone conferences and e-mail.
Single Copy Sales
Rave! Magazine relies heavily on single copy sales during its start-up period.
Single copies are provided to newsstands through national distributors, who inturn stock electronic music and media vendors, and retail outlets. The national
distributor receives a 10 percent commission, while vendors and retail outlets
receive a 15 percent commission. Through this method of distribution, Rave!
Magazine still makes $2.41 per issue, with regards to its newsstand sales price.
Vendor Shipments
Since independent artists and at-home DJs who aren’t backed by music labels are
required to purchase their own equipment through vendors, Rave! Magazine is
providing 100 free copies of its first month’s issue to select vendors. Following
the first month, vendors are offered to renew their in-store subscription at an extra
30 percent off, further promoting consumer purchase.
21
Circulation Strategies
Direct Mail
Direct mail is important for Rave! Magazine’s first year start-up, since it will help
to maximize overall subscriptions. A direct mail kit will be sent to vendors, as
well as independent artists upon request, in January following New Year’s. The
direct mail kit will include:

An editor’s note listing the different concepts and departments
available to readers in the magazine’s publication. This letter will not
only give readership an overview of the magazine’s style and tone, but
also help to persuade readers to subscribe following the initial start-up
launch.

A preview packet of the magazine, with a sample cover-page and
several department articles relevant to readership. The articles will
include, but are not limited to, several reviews and “spotlight” articles,
as well as a brief editorial and a special online code to access free
content on the website.

Also included will be a special subscription card, in which the first
year’s subscription will be discounted 10 percent. This card applies
mostly to fans and the general audience, since the 30 percent off
vendor promotion will still take precedence.
This card, in comparison to basic subscription costs, will lower the first year’s
pricing for general readership, but will have little effect on other promotional
subscription offers:

A one-year subscription for $22.45 (including the 10% off);

A two-year subscription for $42.99;

A two-year subscription for $49.99, with one subscription to give as a
gift (applies to general audience only, not vendors).
If the magazine achieves a four percent response rate and a 75 percent rate of
payment, this initial start-up campaign will require 1,443,333 mailings. If every
1,000 packages cost $375, the campaign’s total cost is approximately $541,250.
Given this amount, the total translates to $12.50 per paid subscription.
Web site
Rave! Magazine’s Web site generates 2,500 subscriptions in its first year. Other
internet based electronic media magazines (e-zines) are mostly funded by
advertisements and donations, but this publication will run on an initial $8
subscription fee for online content. Multimedia content and editorial blogs will
still be available for free, but online department and feature articles will require
further funding to be published on the Web site. This method will also help lower
future subscription publishing costs and direct mail prices.
Facebook
Online designers and the marketing team are also creating a Facebook page for
the magazine. The Facebook page will contain free content for interested readers
and subscribers, while linking directly to the magazine’s main website. Also, the
Facebook fan page will highlight feature stories from current issues.
22
Advertising Marketing
Overview
During the 2010 and 2011 fiscal years, advertising and marketing budgets took a
financial blow during the economic crisis in North America. Now, with the
situation balancing itself out, according to a recent economic forecast from
Kiplinger.com, the U.S. economy will grow another 2 percent in 2012, thereby
avoiding further recession and stimulating job growth. This set timeline perfectly
coincides with Rave! Magazine’s release next year, since the growing economy
will also help stimulate the music scene—specifically, electro music—and further
contribute to the magazine’s overall effectiveness on readership and subscriptions.
This 2 percent increase will promote jobs, help new DJs and up-and-coming
artists afford equipment, and positively reinforce show, concert, and festival ticket
sales in North America. Also, according to Kiplinger.com, business spending
increased 7.5 percent in 2011 and is expected to grow another 5 percent in 2012.
Based on these statistics, more material will be available in Rave! Magazine for
readers, and advertisers will be more open-minded to market their products in a
new publication.
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Potential Advertisers
Regular Advertisers
 Media and advertising
o Music magazines (ex. Rolling Stone) suffered a 10 to 15 percent
decrease in advertising in 2009 (Magazine Publishers of America)
o With this decrease, publishers are focusing on establishing a tighter
niche for advertisers to gain more income from ad spots.
o Ads affect widespread growth for the magazine, increased
popularity for electronic music, and fan base, etc.
o Examples:
 Record labels
 Advertising agencies
 Music organizations and contributors
 Music
o Directly appeals to readership and majority of editorials
o Promotes consumerism of musical instruments and sound
amplifiers
o Examples:
 Electric guitars/bass/synthesizers (Fender, Korg)
 Microphones for in-studio recording
 Amplifiers and effects (Boss, Electro-Harmonix)
 Computer software
o Appeals to recording engineers and directly contributes to the
electro music genre/industry
o Electronic musicians utilize computer software programs
o Examples:
 Software design companies (Apple, Sony, M-Audio)
 Computer distributors (Dell, Toshiba)
Periodic Advertisers
 Travel
o Rave! Magazine readers travel to festivals and concerts
o Seasonal travel specials appeal to readership
o Gas prices promote methods of mass transit
o Examples:
 Airlines (American, Southwest)
 Travel Agencies (Travelocity, Expedia)
 Beverages
o Drinks (alcoholic and non-alcoholic) are sold at shows and venues
o Energy drinks are popular among readership
o Hydration is important during outdoor festivals
o Examples:
 Beer (Budweiser, Coors)
 Energy drinks (Monster, Red Bull)
 Liquor (José Cuervo, Jim Beam)
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Advertising Goals
Rave! Magazine works to meet the following editorial to advertising ratio goals:
Year 1
Year 2
Year 3
Year 4
Year 5
80:20
78:22
76:24
73:27
70:30
A one-page, black-and-white, one-time advertisement in Rave! Magazine costs
$5,900, therefore resulting in a $60 CPM. Since Rave! Magazine is only
published eight times per year, in competition with one other North American
print publication, XLR8R, the ad cost and CPM is lower in order to maintain
healthy competition with advertisers and promote the magazine’s success.
XLR8R’s CPM, is set at $83 to better support its 12 month/year circulation.
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Obstacles
Since Rave! Magazine is a new magazine, it faces many challenges in establishing
loyal advertisers who aren’t already exclusive with other publications. Since this
magazine is not a typical music magazine—combining do-it-yourself consumer
software and tech products with electronic instruments—it will have to satisfy a
specific niche not just with its readership, but also with its advertisers. The electro
genre of music offers multiple outlets—online, print publication, radio—for
reaching out to possible advertisers, and online communication methods, such as
social media, offer a broader reach to marketing companies and producers to
further promote credibility.
Contrary to other new magazine publications, Rave! Magazine faces little
competition from other competing print magazines and therefore offers
advertisers the opportunity to expand their own campaigns to a larger audience.
However, the fact that Rave! Magazine is still technically considered a music
magazine poses the question: Will this magazine offer the same generic
advertising that other music-based publications promote? Rave! Magazine still
qualifies as a niche magazine similar to existing publications that already have a
loyal following of readers and advertisers, and will therefore acquire its own
following of loyal readership after its trial period.
Prospective advertisers might also be concerned with the quality of readership
that Rave! Magazine attracts. Marketing companies and producers might worry
that the income bracket for readership is variant to what advertisers are generally
more accustomed. After seeing the success from XLR8R, advertisers can be
assured that a magazine pertaining directly to the electronic music scene will
undoubtedly by successful, both in readership content and ad campaigns.
Circulation growth is also a concern for marketers and advertisers while dealing
with a new publication. While the expected growth of the magazine may seem
promising, advertisers are always wary to commit to new publications. This poses
a problem for Rave! Magazine, since the publication seeks to obtain multipleissue advertisers rather than one-time ads. Acquiring these accounts will help
promote consumerism and subscriptions, while further assisting with the
publication’s overall sustainability in the market.
26
SRDS Listing
Published eight months/year by AEM&M Publishing Corp., 540 Grand Ave.,
Chicago, IL, 60610.
Phone: 847-899-5301
Fax: 847-899-5311
URL: http://www.ravemag.com
E-mail: info@ravemag.com
PUBLISHER’S EDITORIAL PROFILE
Rave! Magazine is an eight month/year music magazine for electronic music fans,
artists, and DJs. Rave! Magazine comprises electro/house/dubstep music-related
media, news and events, artist profiles, concert and festival information, and also
tech information for do-it-yourself recording artists. Subjects cover a broad
variety of topics dealing with electronic music while maintaining a specific niche.
1. PERSONNEL
Exec. Pub. – Ryan Guenther, e-mail: rguenther@ravemag.com
Cir. Dir. – Ali McGee, e-mail: amcgee@ravemag.com
Ad. Dir. – Nicole Ashner, e-mail: nashner@ravemag.com
Prod. Mgr. – Ross Greenwood, e-mail: rgreenwood@ravemag.com
2. REPRESENTATIVES
Chicago, IL 60610 – Caroline Maude, cmaude@ravemag.com, Phone 847-8999726, Fax 847-899-9733; 215 Covington Dr.
New York, NY 10001 – Brittany Nelson, bnelson@ravemag.com, Phone 646461-7582, Fax 646-461-7586; 421 Broadway Terr.
Kansas City, MO 64108 – Samantha Hayes, shayes@ravemag.com, Phone
816-794-3897. Fax 816-794-3899; 710 Southwest Blvd.
Ventura, CA 93001 – Grant Apple, gapple@ravemag.com, Phone 805-6805712, Fax 805-680-5724; 1023 W. Main St.
3. COMMISSION AND CASH DISCOUNT
15% to approved vendors if paid within 30 days of invoice date.
4. GENERAL RATE POLICY
Cancellations must be submitted via fax or Email eight to ten weeks prior to the
copy deadline for each publication date.
27
5. BLACK/WHITE RATES
1 page
2/3 v
1/2 h
1/3 v
1 ti
5,900
5,411
5,196
4,899
3 ti
5,752
5,372
4,897
4,664
6 ti
5,349
5,189
4,756
4,485
9 ti
5,280
5,094
4,598
4,277
12 ti
5,104
4,901
4,499
4,011
6. COLOR RATES
2-Color:
1 page
2/3 v
1/2 h
1/3 v
1 ti
6,300
5,749
5,430
5,103
3 ti
6,231
5,622
5,299
5,002
6 ti
6,124
5,540
5,108
4,895
9 ti
6,008
5,436
4,926
4,769
12 ti
5,961
5,312
4,857
4,628
4-Color:
1 page
2/3 v
1/2 h
1/3 v
1 ti
6,979
6,540
6,301
6,018
3 ti
6,794
6,431
6,194
5,910
6 ti
6,688
6,302
6,062
5,794
9 ti
6,481
6,190
5,911
5,701
12 ti
6,192
5,988
5,843
5,589
4-Color Only:
1 ti
nd
2 Cover
7,816
rd
3 Cover
7,645
th
4 Cover
8,100
3 ti
7,666
7,580
7,921
6 ti
7,602
7,479
7,817
9 ti
7,423
7,322
7,704
12 ti
7,301
7,204
7,600
7. COVERS
8. INSERTS
Available.
9. BLEED
No extra charge.
15. GENERAL REQUIREMENTS
Printing Process: Offset Full Run.
Trim Size: 9 x 10-7/8
Binding Method: Perfect bound, direct-to-plate
NON-BLEED
STANDARD AD PAGE DIMENSIONS
1 pg
8 x 10
2/3 v
1/2 h
3 x 4-3/4
1/3 v
3-3/4 x 10
3-3/4 x 7
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16. ISSUE AND CLOSING DATES
Published eight months/year.
Closing
Issue:
(+)
(*)
Mar/12
1/29 1/10
Apr/12
2/28 2/9
May/12
3/30 3/9
Jun/12
4/30 4/10
(+) Space
(*) Material
Issue
Jul/12
Aug/12
Sep/12
Oct/12
Closing
(+)
(*)
5/29 5/10
6/30 6/9
7/30 7/9
8/30 8/9
18. CIRCULATION
Established 2011. Single Copy 4.49; per year 24.95
Not audited. Paid circulation.
Total
(Cont)
(Subs)
75,000
0
60,000
(Single)
15,000
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Media Kit
Rave! Magazine’s media kit features a retro, industrial design comparable to the
electric feel that represents the magazine’s overall characteristics. Although
mostly professional, the kit incorporates the same editorial tone and feel used in
the magazine’s departments to give readers a more familiar impression of the
publication.
Possible vendors receive a glossy 9-inch by 12-inch folder with the magazine’s
logo printed on the outside. Inside, the package contains a letter from the editor
describing the magazine’s general purpose, tone and content overview.
Also included with the kit is a laminated spiral-bound quick guide illustrating
some of the magazine’s professional features and business attributes.
The quick guide demonstrates the following:
 Magazine mission statement and values
 Audience demographics and psychographics
 Evidence of need
 Competitive advantages
 Reader profile
 SRDS listing
 Editorial Calendar
 Department overview
 Circulation data
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Editorial Calendar
March – Spring Break Music Festivals
Traveling tips on the go-to spots across the country, and how to have a nontraditional Spring Break; hit up an electro festival instead of Padre this year
April – Rainy Day Dubstep
With April showers comes more indoor music, and we shift focus to those athome DJs and independent artists in this issue
May – Tech, Tech, Tech
Summer is just around the corner, and Rave! Magazine focuses on new mixing
and recording equipment for electro groups and artists
June – New Faces and New Places
New electro/dubstep artists are emerging every day, and readers want to know
who the next big name in electronic music media is—in this issue, we debut new
artists and hometown heroes
July – Summer Music Festivals
With Independence Day coming up, the summer festival season kicks into high
gear; this tell-all issue shows the summer hotspots for electro festivals
August – Top 10 Electro Artists
Back to school means keeping up with the best bands in the electro genre, and this
issue brings readers ten of our personal favorites from the past year
September – Fall Back on New Music
We give readers the four-one-one on newly released CDs from some of the
biggest names (and some not-so-big) in electronic music
October – Holiday Hangouts
This end of the year issue wraps-up with holiday news and New Year’s shows—
electronic artists sell out early, so we give readers the heads-up on ticket sales and
holiday events
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Management and Finance
Ownership
Rave! Magazine is an independently owned publication, in cooperation with
Greenwood, Inc., and AEM&M Publishing Corp. Greenwood, Inc., is a marketing
and consulting firm contractually obligated to handle Rave! Magazine’s financial
endeavors. Rave! Magazine assists Greenwood, Inc., with attracting a different
crowd—musicians and electronic music media—and therefore, providing further
business opportunities for both parties.
Key Management
Publisher
The publisher manages all departments concerned with the overall publication and
finished product of the magazine each month. The possibly candidate for this
position should have prior management skills and a background in journalism.
They must have a career background of 10 or more years in magazine experience,
and at least three years experience as a publisher for a different company. The
publisher will work with the design team, salary and freelance writers and editors,
and the financial team to insure that work is done and completed by each
deadline. The publisher must show attention to detail, marketing and networking.
Editor-in-Chief
The editor-in-chief oversees each department’s writing process, beginning with
the initial idea stage and working up to the finished product of each story. Rave!
Magazine’s editor-in-chief has the final say in whether or not a story idea is
approved or denied, and oversees the completion of magazine projects. The
possible hire for this position must possess at least five years of prior chief editing
experience, plus experience as a prior copy editor for magazine publications.
Management experience is also necessary, sine the editor-in-chief will be
personally responsible for overseeing the writing staff and co-working with the art
director and design departments.
Associate Editor
The associate editor works directly under the editor-in-chief, assuming the
responsibility of deadline coordinator and making sure that all departments and
stories are finished and edited according to schedule. The possible hire for this
position must have several years of experience as an editor for a prior magazine
publication, plus a background in journalism and publishing experience. Strategic
communication is also important, since the associate editor assumes a more
business-related role that deals directly with the financial staff and publisher.
Art Director
The art director oversees the overall design process of each issue of Rave!
Magazine. They are responsible for getting all photography and design concepts
approved, organized, and attached to the corresponding stories. The candidate for
this position must have a background in art and design, be detail-oriented, and
have at least six years experience working with other magazine publications.
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Production Manager
The production manager for Rave! Magazine oversees the completion of all
materials and works directly with the editor-in-chief and art director to make sure
all content for deadlines are met each issue. The production manager must have
experience in management with either newspaper and/or prior magazine
publications in order to be considered for the position. Strategic communication is
also important for possible hires, since he/she will work in correlation with other
departments and the design team.
Circulation Manager
The circulation manager handles most of the development campaigns, and is
responsible for promoting growth of the magazine’s readership and subscribers.
They will manage reader profiles, demographic and psychographic reports about
the publication’s readership, and work with marketing communications director
and sales manager to achieve the highest possible number of readers per fiscal
year. The circulation manager must have strategic communication and business
marketing experience, with at least 10 or more year’s background experience in
corporate management.
Marketing Communications Director
The marketing communications director oversees all marketing and advertising
efforts for the magazine. Rave! Magazine requires that its marketing
communications director familiarize themself with advertising partners and
product development associated with each department. He or she will work with
the circulation manager to insure that proper advertising coordinates with
readership, and work to increase audience quality per advertiser needs. The ideal
candidate for the position is required to have at least seven years prior experience
in marketing and advertising, strategic communications and journalism.
Sales Manager
The sales manager for Rave! Magazine oversees most financial responsibilities
and helps to promote advertising sales for the publication. He or she will make
sure that Rave! Magazine meets its advertising goals each fiscal year, while also
working in coordination with the marketing communications director to make
sure advertisers’ needs are met and managing advertising costs. They must have
prior experience in advertising and strategic communications, with at least eight
years experience in the magazine industry.
33