Katie Connors, Trish Daly, Jennifer Dryden, Julie Ganz, Gabe Habash, Amanda Lang, Sora Moon, Chelsea Morgan, Michael O’Keefe, Elana Schulman, and Laura Shumaker

Katie Connors, Trish Daly, Jennifer Dryden, Julie Ganz, Gabe Habash, Amanda Lang, Sora Moon, Chelsea Morgan, Michael O’Keefe, Elana Schulman, and Laura Shumaker

EditorialEditorial

MISSION STATEMENT

Going will forge a trustworthy, personal connection with its readers through its five writers’ in-depth explorations of one specific destination each print issue, providing readers with intellectual immersion and cultural exposure for the traveler and the travel-minded reader alike. The magazine's online extension will provide an interactive platform for viewers to communicate with the staff writers and community. Going will curate data from other leading sources as well, serving as a hub for users seeking travel information.

MISSION STATEMENT

Going will forge a trustworthy, personal connection with its readers through its five writers’ in-depth explorations of one specific destination each print issue, providing readers with intellectual immersion and cultural exposure for the traveler and the travel-minded reader alike. The magazine's online extension will provide an interactive platform for viewers to communicate with the staff writers and community. Going will curate data from other leading sources as well, serving as a hub for users seeking travel information.

EditorialEditorial

Table of Contents Table of Contents

EditorialEditorialFEATURE

• Is Romantic Ireland Dead and Gone?

• Literary tone: References to James Joyce and W.B. Yeats

• Emphasis on experiential travel: Final section describes in detail a night the writer spent in Donegal, Ireland, and a cross-cultural experience

• In-Depth Content: 3000 words, exploring what a foreign traveler encounters in Ireland; what seems strange and what constitutes the “authentic” Ireland

• Intelligent insights for the reader: The piece covers relevant Irish history and introduces the reader to the Irish language and its place in modern Ireland

• Relevant images: The pictures depict manuscripts written in the Irish language, a sign in both Irish and English, an ad for Irish language

courses, and scenes of Irish people.

FEATURE

• Is Romantic Ireland Dead and Gone?

• Literary tone: References to James Joyce and W.B. Yeats

• Emphasis on experiential travel: Final section describes in detail a night the writer spent in Donegal, Ireland, and a cross-cultural experience

• In-Depth Content: 3000 words, exploring what a foreign traveler encounters in Ireland; what seems strange and what constitutes the “authentic” Ireland

• Intelligent insights for the reader: The piece covers relevant Irish history and introduces the reader to the Irish language and its place in modern Ireland

• Relevant images: The pictures depict manuscripts written in the Irish language, a sign in both Irish and English, an ad for Irish language

courses, and scenes of Irish people.

Print DesignPrint Design

Print DesignPrint Design

Business PlanBusiness Plan

• Pricing plan

• 4 issues/year• 170 pages, increasing by 10 pages/year to 200 by

year 4• $12.95 newsstand price, increasing to $13.95 in year

3• $34.95 subscription price, with a $2 yearly increase• All online and mobile content is free to the user

• Pricing plan

• 4 issues/year• 170 pages, increasing by 10 pages/year to 200 by

year 4• $12.95 newsstand price, increasing to $13.95 in year

3• $34.95 subscription price, with a $2 yearly increase• All online and mobile content is free to the user

Business PlanBusiness PlanPRINT REVENUE = $7.7 million• Subscription circ = $4.4 million• Newsstand sales = $211,000• Ad revenue = $3.1 million

PRINT COST, YEAR 1 = $7.9 million• Yearly editorial cost = $6.1 million• Year 1 direct mail cost = $1.2 million (~$600,000 thereafter)• Yearly manufacturing cost = $600,000

TOTAL monthly online revenue = $85,000• 1.1 million unique monthly visitors, 2 million views• Average 3 impressions per page

TOTAL monthly online costs = $12,200

NET YEARLY online revenue = $873,000

PRINT REVENUE = $7.7 million• Subscription circ = $4.4 million• Newsstand sales = $211,000• Ad revenue = $3.1 million

PRINT COST, YEAR 1 = $7.9 million• Yearly editorial cost = $6.1 million• Year 1 direct mail cost = $1.2 million (~$600,000 thereafter)• Yearly manufacturing cost = $600,000

TOTAL monthly online revenue = $85,000• 1.1 million unique monthly visitors, 2 million views• Average 3 impressions per page

TOTAL monthly online costs = $12,200

NET YEARLY online revenue = $873,000

Ad Sales PlanAd Sales Plan

• GOING’s target audience consists of highly educated, intellectual readers with:

• disposable income• an interest in (and readiness for) travel• a primary focus is on cultural literacy rather than

luxury• a median age of 45• an income between $100,000 and $500,000

• GOING’s target audience consists of highly educated, intellectual readers with:

• disposable income• an interest in (and readiness for) travel• a primary focus is on cultural literacy rather than

luxury• a median age of 45• an income between $100,000 and $500,000

Ad Sales PlanAd Sales Plan

• Target Advertiser Categories• endemic travel advertisers: luggage, travel packages,

hotels, airlines, tourism promotions, web travel tools, travel insurance

• travel-related brands with a broader audience: language learning, cameras, outdoor/active clothing, education/culture, cuisine/restaurants

• brands with a broad appeal to the core demographic: clothing, luxury goods, cosmetics/beauty, alcohol,

electronics, automobiles

• Target Advertiser Categories• endemic travel advertisers: luggage, travel packages,

hotels, airlines, tourism promotions, web travel tools, travel insurance

• travel-related brands with a broader audience: language learning, cameras, outdoor/active clothing, education/culture, cuisine/restaurants

• brands with a broad appeal to the core demographic: clothing, luxury goods, cosmetics/beauty, alcohol,

electronics, automobiles

Ad Sales PlanAd Sales Plan

• CPM: $133• Ad-edit ratio: 23%• Page Rate: $20,000

• CPM: $133• Ad-edit ratio: 23%• Page Rate: $20,000

Ad Sales PlanAd Sales Plan

Advertising competitive set, 1 Title Rate base Page rate CPM Executive Travel 125,000 $21,000 $168 Conde Nast Traveler 800,000 $118,657 $148 GOING 150,000 $20,000 $133 Afar 75,000 $9,750 $130 Outside Maga zine 675,000 $87,815 $130 Travel & Leisure 950,000 $111,715 $118 National Geographic Traveler 715,000 $76,210 $107 Departures 840,000 $83,500 $99

Ad Sales PlanAd Sales Plan

Ad. comp. set, 2

Title Rate b ase Pa ge rate CPM Notes Sav e ur 325 ,000 $77 ,530 $239

Esq u ire 700 ,000 $107 ,080 $153

Ho use B ea utifu l 800 ,000 $121 ,140 $151

Arc h itec tura l Dig e st 800 ,000 $119 ,370 $149 #4 in MRI “b uyer s o f the b es t”, 2009 The Ne w York e r 1,000 ,000 $136 ,263 $136 #6 in MRI “b uyer s o f the b es t”, 2009 G O ING 150 ,000 $20 ,000 $133 More 1,300,000 $144,100 $111 #10 in MRI “buyers of the best”, 2009 Food & Wine 925,000 $86,000 $93 Features travel advertising, auto ads The Atlantic 450,000 unavailable #1 in MRI “buyers of the best”, 2009

Ad Sales PlanAd Sales Plan

Low ad-edit ratio

Attractive, eye-catching, brand-matching advertising

Deliver an uniquely engaged, immersed audience to advertisers

Allow advertisers to target a set of affluent, discriminating customers

Provide competitive CPM rate ($133)

Ad Sales PlanAd Sales Plan

• Online ad summary• goingmagazine.com visitors are split between

occasional visitors and frequent users• Premium ad placement for partners• Regular CPM ads for general advertisers• Location-targeted advertising delivers highly

relevant and actionable ad content to users• Interactive content serves as a hook for casual

users and a refresher for regular users

• Online ad summary• goingmagazine.com visitors are split between

occasional visitors and frequent users• Premium ad placement for partners• Regular CPM ads for general advertisers• Location-targeted advertising delivers highly

relevant and actionable ad content to users• Interactive content serves as a hook for casual

users and a refresher for regular users

MarketingMarketing

• Marketing Strategies for Launch:

• GOING will be partnering with Visa and Abercrombie & Kent to create a built-in demographic for the magazine

• We will launch our website prior to the launch of the print iteration as a way to stimulate more traffic to our brand and to create a subscription base.

• GOING will provide promotional brochures available at various bookstores and partner companies, which will be given to customers purchasing travel-related items.

• Marketing Strategies for Launch:

• GOING will be partnering with Visa and Abercrombie & Kent to create a built-in demographic for the magazine

• We will launch our website prior to the launch of the print iteration as a way to stimulate more traffic to our brand and to create a subscription base.

• GOING will provide promotional brochures available at various bookstores and partner companies, which will be given to customers purchasing travel-related items.

MarketingMarketing

• Brand Extensions and Growth• Promotional free trips to all featured locations

• “Five-Year Special Edition”

• Promotional deals linked with Visa, Abercrombie & Kent, and Air France

• Yearly franchise issues

o Off the Beaten Track: The Top Ten Obscure Vacation Sites

• Partnership with Canon, Visa, Abercrombie & Kent

• Brand Extensions and Growth• Promotional free trips to all featured locations

• “Five-Year Special Edition”

• Promotional deals linked with Visa, Abercrombie & Kent, and Air France

• Yearly franchise issues

o Off the Beaten Track: The Top Ten Obscure Vacation Sites

• Partnership with Canon, Visa, Abercrombie & Kent

MarketingMarketing

Brand Extensions and Growth• Traditional travel guides competing with brands like

Frommer’s

• Travel merchandise that will be featured in specific partner stores

• Sponsored trips

o Wine tastings in Italy, Cannes Film Festival trip, special trips to the Olympics

• Fundraisers that are sponsored by GOING and partners that benefit global charities (UNICEF, Oxfam, Amnesty International), which will be highlighted in the print and web iterations

• Syndication with Yahoo

Brand Extensions and Growth• Traditional travel guides competing with brands like

Frommer’s

• Travel merchandise that will be featured in specific partner stores

• Sponsored trips

o Wine tastings in Italy, Cannes Film Festival trip, special trips to the Olympics

• Fundraisers that are sponsored by GOING and partners that benefit global charities (UNICEF, Oxfam, Amnesty International), which will be highlighted in the print and web iterations

• Syndication with Yahoo

Consumer MarketingConsumer Marketing• Paid Circulation• Quarterly, 170 pages (increase to 200 over three years) • Rate base: 150,000 - compared to competitors:

– Departures: 840,000– Executive Travel: 125,000– Travel & Leisure: 950,000– Conde Nast Traveler: 800,00

• Renewals: 50%

• Draw: 70,500 • Sell-through: 34% or 24,000 single copies• Direct mail return rate: 4% of 3,000,000 contacted• Subscriptions: 84% Single Copy: 16% • Project 126,000 subscription sales

• Ad/Edit ratio: 20% - 30%

• Paid Circulation• Quarterly, 170 pages (increase to 200 over three years) • Rate base: 150,000 - compared to competitors:

– Departures: 840,000– Executive Travel: 125,000– Travel & Leisure: 950,000– Conde Nast Traveler: 800,00

• Renewals: 50%

• Draw: 70,500 • Sell-through: 34% or 24,000 single copies• Direct mail return rate: 4% of 3,000,000 contacted• Subscriptions: 84% Single Copy: 16% • Project 126,000 subscription sales

• Ad/Edit ratio: 20% - 30%

Consumer MarketingConsumer Marketing

• Subscription Price Summary:

• Charter Invitation offer: $34.95/four issues + risk free first issue through the first issue

• Charter offer online: $34.95/four issues until after the first issue launches

• Regular offer: $44.95/four issues, $79.90/eight issues, increasing in price $2 every year after for five years

• Single Copy price: $12.95, increasing to $13.95 after three years

• Partnerships: • Visa• Abercrombie and Kent and Canon for events,

competitions, applications

• Subscription Price Summary:

• Charter Invitation offer: $34.95/four issues + risk free first issue through the first issue

• Charter offer online: $34.95/four issues until after the first issue launches

• Regular offer: $44.95/four issues, $79.90/eight issues, increasing in price $2 every year after for five years

• Single Copy price: $12.95, increasing to $13.95 after three years

• Partnerships: • Visa• Abercrombie and Kent and Canon for events,

competitions, applications

Consumer MarketingConsumer Marketing

• Single Copy Distribution Channels: - Airline executive clubs - Independent, high-end, and travel bookstores - Airports and train stations - High-end spas - Museum gift shops - hotels

- Independent coffee shops

• Single Copy Distribution Channels: - Airline executive clubs - Independent, high-end, and travel bookstores - Airports and train stations - High-end spas - Museum gift shops - hotels

- Independent coffee shops

Web DesignWeb Design

Web DesignWeb Design

Web DesignWeb Design

Web DesignWeb Design

Web DesignWeb Design

Web DesignWeb Design

Web DesignWeb Design

Web Traffic, Blogging, and Social MediaWeb Traffic, Blogging, and Social Media

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Web Traffic, Blogging, and Social MediaWeb Traffic, Blogging, and Social Media

Canon Photo Treasure Hunt Contest• In the print issue, a landmark from the featured location will be named

• First 50 people win Canon and Going merchandise and a free one-year subscription

• 3 Month Entry Window - All applicants entered to win a Canon PowerShot S90 digital camera

• Canon Treasure Hunt iPhone App

Canon Photo Treasure Hunt Contest• In the print issue, a landmark from the featured location will be named

• First 50 people win Canon and Going merchandise and a free one-year subscription

• 3 Month Entry Window - All applicants entered to win a Canon PowerShot S90 digital camera

• Canon Treasure Hunt iPhone App

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Web/DigitalWeb/Digital• We wanted to build an iPhone Application that could do 1 thing really well:

Bring an element of fun and interactivity for GOING readers.

– Canon Photo Treasure Hunt Contest• Prizes:

– Top 50 photographs: FREE 1-yr GOING Magazine subscription– Top 10 photographs: FREE 1-yr GOING Magazine subscription + Canon Powershot

S90– 1 Grand Prize Winner: FREE 1-yr GOING Magazine subscription + Canon Powershot

S90 + 1 Week Greece Vacation (Includes 2 round trip tickets from Air France and 6

nights 7 days at hotel)

• We wanted to build an iPhone Application that could do 1 thing really well: Bring an element of fun and interactivity for GOING readers.

– Canon Photo Treasure Hunt Contest• Prizes:

– Top 50 photographs: FREE 1-yr GOING Magazine subscription– Top 10 photographs: FREE 1-yr GOING Magazine subscription + Canon Powershot

S90– 1 Grand Prize Winner: FREE 1-yr GOING Magazine subscription + Canon Powershot

S90 + 1 Week Greece Vacation (Includes 2 round trip tickets from Air France and 6

nights 7 days at hotel)

Web/DigitalWeb/Digital

• The Application1. Click on your region

2. The region’s specific “treasure” will pop up, along with a map

• The Application1. Click on your region

2. The region’s specific “treasure” will pop up, along with a map

Web/DigitalWeb/Digital• Are you near the treasure? If so:

1. Click on the Canon Photo Booth tab

2. POSE AND SMILE! (but make sure to get the treasure behind you)

3. Submit!

• Are you near the treasure? If so:1. Click on the Canon Photo Booth tab

2. POSE AND SMILE! (but make sure to get the treasure behind you)

3. Submit!

Web/DigitalWeb/Digital

• By offering a registration screen that requires email, GOING magazine is able to compile a comprehensive database with app user’s information. This information can also be used when sending out email newsletters for all GOING readers with subscription offers, offers from advertisers, and so forth.

• Photographs will be judged by GOING staff based on clarity and overall beauty, since the magazine itself prides itself on beautiful photography and articles.

• By offering a registration screen that requires email, GOING magazine is able to compile a comprehensive database with app user’s information. This information can also be used when sending out email newsletters for all GOING readers with subscription offers, offers from advertisers, and so forth.

• Photographs will be judged by GOING staff based on clarity and overall beauty, since the magazine itself prides itself on beautiful photography and articles.