Kid

o ISSUE 01 . VOLUME 01SUMMER 2009IMAGINATION ISSUE CDN $14.95 . USD $13.95

CHILDREN’S ARTS, CULTURE & DESIGN

HELLO HAYAO We talk cartoons with visionary director Hayao Miyazaki. Also, exclusive artwork from his highly-aniticipated film, Ponyo on The Cliff by The Sea.

THE DISNEY IMAGINEERSBrian Vaghn, Chief Creative Officer of Disney Imagineering offers us his opinions on why a creative mind is the greatest asset a child can have today.

DREAMS & FAIRY TALESExclusive illustrations by artist Joy Ang and Chris Van Allsburg. Fashion from the color-ful lens of Nick Knight and a big treat from Caldecott-medalist Brian Selznick.

TABLE OF CONTENTS

01 Cover Page02 Table of Contents03 Executive Summary05 Concept07 SWOT09 Editorial Need10 Editorial Plan11 Editorial Content15 Reader Potential17 Distribution22 Promotions & Launch23 Advertising27 Basic Assumptions28 Cash Projections29 Printer Specifications31 Flat Plan33 Mock Up35 Contributors

Illustration by Kozyndan

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KIDO

Readership

Who: Parents, 25-45, with children aged 0-8.Household Income: $90,000+Location: North American urban centers

Our readers are high income parents. They are trendsetters and are ready to spend an appropriate amount of money for quality products that are educational, trendy and unique for their kids. These parents also want their kids to be exposed to mediathat goes beyond mainstream pop culture

Circulation Our magazine will be distributed in eight major urban centers: Vancouver, Montreal, Toronto, Calgary, New York, Chicago, San Francisco and Los Angeles. Our magazine is also available via subscription (through mail) to anyone located in North America. It will be sold at high end supermarkets, national and private bookstores and contemporary children’s lifestyle boutiques.

Advertising Ad Ratio: 50:50Our advertisers will consist of companies from the following fields: Personal and Infant care, Toys and Electronic Entertainment, Food, Arts and Literature, Fashion, Trade shows and Lifestyle Stores.

Production Specs 4 issues per yearInitial Print Run: 35, 000208 pages of dimensions 9” x 11.75”Full Color, Perfect Bound, 70 lb Matte Paper

Insert: 32 pages/ 7” x 9.75” /Full Color/Saddle Stitched/ 70lb Matte Paper

Mission Statement To provide a wider perspective on children’s culture with an emphasis on design, creativity and education. An internationally-inspired resource comprised of outstanding photography, illustrations and literature for affluent, North American families.

EXECUTIVE SUMMARY

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KIDO is a children’s lifestyle and culture magazine that caters to the emerging new generation of hipster parents in North America

who want to expose their children to a unique, trendy and high quality urban lifestyle.

To provide a wider perspective on children’s culture with an emphasis on design, creativity and education. An internationally-inspired resource comprised of outstanding photography, illustrations and literature for affluent, North American families.

Currently, it is the only North American based offering of its kind whose target is high income families living in Canada and the US. Our target readers want to share their passion for brands, technology, design and art with their children. They wish to bring up their children in an educational environment that is not only dominated by mainstream offerings or mass marketed products.

Rather than focusing only on kid’s high couture fashion, mainstream service editorials or parenting information, like many magazines in the genre, KIDO’s editorial content will focus on children’s urban culture, with an emphasis on design, education, art and literature. This quarterly published magazine will feature work from local and overseas celebrated top photographers, illustrators and children’s authors. Every issue will incorporate a unique theme that the editorial content will explore such as “Play” or “Imagination”. Features may include interviews of renowned children’s animators, profiles of famous illustrators and explorations into children’s media culture from all around the world. Reviews

of children’s entertainment, educational toys, fashion and literature will educate readers on upcoming trends. KIDO will serve as a valuable medium for both local and renowned illustrators and authors to showcase their talent in the “For Reading Pleasure” section or through unique, loose leaf inserts that parents can share with their children. Detailed shop information in the shopping list and review sections will let our readers use KIDO as a resource guide for kids’ lifestyle products. High quality, artistic fashion photoshoots will also be included in every issue, which will appeal to the aesthetic tastes of our audience. It is our belief that the art and design of the magazine should be of the same high caliber and as catered to our target as is the written editorial content.

In summary, KIDO is a resource for both parents and children, to encourage collaborative learning and inspire creativity, critical thinking and appreciation for art in all its forms. Our magazine will also serve as a trend-setter that specialist shops, designers, artist and authors in North America can use as a source of information and inspiration.

ConceptKIDO

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IDOK

Unique focus on children’s media culture

Specifically catered to an affluent, consumeristic and well defined demographic

Aesthetically pleasing magazine design

High quality and exclusive editorial and art content

No current competitor based in North America

Strong advertising potential due to narrow target audience

Strong medium for local artists/illustrators/writers to showcase their work

High initial start up cost due to editorial quality

Not owned by media conglomerates, so will not benefit from economies of scale or cross promotion

Attracting internationally established professionals (eg. Photographers) may be difficult and costly in the beginning

Lack of secondary research available due to our narrow, emerging target audience

SW

Strengths

Weaknesses

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A well designed website can compliment the magazine and offer more up-to-date information on trends, shop offerings and websites.

Increase newsstand circulation to the rest of North America

Publish limited printed collections based on the literature and illustrations from every issue of the magazine

Host or sponsor art exhibits showcasing the exclusive illustrations and photographs from the magazine

Sponsor book signings, store openings and toy unveilings to promote our magazine as well as to garner free publicity

Overseas magazines such as Kid’s Wear and Milk kids that are translated to English

Trendy websites or blogs that offer an abundance of shopping information and news

Opportunities

Threats

OT 08

KIDO’s target demographic consists of affluent, educated and design conscious hipster parents located in urban cities across North

America. They typically have only one child and have the financial resources and intent to offer their child a high quality, well rounded lifestyle. Not content with the mainstream offerings in entertainment, these parents prefer their children to have a more balanced media palette consisting also of film and music from other parts of the world. This target demographic also stress creativity and want their children to develop appreciation for various forms of art. KIDO meets all these needs by providing exclusive, high quality editorial content catered to our audience. These parents will appreciate the magazine’s comprehensive reviews and information regarding urban children’s toys, music, film, literature and clothing. They will also enjoy reading the feature articles on various individuals who are impacting children’s media today and content that will educate them on international children’s culture and lifestyles.

Our audience will further embrace KIDO due to its exclusive content, such as high-quality

Editorial Need

fashion spreads, illustrations and literature sections in every issue. They will enjoy sharing the art content with their children, and the loose leaf inserts are meant to encourage sharing and interactive learning between the parent and child. KIDO’s aesthetically pleasing design format and art content will also inspire creativity and cater to our audience’s visual preference.

KIDO should be published because no North American based competitor currently exists, and such a demographic of conspicuous consumers are too important to ignore. Their high buying power and brand consciousness are very attractive to advertisers. Currently, this audience is getting children’s culture information from a number of news reports, blogs, online shops and e-zines on the internet. There is a pressing need for a magazine to consolidate all this information in print and offer locally catered shopping information for consumer convenience. KIDO’s closest competitors are foreign language offerings such as Kid’s Wear and Milk, which are not catered towards a North American readership. Other family magazines either focus only on high couture fashion, parenting information and advice columns.

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Editorial Plan

ThemesThese will relate to the issue’s season or a topical element of a child’s well being. Eg. Play, Learning, Imagination, Sharing, Family... Editor’s Letter...will relate to the central theme on a per issue basis and be personalized by editor

The ContributorsPhotos and short bios of KIDO’s contributors

Hello There1-2 page casual interview of the day in the life of a randomly selected mother/father in our target demographic from one of KIDO’s target eight North American cities. Hello There Will be constructed in he said/she said format.

Reviews: Read, Watch, Listen, Play, WearThese will concentrate more on emerging, trendy companies and products that are relevant to our target audience of parents who appreciate design, technology and educating their child through creativity and non-mainstream mediums. Examples of some items reviewed are products found in

urban lifestyle shops such as Urban Kids Play in Seattle.

FeaturesOur features will build upon the theme of each issue. Features will incorporate a balanced focus on international children’s media with in-depth interviews, profiles and articles on leading figures, exceptional children and entertainment studios from all over the world. Features may also include discussion of social topics or emerging trends in children’s culture.

For Reading PleasureShowcasing fiction or poetry from both upcoming and local writers, as well as those who have won numerous awards for their work. Most content will be exclusive to KIDO.

Fashion PhotoshootsFashion spreads will take inspiration from the theme of each issue and reflect each issue’s respective season. These will be shot in a very unique, creative and artistic fashion that emphasizes movement and interactivity. Only highly-reputable, freelance photographers will be hired for our photoshoots.

Arts & Crafts1-2 pages on how to make an interesting craft and encourage interactivity between parent and child.

A Little Bit of Knowledge1-2 pages of interesting, relatively unknown and educational facts from around the world. Meant to educate and amuse. This will also include events of interest to our readers.

DirectoriesContact information and websites of all shops selling clothing featured in our photoshoots

InsertLoose leaf insert (7” x 9.75”) of 16-32 pages that will be offered with each issue. The insert will feature exclusive content relating to central theme of each issue, whether it be illustrations, short stories, or poetry. Designed for parents to share with their children.

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TABLE OF CONTENTS

LETTER FROM THE EDITOR

NEW CONTRIBUTORS

HELLO THEREWe talk to Stephanie Smithson, mother of two, graphic artist

READ600 Black Spots

WATCHNick Jr.’s Yo Gabba Gabba Albert Lamorisse’s The Red Balloon

LISTENSongs For Teaching

PLAYBape x Nintendo DS Lite Little Hands Music BandyPiano Wizard Software

WEARSleep Tight, Spring Fever Pillow talk, Bag it

BUILDING BLOCKSIn depth interview with LEGO CEO Jørgen Vig Knudstorp

BYE BYE TEDDY BEARSHow Medicom’s Bearbrick redefined the genre

Do Re Mi Learning a musical instrument

DAREDEVIL We talk to Paul Budnitz, founder of highly celebrated toy company KidRobot

THE CULTURE OF PLAYBangkok, Tokyo, Hong Kong, Dublin & Sao Paulo

NEW READINGKite flying a new short story by Caldecott-medalist Brian Selznick

FASHIONThe Little Quarterback with Bruce WeberF/W 09’ Collection Previews

ARTS & CRAFTS Bits and Beads

A LITTLE BIT OF KNOWLEDGEEventsDirectories

2010An pop-up calender by award-winning artist Charlene Chua and designer Marion Bataill

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TABLE OF CONTENTS Spring 2009

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TABLE OF CONTENTS Summer 2009

TABLE OF CONTENTS

LETTER FROM THE EDITOR

NEW CONTRIBUTORS

HELLO THEREWe talk to Jenn Yip, single mother to a five-year-old piano prodigy

READChronicles of Narnia: The Pop-up Book The Invention of Hugo Cabret The Wide Awake Princess

WATCHStudio Ghibli’s Sora Tobu Kikaitachi Pixar’s For the Birds

LISTENThe Aquabats

PLAYFantasm’s Extreme Magic Show Melissa & Doug’s Treasure ChestHansel & Gretal’s Grand Little Theatre

WEARDress up with TuTu CoutureParty On

PRACTICE, PERFORM, PERFECTIONThe magical lives of Cirque du Soleil’s kid acrobats

DREAM BIGBruce Vaughn, Chief Creative Executive of Walt Disney Imagineering thinks a creative mind is a child’s greatest asset.

HELLO HAYAOTalking with legend Hayao Miyazaki and his upcoming feature Ponyo on the cliff by the sea

LET SPARKS FLY Activities boosting creative thinking for both you and your child

NEW READINGWidgets a new short story by Caldecott-medalist Chris Van Allsburg

FASHION Look mom, I’m a PrincessWild Wild West with Nick Knight

ARTS & CRAFTS Scrapbooking

A LITTLE BIT OF KNOWLEDGEEventsDirectories

FAIRY TALESIllustrated dreams by artist Joy Ang

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TABLE OF CONTENTS Fall 2009

TABLE OF CONTENTS

LETTER FROM THE EDITOR

NEW CONTRIBUTORS

HELLO THEREWe talk to Google developers Ron & Maggie Hill, proud parents of two sons

READABC3DNational Geographic’s Our World

WATCHFrançois Truffaut’s Small Change An exclusive look at Wallace & Gromit’s new adventure

LISTENThe new School House Rock

PLAYFAO Schwartz’s limited ed. Rubik’s CubeHiroshi Fujiwara x Mickey MouseLEGO World’s new collections

WEARGeek or chic?

SUPER KIDSAn in-depth look at the lives of child prodigies.

CREATIVITY AT HOMEInterior designer Albert Hadley shows us how a bedroom’s décor can create the ideal learning environment

CONQUERING THE LEARNING CURVEDr. Phillip D. Zelazo discusses adapting learning to your child’s behaviour

THE MASTERMINDShigeru Miyamoto, the man behind Nintendo talks about games and learning

LEARNING TO PLAYHow educational toys are re-defining what it means to have fun

NEW READINGStar Child a new short story by Shaun Tan

FASHIONSmarten Up with Juergen TellerUniformed with Hedi Slimane

ARTS & CRAFTS Crafting Puzzles

A LITTLE BIT OF KNOWLEDGEEventsDirectories

X Y ZAn illustrated journey by Michel Gagne

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KIDO is geared towards our primary target audience of trendy, affluent parents residing in major urban, populated cities across North America. These families consist of married, single or common law parents between the ages of 25-45 with an average of 1 child of age range 0-8. The income level for this tar-get audience is high, starting at $90,000 per household. The parents have attained post secondary education and are typically pursu-ing careers in various art, design or technol-ogy job fields.

Statistical research shows that a signifi-cant number of the urban city population fit into this target demographic. Key target ar-eas in Canada include Vancouver, Montreal and Toronto, where 33.2% of families have a household income of $90,000 or more. There are approximately 11,489,000 people of aged 25-45 living in these three cities and the num-ber of family households with children living at home is 65%, or 1,987,735. Major US cit-ies such as New York and Los Angeles have an average of about 30% of family house-holds qualifying for this high income brack-et, with approximately 50%, or 1,252,371 of households having children under 18. (Data provided from Stats Canada and US Census Bureau). Household types included in our demographic are Canadian elite* (75,737 total in Vancouver, Montreal, Toronto and Calgary) and Kindergarten Boom (111,468 in Toronto alone). The American figures for these household types will be about 10x the Canadian numbers.

Moreover, in terms of educational attain-ment, these parents will have at least a post secondary education from a university or technical institute.

-Data from Stats Canada and US Census Bureau

Psychographics at a Glance

Demographics at a Glance

KIDO will cater to the new generation of hip-ster parents who are individualistic and de-sign savvy and which to expose their children to a unique, trendy and high quality urban lifestyle. These parents have a strong, vested interest in their children’s media environment and wish to share their passion for brands, technology, design and art with their chil-dren. They wish to bring up their children in an educational setting that is not only domi-nated by mainstream offerings or mass mar-keted products. They are especially inclined towards emerging, innovative brands.

Age: 25-45Who: Married, common-law, or single parents with childrenChildren’s age: 0-8Average # of children: 1.1Typical HHI: $90,000+Education: Post secondary+

READER POTENTIAL

Hipster parents who are individualistic, design savvy with a flair for children’s media, lifestyle and culture

Brand conscious & consumeristic

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02 Demographics

Psychographics

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Vancouver Census Metropolitan Area, 2008 estimates Montreal Census Metropolitan Area, 2008 estimates Household Group # of Households % Total # of Households % Total Canadian Elite 7,942 0.89 9,581 0.6Suburban Affluence 1,695 0.19 7,857 0.49

Toronto Census Metropolitan Area, 2008 estimates Calgary Census Metropolitan Area, 2008 estimates Household Group # of Households % Total # of Households % Total Canadian Elite 49,690 2.53 8,524 1.89Suburban Affluence 31,512 1.6 8,990 1.99Kindergarten Boom 111,468 5.68

* Canadian Elite - The highest income Canadian neighbourhoods represent an elite set.* Suburban Affluence - Suburbanites with a flair for fine living, Suburban Affluence represents both old and new wealth. Their average household income of $166,000 represents significant potential spending power. Suburban Affluence indexes high on managerial and technical employment, married with children, and households with income above $100,000.* Kindergarten Boom - Young families have found a niche in Kindergarten Boom. Support systems and play groups provide an environment for these families. After school, these kids will enjoy a few toys on an average household income of $95,000. **All data provided by FP Markets: Canadian Demographics 2008

Subject Total Families in Chicago Families in L.A. Families in New York Families in San Francisco$75,000 - $99,999 11.10% 10.60% 11.30% 12.90%$100,000 - $149,999 11.30% 11.50% 11.80% 17.70%$150,000 - $199,999 4.10% 4.60% 4.80% 9.10%$200,000 or more 4.70% 5.80% 6.10% 12.50%

**US Census Bureau, 2006

Canada

United States

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KIDO will follow a paid circulation method. The primary method for selling single copies of our magazine is through newsstands and major high-end, organic supermarkets such as Urban Fair, luxury toy stores such as FAO Schwartz and national and private bookstores. Initially, we will focus on eight cities for newsstand sales: Vancouver, Toronto, Calgary, Montreal, New York, Los Angeles, San Francisco, and Chicago. Based on the success of KIDO’s single copy sales in these test markets, we will then expand to other urban cities across North America. KIDO’s newsstand cost is $14.95, which reflects our catering to an affluent, defined market.

Since we are initially only targeting 8 major cities for single copy sales, all other readers living across North America can subscribe via our website to KIDO and receive their copies through mail. KIDO’s yearly subscription price is $37.67, which is about 60% off the newsstand price for 4 copies.

The circulation objectives of KIDO for our first three years are the following: to successfully reach our defined target audience, to gain a loyal readership, to circulate our magazine through various avenues as efficiently as possible, and to ensure KIDO is conveniently available to our intended target.

Our distribution plan will be focused on single copy sales and subscription sales. We will get our mailing lists and subscription information from online urban kid stores and similar magazines targeted to our audience like Wallpaper and Monacle. KIDO will be distributed mostly to our 8 target cities and readers in other areas of North America will be notified of our product through our website and targeted direct mail.

Like other high-end children fashion’s magazines, KIDO will be printed quarterly since our readers will want to read about the trends in media culture and design for each season. In our first year, we will distribute our first copy (35,000 in total) free in the 8 target cities and through mail to potential readers. In the first two years our newsstand to subscription ratio will be 70:30 and then 60:40 for the last two years. Our circulation will increase by 35% in the following years, based on first year circulation numbers of 35,000 per issue.

DISTRIBUTION & CIRCULATION

Single Copy Sales

Subscription

Circulation yearNumbers of issuesCirculation per issueNewsstandsSubscriptions

Year 1 435,00024,50010,500

Year 2 447,25033,07514,175

Year 3 463,78838,27325,515

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DISTRIBUTION & CIRCULATION

CHRIS VAN ALLSBURG

SHAUN TAN

As part of our marketing campaign to promote KIDO, we will have two big exclusive events to launch our new magazine, one at the Art Gallery of Ontario in Toronto and one at the New Museum in New York. This will be an elegant event held in galleries that feature modern art and appeal to our target audience. Readers will be able to network and meet with famous and local children illustrators, authors and animators who will be personally invited to our launch. Invitations will be sent out through mail to our target audience through obtaining subscription lists from magazines such as Monacle, Wallpaper and Milk. Current and potential advertisers will be invited personally to the event to receive our media kit and a small gift. As for our readers, we will be distributing the first free issue of KIDO and offering them an exclusive gift bag containing some of our advertised toy products.

We will have several aggressive promotional strategies such as giving out 35, 000 copies of our first issue at high end toy stores such as FAO Schwartz and urban kid lifestyle shops such as Dandelion in our eight target cities. We will also hand out free copies at high end hair salons, spas, high-end doctor’s and nutritionist offices, specialist clinics, executive golf and country clubs and elite private schools.

KIDO will also use event marketing to promote our magazine. Some potential tactics are sponsoring a signing session with a well-known children’s author or illustrator or sponsoring the launch of a new toy product unveiling at one of our target cities. At these events, we will distribute free copies of KIDO to our target audience while taking advantage of the free publicity generated by the media. Parents can bring their children to meet with the featured author and receive a signed copy of the author’s book.

To encourage readers to be first year subscribers, all free copies – including those that will be sent via mail to readers not in the 8 cities, will include an insert containing subscription information and directions to our website. First year subscribers will get an additional free copy of KIDO and will be entered into a contest to win an exclusive children’s photoshoot with top American fashion photographer Nick Knight.

In order to broaden the readership potential, KIDO will also have a website available 6 months prior to the launch of the magazine. The purpose of this is to inform people about KIDO and raise brand awareness prior to print production. Our website will be marketed through existing websites such as HypeBeast that our target already frequents. We will acquire mailing lists from urban kid lifestyle stores or magazines such as Wallpaper that cater to a similar target reader. We will then send a direct mail package to this audience that includes information about KIDO and offer them a free first issue if they register on our website and answer a very short survey. This will allow us to collect valuable information about our readers such as how many children they have and what they look for in a magazine. The answers will be collected in our database and used for marketing research.

Our website will also serve as a communicative tool between us and the readers. Readers will visit our website for the announcement date of our first publication, a preview of our first issue, as well as links to urban kid lifestyle shopping sites and trend-reporting websites. For potential advertisers, the website will also contain a media kit and a taste of KIDO’s editorial content.

We will continually conduct extensive marketing research to ensure that KIDO is reaching its audience and is relevant to their needs. Some forms of research we will conduct are focus groups, online surveys and in depth interviews. We will also get secondary consumer research information from advertisers and stores catering to our target market

PROMOTIONS & LAUNCH

Market Rearch

Launch Marketing and Promotions

Website

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KIDO’s defined, target market is very appealing to our advertisers due to their brand-sensitive lifestyle, high income and willingness to indulge their children

with high quality, unique products. Our primary advertisers will be companies offering high-end clothing and lifestyle products, toys and electronic entertainment, art and literature media and personal and infant care goods. Our secondary advertisers consist of food companies, shows and non-profit organizations, which will also benefit from our high income demographic. KIDO’s advertisers can capitalize on the fact that there are no competitive magazines like KIDO based in North America. Our highly relevant and exclusive editorial content, including many reviews of trendy products and local shopping information, will be especially attractive for our local advertisers as they are offering similar items.

Our advertising rates are competitive with other high-end magazines, and we offer

Advertising Potential

WHY WE APPEAL TO ADVERTISERSWell defined & narrow target audience •who are affluent, brand conscious and indulgent towards their childrenUnique, high–end magazine with no •competitor based in North America catering to a previously neglected nicheKIDO’s distinct editorial and visual •content create a desire to buy featured products.

discounts based on the number of issues advertisers wish to place their ads in. Each issue of KIDO magazine consists of 208 full color pages, in addition to a 32 page full color insert. Our advertising to editorial content ratio is 50:50, which is consistent with our foreign competitors. Since our circulation is set to increase by 35% each year, advertisers will quickly be able to reach more of their target audience. Due to our editorial content focusing on unique, high-end children’s items, companies that do not want to advertise in mainstream parenting magazines will see KIDO as a suitable medium to reach their audience and introduce different products.

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Advertising Policy…1 Advertising content must be suitable for children ages 8 and younger and at the discretion of the advertising manager, publisher and editor.

2 A written cancellation of an advertisement must be sent to the advertising manager at least 30 business days prior to the start of production, otherwise the advertiser will be subject to a 50% penalty.

3 If the advertiser misses the cancellation deadline, the advertisement will run in the publication as scheduled.

4 Cover advertisements are non-cancellable.

5 All advertisements must be clearly identifiable as such. Those advertisements that, on the opinion of KIDO, too closely resemble editorial features in the magazine shall bear the mention “Advertisement” at the top of the page in 12-point size font.

6 KIDO magazine may cancel or reject any advertising for any reason at any time without liability, even though previously acknowledged or accepted. Publisher does not accept tobacco or any illegal substance advertising in any form.

7 Advertising space must be booked a minimum of two months in advance of the desired issue’s release. All images, graphics, text and other elements must be submitted 15 days after the mentioned advertising closing date specified in the Issue & Closing Dates card.

8 Rates do not include taxes. The federal government requires that we collect goods and services tax on all advertising and services.

9 In order to guarantee booking of space, a signed contract is required.

10 Advertiser represents and warrants that all advertisements and other materials submitted to KIDO shall be original and shall not violate any law or infringe any copyrights. Advertisers and its agencies assume all liability for content of advertisements, and agree to indemnify and hold KIDO harmless against any and all claims, losses, liabilities and expenses.

Toys & Electronic EntertainmentMediCom Kidrobot

FAO SchwartzLegoApple

Earth FriendlyElectronic Arts

Babies R UsDisney/Pixar

NintendoGANGZ

Warner Bros.NickelodeonTakara TomyMunky King

OccupiedHasbroMattel

Personal & Infant CareKimberly-Clark

Procter & Gamble Terrassentials

Johnson & JohnsonBugaboo

Olay Aveeno

BiothermLush

Arts & LiteratureElmers

Pottery BarnCrayola

Kids BooksChapters/ColesSophia Books

FashionNike

ArmaniChristian AudigierBanana Republic

H&MZara

Tutu CoutureTwice ShyGap Kids

Prada KidsD&G JuniorPepe Jeans

United Colors of BenettonBarney’s NY

Deisel7 For All Mankind

VersacePlaytime Paris

DillardsNautica

Tommy HilfigerCoach

Premier KidsDandelion Kids

Modern Kid

FoodKellogg’s

NestleHeinz

Christie FoodsDairyland

Other (Shows, Non Profit)Cirque Du Soleil

Bubble Trade ShowsOxfam

Warchild

Our Advertisers

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Advertisers Size Colour TypePrada Kids Spread Full Colour FashionD&G Junior Spread Full Colour FashionDandelion Kids 1 Page Full Colour OtherHeinz 1 page Full Colour FoodVersace Spread Full Colour FashionKids Books 1 page Full Colour Arts & LiteratureBanana Republic Spread Full Colour FashionArmani Spread Full Colour FashionH&M Spread Full Colour FashionZara Spread Full Colour FashionDairyland 1 Page Full Colour FoodWarchild 1 Page Full Colour OtherPottery Barn 1 Page Full Colour Arts & LiteratureApple 1 Page Full Colour Toys & Electronic EntertainmentCirque du Soleil Spread Full Colour OtherBugaboo 1 Page Full Colour Personal & Infant CareNintendo 1 Page Full Colour Toys & Electronic EntertainmentVersace 1 Page Full Colour FashionOccupied 1 Page Full Colour Toys & Electronic EntertainmentDisney-Pixar 1 Page Full Colour Toys & Electronic EntertainmentNestle 1 Page Full Colour FoodOlay 1 Page Full Colour Personal & Infant CareKimberly-Clark 1 Page Full Colour Personal & Infant CareSophia Books 1 Page Full Colour Arts & LiteratureDiesel Spread Full Colour FashionCrayola 1 Page Full Colour Arts & LiteratureElectronic Arts Spread Full Colour Toys & Electronic EntertainmentMattel 2 Pages Full Colour Toys & Electronic EntertainmentProctor & Gamble 2 Pages Full Colour Personal & Infant CareBarney’s NY Spread Full Colour FashionChristian Audigier 1 Page Full Colour FashionLEGO 1 Page Full Colour Toys & Electronic Entertainment

Advertising Potential

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Page size 9in X 11.75inNumber of columns 6

Sizes Width Depth1 Page 9’’ 11.75’’Double Page Spread 18’’ 23.5’’

Colour RatesFrequency 1X 2X 3X 4XDiscount — 5% 10% 15%Full Page 26,900 25,555 24,210 22,865Double Page Spread 40,350 38,333 36,315 34,298*There are no extra charges for right-side page ads.

Covers2nd (inside front 37,980 36,081 34,182 32,2833rd (inside back) 37,980 36,081 34,182 32,2834th (back) 42,200 40,090 37,980 35,870C-spread 56,970 54,122 51,273 48,425

Issues & Closing DatesIssue Ad Close Material Due On SaleSpring-March December 6 December 21 February 1Summer-June May 10 May 25 May 1Fall-September June 11 June 26 August 1Winter-December September 6 September 21 November 1

CPM (Cost Per Thousand)(Total advertising cost per year)/(Total # of magazines circulated per year/1000)*Circulation increases each year by 35%**Advertising costs increase by 30% each year

Year 1: $83.85Year 2: $80.74Year 3: $77.75Year 4: $74.87

Advertising Rate Card

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Year 1 Year 2 Year 3 Year 4

Number of Issues 4 4 4 4Circulation/Issue 35000 47250 63788 86113Total Circulation/Year 140000 189000 255152 344452Subscription Price $28.24 $37.67 $37.67 $37.67Newsstand Price $14.95 $14.95 $14.95 $14.95Newsstand Sales % 35% 45% 50% 55%Total Newsstand Sales 25725 59535 76545 113669Total Pages/Issue 208 208 208 208Edit Pages/Issue 104 104 104 104Ad Pages/Issue 104 104 104 104Ad/Ed Ratio 50/50 50/50 50/50 50/50Advertising CPM $83.85 $80.74 $77.75 $74.87Total Cost/Copy of Printing $3.73 $4.02 $3.47 $3.38Magazine Cost/Copy of Printing $2.78 $3.22 $2.70 $2.61Insert/Issue 1 1 1 1Total Pages/Insert 32 32 32 32Insert Cost/Copy of Printing $0.95 $0.81 $0.77t $0.77

Basic Assumptions

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Administrative Expense Research $998,000 $782,000 $782,000 $782,000Legal $128,700 $128,700 $128,700 $128,700Rents $762,000 $762,000 $762,000 $762,000Utilities $88,000 $88,000 $88,000 $88,000Capital Costs $535,000 $207,000 $207,000 $207,000Office Supplies $126,000 $105,000 $105,000 $105,000Miscellaneous $110,000 $83,000 $83,000 $83,000Total $2,747,700 $2,155,700 $2,155,700 $2,155,700 Total Revenue $6,157,573 $9,374,039 $13,236,712 $17,603,759Total Expense $10,240,748 $9,557,072 $10,189,993 $11,150,064Net Cash Flow -$4,083,175 -$183,033 $3,046,720 $6,453,695Cumulative Cash Flow -$4,083,175 -$4,266,208 -$1,219,489 $5,234,207

Note: Subscription Price will be Yr 1: $28.24 Yr 2 Yr 3 and Yr 4: $37.67 Newsstand Price will be $14.95 for all 4 years Breakeven on 4th year

Year 1 Year 2 Year 3 Year 4

Revenue

Advertising $4,883,424 $6,348,102 $8,247,720 $10,714,196Subscriptions $889,560 $2,135,889 $3,844,637 $5,190,210Newsstand $384,589 $890,048 $1,144,355 $1,699,353Total $6,157,573 $9,374,039 $13,236,712 $17,603,759

Expense (Salary) Publisher $97,700 $103,562 $109,776 $116,362Editor $65,600 $69,536 $73,708 $78,131 Art Director $78,250 $82,945 $87,922 $93,197Controller $62,700 $66,462 $70,450 $74,677Production Manager $63,500 $67,310 $71,349 $75,630Advertising Manager $61,750 $65,455 $69,382 $73,545Marketing Manager $66,700 $70,702 $74,944 $79,441Circulation Manager $66,100 $70,066 $74,270 $78,726Freelance Illustrators (4) $88,000 $93,280 $98,877 $104,809Freelance Photographers (4) $96,000 $101,760 $107,866 $114,338Freelance Writers (4) $48,000 $50,880 $53,933 $57,169Freelance Web Designers (2) $6,400 $6,784 $7,191 $7,623Administration $57,500 $60,950 $64,607 $68,483Total $858,200 $909,692 $964,274 $1,022,130

Production Expenses Launch Event/Major Events $1,930,000 $1,460,000 $1,460,000 $1,460,000Magazine Production Cost $389,060 $608,100 $689,660 $898,940Insert Production Cost $132,588 $152,480 $196,904 $264,360Website $16,200 $10,800 $10,800 $10,800Marketing/Promotion $1,520,000 $1,520,000 $1,520,000 $1,520,000Contests and Gifts $789,000 $845,000 $977,000 $1,170,000Advertising $1,180,000 $980,000 $980,000 $980,000Circulation/Distribution $678,000 $915,300 $1,235,655 $1,668,134Total $6,634,848 $6,491,680 $7,070,019 $7,972,234

Cash Flow Projections

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Kido Magazine Year 1 Year 2 Year 3Circulation (per issue) 35,000 47,250 63,788Production budget (annual) $719,916* $1,012,168* $1,430,240*

*Some years may vary dependent on whether the insert has less or more than the budgeted 48 pages.

Production Budget

Paper Size: 9” x 11.75”

Total Pages: 208 pages, plus cover

Cover: Four pages, four colour press (soy-based inks) both sides plus overall gloss UV coating outside, on 100lb Arbor Web Gloss Text, 30% PC, FSC-certified

Binding: Perfect bound

Text: Four colour press (soy-based inks) throughout on 70lb Arbor Web matte Text, 30% PC, FSC-certified

We provide: Adobe Acrobat 4.0 or higher PDF files with laser proofs made from PDF files

Supplier gives: Folded imposition proof, contract colour proofs, and CTP output

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COVER PRADA KIDS

DANDELION KIDS

KIDS BOOKS

TABLE OF CONTENTS

CONTRIBUTORS

H&M

D & G JUNIOR

VERSACE

BANANA REPUBLIC

WARCHILD

ARMANI

PRADA KIDS

HEINZ

TABLE OF CONTENTS

DAIRYLAND

POTTERY BARN

H&M

D & G JUNIOR

VERSACE

BANANA REPUBLIC

EDITOR’S LETTER

ARMANI

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03

09 11

13 15

17 19

21 23

04 06

02

08 10

12 14

16 18

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FLAT PLAN

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ZARA

HELLO THERE –MEET STEPHANIE

SMITHSON

Barney’s NY

BAG IT

HELLO THERE –MEET STEPHANIE

SMITHSON

Disney-Pixar

CIRQUE DU SOLEIL

LEGO

MATTEL MATTEL

DIESEL

NESTLE

ZARA

APPLE

Barney’s NY

DILLARDS

WARCHILD

OCCUPIED

CIRQUE DU SOLEIL

Christian Audigier

DIESEL

PILLOW TALK

NintendoNintendo

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44 4632

h lloe HAYAOby matthew tsang

For me, Japanese animator and director Hayao Miyazaki is a man who creates worlds. When I first saw Princess Mononoke, I was truly stunned. I

could not describe why this movie made such an impression on me, but ever since, and seeing more of his work, I have wondered about this. Time and time again, he drew me into his curious and amazing worlds. Having to write an essay for the Visual Design course of 2006 at the Vrije Universiteit, I thankfully use this opportunity to explore and pass on my fascination for his work.

This essay will first give a short overview of Hayao Miyazaki’s career and work, after which the themes and characteristics of his work are described. Together with recurring themes, a theoretical thought Miyazaki has regarding popular Japanese animation, that of “loss of motives”, is examined. Then the visual style Miyazaki uses will be described, along with another theory that is called “excessive expressionism”. After defining the use of computers in the production of his

his latest movies and the part Disney plays in distribution, I will shortly state my personal preferences within his collected works. Finally, a conclusion is drawn.

Hayao Miyazaki was born in Tokyo on January 5, 1941. He received a political science and economics degree from Gakushuin University, but even before that, after seeing the first full-length Japanese animated movie Hakujaden, Miyazaki knew he had to become an animator. Starting work as a novice animator at the animation studio Toei-Doga (which is now called Toei Animation) in 1963, he was from then on involved in the production of the “early classics of Japanese animation” such as The Adventures of Hols, Prince of the Sun (1968) and Panda! Go Panda! (1972). “From the beginning, he commanded attention with his incredible ability to draw, and the seemingly-endless stream of movie ideas he proposed.”

Together with his colleague Isao Takahata, who would also become a renownded director of animated movies, Miyazaki then moved to studio A Pro and later Tokyo Movie Shinsha, were he worked on scene design and scene organization for Heidi (1974) and then became director for Future Boy Conan (1978) and Lupin III: The Castle of Cagliostro (1979).

In 1984 Miyazaki released Nausicaä of the Valley of Wind, which he wrote and directed. It was primarily based on the manga (comic) series with the same title he started working on in 1982. Miyazaki always had the feeling that he would like to have more freedom in elaborating his own thoughts. With Nausicaä of the Valley of Wind becoming a great success, Miyazaki perceived this as a chance to start his own animation studio. The result was that, in 1985, he co-founded Studio Ghibli. Since then, he has directed, written and produced a range of increasingly successful animated feature

increasingly successful animated feature films, to which I will now turn my attention.

In many ways too short to credit Miyazaki’s storytelling abilities, I will however try to give a description of these movies. This material relies upon the excellent online compendium created at Nausicaa. Starting of, Nausicaä of the Valley of Wind tells us a story about a princess, Nausicaä, in a world that is tangled in war and destruction. In an adventurous struggle, Nausicaä tries to save this world and its last remnants of human population from self-destructing and from an alarming spread of a mysterious disease.

In Laputa: The Castle in the Sky a boy rescues an unconscious girl with a glowing pendant aroung here neck that he sees descending from the sky, and in doing so they embark on a dangerous journey to a kingdom on a floating island in the sky. My Neighbor Totoro and Kiki’s Delivery Service seem to be made for a child audience especially, the former being about children encountering a forest spirit and becoming friends with it, the latter being about a 13 year old witch who has to learn how to live indepentently. “Made for a child audience” in Miyazaki’s case does not mean that these are exclusively interesting for children. Adults, mostly parents, seem to enjoy these movies for their near-perfect reflection of the behavior of children. “For the people who used to be 10 years old, and the people who are going to be 10 years old.” as Miyazaki said about one of his later movies, Spirited Away.

Porco Rosso, in contrast explores a mix of more serious themes, such as war and fascism, with Miyazaki’s fascination with pigs, as an Italian Air Force pilot leaves service due to the rise of fascism and becomes a bounty hunter. Losing faith in humanity and due to

“I am an animator. I feel like I’m the manager of an anima-tion cinema factory. I am not an executive, I’m rather like a foreman, like the boss of a team of craftsmen. That is the spirit of how I work.”

KIDO HELLO HAYAO

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CONTRIBUTORS

MATTHEW TSANGSr. Art Director

...was a six-year-old trouble maker whose heroes were Optimus Prime, Michael Jordan and Batman. Spare time was spent falling off skateboards, terrorizing his baby sister and doodling giant robot wars on the bedroom walls.

...is a fourth year business student whose heroes include Optimus Prime, Steve Nash and David Lynch, respectively. He has a passion for all things art & design and a penchant for old school hip-hop. Countless hours spent polishing his skills in fine arts and years slaved away in the advertising industry made Matt a natural fit for Kido’s Art Director.

JIN FANPublisher / Asst. Art Director

...was a one month old baby who enjoyed eating, sleeping, moving and smiling (especially in front of the camera).

...is a third year design student at SFU who also studied art in China and New Zealand. She has lead and managed a wide range of creative projects. With her management experience and her passion in art & design, she was an ideal choice for Publisher of Kido magazine

NADIA KASENDAEditor

...was a five year old in Singapore climbing on monkey bars, watching Captain Planet and playing princess (specifically, sleeping beauty) with her unfortunate younger cousin, who was always forced to be the wicked witch/villain/ugly person. ...is a Marketing and Communications student, posed to close the university chapter of her life at the end of this year and embark on her plan to change the world. Her obsession with documenting every aspect of her life coupled with the newspaper articles she’s written for various university clubs and her passion to become more ‘erudite’ and use big words made her a perfect fit for the editor role.

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NATHAN SINGHAdvertising Manager / Asst. Art Director

...was born in North Vancouver. As a child, he loved watching The Transformers and other Saturday morning cartoons. Other hobbies included drawing, swimming and skating. He was known for his fun personality and imagination.

...is a fourth year SFU student with a passion for creativity and savory Cajun chicken burgers. As a joint major in Communication and Interactive Arts and Technology, Nathan’s future is open to endless possibilities in the media and technology field. Excellent networking skills, in addition to past retail sales and volunteer experience made him more than qualified to be an outstanding advertising manager.

Meryll HoMarketing & Circulation Manger

... A shy and quiet girl who loved to play with her barbies while eating her favourite after-school snack - Sodalicious.

...is an economics student with a zest for life and a love for food. Meryll has spent 4 years working in sales and consequently she has gained much understanding about marketing and promotions. More importantly, she loves interacting with people and developing amazing marketing strategies, which is why her roles as marketing and circulation manager fits her perfectly.

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FRANKIE CHANController

...Smiling was the key to Frankie’s success. All he had to do as an adorable one year old was smile to catch your attention. See? It’s working..

...now a fourth year SFU student majoring in Economics, his great accounting skills and experience in the financial world overlooking clients’ financial plans taught him how to avoid potential financial problems. As a controller, he works closely with the production, advertising and circulation managers to ensure KIDO’s in the black. Once he graduates, he plans to be the next Warren Buffet.

TARA MAProduction Manager

...was a rambunctious child with a carefree spirit. She was regularly caught on the playgrounds just causing some trouble.

...is a a Criminology student who has a lot of experience working with financial budgets. Also, she has acquired many cost-efficient ideas from her many years as a full-time student living on a “shoestring” budget.

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