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STREETSTAR

STREETSTAR. MAGAZINE. Rebecca Cummings Sarah Gregory Dan Jozwiak Jessica Roop Joi Sims Stephan Williams. A dollar and a dream. HISTORY. Stephan J. Williams Perfect 10 magazine Opportunity at O.S.U Applied as student organization Online application $500

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STREETSTAR

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  1. STREETSTAR MAGAZINE Rebecca Cummings Sarah Gregory Dan Jozwiak Jessica Roop Joi Sims Stephan Williams

  2. A dollar and a dream... HISTORY • Stephan J. Williams • Perfect 10 magazine • Opportunity at O.S.U • Applied as student organization • Online application • $500 • First issue released in December • Cam’ron • Not much content • Disorganized layout • January 5, 2004 (10:30am) • This wonderful 750 course STREETSTAR Lil Flip

  3. Industry Overview Threat of New Entrants - Free newsletters - High at O.S.U Threat of Rivalry (Competition) - The Source Magazine - XXL Magazine - King Magazine - Vibe Magazine - Columbus, based magazines

  4. Threat of Substitutes - newspapers - books - internet I love this magazine Threat of Suppliers - publisher - writers - photographers Threat of Buyers -buyer power Sean Combs

  5. OPPORTUNITIES -Expand circulation -New distribution channels -Acquire new advertisers/collaborators -Brand extension STRENGTHS -Low Price (Free) -Dedication of staff -Cheaper cost structure -Localized point of view SWOT WEAKNESSES -Small customer base -Low brand awareness and recognition -Lack of collaborators -Lack of monetary backing -Content THREATS -Competitors (stronger financial backing, more subscribers, better distribution) -Low barrier to entry

  6. Research Technique • Focus Group: Eight people that represented the target market in a one-hour discussion • Goal:To generate ideas on potential new content. The most popular will be made into survey questions. I’m focused man… • Survey:Seventy people in the • Columbus area • Goal:To gain demographic • information of potential subscribers • as well as what content is important • to them in music magazines. Jay-z

  7. Consumer Insights • Important content:Local/underground artists, newest electronics, and informative celebrity gossip. • Unimportant content:horoscope, crossword puzzles, video games. • Implementation • Underground Kingz • N Tech • Gossip Folks Eamon

  8. II

  9. Statistics of Survey Results • Local/Underground Artists • Mean=3.641 • STDV=1.417 • Consumer Electronics • Mean=3.429 • STDV=1.41 • Celebrity Gossip • Mean=3.057 • STDV=1.632 Joan Rivers

  10. Marketing Mix Product -Urban Music Magazine -Variety of Content Promotion -Word of Mouth -CABS -Flyers -Sidewalk Chalk -CD Tie in Jam Master Jay

  11. Marketing Mix cont. Place -Urban University Settings -High Traffic Areas -On/Off Campus Events Price -FREE, FREE, FREE -Market Penetration I was just thinking that Alicia Keys

  12. Strategy • Segmentation: Magazines  Music Magazines  Urban Music Magazines • Target Market:College students in urban university towns who have a particular interest in urban music. • Positioning:Innovative, informative, and entertaining source for the urban lifestyle.

  13. Future • Expand to other large universities in urban areas • Tailor the local viewpoint to national markets • Continuous research and quality improvement of content • Create awareness by building the brand • Obtain distribution contracts to gain exposure

  14. Come on Uncle Scrooge, relax. StreetStar has to get some of the money…we can’t keep it all. Bill Gates

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