Editorial concept

Magazine name:
o Simple-Health 1101- Simply no room for excuses
o Simple-Health 1101 is an attention seeking name drawing in the targeted
audience of college students by being based off the name of a college
course. This title has an individual instantly connected seeking the
meaning behind it. This will draw the readers in to open the magazine and
see what all it holds.

Magazine personality:
o The personality behind Simple-Health 1101 is very high energy, point
proving, and informative. It is written in dialect that is easily understood by
the targeted audience of college students, in a way that will interest them.
Each article in Simple-Health 1101 is written in an informative way with a
point for the readers to grasp. The idea of this magazine is to teach
college students various helpful ideas regarding their lifestyle in a very
energized, interesting way.

Audienceo Simple-Health 1101 reaches out to an audience of both men and women
ranging from the ages of 18-24, specifically those in their college years.
Tone
o The tone of Simple-Health 1101 aims to have a providing service tone
behind every article.
Voice: College graduates sharing advice to currently enrolled college students
Logo Potential: Simply no room for excuses
Mission Statement:
o Simple-Health 1101 is published to help college students struggling with
their health and fitness needs. This magazine will leave students no longer
being able to say I didnt know what to eat. Or I dont know what kind of
workout to do. Simple-Health 1101 focuses and provides information that
is directly linked to the lives of college students- how they live, how little
time they have between school and studying, and the living conditions
they are in. This magazine will immerse readers each month with new
recipes, new restaurants, and new fitness routines so that there will
always be more each month to learn.
Magazine Type & Frequency:
o Consumer
o Simple-Health 1101 will be sold on newsstands all around the college
campus at the University of Georgia, at local gyms, gas stations around

the university, and select stores around the campus. This magazine will
specifically be sold only at UGA.
o Simple-Health 1101 will start up as a bimonthly magazine offered at
$1.25/issue with a subscription of $6.00 ($1.00/issue). By year four
Simple-Health 1101 will be a monthly magazine offered at $1.50/issue or a
yearly subscription for $12.00 ($1.00/issue)

Magazine Editorial Philosophy:

o Simple-Health 1101 is a beneficial magazine that will adhere to college
students health and fitness needs. Each issue will contain knowledge of
different easy and cheap eating recipes for college students to use,
different fitness routines for students to do in their homes or at the gym,
and various heath supplements and vitamins that are used to maintain
good health. Each month will deliver different information for the students
so there is always more information provided to them. Each issue will hold
a different restaurant or two in the area with specific cheap items off of
their menus that fit the budget of college students. This magazine will be
specific to the University of Georgia and focus only on Athens, Georgia.
o This high energy, point proving magazine will speak to its audience
through pictures and examples. Recipes that are given will have pictures
of what the food looks like when finished, fitness routines will have step by
step examples in pictures to avoid confusion, and each month will include
advice from different people who have graduated from college and can
provide positive feedback to help current students and clear any
confusion.
o The University of Georgia, where this magazine will be distributed, will be
researched and different restaurants will be seen in Simple-Health 1101
each month. Different recipes will be drawn from the chosen restaurants
menus that are sticking to the cheap, college budget that Simple-Health
1101 is portraying.
o Different investors and advertisers will need to stand by this energizing
feel in the magazine and provide their own products and examples that
this magazine provides. The information will be encouraging to its readers
and will be highly informative. The restaurants chosen to be a part of the
monthly issue will be allowed to help suggest what off the menu best fits
this magazine as an example.
o Fitness gyms around the University of Georgias college campus will be
asked to offer any products to the issue that they want to be advertised.

List of departments:
o What youre looking for: This is the table of contents is a clear and
concise way of seeing what each page of Simple-Health 1101 holds. Each
department is listed and is easily understandable for each reader to be
able to navigate with ease from page to page.
o Letter from the Editor: The letter from the editors purpose is to introduce
Simple-Health 1101 to the readers. This letter will provide the readers with
a broad, overall feel of the magazine where they have a good idea of what
they are about to read. It will provide the readers with the proper tone
Simple-Health 1101 is written in and will provide them with a appropriate
understanding of the feel that this magazine will hold.
o Clean-Eating of the month: In each issue of Simple-Health 1101,
different restaurants surrounding the specific campus will provide ideas off
of their menus with meals that are healthy and relatively cheap to
purchase. The purpose of this section is to introduce the readers of the
restaurants around them and to show that there are healthy alternatives
on every menu.
o Stay at home: This section of the magazine is where at home fitness
ideas will be offered. Each issue will have different ideas. All workout
routines will be acceptable in everybodys living room and will not requiring
having to go to the gym. This is the department that will give students no
more excuses to say I couldnt make it to the gym.
o Easy Eating: In each issue of Simple-Health 1101 there will be recipes
offered to make that are cheap and good. Each issue will have different
recipes providing the students with variety and more options.
o Knowing what to take: In this section, diet and fitness pills will be shown,
and so will varieties of vitamins. This is where special promotions from
advertisers might be located. The products listed will come with pricing
and locations of where to purchase them. An example of a vitamin that
may be listed is the Centrum Vitamins offered for both men and women,
and an example of diet/fitness products is different brands of pre-workout.
o Dinner for two: Each issue will feature one or two recipe ideas that are
good for a dinner of two. The recipes will be easy to cook and remain
cheap.
o Clueless in the gym: This department provides its readers will various
workout routine to do while they are in the gym. Each issue will focus on
different aspects, for example one month may focus on cardio workouts
while the next month it will focus on strengthening arm muscle.
o Sweets for days: This department is responsible with featuring various
desserts in each months issues. The desserts will be healthy alternatives
that students can easily make themselves.

o Things near you: This department will be responsible for giving the
readers information as to what restaurants and gyms are around them.
Students, especially freshman, may not be familiar with the area
surrounding their college campus, so this section will provide the readers
with this information.
o Chatroom of advice: Readers will be able to send in questions to the
magazine and can get them answered in this department. Each magazine
will have a different individual that is particularly focused on giving advice
and answering students questions. This individual will be a college
graduates who has the right knowledge and helpful skills to provide the
necessary information. These individuals are looking to free-lance, or the
advice each month can be given by somebody who works for the
magazine as well.
o Last best page: The last best page for Simple-Health 1101 will be the
advice column that students can adhere to for advice listed above as
Chatroom for Advice. This page will be most beneficial and helpful for
readers because they will be hearing personal experiences and advice
from college graduates.

Feature story ideas for a minimum of 3 issues:

o August 1st- September 1st issue: Focus on variety dishes that are
healthy and easy to make with it being the first month of school & focus on
a good cardio workout to do in the gym.
School is starting and so is your work out!
Start off the school year right by enjoying the beautiful
weather and doing a great workout! Get your daily dose of
cardio in this two-mile run while enjoying the gorgeous
scenery providing to you from the Athens North-Oconee
Greenway.
With the beginning of the new school year, try a crowd
favorite!
Whats the typical college student dinner? A 99 cent box
pasta drenched in Vodka sauce and coated in parmesan
cheese, or was that just me? Try starting off your school year
by getting that 99 cent box of pasta but getting in the habit of
using fresh mozzarella with diced tomatoes. Still cheap,
definitely healthier!
o September 1st- October 1st issue: Focus on different finger foods and
dips that are good for football season

Finger foods for the win this football season!

With every weekend full of college football and NFL, finger
foods are a must have at every get together. Become
everyones favorite person at the next party by bringing in
fresh spinach artichoke dip. By following this recipe, youll be
saving money and making friends!
Fix your football food overload!
If youre enjoying yourself and splurging every Saturday at
those football game tailgates, make sure youre keeping up
with your body by doing this great in the gym workout. By
doing a little of everything, you have your daily cardio and
muscle workout done! After doing an easy mile on the
treadmill, grab a set of dumbbells and work off all that extra
food! With the holidays approaching in the coming months,
this is a workout you for sure dont want to miss!
o October 1st- November 1st issue: Focus on different stews to make
bringing in the cold weather and easy at home workout routines.
Bring in Halloween by getting a little festive!
Cookie time! Throw a party and offer to cook because these
amazing Halloween cookies are a holiday favorite! Take your
sugar cookie when theyre done and dress them up in your
favorite Halloween costume. Ghosts, vampires, get creative!
They may be full of sugar but at least theyre cheap and
yummy right?
Too much sugar, not enough abs?
Candy-overload! Halloween provides the excuse for
everyone to spend the entire month of October binging on
candy. Lets be real, its awesome. Dont get lost under all
the empty candy wrappers though and forget to make it
worthwhile. By following this easy at home ab workout that
only takes 45 minutes of your day, that piece of candy you
go to eat will taste that much better! Feel good and taste
good this season!
Make enough for yourself and somebody else!
With the weather getting colder, the food is getting warmer!
Are you a fan of beef stew, because if you try this recipe
your answer will be yes. Curl up on a chilly night and warm
your stomach with this amazing stew with nothing more than
roast beef, carrots, and potatoes! Sound expensive? Think
again! Double this recipe for you and a friend and youre still
saving!

Explanation of cover design and how it furthers your editorial mission:

o
Simple-Health 1101 will use a lot of photos on their cover design to
capture the readers attention. Examples of these pictures would be
intrinsic food recipes that are featured in that months issue or a few clips
from various workouts from that issue. The cover will use a big easy to
read font such as Tahoma, Arial, or Century Gothic so that the font doesnt
take away from the pictures. Bold colors used to help portray how good
the food in the picture will be.
The colors that will be chosen to use will stimulate hunger such as
green, turquoise, and yellow. These three colors were researched and
were found to increase appetite because each color represents happiness
and healthy foods.
Explanation of your table of contents and how it furthers your editorial
mission:
o
The table of contents in this magazine is a clear and concise way of
organizing this magazine page by page. Each department speaks for itself
in the name as to what the reader will get out of that section in the
magazine. The departments have unique names that are easily
understood by the targeted audience of college students.
Explanation of your visual content/philosophy and how it fits your mission:
o
Simple-Health 1101 will use visual content in a highly important
matter. It will provide its readers with mouth-watering visuals of various
featured recipes that the particular issue is exemplifying. The pictures will
be professionally taken so every picture will show the wanted detail to
make the readers realize how hungry they are.
Step-by-step workout visuals will be provided in each issue to help
clarify what needs to be done so each reader can easily understand.
These visuals will even make the few extraneous workouts mentioned
seem simple!
The mission of this magazine is to provide useful information to
college students; the visual content will back this up by providing as much
clarity to the information listed as possible so the idea behind everything is
clear and concise.
Explanation of your social media philosophy and how it fits your mission:
o
Simple-Health 1101 will use various platforms of social media such
as Facebook, Twitter, Instagram, all while having an online website to
deliver high quality content to its readers and viewers. Each social media
platform will be updated daily, if not every other hour, to provide new
information constantly.

Explanation of your Web component and interactive features.

o
Simple-Health 1101 will be offered as an online version as well as
being offered on the newsstand for individuals. The online version will
include most of the same material the print magazine will, minus a few
things while adding a few things.
The online version will include each department offering the readers
with more daily articles being offered. Featured recipes will come with
interactive videos that the viewers can watch to follow along and learn
from. Not only with videos be provided to demonstrate cooking, but also to
help with workouts! Step-by-step workout videos will be released daily on
Simple-Health 1101s website to ensure understanding and help viewers
get a visual of what they are doing.
While special promotions and discounts being offered in the print
version of the magazine, viewers will find more information and ideas on
the website. The website will be updated daily giving the readers new
information to find day to day.
The website will be promoted through the use of Twitter, Facebook,
and Instagram. Special teams will work individually for each social media
platform proving helpful details and daily updates to bring viewers
attention to the magazines website.
The website will be very uncomplicated and will have the tabs set up
right on the home page so the viewer can easily navigate throughout the
web page to follow the purpose of mission statement: clear and concise.

Market Analysis

Written personality profile of your target reader.

I went through college on a monthly allowance, a very strict monthly
allowance that is. Money spent on healthy food? Nah, it was always more
important to have a weekend social life then spend time I didnt have
making healthy dinners at night that I didnt know how to cook. I spent my
days crammed in books and found myself making a 99 cent box of pasta
from Kroger for dinner. I mean come on, who doesnt love some pasta
drenched in parmesan cheese. Well truthfully, it got old. Id squeeze in an
hour workout on the one day of the week I got done with class early.
Between the pasta every night and studying all day it was far from a
surprise when I found myself 10 pounds heavier come winter break. Thats

when a point of realization comes in and you think, Crap. I cant do this for
another semester and gain more weight. Thats when you realize
something else though; you have no idea what to do differently. One more
thing to stress over, as if you already didnt have enough on your plate (or
nothing on it at all).
The target readers of Simple-Health 1101 are college students
ranging from the ages of 18-24. These college students are looking for
cheap and easy recipes to make. They want to know ways to workout in
their small dorm rooms, apartments, or houses if they cant make it to the
gym. If they can make it to the gym, they want to be aware of different
workouts they can do. Students dont have a lot of time on their hands, so
quick recipes and workouts are what they are looking for.
These readers want to be informed of things they dont know of. If
they want to go out for dinner but need to eat somewhere cheap or healthy
where do they go? What on the menu is good for them to eat? SimpleHealth 1101 will provide you with these answers. These readers need
advice on how to change their lifestyle. A whole section in Simple-Health
1101 will be provided for this specific cause.
Evidence that your target reader exists, using demographic and
psychographic research. Multiple sources cited.
o Demographics of UGA Students:
Source: https://www.admissions.uga.edu/article/a-closer-look.html
60% female
411 African-American
27% non-Caucasian
86% Georgia residents
Source: http://www.uga.edu/profile/facts/
Enrollment Fall Semester 2013
Undergraduate: 26,278
Graduate/Professional: 8,258
Total: 34,536

College students are more into magazines than anything else:

Fall 2013 Media: Demographics - Respondent
College Or University Student
Respondent is currently attending college or
university
Total Adults
Source: MRI+

47150
Total
'000

Magazine
sI
(Heavy)
Magazines II
Magazines III
Magazines IV
Magazines V (Light)

Proj4854 Pct
10.3
Pct
'000
Across Down

47102
47117
47117
47091

4312
4310
3746
2705

Index
24.4

9.2
9.1
7.9
5.7

122

21.6
21.6
18.8
13.6

108
108
94
68

o Psychographics of UGA students:

o Many of the readers for Simple-Health 1101 are college students
struggling to eat healthy and workout. They are confused as to
what to buy that is healthy with such a tight college allowance and
dont know what to do when it comes to working out. Many of
these students dont have time to make it to the gym or when they
do go to the gym they arent sure what to do. These readers have
the skill it takes to make healthy meals and do easy workouts, but
need to be informed of that knowledge. The audience is both
female and male, both of which are focused on all aspects of this
magazine: health and fitness.

A list and thorough description of your top five competitors.

1) Cooking Light: Cooking Light is a magazine that offers its readers different
food and recipes for various occasions such as: In Season, Everyday Menus,
Quick & Healthy, Vegetarian, and etc. This magazine generally appeals to the
median age of 50 and provides fitness facts, travel, and beauty, and does an
entire section on comfort food. Not only does Cooking Light give its readers all
of this, but it also has a blog pertaining to different foods, recipes, and etc.
(http://www.cookinglight.com/static/advertising/mediakit/)
Fall 2013 Media: Demographics - Respondent
College Or University Student
Respondent is currently attending college or
university
Total Adults
Source: MRI+
Total
'000
Cooking Light

Proj
'000

Pct
Across
10,887

Pct
Down
763

Index
7.0

3.8

83

Demographics of Cooking Light: Source:

http://img4.cookinglight.com/static/pdfs/mediakit/demo2011.pdf
Audience:
Total
Women
Men
Readers per
copy:
Readers per copy
Women
Men
Principle
Shoppers:
(Decision
makers)
Adults
Age:
Median age
Age 25-54
Age 35-44
Age 35-49
Age 35-59
Age 35+:
Education:
Att/Grad College+
Grad College+

AUD (000)

% COMP

Index (U.S =100)

11,520
9,661
1,859

83.9%
16.1%

162
33

9,618

83.5%

135

49.9
6,509
2,362
3,589
4,836
9,330

56.5%
205%
31.2%
42.0%
81.0%

102
114
112
112
117

7,492
4,107

65.0%
35.7%

118
131

6.27
5.26
1.01

2) Yoga Journal: The Yoga Journal is a magazine that offers 9 issues per year at
$7.95 a piece. This magazine has a majority audience of women and offers its
readers information regarding yoga, food and nutrition, fitness, wellness, and
fashion and beauty. Yoga Journal has an online website with various tabs that
bring the viewers to see poses, yoga 101, meditation, life, people, yoga videos,
events, etc. While Simple-Health 1101 aims to reach ages 18-24, Yoga Journal
reaches out to a larger audience generally between the ages of 35-54.
Fall 2013 Media: Demographics - Respondent
College Or University Student
Respondent is currently attending college or

university
Total Adults
Source: MRI+
Total
'000
Yoga Journal

Proj
'000
*

Pct
Pct
Index
Across
Down
2,279
329
14.5
1.7

171

Demographics of Yoga Journal: Source:

http://www3.yogajournal.com/advertise/press_releases/10

6.9% of U.S. adults, or 15.8 million people, practice yoga.

non-practitioners, nearly 8%, or 18.3 million Americans, say they are very or
extremely interested in yoga,
4.1% of non-practitioners, or about 9.4 million people, say they will definitely try
yoga within the next year.
72.2% are women; 27.8% are men.
40.6% are 18 to 34 years old; 41% are 35 to 54; and 18.4% are over 55.
28.4% have practiced yoga for one year or less; 21.4% have practiced for one to
two years; 25.6% have practiced two to five years; and 24.6% have practiced
more than five years.
71.4% are college educated; 27% have postgraduate degrees.
44% of yogis have household incomes of $75,000 or more; 24% have more than
$100,000.

3) Womens Health/Mens Health: Womens Health is offered at price of $15.00

for a yearly subscription, while Mens Health is offered at $25.00 for a yearly
subscription. The Mens Health magazine is a mans guide to fitness, sex,
women, workouts, weight loss, health, nutrition and muscle building. Womens
Health magazine is a womans guide to fitness, sex and love, life, food, weight
loss, health, beauty, and style. Both magazines are one of the largest direct-toconsumer businesses and are both very popular all across the nation.
Fall 2013 Media: Demographics - Respondent
College Or University Student
Respondent is currently attending college or
university
Total Adults
Source: MRI+
Total
'000
Men's Health

Proj
'000

Pct
Across
12,877

Pct
Down
1,634

Index
12.7

8.2

150

Women's Health

10,447

1,294

12.4

6.5

146

Psychographics for Womens Health: Source:

http://www.womenshealthmag.com/files/mediakit/WH-MediaKit-Psychographics.pdf
Women who are:
PUTTING HEALTH & WELLNESS FIRST:
Participated in jogging/running
Im often first to try the most advanced
medicines
I go to the doctor regularly for check-ups
I buy natural products because I am
concerned about my familys health
I follow a regular exercise routine
Participated in yoga
I take my prescription medicines exactly as
prescribed
AUTO AND TRAVEL
I often take the opportunity to discuss my
knowledge or automobiles with others
I consider myself to be an automotive
enthusiast
I am willing to pay more for a flight in order
to travel on my favorite airline
People often ask my advice when it comes
to vacation travel
Its worth it to me to pay more for highquality hotel accommodations
I seek out vehicles with bold, innovative
designs that stand apart from others on the
road
When I learn about a great vacation, I
typically recommend it to people I know
I am typically willing to pay more for highquality items
I look forward to technology advances in
new vehicles
I often take the opportunity to discuss my
knowledge of financial products or services
with others
People often ask my advice when it comes
to financial matters
TECH SAVVY:

Index:
249
193
192
190
189
184
178

225
209
206
202
198
193

191
190
186
186

186

My cell phone is an extension of my

personality
I give others advice when they are looking
to buy technology or electronic products
I often the opportunity to discuss my
knowledge of technology or electronic
products with others
I prefer products that offer the latest in new
technology
Im willing to pay more for top quality
electronics
I enjoy reading about new technology
products
When I find a technology or electronic
products I like, I typically recommend it to
people I know
I am among the first of my friends and
colleagues to try new technology products
Im fascinated by new technology
Technology helps make my life more
organized
FOCUSED ON NUTRITION:
I evaluate the nutrition of menu items when
ordering at a restaurant
People often ask my advice when it comes
to food
I regularly eat organic foods
I typically celebrate special occasions at
restaurants
During a given week, I cook meals
frequently
I try to eat a healthy breakfast every day
I enjoy trying different types of food
When I find a food product I like, I typically
recommend it to people I know
I try to eat healthy these days and pay
attention to my nutrition
Visited any restaurants in the last 30 days

205
201
200

200
198
195
194

190
187
180

208
206
203
187
187
185
185
181
179
180

Demographics for Mens Health: Source:

http://www.menshealthmediakit.com/audience/
Total audience:
Median age:
Men:
Women:
Married:
Single:
Graduated College Plus:
Employed Full-Time:
Professional/Managerial:
Own Home:

13,187,000
39.9
83.1%
16.9%
52.9%
47.1%
36.2%
62.8%
29%
61.8%

Psychographics for Mens Health: Source:

http://www.menshealthmediakit.com/audience/
MEN WHO ARE:
TECH SAVVY- TECH MOBILE MEN
I want others to say wow when they see
my electronics
I am interested in watching video clips on
my cell phone
I am among the first of my friends and
colleagues to try new technology products
I give others advice when they are looking
to buy technology or electronics products
I like to connect with brands through
social-networking sites
Im willing to pay more for top quality
electronics
I prefer products that offer the latest in new
technology
When I find a technology or electronics
product I like, I typically recommends it to
people I know
NATURAL LEADERS
People often come to me for advice before
making a purchase
I like to lead others
I like being in charge of a group
I like to share my opinions about products

INDEX:
214
207
204
200
197
192
191
190

203
203
198
197

and services by posting reviews and

ratings online
I often find myself in a leadership position
ADVENTURE SEEKERS-RISK TAKERSEXPLORERES
I often crave excitement
I am always looking for a new thrill
I like a lot of excitement in my life
Risk-taking is exciting to me
I like doing things that are new and
different
Adventure- Seeking adventure and risk
DRIVEN AND AMBITIOUS
Status- Achieving a higher social status
Ambition- Aspiring to get ahead
My goal is to make it to the top of my
profession
I strive to achieve a high social status
I like trying new things
TRENDSETTERS-STYLE CONSCIOUS
I follow the latest trends and fashions
I like to dress in the latest fashions
I want to be considered fashionable
I dress more fashionably than most people
I rely on magazines to keep me up to date
on fashion
I would pay extra for a product that is
consistent with the image I want to convey
I buy new clothes at the beginning of each
season

189

208
206
204
197
190
183
217
198
196
196
189
233
221
217
211
204
203
199

4) Health: Health magazine delivers information to an audience of women

regarding healthy & happy advice, diet and fitness, food and recipes, beauty and
style, and health advice. This magazine is offered at $12.00 for 1 year
subscription of 10 issues or at $20.00 for a 2 year subscription of 20 issues.
Fall 2013 Media: Demographics - Respondent
College Or University Student
Respondent is currently attending college or
university
Total Adults
Source: MRI+

Total
'000

Proj
'000

Pct
Across

Pct
Down

Index

Health 7,834 732 9.3 3.7 110

Demographics for Health: source: http://img2.timeinc.net/health/static/advertisedigital/pdfs/FullMediaKit.pdf
o
o
o
o

90% participate in physical activity and want to improve their fitness level
56% cook at home on a daily basis and spend 12 hours/week in the kitchen
84% discovered a new product through Health
76% purchased a product they read about Health

5) Fitness: Fitness magazine is offered at $5.99 for a 1 year subscription of 10

issues or at $11.98 for a 2 year subscription for 20 issues. This magazine offers
its readers of women information regarding fitness, beauty, wellness, food, mind
and body, and health. Its online website version also includes workout videos
and clips to provide visuals to its viewers.

Fall 2013 Media: Demographics - Respondent

College Or University Student
Respondent is currently attending college or
university
Total Adults
Source: MRI+

Total
'000
Fitnes
s

8,61 99 11. 5. 13
1 6
6 0 7

Proj
'000

Pct
Across

Pct
Down

Index

Demographics for Fitness magazines audience: Source:

http://www.meredith.com/mediakit/fitness/2013%20Fitness%20Media%20Kit.pdf
Age:
Median Age
% employed
% attended/graduated
college
Married
Have any children
Own a home
Ages 18-24
Ages 18-34
Ages 18-49
Ages 25-49
Ages 25-54
Ages 35-54

40
72%
63%
48%
43%
63%
16%
38%
73%
56%
65%
44%

Marketing
Strategy

Description of planned promotions unique to your magazine: what

cool promotions can you do for your magazine
o Kick off promotion discount:
When the magazine is first started, a unique promotion for
the first week will be having students who are reps for the
magazine handout free copies of this magazine in the main
buildings on campuses so students can gain awareness of
the magazine and its benefits. Those who obtain a free
issue will receive a special discount to get three issues at
an all-time low price. For those who did not receive a free
issue of Simple-Health 1101 during this week time period,
individuals who purchase an issue and get five friends to
follow a social media platform for the magazine will also
receive a discount on three issues of the magazine. Photo
proof is required for those acting on this promotion by

sending the proof into a listed email that can be found in the
magazine.
o Launch Party
As the magazine is launched, a launch party will be set up
in the main rotunda area outside the UGA bookstore to
have people come up to the table and get a free single-copy
distribution. With their free issue, the student will get free
drinks and food and will get the chance to speak to a few of
the workers of the magazine and hear what its all about.
o Holiday special:
Around holiday seasons, especially when students dont
have as much money in their account anymore, the
advertisers in the issue can provide coupons for their
products for the individuals that purchase the magazine. To
promote these discounts being put in the issues, a similar
table set up like the launch party and placed in the main
area of campus for people to walk by and see.

Advertising strategy details: target list of advertisers, number of

pages you believe you can sell, justification of your CMP, sample
rate card.
o The list of advertisers will be local gyms close to campus, specific
advertisers that want to promote products relating to health/fitness
such as vitamins, at home fitness machinery, and whichever
restaurant is featured in that months issue.
Body-Plex Fitness
Omni Club.
GNC
The Vitamin Shoppe
Vitamin World
Smoothie King
Lean Cuisines
Special K
Sports stores
Restaurants in Athens that will vary in each issue.
o Primarily the ads will be placed at random throughout the
magazine close to content that it pertains to. For example an ad
for a local gym will be placed near an article regarding working out.

By spacing out the ads, readers will have be flipping through the
magazine and seeing high quality content spread out versus
flipping over endless ads that are bunched together. By not seeing
so many ads at once the reader will get the feel that they are
seeing more content in the magazine.
o Justification of CPM:
Projected number of pages to sell: 75
CPM= total ad cost/ (circulation/1000)
Simple-Health 1101 CPM:
60,000/ (10,000/1000)= $6,000

4-Color
Full Page
Page
Page
2-Color
Full Page
Page
Page

$60,000
$35,000
$20,000
$45,000
$30,000
$25,000

Black and White

Full Page
Page
Page

$35,000
$30,000
$25,000

Location
Front Inside Cover
Inside Back Cover
Back Cover

$70,000
$70,000
$75,000

Discounted Rates
Full Year (6 Issues) (Year one starting

-15%

out)
Half year (3 Issues)

-10%

Additional Charges
Bleeding

+10%

Important Dates
Purchase deadline:
Materials Deadline:
Onsale: Day of
publication release

Aug.1-Sept.1
June 10th
June 15th
August 1st

Sept.1-Oct.1
July 10th
July 15th
September 1st

Oct.1-Nov.1
August 10th
August 15th
October 1st

Circulation plan: Bulls eye analysis of potential subscribers,

explanation of what combination of circulation strategies will be
best for your book.
o Outside ring: Casual consumers. These will be people who at
random times buy an issue of Simple-Health 1101 to read it. These
consumers will be shown most prominent following the Holidays
where New Year resolutions kick in and are looking for ideas to
improve their health and lose weight.
o Third ring: Occasional consumers. These are students who every
other month maybe will want to buy a copy of Simple-Health 1101
to gain information. They dont buy issues every single month, only
occasionally.
o Second ring: Frequent consumers. These are students who avidly
purchase issues almost every month or every two months.
o First ring: Professional consumers. These consumers will be
people who buy an issue every month or may possibly work in the
industry. They choose to read every issue Simple-Health 1101 and
are passionate subscription owners.
o Bulls eye: Consumers who livelihood depend on Simple-Health
1101. These people will be mostly advertisers and competitors

who work for related magazines. The top 5 competitors, Yoga

Journal, Womens Health/Mens Health, Health magazine, Fitness
magazine, and Cooking Light will all fall under this bulls eye.
These competitors need to keep up with competition, so they are
likely to purchase issues of Simple-Health 1101 to stay informed.

Circulation Strategies:
o
Simple-Health 1101 will primarily gain readership through
the use of social media and through the online website.
The digital platforms (Twitter, Instagram, and Facebook) will
be updated constantly throughout the day so that constant
information is being seen on a viewers timeline. Each platform
will have direct links that will easily take a viewer to the SimpleHealth 1101 website.
As Simple-Health 1101 kicks off with its first issue, free
single-copy distributions will be offered to UGA students on
campus for a weekly time period to gain awareness. Those who
obtain a free issue will receive a special discount to get three
issues at an all-time low price. For those who did not receive a
free issue of Simple-Health 1101 during this week time period,
individuals who purchase an issue and get five friends to follow
a social media platform for the magazine will also receive a
discount on three issues of the magazine. Photo proof is
required for those acting on this promotion by sending the proof
into a listed email that can be found in the magazine.
To gain the attention of readers for the magazine, SimpleHealth 1101 will attain ad space on the University of Georgias

campus to promote and gain readership. Ads will also be placed

at nearby coffee shops, and other local spots that usually have
a lot of students present where the ad can be seen and read.
For each issue, a specific restaurant or two in the Athens,
GA area will be featured. To gain awareness, an ad will be
placed in the featured restaurants that month store where dining
individuals can see it. Ads will also be placed like this in the
surrounding advertisers stores as well.
To follow Simple-Health 1101s philosophy and tone, the
ads placed in various places to gain awareness will continue to
have an informative, did-you-know tone so individuals will easily
understand that Simple-Health 1101 is a providing service
magazine for those students in need of advice and assistance.

Plan for using new and social media:

o
Simple-Health 1101 will be offered on every digital platform
available, Twitter, Facebook, Instagram, Online, etc. There will be
specific job roles that will be given to individuals to be in charge of
keeping up with each social media platform daily. All of the social
media platforms used will be easily accessible by different digital
platforms such as a laptop, smart phone, iPad, Kindle, etc.
Twitter, Instagram and Facebook will offer daily messages of
advice, or any special offers in that months issue. They will be
updated constantly offering pictures of recipes, workouts, and
more. Each of these digital platforms will be directly linked to the
magazines website offering an ease of movement from platform to
platform.
The website online will offer almost everything the print
magazine will except for the special promotions advertisers may
offer in the magazine itself that particular month. The website
gives the readers an interactive experience by providing videos
demonstrating different things. It has a link that can allow viewers
to sign up for subscriptions easily if interested.
The social media is directly linked with Simple-Health 1101s
mission and purpose of providing its readers with understandable
and informative information

Five-year financial
plan

Structure of staff:
o Publisher: The publisher of the magazine is responsible for making the
publication of the magazine a commercial success. This individual with run
business operations to provide readers with great quality content. They will
help define editorial content to ensure the magazine success, while focusing
on revenue and profit.
o Editor-in-Chief: The editor-in-chief is responsible for overseeing all editors
in each department of the magazine. They have final say on all editorial
content before anything gets published and are responsible for serving as
the social chair at each magazine function. Not only do they work with all
editors, but they are also in charge of making budget plans for each
individual department. They are in charge of making sure all editorial
content is as informative and clear as possible for the readers.
o Features Editor: The features editor for this magazine is responsible for
each feature article in that months issue. They focus on checking mistakes
in writing and making sure everything is correct. They assign the articles to
be written by a specific writer and then help that writer along the way by
brainstorming ideas and making sure they are following the magazines
mission and philosophy.
o Department Editor: Each department has a specific editor that assigns
them the articles to be written. They provide the writers with the story ideas
and any other useful information needed in the writing process. The
department editor goes over everything written and has final say before the
publication process is put at hand. By following the magazines mission
statement and editorial philosophy, the department editor helps in producing
grammatically correct and high quality articles.
o Online Editor: The online editors main responsibility is overseeing all
articles publishing online between the magazines website and the use of all
social media platforms- Twitter, Instagram, and Facebook. All content must

be approved with the online editor before the information is passed on to the
editor-in-chief for final say.
o Creative Director: The creative director for the magazine works hand-inhand with the editors to produce creative design for the articles. They put
together a creative team of photographers, writers, and more to come up
with appropriate designs that follow the magazines overall purpose and
tone.
o Web Content Editor: In charge of putting together a creative team and
dividing up jobs for those to work specifically with Twitter, Facebook,
Instagram, and the online website. This web content editor will be in charge
of reviewing what is posted on all social media platforms before it is
published. They will make sure each platform is being updated with the right
articles, links, and pictures that adhere to each specific platforms usage.
o Photographer: The photographer is responsible for taking all photos placed
in the magazine. They are in charge of all things needing a camera. This
includes step by step pictures of workouts and pictures of recipes during the
cooking process and when it is finished. The photographer is accountable
for taking nice, clean, and concise photos that represent the magazines
purpose and mission of being as informative and clear for the audience as
possible.
o Editorial Assistant: The editorial assistant of the magazine is responsible
for providing support in all aspects of publication. They help with planning
the content, helping finish written work, organizing project deadlines, various
administrative tasks such as filing or copying, obtaining all materials needed
for publication, and etc. The duties of the editorial assistant are very broad
and vary from department to department.
o Contributing Editors: These editors will be editors that step in and out of
each issue and write in a free-lance manner for the advice columns found in
each issue and on the online website. These editors can be current works
on the magazine for different departments looking to do a few articles, or it
can be individuals who do not work for the magazine but have the
necessary credentials of being a college graduate with helpful knowledge
they could free-lance and share.
o Marketing Editor & Publicist: This individual is responsible for promoting
the magazine in the right media markets where the most viewers and
readers will be reached. They are responsible for researching competition
on all platforms and making sure this specific magazine will reach a high
level of readers and viewers. They generate press coverage on behalf of the
magazine and serve as the leader to for the magazine to read various
media outlets. The managing editor/publicist of Simple-Health 1101 is in
charge of making sure the magazine itself will sell in the best possible ways.

o Ad Sales representative: The ad sales representative has the important

job of contacting clients to buy advertising space or time in the magazine.
They are responsible for explaining all benefits of your magazine and all
prices that are willing to be negotiated. They should have high knowledge
of the magazine itself and be able to provide any necessary information to
those who may potentially buy media for their ads.

Five-Year Financial Plan:

Year One

Year Two

Year Three

Year Four

Year Five

Number of Issues
per year
Total Circulation

12

12

10,000

10,500

11,000

11,250

11,500

Number of
Subscribers
Number of
Newsstand Sales
Subscription Price

4,000

4,400

4,800

5,000

6,000

6,000

6,100

6,200

6,250

5,500

$6

$6

$6

$12

$12

Cover Price

$1.25

$1.25

$1.25

$1.50

$1.50

Ad: Edit Ratio

20:55

20:55

25:50

25:50

30:45

Advertising Pages
per Issue
Editorial Pages per
Issue
Total Pages

20

20

25

25

30

55

55

50

50

45

75

75

75

75

75

CPM

$6,000

$5,714.3

$5,909.1

$6,222.2

$6,521.7

Basic Information

Ratebase

10,000

10,500

11,000

11,250

11,500

Full-Color Ad Rate

$60,000

$60,000

$65,000

$70,000

$75,000

Average Discount:

15%

15%

10%

10%

10%

Estimates of Start-Up Costs, Fixed Costs and Variable Costs:

Expenses

Year One

Year Two

Year Three

Year Four

Year Five

Start-up Costs $100

$50

$0

$0

$0

Advertising

$1,200

$1,300

$1,500

$1,800

$2,000

Subscriptions

$1,800

$2,000

$2,200

$2,500

$2,800

Single-Copy
Sales

$1,400

$1,550

$1,700

$1,900

$2,000

Editorial

$1,000

$1,200

$1,400

$1,600

$1,800

Production

$1,700

$2,000

$2,200

$2,500

$3,200

Distribution

$1,200

$1,500

$1,700

$2,000

$2,200

Administrativ
e Costs

$1,000

$1,250

$1,500

$1,800

$2,000

Total
Expenses

$9,400

$10,850

$12,200

$14,100

$16,000

Revenue forecast for new subscribers, converts, renewals, and advertising:

Revenues

Year One

Year Two

Year Three

Year Four

Year Five

Subscriptions

$24,000

$26,400

$28,800

$60,000

$72,000

New
Subscribers

100%

50%

40%

25%

25%

Renewal
Subscriptions

0%

50%

60%

75%

75%

Single-Copy
Sales

$7,500

$7,625

$7,750

$9,375

$8,250

Advertising

$1,200,000

$1,200,000

$1,625,000

$1,750,000

$95,000

Total Revenue $106,500

$114,025

$121,500

$159,375

$175,250

Net Income

$103,175

$109,300

$97,100

$145,275

$159,250

Final magazine
prototype:

Solid feature story ideas:

August 1st- September 1st issue: Focus on variety dishes that are
healthy and easy to make with it being the first month of school & focus
on a good cardio workout to do in the gym.
o School is starting and so is your work out!
Start off the school year right by enjoying the beautiful
weather and doing a great workout! Get your daily dose of
cardio in this two-mile run while enjoying the gorgeous
scenery providing to you from the Athens North-Oconee
Greenway!
o With the beginning of the new school year, try a crowd
favorite!
Whats the typical college student dinner? A 99 cent box
pasta drenched in Vodka sauce and coated in parmesan
cheese, or was that just me? Try starting off your school
year by getting that 99 cent box of pasta but getting in the
habit of using fresh mozzarella with diced tomatoes. Still
cheap, definitely healthier!
September 1st- October 1st issue: Focus on different finger foods and
dips that are good for football season
o Finger foods for the win this football season!
With every weekend full of college football and NFL, finger
foods are a must have at every get together. Become
everyones favorite person at the next party by bringing in
fresh spinach artichoke dip. By following this recipe, youll
be saving money and making friends!
o Fix your football food overload!
If youre enjoying yourself and splurging every Saturday at
those football game tailgates, make sure youre keeping up
with your body by doing this great in the gym workout. By
doing a little of everything, you have your daily cardio and
muscle workout done! After doing an easy mile on the
treadmill and grab a set of dumbbells and work off all that

extra food! With the holidays approaching in the coming

months, this a workout you for sure dont want to miss!
st
October 1 - November 1st issue: Focus on different stews to make
bringing in the cold weather and easy at home workout routines.
o Bring in Halloween by getting a little festive!
Cookie time! Throw a party and offer to cook because these
amazing Halloween cookies are a holiday favorite! Take
your sugar cookie when theyre done and dress them up in
your favorite Halloween costume. Ghosts, vampires, get
creative! They may be full of sugar but at least theyre
cheap and yummy right?
o Too much sugar, not enough abs?
Candy-overload! Halloween provides the excuse for
everyone to spend the entire month of October binging on
candy. Lets be real, its awesome. Dont get lost under all
the empty candy wrappers though and forget to make it
worthwhile. By following this easy at home ab workout that
only takes 45 minutes of your day, that piece of candy you
go to eat will taste that much better! Feel good and taste
good this season!
o Make enough for yourself and somebody else!
With the weather getting colder, the food is getting warmer!
Are you a fan of beef stew, because if you try this recipe
your answer will be yes. Curl up on a chilly night and warm
your stomach with this amazing stew with nothing more
than roast beef, carrots, and potatoes! Sound expensive?
Think again! Double this recipe for you and a friend and
youre still saving!

Executive summary:
Simple-Health 1101 is a high energy, informative magazine designed to help a
targeted audience of college students at the University of Georgia struggling with their
health and fitness needs. The idea of Simple-Health 1101 is to teach these students
various helpful ideas regarding their lifestyle in an interesting way. By using advice from
graduates and by providing cheap recipes and workout ideas that can be done in the
gym or at home, readers will attain the knowledge to eat well and workout. The
magazine will leave students no longer saying, I didnt know what to eat, or I dont
have time to go to the gym.
Each issue of Simple-Health 1101 will contain information of different easy and
cheap eating recipes for college students to use, different fitness routines for students to
do in their homes or at the gym, and will feature various nearby restaurants in Athens to
let readers know about items off their menus. This high quality, energy filled magazine
will speak to its audience through exquisite pictures of recipes and step-by-step workout
photos to help with understanding.
The strongest competition against Simple-Health 1101 is Women and Mens
Health, Yoga Journal, Cooking Light, Fitness, and Health magazine. Simple-Health
1101 will outrun these five magazines strongly because of the price. College students
have a tight budget and are looking to spend their money carefully and Simple-Health
1101 is fully aware of this. Not only will price be a determining factor in rising above
competition, but the content provided in each issue makes Simple-Health 1101 stand
out. This magazine specifically targets only college students and each article adheres to
this. It is written in an easily understood voice that grabs the readers attention and
focuses only on products the targeted audience will be interested in and can afford.
This magazine will be very profitable and reach a circulation of 11,500 by its fifth
year running containing around 6,000 subscribers and 5,500 newsstand sales. Students
who choose to buy a copy of Simple-Health 1101 will not regret their decision. This
magazine will give every student with a tight budget numerous recipe ideas each month
that are highly affordable for them. They will acquire new knowledge each month of
workout ideas to stay in shape and will be provided with information of restaurants
nearby that fit with their allowance allowing them to go out and enjoy themselves. By
buying a copy of Simple-Health 1101 a student will be purchasing content that will ease
their lifestyle and will be information they can carry with them for the rest of their lives.