Group 1 MDC 3

Concept Note Webzine - The Urban Window # 05 - Janki Dudani # 06 - Sadiyah Faruki # 08 - Priyal Kapuria # 10 - Kruti Naik # 11 - Aneri Nihalani # 15 - Mamta Rajput # 18 - Devina Sarwatay # 20 - Vidhi Sheth

An assignment for Paper 502, Communication Perspective 3

A group project for individual internal assessment of the subject for MDC 2012-14, Semester 3 students for 25 marks by Jayrav Jansari

Webzine Concept Note

The assignment:

Group 1 MDC 3

We are an established publishing house and have been approached to make a webzine. Our target group is the urban populace. The objective of the webzine is to talk about urban development issues. We have to launch a fortnightly webzine.

Group 1: We decided to divide the work in the following manner:

Webzine Work Distribution

Sales, promotion & circulation strategy
Vidhi Sheth Roll no. 20

Layout & Design

Aneri Nihalani Roll no. 11

Content

Janki Dudani Roll no. 5

Priyal Kapuria Roll no. 8

Kruti Naik Roll no. 10

Sadiyah Faruki Roll no. 6

Mamta Rajput Roll no. 15

Devina Sarwatay Roll no. 18

The common issues were discussed in the Core Group, which everyone was a part of. The issues were the webzines & publishing houses names, the theme of the webzine, the colour scheme, budget, etc.

Webzine Concept Note

Core details: Name: The Urban Window Publishing house: The Infinite Group

Group 1 MDC 3

Theme: The theme of this webzine will be to look at the dual aspects of an urban development issue. For e.g. if migration is an urban development issue we are looking at, one issue of the month will look at inwards migration, its causes, effects and aspects and the second issue of the month will look at the same for outwards migration. Colour Scheme: The urban arena is always moving. To keep it active, an important role is played by tea-coffee and the spaces where they are provided. Hence, we decided to keep the primary colour scheme as shades of brown and decided to retain the colour spectrum wherever necessary. Budget: The total working capital for The Urban Window - A Webzine on Urban Development Issues is INR 80,00,000. The distribution of this budget is as follows: Particulars Advertising, promotion and circulation Website and content Administrative expenses Miscellaneous Contingency fund % share 50% 20% 20% 05% 05%

Webzine price: It has been decided to make the webzine available for free for at least the first six months from the date of launch.

Webzine Concept Note

Sales, promotion & circulation strategy: Step - 1:

Group 1 MDC 3

Market research is the first and foremost step of any activity for any brand. Target audience Urban populace Subject - Urban development issues Product - Webzine Media - Internet (websites for social networking like Facebook, Twitter, Yahoo, Matrimonial sites, e-mail etc. Tool - Questionnaires via Google docs This research will answer questions like: Who is our audience? What is the current market scenario? What is the current number of people reading online magazines? What is the current number of people who are tech savvy?

Step - 2 Promotion means

Sales

Consideration

Loyalty

Awareness

Advocacy

Webzine Concept Note

Strategies -

Group 1 MDC 3

Our budget for promotion and circulation is 25% of the 50% allotted to us from the total. We will be approaching websites and portals which have a huge urban presence in Ahmedabad. We will buy ad space on the internet and in print and some other electronic media. Using pamphlets and leaflets at traffic signals, theatres, hangouts and house calls, we will spread awareness about the webzine.

Step - 3 Once the webzine is recognizable and has some recall value, we will start focusing on giving free articles via social media and emails. Playing contests online and giving free movie tickets, chocolates etc. Developing various subscription schemes and advantages.

Step - 4 We can also tie-up with websites for bartering promotions. E.g.: Flipcart Myntra Yahoo Google [ad words] E-papers Blogs website which talk about the issue Current affairs website such as FAS study centre, Abhiyan etc.

Webzine Concept Note

Group 1 MDC 3

Our advertising team will strive to make partners for the long term. Our advertisement strategy is to approach web-based businesses first followed by big brands offline who have some online presence. We'll have three kinds of partnerships to offer: Partner Platinum Gold Silver Space Full page Half page Quarter page Frequency 2 issues, 3 months 2 issues, 2 months 1 issue, 2 months Price INR 5,00,000 INR 3,50,000 INR 1,50,000

Besides this, we will also have space to offer la carte, the price of which will vary according to readership.

Content: We discussed that issues will be discussed with its dual aspects in focus. Health, Migration, Traffic, Cost of living, etc. will be in focus to show either two sides of the coin or the cause-effect relationship of the issue and its aspect. The webzine will have sections like cover story, expert speak, NGO file, events, etc. These will be divided into 14 pages. The division is as follows: Cover page details: Title of the first issue: Physical health and fitness In this section: All you want to know about physical health and fitness, What you're doing wrong in everyday fitness, Doctors talk, New-age workouts, NGOs working for health and fitness and more... 2nd page: Publisher's information and editor's letter introducing our webzine & the issue 3rd page: Cover Story - All you want to know about physical health and fitness (pg 1) 4th page: Advertisement 5th page: Cover Story contd (pg 2)

Webzine Concept Note

6th page: Cover Story contd (pg 3) + Ad 7th page: Advertisement 8th page: Expert Speak - Doctors talk

Group 1 MDC 3

9th page: NGO file (Covering NGOs working on different issues in physical health and fitness) + Ad 10th page: Article - New-age workouts 11th page: Event news, opinion poll, readers' feedback + Ad 12th page: Article: What you're doing wrong in everyday fitness 13th page: Light entertainment, about government schemes + Ad 14th page: About the publishing team, In the next issue...

Webzine Concept Note

Layout & Design: The proposed cover page of the webzine:

Group 1 MDC 3