INTERDISCIPLINARY DESIGN MAGAZINE

T A B L E O F C O N E N T S

Executive Summary 4
Concept 6
Swot Analysis 7
Editorial Need 8
Editorial Content 9
Reader Potential 10
Circulation Objectives 11
Marketing, Promotion & Distribution 12
Advertising 15
Production Costs 17
Basic Assumptions 18
Team Meta 20
Flat Plan 22
Cover Design 24
Feature Spread Design 26

2 M E T A M A G A Z I N E B U S I N E S S P L A N 3
E X E C U T I V E S U M M A R Y
meta is a magazine for creative designers and the like-minded which views the world through a lens of innovation, especially stressing the
need for interdisciplinary design methodologies and ideologies to achieve excellence. meta aims to engage, inspire and inform Canadian
readers through an interdisciplinary approach to design. The content of meta will be offered through a socially and culturally conscious
view of design and it is Meta Publishing Inc.’s goal to provide both a credible and artistic voice offering its readers a forward-thinking
perspective on design ideas, trends and issues.
E D I T O R I A L N E E D
The various mediums of design are continually evolving and meta’s
readers need this magazine not only for inspiration, but to stay at
the forefront of their industries. People working in these fluxional
and multidisciplinary industries are required to be knowledgeable
of current design challenges and methodologies. This magazine
should be published because it is geared towards a unique market
niche that has not yet been tapped into.
E D I T O R I A L C O N T E N T
meta offers two unique content opportunities. Firstly, meta inves-
tigates design processes which employ or are inspired by multiple
domains. Secondly, meta features “blue sky” ideas which serve to
inspire readers, and offer the potential to influence divergent de-
sign realms. Ongoing departments concentrate on providing infor-
mation and insight into innovative products, schools, people and
media relevant to an audience of designers, creative minds and
forward thinkers. There are currently several design-related maga-
zines in the Canadian market. meta’s primary competitor is Azure,
who cover architecture, art and design, but does not focus on the
creative process.
R E A D E R P O T E N T I A L
After reviewing the demographics and potential market size,
meta Publishers Inc. has determined their readership to be
both males and females within the age range of 18-35 and
within the income range of $25000 – $59999 per annum.
Primary readers are designers and the creatively like-
minded who may have backgrounds in different disci-
plines of design, knowledge of the design industry, or
simply a general interest in design. Through the study
of psychographics and of the target demographic, the
4 M E T A
publishing team is able to understand the audience’s wants, needs
and desires, as well as their consumer behaviours.
C I R C U L A T I O N
Meta Publishing Inc. will distribute 150,000 copies of meta in its
test issue. In the first three years meta’s circulation per issue will
be as follows: Year One, 8000 copies; Year Two 10,000 copies;
Year Three, 12,500 copies. These will be distributed through four
different methods including controlled circulation, paid subscrip-
tion, newsstand (single copy), and bulk-drop off. These numbers
and distribution methods are a reflection of our target market’s
readership habits. Meta Publishing Inc. will continue to seek new
readers through direct mail, insert cards and other types of promo-
tion. For the first three years, meta will be distributed primarily in
Western Canada and Ontario with a concentration in Vancouver
and Toronto.
M A R K E T I N G , P R O M O T I O N & cover price of $7.95.
D I S T R I B U T I O N P L A N
In order to appropriately market and promote meta, a combination
of methods will be used. These methods developed by the market-
ing manager, including a launch party and many free distributed
premiere issues, will allow meta to saturate the market and ensure
that readers are reached. Design contests and giveaways also help
promote meta to its target audience, who are primarily designers
and creative individuals. Other components of meta’s marketing,
promotion and distribution strategies include a website that focuses
on contests, feature stories and online subscriptions, insert cards
placed in every magazine, and a number of ancillary products.
A D V E R T I S I N G P O T E N T I A L
meta is the ultimate choice for advertisers who wish to reach not
only a design-conscious audience, but also an audience that is
willing to look to aesthetics and brand reputation when making
purchase decisions. The advertising manager, understanding the
psychographics and consumer behaviour of meta’s readers, has
identified over 50 advertisers for this creative minded audience,
including stylish automobile companies, well-known brands of con-
sumer electronics, and educational institutions that coincide with
the vision and audience of the magazine. The advertising manager
has also created an effective advertising policy, along with competi-
tive ad rates to help meta succeed in the magazine industry.
P R O D U C T I O N
The beautifully crafted art direction and design-oriented focus of
meta requires only the best in production. meta is produced on
high quality paper in full colour in order to give the reader the ul-
timate viewing experience and to enhance the colour and clarity of
the designed elements. meta’s cover is printed on heavy paper with
a special coating to produce a beautiful finished look that is low on
gloss yet allows the colours of the photographs to stand out. meta’s
production quality, however, does not cut down on the magazine’s
profitability; printed on a web-press at high circulation numbers,
meta’s price per copy is extremely reasonable when compared to its
B A S I C A S S U M P T I O N S
Behind the complex operations of Meta Publishing Inc. and the
launch of meta magazine is a carefully constructed budget. For the
purpose of informing our potential investors, we have included a
basic assumptions summary for the test issue and Years One, Two,
and Three. The Pro Forma Income Statement outlines the reve-
nues and expenses for the same period. We have concluded that
the launch and first three years of meta will require $495,426 in
financing. We are happy to report that we expect to begin to return
capital to investors by Year Three and increasing substantially into
Year Four and Five.
M A G A Z I N E B U S I N E S S P L A N 5
C O N C E P T S W O T A N A LY S I S

The word “meta” can be defined as being in a higher state of devel- in meta magazine are spread across some six or seven magazines. S T R E N G T H S

opment and also, in the context of this publication, communicat-
ing the process and language of interdisciplinary and progressive
design. The title meta represents a publication that focuses on de-
sign ideologies, trends and products of interdisciplinary design that
transcend the typical view of design and live beyond the cutting
edge.
This publication is unique in its perspective and its ability to pro- • easily definable and reachable audience
vide “one-stop shop” for designers and the creatively like-minded. • audience pursues knowledge in many mediums
meta covers all fields of design providing the content is cutting edge. • creates new areas of interest through multi-disciplinary approach
Most importantly, our magazine offers a unique multi-disciplinary • only Canadian magazine with this subject area and point of view
approach combining various design fields to create new areas of • covers a wide range of range of professions with a unique perspective
interest for our readers.
W E A K N E S S E S

M I S S I O N S T A T E M E N T • higher price may deter lower income buyers

Meta Publishing Inc.’s mission is to provide designers and the like- • concept is not easily communicated
minded with a unique magazine that encompasses the innovative • has potential to be confused with more traditional design publications
world of design. Our goal is to have the content and look of our
magazine reflect our respect for and understanding of design. Our O P P O R T U N I T I E S

aim is to provide both a credible and artistic voice in a consistent • highest value (cover price and paper quality) Canadian design magazine
manner and to bridge the gap between disciplines and foster in- • quarterly issuing will allow for lower income buyers to afford meta
novation. Most importantly, our goal is to engage our reader and • awareness of different design industries is emerging
give them what they want and need in terms of design and design • opportunities for ancillary products: design contest, conferences, and in the future more specified magazines
ideologies. • opportunities for special issues and gifts

E D I T O R I A L P H I L O S O P H Y T H R E A T S

All design fields pride themselves in pioneering the next trend that • must share market with established Canadian (approx.7 magazines) and American competition (approx. 9 magazines)
not only addresses problems surrounding human life, but also at- • must share market with viewers of design television
tempts to revolutionize the way in which humans lead their lives.
The purpose of this magazine is to inform, inspire, engage and en-
tertain designers and the like-minded by showcasing multidiscipli-
nary design projects and addressing issues that arise when work-
ing in design related fields. Areas of interest include architecture,
graphic, interior, furniture, experience, and product design to name
a few. Our focus is upon designs that are sustainable, aesthetically
pleasing and push boundaries of conventional design. We will in-
clude profiles on people and schools dedicated to design as well as
featuring information on design processes and techniques.. meta is
Canadian in is production and distribution while its content covers
Canadian and International design industries.

How are the areas of interest different from others?

In the Canadian competition, the areas of interest that are covered

6 M E T A M A G A Z I N E B U S I N E S S P L A N 7
E D I T O R I A L N E E D

Design, regardless of which faculty, is constantly attempting to prepares them to succeed in their occupation. By providing insight • Tunneling through the Alps
• Driving the Bering Strait
revolutionize human life and fulfill every whim of human desire. into the design industries and the design process, this magazine is a
• Ubiquitous versus Personalized
As such, designers in all fields need this magazine to stay at the one-stop shop for designers and the creatively like-minded. • Building KLIA
forefront of their industry. Just as important as the need for in-
Reviews:
formation, is the need for inspiration. meta is needed by not only Sources: • Art Centre College of Design
designers, but by any reader interested in current design challenges C.A.R.D Canadian Advertising Rates and Data (November, 2003) • University of Plymouth
• Georgia Tech
and methodologies. As both students and professionals, our readers S.R.D.S (January, 2004) • Clark Art Institute
lead busy lives and are drawn to meta’s insightful and accessible • Nokia N-Gage
T A B L E O F C O N T E N T S # 1 • Apple G5
content as well as its easy portability. • Ibrahim Ferrer: “Buena Vista Social Club”
Letter from the Editor • Troy
• Donald Norman: “The Design of Everyday Things”
How does meta compare to the competition? Features:
meta offers a look into most fields of design which are restricted in E D I T O R I A L • Climbing the Pyramid City Profiles:
• Recording the Essence: Capturing Movement and Emotion • Tom Ford
other magazines to stereotypical categorizations of design, omitting C O N T E N T • Landing at Hong Kong’s Airport at Sea • Tadao Ando
and treating print design and experience design differently from • Cultivating Flow in Everyday Life • Daria Dempsey (Emily Carr)
• Living in the Sky • Spike Jonze: High Art of Low Art
interior design and architecture. For example, Canadian magazine Since the Canadian market already does not suffer from a shortage • Living Underwater
Azure’s areas of interest are architecture and interior design, De- of design-related magazines, through analyzing the main competi- • Relinquishing Control: Adaptation from a Designers View
• P2P Technologies: Past to Present
sign Engineering offers technical information for product design tor’s (Azure) editorial content, the team has discovered that such T A B L E O F C O N T E N T S # 3
and news for Canadian designers, and Applied Arts concentrates on design magazines rarely focus on the design process of any areas Reviews:
• iPod Mini Letter from the Editor
visual communication through design in the fields of advertising, of design. There are, occasionally, features that do so, but meta at- • Csikszentmihalyi: “Creativity”
multimedia, and the web. In comparison, meta includes all of these tempts to distinguish itself by making this the bulk of the magazine • Cranbrook Academy Features:
• Gypsy Wireless Motion Capture System • Taking a Transatlantic Train
fields in a single magazine with a multidisciplinary approach to de- and highlighting the multidisciplinary process that is involved. This • Rhode Island School of Design • Autonomous Software: The Future of Interaction
sign. In this manner, new areas of interest are always being created will be the major portion of the features. Apart from that, meta will • Stepford Wives • Church on the Water
• Gnutella P2P Software • Driving a Car that Knows You
as different fields of design are integrated with each other. There is also focus on design theory features, dealing with current design • Air: Talkie Walkie • The Twin Towers Feat
also no direct Canadian competition for the forward thinking voice issues that educate readers of the trends and challenges that each • OST: Lost in Translation • Accessibility of Knowledge: Utilizing Pattern Language
• Holding back the North Sea
that meta offers. There is one American competitor, Res, whose area of design faces. Also, meta will highlight several new products
Profiles: • Riding New York’s Subway
vision is similar to ours, though they also cover music and film, that are just released in the market and post reviews for them. How- • Zaha Hadid
• Char Davies Reviews:
leaving less room for areas of design. There are two other American ever, reviews have to be fairly neutral (written with pros and cons)
• Steve DiPaola (SFU Surrey) • LG Internet Fridge
magazines that are similar to meta: *Surface and Step. The latter to create a fair view of the products. The contests section will allow • Paul Lansky (Georgia Tech) • Royal College of Art
seems to approach the design industry with the same creative vision readers to submit their thoughts or work (depending on contest • Toshiba Portégé M200/M205 Series
• Phoenix: United
of design, yet are not as socially and culturally conscious as meta. rules) to win prizes. However, this department will only be held • MachL 3.8 Desktop PC
every few issues to ensure the contests are well thought-out. One
T A B L E O F C O N T E N T S # 2 • Brunell University
• Adobe Creative Suite
This magazine should be published because it fills a unique mar- example would be to hold contests for identifying design features Letter from the Editor • Steven Johnson: “Emergence”
ket niche (with specific demographics and psychographics) that has in a building and state how it contributes to the overall design of • Canon EOS 10D
Features:
not previously been explored in this capacity. Any professional or the building. The final section of the magazine takes the form of • Wearing Your Furniture Profiles:
student specializing in the areas of interest included in meta should profiles. This section will cover profiles of designers, both students • Bridging the Gaps in Multidisciplinary Discourse • Frank Gary: From Object to Environment
• Driving through Boston’s Big Dig • Julian Gosper (Emily Carr)
have this magazine in their collection. This is because it provides and professionals, apart from educational institutions and design • Dissolving Design in Behavior: How to Avoid Interaction • Norman Bel Geddes
a cutting-edge approach that not only informs its readers but also companies. Anxiety • Alexander McQueen

8 M E T A M A G A Z I N E B U S I N E S S P L A N 9
R E A D E R P O T E N T I A L

D E M O G R A P H I C S P S Y C H O G R A P H I C S main focus of how a product is marketed to a particular generation.

The readers of meta are both male and female in a target age range of 18-35 and an income range of $25000 – $59999 per annum. As The perceptions and attitudes of our readers can be summarized These dimensions comprise of being aware of a generation’s values,
children of the baby-boomers this market will continue to grow. meta’s primary readers have obtained a postsecondary education in a as being: life-stages, physiographic, emotions and affinities, and socio-eco-
variety of fields ranging from engineering and applied sciences to fine and applied arts. Our readers are employed in a variety of fields nomics. In the development and marketing of our magazine, we
such as Interior Design, Architecture, Product Design, Web Design, Experience Design and Industrial Design. It must be mentioned that • Interested in Innovative Design are taking into account how these elements can help to make meta
our readers are not limited to these professions, as the concept of meta attracts anyone with a creative eye. The graphs below offer some • Interested in the Culture of Current Design more desirable to its target audience.
insight into the demographics and potential size of meta’s target market. • Interested in the Creative Process of Design

Figure 1.1 Figure 1.3

• Interested in the technology of design Sources:
• Socially Conscious Defining Markets Defining Moments. Geoffrey E. Meredith, Charles
Population Age 18-38 Income - Age 18-35
D. Schewe, Janice Karlovich. John Wiley & Sons; 1st edition (De-
number of people (in thousands)

We have identified that our target market includes people within

number of people (in thousands)

3000 250
2500
cember 15, 2001)
200
2000
1500 150
Generation X, and the Echo Generation. Understanding their char-
1000
500
0
Population 100

50
acteristics may help us when trying to market our magazine. C I R C U L A T I O N
O B J E C T I V E S
Prince Edward Island
British Columbia

Saskatchewan
Quebec
Ontario
Nova Scotia
Manitoba
Alberta

New Brunswick

Newfoundland

0
25000-29999 30000-34999 35000-39999 40000-44999 45000-49999 50000-59999
Generation X (Age 24-35)
Income

Vancouver British Columbia Toronto Ontario

Although Gen X’ers are indeed the latchkey kids of the 1980’s, Figure 1.6
Provinces
they have lived through a time where they were able to experience Test Year 1 Year 2 Year 3
Figure 1.2 Figure 1.4 technological breakthroughs in many aspects. During their young Total Circulation 150,000 8000 10000 12500
adulthood, those in Generation X have seen the rise of the Internet, Subscription 2800 3500 4440
Major Locations - Age 18-35 Education Level - Age 18-35
and many new developments in technology. The world in which Sub % of total circ. 35.00% 35.00% 35.52%
1400
3000 Newsstand 4200 5000 5960
number of people (in thousands)
number of people (in thousands)

1200
designers work is always changing; this keeps this generation curi-
2500
1000 Newsstand % of circ. 52.50% 50.00% 47.68%
2000 800
Vancouver ous and conscious of extreme cutting edge design, architecture, and
1500 British Columbia
Controlled 150,000 1000 1500 2100
Total # of People 600
product development.
1000 Toronto Controlled % of circ. 12.50% 15.00% 16.80%
Male 400
500 200
Ontario
Female
0 0
High School Trade Certificate/ University Bachelors Post Graduate
Generation Echo (Age 17-23) Figure 1.7
British Ontario
Vancouver Toronto Graduate Diploma Degree Degree
Columbia
Almost certainly a focus of our magazine, the Echo Generation has
Locations Education Level Circulation and Distribution
used the Internet and technology throughout most of their child-
14000
Figure 1.5 hood. The Echo Generation is also known for being idealistic and 12000
Total Circulation

non-cynical, and is more than any other generation shaped by their 10000

Circulation
Subscription
8000
Readership - Age 18-35
experiences. meta will cater to the optimistic views of the echo gen- 6000
Newstand

1600 Controlled
eration, and our community aspect will create a chance to enhance 4000
number of people (in thousands)

1400
2000
1200
their experience of socializing and meeting new people. The fact 0
Vancouver
1000
Year One Year Two Year Three

800
British Columbia that this generation is also very team-oriented will also be helpful
Year
600
Toronto
to the acceptance of our new concept.
Sources: 400
Ontario

PMB 2002 Two Year Readership Study 200

These objectives have been based upon market research and upon the circulations of our Canadian
Labour force and Occupation Census Analyzer 0 Five Dimensional Marketing competitors. Because our distribution for the first three years is only in Canada, the most impor-
Subscribe Heavy Heavy Bought At
http://www.lib.sfu.ca Subscribers- Subscribers- Newsstand-
tant comparisons to our American competitors are in content and price rather than circulation
Own Household As Gift Past 3 Months Five dimensional marketing includes several aspects that are the numbers.
http://www.statcan.ca
Readership

10 M E T A M A G A Z I N E B U S I N E S S P L A N 11
M A R K E T I N G ,
P R O M O T I O N & D I S T R I B U T I O N
D I S T R I B U T I O N S T R A T E G Y
meta’s test period is 100% controlled. Free copies will be distrib-
uted through bulk drop off and Canada Post Publications Mail to
addresses from targeted lists. In our first, second and third years,
as seen in Figures 1.6 and 1.7, meta’s methods of distribution will
include newsstand sales, subscriptions, and controlled through
Canada Post’s Publications Mail. The percentages and growth ob-
jectives are outlined in the Figures 1.6 and 1.7. These decisions are
based upon market research, comparisons with the competition,
and mostly in understanding the nature of our reader.
The first three years of meta’s distribution will be primarily in West-
ern Canada and Ontario with a focus upon Vancouver and Toronto
respectively. We project that 60 % of our readers will come from the
downtown cores of each city while 40 % will come from suburban
areas, concentrating our distribution near post-secondary design
institutions. If meta maintains a 25% total circulation growth each
year as projected in our circulation objectives, we plan to expand
our market to include cities such as Winnipeg, Regina, and Halifax.
While we recognize the potential market available in Montreal, we
have decided that more research must be completed before break-
ing into a bilingual market.
N E W S T A N D /
S I N G L E C O P Y D I S T R I B U T I O N
The single copy/cover price of meta is $7.95 Canadian. We will con-
centrate the purchase of newsstand racks to the downtown areas
of Vancouver and Toronto. Here, we will be focusing on larger dis-
tribution centers, such as Chapters, as well as retail stores selling
industrial design products and furniture, in unique areas such as
Yaletown. We will also be purchasing racks in the bookstores of the
largest post-secondary institutions offering design programs in the
areas of interest featured in meta.
S U B S C R I P T I O N D I S T R I B U T I O N
meta’s subscription price per year is $27.03, in other words, 15%
off the newsstand price.
12
Because of our quarterly issuing, this discount allows for a profit to
be made while lowering the cost of one issue to $6.75 for our read-
ers. Renewals will be sought after through direct mail, telemarket-
ing and promotional gifts.
M A R K E T I N G & P R O M O T I O N
Direct Mail
6 months previous to launch:
10,000 Direct Mail Cards will be sent to addresses from our targeted
lists announcing meta’s launch and design contest (cost=$4,000).
We will also seek a radio ad campaign for the above purpose from
Vancouver’s Jack FM, which is ranked #1 in ratings for our demo-
graphic in Vancouver’s Advertising and Marketing Resource Guide
2004.
3 months previous to launch:
50,000 Direct Mail Cards will be sent to targeted addresses an-
nouncing meta’s launch and subscription offering a 15% discount
(cost=$20,000). With a response rate of 5.6%, we can expect to
meet our subscription goal of 2800 for Year one.
Direct Mail Subscription offers will continue to be mailed through-
out Years One, Two and Three. In an attempt to maintain growth
and consistency, meta will promote its subscriptions via direct
mail in the following amounts: Year One will see 34,000, Year Two
51,000 and Year Three 62,000.
Design Contest and Magazine Launch
Prior to the magazine launch, a contest will be held for aspiring
design students as well as design professionals. This contest will
have several different categories for entry, including graphic de-
sign, architectural design, industrial design and experience design.
This contest involves the submission to one of the aforementioned
categories, providing full process documentation, a short biogra-
phy and photographs to be printed in our premiere issue. Winning
designers will gain recognition in meta for themselves and, most
importantly, for their work in our magazine, which will regularly
hold these contests in future issues.
Since one of our main directives is to engage our readers in dif-
ferent areas of design, we hope that these incentives will not only
build readership but also inspire creative individuals to do some-
thing new. Invitations will be sent out not only to potential readers
of meta but also the major players in the Vancouver and Toronto
publishing industries. Most importantly, invitations will be sent to
out to our list of potential advertisers. At our launch party, we will
be handing out 1000 copies of our test issue with invitations to sub-
scribe to meta. We expect anywhere from 750 to 1000 attendants at
the launch party, with costs totalling $10,000.
Insert Cards
Inside 20,000
of our 150,000 controlled test issues, we
will include an insert card with a subscription offer (cost included
in printing= 20,000 x 10cents = $2000).
In Year One, Two and Three, we will include subscription insert
cards in our newsstand and controlled copies. In Year One this
amounts to 5200 cards, Year Two 6500 cards, and Year Three 8060
cards (costs are included in printing). Because the response rate
is higher for insert cards than for direct mail, this is an important
component of our subscription campaign.
Ancillary Products
As meta’s circulation and demand increases, there are possibilities
for ancillary products such as continued design contests, and de-
sign conventions/conferences. Another ancillary product that we
would be likely to produce is the meta t-shirt. This t-shirt would
be a result of a design competition that would be held through our
magazine. Designers would be encouraged to submit designs, and
through a voting process on our website we would determine the
shirt to be printed for this period. This product would likely change
on an annual, or semi-annual basis.
Website – www.metamag.com
Prior to the launch of meta, a website will be launched in order to
generate awareness for the magazine. The website will be launched
prior to the release of all direct mail pieces, as we would like those
receiving the direct mail to be encouraged to visit our website to
find out more about meta. Initially, before the launch of the test
issue, the meta website will house information about our magazine
and its concept. It will also include subscription and advertising
rates. Once the test issue has been launched, the website will act as
an extension of our printed publication, containing information re-
garding current issue contents, design contributors, current events,
and logos from our advertisers. In addition, users will be able to
use the website to subscribe to meta, and potential advertisers may
use our website to seek information about our advertising rates and
policy.
As mentioned previously, a significant amount of our audience con-
sists of a generation that is particularly internet savvy. Therefore,
we feel that a website is an essential component of our marketing
strategies.
Lists
meta’s staff will obtain lists for market testing and subscription
campaigns from previously held design contest, such as the annual
AIGA contest, ID magazine annual design contest, HOW annual
design contest, design conventions, and home and garden shows.
We also plan to develop a relationship with other Canadian maga-
zines, particularly Azure, to trade subscriber lists.
Incentives for Advertisers
Advertisers in meta are able to market directly to a design conscious
M E T A M A G A Z I N E B U S I N E S S P L A N 13
 A D V E R T I S I N G

audience. This target market is aware of the what good design is A D V E R T I S I N G R A T E C A R D advertising at any time without liability, even though previously ac-
and is willing to make wise purchase decisions, taking into account knowledged, accepted or published, especially those considered to
FOUR COLOR 1x 2x 3x 4x
many other factors and disregarding cost to a certain extent. meta’s ½ page [1] 2980 2930 2890 2860 be objectionable, sexual, fraudulent, etc. by the publisher.
target audience includes many early adopters who are willing to try Full page 4400 4350 4310 4280 2. The publisher of meta reserves the right to omit, limit or edit
new devices, electronics, software and equipment. Both students 2 page spread 9000 8950 8910 8880 the copy or size of an advertisement which is, in the publisher’s
and design professionals will look to the advertisers in meta for Inside Back 4920 4870 4830 4800 opinion, unacceptable.
Inside Front 6120 6070 6030 6000
their purchase decisions based on reputation. Because meta’s focus 3. Neither the advertiser nor its agency may cancel after closing
Back Cover 6900 6850 6810 6780
is upon students and professionals, it is expected that each issue dates. Cancellations by advertiser or agency are not effective until
will have more that one reader. As each issue circulates thorough confirmed in writing by the Publisher.
* 15% agency commission.
the libraries and design departments at post-secondary institutions 4. An advertiser and/or its agency assumes full liability for all con-
[1] For visual purposes, and as a way to effectively separate ad-
and businesses, meta will acquire more readers per copy. Similarly, tent (including any text, graphics, illustrations, sketches, words,
vertisements from editorial, we would like to avoid selling ½ page
because meta is issued quarterly the number of readers per copy advertisements unless completely necessary. labels, trademarks or other copyrighted matters) in its authorized
is higher than the competition. This number is expected to be be- advertisements.
tween 5-7 readers per copy. I S S U E A N D A D C L O S I N G D A T E S 5. The publisher of meta reserves the right to not accept space can-
W E B S I T E cellations after closing dates.
Issue Reserve By Materials Due Mail Date
January (winter) October 15 November 1 November 30 6. When change of copy is not received by the closing date, and
April (spring) January 15 February 1 February 28 advertisement has not been cancelled, copy run in previous issue or
July (summer) April 15 May 1 May 31 last change of copy prior to closing date will be inserted.
October (fall) July 15 August 1 August 31 7. If an advertiser or its agency attempts to submit an ad after the
closing date, a 10% increase will be added to the original cost of the
A D V E R T I S I N G P R O M O T I O N advertisement, provided the publisher has confirmed in writing that
meta’s Advertising Department will create media kits to promote there is sufficient time to complete the request.
its ad space. There will be two different media kit productions. The 8. Positioning of advertisements is at the discretion of the Publisher,
first will precede the meta’s launch and will promote ad space in except where a request for a specific preferred position is acknowl-
our test issue. This kit will include a description of meta’s editorial edged by the Publisher in writing.
philosophy and a line up of articles, an advertising rate card for the 9. The publisher of meta reserves the right to charge advertisers or
test issue as well as future issues, and an outline of meta’s reader- their agency for any additional expenses involved in the production
ship. The second type of media kit will be produced to promote of advertisements.
advertising space in Year One, Two and Three. This kit will include 10. Advertising accounts must be kept current within 30 days.
a copy of meta’s test issue, an advertising rate card describing all Companies whose accounts fall more than 60 calendar days past
possible rate options, and an outline of our readership, more spe- due (from invoice date) will be ineligible to advertise until their ac-
cifically, its demographics and psychographics. count is paid in full. After 90 days, the unpaid balance will be sent
to a collection agency.
A D V E R T I S I N G P O L I C Y 11. Although every effort is made to ensure a high level of print
Advertising accepted for placement in meta will be subject to the quality and to notify advertisers when inferior materials are re-
following guidelines: ceived, the publisher is not liable for poor print quality resulting
1. The publisher of meta reserves the right to reject or cancel any from problems with the supplied materials.

14 M E T A M A G A Z I N E B U S I N E S S P L A N 15
 P R O D U C T I O N C O S T S

P O T E N T I A L A D V E R T I S E R S P R I N T I N G S P E C I F I C A T I O N S

Automotive Education Number of Pages: 134 (128 with a 4 page cover)

• Volkswagen • School of Interactive Arts & Technology Paper: 60 LB Semi-Gloss 4 Colour (content)
• Audi • Academy of Art College 100 LB Low-Gloss Satin Aqueous Cover
• BMW • Art Institute of Seattle and Vancouver 4 Color (cover)
• Volvo • Savannah College of Art & Design
• Toyota • Centre for Digital Imaging & Sound Binding: Perfect
• Pontiac • International Academy of Design & Technology Trim: 8 & 3/8 x 11.75 inches
• Nissan • Emily Carr Institute of Art and Design
• Infinity • Knowledge Media Design Institute
Test Run Period
• Vancouver Film School
Print Run Circulation: 150,000 Copies
Software • NSCAD University
• Adobe Creative Suite
• Macromedia MX 2004 Design Firms
• Office for Mac • Roz Goldfarb Associates 15,000 Base Cost Addt. 135,000 SUBTOTAL for 150,000
• Discreet: 3D Studio Max • Continuum
• Alias: Maya • RKS Design $4300 (for addit. 10,000)
• New Deal Design x 13.5
Consumer Products • Brooks Stevens Design 48 Page 4 Colour 60 Lb. Semi-Gloss $9,965.00 $58,050.00 $68,015.00
• Bodum
• Bang & Olufsen $1450 ( for addit. 10,000)
Furniture
• Grohe • IKEA x 13.5
• Absolut Vodka • B3 ADDIT. 16 pg 4 Colour 60 Lb. Semi- $2,805.00 $19,575.00 $22,380.00
• Bombay Sapphire • Dauphin
• Dyson • Relative Gloss
• Bernhardt x 5 (16 Page Signatures)
Electronics (Consumer Electronics, Appliances, etc.) • Poliform $111,900.00
• Apple • HermanMiller
• Logitech $1300 (for addit, 10,000)
• Palm COVER 4 PGS 4 COLOR 2-Sided on x 13.5
• Sony Style
• Sony Ericsson 100LB
• Nokia SATIN AQUEOUS COATING $3,500.00 $17,550 $21,050.00
• Samsung $600 (for addit. 10,000)
• LG
x 13.5
• ViewSonic
• HP ADDIT. For Perfect Bind $650.00 $8,100.00 $8,750.00
• Formac
• Canon
SUBTOTAL
• Philips
• GE $209,715.00
• Hitachi
INSERT CARDS 20,000 x $0.10
$2,000.00

PRINT RUN TOTAL $211,715.00

( $211,715.00 / 100,000)
PRICE PER COPY $1.41

16 M E T A M A G A Z I N E B U S I N E S S P L A N 17
B A S I C A S S U M P T I O N S

B A S I C A S S U M P T I O N S
Test Year One Year Two Year Three B A S I C A S S U M P T I O N S A N D I N C O M E S T A T E M E N T N O T E S

A Number of Issues 1 4 4 4
B Average Circulation 150,000 8000 10000 12500
A. Quarterly issuing will be as follows: Winter (January), Spring (April), Summer (July) and Fall (Oc-
C Subscription Price/Year $27.03 $27.03 $27.03
tober).
D Total Mailings 50,000 39,200 57,500 70,060
E Average % of Return/ Mailings 5.60% 5% 4% 2-4% B. All 150,000 test copies will be distributed controlled.
F Renewal Percentage 55% 60% 60% C. Subscription Price is 15% discount of Newsstand Cover Price.
G Newsstand Draw (in thousands) 4.2 5 5.96
D. Includes direct mail and insert cards.
H Newsstand % of Sale 52.50% 50% 47.68%
E. Renewal Percentage drops as targeted lists are exhausted. Meta Publishing Inc. will continue to see
I Newsstand Price/Copy $7.95 $7.95 $7.95
J Average Total Pages/ Issue 128 128 128 128 out new readers. As distribution expansion is projected for years 4 or 5 into other Canadian cities, the
K Average Ad pages/issue 64 64 64 64 renewal percentage may increase as new lists are compiled.
L Average CPM/4 colour page $29 $447 $447 $447
M Cost/Copy of Print and Paper $1.41 $2.82 $2.26 $2.09
1. List Sales will result from the sale of subscription lists; also miscellaneous internet revenue (i.e. meta
N Number of F/T Employees 10 10 10 10
t-shirts, pens etc.)
P R O F O R M A I N C O M E S T A T E M E N T 1A. The creation of media kits for our advertisers will be concentrated in the Test Period and Year One
Test Year One Year Two Year Three with the hope that meta will gain a credible reputation, replacing monies for promotion
(start up)
2. Includes cost of newsstand space rental and payment of Canada Post Publications Mail.
Revenue
3. Mostly direct mail promotion and some radio advertisements.
Advertising 1856 114,432 114,432 114,432

Newsstand 133,560 159,000 189,528 4. Includes all costs associated with launch (September) such as space rental, invitations, and food
Subscription ------ 75,684 94,605 120,013,20 and beverage.
Other (list sales and internet) [1] ------ 1,000 4000 5. The cost of website maintenance. Design will be done in-house in collaboration between art
directors and the marketing and promotion department.
Total Revenue 1856 323,676 369,037 427973.2

Expenses 6. All employees agreed on low salaries until we start making a profit - projected for Year
Advertising Four.
Promotion [1A] 20,000 5,000 4,000 4,000
Editorial
7. As you will see in our Pro Forma Income Statement we will require $495,426 in
Freelance 8,000 7,000 6,000 5,000
Production financing for our start up, test issue and years 1, 2, and 3. We hope to begin to return
Printing 211,715 90,080 90,200 104,672 capital to investors by Year Three and increasing substantially into Year Four and
Circulation
Five. We will also be seeking financial assistance from the Canadian Magazine
Distribution [2] 15,000 2,500 3,500 4,000
Development Fund & the Publications Assistance Fund.
Promotion [3] 29,000 13,600 20,400 24,800
Launch [4] 10,000 ------ ------ ------
Website [5] 3,000 2,500 2,500 2,500
Adminstration
Salaries [6] 150,000 225,000 250,000 250,000
Rent 5,000 10,000 10,000 10,000
Total Expenses 447,715 355,680 386,600 404,972

Operating Income [7] -445,859 -32,004 -17,563 23,001.20

18 M E T A M A G A Z I N E B U S I N E S S P L A N 19
T E A M M E T A
P U B L I S H E R
Currently in her final semester at Simon Fraser University, Rebecca
Salton is near completion of her BA with an English Major and
Publishing Minor. Her areas of interest include Art and Culture
studies, Twentieth Century Literature, Creative Writing, and Travel
Literature. Her studies have given her the knowledge and trained
her creative eye to overseen the editorial departments of meta mag-
azine. Rebecca’s job history has given her the practical experience
of working in a business environment as a team. This experience
has placed her in leadership positions under which organization-
al skills are crucial. Her administration and money-management
experience have given her the ability to oversee meta magazine’s
business plan. Rebecca’s strongest assets are her people, problem
solving, and prioritizing skills. Similarly, her common sense atti-
tude and drive to succeed are essential to the profitability of meta
magazine.
E D I T O R 1 in new media, Ben completed two years of post-secondary educa-
Siong Chan is a fourth-year Interactive Arts student at Simon Fra-
ser University. As a student artist, he has discovered a profound
interest in culture and cultural production, with a personal em-
phasis on community development initiatives. This has led him to
attempt projects that engage viewers in a retrospective view of their
surroundings. With this, he aims to collaborate with other Meta
Publishing Inc. producers to build a readership that responds to
similar interests. He brings forth a strong and individualistic edito-
rial style that will lead and uphold the voice of the magazine, apart
from possessing an in-depth understanding of branding strategies.
E D I T O R 2 offers strong visual design skills that contribute greatly in maintain-
In her four years at Simon Fraser University, Julia Inkster has of-
ten taken a managerial role in team projects. The interdisciplinary
nature of the Interactive Arts program brings together people from
differing backgrounds and knowledge bases. Experience listen-
ing and understanding, as well as offering constructive criticism
and strategic direction, is an essential skill needed to work within
interdisciplinary teams. Julia has experience facilitating productive
20
meetings and managing teams with very diverse backgrounds. At
Meta Publishing Inc., Julia will collaborate with art directors, writers
and managers to ensure all content is consistent, appropriate and in
parallel with the editorial philosophy of meta.
A R T D I R E C T O R 1
With over seven years of professional media experience rooted in
graphic design, Ben Hulse brings artistic vision and practical flu-
ency to the publishing team. His background includes extensive
design experience in a wide range of styles and mediums. Ben’s
work has been seen on regional billboards, in national print media,
on national television, and worldwide on the web. He has managed
several international design projects, including visual design work
in 6 different languages and Internet design attracting visitors from
over 50 countries. He’s also created corporate identities for count-
less companies from medical institutions to clothing brands. After
being awarded the President’s Entrance Scholarship for excellence
tion at the Technical University of British Columbia and is now
continuing his studies at its successor, Simon Fraser University, in
the Bachelor of Science in Interactive Arts Degree Program.
A R T D I R E C T O R 2 these skills to Meta Publishing Inc., and work with the circulation
Any Widjaja is a fourth-year Interactive Arts student at Simon Fra-
ser University. Any is a student designer focusing on visual com-
munication design, in both social and commercial production. She
has an in-depth understanding of brand concepts and strategies
with the integration of cultural trends and theories. This knowledge
has greatly enriched her understanding design. In consequent, she
ing the magazine’s identity and integrity. She also presents new
visual strategies, in which through collaboration with other Meta
Publishing Inc. producers will generate a more holistic design ap-
proach.
A D V E R T I S I N G M A N A G E R
Alanna Malanchuk is a fourth year Interactive Arts student. During
her studies at Simon Fraser University, Alanna has gained an inter-
est in the areas of marketing, advertising and conceptual design.
She has had a lot of experience in dealing with clients in a profes-
sional manner, and brings a strong presence of leadership to the
team settings she works in. Alanna has excellent time management
and organizational skills, and often works well under pressure. It is
these skills that make her a key player as Advertising Manager at
Meta Publishing Inc.
M A R K E T I N G M A N A G E R
Tanya Scherbey is a fourth year Interactive Arts student. During the
pursuit of her degree, Tanya has become interested in marketing
and market analysis. She spent time Conducting research relating
to marketing, cohort analysis, and cohort identification. This knowl-
edge has allowed her to gain a deeper understanding of marketing
through a variety of mediums, and now has the opportunity to bring
manager to identify the most efficient marketing methods. Being
able to appropriately identify Meta Publishing Inc.’s audience will
also be essential to the advertising potential of meta magazine.
P R O D U C T I O N M A N A G E R
As fourth year Interactive Arts student, Lesia Hickey has several
years of experience with the production and design of printed ma-
terials. She has worked on a variety of different printed projects in
varying working environments. For example, as the senior graphic
designer of a marketing firm in Kelowna, British Columbia, Lesia
was in charge of overseeing a small team of programmers, design-
ers, and clients. She was responsible for coordinating with print
shops and producing final printed materials. Also, in order to win a
Full Entrance Scholarship at Simon Fraser University, time manage-
ment and excellent organizational skills were essential. It is these
skills that will allow Lesia to succeed at managing the production
of meta magazine for Meta Publishing Inc..
C I R C U L A T I O N M A N A G E R
Wing Hang Lau is a fourth year Communication student at Simon
Fraser University. He particularly interested in publishing. He is
now taking a role of a circulation manager for a group project. His
vision of identifying the market helps him suitable for this posi-
tion. Being able to identify the readers allow Meta Publishing Inc.
to bring attractive contents. Furthermore, enhance circulation and
competition in the market. At Meta Publishing Inc., Wing will work
with other managers, the publisher and the editor to ensure meta is
strategically circulated to all of its the readers.
C O N T R O L L E R
Katie Leung is a third year at Simon Fraser University. She has
several years of experience in analysing data, sales support with
the public and is skilful in being able to communicate effectively
and efficiently with customers and even potential customers. Her
main task involves taking charge of all accounting, financial records
and calculating the overall budget. In addition, she has always had
a passion for mathematics and statistics. Her creativity and back-
ground in management enabled her to deal with all aspects of rev-
enue and expenses of meta.
M E T A M A G A Z I N E B U S I N E S S P L A N 21
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 INTERDISCIPLINARY DESIGN MAGAZINE

CITY OF
P Y R A
SPIKE JONZE
M I D S

S E L F - C O N TA I N E D C I T Y
FRANK GEHRY

THE HIGH ART OF LOW ART

FROM OBJECT TO ENVIRONMENT

C O V E R D E S I G N


123455


24 CANADA $7.95


VOL. 1 NO. 1 APRIL 2004

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dolo , vel ag it is v olor sed
r it tis en ,u
elit tellus lib ero , a n t e enatis t matti
soll s
icitu non di lob ort b l a n d i erat no
din am. is t t p n
sag i N or la
ttis. am si tor, ut cerat
t am m
et d ollis
olor
in
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