Boarding Betties Table of Contents

Mission Statement

Competition

Editorial

Advertising

Circulation

Market Research

Art and Design

Boarding Betties Mission Statement

Boarding Betties is a window to the popular culture, competitive nature and talent of contemporary females in boardsports. Boarding Betties provides young, American female readers with compelling photography, engaging multimedia and captivating writing. This unique content informs young women on a wide range of intriguing athletes, entertainment and ideas on the boardsports they love.

Boarding Betties CompetitionEditorial Staff

Transworld Surf

Purpose:

To engage with the “brash,” male, high-school surfer by using eye-catching graphics, engaging content and incredible videos using print and online media

Readership: 514,780

80% male

median age 18

Circulation:

- Total: 81,711

- Subscription: 74,570

Rates: 12 issues for $14.97

Facts:

They launched the “Imaginarium” this year, a contest between four different brands to compete for the photographic feature throughout the magazine using readers as judges. It's a very innovative way to engage readers while advertizing.

It positions itself to offer brands a “one-stop-shop” multimedia package.

Transworld SnowboardingPurpose:

To depict snowboarding culture through the advice, editorial and visual content within the pages of the magazine while reaching a new generation of media consumers online with videos and the benefits of multimedia technology

Readership: 747,636

79% male

median age 21

Circulation:

- Total: 115,021

- Subscription: 101,890

Rates: 9 issues for $16.97

Facts:

Transworld Snowboarding has made advances in connecting with its tech savvy readership. In 2010, it became the first action sports publication to release an Ipad ap.

It has the largest audited circulation of its competitors.

Transworld Skateboarding

Purpose:

To offer readers a view of skateboarding culture through upcoming news, product-reviews and profiles of skateboarding athletes covering both street and vert-ramp styles of skating

Readership: 721,268

91% male

median age 16

Circulation:

- Total: 101,587

- Subscription: 87,511

Rates: 12 issues for $16.97

Facts:

It's the oldest of the Transworld action sports publications (founded in 1983).

It regularly contributes to charities affiliated with the skateboard community such as Tony Hawk Foundation, Texas Skate Jam, Make-A-Wish, Elemental Awareness and others.

Transworld Wakeboarding

Purpose:

To reach a group who would typically go on day-long trips to the lake to wakeboard but maintained an attitude different from water skiers or other lakefront, water sport athletes

Readership: 234,000

83% male

median age 30

Circulation:

- Total: 48,000

Rates: 8 issues for $14.97

Facts:

It is the last of the sports action publications to be owned by Transworld (originally launched in 1993, but debut issue with Transworld in 2010).

Surfing Magazine

Purpose:

To use a new, trend-setting style to capture the attention of their readers while focusing on maintaining a well-developed image of the sport they love in print and multimedia

Readership: 88,804

77% male

median age 19

Circulation:

- Total: 88,804

- Subscription: 72,215

Rates: 12 issues for $12.00

Facts:

Their special issues throughout the year cover their annual tribute to the surfboard, a particular location (this year it's France), a film issue, a Hawaii issue, a California issue, an Odessy issue (for adventure seekers), a culture issue and an innovation issue

The " Issue Trailers " is an online video sneek peek at the content of the upcoming issue, amazing surfing footage, photos and advertisements.

Boarding Betties EditorialEditorial Staff

Year 1 Year 2 Year 3

Managing Editor $50,000 $50,000 $55,000

Editor-in-Chief $40,000 $40,000 $45,000

Assistant Editor $35,000 $35,000 $40,000

Senior Editor NA $30,000 $30,000

Boarding Betties EditorialEditorial Departments

1. Letter from the Editor2. Cover Stories3. Profiles4. Historical Events5. Record Breakers6. Features7. Skateboarding8. Longboarding9. Kiteboarding10. Wakeboarding11. Waterboarding12. Stand Up Paddleboarding13. Wind Surfing14. Skimboarding15. Bodyboarding16. Snowboarding17. Sandboarding18. Up-and-Coming Athletes19. Star Athletes20. Training21. Preview of Next Issue22. Opinion Columns23. Style24. Beginner’s Circle25. Beauty

Boarding Betties EditorialEditorial Calendar

The importance of the editorial calendar is to map out the year-long plan for the magazine, giving readers content relevant to their daily lives. An example of what an issue would look like is...

JanuaryStory Deadline: Jan 10On the Cover5 When Hell Freezes Over 10 Snow Betties

Features13 Anything You Can Do I Can Do Better: Co-ed Competition25 Girl Power: a Girl in a Guy’s Sport

How To33 Skateboarding Noob: Learn a few Basic Tricks for Fun on a Skateboard

Lifestyle 37 Home Ec: Making Your Own Scarf From Old T-Shirts 40 Live Like a Champion: The Importance of Healthy Eating 43 Beauty: Eyeliner

Last PagePreview of Next MonthIncentive to go Online

Boarding Betties EditorialStory Ideas

1. Girl Power: a Girl in a Guy’s Sport2. Anything You Can Do I Can Do Better: Co-ed Competition3. Hello, Handsome: Dating Ideas4. Awesome Abs: 10 Ab Exercises to get you ready for summer5. Surf Shop: 15 Swimsuits and Boardshorts for this summer6. Street Style: Female Skating Fashion7. Spring Boards: Spring Designs for Longboards8. Art of the Underbelly: A closer look at the art of skateboard design9. Speak softly and Carry a Big Board: The Trend in Longboarding on the Rise10. Eat My Dust: The Unknown Sport of Sandboarding11. Summer Surfing: 20 Best Surfing Hotspots in the U.S.12. No Girls Allowed: Earning Respect as Female Skateboarder13. Show Me What You’ve Got: 5 Tricks for You and Your Board14. All Girls School: Teaching Girls How to Surf15. That Girl’s Got Salt: Tips on Cleaning Your Surfboard16. Just Skimming the Surface: The Perks of Skimboarding17. Boards Out of my Mind: Bri Duvauchelle and Her Desgins for Female Longboards18. Wipeout: The Badge of Honor and War Wounds that Come from a Fall19. Headscarves and Helmets: The Female Skateboarders of Afghanistan20. The Godmother: Elissa Steamer on the Evolution of Women’s Skateboarding21. X-Girls: Meet the Women of the X-Games22. Nice Ride: How to Look for a New Snowboard23. Joy Ride: Night Surfing24. Blown Away: The Best and Worst of Windsurfing25. Wake Up: Freshwater Wakeboarding26. Skate Like a Girl27. Long or Short? Boarding to Your Personality28. Next Generation: Leticia Bufoni29. Legendary Ladies: Remarkable Women Surfboarders30. Maui Madness: Hawaii’s best surfing31.Would You Rather... Skateboard versus Surfboard Training32. Skate Camp: Summer Clinics for Teenage Skateboard Girls33. Snow Betties: Hit the Slopes with Style34. When Hell Freezes Over: 10 of the Most Difficult Mountains to Snowboard35. Catching Air: Record Heights from Snowboard Halfpipes36. Hot Mess: Cute Updos While Boarding37. To Bling or Not To Bling? What Jewelry Should Stay Home?38. House Rules: Indoor Skateparks39. Bodyboarding Babes40. Skateboarding Noob: Learn the Basics of Fun on a Skateboard41. Rules of the Road: How to Stay Safe When Longboarding

42. Life on a Longboard: Jacky Madenfrost, Founder of Longboarding Girls Crew, Speaks Out43. Winter Wear: Warmest Snowboarding Clothing44. Nailed It: Photo Essay of Girls’ Nails and Skimboard Designs45. Sole Pleasure: Favorite Skateboarding Sneakers46. Upgrading: The Importance of Keeping Your Gear in Top Condition47. Board-om: How to Shop for Skateboards48. Snow Porn: Photo Essay of Amazing Snowboard Tricks49. Home Ec: How to Build a Skate Ramp50. Board Memories: Create a Bookshelf with Old Boards51. Wall Art: Photo Essay of Hanging Board on Walls for Decoration52. Hang 10 : Learning How to Speak Surfboard53. Relax: 15 Yoga Stretches to Build Strength and Relieve Stress54. Home Ec: How to Build a Halfpipe55. Floating on Air: Essentials to Kitesurfing56. Breaking Waves: Photo Essay of Saltwater Wakeboarding57. And Never the Two Shall Meet: Differences Between Saltwater and Freshwater Wakeboarding58. Stand Up Paddleboarding: How to Get Started59. Chicks With Sticks: Paddleboarding Races60. Loca for Longboards: Longboarding for Chicanas61. Nice Legs: 10 Leg Workouts62. Beauty in the Broken: What to Do When on the Mend from a Fall63. Home Ec: How to Make an Easy Salt Scrub64. Beauty: Manicures and Pedicures65. Bethany Hamilton and Her Comeback66. Home Ec: Making Your Own Scarf From Old T-Shirts67. Heart and Soul : Readers Submissions of Their Favorite Boarding Memory68. Step Up: the Best Shoes for the summer69. Mother May I? Surfing Girls and Their Moms (Mother’s Day Special)70. College Getaways: How to Get into College With a Surfing Scholarship71. Surfing Sororities: Finding ‘Sisters’ and Surfmates72. Get in the Game: 20 Songs to Get You Pumped for Competition73. Color Wheel: Outfits for the Season74. Beauty: Foundation and Makeup75. Never Give Up: Motivation76. Where are They Now?77. Beauty: Eyeliner78. Boarding in the Movies79. Beauty: Eyeshadow80. Live Like a Champion: The Importance of Healthy Eating81. Live Like a Champion: The Importance of Exercise82. Live Like a Champion: The Importance of Sleep83. Live LIke a Champion: The Importance of Play84. Mind Games: How to Get Past the Mental Blocks that Come With Stressful Competitions85. Beauty: Lip Gloss and Lipstick86. Nature Lovers: Enjoying the Ocean

87. Beauty: Skin Protection88. Nature Lovers: Enjoying the Mountains89. Live Like a Champion: The Importance of Hard Work90. Riding Goofy: Does it Really Make a Difference Which Foot You Prefer?91. Back in a Flash: 15 Exercises for a Strong Back92. The Right to Bare Arms: 10 Exercises for Toned Arms93. Sunkissed: The Difference Between Suntan and Self Tanning94. Road Trip: Fun Ideas for Sitting in the Car95. Hip Huggers: Fancy Pants for Snowboarding96. Surfboards and Sunsets: Photo Essay97. Beauty: Letting Your Hair Down98. Skate for the Kids: Skateboarding Charities99. Live Like a Champion: The Importance of Family100. Most Impressive Tricks of the Year (End of the Year Multimedia Feature Online)

Boarding Betties Advertising

Advertising philosophy

Boarding Betties most important goal is to continue to appeal to it's readers not only with solid content, but also with advertisement.

The advertising department for Boarding Betties aims to use eye-catching advertising toward the readers who purchase quality items from different brands and services. The advertising team use their knowledge of the editorial plan matching the specific season to advertisers, but continue to maintain integrity in the company by keeping specific intellectual perspectives/concerns/ideas from the editorial team in order to prevent favoritism or bribery.

The most obvious way to advertise to the readers would be to use the products specifically targeting boardsporting and boardsport style (clothing, gear, accessories, etc.).

1. Vans 8. Roxy

2. Burton 9. Fox

3. Billabong 10. Volcom

4. Zumies 11. Element

5. Pac-Sun 12. Empyre

6. Converse 13. DC Shoes

7. Hurley 14. O'neil

15. PacSun

One set of advertisers would be to target the college aged females with advertisements for higher education.

1. Universities (both state universities and distance education learning)

2. Office Depot

3. Staples

4. Walmart

5. Amazon.com

New technology is a product Boarding Betties does not want to overlook. There is a lot of potential to advertise there as well.

1. Skull Candy 7. Apple

2. T-Mobile 8. Best Buy

3. Samsung 9. Hewlett Packard

4. Zune 10. Motorola

5. Sony 11. GoPro

6. Google 12. HTC

Travel is another area of advertisement Boarding Betties includes. Because of the amount of travel many readers do for vacations and competitions, advertisements of hotel rooms, vehicle rentals and airfare will be a significant part of advertisement.

1. American Airlines 6. Hampton Inn & Suites

2. Continental Airlines 7. Expedia.com

3. JetBlue Airways 8. Comfort Inn & Suites

4. United Airlines 9. Enterprise

5. Travelocity 10. AVIS

Boarding Betties also wants to incorporate the popular culture aspect in it's advertisement. To do that it is imperative to use advertisers our readers would be familiar with to use in every day conversation.

1. TOMS shoes 8. Hulu

2. Smart Water 9. Gatorade

3. Coca-Cola 10. KIA

4. Converse 11. Starbucks

5. Target 12. Nissan

6. Volkswagen 13. NIKE

7. Rock Star Energy Drink 14. Energizer

15. Ford

Boarding Betties Advertising

Boarding BettiesBust

TransworldSnowboard

Women’s Health MagazineSurfing

Circulation

half-page4 spread

full page4-color

full pageBW

half page4-color

half pageBW

CPM

Boarding Betties Advertising

Ad-edit ratio

Most Likely, Boarding Betties will start off with a 80% editorial to 20% ad ratio, then each year continue to increase.However, Boarding Betties' goal is to start with a 40-60 ad ratio. Boarding Betties relies on advertising as its main source of income, but we do not wish it to be the focal point of the magazine.

Advertising Editorial

Year 1 60% 40%

Year 2 55% 45%

Year 3 60% 50%

Boarding Betties Advertising

Staff pay

Boarding Betties relies heavily on advertising to ensure the magazine stays on the newsstand. We pay our staff member a base salary plus at least 3% commission. To encourage increased sales, Boarding Betties will move toward a commission-based pay system. Each staff member must notify his or her manager at the completion of a sale and include the insertion order as proof.

Each staff member can access an expense account which allows them to meet with and entertain with clients interested in advertising in the magazine. Because Boarding Betties does not want to force our advertiser to come to us, we will allot a monthly expense of $1,000 per staff member for travel. Because flexibility is also important in the sale of advertisements, adjustments may be made if a situation presents itself.

The staff receives health, eye and dental benefits (full time sales reps are not included). Each staff member is expected to sell a minimum of $35,000 in advertisements per issue. If a staff member exceeds those expectations and sells $50,000 for three consecutive issues, he then is rewarded two plane tickets to any destination in the U.S. along with a weekend stay at any three-star hotel. This will not count toward the staff member's vacation days. Each employee is allotted two-weeks vacation time per year. If they choose not to take all of the 14 days of vacation, the unused time will be lost and will not carry over for the next year. A staff member must submit vacation requests one (1) month prior to their vacation time.

Boarding Betties Advertising

Budget

Year 1 Year 2 Year 3

Publisher $50,000 + 3% total sales

$60,000 + 4% total sales $70,000 + 4% total sales

Ad Director

$30,000 + 3% total sales

$40,000 + 3% total sales $55,000 + 3% total sales

Ad Rep $30,000 + 3% individual sales

$40,000 + 3% individual sales $50,000 + 3% individual sales

Ad Rep N/A $1,000 monthly draw + 15% individual sales

$40,000 + 3% individual sales

Ad Rep N/A N/A $1,000 monthly draw + 15% individual sales

Total $146,000 $200,000 $287,000

Boarding Betties Advertising

Ad agencies

Boarding Betties uses advertising agencies as necessary. For example if a company we want to advertise in the magazine only books ads through an agency, Boarding Betties uses an ad agency to make the sale. Boarding Betties hosts various events in order to expand our client pool and invite new ad agencies that have specific clients we are interested in.

Boarding Betties Advertising

Sales representatives

Boarding Betties uses sales representatives to make sales it cannot, specifically when a staff member is not able to reach a desired client. Sales reps receive $1,000 per month toward ad expenses along with 15 percent commission of the sale.

Boarding Betties Advertising

Future

As Boarding Betties continues to progress, the health dental and eye benefits remain the same. Each region of the country will have its own set of ad reps which may grown in number depending on how/if our readership expands, demographics change or how the magazine grows. If we add new ad reps the quota and perks system will remain the same. On the other hand, if we do not add to the team, the revenue we ask from our reps will increase.

Boarding Betties Advertising

Strategy

Boarding Betties focuses on advertisements that reach young, independent women from 18-35 year olds. We understand that females of all ages and males read Boarding Betties, but in order to best meet the needs of the advertiser, we must focus on our target audience. Furthermore, although advertisement does most of the work to sustain the magazine, Boarding Betties does not lower its standards by putting its reputation on the line at any cost neither does it sacrifice editorial for the sake of advertising. Primarily, Boarding Betties devotes itself to equipping young, female boardsporters with a magazine reflecting their needs, lifestyle and passions.

Having said that, because advertising is vital to the survival of Boarding Betties, we treat it as such and motivate our advertising department with commission-based pay and earned time off. Also, other incentives, such as a paycheck including commission, help encourage our ad department to continue working even after they have met their issue quota. We waive the quota for the first few issues, but the need to create a market and reputation will fuel our ad reps. Without a market and knowledge of available advertisers, our reps won’t have success. In striving for success, we push the advertisers to create a reliable pool of perspective and diversified advertisers during the establishment of Boarding Betties.

As we go further into public recognition, attracting bigger clients, we will move to a commission-only system for ad representatives. In doing so, representatives then know they’re entire check depends on their ability to sell an ad. Not only does this encourage them to continue to sell ads but also to aim for more impressive clients and more long-term orders.

The primary way advertisers learn about Boarding Betties is through our media kits we send through the mail and have online. We send one kit to every prospective advertiser and new client. We include demographic and issue information, rate base, rate cards, quotes from current advertisers and a current magazine issue.

Strengths: Boarding Betties has a strong female-based demographic. this ensures interests from advertisers who target that same population. Also, the magazine offers content on schools and boardsports not often covered, which will also entice advertisers to reach new markets.Opportunities: Although the staff may be young and new, it allows them to build a report with the advertisers so that the advertisers grow with the magazine.

Boarding Betties CirculationStrategy

Boarding Betties is distributed quarterly to its 16-35 age-demographic of 60,000 subscribers, providing unique editorial to independent, active women pursuing their passions in boardsports. This magazine currently reaches readers through direct mail, gift campaigns and inserts.

In it’s first year, Boarding Betties offers to connect with readers through low-priced subscriptions sold at specific boarding stores, selected athletic chain stores in certain zip codes, ski resorts and waterfront rental shops. We will go where our readers go, and sell the product at the cashier’s register, allowing our captivating photography to grab the attention of readers. We will also begin with public distribution to hotel lobbies, hair salons, dentist offices.

To get readers, Boarding Betties uses list brokers, searching primarily for readers already holding subscriptions with boarding magazines, boarding memorabilia or boarding gear. Our focus is on females who subscribe to TransWorld Media magazines involving boardsports (TransWorld SNOWboard, TransWorld SURF, TransWorld SKATEboard and TransWorld WAKEboard) along with females subscribing to Surfing Magazine.

Boarding Betties uses two primary campaigns to renew readers. Thri first is direct mail cards and letters informing the reader about the end of his subscription. We project how many renewal letters we can send, about nine, until the magazine starts losing profit. Second, on our first renewal letter we offer an exclusive gift promotion. With renewal, a reader has the option of receiving a free Boarding Betties t-shirt or the chance to enter in a drawing, which will have 3 different levels of prizes. The first level goes to 1 readers will win a GoPro video camera, a camera that, when you strap it to yourself can capture footage of the readers’ use of boardsports in order to get a better angle. The second level gives 7 readers the opportunity to obtain an autographed picture of select female athletes featured in our magazine. The final 20 receive Boarding Betties sunglasses as the third level of prizes.

Boarding Betties uses different promotional strategies to create interest in the magazine through special rates and gifts. Specifically, Boarding Betties is ready to partner with

Boarding Betties CirculationCampaign

As Boarding Betties reaches potential readers, it utilizes a three-pronged strategy to maximize circulation nationwide. Boarding Betties contacts its target audience (the blue boxes) through use of direct mail, retail outlets and events (as seen in red).

Boarding Betties CirculationFrequency

Years 1, 2 and 3

Issue 1 January 20

Issue 2 April 20

Issue 3 July 20

Issue 4 October 20

Years 4 and 5

Issue 1 January 20

Issue 2 March 20

Issue 3 May 20

Issue 4 July 20

Issue 5 September 20

Issue 6 November 20

Year 6 and on

Issue 1 January 5

Issue 2 February 5

Issue 3 March 5

Issue 4 April 5

Issue 5 May 5

Issue 6 June 5

Issue 7 July 5

Issue 8 August 5

Issue 9 September 5

Issue 10 October 5

Issue 11 November 5

Issue 12 December 5

Boarding Betties CirculationGift Cards

In November and December of each year Boarding Betties individuals selected from a broker list receive a card allowing them a year-long subscription for 15 percent cheaper than the usual price. By selecting to send a magazine as a gift, these individuals may receive a one-time offer of 25 percent off their own subscription. This is important because approximately 20 percent f magazine subscribers come from gift card campaigns.

We also send out gift cards from companies which advertise in our magazine. Advertisers can select on their insertion order, for an additional cost, if they would like to have their gift cards sent out. Some of these include Billabong, PacSun, Sun and Ski Sport and Itunes. Gift cars accompany the first direct mail campaign and third- and fourth-year renewal campaigns. Not everyone receives one, though. It depends on which list or subscribers we believe need a little extra push to subscribe or renew. We also use gift cards as thanks for continued loyalty. When a reader has stayed with Boarding Betties for 8 years, she gets the option of which gift card she would like.

Boarding Betties CirculationRenewals

Due to the cost of finding new subscribers, Boarding Betties directs most of its work toward renewals.

Boarding Betties sends a total of five renewal letters, starting first with the second to last issue. With the last issue, we send a renewal letter offering one free magazine on top of their renewal. If the renewal isn’t made, we send another letter a month after the second. The Fourth and fifth renewal letters are then sent when we release the newest issue. On these renewal letters we include story blurbs and customer quotes praising the quality or influence of the magazine. In the last letter, we offer one free magazine issue in exchange for a subscription.

Each renewal letter is on 6”x8” shiny card stock and includes a pull away receipt at the top. During renewal campaigns two of our letters will be interactive with either scratch off prizes or hidden messages revealed by placing a lens over an image.

Boarding Betties CirculationNewsstand

Newsstand sales are vital to Boarding Betties because they incite intrigue on the customer within the first three-second glance at the magazine. If it captures their attention and they want to see what they are missing from a magazine, the encounter is a success. They purchase it believing that they’ll have interest in at least one of the boardsports covered. Also, newsstand buyers are the most responsive to ads. This helps ad sales because Boarding Betties can ensure advertisers that the audience is active. Our primary newsstand sales are airports, bookstores, sporting goods stores and boardsport stores.

Boarding Betties has a newsstand price of $4.00 and a one-year subscription price of $15.00. Because it is cheaper to subscribe than to pay the newsstand price for one issue or even the whole year, a reader who picks up the magazine on the newsstand and enjoys it should likely subscribe. Boarding Betties sends 80-90 units to bookstores and boardsporting stores, 70-80 to sporting goods stores and 50-60 to airport terminals.

Boarding Betties CirculationCover Line Plan

The cover lines will be simple and straightforward. Because editorial pulls in the reader, we focus on 4-6 cover lines from an array of boardsports, competitions and athletes. Aside from our primary cover line, the other cover lines are no more than five words in order to catch the eye of potential newsstand buyers in the time that it takes to glance at the magazine and decide whether it will be worth their money.

The primary cover line must supplement the cover art. Because the most important and noticeable part of a magazine is its cover art, our first responsibility is to make that cover art pop. We want to give the reader a reason to read the cover lines and open Boarding Betties. Only phenomenal cover art can achieve that goal.

Boarding Betties CirculationAuditing

ABC requires a $5,300 deposit for the circulation of Boarding Betties along with a $999 annual membership fee for a magazine our size.

Using ABC, Boarding Betties legitimizes its circulation numbers, allowing advertisers to known what they are paying for.

Boarding Betties CirculationStaffing and Pay

* Year 1 Year 2 Year 3

Circulation Director $20,000 $30,000 $40,000

Circulation Assistant N/A $25,000 $30,000

Junior Circulation Assistant N/A N/A $25,000

* Contractual: all work completed in correspondence through phone calls and email

Boarding Betties Market Research

Philosophy & competitive position

Boarding Betties is a window to the popular culture, competitive nature and talent of contemporary females in boardsports. Boarding Betties provides young, American female readers with compelling photography, engaging multimedia and captivating writing. This unique content informs young women on a wide range of intriguing athletes, entertainment and ideas on the boardsports they love.

Because women with an interest in boardsports are not effectively targeted in the current market, Boarding Betties fills a gap for a group of women inadequately served by other publications.

In analyzing the competition, this group of independent females is currently marginalized because competitors aim to interact with, gear editorial toward and advertise to their male counterparts. But, in doing so, these established magazines fail to engage women and lose the potential readership of thousands.

Boarding Betties provides year-round information on various seasonal boardsports, giving it a new face each season. By serving as a guide to each sport, to gear and to the lifestyle these women live, Boarding Betties provides a new outlook on the culture these women share.

Boarding Betties Market Research

Readership

With an emphasis on young, active females, Boarding Betties seeks to attract women who are 16-35 years old, with a focus on high school and college-aged girls. These women are playful, competitive, passionate. They are part of a unique culture of females who want editorial that will reflect their lifestyles and interests.

Boarding Betties has an average readership of approximately 75,000 female boarders. Their average available income is $76,000 per year (considering their class and the cost of the sport).

Likes: outdoor activities, new technology, social media, entertainment, competitions, boarding style and tricks, upgrading gear, traveling, female role models, guy talk

Dislikes: laziness, over-spending, being out-of-touch

Strengths: The nature of the magazine will make it easy to have a lot of material geared toward the readers we seek to reach. Because the market is lacking in content for women invested in boardsports, Boarding Betties has the unique opportunity to connect with readers in a significant way that they are not currently being reached.

Weaknesses/Limitations:Because Boarding Betties is the only magazine with this specific focus, the magazine may encounter problems in trying to cover editorial content. At first it might be difficult to figure out how to distribute content that will effectively connect with women throughout the United States, especially since the focus on the boardsport will change with each season. In order to combat the possible loss of readership or interaction with readers, at the end of the magazine Boarding Betties includes a preview of the next issue.

Opportunities:Boarding Betties has the ability to provide an unreached target group with editorial. Although the concept is not completely revolutionary and magazines have attempted to target females in boardsports, specifically by way of surfing, the concept of reaching females through different boardsports is not often visited.

Boarding Betties Market ResearchThreats:The biggest threat to Boarding Betties is the takeoff issue. Because currently established magazines targeting boardsporting males such as the publications by TransWorld Media have already gained credibility and advertising, it will be difficult to start off successfully without getting overlooked on the magazine rack.

Strengths Weaknesses Opportunities Threats

Editorial - themed issues- captivating photo- guide to tricks- engaging articles covering and by female boardsporters

- lacks significant content for male boardsporters

- appeals to neglected readers- provides online content in a way that engages dialoge and involvement

- specific boardsporting blogs online may snag readers

Advertising

- specific target audience- consumers with dispendable income- strong market for boarding products and travel services

- because of the established markets for male boardsporters, it will be difficult to get top advertisers in the early stages of Boarding Betties

- appeals to a wide range of advertisers- has a very specific focus group- can increase advertising as company grows each year

- longer established publications may be deemed more ideal

Circulation

- diversity of circulation promotion

- absence of finances for purchasing direct mail lists for finding target demographic

- partner with non-profit organizations to spread awareness of magazine

- newsstand sales may not bring in a noticeable profit-readers may not be willing to subscribe

Boarding Betties Art & DesignPhilosophy

The design of the magazine is crucial. Everything from the cover image to layout to use of white space in the magazine determines whether people will buy the magazine. Instead of presenting the reader with content or advertising that she feels is being forced on her, we want her to feel as though she can pick up the magazine off the stand and always find information that not only interests her but engages her as well, providing a way for her to give input and engage with the magazine in order to give her a feeling of control.

Each issue draws the reader’s attention through photography and titles. Boarding Betties focuses on using it’s unique content, photos and illustrations in a clear, orderly way utilizing white space and a diversity of grids to separate content. Boarding Betties does not have a set grid but instead shuffles through two, three, four-columns and horizontal grids in order to give personality and diversity to the issue. Another pivotal separation between stories or horizontal grids is the use of photography. Though columns, grids and photography are key to establishing boundaries for content, white space is necessary to mark those separations.

White space causes an image to pop out at the reader because it naturally creates a distinction, marking the image as separate from the rest of the content on the page. White space also allows the reader to relax. It keeps the page from looking too chaotic and busy, and directs attention to that is important.

Another way to pace the rhythm of the magazine is to use signatures at the beginning and end of an article. Once the story opens up, we separate the first letter of the opening word with font size and capital letters. This, in addition to the use of an image at the beginning of the becomes especially important

Boarding Betties Art & DesignDifferences

Boarding Betties main difference in its competition will be the personality that goes along with its design, specifically through the use of grids and fonts.

Boarding Betties does our best to prevent from having the same grid in two consecutive articles. Also, we use photography, images and illustrations to draw attention to the start of an article. Because not all of our stories begin at the upper left hand corner of the page, the use of visuals help direct the reader to the beginning of the article.

Because of the incredible women and sports featured in the magazine, Boarding Betties also includes a set of photo essays in each issue. We believe that the power of images can at times captivate better than words ever could.

Boarding Betties Art & DesignPhotography and Illustrations

Our photography is acquired from staff photographers and freelancers as well. Because many of our photos come from throughout the U.S. ranging from profiles to action shots, we don’t rely on one specific way of getting to a photo. However, keeping a minimum of sources is preferred (no more than two) so that similarities in photo quality and development can run throughout the issue.

Each photo is looked over by the photo editor and judged on relevance to the article it accompanies and the quality of the image. The most important quality a photo must convey the concept the article wants to portray in addition to staying true to the theme and mission of Boarding Betties.

Boarding Betties Art & DesignStaffing

Year 1 Year 2 Year 3

Art Director $7,500/issue $10,000/issue $45,000/issue

Freelancers $100/image $125/image $150/image

Staff and freelance writers will be asked to take photographs while reporting on an assignment.