Quirky Food Magazine

DOUBLEDIPDOUBLEDIPA Q U A R T E R LY P U B L I C A T I O N F O R T H E E C L E C T I C P A L E T T E

BUSINESSPLAN

CONTENTS

MASTHEAD 4

mission & purpose 6

COMPETITION 8

EDITORIAL CONCEPT 10

DIGITAL CONCEPT 12

FINANCIAL PLAN 14

MARKETING STRATEGY 16

CIRCULATION strategy 19

ADVERTISING STRATEGY 22

art direction 25

FINANCIAL Statements 30

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PUBLISHER

EDITOR

DIGITAL CONTENT EDITOR

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ART DIRECTOR CIRC U L A TOR

MARKETINGDIRECTOR

ADVERTISING

DIRECTOR

05

our purposeDoubleDip is an entertainment

and service magazine intended

to provide readers with fun and

engaging articles on unique food

and dining experiences.

285�0,66,21DoubleDip is a quarterly publication, complemented by a digital counterpart, that is committed to bringing the bizarre and unique side of food to the forefront of food culture. Unlike other publications in the market, our team strives to present food culture through a friendly and inclusive lens. Each issue is centered around a particular theme, and is comprised of a unique combination of art, writing, recipes, interviews, and beautiful photography — many of which come straight from the readers themselves. We’re here to create a community of food lovers who are unafraid to explore, experiment, and expand their gastronomic horizons!

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08

&203(7,7256DoubleDip’s strongest competitors are

publications within the food magazine

market that are centered on art and

culture. These magazines include: Fire

& Knives, Lucky Peach, and Meatpaper.

DoubleDip sets itself apart from

these publications by focusing on

bizarre foods and publishing a lot

of user-generated content. While

television features a number of shows

dedicated to strange food, there is

currently no magazine in the market

that does so. Lucky Peach is a general

food culture magazine, Fire & Knives

revolves around English food culture,

and Meatpaper only talks about meat!

DoubleDip seeks to fill the gap in the

market by publishing articles on the

types of food that are often left out of

restaurant menus.

Current publications in the market

often employ experts to produce

material for their magazines. We, on the

other hand, want to create a community

of adventurous food lovers. A dedicated

website will act as a hub for reader

engagement which is a new concept

for a niche food magazine (Meatpaper

is the only magazine that has a proper

website, and even that lacks sufficient

content).

Lastly, many culture-centered food

publications are unapproachable to

a mainstream audience. If the food

publication industry was a high school,

Lucky Peach, Fire & Knives, and

Meatpaper are those exclusive cliques

who only invite fellow cool kids to their

lunch table (where they can have deep

conversations on obscure artwork and

their hipster style). On the other hand,

DoubleDip is the class clown, the

friendly one who introduces himself to

the new kid and shows him the ropes.

Simply put, we showcase food culture

through a friendly and inclusive lens.

We’ll feature your best friend who

loves to blog about those crazy dishes

he’s eaten around the world, research

the strange ingredients in your local

supermarket, and publish a photo of

that awesome lunch you had last week.

We engage in conversation with our

readers. We don’t just talk AT you, we

talk WITH you. And while other trendy

food publications are busy writing their

literary articles on good food, we’re

right there beside you, experimenting

with crazy dishes!

09

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THE LITERARY ONE FROM

THE UK

THE THEMED

ONE BY

MCSWEENEY ÈS

THE ONEOBSESSED

WITH MEAT

Fire & Knives has a more literary

component making it feel like an

academic journal (or even someone’s

personal journal), focusing on topics

of food that are not printed elsewhere,

and written in an amateur perspective.

The contributors are professional food

critics but their tone in their written

pieces are carefully thought out in

a gracious manner. Their biggest

difference with most mainstream food

magazines is that it doesn’t get involved

with advertisers, celebrity chefs or

restaurant reviews. Their format is

small and thick in matte pages, just

like an actual journal. Their readers

are described as ’literate-focused

food lovers.’ Fire & Knives is serious

about food writing, beautiful graphic

design, and content about food that’s

intertwined with film, architecture,

history, literature and much more

(especially British food culture!). And

unlike most food publications, there

are no recipes in sight.

Lucky Peach is a quarterly publication

with a uniquely unrefined, unapologetic

style. Each issue is focused on a

single theme (as simple as fish, or

as wacky as “the Apocalypse”). The

articles are loud and opinionated, and

are often illustrated with urban art

or disconcerting photography. They

showcase cooking in a funny and

outrageous manner, often with vulgar

language, in the form of fiction, non-

fiction, interviews, and recipes. Unlike

other niche magazines that stay away

from mainstream media, famous names

can be read in the bylines of articles

found in Lucky Peach. The magazine

is quite large, with over 150 pages per

issue. The many ads in the publication

makes Lucky Peach appear more

commercial than niche, especially

considering its concentrated covers

filled with sell lines. The magazine is also

sold in the food section of mainstream

locations, such as Chapters, revealing

the publication’s attempt at reaching

out to a larger audience, despite having

a more cultural-centered editorial and

urban appeal.

Meatpaper, a quarterly magazine, came

into existence as “the fleischgeist”

or literally, “spirit of the meat” with

articles that discuss meat in various

themes and issues. They examine

the relationships between humans

and meat that leads to investigating

psychology, history, culture, art, values

and ethics. They state that “meat is

a metaphor, and a powerful symbol

of what it means to be human”, and

emphasize cultural investigation in

their editorial. Meatpaper’s target

audience include butchers, artists,

vegetarians, professors, chefs,

students, home cooks, farmers,

architects, writers, poets...pretty much

anyone curious about meat. For their

editorial content, they often debate

about the moral consumption of meat,

and publish insightful articles on

anything and everything meat-related.

Priced at $11.00 with only 47 pages,

the magazine itself is quite expensive.

And with an ad-to-editorial ratio of

about 10:90, Meatpaper is clearly not

a commercial magazine.

(',725,$/�&21&(37DoubleDip is the product of a few

food-loving, experience-driven, and

adventerous individuals passionate

about bringing food to people in an

effort to bring people to food. This

passion is what weaves through every

story, idea, photo, and experience we

deliver in our magazine.

Each issue of DoubleDip will be

centered on a particular theme, and

every article in the publication will,

consequently relate to that theme (i.e.

an issue dedicated to insects, strange

meat, or unique seafood).

While our publication is distributed

throughout Canada, our content will

be international. DoubleDip strives to

educate readers on the unknown side

of food culture, which would most

definitely have to include unique food

experiences from around the world!

One of the most important aspects

of our publication is the fact that we’re

inclusive. We write as if we’re speaking

to our readers, not as if we’re submitting

a piece to an academic journal. No one

should have to feel like they’re reading

a paper just because the topic is

informative! On top of this, we ensure

that our content is also fun. Our team

believes that a culture magazine should

also have applicable articles for people

who want to eat. This is why DoubleDip

has a department dedicated to recipes,

tips, and how-to’s. After all, we want

our readers to experience food, not just

read about it!

11

�(G� � �%$� �7G(��Readers can explore different culinary

and social experiences from around the

world. The focus will be on the many

cultural differences that we run into,

which will allow readers to develop an

appreciation for different food on an

international level. The written content

will be presented often in the form of

short essays or on occasion through

non-fiction storytelling.

$G7Q%GThis department is dedicated to giving

readers ideas and instructions on how

to actually create delicious meals using

the food that we discuss. Recipes will

be offered but the content may also

materialize in the form of a discussion

about a particular ingredient and show

readers the many ways in which it

can be used and introduced into their

everyday eating experiences.

%$� �"�� (�The Gallery will be a collection of art and

photos produced by professionals and

readers alike. These images can take

the form of photo essays, illustrations,

or even Instagram snapshots. The

purpose of this department is to

present the issue’s theme in a strictly

visual environment, and allow people to

share their point of view with the rest of

the DoubleDip community.

��G��Each issue, a few people in the

culinary world will be featured and

profiled, giving readers an insight into

their experiences with the theme of

the issue. These people range from

experts on the given topic, chefs, world

travelers, or even food bloggers.

� )% �(�(�One of the best ways that we can

allow the reader to get a glimpse into

the different social experiences that

are related to food would be through

the use of narrative. This department is

dedicated to written work in the form of

essays, poems, and short stories about

the theme of the issue, and includes

both user-generated and professionally

written content.

departmentssubmissions

ARTWORK

culture&

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Anthony Bourdain is an American chef,

author and television personality who

is known for his ability to introduce his

audience to a wide variety of culinary

experiences from around the world.

He also has an innate ability to use

food as a vehicle for highlighting the

cultural context of these experiences.

This feature will be a no-interviewer

style piece in which Bourdain will offer

a journal-like account of his cultural

experiences as he travels the world

in search of little known destinations

and culinary gems. By allowing

Bourdain himself to write about these

experiences it will allow his witty and

raw personality to be reflected in his

writing style and offer the reader a

much more intimate and adventurous

reading experience.

features

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Andrew Zimmern is a man regarded

as one of the most versatile and

knowledgeable food personalities in

the culinary world. Zimmern is a chef,

television personality, food writer,

teacher and is also the creator, host

and co-executive producer of several

of Travel Channel’s hit series. This

feature will highlight the way in which

Zimmern interacts with and has come

to develop an appreciation for different

cultures around the world and how

these cultures value everyday food

in unique and interesting ways. This

piece will also ask Zimmern to describe

and share several cultural experiences

that tie in with the current theme of

DoubleDip’s issue.

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This feature article will look at the idea

of horsemeat as a culinary ingredient

and the way in which it is perceived

within different regions and cultures

around the world. Countries, like

the U.K., Ireland, the U.S. and to a

large extent Canada, do not consider

horsemeat to be part of a conventional

diet. This feature article gives us

an opportunity to look at the issue

surrounding horsemeat from a cultural

perspective and investigates the taboo

that is often associated with horsemeat

in Western culture.

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This feature will highlight some of the

stranger and more bizarre food options

that might not look overly appealing

but are actually able to offer health

benefits that readers may not know

about. By giving our readers a different

perspective on strange exotic foods,

and not only talking about how delicious

they are, but also pointing out the many

heath benefits they can provide, the

article will broaden the palate of our

readers and hopefully introduce them

to an entire host of foods they have

never experienced before.

�(G��! G�% �%G �%� ) �There has been a recent trend in the

culinary world that revolves around the

idea of cooking tail to snout and making

full use of the entire animal. The idea of

using the entire animal when cooking

is something that is not always valued

in Western culture and this feature will

investigate why this is the case. Tail

to snout cooking exists (in different

variations of course), in cultures all

around the world and by presenting a

cultural comparison of these cooking

techniques this feature will celebrate

the way in which chefs and readers at

home can utilize all parts of an animal.

12

enlightening

QUIRKYGLOBAL

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For DoubleDip magazine, we want the

digital concept to closely resemble the

print version while taking advantage

of the participatory environment the

online medium allows. The digital

version of our magazine will aim to be

interactive and user-friendly in order to

create an online community among our

readership. We want to work towards

the establishment of an informative,

fun, interactive and engaging online

community that goes above and

beyond the print magazine. To

achieve this goal, we will start from the

following two methodologies:

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For each issue we produce, only a

limited portion of printed content will

be available online for comments and

cross-platform sharing (eg. Facebook,

Twitter and Pinterest etc.). This is

to ensure that our magazine retains

the value in its print publication. To

supplement the print magazine, there

will be in-depth elaboration on the

print articles from contracted freelance

writers or bloggers. For example, our

how-to department will be present

on the website in the form of video

tutorials and extra recipes that readers

can experiment with.

G � ) � � �:��! )2� !The DoubleDip website will include

exclusive content that are not

deliverable via print media, such as

videos, sound tracks, digital coupons

and social media feeds. There will

be specific features that encourage

users to generate and publish their

own content, such as a recurring

photo contest on a given topic.

Furthermore, our site will be the hub

of interaction between our team and

our audience. Users can communicate

with us through online comments, and

submit material with the possibility of

being featured on either the website or

published in the actual print magazine.

13

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OTHER ONLINECONSIDERATIONS1. Online Advertising: align online content with advertisers, reach sponsers for coupons and other benefits

2. Social Media Maintentance: maintain tone across platforms, interact with readers, update constantly

3. Reader Engagement: moderate user generated content, implement user feedback on content design

4. Creative Content: simplify editorial content for the web, outreach to qualified freelance writers

5. Print & Digital Content Coordination: sync content between print and online publication

SO THAT THE

BOOK IS EVEN

BETTER!

SO THAT PEOPLE LOVE THE SITE!

BECAUSE WE'RE ALWAYS THINKING

AHEAD!

A photo contest for the tastiest

looking dish. Readers are encouraged

to upload pictures of food with a

brief message on a given topic.

Winning photos are featured on the

website and are published in the print

publication.

�GG� ��G( ��G %�!%A special piece written by Andrew

ZImmern exclusively for our site. This

article details everything readers need

to know about horse cuisine.

$G(!� ! � �G( ��G�(!� !This fun little quiz tests readers’

knowledge on general bizarre food

knowledge.

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14

DEPARTMENTS


MEATMISFITS

11.95 CAD

SPRING ‘13

ANTHONY BOURDAIN

HORSEPLAYthe history behind the

horsemeat taboo

ALSO INSIDE:

ANDREW ZIMMERN

from snout to tail

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

P A R T S O F T H E P I G

H O S T O F C N N ’ S “ P A R T S U N K N O W N ”

B I Z A R R E F O O D E X P E R T

FEATURES FROM THE MEAT MISFITS ISSUE

» Horsemeat Controversy

» From Snout to Tai l

» Anthony Bourdain: Taking the Road Less Traveled

» The Bizarre World of Andrew Zimmern

» Not Strange, Jus t Misunders tood

TWITTER FEED

@Firs tLastNameLorem ipsum dolor s i t amet, consectetur adipis ic ing el i t

@FakeNamenatus error s i t voluptatem accusant ium doloremque lau-dant ium, totam rem aperiam.


DOUBLEDIPABOUT FOOD E VENTS CU LTURE GA L L ERY B LOGGERS SUBM ISS IONS S TORE

DOUBLEDIP SEARCH DOUBLED IP

download the

IPAD EDITION

purchase

this issue

f

EMA I L

PASSWORD

SUBSCRIBETODAY!

LOGIN REGISTER HELP

WHAT OUR READERS ARE TALKING ABOUT

» Drink: Jus t say no to green beer and other St . Patr ick’s Day lessons

» Video: The food Bear Gryl ls could not eat

» Event: Celebrate Vancouver Macaron Day on March 20,2013

» Video: The Journey from the Oyster Bed to the Restaurant Table

» Horses for Courses by Andrew Zimmern

» Duis aute i rure dolor in reprehenderi t in voluptate vel i t

» More

FOOD PORN CONTEST

SUBMIT YOUR PHOTOS!in the kitchen with john doe:

LEARN HOW TO COOK BEEF TONGUEMEET OUR BLOGGER OF THE MONTH:

CHEF ED WITT

Supplements the how-

to print department

with videos of our team

cooking various recipes.

Also includes a database

of all of our recipes.

�GG�This department is where

readers can submit material

to be published by our team.

This includes: recipes,

literary work, letters to the

editor and photography.

!�� ) ! ! )G !Holds all our written content

(fiction and non-fiction) in

one convenient location.

Quality submissions that

do not make it to the print

publication can be found

here.

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FEATURES

Three bloggers are chosen

each month to blog

exclusively on our site on

topics and issues related

to the theme of the current

issue.

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15

7+(�5(9(18(�02'(/DoubleDip is a for-profit magazine

and will earn revenue through paid-

circulation, advertising, in-kind, and

Canadian cultural grant funding. We

will incorporate our multitude of online

and print media marketing tools in order

to generate traffic to our website, which

will lead to potential subscriptions for

our magazine issues. This includes

social media interactions with our

subscribers and non-subscribers, email

marketing, insert cards, discounted

offers on Groupon, and partnerships

with established contributors that are

also online bloggers or Youtube stars.

Besides revenue generated from

advertising (see Advertising Goals for

expected revenue from ads), another

part of our income will come from

Cultural Industry (Civic Grant) Funding,

in which we hope to receive $4,500 in

year 3.

Another portion of our revenue is

generated through in-kind. During the

first year, many of our contributors will

be volunteers or free-lancers, and this

is incorporated into our budget. As our

business expands, we expect a number

of volunteers to leave our team, and the

revenue from this group will decrease.

Once our business generates a positive

net profit, we will conduct structural

changes in our employee numbers.

Intern and volunteers, or anyone that

may fall under the inkind category may

be considered paid employees in the

future.

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OTHER REVENUE STRATEGIES

"(� %!DoubleDip is a Canadian-produced

cultural magazine and it fulfills the

requirement for Federal Culture

Funding. Since there is limited funding

available for new magazines, we

conservatively project that DoubleDip

can get approximately $4,500 every

year in funding from Canada Council

for the Arts.

� � ) � ��(�DoubleDip will encourage partnerships

by endorsing local restaurants or food

related products that are aligned with

our brand image. As a mutual benefit,

DoubleDip will be able to get special

offers as an add-on value for existing

subscribers and a way to attract new

ones. DoubleDip will also develop a

free app downloadable for users,

although a subscription will be required

to view all the content. The revenue

forecasted from the app and web

subscriptions will be reflected as part

of our ‘web new orders’ on our profit

and loss statement.

) Q3 ) �Given the fact that DoubleDip is

a startup magazine with very little

circulation, a large percentage of

our revenue will come from in-kind

contributions, supported by unpaid

interns, volunteers, freelancers and

business partners. Rather than just

cash, such contributions include

supplies and equipment, the use of

corporate services or facilities, and

professional services or expertise.

1616

0$5.(7,1*�675$7(*<

The uniqueDoubleDipreader!

DEMOGRAPHICSSex: Guys and Gals, we like ‘em allAge: from sweet eighteen to thirty (four), flirty, and thriving (53% of 18-34 year olds enjoy a cultured and active lifestyle according to PMB)Income: mid-income is good income! (56.9% of 18-34 year olds have a personal income of under $15,000 CND as per 2012 PMB data)Nationality: Canadians and proud of it

Social butterflies that love to fly (According to the PMB, 54.6% of our target age bracket value ambition, education, and socialization)Risk takers and thrill seekersThrifty is nifty — good times don’t need high prices (74.9% of our target age audience enjoy preparing meals at home according to the PMB)Junkies of popular cultureInternet worshippers and social media connoisseurs (61.8% of 18-24 year olds and 56.8% of 25-34 year olds reported to the PMB that they could not imagine life without the internet)

PSYCHOGRAPHICS

OUR MARKETSHARE

Our readers are our friends. They live

lives of social activity and find pleasure

in networking, connecting, and

sustaining relationships. Our friends

thrive off new culinary experiences and

are absolutely thrilled with participating

and contributing to the trendy food

community. Money isn’t a major issue

— after all, it doesn’t take much to

have a good time when you’re with

good people. Our friends are initiators.

Discovering the best food in the nooks

and crannies of their cities is among

several things they do best. Whether

this means getting their hands on the

latest and greatest copy of DoubleDip,

or going online to read and learn

more about the happenings through

DoubleDip’s efforts, our good friends

are willing to make food and culture a

part of their lifestyle. Needless to say,

they are quick on their thumbs when

it comes to sharing their awesome

experiences with the online community

through social media platforms and

community blogs. Quite simply, our

thrill seeking DoubleDip buddies are

enthusiastic, delightful to be around,

and nothing short of the finest people

you’ll ever meet (and eat) with.

DoubleDip will provide everything our

audience is looking for by delivering

our stories in a language they can

understand and offering a place for

open discussion and idea sharing. We

will place a heavy emphasis on the

interests of our readers by constantly

looking to social media platforms to

interact with our friends and build on

the foundation of our magazine. By

creating interesting content, using high

definition photography, and writing

engaging stories, we will capture and

sustain the interests of our DoubleDip

pals.

1717

Increase brand awareness by

connecting with our audience both

on and offline

Fostering trust with our audience in

our expertise as a food and lifestyle

magazine

We want to create relationships

with our audience by interacting

and listening to constantly improve

the publication

PRINT & ONLINE

MARKETING

OBJECTIVES

Year 1: $1,875.00

Year 2: $3,750.00

Year 3: $6,525.00

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Year 1: $12,000

Year 2: $15,000

Year 3: $20,000

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MARKETING

COSTS

PRINTMARKETING

PLAN

) ! �(%!Magazine inserts have proven to be successful in generating more interest in the magazine with additional promotional materialInserts can be used to speak directly to our audience regarding contests, promotions, subscriptions, and sponsorship opportunities

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A mobile application available for Apple, Android, Windows, and Blackberry users Provides features such as maps, recipes, upcoming events, YELP integration, and social media compatibility

WHAT

WHY

Majority of our audience are mobile phone usersApplication will further enhance the online and print experience with the ease of attaining DoubleDip tips at our audience’s fingertips

MOBILE MARKETING PLAN

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Create a DoubleDip Instagram and Pinterest accounts that readers can follow, interact with and post photos onCreate hashtags including #DoubleDip, #DoubleDipFoodPorn to supplement our website initiatives and print features

WHAT

WHYIt provides an additional platform to interact with our audience and foster user-content generation with the collection and feature of appropriately hashtagged and pinned photos

LAUNCHPROMOTION

Partner with like-minded food

associations to plan a launch party

in large public spaces throughout

Canada

Set up tents/booths relating directly

to DoubleDip’s departments to give

the public a better understanding

of what DoubleDip is all about

through the use of engaging

speakers, interactive presentations,

and promotional material

Implement a raffle draw for a 1 year

free subscription, a free copy of our

first issue, and other promotional

materials (stickers, buttons, tattoos)

18

ONLINE MARKETING PLAN

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Connect with our audience through Facebook and TwitterLaunch contests, announce promotions, and advertise offersCreate dialogue with our current and potential readersProvide a platform of easy information gathering that will drive traffic to the DoubleDip website

WHAT

WHY

Our audience is young, socially active, and users of social mediaThey enjoy sharing personal ideas, photos, and experiences, and value hearing from people like themselves as wellDoing so will allow us to connect on a more personal level with our readers and build relationships with our audienceHelps build our credibility and reputation in the online worldCan lead to potential sponsorship or advertising opportunities

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Build relationships with the Canadian food blogger community (e.g. Anger Burger, Bon Appétempt, Food Junk, The Sneeze)Can lead to potential collaborations, special features, and interview opportunitiesCross-promotion with other food bloggers

WHAT

WHY

Our audience is likely to subscribe to Canadian food bloggers through their heavy use of social mediaTalented and passionate food bloggers have valuable experiences to share where we can leverage DoubleDip’s coverageBloggers including foodbloggersofcanada.com, have a solid ‘following’ status and strong credibility that will help with our launch

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Collaborate with Groupon to generate a deal where customers are eligible to receive 50% off their subscription priceOffer the 1st issue for free as they subscribe for 4 issues/per year.

WHAT

WHYGenerates brand awareness for promotional effortsIncreases first year subscription ratesCreates a brand presence to a wider consumer market

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Creating innovative videos to further connect with our audienceSupplement magazine content with special features including, but not limited to: recipes, how-to’s, event coverage, interviews & promotional efforts

WHAT

WHY

Videos can be engaging and are easy to share onlineVideos are more likely to appear on Facebook news feeds than text, generating a larger brand awareness beyond our target audience (family, friends, etc.)It will speak to a different type of ‘reader’ who enjoys the interactivity of the online video experienceWill aid in generating a stronger relationship with our audience and allows them to get to know the magazine in a different way

EVENTS & TRADE SHOWS

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Trade show attendance to increase brand awareness in person with potential advertisers, restaurants, and potential audience

WHAT

WHYTrade shows bring together like-minded individuals that will serve as fruitful grounds for promotionNetworking in person builds our brand and our presence in the public realmGain subscribers and publicity

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Acommunity wide celebration at an outdoor venue, complete with music and danceWe will provide entertainment and promotional material to introduce people to the wacky food that can be found in the publication

WHAT

WHYNetworking in person to increase brand awareness with potential audienceInteract in engaging ways to leave an impression on the publicGain subscribers and publicity

&,5&8/$7,21�675$7(*<

Paid circulation model

Revenue through:

subscription sales, single

copy sales through direct

distribution to niche

locations, and bulk sales to

restaurants and cafés for

increased exposure

overview circulation GOALS

1000 circulation

300 single copies sales

300 bulk sales

400 subscribers

��( �%$(� �2000 circulation

600 single copies sales

400 bulk sales

1000 subscribers

3000 circulation

800 single copy sales

500 bulk sales

1700 subscribers

��( �%7G��( �G �

20

CIRCULATION MODEL

!��!�( ) �% )G !As a quarterly publication that appears

more like a book than a magazine, our

circulation model relies on readers

who view the magazine as a novelty

item — something that is meant to be

kept and collected, rather than just

read. By the end of our first year, we

hope to obtain 400 subscribers (400

out of 1000 copies circulated). The

following year, we hope to gain an

additional 740 subscribers through

increased exposure, and continue the

momentum into our third year where

our subscription total will reach 1700

(57% of our circulation).

! ) "�� G�� !�� !A publication with such a small niche

like DoubleDip’s can’t simply be

sold on newsstands. Rather, we will

establish relationships with various

trendy shops throughout Canada,

and use our partnerships to distribute

directly at these niche locations

(including Vancouver’s Old Faithful

Shop and Toronto’s Drake General

Store). In our first year, 600 copies will

be distributed, which will be increased

to 1600 copies by the third year.

��3 � !�� !To gain exposure and get people to pick

up our relatively pricey magazine, we

will utilize bulk sales and sell discounted

copies to trendy restaurants and cafés

in Canada, such as Toronto’s Rooster

Coffee House and Vancouver’s

Revolver. These urban hotspots attract

DoubleDip’s urbanite demographic.

What better way to get them to hold

a copy of DoubleDip than to offer the

publication free of charge! 600 copies

will be distributed and 300 copies will

be sold at a discounted price in the

first year, followed by a slight increase

to 800 copies distributed and 400

copies sold in the second year, and

finally 1000 copies distributed and

500 sold in the third. We hope that

by the third year, DoubleDip will have

had enough exposure that most of our

audience will either be subscribers, or

willing to spend $11.95 per book at

quaint locations across Canada.

20

21

REACHINGTHE AUDIENCE

�2� %! �\ � � � !% )2��!Canada has a lot of amazing food

festivals and events that are perfect

venues to reach out to fellow foodies.

From EAT! Vancouver in BC to the

International Shellfish Festival in Prince

Edward Island, the Rocky Mountain

Festival in Alberta to the Street Food

Block Party in Ontario, DoubleDip will

never miss an important chance to

network (not to mention, chow down

on good food!). Our team will be a

part of all food-related events, and

either sell the magazine while we’re

there, or sell in bulk to event organizers

beforehand so that attendees are given

copies during the festivities.

� )" )%�� G %� % �\!��!�( ) �% )G �" ) �% ) "

More free goodies! The free content of

our website will be used to showcase

DoubleDip to new audiences. People

can get a taste of the types of articles we

write, the unique food we feature, and

the fun we have, which will hopefully

attract them to buy or subscribe to

the print publication. Speaking of

which, readers will be able to use

the site to purchase subscriptions as

gifts for friends with good taste. Gift

subscriptions are a great way to grow

our readership.

�G�� !$G�! �\%(� �� ( � !%��(� %!

At the onset of our publication, it’s

vital to get people to bring home the

book and see DoubleDip for all it’s

worth. Our cheeky name and daring

content can easily frighten readers

from ever buying it. Freebies, on the

other hand, are always welcomed. Free

magazines at places like coffee shops

and indie restaurants (through bulk

sales) not only builds awareness, but

allows readers to actually own a copy

and be enticed by our brilliancy in the

comfort of their own home. Once in,

DoubleDip’s natural charm will be hard

to resist, and before we know it, word

of the magazine will have spread like

wildfire!

! � ) � �� ) �Yes it’s more expensive than email,

and yes we have limited funds, but

the novelty of DoubleDip lies in the

off-beat, unpredictable, and priceless

tangibility that is the book itself. It’s

a beautiful book, what can we say.

It would be a shame to waste a

good opportunity to provide another

collectible by hastily dishing out

renewal letters via uninviting pixels. A

packaged outsert (as opposed to a

simple paper insert...because we’re

anything but simple) taking different

forms each renewal period becomes

something that subscribers can look

forward to. Whether it’s on whimsical

stationery or wrapped in butcher

paper, subscribers can keep the quirky

token of DoubleDip’s love, and mail the

response card indicating that yes, they

desire more than anything to renew

their subscription to such a wonderful

magazine.

22

$'9(57,6,1*�675$7(*<The magazine is structured around

a balance of editorial content and

advertisements in order to generate

revenue. Attention willl be made

towards a higher number of ads in

order to meet the requirements for the

Cultural Industry Grant. In the first year,

we are trying to reach our audiences,

but given that our ad costs are fairly

high for a first issue, we’re aiming to

accumulate a number of advertisers

that could potentially sign up for long-

term advertising agreements, and

perhaps negotiate some fixed costs

with them if they choose to sign up.

As we reach the third year, our

expected ad sales will increase greatly,

consequently increasing the number of

ads in the publication. Our ads will be

more expensive compared to previous

years with a jump up to $710 (though

they range in price depending on their

size and positioning in the magazine)

but we hope to attract advertisers with

our highly specialized audience.

The advertising to editorial ratio

for DoubleDip will gradually increase

beginning in Year 2 and capping off at

60% advertising in Year 3. In the first

year of production, our CPM will be

at $250 with advertising to editorial

ratio of 10%. Using these calculations,

it is determined that we will generate

$30,000 in total advertising revenue

in year one. In the second year of

production, our CPM will be $275 and

our advertising to editorial ratio will

increase to 31%. This leaves us with

$158,224 in advertising revenue. In

the third year of production, our CPM

will be $236 and our advertising to

editorial ratio will increase to 60%. This

will give us $530,400 in advertising

revenue in our third year of production.

Year 1: 56 pages

Year 2: 64 pages

Year 3: 88 pages

number of

pagesADVERTISING GOALS

Year 1: 40:60

Year 2: 50:50

Year 3: 60:40

��

Year 1: $250

Year 2: $550

Year 3: $710

Year 1= $250

Year 2= $275

Year 3= $236

�G!% � �G(�� "� ��

��U�� )% � (�% )G

23

rationale for selection

of key ADVERTISERS

The advertisers that will want to

advertise in DoubleDip are national

companies that are food related, share

DoubleDip’s mission and voice, and

that dabble in the weird and wacky

things of our world. DoubleDip feels

that advertising that is conducive to

its niche market and ideals will best

facilitate the best reader experience.

Potential advertisers will share a

targeted audience with DoubleDip. We

will advertise restaurants, carnivals,

festivals and trade-shows, such as the

“Flavour safari” and the “Ice-cream Bar

Show” that have a strong emphasis

on “bizarre” food culture and dining

experiences. DoubleDip will also

appeal to online advertisers such as

“Groupon and “Social Shopper”.

potentialadvertisers

�� )� �% ) ( � G�� G� %(� ��(3�% %$� �"( ) 11�� $G�!�

� ��! ! �� !��( �� ( � !%G ��2�G: ��% * �2� �G�2�( � �GG�� GG3 ) " � � � !% )2��

�%$ )� �\ � ! � �� ) � �%��GG� � �:�G

��d . � � �� G 2� % )G �� %(��!$G7��:�G

%G(G %G � !%(� �% � �GG��G�3 ��(%�

"(G��G !G� )�� !$G��( �� ) �

Retail Stores

Restaurants

Trade Shows/Events

Coupons

24

5$7(�&$5'1/2 PAGE 1/3

PAGEFULL PAGE

Total Circulation for 2013: 1000 copies 4 issues per year

2013 CPM: $250 (CAD)

AD DIMENSIONS

8"x10" 8"x5" 2.75"x10"

2013 national RATEFULL PROCESS COLOUR

Gross Rate (CAD)

Full Page

1/2 Page

1/3 Page

1X

250

125

125

2X

225

112.5

75.6

3X

202.5

101.25

68.04

4X

182.25

91.125

61.235

Copy content and design: All advertising content and design must be acceptable to DoubleDip Magazine, which reserves the right to postpone or refuse, without penalty, publication of any advertisement.

Production charges: A surcharge will be levied if production is required. Production costs will be provided upon request.

Cancellations and liability for error: Cancellations must be received in writing four weeks prior to space closing. A cancellation fee of 50 percent of the order will be charged to any cancellation past the space closing date. Covers and premium positions cannot be cancelled. Maximum liability for error is restricted to the space rate for the advertisement.

All rates are net, in Canadian dollars.

Early cancellation of the contract is subject to short rating.

A)

B)

C)

D)

E)

23

9,68$/�&21&(37The design of DoubleDip remains

true to our team’s voice: fun, edgy,

urban. We figured, what better way

to showcase that than to freestyle

the layout and typography a la Stefan

Sagmeister! Handwritten typefaces

are used on headings to give the

publication a relaxed character, while

Futura is used in subheadings to keep

the spreads looking clean and refined.

To differentiate ourselves from

competitors like the Lucky Peach,

we keep our visuals a lot tidier by

incorporating more whitespace, less

obscure artwork, and following a grid

(for the most part). The main focus

of our visuals is to ensure that the

publication is still accessible to a wider

audience in addition to being a beautiful

book that people would want to collect.

DoubleDip maintains a trendy,

urban tone by utilizing a relatively

muted colour palette and incorporating

fun illustrations here and there. The

website will complement the print

design by incorporating a combination

of minimalism and freestyle illustrations.

The overall aesthetic of the site will

be clean and colourful, with large

photographs and relatively little text.

The design of the nameplate is very

laid back, to show readers that we

aren’t your typical food magazine.

The sketched look is fun, quirky,

and most importantly, friendly. Although

some readers may feel uneasy with the

name of our publication, the nameplate

is meant to be inviting. It also shows

that we acknowledge the critique of our

name, but that we’re harnessing it as

our method of individuality.

Headings:

Subheadings:

Body:

Futura, Medium Condensed

Bodoni

various +$1':5,77(1 TYPE

COLOUR PALETTE

26

08 09

24 25 26 27 28 29 30 31

10 11 12 13 14 15

16 17 18 19 20 21 22

40 41 42 43 44 45 46 47

23

48 49 50 51 52 53 54 55

32 33 34 35 36 37 38 39

BACK COVER FRONT COVER 02 03 04 05 06 07

TABLE OFCONTENTS

MASTHEAD LET TER FROMTHE ED I TOR

PEOPLE PEOPLE PEOPLE PEOPLE

HOW-TO HOW-TO HOW-TO HOW-TO

GALLERYGALLERYGALLERY

GALLERYGALLERYL I T ERARYL I T ERARY

L I T ERARYAROUNDTHE

WORLD

AROUND THEWORLD

AROUND THEWORLD

AROUND THEWORLD

HORSEPLAY HORSEPLAY

HORSEPLAY HORSEPLAY HORSEPLAY HORSEPLAY FROM SNOUTTO TA I L

FROM SNOUTTO TA I L

FROM SNOUTTO TA I L

FROM SNOUTTO TA I L

EDITORIAL - 24 FEATURE - 10ADVERTISEMENT - 22 56 PAGESSPRING 2013

FLATPLAN


MEATMISFITS

11.95 CAD

SPRING ‘13

ANTHONY BOURDAIN


horsemeat taboo

ALSO INSIDE:

ANDREW ZIMMERN

from snout to tail





27

HORSEMEAT CONTROVERSY

BY SAM PULL

D O U B L E D I P. C O M 2 52 4 D O U B L E D I P

Us ipis et re nonsecaerunt esed que nulpa volore adignis ipsum nosant, con nisqui in et elis ullanto quam, evelit et ratur sa ped mint faccaerias esed esed quos mo quaest es is et que dolut explite vel molupitatiis doluptiorrum coresendias auda sed etur as iur, nis sin et exeraestist eossimusda voleste consectium alitibusciet accus mod quaspel luptatia etur, sum quati voles de nosam laceperi nonse pele.

On January 15th, 2013, Food Safety Authority of Ireland announced research results that would spark an international debate on the safety of horsemeat consumption. We investigate the scandal that appears to be more about cultural differences than health concerns.

D O U B L E D I P. C O M 2 72 6 D O U B L E D I P

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stibus, sapicipietur magnimus et

platibe rnatias adia quidempelese

que prehend enimus estio quos et id

ulpa pari dolo temporpore, nimus,

TO DATE, THERE IS NO EVIDENCE THAT THE CONSUMPTION OF HORSEMEAT IS INHERENTLY MORE

DANGEROUS TO HUMAN HEALTH THAN BEEF.

“

PIKE PLACE MARKET CIRCA 1942Eating a horse was considered less

disturbing during World War II, when beef was rationed in the United States

PHOTO COURTESY OF

LAWTON GOWEY

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everi nit que perios derchicaest,

28

29


MEATMISFITS

11.95 CAD

SPRING ‘13

ANTHONY BOURDAIN


horsemeat taboo

ALSO INSIDE:

ANDREW ZIMMERN

from snout to tail





FEATURES FROM THE MEAT MISFITS ISSUE

» Horsemeat Controversy

» From Snout to Tai l

» Anthony Bourdain: Taking the Road Less Traveled

» The Bizarre World of Andrew Zimmern

» Not Strange, Jus t Misunders tood

TWITTER FEED


@FakeNamenatus error s i t voluptatem accusant ium doloremque lau-dant ium, totam rem aperiam.


DOUBLEDIPABOUT FOOD E VENTS CU LTURE GA L L ERY B LOGGERS SUBM ISS IONS S TORE

DOUBLEDIP SEARCH DOUBLED IP

download the

IPAD EDITION

purchase

this issue

f

EMA I L

PASSWORD

SUBSCRIBETODAY!

LOGIN REGISTER HELP

WHAT OUR READERS ARE TALKING ABOUT

» Drink: Jus t say no to green beer and other St . Patr ick’s Day lessons

» Video: The food Bear Gryl ls could not eat

» Event: Celebrate Vancouver Macaron Day on March 20,2013

» Video: The Journey from the Oyster Bed to the Restaurant Table

» Horses for Courses by Andrew Zimmern

» Duis aute i rure dolor in reprehenderi t in voluptate vel i t

» More

FOOD PORN CONTEST

SUBMIT YOUR PHOTOS!in the kitchen with john doe:

LEARN HOW TO COOK BEEF TONGUEMEET OUR BLOGGER OF THE MONTH:

CHEF ED WITT

THE SITE LAYOUT

LOADS OF ADS FOR

AN ONLINE REVENUE

STREAM!

WE'RE ALL OVER THE WEB!

PEOPLE LOVEVIDEOS

CONSTANT

INTERACTION

WITH OUR

AUDIENCE

THROUGH

TWITTER

CENTRAL ELEMENTS:

USER ENGAGEMENT,

CONSISTENT COLOUR

PALETTE, AND

MULTIMEDIA

30

Year 1 Year 2 Year 3

Numbers of issues published 4 4 4

Beginning Number of Subscribers 0 400 1000

New Orders (number of new subs sold per year

From website 50 150 295

From direct mail/email 0

Number mailed/emailed out 5000 8000 12000

Net response rate 3.00% 3.00% 3.00%

Net New orders 150 240 360

From ads 75 100 140

From Bind in cards 15 30 35

Trade shows 10 20 20

Groupon 100 200 200

Other

TOTAL NEW ORDERS 400 740 1050

Conversions

Last year’s new orders 400 1000

Conversions/renewals 65.00% 65.00% 65.00%

TOTAL CONVERSION/RENEWAL ORDERS 0 260 650

TOTAL SUBSCRIPTIONS 400 1000 1700

Subscription rate $32.00 $32.00 $32.00

TOTAL SUBSCRIPTION REVENUE

),1$1&,$/�67$7(0(176SUBSCRIPTION SALES ASSUMPTIONS

New Orders (number of new subs sold per year)

Conversions

$12800 $32000 $54400

65% 65% 65%



Newsstand/Single copy sales

Newsstand copies distributed per year 600 1,200 1,600

Sell Through 50.00% 50.00% 50.00%

Net Newsstand 300 600 800

Cover Price per issue $11.95 $11.95 $11.95

Discount to distributor 65.00% 65.00% 65.00%

Net revenue per copy $4.183 $4.183 $4.183

TOTAL SINGLE COPY SALES PER YEAR $1,255 $2,510 $3,346

Bulk Retail Sales

Copies bulk sales distributed per year 600 800 1,000

Cover price per issue $11.95 $11.95 $11.95

Net Bulk sales $7,170 $9,560 $11,950

Discount to retailer 50.00% 50.00% 50.00%


Total paid circulation


TOTAL SUBSCRIPTION REVENUE $12,800 $32,000 $54,400

TOTAL PAID CIRCULATION $17,640 $39,290 $63,721

Newsstand/Single Copy Sales

Bulk Retail Sales

Total Paid Circulation

TOTAL COPIES PRINTED & DISTRIBUTED



Issue Size

Advertising percent per issue 45% 65% 72%

Total issue pages 50 64 88

Number of editorial pages 28 22 25

Number of ad pages per issue 23 42 63

Ad Pricing

Average rate for full page ad $250 $550 $710

Total Paid Circulation

Ad Pricing

31

advertising

32


Editorial/Art Set rates

Editor $35,000 $35,000 $35,000 $35,000

Writer cost per page $200 $36,000 $32,016 $20,800

art cost per page $100 $18,000 $16,008 $10,400

Designer per issue $3,000 $12,000 $12,000 $12,000

Website writing/art costs $1,500 $6,000 $6,000 $6,000

TOTAL EDITORIAL/ART $107,000 $101,024 $84,200

Production/distribution Set rates

number of copies per year 3400 6135 10605

cost per printed copy $1.15 $1.15 $1.15 $1.15

printing costs total $3,910 $7,055 $12,196

website development/maintenance $12,000 $15,000 $20,000

freight (specialty stores) costs $0.40 $960 $1,920 $2,560

postage (subscription) costs $0.59 $944 $2,360 $4,012

TOTAL PROD/DISTR COSTS $17,814 $26,335 $38,768

Advertising Sales Set rates

sales commission and ad revenue 25.00% 5625 22880 44985.6

Promotional materials per year

Shows and events per year

TOTAL AD SALES COSTS

Circulation Promotion Set rates

Circulation Director

Direct mail per 1000 pieces $600.00

Direct email per 1,000 names $100.00 $0.00 $0.00 $0.00

marketing expenses

fulfilment exp per issue $2.00 3200 8,000.00

TOTAL CIRCULATION EXPENSES $26,075 $34,550 $45,325

Administration Exp Set rates

Rent $1,200 $14,400 $14,400 $14,400

phone $60 $720 $720 $720

web access $60 $720 $720 $720

part time staff $15,000 $15,000 $15,000 $15,000

office postage $200 $2,400 $2,400 $2,400

bank fees $100 $1,200 $1,200 $1,200

supplies $200 $2,400 $2,400 $2,400

other expenses $100 $1,200 $1,200 $1,200

TOTAL ADMINISTRATION EXP $38,040 $38,040 $38,040

TOTAL PUBLISHING COSTS $199,054 $227,329 $255,818

EXPENSE PROJECTIONEditorial/Art Set Rates

Production/Distribution Set Rates

Advertising Sales Set Rates

Circulation Promotion Set Rates

Admin Expenses Set Rates

33



REVENUES


TOTAL SUBSCRIPTION REVENUE $12,800 $32,000 $54,400

TOTAL AD REVENUE $22,500 $91,520 $179,942

GOVERNMENT GRANT (Cultural Industry: Civic Grant) $0 $0 $4,500

OTHER REVENUE (in-kind) $28,000 $20,000 $7,500

OTHER REVENUE

TOTAL REVENUE $68,140 $150,810 $255,663

EXPENSES

EDITORIAL/ART $107,000 $101,024 $84,200

TOTAL PROD/DISTR COSTS $17,814 $26,335 $38,768

TOTAL AD SALES COSTS $10,125 $27,380 $49,486

TOTAL CIRCULATION EXPENSES $26,075 $34,550 $45,325

TOTAL ADMINISTRATION EXP $38,040 $38,040 $38,040

TOTAL EXPENSES $199,054 $227,329 $255,818

NET PROFIT/LOSS -$76,520 -$155

PROFIT & LOSS STATEMENT SUMMARY

Revenues

Expenses

Documents

Quirky Food Magazine