BCNWEEK PROSPECTUS

Transcript

1. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N Prospectus J U L Y 0 6
2. Strategy BCN WEEK, Barcelona’s first cultural newsweekly, aims to reach international residents, tourists and cosmopolitan Catalans alike. Published in English with splashes of Spanish and Catalan, BCN WEEK covers the ‘b-side’ of Barcelona — the places and events that only insiders know. With an unflinching eye cast on the city and those who are drawn to its Mediterranean flare, it features comprehensive listings of events plus irreverent, smart criticism, with an undeniable love for Barcelona in all its eccentricity. Our business aim is to grow BCN WEEK into a culturally sought-after medium wherein both small and middle-sized city-based businesses, as well as global brands, can advertise to a culturally sophisticated public at competitive rates. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N We are the perfect conduit BARCELONA IS THE FIFTH BEST CITY IN EUROPE TO SET UP A BUSINESS, AHEAD OF AMSTERDAM AND MADRID, ACCORDING TO THE EUROPEAN CITIES MONITOR 2005 REPORT PRODUCED BY CUSHMAN & WAKEFIELD HEALEY & BAKER (CWHB). BARCELONA IS QUICKLY BECOMING A PRIME MARKETPLACE FOR ADVERTISERS TRYING TO REACH AN AFFLUENT AND EDUCATED READER- SHIP OF INTERNATIONALS. 2
3. Editorial Vision BCN WEEK’s editorial vision is to become an indispensable part of the English-speaking and local community in Barcelona. Whereas most local English- language publications’ content is heavily influenced by advertisers, BCN WEEK strives to maintain editorial independence when discussing the most important issues affecting Europe’s fastest growing metropolis. BCN WEEK provides a fresh perspec- tive on the people, communities and mixture of cultures that are coming to define Barcelona. Some recent features that have caught the atten- tion of the Catalan and international media include: The “Newyorkification” of Barcelona, How the Catalan quest for autonomy affects foreigners, and the unspoken classification of immigrants. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N Our demographic reach is tremendous LOCATED IN THE NORTH- WEST MEDITERRANEAN, THE METROPOLITAN REGION OF BARCELONA LEADS AN EMERGING AREA OF ECONOMIC ACTIVITY IN THE SOUTH OF EUROPE WITH 17 MILLION INHABITANTS. THAT INCLUDES THE BALEARIC ISLANDS, VALENCIA, ARAGON AND THE SOUTHEAST OF FRANCE. 3
4. “I just wanted to compliment you on a fantastic paper — I picked it up at the Manchester Bar in the Raval last night and it had me chuckling like a lunatic for a good hour or so. Love the writ- ing style, never sneery, but always punchy, I especially loved the day trip with the tourists fea- ture, which reminded me of hav- ing to flee the Sagrada Familia because of all the screeching Euro-youth! I’m from London and a journalist for the BBC News website’s entertainment section in my day job, but I’m over on hols — I’ll keep an eye out for the next issue!” Darryl ENGLAND “Hola! I have to say I HEART BCN WEEK. It’s one of the most interesting cultural weeklies I’ve seen.” Sophie USA ”Every day at 11am I do the normal café de la mañana, and make a pause on my work as a graphic designer. Un café con leche, bocata del dia and my BCN WEEK. How easy we adapt our routine to good stuff! Tatiana MEXICO “Hello and congrats for BCN WEEK! We love the style and wish you great success with its launch, my husband says that you are the Village Voice from la Barceloneta... we simply love it! Eva CATALONIA “I just wanted to let you know that when I started reading BCN WEEK, I simply could not stop. I wanted more and more. I enjoyed it so much I read it back-to-back non-stop in one sitting.” Michelle GERMANY “We are Catalan and can’t understand why a publication like BCN WEEK hasn’t hap- pened sooner. The city doesn’t have anything in English worth reading. BCN WEEK is talking about topics that other publica- tions don’t touch. The content makes you laugh, and think. I know you are a group of “guiris” but if we can help out in any way, we want to!” Joseph & David CATALONIA B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 4 Reader’s Quotes
5. Reader Profile According to Barcelona’s city government, there are more than 120,000 English-speaking foreigners living in Barcelona: British, Americans, Australians, South Africans, Canadians, Dutch, Scandinavians, Germans and other nationals for whom English is lingua franca. Some are here for a semester, some for a few years, and many have decided to make Barcelona their home. They are professionals, entrepreneurs, executives, artists, and students — many of whom don’t speak any Spanish or Catalan — and are always looking for the lowdown on where to go and what to do. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N English as the common thread THE NUMBER OF NATION- ALITIES IN BARCELONA HAS RISEN FROM 126 IN 1996 TO 154 IN 2004. THE NUMBER OF FOREIGNERS RESIDING IN THE CITY HAS GONE FROM SLIGHTLY MORE THAN 40,000 IN 1999 TO 202,489 LAST YEAR. THAT’S A FIVE- FOLD INCREASE IN ONLY 5 YEARS. MORE THAN 40% ARE BETWEEN 25 AND 39. HALF SPEAK ENGLISH AS THEIR FIRST OR SECOND LANGUAGE. BARCELONA CITY COUNCIL 2005 DATASHEET 5
6. BCN WEEK currently has more than 40 volunteer journalists, photographers, illustrators, designers, distributors and salespeople. We come from all over the globe: France, Brazil, The Dominican Republic, England, Argentina, Chile, Germany, the US, and South Africa — just to name a few. Everyone working with BCN WEEK has a common thread that has brought us together: the English language. We share the desire to work together to create Barcelona’s first cultural newsweekly. We come from varying professional back- grounds ranging from design to corporate public relations. The Core Managing Team is as follows: The Founder and Creative Director of BCN WEEK, Marcus Villaça, has a 15-year background in editorial design. In New York he worked for Time Warner as well as Hearst Magazine Group on many consumer titles. He came to Barcelona in 1999 to redesign Playboy Spain as well as launch La Vanguardia’s Interiores. He is one of the Principals of Jardí + Utensil, an award-winning design studio here in Barcelona. Jennifer Cross, the Publisher, also comes from New York where she was the former Sales Director for Jungle Media Group, which had numerous magazine properties as well as a custom publishing division. Prior to that she was a Communication and Marketing Specialist with American Lawyer Media. Lena Wiget, the Managing Editor, comes from Germany’s media capital of Hamburg. She is a trained Ideascout with a background in cultural and communication theory from Cambridge and London. Lena has been crafting strategic communication campaigns for the city of Hamburg as well as delivering the conceptual groundwork for the Turkish-German publica- tion Correct! The Executive Editor, David Tressel, originally from Florida, has worked in different forms of print media for the majority of his professional career. He began his career at McClatchy Company where he helped develop and launch their first entertainment weekly. He later freelanced for different publishing houses such as Laufer Media and Condé Nast while holding a staff position at the Orlando Weekly as Assistant Editor. Domenico Composto, Sales Director for BCN WEEK, is originally from Chicago. He has traveled to more than 43 countries and previ- ously lived in Tokyo, Japan, where he worked professionally as a freelance session drummer for such international pop acts as t.A.T.u. and former Aqua singer Lene Nystrom. His accounting, sales, real estate, and customer service expertise was instilled in him by his father, CEO of Valet Parking Service Inc., with whom he has worked since childhood. Together, Domenico and his father created a $25 million enterprise with offices in Chicago, Miami, Dallas, and Austin. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 6 BCN WEEK Team
7. Circulation Marketing Strategy BCN WEEK is currently distributed in areas that have a high density of English-speaking adults between the ages of 19 and 35: Gracía, El Raval, Gótic, El Born and Barceloneta. It’s available every Friday at more than 500 high-traffic locations such as bars, pubs, restaurants, English-language bookshops, hotels and hostels, multinationals, language schools, cultural institutions, museums, clubs and tourist and information offices. The average weekly circulation of BCN WEEK is 10,000, with the understanding that as soon as possible the print-run will be raised to 20,000 per week. With a projected pass-along rate of 2.5, each edition has the potential to reach 79,704 readers. Soon, we hope to resume distribution at target metro stops at defined hours during the weekend (noon to 4pm at the Barceloneta metro stop leading to the beach, for example) as well as increase the number of drop points from 500 to 1,000. At the moment, BCN WEEK has a staff of 5 part-time distributors. We would like to eventually raise that to 10-12. Issues are delivered via a fleet of eight pushcarts and three bicycles equipped with Dutch paper-carrying bags. We would also like to invest in stands, strategically placed throughout the city to increase BCN WEEK’s visibility and availability. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 7
8. Distribution map North Raval 1500 South Raval 1500 Gràcia 1500 Barri Gótic 2000 El Born 1500 Barceloneta 1500 Eixample 500 Eixample North Raval 3000 South Raval 2000 Gràcia 3000 Barri Gótic 2500 El Born 3000 Barceloneta 2000 1000 1000 Eixample 750 Eixample 750 500 500 B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 8 Actual Desired
9. 500+ Distribution Points A 68 Absenta Ac Serilla Adidas Adriano Agostina A la Turca Almacen Aloha Amateur Ambar American Soda Amir de Nit Andú Anthony Llobet Antic Teatre Apartments in BCN Arc Café Arena Bar Aribau Restaurant Aroma Art Restaurant Assar Aurora Avis B Babylon Idiomas Bad Luck The Bagel Shop Bahia Baja Beach Club Balta Barcelona30.com Barcelona Plus Bar del Sol Barel 13 Bar Estudantil Universitat Barna House Bar Ramon Barroc Bar La Bascula Basic Basili BCN Computers BCN Languages BCN Loft BCN Metropol Beach Bar 23 Beautiful Parking Before Belchica Bell-Art Escola de Cuina Benidorm Biocenter El Bitxo Black Horse Black Out Bliss Blue Monday Blues Bar Bo Café Bodega del Frank Bodega Pepe Bar El Boliche Bombón Bon Bocado Al Born de Mar Borneo Brigadun Bristol Blue Buboo Budget Bikes Buenas Migas Buleria Burdel 74 C C3 Bar Café D’Arts Café de les Delicies Caleuche Caliu Candela Cannibal Can Pumuki Capuccino Cardamon Carmelitas Carpe Diem Casa Camper Casa Paco Cash Converters Celebrity El Celler d’en Frank Peterssein Celtic Cross Center Rambles Youth Hostel Central Bar La Central Book Store Centric Point Citybank Service Center ChaChá Chaise Longue Chandini La Chapella Charlot Café Cheese Me Chelo Childa Cibernet Ciclic Cin Cin Cinema Verdi City Park Hotel Ciutat Hotel Classic Gotic La Clot El Club Club Sala Apolo Club Trece El Cole Colors La Concha El Copetin Corto Club Crepes de Born Cubalena Las Cuervas del Stone D Dada Daf Daguiri Daily Records The Daniel’s Diapasan Dinero Donegal Irish Pub D’or DosTrece Dow Jones Dream Hostel Drop Bar Drop Bikes Drunken Duck The Dubliner E Easy Internet Cafe Elephant Elisabets Bar Eliso Bar The English Oasis Café Engrande Es Escal Escuela Mediterraneo Eskandal Espiral Piercing Tatoo Estoneta Evinia F Faborit Fantastico Fast Food Chules The Fastnet Felini La Fianna Fidel Filferro Fil Manila Finn Macool Flamenco Barcelona Flamingos Café The Flan O’Brien Flash La Flauta Magica Foc Fonfone Foodball Foro Fortuny Fragile Franfurt L’olla Free Freeway Freud B’art Fusiion Fuu G Galaktika Records Galaway Bar Gat Accommodation Gaudi Youth Hostel G Café George & Dragon The George Payne Irish Bar G.I. Joe Surplus Ginger Glaciar Global Pint G.O.A. Gothic Point Gracia’s Bar Gran Hotel B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 9
10. 500+ Distribution Points Granja de Gavá Granja Nuria Granja Xador Grassia -Grow Shop Grupo Gamerco Guru Club H Habana Vieja Hackney Helo Hello Sushi Hey Ho Let’s Go! Hibernian Homeless Hook H Original Hostal Central Hostal Felipe II Hostal Gat Raval Hostal Goya Hostal Itaca Hostal La Terraza Hostal Mare Nostrum Hostal New York Hostal Opera Hosteria Grau Hotel Axel Hotel Castilla Hotel España Hotel Moderno Hotel Orientals Hotel Peninsular Hotel Principal Hotel Ramblas Hotel San Agustin Hotel Suiço I Idea Ideal Youth Hostel L'Interior Grow Shop Impacto Imprevist Indie Bar Intergame International House Internet Gallery Café Invisible Bar Iñaki Ayaban Ipanema Iposa The Irish Rambler It Café J Jaica Jaima Jamboree Juicy Jones K Kaballa Kabooki Kaf Kahik Kama Kandbi Kanobi Kapadokya Kasparo Kennedy Irish Sailing Club Kentucky KFE Kings Kingsbrook Kynoto Sushi Bar L La Loncha Las Luna del Àgora Lasermon Lastminute.com Lavamax Lava Xpress Lils Limbo Limerick Lletraferit Local Bar Lola Mora London Bar Loring Los Locos Lugori Lupara Bar M Madame Jasmine La Mafia Mailuna Malpaso Mama Mamainè Mamitalinda Mam y Teca Manchester Bar Mandizabal Manolo Bar Margarita Blue Mar Hostal Maria Mulata Marsella Marx Masia Bar Matute Bar McCarthy’s Pub Medillos Sin Fronteras Meliton Mescladis Mex & Cal Mies & Felj Milk Miramelindo Miss You Café Mond Moog Mosquito Moti Mahal Muebles Ciudad Muebles Navarros Mundo de Hamacas La Musiqueta Muy Buenas My Bar N Nakupenda National Negroni The New Orleans Coffee & Tea NH Calderon Nikosso Nit Biocenter Ñ Barcelona Noise i Art No Se? NTM Nubaa Nubius El Nus O La Ochava Oddland OHM Olíva Café Om India Organic Origen Original Pizza Orion Sex Shop El Otro Otto Zutz Out of China Over the Club Oviso P La Paciencia La Paloma La Papaya Verde Paraiso Al Passatore Pastis El Pebre Blau La Pelu La Penultima Pepe Pepis P. Flaherty's Philharmonic Pile Club Pimp Pipa Club Piratas del Caribe Piscis Copas Pita Inn Pitin Bar Pizza del Born Pizza Hut La Pizza Nostra Pizza Paco Pizzeria Tresss i No Res Planeta Polopelo Power Princesa 23 El Puma Punjab Punto G Q Q Bar Quebec Queen Vic The Quiet Man Pub Quixot B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 10
11. 500+ Distribution Points R Ra El Rabipelao Radio Rani Ras Raval 32 Raval Bar La Reina del Raval Republic House Resolis Retro City Revolver Rita Blue Robador 23 Rock Eight Skate Roissy Rosal Rosa Negra El Rovell del Born Royal Café Rubi La Ruta Natural Ryan's S Sabor café Safra Sagardi Sahara Salero Sanches Molina Lawyers Sandwiches & Friends Santa Maria Scobies Irish Pub Sea Point Hostal Seda Se La Vid Sell-by-Tel Sense Sesamo Shalimar Shamrock Irish Bar Shanghai Sheis Shilling Shirt Store Sifó Sikkim Sinatra Sincar Sin Copas Site Studio Sitges Smart and Clean So-Da Sol de Nit Speak Easy Spiritual Café Stramonium Suau Suborn Sub Rosa Subway Sugar Sumirrostro Super Born Syndrome Sweet Café T Talis Indian Food Taller de Tapas Tana di Nerone Tantarantan El Tarbush Tarkus Tasmaniac La Tasqueta Tatuaja La Taverna del Born La Taverna del Cobre La Taverna Catalana Tekere Jazz Temple Bar Temporary Bar Tequila Textil Café Thai Café La Tierra Tot Formatge Tral-ler Tra Tres 3 Travel Bar El Trece Txacolin Txirimiri U Udon Uno Upiaywasi Ushuaia V Varietès Venus Verdi Park La Veronica Versión Original Victoria Bar Voig/Zelig Voodoo Tattoo Vreneli Café X La Xampanyeria Xpress Y Yoga Studio W Wild Turkey Tavern Wind 220 World Trade Center Z Zarabanda Zentraus Zero Zich Zipi Zape Zoo B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 11
12. Prior to launching BCN WEEK, Jardí + Utensil spent several months assessing if there was a need for a weekly alternative publication in Barcelona. Through speaking with both potential readers and advertis- ers, the unanimous answer was ‘yes’. Readers want BCN WEEK for differ- ent reasons — some for the listings and reviews on what’s happening in the city — others for quality editorial coverage. BCN WEEK often ponders the future of the vibrant city as it moves through a massive growth spurt. Advertisers are already inter- ested in BCN WEEK because it is affordably priced and is the only weekly publication in English, and can therefore deliver their message 3-4 more times per month than existing monthly guides. Further, there is no other free weekly cultural publication in Spanish. Free monthly publications available in English are as follows: BARCELONA METROPOLITAN BARCELONA CONNECT BSIDES GUIDE OUT TO BARCELONA LOVE BARCELONA WHAT’S ON BARCELONA SPORTS MATTERS Smart, modern design, outstanding content, frequency and distribution give BCN WEEK a distinct advan- tage over the aforementioned publications. They are enclosed so you can see for yourself how BCN WEEK stands above the crowd. Plus, these other titles tend to cover more mundane, ‘guide- book’ topics, such as bike rental and pet adoption, whereas BCN WEEK takes a much more broad, compre- hensive and analytical view. BCN WEEK is especially targeted to readers who are educated, cultural and have chosen Barcelona as a destination to visit or stay for a rea- son. Many of these readers are American and are familiar with the alternative newsweekly model. Our editorial mission is to provide a fresh, valuable publication to the city’s growing, and influential, English-speaking community. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 12 The Market + Competitive Edge
13. In the past two years Barcelona has witnessed an explosion in free publications. According to the World Association of Newspapers (WAN) the Spanish free paper market is one of the most success- ful in the world. Whereas in the US the concept of free papers has been in existence for many years and is thus competing more and more with the web, it is a com- pletely new form of media in Spain. Barcelona is a hub for artists and creative types. It has been chosen as the host city for festivals such as Sonar and Bread & Butter exactly for this reason. It is one of the most important cities in Europe for graphic design and has become the international gathering spot for graf- fiti artists and skateboarders from all over the world. In a word, it is a city ripe for an alternative newsweekly. We are quite sure that BCN WEEK will be a success based on the lim- ited amount of time we have had in the market. In less than two months we have signed more than 50 advertisers and gained the nick- name “Weekie”. A Barcelona-based consumer research company recently con- ducted a youth culture study for one of Spain’s largest media buyers and provided us with the following feedback: “I think I mentioned that we were doing a youth culture study that included surveys about readership of trend mags, urban guides, and other non-massive publications. We included BCN Week but I didn’t expect many readers because it had just launched and we weren’t surveying many guiris. However, I was pretty surprised at the results which will put BCN WEEK on the map for advertising.” BCN WEEK has carefully consid- ered the advertising climate in Spain and has identified the follow- ing as the primary advertising categories for BCN WEEK: Restaurants Barcelona has the most bars and restaurants per capita of any city in the world. Every week 3-5 new bars and restaurants open and Catalan chef Ferran Adrià has put Barcelona on the map as one of the world’s best B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 13 Sales + Marketing Strategy
14. places to eat. Restaurant owners compete fiercely for business. BCN WEEK targets restaurants that already have a recognized name in addition to new establishments that are seeking to communicate their presence. Telecommunications while living abroad, expats have to stay in touch with friends and family back home. National provider Telefonica offers special international pack- ages. In addition, broadband tele- phone services such as Skype are gaining local market share. Lastly, there are a multitude of smaller European outfits such as Conversa Telecom and Konnekt. Fashion Retail As Barcelona is the unofficial skateboard and graffiti capital of Europe, brands that seek to reach this audience (Carhartt, Vans etc.) will be targeted. In addi- tion, we will focus our efforts on boutiques as well as local brads such as Desigual and Custo. Airlines expats need to get home. There is an explosion of low-cost airlines that fly out of Barcelona: easyJet, lastminute, and Ryanair, just to name a few. Language Schools There are cur- rently over 150 language programs in Barcelona, including local univer- sities that target foreigners living in Barcelona who want to learn Spanish. The participants in this sector compete aggressively against each other and understand the value of advertising. Bars + Clubs Barcelona is known the world over for its fantastic nightlife. In this respect Barcelona has become known as “The New York of Europe” and consequently has the fewest hours of sleep per person of any country in the EU (approximately 6 hours). Clubs such as La Paloma, Razzmatazz and Sidecar are just a few of BCN WEEK’s prospective advertisers. Most clubs have weekly line-ups and currently advertise the entire month in the available English lan- guage media. BCN WEEK will offer them a perfect medium to announce ongoing weekly events. Beer + Alcohol Brands such as B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 14 Sales + Marketing Strategy
15. Budweiser, Cutty Sark, Dewars, Jack Daniels, Amstel and Bacardi currently have aggressive market- ing campaigns to make inroads into the Barcelona market. This summer Budweiser held its first ever “Budweiser Clubbing Experience” throughout Spain. BCN WEEK recognizes the poten- tial in this market. Based on con- versations with media buyers, the English-speaking community is a highly desirable market for beer and alcohol brands in Spain. Government + Embassies the Ajuntament (the Catalan govern- ment) is actively marketing itself to foreigners in an effort to help them better assimilate into the city. In addition, embassies constantly need to communicate what servic- es they can offer to their respective countries’ constituents. Banks + Financial Institutions La Caixa, the largest financial institu- tion in Catalunya currently has a multi-tiered advertising campaign targeting the sizable South American population in Barcelona. Based on preliminary conversations this campaign can be manipulated to incorporate our audience, which is primarily from Europe and the US. In addition, Deutsche Bank advertises to the expat community as “Your bank in Spain.” Festivals Barcelona and Madrid are home to some of Europe’s largest music festivals. Sonar, Summercase, Primavera Sound, Azkena Rock Festival and countless others. These festivals mostly include bands from the UK and US – Pearl Jam, New Order, Pixies, Massive Attack, etc. BCN WEEK has already become a space for these festivals to advertise and plans to grow this category. Additional potential categories include spas, gyms, salons, inter- national insurance and real estate. Whereas people are excited to vol- unteer for BCN WEEK on a cre- ative level (design, illustration, writ- ing, etc.) it is more difficult to con- vince people to sell advertising without compensation. As detailed in the Financial Projections section, we are seeking funding to support B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 15 Sales + Marketing Strategy
16. a sales team. This team would con- sist of the Publisher, Sales Director and two to three sales reps to begin. Ideally, one of the sales reps would be Catalan as the local language is very important and small business owners are much more receptive to working with people who speak Catalan. Sales reps would focus on local business while the Sales Director would focus on media buy- ers and international clients. Each sales rep will be responsible for a geographic territory. The sales team will be given weekly, monthly and annual budgets in accordance with our financial projections. Ideally we will offer a base and a 5% commission on all sales. Lastly, we will work to create a solid team, seeking candidates who recognize BCN WEEK as more than a job but rather as an incredible project that they are personally helping to grow and truly enjoy the process. Marketing is of course an integral part of creating awareness of BCN WEEK. Thus far we have entertained the idea of using Postal Free, a marketing outfit that prints and distributes postcards in strate- gic locations (theatres, clubs, restaurants etc.). In addition, we have considered a tagging campaign where we stencil the BCN WEEK logo on open graffiti spaces around the city. BCN WEEK also aspires to use the web as a marketing tool utilizing link exchanges with high-traffic city sites and appropriate advertisers. Ancillary Products BCN WEEK aspires to be a brand inclusive of the print publication, the website www.bcnweek.com, as well as spon- soring events, outings, podcasts, festivals and more. Thus far we have successfully arranged a billiard night and Barcelona’s first iPod night, as well as a summer-long event with world-renowned DJ group Groove Armada at one of Barcelona’s most notorious beach bars. The idea is to provide a participative network for our readers while we brand BCN WEEK as a community publication — “for guiris, by guiris.” In addition, BCN WEEK has recently launched “Productos” — an online retailer of products from all over the world that have the BCN WEEK seal of approval. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 16 Sales + Marketing Strategy
17. QUICK VISUAL GUIDE TO PRINT AD SIZES Full page 1/2 V 1/2 H 1/4 1/8 V 1/8 H 1/16 SPECIAL BANNER AD SIZES AVAILABLE UPON REQUEST REFER TO THE DISPLAY ADVERTISING DESIGN AND PRODUCTION GUIDE FOR SPECS B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 17 Ad rates A D S A R E 4 / C B Y D E FA U LT | B / W A D S AVA I L A B L E U P O N R E Q U E S T PRINT SIZE RATE Cover 2 250 x 370 mm 995¤ + 10% 1000¤ Cover 3 250 x 370 mm 995¤ + 10% Back cover 250 x 370 mm 995¤ + 15% FOR 13 WEEKS* Full page 250 x 370 mm 995¤ 800¤ 680¤ 1/2 page H 250 x 183 mm 545¤ 500¤ 380¤ 1/2 page V 123 x 370 mm 545¤ 500¤ 380¤ 1/4 page 123 x 183 mm 315¤ 300¤ 180¤ 1/8 page H 123 x 91,5 mm 180¤ 180¤ 130¤ 1/8 page V 61,5 x 183 mm 180¤ 180¤ 1/16 page 61,5 x 91,5 mm 95¤ 100¤ 75¤ WEB SIZE Top Banner H 700 x 170 pixels Extra-Large V 230 x 500 pixels Large V 230 x 400 pixels Medium V 230 x 300 pixels Small V 230 x 200 pixels Extra-Small V 230 x 100 pixels Sliver V 230 x 50 pixels IMPORTANT BCN WEEK allows for one FREE web ad with the purchase of any print ad. Size and placement are dependent on value of print contract at the discretion of publisher. DISCOUNTS 4 ads in 8 issues 3% 8 ads in 16 issues 7% 13 ads in 26 issues 10% 26 ads in 52 issues 20% One year 30%
18. ONE-YEAR PROJECTION | 24 PAGES, 20K PRINT-RUN B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 18 Financials ISSUE PGS/RUN PRINTING DISTRIBUTION EDITORIAL AD SALES IVA INCLUDED 1 24/20K 2,772.40¤ 340¤ 230¤ 1867.43¤ 2 16/ 12K 1,525.50¤ 280¤ 295¤ 651.43¤ 3 16/ 15K 1,678.06¤ 210¤ 375¤ 1261.09¤ 4 16/7.5K 1,306.39¤ 100¤ 140¤ 813.09¤ 5 16/7.5K 1,306.39¤ 100¤ 140¤ 726.43¤ 6 16/7.5K 1,306.39¤ 100¤ 170¤ 868.93¤ 7 16/7.5K 1,306.39¤ 100¤ 170¤ 750.18¤ 8 16/7.5K 1,306.39¤ 100¤ 170¤ 938.93¤ 9 16/6.5K 1,132.21¤ 100¤ 170¤ 656.43¤ ISSUES PRINTING DISTRIBUTION SALES STAFF EDITORIAL 48 133,075¤ 14,400¤ 19,600¤ 48,000¤ 300¤ PER ISSUE 400¤ PER ISSUE 1,000¤ PER ISSUE TOTAL OVERHEAD 215,075¤ IDEAL INVESTMENT 150,000¤ ONE-YEAR PROJECTION | 16 PAGES, 15K PRINT-RUN ISSUES PRINTING DISTRIBUTION SALES STAFF EDITORIAL 48 80,547¤ 9,600¤ 14,400¤ 36,000¤ 200¤ PER ISSUE 300¤ PER ISSUE 750¤ PER ISSUE TOTAL OVERHEAD 149,547¤ IDEAL INVESTMENT 100,000¤ ONE-YEAR PROJECTION | 16 PAGES, 10K PRINT-RUN ISSUES PRINTING DISTRIBUTION SALES STAFF EDITORIAL 48 68,308¤ 7,200¤ 14,400¤ 36,000¤ 150¤ PER ISSUE 300¤ PER MONTH 750¤ PER MONTH TOTAL OVERHEAD 125,908¤ IDEAL INVESTMENT 75,000¤
19. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N 19 Profit + Loss FOR 4/C, 16-PAGE PUBLICATION WITH PRINT-RUN OF 15,000 ASSETS* PROJECTED MONTHLY SALES 1/ 16 AD ASSUMING 40 COMMITTED TO NO LESS THAN A MONTH 100¤ CONTRACT (2.5 PAGE) 4,000¤ 1/8 AD ASSUMING 12 COMMITTED TO NO LESS THAN A MONTH 200¤ CONTRACT (1.5 PAGE) 2,400¤ 1/4 AD ASSUMING 4 COMMITTED TO NO LESS THAN A MONTH 400¤ CONTRACT (1 PAGE) 1,600¤ 1/2 AD ASSUMING 3 COMMITTED TO NO LESS THAN A MONTH 800¤ CONTRACT (1.5 PAGE) 2,400¤ FULL PAGE AD ASSUMING 2 COMMITTED TO NO LESS THAN A MONTH 1,600¤ CONTRACT (2 PAGES) 3,200¤ TOTAL 8.5 TOTAL AD PAGES (53/47 RATIO) OUT OF A 16-PAGE PUBLICATION 13,600¤ LIABILITIES PROJECTED MONTHLY ACCOUNTS PAYABLE PRINTING 4/C, 16-PAGE PUBLICATION WITH PRINT-RUN OF 15,000 6,7 12¤ DISTRIBUTION 5 DISTRIBUTORS X 8 HOURS WEEK X 5.5¤ HOUR 880¤ SALARIES/CONTRIBS 2000¤ PER ISSUE FOR EDITORIAL + ART + SALES BASE 8,000¤ SALES COMMISSION 5% OF 13,600¤ 680¤ TOTAL 16,032¤ MONTHLY NET PROFITIBILITY -2,432¤ *DOES NOT INCLUDE UPSIDE REVENUE STREAMS SUCH AS BLOW-INS, ADVERTORIALS, ETC
20. B A R C E L O N A ’ S F R E E C U L T U R A L N E W S W E E K L Y Week B C N Proposed Repayment Options ON INVESTMENT OF 150,000¤ REPAYMENT OF PRINCIPAL + 20% INTEREST = 180,000¤ IN 18 INSTALLMENTS OF 10,000¤ STARTING 24 MONTHS AFTER SIGN-UP ON INVESTMENT OF 100,000¤ REPAYMENT OF PRINCIPAL + 20% INTEREST = 120,000¤ IN 18 INSTALLMENTS OF 6,666¤ STARTING 18 MONTHS AFTER SIGN-UP ON INVESTMENT OF 75,000¤ REPAYMENT OF PRINCIPAL + 20% INTEREST = 90,000¤ IN 18 INSTALLMENTS OF 5,000¤ STARTING 12 MONTHS AFTER SIGN-UP ON INVESTMENT OF LESS THAN 75,000¤ REPAYMENT OF PRINCIPAL + 10% INTEREST IN 18 INSTALLMENTS STARTING 12 MONTHS AFTER SIGN-UP Proposed Ownership Options* ON INVESTMENT OF 150,000¤ 30% OF NET PROFITS IN NEXT 5 YEARS / OWNERSHIP OPTION ON INVESTMENT OF 100,000¤ 20% OF NET PROFITS IN NEXT 3 YEARS / JOINT-VENTURE OPTION ON INVESTMENT OF 75,000¤ 10% OF NET PROFITS IN NEXT 3 YEARS ON INVESTMENT OF LESS THAN 75,000¤ 5% OVER AMOUNT OF INVESTMENT IN NEXT 2 YEARS * THESE ARE SUGGESTED INVESTMENT OPTIONS. BCN WEEK IS OPEN TO DISCUSSING OTHER TYPES OF INVESTMENTS, AS WELL AS HOW MUCH THE INVESTING PARTY WILL BE INVOLVED IN DAY-TO-DAY OPERATIONS. IN THE EVENT IN THE INVESTING PARTY IS INTERESTED IN FULL OWNERSHIP, BCN WEEK IS OPEN TO DISCUSSIONS OF THIS NATURE. 20