Design ideas by CD-ROM: Concept pitches itself as an interactive magazine for the Twin Cities' ad community

Folio: The Magazine for Magazine Management, Feb 15, 1995 by Lori Marden

Using the latest CD-ROM technology as a multimedia how-to is the foundation of Concept, An interactive Magazine, a CD-ROM quarterly launched in November. Targeting the advertising, design and marketing industries and the people who use their services, each issue is a reference tool delivered by Concept interactive Inc. Editorial features profiles of individuals and organizations within that community, successful ad campaigns, portfolios of illustrators, photographers and designers, software tips and original electronic clip art that the user can download.

In putting it all together, company president Rob Jacobs first spent six months determining his audience and conceptualizing what would fit editorially and technically within the multimedia format. He needed a market that already had CD-ROM installations, with no cross-platform problems. Concept is designed for the Macintosh, widely used by marketers, designers and advertising agencies.

Like print magazines, Concept begins with a table of contents, but then shows icons of what's inside. When a user clicks on an icon, the screen delivers a short preview of an article. Click for more and readers can interact with the contents by pushing buttons to move ahead or by backing up for more in-depth information. The interactive magazine includes very little text. Says Jacobs: "If text on a screen were captivating, TV would save tens of thousands of dollars just by scrolling." Jacobs sees a complementary relationship between print and multimedia magazines. And even though a CD-ROM magazine can't provide late-breaking news because of the time required to complete an issue, it can still provide depth and the sense that the information is current.

Like a traditional magazine, Concept is supported by advertising. The title carries section-sponsored ads ($4,500 for 40MB of space), as well as creative vendor ads where designers, artists and photographers display their portfolios at a special first-year $1,500 rate for 3MB. Jacobs says being seen, saved and remembered are the key advantages of advertising in video form.

Circulation is 7,000 nonpaid, distributed in the Twin Cities to those in marketing and counnunications. Jacobs hopes to distribute nationally in the future. The subscription rate is $49.95; the cover price is $19.95. Address: 9101 Nantwick Ridge, Brooklyn Park, MN 5544.3. Telephone: 612-424-9438.

Deratives Quarterly

Risk management, volatility, and the latest products--options, forwards, swaps, futures, collars and warrants--are the stuff of Derivatives Quarterty, Institutional Investor Inc.'s newest venture.

Launched in October, the journal targets financial professionals and includes case studies and articles covering handson applications of derivatives products and financial techniques. The quarterly focuses on fundamental theories behind derivatives, what they can accomplish and how and why companies use them. Says associate publisher Lily Kung: "The derivatives business is growing tremendously, but the products and financial techniques remain mysterious, complicated." Todd Petzel, also of the Chicago Mercantile Exchange, is chief editor.

Initial circulation is 2,000 paid, with a $290 subscription rate and a $72.50 cover price. The ad rate for a black-and-white page is $3,680. Address: 488 Madison Ave., New York, NY 10022. Telephone: 212-303-3300.

Franchise Buyer

Crain Communications Inc. is adding to its line of 27 business magazines with the publication of Franchise Buyer, a bimonthly that launches in March.

"As corporate America continues to downsize, franchising offers a unique business opportunity for new entrepreneurs," says company president Rance Crain. The title aims at the franchise buyer looking to purchase a business, and editorial covers the basics.

Circulation is 100,000 controlled, with a subscription rate of $35 and a single-copy price of $6. The full-page, black-and-white advertising rate is $8,890. Ellen Shubart is the top editor and J. Clifford Mulcahy is the publisher. Address: 740 N. Rush St., Chicago, IL 6061 1. Telephone: 312-649-5200.

Next News

Viewing itself as an Inside Media or Ad Age that focuses on the gay, lesbian and Generation X markets, Next News made its debut in December. Produced 10 times a year by Next Publishing, Next News aims to help national marketers better understand and address these targeted communities, according to editor and co-publisher George Sansoucy. Editorial focuses on gay market research, Generation X, events marketing, direct mail and the advertising vehicles available within these markets. David Moyal is the title's co-publisher.

Initial circulation is 5,000 paid and nonpaid. The subscription rate is $28; the cover price is $2.90. The black-and-white ad page rate is $400. Address: 227 E. 56th St., 4th Floor, New York, NY 10022. Telephone: 212-750-5687.

Multimedia Producer

Knowledge Industry Publications Inc. launched Multimedia Producer, a bimonthly for audio and video producers, designers, engineers and buyers of products used in the multimedia industry. Formerly a supplement to KIPI's Av Video and Computer Pictures, the title became a stand-alone in January. Editorial focuses on the applications and supporting technology, creation and delivery involved with producing interactive multimedia. Andrew Mintz is the publisher; Candy Arnold is the top editor.