back\slash Media Kit

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Unrestrained . college . lifestyle \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ national Media Kit

TUNE INTO THE

COLLEGE NICHE

Sales Dept: 914.523.8322 | Publishing Dept: 850.723.6338 | HQ: 350 Fifth Avenue, 59th Floor, New York, NY 10118 | www.backslashonline.com

What is back\slash .........................................................................back\slash is the Unrestrained College Lifestyle Magazine. The free magazine is available to students nationwide. back\slash’s content is specifically tailored to trendsetters among the college niche–ranging from articles about sex, drugs, and rock n’ roll, to in-depth features about politics, sports, and religion.

Who reads back\slash ............................................................pg 3back\slash’s readers are College Students in more than forty cities across the US. This demographic is a gold-mine for advertisers, because college students are new consumers who:(a) have not yet established significant brand loyalties(b) are still supplemented by their parents’ income(c) have enormous purchasing power(d) are anxious to experiment with new products and brands

How is back\slash Circulated ..................................................pg 4back\slash is circulated to students free of charge each issue through the following distribution channels:(a) in more than 550 Venues across the US(b) to more than 160 Group Subscribers Nationwide (mostly fraternities, sororities, and student governments)(c) on Campus in publication bins at seventeen colleges (in markets where back\slash is enhanced by the localized bonus-mag)(d) and to individual mail subscribers nationwide

When is back\slash Published ................................................pg 6back\slash is published at the begining of each semester of the traditional school year. The next issue of back\slash is Spring, which will be released in mid-January.

What about Web, Digital, and E-mail ......................................pg 7back\slash offers clients the option of targeting students across three other platforms besides print, including: web (through backslashonline.com), digital (via the iPhone and the iPad), and email (via the back\slash e-mail newsletter).

Localized Markets ...................................................................pg 8Currently, back\slash is enhanced by a localized bonus-mag, which includes local advertising and local articles, in Miami, Orlando, Tallahassee, Tampa, Jacksonville, Atlanta, and New York.

Rate Sheet ..............................................................................pg 9

Unrestrained college lifestyle magazine \\\\\\\\\\\\\\\\\\\\\\\\

volume 2 issue 3 \\ april — may \\


Who Reads back\slash

AverageExpenditures

Per college Student*

back\slash’s 55,000 College Readers

Spend

Total Annual Expenditures $32,375 $1,780,625,000

Housing $9,975 $548,625,000

Transportation $5,464 $300,520,000

Food $4,447 $244,585,000 Food at Home $2,330 $128,150,000

Food away from Home $2,117 $116,435,000

Education $1,691 $93,005,000 Entertainment $1,608 $88,440,000

Apparel and Services $1,351 $74,305,000 Household Furnishings $942 $51,810,000

AV Equipment and Services $681 $37,455,000 Alcoholic Beverages $448 $24,640,000

Gifts $429 $23,595,000 Personal Care Products $370 $20,350,000

Fees and Admissions $271 $14,905,000 Tobacco & Smoking Supplies $251 $13,805,000

back\slash’s readers are trendsetting students; they are the fraternity presidents, the hipsters, the musicians, and the leaders. In general, most students are new consumers, anxious to experiment with new products and brands. The vast majority of students are still

supplemented by their parents’ income, and they subsequently have tremendous purchasing power--the average student spends over $32k per year, according to the 2010 US CES. The table below outlines where students spend their money.

readership

Table 1: Where students spend their money

* Source: 2010 US Consumer Expenditure Survey, 18 - 24 College Demographic


How is back\slash Circulated

circulationback\slash is circulated to students in more than 40 cities, through the following channels: Retail, On-campus, Controlled Group Subscriptions, and Controlled Individual Subscriptions

Retail CiRCulationback\slash is circulated free of charge to students at 567 retail venues across the US. Our retail partners are all in the vicinity of college campuses. Most are independently owned: tattoo parlors, smoke shops, restaurants and bars, extreme sports venues, book stores, and coffee shops. Retail copies are mailed directly to our retail partners who are contractually bound to make them available to customers for free. Thirty copies are mailed to each retail partner, along with a counter-top publication display.

on-Campus CiRCulationIn markets in which back\slash is enhanced by the localized ‘bonus-book’, back\slash can be found on campus, in free-publication bins. Currently, on-campus circulation is fully implemented at seventeen colleges. On campus circulation is fulfilled by 3rd party distributors in each local market.

ContRolled GRoup subsCRiptionsback\slash’s controlled group subscriptions enable organizations of more than thirty members to request copies of back\slash for their members (mostly fraternities, sororities, and sga’s). The exact number of copies requested are mailed to each controlled group subscriber at no charge. The average number of copies per group subscriber is fifty.

ContRolled individual subsCRiptionsIndividual subscriptions are a brand new option for back\slash readers, and currently have not been marketed. Beginning in January, students nationwide may subscribe to back\slash for 80 cents per issue.

types of Retail distributors

% ofoverall

Retail Circ.

Total Number

restaurants 23% 125smoke shops 18% 98

Bookstores 14% 76other types of stores 13% 70

Bars 12% 65coffee 12% 65tattoo 8% 43

RetailCirculation

On-campus Circulation

IndividualSubscriptions

GroupSubscriptions

Table 2: Breakdown of Overall Circulation

Channels of Circulation

% ofoverall

Circulationretail 35%

on campus 50%group subscribers 15%indiv. subscribers 0%

Table 3: Breakdown of Retail Circulation


types of Retail distributors

% ofoverall

Retail Circ.

Total Number

restaurants 23% 125smoke shops 18% 98

Bookstores 14% 76other types of stores 13% 70

Bars 12% 65coffee 12% 65tattoo 8% 43

Channels of Circulation

% ofoverall

Circulationretail 35%

on campus 50%group subscribers 15%indiv. subscribers 0%

Retail

Distribution Sites

Total Retail Copies

On CampusCopies

Group Subscription

Copies

Individual Subscribers

Total Circulation

Arizona Phoenix 5 150 0 150 0 300California LA 5 150 0 125 0 275

San Diego 5 150 0 125 0 275San Francisco 5 150 0 125 0 275Fresno 5 150 0 125 0 275

Colorado Denver 5 150 0 125 0 275Colorado Springs 11 330 0 125 0 455

District of Columbia Washington DC 5 150 0 125 0 275Florida Miami 80 2,400 8,000 1,600 0 12,000

Orlando 50 1,500 5,000 515 0 7,015Tampa 52 1,560 5,000 500 0 7,060Tallahassee 48 1,440 5,000 775 0 7,215Pensacola 7 210 0 125 0 335Jacksonville 55 1,650 5,000 450 0 7,100Gainesville 5 150 0 700 0 850

Georgia Atlanta 55 1,650 5,000 500 0 7,150Illinois Chicago 5 150 0 125 0 275

Louisiana Baton Rouge 6 180 0 125 0 305New Orleans 5 150 0 125 0 275

Maryland College Park 4 120 0 125 0 245Massachusetts Boston 4 120 0 125 0 245

Michigan Detroit 5 150 0 125 0 275Missouri St Louis 4 120 0 125 0 245

Nebraska Omaha 6 180 0 125 0 305Raleigh 8 240 0 125 0 365

New Jersey New Brunswick 4 120 0 125 0 245Monteclaire 5 150 0 125 0 275

New York New York City 55 1,650 5,000 500 0 7,150Buffalo 4 120 0 125 0 245

North Carolina Durham 6 180 0 125 0 305Charlotte 5 150 0 125 0 275Charleston 7 210 0 125 0 335

Pennsylvania Pittsburg 5 150 0 125 0 275Tennessee Memphis 4 120 0 125 0 245

Texas Austin 4 120 0 125 0 245Dallas 4 120 0 125 0 245Houston 5 150 0 125 0 275

Virginia Charlottesville 6 180 0 125 0 305Washington Seattle 4 120 0 125 0 245

Wisconsin Milwaukee 4 120 0 125 0 24522 States 40 Cities 567 17,010 38,000 9,565 0 64,575

Table 4: Spring 2011 Circulation per City


When is back\slash Circulated

editorial scheduleand content

issue Release date

AdDeadline

Issue Theme

spring february 6th 2012 January 26th 2012 spring Break

summer april 10th 2012 March 25th 2012 Moving forward

back\slash is published at the beginning of the Fall and Spring semesters of the academic school year. The next issue of back\slash will be published in the Spring, and it will be circulated from Mid-January until May.

The content of each issue of back\slash is focused on a different theme every issue, in accordance with the actual college lifestyle and how it changes throughout the cycle of the school year. Table 5 (below) breaks down the themes and main stories for the next four issues.

Recurring National ColumnsPoli-Sci FeatureCollegiate EntrepreneursNationally Relevant Campus News4 Albums Worth Listening to on Repeat2 Dope Documentaries2 Books That Aren’t Boring1 TV Show and a Board Game8 Hot New ProductsLong Awaited Upcoming Releases Issue of the IssueElderly Wreaking HavocReligion of the IssueRant of the IssueStriking Statistics Epic JokesAdult BeveragesThe Art of Dorm Room SexDrinking GamesRandom IdiotsPats on the BackYou Tube GemsLife-Saving Web Searches

Table 5: Editorial Schedule, themes, and main stories


issue Release date

AdDeadline

Issue Theme

spring february 6th 2012 January 26th 2012 spring Break

summer april 10th 2012 March 25th 2012 Moving forward

What about Digital, E-mail and webdigital, e-mail, & web

Absolute Unique Monthly Viewers

www.backslashonline.com 4,500

back\slash weekly E-mail newsletter available upon request

Total Digital Readers (kindle, nook, iPad, android) available upon request

Aside from print, back\slash offers the option of targeting students across three other platforms: web (through backslashonline.com), digital (on the iPhone and iPad), and e-mail (in the back\slash e-mail newsletter). The unique viewership for each of these platforms is exhibited in Table 6 (below). A more detailed digital media kit is available upon request.

diGital back\slash’s native iPhone application allows students to read and watch back\slash content, as it is published. The application can be downloaded from the Apple App Store, and is also available to iPad users.

e-mailback\slash’s E-mail newsletter is basically a condensed version of what is found in back\slash magazine, except the E-mail newsletter contains content that is more timely. The E-mail newsletter is disseminated on a weekly basis.

Webwww.backslashonline.com is the official website of the college lifestyle magazine. It is updated daily with new content. Users are able to register, upload videos and pictures, see old and new issues, read updated national news, submit article ideas, join our staff, share articles with friends via facebook, twitter e-mail and many other social networks, fill out surveys, and submit articles for publication.

Table 6: Non-print Marketing Solutions

WebsiteE-mail NewsletterDigital Version


The national version of back\slash is enhanced by a localized mini-mag in Miami, Orlando, Tampa, Tallahassee, Jacksonville, Atlanta, and New York. Circulation is much denser in these cities.

The localized mag includes: a local happy hour guide, local bar/restaurant reviews, local features, profiles of local entrepreneurs, a local happy hour guide, and local advertising.

The size of the mini-mag is 8.375” (W) x 5.1875” (H).

localized marketsMiami, Orlando, Tampa, Tallahassee, Jacksonville, Atlanta, New York

THE 52 pAGENATIONAL pOrTION

ATTACHED ALONG THIs EDGE

THE 32 pAGELOCALIzEDMINI-MAG


Syndicated RatesClients interested in using back\slash as a way to market to students should contact Joey DiFrancesco, the Senior Account Manager for back\slash Niche Advertising.

Although we prefer to present our clients with custom proposals, Table 7 (below) lists the rates for various print advertising solutions inside the national version ofback\slash Magazine. Table 8 (below) lists the frequency discounts offered to clients who contract for multiple issues.

rate sheet

Frequency Discount

2x 10%

3x 20%

4x 30%

Table 8: Frequency Discounts

standard Advertising solutions

Nationalrate

(64k Copies)

Full Page $3,000 (cPM = $47)

Half Page $1,800 (cPM = $29)

Back Cover $7,000 (cPM = $110)

Gate-Fold Four Page Inside Cover $9,000 (cPM = $141)

Inside Front Cover 2-Page Spread $5,000 (cPM = $78)

Table 7: Standard Advertising Rates


back\slash’s advertising partners range from mom-and-pop shops (that only advertise in our local versions) to international brands like NOS and Vitamin Water (that reach students on a national scale through back\slash).

Despite priding ourselves with being committed to the underdogs, many of our advertising partners are industry leaders, like Live Nation, Universal Studios Orlando, Dunkin Doughnuts, and the Art Institutes. Even the US Marines and the Florida National Guard have advertised in back\slash. More important than our client roster, is the fact that 71% of our clients have returned to advertise in multiple issues.

back\slash’s clients

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