KIDO is a children’s lifestyle and culture magazine that caters to the emerging new generation of hipster parents in North America who want to expose their children to a unique, trendy and high quality urban lifestyle. Currently, it is the only North American based offering of its kind whose target is high income families living in Canada and the US. Our target readers want to share their passion for brands, technology, design and art with their children. They wish to bring up their children in an educational environment that is not only dominated by mainstream offerings or mass marketed products.
1. o
Kid
ISSUE 01 . VOLUME 01
SUMMER 2009
IMAGINATION ISSUE
CDN $14.95 . USD $13.95
CHILDREN’S ARTS, CULTURE & DESIGN
HELLO HAYAO THE DISNEY IMAGINEERS DREAMS & FAIRY TALES
We talk cartoons with visionary director Hayao Brian Vaghn, Chief Creative Officer of Disney Exclusive illustrations by artist Joy Ang and
Miyazaki. Also, exclusive artwork from his Imagineering offers us his opinions on why a Chris Van Allsburg. Fashion from the color-
highly-aniticipated film, Ponyo on The Cliff by creative mind is the greatest asset a child can have ful lens of Nick Knight and a big treat from
The Sea. today. Caldecott-medalist Brian Selznick.
2.
3. Illustration by Kozyndan
TABLE OF CONTENTS
01 Cover Page
02 Table of Contents
03 Executive Summary
05 Concept
07 SWOT
09 Editorial Need
10 Editorial Plan
11 Editorial Content
15 Reader Potential
17 Distribution
22 Promotions & Launch
23 Advertising
27 Basic Assumptions
28 Cash Projections
29 Printer Specifications
31 Flat Plan
33 Mock Up
35 Contributors
02
5. EXECUTIVE SUMMARY
Mission Statement
To provide a wider perspective on children’s
culture with an emphasis on design,
creativity and education. An internationally-
inspired resource comprised of outstanding
photography, illustrations and literature for
affluent, North American families.
Advertising Production Specs
Ad Ratio: 50:50 4 issues per year
Our advertisers will consist of companies Initial Print Run: 35, 000
from the following fields: Personal and Infant 208 pages of dimensions 9” x 11.75”
care, Toys and Electronic Entertainment, Full Color, Perfect Bound, 70 lb Matte Paper
Food, Arts and Literature, Fashion, Trade
shows and Lifestyle Stores. Insert: 32 pages/ 7” x 9.75” /Full Color/Saddle
Stitched/ 70lb Matte Paper
Readership Circulation
Who: Parents, 25-45, with children aged 0-8. Our magazine will be distributed in eight
Household Income: $90,000+ major urban centers: Vancouver, Montreal,
Location: North American urban centers Toronto, Calgary, New York, Chicago, San
Francisco and Los Angeles. Our magazine is
Our readers are high income parents. They also available via subscription (through mail)
are trendsetters and are ready to spend an to anyone located in North America. It will
appropriate amount of money for quality be sold at high end supermarkets, national
products that are educational, trendy and and private bookstores and contemporary
unique for their kids. These parents also want children’s lifestyle boutiques.
their kids to be exposed to mediathat goes
beyond mainstream pop culture
03
6. Concept Currently, it is the only North American
based offering of its kind whose target is high
of children’s entertainment, educational toys,
fashion and literature will educate readers
KIDO income families living in Canada and the
US. Our target readers want to share their
on upcoming trends. KIDO will serve as a
valuable medium for both local and renowned
passion for brands, technology, design and illustrators and authors to showcase their
art with their children. They wish to bring up talent in the “For Reading Pleasure” section or
To provide a wider perspective their children in an educational environment through unique, loose leaf inserts that parents
that is not only dominated by mainstream can share with their children. Detailed shop
on children’s culture with an offerings or mass marketed products. information in the shopping list and review
emphasis on design, creativity and Rather than focusing only on kid’s sections will let our readers use KIDO as a
high couture fashion, mainstream service resource guide for kids’ lifestyle products.
education. An internationally- editorials or parenting information, like many High quality, artistic fashion photoshoots will
inspired resource comprised magazines in the genre, KIDO’s editorial also be included in every issue, which will
content will focus on children’s urban culture, appeal to the aesthetic tastes of our audience.
of outstanding photography, with an emphasis on design, education, It is our belief that the art and design of the
illustrations and literature for art and literature. This quarterly published magazine should be of the same high caliber
magazine will feature work from local and and as catered to our target as is the written
affluent, North American families. overseas celebrated top photographers, editorial content.
illustrators and children’s authors. Every In summary, KIDO is a resource for
K
issue will incorporate a unique theme that both parents and children, to encourage
IDO is a children’s lifestyle and the editorial content will explore such collaborative learning and inspire creativity,
culture magazine that caters to as “Play” or “Imagination”. Features may critical thinking and appreciation for art in
the emerging new generation of include interviews of renowned children’s all its forms. Our magazine will also serve as
hipster parents in North America animators, profiles of famous illustrators a trend-setter that specialist shops, designers,
who want to expose their children to a unique, and explorations into children’s media artist and authors in North America can use
trendy and high quality urban lifestyle. culture from all around the world. Reviews as a source of information and inspiration.
05
8. Weaknesses
High initial start up cost due to
editorial quality
Strengths Not owned by media
conglomerates, so will not benefit
Unique focus on children’s media from economies of scale or cross
culture promotion
Specifically catered to an affluent, Attracting internationally
consumeristic and well defined established professionals (eg.
demographic Photographers) may be difficult
and costly in the beginning
Aesthetically pleasing magazine
design Lack of secondary research
available due to our narrow,
High quality and exclusive editorial emerging target audience
and art content
No current competitor based in
North America
Strong advertising potential due to
narrow target audience
Strong medium for local artists/
illustrators/writers to showcase
SW
their work
07
9. Opportunities
A well designed website can
compliment the magazine and
offer more up-to-date information
on trends, shop offerings and
websites.
Increase newsstand circulation to
the rest of North America
Publish limited printed collections
based on the literature and
illustrations from every issue of the Threats
magazine
Host or sponsor art exhibits Overseas magazines such as
showcasing the exclusive Kid’s Wear and Milk kids that are
illustrations and photographs from translated to English
the magazine
Trendy websites or blogs that
Sponsor book signings, store offer an abundance of shopping
openings and toy unveilings to information and news
promote our magazine as well as
to garner free publicity
OT 08
10. Editorial Need
K
IDO’s target demographic consists fashion spreads, illustrations and literature
of affluent, educated and design sections in every issue. They will enjoy sharing
conscious hipster parents located the art content with their children, and the
in urban cities across North loose leaf inserts are meant to encourage
America. They typically have only one child sharing and interactive learning between the
and have the financial resources and intent to parent and child. KIDO’s aesthetically pleasing
offer their child a high quality, well rounded design format and art content will also inspire
lifestyle. Not content with the mainstream creativity and cater to our audience’s visual
offerings in entertainment, these parents preference.
prefer their children to have a more balanced KIDO should be published because no
media palette consisting also of film and North American based competitor currently
music from other parts of the world. This exists, and such a demographic of conspicuous
target demographic also stress creativity and consumers are too important to ignore. Their
want their children to develop appreciation high buying power and brand consciousness
for various forms of art. KIDO meets all these are very attractive to advertisers. Currently,
needs by providing exclusive, high quality this audience is getting children’s culture
editorial content catered to our audience. information from a number of news reports,
These parents will appreciate the magazine’s blogs, online shops and e-zines on the internet.
comprehensive reviews and information There is a pressing need for a magazine to
regarding urban children’s toys, music, consolidate all this information in print and
film, literature and clothing. They will also offer locally catered shopping information
enjoy reading the feature articles on various for consumer convenience. KIDO’s closest
individuals who are impacting children’s competitors are foreign language offerings
media today and content that will educate such as Kid’s Wear and Milk, which are not
them on international children’s culture and catered towards a North American readership.
lifestyles. Other family magazines either focus only on
Our audience will further embrace KIDO high couture fashion, parenting information
due to its exclusive content, such as high-quality and advice columns.
09
11. Editorial Plan
Themes urban lifestyle shops such as Urban Kids Play Arts & Crafts
These will relate to the issue’s season or a in Seattle. 1-2 pages on how to make an interesting craft
topical element of a child’s well being. Eg. Play, and encourage interactivity between parent
Learning, Imagination, Sharing, Family... Features and child.
Our features will build upon the theme
Editor’s Letter of each issue. Features will incorporate a A Little Bit of Knowledge
...will relate to the central theme on a per issue balanced focus on international children’s 1-2 pages of interesting, relatively unknown
basis and be personalized by editor media with in-depth interviews, profiles and educational facts from around the world.
and articles on leading figures, exceptional Meant to educate and amuse. This will also
The Contributors children and entertainment studios from all include events of interest to our readers.
Photos and short bios of KIDO’s contributors over the world. Features may also include
discussion of social topics or emerging trends Directories
Hello There in children’s culture. Contact information and websites of all shops
1-2 page casual interview of the day in the selling clothing featured in our photoshoots
life of a randomly selected mother/father in For Reading Pleasure
our target demographic from one of KIDO’s Showcasing fiction or poetry from both Insert
target eight North American cities. Hello upcoming and local writers, as well as those Loose leaf insert (7” x 9.75”) of 16-32 pages
There Will be constructed in he said/she said who have won numerous awards for their that will be offered with each issue. The
format. work. Most content will be exclusive to insert will feature exclusive content relating
KIDO. to central theme of each issue, whether it be
Reviews: Read, Watch, Listen, illustrations, short stories, or poetry. Designed
Play, Wear Fashion Photoshoots for parents to share with their children.
These will concentrate more on emerging, Fashion spreads will take inspiration from the
trendy companies and products that are theme of each issue and reflect each issue’s
relevant to our target audience of parents respective season. These will be shot in a
who appreciate design, technology and very unique, creative and artistic fashion that
educating their child through creativity and emphasizes movement and interactivity. Only
non-mainstream mediums. Examples of highly-reputable, freelance photographers
some items reviewed are products found in will be hired for our photoshoots.
10
12. TABLE OF CONTENTS
Spring 2009
021 TABLE OF CONTENTS
023 LETTER FROM THE EDITOR
025 NEW CONTRIBUTORS
reviews
030 HELLO THERE
We talk to Stephanie Smithson, mother
of two, graphic artist
035 READ 123 DAREDEVIL
600 Black Spots We talk to Paul Budnitz, founder of
highly celebrated toy company KidRobot
041 WATCH
Nick Jr.’s Yo Gabba Gabba 126 THE CULTURE OF PLAY
Albert Lamorisse’s The Red Balloon Bangkok, Tokyo, Hong Kong, Dublin &
Sao Paulo
057 LISTEN
Songs For Teaching 148 NEW READING
Kite flying a new short story by
067 PLAY Caldecott-medalist Brian Selznick
Bape x Nintendo DS Lite
Little Hands Music Bandy 154 FASHION
Piano Wizard Software The Little Quarterback with Bruce Weber
F/W 09’ Collection Previews
090 WEAR
Sleep Tight, Spring Fever 176 ARTS & CRAFTS
Pillow talk, Bag it Bits and Beads
features references
110 BUILDING BLOCKS 181 A LITTLE BIT OF KNOWLEDGE
In depth interview with LEGO CEO Events
Jørgen Vig Knudstorp Directories
115 BYE BYE TEDDY BEARS insert
How Medicom’s Bearbrick redefined the
genre 2010
An pop-up calender by award-winning
120 Do Re Mi artist Charlene Chua and designer
Learning a musical instrument Marion Bataill
11
13. TABLE OF CONTENTS
Summer 2009
021 TABLE OF CONTENTS
023 LETTER FROM THE EDITOR
025 NEW CONTRIBUTORS
reviews
030 HELLO THERE
We talk to Jenn Yip, single mother to a
five-year-old piano prodigy
037 READ
Chronicles of Narnia: The Pop-up Book 118 HELLO HAYAO
The Invention of Hugo Cabret Talking with legend Hayao Miyazaki and
The Wide Awake Princess his upcoming feature Ponyo on the cliff by
the sea
040 WATCH
Studio Ghibli’s Sora Tobu Kikaitachi 133 LET SPARKS FLY
Pixar’s For the Birds Activities boosting creative thinking for
both you and your child
047 LISTEN
The Aquabats 147 NEW READING
Widgets a new short story by Caldecott-
049 PLAY medalist Chris Van Allsburg
Fantasm’s Extreme Magic Show
Melissa & Doug’s Treasure Chest 155 FASHION
Hansel & Gretal’s Grand Little Theatre Look mom, I’m a Princess
Wild Wild West with Nick Knight
060 WEAR
Dress up with TuTu Couture 182 ARTS & CRAFTS
Party On Scrapbooking
features references
085 PRACTICE, PERFORM, PERFECTION 189 A LITTLE BIT OF KNOWLEDGE
The magical lives of Cirque du Soleil’s kid Events
acrobats Directories
104 DREAM BIG insert
Bruce Vaughn, Chief Creative Executive
of Walt Disney Imagineering thinks a FAIRY TALES
creative mind is a child’s greatest asset. Illustrated dreams by artist Joy Ang
12
14.
15. TABLE OF CONTENTS
Fall 2009
021 TABLE OF CONTENTS
023 LETTER FROM THE EDITOR
025 NEW CONTRIBUTORS
reviews
030 HELLO THERE
We talk to Google developers Ron & 114 CONQUERING THE LEARNING
Maggie Hill, proud parents of two sons CURVE
Dr. Phillip D. Zelazo discusses adapting
037 READ learning to your child’s behaviour
ABC3D
National Geographic’s Our World 126 THE MASTERMIND
Shigeru Miyamoto, the man behind
043 WATCH Nintendo talks about games and learning
François Truffaut’s Small Change
An exclusive look at Wallace & Gromit’s 148 LEARNING TO PLAY
new adventure How educational toys are re-defining
what it means to have fun
049 LISTEN
The new School House Rock 154 NEW READING
Star Child a new short story by Shaun Tan
051 PLAY
FAO Schwartz’s limited ed. Rubik’s Cube 165 FASHION
Hiroshi Fujiwara x Mickey Mouse Smarten Up with Juergen Teller
LEGO World’s new collections Uniformed with Hedi Slimane
065 WEAR 188 ARTS & CRAFTS
Geek or chic? Crafting Puzzles
features references
080 SUPER KIDS 192 A LITTLE BIT OF KNOWLEDGE
An in-depth look at the lives of child Events
prodigies. Directories
100 CREATIVITY AT HOME insert
Interior designer Albert Hadley shows
us how a bedroom’s décor can create the XYZ
ideal learning environment An illustrated journey by Michel Gagne
14
16. READER POTENTIAL
Psychographics at a Glance
01 Hipster parents who are individualistic,
design savvy with a flair for children’s media,
lifestyle and culture
02 Brand conscious & consumeristic
Demographics
KIDO is geared towards our primary target
audience of trendy, affluent parents residing
Demographics at a Glance in major urban, populated cities across North
America. These families consist of married,
Age: 25-45
single or common law parents between the
Who: Married, common-law, or single parents
with children ages of 25-45 with an average of 1 child of
Children’s age: 0-8 age range 0-8. The income level for this tar-
Average # of children: 1.1 get audience is high, starting at $90,000 per
Typical HHI: $90,000+ household. The parents have attained post
Education: Post secondary+ secondary education and are typically pursu-
ing careers in various art, design or technol-
ogy job fields.
Statistical research shows that a signifi-
cant number of the urban city population fit
into this target demographic. Key target ar-
eas in Canada include Vancouver, Montreal
and Toronto, where 33.2% of families have a
household income of $90,000 or more. There
are approximately 11,489,000 people of aged
25-45 living in these three cities and the num-
ber of family households with children living
at home is 65%, or 1,987,735. Major US cit-
ies such as New York and Los Angeles have
an average of about 30% of family house-
holds qualifying for this high income brack-
et, with approximately 50%, or 1,252,371 of Psychographics
households having children under 18. (Data
provided from Stats Canada and US Census
Bureau). Household types included in our KIDO will cater to the new generation of hip-
demographic are Canadian elite* (75,737 ster parents who are individualistic and de-
total in Vancouver, Montreal, Toronto and sign savvy and which to expose their children
Calgary) and Kindergarten Boom (111,468 to a unique, trendy and high quality urban
in Toronto alone). The American figures for lifestyle. These parents have a strong, vested
these household types will be about 10x the interest in their children’s media environment
Canadian numbers. and wish to share their passion for brands,
Moreover, in terms of educational attain- technology, design and art with their chil-
ment, these parents will have at least a post dren. They wish to bring up their children in
secondary education from a university or an educational setting that is not only domi-
technical institute. nated by mainstream offerings or mass mar-
keted products. They are especially inclined
-Data from Stats Canada and US Census Bureau towards emerging, innovative brands.
15
17. Canada
Vancouver Census Metropolitan Area, 2008 estimates Montreal Census Metropolitan Area, 2008 estimates
Household Group # of Households % Total # of Households % Total
Canadian Elite 7,942 0.89 9,581 0.6
Suburban Affluence 1,695 0.19 7,857 0.49
Toronto Census Metropolitan Area, 2008 estimates Calgary Census Metropolitan Area, 2008 estimates
Household Group # of Households % Total # of Households % Total
Canadian Elite 49,690 2.53 8,524 1.89
Suburban Affluence 31,512 1.6 8,990 1.99
Kindergarten Boom 111,468 5.68
* Canadian Elite - The highest income Canadian neighbourhoods represent an elite set.
* Suburban Affluence - Suburbanites with a flair for fine living, Suburban Affluence represents both old and new wealth. Their average
household income of $166,000 represents significant potential spending power. Suburban Affluence indexes high on managerial and technical
employment, married with children, and households with income above $100,000.
* Kindergarten Boom - Young families have found a niche in Kindergarten Boom. Support systems and play groups provide an environment
for these families. After school, these kids will enjoy a few toys on an average household income of $95,000.
**All data provided by FP Markets: Canadian Demographics 2008
United States
Subject Total Families in Chicago Families in L.A. Families in New York Families in San Francisco
$75,000 - $99,999 11.10% 10.60% 11.30% 12.90%
$100,000 - $149,999 11.30% 11.50% 11.80% 17.70%
$150,000 - $199,999 4.10% 4.60% 4.80% 9.10%
$200,000 or more 4.70% 5.80% 6.10% 12.50%
**US Census Bureau, 2006
16
18. DISTRIBUTION & CIRCULATION
Circulation year Year 1 Year 2 Year 3
Numbers of issues 4 4 4
Circulation per issue 35,000 47,250 63,788
Newsstands 24,500 33,075 38,273
Subscriptions 10,500 14,175 25,515
The circulation objectives of KIDO for our first Single Copy Sales
three years are the following: to successfully
reach our defined target audience, to gain a loyal KIDO will follow a paid circulation method.
readership, to circulate our magazine through The primary method for selling single copies of
various avenues as efficiently as possible, and our magazine is through newsstands and major
to ensure KIDO is conveniently available to our high-end, organic supermarkets such as Urban
intended target. Fair, luxury toy stores such as FAO Schwartz
Our distribution plan will be focused on and national and private bookstores. Initially,
single copy sales and subscription sales. We we will focus on eight cities for newsstand sales:
will get our mailing lists and subscription Vancouver, Toronto, Calgary, Montreal, New
information from online urban kid stores and York, Los Angeles, San Francisco, and Chicago.
similar magazines targeted to our audience Based on the success of KIDO’s single copy
like Wallpaper and Monacle. KIDO will be sales in these test markets, we will then expand
distributed mostly to our 8 target cities and to other urban cities across North America.
readers in other areas of North America will be KIDO’s newsstand cost is $14.95, which reflects
notified of our product through our website and our catering to an affluent, defined market.
targeted direct mail.
Like other high-end children fashion’s
magazines, KIDO will be printed quarterly since
our readers will want to read about the trends
in media culture and design for each season. In Subscription
our first year, we will distribute our first copy
(35,000 in total) free in the 8 target cities and Since we are initially only targeting 8 major
through mail to potential readers. In the first two cities for single copy sales, all other readers
years our newsstand to subscription ratio will be living across North America can subscribe via
70:30 and then 60:40 for the last two years. Our our website to KIDO and receive their copies
circulation will increase by 35% in the following through mail. KIDO’s yearly subscription price
years, based on first year circulation numbers of is $37.67, which is about 60% off the newsstand
35,000 per issue. price for 4 copies.
17
23. PROMOTIONS & LAUNCH
Market Rearch
We will continually conduct extensive
marketing research to ensure that
KIDO is reaching its audience and is
relevant to their needs. Some forms
of research we will conduct are focus
groups, online surveys and in depth
interviews. We will also get secondary
consumer research information from
advertisers and stores catering to our
target market
Website
In order to broaden the readership
Launch Marketing and Promotions potential, KIDO will also have a
website available 6 months prior
to the launch of the magazine.
As part of our marketing campaign to promote We will have several aggressive promotional The purpose of this is to inform
KIDO, we will have two big exclusive events strategies such as giving out people about KIDO and raise brand
to launch our new magazine, one at the Art 35, 000 copies of our first issue at high end awareness prior to print production.
Our website will be marketed through
Gallery of Ontario in Toronto and one at the toy stores such as FAO Schwartz and urban
existing websites such as HypeBeast
New Museum in New York. This will be an kid lifestyle shops such as Dandelion in our
that our target already frequents. We
elegant event held in galleries that feature eight target cities. We will also hand out free will acquire mailing lists from urban
modern art and appeal to our target audience. copies at high end hair salons, spas, high-end kid lifestyle stores or magazines such
Readers will be able to network and meet doctor’s and nutritionist offices, specialist as Wallpaper that cater to a similar
with famous and local children illustrators, clinics, executive golf and country clubs and target reader. We will then send a
authors and animators who will be personally elite private schools. direct mail package to this audience
invited to our launch. Invitations will be KIDO will also use event marketing to that includes information about KIDO
sent out through mail to our target audience promote our magazine. Some potential and offer them a free first issue if they
through obtaining subscription lists from tactics are sponsoring a signing session with a register on our website and answer a
magazines such as Monacle, Wallpaper and well-known children’s author or illustrator or very short survey. This will allow us to
Milk. Current and potential advertisers will sponsoring the launch of a new toy product collect valuable information about our
be invited personally to the event to receive unveiling at one of our target cities. At these readers such as how many children
our media kit and a small gift. As for our events, we will distribute free copies of KIDO they have and what they look for
readers, we will be distributing the first free to our target audience while taking advantage in a magazine. The answers will be
issue of KIDO and offering them an exclusive of the free publicity generated by the media. collected in our database and used
for marketing research.
gift bag containing some of our advertised toy Parents can bring their children to meet with
Our website will also serve as a
products. the featured author and receive a signed copy
communicative tool between us and
of the author’s book. the readers. Readers will visit our
To encourage readers to be first year website for the announcement date
subscribers, all free copies – including those of our first publication, a preview
that will be sent via mail to readers not in of our first issue, as well as links to
the 8 cities, will include an insert containing urban kid lifestyle shopping sites
subscription information and directions to and trend-reporting websites. For
our website. First year subscribers will get potential advertisers, the website will
an additional free copy of KIDO and will also contain a media kit and a taste
be entered into a contest to win an exclusive of KIDO’s editorial content.
children’s photoshoot with top American
fashion photographer Nick Knight.
22
24. Advertising Potential
K
IDO’s defined, target discounts based on the number of issues
market is very advertisers wish to place their ads in. Each
appealing to our issue of KIDO magazine consists of 208 full
advertisers due to color pages, in addition to a 32 page full color
their brand-sensitive insert. Our advertising to editorial content
lifestyle, high income ratio is 50:50, which is consistent with our
and willingness to foreign competitors. Since our circulation is
indulge their children set to increase by 35% each year, advertisers
with high quality, unique products. Our will quickly be able to reach more of their
primary advertisers will be companies target audience. Due to our editorial content
offering high-end clothing and lifestyle focusing on unique, high-end children’s items,
products, toys and electronic entertainment, companies that do not want to advertise in
art and literature media and personal and mainstream parenting magazines will see
infant care goods. Our secondary advertisers KIDO as a suitable medium to reach their
consist of food companies, shows and non- audience and introduce different products.
profit organizations, which will also benefit
from our high income demographic. KIDO’s
advertisers can capitalize on the fact that there WHY WE APPEAL TO ADVERTISERS
are no competitive magazines like KIDO • Well defined & narrow target audience
based in North America. Our highly relevant who are affluent, brand conscious and
and exclusive editorial content, including indulgent towards their children
many reviews of trendy products and local • Unique, high–end magazine with no
shopping information, will be especially competitor based in North America
attractive for our local advertisers as they are catering to a previously neglected niche
offering similar items. • KIDO’s distinct editorial and visual
Our advertising rates are competitive content create a desire to buy featured
with other high-end magazines, and we offer products.
23
25. Toys & Electronic Entertainment
Our MediCom Advertising Policy…
Advertisers Kidrobot
FAO Schwartz
Lego
Apple
1 Advertising content must be suitable
Earth Friendly for children ages 8 and younger and at
Electronic Arts the discretion of the advertising manager,
Babies R Us publisher and editor.
Disney/Pixar
Nintendo
GANGZ 2 A written cancellation of an advertisement
Warner Bros. must be sent to the advertising manager at
Nickelodeon
Takara Tomy least 30 business days prior to the start of
Munky King production, otherwise the advertiser will
Occupied be subject to a 50% penalty.
Hasbro
Mattel
3 If the advertiser misses the cancellation
Personal & Infant Care deadline, the advertisement will run in the
Kimberly-Clark publication as scheduled.
Procter & Gamble
Terrassentials
Johnson & Johnson
Bugaboo
4 Cover advertisements are non-cancellable.
Olay
Aveeno
Biotherm
5 All advertisements must be clearly
identifiable as such. Those advertisements
Lush
that, on the opinion of KIDO, too closely
Arts & Literature resemble editorial features in the magazine
Elmers shall bear the mention “Advertisement” at
Pottery Barn
Crayola the top of the page in 12-point size font.
Kids Books
Chapters/Coles
Sophia Books
6 KIDO magazine may cancel or reject
any advertising for any reason at any time
Fashion without liability, even though previously
Nike acknowledged or accepted. Publisher does
Armani not accept tobacco or any illegal substance
Christian Audigier
Banana Republic advertising in any form.
H&M
Zara
Tutu Couture 7 Advertising space must be booked a
Twice Shy minimum of two months in advance of the
Gap Kids desired issue’s release. All images, graphics,
Prada Kids text and other elements must be submitted
D&G Junior
Pepe Jeans 15 days after the mentioned advertising
United Colors of Benetton closing date specified in the Issue & Closing
Barney’s NY Dates card.
Deisel
7 For All Mankind
Versace
Playtime Paris
8 Rates do not include taxes. The federal
government requires that we collect goods and
Dillards
Nautica services tax on all advertising and services.
Tommy Hilfiger
Coach
Premier Kids
9 In order to guarantee booking of space, a
Dandelion Kids signed contract is required.
Modern Kid
Food 10 Advertiser represents and warrants
Kellogg’s that all advertisements and other materials
Nestle submitted to KIDO shall be original
Heinz and shall not violate any law or infringe
Christie Foods
Dairyland any copyrights. Advertisers and its
agencies assume all liability for content of
Other (Shows, Non Profit) advertisements, and agree to indemnify
Cirque Du Soleil
Bubble Trade Shows and hold KIDO harmless against any and
Oxfam all claims, losses, liabilities and expenses.
Warchild
24
26. Advertising Potential
Advertisers Size Colour Type
Prada Kids Spread Full Colour Fashion
D&G Junior Spread Full Colour Fashion
Dandelion Kids 1 Page Full Colour Other
Heinz 1 page Full Colour Food
Versace Spread Full Colour Fashion
Kids Books 1 page Full Colour Arts & Literature
Banana Republic Spread Full Colour Fashion
Armani Spread Full Colour Fashion
H&M Spread Full Colour Fashion
Zara Spread Full Colour Fashion
Dairyland 1 Page Full Colour Food
Warchild 1 Page Full Colour Other
Pottery Barn 1 Page Full Colour Arts & Literature
Apple 1 Page Full Colour Toys & Electronic Entertainment
Cirque du Soleil Spread Full Colour Other
Bugaboo 1 Page Full Colour Personal & Infant Care
Nintendo 1 Page Full Colour Toys & Electronic Entertainment
Versace 1 Page Full Colour Fashion
Occupied 1 Page Full Colour Toys & Electronic Entertainment
Disney-Pixar 1 Page Full Colour Toys & Electronic Entertainment
Nestle 1 Page Full Colour Food
Olay 1 Page Full Colour Personal & Infant Care
Kimberly-Clark 1 Page Full Colour Personal & Infant Care
Sophia Books 1 Page Full Colour Arts & Literature
Diesel Spread Full Colour Fashion
Crayola 1 Page Full Colour Arts & Literature
Electronic Arts Spread Full Colour Toys & Electronic Entertainment
Mattel 2 Pages Full Colour Toys & Electronic Entertainment
Proctor & Gamble 2 Pages Full Colour Personal & Infant Care
Barney’s NY Spread Full Colour Fashion
Christian Audigier 1 Page Full Colour Fashion
LEGO 1 Page Full Colour Toys & Electronic Entertainment
25
27. Advertising Rate Card
Page size 9in X 11.75in
Number of columns 6
Sizes Width Depth
1 Page 9’’ 11.75’’
Double Page Spread 18’’ 23.5’’
Colour Rates
Frequency 1X 2X 3X 4X
Discount — 5% 10% 15%
Full Page 26,900 25,555 24,210 22,865
Double Page Spread 40,350 38,333 36,315 34,298
*There are no extra charges for right-side page ads.
Covers
2nd (inside front 37,980 36,081 34,182 32,283
3rd (inside back) 37,980 36,081 34,182 32,283
4th (back) 42,200 40,090 37,980 35,870
C-spread 56,970 54,122 51,273 48,425
Issues & Closing Dates
Issue Ad Close Material Due On Sale
Spring-March December 6 December 21 February 1
Summer-June May 10 May 25 May 1
Fall-September June 11 June 26 August 1
Winter-December September 6 September 21 November 1
CPM (Cost Per Thousand)
(Total advertising cost per year)/(Total # of magazines circulated per year/1000)
*Circulation increases each year by 35%
**Advertising costs increase by 30% each year
Year 1: $83.85
Year 2: $80.74
Year 3: $77.75
Year 4: $74.87
26
28. Basic Assumptions
Year 1 Year 2 Year 3 Year 4
Number of Issues 4 4 4 4
Circulation/Issue 35000 47250 63788 86113
Total Circulation/Year 140000 189000 255152 344452
Subscription Price $28.24 $37.67 $37.67 $37.67
Newsstand Price $14.95 $14.95 $14.95 $14.95
Newsstand Sales % 35% 45% 50% 55%
Total Newsstand Sales 25725 59535 76545 113669
Total Pages/Issue 208 208 208 208
Edit Pages/Issue 104 104 104 104
Ad Pages/Issue 104 104 104 104
Ad/Ed Ratio 50/50 50/50 50/50 50/50
Advertising CPM $83.85 $80.74 $77.75 $74.87
Total Cost/Copy of Printing $3.73 $4.02 $3.47 $3.38
Magazine Cost/Copy of Printing $2.78 $3.22 $2.70 $2.61
Insert/Issue 1 1 1 1
Total Pages/Insert 32 32 32 32
Insert Cost/Copy of Printing $0.95 $0.81 $0.77t $0.77
27
29. Cash Flow Projections
Year 1 Year 2 Year 3 Year 4
Revenue
Advertising $4,883,424 $6,348,102 $8,247,720 $10,714,196
Subscriptions $889,560 $2,135,889 $3,844,637 $5,190,210
Newsstand $384,589 $890,048 $1,144,355 $1,699,353
Total $6,157,573 $9,374,039 $13,236,712 $17,603,759
Expense (Salary)
Publisher $97,700 $103,562 $109,776 $116,362
Editor $65,600 $69,536 $73,708 $78,131
Art Director $78,250 $82,945 $87,922 $93,197
Controller $62,700 $66,462 $70,450 $74,677
Production Manager $63,500 $67,310 $71,349 $75,630
Advertising Manager $61,750 $65,455 $69,382 $73,545
Marketing Manager $66,700 $70,702 $74,944 $79,441
Circulation Manager $66,100 $70,066 $74,270 $78,726
Freelance Illustrators (4) $88,000 $93,280 $98,877 $104,809
Freelance Photographers (4) $96,000 $101,760 $107,866 $114,338
Freelance Writers (4) $48,000 $50,880 $53,933 $57,169
Freelance Web Designers (2) $6,400 $6,784 $7,191 $7,623
Administration $57,500 $60,950 $64,607 $68,483
Total $858,200 $909,692 $964,274 $1,022,130
Production Expenses
Launch Event/Major Events $1,930,000 $1,460,000 $1,460,000 $1,460,000
Magazine Production Cost $389,060 $608,100 $689,660 $898,940
Insert Production Cost $132,588 $152,480 $196,904 $264,360
Website $16,200 $10,800 $10,800 $10,800
Marketing/Promotion $1,520,000 $1,520,000 $1,520,000 $1,520,000
Contests and Gifts $789,000 $845,000 $977,000 $1,170,000
Advertising $1,180,000 $980,000 $980,000 $980,000
Circulation/Distribution $678,000 $915,300 $1,235,655 $1,668,134
Total $6,634,848 $6,491,680 $7,070,019 $7,972,234
Administrative Expense
Research $998,000 $782,000 $782,000 $782,000
Legal $128,700 $128,700 $128,700 $128,700
Rents $762,000 $762,000 $762,000 $762,000
Utilities $88,000 $88,000 $88,000 $88,000
Capital Costs $535,000 $207,000 $207,000 $207,000
Office Supplies $126,000 $105,000 $105,000 $105,000
Miscellaneous $110,000 $83,000 $83,000 $83,000
Total $2,747,700 $2,155,700 $2,155,700 $2,155,700
Total Revenue $6,157,573 $9,374,039 $13,236,712 $17,603,759
Total Expense $10,240,748 $9,557,072 $10,189,993 $11,150,064
Net Cash Flow -$4,083,175 -$183,033 $3,046,720 $6,453,695
Cumulative Cash Flow -$4,083,175 -$4,266,208 -$1,219,489 $5,234,207
Note: Subscription Price will be Yr 1: $28.24 Yr 2 Yr 3 and Yr 4: $37.67
Newsstand Price will be $14.95 for all 4 years
Breakeven on 4th year
28
30. Production Budget
Paper Size: 9” x 11.75”
Total Pages: 208 pages, plus cover
Cover: Four pages, four colour press (soy-based inks) both sides plus
overall gloss UV coating outside, on 100lb Arbor Web Gloss Text, 30% PC, FSC-certified
Binding: Perfect bound
Text: Four colour press (soy-based inks) throughout on 70lb Arbor Web matte Text, 30% PC,
FSC-certified
We provide: Adobe Acrobat 4.0 or higher PDF files with laser proofs made from PDF files
Supplier gives: Folded imposition proof, contract colour proofs, and CTP output
Kido Magazine Year 1 Year 2 Year 3
Circulation (per issue) 35,000 47,250 63,788
Production budget (annual) $719,916* $1,012,168* $1,430,240*
*Some years may vary dependent on whether the insert has less or more than the budgeted 48 pages.
29
32. FLAT
PLAN COVER PRADA KIDS PRADA KIDS
01 02 03
D & G JUNIOR D & G JUNIOR DANDELION KIDS HEINZ
04 05 06 07
TABLE OF
CONTENTS
VERSACE VERSACE KIDS BOOKS
08 09 10 11
BANANA BANANA TABLE OF
REPUBLIC REPUBLIC CONTENTS
DAIRYLAND
12 13 14 15
POTTERY
BARN
WARCHILD EDITOR’S LETTER CONTRIBUTORS
16 17 18 19
ARMANI ARMANI H&M H&M
20 21 22 23
31
33. CIRQUE DU CIRQUE DU
SOLEIL SOLEIL ZARA ZARA
24 25 26 27
HELLO THERE –
MEET STEPHANIE
SMITHSON
DIESEL DIESEL DILLARDS
28 29 30 31
HELLO THERE –
MEET STEPHANIE
SMITHSON
LEGO Christian Audigier APPLE
32 33 34 35
NESTLE PILLOW TALK BAG IT WARCHILD
36 37 38 39
MATTEL MATTEL Barney’s NY Barney’s NY
40 41 42 43
Nintendo Nintendo Disney-Pixar OCCUPIED
44 45 46 47
32
35. KIDO HELLO HAYAO
“I am an animator. I feel like his latest movies and the part Disney plays in increasingly successful animated feature
distribution, I will shortly state my personal films, to which I will now turn my attention.
I’m the manager of an anima- preferences within his collected works. In many ways too short to credit Miyazaki’s
tion cinema factory. I am not Finally, a conclusion is drawn. storytelling abilities, I will however try to give
an executive, I’m rather like a Hayao Miyazaki was born in Tokyo a description of these movies. This material
on January 5, 1941. He received a political relies upon the excellent online compendium
foreman, like the boss of a team science and economics degree from Gakushuin created at Nausicaa. Starting of, Nausicaä of
of craftsmen. That is the spirit University, but even before that, after seeing the Valley of Wind tells us a story about a
of how I work.” the first full-length Japanese animated movie princess, Nausicaä, in a world that is tangled
Hakujaden, Miyazaki knew he had to become in war and destruction. In an adventurous
an animator. Starting work as a novice animator struggle, Nausicaä tries to save this world and
at the animation studio Toei-Doga (which is its last remnants of human population from
now called Toei Animation) in 1963, he was self-destructing and from an alarming spread
from then on involved in the production of of a mysterious disease.
the “early classics of Japanese animation” such In Laputa: The Castle in the Sky a boy
as The Adventures of Hols, Prince of the Sun rescues an unconscious girl with a glowing
F
(1968) and Panda! Go Panda! (1972). “From the pendant aroung here neck that he sees
or me, Japanese animator and director beginning, he commanded attention with his descending from the sky, and in doing so they
Hayao Miyazaki is a man who creates incredible ability to draw, and the seemingly- embark on a dangerous journey to a kingdom
worlds. When I first saw Princess endless stream of movie ideas he proposed.” on a floating island in the sky. My Neighbor
Mononoke, I was truly stunned. I Together with his colleague Isao Takahata, Totoro and Kiki’s Delivery Service seem to
could not describe why this movie made such who would also become a renownded director be made for a child audience especially, the
an impression on me, but ever since, and seeing of animated movies, Miyazaki then moved to former being about children encountering a
more of his work, I have wondered about studio A Pro and later Tokyo Movie Shinsha, forest spirit and becoming friends with it, the
this. Time and time again, he drew me into were he worked on scene design and scene latter being about a 13 year old witch who has
his curious and amazing worlds. Having to organization for Heidi (1974) and then became to learn how to live indepentently. “Made for
write an essay for the Visual Design course of director for Future Boy Conan (1978) and Lupin a child audience” in Miyazaki’s case does not
2006 at the Vrije Universiteit, I thankfully use III: The Castle of Cagliostro (1979). mean that these are exclusively interesting
this opportunity to explore and pass on my In 1984 Miyazaki released Nausicaä of the for children. Adults, mostly parents, seem
fascination for his work. Valley of Wind, which he wrote and directed. to enjoy these movies for their near-perfect
This essay will first give a short overview It was primarily based on the manga (comic) reflection of the behavior of children. “For
of Hayao Miyazaki’s career and work, after series with the same title he started working on the people who used to be 10 years old, and
which the themes and characteristics of his in 1982. Miyazaki always had the feeling that he the people who are going to be 10 years old.”
work are described. Together with recurring would like to have more freedom in elaborating as Miyazaki said about one of his later movies,
themes, a theoretical thought Miyazaki has his own thoughts. With Nausicaä of the Valley Spirited Away.
regarding popular Japanese animation, that of Wind becoming a great success, Miyazaki Porco Rosso, in contrast explores a mix
of “loss of motives”, is examined. Then the perceived this as a chance to start his own of more serious themes, such as war and
visual style Miyazaki uses will be described, animation studio. The result was that, in 1985, fascism, with Miyazaki’s fascination with pigs,
along with another theory that is called he co-founded Studio Ghibli. Since then, he as an Italian Air Force pilot leaves service due
“excessive expressionism”. After defining the has directed, written and produced a range of to the rise of fascism and becomes a bounty
use of computers in the production of his increasingly successful animated feature hunter. Losing faith in humanity and due to
03
36. MATTHEW TSANG
Sr. Art Director
...was a six-year-old trouble maker whose
heroes were Optimus Prime, Michael
Jordan and Batman. Spare time was
spent falling off skateboards, terrorizing
his baby sister and doodling giant robot
wars on the bedroom walls.
...is a fourth year business student whose
heroes include Optimus Prime, Steve
Nash and David Lynch, respectively. He
has a passion for all things art & design
and a penchant for old school hip-hop.
Countless hours spent polishing his skills
in fine arts and years slaved away in the
advertising industry made Matt a natural
fit for Kido’s Art Director.
JIN FAN
Publisher / Asst. Art Director
...was a one month old baby who enjoyed
eating, sleeping, moving and smiling
(especially in front of the camera).
...is a third year design student at SFU
who also studied art in China and New
Zealand. She has lead and managed a
wide range of creative projects. With her
management experience and her passion
CONTRIBUTORS in art & design, she was an ideal choice
for Publisher of Kido magazine
NADIA KASENDA
Editor
...was a five year old in Singapore
climbing on monkey bars, watching
Captain Planet and playing princess
(specifically, sleeping beauty) with her
unfortunate younger cousin, who was
always forced to be the wicked witch/
villain/ugly person.
...is a Marketing and Communications
student, posed to close the university
chapter of her life at the end of this year
and embark on her plan to change the
world. Her obsession with documenting
every aspect of her life coupled with
the newspaper articles she’s written for
various university clubs and her passion
to become more ‘erudite’ and use big
words made her a perfect fit for the
editor role.
35
37. NATHAN SINGH
Advertising Manager / Asst. Art
Director
...was born in North Vancouver. As a child,
he loved watching The Transformers and
other Saturday morning cartoons. Other
hobbies included drawing, swimming
and skating. He was known for his fun
personality and imagination.
...is a fourth year SFU student with a
passion for creativity and savory Cajun
chicken burgers. As a joint major in
Communication and Interactive Arts
and Technology, Nathan’s future is open
to endless possibilities in the media and
technology field. Excellent networking
skills, in addition to past retail sales and
volunteer experience made him more
than qualified to be an outstanding
advertising manager.
Meryll Ho
Marketing & Circulation Manger
... A shy and quiet girl who loved to
play with her barbies while eating
her favourite after-school snack -
Sodalicious.
...is an economics student with a zest
for life and a love for food. Meryll has
spent 4 years working in sales and
consequently she has gained much
understanding about marketing and
promotions. More importantly, she loves
interacting with people and developing
amazing marketing strategies, which
is why her roles as marketing and
circulation manager fits her perfectly.
36
38. TARA MA
Production Manager
...was a rambunctious child with a
carefree spirit. She was regularly caught
on the playgrounds just causing some
trouble.
...is a a Criminology student who has a
lot of experience working with financial
budgets. Also, she has acquired many
cost-efficient ideas from her many
years as a full-time student living on a
“shoestring” budget.
FRANKIE CHAN
Controller
...Smiling was the key to Frankie’s
success. All he had to do as an adorable
one year old was smile to catch your
attention. See? It’s working..
...now a fourth year SFU student
majoring in Economics, his great
accounting skills and experience in the
financial world overlooking clients’
financial plans taught him how to
avoid potential financial problems. As
a controller, he works closely with the
production, advertising and circulation
managers to ensure KIDO’s in the black.
Once he graduates, he plans to be the
next Warren Buffet.
37
