2. Concept
A digital travel magazine.
Name: Explorb. This is an abbreviation of explore
and the orb. The orb is a word used to describe the
world.
Target audience: Backpackers aged 18-25 (appealing
more specifically to those on a shoestring budget).
Unique selling point: A website that highlights
places to travel off the beaten track does not exist.
3. Content
Digital magazines are essentially digital interpretations
of print magazines. However, unlike print magazines
they usually contain interactive content.
Feature articles on what to do in the area. Supported by
pictures and videos (where possible).
Use of videos, basic animation and interactive content.
Regular articles with local perspectives on what to do in
areas (giving an alternative, less mainstream opinion).
Potential consumer/product tests on travelling gear and
accessories. Could be linked in with advertorials.
4. Reader Engagement
A chance for readers to submit their opinion for the
‘local perspectives section’. This could be encouraged
with a prize for the writer of the chosen article.
Picture and video competitions will be held, in order
to highlight peoples work and to bypass media
copyright fees.
Possible reader offers as the magazine gains profile
and has a large reader-base.
Freebies, such as little maps and to-do lists.
5. Originality
Unique Selling Point:
There is a lot of websites (e.g. Trip Advisor, Lonely
Planet) which write about every single possible
destination to visit.
This makes it hard for people to find places off the
beaten track, unless they search themselves.
This digital magazine will highlight these more
unknown places and inform the readers about them.
6. Circulation & Distribution
Free. Digitally distributed.
Accessible both online and offline, PC based or
mobile based (smart phones, iPods, iPads, etc).
Distributed via email, website portals or smart phone
newsstands.
Newsstands: Kindle fire, apple
Newsstand, blackberry newsstand etc.
Released monthly. Could change to
weekly/fortnightly at peak travelling times
(June, July August) due to higher demand.
7. Advertising
Internet (via blogging, social bookmarking
websites, social media outlets).
Ads on community based travel websites e.g.
Couchsurfing, BeWelcome.
Viral campaigns through social media with like and
share competition giveaways, etc.
Organic traffic form newsstands, video and pictures
containing watermarks and backlinks.
The magazine once up and running, will rely heavily
on word of mouth amongst the travelling
community.
8. Costs
The magazine will be released free of charge, in order
to gain profile and build a large audience.
Distributing digitally eliminates costs such as
printing and large offices.
The main costs will be staff (writers, editors) and
resources (cameramen, computers).
Picture and video copyright licenses will have to be
paid for. In an attempt to cut down these costs the
magazine will encourage user submitted
pictures/videos/articles.
9. Revenue
The majority of revenue will come from affiliate
marketing (Hostel World, Lonely Planet, Rail
Europe).
Example of an affiliate ad for Hostel World:
On a page which writes about Annecy; France, an
interactive advert on the side of the page could
display ‘best hostels in Annecy; France’. If somebody
clicks then books a hostel, the magazine gets a share
of the booking revenue (usually 10-20%).
Paid advertorials on travelling gear
(bags, gear, cameras, accessories).
