Our target readers will be very varied from the environmentallyconcerned dole bludger whose searched for two years to find a freeISP and so is now prepared to pay to access his favourite Internet site,to the socially aware and frightfully trendy executive whopsychologically needs to appease their conscience and have achuckle.
Research showed that professional people (greater then $35k) accessthe Internet on average 12 hours per week, mostly for work relatedresearch and email, however they do spend up to 2 hours browsing forinteresting articles or entertainment.
Some of our detailed technical environmental, consumer and socialarticles could attract business and government readers. Our surveyshowed average ratings of interest out of 10 in the magazine forwriters/artists was 8, social workers 8, media 6.5, environmentalists5.5, unemployed 4.5, students 4.3, public servants 4, and teachers 3.
Small business people 6.6 were particularly interested. Some of ourgeneral interest and lifestyle features and sections could attractreaders that are just browsing. We may well get the readers for ourmaterial if we can link to high profile web sites and advertise ourpresence as it seems there is a broad interest across all demographicstreams in our material.
The question remains is whether the readers will pay to access themagazine on the Internet?
Main Target: Socially aware, highly intellectual and with a medium to high income
A "T-M" Reader:
- likes aesthetic beauty and conservative fashion
- likes simple business advice to generate wealth quickly
- is between 16 and 90
- likes to be different, but not show it
- has old fashioned style, but is on the edge of the future
- is magnanimous in all things
- puts virtue above money
- supports Republicanism; direct election, Bill of Rights, strong President with some executive powers.
Our survey showed that 7.7 were Republican and 7.0 support an elected President by the people. 70% responded positively to these questions. 100% were positive towards the Republic who earned over $35k. Our demographic of mature 35-45 year olds were 88% in favour.
- interested in human rights and international issues such as global disarmament, banning landmines, restoring self-determination to invaded countries, anti-colonialism and supporting democracy and equality throughout the world
- opposes racial discrimination, but will not tolerate abuse of minorities even if this means imposing sanctions without their consent as a last resort
- opposes the consumption of alcohol and tobacco through higher taxes and more restrictions
- opposes drugs, but believes they should be all legalised knowing prohibition failed and reinforced organised crime
- sees that social justice and morally ethical behaviour are the means to peaceful co-existence
- concerned for welfare and redistribution of wealth if spent well and encourages business success
- understands legal concepts
- concerned for equality between the sexes and practical ways to create this
- thrilled by success against the odds
- opposes militarism; seeks to instill greater democracy and individual responsibility in the defence forces
Social issues rated very highly. 7.75 was the average rating of concern about social issues. 8.2 thought international human rights important. 6.85 think there are human rights abuses in Australia. 7.0 would read an article on aboriginal alcoholism and a possible solution
PERSONAL DEVELOPMENT, HEALTH AND ETHICS
- likes investigating religions and spirituality, including Eastern faiths
- supports healthy living including veganism, alternative health, etc. yoga, ti-chi, shiatsu, bodywork, naturopathy
- opposes abuse of animals, including animal testing unless done without cruelty and where there is no other option to save a human life.
- accepts the necessity of genetic engineering with informed consent and for food the information is supplied to the consumer so that a choice is given
- interested in elite sports i.e. Polo, royal tennis
- but plays squash, indoor cricket or handball because it is not as dangerous
- cares for animals with such empathy they would not ever want to cause suffering to them let alone eat them
- is a little crazy because "who is not mad at all is seriously insane" Anon.
Healthy living is important to 7.5, and 5.55 were open to religion and also vegetarianism.
- likes prestige cars if they are environmentally friendly
- likes fantasy sci-fi novels
- likes mystery, Templars, Sion, etc.
- likes satire, cynicism and anachronistic analogy i.e. Lady Diana being defamed if it is done with brilliance and purpose and style and ultimately with love
- likes exotic luxury travel destinations but secretly backpacks
- likes autobiographies of the destitute wealthy and working class poor who made their mark against the odds
- interested in Australian writers, poets and artists
- interested in philosophy
- supports the arts
- is interested in the classics and history
- likes plays, opera and concerts if they could be priced for the people, but was into raves/trance/discos and tolerates anything at the right time
- learns the tablar, guitar, Indian harmonium, etc. very badly, because too stingy to pay for lessons and sings and chants, (composing fatuous ballads), because somehow through attending countless spiritual centres, monasteries and ashrams believes that one can become a famous pop star and then spiritual guru
Our survey results showed 4.85 was the average rating out of 10 for likelihood to read books serialised in an Ezine. The 35-44 age group gave this 5.4 and 63% were positive who earned $35k or more.
AN INVESTIGATOR of CURRENT AFFAIRS
- likes expensive accoutrements, but can read a technical article
- is totally honest and wants credible expert opinion
- upholds the law in substance and form
- believes in freedom of the press as a check against government incompetence and tyranny
- not afraid to offend to get a point across, as long as they can apologise profusely afterwards
- likes heavy controversial investigations revealing cover-ups
- likes to read ‘personalised’ articles even if they seem gratuitous and egotistical i.e. written in the first person
- likes long articles that tell the whole story so they can point out and prove with evidence that they are informed
- does know their limits and does care
- likes seeing ordinary people being uplifted whether or not it is merited, but hopes that it is and is usually right
Our tmMAG survey revealed over 6.0 was the average rating given for being into in depth investigative journalism and more were into exposing cover ups 6.4.
GREEN IS NOT THE ONLY COLOUR, BUT WE NEED IT
- likes unsensational photography that the common people would find dull
- concerned about the environment, supports Greens in principle but is sceptical about their integrity
- likes nature beyond all else, because it is the truth except where it isn't and technology predominates, but knows that this is at the cost of spiritual wellbeing and that it is through weakness that we succumb.
73.4% of 45-54 year olds are now concerned about the environment (an increase from 1996 where 70.9% were concerned). 42.9% of all people believed the quality of the environment had declined in the last 10 years.
AN INDIVIDUAL AND A LEADER
- strives for independence and being different from the status quo, yet knows we are inexorably caught up in the reality of what is here and have to live through it.
- loves people who are too convoluted to see a good thing when it is shown to them, because we understand their reluctance as a necessary human attribute in order to see one’s own faults and so act with compassion and extra diligence.
This will also be part of our commitment to encourage our target audience to read the Ezine.
Our mix covering social, environmental, politics, current affairs, general interest literature and to a lesser extent lifestyle is the direction people are heading towards. We should be placed in a growing sector of a growing market and fulfill an unique niche as a professional intelligent socially concerned general interest ezine.
TRAVERS-MURISON INTERNET MAGAZINE (TMMAG) / EZINE
10 billion emails are being sent everyday on the Internet in 2000; according to www.usa.nedstatpro.net. Since 1997 there has been a 59% increase in Internet users. 6.8 million people are on-line in Australia.
One third of Australian homes have Internet access, 2.3 million households; May 2000 ABS 8147.0. Our survey found 85% of people in the A.C.T. have Internet access.
A new Internet magazine called "Travers-Murison Ezine" covering LITERARY, CURRENT AFFAIRS, SOCIAL and CONSUMER ISSUES which will target mature, professional, socio-enviro-globally aware men and women is here.
To a lesser extent TRAVEL, HEALTH, RELIGION, BUSINESS, FASHION, SPORT and the ARTS is included.
The magazine is monthly with harmoniously integrated photography.
The magazine will promote Republicanism with a President elected by the people. Human rights, freedom of speech, education to reduce the damage caused by drugs including alcohol and tobacco, social equality, environmental responsibility and ethical behaviour forms the basis of the magazine. Progressive reform of our nation's political, social and environmental structure is the crux of our vision for implementing a radical new future.
Supporting Australia's environmental industry, social welfare organisations and consumer groups is a key goal. Also to encourage Australian writers, poets and artists by providing a forum for placement and discussion.
The magazine is of extremely fine quality with a layout and environmental consciousness similar to the non-Internet magazine Smithsonian.
The web design of the magazine is based on the home page format of a combination of the Smithsonian and New Statesman Internet sites with our own style of contents menu.
The articles are intellectual, personal and controversial. To this extent the magazine follows an American format with hard-hitting investigative journalism combined with lighter satirical pieces.
The political and social content are close to the New Yorker, Bulletin Newsweek or the New Statesman coving issues such as Aboriginal alcoholism, the failure of the Australian Republic, US war crimes in Vietnam, and America's failure to take the peace initiative.
Environmental content is similar to Wild or Geo, but of a more investigative nature looking at issues such as logging Nationally significant old growth forests, genetically manufactured food and tropical wildlife. Articles will be of a depth similar to these magazines or Vanity Fair.
International articles are included, such as the Kashmir War with a controversial interview with JKLF General-Secretary, Dr Amen Khan.
Travel covers features such as diving Airlie, Cairns tourist info, backpacker's diary, a romantic story of journeying the Bulawayo steam train to Victoria Falls in Zimbabwe. Luxury accommodation and pricing information included.
A serialised historical sci-fi novel about the Templars and an autobiography about the Melbourne elite are being published in addition to short stories and poetry. Films, videos, art, dance, music and books are or will be reviewed such as Media Mythologies. A Link to the Multicultural Writers Society is being set up and a section of the magazine will support these writers.
A small fashion section is top end and conservative supporting local designers - ACT youth fashion.
A health section covers new age meditation retreats and healthy living plan for a rawfood community.
The business section covers Internet publishing and banner advertising as well as viewer trends.
3. Subsidiary Services
There will also be an image gallery which will act as a commercial photolibrary.
E-com will be provided through a shopping-on-line access.
4. Data based
The magazine will be data base generated with registered clients.
Search facilities in the magazine and an archive with search facilities is envisaged, possibly to be accessed via a user pays password registration system.
In addition there will be 'an interactive forum' aspect on the Internet, in which client's will be able to submit comments, rate or vote on issues and articles.
Home pages with site maps and a live "chat line" and discussion rooms will be essential, as will a "chat with the stars" forum.
Video for Current Affairs and other items will be developed including for banners and a Music site is envisaged.
6.Sale of Subscriptions
Currently it is free and will remain free to ISP customers accessing through their homepage. Revenue will later come from a $2.70/month subscription, where part of the magazine is free and free introductory membership is given for a week. Only discontinued upon cancellation. This credit card on-line facility will be managed by one of many on-line finance companies.
ISPs who subscribe to our service will provide most of our revenue.
Donations and sponsors relating to the various social, environmental and human rights issues will be sought. 10% of profits will go to human rights' and other such charitable programmes.
Content Provision Information Service:
There will be a set up and a per month charge to Internet Service Providers to give their customers home page access to the magazine. This price has been determined on a cost to produce basis incorporating an estimate of the price ISPs are willing to pay to take the service.
Market research suggested the demand-based price of Internet subscription could be $2.70 per edition. Our analysis using profit contribution based pricing suggests this charge is appropriate. To encourage viewers a 20% portion of the magazine will be provided for free on the Internet. Depending on advertising contracts and subscription rates we may alter this. Initially 1,500 free "one years subscriptions" will be offered, followed by massive discounts and incentives to subscribe to break the anti-subscription culture. However if this does not succeed the magazine will be made free.
Competition based pricing was difficult to assess as most Ezines are free. ABC in the USA and The Times newspaper in London both tried to charge subscription and abandoned the project due to lack of demand. However many information web sites do charge subscriptions, some quite high. The Wall Street Journal is successful in this regard, however it has the advantage of distributing immediately valuable commercial data. Major printed magazines have 20% of their content free on the Net but the client has to subscribe to get the full content in the printed magazine.
7. Sale of Advertising
Advertising revenue will be generated through banners and information given via the database. Links to web sites will be generated and maintained which are appropriate to the magazine and some will alter depending on particular articles or features.
Some articles will be sold to us by corporates and societies to gain exposure on our magazine and hence promotion.
8. Competition -
Internet Australian sites produced by ACP Packer, Murdoch Magazines are undeveloped; their full magazines are not accessible via the web.
Direct competition by Australian produced Internet magazines is non-existent in covering the scope of our socio-enviro field.
Ezines such as Xpress, Backlash.com, FIGHT, Social Justice E-Zine and Freezerbox in the U.S. deal with social issues and human rights and are reasonably successful.
Web sites such as The Wire Web and Woodstock Electronic Magazine, Crystal Bay Virtual Village Zines and Greenpeace.org incorporate an aspect of our environmental content, but do not encapsulate our reform message. Enviro sites in Australia such as Big Scrub, GECO, Friends of the Earth and The Wilderness Society are all lobby driven so lack objectivity.
Political commentary news ezines have done extremely well in the U.S. North American Forum, Intellectual Capital.com, European Cultural Digest, The Opinion, Human Beams, Singleminded, The Daily Editorial, Mercurial, NewsView, International News Magazine, Freelancer, and RGB. World Online Magazine are examples of international ezines with similar content that have worked. Novo is the only Australian ezine we know of that successfully covers part of our field. However it is youth based. In Australia amateur right-wing political current affairs ezines such as 'New Australian' from Melbourne did not survive and had little in common with our production.
Free literary and art ezines in Australia such as Thylazine, Ozpoet, Siglo, Overland (in print also), e-MESH, Geekgirl and Jacket are more web sites than magazines and should provide useful links to our site. Their hit rate mostly is only a few thousand a month. In the U.S. the ezine Mystic-Ink gives extensive facilities for up and coming authors. The ezine Nepenthe Journal covers travel story writing in a simple but graphically dynamic format. Monkey Planet, ViewZone, Thinkdif, ViewZone, Good Magazine, Jinx Magazine, E-Trash, Zen Psycosis, Failure Magazine; literally there are thousands of literary websites and ezines world wide - most are one man shows for a limited audience and infrequently updated, yet they clutter up the ezine market.
Almost all of these are free, however many database systems have userpays subscription. Lawnet, The Wall Street Journal, High Wire Press, software, games, most porn sites… For instance to access Sydney Herald newspapers' on-line archive costs $1 per article. According to the ANU E-Commerce/E-Publishing Issues paper delivered by Dr Ciolek in 1997, was very negative about publishing on-line. In 1997 publishers earned less than 20% from advertising, most relied on large payments from scholarly organisations, government or companies for start up and maintenance. Subscription payments earned usually about 6% of revenue due to consumer reluctance to pay on-line when one could receive it free elsewhere. His assessments were based on high cost transactional sites costing up to $2.8M per annum to run. However we should be able to keep our costs down initially to what he would describe as a partly promotional site. He did not consider sites that offer advertising for revenue, which we do, nor providing content for ISPs for revenue such that their customers could obtain subscription free content. Therefore we are not reliant on subscription income. We also believe that if a service is not paid for it is not valued.
Indirect competition by Australian produced magazines are The Bulletin (circulation approximately 89,500). The Bulletin has focused more on business and less on general interest and literature in the last 10-20 years. The quality of its current affairs articles is lack lustre (in substance and controversy) and consequently it has lost circulation numbers, we expect that trend to break with Max Walsh.
Internationally 'The New Internationalist' is printed and relatively small circulation and tends to focus more on human rights and international issues. Most of its articles are free on the Internet and it has plenty of subsidiary sites. 'The Smithsonian', 'New Statesman' all provide a small section free on the Internet with subscription by credit card to the printed magazine. 'New Yorker', 'Bulletin-Newsweek' and 'Wild' provide no free section only subscription to the printed magazine. 'The Times' in London provides an extensive free news service, as does the 'BBC' and 'CNN'.
For more information see below appendix two and three.
TRAVERS-MURISON INTERNET MAGAZINE (TMMAG) / EZINE
Approximately $350,000 has been invested into this project to date.
10% of profits will go to charities supporting human rights, the environment and social causes or to other non-profit organisations.
10-30% of Revenue will be earned through subscription. 20% of content will be free and the rest of the magazine will be accessible through a password registration. This means banner advertising and numbers can be built up even by visits from people who do not subscribe. 3,000 free subscriptions will be given (subject to conditions).
70-90% of revenue will come from ISP subscription as a content provider, advertisements which will be corporate, Internet, and e-commerce relating to our content of social, environmental, travel, literature and education. We hope any other advertising to be fashionable, promoting very good quality products produced in an environmentally safe manner. There will be shopping/ecommerce facilities.
James Travers-Murison is President of the magazine, which will be organised, with a Board of Directors. An Internet Company will be contracted to provide web design and possibly hosting.
Mr Travers-Murison is a qualified solicitor since 1989, tax consultant, and journalist. His experience has been with Deacons and Ernst & Young in Melbourne, and KPMG in London. He has freelanced as a journalist with his own business, Enligtenart since 1996.
We conducted our own survey and did extensive statistical secondary research.
10 billion emails are being sent everyday on the Internet in 2000; according to www.usa.nedstatpro.net. Since 1997 there has been a 59% increase in Internet users. 6.8 million people are on-line in Australia. One third of Australian homes have Internet access, 2.3 million households; May 2000 ABS 8147.0. Our survey found 85% of people in the A.C.T. have Internet access.
Ecommerce will be worth $1.3 billion by 2002 in Australia. Annual 126% growth in Internet advertising expenditure and 59% growth since 1997 of Internet users, furthermore the professionals that we are targeting now represent 35% of the work force.
UCLA survey determined in August 2000 that 67.3% of Internet users ranked the Internet as their key information resource. 54.7% of Internet users said most on-line information is credible. Political understanding could be aided by on-line information according to 45.6%.
It is now considered that Internet news is replacing television news. 15% of people in the U.S. read on-line news daily, 33% once a week. 45% enjoy reading news and only 30% feel overloaded; Pew Research Center, June 2000. Australia is following closely this trend. Our survey showed in the A.C.T. Internet users read magazines, news or current affairs on the Internet: Twice daily or more 6%; Daily 18%; Weekly 41%; Monthly 24% and Never only 12%.
68.7% of all people were concerned about the environment and 73.4% of 45-54 year olds according to the ABS. Also our tmMAG survey exposed an average rating of 8.15 (max 10) for concern about the environment and the need to protect it and 6.35 said they would read a technical article on environmental reform initiatives. Preventing old growth logging was important to 8.15. Reducing air pollution to 7.75.
The September 1997 Morgan Readership Survey Index top ratings went to 'socially aware' readers at 118, 'look at me' at 115 and 'visible achievers' at 111 on a scale of 100, this suggests readers are looking for hard-hitting social current affairs and affluent wealth.
We see a niche in the Internet market for the professional, socially aware environmentally conscious and educated Internet class in the Australasian region.
In a rapidly expanding market this Internet magazine will be unique in providing them with Australian social, political and environmental reform and hard investigative news features combined with satirical literature.
We are assuming providing content to 10 mid-range ISPs, 2,200 paying subscribers and 220k visitors per month by year end 2003. Market research suggests this level of viewers and subscription to be obtainable. We believe we can obtain this level of hits due to sustained marketing and promotion with high profile sites and with content provision to ISPs.