Long Live Magazine: publication for elderly readers

Abstract

"LongLive長樂" magazine is a bi-monthly lifestyle magazine targeting the elderly living in Hong Kong, specifically those of the age group sixty or above. LongLive aims for a total combined circulation of 180,000 in year one, increasing to 240,000 by the end of year two. The magazine will focus on increasing press runs throughout the first two years with direct sampling, above-the-line promotion, and organizational sales in order to build subscriptions. Furthermore, LongLive will market via established elderly channels. This marketing strategy will be implemented through internet and at locations that elderly spend most time in. Elderly magazine market is still welcome for entry despite the few competitors LongLive faces. With elderly readers that are prone to prefer reading printed materials, LongLive focuses on providing the highest quality in terms of content, and most convenience regarding elderly’s reading habits. The key to success is successful communication between LongLive, elderly readers, and advertisers. Aside from generating income, LongLive strives to be the bridge to communicate elderly’s voice and opinion to their family, to the public, and to the producers who provide them with essential goods and services. This communication also allows LongLive to pinpoint what to include and how to present our content. Successful execution of LongLive’s plan will generate net income of $231,912 by the end of year two. The highlights of the business plan are included in the following sections. The lower margins in year one reflect the marketing costs to build the base of the business.