• Description: Better Health and Body provides in-depth, informed reports on the nation’s most innovative and entrepreneurial healthcare services across the continuum of care. News and features cover the entire spectrum of healthy living by providing helpful tips and expert knowledge on fitness, nutrition, general health, beauty, sporting activities and coverage of state-wide fitness related events. BH&B also offers readers discussions on complimentary medicines and supplementation with vitamins, botanicals, minerals and other natural products.

Rationale: What makes Better Health and Body different is that it provides readers with a varied assortment of information for individuals pursuing healthy lives—whether it is natural or technologically driven. Other magazines only focus on the healthcare industry itself or just with ways to exercise and eat better. BH&B provides the latest breakthroughs in nutritional approaches to optimal health; awareness to technological studies and services within the healthcare system; and exercise tips and techniques to stay fit.

• Target Audience: The target audience of Better Health and Body is made up of all types of men and women over the age of 35 in Piedmont area of North Carolina. BH&B magazine is for both, the educated and uneducated, who are health-conscious and seek healthy lives.

Rationale: This generation tends to be cynical of some of the technological advances of the millennium. BH&B gives these readers an in-depth explanation of some of the health options of the emerging technology so they can live longer and healthier lives.

• Content: Aforementioned in the description, Better Health and Body is a magazine that provides information on the healthcare industry including new technology, hospital and managed care budgets and executive and company profile. It also provides information on living healthy through fitness and nutrition. BH&B is the one stop information source for making informed decisions on better health and body.

• Distribution: Better Health and Body is a 60-page magazine distributed monthly throughout Vance, Granville and Warren counties of North Carolina. The circulation is 7,000. The ad rate for BH&B is $ 3,567 per page. The publication will be distributed at healthcare facilities, various doctor offices, health food stores and rehabilitation centers. Additional cost will be added for special effects (i.e., lenticular surfaces) and complicated color processes.

Rationale: This area is relatively small with slightly over 100,000 people among the three counties. Twenty-eight hundred issues will be distributed to Vance and Granville Counties at 27 locations each while the remaining 1,400 copies will go to Warren County at 16 locations. The ratio of news, features and editorials to advertisements is 60:40.
Expenses

Printing Expense

Per page per thousand $ 2, 100

Sale Expense

Sales Rep $ 60,000 x .7 = $ 42,000
Sales Assistants $ 30,000 x .2 = $ 6,000
Ad Designer $ 30,000 x .2 = $ 6,000

Content Expense

Editor $ 50,000 x .2 = $ 10,000
Reporter $ 30,000 x 1 = $ 30,000
Clerk $ 25,000 x .3 = $ 7,500

Delivery Expense

Through the mail (per piece) $ 0.40 x 0 = $ 0
By carrier $ 0.09 x 0 = $ 0
In free racks $ 0.03 x 0 = $ 0

Overhead Expense

Other Expenditures $ 21,220

TOTAL EXPENSES $ 124,820

Rationale: Since Better Health and Body is a free publication with a fairly limited distribution, most of the staff of the magazine will be part-time. The sale and content expenses are reflections of the amount of work needed at BH&B. There will be two part-time reporters, who will both write news and features for the magazine. Each news and feature averages around 2 pages per story. Other materials like guest columns and editorials will come from knowledgeable healthcare professionals, readers’ testimonials and landscape writers. The landscape writers will be compensated accordingly. The lead times for news and features are six to eight weeks prior. Lead times for advertising and editorials are four to six weeks.

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