Just Another Game

Cover Price: P170-P200
Initial Circulation: 40,000 copies
Target Market: 18-30, Majority will still be C Market Readers

Why P170-200 bucks? Because they’re trying to position themselves as a magazine for the A market (sure, sure). For the curious ones, FHM is at P125 and Maxim is at P140, while Manifesto and Rogue are at P170 (if I’m not mistaken)

Initial circulation would then be at 40k (a million if they get Anne Curtis), for the simple reason that no magazine in the Philippines can make it to 80,000 in a whim.

The business model? Here is my take.

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I’ve been waiting to post some information about this (until I got some insider info), and I guess now is the perfect time.

I just don’t understand why they would start with a Blogspot blog to “formally” announce it. How “class A” of them. The blog can be found here, but let me dissect their statements one by one and give my take on things.

Our very first issue will come out this April. Targeting a select group of readers belonging to the A market with 80,000 circulation. PLAYBOY readers are highly discerning Men and Women who are at least 25 years old with high disposable income, are well-traveled and highly-educated, who values their lifestyles. They are also goal oriented and wants to be updated with the latest trends in the market.

If you’ve been in the advertising industry long enough, you will know for a fact that 80,000 Zobels and Ayalas do not exist. Look for pa-cool elementary and high school kids to use the magazine to elevate their er, stature.

Kid 1: Ey, look what I’ve got, Playboy. Mas pang mature market ito, FHM at Maxim, wala yan! At least dito kita yun, ano, ano nya. Secret lang natin toh ah. Ano pahiram mo na ba sakin yung Jenna Jameson mo?
Kid 2: Lul mo.

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