2. COMPANY
! First Published in 1929
! Newspaper for Japanese Americans
! 501(c)(3) organization
! Published by the Japanese American Citizens
League (JACL)
! Based in Los Angeles
! Print circulation: 30,000
3. CUSTOMER
! Print and Online
! Aged 50 years and older
! Well educated and affluent
! Primarily JACL members
! 78% live on the west coast; 66% in California
4. COLLABORATOR
! Japanese American Citizens League (JACL)
! Launched in 1929
! Oldest and largest Asian American civil rights
organization in the United States
5. COMPETITION
! Hyphen Magazine
! “Asian America Unabridged”
! Online content and biannual print publication
! 18 to 44 years; educated; professionals
! Integrated with social media platforms
! KoreAm Journal
! “Korean American Experience”
! Online and monthly print publication
! 18 to 44 years; educated; professionals
6. CLIMATE
! Shifting media consumption habits
! Economic decline
! Lost advertising revenue
! Newspaper industry suffered the biggest
decline from 2007-2011 (28%)
! Print advertising declined more than 17%
! 19th century business model
7. RESEARCH OBJECTIVES
! To develop a deep understanding of Pacific Citizen’s present
situation.
! To identify Pacific Citizen’s unique value proposition.
! To identify Pacific Citizen’s potential target audience.
! To understand the needs, interests and habits of identified
target audiences.
! To develop new revenue models for Pacific Citizen.
8. HYPOTHESES
! H1: The Japanese American market—historically,
Pacific Citizen’s target audience—is not a viable
or sustainable market in the long term.
! H2: There are currently no national media
outlets serving the Asian American population.
! H3: The growing Asian American population is
an attractive target market for Pacific Citizen.
9. METHODOLOGIES
Research Plan (28 April – 11 May 2012)
Sun
Mon
Tue
Wed
Thu
Fri
Sat
28
Caroline Paul Niwa, Margie
Aoyagi-Stom, professor of Yamamoto,
Pacific journalism a current
Citizen’s at Emerson Pacific
editor-in- College Citizen
chief.
subscriber
29
30
1
2
3
4
5
Final
Presentation
Mariko
Morimoto, assistant
professor of marketing
communication
at Emerson
College
6
7
8
9
10
11
12
Conducting Interview
Conducting an Online Market Survey
Secondary Research
10. Issue I: The Japanese American market is not a viable and
attractive market for Pacific Citizen.
Asian Population by Detailed Group 2000 and 2010
Source: U.S. Census Bureau
11. Issue II: Pacific Citizen has limited online awareness and
involvement on social media platforms.
Source:
http://siteanalytics.compete.com/pacificcitizen.org/
12. Issue III: The decline of the newspaper industry threatens
Pacific Citizen’s current business.
Newspaper Advertising Revenues
Daily Newspaper Ad Revenues Have Fallen Sharply
Source: Newspaper Association of America
13. Insight I: The Asian American population is an attractive
market for Pacific Citizen.
! With a total population of 17.3 million, nearly 50% of all
Asian Americans live in just three states: California, New York,
and Texas. In California, Asians represent 13% of the total
state population.
! Asian American consumers wield $579 billion in spending
power, have the highest median income, and are ranked the
first in educational attainment.
! The Asian American and Media Market Research survey
showed that 71.6% are interested in reading a national Asian
American lifestyle magazine.
14. Insight II: Pacific Citizen has the potential to engage a
community that has strong Internet usage and literacy.
15. Insight III: Pacific Citizen can leverage the recent rise of the
niche magazine industry.
Source: Audit Bureau of Circulation, FAS-FAX report for Consumer Magazines
16. Insight IV: Pacific Citizen is one of a few Asian American
publications, possessing both inherent strengths and
weaknesses.
! Strength: Pacific Citizen serves as a national publication
for the Asian American population.
Ms. Yamamoto: “I will call it an Asian American newspaper,
a national publication that covers activities across the
country. For people on the east coast, it is probably the only
national newspaper that we have; all of the others are
regional. I tell them that because we are wide spread in the
area. It is difficult to access this information easily. Most
people appreciate the fact that they can’t get this news any
place else.”
17. Insight IV: Pacific Citizen is one of a few Asian American
publications, possessing both inherent strengths and
weaknesses.
! Weakness: There is too much emphasis on the JACL and
not enough content that will help to generate interest
from new audiences.
Ms. Yamamoto: “I am Pleased with [Pacific Citizen].
However, I wouldn’t be happy if it just had news about JACL. I
want to see general Asian American activities and news. I
think one of the best issues they did was the food issue. Any
culture food is a common denominator. I wish there was a
way to be more in.”
18.
19. “The new Pacific Citizen is the
only publication dedicated to
providing national news and
human-interest stories that
connect contemporary Asian
Americans to their community
and with one another.”
20. MARKETING OBJECTIVES
! Increase Pacific Citizen’s brand awareness
within the target market by 20% within 24
months.
! Increase print and online advertising revenue
by 10% within 24 months.
! Increase print circulation by 50% within 24
months.
21. MARKETING OBJECTIVES
! Increase new paid magazine subscribers by
100% within 24 months.
! Increase unique website visitors by 150%
within 12 months.
! Reposition Pacific Citizen and reintroduce it
as a lifestyle magazine.
! Identify new partnerships.
22. COMMUNICATIONS OBJECTIVES
! Create 30% awareness of Pacific Citizen
among Asian American consumers aged 18
to 45 years within 12 months.
! Communicate the connection between
Pacific Citizen and Asian American news and
interests so that 25% of the target market
develops interest in the magazine.
23. COMMUNICATIONS OBJECTIVES
! Encourage trial of Pacific Citizen among 10%
of Asian American consumers, aged 18 to 45
years in 12 months.
! Develop and maintain regular purchase of
the Pacific Citizen magazine among 10% of
Asian American consumers, aged 18 to 45
years within 24 months.
24. COMMUNICATIONS OBJECTIVES
! Encourage trial of Pacific Citizen among 10%
of Asian American consumers, aged 18 to 45
years in 12 months.
! Develop and maintain regular purchase of
the Pacific Citizen magazine among 10% of
Asian American consumers, aged 18 to 45
years within 24 months.
25. CREATIVE OBJECTIVES
! Launch four creative campaigns in a 12-
month period, complementing the IMC plan.
! Articulate the publication’s repositioning as a
lifestyle magazine for the Asian American
community.
! Generate brand awareness as well as
engagement with Pacific Citizen’s target
audience.
46. SOCIAL MEDIA
! Facebook, Twitter, and Youtube
! Goals:
! Generate Brand Awareness
! Increase Brand Awareness
! Build a Relationship with Audiences
47. OUT OF HOME
! Billboard
! Goals:
! Generate buzz
! Glean awareness about the Pacific Citizen brand
! Strengthen the Brand Credibility
48. EXPERIENTIAL MARKETING
! Flash Mob
! In 4 major cities with Asian American
population
! Goals:
! Increase unique site visitors
! Generate Buzz and Excitement
! Get audiences to share their experiences with
their networks
49. BUDGET
YEAR ONE
(42,000 Subscribers, 30,000 Original and 12,000 New)
Circulation Revenue (12,000 @ $40)
$480,000
Advertising Revenue*
70,000
Total Revenue
$550,000
Cost of Goods (Printing of 12,000 @45,000 price)
4,500
Gross Margin
$545,500
Marketing (@ 50% of Revenue)
275,000
Balance for Sales & Administration
$270,500
*Based on $175,000 @ 30,000 Circulation = $5.80/Copy
50. BUDGET
YEAR TWO
(60,000 Subscribers, 30,000 Original and 30,000 New)
Circulation Revenue (30,000 @ $40)
$1,200,000
Advertising Revenue*
175,000
Total Revenue
$1,375,000
Cost of Goods (Printing of 30,000 @45,000 price)
11,000
Gross Margin
$1,364,000
Marketing (@ 25% of Revenue)
350,000
Balance for Sales & Administration
$1,014,000
*Based on $175,000 @ 30,000 Circulation = $5.80/Copy
52. “In any line of human endeavor,
it is a simple fact of ethics that it
always requires a great deal of
effort and energy to start
anything new.”
- Morikazu Ida
Consul General of Japan
Printed in first edition of Pacific Citizen, October 15, 1929
