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Panpa Bulletin : February 2006
An independent, London- based published company will be launching a new in- teractive digital magazine, called Avantoure, in March this year. The rationale for the publica- tion is based on the concept of 'Life is a Game', which builds it's content around six game ele- ments: roles, games, toys, places, rules and players. These elements are reflected in each section of the magazine, i.e. Jackpot, Homo Ludens, Trophies, Adrenaline Rainbow, School of Trickery and Anthology of Temptation. In Jackpot, stories will be told of adventurers, risk-takers, con- fidence tricksters and explorers. Anthology of Temptation will take readers into a play/game between men and women, with complementary photo sessions. Trophies will feature all those 'must have' and ironic trophies we use to commemorate victories and conquests. School of Trickery will provide insiders' tips on deal- ing with diverse areas of life, from winning at poker to living with- out money in the city. Adrena- line Rainbow will take the reader to exotic places, not just travel destinations but clubs, carnivals and the like and Homo Ludens is the more physical aspects of life, games and sport and gaming. The editorial team is a young, multicultural team that is based all over the world: London, New York, Moscow and Italy. Publisher Ser- afima Bogomolova has brought together a team of experienced journalists and designers. The world-wide nature of the group should mean diverse and interest- ing ideas, although it also remains to be seen whether such a wide- spread team can work together to consistently meet deadlines. The digital magazine will of- fer a paper like experience, with the same layout, text and adver- tisements as the printed version, but there are added advantages from the digital format, such as animated pictures, hyperlinks, audio and video trailers embed- ded within the magazine. An im- portant feature of the magazine will be the forum, where readers will be able to instantly react to what they see and do and interact with other readers, thus no doubt guiding the development of the magazine. They have set the target audi- ence as 25 to 45 year olds, well off and affluent people, employ- ees of blue chip companies and computer savvy, with a perceived audience break-up of 85 per cent male and 15 per cent female. They have anticipated the distribution will be varied, with most from their own database and the web- site and 15 per cent being passed onto other people. They are plan- ning to publish bi-monthly: Janu- ary, March, May, July, September, November. The subscription cost of the magazine is relatively low, $19.99 US for an entire year, however it is clear that it is through advertising they plan to make their money. To entice advertisers, they've pointed out the added benefits the digital medium can allow: links to the advertisers website, the ability to include additional editorial, designing more inter- active and interesting advertise- ments and the ability to track ad- vertising and whether it is being noticed and connected to. What's more, the publisher believes this can be done for less than the cost of a normal print advertisement. They have provided the costs for standard advertisements, and then have added digital effects such as website and email links or audio files at an extra cost. Thus, a half page advertisement with email and website links and a video will cost between 410-160 pounds. They are also offering sponsorship packages, where for a set amount you are guaranteed a certain placement in all issues for a calendar year. You can also have your logo placed on the masthead, on pages throughout the magazine and on materials such as media releases. Minimum cost? 10,000 pounds. The magazine has been pro- grammed by an internet com- pany called Zinio, and they have developed a free reader software called the Zinio Reader. After readers have subscribed, they re- ceive an email notification from Zinio to download the reader software and then the magazine. Zinio Reader works with Windows XP, 2000, Me, 98 and NT, as well as Mac OS X 10.1, 10,2 and 10.3. The first issue of Avantoure will be available free of charge on www.avatoure.com in March. 44 | PANPA BULLETIN February 2006 E-MEDIA Launch of Gen X interactive magazine A new style of media, a new style of advertising, look for their mini-mercial on panpa.org.au