The Revenue Opportunity

We’d like to present some of the people that run Le Cool across the world.

MICHAEL

Michael McDermott, here about it Publisher Dublin
Michael was doing music events and promotion before starting Le Cool Dublin together with writer and editor Ciaran Walsh in 2009. Here is a brief interview with him in the Irish Times.

Mat Osman

Mat Osman, Editor London
Mat is the founding editor of Le Cool London and the editor of the Le Cool London guide book. Mat is also the bass player and founding member of British rock band Suede. Read more about Mat here.

Lesli

Lesli Karavil, Publisher Le Cool Istanbul
Lesli is the founder of Le Cool Istanbul and has been running the business there since 2007. Before starting Le Cool she worked for several years as an interactive designer both in the US and in Spain. She combines running Le Cool with managing several businesses in the textil industry.

We’d like to present some of the people that run Le Cool across the world.

MICHAEL

Michael McDermott, healing Publisher Dublin
Michael was doing music events and promotion before starting Le Cool Dublin together with writer and editor Ciaran Walsh in 2009. Here is a brief interview with him in the Irish Times.

Mat Osman

Mat Osman, nurse Editor London
Mat is the founding editor of Le Cool London and the editor of the Le Cool London guide book. Mat is also the bass player and founding member of British rock band Suede. Read more about Mat here.

Lesli

Lesli Karavil, pharm Publisher Le Cool Istanbul
Lesli is the founder of Le Cool Istanbul and has been running the business there since 2007. Before starting Le Cool she worked for several years as an interactive designer both in the US and in Spain. She combines running Le Cool with managing several businesses in the textil industry.

We’d like to present some of the people that run Le Cool across the world.

MICHAEL

Michael McDermott, urologist Publisher Dublin
Michael was doing music events and promotion before starting Le Cool Dublin together with writer and editor Ciaran Walsh in 2009. Here is a brief interview with him in the Irish Times.

Mat Osman

Mat Osman, herpes Editor London
Mat is the founding editor of Le Cool London and the editor of the Le Cool London guide book. Mat is also the bass player and founding member of British rock band Suede. Watch this video where Mat shares his experience of running Le Cool.

Lesli

Lesli Karavil, Publisher Le Cool Istanbul
Lesli is the founder of Le Cool Istanbul and has been running the business there since 2007. Before starting Le Cool she worked for several years as an interactive designer both in the US and in Spain. She combines running Le Cool with managing several businesses in the textil industry.

We’d like to present some of the people that run Le Cool across the world.

MICHAEL

Michael McDermott, therapy Publisher Dublin
Michael was doing music events and promotion before starting Le Cool Dublin together with writer and editor Ciaran Walsh in 2009. Here is a brief interview with him in the Irish Times.

Mat Osman

Mat Osman, Editor London
Mat is the founding editor of Le Cool London and the editor of the Le Cool London guide book. Mat is also the bass player and founding member of British rock band Suede. Watch this video where Mat shares his experience of running Le Cool.

Lesli

Lesli Karavil, Publisher Le Cool Istanbul
Lesli is the founder of Le Cool Istanbul and has been running the business there since 2007. Before starting Le Cool she worked for several years as an interactive designer both in the US and in Spain. She combines running Le Cool with managing several businesses in the textil industry.

We’d like to present some of the people that run Le Cool across the world.

MICHAEL

Michael McDermott, hair Publisher Dublin
Michael was doing music events and promotion before starting Le Cool Dublin together with writer and editor Ciaran Walsh in 2009. Here is a brief interview with him in the Irish Times.

Mat Osman

Mat Osman, Editor London
Mat is the founding editor of Le Cool London and the editor of the Le Cool London guide book. Mat is also the bass player and founding member of British rock band Suede. Watch this video where Mat shares his experience of running Le Cool.

Lesli

Lesli Karavil, Publisher Le Cool Istanbul
Lesli is the founder of Le Cool Istanbul and has been running the business there since 2007. Before starting Le Cool she worked for several years as an interactive designer both in the US and in Spain. She combines running Le Cool with managing several businesses in the textil industry.

moneyLet’s talk a little about what kind of revenue opportunity running Le Cool Magazine offers. We will talk about advertising, remedy both display and native, discount rx as well as about how we offer content services, troche produce events and create books and magazines for our clients. Note: the amount of revenue generated depends on many factors, the main one being the dedication and experience of the founding team. The numbers mentioned below are estimations that assume an experienced team, or at least the presence of a full time sales rep.

ADVERTISING AND SPONSORED CONTENT

As with most magazines, digital or printed, we make revenue from advertising. Selling advertising to brands and local businesses is the way most Le Cool editions start financing their venture. We offer display advertising online and in our newsletters. One quite unique aspect of our magazine is that we have a very strong email newsletter. We currently have close to 300.000 people subscribed to one or several of our editions. We sell a lot of cross media campaigns that include both presence in our newsletters and online. Newsletter ads go for a fixed price per weekly issue, while online ads typically are sold for a CPM rate (cost per thousand).

We also monetize through offering sponsored posts and social media mentions, which now is popularly called Native Ads. We do not sell our content, meaning that, for example, a restaurant can not buy a review. We offer posts in the Inspiration/Feature category to brands that wish to communicate a product launch or an event they are putting on. These posts should always be clearly marked as sponsored.

A PREMIUM NICHE MEDIA

Our focus is always to be a premium niche media. That means that we prefer having less advertising and charge higher rates. To get a new edition started we always recommend that you should aim to generate revenue from day one. Team up with two-three cool brands and have them act as exclusive sponsors. As the magazine readership grows the magazine will attract more brands, more advertisers and revenue grows.

SO HOW MUCH REVENUE COULD ONE GENERATE FROM ADS AND SPONSORED POSTS?

Any new market should be able to generate at least 20.000 euros or equivalent during its first year. That is assuming that the edition starts with limited resources, a small team and a brand new reader base.  Larger launches with more financial resources behind it should be able to generate 50-60.000 euros already from year one.

Within a few years the yearly advertising revenue should be at least 150-200.000 euros yearly.

BEYOND ADVERTISING

The really interesting opportunity (from a revenue point of view) lays with providing services such as sponsored content for brands. You can see a sample of projects we have done, and the way we present ourselves, by visiting our agency site.

Any market is invited to explore opportunities that uses the skills, talent and resources that are generated once setting up Le Cool Magazine. Beyond advertising some of the services that any market could offer include:

  • custom content for brands
  • social media management
  • magazine and book creation
  • content syndication

We also provide markets with ideas, concepts and even finished products in some cases. We have created local city guides for beer brands, inflight magazines, on demand guides for hotel receptions and many other concepts that could be transferred to a local market.

While offering services is something we recommend to all markets it is fundamental to have team members with marketing and communication experience to really be able to make the most from these revenue opportunities.

Beyond advertising, services and content projects may very well generate above 1 million euros per year in revenue for a large, mature market. Even for a small market it could provide a steady stream of fixed revenue from local businesses that need help with content for their blog or social media.

Posted in Revenue