Billboard 05

VOL. 05
PRICE $12.00
100+
BUSINESS TIPS
VESTIBULUM ID TORTOR
PORTA, ELEIFEND PURUS
VEL, SAGITTIS PURUS. SED
ISSUE DECEMBER 2022
KAROL G
BICHOTA TOUR
Colombia

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Contents
1. About us
Big on marketing
ATL (Above the line)
BTL (Below the line)
3. Business Plan Assumptions
4 Potential Market:
5 Market Population:
- Total population
- Total population in the target
demographic
- Competitive Set
- Brand
- Circulation / frequency / cover
price
- Traffic
- Social followers
6 Editorial:
- What is the size and breakdown
of the editorial staff?
- Editor in Chief
- Art Director
- Etc.
- Will editorial staff be dedicated
to just [PMC BRAND OF INTEREST]?
- What will the positioning and
mission of the magazine be?
- Who is the competitive set?
- Amount of material expected to
pick-up from the US edition
- Editorial mix of categories
- Is the editor in chief able to be
the ‘face’ of the magazine to the press
and public?
- If not, do you have a
spokesperson that can act in this role?

About us.
We are a Colombian based company focusing
on the Show Business Entertainment,
Marketing, and Advertisement business. With
over 25 years of experience, we have developed
valuable relationships with international stars
and artists of various genres.
We speak the language of
Entertainment because we have
lived in it for many years. We
organize a variety of mega concerts,
fairs, carnivals, family shows and
sport events. Our ample experience
and proven track record of success
makes us one of the industry
leaders.tt

Big On
Marketing
With every brand and show, we focus on 3 main
GOALS when it comes to marketing strategies.
By implementing a solid plan we help our
clients REACH the maximum audience and
visibility, we also aid brands and shows get the
right ATTENTION with our partnerships across
the country, moreover generating AWARENESS
by brand building through our key channels
using the right visual, voice, and
communications.
ATL
(Above The Line)
BTL
(Below The Line)
PRINT MEDIA
-Newspaper, weekly (Strategic partnerships
with the most important papers in Colombia)
-Prints such as transit posters, flyers and
handouts, posters for retail malls, city squares,
etc.
-Billboards in mayor intersections, airports,
malls, bus stops, etc.
TELEVISION AND RADIO
-Tv commercials, with established target
specifications nationwide.
-Tv appearances in national tv live shows and
streams.
-Radio commercials (with strategic alliances
nationwide)
-Radio broadcasting advertisement campaigns.
DIRECT MARKETING
-Creative campaigns through social media channels with
verified influencers, national celebrities and top brands.
-Advertising though our nationwide newsletter.
-Online banners, blogs, targeted emails, etc.
-Targeted search engine marketing through paid
advertisements
PUBLIC RELATIONS
-Sponsorship campaigns in events, competitions, etc.
-Advertising through press conferences, nationwide
events, viral marketing campaigns, etc.
-Media and press kits (with alliances)
ACTIVATIONS & GUERILLA MARKETING
-Advertising experiences in events, fairs, public places,
etc.
-Creative exhibitions.

Business
Plan Plan
Assumptions
Potentia
colom
Total po To
50.995
15-45 years 15-45 years
target target market market
population population
24.597.600 24.597.600

15-65 years 15-65 years
Market Market
population population
34.815.418 34.815.418
l Market
mbia
pulation
7.951
0-14 years 0-14 years
Market Market
population population
11.537.074 11.537.074
65≤ years 65≤ years
Market Market
population population
4.645.459 4.645.459

Potential Market
Colombia
Total population in the
target demographic
1.844.205
1.311.207
Pacific Region
368.449
(28.1%)-(3-4-5)
3.973.129
Central Region
1.116.449
(28.1%)-(3-4-5)
1.278.674
Caribbean Region
359.307
(28.1%) (3-4-5)
15 - 45 Years
Men and women from the main cities in
Colombia's middle and upper middle
socioeconomic levels.
1.844.205

Competitive set
BRAND
CIRCULATION FREQUENCY COVER PRICE TRAFFIC
SOCIAL
FOLLOWERS
Magazine
SHOCK
(https://
www.shock.co/)
100%
digital
Daily
content
Free 200 k aprox.
posts
per month
Facebook:
736K
Instagram:
208K
Twitter:
82,5K

Editorial
1
2
3
4
5
6
Will editorial staff be dedicated to just
[PMC BRAND OF INTEREST]?
// The editorial staff will be 100% dedicated to the magazine.
What will the positioning and mission
of the magazine be?
// By 2024, we want to be the best-known and most-read
magazine in Colombia. We are aiming to be the first choice
and top of heart for our consumers.
Who is the competitive set?
// Our main competitors are SHOCK magazine, along with
varied genre magazines such as SEMANA and VEA.
Amount of material expected
to pick-up from the US edition
// We are hoping to create our own content hope and use an
additional 30% of the U.S. edition content.
Editorial mix of categories
// Our category choices include music, new artists, events,
hot 100, genres and an international section.
Is the editor in chief able to be the ‘face’ of the magazine to the
press and public? If not, do you have a spokesperson that can act
in this role?
// Our magazine will preferably have a business and public
relations director who will be the public face of the magazine.

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Editorial
Editorial
Department
Editor In
Chief
Contributing
Editors
Art + Desing
Department
Contributing
Columnists
Creative
Director
Copy
Chief
New
Editors
Photo
Editor
Copy
Editor
Web
Contet
Editors
Web
Designers
Staff
Writer
E

Size and breakdown of the editorial staff
Business
Administration
Advertising
Sales
Department
Circulation
Department
Production &
Manufacturing
Deparment
Advertising
Sales
Director
Circulation
Director
Planning
Manager
Production
Manager
Regional
Sales
Representatives
Subscription
Manager
Production
Editor
itorial

Circulation
1
Is there a central circulation
department or is there one person
dedicated to each title?
// We have a circulation department
with a director in charge.
2
How are you going to build the
subscriber base?
// We will use direct marketing, free gifts with
digital subscription. This will allow us to build
our subscriber base using cross marketing with
other ALS Events business units including
digital content strategies and ALS and partners’
social media.
3
Who is your distribution partner?
// We hope to partner with the national
bookstore and magazine distributors
across the main cities we are planning
to penetrate, corresponding to the
regions of coverage that we plan to
penetrate.
4
What are your main retail outlets
(bookstores, newsstands, train depots,
etc.)
// Convenience stores
// Hard discount stores
// Supermarkets

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Advertising
marketing
team
Social
Media
Manager
Community
Anallyst
Content
Producer
Designers
Copywriter

Size of the advertising and marketing team
Marketing
Department
Marketing
Diirector
ADS Digital
Manager
Webmaster
Creative
Director
SEO y SEM
Analyst
Multimedia
Designers

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Advertising
1
Will staffs be dedicated to just
[PMC BRAND OF INTEREST]?
// Our advertising staff will be 100% dedicated to the
billboard magazine and occasional requests from ALS
Entertainment.
2
Who are the key target advertisers
for [PMC BRAND OF INTEREST]?
// Mainly we aim to have
advertisers from the music guild in
Colombia such as radio stations
and broadcast chains. Currently we
have ALS Entertainment big
publishing partners/advertisers
such as Coca Cola, Sabmiller,
Movistar, Éxito, Tecnoquimica and
Diageo.
3
What % of these advertisers
already advertise with you?
// We expect to have 100% of
ALS Entertainment's advertisers.

Marketing
Launch plan
Magazine Development
Strategy
Product descriptions
and portfolio
Targeting and
positioning
Usage test
Competitor analysis
Distribution Strategy
Pricing
Promotion strategy
Marketing campaigns
Web Design Magazine
Mobile app design
3 Months
2
4 Months
2 Month
Arrangements
Magazine
presentation
Social media setup
E -newsletter design
Print design
Radio and TV
advertising plan
Promotional video
Manpower allocation
of promotion events

Week
Launch
Launch event/Grand
Opening
Speaking
engagement
Email announcement
PR and events
Social media update
SEO
Web update
Commercial media
broadcast
1 Week
Promotional
Press Release
Sample delivery to
channels
Buyer and targeted
media
Sales training
Sales guide

Marketing
1
3
Cross promotion through your other titles?
// We are currently only screening billboard
magazine in our portfolio.
2
How many people are in your database that fall within the target?
// ALS Entertainment has a target audience database of 10000 active
contacts. 100% correspond to the target audience of billboard magazine.
What is the subscription marketing plan?
// We will use direct marketing such as brand activations, free gifts or samplings with digital
subscription, influencer campaigns and others. This will allow us to build our subscriber base
using cross marketing with other ALS Entertainment Business units including digital content
strategies and ALS partners’ social media.
4
What is the newsstand sales strategy?
// Our point-of-sale strategy focuses on direct marketing actions (BTL)
promoting news of interest and exclusive content, promotions and discounts
for affiliation and referral programs using AR technology between physical
stands and the digital magazine.

Brand Extensions
What brand extensions will be relevant for your market and what is their projected size for
[PMC BRAND OF INTEREST]?
// Concerts, showcases, festivals, awareness
Website and blog Special music issues Events (concert) Other (showcase)
Other Revenue
Streams
What are they?
Billboard Music Awards Colombia
Showcase Billboard Colombia
Billboard Latin Music Week Colombia
Colombia Amas Billboard Fest
Billboard Live Music Summit Colombia
Billboard Summer festival
Concert all stars Billboard Colombia

Sponsors