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Launch Pad: Antenna
Wednesday, November 14, 2007
Jeremy Greenfield & Courtney Barnes

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Publisher: Harris Publications
Frequency: Quarterly
Concept: A "no frills" style source
Target Audience: Young "hip" urban male consumers

Questions with Antenna Publisher: Dennis Page

â‘  What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?
Creating a magazine that is “art” in itself.

â‘¡ Looking back, what was the most important hurdle you were able to overcome?
Photographing the entire magazine with original photography (no stock, no pickup, no jpegs).

â‘¢ What was the biggest pleasant surprise?
Women’s Wear Daily gave us an out-of-the box glowing review, as though it was a Condé Nast launch.

â‘£ What is the biggest challenge you are facing today?
Trying to get the respect from high-level advertisers that only Condé Nast can command.

⑤ Imagine you have a magic wand and you can strike the magazine and make it human. Describe that human being.
It's a combo of James Bond and Holden Caufield from The Catcher in the Rye.

â‘¥ The number of new magazine launches has been on a steady increase. What advice do you offer to someone wanting to start a new magazine?
Make sure there is a real audience. Don’t create a magazine just for advertisers.

➆ Finish this sentence: In 2011, your magazine will be…
...A brand marketing “think tank.”
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