######################################## #Written by David Tam, 1999. # #davidkftam@netscape.net Copyright 1999# ######################################## From tamda@ecf.toronto.edu Mon Jul 12 18:33:16 1999 Date: Sat, 27 Mar 1999 02:59:02 -0500 (EST) From: David Kar Fai Tam To: APS 424S Subject: Subject: #24-03/31/99-"Magazine targets business students" The Globe and Mail, Friday, March 26, 1999. This article talks about a new magazine which made its debut on Friday, March 26, 1999. "Business Sense" is a Canadian national magazine aimed at college and university business students. The founder of the magazine, Mr. David Sher, is himself a business student / entrepreneur from Ryerson Polytechnic University. The magazine has been praised by many Bay Street executives, including CIBC's VP of HR and the president of the TSE. Having a national circulation of around 120,000 and distributed at no charge to 120 schools in both English and French, the business proposal will generate its revenue from corporate advertisements. Mr. Sher believes this business model can not fail because "it's a natural vehicle that links the country's business community with future employees and leaders". It's a gap that has not been filled in the Canadian marketplace, whereas in the U.S. and Europe, such magazines have become very successful. Until now, Canadian magazines of this nature have not made it to market. From the article, we can see that Mr. Sher has followed much of the business concepts study in the various business classes we have all attended. He has found a demand for a new product, discovered that it was not being met in Canada, and is aggressively pursuing the market. As mentioned in the article, this concept has been a smashing success in the US and Europe. Now it is time to bring the concept to Canada. Mr. Sher's strategy of generating revenue from corporate advertisements is very smart. It shows that he has business acumen. University and college students do not have a lot of money in general. Spending it on a business magazine subscription is very unlikely. However, leading-edge corporations are constantly looking at ways of self- improvement and in hiring future leaders and managers. Advertising in Mr. Sher's young business magazine will give the corporations a very focused market to promote their companies to bright, young, entrepreneurial future business employees and leaders. If I were running a leading-edge corporation, I would definitely promote my company and encourage graduating students to investigate my company and apply for employment. What is very interesting about this business is that Mr. Sher originally conceived of it for a business assignment!!! Very much like our own business plans, which is worth 30 % of our final mark, we may be able to successfully apply our plan to the real business world. In fact, I have no doubts that at least one person in our business class will successfully pursue his/her business plans. Look forward to hearing about us in the news in the near future!