New mag Culture Shock targets social, edgy crowd
The magazine will use social media and word of mouth to push its launch
Cult Fiction LLC has readied a January launch for Culture Shock, a lifestyle magazine for young men in their 20s and 30s. The title will begin with six issues each year and circulation of 30,000.
Culture Shock will cover sports bikes and cars along with music, girls, tattoos and counterculture trends. The February/March issue will hit newsstands on January 6 and be distributed by Curtis Circulation Co.
Cult Fiction has begun a preliminary advertising push on its Web site and registered a MySpace page for the title, but intends to rely heavily on word of mouth for sales.
“The first few issues will be on the news rack, so I want the cover to really be promotional,” said Ralph Janus, publisher of Culture Shock. “The first cover has a lot of action and attitude — not traditional poses — and the strategy is to position this magazine as a lifestyle title, rather than a transportation title, so that it gets that top rack space at [stores such as] Barnes & Noble.”
The first issue of Culture Shock will carry a page offering subscriptions, but no other marketing plans for subscription sales have been solidified.
Cult Fiction's other title, a motorcycle monthly called The Horse, has done well with newsstand sales at Barnes & Noble, Janus reported. He said he hopes to build on some of The Horse's popularity to gain new readers for Culture Shock, and believes that the new title has the potential to make the same type of impact.
“The Horse fills a pretty strong niche in the chopper scene, and we were thinking we could grab another niche if we try,” Janus said. “[The] print media arena is risky now, but I think this would be considered an affordable luxury by the young adults we're targeting. Hopefully, it will capture their interests because the magazines that usually target that age group are not edgy. But we're going to try to be edgier with a look at the underground culture.”
Culture Shock's initial goal is to sell 20% to 30% of the first few issues to cover expenses. Should the magazine surpass that and continue to grow in its first year, it will be transitioned to a monthly circulation.