BOBBi publisher Abbis Mahmoud, whose premiere issue hit newsstands last week, bills his new publication as ‘the first complete lifestyle and fashion magazine’ for Canadian women 17-34 – one whose differences from other such publications begins with the fact that its covers will always feature a man, the first being actor Matthew McConaughey.
With a cover price of $4.95, the magazine’s initial circulation is 76,000 (70% newsstand, 3,750 paid subscriptions). Toronto-based Mahmoud says his strategy is ‘strong editorial content’ and a maximum ratio of 40% ads, and that he is ‘welcoming fashion and beauty advertising, but also seeking advertisers who want to reach this demographic but haven’t traditionally advertised in women’s magazines – liquor and beer, motorcycle, gadgets, computers, video games, online gaming, dating.’ Advertisers in the inaugural issue include Calvin Klein, Rocawear, Schwarzkopf and Ocean Pacific.
Mahmoud plans to build on his successful track record as publisher of another Canadian magazine, Urban Male, with an aggressive marketing campaign that will begin in September with BOBBi billboards and radio advertising in Toronto, Montreal, Calgary, Ottawa, Vancouver and Halifax. Meanwhile, in a series of promotional stunts in these cities, ‘BOBBi boys’ will stand at the busiest intersections handing out free copies of the magazine. As well, launch parties across Canada will be staged with ‘special celebrity appearances.’
In the future, Mahmoud says his team will host large events throughout Canada on a regular basis to which ‘anywhere from 2,000 to 50,000 people’ per event will be invited. These, he says, ‘will be excellent opportunities for advertisers to market and sample to a captive audience in cool settings.’
Temporary pre-site: www.umm.ca/bobbi/coming-soon.html; permanent (to come): www.bobbimag.com
