HomeMy WebLinkAboutNegotiate w/Desert Sun - Palm Desert MagazineCITY OF PALM DESERT
STAFF REPORT
REQUEST: AUTHORIZATION TO NEGOTIATE A FULLY DEVELOPED
CONCEPT FOR A PALM DESERT MAGAZINE WITH THE
DESERT SUN
SUBMITTED BY: Kristy Kneiding, Marketing Manager
DATE: March 25, 2010
CONTENT: Desert Sun Overview: New Magazine For Palm Desert
Recommendation
By Minute Motion: Authorize Staff to negotiate a fully developed concept
for a Palm Desert magazine with The Desert Sun, and identify a funding
strategy as part of the 2010/11 budget approval process.
Executive Summary
The Desert Sun is proposing a re -launch of the magazine formerly known as 92260.
This publication, tentatively titled In Palm Desert, would be printed four times a year and
distributed to Palm Desert residents and to select Palm Desert hotels. The proposal
includes a request for City funding in the amount of $110,000 for four -issues during a
one year period.
Staff believes Palm Desert is worthy of a publication that would showcase its lifestyle
and highlight its residents, businesses, and attractions, and is requesting authorization
to negotiate a more fully developed concept. The Marketing Committee endorsed the
idea of an iconic magazine at its meeting of March 16, 2010.
Staff proposes the detailed concept and funding mechanisms for the City's sponsorship
of the publication be presented as part of the budget discussions for next fiscal year.
The Desert Sun representatives have indicated that the City's contribution could
potentially be reduced over time, subject to the venture's success.
Background
A magazine dedicated to the City would help Palm Desert promote some of the
community's most important business sectors including retail and restaurants. Hotel
Staff Report
Authorization to Develop a Concept for a Palm Desert Magazine with The Desert Sun
March 25, 2010
Page 2of2
guests and part-time residents would be encouraged to take the publication home,
furthering the reach of the marketing piece.
The Desert Sun staff would be responsible for editorial content, photography, and layout
of the 52-page publication. City staff would generate up to eight pages of content. The
Desert Sun would set rates, sell advertising, and keep proceeds while covering all sales
and production expenses beyond the City's commitment.
The City generated content could be used to educate both residents and visitors about
the latest news, energy/environmental initiatives, economic and redevelopment projects,
as well as activities and special events.
The Palm Desert branded magazine would be distributed in home -delivered copies of
The Desert Sun, through mail delivery for non -subscribers, and to designated hotels.
Staff anticipates that the first issue will debut in September. Additional details are
included in the attached overview provided by The Desert Sun.
Fiscal Analysis
Staff proposes the detailed concept and funding mechanisms for the City's sponsorship
of the publication be presented as part of the budget discussions for next fiscal year.
Funds are not included in the current preliminary 2010/11 budget.
Submitted By:
Kristy Kneidlirig, Marketing Mager
Approval:
Paul S. Gibson, Director of Finance
M. Wohlmuth, City Manager
Department Head:
JuscCarthy, AC
CITY COUNCILA
APPROVED
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thedesertsun.com
OVERVIEW: A NEW MAGAZINE FOR PALM DESERT
Introduction
Palm Desert is clearly a sophisticated city on the move.
Despite the economic challenges confronting all corners of California, Palm Desert has held a
steady, long-term view of the future. That has allowed it to add to its retail mix, broaden its
commercial real estate base, expand its tourism offerings to out-of-towners and emerge as an
international leader in the green energy/sustainability effort.
Clearly, there are numerous positive aspects to living, shopping, dining, entertaining and visiting
Palm Desert. It will be those "touchstone" topics — found on El Paseo and the Living Desert to the
spas, hotels, restaurants and specialty shops sprinkled throughout Palm Desert — that will be the
focal point of a new glossy magazine proposed for the city.
The Desert Sun is eager to be a partner with the city in the launch of this publication. We are the
Coachella Valley's leader in news and information, as well as the trusted advertising source.
Additionally, our distribution and reach are unparalleled, allowing us to offer full penetration in all
Palm Desert households, high -traffic tourism spots, notable shopping corridors and all city hotels.
The proposal includes the following:
• Publication: We will produce four editions per year (the schedule will be adjusted to
match seasonal needs) starting in May 2010. Up to 40,000 copies will be produced per
issue.
• Distribution: It will be distributed in home -delivered copies of The Desert Sun, through
mail delivery for non -subscribers in ZIP codes 92260 and portions of 92211. Copies also
will be provided to designated hotels.
• Desert Sun -generated content: The Desert Sun will be responsible for editorial content,
photography and design. Editorial control will remain with The Desert Sun staff.
• Palm Desert -generated content: The city will have up to eight (8) pages reserved for
city -specific news and information for which it will retain control. Those pages will be
appropriately labeled as advertising supplement.
• Advertising: The Desert Sun will set rates, sell advertising and keep the proceeds,
covering all sales and production expenses beyond the flat rate commitment from the
city, expressed below.
• Size, format: 8 3/8 x 10 7/8 inches, matte finish. Minimum page count: 52.
• Expense: Palm Desert will provide financial support for the magazine:
o $27,500 per issue for 4 page cover 7 pt matte with interior pages on 70Ib matte
text. It will be perfect bound.
o Any costs related to additional adjustments requested by the city will be passed
along to the city.
750 North Gene Autry Trail Palm Springs, California 92262
760,322,8889