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#Written by David Tam, 1999.           #       
#davidkftam@netscape.net Copyright 1999#  
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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!

    Source: geocities.com/siliconvalley/campus/9640/4thYear/Business

               ( geocities.com/siliconvalley/campus/9640/4thYear)                   ( geocities.com/siliconvalley/campus/9640)                   ( geocities.com/siliconvalley/campus)                   ( geocities.com/siliconvalley)