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Market Magazine

Who says magazines are dead? With the birth of the iPad and the popularity of the tablet, things are just starting to get exciting…

The idea for Market Magazine was born when our friends from Arricoa Online, an online real-estate start-up in Los Angeles, came to us with the concept of a website/publication for the “urban” renting client. Offering more than just static real estate information, Arricoa’s goal was to have interviews and features from neighborhood residents in addition to the aforementioned – in essence, allowing the client to hear from the neighborhood itself about the likes/dislikes of the community.

Connecting people to their neighborhoods without having to ‘friend’ them or belong to their social circle, the decision was made to offer a monthly e-magazine publication, supplemented by a login-capable website, that introduces the reader to their neighborhood by letting them know who their neighbors are and what they do.

The Research

We did a good amount of research, off the bat, in consideration as to the feasibility of the concept. For starters…

Who is our demographic?
Do we offer an alternate print publication for the monthly issue?
Do we offer the ipad/tablet version for free or at a rate?
Does the reader gain any advantages via the online version subscriptions versus the printed version subscriptions?
And will we have much difficulty finding the interviewees?

Alas, answers trickled down as we worked our way through the material. Surprisingly enough, what we thought would be our biggest roadblocks proved to be the easiest and most rewarding duties- residents, for example, were more than happy to provide information about their respective neighborhoods and there was no shortage of new residents. Eventually, we had the positive feedback we needed to give the project the greenlight and get to where we are currently – in full-force with production.

2011 – 2012

With the new year upon us we have a number of goals for the upcoming months. Layout and Design for the publication was completed as of January, 2011. Coding for both the site and the e-magazine is full-steam ahead and will be completed within the year depending on city-based specifics. Not to leave any stone unturned, we’ve secured a number of contractual agreements with management companies for incentives for interviewees and management themselves. Each player gains from the exposure of the publication and all seem eager to get the show on the road.


Being Los Angeles and New York natives, we decided to tackle the two cities first and foremost. Chicago and San Francisco will follow shortly thereafter. What our readers can expect is a publication that has all the benefits of a real-estate magazine, the simplicity of a craigslist ad, and the in-the-know of a neighborhood reader- all beautifully designed, all (yes, it’s been decided!) free, and all available via electronic or printed matter. It’s the answer we all sought when moving to that big city and asking that age old question…What now?

The front-section layout will feature a common color and grid scheme as well as a Table Of Contents with a number of categories targeting specific neighborhood subsets of the city population.

The ‘Upfront’ section will follow a common ‘magazine-style’ layout and will feature interviews, neighborhood nightlife rants and ratings, new building permits posted and ‘…of the month’ type featurettes.

‘On the Street’ and ‘Around the Corner’ sections will follow and address alternate vantage points of neighborhood living.

Separate colors for regional pages help with legibility and identity. Saddle Stitching for each issue will allow for easy access to a centerfold map of the respective city’s targeted regions.

Vacancies will be separated by neighborhood categories and a unique tabbing system will allow for quick access to similar neighborhoods giving the reader a number of choices based on his/her social preferences. Each city will include a number of ‘featurettes’ highlighting individual residents of the neighborhood, their experiences, histories and other details.