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Bay Area advertisers already know the favorable demographics of advertising to Cal alumni. What's new here is the character and content of the publication as that can be compared to other advertising opportunities, such as game-day programs and alumni magazines. With content that includes opinion and analysis articles about Cal Sports and in-depth interviews, research indicates that these magazines are frequently read from cover to cover (unlike the others), and circulate from the initial recipient to an average of 3.5 other readers.
TheInsiders as an organization have an extensive background in sports publications, and have developed a highly-cost effective publishing mechanism. Economies of scale and economies of advertising (via the websites) help explain why every single one of these magazines is succeeding. (This is almost unheard of in the new magazine business).
With the rapid growth of instant-news websites, several major sports weekly publications have left the market; for instant news, websites like CyberBears are now THE locus of information. However, in contrast with the decline of the sports-weekly, a niche remains open for the monthly magazine that contains lengthy and thoughtful analysis and commentary, perhaps including interviews that can go beyond the standard sports cliches. The magazine has the kind of content that a reader wants to sit with and read at leisure. One experienced (Cal-related) media person carefully reviewed samples of these magazines from TheInsiders and said, "If I'm a Cal fan, I HAVE to have this magazine". (Thank you, Marty).
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