Canadian Magazine Industry News
21 July 2008,     TORONTO
New student publication will emphasize careers
Literally translated Luminosus means "bright," but the publisher opts for an alternate Latin translation meaning "inspiration."

What started as an idea in the mind of one university student is now becoming a national student-run lifestyle magazine for post-secondary students and young professionals aged 18-25. Julene Chung—a biology major at McMaster University in Ontario—has founded Luminosus, a bi-annual magazine that focuses on fashion, music, business and social issues, with an emphasis on careers. The 40-page introductory issue is set to launch Sept. 29 and will have a circulation around 10,000.

“There aren’t really any magazines for students unless they are campus publications,” Chung says. “And it is hard to find guidance in high schools and universities,” Even with guidance counselors, students don’t really know what careers are available to them in relation to their major, Chung says. Real-world tips are hard to come by. “We wanted to do something mentor-themed coast to coast.”

The 8.5” x 11” magazine will be printed by either Print Pelican in the United States or Kwik Kopy in Canada on 80-lb cover and 60-lb stock text. Free copies will be distributed at restaurants and stores in Vancouver, Toronto, Montreal and Halifax. The magazine will also have a presence at student events in Toronto.

Chung has pulled in both paid staff and volunteers to help get the magazine out the door. Student executives Joel Douglas (online editor) and Shana Perrotte (beauty editor) at Humber College and Farid Mashatan (ad sales) at York University are contributing to the launch as volunteers. “We had to pay our photographers, Claudia Hung and Matt Yeroshez, and make-up artist, Aniya Nandy,” Chung says.

While publications such as Campus Life and Peace Magazine target the same demographic, Chung says Luminosus is “a grassroots publication, so we have the advantage of word of mouth. We do our own events like concerts and talent shows and work with other student events. In October, we are emceeing an event called ‘Silenced’ held in Toronto by the Future Aces Foundation that promotes leadership.”

The magazine will also use YouTube as a promotional vehicle, with videos featuring behind-the-scenes footage of whatever runs in the magazine, fashion shoots and interviews with local athletes and celebrities.

Start-up funds for the magazine, $12,000, came from sponsorships, advertisers and personal funds. Although ad sales have not yet been closed, Luminosus targets clothing lines, beauty products, financial institutions, restaurants, career services and health or fast food companies. A one-time, full page, colour ad is $1,050. Contact: 289-888-2620.

— Iqra Azhar
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