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Project URL: http://flavorpill.com/newyork
Your Name: Mark Mangan
Organization (If any): Flavorpill
Tell us about yourself/your team: Flavorpill launched its first project, a weekly events email in NYC, in 2001 and in doing so set ourselves apart as one of the few publishing companies creating original content for emails. With the success of NYC, we then launched in SF and four additional cities. We also publish a daily updated blog (www.flavorwire.com) and four additional email magazines covering art, music, books and world news (Artkrush, Earplug, Boldtype, and Activate). Since the beginning, our editorial mission is to write only about what we like. (People have limited enough time as it is, so everything featured on Flavorpill is worth it.) This has helped set us apart, along with our unique design and delivery model, and we've been featured by several prominent media sources over the years including the Financial Times, the Economist, and Wired. New York Times magazine did a lengthy piece, which does a good job of summarizing the company and its founders http://www.nytimes.com/2006/09/10/magazine/10flavorpill.html.
Description of your project: An extension of Flavorpill, an online arts and culture media site, Open Flavor creates a community around good cultural events by allowing selected editors, venues, and readers to enter, pick, preview, and comment on events. Central to this opening up is the creation of the Flavorpill 50, whereby we choose the 50 best venues in every one of our cities (NYC, LA, SF, Chicago, Miami, and London), and give them their own page on the site and access to enter their events as well as giveaways into the system. Current partners include the Guggenheim, Met, MoMA, Carnagie Hall, Lincoln Center, Joe's Pub, Hollywood Bowl, Getty etc.
Date your Project Launched (will Launch): July 23, 2009
How your Project works/What it does: Flavorpill continues on its mission to pick 20-30 of the best events per week in every one of its cities and feature them on the site and in their emails. Meanwhile, the Flavorpill 50 partners enter their events directly into our site (right now there are 646 active events in NYC from partners). Our editors can feature their events, or not. As we’ve selected these venues and list from them often already, we’re essentially opening up the black box and letting our readers see where we’ve been getting much of our picks. That said our editors only pick only what would or have gone to themselves, the best events at any moment, regardless of provenance. If they do feature something from a Flavorpill 50 venue, they write their listing under what’s already there.
Submit supporting document (optional): http://najp.org/summit/sites/default/files/webform/Flavorpill_Venue_Page.jpg
Why is your Project a model for Arts Journalism?: Flavorpill is a trusted brand, which prides itself on the quality of its editorial. And as such, we’re proving out a new model for social media, showing how it’s not simply the domain of aggregators. Trusted brands that create editorial with integrity can to more than allow for simple comments at the bottom of a page. They can let other voices into the mix. Instead of relegating our Flavorpill 50 partner event listing below the fold or calling it advertorial, we treat them as what they are, great content creators, and give their voice top placement on their pages. At the same time, we make it very clear when Flavorpill is speaking. (For example, Flavorpill and Guggenheim, http://flavorpill.com/newyork/events/2009/8/14/it-came-from-brooklyn.) We believe that the journalists, the venues, and the readers can and should live together on the same pages. And besides, don’t you want to know what the Guggenheim has to say about their own event?
Explain (briefly) your business model [Please be specific - this is an important question]: The company currently generates the majority of its revenue via display ads on its emails and website. For the Flavorpill 50, we charge the venues a six-month subscription fee to have a page on Flavorpill and enter all their listings. As this builds, and after the development costs are covered, this revenue stream alone makes every city self-sustainable, before the ad media sales.
Anything else we should know? : Our plan is to perfect the model in 2009, then begin launching in new cities in 2010. In three years, Flavorpill will be in 100 cities.
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