FAQ

Butterfly Directory is a similar to a phonebook for the entertainment industry of Las Vegas. Whether you are an aspiring entertainer, seasoned professional, or multi-million dollar film producer, Butterfly Directory is the best source book available in Las Vegas for the entertainment industry.

2. Why does the entertainment industry use Butterfly Directory over other sources such as the Sprint Red/Yellow Pages?

Unlike a phonebook which only contains numbers and advertisements, all of the information in the Butterfly Directory is arranged in categories which make sense to people who are in the entertainment industry. Businesses are given descriptions, compiled by Butterfly Media staff, providing very useful information for our readers.

For example: In our upcoming July 2006 issue, video production companies will descriptions will include whether they have HD video camera equipment and whether they can provide union and non-union crews. This is just a portion of the information that our staff works full time to compile.

3. Many other companies and individuals have attempted to provide the industry with a industry directory and failed, what makes you think that Butterfly Media will succeed in this market?

After our premier issue published in October of 2005, Butterfly Directory has exceeded the distribution of any previous directory ever in the history of Las Vegas. Not only has Butterfly Directory exceeded their numbers, we’ve exceed all previous distribution of any directory by a magnitude nearly 4x.

Butterfly Media has arguably put more money and resources into the development of this directory than any other previous directory in Las Vegas. The initial planning for our first issue (published October 2005) spanned over a year of planning and thousands of man-hours.

Furthermore, our celebrity endorsers such as Carrot Top, The Amazing Johnathan, and Anthony Cools are a testament to our effectiveness. None of our endorsers are being paid any money. These endorsers not only show that we are reaching decision makers of the entertainment industry, but their general attitude towards our directory. They have endorsed our directory because they believe in our directory. They know how important it is for the Las Vegas Entertainment industry to have a directory, and they know Butterfly Media, Inc. will be the first company ever to publish a directory in Las Vegas which is truly at a professional level.

4. How often is the directory published?

Butterfly directory is published in January and July of each year. Every six months.

5. Why is the directory called Butterfly Directory?

Prior to publishing the first Butterfly Directory, our market research indicated that a large portion of our entertainers were female and responded well to the name. The remaining male readers did not have a negative reaction to the name. Our goal is to build a brand. We are in this market for the long run, and we do not want anyone confusing our product with any other potential product. The name has been well received, had we named the directory, “Las Vegas Entertainment Directory”, there was a potential for confusion in the future should we encounter any competition. Our readers are already familiar with the quality content we provide, and will be able to easily identify our product.

Target Market, Readership, and Distribution

6. What is the target readership of Butterfly Directory?

Our readership encompasses entertainers, support staff, executives, managers, and “the aspiring” in the entertainment industry. All of the readers are either locally based or looking to do business in the area. Our readership is estimated to be approximately 70,000 readers currently, and 105,000 in July 2006.

7. What is the buying power of this market?

Entertainers and the entertainment industry represent one of the most lucrative target markets in Las Vegas.

Entertainers not only seek luxury items and services, they often spend nearly all of their disposable income on these types of items. As professionals, they not only depend on their image for work, they are willing to spend excessive money on superior service. The median pay of an entertainer in Las Vegas far exceeds the median pay of the national average for their demographic. They also represent the most lucrative demographic between the ages of 18-35. Not only do they make more money than non-entertainers, they spend a higher percentage of their income on these items and services.

Industry executives in Las Vegas control one of the largest spending budgets in our Metropolitan Area. Last year, the entertainment industry spent billions of dollars in Las Vegas. Take for example the “O” theatre in the Bellagio Casino. That venue alone cost over 200 million to build. The initial 200 million price tag does not include the continuing operating expenditures of the venue.

As a whole, our target market controls billions of dollars.

8. Butterfly Media claims they will reach 105,000 readership in July 2006, is the target market that large?

Butterfly Media successfully completed our distribution target of 70,000 readers with our October 2005 issue. At the end of the distribution period, we actually had to hold back our distribution to reach our some of our target market such as industry executives. Our market research indicates that our target market is actually is larger than 105,000 readers. We are confident given the rate of pickup, the remnant directories (almost effectively zero) that even after July 2006, we will have room for expansion in the target market beyond 105,000 readers.

944 Magazine has a current print run of 40,000. Las Vegas Weekly stands at 54,000. Those publications are published on a monthly and weekly basis. Our publication is published on a 6 month run which makes our ability to distribute our large quantity of directories very feasible.

Not only have we successfully distributed 20,000 in October 2005, our distribution sites stood at approximately only 25% of our target distribution sites for July. Almost none of our directories were left after our October distribution. Our subsequent research showed that we can easily support our 40,000 print run in July of 2006 and although we will not release our final target distribution for January 2007, we are confident we can actually distribute more than 40,000 directories to our target market.

10. How do your distribution sites effectively hit the target market such as entertainers and entertainment executives?

We are currently aggressively expanding our target market distribution. We pick locations that are frequented heavily by our target market, and eliminate non-target market.

As far as entertainers, we aggressively distribute to their places of work. Every major Vegas production show receives copies of the directory backstage. We also distribute to industry businesses such as costume shops, entertainer specific boutiques, talent agents, casting facilities, etc. Other places such as tanning salons, music stores, and other places that have a heavy entertainer traffic.

To reach entertainment industry professionals such as executives, incoming corporate planners, and other production personal (such as visiting filming crews), we already distribute or plan to distribute directly to casino executives, managers and celebrities, etc.

Racks are being placed in industry businesses such as lighting and sound companies. Our research reveals that PR firms and divisions are often the first contact point of most incoming crews, and therefore, we are negotiating racks in all major PR firms and contact points in Las Vegas for these executives. Places such as the convention authority, etc.

Finally, a portion of our July 2006 distribution will be in the Hollywood/LA area at key locations. These visiting entertainment industry readers spend millions each year in Las Vegas, and we will be reaching them long before they even step foot in the Las Vegas area.

Advertiser Questions

11. Why would a non-entertainment industry business want to advertise in Butterfly Directory?

Not only do we target the one of the most powerful buying markets in Las Vegas, our readers require the same services that any local resident would require. This includes services such car dealerships, salons, accountants, furniture, etc.

Because we control our content, entertainers and executives prefer to use our directory in finding sources. We do not list businesses which do not fit the lifestyle of our readers. Our readers are seeking excess and luxury items when they reference our “Lifestyle” section of Butterfly Directory. They know that our businesses are of interest to them. They won’t have to sort through businesses which they would find little or no interest in, such as other phone books.

In addition, our descriptions and content allows them to find what they want very quickly. Our readers reference Butterfly Directory before reference other sources to spend their money.

12. Why would an entertainment industry business want to advertise in Butterfly Directory?

Our reach into the entertainment industry and corporate buyers interested in entertainment industry businesses is unparalleled. Our October 2005 issue exceeds the Nevada Production Guide’s distribution by 4.5x. In July 2006 our total distribution will be nearly 10x our competitor.

Our content is compiled by professional industry editors, not by advertisers. Our production section not only contains more useful information, but is easier to find. Therefore, these executives prefer to use our directory over any other source.

Our distribution in July 2006 is not reactionary, but a pre-emptive strike to reach these executives long before they reference any other publication. As mentioned above, the first contact place for incoming film production is often PR firms and managing executives of casino entertainment divisions. We intend to place racks directly in these areas. This is a small example of the aggressive distribution Butterfly Media will be taking for our July 2006 issue.

13. Why is Butterfly Directory one of the most effective and inexpensive forms of media advertisement in Las Vegas?

When a reader uses Butterfly Directory, they are ready to spend money. They are actively seeking a service or an item. In other publications, a reader is reading the magazine to look at articles or pictures; they might see your advertisement by chance.

The more times a reader views a publication, the more likely they to see an advertisement. In Butterfly Directory, the reader is looking for your business. Even if they are not looking directly in your section, the more times they reference the publication, the more likely they are to view your advertisement. Because most readers only read a magazine once or twice, however Butterfly Directory is referenced by our readers over and over. If a reader references the directory a hundred times in a six month period, their effective chance to view your advertisement is a hundred times that of other publications.

Butterfly Directory advertisements have a lifespan of approximately 8 months. Compare that to a monthly publication which has a effective lifespan of one month.

14. When is the deadline for advertising in Butterfly Directory?

The deadline for the July issue is May 15th, the deadline for the January issue is November 15th. For more information call 1-866-VEGAS-ADS or 702-798-7878.

15. Will the directory information be available on the Internet?

Butterfly Media is redesigning our website so in July 2006, concurrent with our directory distribution, the entire directory will be downloadable on the internet in Adobe PDF format. Not only will this allow potential customers to access the directory, they will be able to search and view the directory complete with all advertisements in full color.