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Calendar Company Finds Niche on Campuses
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By
James M. Patrick
15 May 2007
If one were to create a list of the greatest inventions for men, you could bet that football and beer would probably be near the top, along with hot wings, pickup trucks and power tools. And, of course, let us not forget to mention the swimsuit calendar; after all, what car garage, dorm room or bedroom would be complete without one?
The popularity of such calendars was what led young entrepreneurs David Freedman and Ben Leis to start their company StudentBody Marketing and launch the first Tempe12 swimsuit calendar in 2004. This college-based swimsuit calendar featured female student models from the school Freedman attended, Arizona State University in Tempe.
A mere two years later, Freedman and Leis, a University of Miami student, had expanded their scope to also include the University of Arizona and the University of Texas. Now entering into its fourth year of business, the calendar is taking a turn in a new direction. Instead of producing a different calendar for each campus, Freedman, now 25 and the sole remaining owner, will create two widely published calendars; one for the Pac10 schools and one for the Big10 schools.
A total of 21 schools participated in the recent calendar shoot by famed magazine and celebrity photographer David Rams. The company will be printing 500,000 copies of the two calendars to distribute for free to students at the participating schools.
Whereas many calendar companies would look to sell their product, StudentBody Marketing is wholly supported through sponsorships from national advertisers such as Budweiser, Corona and Sobe. Those sponsorships have pushed its sales revenues well into the six-figure range. The business has also been featured in several national media outlets including The Howard Stern Show, Playboy Magazine, Entrepreneur Magazine and Maxim Magazine thus growing the brand name.
The new academic year calendars are set to be released in September 2007.
Copyright © 2006-2007, James M. Patrick, All Rights Reserved.
Photo by James Patrick.
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