The magazine in one screen
A premium editorial magazine, four times a year, in every Beirut Duty Free shopping bag and where travellers wait. Advertisers fund it, so marketing pays for itself and the activation budget stays untouched.
What is inside
Products of duty free (in-store brands). Travel world (hotels, agencies, destinations). What is new (arrivals, new gems in and outside the airport). One interview or Q&A per issue. Gift guides, trend pages, a puzzle page for the gate.
Who reads it
Departing and arriving travellers at Beirut airport, the Lebanese diaspora going home and back, business travellers in lounges and hotels. Long dwell time at the gate, then the copy travels in the bag.
Why brands buy
A premium editorial environment next to the point of purchase. Prices are shown, so the page sells. Barter first: brands pay in product or vouchers, cash is welcome too. Digital extension on Instagram, the BDF app and website.
Where the magazine is read
Phase 1 starts with issue 1. Phase 2 is added as partnerships are signed.
Every BDF bag
Guaranteed reach with every purchase.
Gate waiting areas
Captive audience, long dwell time.
Arrivals hall
Inbound travellers, ties to the What is new section.
Checkout counters
Picked up while paying or waiting.
Partner hotels
Rooms and lobbies, as part of the hotel package.
Travel agencies
On desks and in booking packs.
Lounges and check-in
VIP and business lounges, check-in area.
In-flight and gifting
Seat pockets, amenity kits, corporate gifting, as separate deals.
The exposure, and what a page costs per reader
The argument for the sales team: a page in the magazine reaches a captive, high-spending traveller for a fraction of what any comparable title charges. Volumes to be confirmed with BDF's bag counts before the kit goes out.
What a placement costs per reader
Based on 100,000 copies per issue (1,000 bags a day for 90 days plus 10,000 copies at gates, arrivals, checkout and partners) and 2.5 readers per copy, so 250,000 readers per issue. Figures update once BDF confirms its bag count.
| Placement | Cash rate | Per copy | Per reader | Per 1,000 readers | Per day, 90 days |
|---|---|---|---|---|---|
| Fake cover | $7,500 | $0.075 | $0.03 | $30 | $83 |
| Cover | $6,000 | $0.06 | $0.024 | $24 | $67 |
| Back cover | $4,500 | $0.045 | $0.018 | $18 | $50 |
| Spread | $3,800 | $0.038 | $0.015 | $15 | $42 |
| Full page | $2,200 | $0.022 | $0.009 | $9 | $24 |
| Half page | $1,300 | $0.013 | $0.005 | $5 | $14 |
| Quarter page | $750 | $0.0075 | $0.003 | $3 | $8 |
Under one cent per reader
A full page reaches 250,000 travellers for $2,200. That is $0.009 per reader, or $9 per thousand.
$24 a day
A full page stays in every BDF bag for 90 days. Per day, it costs less than a coffee for two at the airport.
Or zero cash
In barter, the same page costs the brand $2,850 of its own product at retail value, and no money leaves the marketing budget.
How that compares
Published full-page rates of comparable titles, and what they cost per copy. Duty free retailers rarely publish rate cards; their catalogues are funded by supplier marketing budgets, which is the barter logic this magazine uses.
| Title | Type | Full page | Copies | Cost per copy |
|---|---|---|---|---|
| Condé Nast Traveller Middle East | Premium travel monthly, Dubai | $10,000 | 25,168 | $0.40 |
| Emirates Open Skies | Inflight monthly (2007 published rate) | €6,632 | 55,000 | €0.12 |
| SpiceJet Spice Route | Inflight monthly, India | ≈$2,400 | 90,000 | ≈$0.03 |
| Air India Namaste | Inflight monthly, India | ≈$6,000 | 100,000 | ≈$0.06 |
| BDF Quarterly | Airport retail quarterly, Beirut | $2,200 | 100,000 | $0.022 |
Sources: Condé Nast Traveller ME media kit; historical inflight rate survey (Open Skies); The Media Ant listings for Indian inflight titles (INR converted at about 83 per USD). Beirut airport figures: BLOMINVEST and This is Beirut reports on Rafic Hariri International Airport traffic.
Who buys, and what they usually take
Start with the brands already on the shelf, then the categories outside the airport.
Fragrance and beauty
Cover, scent strips, Shop the look
Liquor and tobacco
Spread, pairing feature. Check airport and legal rules first
Confectionery and gourmet
Half page, pairing feature, sachets
Fashion and accessories
Spread, Shop the look, gift guide
Watches and jewellery
Inside front cover, full page
Electronics
Full page, trend report
Hotels and resorts
Destination guide, hotel package
Travel agencies and airlines
Destination guide, agency package
Banks, telecom, insurance
Back cover, coupon page, QR content
Car rental
Half page, directory, coupon
Local Lebanese brands
Directory grid, What is new section
Tourism boards and municipalities
Destination guide, sponsored section
What is sellable
Rates per issue in USD. The barter value is 1.3 times the cash rate, settled in product, vouchers or services at retail value. All figures are indicative until BDF approves them.
| Placement | What the brand gets | Cash rate | Barter value |
|---|---|---|---|
| Fake cover | Branded cover wrap around the real cover, highest impact | $7,500 | $9,750 |
| Cover | Single-brand cover presence plus an inside feature | $6,000 | $7,800 |
| Gatefold | Extended cover that opens out, three panels | $5,500 | $7,150 |
| 4 pages | Extended advertorial or brand story | $5,000 | $6,500 |
| Back cover | Second most visible position | $4,500 | $5,850 |
| Spread | Double page | $3,800 | $4,950 |
| Inside front cover | Premium, facing the opening page | $3,500 | $4,550 |
| Q&A interview | Two-page editorial interview, brand as content | $3,000 | $3,900 |
| Inside back cover | Premium, facing the back cover | $3,000 | $3,900 |
| Full page | Standard unit | $2,200 | $2,850 |
| Half page | Entry unit for established brands | $1,300 | $1,700 |
| Quarter page | Entry tier | $750 | $1,000 |
| Directory block | Small block on the directory grid, for small brands | $350 | $450 |
| Placement | What the brand gets | Cash rate | Barter value |
|---|---|---|---|
| Sponsored recurring section | "What is new, presented by [Brand]". The brand owns the section for the issue | $4,000 | $5,200 |
| Shop the look | Styled fashion or beauty spread built around the brand | $4,200 | $5,450 |
| Destination guide | Featured spread on a city or resort, for hotels and agencies | $4,200 | $5,450 |
| Pairing feature | Food and drink pairing page, for spirits, chocolate, gourmet | $2,800 | $3,650 |
| Editor's letter sponsor | Logo and one line next to the opening editorial | $1,500 | $1,950 |
| Add-on | What the brand gets | Cash rate | Barter value |
|---|---|---|---|
| Physical | |||
| Scent strip | Tip-in fragrance sample, standard in beauty and duty free print. Production supplied by the brand | $3,000 | $3,900 |
| Sample sachet | Bound-in skincare or cosmetics sample. Production supplied by the brand | $2,500 | $3,250 |
| Loose insert | Separate flyer or card in the bag with the magazine | $1,800 | $2,350 |
| Coupon page | Trackable in-store discount, proves the return on a barter deal | $1,600 | $2,100 |
| Digital | |||
| QR unlocked content | Print ad links to exclusive video or app content | $600 | $800 |
| App and website banner | One quarter on the BDF app and website | $900 | $1,150 |
| Sponsored quiz or giveaway | Gamified page plus Instagram story mechanic | $1,800 | $2,350 |
How the rates were set: a full page at $2,200 as the anchor, then standard print ratios for covers, spreads and fractions. They are VIPMINDS estimates for a small first print run, not a published benchmark. To be confirmed against print cost and quantity for issue 1.
What each placement means
One diagram per sellable unit, so the brand knows exactly what it books. A5 pages, 148 x 210 mm. The matching diagram goes on every booking confirmation.
Standard placements
Fake cover$7,500
A full branded wrap around the real cover, front and back.
Cover$6,000
One brand on the cover visual under the BDF masthead, plus an inside feature page.
Gatefold$5,500
Three panels folding out from the cover.
4 pages$5,000
Two consecutive spreads for a brand story, editorial style.
Back cover$4,500
The whole back page, face-up in every bag.
Spread$3,800
Two facing pages, one image across the fold.
Inside front cover$3,500
The page facing the editor's letter.
Q&A interview$3,000
Two pages: portrait and interview, written by us, marked as a partnership.
Inside back cover$3,000
The page facing the last editorial page.
Full page$2,200
One full page facing editorial. The standard unit.
Half page$1,300
Lower half of an editorial page. Vertical on request.
Quarter page$750
A quarter of an editorial page, bottom corner.
Directory block$350
One block on the directory grid: logo, one line, contact.
Sponsored editorial
Sponsored section$4,000
The brand's name in the section header on every page of the section.
Shop the look$4,200
Styled brand photo on the left, products numbered with prices on the right.
Destination guide$4,200
A city or resort guide across a spread, the partner's offer at the end.
Pairing feature$2,800
A drink and food pairing page.
Editor's letter sponsor$1,500
Logo and one line beside the opening editorial.
Add-ons
Scent strip$3,000 + production
Peel-to-smell fragrance strip bound into the brand's page.
Sample sachet$2,500 + production
Skincare or cosmetics sachet bound into the brand's page.
Loose insert$1,800
A separate card or flyer inside the magazine, up to A5, max 10 g.
Coupon page$1,600
Cut-out or scannable voucher, redeemed and counted in store.
QR unlocked content$600
A QR on the brand's page opening video, game or app content.
App and website banner$900
A banner on the BDF website and app for one quarter.
Sponsored quiz or giveaway$1,800
A quiz or draw page with the brand's prize, plus an Instagram story.
Instagram post and storyIncluded
With every placement above a half page.
Three ways to buy more than one page
Packages are how most of the inventory will move.
Four issues, one position
The brand books the same position in all four issues and gets 20% off the total. Example: a spread in four issues is $15,200 at rate, $12,160 in the annual package, or the equivalent in barter. Best for the brands already on the shelf.
Issue 1 founding partner
A limited number of founding partners for the Winter issue: one premium position, one sponsored page and the digital extension, at a single price. Proposed: $9,000 cash or $11,700 in barter, maximum six partners. A sold-out first issue for BDF, a visible role in the launch for the partner.
Hotels and travel agencies
The magazine is placed in the partner's rooms, lobby or agency in exchange for 10% commission per stay or booking driven through the magazine. The partner can add a Destination guide spread at rate or in barter (room nights, packages). To define with BDF: how a driven booking is tracked, minimum placement, exclusivity.
One issue per season, sold about ten weeks ahead
Proposed calendar for year one. Dates shift with BDF's peak seasons.
| Issue | In bags from | Theme and moments | Booking closes | Material due |
|---|---|---|---|---|
| 1 · Winter | 10 December 2026 | Christmas at the airport, New Year, ski season with Mzaar, gifting | 30 October 2026 | 10 November 2026 |
| 2 · Spring | 15 February 2027 | Ramadan and Eid, Mother's Day, Easter, spring travel | 8 January 2027 | 22 January 2027 |
| 3 · Summer | 1 June 2027 | Diaspora coming home, weddings, summer festivals, sun and beauty | 16 April 2027 | 30 April 2027 |
| 4 · Autumn | 1 September 2027 | Back to school, autumn travel, new arrivals after Cannes, tech | 16 July 2027 | 30 July 2027 |
Booking closes
Six weeks before the issue is on bags. After that date the position goes to the next brand on the list.
Material due
Four weeks before. Late material means the brand's page runs in the next issue, the fee stays.
Issue 1 is tight
Sales start the day the prototype is approved. Founding partners first, then the shelf brands, then outside categories.
From first mail to placement report
BDF sells, VIPMINDS prepares and produces. One BDF point person owns the pipeline sheet: brand, position, issue, status, value.
Approach
Mail 1 with the one-page teaser, no rates.
BDF salesMeeting
Show the prototype and this kit.
BDF, VIPMINDS if neededProposal
Mail 2 with the chosen position, rate or barter value.
BDF salesAgreement
Signed agreement with the benefits listed.
BDFMaterial
Brand sends artwork to spec, or VIPMINDS designs it (fee).
Brand or VIPMINDSProof
PDF proof approved by the brand and by BDF.
VIPMINDSPrint and place
Print, bag insertion, stands, digital posts.
VIPMINDS with BDFReport
Mail 3: thank you, proof of placement, photos, next issue offer.
BDF salesThe three mails in the kit
Written for the BDF sales team. Short, ready to personalise. Supplied as Word and as Gmail-ready text, English first, Arabic on request.
Mail 1 · Approach
- Who we are and what is launching: a quarterly magazine in every Beirut Duty Free bag and at the gates.
- Why this brand: one line on where it fits (section, issue).
- The ask: 20 minutes to show the prototype.
- Attachment: one-page teaser, no rates.
Mail 2 · Proposal
- Thank you for the meeting.
- The proposal: position, issue, rate, and the barter option with its value in product or vouchers.
- What is included: digital extension, proof of placement.
- Deadlines: booking and material dates.
- Attachment: agreement with benefits.
Mail 3 · Thank you and proof
- The issue is on bags since [date].
- Attachment: placement proof (PDF page), photos in the bag and at the gate, digital screenshots.
- Results where we have them: coupons redeemed, QR scans.
- One line about the next issue and its booking deadline.
Ad specs the brand receives with the agreement
A5 magazine, trimmed 148 x 210 mm.
| Unit | Trim size (mm) | With bleed (mm) | Notes |
|---|---|---|---|
| Full page | 148 x 210 | 154 x 216 | Keep text 5 mm inside the trim |
| Spread | 296 x 210 | 302 x 216 | Avoid text across the centre fold |
| Half page, horizontal | 148 x 105 | 154 x 111 | Also available vertical, 74 x 210 |
| Quarter page | 74 x 105 | no bleed | Sits inside the page margin |
| Gatefold | 3 panels of 148 x 210 | per panel + 3 mm | Inside panel 2 mm narrower to fold flat |
| Fake cover | 148 x 210, front and back | 154 x 216 | Wraps the real cover, BDF logo stays on the spine strip |
| Loose insert | up to 148 x 210 | as printed | Maximum 10 g, supplied by the brand |
| Scent strip, sachet | standard tip-in | supplied | Produced by the brand's fragrance house or supplier |
File
PDF/X-1a, CMYK, 300 dpi, fonts embedded.
Digital
Instagram 1080 x 1350 post, 1080 x 1920 story. Banner sizes on request.
Design service
VIPMINDS designs the page from the brand's assets, from $350 per unit.
What we need from BDF to start selling
Once these are approved, the kit is final and the sales team can go out.
| # | Decision | Owner | By when |
|---|---|---|---|
| 1 | Approve the indicative rates, or send corrections | Lynn | This week |
| 2 | Approve the barter rule: 1.3 times the cash rate, in product, vouchers or services | Lynn | This week |
| 3 | Approve the four-issue calendar and the Winter issue date | Lynn | This week |
| 4 | Name the BDF point person who owns the pipeline | BDF | This week |
| 5 | Share the first-approach list: shelf brands, hotels, agencies | BDF sales team | Within 10 days |
| 6 | Confirm airport permissions for gate and arrivals stands | BDF with the airport | Before 30 October |
| 7 | Agree the print budget and quantity for issue 1 | BDF and VIPMINDS | Before 30 October |