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Media Sales Pitch Lauren Ayala. What is ?. Mission Statement: “Needs, wants, passions and opinions of young married women as they dive into their busiest years yet.” “Look amazing, stay healthy, raise happy kids, find smart and special buys” Funny and conversational tone

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Media Sales Pitch Lauren Ayala


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    Presentation Transcript
    1. Media Sales Pitch Lauren Ayala

    2. What is ? • Mission Statement: • “Needs, wants, passions and opinions of young married women as they dive into their busiest years yet.” • “Look amazing, stay healthy, raise happy kids, find smart and special buys” • Funny and conversational tone • Celebrating “life stage”

    3. Past Positioning • “Seven sisters” magazine • Redbook • Better Homes and Gardens • Family Circle • Good Housekeeping • Ladies Home Journal • McCall’s • Women’s Day Image: “American mom and apple pie” • Declining circulation led to new image • Competition on the newsstand • New look: features celebrities, clean cover, progressive topics • Goal: “achieve upscale contemporary look to reflect young working mothers with kids”

    4. Hot New Topics • Sex & Love: “Intimate Answers” “Beauty Coach” • Beauty & Fashion: “Great Looks” “What to Wear” • Food & Home: “Good Health” “Healthy You” “Good to Eeat” • Mom & Kids: “Men, love & Family” • Mind & Body: Interesting feature stories- sleep, stress, celebrity cover interviews • Money & Career: “Work & Money” • Fun & Games

    5. Reader Demographics • Age: 30-49 (136); 25-49 significant (110) • W18+ total audience: 7,017,000 • HHI: $100,000+ (dual income) • IEI: $40,000+ (working parent 113) • Married or engaged • Views work as a career • Most likely has kids; ages 11 & younger (109)

    6. Meet Amy: the Trendy Mom

    7. Who is she? • Predominantly white, married female with kids • Graduated college and more (116) • Employed part or full time (102), majority retired • Lives in a house; vacation home • Her hobbies • Yoga • Aerobics • Tennis • Cardio machines • Fitness walking • Cooking for fun • Home décor • She’s fashionable • Fashion magazines help determine her style (110) • She buys clothes she doesn’t really need (140) • She REALLY enjoys shopping (188) • She will spend “whatever it takes” to make herself look younger (119) • She loves buying products celebrities use (160) • She’s health conscious • Exercises regularly (127) • Will try any diet (122) • Likes new recipes (116) • Actively seeks information about nutrition and diet (127)

    8. Costs & Circulation • Total paid and verified circulation = 2,222,117 • Rate Base = 2, 200,000 • 4-color Full page ad (out of pocket) = $178, 400 • CPM = 81.1 (high, divided by rate base) • Average copy cost = $3.99 • Conclusion • Huge audience reach • Reasonable cost at only $4/issue

    9. Who are our competitors? • New image = new competition • Repositioning from “Seven Sisters” • Fashion forward, trendy mom, straying from 50+ age group • Main competition: • Oprah • Martha Stewart Living • Real Simple • Women’s magazines that incorporate love life, beauty, fashion, health, work and life, recipes and food but with a more wholesome spin • Too young: Cosmopolitan, Glamour, Allure, Lucky

    10. O, The Oprah Magazine

    11. O Magazine Mission Statement • “Have an opportunity to make a real mark. To speak and connect to women in no a way no other publication ever has. To help women see and experience and face challenges as an opportunity to grow and discover their best self. To convince women that the real goal is becoming more of who they really are. To embrace their life.”

    12. Oprah demographics • Total audience – 13,867,000 • Female – 88%, male 12% • Median age: 47.9, largest audience [ 25 – 54] • Highest reach for $100,000+ against Martha Stewart Living, Real Simple and Redbook • College educated + graduate school (128) • Majority employed, married and have kids • Delivers highest among professionals against Martha Stewart Living and Redbook

    13. Magazine topics • Fashion & Beauty • Relationships • Food • Home Design • Books • Health & Fitness • Work & Finance • Technology • Self-Discovery • Caring for others

    14. Meet Nancy, the Confident and Intellectual Woman

    15. Who is she? • Most likely to have worked/ is working as a professor (165), legal studies (126) health care (218) • Very affluent and a bit uppity • Enjoys foreign travel and likely to own a vacation home • Wants to make a difference • Volunteering (150) • Sophisticated hobbies • Educational classes (156) • Enjoys visiting museums (175) • Reading books (201)

    16. Costs & Circulation • 4 Color full page ad = $157,610 • Rate Base = 2,350,000 • Circulation = 2,444,934 • CPM = 67.06 (divided by rate base) • Average copy cost = $4.50

    17. Martha Stewart living

    18. Mission Statement and Topics • “Teaches consumers how to elevate the everyday and special occasions, confidently, creatively and beautifully • “Brand remains keenly relevant, authentic and meaningful by designing innovative solutions to challenges of living well” • “Uncovers the tastemakers, places and things that inspire – demystifying the creative process and transforming that inspiration into action for everyone” • “Offers unparalleled engagement across facets of great living” • 5 core editorial themes: • Food/entertaining • Decorating and home • Gardening • Collecting • Holidays and crafts

    19. Demographics • Total audience = 11 million, 89% female • Median age = 48 • Median HHI = $72,554, • Significant $250,000 – 249,000 (122) dual HHI • Owns home = 77% • Married = 59% • Employed = 60% • Any college = 70% • Children at home = 40%

    20. MeetBetty, the Crafty homemaker

    21. Who is she? • Employed full or part time (105) • Homemaker (114) • The Extreme Crafter: will make her own bird food, recycle her real Christmas tree properly, grow a garden in the winter • Kitchen is her sanctuary: most important room in home (159) • Pastime hobbies: • Cooking with new recipes (129) and for fun (175) • Frequently visiting gourmet restaurants (172) • Collecting: antiques (219), crystal figures (224), Disney (153), ornaments (343), stamps (152) • Antique shows (227), bird watching (147) • Gardening (183) • Needlework (222) • Scrapbooking (257)

    22. Cost & Circulation • Total Circulation – 2,060,304 • Rate Base – 2,050,000 • 4-color full page ad - $172,700 • Price (average issue) $4.99 – highest • CPM = 84.2 (divided by rate base)

    23. Real Simple

    24. Real Simple Mission Statement • “Exists to do the thinking for modern women.” • “She turns to us for quick and effective fixes for her home, meals, celebrations, and messes.” • “We help her navigate money, friendships, laughter, and love.” • “We inspire her to do something – buy that new dress, paint those walls, organize that closet and have that party.” • “She turns to us for answers because she knows Real Simple will bring calm, control, and beauty to make her life easier.”

    25. Real Simple Demographics • Print: 7.6 million readers (90% women) • Median age: 46.3 (25 – 54 = 62%) • Median HHI: $92,145 ($75K+ 61%) ($100K+ 45%) • College-educated • Own home 82% • Employed 77% • Married 40% • Kids 67%

    26. Magazine topics • Food & Recipes • Home & Organizing • Beauty & Fashion • Holidays & Entertaining • Work & Life

    27. MeetSarah, the tech-savvy Guru

    28. Who is She? • She loves new social media, yet identifies as homemaker (111) • Big on Pinterest: Real Simple 1st magazine brand to reach 100k followers on Pinterest • Likes internet surfing (124) • Increasingly gets more news from the Internet (123) • Likes to look at new and interesting websites (121) • Use of website/mobile applications – 3.7 average monthly users • 55 million average monthly page views • Engaged mobile users • 15 pages per visitor • 6.2 minutes per visitor

    29. Costs & Circulation • Total circulation – 2, 125,000 • Rate Base – 1,975,000 • 4-color full page ad – $196,000 • Price – average issue: $4.99 • CPM – 99.2 (divided by rate base)

    30. Comparisons

    31. Pantene & Redbook Regular Brands Upscale Brands • Pantene Pro-V (169) • Aussie (153) • Garnea (138) • Loreal (202) • Neutrogina (131) • Tréssume (106) • Aveda (225) • Readkin (241) • Paul Mitchell (210) • Biologe (198) • Goal: Convert 10% of upscale shampoo users to Pantene brand • Redbook readers: majority use upscale brands • Significant amount use lower end shampoo brands • Pantene is #2 right after Loreal • More Pantene ads in Redbook: boost Pantene image vs. other brands

    32. Reasons to Advertise in Redbook • Second best circulation and second most efficient • Going for the Trendy Mom who enjoys shopping and cares about appearance. - Responsive to beauty ads - Proven that they do purchase lower-end brands • Youngest age demographic compared to Oprah, Martha Stewart Living and Real Simple - Only magazine 25-49 age demographic • Glossy, quality pages fit for beautiful hair advertisements!

    33. Pantene Pro-V & Redbook Make a Great Team!