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Slide 1: 2010
Slide 2: Magazines can… Inspire the reader & make a powerful connection Shopping pages Inspirational reporting light iTest Surprise, impress and draw readers closer 2 Brands Cover 4 Catch the attention, stand out Ad By Ad Cover card Inflight The combined force of strong brands Print & online
Slide 3: Inspire the reader & make a powerful connection Shopping pages Inspirational reporting light iTest
Slide 4: Inspire the reader & make a powerful connection Shopping pages New format • • • • • • Promotional pages with products who have news value (introduction/(re)launch, exclusive readers’ offer, …) Nice look&feel (≠ editorial pages) Valid for Libelle and Femmes d’Aujourd’hui Fixed lay-out on 1/1 P Picture/pack shot of product 3 or 4 advertiser/page
Slide 5: Clear signature Inspire the reader & make a powerful connection Shopping pages 3 or max 4 advertisers/page Picture/no logo
Slide 6: Inspire the reader & make a powerful connection Libelle + Femmes d’Aujourd’hui Total readership* 3.411.000 Readership last period* 1.566.500 Print Run Coverage RLP** 17% 385.665 Shopping pages Coverage RLP Core target 27% Core target: Women, 25 - 54 years, social groups 1-4 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% M ource: *CIM 2009 national, 26,5% 27,1% 36,8% 36,1% 28,3% 28,8% 23,5% 73,5% Readers' Profile 18,9% W - 12-34 35-54 55+ Universe - 1-2 3-4 5-6 7-8 **Universe of language
Slide 7: Inspire the reader & make a powerful connection Libelle Total readership* 2.133.900 Readership last period* 1.049.200 Print Run 261.153 Shopping pages Coverage RLP** 19,6% Coverage RLP Core target 30,8% Core target: Women, 25 - 54 years, social groups 1-4 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% M ource: *CIM 2009 national, 27,4% 27,1% 37,6% 35,4% 27,9% 29,3% 24,4% 17,8% 72,6% Readers' Profile W - 12-34 35-54 55+ Universe - 1-2 3-4 5-6 7-8 **Universe of language
Slide 8: Inspire the reader & make a powerful connection Femmes d’Aujourd’hui Total readership* 1.332.300 Readership last period* 526.400 Print Run 124.512 Shopping pages Coverage RLP** 12,9% Coverage RLP Core target 21,1% Core target: Women, 25 - 54 years, social groups 1-4 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% M ource: *CIM 2009 national, 24,4% 27,6% 35,0% 37,4% 28,9% 27,9% 22,0% 20,8% 75,6% Readers' Profile W - 12-34 35-54 55+ Universe - 1-2 3-4 5-6 7-8 **Universe of language
Slide 9: Inspire the reader & make a powerful connection Main Responsible for Purchase Position Libelle 40% 35% 30% Coverage (%) Shopping pages Target: Families with children Dag Allemaal + Express Libelle = 704.000 MRP Libelle 25% 20% 15% 10% 5% 0% 95 100 105 110 Story Flair Nl Nina We Knack 115 120 Selectivity Source: Cim 2009, North
Slide 10: Inspire the reader & make a powerful connection Main Responsible for Purchase Position Femmes d’Aujourd’hui with children 50% Target: Families 45% 40% 35% Coverage (%) Shopping pages Ciné Télé Revue Femmes d’Aujourd’hui = 370.000 MRP 30% 25% 20% 15% 10% 5% 0% 90 100 110 Selectivity Top Santé Flair Fr We Le Vif Paris Match Femmes d'Aujourd'hui 120 130 Source: Cim 2009, North Source: Cim 2009, South
Slide 11: Inspire the reader & make a powerful connection Women, 21-54 years old Position Libelle 45% 40% 35% Coverage (%) Shopping pages Target: Families with children Dag Allemaal + Express Libelle Libelle = 404.000 women, 21-54y 30% 25% 20% 15% 10% 5% 0% 105 115 125 135 We Knack Nina Story Flair Nl 145 155 165 175 Selectivity Source: Cim 2009, North
Slide 12: Inspire the reader & make a powerful connection Women, 21-54 years old Position Femmes d’Aujourd’hui with children 60% Target: Families 50% 40% 30% 20% 10% 0% 100 Source: Cim 2009, South Shopping pages Ciné Télé Revue Femmes d’Aujourd’hui = 210.000 women, 21-54y Coverage (%) Top Santé Flair Fr Paris Match We Le Vif Femmes d'Aujourd'hui 110 120 130 140 150 160 170 180 190 Source: Cim 2009, North Selectivity
Slide 13: Inspire the reader & make a powerful connection Libelle/Femmes readers:Shopping pages an open mind to new products 60% like to try new products Food r totally agreeather agree t rather disagree otally disagreeno answer like to try new products 14,9 45,1 27,6 7,6 4,8 0% 20% 40% 60% 80% 100% Source: CIM-PMP 2009, based on reader’s profile RLP
Slide 14: Inspire the reader & make a powerful connection Libelle/Femmes readers:Shopping pages preference for branded products 53% prefer known brands Food r totally agreeather agree t rather disagree otally disagreeno answer I prefer known brands 15,7 37,3 33,8 7,3 5,9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: CIM-PMP 2009, based on reader’s profile RLP
Slide 15: Inspire the reader & make a powerful connection Libelle/Femmes readers:Shopping pages interested in special offers 61% search for special offers in promotion leaflets I look regularly in promotion leaflets searching for special offers Food r totally agreeather agree t rather disagree otally disagreeno answer 25,5 35,8 21,2 11,7 5,8 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: CIM-PMP 2009, based on reader’s profile RLP
Slide 16: Inspire the reader & make a powerful connection Libelle/Femmes readers:Shopping pages an open mind to new products 29% likes to try new products Beauty r totally agreeather agree t rather disagree otally disagreeno answer like to try new products 6,6 22,4 32,6 32,2 6,3 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Source: CIM-PMP 2009, based on reader’s profile RLP
Slide 17: Inspire the reader & make a powerful connection The power of shopping pages Shopping pages are well read! • • • Shopping pages 94% of all readers have ever noted a shopping page in a magazine 96% of all the readers who have ever noted a shopping page, has viewed the page 95% of all the readers who have ever noted a shopping page, has read the page Source: Shopping pagina research, Sanoma Uitgevers, February 2009
Slide 18: Inspire the reader & make a powerful connection The power of shopping pages Inspiration! Shopping pages Shopping pages … … are fun to read … give useful tips … give me ideas … keep me informed of new products … make me talk to friends about products seen on the pages Source: Shopping pagina research, Sanoma Uitgevers, February 2009
Slide 19: Inspire the reader & make a powerful connection The power of shopping pages Sales response! • Shopping pages 67% of all the readers who have ever noted a shopping page, has bought a product seen on the page! Source: Shopping pagina research, Sanoma Uitgevers, February 2009
Slide 20: Inspire the reader & make a powerful connection Shopping pages Budget • • • • • Always ¼ page rate Combi national: € 5.880 Libelle: € 4.125 Femmes d’Aujourd’hui: € 1.875 Lay-out included
Slide 21: Inspire the reader & make a powerful connection Shopping pages Planning • • • • • Every 4th Thursday of the month Kick off = Thursday 22th of April Next Thursdays: 27/5, 24/6, 22/7, 26/8, 23/9, 28/10, 25/11, 23/12, … Reservation: 15 workdays before publication Material: 13 workdays before publication
Slide 22: Inspire the reader & make a powerful connection Shopping pages The rules • • • • • • • The promoted product has to have news value (introduction/(re)launch, exclusive readers’ offer, no coupons) Per page: min 3 & max 4 advertisers Page is equally divided (1/3 or ¼), no preferred placement possible NO logo, only packshot, unless there’s no logo visible on the packshot itself (e.g. shoes, fresh products, tourist offers, …) Exclusivity per page on product level (not on brand level) Advertiser delivers image (detached, 300 dpi) and text (in both languages, Word-file) Final lay-out is sent for approval by mail to 1
Slide 23: Inspire the reader & make a powerful connection Inspirational reporting light New format • 4 inspiring pre-determined editorial tinted double and single page formats 1. 2. 3. 4. “Copy the look” (fashion / beauty) “The hit, the combinations” (fashion) “3x different” (food) “Carte blanche” (fashion) • • Can be used in multiple Sanoma magazines Light realization investment by using existing photo material delivered by the advertiser
Slide 24: Inspire the reader & make a powerful connection Inspirational reporting light Copy the looks Fashion A smart idea to inspire your consumers – – – – A catwalk image A number of clothes and accessories to copy the catwalk look A detailed description of the different items shown at the right side and how to combine them best Copy made by a fashion journalist
Slide 25: Catw mag alk i e y Co p the im lo o k ages r Log C lea sen o pre ce
Slide 26: Technical specs Restrictions: • Max 1 catwalk image • Max 5 other images • 1 logo • Specifications with regards to shown clothes in a short briefing
Slide 27: Inspire the reader & make a powerful connection Inspirational reporting light Copy the looks Beauty A smart beauty idea to inspire your consumers – – – – A close facial make-up image A number of make-up and beauty products to copy the close look A detailed description of the different items shown at the right side and how to combine them best Copy made by a beauty journalist
Slide 28: C l k im atwa ag e y Co p the im lo o k ages r Clea Log n ce rese op
Slide 29: Technical specs Restrictions: • Max 1 catwalk image • Max 5 other images • 1 logo • Specificatons with regards to shown products in a short briefing
Slide 30: Inspire the reader & make a powerful connection Inspirational reporting light The Hit & its combinations Fashion Interesting idea for a fashion up selling deal – – – Show a top scoring fashion item Give ideas on how you can combine with other clothes or accessories in a refreshing way Copy made by a stylist
Slide 31: T it’-im he ‘H ag e ages o co ms t It e e-im mbin r C lea Log nce rese op
Slide 32: Technical specs Restrictions: • Max 1 ‘hit’- image • Max 5 other images • 1 logo • Specificatons with regards to shown products in a short briefing
Slide 33: Inspire the reader & make a powerful connection Inspirational reporting light 3 different ways Food Surprise your table guests – – – – One basic ingredient 3 different ways to prepare/serve it A new cooking way³ Copy made by one of our famous culi journalists
Slide 34: Fi pho way rst to Seco n y ph d wa oto ay p th w 3 hoto
Slide 35: Technical specs Restrictions: • Max 3- images of prepared recepies • Specificatons with regards to shown products in a short briefing
Slide 36: Inspire the reader & make a powerful connection Inspirational reporting light Carte Blanche Fashion Challenging and inviting idea – – – – You give 2 girls each 250€ cash to shop fashion within a limited time frame together with a stylist Curious about the results? A fashion photographer is taking photos in the shop Afterwards a picture of the girls side by side is shown • In copy their reason why • Together with advise of one of our stylists
Slide 37: In t h op e sh ma ho de p to’s r C lea Log nce rese op
Slide 38: Technical specs Restrictions: • The shopping budget • The shop • 1 logo • Specificatons with regards to shown products in a short briefing
Slide 39: Inspire the reader & make a powerful connection Inspirational reporting light Conditions for Inspirational Report light – – – – – – Photo’s delivered by advertiser (with exception of Carte Blanche) Realization investments are not negotiable Fixed lay-out no exceptions possible Realization timing: 3 weeks as soon as purchase order is signed Copyrights images on advertiser’s behalf No preferential placement
Slide 40: PUBLI light 2/1p realization Fixed format PUBLI light 1/1p realization Fixed format Inspire the reader & make a powerful connection Copy the looks Fashion Copy the looks Beauty The hit vs combi's 3 different ways Photo's delivered Delivered by advertiser Reworking photos max 5 Copy 1° language Copy 2° language Lay-out 1° language Lay-out 2° language Photoengraving 1° language Photoengraving 2° language Location Coordination & handling Total 2 languages Realization Realization 1st lang. 2nd lang. Copy the looks Fashion Copy the looks Beauty The hit vs combi's 2 different ways Photo's delivered Delivered by advertiser Reworking photos max 5 Copy 1° language Copy 2° language Lay-out 1° language Lay-out 2° language Photoengraving 1° language Photoengraving 2° language Location Coordination & handling Total 2 languages Inspirational reporting light Realization 1st lang. Realization 2nd lang. 1.161 € 348 € 1.509 € 813 € 279 € 1.092 € Carte Blanche Met shoot/eigen shopping Shoot/Fotograaf Styling/ shoot + advies 1/2 dg Visagiste 1/2 dg Copy 1° taal Copy 2° taal LO 1° taal LO 2° taal Steurs 1° taal Steurs 2° taal Lokatie Coordination & handling TOTAAL 2 TALEN Realization Realization 1st lang. 2nd lang. 2.591 € 348 € 2.939 €
Slide 41: Inspire the reader & make a powerful connection Crowdsource your product How? • By offering product testing through online recruitment • If they like what they see they tell others, if they don’t they tell you directly by voting, rating or just commenting • Enhances word of mouth in a very cost efficient way Beauty • Focused on an exclusive and relevant female Fashion audience Culi – – Libelle / Femmes d’Aujourd’hui Flair Vl/Fr
Slide 42: Inspire the reader & make a powerful connection Wave 1 Text box • on home page - week 1 • on thematic pages when possible – week 1 • 1 week online • Call to action • Number of testers according to availability of product Link in text box to content page • Contains information of product • Request to product testing • Link to subscription form Subscription form • Fill in opt-in 3d party (optional) & opt-in SMB + NALEG • Possibility to print e-coupon (available in 2d trimester) Selection of candidates • After 1 week • Products sent by advertiser (optional by SMB) TextBox homepage Contentpage Subscription Testing periodform
Slide 43: Inspire the reader & make a powerful connection TextBox homepage Contentpage Subscription form
Slide 44: Inspire the reader & make a powerful connection Wave 2 Dedicated e-mail will be sent to candidates • With invitation to fill in questionnaire • In order to increase the participation rate, we suggest to give an incentive Questionnaire is limited • 4 closed questions • 1 open question • Possibility to add questions Questionnaire will be closed after maximum 2 weeks • Results will be analyzed by SMB • Results will be discussed with Questionnaire advertiser before Dedicated e-mail
Slide 45: Inspire the reader & make a powerful connection Dedicated e-mail Questionnaire
Slide 46: Inspire the reader & make a powerful connection Wave 3 Text box • on the home page week 1 • on the thematic pages when possible – week 2 • 2 weeks online • Content: – Read more about… – Interesting quote Link in text box to content page This page consists of • results questionnaire • Information regarding product • Link to website advertiser • Possibility to print e-coupon (available in 2d trimester) TextBox homepage Results questionnaire
Slide 47: Inspire the reader & make a powerful connection TextBox homepage Results questionnaire
Slide 48: Inspire the reader & make a powerful connection Investment for wave 1+2+3 – – – – Package Libelle & Femmes d’Aujourd’hui € 7.500 Package Flair Vl & Fr € 10.250 Package ZappyBaby € 5.000 Including limited questionnaire • 4 closed questions • 1 open question • Analysis Realization and coordination costs € 2.500 Not included samples nor transport – –
Slide 49: Surprise, impress and draw readers closer 2 Brands Cover 4
Slide 50: Surprise, impress and draw readers closer Power of customized ads • • • Customize your advertisement to the world of the magazine Your brand will befriend the readers Increase impact of your campaign – – – TOM (↑ 9% - 19%) Recall of campaign (↑ 7% - 25%) Positive brand experience Source: Research Sanoma Magazines Finland, DNA case
Slide 51: Surprise, impress and draw readers closer New format • • • • Advertisement adapted to style of magazine Rate: advertising space -50% Agreement of editor is necessary Valid for Goedele, Humo & Télé Moustique
Slide 52: Surprise, impress and draw readers closer
Slide 53: Surprise, impress and draw readers closer New format • Cover 4 adapted to cover 1 • Rate: 2x 1/1 P • Strict timing: fast delivery of cover 4 • Agreement of editor is necessary • Valid for all Sanoma magazines
Slide 54: Surprise, impress and draw readers closer Cover 1 Cover 4
Slide 55: Surprise, impress and draw readers closer Cover 1 Cover 4
Slide 56: Catch the attention, stand out Ad By Ad Cover card Inflight
Slide 57: Catch the attention, stand out New promotion • • • • Multiple pages in 1 edition (min. 3 x 1/1p) Former additional 10% not applied any more All insertions are part of the same campaign (one brand, one product) Valid for all Sanoma weeklies
Slide 58: Catch the attention, stand out • Multiple AdByAd – 3x AdByAd • Successive pages -20% • Non successive pages 3 AdByAd + 1 AdByAd free 5x AdByAd • Successive pages -25% • Non successive pages 5 AdByAd + 2 AdByAd free –
Slide 59: Catch the attention, stand out Power of consecutive pages • • Increase of brand attribution with 16%! Higher appreciation 80 60 40 20 0 Good looking Interesting information/ Interests me Arouses buying Positive image intention of the advertiser For me / meant for me 65 73 76 62 60 67 41 43 51 74 76 80 61 51 52 half pages full pages series/ consecutive Source: Stop|Watch database / ABC Database, 5427 cases, 2003 - 2008
Slide 60: ABC Database • • • • • Impact barometer Sanoma Finland ABC = Attention & Brand Communication. Since 2003 Attention value, readership value and ad characteristics are measured More than 5000 cases in databank Methodology – – – – CATI Computer Aided Telephone Interview and recruitement of subscribers of each magazine , quotas per National Readership Survey 150 respondents interviews per title , each respondent gives her/ his opinion on a maximum of 15 ads Approx. 500 tests per year Carried out by IRO Research
Slide 61: Catch the attention, stand out Consecutive ads increase impact 1/1 With previous ad (with brand) 56,7 48,3 28,9 *With teaser (no brand) 59,8 49,7 33,5 Recognitio n Attributio n Effective score 56,9 41,6 25,7 Source: Stop|Watch database
Slide 62: Catch the attention, stand out
Slide 63: Catch the attention, stand out Cover Card New format • Do you want to be on the 1st cover with your product? Offers the perfect opportunity to put a product in the center of attention No waste Clear and distinctive advantage for the reader For an investment comparable to a single page + glued card inside the magazine • • • •
Slide 64: Catch the attention, stand out Cover Card • Card realized by Medialogue with a unique template – – Name of advertiser R° Logo of advertiser V°
Slide 65: Catch the attention, stand out Cover Card • Investment – – Advertising rights • Weeklies € 90,60 / 1.000 copies • Monthlies € 105,3 / 1.000 copies Technical costs (costs to print and glue on 1st cover) • Conditions – – – – – Valid for all Sanoma titles Combined with presence of minimum 3 pages in the magazine spread over 3 months Promotion includes an essential advantage for the reader Agreement of editor in chief is necessary 1 format available for all magazines
Slide 66: Catch the attention, stand out Cover Card Magazine Run Advertising cost /1.000 ex. 105,30 105,30 105,30 105,30 105,30 105,30 105,30 105,30 90,60 90,60 90,60 90,60 90,60 90,60 90,60 Advertising cost Total 14.215,50 12.636,00 7.371,00 7.897,50 8.950,50 10.530,00 4.738,50 10.530,00 27.180,00 24.915,00 11.778,00 14.496,00 15.855,00 6.342,00 18.573,00 Technical cost /1.000 ex. 70,96 70,96 70,96 70,96 70,96 70,96 70,96 70,96 58,46 58,46 58,46 58,46 58,46 58,46 58,46 Technical cost Total 9.579,60 8.515,20 4.967,20 5.322,00 6.031,60 7.096,00 3.193,20 7.096,00 17.538,00 16.076,50 7.599,80 9.353,60 10.230,50 4.092,20 11.984,30 Feeling Feeling Gael Gael Gael Vitaya Glam*it Goedele Libelle Libelle Femmes d'Aujourd'hui Femmes d'Aujourd'hui Flair Vlaams Flair FR Story 135.000 120.000 70.000 75.000 85.000 100.000 45.000 100.000 300.000 275.000 130.000 160.000 175.000 70.000 205.000
Slide 67: Catch the attention, stand out New format • • Page recto/verso, inserted in the magazine Rate – Advertising cost • Weeklies € 71,4 / 1.000 copies • Feeling, Gael, Marie Claire € 111,30 / 1.000 copies • Other monthlies € 90,10 / 1.000 copies Technical costs € 34,35 / 1.000 copies Volume decreasing • 3 flyers -5% • 5 flyers -10% – – • • Coupon required Valid for all Sanoma titles (exception Glam*it, Humo, Télé Moustique)
Slide 68: Catch the attention, stand out
Slide 69: The combined force of strong brands Print & online
Slide 70: The combined force of strong brands Print & online • • Print & online have their own unique characteristics They reinforce one another – – Deepen the relationship with consumers by enhancing the experience Better consumer connection • The message is conveyed in a stratified and diverse way and therefore more strongly.
Slide 71: The combined force of strong brands Print & online • Print & online have their own unique characteristics
Slide 72: The combined force of strong brands Print & online New packages Print & online • Standardized – Shopping pages combi off-online – Start April 2010 • Tailor-made – Based on client’s brief New packages Online • As part of a print plan
Slide 73: The combined force of strong brands Print & online New packages Community Activation OnLine Sold by ComAct/BeWeb Online TELL.PACKAGE DISPLAY (BEWEB+SMB) IN GENERAL WHAT IS IT? BASIC LEADER BOARD PLUS IMU PREMIUM OVERLAYER SPLASH BASIC PUBLIBOX + CONTENT PAGE RELEVANT SUBHOME CONNECT.PACKAGE PLUS PUBLIBOX + CONTENT PAGE HOMEPAGE RELEVANT SUBHOME RELEVANT THEMATIC PAGES CONTENTPAGE PREMIUM PACKAGE CONNECTPLUS + TELL HOMEPAGE RELEVANT SUBHOME RELEVANT THEMATIC PAGES CONTENTPAGE IMPACT.PACKAGE EDITORIAL INTEGRATION BASIC EDITORIAL BOX + CONTENT PAGE HOMEPAGE RELEVANT SUBHOME RELEVANT THEMATIC PAGES CONTENTPAGE PLUS EDITORIAL BOX + CONTENT PAGE HOMEPAGE RELEVANT SUBHOME RELEVANT THEMATIC PAGES CONTENTPAGE CAROUSEL MAX 3DAYS INTIMATE.PACKAGE TAILOR MADE SOLUTION PACKAGES BASED ON SPECIFIC ADVERTISERS BRIEF AND OBJECTIVES MIX OF POSSIBILITIES DESIGNED IN CLOSE COLLABORATION WITH THE WEBMASTER WERE DO YOU FIND IT? CONTENTPAGE ACCESSORIES NA NA NA NA NEWSLETTER POLL : HOT OR NOT CONTEST NA NEWSLETTER POLL : HOT OR NOT CONTEST E-MAILING NEWSLETTER POLL : HOT OR NOT CONTEST E-MAILING WHICH LABEL TO BE USED CONDITIONS NA NA DISPOS NA PUBLIREPORTAGE PUBLIREPORTAGE DISPOS PUBLIRE-PORTAGE FOCUS + NAME ADVERTISER FOCUS + NAME ADVERTISER SPECIAL DEVELOPED LABEL APPROVAL WEBMASTER APPROVAL WEBMASTER
Slide 74: Contact us Medialogue - n.v. Sanoma Magazines Belgium Telecomlaan 5-7 1831 Diegem tel.: +32 2 776 27 62 fax: +32 2 776 27 92